1. 1. Introducing Social Media for Small Business Neil Infield Manager Business & IP Centre neil.infield@bl.uk - @ninfield (twitter) - www.britishlibrary.typepad.co.uk/business
2. 2. http://www.slideshare.net/infield/
3. 3. 3 The British Library is for anyone who wants to do research academic, personal or commercial
4. 4. A bit about you 7 out of 10 for social media
5. 5. 5Introducing Social Media for Small Business Neil Infield 2015 I cant cover everything in three hours A canter through key areas Start on your Social Media Strategy Develop an About Me script My top tips for success Question Time with some hands on Three hours to cover all of Social Media?
6. 6. 6Introducing Social Media for Small Business Neil Infield 2015 Characteristics Free or very low cost - Facebook or Freemium model - LinkedIn Simple technology using web browser, or mobile Apps Lots of online help and guidance Interactive Source - http://www.sxc.hu/profile/garwee What is Social Media?
7. 7. What is Social Media really? etc
8. 8. For the UK only Facebook 31 million Twitter 15 million active accounts LinkedIn 15 million Pinterest 4 million? Instagram 300m globally Google Plus ? http://commons.wikimedia.org/wiki/File:AS-202_launch.jpg Why Social Media? http://www.rosemcgrory.co.uk/2014/01/06/uk-social-media-statistics-for-2015
9. 9. 10Introducing Social Media for Small Business Neil Infield 2015 Find out what your Customers Critics Fans are saying about you online Spot trends Monitor your competitors What will Social Media do for you?
10. 10. 11Introducing Social Media for Small Business Neil Infield 2015 Allow you to engage with your Customers Critics Fans in a transparent manner Measure your impact Crowdsource your products and services http://www.flickr.com/photos/kryten/125710155/ What will Social Media do for you?
11. 11. 12Introducing Social Media for Small Business Neil Infield 2015 Work out what you want to get out of Social Media What are your goals? More attention for your brand? Customer service? Customer interaction? All of the above? Define your audience and find out where they live online Developing your Social Media strategy
12. 12. 14Introducing Social Media for Small Business Neil Infield 2015 Work with your neighbour to complete pages 1 and 2 of the hand-out Developing your Social Media strategy
13. 13. 15Introducing Social Media for Small Business Neil Infield 2015 Blogging for Small Business
14. 14. Why you should blog http://blog.hubspot.com/blog/tabid/6307/bid/34209/93-of-Companies-Using-Inbound-Marketing-Increase-Lead-Generation-New-ROI-Data.aspx
15. 15. To build trust real people vs anonymous business To build an audience Increase Search Engine Optimisation without the risk Google loves blogs and hates cheaters Why you should blog Google logo render - Mark Knol
16. 16. Remember what happened to MySpace?
17. 17. 20Introducing Social Media for Small Business Neil Infield 2015 Drive traffic to your website Act as your social media hub Be seen as an expert in your field Reach a wider market word of mouth referrals http://www.sxc.hu/profile/Kurhan Why you should blog
18. 18. 22Introducing Social Media for Small Business Neil Infield 2015 With passion and patience For your audience On your own or in a team About things related to your business With Ronsealed headings How you should blog
19. 19. Put the good stuff first.
20. 20. 24Introducing Social Media for Small Business Neil Infield 2015
21. 21. 25Introducing Social Media for Small Business Neil Infield 2015 In combination with your other social media channels Twitter, LinkedIn, Facebook, +Google, etc Using your web domain if possible www.yourwebsite/blog Measure using built in tools or Google Analytics Use this information to guide your content How you should blog
22. 22. Publicise your blog posts
23. 23. 27Introducing Social Media for Small Business Neil Infield 2015 Regularly minimum once a week Content must be engaging / surprising / controversial / intriguing Including images and videos Length must be right for your readers http://www.sxc.hu/profile/dspruitt How you should blog
24. 24. Not all spam is tasty
25. 25. Me! Me again!
26. 26. 32Introducing Social Media for Small Business Neil Infield 2015 Your About Me page
27. 27. 34Introducing Social Media for Small Business Neil Infield 2015 The time has passed when Facebook was a "good idea" for businesses to try. It's now essential to your inbound marketing strategy. http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Busin Facebook for Small Business
28. 28. 35Introducing Social Media for Small Business Neil Infield 2015 1. Dont use your personal profile create a FB Page 2. Aim for 25 Likes so you can create a custom name fb.com/ninfield 3. Start posting useful content to get to 100 Likes 100 people with 200 friends = 20k reach 4. Need to pay (Promote button) to increase reach But 3 a day is enough 5. 400+ Likes switch to organic promotion Six steps to promoting your business on Facebook
29. 29. 36Introducing Social Media for Small Business Neil Infield 2015 Sabina on Facebook
30. 30. 37Introducing Social Media for Small Business Neil Infield 2015 Daily status updates but no hard sell Insights into your company Peeks behind the scene Photos and videos of the company at work Show a keenness to interact polls, quizzes You are allowed to have a point of view e.g. yoga trainer on diet and exercise What content should you post?
31. 31. 40Introducing Social Media for Small Business Neil Infield 2015 Use tools to save you time Buffer or Hootsuite Use Facebook Insights to measure Shares are most important Followed by comments Least are Likes What has the biggest impact do more of the same Are people spending money on your website? Vanity metrics arent good for business only your ego Manage and keep track
32. 32. Facebook for Business gives you the latest news, tips, and best practices to help meet your business goals: www.facebook.com/business
33. 33. I_3_you_too_(Explored)_Flickr_-_Photo_Sharing!_-_2014-07-15_16.27.29
34. 34. 43Introducing Social Media for Small Business Neil Infield 2015 Please accept my resignation. I don't want to belong to any club that will accept people like me as a member. Groucho Marx(109 chars) What can you fit into 140 characters?
35. 35. 44Introducing Social Media for Small Business Neil Infield 2015 Please accept my resignation. I don't want to belong to any club that will accept people like me as a member. Groucho Marx(109 chars) Aim for the sky and youll reach the ceiling. Aim for the ceiling and youll stay on the floor. Bill Shankly (95 chars) What can you fit into 140 characters?
36. 36. 45Introducing Social Media for Small Business Neil Infield 2015 Please accept my resignation. I don't want to belong to any club that will accept people like me as a member. Groucho Marx(109 chars) Aim for the sky and youll reach the ceiling. Aim for the ceiling and youll stay on the floor. Bill Shankly (95 chars) I can resist everything except temptation. Oscar Wilde (41 chars) What can you fit into 140 characters?
37. 37. 46Introducing Social Media for Small Business Neil Infield 2015 Micro blogging 140 character limit A technology without a purpose or vision The Marmite of Social Media services Love it or loath it it works But will it last? What is Twitter?
38. 38. 48Introducing Social Media for Small Business Neil Infield 2015 Smaller numbers than Facebook but bigger spenders Unparalleled access to celebrities and decision makers An opportunity to go viral The current reigning champion of social media for business 0 to 10,000 followers in one week is possible Why Tweet?
39. 39. 50Introducing Social Media for Small Business Neil Infield 2015 Short term promotions and special offers Invite feedback / market research Enhance your reputation Improve your customer responsiveness Build good relations Remember to protect your profile name How to use Twitter
40. 40. 52Introducing Social Media for Small Business Neil Infield 2015 Find trending topics and experts Find evangelists for your brand With caution going viral could be a bad thing Try to separate work and play Be careful when re-tweeting (libel laws apply) BBC advice Never tweet when you're pissed or pissed off How to use Twitter
41. 41. Spot and use Trends
42. 42. 54Introducing Social Media for Small Business Neil Infield 2015 Create a tweet button on your web pages Create and use lists to clean your stream Learn the twitter lingo @reply - Direct Message (DM) - Follower - Hashtag - Retweet (RT) - Trending Topics Use tools to manage e.g. Tweepi Twitter top tips
43. 43. 55Introducing Social Media for Small Business Neil Infield 2015 Customize your page: Change default profile picture Use 140-character BIO space, using keywords Install twitter on your mobile Be careful with # tags e.g. #susanalbumparty Twitter top tips
44. 44. 58Introducing Social Media for Small Business Neil Infield 2015 Tweet throughout the day Spread your tweets - up to 10 a day Dont ignore complaints - they are a test Switch to direct message (DM) instead of email Follow key tweeters including your rivals Twitter top tips
45. 45. Top 5 twits quiz
46. 46. 66Introducing Social Media for Small Business Neil Infield 2015 The grown-up Social Media channel Your virtual CV Hubspot survey showed LinkedIn is 3 times more effective than Twitter or Facebook for converting website visitors into leads LinkedIn for Small Business
47. 47. 68Introducing Social Media for Small Business Neil Infield 2015 Good for consultants, trainers and professions Research and engage with potential customers Check out your competitors Get recommendations Link to your other social media activities LinkedIn for Small Business
48. 48. Is Ben a clueless hippy or an industry expert?
49. 49. Twitter for photo sharing No pushy sales messages Use it to showcase your brand and customers Encourage your customers to share their photos Instagram for small business
50. 50. Research - then use the best hashtags But dont overdo it 10 to 15 hashtags max Aim to get the best quality photos you can Instagram for small business
51. 51. 73Introducing Social Media for Small Business Neil Infield 2015 Instagram pros and cons Pros Lots of users Lots of millennials Lots of engagement Created for mobile devices Cons Links dont work Cant use productivity tools like Hootsuite Limited advertising Doesnt integrate well with other social media platforms
52. 52. 74Introducing Social Media for Small Business Neil Infield 2015
53. 53. 75Introducing Social Media for Small Business Neil Infield 2015 Pinterest is a pinboard-style photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more. Users can browse other pinboards for inspiration, 're-pin' images to their own pinboards, or 'like' photos. The young upstart on the Social Media scene But very rapid growth last year Pinterest for Small Business
54. 54. 77Introducing Social Media for Small Business Neil Infield 2015
55. 55. 78Introducing Social Media for Small Business Neil Infield 2015 Pinterest pros and cons Pros Images can be linked to web pages Users can repin your images Pin It button makes it easy for your fans to share content Cons 80% are women so only 20% are men Not very conversational
56. 56. 79Introducing Social Media for Small Business Neil Infield 2015 Still a pale shadow of Facebook But is now incorporated in search results So definitely worth adding your presence One to keep an eye on The latest set of stats would blow your mind according to Google UKs head of agency Google Plus for Small Business
57. 57. http://techland.time.com/2011/07/11/a-brief-history-of-googles-social-networking-flops Googles previous failed attempts at social media 2004 2005 2007 2009 2010
58. 58. 83Introducing Social Media for Small Business Neil Infield 2015 People love moving images Google loves videos Demonstrate how things work Share your knowledge Examples: Blendtec Rasheed Ogunlaru YouTube for Small Business
59. 59. 84Introducing Social Media for Small Business Neil Infield 2015 Hootsuite or Tweetdeck to manage your posts Google Analytics and Facebook Insights to measure Sprout Social Wildfire Social Media Monitor Monitoring-Social-Media.com SocialMediaToday.com Tools to help you
60. 60. Hootsuite for monitoring and scheduling
61. 61. Share stuff with
62. 62. 87Introducing Social Media for Small Business Neil Infield 2015 Try to limit to 30 minutes a day Keep it professional you might go viral in a bad way Keep an eye out for new services Measure results and Cull any activities that dont help your business Stay focussed keep away from the Lolcats My top tips for Social Media success
63. 63. 89Introducing Social Media for Small Business Neil Infield 2015 Be a person online but not too personal Always try to add value Dont just lurk - contribute Try to be marketing lite - avoid spamming Have a consistent brand / name across your social media platforms Have fun with it My top tips for Social Media success
64. 64. Source: @DaveFriedel