TAKING THE CONVERSATION FURTHER The Internet has fundamentally changed the way

people find, discover, share, shop, & connect.

Join the conversation @PURCOSA

@WeCollaborateSA @mylifescape #SocialMedia

#PURCOSA2014

STRATEGIC SOCIAL MEDIA SELLERS  FOR  

LET’S EXPLORE

The purpose of this presentation is to help marketers and brands create a social media strategy that caters to their target community, with thought starters on how to be outstanding.

If you wait for the time to be right, you'll be waiting a long time. PLAN for the right time,

then move forward with purpose! #WeCollaborateSA

1.  Things change. All the time. Build relationships, not channels.

2.  Broadcast is so 1930’s. Share your story, without shouting.

3.  Leverage touchpoints and integrate.

4.  Social media is far past the experimentation and “shiny new object” phase

5.  Be outstanding. That means you need to stand out.

5 important things I’ve learnt about Social Media

Today

How to set up your social media accounts How to collaborate with peers

The importance of sourcing remarkable information and content The value of sharing knowledge

Mapping out the right way to promote ideas and products and how that can change your business

Tips on being social at the PURCO conference

In a tweet

@mylifescape

PART I

So what is all the Social Media hype about?

It’s about connections

•  Supports your marketing and communication strategy •  Consumers feel that they have access to your brand •  Word of mouth and building brand identity •  When someone mentions your brand in social media, there is much

more potential for other people to notice •  Monumentally easier for conversations to spread •  Conversations have the potential to reach a much larger audience

than ever before.

#Connecting

Social media allows businesses to have a pulse for what their customers are thinking and feeling, and allows for

easy social interaction.

Why brands are still hesitant to embrace Social Media?

What if people say awful things about us?

#TheCustomerIsAlwaysHeard

Resolution through preparation

•  Escalation grids •  Using the right monitoring tools •  From fright to delight •  Does it make sense for our business? •  Does it make sense for our type of content?  •  Which channels do my potential fans spend time on? 

PART II

The benefits of social media marketing include brand awareness, building your overall profile with specific

audiences, connecting with a broader conversation in your niche, and driving traffic and exposure to your key content.

Choosing the right channel

Choose those that best meet your needs and monitor, or hire someone to monitor, them closely. Social media only works if

you stay involved.

Increase customer loyalty and brand affinity

Social platform cheat sheet

NEED TO KNOW

Most established channel. Broad reach. Advanced targeting.

Well established. Huge potential for reach. Time intensive.

Owned by Facebook. High engagement through integration.

Business-focused social media for marketers. It’s more than a CV.

WHO’S ON IT Everyone. Teens using it less. Images and video is key.

Wide audience. Tech. Marketing. Entertainment. News.

Millennial & teens, early adopters. Fashion. Nature. Photography.

Business people. Recruiters. Brands. Thought leaders.

SOCIAL IN SA 11.8 Million users 9.2 Million via Mobile

6.6 Million users 7-9 best time to post

1.15 million users 3.8 million registered accounts

HOW PEOPLE USE IT

81% of posts are photo’s Ave updates 150 char long

140 characters 51% of tweets contain links 61% contain hashtags

Upload images. 15 second videos. Hashtags. Location based. Likes.

Build personal brand. Search for jobs. Share knowledge. Join groups.

HOW BRANDS USE IT

Publish high quality visual content. Extension of brand campaigns. Non fans to fans. Deal with complaints.

Competitions and sports related content get most retweets Real time participation is key. Host twitter chats. Respond to questions and customer support.

Publish high quality visual content to engage with fans. Leverage influencers. Build visual brand experiences and competitions.

Content distribution, publishing tech, business, news and insights. Text and visual content. Recruitment. Ask questions. Advice.

WHAT IT CAN HELP ACHIEVE

Awareness. Brand equity. Purchase intent. Traffic. Reach and insights.

Awareness. Brand equity. Purchase intent. Traffic. Reach and insights.

Creatively extend & integrate your TV campaign. Build a visual aspect to your brand.

Brand equity and engagement. Establish brand as “the company to work for” Connect with decision makers.

ROI Shares. Comments. Likes. Video Views. Engagement.

RT’s. @replies. Favourites. Followers. Hashtag usage.

Likes, Comments, Hashtags, Shares.

Comments. Likes. Shares. Reach. Interactions.

INTERESTING Fastest Growing Segment 31 – 40 crowd Best time to post 9am – 10am and Thursdays

Extremely high engagement. 85% of tweets come from mobile devices. Twitter overtakes FB usage fro SA brands.

Cape Town dominates. Most popular hashtags #SouthAfrica #CapeTown #Love

Customize your background is a new feature. Integrate your slideshare.

*SOME INFO & STATS SOURCED FROM: WorldWideWorx: Social media landscape Report 2015 & 360 *INSIGHTS BY #WECOLLABORATESA

“Communities already exist. Instead, think about how you can help that community do

what it wants to do” - Zuckerberg

How do we create communities?

PART III

Let’s get social

•  How to use Twitter for business

If you want to grow your business, or improve your relationship with your existing customers, a strong Twitter

presence is a must.

“Twitter is a link in the communication chain, not a stand alone strategy”

Getting started with Twitter

Make sure you are signed in to your email on the same device – you will get an activation email at the end of the process.

Choosing a Username

•  This is the name your followers use when sending @replies, mentions and direct messages

•  It will also be the URL of your Twitter profile page

•  You can change your username in your account setting, as long as the username is not already in use

•  Usernames must be fewer than 15 characters

Setting up a Twitter account

Go to www.twitter.com 1.  Enter your full name, email address and a password 2.  Click sign up for Twitter 3.  On the next page, you select a username

Setting up a Twitter account

3. Double check your details 4. Click create my account 5. You may be asked to complete a Captcha to let them know you’re human 6. You will receive a confirmation email

Choosing your twitter handle

•  Don‘t make your Twitter handle something completely random – this is a branding opportunity

•  Don‘t use numbers, example: @Chez123

•  Don‘t use an underscore, example: @Che_Smith

Next: Personalize your account before you begin interacting with and following people.

Setting up a Twitter account

Profile pictures for Twitter Format .jpg or .png. Profile Photos at 400x400 pixels Header Photos 1500x500 pixels

Setting up your profile

Personalize your account before you begin interacting with and following people. Before you add your information, your account will look inactive.

Add your avatar

Click “the egg” to update your profile Click the camera icon over your profile image and upload a picture. Click on the “upload” button and select the best photo to represent you or your company. Brands should use your company’s logo.

Note: Format .jpg or .png. Profile Photos at 400x400 pixels Header Photos 1500x500 pixels

Before you start following

•  Tweet a few times

•  Give potential new followers an idea of the type of content you will be sharing

•  Your most valuable asset is the information you share with your followers

•  Content is the deciding factor for whether you get a follow back

Start tweeting

Follow @PURCOSA Create a tweet, add the hashtag #PURCOSA2014 at the end of your tweet Press Tweet

Know the Lingo

@ at Mention RT Retweet DM Direct Message # Hashtag

Know the Lingo

@ at Mention Used to call usernames in Tweets Used to reply and mention another user account in your tweet @PURCOSA

Know the Lingo

RT Retweet An RT is placed before the retweeted text when users retweet what someone else has tweeted

Know the Lingo

DM Direct Message These are private messages between the sender and follower Use @ before as it specifies who the DM is for

Know the Lingo

# Hashtag Used to mark keywords or topics in a tweet Used to categorize topics, categories Certain # trend is used before a relevant keyword with no spaces or other symbols Clicking on a hashtagged word in any message shows you all other tweets marked by that hashtag

#PURCOSA2014 #WeCollaborateSA #SocialMedia #FF

What do I tweet about?

The media are in this environment so reputation is everything here Ask your followers for their opinions

If they retweet or share your content, show your fans that you care about them, by giving them a shoutout

Reward loyal fans through giveaways, brand swag and personalised brand experiences

Think of social media relationships the same you would real life relationships You have to put in time for it to have meaning

Make sure your brand is protected by addressing negative feedback ASAP

What do I tweet about?

Be relevant Keep your customer base up-to-date on your events

Promote recent blog articles or news update your consumers about products/services

Give real-time updates at conferences and events Offer customer service and support

Know what you want to share Know who you want to connect with

What do I tweet about?

If tweets are too long, or you want to link a URL to a website or image use URL shortening software to shorten to usually 20 characters.

Try bitly

Social media efforts should always be an intuitive, natural extension of current brand strategies, strengthening brand

identity and driving customer affinity.

Questions ?

Our services

DIGITAL COMMUNICATION SPECIALISTS   WeCollaborate specialises in consulting and communication. We are driven by integration and innovation with a strategic mindset, bringing ideas to life. You have an objective, and we will meet your brief by developing tailor made solutions, with the right people, to transform your business.   We specialise in three significant areas of digital consulting and communication. Strategy, Connectivity and Education.   EDUCATION With our passion for people and education we offer bespoke workshops, in-house training and we groom you and your teams with the skills and knowledge you need to function with purpose in the social world. STRATEGY Our strategic focus is on business, brand and social media strategy. We will conduct business and process audits in discovery sessions, in order to develop an integrated strategic approach, with KPI’s and measures of success.   CONNECTIVITY We understand that being connected is an imperative part of business and life. We will provide you with everything you need to stay connected in hardware and IT solutions.   Collaboration. We simplify digital, working with the right teams, to deliver outstanding work. This forms the back-bone of WeCollaborate.

CHERYLANN SMITH Digital Innovator & Specialist I am a passionate, innovative big picture thinker who can connect digital and social to all other aspects of the client business to drive growth opportunities

THANK YOU

cherylann@wecollaborate.co.za za.linkedin.com/in/cherylannsmith

Adopt Adapt and Flourish

MIKE Communication solutions. I believe the world should always be connected. I provide hardware & Backup solutions. Technical support. Systems integration. mike@wecollaborate.co.za

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