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www.thenetadvantage.co.uk

Social Media – how can it work?

Jan Minihane

Overview

10 April 2023www.thenetadvantage.co.uk

• The Social Media Landscape

• Thoughts on the main social networks

• Maximising Online & Offline Marketing efforts

• Building an Online Marketing strategy

• Mixing it up

The Social Media landscape


The Social Media landscape – the reality….


Social Media: just for kids?


Social Media: where are users most active?


Facebook ….

What do you look like online?


Why is Social Media so important?


It’s HUGE … and growing rapidly still:

Why is Social Media so important?


It’s HUGE … and growing rapidly still:

-67% of the world’s population use social media

-1 billion+ Facebook users

-800m monthly users on YouTube

-728m Google+ accounts, 340m active users

-600m Twitter accounts, 240m active users

-Over 200m blogs

-200m LinkedIn users


Thoughts on the main social networking sites

Thoughts on Facebook & Twitter


Facebook

•Still the ‘best’ for community (Google+ is trying hard)

•New news feed means visual more important than ever

•Reach of a Facebook post = 15% (1 million+ likes) to 40% (small no. likes)

•Why? News feed algorithm (fka Edgerank)

•What can you do?– Create more compelling, regular, engaging content– The reality – advertising has to play a part in your Facebook efforts

Thoughts on Facebook & Twitter


Twitter thoughts

•Twitter as a communication tool

•Twitter as a tool to create conversations with visitors in realtime

•Twitter as an audience/market research tool

•Twitter as a media relations tool

•Tweet weighting

•Funnel to Facebook/Google+

Social Media: Is Google+ the next big thing?


Social Media: Is Google+ the next big thing?


• However:– SEO – public cposts– Hangouts– …and Google Authorship…

Social Media: is Pinterest the next big thing?



Maximising your online and offline Marketing efforts

Maximising your reach on Social Media


Checklist – have you:

•Included (relevant) social media presence on your business cards/flyers/banners all offline marketing materials?•Added icons at ‘pause points’ around your premises?•Added a REASON for people to follow/like you?•Made it easy for people to follow you (e.g. URL, QR Code, page/profile name)?•Asked your target audience what they would like to see from you online?•Recycled blog posts into e-newsletters?•Used e-newsletters to point to your social media presence?•Used blog posts to highlight other pages on your website?•Linked each online presence to all other online presence?•Add a like box/follow button to your website?


Building a Social Media Strategy

Step 1 - Do a social media audit


UNDERSTAND:

-Your organisation, product/service & your USP-Your online & social media objectives-The major social media sites-The time commitment to doing it WELL

DECIDE:

-Where you want to be online-Where you have the time to be online-Who is going to be involved-How you are going to monitor it

UNDERSTAND – your business


Social Media Objectives


Drive traffic to website Raise brand profile Promote events Become a knowledge leader Connect with peers Connect with existing customers Connect with potential customers Connect with past customers Connect with/find stakeholders Connect with journalists Reinforce offline marketing Provide real-time customer service Create a social environment for your customers Increase positive sentiment about your brand

How long does it take?


Social Media Objectives – let’s try again


Drive traffic to website Raise brand profile Promote events Become a knowledge leader Connect with peers Connect with existing customers Connect with potential customers Connect with past customers Connect with/find stakeholders Connect with journalists Reinforce offline marketing Provide real-time customer service Create a social environment for your customers Increase positive sentiment about your brand

Step 2 – discuss it with staff


• How are you/they going to use it

• When are you/they going to use it

• Do they really have an appetite for using it? If not it will show!

• Communicate your vision, mission & objectives to your staff

• What are the rules (if any!) for:– Staff using social networking accounts during work time for their own personal use– Staff using their social networking accounts during work time for business use– Staff using official social networking accounts during/out of work time for business

use

Step 3 – build your working strategy


1. Establish/review your goals & objectives2. Research your industry online3. Find your industry influencers4. Choose which platforms you will use and how5. Connect the offline with the online6. Build an editorial calendar7. Start engaging8. Build relationships - on and offline9. Measure10. Review & evolve

And finally, have fun with it (seriously)


Let’s mix things up a bit….

What can you offer that’s a little bit different?


An exclusive/meet and greet event for your faithful social media followers….

Why?•Compelling reason to follow you•Makes followers feel ‘special’ – stronger brand advocates•More likely to remain a fanHow?•For Facebook only•Use Facebook events & advertising to followers only•Once or twice a year



Crowdsource what your ‘fans’ want to see next re: special events/displays

Why?•Makes followers feel part of the process•Delivering what visitors want•More likely to remain a fan

How?•Works across all platforms, esp. Twitter, Facebook, Google+, Pinterest•Make it a seasonal annual event



Never underestimate the power of the call to action….



Create your own hash tag on Twitter…

Why?•Makes your best content easy to find•Shows a more ‘giving’ side to the brand•Demonstrates expertise

How?•Works for Twitter, Google+ and Pinterest•One tip/piece of advice/picture per day with the hashtag – 7 days a week



Think conversion – to email or actual visits

Why?•Email marketing is still more effective than social media•Social Media will not be the main source of visitorsHow?•Twitter – Funnel potential fans into Facebook•Nurture community on Facebook•Use a Facebook app e.g. Splashpost for email conversion



Use Google+ hangouts to give your audience access to key people

Why?•Gives followers access to their influencers•Up to 20 will be able to talk to the host directly•Streams to YouTube for others to view after the event

How?•Either regular or adhoc hangouts•Invite circles, individuals or make it public•Promote on other social media presence



Your audience is divided – some want broadcast, some want engagement (!)

Do you:•Just broadcast?•Just Engage?•Mix of both?•Have one account or several on each platform?Considerations:•Do less, better•Mix of both, consider separate Facebook page for special event



Give your audience exclusive content - behind the scenes, day in the life of…

Why:•Compelling reason to follow you•Makes them feel more part of what you offer•Easy content fillersHow:•Engage members of staff from around the museum to contribute•Post regularly so followers learn to expect it•Video tour behind the scenes



Maybe, just maybe, scale down your social media presence (!)

Final Thoughts


• Do less, better

• Do your homework

• Find out where/if your target audience want to talk to you online

• Think hard about how to stand out from the crowd – nice economy

• Make sure what you’re doing online works with your offline efforts

• Measure, monitor & evolve

• ENJOY IT!


Let’s carry on the conversation….

twitter.com/janminihanefacebook.com/jan.minihane

uk.linkedin.com/in/janminihanegplus.to/janminihane

pinterest.com/janminihane

Social media can it work popup-shop nov 13

Marketing

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