Social Media Fundamentals April 2012
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Transcript of Social Media Fundamentals April 2012
About Today
Understand more about what social media is The most common reasons for poor social media marketing and what to do about them Social Media Channels – Inc Facebook, Twitter and Linked In + top tips to improve performance Social Media management, resourcing and policy
About You?
Part 1.
Social Media Overview and Channels
Social Media Marketing Stories Often Start Like This…………
We really should be using And ”
We think about the tools, but we should be thinking about…..
Social Media ‘broadcast’ Corporate tone of voice Wrong tools for the job – not using the right social media channels Content is boring / no content No integration etc.
What problems does this create?
Support from management An evolving business and media culture Resources in place to do it properly Content and social currency to use They know their audience and are not 100% afraid of them Use the right tools with confidence
Are ok about doing things a bit differently!
7 Habits of highly successful social
media use!
Sharing
Social Media
Channels
Digital / Social Media
Channels
SEO PR Search Engines: How visible is
your organisation Google Search?
Digital Display
Online Media and Communities:
What ones that matter to you?
Online Video: Promote and
Share
Online Surveys: Canvas Opinion and feedback
Q. What Digital Channels are you using?
What is ?
“Pinterest is a social network that allows users to visually share, curate, and discover new interests by posting, also known as ‘pinning,’ images or videos to their own or others’ pinboards.”
Users can:
• Upload images from their computer • Pin things they find on the web using the
Pinterest bookmarklet, Pin It button, or just a URL.
Source: Hubspot, 2012
1. Traffic – Effective at driving traffic to websites.
2. Links – Use of the ‘Pin-it’ button on your website provides a link back to the source.
3. Social Sharing – Users log in using their Twitter or Facebook profiles for social sharing.
Why is important?
Source: Hubspot, 2012
The problem of too much choice……
Part 2.
Facebook in Practice
Using as a corporate broadcast tool (No.1 issue!) Posts are too long Not enough engagement and interaction
Top Reasons for Facebook Failure
No overall strategy and objectives No content – all text based posts, but what about other forms of content Little Integration with PR, marketing Almost no integration with other areas of the organisation (customer service?)
Top Reasons for Facebook Failure:
STRATEGY
Symptom: Few fans – no fan growth No investment in Facebook advertising No integration with offline comms and marketing No marketing via email newsletters, website etc
Top Reasons for Facebook Failure:
MARKETING
Becoming a Content Publisher
You need an Editorial Calendar – Plan and source your posts
• Yearly breakdown of activity – events and campaigns etc
• Weekly list of links and short term posts + spontaneous content
# 1 Start by stopping - Avoid:
• Declarative status updates
• Text-only status updates
• Repetitive topics
Growing FB Engagement
Successful Engagement is About:
• Relevant and timely
• Emotional appeal
• Crowdsourcing – Ask questions, polls and survey
• Replies to posts
• Sharing Content
• Creating momentum (Campaigns!)
The Problem?
• Advertise: Facebook Advertising / Sponsored Stories
• Integration with Comms Material
• Better Posting and overall experience
Traffic Building
Promoting Your Business with Ads
Step 1: Identify Your Goals Define what you want to promote and the goals you want to achieve e.g. building awareness, driving sales or growing fans. Step 2: Target the Right People Select criteria for the people you want to reach based on the interests of your audience not what they might be looking to buy. • Target by Location, Language, Education, and Work • Age, Gender, Birthday, and Relationship Status • Likes & Interests • Friends of Connections • Connections
Step 3: Design an Engaging Ad
Create versions of your ads with different images and text to find out which performs the best.
• Include key information in the title
• Provide a call-to-action
• Use an eye-catching and relevant image
• Target different audiences
Step 4: Manage Your Budget
• Determine if you want to pay on CPC or CPM basis
• Set a bid within or above the suggested range
• Set your daily budget
Step 5: Review and Improve
• After you launch your campaign edit and optimise your ads based on the data provided such as impressions and clicks
• View specific time periods to see how your ads have changed over time.
• Remember to refresh your ad text and image if they have been running for a considerable amount of time.
Integration with Comms Material
• Offline marketing: Include Social Media Icons on your
marketing - Billboard ads, posters, and brochures • Website: High visibility of social icons on the website • Email Info: include your FB Page URL and Twitter address • FB URL – need to have this!
Traffic Building
Integrating with PR: Carry the PR story onto Facebook. You are the publisher and so are your friends!
Social Media PR: Source Pages where conversations happening about consumer issues. BBCNI and Belfast Telegraph FB sites
Digital Integration: Integration with Email marketing and Online PR
Traffic Building
Facebook Insights
Facebook Metrics
Main metrics I would focus on are: • ‘People are talking about this’ • Liking your Page • Liking, commenting on or sharing on one of your Page
posts • Answering a question you have posted • Tagged your page in a posts or status update Remember ……… • Need to give it time and test performance • EdgeRank Rules!: What is Edgerank?
Facebook EdgeRank
EdgeRank is an algorithm that ranks objects in the Facebook News Feed. Pages with high EdgeRank Scores will be more likely to show up in the news feed than Pages with low EdgeRank Scores! • Affinity: dependent on a user's relationship with an object
in the news feed e.g. likes and comments. • Weight is determined by the type of object, such as a
photo/video/link/etc. • Time Decay, as an object gets older, the lower the value.
Improving EdgeRank
Pages with a high EdgeRank are more likely to show in your “Top News” stream. Users with a low EdgeRank may not even show in your “Most Recent” news feed.
Some tips to increase your Edgerank: • Publish Objects That Encourage Interaction • Make the Most of Photos and Videos • Share Links • Keep It Fresh • Ask Users to Share
Recap….
• Need to create lot more activity around your campaigns – leverage very strong public awareness campaigns
• It’s about the experience – talking to the community, engage, encourage them to share.
Login to Facebook Review Charity Water Timeline Note the main characteristics of the Timeline? Discuss how it compares to the strengths and weaknesses of your own Timeline
Exercise
What do you think of
?
Is…
The World’s Largest Professional Network It could be your most important social media channel! An opportunity to create a dynamic, highly visible online profile…….. + more
• Gain Connections with other professionals
• Research and generate leads
• Status Updates
• Gain and show recommendations
• Gain Introductions
• Source and join groups
• Recruit
What can I do on ….
Why do I need to be on …….
?
?
Facts and Figures
150 MILLION PROFESSIONALS
WORLDWIDE
Not just another social media site……..
Credits: Amodiovalerio Verde
Tour
Linked In: Top Tips
Add to Your Profile Start to grow your network – connections Link up with the real world Don’t sell on Linked In Use search
Twitter in Practice
How does it work? Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from
Example of Tweets.
Post tweets People like tips, links to interesting stories and blogposts (they don’t have to be about your Organisation) People like the human touch and will appreciate posts with your thoughts and experiences more than you think.
Key terms… To follow somebody is to subscribe to their messages A tweet is an individual message A DM or direct message is a private message on Twitter RT or retweet is to repost a valuable message from somebody else on Twitter and give them credit Trending topics are the most-discussed terms on Twitter at any given moment.. E.g ‘Flu’ hashtag—the # symbol followed by a term and included in tweets e.g #fluvaccine
Twitter Terms in Detail………
Following someone on Twitter means: you are subscribing to their Tweets as a Follower their updates will appear in your timeline that person has permission to send you private Tweets, called direct messages
What is following?
If you follow @sprsquish, you'll get their updates on your homepage when you log in, as shown below. Your follower/following statistics are also listed on your home page.
What is following?
Example
Search for followers: schools, businesses,
politicians and community groups!
Retweeting
If someone tweets something that interests you and you feel it would interest your readers, you retweet it for your readers. Essentially, you are forwarding the original tweet to your followers – It’s like forwarding an email to your email database. Retweets can be used to promote relevent news and views from You also want your Tweets to be retweeted by other people including politicians, locals, Businesses, media etc
DM (D): It stands for Direct Message. This is like email and only you can see your DMs. As opposed to replies and regular tweets, DMs are private. This feature is used if you want to write something privately to someone, but more importantly, if you are writing something that your followers will not find interesting.
Hashtag (#): The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. Hashtags: helping you find interesting Tweets People use the hashtag symbol # before relevant keywords in their Tweet to categorize those Tweets to show more easily in Twitter Search. Clicking on a hashtagged word in any message shows you all other Tweets in that category - #WaterChargeWatch
Reply (@): Twitter has a unique replying feature. Whenever a person’s name is preceded by a @ symbol, that means that the sentence (tweet) that follows is directed at them. So if you want to reply to someone, simply type @ and then their name, then type the reply.
URL Shorteners: When linking you may need to shorten links. Why: Twitter only allows you 140 characters, so long links are an issue URL Shorter –Bitly – shorten link and add to the tweet.
How Consumers and Organisations Use Twitter
Source: Econsultancy Report: Twitter for Business, 2011.
Twitter Best Practice…..
Twitter: Top Tips
Listening: Use tools to listen to relevant tweets. Follow the conversations – map people and their issues + Scan local / sectoral media for relevant stories Audience mapping: map out target people and groups. Eg. Community groups, MLAs + journalists Twitter For Crowdsourcing: Canvass opinion, ask questions and gain feedback etc PR and Media Relations: Need to build relationship with Journalists on Twitter
Think Like a News Editor! Source stories from: 1. Other part of the business / organisation 2. Sectoral Media 3. Top News Publishers (Guardian, Bel Tele etc) 4. Twitter and Facebook and You Tube + You need a content strategy!
Twitter: Top Tips
Showcasing PR mentions – promote coverage in @BelTel
etc Integrate with real world: Tweet at live events E.g Stormont events – ‘good point by ??MLA on water charges’.
Twitter: Top Tips
Promote Twitter handle!: Make visible on the website! Integrate with other marketing and communications
Twitter: Top Tips
Be Interesting! Create and tweet about things that are interesting ReTweeting: Retweet valuable and interesting stories – but not too much! Personalisation: Who is Tweeting – have staff names on CC profile
Style
http://tweetstats.com/ http://www.tweetdeck.com/ Remember – Social Media success is about promoting the org, being useful and interesting, holding together a community…………… not about tools and technology!
Monitoring
Metrics
Keep It Simple ! Number of followers? Retweets Number of replies or engagements
Management and Resources
How Does The Internet and Social Media Change Your Organisation – Start The Conversation!
Q. What is the role of Social Media within your business or organisation? Q. What are the attitudes towards it? Q. What are the challenges you face
69% of companies are planning to increase budgets for off-site social media, including Facebook and Twitter. The number of organisations without any dedicated social media personnel in place has dropped from 29% in 2010 to 25% in 2011. Social media is typically owned by the marketing department, according to 70% of organisations. Just under a quarter of respondents (23%) report that a mixture of departments own social media. [Source: Econsultancy.com]
Social Media Budgeting and
Resourcing
Some 40% of companies have implemented training and governance models related to social media, while 60% have not. The biggest barrier to effective social media engagement is the lack of resources, cited as a significant issue by more half of companies (52%) surveyed. The next biggest issue is the lack of budget, which is cited by 30% of companies. [Source: Econsultancy.com]
Social Media Barriers
In some cases, social media activity has failed to meet expectations or has been discontinued…….. When asked to describe the value their organisations have got from social media investments, almost half of companies (47%) say ‘the jury is still out’ specifically because they have not been able to measure results.
Social Media Barriers
Attitude of Senior Management
Online Reputation
Management
Social Media Policy
“Let’s hurry home and follow the earthquake news. And don’t forget to order your favourite KFC menu”.
Consumer
Policy
“Our policy explains our rules and guidelines for interacting on our social media channels including our Facebook Page and Twitter,……..” Removal of posts and profiles. “We believe that our social media sites should be open and tolerant forums which are free from content and comments that are likely to cause offence and harm to other people.
The Council will remove from its social sites the following content and comments which are or we believe to be: Offensive, bullying, threatening in nature Sectarian, racist or sexist Libellous or defamatory Attack, intimidate or threaten council employers Attack, intimidate or threaten other users and individuals Off-topic or irrelevant Disruptive
Consumer
Policy
Social Media Guide for Staff Guidelines and responsibilities
Responsibilities: employees are responsible for content they post online Be professional: Best to participate in the same way as you would with other media or public forums. Tone of voice: Always adopt a professional tone and be polite and courteous to people online – even when you encounter instances of difficult individuals who have posted negative comments Sometimes you will encounter people who are rude or annoying, but remember not to engage in public disagreements.
Social Media Guide for Staff Guidelines and responsibilities
Monitoring: Who should monitor? Social media manager + employees with responsibility for Facebook Posting How often? Responding to Comments: Review comments and select ones that require responses. • Questions about Council Services e.g refuse collection • Feedback on Council services, events etc (Feedback can be positive or negative) Remember we don’t need to respond to all comments!
Social Media Guide for Staff Guidelines and responsibilities
Consumer Guidelines: Refer to social media policy for consumers using our Facebook Page. People cannot post offensive material on our channels or breach any of our rules - remove the post, thread etc or even bar the user In the case of a persistent offender, please refer the issue to the social media mentor for advice on blocking comments from the user. However it not advisable to take a very strict policy to the removal of posts – need two-way conversation.
Integration
The Challenges of the ‘Always On’ Multi-Channel Marketing Function?
Metrics
Connect on: www.linkedin.com/in/paulmcgarrity Follow me: @paulmcgarrity Visit the website: www.OctaveOC.com Why not join our email newsletter list?
What to download the workshop on SlideShare? http://www.slideshare.net/OctaveOC/social-media-fundamentals-apr-2012.