Social Media Training

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Social Media Basics for Startups

description

A general overview of best practices for new business owners and entrepreneurs.

Transcript of Social Media Training

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Social Media Basics for Startups

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Agenda

• Definition• Popular Channels• Communication and Etiquette• Questions

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What is Social Media?• The online tools and technologies

used to create dialogue and foster the transfer of information.

• Any connected technology or practice which people use to share opinions, thoughts, content, ideas experiences, perspectives and media.

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Social media levels the playing field. It has never been easier to be in touch with your customers or target market than it is today.

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Who is using social media?• Facebook and YouTube combined

account for over 1.7B estimated unique monthly visitors.

• Of the top 10 most visited domains on the web, 8 of them are social.

• Americans spend an average of 37 minutes daily on social media, a higher time-spend than any other major internet activity, including email.

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What is the value of Social Media?

• Interactions increase in the reach of our endeavors.

• Friends of friends• Increases our credibility and qualifies

our trustworthiness. • People ask experts and expect

responses • Gives our content more shareability

and amplifies our signal. • Interaction is immediate and

reliable

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Build an audience and you build trust

• 72% of consumers trust online reviews as much as personal recommendations.

• 78% of consumers say that the posts made by companies on social media influence their purchases.

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What do the channels mean?

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Twitter

What’s in a bio?• According to The New York Times, the

Twitter bio is a “postmodern art form” • Identify what makes you unique• Be consistent with your formatting• Spelling and grammar• Explain why you’re important and why

someone should follow you• No call-to-action

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Twitter

BrandingAvatar

• Use your real photo or logo• 400x400 with a max of 700kb

Cover Image• Should speak to your band• Doesn’t need to be extravagant

Background• Stay within your branding• Tile or create a custom page

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Twitter

• Listen to your customers• Use tools to discover and follow potential

customers and conversations• https://twitter.com/search-advanced• http://followerwonk.com/• http://hashtagify.me/• http://topsy.com/• http://www.socialmention.com/

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Twitter

Engage in the conversation• Always respond to @ mentions• Say “thank you”• Some users will respond, others may retweet or

favorite your post to show their own audience.• Twitter is based on exchange

Set up alerts or use social media software• Google Alerts• Hootsuite, Sproutsocial, etc.

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Twitter• @ replies: Appear in your feed and the person you’ve

mentioned• Direct Messages: Private messages between two accounts who

are following each other• RT: “Retweet” reposting a tweet from another user and

mentioning them for credit• MT: A modified retweet, still mentioning the original user but

changing the original content• HT: “Hat Tip” giving credit to another user for a contribution or

realization• #FF: Follow Friday, endorsement of another user and

suggesting people follow them

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Facebook

Types of accounts on Facebook• Facebook Page: Pages are for

organizations, public figures, businesses, and brands to connect with people in an official, public manner.

• Profile/User Account: A Facebook profile is intended to represent an individual person to connect with their friends and share information about their interests.

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FacebookFacebook BrandingSecure a vanity URL

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Facebook

Facebook Wall• Central location for recent information

posted by your brand. • Up-to-date content timeline• Highlight and showcase your most

important posts

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CommunicationThere are 3 ways to communicate on Facebook:

• Posting• Replies or “@” Replies• Private Messages

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Communication

All actions that you take while using Facebook as your Page will appear on Facebook as coming from your Page.

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Communication

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Communication“@” Replies

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CommunicationPrivate Messages

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Linkedin• Over 259 Million active users• Average of 2 new Linkedin Users every

second• 40% of Linkedin users check in daily• 8,000 new groups are created weekly• Mashable has the most engaged

company following

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Linkedin• You must have a personal LinkedIn profile set up with your

true first and last name.• Your profile strength must be listed as Intermediate or All

Star.• You must have several connections on your profile.• You're a current company employee and your position is

listed in the Experience section on your profile.• You have a company email address (e.g.

[email protected]) added and confirmed on your LinkedIn account.

• Your company's email domain is unique to the company.• A domain cannot be used more than once to create a

Company Page.

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Linkedin

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Linkedin• Fill Out All Information• Search engine keywords and phrases

are important for Linkedin Search• Cover image size: 646 x 220 pixels• Standard logo size: 100 x 60 pixels• Employees are your best ambassadors• Add Linkedin buttons to your

homepage

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Linkedin

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Linkedin• Use best practices:

• 16-25 Words foster the most engagement• Question marks lower engagement up to 45%• Exclamation points raise interactions, sometimes

as much as 27%• Target your posts appropriately

• Industry and/or location• Leverage “Showcase Pages” for your key

services and solutions

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YouTube• More than 1 billion unique users visit

YouTube each month• The most viewed video, PSY's

"Gangnam Style," has over 600M views• Average YouTube Visitor visitor spends

15 minutes on the site• According to Nielsen, YouTube reaches

more US adults ages 18-34 than any cable network

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YouTube• Remember that YouTube and Google+

are now linked• Your Google+ avatar will be your

YouTube avatar as well

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YouTube• Build Channel art from the middle out

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YouTube• When possible, embed your YouTube

content on your homepage

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YouTube• YouTube content remains effective from

much longer than other channels• Be consistent and reliable in your content

delivery• The best-performing brands publish high

volumes of content on a regular schedule• Focus on a broad range of content• YouTube is the 2nd largest search engine

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Instagram• 150 Million Monthly Active Users• 16 Billion Photos Shared in total• 1.2 Billion Likes and 55 Million Photos

shared every day• The most followed branded account is

National Geographic @natgeo, with over 3.7 Million followers, adding close to 300k each month

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Instagram

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Instagram• Understand your audience• Be consistent and be aesthetically

pleasing• Engage, comment and follow back• Leverage hashtags• Post Regularly and share elsewhere

when appropriate• Tag, tag, tag

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Instagram• Aim for 37 “interactions” per 1K

followers• Mayfair averages 23.044 interactions• Inkwell averages 16.407 interactions• Showcase the people and the

excitement behind your brand

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EtiquetteHow to reply to:• Comments vs. Questions• Opinions and Criticisms• Insults

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EtiquetteComments vs. Questions

• The core tenant of social media is replying to the questions people ask.

• Not all comments are questions, nor do they need a response.

• If a post contains a question, reach out and offer your help or find someone who can help.

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EtiquetteOpinions and Criticisms

• People are entitled to their opinions and criticisms

• Is this an opinion or criticism or an insult?

• Identify opinions and criticisms and respond appropriately

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Etiquette

Insults• What goes in life, goes in Social Media.• If someone insults or mocks you, don’t

start an argument: just ignore them.• Insults may be “hidden” from the wall.

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Voice• You are a representative of the

company across all social networks.• If you wouldn’t say it to your investors,

don’t say it online.• Check, double check and triple check

where you are posting.• Be yourself, be personal and be

courteous.

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Questions and Recap

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How to Maximize Your Impact on Social Media

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How do you pursue success?Identify your audience• Metrics on keywords, profiles and

competitors • Discover where these conversations

are taking place• Leverage toolsets and competitors’

channels

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How do you pursue success?Prioritize Your Social Networks

• Choose one or two networks to prioritize based on your research

• Create a Facebook and Twitter account

• Great content is always king

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How do you pursue success?Create Value for Your Followers• Teaser videos, downloadable PDFs

and other digital content can be shared before launch

• Anticipate questions and craft beautiful responses

• Cater to early adopters

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Best Practice

“Convey the Industry’s message, not your business’.” -Branden Hampton

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Overall Best Practices• Review and optimize every quarter• Evaluate competitors channels

• Learn from both their failures and successes

• Delete URLs where possible to be clean and concise

• Highlight your strongest and most important updates

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Overall Best PracticesEditorial Calendar• Focuses your messaging across all

channels• Leverage tools like Google Apps that

are collaborative and accessible

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Overall Best Practices

Above all else: Ask for advice!

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Overall Best PracticesFacebookObjectives• Provide relevant and accessible

company updates• Learn what content your audience most

cares about

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Overall Best PracticesFacebook• Be aware of changing guidelines• Add an address so users can check in• Complete all descriptions for

Facebook’s Graph Search• Leverage Facebook’s post targeting to

reach dedicated audiences

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Overall Best PracticesFacebook• Be personal, posts that are conversational or

clever perform 120% above average engagement

• Prompts for conversation or a question receive 70% above average engagement

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Overall Best PracticesFacebook• Photos receive +50% likes than non-photo

posts.• Links with thumbnails received +65% likes &

+50% comments

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Overall Best Practices

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Overall Best PracticesFacebook• All ads exists within Campaigns

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Overall Best Practices

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Overall Best Practices

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Overall Best Practices

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Overall Best Practices

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Overall Best PracticesFacebook• Photos receive +50% likes than non-photo

posts.• Links with thumbnails received +65% likes &

+50% comments

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Overall Best PracticesTwitter@ Mentions: only the sender, the person mentioned and anyone who follows them both will see it.

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Overall Best PracticesTwitter• Schedule your updates or use a

service like Buffer App• Posts just before or just after the hour

do best• Shorten URLs and use hashtags only

when speaking to a specific audience or conversation

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Overall Best PracticesTwitter• Track the impact of your tweets

• http://www.twitalyzer.com/• http://tweetreach.com/• http://klout.com/home

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Overall Best PracticesTwitter• Use a URL tracking app like bit.ly to

measure clicks• Leverage Google Analytics tags

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Overall Best PracticesTwitter• Follow or Favorite posts from those

sharing your content• Timely Responses to customer

feedback are key• Listen more and talk less

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Overall Best PracticesYouTube• Youtube is a tool, not a destination• Tell your story and tell it well• Be the face of your brand

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Overall Best PracticesYouTube• Build in annotations and links at key

points in the video

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Questions and Recap