Digital Eyes Media Academy

WELCOME BACK

IT’S BEEN A MONTH….

What have you implemented in your business since the last session?

UNDERSTANDING WHICH SOCIAL MEDIA CHANNEL(S) IS FOR YOU (IF ANY?)

AIMS OF THE SESSION

By the end of the session we’ll all have an understanding of the following:

• Know what Social Media is – definition and practice

• Understand SM is still marketing

• Four main rules for SM to work

• Different SM channels –bring different benefits/ways of communicating

• Social Media Myths

• Why You need a SM strategy

• How to measure your Social Media activity

• *This is a working Session – Ask Questions & Share Experiences

Power of SM

Video

Social Media “Tools that allow the sharing of information and creation of communities through online network

of people”

source: constantcontact.com

Social Media – Should not replace ANY other form of marketing

When SM is successful it generates traffic

DATABASE – YOUR NO.1 ASSET

How to build your list:

1. Invite existing customers join you on FB/Twitter/LinkedIn etc. put it on your email footer/letterheads & pages on your website

2. Physically ask them for contact information. Fill out a form on an iPad when customers come through your door followed by an email asking them to join on FB/LinkedIn etc.

3. Share and RT’s …people sharing your info helps spread your Twitter name/FB name virally

4. Paid for databases – ads on Twitter/FB/LinkedIn but should be last choice after growing followers organically first.

FOUR MAIN RULES FOR SM TO WORK

1) Be Social – Friendly it’s the Know/Like/Trust

FOUR MAIN RULES FOR SM TO WORK

2) Add Value – To the reader

FOUR MAIN RULES FOR SM TO WORK

3) Interaction

FOUR MAIN RULES FOR SM TO WORK

3.a) Emotion

EMOTION EXAMPLE – JASON MANFORD

08:45am “Right Sweetheart, im just watching Sky sports for two minutes then we need to go to school”

“Nooooooooooo Daddy, we want Peppa”

“Darling we have been watching Peppa all morning. No”

Cut to 10am

Phone rings “Hi, just ringing from the school”

“Yes”

“Nothing to worry but just to let you know, that your daughter has the remote control in her book bag”

• 69K likes and 2.1k comments

FOUR MAIN RULES FOR SM TO WORK

4) Sell Softly

FOUR MAIN RULES FOR SM TO WORK

An example that covers all 4!

Video

Different social media channels bring

different benefits & are different ways of

communicating.

WHAT SOCIAL MEDIA CHANNELS DO YOU USE?

?

FACEBOOK

The GIANT ….compare it to old Traditional marketing it’s the long TV advert

FACEBOOK

• Algorithms – how does FB rank?

• Comments – High in rankings. Powerful good for likes/comments (not so much for shares)

• Pictures/Videos – High in ranking, great for shares and for getting new people to your page)

• Events – started get high rankings –say attending shows on your timeline – helps others see your going (Viral effect)

• Links – good occasionally but not high on FB algorithms

• 4-12 posts per day – mixture quotes/articles/line from blog/pictures/event/videos – many different aspects

TWITTER

• Twitter - compared to old traditional marketing = radio

• 5secs to capture peoples attention…you have 140 character's to develop a headline

• Best you can do is send them to a link

• Follow/favorite and comment – make sure you are interacting

• # No more than 3 per tweet – not Instagram

• Use # for twitter research - best hashtags to use industry - print, health & safety or location #staffordshirehour

• 12-24 tweets per day – egg timer/set times per day – manage with Hootsuite

LINKEDIN

• Talk back radio – more professional done right – great results

• MASSIVE importance spend several hours full profile (links videos/ white papers/ recommendations/ endorsments – friends/customers. The more up to date it is (at least every month add info) - gets in front more people

• 1 to 2 posts per day – offers/job

• Interact – if business go BIG ….then build or join groups so clear on what your business does (blog/write)

• Pick up the phone – interact with them – connect on LinkedIn & maybe go & grab a coffee

YOUTUBE

• World of information in video format

• How many channels do you want? How many different audiences? What is your strategy? More channels helps you with Google

• Ensure videos are tagged effectively & come up with a great title, make it long so that more people get to you

• Got to get likes/comments to get conversations going on your video

• Videos of? – customers tell the world how great you are as well are use your products/services …results

• REMEMBER you don’t need a flashy video camera – iPhone is fine & can be better as things don’t look staged

INSTRAGRAM

• Twitter with pictures – v fast growing

• Visual - multiple instragrams

• Hashtag

• Liking

• 3 to 4 posts per day for a business – not enough lose interest with you

SO MANY DIFFERENT SM CHANNELS

YOU NEED TO STAND OUT

TOP MYTHS – BUSTED!

1. My customers are not on social media !

72% of adults who are online use Social media sites (and 85% of adults are online)

YES …it is possible customers are not “social” BUT

Should use it to research your competitors/new products/brand awareness/build friendship/communities/news

TOP MYTHS – BUSTED!

2. Too much content with give away my secrets!

Content …value added content makes customers/potential customers see you as the expert …the go to when they need that product/service

“A list of ingredients does not make someone a chef

TOP MYTHS – BUSTED!

3) My business is doing well enough with out spending time or money on Social media

- Think about how much better your business could be doing if added content and a social media strategy

- Might be “fine” now but is your business going to be “fine” further down the line? about the future?

-

TOP MYTHS – BUSTED!

4) Social Media is for creating customers….

SM great in helping acquire customers BUT equally:

• Brand awareness

• Customer service

• Loyalty

Social Media is NOT free!

Social Media Strategy…Why?

SOCIAL MEDIA STRATEGY – WHERE TO START?

Objective – This is the reason for the existence of your social media strategy, with out a clearly defined objective, you will not be able to create

clearly defined KPI’s that will allow you to measure ROI. Ideally, your objective should align to your business strategy and overall marketing plan

SOCIAL MEDIA STRATEGY – WHERE TO START?

Customer – Who is your target customer? More detailed demographic details you know about the type of people with whom you want to engage, better

you can align your SM activities with them ….

SOCIAL MEDIA STRATEGY – WHERE TO START?

Spend next 5 minutes thinking about your objectives for 2014 and who your target customer(s) are/would like to be

SOCIAL MEDIA STRATEGY – PLAN A CAMPAIGN

SOCIAL MEDIA STRATEGY PLAN

Handout

SOCIAL MEDIA STRATEGY – MONITORING

• Facebook Analytics – page visits/reach/fans/likes

• Twentyfeet (SumAll.com) Twitter/FB/Google+/Pinterest/Mailchimp

• Socialbro – Twitter -following/not following/influence score

• Hootsuite – manage your accounts including scheduling but also use ow.ly – traceable links

• http://tweetreach.com/ - see how far your tweet travelled/reach/exposure/most retweeted

• LinkedIn – own analytics

• Klout – love it/hate it measure influence thru engagement on twitter (good for keeping eye)

• Google Analytics

Followers

Likes

RT’S

Mentions

Engagement

Website clicks

FB Shop

Direct sales …..always log

Comments on blogs

SOCIAL MEDIA STRATEGY – MONITORING

Businesses doing SM well:

Innocent

McDonalds

Disney

Coca-Cola

Virgin

SOCIAL MEDIA STRATEGY – INSPIRATION…

Questions?