dos and dont's of social media, 11th may 2016, durham

Dos and Dont's of Social Media

Hello...

What's it all about...?

Social media plays a vital role within business today

Why do social media...?

It totally depends on what you want to achieve

Your social media strategy...

Six basic steps with some clever stuff on top

Step one...

Define your objectives

Example...

As an online bike retailer you want to:

Increase t/o by 30%

Drive traffic to your website

Grow your social media community

Encourage engagement

Improve conversion from engagement to website visits

Step two...

Who is your audience?

Example...

You look at existing customer profile data and find your audience is mainly:

Male

Aged between 25 - 55

Affluent ABC1

Live in cities with good transport links to the countryside

Active, health conscious and 'outdoorsy'

Step three...

What appeals to your audience?

Example...

By researching online (more on this later) you know your audience is motived by:

Lighter frames

Thinner tyres

Performance enhancing tips

Race-day nutrition

Post-training recovery advice

Step four...

Where is your audience online?

Example...

*Other platforms are available:

Step five...

When is your audience online?

Example...

By using some clever tools (more on this later) you know your audience is online:

Early in the morning

Later in the evening

Between 12-2pm in the afternoon

Frequently throughout the day on a Saturday

From the afternoon onwards on a Sunday

Step six...

How do these platforms work?

Example...

How different platforms work will impact what 'stuff' (known as content) you put out across the channels:

Facebook vs Twitter

Instagram vs SnapChat

The list goes on...

The clever stuff...

Content: 70 / 20 / 10

You're ready to go...

But...

There's a new way of working

PESO...

Social media isn't 'free' any more:

Paid

Earned

Shared

Owned

PESO...

Here's the deal:

Paid – promoted posts and advertising

Earned – third party endorsement

Shared – influencers

Owned – channels you control the content on

A model for best practice...

Paid, earned and shared to amplify owned

The ideal...

Broadcast > Engage > Advocates

Measurement & Evaluation...

Are you meeting your objectives?

Vanity metrics...

Followers increased by X...

...So what?!

Social media and R&D...

Listen to what your audience is telling you

Top tips and tools...

Defining your audience:

Facebook Insights

Twitter Insights

Other owned data i.e. customer insight data

Top tips and tools...

What appeals to your audience:

Google Suggest

Brandwatch

Hashtag searches

Top tips and tools...

Where is your audience:

Check out your competitors*

Research – there's loads of articles out there

Trial and error

Top tips and tools...

When is your audience online:

Sumall

Social media platform's owned insights

Research – there's loads of articles out there (again!)

Top tips and tools...

Finding influencers online:

FollowerWonk

Topsy

Hootsuite

Other great resources...

#PRstack

Questions...

Ask away...!

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