begbroke transfer - getting started in social media
DESCRIPTION
The presentation introduces social media marketing fundamentals and provides best practice tips for businesses that want to utilise social media as part of their marketing activitiesTRANSCRIPT
Getting started in social media Social media fundamentals and best practice tips for business
Prepared for the University of Oxford Begbroke Transfer
Wednesday, 2 November 2011
Introductions
Who is Obergine?
Full service digital marketing agency.
We create online and mobile solutions that add value to our clients and their customers.
Clients include:
Oxford University Press
University of Reading
Concha y Toro
Cono Sur Vineyards & Winery
About the presenters
Anna Storrs
Digital consultant and project manager
Anna leads the Concha y Toro account for Obergine for digital and print marketing activities.
www.twitter.com/annastorrs
Jeremy Anderson
Digital director
Jeremy is a founding partner of Obergine and is responsible for client services and digital strategy.
www.twitter.com/jobergine
Social media fundamentals
What is all the hype?
Facebook me!
Retweet
Like us
Uh oh, I’ve been tagged!
Hashtags
THE Wall
Is it just a load of buzzwords?
“An online engagement and interaction of groups of people with similar interests”
So…just what is social media?
Discussion
Interaction
Engagement
A place to hang out and communicate
Sharing of news, ideas, opinions
Providing a point of view not expertise
An extension of your sales team without the overheads
YES…
Social networking accounts for a quarter of all time spent on the internet
Users from the UK spend an average of 7.3 hours on social networks per month
Over 40% of companies in the UK are heavily involved in using social networks to win new business
Only 5% of companies do not engage in social media on any level
Is it really that important?
An overview of core social media channels
B2B B2C
Blogging
Influencers with good levels of popularity and engagement
Who should we engage with?
95 million Tweets are written each day…
…at a rate of 4 million Tweets per hour
Twitter is the most popular website used by organisations as part of their social media strategy
But only 27% of companies use Twitter as a customer service tool
Twitter – what is it?
“a micro-blogging platform to gain instant updates from your friends, industry experts, customers and competitors”
More traffic to your site
Acquisition of new customers.
Customer insight and intelligence.
Higher levels of customer satisfaction.
Higher search engine rankings for brand terms.
More traffic to your site
Acquisition of new customers.
Customer insight and intelligence.
Higher levels of customer satisfaction.
Higher search engine rankings for brand terms.
An increase in loyalty and customer lifetime value.
Greater engagement with your existing customers.
More traffic to your site
Acquisition of new customers.
Customer insight and intelligence.
Higher levels of customer satisfaction.
Higher search engine rankings for brand terms.
An increase in loyalty and customer lifetime value.
Greater engagement with your existing customers.
Greater brand awareness among your potential customers.
More traffic to your site
Acquisition of new customers.
Customer insight and intelligence.
Higher levels of customer satisfaction.
Higher search engine rankings for brand terms.
An increase in loyalty and customer lifetime value.
Greater engagement with your existing customers.
Greater brand awareness among your potential customers.
More customer recommendations and positive ratings and reviews.
How can Twitter benefit your business? More traffic to your site More traffic to your site
Acquisition of new customers.
More traffic to your site
Acquisition of new customers.
Customer insight and intelligence.
More traffic to your site
Acquisition of new customers.
Customer insight and intelligence.
Higher levels of customer satisfaction.
How can Twitter benefit your business?
More traffic to your site
Acquisition of new customers.
Customer insight and intelligence.
Higher levels of customer satisfaction.
Higher search engine rankings for brand terms.
An increase in loyalty and customer lifetime value.
Keeping customers up-to-date and informed Generating content
Customer service
Branding
Product development
User experience
Scoping out new opportunities
Ratings and reviews
For PR and media opportunities
Feedback
Special offers and competitions
Getting testimonials
Promoting specific products
As a filter for information
For collaboration and networking
Letting customers know about new product ranges
Driving direct online traffic
Driving direct online traffic
Surveys
Crisis management
Crisis management
Recruitment Showcasing press mentions
As an additional sales channel
As a search engine or for research
Updating other social media channels
Boosting SEO
How Twitter can be used as a business tool
Twitter: Lessons from others
Be open. Don’t be afraid to say sorry @JetBlue
Be accessible. Respond to your customers queries and questions whenever and wherever @delta
Be personal. Don’t hide behind your brand @bibendumwine
Join and create Twitter chats by using #hashtags @CiscoSystems
Set up and customise your Twitter profile or risk being classed as spam
Follow. Observe.
Attract new followers by being useful, interesting and engaging
140 characters or less
Include links using URL shorteners
Use #hashtags
Don’t just broadcast - reply and comment
Add videos, photos
How to get started on Twitter – best practice
Using TweetDeck
What can you do with it?
Sort your information into columns
Set up custom searches and follow in real-time
Add multiple Twitter accounts
Use the scheduling feature to tweets in the future
Add, create and manage lists
Share and view photos
View and record videos within TweetDeck
Update Twitter, Facebook, MySpace, LinkedIn, Google Buzz and Foursquare
Edit retweets, send replies to individuals as well as all users mentioned in a tweet
Why use it?
It’s simple. It’s fast. Everything is in one place
Blogging
Blogging – what is it?
A content creation channel “that allows users to reflect, share opinions, and discuss various topics in the form of
an online journal”
47% of companies own a corporate or brand blog
What are the business benefits of blogging?
Adds value through establishing expertise and credibility
Increases brand awareness, visibility and recognition
Positions the blog a resource destination
Creates dialogue through comments and feedback
Provides differentiated content
Supports content of multiple formats e.g video, infographics
Develops new relationships
Increases search engine visibility
Blogging best practice
Provide timely, creative content of relevant and value
Research and use keywords
Link to third party websites
Optimise your anchor text
Post on a regular basis
Spread your content
Engage with readers
Use content from multiple contributors
Exploring other channels
Facebook is…
“a place to connect and share with the people in your life”
Facebook is the second most visited site in the UK after Google
Facebook accounts for 20% of all time spent online in the UK
48% of the UK population are Facebook users
In 2010 more than two thirds of companies in the UK were using Facebook as a marketing channel
The business benefits of Facebook
Drives further traffic to your website
Allows you to express brand personality
Build relationships
Aids search engine visibility
Another channel allowing you to show case your expertise
Customer behaviour and insights
Using Facebook as a marketing tool
Create a page not a group
Include company information
Get a vanity URL
Publish engaging content of different formats
Plan ahead
Customise
Incentivise with promotions
Be responsive and personable
Integrate customer support
Like and monitor competitor activity
Start discussions
Allows you to collect data
Facebook in a B2B context
Provide industry insights and updates
Provide resources and whitepapers
Create and ‘attend’ trade events
“A place to discover, watch, upload and share videos”
YouTube accounts for 70% of all online video views
UK web users spend 240 million hours every month watching videos online
YouTube is the fastest growing social network in the UK with a monthly reach of 17.7 million adults per month
YouTube is…
Create and customise your channel
Upload and optimise your videos: keyword tagging, use relevant thumbnails
Upload in any format
Subscribe to other channels
Can be in HD
Ideal video duration of 1.5 minutes
Promote the videos elsewhere
Getting the most out of YouTube
There are five million LinkedIn users in the UK
More than 1 million companies have LinkedIn Company pages
Over 12,000 members of the Wine Business Network alone
LinkedIn is…
A place to “build and engage with your professional network”
The benefits of using LinkedIn
Drives further traffic to your website
Develops credibility
Increase your visibility through connecting to clients, potential clients and service providers
Allows you to find and provide expert answers
Set up personal profiles
Add personal skills and expertise
Set up your company page and add showcase brands
Research and connect to other users
Join groups
Start discussions
Create events
Generating more business from LinkedIn
Thank you
Next steps and takeaway tips
Twitter: immediate next steps
• Set all employees up with a customised Twitter profile (including photo)
• Follow each other
• Tweet and mention each other
• Allow all staff members access to the main company Twitter account
• Follow and start discussions with industry influencers
• Establish and refine the blog post calendar
• Ensure content is diverse and creative – posts should include current events and opinions not just press releases
• Schedule a monthly blog per team member – don’t assign blog writing to one person
• Include links to external websites within your blog posts
• Invite one (minimum) guest blogger per month
• Tweet about each new blog post: mentioning the blog author
Blogging: immediate next steps
Blogging
• Create a LinkedIn Company page
• List the products (brands) and services
• Request all employees to have a LinkedIn profile
• Ask all employees to ‘follow’ the company page
• Join industry groups and associations and contribute to discussions
• Follow other companies and competitors
• Connect up yourTwitter feed
LinkedIn: immediate next steps
Social media fundamental tips
• Brand your social media channels
• Do not hide behind a brand name
• Integrate your channels with links and content sharing facilities
• Don’t neglect your channel – interact on a daily basis
• Be nice! Be generous. Give back to those who interact and share your content
• You're human – so communicate like a human
Top tools to manage your social media
Tool or resource URL Type
www.tweetdeck.com Twitter management
www.google.com/alerts Social media measurement
www.socialmention.com Social media monitoring
www.google.com/analytics Web analytics
www.twittercounter.com Twitter counter
www.klout.com Klout
Thank you
If you have any questions or wish to discuss your digital or print marketing activities with Obergine, please contact us using the details below.
Anna Storrs - [email protected] Jeremy Anderson – [email protected]
Tel: +44 (0)1865 245777 Obergine
Email: [email protected] The Jam Factory
Web: http://www.obergine.com 27 Park End Street
Twitter: http://twitter.com/obergine Oxford OX1 1HU
Facebook: http://facebook.com/obergine.agency United Kingdom