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Social Media 101for small businesses
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[The three little pigs video]
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How can I use social media to achieve my business
objectives?
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1. The state of social2. Content3. Influencer marketing4. What social can achieve5. Practical stuff: Making it happen6. Further learningQ&A
On the menu
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1. The state of social
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2005
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2013
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You’re at a bar…
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Source: We Collaborate.
13m 7.4m 2.6m 4.6m
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2. Content
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Think about your brand
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content plan
content strategy
business objectives
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Content types:
PaidOwned Earned
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the average attention span of the human adult
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the average attention span of the human adult
8.25 seconds
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Content: Make it meaningful
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UnderstandYourAudience
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The audience of one
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What your content plan might look like
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2. Influencers
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Collaborate
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2. What social can achieve
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1. Connect with your customers, potential customers and supporters
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2. Drive traffic
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3. Awareness
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4. A deeper understandingof your product
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4. Reputation managementMonitor conversations and sentiment
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5. Build credibility and trust
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#blacklivesmatter#bringbackourgirls#thedress#jesuischarlie
6. Change perceptions
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When not to use social media
• To fix something big – take it offline• To sell sell sell• To talk about yourself all the time• To control the conversation• To share bad content
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“A customer is for lifeNot just for Christmas.”
-Anon
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4. Good practice
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Hashtags
• Hashtags can be “active” on every platform but Linkedin (different ways of use)
• Event hashtags: keep them short & sweet
• Make them shareable
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#Sona2015 #MandelaDay#SocialSA #JeppeFire
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Tagging
A simple tool to make your tweet go furtherAnd of course, connect and converse
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Post length
Attention spans
Visual clutter
Devices
K.I.S.S!
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86% of internet users in SA access the internet via mobile technology
- Mobile Marketing Association of SA
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“Copy is like a skirt.It should be short enough to keep it interesting but long enough to cover the subject .”
- Unknown
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Visuals
Again, keep it simple
Let your imagery and copy work together
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Frequency
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Good manners(and crisis plans)
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5. Practical stuff: making it happen
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Skills
• Strategy• Content planning• Content creation: writer, graphics etc• Community management• Data analysis
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How much does it cost?
• Depends on what you aim to do• Who you hire• How you aim to get there
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The digital advantage: measurement
Tracking and optimizing AS YOU GO
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What advertising looks like
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Facebook for business
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Handy tools
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Analysis:
Native tracking - Free tools that come with Facebook, YouTube, Linkedin, blog etc
Google analytics on your website
Social Bro – community insights for Twitter
Bitly
Hashtracking
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Listening:
Hootsuite – scheduling, tracking keywords etc (and scheduling)(also good for scheduling)
Google alerts- monitoring online reputation
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The rewards: Learning, improving, growing
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What does effective social media look like?
• It starts with a strategy• It builds relationships• It’s founded on relevant, real & value-
adding content• It is consistent over time• It’s always evolving
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6. Further learning
• The Quirk textbook (free!)• Sign up for news:
– Memeburn– Social media examiner– Content Marketing Institute– Adweek– Forbes– Mashable
• Ask Google!• Practice
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Q&A
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Thank you
More here@georgiechennels
Or find me on LinkedinGeorgie Chennells