social media 101 | 3 october 2015 at platinum sketch studios

Social Media 101for small businesses

[The three little pigs video]

How can I use social media to achieve my business

objectives?

1. The state of social2. Content3. Influencer marketing4. What social can achieve5. Practical stuff: Making it happen6. Further learningQ&A

On the menu

1. The state of social

You’re at a bar…

Source: We Collaborate.

13m 7.4m 2.6m 4.6m

2. Content

Think about your brand

content plan

content strategy

business objectives

Content types:

PaidOwned Earned

the average attention span of the human adult

the average attention span of the human adult

8.25 seconds

Content: Make it meaningful

UnderstandYourAudience

The audience of one

What your content plan might look like

2. Influencers

Collaborate

2. What social can achieve

1. Connect with your customers, potential customers and supporters

2. Drive traffic

3. Awareness

4. A deeper understandingof your product

4. Reputation managementMonitor conversations and sentiment

5. Build credibility and trust

#blacklivesmatter#bringbackourgirls#thedress#jesuischarlie

6. Change perceptions

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

“A customer is for lifeNot just for Christmas.”

-Anon

4. Good practice

Hashtags

• Hashtags can be “active” on every platform but Linkedin (different ways of use)

• Event hashtags: keep them short & sweet

• Make them shareable

#Sona2015 #MandelaDay#SocialSA #JeppeFire

Tagging

A simple tool to make your tweet go furtherAnd of course, connect and converse

Post length

Attention spans

Visual clutter

Devices

K.I.S.S!

86% of internet users in SA access the internet via mobile technology

- Mobile Marketing Association of SA

“Copy is like a skirt.It should be short enough to keep it interesting but long enough to cover the subject .”

- Unknown

Visuals

Again, keep it simple

Let your imagery and copy work together

Frequency

Good manners(and crisis plans)

5. Practical stuff: making it happen

Skills

• Strategy• Content planning• Content creation: writer, graphics etc• Community management• Data analysis

How much does it cost?

• Depends on what you aim to do• Who you hire• How you aim to get there

The digital advantage: measurement

Tracking and optimizing AS YOU GO

What advertising looks like

Twitter

Facebook for business

Handy tools

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

Listening:

Hootsuite – scheduling, tracking keywords etc (and scheduling)(also good for scheduling)

Google alerts- monitoring online reputation

The rewards: Learning, improving, growing

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

6. Further learning

• The Quirk textbook (free!)• Sign up for news:

– Memeburn– Social media examiner– Content Marketing Institute– Adweek– Forbes– Mashable

• Ask Google!• Practice

Thank you

More here@georgiechennels

Or find me on LinkedinGeorgie Chennells