social media dal cheema - nexia international. social media how do you define social media? what are...
TRANSCRIPT
Social media
Dal Cheema - Nexia International
Social media
• how do you define social media?• what are the main tools you use?
Social media
• allows the creation and exchange of user generated content
• giving people the ability to emerge from consumers of content to publishers
• online technologies and practices that people use to share content, opinions, insights, experiences and perspectives
What is social media?
Social media
• connect, discover and share information• engage customers and build relationships• target different customer groups• helps spread news, publications and pictures
Why is social media important?
Social media
Social media - agenda
Social media● Twitter● Facebook● LinkedIn
SEO● increased search engine rankings
Website● content● natural SEO
Social media
Social media
• recruitment• brand awareness• communications (promote thought leadership)• research (monitor client satisfaction)• business development to generate leads• maintain contact (alumni)
What can it be used for?
Social media
• before embarking on social media, please consider the following:– what are your objectives/purpose– have you planned what you are going to say and
what content/value you are going to provide to your audience
– do you have internal buy-in– do you have the necessary resources and time
commitment
Things to consider
Social media planning process
• business case
• objectives
• read any guidance available from Nexia and other sources
• thorough understanding of your market
• target audience (what do they use?)
• how much your clients are using it (existing and prospective)
• competitive analysis
• due diligence on what presence you may already have
Plan and research• provide internal social media training
• select champions/ active participants
• set up your platform
• listen and observe
• involve others
• community building
• channel integration
• website and blog integration
• content and multimedia planning
• track progress
Set and listen• content production
• participation and engagement
• development of custom elements
• tactic testing
Execution
• tracking and measurement
• listening
• plan review
• plan improvements
• trend evaluation
Monitoring
Social media channels
LinkedIn• more than 200 million
professionals on LinkedIn
• Fortune 500 companies are on LinkedIn
Twitter• more than 500 million
registered users• over 400 million tweets
per day
Facebook• 1.15 billion monthly
active users as of June 2013
• 16 million local businesses on facebook
LinkedIn is a business-oriented social networking site• can be used for:
– engaging and encouraging interaction with target audiences
– increasing brand awareness– promoting thought leadership, news, events etc– recruitment– business development – networking and maintain contact (alumni)
LinkedIn corporate uses - Personal profile
LinkedIn corporate uses - Company page
LinkedIn corporate uses - Company page
LinkedIn corporate uses - Group
LinkedIn corporate uses- Group
Twitter is a social networking and micro blogging service that enables its users to send and readmessages known as tweets• can be used for:
– promoting thought leadership, news, events etc– encouraging links to your website– increasing awareness– business development tool to research
people/organisations
Twitter page
Twitter service line specific page
Facebook is a social networking site to connect withfriends and others with similar interests• can be used for:
– recruitment– networking– promoting events – increasing brand awareness– advertising– maintaining contact (alumni)
Facebook corporate uses - Page
Facebook corporate uses - Community page
• developed around topics, causes or experiences– many community pages display Wikipedia articles
about the topics they represent as well as related posts from other people on Facebook in real time. In most instances it will pick up information/feeds from Wikipedia
– you cannot edit information on these pages
What is a Facebook community page?
Facebook corporate uses - Group
• place for individuals of common interest to share their opinions
• do not need to be an official representative (like with Facebook pages) to set up a group. Any individuals who share a common interest around an area, can set up and become administrators of a group
• for corporate purposes, best option is to set up a Facebook page
What is a Facebook group?
Other tools
• RSS• YouTube• Google + • flickr• Pinterest• Instagram
• Digg• stumbleupon• del.icio.us• Wikipedia• Tumblr
Social media
• size of network (followers, fans, connections, friends etc)
• level of engagement• traffic to your site from the medium• inbound links• brand exposure• social media specific tools (ie Facebook Insights,
HootSuite, TweetDeck)
Measurement
Social media
• Internal– recruit a digital individual responsible for social
media– salary will be determined by the local market rate
• External– social media strategy: full outsourcing of content,
design, set up and maintenance: $3,000-$20,000 a month
Costs
Social media
• do not use social media if you:– do not have a set of clear objectives/purpose– do not have internal buy-in– do not have the necessary resources– are unsure about what it is and what to use it for– are unsure about who your target audience will be
When NOT to use social media
Social media
– have not planned what content/ information you will provide
– have not conducted any research on what your target audience uses, how to use the channel, what competitors are doing etc
– have not properly briefed the third party external agency working with you on your social media strategy
When NOT to use social media
Social media
Advantages Disadvantages
Engage customers, facilitates communication
Requires resources (time and cost commitment)
Increase traffic Maintenance and feedback
Increase repeat visits Brand impact
Get user feedback Requires internal buy-in and training
Potential to increase revenue streams Openness of information (transparency)
Improve SEO Difficult to reach the critical mass
Social media - summary
• defined goals/objectives• use tools available to plan• internal buy-in• staff/resources availability• content availability/media assets• integrated approach• technical infrastructure• industry regulations/legal implications
Social media
• presence on:– YouTube– Twitter– LinkedIn company
page and group• social media fact
sheets• LinkedIn guidance
Tools available
Bad examples of social media
Domino’s
Video
Websites
Website- content
• content is king• important to update/refresh content regularly• content has to be relevant, useful and easy for the
user to find• update imagery but make sure it is relevant and
communicates an update to your website• prompt the user through a journey (ie have call to
actions at relevant points throughout the site)
Website- using CMS to update content
• invest in a CMS where you can make regular updates to the content of your website– have champions for your website who are
responsible for updating the content of specific sections
– train individuals or champions to edit the site (have a limited number)
– introduce an approval process
Website- measurement
• invest in web analytics tools to help identify:– visits/new visits– where users go within your website– where traffic is coming from– how long users stay on your site– bounce rate – page views– top content
Website- measurement
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) - what is it?
• SEO involves using a range of techniques to improve a websites or web page's results in search engine rankings
• process of increasing the amount of visitors to a web site by ranking high in the search results of a search engine. The higher a web site ranks in the results of a search, the greater the chance that site will be visited by a user
Search Engine Optimisation (SEO) - natural SEO techniques
• content is key• include key words/ phrases in:
– URL name– page title– title tags (headings)– body tags (body copy)– meta tags and descriptions– Alternative (ALT) tags
• inbound links• sitemap• breadcrumbs• download time• Google maps
Integration
Social media● Twitter● Facebook● LinkedIn
SEO● increased search engine rankings
Website● content● natural SEO
Converting theory into practice
• newly introduced tax regulation affecting the tourism industry
• marketing objectives:– provide new service offering to existing client base
(up sell) – travel agents– target 2-3 new prospects in this segment to whom
you can provide this new service
Converting theory into practice
• marketing strategy:– educate existing clients/prospects in this sector on
how this new regulation will impact them and what they need to consider
• marketing tactics:– run workshop– send newsletter via direct mail– advertise in relevant publications/websites– speak at exhibitions/events attended by targets
Converting theory into practice
• Website – page dedicated to new tax regulation- provides papers, tips, contact information etc.
Drive traffic to website via:• SEO – use key words relevant to initiative to increase ranking in search engines • Twitter – to promote the event and any material you have produced relating to the new offering• LinkedIn profiles get relevant individuals who are presenting at the event or experts in the area to promote the event through their LinkedIn profile updates• LinkedIn pages - create a banner/visual about the event and promote it on your company page- create banner for new offering on “Product & Services” page
• Use Twitter to give updates on the event- what is being covered - interesting questions asked by attendees• Video the event and upload it onto YouTube so that individuals who could not attend can view it
• Website – upload relevant material, link to feedback form and link to video on YouTube (if produced) • YouTube – upload video of event and send link to attendees, in thank you and feedback email• Look at the content on your website for SEO• Twitter - promote event video and use any attendee quotes- provide next steps: running another event and /or contact details• Measure- how much traffic to website from different social media channels used- number of queries - number of downloads for material- volume of engagement
CAMPAIGN POST CAMPAIGNPRE-CAMPAIGN
Use consistent branding and content throughout the stages
Any questions?