the three pillars of effective social media
DESCRIPTION
Part 1 of the "Which Works Best..." workshop presented on 19th September 2012, on behalf of Ipswich Borough Council and as part of Suffolk Business Month. Please do feel free to leave comments and feedback below. Sarah Steel Social Media.TRANSCRIPT
![Page 1: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/1.jpg)
The Three Pillars of Effective Social Media
Sarah Steel
![Page 2: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/2.jpg)
PEOPLE
PLANNING
PERSONALITY
Effective Social Media
![Page 3: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/3.jpg)
What social media is…
![Page 4: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/4.jpg)
PEOPLE• See your product or service through your buyer’s
eyes• What circumstances drive their decision process• What is their background• What are their daily activities• What are their problems• What are the current solutions to their problems
![Page 5: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/5.jpg)
• “That’s ME! This organisation understands me and my problems and will therefore have products that fit my needs” = MORE CUSTOMERS!
PEOPLE
![Page 6: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/6.jpg)
• Buyer Persona(s)• Fictional representations of your ideal customers. • Based on real data, along with educated speculation• Created through research, surveys, and interviews of your
target audience. • Include both existing customers (both “good” and “bad”)
and prospects. • Paint a picture of who your ideal customer is, what they
value, and how your solution fits into their daily lives.
PEOPLE
![Page 7: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/7.jpg)
• Once you know your customer, it becomes much easier to find and connect with them online. Use the following:• Targeted search terms and hashtags• Facebook Ads• Targeted giveaways e.g. downloadable report• Online groups and forums
PEOPLE
![Page 8: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/8.jpg)
• For example…• An online travel search site discovered that Mac
users were 40% more likely to book a 4- or 5-star hotel than their Windows counterparts. So including Apple-related news, and even sharing info about other “premium” products, in their updates will attract more of those types of customers, resulting in more profits for them!
PEOPLE
![Page 9: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/9.jpg)
• Workshop: Outline Buyer Persona
PEOPLE
![Page 10: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/10.jpg)
• Where do you need to be?• Where are your customers?• Where are your competitors?
• Consider:• Platforms: Website, Facebook, Twitter, YouTube, LinkedIn,
blogs etc• Keywords: Know what people are looking for in Google
searches and ensure social media addresses these terms.• Groups: Join or create groups that contain or attract your
ideal clients. Think outside the box!• Fan/Follower acquisition methods
PLANNING
![Page 11: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/11.jpg)
• You will find more customers of the type that you want if you are fishing in the right ponds
• You will be servicing their needs better if you meet your customers where they are
PLANNING
![Page 12: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/12.jpg)
• What information can you share?• Expert tips• Relevant events• Photos and images• Unexpected uses for your product• Complementary products/services from others• Blog posts• Information and news articles• …as well as company/product news, offers,
testimonials etc
PLANNING
![Page 13: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/13.jpg)
• Planning the majority of your updates will save you time and anxiety
• It will also make sure that you continue to deliver material that is of interest to your Buyer Persona
PLANNING
![Page 14: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/14.jpg)
• What do you want to achieve? Be specific!• Increase sales/order book/turnover/profit?• Increased company and/or brand profile?• Gain and share information?• Reduce telephone support expenditure?• Become a “business hub”?• Collaborations with others in your industry• More lunchtime bookings/weekday appointments etc• Celebrity endorsement• Double traffic to website• Increase email mailing list by 25%• Endorsements on industry review sites such as TripAdvisor• More Amazon reviews for your book
PLANNING
![Page 15: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/15.jpg)
• By planning your social media goals upfront you can – Accurately measure progress towards goals– Demonstrate and celebrate success– Improve aspects that are working less well
PLANNING
![Page 16: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/16.jpg)
• Write down 3 things that your company would like to achieve through social media
PLANNING
![Page 17: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/17.jpg)
• Be your brand• Your social media activity should embody the values of
your company
PERSONALITY
![Page 18: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/18.jpg)
• Having a clear business personality/brand will help you to attract MORE of the kind of customers you want to work with
• Those customers are more likely to share your updates with their like-minded connections – you might even go viral!
PERSONALITY
![Page 19: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/19.jpg)
• The key to social media is in the name – its social! • Their Favourite Subject: People love to talk about
themselves• Engage:
• Mention or Tag people or businesses to get their attention• Respond promptly to mentions, comments, tags and direct
messages• Ask questions that you know your audience will be
interested in answering• Seek out relevant conversations• Ask for feedback on new product/service ideas and concepts
PERSONALITY
![Page 20: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/20.jpg)
• Encouraging engagement will build a stronger bond with you/your company
• Regular informal contact will mean that your business is front-of-mind when the need arises
PERSONALITY
![Page 21: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/21.jpg)
• For example… a food producer or restaurant won’t go far wrong sharing images of their dish of the day, as their potential customers are likely to enjoy being tempted with food and will often feel compelled to comment simply on how good it looks. To improve engagement even further, ask specific questions such as• What would you like to drink with that?• What’s for dessert then?!• Who would you most like to share this dish with?
PERSONALITY
![Page 22: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/22.jpg)
• Choose adjectives that describe your brand personality
PERSONALITY
![Page 23: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/23.jpg)
Got all that..?
• Now you understand that effective social media is dependent on• PEOPLE• PLANNING• PERSONALITY
• Without these elements, your social media success is likely to be reliant on• The personality of a single person within your organisation• The perseverance of your potential customers• The loyalty of your existing customers• Serendipity!
![Page 24: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/24.jpg)
Imagine if…
• …you could get actionable social media tips and guidance direct to your email in-box to help you start planning and implementing what you’ve learned today
• …you were a member of a LinkedIn social media support group solely for your peers in the local area, so there’s always someone to answer your social media questions
• …you were in with the chance of winning a 2-hour social media consultation for your company
• …there was no catch!
![Page 25: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/25.jpg)
Get started now!
Not sure if you’re ready to commit to all these things for FREE?• you can always sign up for the email tips on my
website when you feel ready • you can request to join the LinkedIn social media
support group yourself• BUT you only get the chance to win the 2-hr
consultancy session when you register TODAY…
![Page 26: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/26.jpg)
Ready, Steady…
![Page 27: The Three Pillars of Effective Social Media](https://reader038.vdocuments.us/reader038/viewer/2022110115/5496015cb47959424d8b4ee7/html5/thumbnails/27.jpg)
Contact me…
Tel: 07921 040622Email: [email protected]: sarahsteelsm.co.uk
twitter.com/SarahSteelSMfacebook.com/SarahSteelSocialMedialinkedin.com/in/SarahSteelSocialMedia