managing and measuring your social media activities using hootsuite - october 2014

Allison Miller, Vanguard Visions

Salisbury / Modbury

Managing and measuring your social media activities using Hootsuite

You’ll find these slides at:

slideshare.net/vanguardvisions

Session Overview

• Why use social media in business?• Which social media sites are you using for your

business?• How are you managing your different social

media profiles now?• What is Hootsuite?• Creating a Hootsuite social media strategy• Key considerations• What will you investigate further?• Workshop evaluation

Why use social media in business?

http://www.youtube.com/watch?v=a949jCX23Tg

February 2013

Social media

Social Media

Build Customers

Raise awareness

Listen to what

people are saying

Connect with

others

Which social media sites are you using for your

business?

Data source: http://www.socialmedianews.com.au Image: https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcTnOgNdtWx_EZWwujkMfHyvJTjOHfP67V3KK3GXHcs9P-sPCrU8

Australian Social Media Stats*

• Facebook – over 13,600,000 users

• YouTube – 13,100,000 users• LinkedIn – 3,900,000 users• Twitter - 2,800,000 users• Instagram – 2,060,000 users• Google Plus – 60,000 users

* September 2014

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

Facebook – aka ‘the Pub’

• Connect with friends or seek feedback from customers

• 3 short posts/week – useful and relevant content, news and events about your business

• Answer questions on status updates and in Groups

• Post: Early morning, during lunch, after work, before dinner and before bed

• Paid ‘posts’ and ‘pages’• Competitions for “Likes”

Google+ – aka ‘SEO buddy’

• Early adopters, technology industry leaders• Google SEO, Google Reviews, Google Maps,

Google Groups• Get there before your competitors do• More about ‘talking’ than ‘stalking”• Company page• Post: Before / After business hours

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

LinkedIn – aka ‘the Office’

• Business Networking (Key decision makers), Recruitment

• Share ‘thought leader’ posts, industry / topic news, how-tos

• Offer advice / information in industry / topic groups

• Company page• Post: Before / After business hours

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

Twitter – aka ‘SMS / Chat’

• Short posts (best < 100 characters)• Witty comments / quotes, industry news,

promos, tips & tricks• Photos / Video• Paid ‘tweets’ and ‘profiles’• #hashtags & trending• Strong WIFM call to actions – click, interact, buy• Post: between 11 am-3 pm

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

YouTube – aka ‘Moving pictures’

• Strong message, Show don’t tell• Tutorials, stories, debunk myths, Pros/Cons,

action, tips / tricks, how-tos, • Business YouTube Channel• No longer than 3 mins• Professional vs Crappy• Paid targeted promotions• 3-5 / month• Busiest 2-8 pm

Source: Smarter Business Ideas – Spring 2013 – “Make a social call”

Instagram/Pinterest – aka ‘Visual’

Instagram• Inspirational images• Sneak peeks, behind the scenes, product demos• Include questions / #hashtags• Ask customers to post with unique #hashtags• 1-2 / day• Post: after 8 pm weekdays & 5 pm on weekends

Pinterest• Curate images around key themes: people, animals,

houses, clothes, shoes, craft, cars, tools • Repin your images• 1 pin per day• Saturday mornings; Weekdays: 2-4 pm & 8 pm to 1 am

How are you managing your different social media profiles now?

What is Hootsuite?

Data source: http://www.socialmedianews.com.au Image: https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcTnOgNdtWx_EZWwujkMfHyvJTjOHfP67V3KK3GXHcs9P-sPCrU8

Hootsuite

• Social Media Management Tool• Manage and monitor

multiple social media profiles

• Schedule updates• Share the responsibility• Mobile app to use on the

go• Customised analytics

Hootsuite – an overview

Hootsuite – writing posts and following streams

Hootsuite – scheduling posts

Hootsuite – monitoring scheduled posts

Hootsuite – advertising

Hootsuite – followers / following

Hootsuite – other uses

Hootsuite – settings

Hootsuite – measuring posts

Hootsuite – weekly summary

Creating a Hootsuite social media strategy

Understand your target market

CC-BY Image: Clipart – Target with arrow by anonymous - http://openclipart.org/detail/13234/target-with-arrow-by-anonymous

Your social media goal

CC-BY Image: by Public Domain Pictures - Goal Soccer Sport Aim Ball Grass Objective Cup - http://pixabay.com/en/goal-soccer-sport-aim-ball-grass-20121/

Which social media sites?

CC-BY Image: by kropekk_pl - http://pixabay.com/en/social-media-media-social-facebook-419944/

What are your competitors doing?

CC-BY Image: by Nemo - http://pixabay.com/en/wrestling-sport-fight-competition-311456/

What? When? Where? Why?

Link to a call to action

Create blog post

Condensed version for eUpdate

Provocative Hootsuite

posts

Pose discussions on online groups

Who’s doing what?

CC-BY Image: by geralt - http://pixabay.com/en/man-silhouette-responsibility-97975/

Creating compelling posts

CC-BY Image: Casera Black Beans by Caribbean Shibe - http://caribbeanshibe.com/product/casera-black-beans/

What to talk about

1. Get what you want2. Crystal ball and history3. Problems or fears 4. Fact, fiction, truth or ties 5. How to, tricks of the trade 6. Best or Worst 7. Ways to fail

Creating compelling posts

Ways to keep them:

1. Pose a question2. Use a quote3. Use a powerful story4. Enticing (or scary) facts / stats5. Provide context /

background / mental image6. Analogies

CC-BY Image: Casera Black Beans by Caribbean Shibe - http://caribbeanshibe.com/product/casera-black-beans/

CC-BY Image: Understanding the relationship between cause and effect by Brian Solis - http://www.flickr.com/photos/briansolis/6786026984/

Measure and monitor

Use those stats - Data Analytics

• Google Analytics• Blog Analytics• Facebook Analytics• Bit.ly• Conversions /

referrals

Measuring your ROI

CC-BY Image:

DIRECT ROI INDIRECT ROI

Immediate sales/contracts Sales/contracts which come at a later time

Increased hits on your website Referrals for business from unknown sources

Reduced time spent on customer service or information provision

Increased enquiries about your business

Key considerations

Your overall

marketing strategy

Lurking’s OK

Social media policy

Stay up to date

What will you investigate further?

Workshop evaluation

vanguardvisions.com.au

Allison Miller0400 732 270

allison@vanguardvisions.com.auvanguardvisionsconsulting.com.au

linkedin.com/in/theother66

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