superfast business: social media - ways to make it work for your business

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Social Media

Ways to make it work for your business

Matt Young

@Cosmic_Matty

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http://www.youtube.com/watch?v=G7KZR9

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Social Media Ways to make it work for your business

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Average age of Facebook user in UK?

Average age of Twitter user in UK?

% of pensionable age UK residents on

Facebook

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Did you know?

• Twitter’s fastest-growing age group?

• 79% increase since 2012

• Facebook’s fastest-growing age group?

• 51% increase since 2012

Listen

Google Alerts Twitter Feedly

Share & converse

Twitter Facebook LinkedIn Pinterest

Newsletter

Content

creation & Broadcast

You Tube Blog Flickr

iTunes/podcasts

Community

building

Forum Facebook Groups LinkedIn Groups

Virtual worlds

Social media engagement ladder

Less time More time

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Mobile

Mobile Phone

or

Tablet

…around 80%

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Listen

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Use social media for sales

• Listening for social cues – Listening for your brand and reputation

• Listen to hashtags for mention of needs #

• Check social media search terms

– Check out your reputation

• Check SERPs of your phrases

• Check review sites

• Ready crisis management plan

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• Listen for sales opportunities

• What’s the best way to…?

• How do I …?

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Hashtag ideas

• Industry specific

• #manufacturing

• #3dprinting

• Geographic specific

• #Exeter

• #Devon

• Campaign specific

• #innochat

• Media specific

• #journorequest

• #prrequest

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Listen – Tweetdeck/Hootsuite

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Feedly

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Share

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Be part of the community

Sharing content helps you to ‘be part of a community’

Amplifying content

Fuel and support the eco-system

1. Helping person who created the content – they will

reciprocate

2. Can maintain an independent point of view – you can be

seen as a content ‘curator’ it’s not all about you

3. ‘Here’s something someone else says – what do you think?’ Helping stimulate conversation

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Follow content worth sharing

Interior Design

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Step 2 – share or retweet

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Engage and share through influencers

Influencers like Tanya Burr?

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• 2,391,732 subscribers on YouTube

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Who’s your influencer?

• Social Media guru

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How do you find influencers?

Klout

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Create content

Adapted from ‘Media Cloverleaf’ by Richard Edelman

‘Content first’ strategy

‘Tradigital’

E-news

Forums

Digital magazines

Traditional

Media

Press

Social

networks

Facebook

Twitter YouTube

LinkedIn

Website

Responsive design

Mobile enabled

Owned Content

Video, blogs,

photos

Create Once Post Everywhere

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What Content?

• Facts & figures = Infographics

• Showcase your staff

• Showcase businesses/customers you work with

• Photos and video

• Blog posts

• Instructional, learning content for your

community – scientists, procurement specialists

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• Become a storyteller

• Re-use many times

Content

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Become a storyteller

Make it visual, engaging, emotional

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Reacting

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Video please

1 in 3 Millennials watch online material

and virtually no broadcast TV

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Customer support

Creating video content for customer retention & staff engagement and training: Sony Xperia have created a YouTube channel of all their support and advice guides.

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Pinterest

Know your audience…

• 75million users

• 2/3 of holiday destination choices from the

female of the house….

And

• 80% of Pinterest users are female

Pinterest

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Vine & Instagram

• Mini video

– Vine -6 second video

– Instagram – short video

– Companies using vine as evangelists for their products

– Virgin mobile, Lowes, Trident all use it

– Snapchat….

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Easy content planning

Content planning

6 week content planner w/c ---------

--- 1 2 3 4 5 6

Planned

events/seas

onal fixtures

Video

Photos

Blog

Facebook

Twitter

Pinterest

E-newsletter

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• Schedule posts for most popular times of the

day

• If you schedule – don’t forget to be

available for responses

• Work with your planned business activities

• Think about seasonal opportunities

• Create your own opportunities!

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Align your brand

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Create content with brand alignment

• Improve brand penetration

– New age, audience

– Different audience

• Align your brand with other similar brands

• Tell people your brand story

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Mulberry – ‘hand crafted in Britain’ brand

Commissioned a series of focusses on similar brands

• Wedgewood

• Aston Martin

• Mackintosh

Saying – ‘we are like these brands’ #mulberryteacup

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Mulberry and Mackintosh

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Social Media and Thought

Leadership

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• Highlight your expertise

• Show off your opinion

• Start to gain followers in the sector

• Influence purchasing decisions at the right

level

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Start to dominate your real estate

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TEDMED.

• asked conference delegates to select a list of

complex, persistent problems that affect

millions of lives

• The resulting list of 20 Great Challenges of

Health and Medicine are knotty problems that

require cross-disciplinary discussion.

• Open this discussion to the world and get a

broad national debate & conference in two

weeks

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Using social media to learn

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Learn using Blogs

• “Blogs are great for learning from others,

reflection, story sharing, facilitating

connections among people, philosophising,

and much more”

• “Writing a blog is a learning activity, of

course, but reading the best blogs that are

available is one of my most productive

learning experiences.”

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• Follow people you want to learn from on Twitter/Facebook/LinkedIn

• Subscribe to blogs (using Feedly)

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YouTube

• Harvard Business School

• Khan Academy

• Any learning…

• YouTube Edu

Most Universities YouTube channels

Do you want one?

What about staff training?

Podcasts

iTunes – Leadership…

Don’t forget learning from Facebook and Twitter

Follow influencers, peers, phrases of value

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Analyse your success

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8 KPIs for social media

1.Number of Fans and Followers - Basic but important – how many followers, new followers and equally important unfollowers

2. Demographics and Location – What’s the % males, females, where are they based what time do they use SM, what are their interests

3. Number of active followers – Active users is a really important indicator as you want relevant and influential people who actively interact and engage with your company.

4. Likes, Shares and re-tweets– Are your posts relevant and interesting to your followers? What % of posts have interactions. IF not change engagement strategy

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5. Number of comments - Are you engaging in two

way conversation and what’s the speed of response

6. Number of mentions – How often are people

interacting with you?

7. Traffic back to website - % of traffic from social

media

8. Your Klout Score - Your overall influence in social

media

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insights

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Likes Comments and Shares

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Post detail

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Demographics

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Measuring Twitter

Tweetails Tweetreach

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Summary

• Listen

• Share

• Create

• Build

• Measure

• Evolve

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Any questions?

Matt Young

@Cosmic_Matty

matt@cosmic.org.uk

cosmic.org.uk