developing platforms - ap example
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Developing
Platforms
Chapel Digital – Social Media Training 201
Hands-on Workshop – 26th June 2015
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Developing your activity
Making plans
Construct a rough content plan
Don’t overthink content
Think: What are we trying to achieve?
Reflect business activity
Flexibility for real time
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Developing your activity
Managing your presence
Schedule time to check / update platforms
every day
Free management software – i.e. Hootsuite
Understand platforms
Use content plans
Real-time marketing / posting
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Developing your activity
Post scheduling
Useful if limited resource / man hours
Tools (i.e. Future Tweets / Twittimer /
Facebook Scheduler, etc)
Remember things change
Weekend activity
Maintains presence
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Developing your persona
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Developing your persona
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Developing your persona
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Developing your persona
Useful tips:
1. Use eye-catching visuals
2. Brand consistency – Logo / header /
higher resolution
3. Fully set up profiles – i.e. all relevant
information and all available areas (such
as reviews, bio, website links, etc)
4. Identify your audiences
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Developing your persona
Useful tips:
5. Post regularly
6. Review past content / posts
7. Use advertising where applicable
8. Be human – highlight your staff / people
in your organisation
9. Use analytics
10.Integrate humour where appropriate
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Developing your persona
Think:
Will this appeal to our existing followers?
Does this reflect well on my business /
organisation?
Would I like this if I was following?
Is this quirky / engaging?
Could this be improved?
Have I checked details?
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Identifying potential audiences
Video can be viewed at:https://www.youtube.com/watch?v=PXI9JoY0HDQ
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Identifying potential audiences
Who is your business/ organisation for?
Type of business?
Who are your existing customers?
What are you known for?
What are your products / services?
Who do you want to reach?
Local / regional appeal?
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Identifying potential audiences
Psychographic study:
“Demographic information includes gender,
age, income, marital status – the dry facts.
Psychographic information might be their
habits, hobbies, spending habits and values.”
“You can only effectively reach your target
audience when you understand both their
demographics and psychographics.” (Alisa
Meredith, Hubspot)
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Identifying potential audiences
Psychographic
study:
Think: What are
the interests and
attitudes of your
target
audiences?
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Identifying potential audiences
When are people
online?
Determine when your
activity would be best
timed
(figures in per cent, Source: Pew Research Centre)
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Identifying potential audiences
Audiences on Social Media:
Identify demographics
Recognise platform differences
Find relevant communities (i.e. Google+ /
Twitter lists, etc)
Monitor brand related key words
Find local people
Use your existing followers
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Identifying potential audiences
Targeted advertising:
Facebook & Twitter
Set a budget, and stick to it – no budget is
too small – as little as £1 a day can help you
reach new audiences
Reach people based on numerous variables
– i.e. Location / interests / marital status /
offspring / age / work status, etc
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Cost effective tools and software
Useful free software:
Hootsuite (management / analytics / scheduling – 3 profile limit)
Social Mention (keyword search, identify
influencers, hashtag recognition)
Iconosquare (search Instagram for tags
and users / basic analytics)
Facebook insights (analyse profile)
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Cost effective tools and software
Useful paid software:
Engagor (scheduling / keyword monitoring / all social networks / analytics – but pricey!)
Sprout Social (scheduling / profile integration / Twitter feeds / basic analytics – mid range)
Social Oomph (keyword monitoring / analytics / scheduling / LinkedIn integration)
SocialBro (Twitter only / targeting / analytics / campaign management)