Transcript

Social Media – Engaging your Customers

Nina Goodwin

@Cosmic_UK

Housekeeping

• Fire alarms and exits;

• Mobile phones/tablets;

• Toilets.

Introductions

Please introduce yourself to the rest of the group; your business and your expectations from this workshop.

Agenda

• Background to Connecting and Somerset & Get Up To Speed;

• Introduction to Social Media; interesting facts and figures;

• Social Media Engagement Ladder – Listening, sharing and creating good content;

• Live demo of Twitter and Facebook – Ask questions

• Clinics.

Connecting Devon and Somerset

• A ground breaking partnership encompassing 6 LA areas to deliver improved and superfast broadband to rural areas

• Improved broadband (>2mbps) to every business and community across Devon and Somerset by 2016

• Faster broadband (>24mbps) to at least 90% of the area by 2016

• Without this project 700,000 residents and 26,000 businesses, with a combined turnover of £9 billion, have no certainty of receiving improved or superfast broadband from a commercial rollout

Update – March 2015

• More than 100,000 homes and businesses in the two counties now have access to fibre broadband as a result of the CDS

• Almost 90% of those can access speeds in excess of 24mbps

Without the programme

Phase 1 - coverage

How do I know when superfast is coming?connectingdevonandsomerset.co.uk/where-and-when/

What is Get up to speed?

• Fully funded business and community support alongside roll-out of superfast broadband

• Helping to ensure we all make the most out of the superfast broadband

Delivered by Cosmic Peninsula Consortium

At Work

• Communicate effectively online– reducing need to travel

• Extend market reach – better use of web and social media

• Save costs – using Cloud technologies

• Collaborate and manage projects remotely

• Become more flexible - work on-the-go

• Compete with urban, national and international businesses

• Background – estimate 2016 23% of GDP will be spent online

At home

• Everyone using the connection at the same time

• Reduce social isolation - connect with family & friends using video conferencing

• Work from home more efficiently

• Watch, listen and read – TV, music and ebooks

• Better connected to services, health, social care, government

• Background – increasing services delivered online and future planning of health & care services

What are we doing?

• Free sessions;

• Showcase new technologies;

• Hands-on Workshops – tablets, smart phones, internet beginners;

• Gadget shows;

• Seminars;

• Briefings;

• Taster sessions;

• Signposting to other services.

Sessions Planned

What can you do to help?

• Host a session in work, in your community, in your Association?

• Support the message

– Become a champion

– Distribute leaflets in your area

– Distribute leaflets from work

• Any other ideas?

So what’s changed in business?

Advertising

TV

Mail shots

PR

Radio

Print

Old world customer marketing

PR

Search

TV

Mobile

Social media

Radio

Print

affiliate

Webinars

PPCEmail

Rapid

Fragmented

Two way

Website

New world marketing

Be Social

Listen

Google AlertsTwitterFeedly

Share & converse

Twitter FacebookLinkedInPinterestNewsletter

Content creation & Broadcast

You TubeBlogFlickriTunes/podcasts

Community building

ForumFacebook GroupsLinkedIn Groups

Virtual worlds

Social media engagement ladder

Less time More time

Listening

1. The Law of Listening

Success with social media and content marketing requires more listening and less talking.

Listening

Use Social media as a highly effective listening device

• Colleagues/staff

• Journalists

• Peers

• Competitors

• Influencers

HashtagsIndustry specific#HolidaysInDevon#Holidays#Watersports

Geographic specific#Somerset#Taunton#Weston

Media specific#JournoRequest#PRRequest

#journorequest

Twitter.com/search

Create lists

Add to a list

• Click on their profile

• Click on the gear icon

• Click add to list

Hashtagify.me

Hashtagifi.me

Listen – Tweetdeck/Hootsuite

Feedly

Feedly blog collationwhat inspires you?

Flipboard

• Listen for sales opportunities

• What’s the best way to…?

• How do I …?

Share

2. The Law of Reciprocity

You can’t expect others to share your content and talk about you if you don’t do the same for them……………….

Be part of the community

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

• Amplifying content

• Helping person who created the content – they will reciprocate

• Can maintain an independent point of view – you can be seen as a content ‘curator’ it’s not all about you

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

Be an Informer

Researchers at Rutgers

University found that only 20%

of us are informers on social

media, while the other 80%

are meformers.

Informers had more 2x

followers of meformers.

Sharing information is better

for your follower count than

sharing about yourself.

Follow content worth sharingStep 1 – follow content worth sharing

Step 2 – share or retweet

Follow content worth sharing

How do you find influencers?

How do you find influencers?

• Huffington Post 99

• The Guardian 99

• Accuweather 63

• BBC Radio1 94

• BBC News 83

• BBC Weather 70

• BBC Breakfast 79

Who are the influencers in your industry

Value of the everyday influencer

In the past, brands may have focused on popular bloggers and celebrities but today there is a new wave of “everyday” consumers that can have just as large an impact.

Ways you can help people to become influencers

• Create content they want to share

• Engage them in loyalty activity

• GoPro loan scheme with close fans

• Encourage video sharing with competitions

• Embed on own website & social media – power of the share

Content

creation

3. The Law of ContentQuality trumps quantity.

SEO

Content Marketing

Social Media

Why Content Marketing?

• Increase in engagement

• It’s favoured by 68% of customers

• On average it generates 54% more leads

• Some businesses have seen a 30% increase in Sales with Content Marketing (Zappos)

• More than half of B2B marketers plan to increase their content marketing budget in 2015.

• 70% of B2B marketers are creating more content than a year ago.

Images

Web pages

What is content?

Archived content

BlogsInfographics

Podcasts

Explainers

Video

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

Who are your customers?

YouGov profiler

Become a storyteller

Make it visual, engaging, emotional

Visual content

How does it make you feel?….

Where is the product?....

First seen through E-newletters…

Then Website

Then TV

Photography

‘images catch our attention, keep our attention and are digested faster than text’

@staceylamiller

iPhone Photos

Video please

• 1 in 3 Millennials watch online material and virtually no broadcast TV

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.

Easy content planning

Content planning

6 week content plannerw/c ---------

--- 1 2 3 4 5

Planned

events/seas

onal fixtures

Video

Photos

Blog

Facebook

Twitter

Pinterest

Editorial Calendar

• 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!

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

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

Thought Leadership

• Highlight your expertise

• Show off your opinion

• Start to gain followers in the sector

• Influence purchasing decisions at the right level

Manage your reputation

Think before you post!!!

Make Managing Your Digital Reputation A Priority!!

Analyse your success

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

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

Likes Comments and Shares

insights

Post detail

Demographics

Listen

Google AlertsTwitterGoogle Reader

Share & converse

Twitter FacebookLinkedInPinterestNewsletter

Content creation & Broadcast

You TubeBlogFlickriTunes/podcasts

Community building

ForumFacebook GroupsLinkedIn Groups

Virtual worlds

Social media engagement ladder

Less time More time

All things Twitter and Facebook

Live Demo

Anatomy of a Tweet

Questions

[email protected]

@GUTS_SW @Cosmic_UK


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