Download - Social Media - Making Your Business The Hub
SOCIAL MEDIA:
PK VaishManaging DirectorLivelink New Media
Making Your Business The Hub
ABOUT ME • MD of a leading digital marketing agency based in
Manchester
• Specialise in relationship marketing using digital channels
• Expertise: Digital strategy, digital marketing, web design & development and user experience.
• Twitter: @VaishPK
HOW IS SOCIAL MEDIA RELEVANT to you?
?
• Social media can help to give your café a personality
• Coffee shops are natural places to meet and socialise
• People like to talk about things they are enjoying!
• It can help you to foster a sense of belonging
• Differentiate yourself from your competition
• Help you create conversations
• Create lasting loyalty
Social media influences purchasing decisions in 78% of
customers (Market Force)
FRIENDSHIP IS ABOUT CREATING a shared history• Some of the key qualities of a good
friend:
• Fun
• Unique
• Interesting
• Trustworthy
• Supportive
• Attentive
• Set your targets
• Social media types
• Pick your channels
• Engage your customers
• Offer promotions
• Use advertising
OVERVIEW
MEASURE• Step 1: Start off by defining KPI’s
• Step 2: Measure current position and look back 6 months
• Step 4: Set targets
• Step 3: Check out the competition
Facebook Analytics offers some great statistics and customisable charts to measure how you’re performing – its free and accessible to all page owners
SOCIAL MEDIA EXPLAINED WITH COFFEE
1. CHOOSE 1 OR 2 CHANNELS and focus on them
• You are time pressured - so don’t try and do everything
• Pick 1 or 2 channels and focus on doing them well
• Spend some time making the pages visually appealing
• Ensure the pages have accurate information (e.g. opening times), promotions, specialities
• Make sure you get into a routine of posting regularly
• Get your staff on board too!
CHANNEL 1
CHANNEL 2
2. ENGAGE YOUR CUSTOMERS
• Focus on a pull strategy
• Don’t sell - Make your products compelling to buy!
• Ask questions, listen, and respond
• Have a sense of humour
• Be local – be relevant
• Take advantage of current events
• Involve customers in your decision making
• Photographs and videos result in much higher engagement rates
• The more engaging your posts are, the more exposure they will get
• Attractive, seasonal cover photo showcasing products• 425 likes, 42 shares, over 20
comments!• Engaging with customers –
informing they can purchase the products on their website
• Facebook post • Highlights attendance at a
local event• Photograph of staff getting
involved• Received 32 likes
3. OFFER PROMOTIONS• Reward and retain loyal customers
• Attract new customers – e.g. Facebook offers
• Grow your community
• E.g. ‘Check in’ on Facebook to receive 15% off
• Facebook apps can be created to obtain customer details and offer rewards
• Twitter competitions – ‘retweet this to be entered into prize draw’
• Photo competitions – e.g. post photos of you enjoying your coffee using the hashtag #ilovePKsCoffee to win!
• App encourages engagement by asking customers to get involved
• Prize is on offer to encourage people to join in
• Fans must ‘like’ page to enter
• Opportunity to obtain customer contact details
• Recipe app created to encourage repeat visits to Facebook page
• Allowed customers to build their own weekly meal planner using recipes
• Customers rewarded for their participation with money off coupon for products
• Customers also able to submit their own recipes for the chance to win a bigger prize
USE ADVERTISI
NG
4.
• It’s increasingly important to take advantage of paid advertising to get the most out of social media platforms
• It helps you to grow your audience
• This allows you to segment and select who you want your message to be shown to
• It can be used to reinforce your message with your existing audience
USE ADVERTISI
NG
4.
• It can also be used to reach new audiences, for example, different age groups, locations etc.
• You’re usually charged by how many times a user sees/clicks on your ad
• You can set a daily budget for the amount you wish to spend.
• Sponsored story based on friend’s recent activity
• Friend updates status and ‘checks in’ to venue
• Ad created related to status update and is shown to that persons friends
Any questions?
@VaishPK@livelinkuk
livelinknewmedia.com