managing and measuring your social media activities using hootsuite - october 2014
DESCRIPTION
Social media sites such as Facebook, LinkedIn and Twitter offer businesses an effective way of promoting their business online through building relationships with their target market and providing good customer service for their existing customers. However, people interact with these social media sites for different purposes, so a well-constructed and executed digital marketing strategy is important to ensure that the right message is posted at the right time. But who has the time to be in all of these spaces all of the time? Use these slides to learn how you can maximise your time while managing and measuring your social media activities using Hootsuite.TRANSCRIPT
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
linkedin.com/in/theother66
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Connect on: Twitter - twitter.com/vanguardvisions
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