Transcript Online Business Audit

Social Media for
Social Enterprise
Naomh McElhatton
February 2014
Today:
An overview of the latest digital
marketing tools and social media
platforms.
How to get the best out of your time and
ensure you are engaging with your core
audiences.
Objectives:
• Define what you’re hoping to achieve for
your group or service.
• How do your customers seek information
about your service or product?
• What social platforms do they favour?
• What’s the purpose of the social
platforms and technology you’ve chosen
to use?
Elements:
Social Media:
Top 6:
1.
2.
3.
4.
5.
6.
Facebook
Google+
Twitter
LinkedIn
Pinterest
YouTube
Benefits of Social Media:
• Customer Engagement
• Revenue Creation
• Building Loyalty
• Thought Leadership
• Search Engine Optimisation
Facebook: start growing LIKES
WHEN YOUR PAGE IS NEW – NO ONE LIKES YOU!
Growth takes time but there are a few steps you can
take to get yourself started.
Facebook Encourages:
• (Initially) Share your page with friends and family
• Encourage them to share your posts (at least in the
beginning)
• Head off and find other related businesses or
organisations and like their page.
• Know what your competition is doing!
Facebook: engage YOUR
Audience ...
Interaction (on Facebook this takes the form
of “likes”, “comments” and “shares”) is the
most important metric, even more so than
total number of page “likes.”
Why?
YOUR business won’t even show up in
someone’s news feed if you don’t have
interaction!!
How to increase INTERACTION!
• By posting something for starters.
• Status updates, links, pictures and videos.
• Nothing says “unlike” faster than coming to a
business page where the tumbleweeds are blowing
through.
• Post content that’s for and about your target
market and audience.
• Be useful ... Don’t be completely self absorbed!!!
Easiest ways to engage YOUR
Audience ...
Be visual!
Create visual content for
your page that stands out
on that newsfeed...
Plain old text updates
without any visual impact
are easily lost in the stream
of incoming information
and rarely get the
interaction you need 
Quick Jargon Guide:
• @. Sign – used to promote another twitter usernames
account in your tweet or to send a message. When a
username is preceded by an @, it links to their twitter
accounts.
• #. Hashtag - identifies a topic, event or keyword in a
tweet.
• Direct Messages (DM’s) – a personal tweet not viewable
to others.
• Tweets – an individual post of up to 140 characters.
• Motified Tweets (MT’s) – similar to a retweet only slightly
modified.
• Retweets (RT’s) – a shared tweet from another user.
• Timeline. – Real time list of tweets on twitter that appear
by time and date, in the order they were posted.
Twitters Top Reasons to follow Brands:
Tips for Twitter
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Create Tweets that resonate
Keep Tweets short and sweet
Tweet often!
Follow your interests
Simply @ Reply
Engage in Trending Topics
Engage in conversations
Use the search functionality
LinkedIn Breakdown
LinkedIn for YOUR Business
• Market your business to the LinkedIn community by
creating a LinkedIn Company Page.
• Raise awareness of your brand, promote career
opportunities, and educate potential customers on your
products and services.
• Helps with SEO: LinkedIn information is available for
search engines to index.
• Start a Group: Groups represent a fantastic opportunity
for businesses to network and grow.
• Promote your blog: LinkedIn is a great way to share and
promote it.
LinkedIn for YOU
• Target a Specific Audience
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•
•
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By job title and function
By industry and company size
By seniority and age
By LinkedIn Groups
• Attract new talent
• Connect with prospects
• Establish credibility
• Expand market reach
YouTube
YouTube offers solutions to engage customers in different
ways, based on your marketing objectives.
The first step to devising your YouTube strategy is to identify
your objectives:
• Increase brand awareness
• Launch a new product or service
• Generate a direct response from potential new
customers
• Manage your online reputation
• Increase audience engagement on site to that the users
become Advocates of your business
YouTube
There are a number of opportunities available to
promote your business on YouTube. Ideally you would
have your own channel to upload videos of your
product, service or events.
There are 3 YouTube channels that you can avail of:
•
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User Channel
Brand Channel
Custom Brand Channel
http://youtu.be/hC_M6PzXS9g
Google+
Own suite of “social” services:
• Video conferencing (Hangout Video Chats HVC)
• Broadcasting (Hangouts On Air)
• CRM (Circles)
• Networking/lead generation (Communities)
• Content marketing (text, images, video)
Pinterest
Pinterest is now either the 2nd or 3rd
biggest social network, and is currently
showing the fastest rate of growth.
Why?
1. Showcase your products
2. Build your brand identity
3. Interact with customers
Pinterest
• Approximately 58% of Pinterest users are females
• Product pictures pinned with a price are more effective
(that is to say they will generate a better CTR) than
product pins with no price shown
• Click through and sales conversion rates are better on
Pinterest than on either Twitter or Facebook
• Pinterest users tend to have a higher than average
disposable income
• Some of the most popular Pinterest topics are interiors,
DIY, cookery, fashion, hobbies and crafts
Discovery
Strategy
Development
Organisational
Development
Online Reputation Management:
Online Reputation Management:
• Do you know what people are saying about your brand .
Initiative online?
• Are you being notified when your company is mentioned
online?
• How does your company's online reputation stack up to
your competitors?
• Does your website represent your business in the best
possible way?
• Can you monitor what people are saying about your
business via social media?
• Respond to negative comments – DO NOT bury your head
in sand!
Managing your efforts:
Monitoring YOUR Efforts:
Google Analytics provides you with insight into your
website activity, providing you with information to
allow you to make informed decisions on your
website performance, design & conversion.
It allows you to answer questions such as:
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Is my site content working/ Interesting?
Are customers dropping out from my checkout?
If so where are they going?
Is my online marketing working?
Do PPC (Pay per Click) visits convert more than email visits?
Resources:
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Mail Chimp
Constant Contact
Capsule CRM
Hootesuite (Social Media)
Google Alerts
Google Analytics
Q&A
Thank you !
[email protected]
T: @DigitalAdNI / @naomhs
M: 0044 7515 41 55 43
www.digitaladvertisigni.co.uk