social media can it work popup-shop nov 13
DESCRIPTION
An overview of social media for attendees at a pop-up shop event held in Wellington, Telford.TRANSCRIPT
www.thenetadvantage.co.uk
Social Media – how can it work?
Jan Minihane
Overview
10 April 2023www.thenetadvantage.co.uk
• The Social Media Landscape
• Thoughts on the main social networks
• Maximising Online & Offline Marketing efforts
• Building an Online Marketing strategy
• Mixing it up
The Social Media landscape
10 April 2023www.thenetadvantage.co.uk
The Social Media landscape – the reality….
10 April 2023www.thenetadvantage.co.uk
Social Media: just for kids?
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Social Media: where are users most active?
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Facebook ….
What do you look like online?
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Why is Social Media so important?
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It’s HUGE … and growing rapidly still:
Why is Social Media so important?
10 April 2023www.thenetadvantage.co.uk
It’s HUGE … and growing rapidly still:
-67% of the world’s population use social media
-1 billion+ Facebook users
-800m monthly users on YouTube
-728m Google+ accounts, 340m active users
-600m Twitter accounts, 240m active users
-Over 200m blogs
-200m LinkedIn users
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Thoughts on the main social networking sites
Thoughts on Facebook & Twitter
10 April 2023www.thenetadvantage.co.uk
•Still the ‘best’ for community (Google+ is trying hard)
•New news feed means visual more important than ever
•Reach of a Facebook post = 15% (1 million+ likes) to 40% (small no. likes)
•Why? News feed algorithm (fka Edgerank)
•What can you do?– Create more compelling, regular, engaging content– The reality – advertising has to play a part in your Facebook efforts
Thoughts on Facebook & Twitter
10 April 2023www.thenetadvantage.co.uk
Twitter thoughts
•Twitter as a communication tool
•Twitter as a tool to create conversations with visitors in realtime
•Twitter as an audience/market research tool
•Twitter as a media relations tool
•Tweet weighting
•Funnel to Facebook/Google+
Social Media: Is Google+ the next big thing?
10 April 2023www.thenetadvantage.co.uk
Social Media: Is Google+ the next big thing?
10 April 2023www.thenetadvantage.co.uk
• However:– SEO – public cposts– Hangouts– …and Google Authorship…
Social Media: is Pinterest the next big thing?
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www.thenetadvantage.co.uk
Maximising your online and offline Marketing efforts
Maximising your reach on Social Media
10 April 2023www.thenetadvantage.co.uk
Checklist – have you:
•Included (relevant) social media presence on your business cards/flyers/banners all offline marketing materials?•Added icons at ‘pause points’ around your premises?•Added a REASON for people to follow/like you?•Made it easy for people to follow you (e.g. URL, QR Code, page/profile name)?•Asked your target audience what they would like to see from you online?•Recycled blog posts into e-newsletters?•Used e-newsletters to point to your social media presence?•Used blog posts to highlight other pages on your website?•Linked each online presence to all other online presence?•Add a like box/follow button to your website?
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Building a Social Media Strategy
Step 1 - Do a social media audit
10 April 2023www.thenetadvantage.co.uk
UNDERSTAND:
-Your organisation, product/service & your USP-Your online & social media objectives-The major social media sites-The time commitment to doing it WELL
DECIDE:
-Where you want to be online-Where you have the time to be online-Who is going to be involved-How you are going to monitor it
UNDERSTAND – your business
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Social Media Objectives
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Drive traffic to website Raise brand profile Promote events Become a knowledge leader Connect with peers Connect with existing customers Connect with potential customers Connect with past customers Connect with/find stakeholders Connect with journalists Reinforce offline marketing Provide real-time customer service Create a social environment for your customers Increase positive sentiment about your brand
How long does it take?
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Social Media Objectives – let’s try again
10 April 2023www.thenetadvantage.co.uk
Drive traffic to website Raise brand profile Promote events Become a knowledge leader Connect with peers Connect with existing customers Connect with potential customers Connect with past customers Connect with/find stakeholders Connect with journalists Reinforce offline marketing Provide real-time customer service Create a social environment for your customers Increase positive sentiment about your brand
Step 2 – discuss it with staff
10 April 2023www.thenetadvantage.co.uk
• How are you/they going to use it
• When are you/they going to use it
• Do they really have an appetite for using it? If not it will show!
• Communicate your vision, mission & objectives to your staff
• What are the rules (if any!) for:– Staff using social networking accounts during work time for their own personal use– Staff using their social networking accounts during work time for business use– Staff using official social networking accounts during/out of work time for business
use
Step 3 – build your working strategy
10 April 2023www.thenetadvantage.co.uk
1. Establish/review your goals & objectives2. Research your industry online3. Find your industry influencers4. Choose which platforms you will use and how5. Connect the offline with the online6. Build an editorial calendar7. Start engaging8. Build relationships - on and offline9. Measure10. Review & evolve
And finally, have fun with it (seriously)
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Let’s mix things up a bit….
What can you offer that’s a little bit different?
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An exclusive/meet and greet event for your faithful social media followers….
Why?•Compelling reason to follow you•Makes followers feel ‘special’ – stronger brand advocates•More likely to remain a fanHow?•For Facebook only•Use Facebook events & advertising to followers only•Once or twice a year
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Crowdsource what your ‘fans’ want to see next re: special events/displays
Why?•Makes followers feel part of the process•Delivering what visitors want•More likely to remain a fan
How?•Works across all platforms, esp. Twitter, Facebook, Google+, Pinterest•Make it a seasonal annual event
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Never underestimate the power of the call to action….
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Never underestimate the power of the call to action….
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Create your own hash tag on Twitter…
Why?•Makes your best content easy to find•Shows a more ‘giving’ side to the brand•Demonstrates expertise
How?•Works for Twitter, Google+ and Pinterest•One tip/piece of advice/picture per day with the hashtag – 7 days a week
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Think conversion – to email or actual visits
Why?•Email marketing is still more effective than social media•Social Media will not be the main source of visitorsHow?•Twitter – Funnel potential fans into Facebook•Nurture community on Facebook•Use a Facebook app e.g. Splashpost for email conversion
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Use Google+ hangouts to give your audience access to key people
Why?•Gives followers access to their influencers•Up to 20 will be able to talk to the host directly•Streams to YouTube for others to view after the event
How?•Either regular or adhoc hangouts•Invite circles, individuals or make it public•Promote on other social media presence
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Your audience is divided – some want broadcast, some want engagement (!)
Do you:•Just broadcast?•Just Engage?•Mix of both?•Have one account or several on each platform?Considerations:•Do less, better•Mix of both, consider separate Facebook page for special event
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Give your audience exclusive content - behind the scenes, day in the life of…
Why:•Compelling reason to follow you•Makes them feel more part of what you offer•Easy content fillersHow:•Engage members of staff from around the museum to contribute•Post regularly so followers learn to expect it•Video tour behind the scenes
What can you offer that’s a little bit different?
10 April 2023www.thenetadvantage.co.uk
Maybe, just maybe, scale down your social media presence (!)
Final Thoughts
10 April 2023www.thenetadvantage.co.uk
• Do less, better
• Do your homework
• Find out where/if your target audience want to talk to you online
• Think hard about how to stand out from the crowd – nice economy
• Make sure what you’re doing online works with your offline efforts
• Measure, monitor & evolve
• ENJOY IT!
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Let’s carry on the conversation….
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