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Getting started with Social Media What is all the fuss about?

by Fardad Amirsaeedi

Social Media | Website Design| Online Popularity

www.icewire.co.uk 07985 723856


Overview • • • • • • • • •

Benefits of Social Media Social Media Landscape The most commonly used media Media Comparison Planning your Social Media Basic Social Media Structure Free Tool to help you manage it Action plan suggestions Case Study – October Textiles Ltd


Social Media Landscape


Benefits of Social Media • • • • • • • • • • • • •

The number-one benefit of social media marketing is to stand out from the crowd Improve organic search engine rankings Increase brand awareness in target or niche markets Build recognition resulting in being seen as an authority on your topic/ area Build business partnerships Compete with larger businesses Create value based subscribers Reduce marketing expenses Gain market knowledge Gauge the temperature Generate leads Increase traffic Improve sales Chart taken from the 2011 Social media marketing industry report by Social Media Examiner


Most commonly used Media Networks particularly well suited for social media start-ups: • • • • •

Facebook Twitter Linkedin Blogs YouTube

Chart taken from the 2011 Social media marketing industry report by Social Media Examiner


Media Comparison Digital vs. Traditional

Media Characteristics

• •

Facebook = Magazine Supplement

Facebook Micro articles, stories of interest, promotion of ideas, mid level engagement, use of imagery and mixed media.

Twitter

= Leaflet/ Brochure

Linkedin = Face to face

Blogs

YouTube = TV/ Radio

Twitter News, micro messages, awareness raising, making referrals, sign posting, low level engagement.

Linkedin Professional connection, 1to1 relationships, subject relevant participation, business specific, awareness raising, high level engagement.

= Glossy Magazine •

Blogs Topic domination, in-depth ideas communication, authority building, in-depth knowledge sharing, mixed media use, own brand platform, mid level engagement.

YouTube All of the above plus entertainment and low level effort required by audience. Works best as part of other media format rather than stand alone.


Planning your Social Media •

Be clear about what you are trying to accomplish from your social media activity by setting GOALS.

Here are some examples: • Create a buzz to improve brand awareness in niche markets • Establish yourself as a subject leader • Create prospective clients and generate sales • Meet like minded people/ businesses to share knowledge and experience • Be seen as up-to date and meeting audience expectations • Because you love to socialise etc.

*

You are now ready to select the social media tools that will best suit your needs.


Basic Social Media Structure •

A Typical structure for most start-up and small to medium sized businesses.

Blog

Twitter

Website

Linkedin

Facebook


Basic Social Media Structure •

A Typical structure for most start-up and small to medium sized businesses.

Facebook YouTube

Blog

Twitter

Website

Linkedin

Facebook

YouTube


Facebook Business Pages •

Facebook.com Need a personal page before building a business page.

Create a Page that is Publicly available

Select your organisation type

Fill it with your business profile details

Post information: –

– –

of interest to your audience and encourage them to participate. Relevant to your niche/ topic Have fun with it

Promote to raise in awareness of the messages and updates posted in other media e.g. Linkedin and Twitter.


Twitter for business • Twitter.com – – –

– –

– – – –

Announce your achievements, events, services, activities etc.. Link to your website/ blogs/ Facebook when you have added something Be regular/ consistent in your Tweets (2 per day) Mix it with your views on your topic of interest Re-tweet other peoples messages if you find it interesting but not too often Keep to your niche Personally thank followers where you can. Bring your personality into it. If more than one person is using one account then add your name at the end of your messages


Linkedin for professionals • Linkedin.com – – – – – – – – – –

For professional individuals Company profiles Event announcement Niche group participation Setup own special interest groups Manage recruitment Get business intelligence Build a credible professional profile Make qualified business connections Targeted networking.


Blogs for business • Blogging tips – – – – – – – –

Services examples: Wordpress.com, Typepad.com, Blogger.com Be seen as an authority on your topic Make your site content rich Share knowledge with your desired audience Become found on Search engines Drive more traffic to your service pages Highlight own services through article referrals. Allow syndication of your feed


YouTube business channel • YouTube.com Add to multiple networks in one step including Facebook, Twitter, Linkedin, Myspace, Ping, Wordpress etc. • • • • • •

Free to setup own account/Channel Upload unlimited videos easily Easily share interesting videos in your own social networks Allow other to share your videos Powerful for communicating complex ideas Can encourage subscriptions to your feeds


Website on a budget • •

Moonfruit.com Features and benefits – – – – – – – – – – – – – – –

User friendly interface Limited technical knowledge required Self contained and secure Using up to date technology Flash and HTML sites version Accessibility compliant Smartphone compatible E-commerce facility built in Shop integration to Facebook Email/ domain account facility Google analytics support Online image and file storage Members only areas Lots of widget included FREE for 15 pages


Free Tool to help you manage it • Hootsuite.com update multiple networks in one step including Facebook, Twitter, Linkedin, Myspace, Ping, Wordpress etc. Get performance reports and track visitors. Free for 5 accounts.


Free Tool to help you manage it • Ping.fm is a simple and FREE service that makes updating your social networks easy.


Free Tools to help you manage it • Gist (social CRM) View all your social media contacts activities in one place. Free • • • • • • • • •

Can add Contacts/feed from: Facebook Twitter RSS Feeds CVS – Excel sheet uploads Company related News/ articles PR about the person or company (external source) Linked (imported contacts file) Aggregated contact and view contact content streams in one account window.


Free Tools to help you manage it • WiseStamp.com Socialize your email signature


Action plan suggestions • Select a small number (at most 4) of co-related media tools most suitable to help you to achieve your set goals and marketing strategy. • Ensure to commit at least 6 hours per week to social media activity and be consistent. • Produce quality and relevant content.

• Make sure your online brand and visuals are of a high standard and easy to use by your audience. • Have fun with it and bring your personality into it.


Thank You “If you’re not sure where you’re going you’ll probably end up somewhere else” Fardad Amirsaeedi fardad@icewire.co.uk www.icewire.co.uk


Case Study – October Textiles website social structure Blog/ downloads

Prominent Social media links (follow us) Featured projects/ blog

Brand identity to meet consumer expectations


Case Study Consistent Prominent Social media links (follow us)

Page/product specific social sharing and referring


Case Study Brand and label your profile in order to reflect the desired audience and the way they might search Share images/info about yourself at work and allow people to see your human side

Share the things you like/ products and services to connect with others like you. Promote in places like Linkedin, Twitter etc.

Promote your client work and build customer loyalty by adding value


Case Study Invite people to participate and become a member in order to access the content.

Consistent branding

Hyperlink to your website

Make your other media accessible


Case Study Useful tabs to motivate and inform the audience.

Promote your most desirable service or product

Hyperlink to specific pages in your website/ special offers/ purchase pages


Case Study Continuation of the brand identity


Google analytics (free)

Organic (inbound links) Facebook Blog Twitter

A modest but consistent effort can provide the results but it has to be of quality


Getting started with Social Media