Marketing your Centre using Social Platforms

Marketing for
Success
Marketing your Centre in challenging
times. Part 3 – Social Platforms
Brant Early Years Centre Nov. 2013
Presented by: Gordon Diver, Diverse Achievements

Gordon Diver - Diverse Achievements - www.diverseachievements.com

Agenda
•

Introductions

•

Week 2 Questions

•

Week 3 Objectives

•

Becoming a social business

•

Social Platforms:
•

Facebook

•

Pinterest

•

LinkedIn

•

Twitter

Gordon Diver - Diverse Acheivements - www.diverseachievements.com

Week 2 - Review
Your Initial Blog Post
•

What was your experience?

•

What would you prevent you from
doing this once a week?

Position Statement:
•

Anyone willing to share


Week 3 – Goals
•

Week three – Social Platforms:

Investigate best practices for Facebook,
LinkedIn, Twitter and Pinterest;
How to manage each platform.
How to construct a noticeable post, tweet;

When to do your social sharing;


Remember, it’s not about you.
Marketing’s role is to reach
customers and compel them to
purchase, use and repurchase your
service. Unfortunately, most
customers don’t care about you or
your company – they are interested
in their wants and needs.

What you want to avoid!


Your challenge is to demonstrate
that your service fulfills their needs
and is in not only the parents but the
children’s best interests.

Becoming a Social Business

Before marketing became formal, it
was about intimate customer
connections.

Moving away from the broadcast model,
today, you have the opportunity of
engaging in an intimate connection with
your prospects and customers; 1 to 1.


Value proposition for being social


Facebook Business Page

Before you begin – What you
need to know.
1.
2.
3.
4.
5.
6.


Your goals
Your Audience
Your Vanity URL
Image Inventory
Content Inventory
Style and voice

Facebook Fan Page – Best Practices
First – if you have a page that
is a personal profile, you’ll
want to convert it, for a
number of reasons.
You can do this easily.
Facebook calls the process a
“Profile to Business Page
Migration” and you can do it
by using this tool here.

http://www.slideshare.net/GDiver62/facebook-setupdec13 If you don’t have a page as yet, start here.

Fan Page Admin

1. Manage Page info, Edit Page
settings and Admin rolls View
Activity Log and Banned users
Toggle account use

1
3

4

5

6

2

Invite your friends and
contacts from your
personal page

7
8

2. Invite Friends, Share Page,
Promote Page
3. Quick glance at post reach
Options for reaching a larger
audience
4. Respond and engage with
followers via messages
5. Quick glance at Like
count/new fans
6. Ad pages you want to follow.
7. Create Ads
8. Cover photo
9. Profile Picture
10. Give basic details and links
for your company
11. Custom App thumbnails
12. Click to expand Custom
Apps menu

Admin Functions
Each role has different
capabilities – only Managers
have the ability to change
each admin’s role. Facebook
makes all admins managers
by default.
You can have as many
admins on a Page as you
want. To add an admin, go to
“Edit Page” on your Timeline
and then click “Admin roles.”
Scroll down and select “Add
another admin.”


Admin Panel – Posting Voice
1

3

2

Know which voice you are in
and how to change it.


Customize a Post
To customize your posts you can:

1. Pin a post to the top: This will leave
the post you pin at the top of your
page for up to 7 days, unless you
“unpin” it. If you have an event,
deadline – a great way to ensure
it’s seen.
2. Highlight a post: By clicking
‘Highlight”, you’ll enlarge your post
across your entire timeline, as
opposed to the one column.
Effective for strong visual content.


Add a Location
To add a location to your post, click on
the small pin drop icon on the bottom
of the status update box. Begin typing
your location in the “Where are you?”
section and Facebook will autogenerate relevant nearby locations.
If your company is reporting about a
live event, or hosting an event in a
specific location, highlighting the
location could be valuable but it’s not
something that’s necessary for all
posts.


Schedule your Posts

You can schedule your posts for a time
that might be suit your audience.
If you don’t have time to update your
Page’s Facebook status every day,
consider using Facebook’s scheduling
feature to schedule several posts over a
few days or a week – planning ahead
will make your life easier. It will also
allow you to plan posts during the times
that your users are the most engaged.


Adding / Changing your cover photo

Use or design a cover photo with
optimal dimensions (851 x 315 pixels).

Timeline Posts
•
•

Post the most interesting fact related to
your content – and a link to the rest.
Compelling updates make readers want
more.

•

Engage – Respond to comments and
answer questions; don’t ignore (or
remove) negative feedback.

•

Stay Positive – Positive/Helpful Updates
Inspire More Engagement Than Negative
Ones.

•

Include images – Posts with images are
more likely to be shared.

•


Share a tip – Start the update with “TIP”
so it stands out in followers’ feeds.

Make images mobile friendly – Since
most users access Facebook via mobile,
choose simple, clear images that are
easy to see from a phone/tablet.

Updating Best Practices


Tabs
Your Tabs

Customize your app thumbnail image:
You can upload a photo to use as the
image that appears with the
thumbnail or you can use a free online
tool such as one from
www.timelineimagetool.com to create
a custom image.


Facebook Success Story
Why a success:
Engagement rate has
increased by 50% check ins
and between 5 – 10%
engagement.
Translated to 400% increase
in volunteers year over year
First surplus budget in 2012
achieved (only part can be
contributed to increased
revenue from social)
Increase in other media
coverage of events and
independent projects.

Two sides to Pinterest Business


Why you might consider it.
Pinterest drove 3.68% of traffic to
publishers in September, the second
highest of the social networks on the
list and three times as much as
Twitter, which ranked third.

In fact, Pinterest's share of overall
visits increased by 66% year-overyear, more than any other social
network.

Multiple studies have shown that
the audience is approximately
80% female, distributed fairly
evenly throughout the 25-54 age
range and well educated.

Your Pinterest Hub – Boards.


What’s in a pin?
Pinterest Like and Repin
buttons. If you repin
someone else’s post, it
appears on your board.


Click on a Pin
Pins offer a lot of opportunities:

1. A chance to get feedback
and engage in conversations
2. New boards to follow to get
other ideas or information

3. A direct link back to your
web site or the originating
source website
4. Social proof of your
knowledge in a chosen field
5. Ability to provide your
followers support at their
convenience.


Getting Pinned

Web site visitors are where the main
benefits of Pinterest begin and end for
marketers.
Visitors Pin content giving a site
exposure and hopefully generating new
traffic.
The marketer’s role is to optimize the
Pinning process and to convert the
incoming traffic.

On your home page click +:
• Choose to upload a pin
• Add from a website
• Or Create a new board.


Add your Comments and Pin It!


What it will look like


Advantages of Pinning
Pinterest just took this natural activity
and focused on providing an intuitive,
streamlined platform for making it into
a social activity. Benefits Include:
1. Pins last indefinitely
2. Pins are easy
3. Pins center around passions and
interests, shared by your followers.
4. Images and video are very
important in today’s content and
search activity
5. Helps drive traffic back to your site


Benefits of LinkedIn
Great for business visibility.
Build Your network, personally and professionally.
Join groups and post YOUR info – create authority.
Post about others and have others post about you.
Start an industry-related group.

Read updates and add value through comments.
All activities show in the feed and in your Company page.


Professional Profile

A powerful profile will help you show up in the
search results, helping others find you and
connect.


Using your real estate to it’s full advantage

Build your network

Claim your personal url.

Use keywords to help you get found in your profile
summary. As seen, your position title will be easily
visible – use this space to make an impact and help get
found in the LinkedIn searches


Seeing results
Track how often your
profile is viewed and
how often your profile
appeared in search
results.
See who has looked at
your profile. If I was on
the paid version, would
see all the views.


Capitalizing on Search & Social Prospecting

A quick search identified 216
connections with and how I might
know or get to introduced to someone.
• Search criteria:
• Early Childhood,
• Located in Canada
• Within 80kms of N4Z1B6


Linkedin Company Page


Title

To Create a LinkedIn Company Page you must meet these
requirements:
 Be an employee of the company

 Your position is listed in your Experience section
 You have a company email address
 Your company email domain is unique to your business

 Your profile strength must be intermediate
 You have several connections already in place.


What you can do on
your company page.

Products and Services Page
1. Go to main company
page and choose
“Products”
2. Click Edit Page and
then choose “add a
product or service”
3. After you fill it all out,
click publish and your
good to go.
It may seem daunting, but
it is really worth your time
and effort


Recommendations

Shows your viewer,
their contacts that
have recommended
you.
From your product
page, click “request
recommendations”.
The form is prefilled
but you can and
should personalize
your request.

Showcase Pages
A niche Company Page that your
followers can opt in to learn more
about a certain product or subbrand.
You can create up to 10 showcase
pages for your company.

Great for brands with distinct
customer personas.
Ensures that your followers will
get the relevant information that
they want and need and you get
more traffic and leads.


Twitter

Twitter is a free social network service for friends, family, and
coworkers to communicate and stay connected in real time
through the exchange of quick, frequent messages.
People write short updates, often called "Tweets" of 140
characters or fewer. These messages are posted to your profile,
sent to your followers, and are searchable on Twitter search.

Twitter Bio

So be sure to capture and brand
your Twitter handle for yourself
and your business as soon as
possible.
Even if you don’t plan on investing
in your Twitter activity for a while,
it won’t hurt to reserve your name
before someone else does.

http://www.colourlovers.com/themeleon/twitter

Twitter Lingo

Hashtags #
Are terms that categorize your tweets and help them go
beyond your followers
Retweet RT
When some shares your tweet with their followers
Trends:
Hot topics on Twitter based on keywords and #hashtags
Via:
It usually means a link is from that user’s website or that
user is the author.
Mention:
It means they have used your @username in a tweet.

Direct Message:
Twitter’s email
Twitter List:
Twitter allows you to create lists of up to 500 people


Twitter Home


Twitter Connect
•

•

Just click on Interactions on
the Connect page, and you’ll
be able to see which of your
Tweets have been favorited,
plus the latest retweets (of
your Tweets), Tweets directed
to you (@replies and mentions),
and your new followers.

•


This tab offers a simple way to
see how others on Twitter are
interacting with you.

If you'd only like to see your
@replies and mentions,
click on the Mentions tab on
the Connect page.

Getting started on Twitter
Give yourself a little time to get your
feet wet. Listen to others. Jump in
when you feel comfortable. Start
talking as you get your bearings.

Start conversations and find
folks you find interesting,
helpful or entertaining. Then
share their stuff.

Photo credit: Mashable.com

Types of Tweets

5 Types of Twitter Posts:
1. Tweet – A message you send out to
everyone that follows you.

2. @Reply – A message you send to
reply to someone in the stream
(seen by both of your followers)
3. @Mention – A message you send
that mentions another twitter user
4. Direct Message (DM) – A private
twitter message

5. Retweet – Reposting a message
that another twitter user has sent
out, that you believe your followers
will find of value.


Tweet Smarter

To Tweet smarter, keep these in mind:
• Give people information and answer their questions.
• Being interesting and entertaining
• Use visuals when you can
• Drive traffic back to your website/blog to increase
engagement
• Connect your twitter with other online platforms,
Web/Facebook/Blog – allow others to share your stuff.
• Have fun

Twitter Search – Advanced Search
Twitter has a very strong search function and
can be accessed in two ways:
•
•

In the search bar
with advanced search

Use the Places feature to identify your location
by city or zip code. Twitter displays a list of
people who are tweeting near that location.

https://twitter.com/search-advanced

Example of Search Result


Success Story


Why I believe it’s an ongoing success
You probably don't remember me but I took your workshop in Brantford and since then have tried
to take your advice and start blogging for our website.

I just wanted to say thank you. As a result of my blogging, we are receiving more hits to our
website. Not only that, people are "talking" about us in the community. We have had an increase
in enrolment and for the first time we have a lengthy waiting list for our infant program.
My blogs have been shared and we have received recognition in our local newspaper when they
published a story based on one of my blogs.
Most recently, a professional in the field shared my blog at one of her workshops and encouraged
the Early Childhood Educators in the training to read it. I have been slowly implementing your
great advice on how to increase our online presence etc. I have a long way to go and certainly do
not understand it all, but the small changes I have made seem to be making a difference.
Thank you.
Naomi, Director of Seaforth Co-operative Children's Centre.


Resources:
To help you prepare:
1. Becoming a Social Buiness: http://www.ibm.com/socialbusiness/us/en/ IBM

2. Facebook’s: How to Create a Business Page https://www.facebook.com/business/build
3. Pinterest for Business http://business.pinterest.com/bestpractices/.

4. Twitter for business https://business.twitter.com/bestpractices – Best Practices
5. LinkedIn Best Practices: LinkedIn Content Marketing


Thank You
Next week we focus on:
• Video
• Email
• Analytics
• Proposal Writing
• And Wrap – up


Marketing your Centre using Social Platforms

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie Marketing your Centre using Social Platforms

Ähnlich wie Marketing your Centre using Social Platforms (20)

Mehr von Gordon Diver

Mehr von Gordon Diver (11)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Marketing your Centre using Social Platforms