2. Cosmic fast facts
Based in Devon, operate across
South West;
Social enterprise – ensuring everyone is
included in the digital age
14 staff
Web and digital agency, hosting &
consultancy
National award: Technology for good
winners 2013 – Digital inclusion
18 years in the digital industry
4. Agenda
• Introduction to Social Media; interesting
facts and figures;
• Social Media Engagement Ladder –
Listening, sharing and creating good
content;
• Live demo of Twitter and Facebook – Ask
questions
• Clinics
7. New statistics
• Worldwide – there are 3bn internet users. Internet use is
expected to get to 50% by 2016;
• 89% of the UK now uses the internet – 5th in the world’s
rankings ;
• Facebook now stands at 1.366bn users, 1.33bn of which
(83%) connect through their mobile device;
• Mobile has reached 50% penetration of which 2.7bn
smartphone users.
8.
9. Difference with social media
Two way dialogue
Customer in control
Immediate
Instigated by anyone
AccountabilityTransparency
25. Influencer marketing
• Influencer marketing - identifies and
targets individuals with influence
• McKinsey - marketing-inspired word-of-mouth
generates more than twice the sales of paid
advertising, and these customers have a 37% higher
retention rate.
26. Rise of the Internet Star
1,784,296 subscribers on YouTube
5.1m subscrib
27.
28.
29.
30. Value of the everyday influencer
In the past, brands may have focused on popular
bloggers and celebrities but today there is a new
wave of “everyday” consumers that can have just
as large an impact.
Ways you can help people to become influencers
• Create content they want to share
• Engage them in loyalty activity
• GoPro loan scheme with close fans
• Encourage video sharing with competitions
• Embed on own website & social media – power
of the share
31. • Huffington Post
99
• The Guardian 99
• Accuweather 63
• BBC Radio1 94
• BBC News 83
• BBC Weather 70
• BBC Breakfast 79
How do you find influencers?
34. Content strategy
1. Who are your users?
2. Who are your competitors?
3. What do you bring to the table?
4. What do you hear?
5. What content do you already have?
6. What is the purpose of your content?
7. How often should you publish & distribute content?
8. Who is in charge/produce/maintain your content?
35. What is content?
Images Archived
content
Infographics
Video
Blogs
Web
pages
Podcasts
PDF
downloadable
content
Explainers
36. What written content?
- Create new content;
– that resolves customers issues
• How do I choose the………
• How do I organise a ….
• What’s the best …
• How do I repair
– That meets with needs earlier in their journey
• What’s the best….
• What’s a …..
• How do I….
– That makes you an expert
• Create authority content and tag yourself as the author
39. Love your camera
• Experiment with your camera - have a
play;
• Make notes, start a notebook of the
settings that worked and the ones that
‘didn’t’.
• It will become a fantastic source of
reference for future photography trips.
42. More video please
– Video first?
•Expert analysis, talks
•Case studies, testimonials
• 1 in 3 Millennials watch
online material and
virtually no broadcast TV
• Becoming significant in
Search Results
44. Support
Creating video content for
customer retention & staff
engagement and training:
Sony Xperia have created
a YouTube channel of all
their support and advice
guides.
45. Meformers vs Informers
Researchers at Rutgers University
found that only 20% of us are
informers on social media, while the
other 80% are meformers.
Informers had more 2x followers of
meformers.
Sharing information is better for your
follower count than sharing about
yourself.
49. Adapted from ‘Media Cloverleaf’ by Richard
Edelman
‘Content first' strategy
‘Tradigital’
E-news
Forums
Digital
magazines
Traditional
Media
Press
Social
networks
Facebook
Twitter YouTube
LinkedIn
Website
Responsive design
Mobile enabled
Owned
Content
Video, blogs,
Editorial,
photos
COPE
Create
Once
Post
Everywhere
53. “A brand is no longer what we tell the
consumer it is–it is what consumers tell each
other it is.”
Scott Cook, the founder and CEO of Intuit
54. • Improve brand penetration
– New age, audience
– Different audience
• Help them to understand your story…
Using social media to align your brand
55. Mulberry – ‘hand crafted in Britain’ brand
Commissioned a series of focusses on similar brands
• Wedgewood
• Aston Martin
• Mackintosh
Saying – ‘we are like these brands’ #mulberryteacup
Welcome learners when joining the group;
Introduce self and explain background to Cosmic.
Go through housekeeping;
Check room environment
Get learners to introduce themselves;
Write up expectations on a flip chart; explain which will/will not be met.
Today, for the next hour I am going to talk to you about social media and how it can be really effective for your business!
Here are some interesting facts about internet users worldwide and in the UK
Penetration means the amount of users – Expected to grow
This is some data collected by a company called we are social; highlight in this is the average daily use of social media via any device, a staggering 2.13 per day. We nowadays spend more time on the internet (using are PC or tablet) then we do watching the TV.
What does social media mean to you? What sites are familiar to you; quick group discussion around the room
Think about your customers and what they will be using; It’s not selling but market in a subtle way.
Pinterest is all about the women all about images and photos.
Average person keeps there phone with them for 14 hours a day.
Social media and mobile phone/tablet – more tablets being brought then laptops.
Google + - third attempt at a social media. Pin in map you will have a Google+ account. YouTube need a Google+ account. Gmail address links to your Google plus account – no one is using it. Around 7% using it. Difficult to use.
Who uses videos? Powerful when marketing your business. About human beings and how they react. Will watch a video rather then read text. Newspapers set in columns to consume information. Can film a video from phone and upload.
LinkedIn:
These platforms continue to capture significant interest from users and marketers alike, a trend reflected in their huge active user bases: It also appears that social media is now an engrained part of the lives of people across different demographic groups. This increased ubiquity may result in some changes to the specific demographic bases of individual platforms, but even if people’s habits are changing, it appears that people are moving from one social platform to another, rather than deserting social media in its entirety.
If we look at the orange, which are social networks Facebook is still the most popular at 43%. How many of you have a Google+ account? How many actually use there Google+ account? How many actually use there Google+ account? Third most popular, continue to grow.
What is interesting is the use of messaging apps. Families/Friends are using these messaging apps to speak with each other, groups with similar interests. This is the way our behaviour is changing. How can business adapt to use these messaging apps? Are behaviour is moving towards interest/common interest.
Facebook – continued 4% in two years/LinkedIn 6% 8% in two years/Pinterest 7% 13% in two years/Instagram 9% 13% in two years/Twitter 5% 7% in two years. Indication of visual becoming more popular.
FB/Twitter – early 30/40’s depending on what you read. What do you think? 50% of over 65’s on FB.
Over eight in ten (83%) of adults now go online using any type of device in any location. Nearly all 16-24s and 25-34s are now online (98%), and there has been a nine percentage point increase in those aged 65+ ever going online (42% vs. 33% in 2012).
The number of adults using tablets to go online has almost doubled; from 16% in 2012 to 30% in 2013. While almost all age-groups are more likely than previously to use tablets in this way, use by those aged 35-64 has doubled, while use by 65-74s has trebled; from 5% to 17%.
Six in ten UK adults (62%) now use a smartphone, an increase from 54% in 2012. This increase is driven by 25-34s and 45-54s, and those aged 65-74 are almost twice as likely to use a smartphone now compared to 2012 (20% vs. 12%).
I like this analogy of social media using a donut
Interactive? Take 3-4 suggestions. Compliments to say well done for using these.
What have you put out recently?
Not that scary – easy to put a barrier up – take a toe and dip it in the water.
Setting your audiences expectations
Key word is social
Need to be aware that a generation coming up that know no different – remember social media is just a tool. Looking at the possibilities and finding the extra time.
Photos – human love images. Good images – think a bit differently.
This is there strategy;
Feedly is a news aggregator application for various web browsers and mobile devices running iOS and Android, also available as a cloud-based service. It compiles news feeds from a variety of online sources for the user to customize and share with others.
Cosmic as example;
Show the journey you make through Social Media
Listen = Research
BBC very good at podcasts.
Colleagues –can you collabarate, do you know what they are working on – Twitter using # for your business or Yammer – internal Twitter
Employees – what are they saying, are they doing well online? Are they working for your benefit
Peers – What about other leaders in your industry – here and in the states side, what about the thought leaders in your industry ?
Competitors – who are they?
Political (dissenters) disagree share they thoughts and opinions
Who has ever used Google alerts to search for themselves? How are you represented? Does it reflect your brand image? Give it go.
You can step up any alert; for any search terms; useful if you are wanting to know what is happening in Europe; worldwide. Handy way to inform your business of what is happening in your industry
If this stuff useful? Can you find? Dig a little bit deeper.
Difference between speech marks/no speech marks
Twitter has decided what I see
Have a play with this; positive and negative comments;
Good content that others will share ideally influencers……
The second step in your social media strategy is to look at creating engaging and compelling content
So looking at your content strategy in your business thinking about the follow areas:
Your users are the clearly defined? Do you know your competitors in the UK; Europe; Worldwide;
What does your business bring to the table? What is your USP?
What content do you already have? Videos, blogs etc
What are you trying to achieve with your content?
Timing? How often? Who is in charge of your content?
And when I am taking about content I am talking about……
All helps with SEO
These can be PDF
How to…..
Authorship
How influential are you in the online world.. Talk about that later
If its not Btoc but more B2B
Write guides to make you look like an expert; thought leadership which we will come onto later…
We as consumers are all about visual these days; capturing the user with interesting and engaging visual content is crucial. It’s almost like becoming a story teller. Hugh Fernley River cottage website is an excellent example that truly captures the experiences; from dining to cookery courses the pictures tell a story.
Take smart phone picture - reflectors
Video – compelling content
Axminster tools setup half a kitchen and half a shed..
They film every new tool using them and publish the film.
This is successful for axminster tools – enhanced their basket buying rate by 50%
What could you do like this?
No. 2: The visual.
When we talk about content in 2105, we must talk about the visual. When we talk about visual, there are a few different things we can talk about.
You need to have a visual voice, a visual strategy, and visual content. You also need visuals to spruce up whatever content you post on social because it’s going to help you get more visibility in the social media news feeds. You also have social networks that are purely based on visuals, primarily Pinterest and Instagram, but also Snapchat and let’s not forget about YouTube or even Vine. Are you on these platforms? Is there potential for you to leverage them and maximize your social?
It’s 2015: The time is now for your company to create a visual voice.
No. 3: Mobile.
Snapchat and Instagram are purely mobile social networks. In some communities, or some target user audiences or demographics, people spend more time on mobile than on the web itself. Being active in social, considering that a lot of people do social from a mobile device, is actually the beginning to having a mobile social strategy. Obviously, any link you put on your website or landing page has to be mobile responsive as well: The more active you become on social, the more mobile-ready your website, or whatever digital assets there are, have to be.
Just by spending more time in social is going to help your mobile indirectly, but also spending more time on the purely mobile platforms are going to help you even more. The purely mobile platforms being primarily Instagram but also for some, depending on your target demographic, Snapchat. If you didn’t think Instagram was for you, wake up: It’s 2015.
http://www.youtube.com/watch?v=HXNfDO-hGF0
As I said earlier we are all about visual, weather that be through photos or videos; videos are a great way to get the attention of us;
Generation why; those individuals born in the 80’s onwards; I am sure some of you have teenage sons/daughters/nices/nephews who hardly watch TV; they research and get there information online through videos;
Video is becoming significant in search results….
Research – we as consumers have a wealth of knowledge/advice/guidence at our fingertips…
Vimeo is a video-sharing website in which users can upload, share and view videos. Vimeo was founded in November 2004 by Jake Lodwick and Zach Klein. The name Vimeo was created by Lodwick, as a play on the words video and me. Vimeo is also an anagram of the word movie. As of September 2013, Vimeo's search feature requires Google Analytics to work properly and users of Firefox and Chrome web browsers cannot search on Vimeo without disabling privacy protection
You tube owed by Google
http://www.youtube.com/watch?v=Ld7x1gz4Hzk
Sony xperia now has its own you tube channel with self support videos.
This has reduced their need to customer service as people can fix themselves
Lets have a look at the different types of people using social media platforms…..
80 percent of regular users are “meformers,” people who use the platform to post updates on their everyday activities, social lives, feelings, thoughts and emotions I am sure we can all think of these people. The remaining 20 percent – “informers” – share information, have larger social networks and are more interactive with their followers.
Sharing information is better for your follower account is better then sharing about yourself! So it’s not all about me! It’s about being social to enagage your auidence.
Thus is a great tool for, recently introduce. Explain!
Planning your content is key. Howard Scott a Consultant for the National Trust recommends that…….
Near future echo's what’s going on in your news, industry
Maybe planning your content into different seasons is a good starting point; planning the type of content weather it be an article, infographic a video; when do you what to go live with that particular content.
Planning your campaigns will help you to become an effective informer, allowing you to grow as a business.
Used on 6 different channels – including websites blog e-newsletter; reps from media 9 in the room; send us your content; audio clip to use on Radio; Ben Bradshaw;
Understand the platforms they are using; Competitors
Read more at http://www.business2community.com/social-media/social-media-important-business-2014-0773321#ArZV5qkzksTkPt40.99
The teacups were sent with the invites to London Fashion week - The invites even had their own hashtag, #mulberryteacup, which was mentioned in 147 posts. This was the most talked about and engaged social media throughout London Fashion weelk
Twitter is one of the leading social networking sites on the Web. It enables its users to send and read messages called “tweets”. Tweets are text-based posts of up to 140 characters displayed on the user's profile page. Users may subscribe to other users' tweets — this is known as “following” and subscribers are known as “followers”.
Live Demo of search for @ handle
# how to search for
How to follow list
How to add an attachment/video/sound to tweets;
What are lists? - A list is a curated group of Twitter users. You can create your own lists or subscribe to lists created by others. Viewing a list timeline will show you a stream of Tweets from only the users on that list.
Can only schedule tweets through the creative tab of twitter ads.
To connect your Twitter account and your Facebook profile:
