Lynsey Sweales - Social B
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Lynsey Sweales, CEO of Social B spoke at Click and Connect, the Norfolk Chamber Online and Social Media Showcase on 25 September.
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Lynsey Sweales - Social B
- 1. Social media – how to ensure success SocialB Ltd @SocialBUK @Lynseysweales Social Media & Online Marketing Experts
- 2. What will you leave with today? Why social media is so significant for business The four key areas to building social media success How to use social media successfully Tips on using social media as part of your every day business Social Media & Online Marketing Experts
- 3. SocialB Social media & online marketing experts - Social media training courses/webinars - In-house social media training - Social media consultancy/management - Search engine optimisation (increasing the number of visitors to a website delivered by search engines such as Google, Bing, etc) - Pay per click Social media council Social Media & Online Marketing Experts
- 4. Social Media Usage Around 71% of Internet users around the world interact on social media at least once a month Social Media & Online Marketing Experts
- 5. Who uses social media? Social Media & Online Marketing Experts
- 6. Different types of social media Although they all enable sharing, there are several different types of social media: Blogs are online diaries Microblogs (Twitter) is texting online Forums are conversational threads Video sharing (YouTube) is shared video clips Social photo (Flickr/Pinterest/Instagram) is shared images and photos Social networking (Facebook, LinkedIn, Google+) is all of the above Social Media & Online Marketing Experts
- 7. How it relates to business Businesses can – and do – use social media. For every major business function of every organisation, there is an equivalent social media function: Research=Listening to the conversations people have with each other to understand their wants and needs Marketing=Talking in the conversations people have with each other to spread messages about your company and products Sales=Energising customers to sell you by finding your most enthusiastic customers/employees and supercharging them online Support=Supporting customers to support each other by setting up tools that help them do this Development=Embracing customers to work with each other by integrating them into the way your business works Social Media & Online Marketing Experts
- 8. The 4 key S’s to social media success Strategy Social SEO (keywords) Search Social Media & Online Marketing Experts
- 9. Social Media Strategy Without a plan you plan to … What does success look like? How has your business become successful? With a plan/strategy by any chance?? Q1 “What do we want to achieve with our social media activity?” Social Media & Online Marketing Experts
- 10. Social Media Strategy Your overall objectives will inform what you do in social media in terms of: Who you want to connect with What content you share How you interact with people How often you need to interact with people How you want to influence people to act Social Media & Online Marketing Experts
- 11. How to measure in one place – Excel! Weekly per platform per tab Monthly on one tab Create graphs Social Media & Online Marketing Experts
- 12. Social Media & Online Marketing Experts Example of easy measuring
- 13. Client East of England tourist attraction Assets/Activities Facebook (organic) Impact •Facebook had a 1.5% engagement level – very low •Wanted to drive awareness and footfall to attraction over November & December •Increased engagement on Facebook by 94% •Increased traffic to the website by 795% •40% sales increase compared Y/Y was due to Facebook Social media – Increase awareness & footfall Social Media & Online Marketing Experts
- 14. Social media – sales Social Media & Online Marketing Experts North Norfolk District Council Assets/Activities •Advertising on Facebook Impact •V targeted segmentation of adverts with relevant imagery &content •Click through rate over over 4% •Reached 16,800 targeted people •First sports session sold out within a week – before any of the traditional media had even gone to print •Small budget but big success campaign delivery
- 15. Social media – engagement/research Social Media & Online Marketing Experts United Nations Assets/Activities •Social media - various Impact •Wanted to better engage with their audiences in Sudan, Afghanistan and Haiti •Increased significant engagement, image tweaks and using people on the ground to find answers to questions
- 16. Social media – crisis management Social Media & Online Marketing Experts Crisis to positive PR •Plan •Know their brand •Speed •Humour
- 17. What will you leave with today? Why social media is so significant for business The four key areas to building social media success How to use social media successfully Tips on using social media as part of your every day business Social Media & Online Marketing Experts
- 18. FREEBIES Free webinar – 4 key S’s to social media success http://www.socialmedia-trainingcourses.com/courses/the- 4-key-ss-to-social-media-success/ Sign up to our Free weekly enewsletter with the latest hints, tips and examples – socialb.co.uk Social Media & Online Marketing Experts
- 19. Social media – how to ensure success SocialB Ltd @SocialBUK @Lynseysweales Social Media & Online Marketing Experts
Editor's Notes
- We provide Social media training and online marketing consutlancy throughout the UK – we have some Very special offers on our courses so please visit our stand for FREE things like Social media template and FREE SEO review of your website plus some very special offers on our courses
- My background, worked in marketing & PR 10 years plus Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand. SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
- My background, worked in marketing & PR 10 years plus Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand. SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
- This figure will rise to more than three out of four internet users by 2016.
- Don’t get stuck in the trap of thinking this all young people and that your business is too important to be on these platforms – you are sticking your head in the sand. Social media is here to stay avoid only at your own risk
- Never under estimate the power of listening
- When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offer Bear in mind success is down to measurement and identifying in the first place:- E,g.PR coverage Support function in your business Business grow in XXX sector Online sales Social media is not a quick win – it’s a long term strategy that can have long term successful resuits – it takes time, and although free there is resource involved – with a strategy your CEO will feel a lot more comfortable in what you are doing online
- Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact) This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instance Will sit alongside your overall marketing strategy – should reflect what is going on offline – e.g. Muller the yogi bear advert – their facebook page reflected this The key feature that differentiates social media from traditional media is its facility for two-way dialogue This brings with it a number of important advantages: More powerful engagement Improved recall Active involvement Participative for both parties Make this principle core to a social media campaign Develop online objectives that are SMART: Specific – objectives should specify what they want to achieve Measurable – you should be able to measure whether you are meeting the objectives or not Achievable - are the objectives you set, achievable and attainable? Realistic – can you realistically achieve the objectives with the resources you have? Timely – when do you want to achieve the set objectives? Example of objectives could be: Increase traffic to your website
- If you are investing in social media you need to not only measure but take action with these results
- Wholesome grocer – great at chatting and interaction – love their way of providing offers – they are exclusive to twitter, they are humorous and they can measure the success very very easily What would I do to improve their Twitter account – use hashtags for Norwich, perhaps food plus update their profile so it says who they are why people should follow them and what people who follow them can expect – offers, chatter, etc If you provide
- Facebook engagement was 323 – we increased to 627 The key to success was tapping in to their brand advocates who already liked their page but were not seeing the content as it wasn’t engaging – they had lots of content but it was just broadcast. We took the time to understand their audience wants, needs and interests and turned the content in to engaging posts while using this to increase awareness to people who didn’t know the attraction wasn’t just for kids Out of city shopping destination for well known brands Father christmas – no a whip through but feed the animals, great value for the all the family Lots of shops so gifts, crafts, local etc One off piece of work
- Where is the windiest place in Haiti ?
- Greggs are a well known high st bakery with stores across the UK. Their brand is well known and so as many well known brands a prime target to hackers This is a brands worst nightmare – you can plan for what all the general things, customer service, complaints etc – but how can you plan for every crisis? You cant
- My background, worked in marketing & PR 10 years plus Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand. SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
- Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact) This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instance Will sit alongside your overall marketing strategy – should reflect what is going on offline – e.g. Muller the yogi bear advert – their facebook page reflected this The key feature that differentiates social media from traditional media is its facility for two-way dialogue This brings with it a number of important advantages: More powerful engagement Improved recall Active involvement Participative for both parties Make this principle core to a social media campaign Develop online objectives that are SMART: Specific – objectives should specify what they want to achieve Measurable – you should be able to measure whether you are meeting the objectives or not Achievable - are the objectives you set, achievable and attainable? Realistic – can you realistically achieve the objectives with the resources you have? Timely – when do you want to achieve the set objectives? Example of objectives could be: Increase traffic to your website
- We provide Social media training and online marketing consutlancy throughout the UK – we have some Very special offers on our courses so please visit our stand for FREE things like Social media template and FREE SEO review of your website plus some very special offers on our courses