Second Creative Cycle session on online marketing on various social networking platforms

1. Introduction to Social Media
Marketing and Branding
creative.enactuslse.co.uk

2. creative.enactuslse.co.uk

3. creative.enactuslse.co.uk

4. Session Outline
1.
2.
3.
4.
5.
Creating social media accounts.
Using social media.
Using third-party tools.
Understanding analytics.
Further learning.
creative.enactuslse.co.uk

5. Session Aims
• Create a Facebook and/or a Twitter
account;
• Create your 1st post on Facebook and/or
Twitter;
• Know how to engage your audience;
• Recognise the tools and resources
available to improve your online presence
creative.enactuslse.co.uk

6. 1. Getting Started
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•
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•
•
•
•
Creating an account;
Personalising your profile;
Build relationships.
Listen and discover;
Respond and connect;
Tailor to you and your audience’s needs;
Pay attention and evaluate.
Getting Started
Using SM
creative.enactuslse.co.uk
3rd Party Tools
Analytics
Going Further

7. Facebook
• The most popular, full-fledged social
network:
– Media: Images, videos;
– Status updates;
– Sharing;
– Friends and followers.
• Prerequisites:
– E-mail address;
– Authenticated Facebook account.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

8. Creating a Facebook Account
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

9. Creating a Facebook Page (1)
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

10. Creating a Facebook Page (2)
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

11. Twitter
• The most popular micro-blogging
social network:
– Media: images;
– Status updates (called tweets);
– Sharing (re-tweets);
– Followers.
• Prerequisites:
– E-mail address.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

12. Creating a Twitter Account
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

13. 2. Using Social Media
•
•
•
•
•
•
•
Creating an account;
Personalising your profile;
Build relationships;
Listen and discover;
Respond and connect;
Tailor to you and your audience’s needs;
Pay attention and evaluate.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

14. Using Facebook Posts
• Make your first status
update:
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–
–
–
Short, simple and engaging.
Include media where possible;
Behind the scenes.
Hashtags!
• Share updates you like from
other people / pages:
– Ensure it is relevant and it does
not damage your reputation;
– Partner businesses (e.g. thank
yous).
• Time your posts based on
your target audience.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

15. Timing Facebook Posts
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

16. Overview of Facebook Admin Panel
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

17. Facebook Interaction
• Listen and discover:
– Monitor your
messages, posts, and your wall;
– Track your reach and set goals /
milestones.
• Respond and connect:
– Thank your customers
immediately when you receive
praises;
– Offer support where needed;
– Take time to address concerns;
– Maintain a positive tone.
• Triple check:
– Proof read;
– Implications of your post.
– Is this how you would like others
to interact with you?
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

18. Improving Your Interactions
• Tailor to you and your
audience’s needs:
– Exclusive coupons,
information about sales
and special events...
• Pay attention and
evaluate:
– Take note of what works,
and what does not;
– Evaluate customer
feedback, interactions and
engagement levels (which
posts are more successful
and which are not? Why?).
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

19. Building an Audience
(Giveaways)
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

20. Building an Audience
(Giveaways)
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

21. Building an Audience
(Promotions)
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

22. Engaging an Audience (Trends)
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

23. Generating Sales (Urgency)
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

24. Using Twitter
• Employ similar
strategies as with
Facebook.
• Differences:
– There is no post (tweet)
scheduling or analytics;
– Twitter involves more
two-way conversations;
– 140 characters limit:
clear and concise.
– It is hard to control!
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

25. Understanding Implications
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

26. Evaluate Your Situation
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

27. Plan Ahead
• Use our marketing action template or
create your own.
• Create a conversational calendar:
– Ideas about what to talk about every week /
month (include hashtags).
– Ensures you post regularly as you will have
fans online every hour (general rule: at least
once a day).
– Do not miss any major events and news!
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

28. Summary
• The 4 Ps:
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Product / Service;
Place;
Price;
Promotion.
• AIDA:
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Attention;
Interest;
Desire;
Action.
• More engagement = larger
audience:
– Be responsive and evaluative;
– Plan ahead.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

29. Sun Tzu, The Art of War
“If you know the enemy and know yourself,
you need not fear the result of a hundred
battles. If you know yourself but not the
enemy, for every victory gained you will
also suffer a defeat. If you know neither
the enemy nor yourself, you will succumb
in every battle.”
Getting Started
Using SM
creative.enactuslse.co.uk
3rd Party Tools
Analytics
Going Further

30. 3. Using 3rd Party Tools
• Branding (designing a logo);
• Online competitions (selecting winners);
• Social media management (simplify and
enhance your experience);
• Analytics (measuring performance);
• Media (create visually engaging content).
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

31. Squarespace Logo
www.squarespace.com/logo/
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

32. Business Cards
• uk.moo.com
– 50 cards for £17 minimum;
– Allows you to print different designs in a batch
of cards
• vistaprint.co.uk
– 250 cards for £8 minimum;
• Local printing shops
– You can try looking around your neighbourhood
for printing shops
– It is sometimes cheaper
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

33. Online Competitions
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

34. Social Media Management Tools
Why?
• Manage multiple
accounts;
• Scheduling for Twitter;
• Rich analytics
(understand your
audience);
• Real-time notifications.
• Options:
– Hootsuite;
– Tweet Deck (for Twitter).
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

35. Other Management Tools
• MailChimp: create
beautiful newsletters.
• Asana / Trello: task /
project management.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

36. Analytics (Listening and Research)
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

37. Visual Engagement
• Avoid disruptive
watermarking:
– Anything that may
interfere with the visual
experience of the media
you are sharing.
• Stock images should be
used as a last resort.
• Photoshop is
expensive. Consider:
– GIMP;
– Pixlr.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

38. 4. Understanding Analytics
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•
•
•
Introduction;
Optimising for your audience;
Optimising for yourself;
Performance indicators.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

39. What is a Reach?
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

40. Audience Optimisation
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

41. Personal Optimisation
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

42. Performance Indicators
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

43. 5. Going Further
• Creative Cycle Online
(creative.enactuslse.co.uk);
• SEO Chat;
• Digital Point;
• The Moz Blog.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further

44. Other Social Networks
• Instagram (owned by
Facebook):
– Image-based;
– Filters = visually stimulating;
• Vine (owned by Twitter):
– Video-based;
– Short (7s) and often comedic /
interesting;
• Pinterest:
– Image-based (pin-board);
– Online shopping products;
•
Reddit:
– Discussion-based;
– An audience that is difficult to
predict and control.
Getting Started
Using SM
3rd Party Tools
Analytics
Going Further