Social Media Workshop run for ABTOI by Iain Martin from Skipedia (www.skipedia.co.uk) Please feel free to contact me on iain@skipedia.co.uk

1. Finding Your Way in Social Media
Presented by Iain Martin
Skipedia Travel Marketing

2. Finding your way in
Social Media
- Guiding you through the jargon
- Helping you create the foundations
- Giving you ideas for strategy

3. Introductions
- Me
- Skipedia
- You

4. What is Social Media?
“Social Media is generally any website or
service that uses Web 2.0 techniques and
concepts”

5. What is Social Media?
“Social Media is generally any website or
service that uses Web 2.0 techniques and
concepts”

6. What is Social Media?
“People having
conversations online”

7. Social Media is different
What does CRM mean to you?

8. Social Media is different
What does CRM mean to you?
Social Media means you can talk to your
customers every day

9. Social Media is different
What does CRM mean to you?
Social Media means you can talk to your
customers every day…
…so you’d better make sure you’re saying the
right thing!

10. Social Media is different
How did referrals used to work?

11. Social Media is different
How did referrals used to work?
Your customers can tell their friends what a
great holiday they’re having before it’s over

12. Social Media is different
How did referrals used to work?
Your customers can tell their friends what a
great holiday they’re having before it’s over
Or what a bad holiday they’re having…!

13. Social Media
2004

14. Social Media
2004
2005

15. Social Media
2004
2005
2006

16. How big is Social Media?
Facebook –
Twitter –
Google+ -
Pinterest –
Blogs –
YouTube –

17. How big is Social Media?
Facebook – 900m
Twitter –
Google+ -
Pinterest –
Blogs –
YouTube –

18. How big is Social Media?
Facebook – 900m
Twitter – 140m
Google+ -
Pinterest –
Blogs –
YouTube –

19. How big is Social Media?
Facebook – 900m
Twitter – 140m
Google+ - 100m
Pinterest –
Blogs –
YouTube –

20. How big is Social Media?
Facebook – 900m
Twitter – 140m
Google+ - 100m
Pinterest – 10m
Blogs –
YouTube –

21. How big is Social Media?
Facebook – 900m
Twitter – 140m
Google+ - 100m
Pinterest – 10m
Blogs – 120m
YouTube –

22. How big is Social Media?
Facebook – 900m
Twitter – 140m
Google+ - 100m
Pinterest – 10m
Blogs – 120m
YouTube – 4 billion videos per day

23. Is Social Media just a fad?
Let have a look at a short video…

24. Is Social Media just a fad?
“We don’t have a choice on
whether we do social media,
the question is how well we do it.”
Erik Qualman

25. Coffee Time

26. Facebook
• Facebook is the most visited website in the world

27. Facebook
• Facebook is the most visited website in the world
• Facebook accounts for 1 out of every 5 page views on the
Internet worldwide

28. Facebook
• Facebook is the most visited website in the world
• Facebook accounts for 1 out of every 5 page views on the
Internet worldwide
• There are over 30 million Facebook users in the UK - almost
50% of the entire population

29. Facebook - Timeline

30. Facebook - Content

31. Facebook - Insights

32. Twitter - Profile

33. Twitter – Great Profiles
• Abercrombie and Kent
• Carnival Cruises
• Flight Centres

34. Twitter - Content

35. Twitter - Tools
Mentions – Hootsuite
Measuring RTs – Retweetrank.com
Measuring Tweet Density – Tweetstats.com
Scheduling – Hootsuite or Tweetdeck

36. YouTube
• 150 years of video watched on Facebook every day
• 400 tweets per minute contain a YouTube link
• 200m mobile clips streamed on YouTube every day
• 37% have bought an item seen on YouTube

37. YouTube – Best Practice
1. Make it SEO
• Use auto-complete ideas
• Use keywords in title, tags
• Make full use of description

38. YouTube – Best Practice
2. Embed and use as content
• 23% watch videos on other sites
• Find a natural fit on your site
• ‘How To...’ guides

39. YouTube – Best Practice
3. Keep it short and simple
• Max 2 minutes, if possible
• Content > high production values
• e.g. Gap Yah

40. YouTube – Best Practice
4. Remember the details
• Include your branding
• Include a link in description
• Choose the best thumbnail

41. YouTube – Best Practice
5. Build a home
• Don’t keep default settings
• Brand the channel
• Brand each video

42. YouTube – Best Practice
6. Join the conversation
• Post regularly
• Reply to comments
• e.g. ‘Old Spice’

43. YouTube – Best Practice
7. Track, Analyse, Improve
• Use YouTube Insights
• Review hotspots
• Test and review

44. YouTube – Going Viral
Old Spice have done it (again)…
Dollar Shave Club have done it…
Pepsi have done it (with David Beckham)…

45. Blogging
• Reach
• Traffic
• SEO
• Credibility + Trust
• Brand Positioning
• Social Content

46. Blogging - Wordpress

47. Blogging - Wordpress

48. Blogging - Wordpress
• Straightforward for multiple users
• ‘Future Proof’ - once in place, relatively
simple for any developer to freshen
• Creates SEO websites & pages out of the box
• As ‘Google-friendly’ as you can get

49. Blogging - SEO
• Title
• URL
• Content
• External links
• Internal links

50. Conclusion
• Social Media is not a fad

51. Conclusion
• Social Media is not a fad
• Facebook is fundamental

52. Conclusion
• Social Media is not a fad
• Facebook is fundamental
• Twitter has unseen value

53. Conclusion
• Social Media is not a fad
• Facebook is fundamental
• Twitter has unseen value
• YouTube is increasingly important

54. Conclusion
• Social Media is not a fad
• Facebook is fundamental
• Twitter has unseen value
• YouTube is increasingly important
• Blogging can help your business
Presented by Iain Martin, Skipedia Travel Marketing
iain@skipedia.co.uk
07703 173576

55. Thank You
Presented by Iain Martin, Skipedia Travel Marketing
iain@skipedia.co.uk
07703 173576