2. What’s it all about?
Finding & engaging with
your audience
Getting it wrong
Getting it right
What are we talking about?
3. Why should you bother?
Highly connected audience
Smart phone usage growing rapidly - 51% own, 59% of owners access
the internet daily
Rapid, short blast browsing & communicating is a habit
Instant gratification is important
4. Why should you bother?
Opportunities to…
Create constant interaction with your delegates
Market events / fill seminars
Manage customer service / reservations / last minute changes
Build awareness / advocacy
Monitor what people say about you
Stand out online
Network
5. A huge choice of platforms…
Twitter
Facebook
LinkedIn
Google +
Pinterest
Vine
What are we talking about?
7. Finding your audience
Do some detective work - Followerwonk.com, Twitrland.com,
wefollow.com, twitter.com/similar_to/
Look at your competitors’ & peers’ profiles
Follow the leader
Ask for engagement – “share this”, “please RT”, “comment now”
Be visible
Encourage reviews, check-ins, status updates , tweets & retweets on-site
Advertise
8. Tone of Voice
Be personal, not corporate
Know your audience
Be consistent
Vary the content of your posts – be shareable
Be relevant
Always respond
9. Frequency
1 G+
1 or 2 Facebook updates
Up to 8 tweets (schedule these for your sanity)
Unlimited engagements / replies – but don’t hang around! This is a
“now” medium.
For events & promotions, frequency increases with proximity
13. I shop at Waitrose because…
…the butler’s on holiday
…their swan burgers are good enough for the Queen
…I once heard a dad say 'Put the papaya down, Orlando!
#waitrosereasons
Why am I here? Responsible for 65,000 social contacts across SquareMeal & Imbibe – Facebook, Twitter, G+ etc.
UK – 2012, Facebook, Twitter etc = 22% of online time from computer (was 25% in 2011)Apparent drop is MORE than compensated by move to mobile use for social
I’m going to focus mainly on Twitter, but a lot of this applies to all social media.Twitter is simply the most time-sensitive tool in the boxYou can’t expect followers to appear by magic!You need to find them first… use tools like Followerwonk etc. on TwitterAdvertise, and target, on Facebook, Linkedin etc.
Applies to all SM channelsTone of Voice is critical – get this wrong and you may as well give up & go home.
Few examples from the world… don’t take them too seriously!BUT I think it’s important to note that there is “bad publicity” or at least publicity for the wrong reasons……if you are trying to get a specific message across, and you get it wrong, your message will be swamped.
You may not know that the algorithms in Twitter & Facebook don’t show all your posts to all your friends & followers: only the most engaged. So, you need to Be engaging!Follow the 1st rule of Social Media – make sure you “work your network”This needs to grow, and contain advocates who will spread the word.