Can’t fight without footwork.

Master the Basics of Your Social Media Tools

Introduction & Topics Covered

#cantfightwithoutfootwork | @hellohelm

What does ‘footwork’ and ‘fighting’ have to do

with Social Media?

Things you must first understand before stepping through the ropes.• Understanding your own brand and tone of voice

• You need to put in the time

• Be prepared for change

• Understand that every platform has different benefits

• You have to make your audience feel something

• BE PATIENT

Let’s talk about me first……. Everybody’s heard, about the bird.

Twitter• You have 280 characters to say what you need (Less with

video/images)

• The only platform where you can never do enough

• It’s the most instant source of news information

• The Twitter game is still about hashtags, find yours and use

them!

Sweet Let’s Tweet• Make sure your profile is set up properly

1. Profile image

2. Banner image

3. Bio

4. Link to website or other marketing channel

• Follow your connections/contacts and interests

• Interact with your followers and potential audience (like, retweet, reply)

• Mix up your content

How should I use Twitter? • Use Twitter more to communicate with individuals rather than the masses.

Yes this takes time!

• Share content that engages with your audience - ‘make them feel

something’

• Use relevant hashtags to reach out to larger audiences

• Look at what’s trending

• Use Twitter ‘Moments’ to tell the whole story

• Social media ping pong - use Twitter to drive your audience to other

platforms (Facebook, Instagram, Linkedin, Website)

Any Questions Before Round 2?

Facebook The Heavyweight

Initial Facebook Footwork• Download and install Facebook Business Manager (If you have a products to

sell, you’re going to want this!!!)

• Fill in all your company info and description so you’re transparent about what

your business does

• Include website link

• Do you have your username sorted? (@hellohelm)

• Contact information

• Relevant brand/logo profile picture

• Use the banner location to post an emotive image

Facebook Algorithm

A Facebook What???

Don’t Waste Your Punches! Facebook Will Punish For Poor Technique

• Sort your strategy and goals out first! - planning will help you publish (Key

dates for both consumer and industry related topics)

• Don’t just push sales messages - it’s boring. Your customers will be turned

off!

• Have a tone of voice/showcase brand personality.

• COMMENT COMMENT COMMENT! (It’s not just about likes and shares… IT’S

ABOUT COMMENTS).

• Always use image or video with your text

• Mix up your content - make it count!

• Make them feel something - it can be informative, happy, sad, funny,

shocking - it doesn’t matter! Just make them feel.

• Make sure your spelling and grammar is as good as it can be!

• Facebook advertising does work! (I will come onto this)

• Post at the right times to capture your audience (Insights)

• Unless you’re a video content sharing platform like Unilad or The Hook -

DON’T OVER POST………but….

• Do post everyday. Just think how many times you check your Facebook

news feed a day. If you’re not posting, you won't be there for your

audience.

• CUSTOMER SERVICE IS KEY (Another set of skills!) - Great customer

service will get you remembered!

Don’t Waste Your Punches! Facebook Will Punish For Poor Technique

Additional Facebook Footwork • Asking questions - yes, it really is that simple.

• Video and live content.

• Interactive posts - voting (polls) & competitions.

• Sharing consumer/industry news that you will have an opinion on and so

will your audience. You’re basically providing valuable content (Added

value!!!)

• Tag your posts if you’ve teamed up with other businesses.

• Sharing what inspires you. It doesn’t just have to be about you and your

brand, your own business inspirations can play a part of this.

• Behind the scenes content.

• VIRAL CONTENT

Facebook Tools • Your Business Manager will help control and build your page

through ad development/spend

• Use Facebook Insights - use this to learn about your audience

• Attach your Facebook Pixel to your website (If you have one)

• Add shop (If applicable) through Business Manager

• Check out ‘Publishing Tools’ - should be located at the top of your

business page next to insights.

• Sound Collection - using loyalty free music for your video content.

NO COPYRIGHT ISSUES.

Facebook/Instagram Advertising

• Increase traffic from Facebook to your website

• Give you the ability to target specific audiences with posts, adverts,

events and offers.

• Your Facebook pixel will prove one of the most valuable information

and sales tools you can ever have (With a website)

• Push out a well performing post to a larger audience

• Boost engagement to Facebook page - increase likes, comments,

shares.

Facebook Ad Manager Is a Different Fight. Here’s How It Can Help…

• Retarget those customers who have already visited your website

(At various stages), engaged with your Facebook page or just

viewed a particular page or product.

• You have full control of your budgets, where your ad appears and

who it appears too.

• Do the training courses and do your research

• Start small and scale up

Facebook Ad Manager Is a Different Fight. Here’s How It Can Help (Round 2).

Instagram

Why Use Instagram?• It gives you the platform to get the most from your creative content

• High engagement and excellent reach capabilities - WITHOUT AD SPEND

• Instagram gives you a more personal connection with your audience

• It’s an awesome tool to boost sales of products and services

• You can constantly update your audiences in a way that isn’t intrusive and is designed

for the platform (Instagram stories)

• If you’re in the consumer market, it’s a great way to follow trends

• Build connections with like-minded people. It’s always great to expand your social

network - you never know where your journey will take you.

Fighting Pretty Tactics To Building Your Following

• All you need is a decent camera phone (A good camera does help, but a decent smart

phone should do the job)

• Don’t post shit! First rule. The visual quality of an image goes a long way.

• Use the right filters on your images. Look at your page as a gallery and let the tones

flow through your page.

• However, the most important rule is ……Don’t post (beep)… Tones can come as you

develop the page and your visual identity.

• Using the right hashtags with your photos and video content. You can follow hashtags

too - this is how you grow your audience (Use Webstagram to look for other hashtags

associated with another hashtag)

• Consider the timing of your post - the greatest impact comes in the first two hours

• Use Instagram Stories!

• Influencer Marketing

• Viral Marketing (Ask permission first if you’re unsure, but always give credit to original)

• Engagement! Like and respond to every comment that hits your

posts - this is vital!

• Not just responding to comments on your page…….but those who

follow the same hashtags you use!

• Oh, and seeing who follows your competitors too! You can like their

posts and start following them without it being intrusive

• Congratulations ……you’re basically a stalker!

• Follow brands you find inspirational

• Unless you have a particular brand, it is best to only post 1-2 posts

MAX a day on your Instagram page (Even go a few days if you have to)

• Use Instagram Insights to see what posts are performing well and to

understand your audience demographics

Tactics To Building Your Following (Round 2)

What Content Should You Post?

• I sound like a broken record but….. make someone feel something and try

to add value where you can. Incite emotion through image/video/copy

• Videos up to 60 seconds long (It could be company adverts, behind the

scenes, a showreel of products, a teaser to a longer video).

• You can make your posts shoppable (You will need additional app

support on this - as the products will need to link to Instagram)

• A variety of image and content styles - Take a look at brands like -

Apothecary 87, Social Chain, Hopes End Wine, Clocks & Colours, The

Dead Rabbit NYC

• Empowerment images - does your business empower or promote good

causes

Instagram Stories #Cantfightwithoutfootwork• This is the area where you can add extra creativity & personality

• Stories last 15 seconds long.

• Post an individual video/ a series of clipped videos

• You can also upload images in stories (although stories appear portrait) -

Apps like Adobe Spark help you resize images.

• You can go live through your stories! Show some BTS or connect with

your audience in a live environment (Opportunity to inform, ask

questions/and give on the spot answers.

• There’s a variety of way you can shoot on Instagram (Normal, Focus,

Boomerang, Superzoom and rewind.

• You can now also bring your posts to life with gifs and the latest - MUSIC!

Linkedin

Why You & Your Business Should Be On LinkedIn• The most important B2B social media tool! You can guarantee most people who you want to talk

to in business are on LinkedIn.

• So that means, get yourself a profile and your business if you don’t already have one.

• Success for any business is dependent on the customer base, and potential supplier base and

LinkedIn offers a simple connection to both.

• Easiest way to get your B2B messages across to your contacts (Along with Twitter)

• LinkedIn is a great way of recruiting new talent to your business

• A great location for publishing articles and sharing written content (As long as it is informative -

ADDS VALUE)

• A great platform to ask questions!

• An even better platform for giving answers and placing yourself as a ‘thought leader’ or ‘industry

expert’

• A well optimised Linkedin page can assist with Google rankings (This involves having a full well

thought out profile page, using links to your website, blog and articles).

• Creating content through LinkedIn will add credibility

Content I Should Be Posting

• Posting business updates is OK but give an extra reason as to why this

business update would be of any use to your followers - give that added value.

• Industry specific content - be the thought leaders and publish articles and

responses around the industry you’re involved in (Or even just passionate

about).

• Don’t concentrate your efforts on high quality images. If you have an

interesting video, great but with Linkedin, good informative written content is

key to nailing this platform

Other Marketing efforts to add to your Arsenal of moves.• Public Relations - Sharing your stories and showcasing your PR efforts on social media help with

reach, credibility and humanising the brand.

• Blog Posts - If you have a blog page, keep this updated with great content that you can share

through your social media channels

• YouTube - Home to your larger video content. It can house your shorter content too but this is

100% your ‘go to’ hub for video content over 5mins long.

• Snapchat - If your audience is dominated by a very young market, this platform should not be

overlooked - however IG and Facebook still dominate

• Pinterest - Again a great platform where you can pin images/articles/videos of things that inspire

you or push out your own product images through groups of pins.

• Google+ - Truth be told, is this as important as any of the other platforms that dominate this

presentation, probably not. However it’s another platform to connect with a B2B audience. It’s

another good way to help share your valuable blog/article content and if used correctly, it can

actually assist your local SEO (Search Engine Optimisation)

Thank You For Your Time.

Any Questions?