online marketing

Introduction to Social Media

Marketing and Brandingcreative.enactuslse.co.uk

creative.enactuslse.co.uk


Session Outline

1. Creating social media accounts.2. Using social media.3. Using third-party tools.4. Understanding analytics.5. Further learning.


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


1. Getting Started

• 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

Facebook


• The most popular, full-fledged social network:– Media: Images, videos;– Status updates;– Sharing;– Friends and followers.

• Prerequisites:– E-mail address;– Authenticated Facebook account.

Creating a Facebook Account


Creating a Facebook Page (1)


Creating a Facebook Page (2)


Twitter


• The most popular micro-blogging social network:– Media: images;– Status updates (called tweets);– Sharing (re-tweets);– Followers.

• Prerequisites:– E-mail address.

Creating a Twitter Account


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.


Using Facebook Posts• Make your first status update:

– 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.


Timing Facebook Posts


Overview of Facebook Admin Panel


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?


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?).


Building an Audience (Giveaways)


Building an Audience (Promotions)


Engaging an Audience (Trends)


Generating Sales (Urgency)


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!


Understanding Implications


Evaluate Your Situation


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!


Summary• The 4 Ps:

– Product / Service;– Place;– Price;– Promotion.

• AIDA:– Attention;– Interest;– Desire;– Action.

• More engagement = larger audience:– Be responsive and evaluative;– Plan ahead.


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.”

creative.enactuslse.co.ukGetting Started Using SM 3rd Party Tools Analytics Going Further

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).


Squarespace Logo


www.squarespace.com/logo/

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


Online Competitions


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).

Other Management Tools

• MailChimp: create beautiful newsletters.

• Asana / Trello: task / project management.


Analytics (Listening and Research)


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.


4. Understanding Analytics

• Introduction;• Optimising for your audience;• Optimising for yourself;• Performance indicators.


What is a Reach?


Audience Optimisation


Personal Optimisation


Performance Indicators


5. Going Further

• Creative Cycle Online (creative.enactuslse.co.uk);

• SEO Chat;• Digital Point;• The Moz Blog.


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.


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