SocialMediaForBusiness_HAnspaugh

Introduction to
Social Media For Business
July 18, 2014
© Heidi Anspaugh

Overview
of Social Media
Part I
2

Social Media Quick Stats
 93% of marketers use social
media for business – Fast Company
 79% of businesses are using or
planning to use social media – of
these, 58% are currently using it
and 21% are preparing to launch
initiatives – Harvard Business Review
 The fastest growing demographic
on Twitter is the 55–64 year age
bracket. - Buffer
 189 million of Facebook’s users
are mobile only & 30% of
Facebook’s ad revenue comes
from mobile - Buffer

Social Channel Overview
 Social networking platforms
─ Facebook
─ Google+
 Professional networks
─ LinkedIn
 Micro-blogging
─ Twitter
 Photo & Video Sharing
─ YouTube
─ Instagram
─ Vine
 Social bookmarking/curation
─ Pinterest
─ Stumbleupon

Brand Examples – The Good
 Timely & Topical
o Oreo
Strategy: Respond in real-time to events,
almost like a news source.
Ex: Super Bowl 2013 Blackout
Results: 15,778 Retweets, 6514
Favorites on Twitter, 5500 shares and
19,000 likes on Facebook.
= major brand recognition at minimal cost

Brand Examples – The Good
 Personal and engaging
o Coconut Bliss
Strategy: Post interesting photos on the
homepage of their website showing
people enjoying their products, and cross-
promote on Twitter and Facebook.
Results: Engaging photos integrated
across all social platforms helps grow
their fanbase.
= Increased brand awareness and
product sales.

Brand Examples –
The Good
• Good visual
representation of
brand’s message
o Amnesty International
Strategy: Inspire and engage
people with calls to action for
human rights campaigns.
Boards are well thought out
and promote specific causes,
i.e. “Fair Trade” and keep the
focus on inspiration: “Inspiring
Quotes and People,”
“Amnesty Activists in Action.”
Result: Images are highly
shareable, which encourages
people to help spread their
brand message

Brand Examples – The Bad
 Out-of-touch with brand image
o J.P. Morgan
Mistake: Scheduling a live Q&A Twitter
chat without understanding what the
current sentiment was toward their brand.
Results: From the first announcement of
the planned Q&A, their corporate Twitter
account was bombarded with negative,
derisive questions. They ended up
canceling the chat.
Takeaway: Always research and measure
brand sentiment and know your customer
climate before planning live, public
events.

Brand Examples –
The Bad
 Rogue hashtagging
o HabitatUK
Mistake: In an effort to get
more views on their posts
and show up in Twitter
searches, this furniture
store posted the exact
same tweet repeatedly, but
inserted different brand
names as hashtags.
Result: They made
themselves look amateurish
and spammy.

Social Set-up Checklist
1. Determine Your Goals & KPIs
2. Set Social Strategy
3. Select Channels & Platforms
4. Channel Set-up

1. Determining Goals & KPIs
Figure out where you’re going before you figure out how to get there.
 Common goals:
o Increase brand exposure
o Increase customer engagement
o Expand reach (grow followers)
o Get actionable customer feedback
o Create brand advocates
o Boost online visibility
 Setting KPIs:
o Reach = Number of Fans & Followers
o Demographics & Location
o Number of Active vs. Inactive Followers
o Likes & Shares
o Comments & Mentions
o Traffic Data

2. Set Social Strategy
 Your social strategy is the single most important part of your social
media marketing initiative. It determines:
─ How you will reach your goals
─ Who your audience is and how you will target them
─ What your brand represents and why people should care
 To-Do List:
1. Social Media Audit
2. Demographics Research
3. Competitor Study
4. Content Buckets

3. Select Channels & Platforms
 Stick to Basics:
─ Most small businesses only need to be on 3 main channels to start:
o Facebook – 1.23 billion users, 74% of marketers use it for lead gen and 52%
of those have found a customer via their Facebook page
o Twitter – over 288 million active users, 60% of users access it from mobile
o LinkedIn – 238 million total users, 1.5 mil groups and 81% of users belong
to at least one group. Over 3 million LinkedIn Company pages
 B2B vs. B2C:
If your goal is to connect with other
businesses, consider focusing more time
on LinkedIn, Google+, and blogging.

4. Channel Set-up
1. Determine preferred handle name & stick with it
2. Make sure it’s available: http://namechk.com/
3. Secure your brand name: http://knowem.com/
1. Create accounts on every platform
2. Create the appropriate size logos and headers
3. Make sure you have brand consistency across all channels

Part III
16
Content Curation
& Creation

Types of Content
Curated
 Material culled, edited, and shared
from other sources
 Benefits:
-Prevents your social media presence
from being overly brand-focused
-Encourages discussion and exchange of
ideas
-Broadens your social audience
 Examples:
-Interesting industry articles, fascinating
facts, quotes or shocking statistics
Original
 Content created in-house to
demonstrate your brand’s voice,
POV, or thought leadership. This
could include articles, blogs,
whitepapers, infographics, videos.
 Benefits:
-Establishes your business as a resource
for others in your industry
-Highly shareable
-Drives traffic to your site or social
channels
-Spreads brand awareness

Original Content
Example
Tourism Australia creates highly
engaging images paired with fun
facts about Australia, and then
shares them on their Google+
page. As you can see from the
number of Likes and Shares,
their fans love it.

Organizing Content
 I. Create a Social Media Editorial Content Calendar:
Streamline your daily posting schedule by planning in advance:
o What you’re going to post
o Frequency of posts
o Which channels you’ll post on daily, weekly, monthly
 II. Use a Scheduling Tool
Most businesses who post on a regular basis use some type of auto-
scheduling tool, like Hootsuite or Sprout Social. These help to:
o Post on multiple platforms at the same time
o Create consistency
o Avoid rogue tweeting or posting, or duplicate posts
o Prevent missed posts

Part IV
20
Measurement &
Reporting

Why Measure?
Examples:
– Level of engagement with posts
– Follower growth
– ROI: lead generation from social
Defines success
Determines next steps
Identifies barriers to
success
Examples:
– Negative sentiment
– Lack of quality, engaging content
– Slow or null follower growth
Examples:
– Revamp content strategy
– Implement more channels
– Next-level social campaigns & contests

Tools & Resources
 For weekly social stats reporting:
(Data can include follower growth, audience demographics, post reach,
organic vs. paid post performance, engagement, impressions,
sentiment)
 Basic analytic tools (free or
low-cost):
o Hootsuite
o Sprout Social
o Twitter-specific: Twitter
Counter, Twitter Ads,
Social Bro

Other Useful Tools & Sites
 Time-saving apps and tools:
Buffer (content curation) -
https://bufferapp.com
 Tchat (Twitter chat tool) –
http://www.tchat.io/
 Disqus (blog comment mgt) –
https://www.disqus.com/
 Bit.ly (link shortener) –
https://bitly.com/
 Shutterstock (stock photos) –
www.shutterstock.com
 Social media/community blogs:
• www.socialmediaexaminer.com
• www.socialmediatoday.com
• www.mashable.com/category/soc
ial-media
• www.razorsocial.com/blog
• www.simplymeasured.com/blog
• www.thecommunitymanager.com
• www.web-strategist.com/blog
• https://library.hubspot.com/

Get in Touch
Heidi Anspaugh
Marketing Creative & Founder, Cipher Collective
www.ciphercollective.com
Email: hanspaugh@gmail.com
LinkedIn: http://www.linkedin.com/in/heidianspaugh
Twitter: http:/twitter.com/_anspaugh_

SocialMediaForBusiness_HAnspaugh

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