Social Media 101for small businesses

[The three little pigs video]

How can I use social media to achieve my business

objectives?

1. The state of social2. Content3. Influencer marketing4. What social can achieve5. Practical stuff: Making it happen6. Further learningQ&A

On the menu

1. The state of social

2005

2013

You’re at a bar…

Source: We Collaborate.

13m 7.4m 2.6m 4.6m

2. Content

Think about your brand

content plan

content strategy

business objectives

Content types:

PaidOwned Earned

the average attention span of the human adult

the average attention span of the human adult

8.25 seconds

Content: Make it meaningful

https://instagram.com/p/7aa3Nph0B5/

UnderstandYourAudience

What your content plan might look like

2. Influencers

Collaborate

2. What social can achieve

#blacklivesmatter#bringbackourgirls#thedress#jesuischarlie

When not to use social media

• To fix something big – take it offline• To sell sell sell• To talk about yourself all the time• To control the conversation• To share bad content

“A customer is for lifeNot just for Christmas.”

-Anon

4. Good practice

Hashtags

• Hashtags can be “active” on every platform but Linkedin (different ways of use)

• Event hashtags: keep them short & sweet

• Make them shareable

Tagging

A simple tool to make your tweet go furtherAnd of course, connect and converse

Post length

Attention spans

Visual clutter

Devices

K.I.S.S!

86% of internet users in SA access the internet via mobile technology

- Mobile Marketing Association of SA

“Copy is like a skirt.It should be short enough to keep it interesting but long enough to cover the subject .”

- Unknown

Visuals

Again, keep it simple

Let your imagery and copy work together

Frequency

Good manners(and crisis plans)

5. Practical stuff: making it happen

Skills

• Strategy• Content planning• Content creation: writer, graphics etc• Community management• Data analysis

How much does it cost?

• Depends on what you aim to do• Who you hire• How you aim to get there

The digital advantage: measurement

Tracking and optimizing AS YOU GO

What advertising looks like

Twitter

Facebook for business

Linkedin

Linkedin

Handy tools

Analysis:

Native tracking - Free tools that come with Facebook, YouTube, Linkedin, blog etc

Google analytics on your website

Social Bro – community insights for Twitter

Bitly

Hashtracking

Listening:

Hootsuite – scheduling, tracking keywords etc (and scheduling)(also good for scheduling)

Google alerts- monitoring online reputation

The rewards: Learning, improving, growing

What does effective social media look like?

• It starts with a strategy• It builds relationships• It’s founded on relevant, real & value-

adding content• It is consistent over time• It’s always evolving

6. Further learning

• The Quirk textbook (free!)• Sign up for news:

– Memeburn– Social media examiner– Content Marketing Institute– Adweek– Forbes– Mashable

• Ask Google!• Practice

Q&A

Thank you

More here@georgiechennels

Or find me on LinkedinGeorgie Chennells