Launching and managing your social media pages

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Launching and managing your social media pages

French Chamber of Commerce Singapore

October 2015

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IntroductionUsage & stats

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IntroductionLet’s see the parody!

• Moderation charter to be put on Facebook & social media platforms

IntroductionLet’s see the parody!

TRUE !

• it’s a new force in a new economy

• A teenager can do it

• Faking on social media is easy

FALSE…

• You don’t need to provide a value

• Social media cost nothing

• Faking on social media is useless

IntroductionSocial media in a nutshell

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IntroductionSocial media statistics & usage

Leads & customers can be anywhereAutomation can help « be everywhere »

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IntroductionSocial media as a source of traffic

A good social media strategy gives you 10-30% of your trafficTry compare the price of this traffic vs. other sources

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IntroductionSocial media in Singapore

Singapore is one of the most active country on FacebookHowever, media spend on Facebook in Asia is still very low

Average time spent per month• 20h active, 50h logged in• 38min per session

Average interaction per user per month• 20 updates• 39 likes, 30 shares

Average number of friends on FB• 372 friends• 80 Pages, events, groups

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IntroductionBest practices on Facebook

Take-aways : Mostly short & creative videos, including recipes tutorials

News and trends related content

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Take-aways : 1 scientific news shared from their website, almost every hour, and introduced with a short

teasing.

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Take-aways : Videos to bring fans « on board »

Engaging fans with pictures and quizzes (Guess Where?)

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Take-aways : Human resource page with job offers, events for employees…

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Take-aways : Photos, promos, daily life of the restaurant

1 comment of the day from post-it left by the customers on their wall

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Take-aways : Beautiful photos, behind the scene videos, employees featured, job offers, quizz

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IntroductionBest practices on Twitter

Take-aways : Retweet of politicians and newspaper tweets

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Take-aways : Sponsored posts are increasing the reach and can include a CTA button

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Take-aways : Twitter is also used for customer relationship management (CRM)

Call center 2.0.

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Take-aways : Tweets are usually lost in the mass

Twitter Ads are seen throughout the day to your target audienceYou can connect your Twitter & Facebook account

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IntroductionBest practices on LinkedIn

Take-aways : Job offers, company news and partnerships

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IntroductionBest practices on LinkedIn

Take-aways : Job offers, company news and partnerships

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IntroductionBest practices : conclusion

1. Be visual Behind the scene shots, featuring

employees, infographics…

2. Advertising is a must Only 6% of your fans will see your posts on

Facebook without advertising.

3. Be short Introduce your content in one sentence if

possible!

4. Show your personalityYour audience wants to see that there is

actually a person behind the logo.

5. But don’t only talk about yourself! Be an expert and help others find useful

information.

IntroductionHow often to post ?

It depends on the social network and on your content! No post is better than a bad post.

The more you post, the more you have a chance to be seen.

(Source: Constant Contact)

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Account creation & setupWhich type of account to

choose ?

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Account creation & setupA Facebook profile vs a page

Individual peopleFollowers & Friends

New feature: you can have people following you without being friend.

Good for public figures with no commercial use.

Business, public figures, causes…Your followers = Fans

You can create multiple pages using your personal profileNo need for a fake profile: pages admins are not seen and can easily be transfered.Statistics / insights Custom AppsBoost posts & campaigns

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CybersquattingMake sure your name is available and book it

Create accounts with your name on all social networksIt’s easy and you can redirect people on your updated accountsAnd you avoid cybersquatting in case you want to use it later!

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Account creation & setupLet’s work on it!

Objective: Create your Facebook, Twitter and LinkedIn pages

Time: 15 Min

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DistributionFrom the blog to social media

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DistributionThe 70-20-10 rule

70% is remixed•Web reviews, link sharing/commenting•Time needed: 10-30min

20% is original•Infographics, blog posts, opinion, itw•Time needed: 2-4h

10% is commercial•Flash sales, Referral, Seasonal, etc•Time needed: 1-2h with emphasis on Design (+ Ads)

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DistributionFormat of a tweet & Facebook post

140 characters max all included! In practice: 25c for a link, 23c for a picture, 10-15c for letting other users add a comment

Keep the main message to 75-80c « 5 easy #nutrition tips for #healthy living – Fill up on #vegetables ! » = 69c

Attractive visual

DistributionQuick reminder on content: sources

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2

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Talk about your brand! Your upcoming products, events, latest news on recruitment

Let people do your content. Do web reviews, curate links, interview others

Identify a key topic, develop one long piece/white paper, break it down into smaller pieces like a series

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DistributionFlickr Commons & Google “free for reuse”

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DistributionFlickr Commons & Google “free for reuse”

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Do use free tools to know what’s up in your industry:• http://www.talkwalker.com/alerts : get free daily or weekly e-mails on specific

keywords• Twitter Search: a lot of people talk about your topics, it’s easy to get news

DistributionWhere to get ideas?

http://www.talkwalker.com/alerts

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DistributionCutting down posts into social media bites

Chasing the smallest possible unit of informationWriting posts so that they can give 5-10 social media bites

5 easy #nutrition tips for #healthy living – Fill up on #vegetables + pic + link to blog

5 easy #nutrition tips for #healthy living – Take it easy on the #fruit + pic + link to blog

5 easy #nutrition tips for #healthy living – be wary of nutrition and #protein bars + pic + link to blog

5 easy #nutritaion tips for #healthy living – Up the #protein + pic + link to blog

5 easy #nutrition tips for #healthy living – Drink more #water + pic + link to blog

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DistributionAdding a picture to the social media bite

To make it easier, think how you can upload pictures to your blog post with a format fit for social media (square for FB or 2:1 for TW)

Twitter:Profile pic: 400 x 400 pxCover photo: 1500 x 500

pxStream images: 440 x

220 px, Vertically centered with a radius of 2:1 No larger than 3MB(max 1024 x 512, 2:1)

Facebook:Profile pic: 180 x 180 pxCover photo: 851 x 315

pxApp photo: 111 x 74

Timeline: 1200 x 1200 px

Pinterest:Profile: 165 x 165 px (max 600 x 600 px)

Posts: 735 x any size px

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DistributionMentioning other users in posts

Mentioning brands or people will notify them of your messageOn Facebook and Twitter, it’s good to mention brands or people!

Using Facebook “as a Page”, look for Brands/Groups, Like them. Now, when you publish a message, you can mention the brand by adding @Brand (it will link your post to the page of the Brand)

With FollowerWonk, “Search Twitter Bios” and find users in yourTopic. You can easily mention their accounts in a tweet by adding“@” before their name. Hi @NutritionStar, hope you’re fine!

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Objective: Find 10 news interesting for your audience

Time: 15 Min

DistributionEditorial Calendar

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Objective: Complete your editorial calendar with your first posts

Time: 15 Min

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DistributionScheduling the social media bites

Let’s login to Hootsuite!Schedule tweets, FB posts, LK updates

You can publish one bite several times (up to two times on FB, up to 3-4 times on TW)

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DistributionScheduling the social media bites

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DistributionAdd a stream

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DistributionSchedule your messages in Publisher

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Objective: 1. Create your account on Hootsuite 2. Add 2-3 streams3. Scheduling your posts

Time: 15 Min

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DistributionUse Hootsuite to reply people

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DistributionUse Hootsuite to follow other accounts and retweet in one click

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Moderation & MonitoringYour terms & conditions

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Moderation & MonitoringSocial media monitoring

Social media listening for telecom companies in Singapore in March 2015.

Peak of conversation after the Gushcloud smear campaign revelations and simultaneously the new illimited data plan promised by MyRepublic.

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Moderation & MonitoringThe social media charter

• A social media charter has no legal value• It’s still important to have one as it shows

you know the rules of being on social media, and put a frame on whatever people can do on the page

• You can easily grab an existing charter online (cf. Alstom pictured)

• Can be published as a Post (post can linked to), or in the “Long Description” box of the About section of the Page

• It can also be published on the website and linked to on Facebook and other social media

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Moderation & MonitoringFAQ and response management

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Moderation & MonitoringE-mail notifications whenever something happen

• Never leave a social media message unanswered• Use e-mail notifications to be sure

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Moderation & MonitoringSet up Alerts

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Objective: Answer the 3 most frequent questions you have

Time: 15 Min

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Promotion & ContestsRecruiting & engaging your

fans

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Promotion & ContestsContests before : Apps

Created because contests on newsfeed was forbidden by Facebook a few years agoNow it’s outdated because not mobile friendly

More time consuming, requires designBut good way to get emails / contact details because they have to complete a form

Photo contests, quizz, polls, instant wins…

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Promotion & ContestsContests today: Comments contests

Participate to contests by commenting ! It’s simple, easy to design and mobile friendly

You get the contact details to send the gift by answering the comments

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Promotion & ContestsCreating a first pool of fans

• Reminder: nothing will happen on Facebook without ads• Step #1: create a first small, very targeted audience with ads

• Ads can be created from scratch or just let Facebook transform your Page or your posts into ads (easier to begin with)

• Beyond 5k fans, more options appear (including Post split: display posts only to a sub-segment of your audience)

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Promotion & ContestsCreating a first pool of fans

Three ways to run a Facebook campaign to recruit fans:

• The easy way, from the Page directly. Less targeting options (Region, Age, 4-10 Interests), no design options

• The middle way, from facebook.com/ads/manage. More targeting options, more design options

• The hard way, through the Power Editor. All targeting & design options + easier optimisations

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Promotion & ContestsPromoting your posts and drive traffic back

• Now that you have a pool of fans, be sure whatever you post is seen by them• Boost Post whenever you want (recommended: 1 day, $5 to $15)

• See results in Google Analytics and on the Post itself

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Promotion & ContestsPromoting your posts and drive traffic back

With just 10$, you can already reach 700 to 2000 people !

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Objective: Boost one of your post : - select the right audience- select the budget & timing

Time: 15 Min

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THANK YOU!

Agence Tesla, a social media agency in Singapore and [email protected]

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Launching and managing your social media pages

Social Media

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