PAULINE RANDALL - FLORIZEL MEDIA SOCIAL MEDIA STRATEGY AND ANALYTICS
HOUSEKEEPING Course timing Fire alarms and fire exits Wi-fi access and phones (make sure it s on silent!) Break for tea/coffee/phones Toilets Downloading course slides
WHO ARE YOU? WHAT IS YOUR BUSINESS? WHAT ARE YOU HOPING TO LEARN TODAY? SAY HELLO!
WHAT WE ARE COVERING TODAY What is a social media strategy? Reviewing your current social accounts Reviewing your competitor s activity Social media analytics review Using your data to plan your strategy Improving your social media activity
SOCIAL MEDIA STRATEGY
SEVEN KEY STEPS 1. Goals 2. Objectives 3. Customers 4. Competitors 5. Messages 6. Channels 7. Content
CHECK YOUR CHANNELS REVIEW
REVIEW YOUR DIGITAL ASSETS Go through the channels you know about Check for forgotten assets Decide which channels you are keeping Define purpose for each channel Check consistent branding across channels Audit passwords - consider centralising
GET SECURE Good time to check your security and update all your social passwords Consider using a secure password keeper like LastPass Alternatively you could use a management tool like HootSuite - lets you add team members without sharing passwords Make sure you have a note of all usernames and passwords in a secure place. Also note who else has access.
EXISTING CHANNELS (CHECK GOOGLE FOR FORGOTTEN ACCOUNTS) Channel name URL Manager Keep? Y/N Facebook facebook.com/ mypage Jack Smith Y Twitter twitter.com/ mytwitter Mary Jones Y Pinterest Myspace pinterest.co.uk/ mypins myspace.com/ myspace??? N
Not used for a long time? No clear purpose for future use? Close the account Not used for a long time? New ideas for channel use? Keep the account and relaunch
THE KEEPERS For each channel note: The name URL of the channel The owner (who manages/posts etc) Objective for that channel - refer to your social strategy
CHECK YOUR BRANDING Business logo is identifiable and consistent across channels and website Colours - chances your brand colours and make sure you use them in a consistent way Cover photos - don t all have to be identical but is there a clear match? Do they feel like the same business? Bios, descriptions, contact details, website links all correct Twitter Website Facebook
CHECK YOUR COMPETITORS REVIEW
START WITH THE WEBSITE What do you think of the site? Does it look engaging? Are there links to social media? Are there options to share content on social media? Is the content good enough to share?
FOLLOW THE LINKS TO THEIR SOCIAL CHANNELS How many likes/followers do they have? Check recent posts how frequently do they post? Is it just their content or do they share other accounts content? Do they respond to people? How much engagement is there? Likes Comments Shares
GET AN OVERVIEW OF THEIR ACTIVITY How does this compare to yours? What can you learn from the content that they post what seems to work? What type of posts are they making text, links, photos, video Which of these works the best? What is their engagement like? Do they like comments or do they respond? What tone of voice do they use?
Link to Instagram DOES THE POSITION OF THEIR SOCIAL LINKS TELL US ANYTHING ABOUT THEIR AUDIENCE? Other social links are at the bottom of the page
WHICH CHANNEL? Which channel seems to be the most effective? Are they using different channels in different ways perhaps speaking to separate audiences? Do they have accounts on some channels which are just gathering dust? Identify which channel appears to be their main focus
ANALYTICS REVIEW
ENGAGEMENT & INFLUENCERS
HOW TO ENGAGE YOUR AUDIENCE Ask questions Respond to queries and comments Like or favourite comments Thank people Join in conversations Offer help (even if it s not directly related to your business) Mention people (but don t be a nuisance)
WHO IS YOUR INFLUENCER?
ENGAGING WITH INFLUENCERS Find accounts that are relevant to your audience and who engage on social media. If they never engage they won t be an influencer for you. Follow them Respond to them Share their content Build trust It takes time and effort
WHAT NEXT? Meet with a Business Adviser Attend other Business Gateway events event programmes are available Use the Business Gateway Information Service call 0845 609 6611 Check out the Business Gateway Fife website at www.businessgatewayfife.co.uk or find us on Facebook and Twitter. Keep in touch call us on 01592 858333