Seminar Slides for Guardian Media Network Seminar - Using Facebook, Google Plus and Emerging Platforms for your Business

1. Using Facebook, Google+ and
emerging social platforms for
your business

2. What will we be covering?
• Facebook Pages, Groups and Apps
• Google Plus: Why should you care?
• Who are the new kids on the block?
• Best practice in audience engagement
• Business outcomes and how to stay
focused on your goals
• Social media guidelines and policy

3. Proportion
of UK
adults with
broadband
= 76%*

4. Proportion of
UK adults
who use
social
networking
sites
= 51%*

5. Proportion of
people who
use their
mobile
handsets to
access the
internet
= 34%*
*Ofcom http://media.ofcom.org.uk/facts/

6. In August 2011 & April 2012,
Fishburn Hedges asked 2,000
UK consumers about their
social media habits…

7. Aug 2011
19% of respondents had dealt with big
companies through social media
April 2012
This number rose to 36%
40% believed this led to improvements in
customer service
68% believed it gave them a greater
customer “voice”
65% think social media is better than a
call centre

8. It’s not just the kids who are
interacting with brands on social
media…
44.6% of 25 – 34 year olds
37.5% of 35 – 44 year olds
31.75% of 45 – 54 year olds
&
27.4% aged 55 and over
*Full Report http://www.fishburn-hedges.co.uk/images/ThesocialmediacustomerFULLREPORT.pdf

9. Facebook for businesses
The basics

12. User Perspective
• Facebook algorithms dictate the
Newsfeed
• Interaction happens within the
Newsfeed
• Limited tolerance for “Page Noise”
• Text vs picture, video & poll
• Influence of the Ticker

13. Who gives good FB?

20. Plan with a goal in mind
• Use facebook Insights to inform future posts
• Use Google Insights for search terms
• Is “Places” a tool you can use?
• Photo & Video tagging
• Optimum time for posting (to your audience)
• Questions & prompts
• Recommendations

21. Remember to integrate…

22. Groups
Focused engagement and project
management

25. Facebook for fundraising
JustGiving Stats

26. Facebook’s impact on
JustGiving
• 30% visits to JustGiving come from
Facebook
• 27% of donations come from Facebook
• That’s a 130% increase year on year for
FB donations
• The JustGiving app has seen a 44%
increase in FB donations – largely thought
to be down to not having to leave FB to
donate

28. more examples & stats
Slideshare.net / jwaddingham

29. Useful Apps
For your page functionality

37. Recap
• Interactions levels need to be high to
ensure maximum exposure in Newsfeed
• Use FB Insights to inform future content
choices
• Prompt feedback, recommendations,
actions
• Work with a clear goal in mind
• Customise your page

38. Content Sharing
Are you being talked about?

43. Facebook Apps
Are they for you?

49. Advertise on Facebook
Practicalities

56. Final recap
• Design with goals in mind
• Use data to be agile with your offering
• Personalise!
• Vary the type of media you share
• Maximise your community by asking for
feedback
• Decide on a SM Dashboard that works for
you
• Visit “Useful Websites” regularly to keep
ahead (see next slide)

57. Google Plus
Beyond SEO

58. What’s the point to Google
Plus?
• Google are very keen on social search but
can’t access all the content from other
networks
• SEO Impact
• Growth ->

64. Where can brands go to stand
out? kids on the block
The new

65. March 2011 300,000 visits
March 2012… 13 million!

66. 18% of Instagram visits come from
Facebook, 9% from Google & 7%
from twitter
5 million pictures
uploaded every day
Instagram leapt into the top 10 for
social sites in March of this year (from
outside the top 1,000 in March 2011)

69. • Sharing on Instagram gives you content
you can also share on other platforms
• Using tools like searchinstagram.com you
can find out if others are talking about your
brand
• 51% of UK mobile owners use
SmartPhones
• Use #tags to run competitions or bring
fans / customers together

71. 2,702% Total unique visitor
increase since May 2011
By Jan 2012 had received 12 million
unique visits. By March it was 18.7

72. Almost 70% of Pinterest
usersare women
Strong representation
across age groups
17% 18 to 24
27% 25 to 34
22% 35 to 44
18% 45 +
Pinterest refers more web traffic
than LinkedIn, Google+ and
YouTube combined

73. • 55% of consumers share their purchases
socially on networks like Facebook, Twitter
&Pinterest
• 59% of Pinterest users have bought
something they have seen on the site
compared to only 33% of Facebook users
• US online consumers follow an average of
9.3 brands on Pinterest compared to only
6.9 on Facebook

78. • Tell a story with your pins
• Celebrate the iconic history of your
organisation – create a time capsule
• Use it to create a resource for users
• Don’t just use Pinterest for marketing and
SEO – Plan your work and create mood
boards
• Use Pinterest to give your brand
personality
• Don’t forget to post video

79. Open to the public as of NOW!

80. • Started off as a way to capture
and play around with web pages
• Now Bo.lt takes the best of social sharing
like Diigo& Delicious, the simple, image
based interface of Pinterest and includes
some sharing analytics and unique
showcasing functionality
• VERY new, Bo.lt is still in the phase of
developing it’s identity but already shows
signs of promise

83. • Get a specific email for attendees
to sent their event images in to
• Quickly and easily track clicks and likes
• Have private Bo.lt’s for research &
competitor analysis
• Make social bookmarking more user
friendly
• Leave your mark on every page that you
share

85. 12 Billion posts in
November 2011
20 Billion posts
March 2012

86. Just over 50 million
blogs to date
Hit 20 billion posts in
March 2012, up from 12
billion in November 2011
In Jan 2011 tumblr had 2billion
page views per month. By
September that number was
13billion.

90. Straight up blogging
Dogs 2 – Cats 0

93. But seriously…
Brands on tumblr.

97. • tumblr has built in sharing and tagging
capabilities that give it a definite social
sharing advantage over other blogging
platforms
• It’s limited in terms of customisation.
However, it’s built for simplicity and visual
appeal and so is great for branding
• tumblr is very much a visual platform but
can be great for short snippets of text (see
clientsfromhell.com)

98. • If you have a young target audience,
tumblr is a great place for you to dip a toe
in the blogging pond
• You can also use it to keep an eye on what
similar brands are doing
• Use it as a way to generate new ideas and
learn from what other brands are doing to
engage their audiences

100. Over 12million users
StumbleUpon passed the 25billion
clicks in August 2011

101. More than 50% of US social media traffic to
websites comes from StumbleUpon
2.2 million web pages are added to
StumbleUpon every month
The half life of a tweet is 2.8 hours,
FB update 3.2, StumbleUpon is 400!
Average webpage view is 58 seconds,
the average SU view is 72

104. • Be careful to track bounce rates for your
SU traffic, SU audience can be fickle
• Relevance is key so tag pages
appropriately to maximise any traffic
engagement
• SU is free and easy to use and can drive
real traffic so experiment!

105. Audience Engagement
• As with all platforms (old and new), make
sure your audience is there
• If they are there – how are they willing to
engage? Will they welcome you?
• With newer platforms there is less noise
which means more opportunity to stand
out (good or bad)
• Social platforms are about stories,
conversations and sharing, are you there
for the right reasons?

106. Klout Perks
Enlisting influencers

110. #ShareNiger
A WorldVision lesson in
awarding perks to the right
people

111. Step 1: Identify your
influencer

112. Step 2: Engage

113. Step 3: Don’t talk – act!

114. Step 4: Watch the story spread

115. WorldVision + Sian =
• Access to an audience of over 300
bloggers at Cybher 2012 to launch
#ShareNiger
• Evidence and real life stories shared in a
lively, tangible and hugely impactful way
• Interviews with CNN as well as local radio
• Quality content for a network of bloggers
to share

116. Staying faithful to your goals
• Set your organisational goals before
deciding to use a new platform
• Know what you want success to look like
(don’t be surprised if / when it looks
different)
• Don’t be afraid to measure but pick your
metrics carefully
• Don’t shy away from user generated
content, it can surprise you

117. Keeping ahead of the curve
• Find SM ambassadors amongst your staff
• Bring naysayers on board to fix problems
• Follow influential & well informed bloggers
• Take part in appropriate twitter chats
• Don’t just look at what your competitors are
doing – keep an eye on case studies from an
array of different organisations

118. Most importantly
• Don’t jump on every new (or old) platform,
especially if you have limited time and
resources
• Don’t write off new platforms, play around
with them and assess how you might use
them
• Be open minded, sometimes it’s our
clients that tell us how we should be
communicating

119. Troubleshooting
(when it all goes terribly wrong…)

120. 3 choices!
•Reply
•Delete
•Ignore

122. socialmediagovernance.com/policies

123. Remember: Your social media
policy / code of conduct, should
not differ wildly from the normal
standards of behaviour and data
management you would expect
from an employee.

124. Useful resources
• Mashable.com
• TheNextWeb.com
• Technorati.com
• Reddit.com
• SocialMediaToday.com
• FastCompany.com
• BitRebels.com

125. Jennifer D Begg
@livefreerange
jennifer@livefreerange.com
www.livefreerange.com