1. What is Social Media?
And how best to use it

2. Agenda Introduction What is Social Media? Why use Social Media?
Social Media Strategy and Integration
Measurability and KPIs
Useful links and documents

3. What is Social Media?
Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content
Source: Kaplan and Haenlein, 2010.

4. Hmm… In English, social media is: Social Networking Video Sharing
Photo sharing
Blogging/Forums
Social Bookmarking
Content Aggregators

5. Social Media enables: Collaboration Interaction
Users sharing with others from your website
Retweets and mentions on Twitter
Likes on Facebook
Sharing links of social bookmarking
Interaction
Via comments on blogs, forums
Twitter, Facebook etc.

6. Social Networking
Social Networks are platforms designed for users to interact with one another and allow people to create personal profiles in which they can communicate with fellow users.
Social Networks allow users to chat and share content – be it through text, photo or video.
Focus on Facebook, Twitter, LinkedIn for now.
Google+ should be included in later phase.

7. Video Sharing
Video is a content medium that can be uploaded and shared online.
Users can comment on posted videos and increase viewer numbers through links, word of mouth and by uploading the video to other online portals/sites.
Focus on YouTube for now.

8. Photo Sharing
Photo sharing sites are becoming increasingly popular and allow users to upload and share their photographs or images online. These photos can then be shared across the web.
A good example of a photo sharing website would be Flickr.
Probably not required for now as photos can be uploaded to website. Phase 2
Any photos on website can be shared via social networking channels

9. Blogs and Forums
Blogs and forums are usually maintained by an individual, a business or an online community.
Allows interaction through comments left by users and provides good archiving for articles.
Important to respond to the comments.

10. Blogs and Forums (2) Main difference between Blogs and Forums:
Typically a blogger has an area of expertise
Forums are used for people to raise questions. Commonly called discussion boards, bulletin boards.
Usually incorporated into website.
Recommend at least a Blog is included in your website.

11. Social Bookmarking
Social bookmarking sites allow users to share their thoughts on content across the web. They can comment of all types of content whether it is an overall website, a blog post, a news article or even a photo or video.
By publicly bookmarking this content it becomes suggested to other relevant users who in turn read and can also bookmark the item spreading it across the internet.

12. Social Bookmarking (2)
Popular social bookmarking sites include: Digg, StumbleUpon, Reddit and del.icio.us.
Good tool for collaboration internally by sharing bookmarks.
Recommend this is part of strategy as easy to implement.

13. Content Aggregators
RSS Feeds
Paper.li

14. Content Aggregators (2)
Why RSS? Benefits and Reasons for using RSS
RSS solves a problem for people who regularly use the web. It allows you to easily stay informed by retrieving the latest content from the sites you are interested in. You save time by not needing to visit each site individually. You ensure your privacy, by not needing to join each site's newsletter.
Try Google Reader. Can be used to build social bookmarking for your group.
RSS feeds from other websites can be included in your website

15. Content Aggregators (3)
Paper.li
Aggregation tool for twitter accounts
Creates a daily twitter newspaper from your own tweets and selected users you follow.
Very simple to setup and can be integrated with your website
Once set up you only need to review it once per month

16. Why use Social Media? Internet usage is an everyday activity
Smart phones are becoming common place
Tablets and netbooks are up and coming

17. Internet usage by gender and social grade
All ages
15-24
25-34
35-44
45-54
55-64
65+
Males 82 94 89 85 77 52
80-100%
Males AB
100 98 93 78
50-79%
Males C1 90 99 84 60
0-49%
Males C2 75 92 83 69 38
Males DE 62 76 54 23

18. Internet usage by gender and social grade
All ages
15-24
25-34
35-44
45-54
55-64
65+
Females 73 90 91 87 84 66 34
80-100%
Females AB 89
100 97 57
50-79%
Females C1 83 95 92 39
0-49%
Females C2 71 94 44 35
Females DE 48 75 79 61 52 30 16

19. Internet Connection type

20. Smart Phone usage

21. Tablet Usage

22. Social Media Strategy Based on business case of organisation
Understand your target audience
Investigate where they are “social” on the web i.e. Facebook, Twitter etc.
Website is the core of the strategy
Social Media is integrated with website

23. Social Media Strategy (2)
Decide on a web browser and everyone uses it
Enables better collaboration within group
Google Chrome works for me
Don’t forget as part of your strategy

24. Social Media Strategy (3)
Phased approach is best. Examples:
Website, Twitter or Website, Facebook
Website, Facebook, Twitter and LinkedIn.
Website, Facebook, Twitter, LinkedIn, Blog
Website, Facebook, Twitter, LinkedIn, Blog, YouTube
Website, Facebook, Twitter, LinkedIn, Blog, YouTube and Social Bookmarking
Website, Facebook, Twitter, Blog, LinkedIn, YouTube, RSS, Paper.li and Social Bookmarking
Possibly target this as a final solution
Website, Facebook, Twitter, LinkedIn, Google+, Blog, YouTube, RSS, Paper.li and Social Bookmarking
Learn as you go – Don’t try and do too much in one go
Enjoy it!

25. Online Strategy creation process

26. Successful Strategies are measurable
Use website and social media tools to measure the success of your strategy
Website
Google Analytics
Search Engine Optimisation (SEO): This is key!
Twitter
Twittercounter.com
SocialBro
Best time to tweet
CoTweet
Allows multiple users and buffering of tweets to your “Best time to tweet” schedule
Facebook
Insights

27. Successful Strategies are measurable
Integrate website and social networks so updates automatically appear in your other accounts
Tweetdeck and Google+ are good for this
Remember not to try too much at once
An account needs to be maintained and then tools used to measure success.
Phased approach may work best

28. Integration from website to Group’s accounts
Visitor on Group Website
Group Facebook Page
Group LinkedIn
Group YouTube
Group Twitter
Group Google+
Group RSS feed

29. Integration from website to Visitor’s accounts
Visitor on Group Website
Visitor’s Facebook Page
Visitor’s LinkedIn
Visitor’s YouTube
Visitor’s Twitter
Visitor’s Google+
Visitor’s RSS reader

30. Social Media Behaviour
Unwritten laws?
Treat the user community like you would your boss
No dirty jokes
No swearing
Don’t tell them what you had for breakfast
Keep the content relevant to your audience
To follow or unfollow, like or unlike
If you have a common interest then follow/like
Don’t over tweet in a given space of time. Use buffering
You can’t follow everybody as you can’t read every tweet
Use lists in twitter for your favourite users you follow
Favourite a tweet from a user you’d like to follow you as this shows up on their notifications

31. KPIs Website SEO Number of visits New Visitors Returning Visitors
Bounce Rate
This is key. !00% means people get to the site and leave without clicking to another page.
Visits per source
SEO
Google your own site via a keyword search and see where you are on the list
Goal is first page – achievable?

32. KPIs (2) Twitter Facebook Mentions and Retweets
Don’t get hung up on number of followers. Reciprocation following means everyone has lots of followers but most people use mute.
Facebook
People talking about this and Total reach
Again total Likes isn’t necessary what to measure success by.

33. Google Analytics

34. Google Analytics (2)

35. Google Analytics (3)

36. SocialBro: Best time to tweet

37. Twitter Counter

38. Facebook Insights

39. Useful Docs/Links
10 Fundamental Tips for Social Media Community Managers
Good Blog to follow
Download this
How to use Facebook for business
25 website must haves ebook

40. Thank you for listening
Any Questions?