SOCIAL MEDIA BEST PRACTICE by Vicki Kantzalidou BEST
SOCIAL MEDIA BEST PRACTICE by Vicki Kantzalidou
BEST PRACTICE: BRAND ENGAGEMENT 1
BEST PRACTICE BRAND ENGAGEMENT • • • Follow back and interact Keep the “social” in social media Determine brand personality Keep it short Create brand awareness Don’t over share Don’t always feel compelled to jump in Be as transparent as possible Be proactive, versus reactive Respond to negative and positive feedback 2
BEST PRACTICE: TWITTER 3
BEST PRACTICE TWITTER Key stats and demographics! • • • Twitter now uses only the bird as its logo, the bird’s name is Larry. As in Larry Bird of the Bostoc Celtics. Twitter users over-index as female compared to the rest of the internet’s base (55% F vs. 45% M). 72% of the active users on Twitter are between 18 -49 years old. Twitter membership grew 40% between Q 2 and Q 4 in 2012. There are 400 million tweets sent per day. What success looks like… Taco Bell The fast-food chain is quickly gaining a reputation for their tone and voice. Consistently funny, engaging, and sometimes a little irreverent, Taco Bell is completely on-brand, and it works quite well for them. From a content development perspective, give them a follow and take a look at how they reach out and engage with their audience. Whole Foods Market Whole Foods, an organic grocery store chain, uses Twitter to really reach out and engage their consumers around relevant content and interests. Not just about their in-store experiences, but also about their experience with food in general. Take a look at their weekly Twitter chat, using the tag #WFMdish, where the topic varies weekly, but centres on healthy foods and cooking. This is a great example of expanding your thinking about content and engagement horizontally, not just vertically. Charity: Water A wildly popular non-profit movement, Charity: Water largely gained traction on Twitter. In three years, they raised over $15 million dollars to bring clean water to people around the world. Charity: Water relies heavily on engaging content to get their message out. This includes video, impactful images, and consistent branding on Twitter backgrounds and profile images. By artfully telling their story and building connections between the audience and its mission, they created true momentum and support. 4
BEST PRACTICE TWITTER Keep posts short Tweets at around 100 characters allow for people to RT and add their own comments. Get a handle on handles Use at the beginning of posts to tweet that person (e. g. @stwater you’re awesome ), Use anywhere else to mention them (e. g. A big thanks to @STWater for helping) 20% promo – 80% conversation Don’t just market yourself. Converse naturally to create genuine business relationships. 12 pm-4 pm are the best times to tweet Mobile users are 119% more likely to use twitter during the day, but mornings are for work. Days and times of the week for engagement varies* No shoehorning hashtags Don’t use trending hashtags that have no relevance to you. Trends only last around 1 hour. Post pictures Twitter now previews images in the timeline so engagement on visual content has been increased. Get your links in early Put key message in first then add your link. Then add opinion and afterthoughts. 5
BEST PRACTICE TWITTER Pinning messages Twitter: Pinning tweets earns more exposure for your greatest or most relevant tweets – just look at some of the results that brands are seeing: Buffer saw a 10 x increase in their leads generated from a pinned Twitter card vs a non-pinned card, and Post Planner saw a single tweet jump from 120 retweets to a whopping 450 after it was pinned. Facebook: Pinned facebook messages are recommended as part of a brand’s marketing strategy [e. g. Welcome video, competitions, offers etc. ) 12 pm-4 pm are the best times to tweet Mobile users are 119% more likely to use twitter during the day, but mornings are for work. Post pictures Twitter now previews images in the timeline so engagement on visual content has been increased. Days and times of the week for engagement varies* Get your links in early Put key message in first then add your link. Then add opinion and afterthoughts. 6
BEST PRACTICE TWITTER 7
BEST PRACTICE TWITTER Easy on the hashtags! Tweets with one or two hashtags can receive 20% higher engagement. The four fundamental ways to use hashtags are: #1 Look & listen for existing conversations to join #2 Get found in searches by using most followed and popular hashtags #3 Add context to tweets – example: What a view #Peak. District #4 Show humour or emotion Using #hashtags #after #each #word #is @annoying. They should only ever be a few words combined. When you search for hashtags, twitter shows you results without the hashtag anyway. 8
BEST PRACTICE: FACEBOOK 9
BEST PRACTICE FACEBOOK • • Utilize Facebook Page Insights: Facebook Insights is an incredible tool that will help us gain valuable information about the people who Like our page. We’re able to see the demographics of our fans by gender, location and age range. Incorporate videos into your posts: In case you didn’t know, video posts are getting way more organic reach (and engagement) than any other type of post on Facebook. Create a series of Facebook ads aimed at the same goal: Facebook recently ran an experiment which examined the difference between sequenced and non-sequenced ads (one ad at a time; “Among those who were exposed to the sequenced ads compared with those who were exposed to the non-sequenced ads, there was an 87% increase in people visiting the landing page. ” Showing a series of ads around the same goal is essentially telling your target audience a story to pique their interest. They might not like the first ad but over the series of ads they’ll be more likely to see an ad that resonates with them. Facebook content needs to be familiar, timely or novel if you want it to be shared Run a Facebook Contest with a specific goal in mind Keep post images and text fresh Connect with words and pictures Use Hashtags Intelligently: Hashtags are fairly new on Facebook and a lot of people are still trying to figure out how to use them. Don't use hashtags in every post Don't hijack a common hashtag just to try and show up in results Don't hashtag senseless words -- like #huzzah or #awesome Don't stuff your post with hashtags -- 1 is enough! 10
COMPETITORS 11
COMPETITORS Company Name Facebook Likes Twitter Followers Severn Trent Water Yes 872 14. 6 K Anglian Water Yes 5, 521 19. 2 K Northumbrian Water No n/a South East Water No n/a Care: 6, 521 News: 7, 767 1, 271 South West Water No n/a 6, 172 Thames Water No n/a 21. 8 K United Utilities Yes 3, 006 21. 7 K Welsh water Yes 5, 409 10. 7 K Wessex Water Yes 1, 483 6, 762 Yorkshire Water Yes 6, 007 16. 7 K Main 4, 281 Help 12
DO YOU HAVE ANY QUESTIONS? Reminder: Please refer to the Power. Point User Guide for more information Different coloured end slides are available for you to use
- Slides: 14