Quick Win Social Media Marketing

To develop personas for your business, you need to start by conducting research to understand:
Who your current customers are.
What are their needs?
When do they shop, buy from you?
Why?

Q26 What are the key elements of a social company page?
Company pages are available in many social networks. The most popular are Facebook, LinkedIn and Google+. All company pages need the same key elements:
ELEMENT
EXPLANATION
Company logo
The logo size changes depending on the social network.
Banner
Also known as the cover page, the banner is a place for your business to visually highlight its products or services, adapted to the requirements of each social network.
Company information
A short sentence that includes your keywords and web address.
Photos
Images your business owns or has paid to use in this space.
Products and services
Descriptions of your products and services, including keywords and images.
Videos
Some company pages include the option to add videos.
It’s wise to prepare your materials in a Word document, and then to copy and paste the text into the different pages. This ensures the spelling is correct and that all pages are consistent. It also means you have a base copy to work from when the next new social network comes along!
See also
Q3What are the key social marketing channels for B2C?
Q4What are the key social marketing channels for B2B?
Q10How do we adapt our traditional brand for online marketing?
Q12How do we ensure our brand is consistent online?
Q27Do we need one central page or multiple local country pages?
Q28How can our company page be listed in multiple industries?
Q29How do I set up social company pages?
Q30How do I manage social company pages?
Q27 Do we need one central page or multiple local country pages?
Some businesses operate in many locations and need to decide whether to create one central/global page or multiple pages for different countries.
There are advantages and disadvantages with both options. How you decide depends on the skills and resources inside your business.
OPTIONS
ADVANTAGES
DISADVANTAGES
One company page
Easy to maintain. Can build larger fan base. One global audience.
If in one language, this may not meet the needs of all your customers.
Engagement may be reduced as customers don’t identify with the content on page.
Multiple company pages
Focused communications to specific customer groups. Can deliver more ‘authentic’ content.
Requires more admin support. Customers may ‘like’ the wrong page.
See also
Q26What are the key elements of a social company page?
Q28How can our company page be listed in multiple industries?
Q29How do I set up social company pages?
Q30How do I manage social company pages?
Q28 How can our company page be listed in multiple industries?
Some businesses sell different products to different groups of customers and understandably want to show different pages to those different groups. The table below shows where and how this is possible.
SOCIAL CHANNEL
MULTIPLE PAGES – YES OR NO?
NOTE
Facebook
Simply create the page and name it CompanyCountry to distinguish from other pages.
Facebook now permits ‘Verified Pages’ so brand names or well-known companies can claim their own names.
Instagram
The same as Twitter, you can set up separate Instagram accounts but will need separate email addresses for each.
If creating different accounts decide on which Facebook and Twitter accounts you wish to share the images.
LinkedIn
More challenging as LinkedIn recognises a company based on the email addresses. So if your company email address is a .com for all locations, only one page is permitted.
LinkedIn allows you to target updates based on audience groups, so company page news can be shared to specific locations only.
Pinterest
Similar to LinkedIn in its approach, Pinterest enables business accounts to be set up via a verified domain, so if your company has a .com for the whole business, you can only set up one verified account.
You may need technical assistance from your web team to verify your account as some code has to be placed on your website.
Twitter
You can set up separate Twitter accounts but will need separate email addresses for each. So if like Dell, you want seven or eight Twitter accounts, you’ll need to use different company email addresses.
Don’t forget if a member of staff leaves and you’ve used their email address for the Twitter account, you’ll need to maintain that email address or change it on Twitter.
YouTube
You can set up separate YouTube channels (accounts) but will need to set up separate Google accounts and email addresses for each.
Managing multiple Google accounts can be challenging! Consider whether you need separate accounts or could add all content to one YouTube account.
See also
Q26What are the key elements of a social company page?
Q27Do we need one central page or multiple local country pages?
Q29How do I set up social company pages?
Q30How do I manage social company pages?
Q29 How do I set up social company pages?
Setting up pages is fairly straightforward. It requires some time, attention to detail and consistent use of the same information. To prepare your information, see Q26 and follow the instructions below.
SOCIAL CHANNEL
INSTRUCTIONS
Facebook
Go to www.facebook.com/pages/create/ and follow the on-screen instructions.
Google+
Go to your Google+ page, click on ‘Home’ and ‘Pages’ and ‘Create a page’.
Instagram
You can only create an Instagram account using the app on your iOS or Android device. To sign up for an Instagram account, download the Instagram app in the App Store for your iPhone/iPad, or in Google Play for an Android device. Once the app is installed, tap the Instagram icon to open it. Tap ‘Register’. Create a username and password and fill out your profile info. Tap ‘Done’.
LinkedIn
Open LinkedIn and select ‘Companies’ from the top menu. Click ‘Add a Company’ in the top right area of the page and enter your company’s official name and your work email address. LinkedIn will send you an email to confirm. When received and confirmed, add your company information.
Pinterest
Go to http://business.pinterest.com/setup/ and follow the on-screen instructions.
Twitter
Go to https://twitter.com/ and click on ‘New to Twitter? Sign up’. Make sure the ‘Full name’ is your company name.
YouTube
Go to www.youtube.com and click ‘Create Account’. You will be taken to a page to create a new Google Account (Google owns YouTube). During the account sign-up process, you will be asked to specify a date of birth, gender and country. While this information is required to sign up, YouTube does not display your gender on your channel page, and you can configure your YouTube account settings so that the age and country are not displayed either. The last page of the account sign-up process will display a button linking back to YouTube. Once you are back on YouTube, click the name associated with your account and then click the ‘My Channel’ link to select a channel name. After creating your account, send your YouTube username to your Google Account Team and request that your account be converted to a brand channel.
See also
Q26What are the key elements of a social company page?
Q27Do we need one central page or multiple local country pages?
Q28How can our company page be listed in multiple industries?
Q30How do I manage social company pages?
Q30 How do I manage social company pages?
Managing social pages usually involves getting other people to help. There are three ways to manage most pages:
Sign up for third party applications such as Hootsuite or Tweetdeck and share the user name. You also can sign up for ‘team member’ versions for an additional monthly fee.
Share user name and passwords for individual channels.
Add extra admins, which is available on some channels.
SOCIAL CHANNEL
MANAGE VIA THIRD PARTY APPS
MANAGE ON THE PAGE
Facebook
Yes, can be managed via Buffer, Hootsuite.
Can add additional admins as long as they ‘like’ the page.
Google+
Yes but limited to six apps: Hootsuite, Buddy Media, Context Optional, Hearsay Social, Involver and Vitrue.
Admins can only be those connected to you (or connected to the primary admin).
Instagram
Available on Hootsuite Premium and Enterprise.
Only works via the apps.
LinkedIn
Groups and company can be managed via third parties.
Admins can only be those connected to you (or connected to the primary admin).
Pinterest
Not yet.
Can add other people to be pinners for specific boards.
Twitter
Yes, can be managed via Buffer, Hootsuite, Tweetdeck.
Probably best managed via third party apps as the alternative is to share the user name and password for the Twitter account.
YouTube
Not yet.
Up to 50 people can have admin access to a YouTube channel. Google+ users can also become admins of multiple channels. Connect your YouTube channel to your Google+ page and add their team members as managers to that page.
Access to the social channels is based on whether the channels share some code called the API (Application Programming Interface). Pinterest is restricting access at the moment, although this could change in the future.
See also
Q26What are the key elements of a social company page?
Q27Do we need one central page or multiple local country pages?
Q28How can our company page be listed in multiple industries?
Q29How do I set up social company pages?
Q31 What is SoLoMo and why does it matter?
SoLoMo is a combination of SOcial media, LOcation-aware software and the use of MObile technology.
Across Europe, for every 100 inhabitants, there are 125 mobile subscriptions – some countries have fewer, but in other countries many people own more than one mobile device. Your customers are likely to own at least one form of smart mobile device and to rely on mobile technology to perform day-to-day tasks such as shopping, viewing the news, buying tickets, paying for parking and more.
Here are some reasons why SoLoMo matters:
The top three uses for smart mobile devices are Internet browsing, email and social networking.
Facebook, over any other social network, has the greatest impact on consumer’s buying behaviour.
18% of smartphone users regularly use location-based apps and services to find a local retail outlet.
20% of Google searches involve location information.
This can be applied to your business if you:
Sell online and customers can login to your website via the social networks (login via Facebook or Twitter). You can sell more if people see their friends have ‘liked’ your page.
Are geographically fixed (food services, tourism, transport). You can promote offers to visitors and regular customers.
Perform a local service (book a cab, find nearest store). Consider developing an app that adds value to your business for customers seeking your service.
Think about the number of times you’ve arrived somewhere new or in a city centre, taken out your mobile and searched for a service ‘near me now’. You’re part of the SoLoMo revolution too!
See also
Q3What are the key social marketing channels for B2C?
Q4What are the key social marketing channels for B2B?
Q32What is location-based marketing?
Q60Why does mobile matter and what should we do?
Q32 What is location-based marketing?
Location-based marketing (LBM) is the ‘place’ element of the marketing mix based on mobile technology. It uses customers’ locations to promote products or services.
It can be PUSH marketing where notifications are sent to the customer – for example, messages sent via Bluetooth when the customer is near a specific location – or PULL marketing where the customer retrieves information based on their location – for example, using the TripAdvisor® app to find restaurants ‘near me now’ or Foursquare to ‘check-in’.
To make LBM work, the customer:
Needs a smartphone.
Must enable GPS.
Might enable Bluetooth.
May enable ‘push notifications’ from app developers.
May ‘social share’ your location.
Location-based marketing is often used for travel, food, vouchers and tourism. Mercedes-Benz has taken this one stage further where the in-car sat nav shows restaurants, coffee shops and petrol stations en route.
See also
Q31What is SoLoMo and why does it matter?
Q60Why does mobile matter and what should we do?
Q33 What types of digital marketing campaign tools are available?
The key digital campaign tools are:
Websites.
Email.
Blogs.
Online ads.
Social networks.
Online surveys.
Mobile apps.
Inside each of these is a rich seam of sub-tools, for example:
Websites: Regular websites, ecommerce sites, landing pages.
Email: Newsletters to customers, email offers, news.
Blogs: Writing on your own blog, contributing comments to others, guest posting.
Online ads: Pay per click, shopping ads, sponsored ads.
Social networks: From Facebook to Twitter, LinkedIn to Vine, there is a social network for all types of customers using words, images, voice and movies.
Online surveys: To promote new products, gain feedback on current services and explore new opportunities.
Mobile apps: To offer daily deals, exclusive previews or special access.
See also
Q3What are the key social marketing channels for B2C?
Q4What are the key social marketing channels for B2B?
Q17Which social networks should I link up to?
Q18What are social apps?
Q21What are the principles of managing media online?
Q77How do we measure a digital campaign?
Q78How do we monitor a digital campaign?
Q34 What are the key stages in a digital campaign?
Successful campaigns are planned, monitored, measured and reviewed. You should follow these steps to create a successful campaign.
STAGES
ACTIONS
Objectives
Set SMART objectives about what you want to achieve. Who’s your target audience?
Assets
Assemble your assets: words, images and video.
Plan
Create a plan: how long the campaign will run for, when and how?
Execute
Organise implementation of the plan. This could involve scheduling key elements in advance, such as scheduling emails, blog posts or Facebook updates.
Monitor
Watch, measure and review the results. Adapt as needed.
See also
Q33What types of digital marketing campaign tools are available?
Q35 How can we create a viral campaign?
A campaign becomes viral because people find it amusing or entertaining. Campaigns are often not intended to be viral but can become so, as they are shared amongst a wide audience.
For any campaign:
Think about the big idea – what are you trying to say?
Who is your target audience?
What’s the message?
What’s the emotional factor?
And the medium?
Key ingredients of a viral campaign are:
Surprise: I didn’t expect that!
Heart-warming: Content that touches the heart and makes you feel good.
Animals: Anything with cats and dogs, especially with voice-overs, seems to entertain!
Celebrities: They already have a following, so using them to communicate your message can go viral, but with a large price tag outside the reach of most small businesses.

What’s the message?
What’s the emotional factor?
And the medium?

Think about the big idea – what are you trying to say?
Who is your target audience?

Objectives
Set SMART objectives about what you want to achieve. Who’s your target audience?
Assets
Assemble your assets: words, images and video.
Plan
Create a plan: how long the campaign will run for, when and how?
Execute
Organise implementation of the plan. This could involve scheduling key elements in advance, such as scheduling emails, blog posts or Facebook updates.
Monitor
Watch, measure and review the results. Adapt as needed.