Presentation by Mouneeb Shahid of 2 Web Design about using Social Media for Business. Learn the common social media platforms being used in business, where social media is today, how to set up effective business profiles, leveraging social media for business and advertising campaigns.
2. SOCIAL MEDIA
What is Social Media?
Social Media TODAY
Leveraging Social Media for Business
Common Social Media Platforms
Setting up Effective Business Profiles
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Social Media Advertising✓
3. WHAT IS SOCIAL MEDIA?
Social Media
Websites and applications that enable users
to create and share content or to participate in
social networking
Social Media for Business
Using social channels to connect
and engage with your target audience
in order to grow relationships
10. WHAT IS FACEBOOK?
• It is an online social networking service
• gives people the power to share and express themselves
• ability to connect with “friends” and “businesses”
11. THE REACH
!
1.55 billion global
active users monthly
!
59% of Canadian adults
!
87% of Saskatchewan
!
Accessing 9 x week
2015 Statistics
13. BUSINESS?
• trust factor - social presence on a trusted site
• potential to connect with billions of people
• generate brand awareness
WHY USE FACEBOOK FOR
14. BUSINESS?
• customer engagement and two-way communications
• accessible and personal brand
• customer-to-customer communications
WHY USE FACEBOOK FOR
15. BUSINESS?
• potential of viral marketing
• encourage creation of user generated content
• improve SEO
• listen to customers, get feedback
WHY USE FACEBOOK FOR
20. SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• bricks and mortar store
• customers can physically visit you
• extra page options (operating hours,
• parking options, “check-in”)
• drop down of categories defines
information boxes provided
21. SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• doesn’t need foot traffic
• more than one location
• manually set up “check-in”
• e-commerce business selling online
through own website
• drop down of categories
22. SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• products are sold online through
multiple websites / resellers
• Apple, Coca Cola, Adidas
• drop down of categories
23. SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• promotion of you
• for artists / bands / coaches / chef /
writers / etc
• drop down of categories
24. SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• promotion of your book / TV show /
movie / radio / magazine
• drop down of categories
25. SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• no drop down of categories
• not-for-profit and charity organizations
can often make pages under Company
Organization or Institution > Non-Profit
Organization
38. FACEBOOK
• image pulled from linked
website
• ability to add / hide
additional images
Link Post
LEVERAGING FACEBOOK FOR BUSINESS
39. FACEBOOK
• image, title, and description
pulled from blog article on
site
• ability to add / hide
additional images
Link Post
LEVERAGING FACEBOOK FOR BUSINESS
45. FACEBOOK
• Highlight key moments on
your timeline
• title
• location
• date
• story
• photo
Milestone
LEVERAGING FACEBOOK FOR BUSINESS
46. FACEBOOK
• description
• title
• category
• call to action
• video captions
• tag people in video
• update privacy
• featured
Upload Video Directly
LEVERAGING FACEBOOK FOR BUSINESS
47. FACEBOOK
• description
• title
• category
• call to action
• video captions
• uploaded directly to FB tend
to do better
• tag people in video
• update privacy
Video Gallery
LEVERAGING FACEBOOK FOR BUSINESS
48. FACEBOOK
• add Facebook like buttons
to website
• add Facebook share
buttons to website / blog
• email signature
• newsletters
• business cards
Promote!
LEVERAGING FACEBOOK FOR BUSINESS
49. FACEBOOK
• Invite friends through
Facebook
• add email list to invite
contacts (max 5000*)
Invite!
LEVERAGING FACEBOOK FOR BUSINESS
50. FACEBOOK
• special offers, promotions,
coupons, sweepstakes
• surveys, quizzes, polls
• shopping
• special events
• positive feedback
Top Reasons people Like Brands
LEVERAGING FACEBOOK FOR BUSINESS
52. BUSINESS?
• drive online sales
• website traffic
• increase local sales
• promote your app
• raise brand awareness
WHY USE FACEBOOK ADS FOR
53. BUSINESS?
• be relevant - showing ads to the right people at the
right time
• super actionable - sending people to your website or
app to drive sales or email signups
• be naturally social - showing that your friends also
like this page
WHY USE FACEBOOK ADS FOR
54. • special offers, promotions,
coupons, sweepstakes
• surveys, quizzes, polls
• shopping
• special events
• positive feedback
BUSINESS
FACEBOOK ADS FOR
57. • text
• headline
• image
• CTA
• phone number
• audience location, age,
gender
• budget
• duration
• payment
Promote Local Business
• connect with more people in
your local area
BUSINESS
FACEBOOK ADS FOR
59. • ad creative
• audience
• budget and duration
• mobile and desktop preview
• payment
Boost Website
• get people you care about
to visit your website
BUSINESS
FACEBOOK ADS FOR
61. • audience
• budget
• desktop and mobile preview
• payment
• estimated people reached
Boost Post
• boost post to reach more
people
BUSINESS
FACEBOOK ADS FOR
65. !
• Top Tweet: Tweet that received the highest number of impressions
• Top media Tweet: Tweet with photo, video, or Vine that received the
highest number of impressions
• Top Card Tweet: Tweet with a Twitter Card that received the highest
number of impressions; this can include other people’s Tweets
• Top mention: Tweet that mentioned your @handle and received the
highest number of impressions; this can include other people’s
Tweets
• Top follower: Account with the highest follower count that followed
you in a given month
FACEBOOK
ANALYTICS
Insights
69. • microblogging social media site
• broadcast up to 140 character “tweets” to engage in conversation
• add photos, images, videos, and links
WHAT IS TWITTER?
80. TWITTER
• 400px X 400px image
• business logo
• picture of self
SETTING UP EFFECTIVE BUSINESS PROFILES
81. TWITTER
• header photo: 1500 px X
500px
• bio: 160 characters
• location: enter location
• website: enter url
• theme colour: can change
colour of feed
SETTING UP EFFECTIVE BUSINESS PROFILES
86. TWITTER
• stream live video
• mobile app
• owned by Twitter
• live transmissions appear in
Twitter newsfeed
• events, happenings
LEVERAGING TWITTER FOR BUSINESS
Periscope
87. TWITTER
• Create a poll with choices
LEVERAGING TWITTER FOR BUSINESS
Create Poll tweet
88. TWITTER
• image 435px X 375px
• video 435px X 244px
• links
LEVERAGING TWITTER FOR BUSINESS
Create Media tweet
Tweets with images get 2x
engagement as those without
89. TWITTER
• add Twitter follow buttons to
website
• add Twitter share to website
/ blog
• email signature
• newsletters
• business cards
• contests
LEVERAGING TWITTER FOR BUSINESS
Integration / Promotion
91. TWITTER
Click to tweet
• pre-populated tweets
• easy to retweet
Twitter Chat
• participate
• connecting and learning
• host
LEVERAGING TWITTER FOR BUSINESS
Engage
92. TWITTER
• live Twitter event around a
topic at a set time
• uses single hashtag
• participate
• connect and learn
• host your own!
LEVERAGING TWITTER FOR BUSINESS
Twitter Chat
93. TWITTER
• lead generation, website
traffic, for app, image, or
video
• user can easily share
information with you from
within a tweet
• capture user name and
email address
LEVERAGING TWITTER FOR BUSINESS
Twitter Cards
95. TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
Monitoring
96. TWITTER
• free
• follow several streams in
real time
• keyword searches,
mentions, direct messages
• scheduled posting
• access multiple accounts
from one interface
• mute users or hashtags
LEVERAGING TWITTER FOR BUSINESS
TweetDeck
97. TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
98. TWITTER
• a word or phrase preceded
by pound sign (#)
• identify messages on a
particular topic
• link search results
• expand reach
• effective and popular
• hashtagify.me
• RiteTag.com
LEVERAGING TWITTER FOR BUSINESS
Hashtags
99. TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
100. TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
101. TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
103. BUSINESS?
• Grow base of relevant followers
• Increase website traffic and conversions
• Increase app downloads and engagements
• Find high quality leads
• Increase engagements on twitter (likes and retweets)
• Raise awareness and build excitement with video
content
WHY USE TWITTER ADS FOR
105. • content (event/ sale!)
• image / video to increase
engagement
• define audience
• review results
Promoted Tweets
BUSINESS
TWITTER ADS FOR
106. • interest targeting
• call to action
• tailor message
• appears in who to follow
and within home page feed
Promoted Accounts
BUSINESS
TWITTER ADS FOR
107. • time/context/event sensitive
trends promoted by
advertising partners
• boost brand conversion
• drive impact
• long term impact
• build positive buzz
Promoted Trends
BUSINESS
TWITTER ADS FOR
109. • Impressions - how many times your ads have been seen by
Twitter users.
• Results - actions that are tied to your objectives. For
example, if your goal is website visits, the results tracked
will be link clicks.
• Your engagement rate - number of impressions for your
ads divided by the number of results.
• Your cost per resulT - how much you’re paying, on average,
for each relevant action people are taking from your ads.
TWITTER
ADS ANALYTICS
111. !
• Tweets: Number of times you Tweeted
• Tweet impressions: Number of times users are served your Tweet
in timeline, search results, or from your profile
• Profile visits: Number of times users visited your profile page
• Mentions: Number of times your @username was mentioned in
Tweets
• New followers: Number of new followers you gained
• Tweets linking to you: Number of times your Twitter Card(s) was
Tweeted by you and/or other people
Account Summary Metrics
TWITTER
ANALYTICS
112. !
• Top Tweet: Tweet that received the highest number of impressions
• Top media Tweet: Tweet with photo, video, or Vine that received the
highest number of impressions
• Top Card Tweet: Tweet with a Twitter Card that received the highest
number of impressions; this can include other people’s Tweets
• Top mention: Tweet that mentioned your @handle and received the
highest number of impressions; this can include other people’s
Tweets
• Top follower: Account with the highest follower count that followed
you in a given month
TWITTER
ANALYTICS
Monthly Highlights
116. WHAT IS LINKEDIN?
• professional networking site
• communicate with prospects and customers
• platform to exchange user generated information
• to promote two way relationships
120. LINKEDIN
• increase brand awareness
• gain leads for business
• increase sales
• encourage online sales
• obtain testimonials and
recommendations
WHY USE LINKEDIN FOR BUSINESS
121. LINKEDIN
• develop thought leadership
• gain referrals
• undertake market research
• recruit new employees
WHY USE LINKEDIN FOR BUSINESS
123. • need a personal page to set
up company page
• https://www.linkedin.com/
company/add/show
• will not work with
@gmail.com domain
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
124. • enhance profesional brand
• grow network
• promote and grow business
• Who’s viewed my profile
• Full Profile Viewing
• Premium search filters
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Premium Accounts
125. • get noticed by potential
employers
• connect with hiring
managers and recruiters
• Premium insights
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Premium Accounts
126. • find candidates faster
• contact passive candidates
• manage relationships
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Premium Accounts
127. • focus on right prospects
• get lead recommendations
• informed insights
• build trusted relationships
• account and contact import
• advanced search
• real time sales updates
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Premium Accounts
128. • company description
• banner 646 px X 220 px
• profile image 300 px X 300
px
• description
• link to website
• industry
• business address
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Overview
129. • set up additional people as
admins to manage company
page
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Admins
130. • how you add value
• who you specialize in
helping
• results you’ve achieved
• how customers can get in
touch
• use keywords
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Company Description
131. • extension of company page
• highlight main products,
initiative, brand
• share specific content with
targeted audience
• large hero image
• two column layout
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Showcase Pages
134. • post updates to drive
engagement
• ability to attach a file
• share with all audience or
targeted audience
• include CTA’s & images
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Posts
135. • pin posts to appear at the
top of your news feed
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Pinned Posts
136. • like
• comment
• respond to comments
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Posts
137. • Generate custom follow
button to link to your
company page
• drive engagement from
website
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Follow Company
138. • drive job applications
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Post Jobs
139. • direct email marketing
• reach prospects directly and
credibly
• email without email address
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Send InMail
140. • showcase expertise and
skills
• create your own group
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Groups
141. • publish posts
• develop authority
• news app tailored to you
• easy to use
• customizable
• engaging
• join the conversation
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Pulse
142. • publish posts
• develop authority
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
146. • Attract new followers to
your Company or Showcase
Page
• Drives engagement with
company-specific content
• Appears on mobile devices,
tablet and desktop
• existing or new content
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
154. • Highly targeted, easy to
create
• Great for budget-conscious
campaigns
• Appears on the top and in
the right rail of many
LinkedIn.com pages
• PPC
Text Ads
BUSINESS
LINKEDIN ADS FOR
160. • automatically sends mail
when recipient is online
• personalized messages
• doesn’t require knowledge
of email address
Sponsored InMail
BUSINESS
LINKEDIN ADS FOR
161. • reach audience on and off
LinkedIn
• target the right people
• measure impact of ads
Display Advertising
BUSINESS
LINKEDIN ADS FOR
162. • nurture prospects
• sequence ads and content
based on prospects
• capture leads
• AB test ads, messaging
• measure performance
• right message at the right
time
Lead Accelerator
BUSINESS
LINKEDIN ADS FOR
165. • Updates: A table showing the most recent updates
• Reach: A graph showing the trend on the number of times your
updates were seen both organically and through paid campaigns
on a daily basis. Use the dropdown on the left side of the page to
change the date range.
• Engagement: A graph displaying the number of times members
clicked, liked, commented on, and shared your content in both
organic and sponsored campaigns. You can adjust the date range
with the dropdown on the left.
Updates / Reach / Engagement
LINKEDIN
ANALYTICS
167. • Type: total, organic, and acquired members following your page
• Follower Demographics: A breakdown of who's following your
company using 5 types of demographic data. Use the dropdown
menu on the right to see seniority, industry, job function, company
size, and more.
• Follower Trends: Showing how your number of followers has
changed over time. Use the dropdown on the right to select
preferred date ranges.
• How You Compare: Your number of followers compared to other
companies.
Followers
LINKEDIN
ANALYTICS
169. • Page views: A graph showing how many times your Company Page was viewed.
If you have a Career Page, you'll see page views for this too. You can adjust the
date range with the drop-down menu.
• Career Page clicks: If you have a Career Page, this graph shows you how many
times viewers clicked various elements of your Career Page. You can adjust the
date range with the dropdown above.
• Unique visitors: A graph showing how many LinkedIn members visited your
page. This is similar to page views, but removes duplicate visits to a single page
such as when a member refreshes your Company Page or navigates away from
it, but returns later. You can adjust the date range with the drop-down menu.
• Visitor demographics: This is a graph showing a breakdown of who's visiting
your Company Page using 5 types of demographic data: Seniority, Industry,
Function, Company Size.
Visitors
LINKEDIN
ANALYTICS