1.
Social Media Masterclass
Lynsey Sweales
SocialB Ltd
@lynseysweales @SocialBUK
Social Media & Online Marketing Experts
2. What you will leave with today?
The four key areas to build social media success
What social media platforms you should be using
for your business
Tips on using social media as part of your every day
business
Social Media & Online Marketing Experts
3. Social Media in the UK
About 73 percent of UK Internet
users interact on social media
platforms
Social Media& Online Marketing Experts
4. Different types of social media
Although they all enable sharing, there are
several different types of social media
Blogs are online diaries
Microblogs (Twitter) is texting online
Forums are conversational threads
Video sharing (YouTube) is shared video clips
Social photo (Flickr/pinterest/intagram) is shared
images and photos
Social networking (Facebook, LinkedIn, Googleplus) is
all of the above
Social Media& Online Marketing Experts
5. How it relates to business
Businesses can – and do – use social media. For every major business
function of every organisation, there is an equivalent social media
function:
Research=Listening to the conversations people have with
each other to understand their wants and needs
Marketing=Talking in the conversations people have with
each other to spread messages about your company and
products
Sales=Energising customers to sell you by finding your most
enthusiastic customers/employees and supercharging them
online
Support=Supporting customers to support each other by
setting up tools that help them do this
Development=Embracing customers to work with each other
by integrating them into the way your business works
Social Media& Online Marketing Experts
6. Why the social media explosion?
Free!
Sharing is a deeply ingrained human
instinct
Traditional communications were
brand led
New communications are word of
mouth led
Access to internet!
Social Media& Online Marketing Experts
7. The four key S’s to social media success
Strategy
Social
SEO (keywords)
Search
Social Media & Online Marketing Experts
9. Social Media Strategy
Without a plan you plan to ……..
What does success look like?
How has your business become successful? With a
plan/strategy by any chance??
Q1 “What do we want to achieve
with our social media activity?”
Social Media & Online Marketing Experts
10. Social Media Strategy
Your overall objectives will inform what you do in social media
in terms of:
Who you want to connect with
What content you share
How you interact with people
How often you need to interact with people
How you want to influence people to act
Social Media & Online Marketing Experts
11. Social Media Calendar
In social media, it’s key to Do Something Every Day!
When you create a new blog post, tweet about it!
When you attend an event/show/networking follow up
with someone you met by connecting with them on Twitter
and or LinkedIn.
Read any interesting blog articles? See a good video on
YouTube? Tweet about it.
Social Media & Online Marketing Experts
12. Measure, Measure, Measure!
Google analytics
Hootsuite/Tweetdeck
Sproutsocial – all in one place!
- social traffic overlapped with web
- audience demographics
- who you are engaging with
Social Media & Online Marketing Experts
15. Social - Two-way communication
The key feature that
differentiates social media
from traditional media is its
facility for two-way dialogue
This brings with it a number
of important advantages:
More powerful engagement
Improved recall
Active involvement
Participative for both parties
Make this principle core to a
social media strategy
Social Media & Online Marketing Experts
16. Two-way communication
Engage with your target
audience (whoever they may
be, e.g. journalists, potential
clients, existing clients)
Help people if you know the
answer or contact
Share useful information
Social Media & Online Marketing Experts
17. Audiences Behaviours
Behaviours are:
Creators – who tend to set up blogs and groups
Critics – who contribute their opinions
Collectors – of friends, feeds, pictures, videos and so on
Joiners – who like to feel a sense of belonging
Spectators – who pop in and out of sites and leave little
footprint
Inactives – who don’t tend to participate online
For example, if you discover that they are predominantly
collectors, you can offer them collectable content. If they are
critics, you can offer rate-and-review material (like Amazon).
Social Media& Online Marketing Experts
19. SEO
Search engine optimisation
Search engines index websites & social media
platforms
Google, Yahoo, Bing have to decide what answers to
give people
SEO = having the right keywords that people search
on
More on this in relation to social media later
Social Media & Online Marketing Experts
20. Where to go keyword digging?
Use www.googlekeywordtool.com
Use the search engines and their predictive text
If you pay for advertising on Google adwords note these down
Use your Google Analytics data (keyword source)
Google Insights Trend tool
http://www.google.com/insights/search/
Note down longer keywords i.e. houses for sale by the sea /
houses with land for sale – great tip later!
Social Media & Online Marketing Experts
21. SEO friendly Twitter
These Bios contain relevant keywords and info
The locations they cover
What services they provide
Why you might want to contact them
Social Media & Online Marketing Experts
28. Search - Blog example
Social Media & Online Marketing Experts
29. Great Social Media Tools for Search
Hootsuite/Tweet Deck/Sproutsocial
Use to set up streams to target your audience
Use for lists – great way of staying in touch with
people (Twitter)
Scheduling – but don’t get in that trap apart from
blog posts etc
Measuring – all have a stats section
Social Media & Online Marketing Experts
31. Search - Twitter keyword examples
Two examples of searching the right keywords
By setting up a search for Norwich and
holiday this type of information will be
ready for you respond to
key targeting but potential great results
Social Media & Online Marketing Experts
32. Which Social Media Platforms to use?
Social Media & Online Marketing Experts
33. Google Plus impact V’s other platforms
Social Media & Online Marketing Experts
34. Facebook
Great for B2C companies (local and large brands)
Interaction is key, Facebook want you to work for
your credibility
The REAL value is in your fans content and
interaction you your page
Think target audience
Social Media & Online Marketing Experts
36. Twitter
Great for B2B and B2C businesses
Create / share links to send traffic to
you website/blog
Keep up to speed on your industry
Network
Find / Answer questions – great for
credibility
Social Media & Online Marketing Experts
37. LinkedIn
Great for B2B and B2C businesses
Online business networking
Keep up to speed on your industry
Find / Answer questions – great for
credibility
Great in Google’s eyes
Social Media & Online Marketing Experts
40. Blogging
Great for B2B and B2C
Brings your business to life
Shares useful information
Good for search engine results
Blogs are often shared on social media
networks
Social Media & Online Marketing Experts
42. YouTube
Great for B2B and B2C
Brings your business to life
Great for search engine results
Its about content not how slick your
video is
Corporate videos add value too
Social Media & Online Marketing Experts
44. Pinterest
Great for B2B and B2C businesses
Based on pinboards and sharing useful info
Successful because it is different to any of the other
social photo networks (instagram, flickr, etc)
Great for search engines (if you want it to)
Social Media & Online Marketing Experts
48. What is Googleplus all about?
Instant chat
Photos
Think: clients, staff,
Conferencing, seminars
+1 recommendations appear on your website, display ads,
search ads, Google search results and now, your Google+ Page.
Social Media & Online Marketing Experts
50. Social Media Success
Social Media Strategy is key to any real success online
Try one social media network first (maybe Twitter) and get it working well
Add all your social media accounts to your website
Add all your social media accounts to your email signatures plus any email
newsletters
Make it easy for people to share stuff – SM buttons on blogs, news articles
Engage with your target audience – talk about their interests
Always think keywords and engagement (think questions, encourage their input)
Measure!
Social Media & Online Marketing Experts
51. Questions
Lynsey Sweales
+44(0) 1223 258000
Lynsey@socialB.co.uk
www.socialB.co.uk
@LynseySweales
Online Marketing & Social Media Experts
52.
Social Media Masterclass
Lynsey Sweales
SocialB Ltd
@lynseysweales @socialBUK
Social Media & Online Marketing Experts
Editor's Notes
My background, worked in marketing & PR 10 years plusWorked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand.Run and own Social-B a marketing and PR agency specialising in SEO, Social media & PR – clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO, SM and PR- Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
62M UK populationAbout 73 percent of UK Internet users interact on social media platforms, a new study showing the impact of social networks has revealed.A study conducted by marketing research firm InSites Consulting, around 73 percent of British Internet users are on social networking platforms like Facebook and Twitter. This is slightly lower than the Europe-wide average of 74 percent.We Brits are now watching more than five and a half million online videos a month compared with four million last year.
Anything free is a great enticement for people to use it – most SM networks are freeFrom a business point of view doesn’t matter if you are Nike or a small business in Norwich – you all have the same platforms to play on to gain business!Traditional communications were brand-led – organisations ‘owned’ their brandsNew communications are word-of-mouth led. Social media gives more power to people. Today, people own the brand. The brand is what people perceive it to be, and now, say it is.The explosion of social media also means that your sources of information are fragmenting. Instead of a few TV channels, radio stations or newspapers, you now have access to thousands of blogs, social networks and so on.They are passionate enough to create blogs, videos, and images, or to comment, give their opinion – often in their own timeThese often free applications make social media very easy to set up Sharing is a deeply ingrained human instinct. This, plus its ease of setup, is why it is exploding in popularityIts about power of the people through word of mouth social media networkingMany companies jump on the social media band wagon due to its popularity however there is no plan and not real thought process – this is where things often go wrong – or don’t quite work out as successfully as they should – many companies leave social media after a month or twoSo how can you use social media within your business to harness these people to talk about us, recommend us etc?
Social media is about two things – engagement with your audience and search engine results – i.e. using the likes of Google to help drive traffic to your website!Engaging – sharing hints tips, recipes, advice,
When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offer
Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact)This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instanceWill sit alongside your overall marketing strategy – should reflect what is going on offline – e.g. Muller the yogi bear advert – their facebook page reflected thisThe key feature that differentiates social media from traditional media is its facility for two-way dialogueThis brings with it a number of important advantages:More powerful engagementImproved recallActive involvementParticipative for both partiesMake this principle core to a social media campaignDevelop online objectives that are SMART:Specific – objectives should specify what they want to achieveMeasurable – you should be able to measure whether you are meeting the objectives or notAchievable - are the objectives you set, achievable and attainable?Realistic – can you realistically achieve the objectives with the resources you have?Timely – when do you want to achieve the set objectives?Example of objectives could be:Increase traffic to your website
Plan ahead but also look what is being talked about on social media – if there is a link there then use it – however, don’t jump on all trends – if there is no link then you are not targetingOther examples – british tomato week – etc themes and get interest3 month plan – if something works do it again if it doesn’t change it.You don’t always know what will grab people – some stuff you think that will doesn’t and other things that you think might not do – measure!
Socialsprout £5 a month, hootesuite £3 a month https://sproutsocial.com/reports/group/216266/1334620800/1337299199Three month plan with a calendar!You might think this is blue chip company thinking however – your organisation more than their organisation needs to measure as resources, budget and time are all very precious!I see so many businesses think ‘ great we can get loads of business from social media lets sell, sell, sell!Within max of 3 months they have normally given up and stopped using social media all togetherGoogle analytics – will tell you where people come from – if you look at it you get it – measure visitors, where they come from etc – if social media is working you can see from the source plus if you use codes on facebook and twitter
Why should people follow you, like you chat with you?You can use feeds for news but it has a VERY limiting impact! – its about engaging in conversation – virtual networking etcCreate a larger sales teamBrand ambassadorsYou never always know who people are & who they know!
Why should people follow you, like you chat with you?
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search,local search, video search, academic search,[1] news search and industry-specific vertical search engines.75 languages11.5 billion web pagesAround a billion websitesNot forgetting the facebook, twitter, linkedin infoIf we look at this room today – to find out about you I have to ask questions and you give me answersSearch engines are indexing and researching 24/7 365 days a week! They are NOT looking at what your website looks like – it can look as pretty as a picture but not get any traffic – don’t get me wrong a website needs to look good – but it need to look good once you have found the people to look at it!The key to SEO is knowing the words / phrases people type in to then know what to use on your own website – these are called keywords/keyphrases and I will come on to these first.First I want to look at some live examples so you can see what search engines look at
Do you know what you are keywords are for your business?If so you really need to find out Its not words or phases that you think people might be typing In to search engines but keywords / phrases you know people are searching onI’ve had many a person say oh we at the top of search engines for XXXX a quick bit of research tells me if that is a key terms people are searching on.Keywords play a real part in social media so ask your website company, you can do the research yourself (if you know how) or contact a company that can do the work for you (any good SEO company) can do this for you.When/ if you have keywords use them across the board – from facebook to youtubeSearch engines index websites inc. blogs, facebook etc.Google, Yahoo, Bing have to decide what answers to give peopleSEO = having the right keywords that people search on
Whenever anyone follows me I read their bio then look at their tweets
Searching property finder richmond upon thames
2400 search for this each month – as a self catering cottage in North Norfolk they have dog walkers stay with them – key audience!
Use Hootesuite/Tweetdeck – you can post across Twitter, facebook, linked inLook for keywords/opportunitiesTarget locationsTarget existing customersPromote all your social media on your website blog, flyers, shop window
I call social media platforms ponds – you have to go fishing in the ones where are target audience are – I see so many businesses jumping on all of them and just throwing statuses at the wall to see what sticks. I also see companies putting their Twitter updates on Facebook which I don’t agree with – they are two very different platforms and need to be looked after very differently to make the most of themWithin the time frames we have today I am unable to go in to the great detail of each one and how to make it work, however I want to talk through each of the main ones to get you thinking about where you should be working your social media strategy magic
Facebook is boisterous in its figures and totally dominates the skyline of social media time frames – nearly 7 hours a month v 3 minutes! Not to mention comparing it to the other networks too. So if Google plus is seen to be too similar to Facebook and that’s where by August its expected 1 Billion people are hanging out for nearly one work day a month why would you want to look at Google Plus as somewhere to engage and use more resources up in your already no doubt busy social media marketing day! Googleplus is trying its upmost to get people signed up to google plus – intetreatingprvicy policies by linking their gmail and youtube all in with google plus – they are heavily advertising and ultimately having invested $585 million and 500 staff that is a huge investmentWell here is where it gets interesting…..lets look at something else Google has launched relatively recently and something that may change your view of why you might want to consider using Google plus – Google search plus your world
Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algoryms that decide what content people see in their updates – you need your business, charity etc to be seen – the best way to do this is to get interaction and target your audiencee.g. Genting casinosLocations – tescosYou have to really embrace the power of your audence
Follow large organisations like Dunelm mill, Sainsburys and see where they get the most interactionAsk people to add photos, comment, fill in the blank – click like if….. Think questions!Facebook is really helpful – look up https://www.facebook.com/FacebookMarketingUK they are really helpful
KeywordsGetting RetweetsUsing hashtagsUsing lists
200M users across the globe 11M users in the UKKeywords, Keywords, KeywordsGet in to a habit of linking up with people when you meet, speak, email themAdd your LinkedIn details to your email, business card, websiteSet up a company page – use it!Ask for recommendationsGroups Answers
Bob emailed 100 people and received 44 recommendations!
Brings your business to lifeShares useful informationGood for search engine results too!
Think about what effects you want to create with your blog. Different types of post can have different effects. Here are some examples:Instructional posts tell people how to do something. They can be good for establishing you as an expert, or building up a body of knowledge that you can also refer to in future.Lists are simply lists of anything – products, services, tips etc – that often have the title “10 Top Ways To...” or “7 Best Examples of...”. They can be good for getting search engine traffic and becoming part of a blogging community.
Watch Eye for business video http://eyeforbusiness.co.uk/Second largest search engine – its not just about having a video35 hours of video content is uploaded every minute 70% of traffic comes from outside the US Over 2 billion are viewed on a daily basis The base age demographic is 18-54 More than half the videos uploaded to YouTube have been either rated or commented by user
Think:-TestamonialsAdvertsInstructional posts
Pinterest users spend an average of almost 16 minutes on the site per visit (12.1 for Facebook)50% of Pinterest users have childrenAlmost 70% of Pinterest users are female – men are catching up though97% of Pinterest’sFacebook fans are womenAs of January 2012, Pinterest had received just under 12 million unique visitsPinterest receives almost 1.5 million visitors each dayFeb 2013 48.7 million usersPinterest provides more referral traffic to other sites than Google+, YouTube and LinkedIn combined
They launched business pages last year to define a person and a business
This is the social network that is slightly different to all the others!This one isn’t so much about being in the right pond where your potential clients – its about ‘you have to be here’Social network owned & set up by GoogleLaunched in June 2011Business pages launched in November 201190M users as of December 2011Est. to be adding 625k new members a day400M users projected by Dec 2012
People argue that google plus is most similar to Facebook with only one of two real differences – mainly hangouts (hangouts extras is great) and circle of friendsGoogle+ allows businesses to create pages and develop relationships with prospects and customers on multiple levels.Individuals can add a brand to a specific Google+ Circle, sharea Google+ page with their network, and interact with the content posted by that company.For instance, users can +1 (or in other words, endorse) the updates a company publishes, leavecomments, upload photos, and tag the brand in them.An interesting aspect of this platform is that its Hangouts feature enables companies to engage with fans, prospects, and customers throughvideo conference calls.Video chat (hangouts) and hangouts on Air are definitely the element that distinguishes Google+ from other existing social networks for brandsPages can’t add people to circles unless they have added or mentioned the Page firstThe default setting for everything on your Page is publicGoogle+ Pages will automatically unfollow anyone who unfollows themPages can’t +1 other Pages or content on the webPages can’t mention people unless they are connected to the brandPages can’t share to extended circlesPages don’t receive notifications via email, the Google bar or textSo what do they have right and what could be improved
Search plus your world basically provides you results based on your connections – ie word of mouth via friends etcLooking past the obvious reasons of promoting Google+ and their rivalries with Facebook and Twitter, this update is more about Google improving the relevancy of results via a more personalised search experience.There was an interesting study by Nielsen a couple of years ago, and this stated that 42% of people trust search engine results, while a huge 90% trust recommendations from people they know.In my opinion that is the biggest threat social media/search brings to Google, the ability to provide personal recommendations. So it's clear that this is something they have to get better at if they want to retain such a dominant market share in the long-term.So as you will see from my screen shot these are the sorts of results you get now – based on friends or pages with lots of friends in circlesOnce I am signed out I get totally different results – with Google encouraging people at every opp to have a google account – its only going to increase search engine optimisation result changes – you should get an account – stray ahead of the game even though your target market might not quite be on google plus you need to start getting people to circle you on google plus – lets look at another case study to help demonstrate this
