Tips and advice for business owners on building their social media profile online and then using a content marketing strategy to reach their target market

1. GROWING YOUR PRESENCE
THROUGH ONLINE MARKETING
Claire Scaramanga & Clive Wilson

2. YOUR BRAND

3. Starting with your brand
■ How do you stand out above the rest
■ What do you stand for
■ What do you want others to associate with your business
■ What’s your tone and style
■ What problems or challenges do your customers have
■ What do you know that others find interesting

4. What do these brands make us think?

5. How many of us choose them?
28.5% 5.9% 10.8%
5.6% 16.8% 5.2%

6. YOUR PROFILE

7. Build your profile on social media
 Twitter: 320m (fastest growing 55-65)
 Google+: 540m
 LinkedIn: 400m
 SlideShare: 70m (60m visits per month,
20+% visits from google, 400k new
presentations per month)
 Pinterest: 100m (80% female, median
age 40, 75% mobile interaction,
3½ month half-life (FB 1hr 45 mins)
 Instagram: 400m
 Facebook: 1.6b
 YouTube: 1b+
 Vine: 200m (100m watched
per month, 12,000 shared daily,
70+% millennials, 400+k tweeted
daily)
 Tumblr: 420m (280m blogs,
130b posts/53m daily, 120k daily
signups, 69% millennials)
 Reddit: 36m (past month: 231m
visits, 7.5b page views, 29m votes)
Is anybody out there?

8. Build your profile on social media
Product:
 Instagram
 Pinterest
 YouTube
 Vine
 Twitter
Service:
 LinkedIn
 SlideShare
 Facebook Ads
 Twitter
News/blog:
 Tumblr
 LinkedIn
 Reddit

9. Build your profile on social media
LinkedIn – profiles (the not so good)

10. Build your profile on social media
LinkedIn – profiles (the very good)

11. Build your profile on social media
LinkedIn – profile photos (confident - likeable - influential)

12. Build your profile on social media
LinkedIn – profile photos (confident - likeable - influential)
‘should smile more’ ‘professional, somewhat glum’ ‘very intense’ / ‘seems smug’
‘should smile’
‘should wear something professional’

13. Build your profile on social media
Why use Twitter?
 It’s still very ‘now’
 Instant/now/simple/short
(no need to be evergreen)
 Connect with customers
 Direct access (24/7) to
brands & customer service
 Breaking news
How to use Twitter
 Personal and/or company?
 Brands vs people
 #hashtags (trending)
 Content? (your sector news,
your newsletters, LinkedIn
feed, Pulse, Twitter,
SlideShare, YouTube etc.)

14. Build your profile on social media
Tips & tricks: Twitter
 The ‘@’ symbol
 Retweet or post?
 Watch #hashtags (trends)
 Schedule your tweets
 Use lists (private/public)
 Use Twitter’s analytics
 Call in some favours
Tips & tricks: LinkedIn
 Maintain your profile
 Be careful how you invite
 Be brave: question invitations
 Use Premium for 2nd/3rd level
 Use Pulse (be an expert)
 Get involved
Be a Spy: 360social

15. Build your profile on social media
In summary: the stuff you should do…
 Get a great photo
 Work on your profile/story
 Be cross-channel consistent
 Be interesting & interested
 Be strategic (play the game)
 Be authentic
 Use bit.ly to track clicks
 Don’t be salesy/mix it up
 Don’t push the same social
content to multiple channels

16. CAMPAIGN PLAN

17. Campaign plan
Goals Audience Message Media
Call to
action

18. Campaign preparation
Materials and
resources
Dependencies Timings Distribution Measurement

19. Putting it out there
■ Article on website and/or blog
space
■ Newsletter
■ LinkedIn profile – update and Pulse
■ LinkedIn company page
■ Tweet and get others to retweet
■ Facebook
■ Publish on an external blog/site
■ Post on forums
■ Create an infographic
■ Turn into a SlideShare
■ Develop a short video blog
■ Record a podcast
■ Build a case study around it
■ Run a webinar
■ Develop several articles then edit
into a white paper or eBook

20. Website
Newsletter
Social media Articles
Video
LinkedIn group
comments
Case studies
SlideShare
presentation
Advertorial
White papers
Guest
blogs/forums
Webinars
Guest authors
eBooks

21. Writing great content
•Great title, hooks/bait, engaging &
relevant content. Don’t be afraid
to be controversial
Attention
•Use images, illustrate with
examples
Bring to
life
•Short sentences, signposting,
spacing, succinctLegibility
•Use theirs, rule of three, SEO &
human friendly, avoid
jargon/management speak
Language
•Make sharing easy, quote sources
and check it carefully, avoid
duplicate content
Don’t
forget to
•Use humour with caution. Don’t
knock the competitionBeware!
•Don’t: use images/ logos/
copyright material without licence
or plagiarise
Be legal
•It’s a dialogue not a sales pitch
Not a
hard sell

22. Turning up the
volume

23. MEASURING

24. Measuring the Impact
"There are lies, damned lies
and statistics"
Mark Twain
 Vanity data vs valuable data

25. Measuring the impact - LinkedIn

26. Measuring the impact – LinkedIn

27. Measuring the impact - Facebook

28. Measuring the impact - Twitter

29. Measuring the impact - Twitter

30. Measuring the impact – bit.ly

31. Measuring the impact - Klout

32. Measuring the impact – Google Analytics

33. Measuring the impact – Google Analytics

34. Measuring the impact – Google Analytics

35. Measuring the impact – Google Analytics

36. Measuring the impact – Google Analytics

37. Measuring the impact – everything

38. Measuring the impact – everything
http://www.internetlivestats.com/
See the stats live for yourself:

39. RESOURCES

40. Resources
■ Google Analytics
https://analytics.google.com/analytics/web/
?hl=en (you will need a Google account and
have the Google Analytics tracking code
embedded in your website)
■ Email marketing:
Mail Chimp, Constant Contact, Vertical Response,
Dot Mailer
■ Bitly link shortener/tracker:
– https://bitly.com
■ Photo/image libraries:
– Deposit photos:
http://depositphotos.com
– Dreamstime:
http://www.dreamstime.com
– iStock: http://www.istockphoto.com
– Free Digital Photos:
http://www.freedigitalphotos.net
■ Google Alerts
Track clients, competitors, your business,
trends etc. (Free to use but you will need a
Google account)

41. Resources
■ Show people’s social footprint:
– http://360social.me
■ Post scheduler: (Twitter/Facebook)
– https://buffer.com
■ Social media account managers:
– Hootsuite:
https://hootsuite.com/en-gb
– Tweetdeck:
https://tweetdeck.twitter.com
■ Measure your online ‘clout’
– https://klout.com
■ LinkedIn cheat-sheet:
– http://www.leisurejobs.com/staticpag
es/18285/the-ultimate-linkedin-cheat-
sheet
■ How to get more followers, fans &
likes:
– http://blog.hubspot.com/blog/tabid
/6307/bid/27094/8-Guaranteed-
Ways-to-Increase-Social-Media-
Reach.aspx?utm_campaign=blog-
rss-
emails&utm_source=hs_email
&utm_medium=email&ut
m_content=27604457

42. To find out more
Clive Wilson
Paramount Web Technology
Weatherill House
New South Quarter
23 Whitestone Way
Croydon
CR0 4WF
01883 330835
www.paramountwebtechnology.com/
clive.wilson@paramountwebtechnology.com
Claire Scaramanga
Scaramanga Marketing
The Officers’ Mess
Coldstream Road
Caterham
CR3 5QX
020 3371 3295
www.scaramanga.marketing
claire@scaramanga.marketing