Social Media Optimisation

Social Media Marketing

Mark O'Leary - www.irishwebhq.com

Social Media & Website Goals

Improve Search Engine Placement
Increase the number of site visitors


Business Goals

Increased Brand Awareness
More Enquiries
More Sales
Better ROI


Targeted Social Networks

Facebook
Twitter
You Tube
Linked In
Pintrest
Flickr
Slideshare
Any others that suit your business


Do I need a website

Not Necessarily
•Each site can act independently and you can achieve
your business goals on each site

However
•Why not centralise your business goals and direct the
traffic toward that one area
•More Measurable


First Step - Measure

You cant track improvement unless you first
measure your current status


What should I measure?

• Current social media activity if any
• Number of visitors coming to your site
• How many come from each of the social media sites?
• How many come from other sources?
• What pages do they like?
• What pages turn them off?
• Where do they exit the funnel?


How do I Measure?

Social Media Tracking

Facebook Insights www.facebook.com/insights
Twitter - http://www.adamsherk.com/social-
media/best-free-twitter-analytics-tools/


Facebook Insights


Website Stats

Google analytics www.google.com/analytics
Free
Loads of Features
Easy to setup

Track at least a months activity


What Next?

• Set Social Media Goals

• What is the one thing I want to achieve with my
campaign?
• Build a Facebook following?
• Drive traffic to my site?
• Build brand awareness on Twitter?
• Showcase products on Pintrest or Flickr?


And

• Set a timeframe and goal for a campaign. It must be
measurable.

• Examples

• 1000 likes on my Facebook business page in 30 days
• 100% increase in site visitors in 3 months
• 10 extra enquiries on my website each week


So Far

You know where you stand
You know what you want
You know how long it should take

Before you begin your social media campaign ask
yourself:
Is my website ready?


Is my website ready?

• Is my site acceptable for viewing?

• Is my site current?

• Do I have complete control over my content?

• Does my site have appealing content to draw visitors in?

• Can I encourage my visitors to signup/buy?

• Is my site fast?
www.iwebtool.com/speed_test
www.pingdom.com


Starting your Social Media Campaign

• Signup
• Link your social media accounts
• Find friends and acquaintances
• Thank people for following you and being your friend


Post(Write)

• Post something interesting that others will be
interested in

• Include a link back to the original content on your
site

• Don’t beat people over the head with the hard sell –
make it sound appealing

• Post links to other websites that you find interesting


Comment and Reply

• Comment on others posts
• Reply to those who comment on your post

• Reminds them that you exist

• Shows them that you are interested in a certain topic
– even better if that topic is in your market area

• All of their followers or friends will see your content


Promote Other Peoples Content

Retweet or share
Goodwill trade-off
Likely to be reciprocated


Specific Tips for Different Networks - Facebook

• Create an informative business page
• Ask friends to like your page
• Post interesting comments on your business page,
not press releases
• Run a competition for those who like your business
page
• Thank people for liking your page
• Reply to comments
• Get your own Facebook URL


Twitter

• Create a good profile
• Tweet regularly
• Include link to your web page in the tweet
• Include hash tags #socialmedia
• Geolocated hash tags #socialmedia #ireland
• Retweet regularly
• Reply often
• Thank followers
• Automate using Tweetdeck


Linked In

• For Business
• Let customers find you
• Post to show your industry knowledge
• Business status updates and achievements
• Endorsements
• Recommendations
• Search for employees


Slideshare

Make use of your presentations
Share on other networks too
Place the transcript on your website if you are short
of content


Track Your Time

Time is money
Automate where possible
Connect Accounts
Wordpress -> Facebook, Twitter and others

Outsource?


Measure and Refine

Measure and refine as you progress
Change the focus if necessary
Ensure your site continues to support your social
networks


Lookback and learn

What went well?
What went wrong?

If you didn’t reach your goal, why?

How can you improve your next campaign?


Social Media Optimisation

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Social Media Optimisation