Flossy social media seminar jonny ross
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Flossy style spring/summer 2016 launch ecommerce/retail - social media seminar on blogging, SEO and social media including Pinterest campaigns, instagram campaigns, facebook and twitter campaigns
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Flossy social media seminar jonny ross
- 1. Climbing the Google ladder: SEO, blogging and social media for retail Jonny Ross Tweet: @JRConsultancy
- 2. Keywords What have you searched for on Google? • Best shoe designer in Ibiza • Where are Flossy shoes made? • Nearest Flossy distributor All this could be new business for you
- 3. SEO – Search Engine Optimisation
- 4. SEO - Search Engine Optimisation SEO is nothing more than: • Create great content. • Ensure this content is accessible to search engines. • Make pages unique and relevant. • Make the content popular.
- 6. On Site • Keywords • Content • Technical Aspect • Usability
- 7. Off site • Relevancy • Links • Reviews • Reputation
- 12. Why should I Blog? Anyone blogging? Do you understand what a blog is?
- 15. Because… • Show Personality – increase engagement • To communicate with existing clients • Saves time, I use it as an archive to give the same answer again • SEO • It puts you ahead of your competitors • Thought leadership/ Gains Trust • Ensures you stay up to date • Builds a community • Forces creativity • Adds value to your site • It gives you content for your social media channels • Supplies content for your email campaigns • And more!!
- 16. How to come up with some ideas • Subscribe to competitors • Subscribe to industry related news • Subscribe to professional bodies / services • Create Google alerts on niche topics • Thing about all the products/services you offer • Keep notes of questions clients ask you • What are your passions? • Keep a journal/voice recorder • Guest interviews
- 17. How to create an Editorial Calendar?
- 18. Editorial Calendar sounds so complex… • People think it needs to be fancy and detailed • Two advantages; planning and accountability • There are lots of ways to create an editorial calendar, but let’s keep it simple
- 19. Step 1: Make a list of key dates for the year • Product launches • Events / trade shows • Marketing campaigns • Promotions • Holidays • Sporting events • Key milestones • This date in history • TV Programmes • National Days / Weeks • Charity Campaigns • National Competitoons • Themed months? • Patterns ( 4 blogs and 1 case study per month
- 20. Step 2: Add these to your Roadmap
- 21. Step 3: A comprehensive list of all your products and services • Do any of the products and services fit nicely with your roadmap so far? • Split them evenly throughout the year
- 22. Step 4: Open a Google Spreadsheet • Sole Trader or maybe 4 staff..? • Use Google so it’s easy to share and update • Everyone with permission can have access • It’s a live spreadsheet
- 23. Step 5: Measure success refine and keep to dates
- 24. Any Questions So far?
- 33. Online shopping • UK – 66% • Germany – 63% • South Korea - 62% • USA - 56%
- 35. UK
- 36. UK
- 37. USA
- 38. Japan UTMe!
- 39. France
- 42. India
- 46. Dove Soap
- 48. @TescoMobile
- 51. Tony Hawk
- 54. Diesel bringing Facebook Likes into the real world
- 55. Uniqlo
- 60. Vine Ideas • UnBox Competition from ASOS • Show Company history - Gap
- 63. Creating Killer Blog Titles Use the following tried and tested formulas • Use a number (7 Secrets to success) • Teach me (How To Do..) • Ask a question (Are you king of twitter?) • Talk to me (use you and your) • Just say no (Don’t buy this) • Use celebs/brands and popular trends (Pizza Express is the winner – Email Marketing) • Be controversial • Make an unusual association (How Lemons help your HR)
- 64. Question Time Does anyone want to challenge me, does anyone think this is all a load of nonsense? It’s time to ask questions! Also for Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com
Notes de l'éditeur
- Keywords are the basis for good SEO and search – and in social media. What will people search you for? Have you done keyword search? Or test out – you can run searches
- So, what exactly is SEO? Quite often when you mention the word SEO, a lot of people instantly think of this dark art, most SEO agencies say yes we can get you high in Google, give us a load of money and leave it with us. But what I want to do it make SEO far more transparent, I think you need to have an understanding of SEO before you ever dream of outsourcing it. I also want to give you techniques to show you can do some of it yourself. I believe good search engine optimisation or SEO techniques are the building blocks of a successful website, i.e. one that has a lot of visitors and a high conversion rate. SEO is all about getting search engines to rank your website highly in search engine results when customers type in search terms that relate to your products or services.
- So for me SEO is common sense its nothing more than: >Create great content >Ensure this content is accessible to search engines. >Make pages unique and relevant >Make the content popular
- For me there are two distinct sides to SEO, Onsite and Offsite. Onsite being your own website and offsite being everything else online that has something to do with you.
- Keywords Content Technical Aspect Usability
- Relevancy Links Reviews Reputation
- Keyword research Alongside your SEO audit, you should also undertake keyword analysis. This looks at the keywords and phrases that people are currently finding your website with (are they the ones you want/expect?), and also the keywords that your competitors are ranking highly on. From this, you can come up with a list of relevant keywords for your website that you would like people to be finding you on. This list of keywords should inform how you write all your website content, from product descriptions to page titles and meta descriptions.
- You then need to make a list of alll your products and services, adding to it keywords you would expect to be found for, but aren’t, Or ones you would like to be found for. You can then take some of these keywords and have a play with Google search. This then helps identify more keywords that users search and shows you opportunities that you may not have thought about and considered. Giving you suggestions that could be good for your webstore. Keep adding more words to excel and then go to the next tool semrush
- SemRush.com is a fabulous tool, There is a free and a paid version of the tool This tool allows you to find out what keywords your competitors rank for, it even shows you what keywords your competitors are paying to rank for!! The free version is more than fine as it gives you up to 10 keywords for each competitor, imagine 10 competitors, each with 10 keywords, that 100 straight away! Ok add them to excel! And move on!
- This is a great tool because it gives you an idea how many people are searching this term, and if I take the term retirement gift ideas for women we can see that only 1000 people are searching this term per month, In fact in a lot of examples I show only 10 or 20 searches per month This may make you think what’s the point on working for this keyword, whilst being high for this term may not bring you masses of traffic, however I bet the ROI on this term will be significantly higher than someone searching “gifts” Its really important that we work on long tail keywords, as generally these can give you a significantly better ROI, don’t get me wrong competitve keywords are important, but ultimately if we want to appear top for a competitive keyword we need to appear high for lots of long tail keyword surrounding that keyword.
- So we have seen some examples , but why should you blog? It forces Creativity It builds a community Adds value to your site It gives you content for your Social Media and Email Campaigns Gets you to the top of Google I believe blogs can increase your sales by helping to Overcome barriers to purchase – Online buyers don’t have the opportunity to inspect products before purchase, so the more information you can offer to dispel any concerns or queries they may have, the better. Blogs can be used to explain product features and usage, and to show photos and videos of products from every angle.
- For me the Blog is the core of any social media or SEO campaign Blogs provide regular content to share through your other social media sites (which we will cover in detail in webinar 3). The sharable nature of product images is perfect for retail, with sites such as Pinterest seeing huge expansion as consumer demand for visual content has grown rapidly. User-generated content, ‘likes’ and ‘shares’ are now being ranked more highly by search engines, so it pays to invest in social media and blogging. As I said I will cover this far more in webinar 3, but lets just think for a moment, Blogs provide Status updates for Facebook Tweets for Twitter- take a blog with the title “top 5 tips”, well all of a sudden you have created 5 tweets, all with links to the blog, don’t tweet them alll in one go, spread them out over the week/month. Stuck for tweets, go back to blogs from 6 months ago! Updates for Linkedin personal and company profiles Statuss for Google Plus Email campaigns – do you get to start of the month and think, what are we going to put into our email campaing this month? if you have fab blogs, there is your content already written!) They give content for your keywords to be found in Google, search engine optimisatino, you will only be found if you mentino the keyword, and the more times you mentino it the more relevant you are (don’t mention for sake, it must be relevant) A blog should be an integral part of your marketing and comms strategy, but you need to set goals. What are you marketing goals? Need to sell more teenage products, what could we write that would engage with teenagers? Lets give them some information, lets become a resource and during the process, lets build trust with them and let them know what products we have that we could offer them.
- Now we’re going to look at some data and statistics on social media use and ecommerce in different countries around the world. The following few slides bring together international data on social media use from research conducted by WeAreSocial in January this year. They say: “Based on the trends within this data, we expect that mobile will help to push internet penetration beyond 50% of the world’s population during mid to late 2016. Before that, though, we expect to see social media penetration reach one-third of the world’s population – likely by the end of 2015 – with new users in developing nations accounting for almost all of this growth.”
- We’ll have a look at some of the data for each region and the different social media platforms shortly. But first I want to draw your attention to a key consideration for all your online promotional activity: the importance of MOBILE Mobile Internet: Mobile’s share of global web traffic leapt 39% since the same time last year, with one-third of all web pages now served to mobile phones. However, you can see from this slide that mobile use still varies greatly between countries:
- Google recently changed its algorithms to score mobile optimised websites MUCH more highly than non-optimised sites. To make an impact online, it is now VITAL that your website is mobile optimised, otherwise a lot of your digital marketing and social media activity will be in vain. The move to mobile is exemplified by the rapid rise of mobile-oriented services like WhatsApp, WeChat and Facebook Messenger – they now achieve the top social media ranking spots in some of the world’s biggest economies. So it’s clear that a lot of consumer digital behaviour is now converging around mobile devices. With smartphone handsets and tablets getting cheaper and data connections becoming more affordable and accessible, we will see mobile further dominate in future.
- So now let’s look at some of the facts and figures: The last 12 months in digital (milestones achieved in 2014): Worldwide social media users exceeded 2 billion in August 2014. Worldwide penetration of mobile phones passed 50% in September 2014. The number of global internet users passed 3 billion in early November 2014. The number of active mobile connections surpassed the total world population in December 2014. Here is a global digital snapshot as of January 2015:
- Internet access Almost 42% of the world’s population has access to the internet in January 2015 – up from 35% a year earlier.
- And here is that usage broken down by country:
- Social Media In terms of social media use, approximately 29% of the world’s population now uses social media in January 2015 – this is a 12% increase since January 2014. Research by GlobalWebIndex suggests that the average social media user spends 2 hours and 25 minutes per day using social networks and microblogs, with Argentinian and Filipino users registering the most, at more than 4 hours per day. The figures broken down by country can be seen below:
- Social media platforms around the world Facebook: 1.366 billion active users (January 2015) (1.133 of these access Facebook via mobile) As you can see, Facebook still dominates on the global stage. (Qzone is a Chinese-language social site and VKontakte holds the top social media spot in Russia).
- We’ll take a look at some examples of social retail campaigns from around the world shortly. In the meantime, let’s have a look at some data from GlobalWebIndex of online shopping trends. Online shopping What percentage of the population bought something online in the past month? Here are the top 4 countries for ecommerce sales: At the other end of the scale: despite their high mobile use, South and Southeast Asia lag when it comes to e-commerce, with data suggesting barely 14% of Indians bought something online in the past month. Similarly, fewer than 1 in 5 Thais and Filipinos used e-commerce in the past 30 days.
- If you’d like to find out more and see full data breakdowns per country, go to WeAreSocial.net and check out their Digital Social Mobile Worldwide 2015 research.
- We’re now going to go onto looking at some international social media campaigns… Topshop’s blog Inside-Out This blog is a really great example of how to use blogging to power other social media channels. It is also a great example of how to use a blog to position your brand within a particular market and a particular demographic This post ia bout Glastonbury – Topshop doesn’t sell music, but they know that their target customer Blogging is all about producing great original content that has a connection with your audience – Topshop makes a link here with popular youth culture – young people that enjoy live music, festivals, and fashion Glastonbury is also typically British. Topshop have created the link to align the brand with British youth culture. So you see content shouldn’t all be about what you make or sell, but about what your customers are into and want to read about. It’s about brand positioning rather than informing abiout your products – your main website should do this.
- You can see here that the Topshop blog has been tied in to their feature on their Facebook page, showing fans how to put together the best Glastonbury wardrobe! So here, Topshop are making that direct link to driving sales.
- Great example of how to use Pinterest for business Doesn’t necessarily have to be part of your other campaigns, can simply be ideas or images that represent your brand or that you feel your target audience would engage well with For distributers and retailers, imagery and visuals are crucial and Pinterest is a great way to use images to inspire other people
- And here we have an example from Japan. Clothes maker Uniqlo decided to make their campaign completely integrated to engage consumers more deeply in the buying process. It allowed customers to download an app which let them design, make and purchase their very own custom t-shirts! This campaign was also used to power other social media platforms, so consumers had a number of touchpoints
- French fashion house Chloe invited its 800,000 fans on Facebook to take part in its quiz to mark their 60th anniversary They encouraged their followers to take part in the quiz on their ‘Let’s Play’ Facebook app. They were shown 4 short videos on key pieces from the Chloe back catalogue and then had to answer questions on the video for the chance to win a Chloe accessory. Participants were also encouraged to share their taking part across their Facebook to increase their chances of winning. This is a great example of how to use social media to target global audiences.
- This is a 2013 campaign example from Egypt. Coca-cola wanted to increase brand awareness and their social media engagement particularly in Egypt so came up with a campaign to promote their Facebook and Twitter pages with unbelievable results. The idea was to tackle frustrations felt by Egyptians by giving them an example of how performing random acts of kindness would in turn give them satisfaction and happiness. Video marketing was used –it went viral and was very well received! >> 261,781 views on youtube in less than 24 hrs >> 4,009 likes on youtube in less than 24 hrs >> 51 Favorites on youtube in less than 24 hrs >> 643 comments on youtube in less than 24 hrs >> 112 New follower on Twitter in less than 24 hrs >> Google also reported there were 8,690 search results for the video within the first 24 hours
- It has been reported that by 2017, 80% of all internet traffic will be video. A great example of how to harness this power can be seen by the Duty Free section in an airport in the Philippines. Unusually, they put together a upbeat musical video that went viral! The video was put together in order to harness the power of social media in order to improve communications globally and improve their customer service. They wanted to be able to ‘speak the language of a new consumer’.
- Amazon the world-wide distributor have recently launched their own site in India. This is a snapshot of the Facebook page which is completely different to their UK Facebook page. While many brands struggling to showcase the real pulse of Indians in their short ad commercials, this video has captured the crowd’s sentiment rightly. From husbands who cheat on a diet to cricket freaks to the food sharing culture, Amazon had captured everything in a nutshell. Aur Dikhao also captures the fact that the Indian customer is never satisfied with the varying choices and endless products. So keeping in mind the huge collection Indians would like to shop from
- This next example is proof that no matter how big or small your engagement on social media, it can and should always be improved upon. When reaching 1 million followers on Facebook, Cadbury’s decided to thank their followers so decided to do something out of the ordinary. They decided to build a huge chocolate thumbs up! They decided to live stream the big build on Facebook for their fans to watch whilst also creating engagement. People were able to send messages in and photos to the team of builders who were then able to either respond directly to camera or post messages up so that viewers could see them! By downloading the app viewers were also able to add a chunk to the thumb by adding a square of chocolate to the sculpture. This then placed their profile image from Facebook onto a live banner. By engaging with their online community, Cadbury’s were able to find their ‘super fan’ who was invited to place the final piece of chocolate on the ‘Thanks A Million’ thumbs up.
- Nike Risk Everything Advert Perfect example of how to combine video. It is estimated that by 2017 80% of all internet traffic will be video content, with appealing to a large target market of different countries, genders and cultures. The advert was tailored specifically to suit different countries, and the hashtag #riskeverything was changed to fit the different languages. It was used to power Facebook, but also Twitter and offline campaigns It has been viewed a staggering 122.2 million views and was classed as the most viral campaign of the 2014 World Cup.
- Who would have thought a soap product could have over 23 million likes! Dove use a multichannel approach and emotionally engaging campaigns to create an overall brand image: caring, empowering (for women) and soft/gentle on skin.
- Twitter campaigns Twitter campaigns can be extremely cheap and easy to implement, but need to be well thought out. When it goes right: Dominos #letsdolunch Aim: to get more lunchtime customers How it worked: From 9am-11am on the set day, each time someone tweeted with #letsdolunch hashtag, the price of the Dominos Pepperoni Passion pizza was knocked down by 0.01p. At 11am, they stopped counting tweets and offered the pizza to all their consumers at the reduced price until 3pm that day. P Pizza price dropped from £15.99 to £7.74 in 2 hours That's 85,000 tweets with the hashtag #letsdolunch in the space of two hours!
- @tescomobile is well worth a look too. As the name suggests, it’s a separate account set up in relation to Tesco Supermarkets new mobile phone offerings, and as you can see from the screen shot below – they’re definitely on the ball when it comes to a little banter in the name of healthy competition!
- Greggs were launching their new coffee brand in their stores, but instead of using their name to power their campaign, they did the opposite and removed their branding from the campaign with amazing results! The brand recently took to the streets of seven cities across the UK to offer up a blind taste of its coffee, asking people to compare the coffee to their usual cup in a survey. The participants, who were also filmed for the activity, were encouraged to guess the brand behind the blend via Twitter using the hashtag #TopSecretCoffee. The next day, the brand was revealed and they were all sent a voucher to get a free coffee. They then used this content to power Twitter, Facebook and create great engagement with their audiences.
- Puma knew that Instagram was one of their weaker social media platforms and so decided to run a campaign to change this! They noted that lifestyle/fashion bloggers were among some of the most popular and so used these to power their campaign. After selecting some of the most influential bloggers who had an active presence on Instagram, they used these, and their loyal following, to their advantage. They sent the Instagrammers all over the world and to different events, to capture the ‘awesome places that shoes take you’. All the bloggers had to do was to hashtag their images back the Puma’s website and Instagram.
- Tony Hawk Quite a cool example was from, pro skater Tony Hawk occasionally he hides skateboards in random spots then posts a photo of the landmark with a clue as to the location. If his followers recognise the landmark and can get there before anyone else then they can pick up a free, signed board.
- Marc Jacobs started an Instagram campaign, cleverly not just to create engagement or raise brand awareness, but to find the latest Marc Jacobs model. The company called for any aspiring model who wanted to be considered for their Fall campaign in 2014 to take a picture on Instagram and use the #CastMeMarc to be in with a chance of winning. The campaign had a staggering 70,000 entrants who were whittled down to just 30 who were flown in from all across the world to be photographed. Not only great from a campaign and engagement point of view, but it also meant that their casting was effectively carried out for them!
- Urban Decay used used Pinterest to debut its’ new Electric Collection. Invited followers/users of the site to pin their own favourite festival looks for a chance to win coveted tickets to the Coachella music festival. They created the page as seen above, getting entrants to fill in both their email address AND their pinterest name, great from a marketing perspective. They gained approximately 50,000 more followers on it’s competition page and gained interaction/engagement with their audience.
- A simple Facebook campaign by Diesel – bringing Facebook ‘likes’ into the real world: http://www.youtube.com/watch?v=4OZmbBPym1k
- Pinterest offers some great opportunities for small or independent retailers retailers. One smallretailer that made a big impact wih a Pinterest campaign is Uniqlo: When Uniqlo wanted to raise awareness for their new ‘Dry mesh T-shirts’ they knew they needed to do something big to overcome the noise of online fashion in social media. Pinterest was the obvious platform of choice. However, pinners seem to scroll aimlessly through boards until something grabs their attention. Well, Uniqlo came up with an idea to do just that. With about 100 users simultaneously pinning, Uniqlo essentially hijacked the streams of every pinner that was logged on at the time. Users that were scrolling aimlessly got an awakening experience by seeing Uniqlo’s T-shirts turning, flipping and changing colors as they scrolled. Hijacking Pinterest gained them about 55 million impressions, used no paid media and generated more than 6,000 mentions on Twitter.
- At last year’s Sundance Festival Airbnb debuted the first short film ever to be made entirely from Vines. The video captures the heart of the ethos of Airbnb, and shows a piece of paper travelling, the people it meets and the experiences had along the way, all made from 6 second Vines. The company asked its users to send in scripted shots via Twitter and received footage from all over the world. Online travel community Airbnb asked its users to submit scripted shots from all over the world in the form of Vines – six-second videos - via Twitter. They used the resulting film, entitled Hollywood & Vines, as a TV ad. It is comprised entirely of Vines and is a paper tale of adventure, discovery and belonging. This is a great example of how you can use Vine to power other campaigns as the short film was also used as a television advert for the company.
- Oreo are well-known for their innovative social media campaigns and Vine is no different. They have used Vine as part of several campaigns, to put on flash mobs, to showcase new flavours and like in the example seen above, to give consumers different ways to use Oreos. In the short 6 second Vine, Oreo show users how to make sprinkles from Oreos by putting them in salt or pepper pots! https://vine.co/v/bQe2lF60n3J
- Slide 9 – YouTube campaigns The power of a viral video cannot be underestimated – and they can be created with minimal budget. YouTube is perfect for creating brand personality – great for brands that have a charismatic leader or employee. This company illustrates how you can have an incredibly successful yet cost effective marketing campaign. Mike, the owner and founder of Dollar Shave Club, is the star of the video. This business allows you to select one of their razors, pay one low monthly fee, and they send them right to your door and promises “No more over-paying for fancy brand name shave tech and no more forgetting to buy your blades” in a video that cost £4.5k to make, is frankly hilarious. So no surprise that they are a few hits shy of 12 million on You Tube. A witty use of language and humour means you can’t help but want to be associated with the brand and use their razors. Watch video This really illustrates bespoke personality marketing and the importance of a “sharable idea” which is at the heart of making a campaign go viral. You have to give people something to talk about, and this certainly does that. Just a few of the comments from You Tube highlight its popularity with many personal references to Mike “Mike you F**KING rock” and “I actually sought out this ad to watch, copy and send to friends. NOW THAT is a successful ad campaign!!” What he has also managed to do is get a raft of people to video receiving the razors in the post, unpacking them and reviewing them and posting their own videos on youtube! See DollarShaveClub.com: http://www.youtube.com/watch?v=ZUG9qYTJMsI
- Three’s ‘Keep On Internetting’ campaign is also another great example of how YouTube and videos can be used to really capture attention. I’m sure you all remember the #DancePonyDance advert featuring the moon walking pony dancing to Fleetwood Mac? Well it was one of the most memorable TV adverts of 2013 and has had a staggering 11,026,602 hits on YouTube. The video was then used to power Three’s Facebook and Twitter campaigns. However the campaign didn’t stop there and users were able to make their own ‘Pony Mashup’ on the Three website and then were encouraged to share it out amongst their own social media platforms!
- ASOS ASOS is another brand that puts social at the centre of its marketing activities, and it has been particularly innovative with its use of Vine so far. Rather than using the app to display products, ASOS has attempted to get its followers to contribute content by posting clips of themselves unboxing their orders using the hashtag #ASOSUnbox. It has also posted straight-forward product-driven clips, but using Vine to get shoppers to show off their own experiences is a great idea. ASOS also suggested you could win free product and then selected several to product to! Gap Canada Gap’s use of Vine is very route one - it’s mainly nausea-inducing clips of loads of different products. A couple of them aren’t too bad though, including this clip of Gap jeans from past to present. Checkout Samsung and Dunkin Donuts on vine too!
- Many companies, including John Lewis, are looking for new and innovative tech companies to form partnerships with. John Lewis for example has invested in the new iBeacon technology for their stories which works with iOS7 or iOS8 devices and notifies the iBeacon transmitters of their presence. This allows stores to be notified when people walk into the store, which could be useful when customers walk in to collect their orders, and allows shops to connect and perform actions when customers are in store via their mobile phones.
- Another key feature for retail is having an omnichannel presence. It is vitally important to have a great presence on social media, with a great website and a blog to work alongside all of this. However it is also important for brands and retailers to be present on several different channels. One key example of this is Ann Summers, the lingerie retailer, selling their items on both Amazon and Ebay. This not only exposes the demographic of Ann Summers but also provides them with more engagement opportunities. This is something that all brands should be looking to take part in.
- Now I’d like to hear your thoughts Anything surprise you? Anything you disagree with? Any questions?