Social Media - Beyond the Basics - York University
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York University course, social media - beyond the basics. Full of tips, tricks and more on SEO, Blogging, Facebook for business, Twitter and LinkedIn
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Social Media - Beyond the Basics - York University
- 1. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Social Media Beyond the Basics by Jonny Ross #YUTSocial @YorkUniTraining @JRConsultancy
- 2. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 What we will cover … • Why social media is important • The key media – LinkedIn, blogs, Twitter, Facebook • Networking principles • Great case studies • Strategic social media • Tips • Strategy and actions for your business!
- 3. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Introductions Jonny Ross
- 4. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 5. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Work with a partner What are you key business goals?
- 6. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 7. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines. • Make pages unique and relevant • Make the content popular
- 8. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 9. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 On Site • Keywords • Content • Technical Aspect • Usability
- 10. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Off site • Relevancy • Links • Reviews • Reputation
- 11. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 12. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 13. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 SEO Audit • Onsite coding • Usability audit (usertesting.com) • Site Speeds and performance • Keywords • Offsite Work • Ranks and Reporting & Traffic analysis
- 14. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 15. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 16. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 17. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 18. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 19. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 20. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 21. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 22. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Work with a partner Who are your target audiences?
- 23. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 What is Twitter?
- 24. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Welcome to twitter and the size of reach
- 25. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How do people use Twitter? - Are 3 times more likely to follow brands than Facebook users - Are twice as likely to purchase from a brand than Facebook users
- 26. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Twitter vs. Email and Facebook
- 27. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Why do Twitter users engage with brands?
- 28. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Twitter stats
- 29. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Twitter Phrases # RT MRT Bit.ly #ff@ Lists Modified Retweet
- 30. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Why I use LinkedIn • Business development and opportunity generation. • Because it’s where the people are. • Convenient tool to make and manage connections. • Handy way for me to stay in touch with my network • Increases my knowledge. • Improves my search engine optimisation. • Oh I get 30% of my business from it!!
- 31. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Optimising your profile • Make sure your public profile setting is set to full view. • Include everything you do in your profile – plus your past companies, your education, and activities. • Give your profile a custom URL (your name). - From this: http://www.linkedin.com/profile/view?id=34305911 - To this: http://uk.linkedin.com/in/jonnyross • Include the link to your profile in your e-mail signature. • Link to your website and blog for enhanced SEO.
- 32. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Optimising your profile • Link to your websites for enhanced SEO. • Three quality backlinks.
- 33. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 34. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 35. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
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- 37. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 38. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 39. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 40. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 41. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 42. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 43. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
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- 45. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 46. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 47. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 48. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 49. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 50. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 51. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 52. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 53. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 54. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 55. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 56. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 57. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 58. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 59. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 What are your keywords?
- 60. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 61. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 www.catwalkqueen.tv
- 62. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 www.designsponge.com
- 63. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 www.wired.co.uk
- 64. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 www.asos.com/blogs
- 65. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 www.facehunter.org
- 66. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 blog.chryslergroupllc.com
- 67. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 68. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 wm5.walmart.com/walmart-moms
- 69. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 70. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Brands using Social Media well include • Walmart on Facebook • Major League Baseball on Twitter • Nike on Youtube • Gamestop on Google + • LL Bean on Pinterestt
- 71. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 72. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 73. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 http://jnny.rs/julievideo
- 74. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 75. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 76. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to create an Editorial Calendar?
- 77. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 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
- 78. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 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 Competitions • Themed months? • Patterns ( 4 blogs and 1 case study per month
- 79. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Step 2: Add these to your Roadmap
- 80. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 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
- 81. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 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
- 82. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
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- 88. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 89. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 90. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Twitter – The basics of your profile
- 91. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Bio & Keywords
- 92. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 My Feed
- 93. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Notifications
- 94. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Mentions
- 95. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Trending
- 96. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Use Lists
- 97. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 98. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 # • Events • Conversation • To appear in search • Relevancy • Twitter hours
- 99. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 #FF
- 100. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Following
- 101. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Followers
- 102. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Use Direct Message
- 103. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to engage followers
- 104. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @Dominos_uk #letsdolunch Twitter Campaigns
- 105. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @TescoMobile
- 106. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @TheOnion
- 107. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @InnocentDrinks
- 108. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @JustEatUK
- 109. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @JustEatUK
- 110. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 @JustEatUK
- 111. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 McDonalds #McDstories
- 112. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to grow followers & #
- 113. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 #susanalbumparty
- 114. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Things to remember about Twitter Campaigns • Content is King • Engage with your audience • Always try and encourage engagement • Create your own personal hashtag • Whatever your response, always act professionally
- 115. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 It’s all about the content! • Images, logos, links, videos • Use Twitter as part of your online marketing strategy • Use for content from your campaigns/strategies • Mentions, hashtags, use @ to tag other users • Need to know when to upload content, what content achieves best engagement and what works best for you and your business
- 116. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Strategy • What do we want to achieve? • Who are we targeting? • What keywords do we need? • What image – photos? • What experience? • How will we measure success? • Audience – Are they on Twitter? • Key messages & phrases – Defined • R.O.I
- 117. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Create a content calendar
- 118. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 119. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to manage your Twitter account
- 120. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Twitter Tools
- 121. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 • Make the most of profile and header images, incorporate products/services as well as your business logo • Include keywords in your bio description as well as your business website URL and contact information • Include your twitter name wherever possible, on your website, on business cards, on other social media profiles • Vary your content So there you have it, everything you need to know about using Twitter for business
- 122. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Marc Jacobs Tweet Shop
- 123. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Work with a partner What do you want to achieve from Twitter?
- 124. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 What LinkedIn describes as your ‘Network’ Connections of the Connections of your Connections Your Connections Connections of your Connections }
- 125. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 In this room, who has ... • A Solicitor in London? • Contacts at PwC? • Retailer in Australia?
- 126. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Winning business from LinkedIn • Joined groups • Got involved • Networked • 30% of my business now comes from this group
- 127. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 LinkedIn • Powerful search engine • Keyword s in profile • Strategic searches for sales
- 128. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 129. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 130. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 131. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 To be found – 100% complete; Summary – Your industry and location – An up-to-date current position/job (with a description) – Two past positions – Your education – Your skills (min 3) – Photo – At least 50 connections
- 132. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to increase your network • Same group • Common interests • Common connections
- 133. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 134. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 135. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Through groups
- 136. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Make a connection, then stalk their list!
- 137. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 138. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Look at contacts via Companies
- 139. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Exporting contacts
- 140. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Recommendations/Endorsements • Accessed via a direct link on your profile and links under each of your previous roles or activities. • Useful because they engender trust. • Excellent for improving SEO
- 141. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Endorsements • http://podcast.ft.com/index.php?pid=1937
- 142. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Recommendations/Endorsements • People will request recommendations from you. The test here is would you give them a reference offline for a job? Or for a tender? • Only request a recommendation if you think you deserve one. • If someone does recommend you, you can reciprocate, but wait until the next day, otherwise you might appear in the same update stream and this can look contrived. Think about the time of day you accept one too!! • Don’t be afraid to turn down a request for recommendation, but do it kindly and with positive attitude.
- 143. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Opportunities
- 144. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 145. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
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- 147. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 148. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 149. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 150. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 151. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Groups • How to find the right group • Email Settings • Promotions • Search • Members • How to get the most out of them – Listen – Add Value
- 152. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Company Pages • Great for SEO • Great to get onto peoples homepages
- 153. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Work with a partner What do you want to achieve from LinkedIn?
- 154. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 To win business … • 100% complete LinkedIn profile • Keywords to be found in searches • Build relationships • Use LinkedIn to support targeted sales • Be yourself as you would offline • Be useful pass on information, help people • Become a trusted contributor in groups
- 155. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Ask yourself questions Know your customers • Where do they spend their time online? • What products do they buy? • What services do they use? Know your products/services • Are they the kind people would discuss in a forum? • Are they suitable for a Facebook / Google Advert?
- 156. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Back to the beginning Top tips… • When setting up your Facebook page, request your address to include your business name, for example, https://www.facebook.com/jonnyrossconsultany • Think about who you want to attract and what you want your page to say about your business • Complete all profile information • Choose a profile picture that makes sense, for example your business logo
- 157. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 158. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Back to the beginning Top tips… • Make use of the app thumbnails • Take your time to study Facebook • Facebook audiences often engage with posts more if there are images or links attached • Go for what works…but don’t be afraid to switch it up! • Track your Facebook from day 1 • Choose an engaging cover photo
- 159. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Cover photos – which one to use?
- 160. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Cover photos – which one to use?
- 161. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Cover photos – which one to use?
- 162. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Cover photos – which one to use?
- 163. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to get started and become an active business user 1. Start posting • This may seem obvious, but it is crucial that once you have made your page you begin posting – people will not interact with an empty profile! 2. Look at your other social media sites for help • Looking at your Twitter/Instagram/Google+/Blog can help you when starting your Facebook page. If you do not have other social media profiles, look at other small businesses and see what works for them.
- 164. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 3. Network • Reach out out to other local businesses in your area, reliable clients, employees, look for every opportunity to make engagements with other business profiles – just make sure they are relevant! 4. Advertise your Facebook page • Put it on your website, use other social media profiles, write a blog – do whatever you can to inform audiences that you have a Facebook page and encourage them to like it. How to get started and become an active business user
- 165. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 5. But most importantly create great content!
- 166. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Facebook B2B Study What gets likes?
- 167. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 What gets comments?
- 168. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 What gets shared?
- 169. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 What should you share?
- 170. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 What should you share?
- 171. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Who should you target?
- 172. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Facebook Targeting UK
- 173. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Creating a Facebook campaign…
- 174. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Diesel brings Facebook to life
- 175. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Corona Light http://www.youtube.com/watch?v=utPtqdPjqwY
- 176. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Dove Soap https://www.youtube.com/watch?v=XpaOjMXyJGk
- 177. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Cadbury’s Chocolate https://www.youtube.com/watch?v=uHtDRw4ujYw
- 178. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Facebook for SME’s Simply Business • Link • Picture • Human interest • Customer Competition
- 179. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Virgin Media Pioneers • Tag yourself CTA • Inspirational message • in a picture Facebook for SME’s
- 180. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 • CTA • Nostalgia • Images • Link Facebook for SME’s Caterpillar Inc.
- 181. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 UPS • Human interest story • Photo • Link • CTA • Competition Facebook for SME’s
- 182. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Facebook for SME’s Screwfix • Brilliant use of humour to create engagement with their audiences
- 183. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to analyse your use of Facebook
- 184. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Facebook Insights
- 185. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Social Bakers
- 186. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 187. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 How to get more likes and engagement on Facebook?
- 188. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 • Understand the importance of engagement • Encourage audiences by using CTA – Call To Actions • Use images that are thought provoking or will strike a chord with your audience • Don’t be afraid to ask questions
- 189. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 But most importantly…. • If something creates engagement, act upon it! >Was it the time you posted it? >Was it the image? >Was it the link that accompanied the post? >Was it the question that you asked?
- 190. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 191. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 192. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 YouTube Campaigns
- 193. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Pinterest targeting
- 194. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Pinterest campaigns
- 195. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Vine Vs Instagram
- 196. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Vine campaign ideas • Product Launch / Rebrand • Virtual Tour of your Building or Team Office • Build Brand Equity (Urban Outfitters) • Run a Competition (Doritos)
- 197. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Vine Ideas • UnBox Competition from ASOS • Show Company history - Gap
- 198. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Instagram
- 199. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Instagram Ideas Dunkin’ Donuts #DresseDD
- 200. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Samsung #LiveInTheMoment
- 201. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Macallan Whisky #meandthemacallan
- 202. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Tony Hawk
- 203. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Foursquare
- 204. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Who is running great integrated social media campaigns?
- 205. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 206. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 207. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 208. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 209. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 210. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 211. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 212. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Thought Leadership Blog “A thought leader is a person who identifies trends, common themes and patterns within a particular industry or functional area of expertise to help others identify new opportunities or solutions for growth.” Glen Lopis, Forbes
- 213. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Social Monitoring/Analytics/Automation • Google alerts http://www.google.com/alerts • Socialmention http://socialmention.com/ • Twilert http://www.twilert.com/ • Mention https://mention.net/ • Google Analytics https://www.google.com/analytics/web/ • Twitonomy http://twitonomy.com/ • Socialbro http://www.socialbro.com • Dlvr.it http://dlvr.it/
- 214. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Work with a partner Social Media Goals • Connect or follow 5 target audience a day for next week • Listen in 3 new LinkedIn groups • Start a discussion in a group • Write a blog
- 215. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 And I can help you… • Research your keywords • Create and help write a blogs • Train teams or individuals on LinkedIn/Twitter/Facebook/Google Plus • Use LinkedIn for sales targeting …. And of course, SEO/websites!
- 216. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21 Challenge Me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? It’s time for questions • For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com • Carry on the conversation with me on twitter @jrconsultancy
Editor's Notes
- This is strategic business focus social media
- The complete oppotite to the SEO industry! So as I said in this webinar we are going to focus on SEO, but the key to remember is educating user and gaining trust through out all of these webinars When you mention 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 Well 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 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. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- 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 w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Keywords Content Technical Aspect Usability
- Relevancy Links Reviews Reputation
- So lets just talk about the general SEO process Firstly, research and anaylisis, understanding keywords and competitors and auditing the site Identifying keyword opportunitues Checking onsite coding and ensuring that the site is structually sound, Google has around 200 ranking factors and what we need to do it try to tick as many of these boxes as possible The next step is copywriting and esuring we use these keywords, if we want to be found for keyword x do we talk about it Speed of site is now a factor so it’s the next thing that should be looked at Next step is marketing and offsite linkbuilding And lastly you should be analysing and tracking on a monthly basis to check for issues, gains, losses, general health check and most importantly ROI – return on investement
- The SEO audit An SEO audit analyses your website in great depth, identifying all of the different factors which could be affecting your search listing. By investigating your website in extensive detail, with search engine algorithms in mind, an SEO audit can provide you with all the information you need to boost your online presence and increase your page rank. A full audit looks at up to around 200 different factors, but to give you a good understanding of how well your site performs, you can do a very basic SEO audit yourself. Im going to give you some of the tools to do this today, but feel free Google “moz 15 minute seo audit”
- The SEO audit will look at: Onsite coding Usability audit - usertesting – great to get real people views of your website (as with any website you as the website owner/admin will know it inside out, its really important we understand how other people use it though) This tool allows that to happen and you can give “testers” tasks to do on your site and literally watch and listen to them as they do it, I would be amazed if this doesn’t open your eyes as to how users use you site Site speeds and performance Keywords Offsite work Ranks reporting and traffic analysis
- 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.
- Login to Google webmaster tools, If you havent already open an account and verifiy your website Once logged in go to Optimization, Content Keywords Here is a list of keywords that your website appears in Google for What I want you to do is download these keywords, put them into an excel sheet and then move onto the next tool!
- So Google anaylitics, if you don’t have this installed, I really suggest you should, its simply a snippet of code your webdeveloper needs to add to your website and it can give you some amazing insights into your website and customers. Once setup and logged in to Google Analytics go to traffic sources, search, organic This is a list of keywords currently driving traffic to your site Again download these, add them to your excel sheet and move on!
- 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!
- Ok so you have got all these keywords, you then need to take them all to Google keyword tool here you can enter them all and find even more! I suggest working on hundreds of keywords, not just 5 or 10… if you want to be top for “Gifts” the only way you will ever be top for a keyword as competitive as this is by being present in Google search for all keywords surrounding gift ideas…. You want to generate as many keywords as possible
- 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 now we have the long list of keywords we need to work out which ones are going to be important for us, again I suggest keeping hundreds not just 10 or 20. One of the ways is to decide on competitiveness and search volumnes in the Google keyword tool, but another way is to Google the keyterm and see who else is out there, are they any opportunities, is anyone serving this keyword well or is there an opportunity to capture the audience searching this keyword? OK so we have identified our keywords, We need to ensure we use them in our website content, but never at the expense of readability, content relevance or content quality for the reader. SEO used to be about packing and stuffing keywords in, but search engines are much more wise to this now. Readers will soon be turned off if the content is not engaging.
- Twitter is a social networking site It is a microblogging site, this means that users can only send tweets that are 140 characters The site allows users to create professional profiles For business use, Twitter allows users to: - include keywords to boost SEO - target and watch followers - ask questions - find their target audience in order to engage with them The site was create in March 2006 There are on average 284 million monthly active users
- https://www.youtube.com/watch?v=Qm_rJWMeqs0
- Targeting customers – who uses Twitter and how do they engage? Twitter users: - Have above average income and education level - Are 3 times more likely to follow brands than Facebook users - Are twice as likely to purchase from a brand than Facebook users
- https://www.youtube.com/watch?v=zr_CwzeZBRI
- So before we begin, here are some Twitter phrases that you will need to know! MRT – Modified Retweet # Hashtag (trending, conferences) Bit.ly – Shortened Link #ff – Follow Friday RT – Retweet @ - mention
- VJ talk about this Just showed this as a question mark to consider! Check out what you are saying on LinkedIN stacks up. He has done all thek eywords – grow connections to 500+ - but only has 66 himself. Is this credible?!
- So just to be clear what is a blog? a blog is the same as news or latest news I suppose it’s not called news because it gives the opportunity not just to write about the latest news, its an opportunity to talk about all the aspects of your products and services, to portray yourselves as thought leaders and to bring personality to your brand. Blog is short for web-log: a post – or log – made online. Blogs are a great way of engaging with customers and sharing information. It’s a way to educate your audience all about your products and services It’s your companies latest news An opportunity to show personality To give away advice to your existing client and customers And to engage with potential clients
- Customers – especially for high value products – now demand detailed information (including photos), they will often search for content about products before they make a purchase. Savvy retailers are now blogging and uploading rich content (photos and videos) to attract customer attention and entice them to buy. Great retail blogs now mix text, images, photos and video content to create an in-store experience for customers. Here are some examples of top industry blogs: For ten years UK fashion blog Catwalk Queen has been bringing fashion fans the latest fashion news and product picks. They help consumers shop for the hottest trends straight from the runway with their catwalk reviews and new season style guides, and get the look with our high street outfit picks. They inspire consumers with their celebrity fashion and street style galleries, and even have live award show coverage from well-dressed events like the Oscars.
- Design*Sponge is a design blog run by a Brooklyn-based writer. Launched in August of 2004, the site updates between 6-8 times per day and was declared a “Martha Stewart Living for the Millennials” by the New York Times. Design*Sponge attracts a diverse group of devoted readers across the globe. Design*Sponge currently has 75,000 daily readers on the main site, over 127,000+ RSS readers, 405,000+ Twitter followers and 70,000+ Facebook followers.
- Wired explores the ideas, innovations and people that are reshaping our world. Wired is your guide to what’s happening next WIRED makes sense of a world in constant transformation. They tell an ongoing adventure story—the invention of the future. The WIRED conversation illuminates how technology is changing every aspect of our lives—from culture to business, science to design. The breakthroughs and innovations that they cover lead to new ways of thinking, new connections, and new industries. They introduce you to the people, companies, and ideas that matter. WIRED reaches more than 30 million people each month!
- Discover the latest fashion trends, style updates, edits, street fashion & design with ASOS ASOS uses photos of celebrities as inspiration for aspiring fashionistas: I featured ASOS in my last webinar and they are a really interesting one to watch, they introduced something called marketplace a couple of years ago Why would a company want to promote and sell other peoples products? Asos are completely intouch with their customers needs , they said they wanted to be a global fashion destination, not just a UK shop and profits are up 40%
- This fashion blogger uses strong images to show products at their best:
- Chrysler uses video to show its cars in action from every angle:
- 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.
- Linked to this is Brand Advocacy – People trust their peers, so establishing a team of brand advocate bloggers from within your target market group, who will talk about your products and other topics of interest to your target market, is a very powerful tool for profile raising and converting new and occasional customers to loyal customers who trust in your brand. Walmart Moms is a great example of this. Exposure to new customers – Interesting, well-written blogs are likely to be shared by readers with their friends, especially if they offer valuable or useful information or are fun and entertaining. Each share exposes your brand to new potential customers. Recommendations – Good blogs allow comments, and comments sections offer an excellent opportunity for happy customers to post positive reviews and recommendations. Cross promotion – You can use your blog to highlight related products, with links to similar or complementary products. An example might be a blog about child car seats with links to foldaway buggies, carriers and slings. If the related products are well-matched and solve a problem, blog readers won’t mind you ‘selling’ to them.
- 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.
- If you need some more inspiration, here are some brands that are doing social media well…
- If you manufacture or sell products online, engaging with the top bloggers and reviewers in your industry, and getting them to talk about your brand on their can, expose your products to whole new audiences. Bloggers are highly trusted sources of information about new products, and readers of industry blogs are already interested and engaged, so conversion is easier. You can see how this blogger (sytle bubble) credits and links to the brand website: http://www.stylebubble.co.uk/style_bubble/2013/08/lifewear-brought-to-life.html
- Guest blogging is really key to this too, it’s a free and credible way to spread your brand and build links for SEO back to your site It’s a way to meet new audiences Grow your own community Makes you creatuive and improves your writing Helps develop authority These are just some of the sites I guest blog on, all relevant to my industry and all small to medium business focused. SEP is a canadian company!
- Blogs have power, This advert shows the power of blogging to start a new product craze. This British mum-of-two started a global fashion craze from her kitchen table. The film charts the rise of Julie Deane & The Cambridge Satchel Company. From creating the satchel idea to becoming a hit with vloggers and bloggers and then exploding onto the fashion world; we see how Julie used the web to go from kitchen to catwalk. http://jnny.rs/julievideo
- So this is all great but how do we come up with content? We need to feed ourselves Subscribe to competitors Subscribe to industry related news and professional bodies Keep notes of questions customers ask you Create Google alerts on niche topics ( this is a great tool simply Google Google alerts and try it out!) Thing about all the products/services you offer Keep a journal/voice recorder Invite Guest blogs from customers Write about your passions? w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- When blogging, it’s really important to keep in mind who you are talking to,,,, why,, and what both you,, and they,, want to get out of it. Know your audience – Understand who your customer is and what they are interested in. Be clear – are you writing for B2B or B2C? A particular age group? A particular income bracket? What other things are they likely to be interested in? What problems do they have that you can solve? Really get into the mindset of your target customer, and write directly FOR and TO them. Choose your products and themes – Create an Editorial Calendar to plan ahead (we’ll have a look at these next) Tell a story – a good blog should have a clear beginning (introduce your topic, grab the reader’s attention), middle (the meat of the blog – a list of tips, a description of a problem, a funny story etc) and an end (how the problem is solved, what to do next). Call to Action (CTA) – All blogs should have a ‘Call to Action’ – what should the reader do next? Find out more (link to another blog), fill in a form, subscribe to our blog, buy a product, follow us on twitter, like us on Facebook etc. Aim to engage your reader and get them to keep reading, make a purchase or give you some information about themselves to help you connect with them again in future.
- An editorial calendar will help you to plan ahead, link blogs to seasons and events, and ensure you have a good variety of blog topics to appeal to all your customers and showcase your whole product range. If you have more than one blogger, it also helps you to know who is writing what and to plan submission and posting dates. Make the calendar work for you. Yours might include things like: season; theme; products featured; keywords; target reader segment; date etc. I tend to mention these and people think it needs to be fancy and detailed. There are two main advantages, planning and accountability There are loads of ways of creating one, but lets keep it simple!
- Then simply add these to your road map, this is nothing more than an excel sheet with jan – dec along the top and the categories down the side So we can see valentines day in february for exmaple
- Then think of all your products and services, do any of these fit nicely together, Is there a product that goes well with world tennis tournement? What about one that fits nicely with Easter? Would talking about service x go well with Trade show Y in September? Can you find ways to make your products and services seasonal at all?
- My suggestion is to use a Google spreadsheet, especially if there is more than one of you in the business, this helps share who is going to be writing the content, it gives accountability and it lets you have one document you can all refer to and edit at the same time. It’s a live spreadsheet and it should have Who the author is What the title of the blog is going to be Any keywords that need to be used in the blog What will the call to action be? Make it different each time Any notes And most importantly deadlines Once you have this, I suggest doing a 6 month or 12 month calendar, you don’t need to wait until february and think oh no what will I write about, instead if you get a free hour, write the valentines blog now, it will still be valentines day in february! Of course leave space for topical / news worthy blogs, but I would suggest most blogs can be written well in advance.
- I wanted to share some personal blog experiences with you to help you see how this can fit into your business. One of my marketing goals is to appear high in Google, for this I need to build links with relevant websites, this blog was written on a topical subject about big data, everyone in the digital industry is currently talking about it. I took time to really research what it was all about and throughout the research I formed my opinions from my own experiences and wrote a really informative blog
- Danny Brown lives in Burlington, Ontario. He is a multiple award-winning marketer and blogger – his blog is recognized as the #1 marketing blog in the world by HubSpot and voted one of Canada’s Top 50 Marketing Blogs coming in at the number 3 slot. He has delivered results for some of the biggest organizations in technology, digital and consumer, including BlackBerry, British Telecom, Orange, Microsoft Canada, IBM, Ford Canada, FedEX, Scotiabank, Vodafone, Dell and LG Electronics. He has spoken at numerous business conference and events, and is regularly quoted in publications and news media, including Marketing Magazine, Canadian Marketing Association, Toronto Star, Fast Company and City News Toronto on the topics of influence, social business, data-driven business intelligence and digital marketing. So what happens, he comments on my blog!....... If that wasn’t good enough
- He tweets a link to my blog to 35,000 of his followers…
- It got better…. He wrote another blog the next day and referenced my blog and linked back to it! So not only did my blog get tweeted to 35k people from someone who is extremely influential, I got a well deserved link from a page rank 5, top domain authority blogger!
- You can see the effect the tweet had on my traffic that day, nearly double the average traffic for a week day.
- This one is for another one of my goals this was to open more doors with web design agencies, for me this is a perfect avenue for more work, most say they offer SEO and social media, but most outsource it! I wrote about my frustration with web agencies and whether going for their own content management system is really the best way forward, as too many companies get tied it and find it very difficult to move to a differenct agency at a later date. As you can imagine this turned into a debate, this time on linkedin with lots of designers and developers all having their say, but what happened in the process, I built relationships with them, and am currently working with a couple of them!
- When I set up my business I knew that one of my key services would be to offer paid speaking. Ive understood the power of blogging since 2005 and began bloggin myself in 2007. I knew that blogging was always going to form the core marketing of Jonny Ross Consultancy. It’s a weekly blog on all things digital, all related to my products and services I offer. Its non saley and highly informative, and all blogs are NOT written for SEO, but have SEO in mind. I talked about keywords in the last webinar and the need to work on not just 10 or 20 but hundreds. I have a keyword list of around 1800 keywords. And I always try to see if I can use keywords when I am writing blogs, don’t get me wrong if they don’t feel right in a blog I don’t use them, but if I can I will, ultimately you will only be found for a particular keyword or phrase if its present on your website,. I wrote on online vs offline marketing a couple of years ago, I get a phone call out of the blue, its from a company that will remain namless! But lets just say they are a major player in a particular sector in the UK. I’ve never gone online with this story before, its something we must all remember, the moment you say or write something online it is there forever!! Anyway what they didn’t know is that I hadnbt been paid to speak before and more so I had never spoken on social media publically for more than 5 or 10 minnutes. The call came and it went along the lines of…. Hi, we have just googled online vs offline marketing ( back then I was top for this phrase!!) and you came up top of Google. They then, because I was at the top of Google , made some assumptions….. They said, you have obsiously done a massive amount of reasearch on this topic, I said…. Errr yes pretending I had done more than I ad. You obviously speak at many conferences on this topic…. Errm yes Would you consider speaking at our annual conference in a few months time…. Errm it depends on how much you are willing to pay me!! Anyway 4 months later, I spoke in front of hundreds of delegates and got amazing feedback and have not stopped working with many of the delegates and that particular sector since. I think its quite a succes story and it really simply came from 1 blog post.
- The last story I have was regarding a heated debated on linkedin, the debate was about should you trust the number 1 slot on Google to be the best result and how people cheat Google by buying exact match domains, and multiple domains known as doorway pages. The debate was focussed on SEO companies in Leeds, England where I live, there is a fight for SEO companies to appear top of their home town for some reason and I decided to demonstrate how easy this would be and therefore how meaningless it would be to appear high up for it. Anyway this blog post is one of my most visited blog posts! It probably brings me 25% of my work I took myself from position 84 in Google for SEO leeds to position 3, without doing anything but writing a blog post! It was written over a year and a half ago and still gets comments, the last one being 5 days ago! I firmly believe blogs build relationships, communities, audiences and give you and your brand the opportunity to be one step ahead and reach out to your audience.
- Need to know who to follow How to find people to follow How to get people to follow you Use tips and tricks such as FF Search for users and if you want to specific use the advanced search tool
- Who is following you
- Richard Maun – social media for students, want to get out, did a hashtag search for jobhunting and found Richard. Tweeted a few times and then said would love his views on our book. DM – contact details. Had hour’s chat. Emailed ideas to work together – he has a radio show, author, and gong to speak Up to me the quality of the targeting of new business – but they are there to be had.
- https://www.youtube.com/watch?v=MR9rQ6pkm2k
- The main way many business use Twitter to connect with their audience is through Twitter campaigns, similar to those carried out on Facebook. 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. 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!
- The Onion: ‘America’s Finest News Source’. The Onion isn’t perhaps a business in the traditional sense, in that their ‘product’ is their content, which is free, but they are truly a masterclass in tweets that get retweeted. How do they do it? By creating fresh, unique, shareable content. And lots of it! In turn, their tweets regularly go viral, and so their audience just keeps on growing! What can you learn from The Onion? Content is king. Make sure yours is good enough to be shared!
- Innocent Drinks: What the smoothie making giants don’t know about social media, isn’t worth knowing. Their 165,000+ followers didn’t happen by chance. They’re the result of well thought out strategies that engage, educate and entertain. Their promotional tweets are well and truly balanced out amongst their funny photos, retweets from their followers, charity news and much much more. They are a true masterclass in building a social media network that people want to be a part of, because of its community feel and entertaining content. For a funny picture of a llama to score 131 retweets, and 85 favourites, you definitely need to have an actively engaged audience! What can you learn from Innocent? Engage, Entertain and Educate. Build a community that people want to get involved with and success will surely follow! Take a few notes from these twitter geniuses and you’ll soon be on your way to your own social media success story.
- Takeaway website Just-Eat are another great example of a big brand that really knows how to engage with the little guy. They have set a casual, friendly tone that suits the brand perfectly, and their social media team work hard to reply to many tweets every day, as well as setting up giveaways, competitions and fun little snippets to entertain as well as engage. They’re another great example of a brand creating their own regular hashtags too, from the shamelessly promotional #TakeawayTuesday to the just for fun #WeirdWednesday, they encourage followers to get involved, a key ingredient for successful engagement. In this example you can see they have spotted someone has ordered a takeaway
- Hear they spot someone mentioning them and have a fun reply
- Here they simply notice someone saying they are hungry and jump in saying did you place an order….
- Here is an example of when it goes wrong: McDonalds #McDstories When McDonalds chose to use the dangerously vague hashtag #McDstories as part of a campaign that was meant to draw attention to the brand’s fresh produce, the hashtag was taken over by people sharing McDonalds horror stories. Note: Read more: http://www.businessinsider.com/mcdonalds-twitter-campaign-goes-horribly-wrong-mcdstories-2012-1#ixzz2jj476w88
- https://www.youtube.com/watch?v=iNT_f932bsc
- Content is King Engage with your audience Always try and encourage engagement Create your own personal hashtag Whatever your response, always act professionally
- Images, logos, links, videos Use Twitter as part of your online marketing strategy Use for content from your campaigns/strategies Mentions, hashtags, use @ to tag other users Need to know when to upload content, what content achieves best engagement and what works best for you and your business
- It can be quite overwhelming trying to create a successful Twitter account for your business, however by setting yourself small, achievable goals can help. Before you begin anything, try to sit down and come up with the following. Business and marketing goals – how and where will social media add value? 0What do we want to achieve? Who are we targeting? What keywords do we need? What image – photos? What experience? How will we measure success? Audience – Are they on Twitter? Key messages & phrases – Defined R.O.I
- Another great way to manage your Twitter account is to organise a content calendar
- http://youtu.be/SgM3wXbuOgw
- With all of the information you have just been given, you may feel that creating your own Twitter account and managing it alongside your other social media platforms is an extremely daunting experience. However there are many websites out there that enable you to manage your different social media accounts. Use sites such as Hootsuite to enable you to manage your different social media accounts.
- With all of the information you have just been given, you may feel that creating your own Twitter account and managing it alongside your other social media platforms is an extremely daunting experience. However there are many websites out there that enable you to manage your different social media accounts. Use sites such as Hootsuite to enable you to manage your different social media accounts.
- So there you have it, everything you need to know about using Twitter for business, follow these top tips to get started! Update your profile photos - try using latest products or services as well as your business logo Include keywords in your bio description as well as your business website URL and contact information Include your twitter name wherever possible, on your website, on business cards, on other social media profiles Vary your content
- https://www.youtube.com/watch?v=s7dV3Qtocuc
- 12.20
- The important thing to remember if you are new to social media is that you don’t have to be a social media whizz to get started – you just need to know your CUSTOMERS and your PRODUCTS and match your social media activities accordingly: Know your customers: Where do they spend their time online? What products do they buy? Know your products: Are they the kind of things people would discuss in forums, or are they something that someone would click on a Facebook or Google advert to buy? Know the purchase decision-making process: Taking into account your customers and your products, what do they do before they buy? Remember that higher value products (and this can be either higher financial value eg. A car; or emotional value eg. A beauty product) means that people will require more reassurance in order to make a purchase. You wouldn’t ask friends on Facebook which packet of chewing gum you should buy, but you might ask them to recommend an anti-aging cream that has worked for them
- So now you have seen the results that Facebook can bring to businesses, I want to take you back to the beginning and show you how to set up a Facebook page for your business. It is very similar to setting up your own personal profile however there are a few key tips that you need to bear in mind, these are: Request to have your business name included in your Facebook address, great for advertising purposes and also makes your business more accessible. Your Facebook page is an extension of your website and your other online profiles, therefore it is crucial to think about what images you want to use and the types of people you want to attract to your page. Make sure that you give potential customers as much information as possible, making it easier for them to interact and get involved. Don’t be obscure on your Facebook profile page, your picture is a great excuse to show off your logo and create brand recognition.
- - Take time to study your target audience on Facebook.
- These are the small boxes underneath your cover photo. Whilst they may seem quite confusing at first, they can be a great way to create engagement. Whilst this may seem like a strange tip, getting to grips with other companies posting patterns can give you a good idea as to when you should post on Facebook in order to achieve the most engagement. Think about when your audience will be on Facebook (and verify that with Facebook Insights) and then tailor your posting strategy accordingly. Most audiences will interact with your Facebook post if there is an image or link posted with it, try and incorporate these with your posts to ensure you achieve maximum engagement. Whilst it is extremely important at the beginning to stick with what works in terms of posting, make sure you don’t become afraid to switch things up occasionally. In order to see what works and what doesn’t work, it is vitally important to track your progress on Facebook from day 1. It is the only way to learn from your Facebook posts and it is crucial, especially when you are just beginning to use Facebook. Just like your profile picture, your cover photo will be one of the first thing potential customers will see so it has to be engaging and make sense! Choosing the right cover photo can take a bit of time, so to provide you with some information I have selected four businesses that have great use of cover photos on their Facebook page.
- - When it comes to profile pictures a company logo is a great idea however cover photos can be slightly more tricky. Here are a few of the best cover photos that I have seen to give you a few ideas. Sugarhouse Properties are a letting agency based in Headingley, Leeds. This is one of their cover photos promoting their Spring Savings. This is a great example of how you can incorporate your cover photos to fit with offers/promotions. The photo also has all of the relevant information to allow audiences to interact and engage.
- This is another great example of a cover photo, again used by a business in Leeds. The photo is relevant to the business, and provides the audience with extremely relevant information and entices the audience.
- Pastille are a beauticians based on Granary Wharf in Leeds. Their cover photo is clear and immediately the audience understand what service they offer. This is also a great example of how to organise your app thumbnails. As you can see they have photos which shows a before and after picture of treatment had by a customer, their ratings which is 5 star and the number of page likes. The cover photo also has all of the relevant information you would need to contact the business and engage with them.
- The previous three examples have been cover photos used by small local businesses, however, this example is from Corona and their Corona Extra campaign. This is a great example of how you can be creative and inventive with your cover photo, yet still make it relevant and suitable for your target audience. The profile picture and the cover photo work together and the beach bar in the background creates the perfect backdrop to showcase the product which is situated in the right hand corner of the picture.
- Now you have an understanding of how to set up a business Facebook page, I want to show you how to start becoming an active business user on Facebook.
- Creating great content is the one thing that people find daunting when it comes to social media, however it doesn’t need to be! With social media, one of the key things is that the posts that you make need to be relevant, frequent and engaging. One way to combat the frequency that you post is to think ahead. If you worry that you cannot find content to post every day, sit down a make a strategy. Write down a list of the types of information you want to give your audiences and see if you can create posts based around this. Have a look at relevant websites and see what you could turn into a post, use links and images to make your content stand out. Often it is how you post the content and when that ensures it is engaging for audiences and can often help people interact with it, which is what you want! Use your other social media profiles to aid you. Every time you post something on Twitter, see if you can re-work it to use for Facebook, used a great image on instagram, post it on your Facebook page, has your recent blog been posted to your website, copy the link and share it on your Facebook page – not only driving traffic to your website but creating great content as well! Subscribe to industry blogs and familiarise yourself with industry news websites to enable you to post on the latest news that is happening. Social media is all about utilising the content that you already have, one way of organising all of this is by creating an editorial calendar.
- From a recent Business to Business study of Facebook, there came some interesting statistics. These should help you when deciding what content to share, how to share it and when to share it.
- As well as having a good understanding of the content that you are posting, it is just as important to have a good understanding of your audience. By doing some research into who it is you are wanting to target will change the type of content you post, when you post and what links you use to accompany your content. Targeting customers – who uses Facebook? 57% women, 43% men 67% of users are over 35 years old – surprised? High engagement – users spend average of 32 minutes on site each visit The Walmart boss in Leeds, in the UK he says “we post at 2.55pm as this is when mums are in the school playground waiting to pick kids up from school – they use spare time to check their Facebook” we find its one of the best items to get engagement, in fact if we don’t get 100 likes in the first 60 seconds we ditch the post! I can only wish for that volume!!
- - This image demonstrates the Facebook use in the UK.
- - Now I want to show you some of the best Facebook campaigns that have been created and used successfully.
- - A simple Facebook campaign by Diesel – bringing Facebook ‘likes’ into the real world: http://www.youtube.com/watch?v=4OZmbBPym1k
- How Corona Light created a huge buzz without a huge budget, by giving its Facebook fans the chance to appear on a New York billboard: http://www.youtube.com/watch?v=utPtqdPjqwY
- Who would have thought a soap product could have over 22 million likes and over 320,000 people engaging with the brand at any one time! Alongside great Facebook campaigns, they have also created many thought-provoking television advertisements, creating an extremely powerful media campaign.
- Cadbury’s chocolate wanted to increase engagement with fans on Facebook. Realised despite having so many followers, they received only 16% engagement and so wanted to change this. Challenge was to increase the engagement among it’s fans as well as reaching other audiences. Created a giant Facebook thumb ‘like’ out of Cadbury’s chocolate and streamed the whole thing. As a result, they gained 40,000 Facebook fans and more than 350,000 people actively involved in the campaign, some even leaving the live feed on for hours.
- When you set up your own business Facebook page, you will automatically be able to access Facebook insights. This is an analytic section at the top of your page which provides you with information with regards to how many people your posts have reached, whether your reach is organic or paid, how many people have interacted with your post and how many people have engaged with your content.
- Social Bakers is a great website to use for analysing Facebook for businesses. As you can see from the screengrab above you can also use the site to analyse other social media websites as well. Have access to pages and pages of free statistics (as you can see on the drop down list on the left hand side) which can really help you when looking for inspiration or help for your own Facebook page. You also have the option to enter your Facebook details in order to have your own analysis created.
- Social Bakers produce a monthly account of all things Facebook, for example compiling lists of the top businesses in April 2014: The top 10 Facebook brands according to their number of fans. This information can be extremely beneficial if you are looking to increase your own fan base but you are not sure how. By taking inspiration from brands who have already achieved success in this area. It is important to remember that many of these will be large companies and so some of their tactics may not work for your business, this is where you have to filter what you would be able to reproduce and what would be suitable for your own target audience.
- Before you can successfully increase engagement on you must first understand WHY it is important to do so. When you increase engagement, Facebook puts your posts out into the news feed more often, so more of your fans and their friends will see your posts. If your posts are not getting out into the news feed often, you are getting little to no engagement. Facebook wants to see people liking your post, commenting or sharing your post, to encourage users to do this make sure you include call to actions when you post. Your audience are more likely to like your Facebook post if it includes something that they can relate to, using nostalgia, humour or simply an image that you think they will appreciate are all great ways of ensuring engagament. Think about the kind of content you would be most likely to interact with, images that take you back in time or something that makes you smile. Use this when creating your Facebook content. Most people love sharing their opinion, however you sometimes have to ask for it when you post on Facebook to encourage people to get involved. A great way to do this is to ask questions and ask people what they think.
- - Remember, if something works, note it down and use it next time! Facebook is all about trial and error, some posts will work, some won’t. The most important thing is that you remember what works for your business and utilising it.
- YouTube traffic YouTube is the second most popular search engine after Google It has 490 million unique visitors per month It generates 92 billion page views each month The average user spends 25 minutes on the site each visit The most watched music video is ‘Baby’ by Justin Bieber (he started his career on YouTube) – the video has 536 million views!
- Does is surprise you that the biggest age group of audience on there is 35-49 year olds! Most people think teenages when you say social media, but look at the facts!
- 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
- Pinterest is perfect for retail companies due to its visual nature. Users break down as follows: 68.2% are women 50% of users have children Annual household income $100,000+ Pinterest has a higher referral traffic percentage than LinkedIn, Google+ & YouTube combined Link: http://www.dr4ward.com/dr4ward/2012/02/what-are-13-very-pinteresting-facts-about-pinterest-users-infographic.html
- As Pinterest is reasonably new, not many companies are using it well yet. This campaign by Kotex was one of the first Pinterest marketing campaigns: Kotex Women’s Inspiration Day Kotex found 50 "inspiring" women and looked at what they pinned on Pinterest They then sent the women a virtual gift If the recipient pinned the gift, she then got a real one in the mail Nearly 100% of the women posted something about their gift, not only on Pinterest, but on Facebook Twitter and Instagram There were more than 2,200 interactions and 694,853 impressions from the 50 gifts (and many more from the video, which was also shared)
- Vine and Instagram can both be used to share videos. My personal favourite is vine, I find the functinallity better and tend to get better engagement
- (1) Product Launch or Rebrand If you’re about to introduce a new product or service, start generating buzz by giving viewers a sneak peek. Vine also works especially well for long-awaited product updates, new model year designs, new branding, and upcoming line extensions. Link viewers to your website where they can get more detail. (2) Virtual Tour of your Building or Team Office What do your four walls say about your brand? If it enhances your image in any way, give viewers a glimpse of your space. You could be trying to communicate your cool factor, update customers on your renovation project or put faces to names that customers are familiar with but haven’t met. Even use this to simply show some personality To help summarise what works well, I’ve picked a couple of examples to demonstrate! (3) Build Brand Equity (Urban Outfitters Retail shop in the UK) This Vine is great as it shows two cute dogs, and two absolute truths in marketing are that sex sells and people love to share content about animals. By understanding what your customers like, then sharing relevant content, you can help customers identify with your brand. Secondly it just has just two different clips in it, so it’s not painful on the eyes. In my opinion, the best examples use a single continuous clip or motion capture so the viewer doesn’t have to try and take in several different camera angles in just six seconds. I would suggest that unless there’s a particularly pressing need, Vines should be limited to around three of four different shots otherwise it can dilute the impact. (4) Run a Competition (Doritos) Another great example. The vine contains a single idea, but it’s incredibly creative and fun to watch. Doritos is also one of the few brands that have made use of the fact that Vine records sound as well as video. Finally, this clip ties into a competition so it serves a purpose beyond simply testing out Vine to see what it can do.
- 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!
- So what kind of pictures should you take? Of course, if your business sells products you have a fairly rich subject matter, but what if you don’t? Teasers, sneak peeks & behind the scenes pictures work well. You can give your followers a new level of access by uploading Instagram pictures of places or things they haven’t seen before. People buy from people, so add a bit of personality. It’s likely your brand already has a character, even if that’s unintentional, so build on this with some non-business pictures. Has someone in the office baked cakes or have you had a monster planning session and filled the walls with Post-it notes and flipchart sheets? Instagram has a way of making even the most mundane picture look beautiful, so get creative with your subject matter and start engaging your followers. Jamie Oliver does this well.
- As with any social network that boasts million of users, brands have quickly moved in to try and use the platform as a way of extending their reach among consumers. One of the most common tactics for starting conversations with users and driving up follower numbers is to hold a photo competition. This generally involves coming up with a branded hashtag and asking users to submit images based around a particular theme. In fact, Instagram has written a blog post that gives advice on how to host a photo contest on its network. So with all these contests taking place, I thought it would be useful to flag up some examples of brands that have used Instagram to run competitions... Dunkin’ Donuts During Halloween last year Dunkin’ Donuts ran a photo competition that encouraged people to post an image of a spookily dressed coffee cup. By using the hashtag #DresseDD users could enter themselves for the chance to win a Dunkin’ Donuts gift card. Compared to the other competitions, this seems like an awful lot of effort for entrants, but then it also means that Dunkin’ Donuts gets its logo in nearly every picture.
- Samsung Camera used the hashtag #LiveInTheMoment to successfully promote their Instagram photo contest on their Facebook page. They had over 59000 entries, ironically this is one that went wrong too, the chosen winner turned out to be a picture that wasn’t owned by the person that posted it! Bad press is good press!
- Macallan Whisky Premium whisky brand The Macallan ran a competition last year that required users to post a photo of themselves with a bottle of the booze or a shot that represents their love for the brand. Photos needed to include the hashtag #meandthemacallan, with five winners taking home an unspecified Macallan prize. The competition was also promoted on its Facebook page and Twitter feed.
- 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.
- Foursquare allows users to “tag” when they have visited a place. Users build up scores based on number of visits, and are ranked on this. Foursquare is therefore a great platform for tracking visits to retail stores, and rewarding loyal customers. Here are some other ideas for Foursquare campaigns: Run ‘check-in’ specials that award loyalty points Give away freebies for check ins (you can do this with Facebook check ins etc too) Typically, you see Foursquare promotions at bars, restaurants and other venues. But one Florida eye doctor makes use of the platform to benefit his medical practice. Nathan Bonilla-Warford says he's been a fan of Foursquare since before it even launched in Tampa — he even founded Foursquare Day. He decided to make use of Foursquare both as a consumer and as a merchant, even though his business is somewhat nontraditional for the location-based service. "I think the fact that we're not a bar or a restaurant is part of what's so compelling, because people think it's interesting," he says Bonilla-Warford. "It's different, it's surprising." What's especially surprising is what he offers as a reward for checkins: a locally-made hot sauce. He says he likes to keep things interesting. "It's such a left-field kind of reward that it catches people's eyes — they smile and think its funny," says Bonilla-Warford. "Then they go home and talk about it — I went to the eye doctor, and I got this hot sauce!'" While hot sauce is the current reward, Bonilla-Warford has dabbled in more, well, relevant offerings. For Foursquare Day, he has offered 50% off a pair of glasses and a buy-one, get-one-free deal. For special occasions, he says, it's a fun promotion, but Bonilla-Warford couldn't afford to offer those promos all the time. He promotes the Foursquare campaigns in blog posts and emails, and there's advert on his retail window.
- We are back to one of my most popular brands, they totally get the meaning of being online! ASOS ASOS is one of the most popular brands on Facebook with 2.2m fans compared to Topshop’s 3.1m and New Look’s 1.9m. Like Walmart, ASOS posts 2-3 visual updates per day, including on weekends. ASOS summer sale campaign Allowed customers to preview through a Facebook app App allowed fans to play a series of games that meant players with the most points went to the front of the virtual queue and could access the sale first Campaign was supported with Facebook Ads and Sponsored Stories 174,000 people joined the virtual queue There were over 1 million views of the application ASOS' fan base grow by 32% You will find fabulous examples from ASOS on Facebook, Twitter, Pinterest, Google Plus and Vine
- So enough about my stories, I just hope they help make some sense of all of this! Blacks solicitors is a lawyers in leeds, they are amazing on social media, tweeting all the time. The have some fabulous blog writers and amazing content, but one of the issues they had was they couldn’t get engagement with the blog. I was very kindly asked to come and do a blogging workshop for some of the senior partners and lawyers and this was one of the slides I used for the workshop. I am no expert in photoshop but for me this slide helps show some key elements that are required in a blog
- Instantly you can see the entire blog feels more inviting. I guess you are drawn to the images and the sharing, but also the sub heading and bullet points, Let me remind you of the last slide -------- As I said this helped me come up with some key elements for them
- How should the blog look? Beauty is everything Ensure you use images to break up your content Use headings and sub headings Use bullet points Look at how newspapers and magazines present content For SEO, a good blog should be: 650-850 words long 1-2% keyword density Video blogs – 2 minutes or using things like Vine just a few seconds A catchy title – I will come on to this! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Use social proof to make sure we think like sheep Using plugins like Digg Digg we can show how many other people have shared and engaged with the content Use call to actions to get us to do something at the end of the blog If you liked this subscribe for more Follow us on Twitter Like us on Facebook Contact us for more information w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Make users feel welcome Facilitate engagement by Asking questions Talk to the reader directly using words like you and yours Encourage comments asking readers to comment below Have an image of your self including your name to allow the user to connect with you personally w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Ensure the foundations of the blog and website are sound, going back to my 1st webinar we need to ensure we Optimise meta tags Use Alt Tags for images Add breadcrumbs for users to find their way around Link out to resourceful content Link to your best content w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- Blog titles are key, your title needs to be inviting, engaging, grabbing and truthful Use the 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) w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- So how can we be good authors? We should write thought leadership blogs. Glen Lopis from Forbes says “A thought leader is a person who identifies trends, common themes and patterns within a particular industry or functional area of expertise to help others identify new opportunities or solutions for growth.” Showcase product and industry trends to become a respected source of industry information and spark interest in buyers to increase chance of converting them keep customers up to date on the latest trends show how to use different products together tips and tricks on how best to use products problem solving and trouble shooting spark debate with controversial blogs In webinar three, we will pick up the discussions on interactivity and discuss how to use social media to build deep engagement and long term loyal customers/brand ambassadors! w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
- So some of you are also worried about how you are going to monitor, do you have time to monitor…. There are so many tools out there to monitor / spot / receive alerts Firstly if anyone posts on your page or tweets / mentions you, as the account holder you automatically receive an email immediately, so you will soon find out if there is a good or bad comment. But here are some handy tools Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries. Social Mention is a social media search engine that searches user-generated content such as blogs, comments, bookmarks, events, news, videos, and microblogging services. Twilert is a Twitter search tool that sends you email alerts of tweets containing your brand, product, service... well any keyword you like really! Mention allows you to create alerts on your name, your brand, your industry and your competitors and be informed of any mention on the web and social networks For Analytics Twitonomy – is the best twitter analytics tool you have never heard of! It’s Free and gives quite a lot of detail, it all depends how much you want. SocialBro is a set of Powerful marketing tools to grow your business through Twitter For automation DeliverIt allows you to Distribute your blog to facebook, twitter, google+ and more.
- Does anyone want to challenge me, does anyone think this is all a load of nonsense? Feel free to submit questions thoughts to Tri-City For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com Carry on the conversation with me on twitter @jrconsultancy