2. Background
• Josh Whiten, owner of
Webscape Marketing
• Based in Folkestone’s
Creative Quarter
• Handle SEO, PPC, social
media and online marketing
Webscape Marketing
Social Media, SEO & Online
3. Aims
• How social media works
• How to grow followers
• Facebook, Twitter and LinkedIn
• Increase prospects and sales
Webscape Marketing
Social Media, SEO & Online
5. SOCIAL MEDIA FUNDAMENTALS
The Social Media Landscape
social networking:
micro blogging:
TWITTER FACEBOOK
b2b networking: GOOGLE+
LINKEDIN
GOOGLE+
XING photo sharing:
video:
PINTEREST
YOUTUBE INSTAGRAM
VIMEO social
bookmarking: FLICKR
DIGG DELICIOUS
blogs: FOLKD
WORDPRESS forums:
BLOGGER geo social: MUMSNET
HUBPAGES FOURSQUARE MONEYSAVINGEXPERT
FACEBOOK
GOOGLE+
Webscape Marketing
Social Media, SEO & Online
6. SOCIAL MEDIA FUNDAMENTALS
Primary Drivers
Why do people use social media?
Webscape Marketing
Social Media, SEO & Online
7. SOCIAL MEDIA FUNDAMENTALS
Primary Drivers
• Discover
• Share
• Follow
• Offers
• Associate
Webscape Marketing
Social Media, SEO & Online
8. SOCIAL MEDIA FUNDAMENTALS
Secondary Drivers
• Networking
• Prospecting
• Feedback
• Complain
• Organise
Webscape Marketing
Social Media, SEO & Online
9. SOCIAL MEDIA FUNDAMENTALS
Benefits
• Engage with existing contacts
• Find new contacts
• Engage in dialogue
• Provide customer service
• Monitor market and brand
• Leverage PR coverage
• Keep pace with web expectations
• SEO value from Social Signals
Webscape Marketing
Social Media, SEO & Online
10. SOCIAL MEDIA FUNDAMENTALS
Social Signals
Since the start of 2012 Google now looks
for ‘Social Signals’ as part of it’s search
engine algorithm (to measure authority
and trust).
Signals include links, shares and follows.
More active and popular social profiles
provide greater link juice for SEO.
Webscape Marketing
Social Media, SEO & Online
11. THE SOCIAL MEDIA
NETWORKS
Webscape Marketing
Social Media, SEO & Online
12. THE SOCIAL MEDIA NETWORKS
• Facebook Pages for businesses
• Better for consumer markets
• Hard to build following
• Uses Edgerank algorithm
• Needs support of other channels
• Facebook Ads to Page or Website
• SEO value for all types of business
Webscape Marketing
Social Media, SEO & Online
13. THE SOCIAL MEDIA NETWORKS
• Real time conversation
• Easier to identify users
• Business or consumer markets
• Standalone or integrated
• High mobile usage
• Searchable by topic and #hashtag
• SEO value from mentions and shares
Webscape Marketing
Social Media, SEO & Online
14. THE SOCIAL MEDIA NETWORKS
• Business network
• International in scope
• Contacts of contacts
• Can’t be outsourced
• Provides PPC Ads
• SEO value from profile links
Webscape Marketing
Social Media, SEO & Online
15. THE SOCIAL MEDIA NETWORKS
• Tech focused
• Slow consumer adoption
• Integration with Google services
• Google Places
• SEO value (of course)
Webscape Marketing
Social Media, SEO & Online
16. THE SOCIAL MEDIA NETWORKS
• Primarily consumer
• Growing business use
• Ecommerce and products
• Food and recipes
• Home and interiors
• Travel and leisure
• Infographics
• High SEO Value
Webscape Marketing
Social Media, SEO & Online
17. USING SOCIAL MEDIA
NETWORKS
Webscape Marketing
Social Media, SEO & Online
18. USING SOCIAL MEDIA NETWORKS
Gaining New Followers
• Content
• Engagement
• Sharing
• Trust
Webscape Marketing
Social Media, SEO & Online
19. USING SOCIAL MEDIA NETWORKS
Developing a Content Strategy
• Set your aims
• Research target audience
• Identify key seasonal topics
• Fill gaps with floating content
• Leave gaps for topical content
• Offers and promotions
Webscape Marketing
Social Media, SEO & Online
20. USING SOCIAL MEDIA NETWORKS
Sample Content Strategy
Period: Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Main Focus: Seasonal Seasonal Floating Seasonal Seasonal Floating
topic topic topic topic topic topic
Sub Topics: Floating Floating Topical Floating Floating Floating
(for use in topic topic content topic topic topic
email, blog
posts, PR, Topical Topical Topical Topical Floating Topical
tweets and content content content content topic content
facebook)
Sales Sales Voucher Referral Referral Sales
Promotion Promotion code promotion promotion Promotion
Webscape Marketing
Social Media, SEO & Online
21. USING SOCIAL MEDIA NETWORKS
Sources of Content
• Podcasts
• Google Alerts
• Industry websites/RSS feeds
• Twitter monitoring
• Press releases
• Email newsletters
• Youtube
• Conversations
Webscape Marketing
Social Media, SEO & Online
22. USING SOCIAL MEDIA NETWORKS
What Makes Good Content?
• Engaging
• Rich content (video, images)
• Not all about you or your business
• Share things of interest and say why
• Comment on issues and trends
• Talk about third parties
• Show what you do, case studies
Webscape Marketing
Social Media, SEO & Online
23. USING SOCIAL MEDIA NETWORKS
• Share relevant rich content (video, images)
• Sticky and engaging posts
• Encourage interaction of any type
• Answer all interactions (good or bad)
• Engage with relevant Pages
• Support with Facebook Ads
Webscape Marketing
Social Media, SEO & Online
24. USING SOCIAL MEDIA NETWORKS
• Push followers to other channels
• Decide on tone of voice/access
• Tweet often and regularly
• Share relevant content
• Run offers and promotions
• Target influential followers
• Niche Twitter profiles
Webscape Marketing
Social Media, SEO & Online
25. USING SOCIAL MEDIA NETWORKS
• Build the right profile and experience
• Engage little and often
• Prospect via contacts of contacts
• Give reason to connect
• Use company Page
Webscape Marketing
Social Media, SEO & Online
26. USING SOCIAL MEDIA NETWORKS
Common Social Media Mistakes
• Obsessing over follower numbers
• Only talking about yourself
• Getting into arguments
• Syndicating content across networks
• Outputting RSS feeds to networks
• Not responding
• Using personal profiles
Webscape Marketing
Social Media, SEO & Online
27. USING SOCIAL MEDIA NETWORKS
Rules of Engagement
• Build and protect your reputation
• Flatter through retweet and shares
• Join the same groups and places
• Make your profile relevant
• Say why you should connect
• Build up to Direct Messages
• Ask who to contact
• Take negative engagement offline
Webscape Marketing
Social Media, SEO & Online
29. FITTING INTO THE MARKETING MIX
Social Media and Sales
• Prospecting via Twitter and LinkedIn
• Build relationship first
• Testimonials and reviews
Webscape Marketing
Social Media, SEO & Online
30. FITTING INTO THE MARKETING MIX
Social Media and Online Marketing
• Social activity boosts SEO
• Follow for xxxxxxxxx
• Integrate Blog Content
• Campaign Microsites
•Integrate with website
Webscape Marketing
Social Media, SEO & Online
31. FITTING INTO THE MARKETING MIX
Social Media and Offline Marketing
• Support regional stores or outlets
• Use vanity marketing to gain PR
coverage
• Promote social profiles on offline
marketing
Webscape Marketing
Social Media, SEO & Online
32. LINKING IT ALL
TOGETHER
Webscape Marketing
Social Media, SEO & Online
33. LINKING IT ALL TOGETHER
Integrating Social Media
blog
business /
organisation
website social media
Webscape Marketing
Social Media, SEO & Online
34. LINKING IT ALL TOGETHER
Social Media Management Tools
• Hootsuite Free
• Hootsuite Pro
• Tweetdeck
• Klout
Webscape Marketing
Social Media, SEO & Online
35. LINKING IT ALL TOGETHER
Future Social Media Trends
Mobile – 80% of UK Twitter users active
on mobile. Location based
offers, integration with inbound
calling, Google+ and Google Places.
Paid Content – Facebook trialling paid
posts in NZ. Twitter yet to offer
accessible ad model.
Webscape Marketing
Social Media, SEO & Online
36. Next Steps
For help with SEO, social media or PPC:
Josh Whiten
Webscape Marketing
http://www.webscapeseo.com
Facebook.com/webscapemarketing
@webscapeseo
josh@webscapeseo.com
07850 093471
Webscape Marketing
Social Media, SEO & Online
Notes de l'éditeur
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Each element sends and receives visitors from each other