Social Media Marketing: How to Create a Campaign in 7 Steps

Getting Connected
Social Media for Business
Joan L Smith
@ClarendonMedia
http://www.slideshare.net/Joan68/

What is social media?
• Social media is media (words, photos, videos,
etc.) spread through social interaction using
individual communication networks.

• These networks include Facebook, Twitter,
LinkedIn, Instagram, Pinterest…

• These networks include Facebook, Twitter,
LinkedIn, Instagram, YouTube, Pinterest…
• Unlike traditional media social media
promotes P2P communication, giving
consumers the freedom to opt in or out of
virtual conversations.

What is social media marketing?
• Conducting a social media marketing
campaign means actively starting
conversations online, pushing content, asking
questions, driving traffic and expanding
visibility.
• As you create links and blog mentions,
interested consumers see these and click
through.

Getting Connected
How can social media campaigns help
your business?

Create
Buzz!!

Buzz is all about riding the
current wave of media—and
creating buzz means adopting
the latest media to promote
your message.

Optimizing your use of social media increases the
probability that people will pass along your message,
product or website through online social networks. Your
message will be disseminated to new and diverse
crowds and bring new visitors to you.

Generate more traffic

Make sure you are only one
click away by including
social sharing buttons on all
relevant pages across your
website.

Successfully generate leads

In every industry, in every social network there are
people at the centre of the conversation – the
influencers. You can win over your industry’s
influencers by engaging with them. Build a direct
relationship. Let them try your product. If you win
them over, these influencers will pitch your company
and products online on your behalf in subtle and not
so subtle ways. With their blessing, qualified leads
will start to come your way.

Join the conversation

Not every social
network is a great fit
for every business.

The success of consumer opinion sites like Yelp and Get
Satisfaction demonstrate that individuals and their
experiences matter and hold sway over other consumers.
Identify social networks where consumers are already
talking about your brand and engage in the conversation
to learn how your brand is perceived and accepted. Or, if
no-one is talking about your business, research and test
which channels respond best to your product or business.

Work with your customers

Social media for business means listening to what is being said about
your product or company. An abundance of monitoring tools allow you
to keep a proverbial finger on the pulse. In a world of co-creation, it
pays to get your customers involved instead of ignoring them. For
example, ratings, reviews and Q&A sites like Yelp or Quora are popular,
credible sites in the eyes of consumers. Sites such as these can serve as
an ideal spot for your customers’ reviews.

Build your reputation

to

There are certain kinds of content that
naturally spread in social media for business.
(Just think of the last YouTube video link you
were sent.) Regardless of product or service,
you can always create relevant content to
reach your audience. Content can be as simple
as timely blog posts or as involved as short
documentary videos.

Grayling Pulse Report Autumn 2012

22% of
companies had
no social media
strategy.

Of those with a
digital strategy,
only 39% are
integrated within
a broader comms
strategy.

23% of CEOs
personally
participate in
their companies
social media.
44% have no
involvement.

How to create a campaign: seven steps
to success
1.
2.
3.
4.
5.
6.
7.

Plan your campaign
Create engaging content
Set-up landing pages
Create optimal “lure language”
Distribute links using social media tools
Track and monitor
Repeat and refine

1. Plan your campaign
• What’s your goal?
– Raise brand awareness
– Drive site traffic
– Generate leads
– Convert leads to customers

• If you have multiple goals, decide which is the
primary one. Plan your campaign around this.

• Quantify the goal
– Use metrics to measure the success of a campaign
– Type of metrics includes: number of hits, unique
visits, tweets, retweets, leads, likes, etc.

• Who’s your audience?
– You need to clearly define who you’re marketing
your product or service to.
– Your product or service may have mass appeal but
for this campaign you may decide to segment your
audience.
– Be clear about who you are targeting.

• What is the message?
– An offer
– Direct product placement
– Thought leadership lure

• Note: research has shown that lures work
better than direct product placement.

• Choose the right social media channels
– Will your campaign focus on several channels?
– Will you devote your activities to just one channel
such as Twitter, Facebook, YouTube, etc?

• Create a project timeline
– Does your plan cover a week, a month or a year?
This will surely affect the frequency and types of
messages you plan to deliver.

• Create deliverables
– Create an editorial calendar which clearly maps
out the messages you intend to use, as well as
where you’ll use them and when.

• Put metrics in place
– Assess various measurement tools and resources
that are at your disposal and put the tools into
place.

• Expect the best but plan for the worst!
– Social media campaigns – for better and for worse
can have a life of their own. “Any press is good
press,” no longer applies. Do some contingency
planning up front, just in case your messaging
goes viral for all the wrong reasons and you need
to re-adjust. Think of it like insurance; hopefully
you’ll never have to use it, but it’s there just in
case.

2. Create engaging content
Improve
search
rankings

Increase
brand
visibility

Create
original
content

Share

Comment

Nine tips for creating great content
• Do your research
– Read and bookmark relevant blogs, including the
comments as well as professional materials
(magazines and industry newsletters)

• Look for trends
– Use Google, Twitter and other social media tools
as well as specialist blogs like Mashable to learn
about emerging trends.

• Offer fresh perspectives
– There’s nothing new under the sun so the saying
goes. So, try a different angle, a new insight or an
interesting way to present the data or the topic,
and find a unique way to write about the topic.

• Have clarity
– Great content takes time to write so draft, edit,
share internally and revise your content for best
results.

• Use keywords
– Optimise your content using the keywords
relevant to the topic and trend you are writing
about.

• Keep it simple
– Try to limit use of industry jargon but if it’s
important to the content offer clear explanations
– Avoid technical terms

• Think like a journalist
– Provide up to date information
– Entice the reader with an information-rich
opening paragraph
– Use the remaining paragraphs for context and
essential background information

• Focus above the fold
– Place on the most important content at the top of
your website or blog
– Readers hate having to scroll down or search too
long for critical information

• Use imagery
– Make use of videos, illustrations and photography
to make your web content enticing.

3. Set-up landing pages
• You’ve created your content, next step is to
decide where it will sit on your website.
• This directly impacts:
– URL
– Top level, footer and site map navigation and
linking
– Who’s in charge of editorial content
– How users access the content
– How search engines find and consume the content

• Once you create the content, optimise it in
the following areas:
– URL
– Title tag
– <H1> Headline
– <H2> Headline
– In the body copy at least twice
– Alt text for images

• Next step, build your internal links to that
content. Things to consider:
– “Click Here” is a good call to action but not good for
web crawlers.
– Use “Learn more about <keyword phrase>” or
“<keyword phrase>”
– For core pieces of content, consider putting the link to
the content into your top or second level navigation,
sitemap.html, sitemap.xml and footer. These are
normally elements that are on all pages of your site so
it quickly generates many links into this piece of
content.

4. Create optimal “lure language”
• Here you need to tell everyone about your
great content.
• There are two things that make users want to
share your content:
1. Sharing content quickly, with the click of a button
2. Having a pre-packed message at their fingertips that
their friends will find interesting and they will gain
kudos for having shared it.

Lure language tips
Use Enticing
Language
Keep Tweets
Fresh

Hashtags

Lure language tips
Keep it
simple

Visuals

Engage

5. Distribute links using social media
tools
• Now that your content is built, landing pages
set, and lure language planned, it’s time to
promote the content externally through
syndication.
• The goal is to start building inbound links that
go directly to the new piece of content
(instead of linking generically to your site’s
homepage).

Six steps to distributing links
• Promote the content through your newsletter to your
customers.

customers.
• Post a blog entry about the content and link to your content
on the blog.

customers.
on the blog.
• Send a tweet

customers.
on the blog.
• Send a tweet
• Get people you know to publish links on their website.

customers.
on the blog.
• Send a tweet
• Create a press release and publish it on your site and other
sites like PRWire.

customers.
on the blog.
• Send a tweet
• Create a press release and publish it on your site and other
sites like PRWire.
• Tweak the content to be in the form of an article and publish
to an article database like www.ezinearticles. com or
www.docstoc.com

tools
• Two more things to consider:

tools
– Onsite Social Media Optimisation (SMO)
• This relates to what you do on your website to optimise
your social media presence, eg. adding a “Like” button
on your site.

tools
– Onsite Social Media Optimisation (SMO)
• This relates to what you do on your website to optimise
your social media presence, eg. adding a “Like” button
on your site.

– Offsite Social Media Optimisation (SMO)
• This is optimisation work done through your various
social media channels.

Onsite SMO tips
• Your home page is prime real estate
– Great way to increase brand visibility. Include
Facebook “Like”buttons there, your Twitter
stream, blog reel and customer testimonials.

Onsite SMO tips
• Your home page is prime real estate
– Great way to increase brand visibility. Include
Facebook “Like”buttons there, your Twitter
stream, blog reel and customer testimonials.

• Make it is easy to share your content
– Religiously use all the various sharing options
across social media such as “Like” buttons,
retweets as well as LinkedIn’s share option.

Onsite SMO tips
• UtiliseFacebook Likes on your website
– The temptation is to only encourage “Likes” on
your Facebook page. However, Facebook “Likes”
on your website shows up on users’ timeline.

Onsite SMO tips
• UtiliseFacebook Likes on your website
– The temptation is to only encourage “Likes” on
your Facebook page. However, Facebook “Likes”
on your website shows up on users’ timeline.

• Content is everything
– To reiterate, fresh and engaging content will
always get shared so think like a journalist.

Onsite SMO tips
• Facebook’s Open Graph
– This protocol allows you to incorporate “Like”
buttons on your website. This is added to users’
“Likes & Interests” in their profiles and shows up
on their friends’ news feed. It’s a great tool for Ad
targeting and increasing your social footprint.

Offsite SMO tips
• Grow your follower and fan base
– Twitter is great for suggesting followers. Note:
Twitter users with a large following are more likely
to follow back. Tools like Twellow are good at
helping you find relevant users to follow.

Offsite SMO tips
• Grow your follower and fan base
– Twitter is great for suggesting followers. Note:
Twitter users with a large following are more likely
to follow back. Tools like Twellow are good at
helping you find relevant users to follow.
– For Facebook you can devise a simple Ad
campaign by inviting users to “Like” your
company. Both Facebook and Twitter are great for
running promotions and competitions.

Offsite SMO tips
• Create a dialogue
– Don’t just blanket your social media channels with
content without properly interacting with your
users. Ask questions and encourage feedback
across all your channels.

Offsite SMO tips
• Create a dialogue
– Don’t just blanket your social media channels with
content without properly interacting with your
users. Ask questions and encourage feedback
across all your channels.

• Avoid blatant self-promotion on Twitter
– It’s always better to provide added value in your
tweets such as retweeting interesting content
from your followers as well as your own content.

Offsite SMO tips
• Create synergy
– Treat your social media channels as an extension
of your website. Stick to the same brand
messaging throughout your digital channels
(brand colours, company voice, etc.)

6. Track and monitor
• After you’ve planned and executed your
campaign, next step is to measure ROI.

• After you’ve planned and executed your
campaign, next step is to measure ROI.
• It’s important to establish what works and
what doesn’t.

Goals

Metrics

Increase Brand Awareness

• Reach
• Followers
• Branded Mentions

Drive Traffic

• Visits

Generate Leads

• Number of Leads

Nurture Leads

• Visits and Returning Leads

Improve Customer Service

• Conversions
• Positive Mentions
• Changes in customer satisfaction polls

Use as a Help Channel

• Number of Conversations
• Number of Direct Mentions
• Number of Mentions using #help
• Changes in visits to your site’s Help section

Social Media Monitoring Tools
• Mention - https://en.mention.net/ (also available as a mobile
app)
• LikeAlyzer - http://likealyzer.com/ (Facebook focused)
• Social Crawlytics - https://socialcrawlytics.com/

Sentient Tracking
• Sentient analysis is a “softer” methodology.
This measures people’s perceptions towards
your brand.
• Very useful way to track positive or negative
social signals towards your brand.

Six Sentient Analysis Tools
•
•
•
•

OpenAmplify - www.openamplify.com
Social Mention - www.socialmention.com
Amplified Analytics - www.amplifiedanalytics.com
Lithium - www.lithium.com/what-we-offer/social-customersuite/social-media-monitoring
• SAS Sentient Analysis Manager - www.sas.com/textanalytics/sentiment-analysis/index.html
• Trackur - www.trackur.com

7. Repeat and refine
• Don’t be afraid to make mistakes
• Track what works and make changes where
necessary
• Perform little tests to see which lure language
works
• Have fun!!

Facebook – not just for kids!!

Facebook Stats
• 1 billion active users

Facebook Stats
• Over 500m access the network via a mobile
device

Facebook Stats
device
• The second most popular website in the world

Facebook Stats
device
• The second most popular website in the world
• The world’s most popular social network

Facebook lingo
• Application: a programme that allows users to share
content and interact with other users
• EdgeRank: algorithm used by Facebook to determine what
content gets shown in users’ News Feeds
• Fan: Facebook users who “Like” and become a “fan” of an
organisation’s page
• Friend: 1. (n) personal connection on Facebook; 2. (v) to
add a Facebook user as a friend
• Friend List: organising groups of friends
• Group: a collection of Facebook users with a common
interest; any Facebook user can create and join a Facebook
group

Facebook lingo
• Like(s): 1. (v) within Facebook, to like a business means
you’ve become a fan of that page; 2. (v) within Facebook, to
like others’ comments on their wall or news feed; 3. (n) the
number of users who have liked your page; 4. (n) outside of
Facebook, to like something using the installed Facebook
“Like” button
• Network: an association of Facebook users based on a
school or workplace
• News feed: an aggregation of one’s friends’ wall posts
published on a user’s Facebook homepage

Facebook lingo
• Page: official presence for public figures, artists, bands,
businesses, places, entertainment, causes, brands, or
products to share information and interact with fans on
Facebook
• Profile: presence for individuals to share information and
interact with friends on Facebook
• Wall: the core of a profile page that aggregates new
content, including posted items (e.g. status updates) and
recent actions (e.g. becoming a fan of the page)

Personal Profiles and Business Pages Key differences
• Pages allow you to have multiple administrators
to help you manage the account
• Pages are public by default
• Pages are split into different categories (local
businesses, brands, musicians) that help you get
listed in more relevant search results
• Users don’t need administrators approval to be a
fan of your Page. Personal profiles require
consent

Notification Icons: New friend requests,
Messages, comments, etc.

Account Settings: Privacy settings, log out, Help Center

Publisher: post a status update, add media
Core Features:
News Feed,
inbox messages,
upcoming events,
photos

News Feed

Apps: All the
Apps you’ve
downloaded

Facebook Chat: chat to your
friends via instant messaging.
Also video capabilities

1. Choose a classification.
You’re likely to select one of these.

2. Choose a name and category
for your Page.
In most cases this should be your
company name (or brand or
product name).

• Complete your Page as you would your profile
– Profile Photo
– Get Fans
– Basic Info

• Click on “Edit Page” to add information about
your business, your website, a short
description, etc

Managing your account
• As administrator, your name and profile won’t
show up anywhere on your Page (you’re the
invisible hand!)
• When you post information on your Page, it will
come under the auspices of your company/brand
• You can designate multiple administrators to help
you manage your Page
• It’s a good idea to “Like” your business Page. This
will appear on your profile and expose your
business to your Facebook network.

Creating an engaging Page
Give users a reason to become a fan of your Page and
engage with you.

Leverage the viral nature of Facebook – the News Feed
Each time someone engages with your page – from liking your
page to posting a comment – this apears on their News Feed

Draw on your existing network
If you have email subscribers, blog readers make sure they know
about your Facebook Page. You can include a link to your Page
in the email signature and you can blog about your Page.
Include a “Like” button on your website.

8 Golden Rules
•
•
•
•
•
•
•

Be interactive, fun and helpful
Embed videos on your Page
Use Facebook to promote events
Facebook is great for competitions
Advertise your Facebook Page on traditional media
Synergise all your social media
Let your Facebook users get first-look on new product
lines or services
• “Like” other businesses too. Chances are they’ll “Like”
you back

So what is Twitter?

Tweet
Tweet

Twitter 101

Twitter is a very effective communications network
for your business. You are able to communicate in
3 simple ways:
• Send a short message to a group of people
publicly
• Send a short message to a specific person publicly
• Send a short message to a specific person
privately
A short message has to be 140 characters or less.
This is why it’s known as a “micro-blogging”
service.
Twitter was originally developed as a mobilecompatible service akin to text messaging. Now,
it’s micro-blogging USP makes it a great tool for
communicating concise information to many
people at once.

Twitter Vocabulary
• Twitter Handle: This is your username (@ClarendonMedia)
• To Follow: Subscribing to someone’s updates on Twitter.
Their updates will be displayed on your Twitter feed.
• To Follow Back: To subscribe to the updates of someone
who has recently started following you. You are not obliged
to follow back but many do. You can also “unfollow” at
anytime.
• Follower: A person who subscribes to your updates.
• Updates: AKA tweets. Each update can be no longer than
140 characters.
• @Reply: A public message sent from one Twitter user to
another by putting @username anywhere within the body
of the tweet.

Twitter Vocabulary
• Direct Message (or DM): A private message sent from one
Twitter to another by either clicking the “message” link on
their profile or typing D username. Think of it as Twitter’s
version of an email/inbox.
• Twitter Stream: A list of a person’s real-time updates. Every
time you post an update, it appears in your Twitter stream.
This is found on your account page or
www.twitter.com/username.
• Tweet-Up: An event specifically organised for Twitter users
to meet up and network informally.

Twitter Vocabulary
• Hashtag (#): A Twitter tagging system used to aggregate the
conversation surrounding an event, topic or theme. Hashtags can
easily be created by combining a # a word, acronym or phrase
(#word) and used as a tag within tweets.
• Retweet (or RT): To repeat what someone else has already
tweeted. People do this if someone has said something especially
valuable and they want to share it within their own network.
• Trending Topics: These are words, phrases or hashtags that are
popular on Twitter at any given time.
• Twitter Lists: Public lists that any Twitter user can create. Twitter
Lists generate Twitter streams that include specific Twitter users.
• Favourites: You can add a tweet to your favourites list.

Twitter as a marketing tool
• Develop and promote your brand

• Interact with your customers

• Track what people are saying about your
company/brand

company/brand
• Create buzz around upcoming events

company/brand
• Help individual employees act as liaison to the
public

company/brand
• Help individual employees act as liaison to the
public
• Help promote other content you’ve created on
blogs, Facebook, etc.

• Develop direct relationships with bloggers and
journalists and other key influencers

• Develop direct relationships with bloggers and
journalists and other key influencers
• Generate sales leads

Setting up a Twitter account
• Firstly, you’ll need to establish whether you
want a company account or a personal one.

• Company account

• Company account
– This represents the company as a whole

• Company account
– Keeps customers updated on all news and events

• Company account
– Promote recent blog posts, etc.

• Company account
– Update your customers on fresh product lines or
services

• Company account
– Update your customers on fresh product lines or
services
– Give real-time updates at events and conferences

• Firstly, you’ll need to establish whether you want
a company account or a personal one.
• Company account
–
–
–
–

This represents the company as a whole
Keeps customers updated on all news and events
Promote recent blog posts, etc.
Update your customers on fresh product lines or
services
– Give real-time updates at events and conferences
– Offer customer service and support

• Personal account is used by an individual
employee. Great way to build a direct
relationship with customers. Can talk about
non-company related things
– Act as a company liaison
– Update people on what you’re working on
– Share tidbits about your personality
– Expand your company’s network and make
connections

• Ideas for a Twitter Handle
– Your full name (JoanSmith)
– A variation of your name (JSmith)
– A combination of your name and company
(CompanyJoan)
– A combination of your name and your industry
(MarketingJoan)

Send tweets

Home page, find Twitter
followers and trending
topics

Profile

Stats
Following,
Followers,
Favourites,
Requests,
Lists, Photos

Twitter stream

Twitter Marketing for Business
•
•
•

•
•
•

Use Twitter to drive site traffic: Tweet about engaging content on your blog or
website. If your followers find it interesting enough, they’ll tweet it. Remember to
include a link to the content in your tweet.
Monitor your brand on Twitter: Using Twitter search you can find out what is
being said about your company. If someone’s looking for a product solution that
you provide, engage with them.
Favourites as testimonials: When you get positive feedback on your product or
company, mark the tweet as a “favourite”. You can send potential leads the link to
your favourites list (www.twitter.com/username/favourites).
Event promotion: While attending an event, you could provide live commentary
and create a hashtag which will aggregate the tweets around the event and build
an online conversation around it.
Thought leadership: Twitter enables you to build your reputation as an expert in
your field if you provide useful hints and tips. Remember to link to your own
resources as well as others.
Third-party Twitter platforms: Third-party platforms like TweetDeck help take the
pain out of managing your account. They enable you to contribute and monitor
your account with relative ease.

Twitter Marketing for PR
• Develop relationships with bloggers,
journalists and other key influencers.
• Look out for tweets that could lead to editorial
opportunities.
• Send DMs to reporters rather than email.
• Check their recent Twitter activity before
contacting them.

How to find key influencers
• TweetGrader (http://tweet.grader.com/). Top
Twitter users and measure their influence. Free
• Muck Rack (http://muckrack.com/). Free
resource to help you find journalists. Paid for
extras.
• JournalistTweets (www.journalisttweets.com/)
Free site that curates tweets from journalists and
helps you to locate them via industry.

Twitter Marketing for Customer
Service
• Respond promptly to customer issues. Easy to
track product feedback through third-party
platforms.
• Use your Twitter account to keep customers
updated – website glitches, delays in shipping,
etc.
• Follow back everyone who follows your company
account. Good netiquette and you’re able to send
and receive DMs.
• Avoid sending out automated DMs when you
receive new followers.

Twitter Metrics
•
•
•
•

Tweetstats (www.tweetstats.com)
Twitter Counter (http://twittercounter.com)
Topsy (http://topsy.com)
You can also Google “Free Twitter metrics”

Pinterest is the cheeky new kid on
the social media block

Pinterest Stats

Grown to 10m unique
visitors from Dec 2011 – Jan
2012

Made Hitwise List’s top ten
social networks, sitting at No.
5*

Source: Compete

*Higher than LinkedIn and Google+

Pinterest – how does it work?
• Pinterest is a social network that allows users
to visually share, curate, and discover new
interests by posting, or “pinning”, images or
videos to their own or other’s pinboards. Pins
typically have a common theme.
• You can upload media from your computer or
pin them from the web using the “Pin It”
button or site URL.

Pinterest Vocabulary
•
•
•
•
•

A PIN: An image added to Pinterest
PINBOARD: A set of theme-based pins
PINNING: The act of visually sharing content
REPIN: Reposting someone else’s pin
PIN IT BUTTON: A sharing button on your
website
• PINNER: The person who does the sharing

• You can browse through the items others have
pinned. You can “like”, “repin” or “comment”.
• Like other social networks, members are
encouraged to interact with the content by
commenting, sharing and reposting on other
networks.
• You are encouraged to connect with likeminded people through shared interests and
preferences.

Pinterest – why it matters
• Any business that needs to drive traffic to its
website in order to increase sales should
definitely consider joining Pinterest.
• In fact, early research has shown that
Pinterest is more effective at driving traffic
than networks like Facebook.
• A recent study by Pressgazette.com found that
while The Guardian had more followers, Mail
Online had more “pins”.

Pressgazette.com Findings
• Mail Online had the most links to its web
content (1,963,999).
• Second was Telegraph.co.uk with 429,137
shares.
• Guardian.co.uk was third (329,720).
• The Guardian had the most followers (2,258)
• Next was The Telegraph (1,502).
• The Independent was third with 829 followers.

Consumer Trends
• BizrateInsights found that out of 7,000 consumers
surveyed, 70% (4,900) used Pinterest as a source of
inspiration for online purchases.
• In addition, 69% of users said they either purchased an
item having seen it first on Pinterest or will in the future.
• Only 40% of Facebook users stated this.
• Pinterest also scored high for brand engagement and social
media marketing.
• According to thedrum.co.uk, 43% of members joined
Pinterest so they could interact and associate themselves
with their favourite brands and retailers.
• In comparison, only 24% of Facebook members used their
account to interact with other companies.

How to create a Pinterest account

Pinterest Etiquette
• Try to avoid blatant self-promotion
• Be clever about how you market your products
– If you bake cakes, you include pins of traditional cakes
from around the globe
– If you make hats, you could include pins of famous hat
wearers
– Include other pins as well as examples of your own

• Businesses should use the network to showcase
lifestyles their brand promotes as this will help to
drive website traffic.

Building Followers
• You’ll need to start building a few pinboards
first. This gives people a reason to follow you.
• There are two follower options
– You can follow a Pinner’s board – you’ll be notified
each time they pin on that board
– You can follow a Pinner’s user account – you’ll be
notified whenever they pin content on any of their
boards

Building Followers
• Cross-channel promotion
– Include Pin It buttons on your homepage and allow users to follow
your pins
– Promote your Pinterest presence on other networks like LinkedIn,
Facebook and Twitter
– Launching a Pinterest competition is a great way to build followers and
write a blog to promote it

• Create pinboards on specific topics
– Use some of the keywords in your SEO strategy (increase your online
visibility and Google ranking)

• Be prepared to include other users’ pins to enhance your pinboard
• Engage with other users
– Repin, comment and like their content. Chances are they’ll want to
follow back.

LinkedIn – The No. 1 professional social network

LinkedIn Stats
• Over 161 million registered users in over 200
countries

LinkedIn Stats
countries
• Over 2 million companies with LinkedIn
Company Pages

LinkedIn Stats
countries
Company Pages
• Professionals are signing up at a rate of 2
members per second

LinkedIn Stats
countries
Company Pages
• Professionals are signing up at a rate of 2
members per second
• Affluent and influential user base

LinkedIn Benefits
• Great way to highlight your company’s
products and services

LinkedIn Benefits
• Tell your company’s story

LinkedIn Benefits
• Generate leads

LinkedIn Benefits
• Generate leads
• Engage with your audience

LinkedIn Benefits
• Generate leads
• Engage with your audience
• Advertise job opportunities

Blog Marketing
• Typically when business owners start a digital
marketing campaign, their blog is just one of a
number facets in their marketing strategy

Typical Marketing Strategy
Your
Business

SEO

Website

Social
Media

Email

Blog

What about this?
Blog

Website

Analytics

Email

SEO

Social
Media

As we’ve noted earlier, blogging is a
great content model for your social
media marketing campaign

Create engaging content
Improve
search
rankings

Increase
brand
visibility

BLO
G
Share

Comment

Create
original
content

Three Key Steps

Get Your
Blog
Discovered

Turn
Visitors into
Subscribers

Leverage
Evangelists

• Get your blog discovered: Attract brand new
readers and traffic to your blog
• Turn visitors into subscribers: Get them to
stick around and keep coming back
• Leverage evangelists: Tap into the networks of
your subscribers and evangelists to share your
content and attract a brand new audience

1. Get your blog discovered
This step is the most challenging and the most
crucial. If you’re not increasing the traffic and
reach of your blog, then you’ll run out of
potential blog leads.

Have a great idea
• Find a good subject and an interesting angle.
Remember, you want people talking about
and sharing your content.
• Some bloggers just write to improve their
search rankings, padding out their copy with
keywords. Wrong approach.
• Start your blog posts with great ideas, not
keywords.

Use Analytics
• You’ll need to find out which blog posts create
spikes in interest.
• Look out for trends
– Are there certain topics your readers find most
compelling?
– Are there common themes in how you’ve
structured the title of posts?
– What about your tone of voice?

“Big Hit” Content
• ALWAYS aim to write a blog with that V (as in
Viral) Factor.
• People will always want to link back to
something they find interesting.
• Nothing wrong with including some keywords
in the blog but try not to put the cart before
the horse.

“Big Hit” Tactics
• Publish original data
– Publishing original data is not only a great way to
gain media coverage, it can also make great blog
fodder.
– If your business has access to original data to add
to, analyse, refute an industry topic or trend, then
you should utilise it.
– If not, then maybe there’s an opportunity to
partner with a research company or start-up to
fish for new unpublished data.

• Be controversial!
– You can either go down the route of radical
opinion OR refute received wisdom
– Try to back up your argument with data
– You can be controversial and still be likeable

• Be first and comprehensive
– If there’s a trending topic in your industry but
others aren’t covering it, then make sure you do.

• Be entertaining
– Make your blog an online reflection of you
– Create a balance between light-hearted posts and
meatier ones
– Include media like photos, infographics and videos to
illustrate your points

• Have a catchy title
– First impressions always count so choose strong words
– Remember the copy has to live up to the title so avoid
sensationalism

Promote it on Social Media
• As mentioned before, social media is a great
way to drive traffic to your blog and increase
your brand visibility
• Include links on your Facebook and Twitter
pages
• Create a pinboard in Pinterest around your
blog

Recycle Content
• Don’t be afraid to republish older and popular
blog content through your social media
channels. Some of your followers may have
missed it first time around and you may have
added new followers since then.

2. Turn visitors into subscribers
• Frequency
– Regular updates gets people hooked into your
content. If you blog monthly, work your way up to
once a week, go from once a week to a few times
a week.
– The most successful blogs publish daily or multiple
times a day (Huffpo, Tech Crunch, Mashable).

2. Turn visitors into subscribers
• Subscribe button
– Include a subscribe link on your homepage with all
your other social media buttons
– Alternatively, you could create a dedicated landing
page on your website for your blog

• Email marketing
– You could segment your database to those who
showed particular interest in a specific post. If you
are publishing something similar, promote it to
them.

3. Leverage evangelists
• Include social sharing buttons
– Make it easy for people to share your content
within their own networks.

• Feature other key influencers
– Include quotes from other key influencers in your
content. Once your content is live, contact them
and tell them you’ve given them unsolicited, free
publicity. Chances are they will promote your blog
within their own network.

3. Leverage evangelists
• Use your blog as PR
– When reaching out to journalists and bloggers, use your
blog content as part of your pitch. This helps to establish
you as a thought leader. You want to be their “go to”
person for specific topics.

• Invite guest bloggers
– Try to invite industry experts to write for your blog. But
start small: start with lower tier bloggers then work your
way up to the industry bigwigs once your blog has traction.

• Family/Friends/Employees
– Don’t be afraid to encourage some of these to share your
content within their own networks.

What is Instagram?
• It’s an online photo-sharing and video-sharing
social networking service

What is Instagram?
• Founded in October 2010 in San Francisco by
Mike Krieger & Kevin Systrom

What is Instagram?
• Founded in October 2010 in San Francisco by
• Users take pictures and videos, apply filters to
them and share them on other social
networking channels

Instagram Data
•
•
•
•
•
•
•

16bn photos shared in total
150m monthly active users
40m photos per day
8500 likes per second
1000 comments per second
5m videos shared within 24hrs of launch
Among the top 50 most popular websites

Instagram Founders

Facebook: The Takeover
Bought by Facebook in April 2012 for approx. $1bn (cash and stock)

Connecting via Instagram
Twitter

Tumblr

Instagram

Flickr

Facebook

New Feature
Introduced 15 seconds of video in June 2013*

*Perhaps introduced in response to the popularity of Twitter’s 6-second Vine

What is Vine?
• It’s a video mobile app

What is Vine?
• It shows six seconds of video which can be
shared on other social networks

What is Vine?
• It was founded in June 2012 by Dom
Hofmann, RusYusupovand Colin Kroll

What is Vine?
Hofmann, RusYusupov and Colin Kroll
• Vine was bought by Twitter in October 2012

What is Vine?
Hofmann, RusYusupov and Colin Kroll
• Vine was bought by Twitter in October 2012
• It debuted on 24 January 2013

Social Media Marketing: How to Create a Campaign in 7 Steps

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