#NotForGeeks Introduction to Social Media Marketing
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An introduction to online marketing and how you can use social media as a freelancer or creative to grow your business.
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#NotForGeeks Introduction to Social Media Marketing
- 1. #NOTFORGEEKS – INTRODUCTION TO ONLINE MARKETING – GOING SOCIAL @liveandsocial
- 2. Natasha Aidinyantz I’m @MyCreative_UK Worked in Marketing since 2012 Content and Community Manager at Live and Social Helps business understand and effectively utilise the internet, mobile and social media Daughter and sister to 2 awesome women Likes music, art and design, graphic design and meeting new people
- 4. 98% of searches online start with a search engine… Authority Trust Reputation
- 5. Image thanks: PA @ www.telegraph.co.uk The Internet Today
- 6. People don’t listen to adverts photo credit: twenty_questions
- 8. Content
- 9. Created Content • Reflects your values, ethos and commitments • Lets people know what they can expect from you • Blog posts • Video • Images • Audio SHARING CONTENT • Using other peoples content to illustrate what is important to you and who you know • Helps you connect with other key influencers • Like • Comment • Share / Retweet
- 10. TOPICAL COMPLIMENTARY YOUR MESSAGE YOUR AUDIENCE NEEDS OPPORTUNISTIC EVERGREEN
- 12. Having an audience provides huge opportunities People talking about you promotes you to their contacts A big audience that doesn’t engage with you is worthless Proactively seek others ◦ Local community ◦ Key influencers ◦ Your customers / potential customers Be part of other peoples communities ◦ They already exist ◦ You can be of value instantly
- 13. People like you like people like you 2nd and 3rd level contacts put you in reach of millions of people +
- 14. INDUSTRY INFLUENCERS, PARTNERS & ASSOCIATES COMMUNITY INFLUENCERS, PARTNERS & ASSOCIATES EXISTING CUSTOMERS & CUSTOMERS YOU LOVE POTENTIAL CUSTOMERS & CUSTOMERS YOU WANT MAY NEVER BUY WILL BUY Contact planning matrix
- 15. Defining your audience • Your audience will be made up people that – Will be your customers – Will support your efforts • Define these people so you can search and connect to them: Location Job Title Age Gender Interests SKILLS QUALIFICATIONS EMPLOYER / BUSINESS NAME COMPETITORS ASSOCIATED BRANDS
- 17. "We've moved from the age of interruption to engagement, from passive consumer to an active consumer who doesn't sit and wait for things to be delivered but who goes and seeks things out" - Sir John Hegarty Chairman BBH
- 18. Create Raving Fans • Inside • Outside
- 19. Why Not? It takes up too much time I don’t know what to do or how to do it I don’t want to share my personal life I don’t want to look stupid Just people talk about pointless things People will say negative comments I just don’t see the point I’ve got more important things to do
- 20. Best Practise
- 21. THE DO’S
- 22. THE DO NOT’S
- 24. Empower your people Example Employee Guidelines Follow and engage with all company social media profiles. Suggest and create content that will support your role and the company. Reach out and connect with customers, suppliers and our industry influencers Be yourself. Share your skills and expertise and be prepared to help others. All your comments are your own views and not the companies Remember to be appropriate and polite. Do not share company or client information – if in doubt ask Get Famous – the more our team is known the better for us all
- 25. Social Media Main • 45min to 1 hr – once per day • Find content to share and schedule for the day • Look for mentions or replies about you and reply • Look for and reply to keyword searches and other peoples content Your Daily Social Media Activity Social Media Check • 20 – twice per day • Look for mentions about you on Twitter and reply • Look for mentions or replies to posts on Facebook and reply • Look for and reply to keyword searches and other peoples content on Twitter and Facebook
- 26. The Language of Online
- 27. Update or Post Timeline, Stream or Feed Short URL’s @mentions, tagging or +mentions Comment, Response or Reply Likes or +1s Retweets (RT’s) or Shares Follows, Subscribers or Circled ^JJ (initials) Tagging or #hashtags Language of social media
- 28. I’m A #Hashtag Hashtag’s ◦ Group your update with similar content ◦ Helps people search for your update ◦ Help like minded people engage with each other Pick a set of hashtags and stick with them ◦ Location ◦ Themes and interests ◦ Partners and Products Use topical hashtags for fun but don’t SPAM
- 29. Can I sell on social media
- 30. Creating a blog
- 31. Blogging for business •Invest in design and hosted blog •Plan your content, categories and tags •Get SEO expertise •Comments on •Prominent social sharing buttons •Rights free images or purchase •Optimise your posts with Wordpress SEO (Yoast)
- 33. Going Social
- 34. Twitter for business •Why use Twitter? •Twitter etiquette •Finding people •Creating a tweet •@mentions, replies and acknowledging others •Retweets •Using #hashtags •Twitter search •Your questions and challenges
- 36. Facebook for business •Why use Facebook? •Fanpage or Facebook group •Update types •Using #hashtags and @mentions •Using Facebook as your page •Following and acknowledging others •Your questions and challenges
- 38. LinkedIn for business •Do you need a company page? •Setting up a LinkedIn company page •Creating LinkedIn company page updates •Getting LinkedIn company page follows •LinkedIn Page Insights and Analytics •Daily LinkedIn schedule •Having a LinkedIn group •Setting up a LinkedIn group •Manage your Group
- 41. Where Results Matter Two aspects to social media measurement: ◦ The performance of the activity on the social channel ◦ The impact on your business goals and objective “It’s only working if its helping you achieve your goals” Three business objectives worth targeting: ◦ Grow revenue ◦ Reduce costs ◦ Improve satisfaction
- 42. Deciding what to measure
- 43. Reporting – social media metrics Followers Comments Clicks on links Shares Likes Mentions Back Links to your site Traffic to your site Number of followers is nice Engagement is key
- 44. The Free Tools
- 48. Where will you start tomorrow?
- 49. Start with baby steps… •Go on namechk.com and find a name that fits •Sign up to your chosen channels, optimise your bio and images •Segment your contact database using the matrix •Start scheduling and sharing content •Start following people and finding them online •Talk to them and get them to notice what you do •Start blogging 1-2 times a week •Promote your blog on social media •Lead people softly to like you, love you and want to buy from you
- 50. Thank You! Natasha Aidinyantz Connect with me: linkedIn.com/in/natashamycreative twitter.com/mycreative_uk plus.google.com/+natashaaidinyantz
Editor's Notes
- Ask everyone their name, what they do, where they work and why they are here today
- Talking about your website like the front of your shop
- Authority – you want to know that a business you are buying into has more knowledge then you do about a product they are selling (content marketing, keywords, relevance) Trust- you will happily pay more for an item you know will work because it’s from a brand you trust. Brands with authority become trusted because they are the best (authorship, design, click through’s, online patterns of behaviour) Reputation – when you have the above people tend to talk about it with others and recommend their friends with reviews (web traffic, reviews, online mentions)
- Go into how marketing offline and online mix. Offline is the same as online just using a different medium – compare to a networking event. – any questions
- Give the example of a little bakery or pizza chain known for it’s great bread or pizza sauce.
- Content, what do you write about
- Ok so ask the participants to create their own content planning matrix and ask questions like What is your business about What problems are you solving How are you saving the world Seasonal dates and events
- Email marketing, who are you saying it to? Where are they online for you to say it?
- Get them to go to page 13 and do the contact planning matrix- talk about where you can find these people online and how you can manage them.
- Creating buyer personas and learning about their behaviour
- Time to get over the fear
- Have a plan Listen Be authentic Have a social media policy Monitor your platforms regularly Curate content Create content Find conversations Be friendly Show personality Converse Find and engage key influencers Follow members of community Interact by sharing Respond politely to negative comments Take it offline Follow up Thank customers
- Don’t moan too much Don’t overly sell or self-promote Don’t post content and walk away Do not get into arguments on public forums Never posts updates after drinking alcohol Don’t delete messages Don’t be sarcastic or rude Avoid “corporate speak” Don’t be defensive or whiney Don’t assume any member of staff can handle the job Don’t post anything you would not want to be seen on the front page of the national newspapers > Ask them if there is anything in these lists that don’t make sense to them. Have they got any questions.
- After this slide it should be 12.30pm and time for LUNCH!
- After this slide it should be 3.00pm and time for a tea break.