#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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  • 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.
  • #NotForGeeks Introduction to Social Media Marketing

    1. 1. #NOTFORGEEKS – INTRODUCTION TO ONLINE MARKETING – GOING SOCIAL @liveandsocial
    2. 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
    3. 3. 98% of searches online start with a search engine… Authority Trust Reputation
    4. 4. Image thanks: PA @ www.telegraph.co.uk The Internet Today
    5. 5. People don’t listen to adverts photo credit: twenty_questions
    6. 6. Content Contacts Conversation
    7. 7. Content
    8. 8. 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
    9. 9. TOPICAL COMPLIMENTARY YOUR MESSAGE YOUR AUDIENCE NEEDS OPPORTUNISTIC EVERGREEN
    10. 10. Contacts http://www.escenariostec.citep.rec.uba.ar/
    11. 11. 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
    12. 12. People like you like people like you 2nd and 3rd level contacts put you in reach of millions of people +
    13. 13. 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
    14. 14. 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
    15. 15. Photo Credit: calleecakes Conversation
    16. 16. "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
    17. 17. Create Raving Fans • Inside • Outside
    18. 18. 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
    19. 19. Best Practise
    20. 20. THE DO’S
    21. 21. THE DO NOT’S
    22. 22. Social media policy
    23. 23. 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
    24. 24. 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
    25. 25. The Language of Online
    26. 26. 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
    27. 27. 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
    28. 28. Can I sell on social media
    29. 29. Creating a blog
    30. 30. 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)
    31. 31. Going Social
    32. 32. 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
    33. 33. 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
    34. 34. 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
    35. 35. Measuring Your Results
    36. 36. 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
    37. 37. Deciding what to measure
    38. 38. 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
    39. 39. The Free Tools
    40. 40. Scheduling and Sharing •Buffer •Feedly •Hootsuite •Bitly
    41. 41. Chrome Extensions •Rite tag •Riffle •Hootsuite •Buffer •Bitly
    42. 42. Analytics •Socialbro •Tweetdeck
    43. 43. Where will you start tomorrow?
    44. 44. 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
    45. 45. Thank You! Natasha Aidinyantz Connect with me: linkedIn.com/in/natashamycreative twitter.com/mycreative_uk plus.google.com/+natashaaidinyantz

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