Social Media: Keys to Success
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Social Media: Keys to Success



This seminar is focused on giving you the tools and confidence to implement an every-day Social Media strategy aimed to create emotion and drive engagement from your customers, colleagues and ...

This seminar is focused on giving you the tools and confidence to implement an every-day Social Media strategy aimed to create emotion and drive engagement from your customers, colleagues and influential peers. Jargon free and brimming with actionable goodies, this seminar is your blueprint to Social Media success.

Presenter: Anthony Trollope, Director,



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Social Media: Keys to Success Social Media: Keys to Success Presentation Transcript

  • Social Media: Keys to Success Presented by: Anthony Trollope Director, [email_address] The Off-Price Show, 11-12 September 2011
  • A bit about me… Five years ago: Studied E-commerce at the University of Portsmouth Interests switched to online media In 2005, while at Uni began developing The Wholesale Forums A decade or so ago: Started my first business selling DVDs on eBay at 13 Became an underage Powerseller within 3 months Grew the business to over 8,000 feedback Today: Director of The Wholesale Forums - leading networking community & advice forum for buyers and suppliers with over 95,000 members across the world
  • What to expect from this seminar…
    • Good old fashioned honesty. No jargon or fluff
    • Actionable Social Media tips you can take away and implement
    • Everything I preach, I’ve already practiced….
    … not like this guy!
  • So, why leverage Social Media anyway? Holly social media, Batman!
  • “ We don’t have a choice on whether we DO social media, the question is how well we do it.” – Eric Qualman, Socialnomics So, why leverage Social Media anyway?
    • Some stats (as if you needed convincing):
      • Facebook now has over 750 million active users
      • 30 billion pieces of content are shared per month on Facebook
      • More than 10,000 new websites integrate with Facebook daily
      • Twitter has over 200 million registered users, 100 million are “active”
      • 140 million tweets are made by users on Twitter every day
      • There are more than 20 million LinkedIn users across Europe
    Social Media is big, it’s getting bigger , and as a broad digital marketing channel, it’s not going to disappear anytime soon. So, why leverage Social Media anyway?
  • Bring on the goodies….
  • Quick show of hands... How many of you have Twitter, Facebook or LinkedIn accounts for your business?
  • Influencing Twitter
      • Follow interesting and influential people & brands
      • Scan daily news for inspiration & newsworthy content
      • Read publications & popular blogs
      • Use Delicous, Reddit, Digg and others
    Tweet great content 3-4 times a day
      • All of us read content online everyday, make social media part of your routine from today!
      • Join conversations by offering opinion, information, answers to questions etc
      • Demonstrate your knowledge & resourcefulness
      • Be willing to help and offer expertise to others
      • Build a reputation around topics that matter to your business objectives
    Influencing Twitter Reply to conversations
      • Acknowledge peers who demonstrate market insight or expertise
      • Get used to recommending your peers and praising high quality content
      • Embrace the culture of sharing
      • … ..But don’t overdo it, else it loses impact
    Influencing Twitter Retweet other people’s content
      • Power users leverage search to influence trending topics
      • Find people talking about your brand, your market, your competitors – what can you gleam?
      • Use #hashtags effectively (especially at events)
    Influencing Twitter Use search to meet objectives
      • Sharing great content is key
      • Stick to around 120 characters rather than 140 (give people a chance to add their own commentary)
      • Add banners & buttons to your website, emails, newsletters, email signatures, business cards, stationary and invoices
    Influencing Twitter Be easy to retweet and follow
    • Use tools like to manage & schedule your tweets like a pro:
    Twitter PRO TIPS:
  • Use tools like and to measure your reach and help shape your content strategy: Twitter PRO TIPS:
  • And breathe….
  • Facebook: Strategy
    • Get found by people who are searching for your products or services
    • Connect and engage with current and potential customers
    • Create a community around your business
    • Promote other content you create, including webinars, blog articles, media
    • Optimise your Page
      • Add a profile picture
      • Create an about page
      • Develop a custom landing page
      • Grab your vanity URL (when it becomes available)
    Dominating Facebook
    • Highlight your products/services
      • Review products/services
      • Run competitions
      • Get people talking
      • Incentivise your fans
    Dominating Facebook
    • Be personable…. BE REAL
      • Upload photos from within your organisation
      • Inject personality and character
      • Think how you want your brand to appear to your community
      • Some of the most engaging content are real world examples of you being human
    Dominating Facebook
    • Use tagging effectively
      • Tag top influencers and industry peers in updates or photos
      • Leverage events like trade shows & the people you meet
      • Connect with them & share content/resources
    Dominating Facebook
    • Produce & share video, photos & premium content
      • As a direct marketing tool
      • Raise awareness about your products & services
      • Demonstrate you are an expert
      • Showcase customer testimonials
      • Promote events & offline activities
    Dominating Facebook
  • Promoting your Page
    • Creating an engaging page
      • Discussion boards
      • YouTube or other video content
      • Give users a reason to like your page
      • Use incentives or premium content
      • Strive to create that warm & fuzzy feeling among your fans
    • Leverage the viral nature of Facebook
      • The news feed is the hub of viral elasticity
      • Activity by fans is published to their news feeds
      • Offers great opportunities to capture friends or peers who happen to stumble across a recommendation
    Promoting your Page
    • Draw on your existing network
      • Email subscribers and blog readers already love you, urge them to become a fan on FB
      • Include your FB page details on all internal and external communications
      • Promote your FB page on your website and other customer facing channels
    Promoting your Page
    • Make your page publicly searchable
      • Drive organic search traffic to your page for searches on your brand/company
      • Optimise your page as you would your website
    Promoting your Page
  • Facebook PRO Tips:
    • Introduce your page to influential brands in your industry by engaging on their wall, asking questions, posting comments.
    • Seek business deals, partnerships and leverage biz-dev opportunities
    • Consider using Facebook Ads for an extra push
  • LinkedIn Tips
    • Your Profile
      • Great brand asset
      • Make it informative and optimised for search
      • Add a real photo
      • Get a vanity URL
      • Use links with anchor text for backlinks to your site
      • Keep it active
      • Link to it
    • Give to get
      • Acquire some recommendations from people you’ve worked with
    LinkedIn Tips
    • Show what you’ve got
      • Jump in and answer questions
      • Demonstrate expertise
      • Conversations and engagement usually lead to new connections
    • Lead a group
    • Anyone can launch a group & lead discussions
    • Join existing groups in your industry & within your interests
    LinkedIn Tips
    • Repurpose content
    • Blog link: displays your latest posts on your profile
    • allows you to create links to files and media
    • Slideshare: embed your presentations and demos
    • Company Buzz: scrapes Twitter for mentions of your brand
    LinkedIn Tips
  • ... a few recommended resources
    • http:// – latest social updates and news
    • http:// - useful guides & tips on SM
    • http:// – for writing effective content
    • http:// /blog/ - marketing resources
    • http:// / - top social media influencer
    ... And finally, a shameless plug
    • Join The Wholesale Forums @ http://
  • Thank you! Slides available via:
    • @atrollope or @wholesaleforums
    • [email_address]