How To Use Social Media For Your                     Relocation Professionals                                    Lynsey S...
What you will leave with today?                  The four key areas to build social media success                  What ...
Social Media in the UK         About 73 percent of UK Internet           users interact on social media                   ...
How it relates to business                     Businesses can – and do – use social media. For every major               ...
The four key S’s to social media success                  Strategy                  Social                  SEO (keywor...
Social Media StrategyOnline Marketing & Social Media Experts
Social Media Strategy                  Without a plan you plan to ……..                  What does success look like?    ...
Social Media Strategy                     Your overall objectives will inform what you do in social media                ...
Social Media Calendar    In social media, it’s key to Do Something Every Day!    When you create a new blog post, tweet ab...
Measure, Measure, Measure!                              Google analytics                              Hootesuite/Tweetde...
Sprout Social StatsOnline Marketing & Social Media Experts
SocialOnline Marketing & Social Media Experts
Social - Two-way communication    The key feature that     differentiates social media     from traditional media is its ...
Social - Two-way communication Engage with your target     audience (whether they     are journalists other     businesse...
SEOOnline Marketing & Social Media Experts
SEO                  Search engine optimisation                  Search engines index websites & social media           ...
Where to go keyword digging?                  Use www.googlekeywordtool.com                  Use the search engines and ...
Google Keyword Tool
Google Keyword Tool                  Note down longer keywords i.e. properties for sale by                      the sea /...
SEO friendly Twitter     These Bios contain relevant keywords and info          The locations they cover          What ...
SEO friendly LinkedInOnline Marketing & Social Media Experts
SearchOnline Marketing & Social Media Experts
SearchBottom of Google Page 1 Online Marketing & Social Media Experts
SearchOnline Marketing & Social Media Experts
Great Social Media Tools for Search                  Hootesuite/Tweet Deck/Sproutsocial                  Use to set up s...
Search - Twitter keyword examples                  Two examples of searching the right keywordsBy setting up a search for...
What Social Media Platforms to use?Online Marketing & Social Media Experts
Relocation professionals– key platforms                  Twitter                  LinkedIn                  Blog (if yo...
TwitterOnline Marketing & Social Media Experts
How to get ReTweeted                     Some types of Tweets get ReTweeted more often than others:                      ...
Twitter ListsOnline Marketing & Social Media Experts
Example of Twitter ListsTwitter ListsGreat way to organise your TwitterAccount & stay on top oforganisations, people you w...
Listorious Listorious is excellent Listorious is not only a directory     where you can add and promote your     List, b...
HashtagsOnline Marketing & Social Media Experts
Participation - Hashtags                      People often use hashtags to find information about specific               ...
Hashtags                        Location #Norwich (think city rather than county)                        Keywords #prope...
LinkedInOnline Marketing & Social Media Experts
LinkedIn                  Keywords, Keywords, Keywords                  Get in to a habit of linking up with people when...
Linked In Recommendations                                   Recommendations - Ask!Online Marketing & Social Media Experts
BloggingOnline Marketing & Social Media Experts
Bringing your business to life
Content creation                  Think about what effects you want to create with your                      blog. Differ...
Blog exampleOnline Marketing & Social Media Experts
Blogging and vlogginghttp://hotpropertyblog.blogspot.co.uk/2012/05/real-estate-home-description-should.html
Social Media Quick Wins                     Add all your social media accounts to your home page                     Add...
Stay in touch!                                   Lynsey Sweales                                    07734 084254           ...
How To Use Social Media For Your                     Relocation Professionals                                    Lynsey S...
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  • My background, worked in marketing & PR 10 years plusWorked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand.Run and own Social-B a marketing and PR agency specialising in SEO, Social media & PR – clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO, SM and PR- Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
  • 62M UK populationAbout 73 percent of UK Internet users interact on social media platforms, a new study showing the impact of social networks has revealed.A study conducted by marketing research firm InSites Consulting, around 73 percent of British Internet users are on social networking platforms like Facebook and Twitter. This is slightly lower than the Europe-wide average of 74 percent.We Brits are now watching more than five and a half million online videos a month compared with four million last year.
  • Looking for people with good influence (larger twitter followers who are networkers etc
  • Social media is about two things – engagement with your audience and search engine results – i.e. using the likes of Google to help drive traffic to your website!Engaging – sharing hints tips, recipes, advice,
  • When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offer
  • Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact)This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instanceThe key feature that differentiates social media from traditional media is its facility for two-way dialogueThis brings with it a number of important advantages:More powerful engagementImproved recallActive involvementParticipative for both partiesMake this principle core to a social media campaignDevelop online objectives that are SMART:Specific – objectives should specify what they want to achieveMeasurable – you should be able to measure whether you are meeting the objectives or notAchievable - are the objectives you set, achievable and attainable?Realistic – can you realistically achieve the objectives with the resources you have?Timely – when do you want to achieve the set objectives?Example of objectives could be:Increase traffic to your website
  • Plan ahead but also look what is being talked about on social media – if there is a link there then use it – however, don’t jump on all trends – if there is no link then you are not targetingOther examples – british tomato week – etc themes and get interest
  • Socialsprout £5 a month, hootesuite £3 a month https://sproutsocial.com/reports/group/216266/1334620800/1337299199Three month plan with a calendar!You might think this is blue chip company thinking however – your organisation more than their organisation needs to measure as resources, budget and time are all very precious!I see so many businesses think ‘ great we can get loads of business from social media lets sell, sell, sell!Within max of 3 months they have normally given up and stopped using social media all togetherGoogle analytics – will tell you where people come from – if you look at it you get it – measure visitors, where they come from etc – if social media is working you can see from the source plus if you use codes on facebook and twitter
  • Why should people follow you, like you chat with you?You can use feeds for news but it has a VERY limiting impact! – its about engaging in conversation – virtual networking etcCreate a larger sales teamBrand ambassadorsYou never always know who people are & who they know!
  • Why should people follow you, like you chat with you?You can use feeds for news but it has a VERY limiting impact! – its about engaging in conversation – virtual networking etcThere was an interesting study by Nielsen a couple of years ago, and this stated that 42% of people trust search engine results, while a huge 90% trust recommendations from people they know.
  • Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search,local search, video search, academic search,[1] news search and industry-specific vertical search engines.75 languages11.5 billion web pagesAround a billion websitesNot forgetting the facebook, twitter, linkedin infoIf we look at this room today – to find out about you I have to ask questions and you give me answersSearch engines are indexing and researching 24/7 365 days a week! They are NOT looking at what your website looks like – it can look as pretty as a picture but not get any traffic – don’t get me wrong a website needs to look good – but it need to look good once you have found the people to look at it!The key to SEO is knowing the words / phrases people type in to then know what to use on your own website – these are called keywords/keyphrases and I will come on to these first.First I want to look at some live examples so you can see what search engines look at
  • Do you know what you are keywords are for your business?If so you really need to find out Its not words or phases that you think people might be typing In to search engines but keywords / phrases you know people are searching onI’ve had many a person say oh we at the top of search engines for XXXX a quick bit of research tells me if that is a key terms people are searching on.Keywords play a real part in social media so ask your website company, you can do the research yourself (if you know how) or contact a company that can do the work for you (any good SEO company) can do this for you.When/ if you have keywords use them across the board – from facebook to youtubeSearch engines index websites inc. blogs, facebook etc.Google, Yahoo, Bing have to decide what answers to give peopleSEO = having the right keywords that people search on
  • Holds a wealth of information on what people search on each monthCan give you a great deal of information on what keywords you need to use
  • Think about property, house, home, - what desirable things you have and what people are looking for when they are searching – i.e. sea viewProps for sale by sea – medium – 27KHouses with land – low – 823KE.G Top gear Christmas special
  • Whenever anyone follows me I read their bio then look at their tweets
  • Searching property finder richmond upon thames
  • Use Hootesuite/Tweetdeck – you can post across Twitter, facebook, linked inLook for keywords/opportunitiesTarget locationsTarget existing customersPromote all your social media on your website blog, flyers, shop window
  • Aim for 120 characters – use hashtags
  • You can then use lists to engage more with your target audience – if I see something my client needs help with or something I want to RT I can see it really easilyLists can be public or private – they are really under utilised and you should really get in to a habit of whenever you follow someone put them in a list!Lists I haveClientsAttended coursesJournalistsNorwihc businesses
  • http://listorious.com/
  • If you want to add your voice to a common cause or thread, you can use a hashtagHashtags are small identifiers that everyone can use to indicate what they’re Tweeting about. They make it easier for people to find other tweets on a particular subject/location while filtering out the tweets that may just coincidentally contain the same keyword.For example, the hashtag #journorequest is a popular hashtag for journalists looking for certain storiesTo use a hashtag, in the Twitter dialogue box, type a hash sign (usually next to the ENTER key on UK keyboards), followed by a space, then your message.You can put hashtags anywhere in your tweet but again, be careful that you don’t go over the 140 character limit
  • Lots of people ask questions and info on twitter – why use google when you have millions of peoples brains readily available on twitter – cottage in Scotland – personal experiences and recommendations – 6 RTs and a cottage found – I think!
  • What Im going to share with you now is FREE – people often think you have to pay for the best bits of LinkedIn – you would be wrong!
  • Bob emailed 100 people and received 44 recommendations!
  • Brings your business to lifeShares useful informationGood for search engine results too!
  • http://www.propertysearchers.net.au/index.php/collateral/blog/looking-for-a-new-home-dont-fall-for-dirty-tricks-and-pay-too-much/
  • 2400 search for this each month – as a self catering cottage in North Norfolk they have dog walkers stay with them – key audience!
  • http://hotpropertyblog.blogspot.co.uk/2012/05/real-estate-home-description-should.html
  • Arp conference

    1. 1. How To Use Social Media For Your  Relocation Professionals Lynsey Sweales SocialB Ltd @lynseyswealesOnline Marketing & Social Media Experts
    2. 2. What you will leave with today?  The four key areas to build social media success  What social media platforms you should be using as a relocation professional  Tips on using social media as part of your every day businessOnline Marketing & Social Media Experts
    3. 3. Social Media in the UK About 73 percent of UK Internet users interact on social media platformsOnline Marketing & Social Media Experts
    4. 4. How it relates to business  Businesses can – and do – use social media. For every major business function of every organisation, there is an equivalent social media function:  Research=Listening to the conversations people have with each other to understand their wants and needs  Marketing=Talking in the conversations people have with each other to spread messages about your company and products  Sales=Energising customers to sell you by finding your most enthusiastic customers/employees and supercharging them online  Support=Supporting customers to support each other by setting up tools that help them do this  Development=Embracing customers to work with each other by integrating them into the way your business worksOnline Marketing & Social Media Experts
    5. 5. The four key S’s to social media success  Strategy  Social  SEO (keywords)  SearchOnline Marketing & Social Media Experts
    6. 6. Social Media StrategyOnline Marketing & Social Media Experts
    7. 7. Social Media Strategy  Without a plan you plan to ……..  What does success look like?  How has your business become successful? With a plan/strategy by any chance?? Q1 “What do we want to achieve with our social media activity?”Online Marketing & Social Media Experts
    8. 8. Social Media Strategy  Your overall objectives will inform what you do in social media in terms of:  Who you want to connect with  What content you share  How you interact with people  How often you need to interact with people  How you want to influence people to actOnline Marketing & Social Media Experts
    9. 9. Social Media Calendar In social media, it’s key to Do Something Every Day! When you create a new blog post, tweet about it! When you attend an event/show/networking follow up with someone you met by connecting with them on Twitter and or LinkedIn. Read any interesting blog articles? See a good video on YouTube? Tweet about it.Online Marketing & Social Media Experts
    10. 10. Measure, Measure, Measure!  Google analytics  Hootesuite/Tweetdeck  Sproutsocial– all in one place! - social traffic overlapped with web - audience demographics - who you are engaging withOnline Marketing & Social Media Experts
    11. 11. Sprout Social StatsOnline Marketing & Social Media Experts
    12. 12. SocialOnline Marketing & Social Media Experts
    13. 13. Social - Two-way communication The key feature that differentiates social media from traditional media is its facility for two-way dialogue This brings with it a number of important advantages:  More powerful engagement  Improved recall  Active involvement  Participative for both parties Make this principle core to a social media strategyOnline Marketing & Social Media Experts
    14. 14. Social - Two-way communication Engage with your target audience (whether they are journalists other businesses or other key groups) Help people if you know the answer or a contact for them Share useful informationOnline Marketing & Social Media Experts
    15. 15. SEOOnline Marketing & Social Media Experts
    16. 16. SEO  Search engine optimisation  Search engines index websites & social media platforms  Google, Yahoo, Bing have to decide what answers to give people  SEO = having the right keywords that people search on  More on this in relation to social media laterOnline Marketing & Social Media Experts
    17. 17. Where to go keyword digging?  Use www.googlekeywordtool.com  Use the search engines and their predictive text  If you pay for advertising on Google adwords note these down  Use your Google Analytics data (keyword source)  Google Insights Trend tool http://www.google.com/insights/search/Online Marketing & Social Media Experts
    18. 18. Google Keyword Tool
    19. 19. Google Keyword Tool  Note down longer keywords i.e. properties for sale by the sea / houses with land – great tip later!  Think like a client! Ask friends / colleagues what they would type in  What locations do you cover? City, rural, county, etc  Set up an excel sheet with keywords/keyphrases so they can be used across all your online areas (twitter/linkedin/Google local places, website)  Review every two to three months if you get the chanceOnline Marketing & Social Media Experts
    20. 20. SEO friendly Twitter These Bios contain relevant keywords and info  The locations they cover  What services they provide  Why you might want to contact themOnline Marketing & Social Media Experts
    21. 21. SEO friendly LinkedInOnline Marketing & Social Media Experts
    22. 22. SearchOnline Marketing & Social Media Experts
    23. 23. SearchBottom of Google Page 1 Online Marketing & Social Media Experts
    24. 24. SearchOnline Marketing & Social Media Experts
    25. 25. Great Social Media Tools for Search  Hootesuite/Tweet Deck/Sproutsocial  Use to set up streams to target your audience  Use for lists – great way of staying in touch with people (Twitter)  Scheduling – but don’t get in that trap apart from blog posts etc  Measuring – all have a stats sectionOnline Marketing & Social Media Experts
    26. 26. Search - Twitter keyword examples  Two examples of searching the right keywordsBy setting up a search for Norwich andholiday this type of information will beready for you respond tokey targeting but potential great resultsOnline Marketing & Social Media Experts
    27. 27. What Social Media Platforms to use?Online Marketing & Social Media Experts
    28. 28. Relocation professionals– key platforms  Twitter  LinkedIn  Blog (if you have time)  Google+ (be aware & start using before your competition do)Online Marketing & Social Media Experts
    29. 29. TwitterOnline Marketing & Social Media Experts
    30. 30. How to get ReTweeted  Some types of Tweets get ReTweeted more often than others:  Calls to action (as in: “pls RT”), while they might sound cheesy, work very well to get ReTweets  Timely content such as latest news gets ReTweeted a lot  Self-reference (Tweeting about Twitter) works  Lists are very popular  People also like to ReTweet blog posts  Much like success is said to breed success ReTweets will breed ReTweetsOnline Marketing & Social Media Experts
    31. 31. Twitter ListsOnline Marketing & Social Media Experts
    32. 32. Example of Twitter ListsTwitter ListsGreat way to organise your TwitterAccount & stay on top oforganisations, people you want towatch & respond toThink about using them for:-Clients, suppliers, journalists, etcAlso – the more lists you are in themore credible you are seen to be inTwitter’s eyes!Online Marketing & Social Media Experts
    33. 33. Listorious Listorious is excellent Listorious is not only a directory where you can add and promote your List, but it is a great source of inspiration to help you create your own It also holds lots of really useful information in terms of other useful lists, for example: http://listorious.com/  UKMPs - UK Members of Parliament on TwitterOnline Marketing & Social Media Experts
    34. 34. HashtagsOnline Marketing & Social Media Experts
    35. 35. Participation - Hashtags  People often use hashtags to find information about specific subjects, so if you use hashtags, they are more likely to find you via that subject. Hashtags are therefore a great way to extend your reach and get more followers in a meaningful way.  There are a wide variety of already established hashtags, and new ones being created daily, that you can utilise  You need to be careful, however, that your use of hashtags is consistent with both your brand and the tag itselfOnline Marketing & Social Media Experts
    36. 36. Hashtags  Location #Norwich (think city rather than county)  Keywords #property, #economy  Trending topics – that are relevant!  Three per tweet maximum  Not every tweet has to have hashtagsOnline Marketing & Social Media Experts
    37. 37. LinkedInOnline Marketing & Social Media Experts
    38. 38. LinkedIn  Keywords, Keywords, Keywords  Get in to a habit of linking up with people when you meet, speak, email them  Add your LinkedIn details to your email, business card, website  Ask for recommendations  Groups  Answers!Online Marketing & Social Media Experts
    39. 39. Linked In Recommendations Recommendations - Ask!Online Marketing & Social Media Experts
    40. 40. BloggingOnline Marketing & Social Media Experts
    41. 41. Bringing your business to life
    42. 42. Content creation  Think about what effects you want to create with your blog. Different types of post can have different effects.  Here are some examples:  Instructional posts tell people how to do something. They can be good for establishing you as an expert, or building up a body of knowledge that you can also refer to in future.  Lists are simply lists of anything – products, services, tips etc – that often have the title “10 Top Ways To...” or “7 Best Examples of...”. They can be good for getting search engine traffic and becoming part of a blogging community.Online Marketing & Social Media Experts
    43. 43. Blog exampleOnline Marketing & Social Media Experts
    44. 44. Blogging and vlogginghttp://hotpropertyblog.blogspot.co.uk/2012/05/real-estate-home-description-should.html
    45. 45. Social Media Quick Wins  Add all your social media accounts to your home page  Add all your social media accounts to your email signatures plus any email newsletters  Add your twitter and LinkedIn info to your business cards/marketing material  Add all your social media links and website to your LinkedIn, google plus (if you are using it) & Twitter  Engage with your target audience – talk about their interests  Always think keywords and engagement  Be friendly & professionalOnline Marketing & Social Media Experts
    46. 46. Stay in touch! Lynsey Sweales 07734 084254 Lynsey@social-B.co.uk www.social-B.co.uk @LynseySwealesOnline Marketing & Social Media Experts
    47. 47. How To Use Social Media For Your  Relocation Professionals Lynsey Sweales SocialB Ltd @lynseyswealesOnline Marketing & Social Media Experts
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