Social Media Masterclass for BPMA Conference 2014
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A no-nonsense top tips guide to using social media for business for the British Promotional Merchandise Association (BPMA) 2014 conference. Focusing on content marketing, blogging for business, social ...

A no-nonsense top tips guide to using social media for business for the British Promotional Merchandise Association (BPMA) 2014 conference. Focusing on content marketing, blogging for business, social media optimisation, Twitter and LinkedIn best practices.

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Social Media Masterclass for BPMA Conference 2014 Presentation Transcript

  • 1. BPMA Conference 2014 July 2014 Stef Lait @steflait Our Social Times @oursocialtimes
  • 2. © Our Social Times 2014 2 • Community Building • Campaigns • Lead Generation • Training • Mentoring • Workshops • Monitoring • Measurement • Analysis • Reporting • Strategy • Planning • Reviews • Audits Social Media Strategy Social Media Insights Social Media Marketing Social Media Training
  • 3. © Our Social Times 2014 3
  • 4. How content marketing works 1 Blogging for marketing 2 Optimizing your social media presence 3 Getting the most out of Twitter 4 Using LinkedIn effectively 5 © Our Social Times 2014 4 How great content marketing gets shared 5 1
  • 5. How great content gets shared (and bad content dies) 5 © Our Social Times 2014
  • 6.  B2B companies with blogs generate (on average) 67% more leads than those without blogs.  87% of B2B marketers use social media to distribute content.  Marketers now spend an average of 25% of their budget on content marketing.  Companies with <10 staff spend an average of 42% of their budget on content marketing.  62% of companies outsource their content marketing. © Our Social Times 2014 6
  • 7. CONTENT ENGAGEMENT LEAD GENERATION © Our Social Times 2014 7 Stronger relationship Customer lifetime value Views Engagement New leads Direct sales CUSTOMER RETENTION AWARENESS New fans/followers New contacts REACH
  • 8. For downloads and services (e.g. step- by-step guides). To website visitors and browsers (via SEO) For any type of content, incl. infographics, news and videos. To RSS and email subscribers and Googlers (via SEO) For instant content, e.g. photos /videos of events. To followers, and wider using #hashtags For photos, videos, news, competitions etc. To fans and wider audience using ads and Groups. For photos, videos, news etc. To followers and wider audience via Circles. For videos To subscribers and wider web via social sharing For any type of content, including docs (PDF/Word). To contacts or Groups and wider via social sharing. For PPT, PDF, video To subscribers and wider web via social sharing © Our Social Times 2014 8
  • 9. © Our Social Times 2014 9
  • 10. © Our Social Times 2014 10 Image credit: RankManiac
  • 11. © Our Social Times 2014 11
  • 12. © Our Social Times 2014 12
  • 13. © Our Social Times 2014 13
  • 14. © Our Social Times 2014 14
  • 15. © Our Social Times 2014 15 • Use the most compelling statistic or fact in the post e.g.7% of Twitter users aren’t human • Make it interesting e.g. 10 inventions that shouldn’t work under water, but do • Make it easy e.g. 5 things you didn’t know about blue-tooth • Make it topical e.g. What today’s product launch means for you • Optimise it e.g. The beginner’s guide to smart thermostats
  • 16. © Our Social Times 2014 16
  • 17. © Our Social Times 2014 17 http://www.youtube.com/watch?v=LyVU470TQBk
  • 18. © Our Social Times 2014 18
  • 19. © Our Social Times 2014 19
  • 20. © Our Social Times 2014 20 - Interactivity & Gamification - Online presentations
  • 21. © Our Social Times 2014 21
  • 22. © Our Social Times 2014 22 http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
  • 23. © Our Social Times 2014 23 • ‘Me-too’ blog posts • Three-point ideas broadened into multi-chapter e-Books • Video interviews that drag on (and on…) • Infographics that state the obvious
  • 24. © Our Social Times 2014 24 • Entertains as well as informs • Genuinely helps people do their jobs more effectively • Is unlike anything else out there • Buys me dinner first
  • 25. Why blogging is essential for business 25 © Our Social Times 2014
  • 26. © Our Social Times 2014 26 “The average company that blogs has 55% more visitors, 97% more inbound links and 434% more indexed pages”. - Hubspot, 2009
  • 27.  Why? –Re-engage existing customers –Attract new customers and leads –Enhance your company’s reputation –Enhance your personal reputation  How? –Increasing natural traffic –Encouraging referrals –Attracting press/media coverage © Our Social Times 2014 27
  • 28.  Posting press releases or special offers  Posting general news  Publishing long, detailed articles  Providing an online version of an offline magazine or catalogue  Ranting © Our Social Times 2014 28
  • 29.  Blogger, Tumblr,  We use Wordpress  Open-source software  Thousands of developers  Highly configurable plugins.  No development costs © Our Social Times 2014 29
  • 30. © Our Social Times 2014 30 1. Planning 2. Writing 3. Optimising 4. Sharing 5. Engaging • Reply to comments on your posts • Thank people who re-Tweet your post • Reply to comments in LinkedIn Groups • Select the words you want to optimise for • Decide on topics you can write about • Include your keywords in the title + 1st paragraph • Add the post to 1 or 2 categories • Add 3 or 4 keywords or phrases • Add a title or ALT text to any images • Create a catchy BUT optimised title • Use a relaxed style that encourages feedback • 250-500 words is fine • Include an image or video • Make it interesting! • Invite people to comment • Add trackbacks to blogs you reference • Share it yourself via Twitter, LinkedIn, FB • Post it to relevant LinkedIn groups • Include links to it in your email newsletter • Post comments on related blogs – linking back to your post
  • 31.  Comment on the latest news  State of the industry – thought piece  Product/service reviews  Your latest news/projects  Interviews with experts (clients, colleagues, partners)  Guest bloggers – choose industry figures  Thoughts about someone else’s blog post  Link to a good video/post/you’ve seen  Report from an event/trade-show  Review of a presentation © Our Social Times 2014 31
  • 32. © Our Social Times 2014 32  Share your post via Twitter, LinkedIn, and LinkedIn Groups.  Invite colleagues and friends to comment.  Visit 3rd party blogs and sites, engage in related discussions and refer back to your post.  If your topic is being discussed on mainstream or industry news sites, get involved.  And when someone posts a comment, reply to them.
  • 33. © Our Social Times 2014 33 Higher search engine ranking More Inbound links & traffic High quality content
  • 34.  Social is a search engine too. –Your Twitter profile IS your website –Your tweets ARE your keywords © Our Social Times 2014 34
  • 35. – YouTube is the second largest search engine in the world. • 1,140 searches performed every second of every day. – Twitter’s search engine manages 2.1 billion queries daily • To rank, you need to tweet regularly, cover hot topics, and use hashtags. (More on this later!) © Our Social Times 2014 35
  • 36. How to take what you already have and make it even better. 36 © Our Social Times 2014
  • 37.  Dimensions (width x height) © Our Social Times 2014 37 Twitter LinkedIn Facebook Google + Pinterest YouTube Cover/ Header 1252 x 626 624 x 220 851 x 315 1010 x 608 217 x 147 2560 x 423 (d) 1546 x 423 (m) Profile/ Logo 250 x 250 100 x 60 160 x 160 250 x 250 News feed 1024 x 512 100 x 100 (link tmnail) 470 x 394 800 x 600 (min) 51 x 51 (preview)
  • 38.  Choose a vanity URL and handles that can be adopted across all of your chosen social media platforms.  Bonus points if it’s your website URL © Our Social Times 2014 38
  • 39.  Optimal post frequencies (Based on 2-year study by Hubspot’s Dan Zarrella)  Facebook: once every 2 days  Twitter: 1-4 times per hour  Test your own optimal post times/frequency  Schedule posts 4 hours apart for one week  Reduce time in between posts by half and test again  Analyse results after 2 weeks.  Better or worse as frequency increased? © Our Social Times 2014 39
  • 40.  Optimal post times (Based on Hubspot study)  Twitter: 5 PM (Best time for expanding reach)  Facebook: Midday & after 7 PM (Maximizing reach)  To figure out your ideal post times  Review past posts/tweets to see which received the most clicks  Identify trends related to timing  Consider using social media publishing tools like Sendible and SocialBakers © Our Social Times 2014 40
  • 41.  Add Google Authorship to your blog –Allows Google to display your Google+ profile information next to your search engine results. Helps them to stand out. –Increases clickthrough rates and page views  Include social buttons on email and Thank-you pages –Let’s people know there are other places to connect with you –Helps to drive more opens, clickthroughs and conversions. © Our Social Times 2014 41
  • 42. What you need to build a credible following 42 © Our Social Times 2014
  • 43.  Keep up-to-date – Searches/Lists  Sharing news, content and activities – Tweets  Lead generation – Monitoring  Engaging with prospects/influencers – RTs/ replies  Marketing to new audiences - Keywords/ Trending topics  Amplifying events - #Hashtags © Our Social Times 2014 43
  • 44.  Get a dashboard – e.g. Hootsuite, Sendible © Our Social Times 2014 44
  • 45. © Our Social Times 2014 45
  • 46. © Our Social Times 2014 46
  • 47.  Publish tweets, RT influencers, respond to replies/RTs – on a daily basis © Our Social Times 2014 47
  • 48. © Our Social Times 2014 48
  • 49.  Ensure you use/include the hashtag in your tweets at events to reach a wider audience (prepare in advance) © Our Social Times 2014 49
  • 50.  Follow them, add them to your lists and connect with them on LinkedIn (or use a relationship management tool e.g. Nimble.com) © Our Social Times 2014 50
  • 51.  Promoted Accounts – build your followers by reaching users most likely to be interested in your company/services  Promoted Tweets – deliver your message to more of your followers and non-followers  Promoted Trends – drive awareness with top placement in Trends list for 24 hours © Our Social Times 2014 51
  • 52. Top tips for maximizing the social business platform 52 © Our Social Times 2014
  • 53. © Our Social Times 2014 53 LinkedIn generates the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%). – Hubspot 2012.
  • 54. © Our Social Times 2014 54
  • 55. © Our Social Times 2014 55 Professional Headline - Not just your job title, include 2-3 keywords Summary - Use 1st person, include 2- 3 good reasons to work with you and at least 2-3 keywords Skills - Include all your keywords (people will be able to endorse you for these). Previous job titles / roles - Tailor these to include keywords. Recommendations - Ensure you have 2-3 good ones. Groups – Ensure you are a member of 50 groups.
  • 56. © Our Social Times 2014 56 • New feature on LinkedIn • Blog posts are shown to your connections and wider membership • Try re-publishing your blog posts and measure your results
  • 57.  Great for niche industries – you can OWN that topic  Can deliver great results - e.g. CheckIt group has approx. 497 members, of whom 90 attended a recent webinar  Send email announcements (1 per week)  Share your content with the group in the right way. e.g. Here’s what I wrote on X. What are your views? Am I right? © Our Social Times 2014 57
  • 58.  Post from your company page  Promote to targeted individuals  See who interacts, follow up  Good value for money © Our Social Times 2014 58
  • 59. 1. Experiment with different types of content (webinars, infographics, presentations, blog posts) 2. Anything can interesting! (e.g. connectors) 3. Blogging is no longer an option, it’s a requirement 4. Titles ARE content (Ensure yours are optimised for sharing) 5. The more optimised your profile is the better you’ll appear 6. Make your life easier with a dashboard for Twitter searches and lists 7. Use keywords/trends and join conversations (#BPMAconference) 8. Experiment with Twitter and LinkedIn advertising, good value for money 9. Try re-publishing your blogs on LinkedIn 10. Join or create your own groups on LinkedIn © Our Social Times 2014 5 9
  • 60. Can we help you? stef@oursocialtimes.com @oursocialtimes @steflait +44 (0)845 463 1435 oursocialtimes.com © Our Social Times 2014 60