Using Social Media to Promote Your Business


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How can you use social media to promote your business? In this seminar Social Marketing Consultant Luke Brynley-Jones ( explains why inbound marketing is critical for businesses and how, through publishing valuable content, optimising it and sharing it via social media channels, organisations can dramatically increase their marketing returns and save money.

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  • Pick the right tool – you can’t move later (you’ll break your links). Own your URL: don’t get - you can’t build value on it
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  • Using Social Media to Promote Your Business

    1. 1. Using Social Media to Promote Your Business 18 th November 2009
    2. 2. Why Social Media Matters: The Rise of Inbound Marketing 
    3. 3. <ul><li>Marketing is the communication process </li></ul><ul><li>through which people learn about the </li></ul><ul><li>products and services that will satisfy their </li></ul><ul><li>wants and needs </li></ul>
    4. 4. <ul><li>Marketing is not sales . </li></ul>
    5. 5. <ul><li>What is the most POWERFUL form of marketing? </li></ul>
    6. 6. Word of mouth
    7. 8. <ul><li>How can you generate WOM? </li></ul>
    8. 9. <ul><li>Remarkable </li></ul>
    9. 11. <ul><li>What do you spend your marketing budget on today? </li></ul>
    10. 12. <ul><li>Interruption marketing </li></ul>
    11. 13. <ul><li>Why does interruption marketing fail? </li></ul>
    12. 14. <ul><li>Suspects People who should want your product </li></ul><ul><li>Prospects People who express an interest in it </li></ul><ul><li>Customers People who actually buy it </li></ul>
    13. 15. <ul><li>The Largest Self-Selecting Directory of Customers on Earth. </li></ul><ul><li>The Internet </li></ul>
    14. 16. INBOUND MARKETING <ul><li>3 step process: </li></ul><ul><li>Publish high quality content </li></ul><ul><li>Optimise for search </li></ul><ul><li>Share with friends </li></ul>The information superhighway
    15. 17. <ul><li>What should you publish ? </li></ul>
    16. 18. Whatever you can Wherever you can As often as you can Publish
    17. 19. <ul><li>How can you Optimise your content? </li></ul>
    18. 20. Search Engine Optimisation (in 3 minutes)
    19. 21. <ul><li>Pick your keywords </li></ul><ul><li>Include them in page title, header, copy </li></ul><ul><li>Get sites to link to your site </li></ul>3 steps to SEO: High quality content is the key
    20. 22. <ul><li>How can you share your content? </li></ul>
    21. 23. Sharing: How Social Networks Work Shared with Read by Shared by Acted on Valuable, remarkable, optimised content
    22. 24. Why is Inbound Marketing so Powerful? <ul><li>Large addressable market (80% UK population) </li></ul><ul><li>Permission-based (not interrupt) </li></ul><ul><li>Persuasive (word of mouth) </li></ul><ul><li>Inherently viral – customers create referrals </li></ul><ul><li>Free </li></ul>
    23. 25. <ul><li>?QUESTIONS? </li></ul>
    24. 26. <ul><li>WHO BLOGS WINS </li></ul>
    25. 27. How to blog Before you start… <ul><li>Pick the right tool </li></ul><ul><li>Get your own URL </li></ul><ul><li>Set up RSS </li></ul><ul><li>Set up bookmarking </li></ul><ul><li>HTML and Javascript </li></ul>START TODAY!
    26. 28. <ul><li>Write about what you know </li></ul>
    27. 29. How to blog <ul><li>1. Write as often as you can </li></ul>2. Pick the right HEADLINES : <ul><ul><li>The Secret of Pickling Onions </li></ul></ul><ul><ul><li>Top Ten Tips for Pickling Onions </li></ul></ul><ul><ul><li>Some Things You Never Knew About Pickled Onions </li></ul></ul><ul><ul><li>The Best Way to Open a Jar of Pickled Onions </li></ul></ul>3. Join in the conversation 4. Learn blog etiquette…
    28. 30. Blog etiquette <ul><li>Don't write anything you wouldn't say </li></ul><ul><li>Only speak the truth </li></ul><ul><li>Attribute your sources (“trackbacks”) </li></ul><ul><li>Allow comments </li></ul><ul><li>Don't add 'spam' comments </li></ul>
    29. 31. <ul><li>EVERY POST MATTERS </li></ul>
    30. 32. The Trusty Old Fella Approach
    31. 33. The “not related to my business” approach http:// /
    32. 34. The focused SEO approach /
    33. 35. Spend time, not money http:// /
    34. 36. <ul><li>?QUESTIONS? </li></ul>
    35. 37. <ul><li>Time for tea </li></ul>
    36. 38. <ul><li>for Business </li></ul>
    37. 39. <ul><li>Facebook Basics </li></ul><ul><li>Largest social network: 170 million users (globally) </li></ul><ul><li>Personal OR professional? </li></ul><ul><li>Add / invite “friends” </li></ul><ul><li>Post status, news, events, photos etc. </li></ul><ul><li>Your friends’ actions appear in your Newsfeed </li></ul><ul><li>“ Passive communication” </li></ul><ul><li>Key benefit: Build and maintain a receptive network! </li></ul>
    38. 40. <ul><li>Facebook Pages </li></ul><ul><li>To enable fans to follow their favourite brands </li></ul><ul><li>Less personal than Groups </li></ul><ul><li>“ Updates” posted to Walls (no email comms) </li></ul><ul><li>Ability to add Applications (i.e. more content) </li></ul><ul><li>Ability to create Events for fans </li></ul><ul><li>No limit on number of “fans” </li></ul>Key benefit: Indexed by search engines!
    39. 42. <ul><li>Facebook Groups </li></ul><ul><li>To enable people to organise as groups / networks </li></ul><ul><li>Open, closed or private (with controls) </li></ul><ul><li>More personal (admins are named) </li></ul><ul><li>Aimed at smaller groups than Pages </li></ul><ul><li>Can create events for Members to join </li></ul><ul><li>Not indexed by search engines </li></ul><ul><li>Key benefit: Ability to email members! </li></ul>
    40. 44. <ul><li>Facebook Applications (apps/boxes) </li></ul><ul><li>Enable you to show external content on your FB </li></ul><ul><li>Profile and interact with FB members in different ways </li></ul><ul><li>Best business apps: </li></ul><ul><li>My Linkedin Profile – shows your LinkedIn profile </li></ul><ul><li>Networked Blogs – shows your blog posts </li></ul><ul><li>SlideShare – show your PPTs </li></ul><ul><li>Key benefit: Makes FB easier to manage! </li></ul>
    41. 45. 233,000 un-friendings 23,000 coupons
    43. 47. <ul><li>?QUESTIONS? </li></ul>
    44. 48. <ul><li>for Business </li></ul>
    45. 49. <ul><li>LinkedIn Basics </li></ul><ul><li>Largest business network: 50 million (globally) </li></ul><ul><li>Create a Profile </li></ul><ul><ul><li>Add/invite business “Contacts” </li></ul></ul><ul><ul><li>Share updates via “Newsfeed” </li></ul></ul><ul><li>Contact management (messaging) </li></ul><ul><li>Directory (recruitment) </li></ul><ul><li>Recommendations / referrals </li></ul><ul><li>Key benefit: Networking & recruitment </li></ul>
    46. 50. <ul><li>LinkedIn Groups </li></ul><ul><li>Create / join relevant Groups </li></ul><ul><li>Open, permission-based, closed </li></ul><ul><li>Start discussions </li></ul><ul><li>Add news, comments, jobs </li></ul><ul><li>Send messages (1 per week) </li></ul><ul><li>Key benefit: Own your own niche social network! </li></ul>
    47. 52. <ul><li>LinkedIn Company Pages </li></ul><ul><li>More company information than a personal Profile </li></ul><ul><li>Easier for employees to find you </li></ul><ul><li>Add your blog RSS to your company profile </li></ul>Key benefit: Get found by search engines!
    48. 53. Questions & Answers - and Polls
    49. 54. <ul><li>?QUESTIONS? </li></ul>
    50. 55. <ul><li>Everything You Always Wanted to Know About </li></ul>
    51. 56. <ul><li>WHAT IS TWITTER? </li></ul>
    52. 57. <ul><li>Know the basics… </li></ul><ul><li>140 characters </li></ul><ul><li>Concept of “Followers” </li></ul><ul><li>Who sees what? </li></ul><ul><li>@name </li></ul><ul><li># tags </li></ul><ul><li>Short URLs </li></ul><ul><li>Re-Tweets </li></ul><ul><li>DM (direct message) – only to followers </li></ul><ul><li>Auto DM / auto-follow </li></ul><ul><li>Etiquette </li></ul><ul><li>Why it’s so viral! </li></ul>
    53. 59. Twitter for Sales
    54. 60. How to find people on Twitter
    55. 61. Twitter for Customer Services
    56. 62. <ul><li>Twitter Tips & Tricks </li></ul><ul><li>Manage several accounts </li></ul><ul><li>Follow key players in your industry </li></ul><ul><li>Interact with customers, competitors, suppliers… </li></ul><ul><li>Post every day (and re-Tweet later) </li></ul><ul><li>Monitor your keywords – make useful interventions </li></ul><ul><li>Use Twitter “Lists” </li></ul><ul><li>Use </li></ul>
    57. 63. Monitor how you’re doing…
    58. 64. <ul><li>?QUESTIONS? </li></ul>
    59. 65. <ul><li>OTHER TYPES OF SOCIAL MEDIA </li></ul>
    60. 66. <ul><li>Photo Sharing </li></ul>
    61. 67. <ul><li>Video Sharing </li></ul>
    62. 68. <ul><li>Article Sharing </li></ul>
    63. 69. <ul><li>“ 8 Diseases That Give You Superhuman Powers” </li></ul><ul><ul><li>234,000 unique visitors within 5 days </li></ul></ul><ul><ul><li>Alexa ranking from 1,200,000 to ranking at 120,000 in just 5 days </li></ul></ul><ul><ul><li>Relevant Amazon ads received 200,000 impressions. (They made $1.00) </li></ul></ul><ul><ul><li>5 Days After Digg: 2,642 backlinks (532 delicious links) </li></ul></ul><ul><ul><li>Jumped 200 places for their most important keywords into the top 5 pages for ALL keywords </li></ul></ul>
    64. 70. <ul><li>Presentation Sharing </li></ul>
    65. 71. <ul><li>?QUESTIONS? </li></ul>
    66. 72. <ul><li>TAKEAWAY… </li></ul><ul><li>Social media is not a fad  </li></ul><ul><li>“ Social Business” will be mainstream </li></ul><ul><li>Levelled the playing field for SME’s </li></ul><ul><li>Knowledge and value = new currency </li></ul><ul><li>It’s FREE </li></ul><ul><li>Start today! </li></ul>
    67. 73. <ul><li>Thank you! </li></ul>
    68. 74. <ul><li>Time for lunch! </li></ul>Luke Brynley-Jones Tel: 07939 016179 @lbrynleyjones (Twitter)