Using Social Media to Promote Your Business

Using Social Media to Promote Your Business 18 th November 2009

Why Social Media Matters: The Rise of Inbound Marketing

Marketing is the communication process
through which people learn about the
products and services that will satisfy their
wants and needs

Marketing is not sales .

What is the most POWERFUL form of marketing?

Word of mouth

How can you generate WOM?

Remarkable

What do you spend your marketing budget on today?

Interruption marketing

Why does interruption marketing fail?

Suspects People who should want your product
Prospects People who express an interest in it
Customers People who actually buy it

The Largest Self-Selecting Directory of Customers on Earth.
The Internet

INBOUND MARKETING
3 step process:
Publish high quality content
Optimise for search
Share with friends
The information superhighway

What should you publish ?

Whatever you can Wherever you can As often as you can Publish

How can you Optimise your content?

Search Engine Optimisation (in 3 minutes)

Pick your keywords
Include them in page title, header, copy
Get sites to link to your site
3 steps to SEO: High quality content is the key

How can you share your content?

Sharing: How Social Networks Work Shared with Read by Shared by Acted on Valuable, remarkable, optimised content

Why is Inbound Marketing so Powerful?
Large addressable market (80% UK population)
Permission-based (not interrupt)
Persuasive (word of mouth)
Inherently viral – customers create referrals
Free

?QUESTIONS?

WHO BLOGS WINS

How to blog Before you start…
Pick the right tool
Get your own URL
Set up RSS
Set up bookmarking
HTML and Javascript
START TODAY!

Write about what you know

How to blog
1. Write as often as you can
2. Pick the right HEADLINES :
The Secret of Pickling Onions
Top Ten Tips for Pickling Onions
Some Things You Never Knew About Pickled Onions
The Best Way to Open a Jar of Pickled Onions
3. Join in the conversation 4. Learn blog etiquette…

Blog etiquette
Don't write anything you wouldn't say
Only speak the truth
Attribute your sources (“trackbacks”)
Allow comments
Don't add 'spam' comments

EVERY POST MATTERS

The Trusty Old Fella Approach

The “not related to my business” approach http:// blogs.zappos.com /

The focused SEO approach http://www.pr-squared.com /

Spend time, not money http:// bespokepress.blogspot.com /

?QUESTIONS?

Time for tea

for Business

Facebook Basics
Largest social network: 170 million users (globally)
Personal OR professional?
Add / invite “friends”
Post status, news, events, photos etc.
Your friends’ actions appear in your Newsfeed
“ Passive communication”
Key benefit: Build and maintain a receptive network!

Facebook Pages
To enable fans to follow their favourite brands
Less personal than Groups
“ Updates” posted to Walls (no email comms)
Ability to add Applications (i.e. more content)
Ability to create Events for fans
No limit on number of “fans”
Key benefit: Indexed by search engines!

Facebook Groups
To enable people to organise as groups / networks
Open, closed or private (with controls)
More personal (admins are named)
Aimed at smaller groups than Pages
Can create events for Members to join
Not indexed by search engines
Key benefit: Ability to email members!

Facebook Applications (apps/boxes)
Enable you to show external content on your FB
Profile and interact with FB members in different ways
Best business apps:
My Linkedin Profile – shows your LinkedIn profile
Networked Blogs – shows your blog posts
SlideShare – show your PPTs
Key benefit: Makes FB easier to manage!

233,000 un-friendings 23,000 coupons

API: THE FUTURE OF SOCIAL NETWORKS

?QUESTIONS?

for Business

LinkedIn Basics
Largest business network: 50 million (globally)
Create a Profile
Add/invite business “Contacts”
Share updates via “Newsfeed”
Contact management (messaging)
Directory (recruitment)
Recommendations / referrals
Key benefit: Networking & recruitment

LinkedIn Groups
Create / join relevant Groups
Open, permission-based, closed
Start discussions
Add news, comments, jobs
Send messages (1 per week)
Key benefit: Own your own niche social network!

LinkedIn Company Pages
More company information than a personal Profile
Easier for employees to find you
Add your blog RSS to your company profile
Key benefit: Get found by search engines!

Questions & Answers - and Polls

?QUESTIONS?

Everything You Always Wanted to Know About

WHAT IS TWITTER?

Know the basics…
140 characters
Concept of “Followers”
Who sees what?
@name
# tags
Short URLs
Re-Tweets
DM (direct message) – only to followers
Auto DM / auto-follow
Etiquette
Why it’s so viral!

Twitter for Sales

How to find people on Twitter http://www.twellow.com http://twitter.com/invitations/find_on_twitter

Twitter for Customer Services

Twitter Tips & Tricks
Manage several accounts
Follow key players in your industry
Interact with customers, competitors, suppliers…
Post every day (and re-Tweet later)
Monitor your keywords – make useful interventions
Use Twitter “Lists”
Use SocialOomph.com

Monitor how you’re doing…

?QUESTIONS?

OTHER TYPES OF SOCIAL MEDIA

Photo Sharing

Video Sharing

Article Sharing

“ 8 Diseases That Give You Superhuman Powers”
234,000 unique visitors within 5 days
Alexa ranking from 1,200,000 to ranking at 120,000 in just 5 days
Relevant Amazon ads received 200,000 impressions. (They made $1.00)
5 Days After Digg: 2,642 backlinks (532 delicious links)
Jumped 200 places for their most important keywords into the top 5 pages for ALL keywords

Presentation Sharing

?QUESTIONS?

TAKEAWAY…
Social media is not a fad 
“ Social Business” will be mainstream
Levelled the playing field for SME’s
Knowledge and value = new currency
It’s FREE
Start today!

Thank you!

Time for lunch!
Luke Brynley-Jones luke@oursocialtimes.com Tel: 07939 016179 @lbrynleyjones (Twitter) www.oursocialtimes.com

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Using Social Media to Promote Your Business

by Our Social Times on Nov 22, 2009

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Using Social Media to Promote Your Business — Presentation Transcript