Pete Read 2013 Future Focus Workshop: Making Social Media Work for You

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Pete Read has a background helping people to get the most from technology. After 20 years working in the corporate environment he started a small IT project that later became a successful business. …

Pete Read has a background helping people to get the most from technology. After 20 years working in the corporate environment he started a small IT project that later became a successful business.

Voluntary Action LeicesterShire (VAL) was delighted to welcome Pete to our 2013 Future Focus Conference. Pete's workshop focused on the way in which people use technology has changed and continues to evolve. He looked at the use of social media and marketing, on the world of Pay and Click marketing, and gave attendants a simple process to get started on social media.

While the 2013 Future Focus conference is now over, VAL runs trainings and workshops like Pete's year-round. If you'd like to learn more about training for your organisation, visit www.Valoneline.org.uk.

More in: Business , Technology
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  • 1. 11/09/2013 1 Social Media Marketing Pete Read Pete@illuminateict.org.uk 07906 445 820 Skype: IICTpete Twitter: @IICTPETE MARKETING Marketing is the process of communicating the value of a product or service to clients. Where do MY Clients go!
  • 2. 11/09/2013 2 Mobile use • Globally more people own a mobile phone than a toothbrush • Of the world’s 4 billion mobile phones, 1.08 billion are smartphones • Smartphone users are twice as active on social media than non smartphone users • 86% of mobile users are watching TV while using a mobile phone • Over 200 million access Facebook from a mobile device and 91% of all mobile internet use is “social” related • By 2014 mobile internet use should overtake desktop internet use • ½ of all local searches are done on mobile devices • Half of Twitter’s users use Twitter on their mobile Technology Use QR Codes • QR code uptake has increased 4589% from early 2010 to early 2011 • 56% of QR codes appear on product packaging • The majority of users expect to receive a coupon or deal from scanning a QR code • 11 out of 50 Fortune companies are incorporating QR codes into their marketing strategy • 68% of QR codes are scanned via an iPhone http://qrcode.kaywa.com/
  • 3. 11/09/2013 3 Some types of social media The Three R’s • Respect – the people you talk to and the people you talk about • Responsibility – You are responsible for what you say • Representation – Make it clear who you represent – as an employee, you cannot disclose or discuss confidential issues affecting your organisation It’s good to have your R’s to fall back on • 700 YouTube video links are shared on Twitter every minute (source: Relevancy Group) • 500 years of YouTube videos are watched on Facebook every day (source: Relevancy Group) • 70% of business-to-consumer marketers have acquired a customer through Facebook (source: Hubspot) • 69% of online business-to-consumer marketers use Twitter, compared to 80% for business-to-business (source: Brafton) Some statistics
  • 4. 11/09/2013 4 The steps The steps Objectives – What do you want to do? Audience – Who are they? Where are they? Strategy – Pick a guided plan with a path that fits Implement - Match to right social networking tool Sustain – Engage & converse, monitor & revise OASIS was developed by @JohnSheridan John.Sheridan@SocialMedia404.com Objectives What do you want to achieve?
  • 5. 11/09/2013 5 Social Media Tools and Marketing Social Media Marketing uses Frequency Twitter Dialogue Viral marketing Signposting Relationship building Throughout the day Facebook Dialogue Campaigns Stories/images News Daily YouTube Personal Emotional Engaging Instructional Weekly/Monthly Blogs Discussion Stories/images Newsletters News Daily/Weekly Websites Brand Central Hub Information Data management Daily/Weekly Google Plus Circles Embed YouTube channel Planning Great for focus groups weekly Search Engines Raise awareness Mobile Searches Direct to Web page Provide info when asked for ongoing On-line Tools for Marketing Who are your customers? You should know who you want to talk to, How old they are – Gender Do they • Use IT – Carry a smart phone • Use email – Use social Media • Listen to the radio – Read the local paper Define your Audience • Location • Age • Gender • Education • Language • Disabilities • Type of device • Where are They
  • 6. 11/09/2013 6 Strategy Which tools will you USE Facebook Pages • People can Like your page • If they like your page then any news you publish is added onto their Facebook wall • They can like, comment and share your news • Remember this is social media • Try and be helpful • Occasional requests may work • Invitations to get involved often do Getting People to Like your page Having a page is not enough • Many people find marketing their social media presence to be difficult • But each Like means that you have been invited to share your news for FREE! • Add a like button to every communication and encourage people to go to the page to find useful information
  • 7. 11/09/2013 7 Tweet me Gently • www.wmictchampion.org.uk • Getting started on Twitter • What to Tweet • When to Tweet • Hash tags • Tweet retweet and DM If you spend 15 minutes a working day on social media this amounts to 49 hours over a working year. The cost is around £980.00 pa based on a salary of £26k pa Social media should provide a return on this investment. Simply health are donating one pound for every Like on their Facebook page. What value do you place on an action resulting from your social media campaign Managing Social Media Search Engine Marketing
  • 8. 11/09/2013 8 What is SEM On-line marketing PPC • You profile when and where your ad is displayed • You define the keywords that will indicate a potential client • You set the budget per click, budget per day, and total budget for the campaign • You create a landing page on your web site • Measure, measure, measure Traditional • You identify a publication that will reach your audience • You design your ad • You choose the size and location of the ad • You pay the fee • Wait, wait, wait Search Engine Marketing – PPC pay per click • Traditional advertising is based on “views”. How many people will be able to view your content. A quarter page advert in a local paper can cost £300-£500 per week based on the circulation and placement of the ad. • Pay per click is paid only when a potential client clicks on the ad and therefore expresses an interest. A click can cost as from 60 pence to £60 but you set and control the budget A search engine will then take people to your landing page
  • 9. 11/09/2013 9 IMPLEMENTATION Building the initial pages and agreeing on a launch methodology is key to the success of your marketing plans What makes a good landing page Relevant and original content – What is the purpose of your page? (It should be clear to users) – Is your content copied from other sites? (It shouldn't be!) – Why would a user visit your page over a similar site? (Your site should offer value for users) – What other additional products, features, or reviews can you offer? Transparency – Can the user easily learn more about your business (i.e. about us, company info, contact info) – How does your site interact with a visitor's computer? (it shouldn't download malware or collect sensitive information without a user's permission) – Can users tell what they're getting (or giving you) when they click a download button or fill out a form? – Is it clear to site visitors how you will use their personal information? Navigability – If your page is conversion-focused, can the user easily access additional information to learn more or answer questions? – Is it simple for the user to move around the site, and reach destination content within a few clicks? Call to Action • Getting people to your web site is pointless unless they do something when they are there • What do you want people to do? • Every page on your site should have a reason to be there • You need to be clear about what you want them to do on the page, from sign up to a newsletter or download an article or even read the content
  • 10. 11/09/2013 10 implementation • Who will create the Facebook pages? • Who will the administrators of each page be? • How many posts will be made each day during the launch? • Who will write them? • To create a page you need to have a Facebook account • You should always have 2 or more page managers • Do not hand your on- line reputation to a person just because they use Facebook For more information about Search Engine Marketing and a voucher email pete@illuminateict.org.uk SUSTAINING THE EFFORT Time Planning – frequency and time needed Every Day (30 mins) Once a Week (45 mins) About Monthly (60 mins) Tweet, re-tweet, check Google Alerts, check your pages & reply to comments Write blog post, check analytics, monitor groups & find new people to follow Add video to YouTube, share a resource on-line, check your analytics
  • 11. 11/09/2013 11 • Social media is only beneficial to your organisation if it is going to tangibly help you to achieve your goals. • Know your target audience and go to the spaces where they are • Know your organisational goals • Know your message • Think of how it applies in Marketing, Fundraising, Productivity, Communications .... and whatever you do • Make every page on your website count • Follow me on Twitter @iictpete • email pete@illuminateict.org.uk In conclusion Social Media Marketing Pete Read Pete@illuminateict.org.uk 07906 445 820 Skype: IICTpete Twitter: @IICTPETE About Pete Illuminate Services • Websites Designers • Website developers • Website hosting • Brochure and micro sites • Social Media – Facebook – Twitter – Blogs – LinkedIn • Pay per click Marketing • Search engine optimisation • Google Analytics • Social media analytics • Email newsletters And Training on • Drupal Web sites • Wordpress • Brochure/Micro sites • Social Media • Facebook • Twitter • Blogs • LinkedIn • Pay per click Marketing • Search engine optimisation • Marketing • Email newsletters • Public speaking at charity workshops Pete@illuminateict.org.uk - 07906 445 820 - Skype: IICTpete - Twitter: @IICTPETE