JRCDigiDay Masterclass SEO and Social Media June 2016

w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21
1-Day Digital
Masterclasss
by
Jonny Ross
#JRCDigiDay
@JRConsultancy

What we will cover …
• Why social media is important
• The key media – LinkedIn, blogs, Twitter,
Facebook
• Networking principles
• Great case studies
• Strategic social media
• Tips
• Strategy and actions for your business!

Introductions
Jonny Ross

Work with a partner
What are you key
business goals?

Search Engine Optimisation
• Create great content
• Ensure this content is accessible to search
engines.
• Make pages unique and relevant
• Make the content popular

On Site
• Keywords
• Content
• Technical Aspect
• Usability

Off site
• Relevancy
• Links
• Reviews
• Reputation

SEO Audit
• Onsite coding
• Usability audit (usertesting.com)
• Site Speeds and performance
• Keywords
• Offsite Work
• Ranks and Reporting & Traffic analysis

Work with a partner
Who are your target
audiences?

What is Twitter?

Welcome to twitter and the size of
reach

How do people use Twitter?
- Are 3 times more likely to follow brands than Facebook users
- Are twice as likely to purchase from a brand than Facebook users

Twitter vs. Email and Facebook

Why do Twitter users engage with
brands?

Twitter stats

Twitter Phrases
#
RT
MRT
Bit.ly
#ff@
Lists
Modified Retweet

Why I use LinkedIn
• Business development and opportunity generation.
• Because it’s where the people are.
• Convenient tool to make and manage connections.
• Handy way for me to stay in touch with my network
• Increases my knowledge.
• Improves my search engine optimisation.
• Oh I get 30% of my business from it!!

Optimising your profile
• Make sure your public profile setting is set to full view.
• Include everything you do in your profile – plus your past
companies, your education, and activities.
• Give your profile a custom URL (your name).
- From this: http://www.linkedin.com/profile/view?id=34305911
- To this: http://uk.linkedin.com/in/jonnyross
• Include the link to your profile in your e-mail signature.
• Link to your website and blog for enhanced SEO.

Optimising your profile
• Link to your websites for enhanced SEO.
• Three quality backlinks.

What are your
keywords?

www.catwalkqueen.tv

www.designsponge.com

www.wired.co.uk

www.asos.com/blogs

www.facehunter.org

blog.chryslergroupllc.com

wm5.walmart.com/walmart-moms

Brands using Social Media well include
• Walmart on Facebook
• Major League Baseball on Twitter
• Nike on Youtube
• Gamestop on Google +
• LL Bean on Pinterestt

http://jnny.rs/julievideo

How to create an
Editorial Calendar?

Editorial Calendar sounds so complex…
• People think it needs to
be fancy and detailed
• Two advantages;
planning and
accountability
• There are lots of ways to
create an editorial
calendar, but let’s keep
it simple

Step 1: Make a list of key dates for the year
• Product launches
• Events / trade shows
• Marketing campaigns
• Promotions
• Holidays
• Sporting events
• Key milestones
• This date in history
• TV Programmes
• National Days / Weeks
• Charity Campaigns
• National Competitions
• Themed months?
• Patterns ( 4 blogs and 1 case study
per month

Step 2: Add these to your Roadmap

Step 3: A comprehensive list of all your
products and services
• Do any of the products and services fit nicely
with your roadmap so far?
• Split them evenly throughout the year

Step 4: Open a Google Spreadsheet
• Sole Trader or maybe 4 staff..?
• Use Google so it’s easy to share and update
• Everyone with permission can have access
• It’s a live spreadsheet

Twitter – The basics of your profile

Bio & Keywords

My Feed

Notifications

Mentions

Trending

Use Lists

#
• Events
• Conversation
• To appear in
search
• Relevancy
• Twitter hours

#FF

Following

Followers

Use Direct
Message

How to engage followers

@Dominos_uk
#letsdolunch
Twitter Campaigns

@TescoMobile

@TheOnion

@InnocentDrinks

@JustEatUK

McDonalds #McDstories

How to grow followers & #

#susanalbumparty

Things to remember about Twitter Campaigns
• Content is King
• Engage with your audience
• Always try and encourage engagement
• Create your own personal hashtag
• Whatever your response, always act professionally

It’s all about the content!
• Images, logos, links, videos
• Use Twitter as part of your online marketing strategy
• Use for content from your campaigns/strategies
• Mentions, hashtags, use @ to tag other users
• Need to know when to upload content,
what content achieves best engagement and
what works best for you and your business

Strategy
• What do we want to achieve?
• Who are we targeting?
• What keywords do we need?
• What image – photos?
• What experience?
• How will we measure success?
• Audience – Are they on Twitter?
• Key messages & phrases – Defined
• R.O.I

Create a content calendar

How to manage your Twitter account

Twitter Tools

• Make the most of profile and header
images, incorporate products/services as
well as your business logo
• Include keywords in your bio description as
well as your business website URL and
contact information
• Include your twitter name wherever
possible, on your website, on business
cards, on other social media profiles
• Vary your content
So there you have it, everything you need to know
about using Twitter for business

Marc Jacobs Tweet Shop

Work with a partner
What do you want to
achieve from
Twitter?

What LinkedIn describes as your ‘Network’
Connections of the Connections of your Connections
Your Connections
Connections of your Connections
}

In this room, who has ...
• A Solicitor in London?
• Contacts at PwC?
• Retailer in Australia?

Winning business from LinkedIn
• Joined groups
• Got involved
• Networked
• 30% of my
business now
comes from this
group

LinkedIn
• Powerful
search
engine
• Keyword
s in
profile
• Strategic
searches
for sales

To be found – 100% complete;
Summary
– Your industry and location
– An up-to-date current position/job
(with a description)
– Two past positions
– Your education
– Your skills (min 3)
– Photo
– At least 50 connections

How to increase your network
• Same group
• Common interests
• Common connections

Through groups

Make a connection, then stalk their
list!

Look at contacts via Companies

Exporting contacts

Recommendations/Endorsements
• Accessed via a direct link on your profile and links
under each of your previous roles or activities.
• Useful because they engender trust.
• Excellent for improving SEO

Endorsements
• http://podcast.ft.com/index.php?pid=1937

Recommendations/Endorsements
• People will request recommendations from you. The
test here is would you give them a reference offline
for a job? Or for a tender?
• Only request a recommendation if you think you
deserve one.
• If someone does recommend you, you can
reciprocate, but wait until the next day, otherwise
you might appear in the same update stream and this
can look contrived. Think about the time of day you
accept one too!!
• Don’t be afraid to turn down a request for
recommendation, but do it kindly and with positive
attitude.

Opportunities

Groups
• How to find the right group
• Email Settings
• Promotions
• Search
• Members
• How to get the most out of them
– Listen
– Add Value

Company Pages
• Great for SEO
• Great to get onto peoples homepages

Work with a partner
What do you want to
achieve from
LinkedIn?

To win business …
• 100% complete LinkedIn profile
• Keywords to be found in searches
• Build relationships
• Use LinkedIn to support targeted sales
• Be yourself as you would offline
• Be useful pass on information, help people
• Become a trusted contributor in groups

Ask yourself questions
Know your customers
• Where do they spend
their time online?
• What products do they
buy?
• What services do they
use?
Know your
products/services
• Are they the kind
people would discuss in
a forum?
• Are they suitable for a
Facebook / Google
Advert?

Back to the beginning
Top tips…
• When setting up your Facebook page, request
your address to include your business name, for
example,
https://www.facebook.com/jonnyrossconsultany
• Think about who you want to attract and what
you want your page to say about your business
• Complete all profile information
• Choose a profile picture that makes sense, for
example your business logo

Back to the beginning
Top tips…
• Make use of the app thumbnails
• Take your time to study Facebook
• Facebook audiences often engage with posts
more if there are images or links attached
• Go for what works…but don’t be afraid to
switch it up!
• Track your Facebook from day 1
• Choose an engaging cover photo

Cover photos – which one to use?

How to get started and become an
active business user
1. Start posting
• This may seem obvious, but it is crucial that once
you have made your page you begin posting –
people will not interact with an empty profile!
2. Look at your other social media sites for help
• Looking at your Twitter/Instagram/Google+/Blog
can help you when starting your Facebook page. If
you do not have other social media profiles, look
at other small businesses and see what works for
them.

3. Network
• Reach out out to other local businesses in your
area, reliable clients, employees, look for every
opportunity to make engagements with other
business profiles – just make sure they are
relevant!
4. Advertise your Facebook page
• Put it on your website, use other social media
profiles, write a blog – do whatever you can to
inform audiences that you have a Facebook page
and encourage them to like it.
How to get started and become an
active business user

5. But most importantly create great
content!

Facebook B2B Study
What gets likes?

What gets comments?

What gets shared?

What should you share?

Who should you target?

Facebook Targeting UK

Creating a Facebook
campaign…

Diesel brings Facebook to life

Corona Light
http://www.youtube.com/watch?v=utPtqdPjqwY

Dove Soap
https://www.youtube.com/watch?v=XpaOjMXyJGk

Cadbury’s Chocolate
https://www.youtube.com/watch?v=uHtDRw4ujYw

Facebook for SME’s
Simply Business
• Link
• Picture
• Human interest
• Customer
Competition

Virgin Media
Pioneers
• Tag yourself CTA
• Inspirational
message
• in a picture

• CTA
• Nostalgia
• Images
• Link
Caterpillar
Inc.

UPS
• Human
interest story
• Photo
• Link
• CTA
• Competition

Screwfix
• Brilliant use of
humour to create
engagement with
their audiences

How to analyse your use of
Facebook

Facebook Insights

Social Bakers

How to get more likes
and engagement on
Facebook?

• Understand the importance of
engagement
• Encourage audiences by using CTA –
Call To Actions
• Use images that are thought
provoking or will strike a chord with
your audience
• Don’t be afraid to ask questions

But most importantly….
• If something creates engagement, act
upon it!
>Was it the time you posted it?
>Was it the image?
>Was it the link that accompanied the
post?
>Was it the question that you asked?

YouTube Campaigns

Pinterest
targeting

Pinterest campaigns

Vine Vs Instagram

Vine campaign ideas
• Product Launch / Rebrand
• Virtual Tour of your Building
or Team Office
• Build Brand Equity
(Urban Outfitters)
• Run a Competition (Doritos)

Vine Ideas
• UnBox Competition from ASOS
• Show Company history - Gap

Instagram

Instagram Ideas
Dunkin’ Donuts
#DresseDD

Samsung
#LiveInTheMoment

Macallan Whisky
#meandthemacallan

Tony Hawk

Foursquare

Who is running great integrated social
media campaigns?

Thought Leadership Blog
“A thought leader is a person who identifies
trends, common themes and patterns within a
particular industry or functional area of
expertise to help others identify new
opportunities or solutions for growth.”
Glen Lopis, Forbes

Social
Monitoring/Analytics/Automation
• Google alerts http://www.google.com/alerts
• Socialmention http://socialmention.com/
• Twilert http://www.twilert.com/
• Mention https://mention.net/
• Google Analytics
https://www.google.com/analytics/web/
• Twitonomy http://twitonomy.com/
• Socialbro http://www.socialbro.com
• Dlvr.it http://dlvr.it/

Work with a partner
Social Media Goals
• Connect or follow 5 target audience a day
for next week
• Listen in 3 new LinkedIn groups
• Start a discussion in a group
• Write a blog

And I can help you…
• Research your keywords
• Create and help write a blogs
• Train teams or individuals on
LinkedIn/Twitter/Facebook/Google Plus
• Use LinkedIn for sales targeting
…. And of course, SEO/websites!

Challenge Me?
Does anyone want to challenge me, does
anyone think this is all a load of nonsense?
It’s time for questions
• For Tips, Tricks and more free advice
Subscribe to my blog at JonnyRoss.com
• Carry on the conversation with me on
twitter @jrconsultancy

JRCDigiDay Masterclass SEO and Social Media June 2016

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