Slides from Stuart Allen talk on 16/10/19

1. HARNESSING THE POWER OF

2. Thank you to Squab Storage for hosting the event this evening

3. Relax…
You will get a link to the slides!
Ask questions as we go!
No such thing as a daft question!
Challenge & discuss!
Have fun!

4. STUART ALLEN
@StuartAllenFCMI
85,000 followers
@SalesPerf
3,500 followers
PROACTIVE
GROWTH
ORGANIC
GROWTH

5. STUART ALLEN
@WorcesterHour
21,000 followers
@WorcsHour
@WorcsFOB
@WorcsSMA

6. STUART ALLEN
2017 Worcestershire LEP
Outstanding Contribution Award
2018 Wonderful Worcestershire
Awards
Lifetime Achievement Award

7. STUART ALLEN
I’M NOT A SOCIAL MEDIA
MARKETING “EXPERT”. I AM JUST
A BUSINESSMAN THAT HAS USED
SOCIAL MEDIA (TWITTER &
LINKEDIN) TO EFFECTIVELY BUILD
MY PERSONAL AND BUSINESS
BRANDS & GENERATE LEADS…
…And I started
#WorcestershireHour in 2013!

8. PART ONE
WHY TWITTER?
WHY USE A HASHTAG LIKE
#WORCESTERSHIREHOUR?

9. “The BEST free business
to business marketing
platform the world has
ever seen!”
I have yet to find a business that wouldn’t benefit from Twitter!

10. Like Worcestershire
…but what if I only
need to focus my
messages on a smaller
geographical area?

11. #WorcestershireHour is an example of a
‘hashtag’…
“A hashtag is a type of tag used
on social media sites such as Twitter,
allowing users to apply a tag (or tags)
making it possible for others to easily find
messages with a specific theme or
content.”

12. #WorcestershireHour
A twice weekly* LIVE virtual
networking event bringing the
businesses, charities and
communities of Worcestershire
together. Our theme is..
Keep It Local
*Mondays 8-9pm & Wednesdays 12-1pm

13. #WorcestershireHour
Started on Bank Holiday Monday,
6th May 2013, so it is now 6 years
2 months old!
I’ve NEVER missed a Monday!
Keep It Local
*Mondays 8-9pm & Wednesdays 12-1pm

14. #WorcestershireHour
Tweets containing
#WorcestershireHour
now reach up to
5 million
‘unique’ Twitter
accounts every month!
To provide context: The population of Worcestershire is 400,000 and not all of them are on Twitter!

15. #WorcestershireHour
Last 30 days
#WorcestershireHour
5 million unique accounts reached
269 million page impressions
40,000 tweets
3,447 unique users
To provide context: The population of Worcestershire is 500,000 and not all of them are on Twitter!

17. • If you only ever visit once in a blue moon you will never become one of the crowd!
• If you don’t engage with people you will always be drinking alone!
• If you wait for someone else to buy you a drink you will die of thirst, be proactive!
• Not everyone will be your ‘kind of person’, look for those that are!
• Best to avoid any conversations around politics and religion!
• Stick to the rules & don’t upset the Landlord or you might get banned! ;-)

18. What do our
#WorcestershireHour users
say….

19. What do our
#WorcestershireHour users
say….

20. What do our
#WorcestershireHour users
say….

21. Who funds #WorcestershireHour?
Sponsorship costs just
£23 per week or LESS!

22. Aaron - #WorcestershireHour
8.30am to 5pm Mon-Thur 8.30am-4pm Fri
PLUS MONDAY LIVE HOUR
• Updates website
– Press Releases
– Directory Listings
• Liaises with sponsors and schedules ‘Sponsor Tweets’
• #WorcestershireHour tweet moderation: Retweets appropriate content
• Checks for rule breaks
• Invoicing & credit control for #WorcestershireHour & #WorcsFOB
• Fields DM enquiries
• Responsible for Follower/Following growth targets
• Monitors #WorcestershireHour email accounts
• Creates #WorcestershireHour Twitter content

23. PART TWO
TWITTER ESSENTIALS
A) BIOGRAPHY OR ‘BIO’
B) TWITTER SEARCH
C) USER SETTINGS
D) YOUR TWITTER STRATEGY

26. Why are we on Twitter?
• To promote?
• To raise awareness?
• To engage?
• To be found?
• To build trust?
• To network?
• To generate leads?
WHAT DO ALL 5 PROFILES LACK?

27. Why are we on Twitter?
YOU MUST ADD CONTACT DETAILS TO
YOUR PROFILE BUT DON’T ADD THEM
TO YOUR WRITTEN BIO!
• Add email address/phone to
background image.
• Or add phone number to
location.
• Add a ‘call to action’ to invite
contact.

28. Twitter Search

29. Twitter Search
• Does not recognise location
therefore you must add your
town/city to your written bio!
• Add as many ‘key words’ or
phrases to your bio as possible
(THINK GOOGLE).
• Don’t repeat your business name
if it is listed above.

30. USER SETTINGS
LIVE DEMO!
• User Name & @Name
• Mobile Number
• Notifications
• Quality Filters

31. What’s YOUR Twitter
Strategy?
It will depend upon your:
• Business Sector?
• Location of Target Customers?
• Product/Service?
• B2B (business services) or B2C (retail)?
• Time?
• Motivation?

32. What’s YOUR Twitter
Strategy?
It will depend on whether you want to:
• Sell directly?
• Drive traffic to web site?
• Show capability?
• Educate?
• Network?
• Promote specific events?
• GROW FOLLOWERS!

33. WHAT ABOUT OTHER
SOCIAL MEDIA PLATFORMS?
Success on social media is about results, NOT about being seen
everywhere!
Success is getting the results I need and want, using the LEAST
number of platforms!
My social media strategy revolves around Twitter, LinkedIn & Blog
Writing!

34. PART THREE
GROWING A RELEVANT & TARGETED
FOLLOWER BASE

35. Think about your target
market, in terms of
demographic and location.
What Twitter accounts
would those people follow?
Visit those accounts and look
at their follower lists.
Proactively follow relevant
accounts
They will be notified by
Twitter of your follow and
will look at your profile. If
they see relevance and have
TRUST, they will follow back.

36. FOLLOWER TIPS
• Chose a small number of key accounts that
will target for relevant followers
• Visit those accounts once a week to follow
their new followers
• Build slowly but consistently – Twitter does
not like bulk follows

37. FOLLOWER TIPS
• If people haven’t followed you back after 4
weeks unfollow them!
• Following people during LIVE hours usually
gets an immediate follow back.
• You are not Lady Gaga!

38. PART FOUR
TWEETING & RETWEETING
IDEAS & CONTENT

39. You can’t fail to have
noticed that how we
shop has changed.

40. Many have failed to notice
that the way businesses
make ‘buying decisions’ has
also changed.

41. SOCIAL MEDIA MARKETING
VERSUS
SOCIAL SELLING

42. • Traditional advertising
posted online
• Promotional Flyers
• TV adverts
Social Media
Marketing

43. In my experience blatant advertising
doesn’t work on social media & it’s very
easy to block or ignore.
Social Media
Marketing

44. • Subtle
• Informative
• Demonstrates expertise
• Human
• Interactive
• Demonstrates empathy
Social Selling

45. • Share useful information
• Before and after pictures
• Client testimonials
• Charity involvement
• Business and staff news
Social Selling

46. Over time people will:
• Learn who you are and what you do?
• Build trust/confidence in you and your
brand.
• See how other people interact with you.
• Use or recommend you.
Social Selling

47. DO NOT:
• Try to sell – Tweet to GIVE not to GET!
• Pretend to be there when you are NOT!
• Over automate!
• Tweet when highly emotional or drunk!
Social Selling

48. WHY?

49. Every tweet is like planting a seed. You can
only reap what you have first sown and
nurtured.

50. The Brand
The Person
LOVES

51. FACEBOOK?
£300 TO
GENERATE 25
FREE TICKET
SALES! THAT’S
£12 PER TICKET!

52. Q & A
HARNESSING THE POWER OF