Using Social Media Effectively


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Want to grow your business online?

Then you'll love these 6 action based,
internet marketing workshops.

I am working with Ben from Rather Inventiveon a series of workshops to deliver the tools and focus to improve your online lead generation and conversion.

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  • Ask the audience and note down
  • 2 main types, inbound and outbound. Ask what what this means? Ask which examples are outbound / inbound?
  • Ask the audience
  • Advantages Targeted - you know who they are You control what is being sent and when. If you send an email once a month - you can predict similar open rates. Instant - once you do an email shot or post an advert it done. Disadvantages Whenever you send it to them - they are unaware until they receive it. They might not be ready to buy your product or service Because they not not be ready or interested Result is that you have cold...
  • Ask the audience
  • Ready to buy They find you when they're ready e.g. internet search Measure what interests people See what they're searching for Rewards good customer service If you're a great company, offering great service, easy way to share great customer feedback and gain more business from this. Harder for disreputable companies. Very cost effective Much of Social Media is free - it's just your time that costs money. Long investment Once you publish the information it's always available and searchable on. e.g. with an advert it's not. Disadvantages Difficult to measure Is it working? Needs regular updating Once you have a Blog/Twitter account need to keep it updated else it looks bad, disappoint followers. Difficult to target You know who you want to target and can write to appeal to them - but could be attracting a wider audience. Outsource Really needs to come from someone who knows your business and industry well. Not instant Takes time to build up an online presence.
  • Ask the audience
  • Easier for your prospects to find you online More content to be found As a result... Increase sales enquiries Another marketing method Another way to communicate Enhance 2 way customer communication Ask for Comments or start discussions Get’s people talking about your business Improve your website search position More inbound links Relevant, high quality leads Self qualifying, less time cold calling
  • I'm going to briefly explain the difference between the three main types of Social Media And then we'll look at them in more detail in a minute
  • Blogging is used to... There are 2 main platforms: Wordpress and Blogger Wordpress more functionality and more flexible. Either standalone or embedded. Standalone - Independent, unbiased, expert, thought leader. Generic about your industry. Standalone with a feed. (doesn't help with SEO) Embedded -  Associated with your company, perceived to be more biased, helps with web seo. Web Search rank or position
  • Most popular by far is Twitter with more than 1 billion tweets per month Some famous people have bigger followings than there are populations of countries! e.g. Oprah Winfrey well over 6 million which is more than the population of Ireland (4.5) or Norway (4.8) or Panama (3.4) Free, Quick and Easy - ! Instant - like sending a public text message to your Followers or anyone searching for those keywords. Tools to manage it include: Tweetdeck and Hootsuite. Can decide what they'll be for the week and then schedule in advance.
  • Who uses Facebook? Most popular British social networking site. Who uses LinkedIn? Most popular business networking site. Social Networking counts for more than 15% of time spent online From Dec 2009 - Dec 2010 visits to top 10 social networking sites increased by more than 63% Nearly 1 in 10 internet visits end up on a social networking site e.g. you go to check your email and before you know it you're looking at an old school friends photo album!
  • If you're going to set aside 5-10 minutes of your busy working day to read a Blog - What kind of things will make it easier for you and therefore more likely for you to read it? There are some things that make it easier for you to read text online, can anyone think what these might be? What will it look like? How will it look, will it be a big wall of text? Will it always be text? or could it be something else? Black and White? Long? What's going to compel you to read it?
  • Punchy Title Often you'll tweet this - when people share the link, this is how you can increase it's position in web searches. Keywords Need to include the keywords your prospects are searching for - what they are interested in , in the content, title and tags. Easy to Read Short attention span Busy people Pictures Pictures help make your point quicker Relevant and interesting Most important thing - otherwise you wont be attracting the right people or no people at all! WIIFM Encourage comment Be controversial? Talk about a heated topic? Ask what they think? Opportunity to help People use the internet to search for help on How to do things.
  • We've looked at the things it will need to include now we're going to think about the styles, or types of story or different angles we could use. These are sometimes called Alternative Story Forms. It's easier to think about what you would like to read about or what you search first, and then think whether this is relevant to your audience. So what kind of things do you like to read about? What types of article?
  • Inspire Examples of companies who have excelled using your products and services. Expertise Share your knowledge - in How to articles.  Give away basic trade secrets for free. Help and enable your customers with easy tasks and then they may seek your help with harder tasks. Create a List Top 10 tips, 5 Ways to skin a rabbit! Review Somthing New technology 
  • Who has a blog already? Is it easy to setup? Would you recommend using this one to others? If you want an integrated Blog for your website i would recommend Wordpress. Blogger can be a bit rigid and have less flexible themes. Which one to use 1.  Create an Account 2.  Write your Blog 3.  Format it - easy to read, add photo's, bullet points etc. 4. Preview 5.  Publish
  • Get into pairs... 2 great Blog Article Titles. Not for yourself but for your partners Company Blog. Remember to include Keywords and the benefits for the reader.
  • How we work without a central office
  • Who already uses Twitter? Who Doesn't? Those of you who already use it how do you find it? Is it easy to use? Is there anything you're struggling with?
  • Dont' make any sense Replying to others all the time, makes the stream disjointed for others. Don't add any value Less Promotional and sales More informative and helpful Don't include everyone Needs to be relevant to wider audience Biggest reason people unfollow Tweet too much  Dont tweet enough All about balance - once or twice a day.
  • Informative Share information - include links, update on what's happening - what's new. Engaging Interesting, thought provoking, ask their opinion. Humorous Rewteet occassional funny Youtube or comedian.
  • Read the slide...
  • eg. Coldicottfreelancetraining Too long Name = Helencoldicott socialmediahelp Socialmediatips
  • For each of your products/services think of all the most popular keywords or phrases used by your customers Include these in your Tweets Increase the likelihood that your tweets will be found
  • Why?  4 different reasons To categorise Tracking and Measuring Trending Find you when they search
  • Extend the length of your tweets Twitterlonger Link to your Blog or someone else's Link to a new product/service, event on your website Shorten Links
  • Doesn't matter where you are, when you get an idea you can send a tweet Quick - Easy and Convenient When you have a spare couple of minutes
  • Searching - topics and people Following Find them and then add them to a list Tweeting @mentions replying Direct Messages Links -
  • We've got another little exercise to see how good you are at creating great Tweets.   We'd like you to write a tweet notifying people about the workshop and asking them to register.
  • Who uses Linked In?
  • Who do you want to read your profile? New Prospects New Employers Depends what you use it for - as someone looking for a job fill it out like a CV If you're filling it into get new leads - include what they'll be interested in. New business leads Customers Colleagues Potential Business Partners Competitors What type of information will be important to them? What information do you think they wont be interested in?
  • Jan 2011 over 101 Million LinkedIn users    6 Million in the UK alone 58% Male 42% Female   Top 3 United States 44 million India - 9 million UK - 6 million (Stats from a report carried out by Invisible Ink Digital) Choose who you want to connect with Has anyone got an example of connecting with someone with a high profile? Ask to connect or be referred by someone you know who linked to them already. Ask for an appointment. Search for suppliers and staff Do business locally
  • Who's a member of a group Which are the best and why? Do you add comments? Who's started their own group? Who's had enquiries from LinkedIn? Webbs of Wychbold Lee at Clarkewood British Bids
  • Status Updates include: Who other's are linked to Their Tweets Status Updates in LinkedIn Comments from Groups Recommendations Use these to establish contact
  • Update your own status and amend your profile to remind people what it is that you do... Can even update your headline Get new recommendations etc
  • Navigation Basics Searching Connecting Updating your status Who's Looked at your profile?
  • Read the slide...
  • Decide what you want to achieve each month Create a schedule - or think of a theme - like a marketing campaign Schedule Tweets Hootsuite Tweetdeck Track/check your @mentions - it's no good if loads of people are tweeting about you and you don't even know about it.   Need to thank them and return the favour. If people reply to your tweets make sure you acknowledge these. Sometime might be better to send a DM - if it's just relevant to you anf the other person but has little value to the rest of your followers.
  • Using Social Media Effectively

    1. 2. Workshop 4: How to use  Social Media more effectively
    2. 3. Intro <ul><ul><li>Series of 6 Internet Marketing workshops </li></ul></ul><ul><ul><li>Improve online lead generation and conversion </li></ul></ul><ul><ul><li>Provide practical skills and tools </li></ul></ul><ul><ul><li>Action not information </li></ul></ul><ul><ul><li>Ask questions and have fun </li></ul></ul>
    3. 4. Heads up <ul><ul><li>What marketing do you do now? </li></ul></ul><ul><ul><li>Brief overview of Social Media  </li></ul></ul><ul><ul><li>Look at each of the 3 main types in more detail. </li></ul></ul><ul><ul><li>5 takeaway actions </li></ul></ul>
    4. 5. What marketing do you do now? Ben Kinnaird
    5. 6. Marketing types
    6. 7. What are the advantages / disadvantages of Outbound Marketing?
    7. 8. Outbound Marketing <ul><li>Advantages </li></ul><ul><li>Targeted  </li></ul><ul><li>Easier to Measure </li></ul><ul><li>Predictable </li></ul><ul><li>Instant </li></ul>Disadvantages Interrupts your customer Customer not ready to buy Harder to convert Cold/disinterested suspects
    8. 9. What are the advantages / disadvantages of Inbound Marketing?
    9. 10. Inbound Marketing <ul><li>Advantages </li></ul><ul><li>Ready to buy </li></ul><ul><li>Measure what interests people </li></ul><ul><li>Rewards good customer service </li></ul><ul><li>Very cost effective </li></ul><ul><li>Long investment </li></ul><ul><li>Better qualified prospects </li></ul>Disadvantages Difficult to measure Needs regular updating Difficult to target a market Tricky to outsource Not instant
    10. 11. What are the Benefits to your business ?
    11. 12. Benefits to your business <ul><li>Easier for your prospects to find you online </li></ul><ul><li>Increase sales enquiries </li></ul><ul><li>Another marketing method </li></ul><ul><li>Enhance 2 way customer communication </li></ul><ul><li>Get’s people talking about your business </li></ul><ul><li>Improve your website search position </li></ul><ul><li>Relevant, high quality leads </li></ul>
    12. 13. Social Media Helen Coldicott
    13. 14. What is Social Media? <ul><li>Blogging </li></ul><ul><li>Micro-blogging </li></ul><ul><li>Social Networking </li></ul>
    14. 15. Blogging <ul><li>Used to share resources, experiences </li></ul><ul><li>or views, report on new services/ideas, </li></ul><ul><li>or as a reflective tool </li></ul>
    15. 16. Micro-Blogging <ul><li>Similar to blogging but with </li></ul><ul><li>restricted length of message </li></ul><ul><li>Encourages conversation </li></ul>
    16. 17. Social Networking <ul><li>Groups to encourage conversation, </li></ul><ul><li>sharing ideas and resources </li></ul><ul><li>Business or personal profiles </li></ul><ul><li>career info, interests, </li></ul><ul><li>updates of activities... </li></ul>
    17. 18. What makes a great Blog?
    18. 19. Things to include <ul><ul><li>Great punchy title </li></ul></ul><ul><ul><li>Easy to read - short, lists, quotes </li></ul></ul><ul><ul><li>Pictures or video  - it may get the point across quicker </li></ul></ul><ul><ul><li>Relevant & interesting  - to your audience </li></ul></ul><ul><ul><li>Encourages comment -  People want to come back / read more </li></ul></ul><ul><ul><li>Opportunity to help </li></ul></ul><ul><ul><li>Keywords  - what will people search for on the web? </li></ul></ul>
    19. 20. On a blog What do you like to read about?
    20. 21. Making a blog interesting
    21. 22. How do you blog?
    22. 23. Exercise: Great blog titles Think of 2 titles for an article on your partner's company blog. Remember to include keywords and think of benefits for the reader
    23. 24. Coffee! After the break – Twitter and LinkedIn
    24. 25. Twitter Helen Coldicott
    25. 26. Twitter Join the Conversation
    26. 27. Terrible Tweets <ul><li>Don't make any sense </li></ul><ul><li>Don't add any value </li></ul><ul><li>Don't include everybody </li></ul>
    27. 28. Great Tweets <ul><li>Informative </li></ul><ul><li>Engaging </li></ul><ul><li>Humorous </li></ul>
    28. 29. How to get the right Twitter followers <ul><li>People you admire </li></ul><ul><li>Leaders & experts in your field </li></ul><ul><li>Organisations, governing bodies </li></ul><ul><li>Client & Prospects </li></ul><ul><li>Who would your prospects follow? </li></ul><ul><li>Follow your Followers </li></ul><ul><li>within reason! </li></ul>
    29. 30. Twitter Tips <ul><li>Think carefully about your name </li></ul><ul><li>15 characters max </li></ul><ul><li>Coldicottfreelancetraining (too long) </li></ul><ul><li>HelenColdicott </li></ul><ul><li>SocialMediaHelp </li></ul><ul><li>SocialMediaTips </li></ul>
    30. 31. Twitter Tips <ul><li>Include your business' keywords  </li></ul>
    31. 32. Twitter Tips <ul><li>Use Hashtags # </li></ul><ul><li>#RIWorkshops </li></ul><ul><li>#networking </li></ul><ul><li>#malvern </li></ul>
    32. 33. Twitter Tips <ul><li>Add Links </li></ul>
    33. 34. Twitter Tips <ul><li>Use your mobile phone </li></ul><ul><li>(Re-read before you tweet!) </li></ul>
    34. 35. Twitter Demo
    35. 36. Exercise: Tweet this workshop Write a tweet to notify people about this workshop and asking them to register Remember: Call to Action Add a relevant link Hashtags #RIWorkshops etc
    36. 37. LinkedIn Helen Coldicott
    37. 38. LinkedIn Tips <ul><li>Make your profile more </li></ul><ul><li>contact focused </li></ul>
    38. 39. LinkedIn Tips <ul><li>Get Connecting </li></ul>
    39. 40. LinkedIn Tips <ul><li>Join LinkedIn Groups </li></ul><ul><li>to connect and interact </li></ul>
    40. 41. LinkedIn Tips <ul><li>Watch others' status updates </li></ul><ul><li>to initiate contact </li></ul>
    41. 42. LinkedIn Tips <ul><li>Use status updates to </li></ul><ul><li>subtly remind your contacts </li></ul><ul><li>of what you do </li></ul>
    42. 43. LinkedIn Demo
    43. 44. Promote your Social Media <ul><ul><li>Use keywords to help get found in search engines </li></ul></ul><ul><ul><li>Email your clients & new prospects </li></ul></ul><ul><ul><li>Link them altogether </li></ul></ul><ul><ul><li>Add links to your website, on your email signature and on your literature </li></ul></ul><ul><ul><li>Competitions, promotions and incentives. </li></ul></ul>
    44. 45. Manage your Social Media <ul><ul><li>Save time by scheduling tweets </li></ul></ul><ul><ul><li>Track your @mentions </li></ul></ul><ul><ul><li>Reply to comments </li></ul></ul><ul><ul><li>Direct Messages </li></ul></ul>
    45. 46. Measure the results <ul><li>  </li></ul><ul><ul><li>Set the goal:  More followers, fans, website hits, enquiries? </li></ul></ul><ul><ul><li>Campaign for Events and Promotions </li></ul></ul><ul><ul><li>Promotions on Facebook </li></ul></ul><ul><ul><li>Competitions on Twitter </li></ul></ul><ul><ul><li>Track increased leads and web traffic (Analytics) </li></ul></ul>
    46. 47. Contacting Helen <ul><li> </li></ul><ul><li>0770 410 5954 </li></ul><ul><li>Twitter #helencoldicott </li></ul>
    47. 48. Takeaway actions Ben Kinnaird
    48. 49. 5 Takeaways <ul><ul><li>Pick one LinkedIn tip and apply it </li></ul></ul><ul><ul><li>Think about as many helpful Blog articles as you can </li></ul></ul><ul><ul><li>Introduce a friend to these workshops </li></ul></ul><ul><ul><li>Update LinkedIn / Twitter profile with your new image </li></ul></ul><ul><ul><li>Follow up with Ben or Helen </li></ul></ul>
    49. 50. Exercise: Takeaway actions Pick 5 things that you can do over the next 30 days
    50. 51. Like how this works? <ul><ul><li>Workshops - £45 each </li></ul></ul><ul><ul><ul><li>Understanding your market </li></ul></ul></ul><ul><ul><ul><li>Google Adwords, SEO and keywords </li></ul></ul></ul><ul><ul><ul><li>Copywriting and photography  </li></ul></ul></ul><ul><ul><ul><li>Social media and blogging  (this workshop) </li></ul></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Improving conversions </li></ul></ul></ul><ul><ul><li>Internet Marketing support plans - from £125/month Regular action based coaching to get more qualified leads and conversions online </li></ul></ul>
    51. 52. Smiley Cards and follow-ups Tell me how the workshop made you feel
    52. 54. Grazie 0800 881 5805 Twitter #benkinnaird