Social Media for Business

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An overview of social media for business, including facebook, twitter, google plus, linkedin, blogging and content marketing.

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  • - With the information from the survey in mind; here are the main topics that we will be discussing throughout this seminar.
  • - With the information from the survey in mind; here are the main topics that we will be discussing throughout this seminar.
  • - With the information from the survey in mind; here are the main topics that we will be discussing throughout this seminar.
  • This is strategic business focus social media
  • Targeting customers – who uses Facebook?
     
    57% women, 43% men

    67% of users are over 35 years old – surprised?

    High engagement – users spend average of 32 minutes on site each visit

    The Walmart boss in Leeds, in the UK he says “we post at 2.55pm as this is when mums are in the school playground waiting to pick kids up from school – they use spare time to check their Facebook” we find its one of the best items to get engagement, in fact if we don’t get 100 likes in the first 60 seconds we ditch the post!

    I can only wish for that volumne!!
  • A simple Facebook campaign by Diesel – bringing Facebook ‘likes’ into the real world:
    http://www.youtube.com/watch?v=4OZmbBPym1k
  • How Corona Light created a huge buzz without a huge budget, by giving its Facebook fans the chance to appear on a New York billboard:

    http://www.youtube.com/watch?v=utPtqdPjqwY
  • Who would have thought a soap product could have over 19 million likes and over 320,000 people engaging with the brand at any one time!
  • This is strategic business focus social media
  • Mark Freeman – PIIGS economy and risks – File on Four interview
  • Claire Morley Jones – 10 employees
    Still quite new for Claire and only just starting tweeting
    Uses with people she has met as engagement tool – might have sent a brochure in the old days – quicker, costs nothing, can tailor
  • Different conversations on Twitter
    Targeting journalists
    And researching businesses to build relaionships with
    Shortcut
    Answer – would never do email
  • Fans – google search horrid comments about Brendan. Confidentiality agreements - couldn’t explain what had happened
    Rethought insolvency process for future, blog,
    Radio 5 Live, Telegraph, Sky, FT
    Completely changed the Google profile
  • Gareth Everson – built our website in return for various things
    Gareth Osborne – gave a free workshop for us and we introduced him
  • Richard Maun – social media for students. Want to get out. Did a hashtag search for jobhunting and found Richard. Tweeted a few times and then said would love his views on our book
    DM – contact details. Had hour’s chat. Emailed ideas to work together – he has a radio show, author, and gong to speak
    Up to me the quality of the targeting of new business – but they are there to be had
  • Does anyone want to challenge me, does anyone think this is all a load of nonsense? Feel free to submit questions thoughts to Tri-City

    For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com

    Carry on the conversation with me on twitter @jrconsultancy
  • Social Media for Business

    1. 1. w: JonnyRoss.com @jrconsultancy The Broadband East Riding Project Social Media for Business by Jonny Ross
    2. 2. w: JonnyRoss.com @jrconsultancy Introductions Jonny Ross • Former optician • Ran chain of opticians and ecommerce site • Website, SEO, ecommerce
    3. 3. w: JonnyRoss.com @jrconsultancy Broadband Project aims • To help East Riding Businesses get more out of being connected to and to help them grow. • To help businesses make use of the superfast connections being rolled out across the county (ongoing at present, most places not upgraded yet in the East Riding) Broadband East Riding is part of East Riding of Yorkshire Council’s Economic Development department, and its entirely paid for with funds from the European Regional Development Fund (‘European money’). So its wholly FREE to businesses.
    4. 4. w: JonnyRoss.com @jrconsultancy Format of Support • Direct 1-to-1 support with a broadband dedicated business advisor (me!), • Attendance at workshops covering a variety of topics – first ones available starting 10 June • Bespoke recommendations tailored for each business – IT diagnostic reviews and reports
    5. 5. w: JonnyRoss.com @jrconsultancy Project • Project runs to September 2015. • The project representatives are available to speak to and ask questions today
    6. 6. w: JonnyRoss.com @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!
    7. 7. w: JonnyRoss.com @jrconsultancy Introductions • Name, business and your role • Your perception of social media
    8. 8. w: JonnyRoss.com @jrconsultancy The basics: Twitter
    9. 9. w: JonnyRoss.com @jrconsultancy @connect
    10. 10. w: JonnyRoss.com @jrconsultancy Lists
    11. 11. w: JonnyRoss.com @jrconsultancy
    12. 12. w: JonnyRoss.com @jrconsultancy #FF
    13. 13. w: JonnyRoss.com @jrconsultancy Following
    14. 14. w: JonnyRoss.com @jrconsultancy Followers
    15. 15. w: JonnyRoss.com @jrconsultancy The basics: LinkedIn
    16. 16. w: JonnyRoss.com @jrconsultancy
    17. 17. w: JonnyRoss.com @jrconsultancy
    18. 18. w: JonnyRoss.com @jrconsultancy
    19. 19. w: JonnyRoss.com @jrconsultancy
    20. 20. w: JonnyRoss.com @jrconsultancy
    21. 21. w: JonnyRoss.com @jrconsultancy The basics: blogs
    22. 22. w: JonnyRoss.com @jrconsultancy
    23. 23. w: JonnyRoss.com @jrconsultancy Facebook – the basics
    24. 24. w: JonnyRoss.com @jrconsultancy Facebook Targeting
    25. 25. w: JonnyRoss.com @jrconsultancy Diesel bringing Facebook Likes into the real world
    26. 26. w: JonnyRoss.com @jrconsultancy Corona Light
    27. 27. w: JonnyRoss.com @jrconsultancy Dove Soap
    28. 28. w: JonnyRoss.com @jrconsultancy Nota bene! • Social media is just another way to communicate – don’t do in isolation • Be strategic • ‘Rich content’ for Google • Important to engage with others – not push information out
    29. 29. w: JonnyRoss.com @jrconsultancy Keywords What have you searched for on Google? • Best Thai restaurant in Leeds • Intellectual property lawyer, UK • Ebook cover designer All this could be new business for you
    30. 30. w: JonnyRoss.com @jrconsultancy Search Engine Optimisation • Create great content • Ensure this content is accessible to search engines • Make pages unique and relevant • Make the content popular
    31. 31. w: JonnyRoss.com @jrconsultancy
    32. 32. w: JonnyRoss.com @jrconsultancy
    33. 33. w: JonnyRoss.com @jrconsultancy On Site • Keywords • Content • Technical Aspect • Usability
    34. 34. w: JonnyRoss.com @jrconsultancy
    35. 35. w: JonnyRoss.com @jrconsultancy Off site • Relevancy • Links • Reviews • Reputation
    36. 36. w: JonnyRoss.com @jrconsultancy
    37. 37. w: JonnyRoss.com @jrconsultancy
    38. 38. w: JonnyRoss.com @jrconsultancy
    39. 39. w: JonnyRoss.com @jrconsultancy
    40. 40. w: JonnyRoss.com @jrconsultancy ‘Rich content’ • What content do you have in your business? • How can you use this through social media? • Blogging is central
    41. 41. w: JonnyRoss.com @jrconsultancy Expert blog
    42. 42. w: JonnyRoss.com @jrconsultancy
    43. 43. w: JonnyRoss.com @jrconsultancy
    44. 44. w: JonnyRoss.com @jrconsultancy Sharing content
    45. 45. w: JonnyRoss.com @jrconsultancy What information do your customers want? • Discussion over coffee
    46. 46. w: JonnyRoss.com @jrconsultancy How to create an Editorial Calendar?
    47. 47. w: JonnyRoss.com @jrconsultancy 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
    48. 48. w: JonnyRoss.com @jrconsultancy Step 1: Make a list of key dates for the year • Product launches • Events / trade shows • Marketing campaigns • Promotions • Holidays • Sporting events • Key milestones
    49. 49. w: JonnyRoss.com @jrconsultancy Step 2: Add these to your Roadmap
    50. 50. w: JonnyRoss.com @jrconsultancy 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
    51. 51. w: JonnyRoss.com @jrconsultancy Step 4: Open a Google Spreadsheet • Use Google so it’s easy to share and update • Everyone with permission can have access • It’s a live spreadsheet
    52. 52. w: JonnyRoss.com @jrconsultancy Step 5: Measure success refine and keep to dates • Use Google so it’s easy to share and update • It’s a live spreadsheet
    53. 53. w: JonnyRoss.com @jrconsultancy
    54. 54. w: JonnyRoss.com @jrconsultancy
    55. 55. w: JonnyRoss.com @jrconsultancy
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    58. 58. w: JonnyRoss.com @jrconsultancy Key points for blogs • Good content – that your target audience wants to read • Vulnerability • Engagement • Questions • Hyperlinks – 70% quality external; 30% your own website • Comments • Topicality • Guest blogging
    59. 59. w: JonnyRoss.com @jrconsultancy RSS feeds
    60. 60. w: JonnyRoss.com @jrconsultancy Don’t forget the risks ….
    61. 61. w: JonnyRoss.com @jrconsultancy
    62. 62. w: JonnyRoss.com @jrconsultancy Social media policies for employees
    63. 63. w: JonnyRoss.com @jrconsultancy 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/
    64. 64. w: JonnyRoss.com @jrconsultancy The power of LinkedIn
    65. 65. w: JonnyRoss.com @jrconsultancy LinkedIn – 100% complete profile • Photo • Two previous jobs • A summary • Education • Industry and postal code • A current position with description • Two more positions • At least 5 skills • At least 50 connections
    66. 66. w: JonnyRoss.com @jrconsultancy Why does 100% matter? • 100% = 40x more opportunities • Photo = 7x more likely found in searches • 2 recent positions = 12x more likely to be found
    67. 67. w: JonnyRoss.com @jrconsultancy Why are you connecting?
    68. 68. w: JonnyRoss.com @jrconsultancy Posting comments
    69. 69. w: JonnyRoss.com @jrconsultancy
    70. 70. w: JonnyRoss.com @jrconsultancy • Advance search • Introductions • 20 meetings • Year’s contract – first meeting
    71. 71. w: JonnyRoss.com @jrconsultancy Introductions
    72. 72. w: JonnyRoss.com @jrconsultancy
    73. 73. w: JonnyRoss.com @jrconsultancy
    74. 74. w: JonnyRoss.com @jrconsultancy •
    75. 75. w: JonnyRoss.com @jrconsultancy Who has searched for you?
    76. 76. w: JonnyRoss.com @jrconsultancy Should I try and connect?!!
    77. 77. w: JonnyRoss.com @jrconsultancy Probably not!
    78. 78. w: JonnyRoss.com @jrconsultancy
    79. 79. w: JonnyRoss.com @jrconsultancy Groups – free advice
    80. 80. w: JonnyRoss.com @jrconsultancy Groups – new business • Yorkshire Mafia post ‘anyone know pensions adviser with tax and public sector experience?’ • Mazars responded helpfully • Yorkshire Forward – closing down, advice for employees
    81. 81. w: JonnyRoss.com @jrconsultancy
    82. 82. w: JonnyRoss.com @jrconsultancy Types of Social Media • Social Networks • Paid / Non Paid • Social Bookmarking • Check Ins • Forums • Traditional Publishers • Blogs / Microblogs • Email • Management / Monitoring / Automation tools
    83. 83. w: JonnyRoss.com @jrconsultancy Turning blogs into social media content • Use your blogs to: –Pull out ‘how to’ and ‘top tips’ lists –Create infographics –Add photos and videos • Share this content through your social media channels, and you will drive traffic back to your e-commerce website.
    84. 84. w: JonnyRoss.com @jrconsultancy
    85. 85. w: JonnyRoss.com @jrconsultancy Google+
    86. 86. w: JonnyRoss.com @jrconsultancy What is Google Plus • Social Network • Conversation • Content Sharing • Business Directory • Power tool for SEO
    87. 87. w: JonnyRoss.com @jrconsultancy
    88. 88. w: JonnyRoss.com @jrconsultancy Links
    89. 89. w: JonnyRoss.com @jrconsultancy Google Authorship
    90. 90. w: JonnyRoss.com @jrconsultancy Guest Blogging • Should be part of your content strategy • Marketing strategy – Increase online brand presence – Increase industry authority – Helps connect with potential customers at multiple points • SEO Strategy
    91. 91. w: JonnyRoss.com @jrconsultancy Guest Blog SEO Benefits / Tips • Link Building – Use Author Bio section – Get Full http:// links – Two anchor texts links – Vary it (help look natural and cover more keywords) – Create a good relationship so you can get to drop a link in the actual post too!
    92. 92. w: JonnyRoss.com @jrconsultancy Guest Blog SEO Benefits / Tips • Increase online touch points – Any successful SEO campaign should have multiple touch points – Website shouldn’t be the only focus online – Customers can interact with your brand and then be pulled into your website – Helps establish you credibility as an industry thought leader – Gives the opportunity for potential customers who have never heard of you to learn more. Great content marketing should focus on educating the consumer and hitting them at every step of the buy it process. The more guest posts on industry related blogs the more you will interact at every step of the way!
    93. 93. w: JonnyRoss.com @jrconsultancy Guest Blog SEO Benefits / Tips • Don’t just post once • Create relationships and blog often, you may end up being featured! • Drive visitors to your website, it’s not just about SEO, they may like what you have written and want to know more • The more guest blogging, the more you can power your social media campaign and another excuse to engage with your audience!
    94. 94. w: JonnyRoss.com @jrconsultancy Twitter • Professional profile • Keywords • Target followers • Watch followers:following relativity • Questions • Find target audience and engage
    95. 95. w: JonnyRoss.com @jrconsultancy
    96. 96. w: JonnyRoss.com @jrconsultancy Twitter phrases • # hashtag (trending, conferences) • RT – retweet • MRT – modified retweet • Bit.ly – shortened links • #ff – Follow Friday
    97. 97. w: JonnyRoss.com @jrconsultancy
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    99. 99. w: JonnyRoss.com @jrconsultancy Facebook for Business You need a personal account to create a page https://www.facebook.com/pages/create.php
    100. 100. w: JonnyRoss.com @jrconsultancy Major parts of Facebook Page
    101. 101. w: JonnyRoss.com @jrconsultancy What to post? • Try to create a resource, a reason for users to go to Facebook • Remember your business is more interesting to other people then it is to you! • Share photos - can you get photos of events, locations, staff, your premises? • Share links – interesting article about your industry • Share video – people love video • Questions / Polls – great tool for multiple choice
    102. 102. w: JonnyRoss.com @jrconsultancy Who to engage • Firstly identify your target audience and secondly go to where they hang out!
    103. 103. w: JonnyRoss.com @jrconsultancy
    104. 104. w: JonnyRoss.com @jrconsultancy Top Tips for more engagement • Add your blog posts to Facebook • Speak to your current networks to promote Facebook • Promote Facebook in your email signature • Promote it on your e-mail marketing / website • Like other pages • Use the “@” symbol e.g. Hi @nlightspr thanks so much for a great workshop today • Tag people in your photo albums • Post in the evenings and weekends you and your customers are working 9-5!
    105. 105. w: JonnyRoss.com @jrconsultancy
    106. 106. w: JonnyRoss.com @jrconsultancy
    107. 107. w: JonnyRoss.com @jrconsultancy YouTube Campaigns
    108. 108. w: JonnyRoss.com @jrconsultancy Be strategic Business and marketing goals – how and where will social media add value? 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?
    109. 109. w: JonnyRoss.com @jrconsultancy Creating a strategy • What are your key marketing goals? • Target audience? • Keywords? • Key messages? • Goals for social media – what would business success look like? • Creating a social media strategy
    110. 110. w: JonnyRoss.com @jrconsultancy Action plan for next 2 weeks • Personal actions and dates • Completing a survey in a week • Identifying what help you need for next time • Making your plan happen!
    111. 111. w: JonnyRoss.com @jrconsultancy Social media • Go out to others – engage • Find – but be found • Strategic not scatter gun
    112. 112. w: JonnyRoss.com @jrconsultancy 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

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