Northern Lights PR - Social media masterclass - York University June 2013


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  • This is strategic business focus social media
  • This is strategic business focus social media
  • Mark Freeman – PIIGS economy and risks – File on Four interview
  • Claire Morley Jones – 10 employeesStill quite new for Claire and only just starting tweetingUses 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 TwitterTargeting journalistsAnd researching businesses to build relaionships withShortcutAnswer – would never do email
  • Fans – google search horrid comments about Brendan. Confidentiality agreements - couldn’t explain what had happenedRethought insolvency process for future, blog,Radio 5 Live, Telegraph, Sky, FTCompletely changed the Google profile
  • Gareth Everson – built our website in return for various thingsGareth 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 bookDM – contact details. Had hour’s chat. Emailed ideas to work together – he has a radio show, author, and gong to speakUp to me the quality of the targeting of new business – but they are there to be had
  • Northern Lights PR - Social media masterclass - York University June 2013

    1. 1. SOCIAL MEDIA MASTERCLASSVictoria Tomlinson (@nlightspr)Jonny Ross (@jonnyross)Northern Lights PR
    2. 2. 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!
    3. 3. Introductions• Name, business and your role• Your perception of social media
    4. 4. The basics: Twitter
    5. 5. @connect
    6. 6. Lists
    7. 7. #FF
    8. 8. Following
    9. 9. Followers
    10. 10. The basics: LinkedIn
    11. 11. The basics: blogs
    12. 12. Facebook – the basics
    13. 13. Nota bene!• Social media is just another way tocommunicate – don’t do in isolation• Be strategic• ‘Rich content’ for Google• Important to engage with others – not pushinformation out
    14. 14. Search Engine Optimisation• Create great content• Ensure this content is accessible to searchengines• Make pages unique and relevant• Make the content popular
    15. 15. Onsite SEO• Keywords / Content• Avoid duplicate content by checking there is onlyone version i.e. www and non www• Check that your site is error free use tools likescreaming frog• Make Titles and Description tags unique andrelevant• Image file name and tags• Use Schema and in its simplest form HeadingTags, also for Address, Products, Services etc
    16. 16. Offsite SEO• Local listing /Directories NAP same• Directory Submissions• Articles• Social Bookmarking• SE Submissions• Classified Ads• Forums / Yahoo Answers / Mumsnet etc• Image Sharing Pinterest/Flickr/Photobucket• Guest blog on sites in your vertical• Get your content shared• Comment on other peoples blogs• Ask you clients / suppliers to link to you• Social Networking (covered later on)
    17. 17. ‘Rich content’• What content do you have in your business?• How can you use this through social media?• Blogging is central
    18. 18. Expert blog
    19. 19. Sharing content
    20. 20. What information do your customerswant?• Discussion over coffee
    21. 21. How to create anEditorial Calendar?
    22. 22. Editorial Calendar sounds so complex…• People think it needs tobe fancy and detailed• Two advantages;planning andaccountability• There are lots of ways tocreate an editorialcalendar, but let’s keepit simple
    23. 23. Step 1: Make a list of key dates for the year• Product launches• Events / tradeshows• Marketingcampaigns• Promotions• Holidays• Sporting events• Key milestones
    24. 24. Step 2: Add these to your Roadmap
    25. 25. Step 3: A comprehensive list of all yourproducts and services• Do any of the products and services fit nicelywith your roadmap so far?• Split them evenly throughout the year
    26. 26. 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
    27. 27. Step 5: Measure success refine andkeep to dates• Use Google so it’s easy to share and update• It’s a live spreadsheet
    28. 28. Key points for blogs• Good content – that your target audience wantsto read• Vulnerability• Engagement• Questions• Hyperlinks – 70% quality external; 30% your ownwebsite• Comments• Topicality• Guest blogging
    29. 29. RSS feeds
    30. 30. Don’t forget the risks ….
    31. 31. Social media policies for employees
    32. 32. The power of LinkedIn
    33. 33. 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
    34. 34. Why does 100% matter?• 100% = 40x more opportunities• Photo = 7x more likely found in searches• 2 recent positions = 12x more likely to befound
    35. 35. Why are you connecting?
    36. 36. Posting comments
    37. 37. • Advance search• Introductions• 20 meetings• Year’s contract –first meeting
    38. 38. Introductions
    39. 39.
    40. 40. Who has searched for you?
    41. 41. Should I try and connect?!!
    42. 42. Probably not!
    43. 43. Groups – free advice
    44. 44. Groups – new business• Yorkshire Mafia post ‘anyone know pensionsadviser with tax and public sectorexperience?’• Mazars responded helpfully• Yorkshire Forward – closing down, advice foremployees
    45. 45. Promoting your blogList your blog in blog directories• Technorati• Fuelmyblog• Blokube• Blogengage
    46. 46. Promoting your blog posts• Social Networks– Images on pinterest and instagram– Facebook, LinkedIn, Google+, Twitter (5 variedtweets) and on all the relevant company pages,and groups• Use on E-Mail Campaigns• Feature on relevant product / service pages• Bookmarking sites• Feedburner / E-Mail delivery
    47. 47. Guest Blogging• Should be part of your content strategy• Marketing strategy– Increase online brand presence– Increase industry authority– Helps connect with potential customers atmultiple points• SEO Strategy
    48. 48. 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 morekeywords)– Create a good relationship so you can get to dropa link in the actual post too!
    49. 49. 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 yourwebsite– Helps establish you credibility as an industry thought leader– Gives the opportunity for potential customers who have never heardof you to learn more.Great content marketing should focus on educating the consumer andhitting them at every step of the buy it process. The more guest posts onindustry related blogs the more you will interact at every step of the way!
    50. 50. Guest Blog SEO Benefits / Tips• Don’t just post once• Create relationships and blog often, you may end upbeing featured!• Drive visitors to your website, it’s not just about SEO,they may like what you have written and want toknow more• The more guest blogging, the more you can poweryour social media campaign and another excuse toengage with your audience!
    51. 51. Twitter• Professional profile• Keywords• Target followers• Watch followers:following relativity• Questions• Find target audience and engage
    52. 52. Twitter phrases• # hashtag (trending, conferences)• RT – retweet• MRT – modified retweet• – shortened links• #ff – Follow Friday
    53. 53. Facebook for BusinessYou need a personal account to create a page
    54. 54. Major parts of Facebook Page
    55. 55. What to post?• Try to create a resource, a reason for users to goto Facebook• Remember your business is more interesting toother people then it is to you!• Share photos - can you get photos of events,locations, staff, your premises?• Share links – interesting article about yourindustry• Share video – people love video• Questions / Polls – great tool for multiple choice
    56. 56. Who to engage• Firstly identify your target audience andsecondly go to where they hang out!
    57. 57. 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 muchfor a great workshop today• Tag people in your photo albums• Post in the evenings and weekends you and yourcustomers are working 9-5!
    58. 58. Be strategicBusiness and marketing goals – how and wherewill 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?
    59. 59. Creating a strategy• What are your key marketing goals?• Target audience?• Keywords?• Key messages?• Goals for social media – what would businesssuccess look like?• Creating a social media strategy
    60. 60. Action plan for next 10 days• Personal actions and dates• Completing a survey in a week• Identifying what help you need for next time• Making your plan happen!
    61. 61. Social media• Go out to others – engage• Find – but be found• Strategic not scatter gun
    62. 62. Free!http://www.northernlightspr.com