2. Agenda
You and your social
Socialisation of search
Facebook Groups vs Pages
Twitter…or not
LinkedIn
Blogging for business
YouTube
Google+
3. Renegade is…
a PR and digital marketing agency that specialises in PR, search and social media
Public Relations Digital Marketing
Strategy and planning Social Media – strategy, campaigns and channel
Messaging workshops management
Media relations Social Listening
Blogger outreach Video, game and app seeding
Copywriting Search engine optimisation
Experiential events & stunts Pay per click (Facebook, Google, BING)
Issue management Digital consultancy
Media coaching & training Email strategy
Speaker opportunities Blogger outreach
5. Part of the marketing mix
Where your website finishes your social channels begin
Where your conversation offline continues online
Where your customers are talking about you
When your customer service lines are busy or closed
Where you can direct traffic to your page
When a networking event finishes the connections are made
When your customer wants to share
6. Everything starts with a goal – what’s yours?
Engage with existing customers
Raise awareness and attract new customers
Drive customers to purchase new products
Improve search engine optimisation
8. Leverage social media for SEO
lloves social
Align social media with SEO strategy. Social media platforms and
social sharing increase online mentions and links to your website.
1. Encourage online reviews of your products or services
2. Add social sharing buttons to content on your website
3. Produce content for social platforms and include web links
12. Why a Facebook Group?
• Can be invitation only
• Set approval restrictions
• Sharing can be limited to those in the group
• More private
• Updating a group means users get a notification but not in their
newsfeed
• Group members receive a notification when another member interacts with
the group
13. Six benefits of a Facebook Page
1. Customers can connect with your business eco system
2. Update customers via their newsfeed
3. Support via highly targeted adverts
4. Vanity URL reinforces your brand
5. Build a community to market to, but engage with it
6. Target updates to a specific country, region, city
But beware
16. Five mistakes to avoid
1. Not putting enough time into maintaining the page and monitoring
dialogue
2. Not answering questions and addressing issues
3. Taking a “brand” tone instead of a human tone
4. Underestimating the power of the crowd and word of mouth
5. Not promoting your Facebook page elsewhere (more to come...)
A Facebook page is a place to listen to those interested in your offer
Ask questions, learn what people are doing and what they need
It’s a place to offer free advice and help build real relationships
17. Promote it
• Newsletters (electronic or print)
• E-mail signature
• Signage
• Business cards and other printed materials
• Online social networks and forums, such as LinkedIn, Twitter, etc.
• Radio, online or print ads
• Website or blog
18. Newsfeed optimization
Less then 4% of users come back to a page after they „like‟ it
Reach them through the News Feed through status updates
Facebook decides which content each user sees
Just because you write an update, doesn’t mean all your fans see it
199 out of 200 likes or comments are in the News Feed, not the page
Around 70% of fans on average will NOT see your status updates.
Focus on News Feed Optimization and building out your Facebook Page
19. Five ways to encourage engagement
1. Questions and polls
2. Engage – thank fans for their replies
3. Encourage mentions
4. Encourage likes
5. Put fans in charge
Fans want to be involved
Involve them and they will spread the word
22. Twitter for business
A listening device
Use #hashtags
Use it as a customer service tool
Promote upcoming events
Drive traffic to website or blog
Offer tips or offers to followers
Use shortened links to track clicks (bit.ly)
25. Start with a Personal Profile
• Connect with business contacts
• Generate leads from decision makers
• Join in discussions and create groups
• Find new employees – research prospective staff
• Integrate updates from your own blog or Twitter feed
• Ask questions and provide answers – when providing answers
make them personal and show a genuine interest
• Tap clients and ex-clients, former employers to write a personal
recommendation
26. Company page
Companies can create a page on LinkedIn which people can follow for
updates and staff can be connected to from their own profiles.
• Add keywords to the description
• Add company website or blog to the group to drive traffic
• Keep group members updated with weekly or monthly roundups
• Connect people with each other via introductions
• Host an event and invite people from LinkedIn
• Source and recruit candidates via job adverts and networking
• A platform to share white papers and educational resources
27. LinkedIn Groups
• Great way to create a community
• Create discussion posts or featured posts
• Groups rarely grow on their own until they reach 100 members so you
will have to do some leg work by sharing across all channels
• Make sure the group is of interest to a significant number
• You can advertise a group – how much do you value members?
• A place to share whitepapers and educational resources
• Downside: for the „admins‟ groups are time consuming
30. Eight benefits of business blogging
1. Increases your reputation as an expert
2. Helps with search engine optimization
3. Makes it easier to get inbound links
4. Enables you to show your personality
Over 3 billion videos are viewed a day
5. Helps you to stay up-to-date within your field
6. Makes you the central source for curating quality content
7. Encourages people to connect with you
8. Keeps your website fresh
A website built on WordPress is a powerful online presence.
32. Six benefits of YouTube
1. Second most searched platform online
2. Cost free global audience
3. Shareable vs watchable – the former can help you „go viral‟
Over 3 billion videos are viewed more likely to be found than other content
4. SEO friendly – 56 times a day
5. Extend brand with customised channel
6. Seeding strategy helps reach new audiences
The most important thing is to create something (at worst) worth watching
but (at best) worth sharing
34. Google+ Pages
Google trying to emulate Facebook
MINI, Pepsi, Chelsea, Red Bull, Boss are among the first
Marketing messages will appear in Google searches
Google+ users can follow favourite brands
35. Key features?
Stream – This is basically the same as Facebook‟s news feed. Unlike
Facebook you can edit a status update even after it‟s been posted.
Circles – The easy way to categorise connections and manage them.
Hangouts – Video chat service which lets you conduct a group chat with up
to 10 people all at the same time.
Sparks – This is Google’s content recommendation component. Here
you can discover news articles, videos and photos.
Photos – Similar to Facebook, Google lets you upload and tag photos of
you and your friends.
Recognises the page is nothing without the fans – see profile image and thank you statusGood imagesUseful tabsLots of likesLots of check-insRegularly updated content – content is updated even on the weekendRuns polls and interacts with fans
