How market research companies can use social media
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How market research companies can use social media for the their market research work. Our four key S's share with your how to make the most of these platforms for market research
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How market research companies can use social media
- 1. The 4 key S’s to social media success SocialB Ltd @simonbadman Social Media & Online Marketing Experts
- 2. What will you leave with today? The four key areas to build social media success What social media platforms you should be using for your business Tips on using social media as part of your every day business Social Media & Online Marketing Experts
- 3. SocialB Social media & online marketing experts - Social media training courses/webinars - In-house social media training - Social media consultancy/management - Search engine optimisation (increasing the number of visitors to a website delivered by search engines such as Google, Bing, etc) - Pay per click Social media council Social Media & Online Marketing Experts
- 4. Social Media in the UK About 73 percent of UK Internet users interact on social media platforms Social Media & Online Marketing Experts
- 5. Who uses social media in the UK? Social Media & Online Marketing Experts
- 6. Different types of social media Although they all enable sharing, there are several different types of social media: Blogs are online diaries Microblogs (Twitter) is texting online Forums are conversational threads Video sharing (YouTube) is shared video clips Social photo (Flickr/Pinterest/Instagram) is shared images and photos Social networking (Facebook, LinkedIn, Google+) is all of the above Social Media & Online Marketing Experts
- 7. How it relates to business Businesses can – and do – use social media. For every major business function of every organisation, there is an equivalent social media function: Research=Listening to the conversations people have with each other to understand their wants and needs Marketing=Talking in the conversations people have with each other to spread messages about your company and products Sales=Energising customers to sell you by finding your most enthusiastic customers/employees and supercharging them online Support=Supporting customers to support each other by setting up tools that help them do this Development=Embracing customers to work with each other by integrating them into the way your business works Social Media & Online Marketing Experts
- 8. Why the social media explosion? Free! Sharing is a deeply ingrained human instinct Traditional communications were brand led New communications are word of mouth led Access to internet! Instant! Social Media & Online Marketing Experts
- 9. The 4 key S’s to social media success Strategy Social SEO (keywords) Search Social Media & Online Marketing Experts
- 10. Social Media Strategy Social Media & Online Marketing Experts
- 11. Social Media Strategy Without a plan you plan to … What does success look like? How has your business become successful? With a plan/strategy by any chance?? Q1 “What do we want to achieve with our social media activity?” Social Media & Online Marketing Experts
- 12. Social Media Strategy Your overall objectives will inform what you do in social media in terms of: Who you want to connect with What content you share How you interact with people How often you need to interact with people How you want to influence people to act Social Media & Online Marketing Experts
- 13. Social Media Calendar In social media, it’s key to Do Something Regularly When you create a new blog post, share it on Facebook. When you attend an event/show/networking follow up with someone you met by connecting with them on LinkedIn. See a good video on YouTube? Share it on Twitter Social Media & Online Marketing Experts Things to talk about January Happy New Year! New Years resolutions February Valentines Day March International Women's Day International Men’s Day MON TUES WEDS THURS FRI SAT SUN Blog Twitter LinkedIn Facebook Google+ YouTube
- 14. Case Studies Social Media & Online Marketing Experts
- 15. Measure, Measure, Measure! Google analytics Hootsuite/Tweetdeck Sproutsocial Tweetreach Socialmention Social Media & Online Marketing Experts
- 16. How to measure in one place – Excel! Weekly per platform per tab Monthly on one tab Create graphs Social Media & Online Marketing Experts
- 17. Social Social Media & Online Marketing Experts
- 18. Social - Two-way communication The key feature that differentiates social media from traditional media is its facility for two-way dialogue This brings with it a number of important advantages: More powerful engagement Improved recall Active involvement Participative for both parties Make this principle core to a social media strategy Social Media & Online Marketing Experts
- 19. Two-way communication Engage with your target audience (whoever they may be, e.g. journalists, potential clients, existing clients) Help people if you know the answer or contact Share useful information Social Media & Online Marketing Experts
- 20. SEO Social Media & Online Marketing Experts
- 21. SEO Search engine optimisation Search engines index websites & social media platforms Google, Yahoo, Bing have to decide what answers to give people SEO = having the right keywords that people search on More on this in relation to social media later Social Media & Online Marketing Experts
- 22. Where to go keyword digging? Use Google Keyword Planner Use the search engines and their predictive text If you pay for advertising on Google adwords note these down Use your Google Analytics data (keyword source) Google Insights Trend tool http://www.google.com/insights/search/ Social Media & Online Marketing Experts
- 23. Google Keyword Planner Social Media & Online Marketing Experts
- 24. Google Keyword Planner Note down longer keywords i.e. properties for sale by the sea / houses with land – great tip later! Think like a client! Ask friends / colleagues what they would type in What locations do you cover? City, county, regions, UK wide, global Set up an excel sheet with keywords/key phrases so they can be used across all your online areas (social media, website, etc.) Review every two to three months if you get the chance Social Media & Online Marketing Experts
- 25. SEO friendly Twitter These Bios contain relevant keywords and info The locations they cover What services they provide Why follow them! Why you might want to contact them Social Media & Online Marketing Experts
- 26. SEO friendly LinkedIn Social Media & Online Marketing Experts
- 27. Search Social Media & Online Marketing Experts
- 28. Search Bottom of Google Page 1 Social Media & Online Marketing Experts
- 29. Search – LinkedIn example Social Media & Online Marketing Experts
- 30. Search – Twitter & Facebook EG Social Media & Online Marketing Experts
- 31. Search - Blog example Social Media & Online Marketing Experts
- 32. Search - YouTube example Social Media & Online Marketing Experts
- 33. Great Social Media Tools for Search Hootsuite/Tweet Deck/Sproutsocial Use to set up streams to target your audience Use for lists – great way of staying in touch with people (Twitter) Scheduling – but don’t get in that trap apart from blog posts etc Measuring – all have a stats section Social Media & Online Marketing Experts
- 34. Social Media Tools Social Media & Online Marketing Experts
- 35. Search - Twitter keyword examples Two examples of searching the right keywords By setting up a search for Norwich and holiday this type of information will be ready for you respond to key targeting but potential great results Social Media & Online Marketing Experts
- 36. Which Social Media Platforms to use? Social Media & Online Marketing Experts
- 37. Facebook Great for B2C companies (local and large brands) Interaction is key, Facebook want you to work for your credibility The REAL value is in your fans content and interaction you your page Think target audience Social Media & Online Marketing Experts
- 38. Twitter Great for B2B and B2C businesses Create / share links to send traffic to you website/blog Keep up to speed on your industry Network Find / Answer questions – great for credibility Social Media & Online Marketing Experts
- 39. LinkedIn Great for B2B and B2C businesses Online business networking Keep up to speed on your industry Find / Answer questions – great for credibility Great in Google’s eyes Social Media & Online Marketing Experts
- 40. Blogging Great for B2B and B2C Brings your business to life Shares useful information Good for search engine results Blogs are often shared on social media networks Social Media & Online Marketing Experts
- 41. Bringing your business to life Social Media & Online Marketing Experts
- 42. YouTube Great for B2B and B2C Brings your business to life Great for search engine results Its about content not how slick your video is Social Media & Online Marketing Experts
- 43. Google+ Every business needs to be on here Different from all other social networks Although new(ish) and getting negative press you need to be on here as a business SEO – search based around contacts Social Media & Online Marketing Experts
- 44. What will you leave with today? The four key areas to build social media success What social media platforms you should be using for your business Tips on using social media as part of your every day business Social Media & Online Marketing Experts
- 45. Stay in touch! +44 (0)1223 258000 info@socialB.co.uk www.socialB.co.uk @SocialBUK Social Media & Online Marketing Experts
- 46. The 4 key S’s to social media success SocialB Ltd @SocialBUK Social Media & Online Marketing Experts
Editor's Notes
- We provide Social media training and online marketing consutlancy throughout the UK – we have some Very special offers on our courses so please visit our stand for FREE things like Social media template and FREE SEO review of your website plus some very special offers on our courses
- My background, worked in marketing & PR 10 years plus Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand. SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
- My background, worked in marketing & PR 10 years plus Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand. SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
- 62M UK population About 73 percent of UK Internet users interact on social media platforms, a new study showing the impact of social networks has revealed. 37.4 million UK adults use Facebook regularly* 32.1 million UK adults use YouTube regularly* 15.5 million UK adults on Twitter* 10 million UK adults on LinkedIn A study conducted by marketing research firm InSites Consulting, around 73 percent of British Internet users are on social networking platforms like Facebook and Twitter. This is slightly lower than the Europe-wide average of 74 percent. We Brits are now watching more than five and a half million online videos a month compared with four million last year.
- Teenagers are obsessed by it and those that do tweet tweet about their breakfast! Over 53% of AB them use social media each week. Average age of a twitter user is 39 A upper middle class higher managerial, administrative or professional B middle class intermediate managerial, administrative or professional
- Don’t get stuck in the trap of thinking this all young people and that your business is too important to be on these platforms – you are sticking your head in the sand. Social media is here to stay avoid only at your own risk
- Never under estimate the power of listening
- Anything free is a great enticement for people to use it – most SM networks are free From a business point of view doesn’t matter if you are Nike or a small business in Norwich – you all have the same platforms to play on to gain business! Traditional communications were brand-led – organisations ‘owned’ their brands New communications are word-of-mouth led. Social media gives more power to people. Today, people own the brand. The brand is what people perceive it to be, and now, say it is. The explosion of social media also means that your sources of information are fragmenting. Instead of a few TV channels, radio stations or newspapers, you now have access to thousands of blogs, social networks and so on. They are passionate enough to create blogs, videos, and images, or to comment, give their opinion – often in their own time These often free applications make social media very easy to set up Sharing is a deeply ingrained human instinct. This, plus its ease of setup, is why it is exploding in popularity Its about power of the people through word of mouth social media networking Many companies jump on the social media band wagon due to its popularity however there is no plan and not real thought process – this is where things often go wrong – or don’t quite work out as successfully as they should – many companies leave social media after a month or two So how can you use social media within your business to harness these people to talk about us, recommend us etc?
- Social media is about two things – engagement with your target audience and search engine results – i.e. using the likes of Google to help drive traffic to your website! Engaging – sharing hints tips, recipes, advice,
- When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offer Bear in mind success is down to measurement and identifying in the first place:- E,g.PR coverage Support function in your business Business grow in XXX sector Online sales Social media is not a quick win – it’s a long term strategy that can have long term successful resuits – it takes time, and although free there is resource involved – with a strategy your CEO will feel a lot more comfortable in what you are doing online
- Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact) This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instance Will sit alongside your overall marketing strategy – should reflect what is going on offline – e.g. Muller the yogi bear advert – their facebook page reflected this The key feature that differentiates social media from traditional media is its facility for two-way dialogue This brings with it a number of important advantages: More powerful engagement Improved recall Active involvement Participative for both parties Make this principle core to a social media campaign Develop online objectives that are SMART: Specific – objectives should specify what they want to achieve Measurable – you should be able to measure whether you are meeting the objectives or not Achievable - are the objectives you set, achievable and attainable? Realistic – can you realistically achieve the objectives with the resources you have? Timely – when do you want to achieve the set objectives? Example of objectives could be: Increase traffic to your website
- Plan ahead but also look what is being talked about on social media – if there is a link there then use it – however, don’t jump on all trends – if there is no link then you are not targeting Other examples – british tomato week – etc themes and get interest 3 month plan – if something works do it again if it doesn’t change it. You don’t always know what will grab people – some stuff you think that will doesn’t and other things that you think might not do – measure! Think within your industry, new products, etc but also the wider picture – relevant Olympics, stuff on Tv, in the news. E.g. Top gear Christmas special
- Starbucks UK: October 1st, posted a collage of autumnal inspired things, with the corner of their famous seasonal Pumpkin Spice Latte with the hashtag #PSL. The Pumpkin Spice Latte has a huge amount of fans due to it’s autumn exclusivity, so this post and others before and after it would have been scheduled ahead of time. The media time tracks 3,000 tweets a day with the words ‘pumpkin spice latte’ when the drink re-emerges from it’s seasonal hibernation. The official Pumpkin Spice Latte twitter account has over 95K followers since it’s launch over 2 months ago on August 4th. Disneyland Resort: October 1st, tweeted a photo of their Haunted Mansion dressed up for Halloween, promoting their Halloween season and events at the parks. Again, this would have been strategically scheduled for October.
- You might think this is blue chip company thinking however – your organization more than their organization needs to measure as resources, budget and time are all very precious! Dunelm measure and target their audience – engage with female audience – Facebook check ins mostly men – without measuring how would they know that? Go back to what does success look like? – PR coverage, reduced staff in your call centre? less negative sentiment I see so many businesses think ‘ great we can get loads of business from social media lets sell, sell, sell! Within max of 3 months they have normally given up and stopped using social media all together Socialsprout £5 a month, hootesuite £3 a month https://sproutsocial.com/reports/group/216266/1334620800/1337299199 Three month plan with a calendar! You might think this is blue chip company thinking however – your organization more than their organization needs to measure as resources, budget and time are all very precious! I see so many businesses think ‘ great we can get loads of business from social media lets sell, sell, sell! Within max of 3 months they have normally given up and stopped using social media all together Google analytics – will tell you where people come from – if you look at it you get it – measure visitors, where they come from etc – if social media is working you can see from the source plus if you use codes on facebook and twitter
- If you are investing in social media you need to not only measure but take action with these results
- Why should people follow you, like you chat with you? You can use feeds for news but it has a VERY limiting impact! – its about engaging in conversation – virtual networking etc Create a larger sales team Brand ambassadors You never always know who people are & who they know!
- Why should people follow you, like you chat with you? I see so many estate agents just pushing out their latest property details – be whoop! We are now getting a lot of interest from Estate agents and letting agents and running a lot of inhouse courses for them to give them the edge
- Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search,local search, video search, academic search,[1] news search and industry-specific vertical search engines. 75 languages 11.5 billion web pages Around a billion websites Not forgetting the facebook, twitter, linkedin info If we look at this room today – to find out about you I have to ask questions and you give me answers Search engines are indexing and researching 24/7 365 days a week! They are NOT looking at what your website looks like – it can look as pretty as a picture but not get any traffic – don’t get me wrong a website needs to look good – but it need to look good once you have found the people to look at it! The key to SEO is knowing the words / phrases people type in to then know what to use on your own website – these are called keywords/keyphrases and I will come on to these first. First I want to look at some live examples so you can see what search engines look at
- Do you know what you are keywords are for your business? If so you really need to find out Its not words or phases that you think people might be typing In to search engines but keywords / phrases you know people are searching on I’ve had many a person say oh we at the top of search engines for XXXX a quick bit of research tells me if that is a key terms people are searching on. Keywords play a real part in social media so ask your website company, you can do the research yourself (if you know how) or contact a company that can do the work for you (any good SEO company) can do this for you. When/ if you have keywords use them across the board – from facebook to youtube Search engines index websites inc. blogs, facebook etc. Google, Yahoo, Bing have to decide what answers to give people SEO = having the right keywords that people search on
- Holds a wealth of information on what people search on each month Can give you a great deal of information on what keywords you need to use
- Think about property, house, home, - what desirable things you have and what people are looking for when they are searching – i.e. sea view Props for sale by sea – medium – 27K Houses with land – low – 823K E.G Top gear Christmas special
- Whenever anyone follows me I read their bio then look at their tweets
- Searching property finder richmond upon thames
- As a business why not look on linkedin – I may have recommendations from other businesses, you can see who I have done business with and also check out my website
- 2400 search for this each month – as a self catering cottage in North Norfolk they have dog walkers stay with them – key audience! We have also done the same with a high end car accessory company – we do blogging around Top Gear Xmas special - 9000 searches a month, 2000 extra visitors to their website
- Use Hootesuite/Tweetdeck – you can post across Twitter, facebook, linked in Look for keywords/opportunities Target locations Target existing customers Promote all your social media on your website blog, flyers, shop window Stats section – great to see what gets clicked on and what doesn’t
- I call social media platforms ponds – you have to go fishing in the ones where are target audience are – I see so many businesses jumping on all of them and just throwing statuses at the wall to see what sticks. I also see companies putting their Twitter updates on Facebook which I don’t agree with – they are two very different platforms and need to be looked after very differently to make the most of them Within the time frames we have today I am unable to go in to the great detail of each one and how to make it work, however I want to talk through each of the main ones to get you thinking about where you should be working your social media strategy magic Get one working well first before targeting another one – as you have seen already today its all about tactics and these take time. These are not going to be overnight wins but long term solutions for your business
- Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updates – you need your business, charity etc to be seen – the best way to do this is to get interaction and target your audience A lot of likes on your pages doesn’t mean an engaging audience – its about the consumer interaction at each status level e.g. Genting casinos Locations – tescos You have to really embrace the power of your audience One of the hardest social media networks to get right in my book
- LOVE Twitter – its like the human wikipedia If you pick only one social media platform to work on – this one is great. I would also suggest if you are looking to use social media within your business get one social media network working properly first before trying to get all the ones you want to work on up and running.
- 4 out of 5 professionals in the UK are on linkedin Key to success is Strategic approach, targeting people you want to do business with, recruit, etc. Interaction Groups Recommendations Answers
- Think about what effects you want to create with your blog. Different types of post can have different effects. Here are some examples: Instructional posts tell people how to do something. They can be good for establishing you as an expert, or building up a body of knowledge that you can also refer to in future. Lists are simply lists of anything – products, services, tips etc – that often have the title “10 Top Ways To...” or “7 Best Examples of...”. They can be good for getting search engine traffic and becoming part of a blogging community.
- http://www.propertysearchers.net.au/index.php/collateral/blog/looking-for-a-new-home-dont-fall-for-dirty-tricks-and-pay-too-much/
- Think:- Testamonials Adverts Instructional posts
- At the beginning of this talk I said you need to interact in the ponds where your target audience are – google+ throws all this out. Its new but having an impact on search already. Google is huge and this social network is going to be a key driver. Social network owned & set up by Google Launched in June 2011 Business pages launched in November 2011 90M users as of December 2011 Est. to be adding 625k new members a day 400M users projected by Dec 2012
- My background, worked in marketing & PR 10 years plus Worked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand. SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
- What I have shared with you today is quite a lot of information – please don’t panic and think well we don’t have time for this, its going to take a full time person. Put the very basic practice in place with perhaps a twitter account of maybe linkedin to start with. Get this working well then perhaps get others on board in your organisation.