Leeds Businesss Week Part 1 Twitter, Facebook & Email Marketing
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Digital roundup coveringTwitter, Facebook and Email Marketing for Leeds Business Week 2015 #LeedsBizWeek Watch out for part 2 covering SEO, LinkedIn and Blogging!
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Leeds Businesss Week Part 1 Twitter, Facebook & Email Marketing
- 1. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Part 1 Twitter, Email Campaigns & Facebook #LeedsBizWeek @jrconsultancy w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 2. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Current social media usage?
- 3. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Survey Results Usage •Less than ¼ of you are blogging •80% using Facebook regularly •75% using Twitter regularly •70% using LinkedIn regularly
- 4. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Survey Results Link between SEO & Social •A 1/3 of people don’t see the link between •Only 11% have a good understanding of the link
- 5. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Survey Results Who are you following on twitter? •Industry related news •Professional bodies •Thought Leaders •Celebrity thought leaders •Competitors and associate companies •Influential people
- 6. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Survey Results Generated business? •1/3 of people have generated business from social media – Sign up on courses – Recruitment – Data capture (competitions) – Woolly ones like • Web traffic • Branding • influencers
- 7. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Survey Results Pro’s and Con’s of LinkedIn •Competitors can see connections •Not very intuitive •Great place to network •Charity saying not sure it is useful •Generates business •Keeping in touch with people •Great for finding people
- 8. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Survey Results Who do you connect with? •3% don’t connect with anyone •30% only connect with people the have met •12% connect with anyone •55% are somewhere in between
- 9. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross What would you like to know? • An immense amount of things!
- 10. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Introductions Jonny Ross • Former optician • Ran chain of opticians and ecommerce site • Website, SEO, ecommerce
- 11. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Strategy/Aims/Objectives • Do you simply want to raise awareness? • What is the key message that you want to send to your followers/potential followers? • Are you looking to fundraise or gather supporters? • Do you want to inform followers about the work you, as a charity or business for that matter carry out and who it benefits?
- 12. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross What is Twitter?
- 13. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross How do people use Twitter? - Are 3 times more likely to follow brands than Facebook users - Are twice as likely to purchase from a brand than Facebook users
- 14. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Twitter vs. Email and Facebook
- 15. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Twitter Phrases # RT MRT Bit.ly #ff@ Lists Modified Retweet
- 16. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Use Lists
- 17. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross #susanalbumparty
- 18. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross How to manage your Twitter account
- 19. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Twitter Tools
- 20. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Email Marketing
- 21. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 22. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 23. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 24. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 25. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 26. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 27. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 28. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 29. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 30. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 31. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 32. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 33. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 34. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 35. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 36. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 37. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross 3rd Line / Pre Header
- 38. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 39. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross How to optimise emails • From Address • Personalise • Subject line – Short, punchy, keep accurate • Avoid spam filters by not having too many images / high image sizes • Ask people to reply / add you to safe senders • Promote unsubscribe – far better than being marked spam • Send from UK servers / Pay for emails • Reporting - follow up people that open etc
- 40. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross How to build your list
- 41. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 42. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross How to build you list • Encourage people to forward your emails • Add call to actions in content (subscribe) • Collect business cards • Connect on LinkedIn • Export Connections • Reply to sales emails (adding to CRM at same time) • Host an event/webinar – email sign up
- 43. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 44. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Diesel bringing Facebook Likes into the real world
- 45. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Facebook B2B Study • What gets likes?
- 46. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross What gets comments?
- 47. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross What gets shared?
- 48. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross What should you share?
- 49. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross What should you share?
- 50. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Simply Business •Link •Picture •Human interest •Customer Competition
- 51. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Virgin Media Pioneers •Tag yourself CTA •Inspirational message •in a picture
- 52. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Caterpillar CTA, does of nostalgia, picture, link
- 53. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross UPS •Human interest story •Photo •Link •CTA •Competition
- 54. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Screwfix •Humour
- 55. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Facebook Ernst & Young Global • News & Insights • Forums (strategic growth) • Careers/Recruitment http://www.ey.com/GL/en/Home/Social-media
- 56. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Facebook Targeting
- 57. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Facebook Advertising
- 58. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 59. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 60. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Custom Audience Pixel
- 61. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 62. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross
- 63. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Marc Jacobs Tweet Shop
- 64. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross And I can help you… • Research your keywords • Create and help write a blogs • Train teams or individuals on LinkedIn/Twitter/Facebook/Google Plus • Use LinkedIn for targeting …. And of course, SEO/websites!
- 65. w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy LinkedIn: /jonnyross Challenge me? Does anyone want to challenge me, does anyone think this is all a load of nonsense? It’s time to ask questions! •For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com •Carry on the conversation with me on twitter @jrconsultancy
Editor's Notes
- Who is on FB Who is on Twitter? Who uses lists in twitter? Who is on LI? Who is in any LI groups? Who is sending email campaigns? Who is blogging? Who is on G+? Periscope Instagram
- Introduction So, for those of you who don’t know, I set up an ecommerce store back in 1999 selling sunglasses and for the first 6 years we were the biggest sunglasses e-tailor in the UK, based on volume and turnover, with a decent profit too. In 2004 Google decided they didn’t like us, we suffered a Google penalty, now Google penalties are talked about and most people have heard about them, or certainly penguins and pandas, but back then no one knew what they where. Overnight we went from top of Google for all our keywords to page 7 and 8! Going through 2 SEO agencies over an 18-month period and neither of them could solve the problem, which resulted in us losing 40% of our turnover. I then found a guy in New York who worked on a ridiculous hourly rate but within 2 weeks he solved the problem and got us back! Cutting a long story short, I became passionate about SEO and decided to change my career into helping others understand it and avoid the pitfalls of Google. So that’s why I’m here today, to aid you in creating a professional online personal brand that will hopefully enable you to begin networking and build relationships with potential employers.
- The most important thing to remember when using social media is to be strategic. Ensure that whatever you post or are seen to do on social media sites is relevant and is for a reason. One way to do this is to set yourself key goals or objectives against a time scale so that they can be easily measured. Also, constantly asking yourself questions is a good way to fully understand what it is you are wanting to achieve. Examples given above indicate how they can quickly allow you to decide what direction your social media will move in, it is also a great way to start thinking about content, however this is something that we will cover further on in this section of the presentation.
- Twitter is a social networking site It is a microblogging site, this means that users can only send tweets that are 140 characters The site allows users to create professional profiles For business use, Twitter allows users to: - include keywords to boost SEO - target and watch followers - ask questions - find their target audience in order to engage with them The site was create in March 2006 There are on average 284 million monthly active users
- Targeting customers – who uses Twitter and how do they engage? Twitter users: - Have above average income and education level - Are 3 times more likely to follow brands than Facebook users - Are twice as likely to purchase from a brand than Facebook users
- So before we begin, here are some Twitter phrases that you will need to know! MRT – Modified Retweet # Hashtag (trending, conferences) Bit.ly – Shortened Link #ff – Follow Friday RT – Retweet @ - mention
- With all of the information you have just been given, you may feel that creating your own Twitter account and managing it alongside your other social media platforms is an extremely daunting experience. However there are many websites out there that enable you to manage your different social media accounts. Use sites such as Hootsuite to enable you to manage your different social media accounts.
- With all of the information you have just been given, you may feel that creating your own Twitter account and managing it alongside your other social media platforms is an extremely daunting experience. However there are many websites out there that enable you to manage your different social media accounts. Use sites such as Hootsuite to enable you to manage your different social media accounts.
- http://www.signupto.com/email-marketing-benchmarks/email-benchmark-2014/
- Facebook is one of the largest social media platforms. Originally used to socialise and network with friends and family but it is now being used by charities in order to raise awareness and expand their online profile. Many charities have their own Facebook pages, just like you or I do. However it is used in a multitude of ways to interact with followers and donators. We have selected a few charities and campaigns who are using Facebook extremely effectively.
- A simple Facebook campaign by Diesel – bringing Facebook ‘likes’ into the real world: http://www.youtube.com/watch?v=4OZmbBPym1k
- 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!!
- 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!
- So just to be clear what is a blog? a blog is the same as news or latest news I suppose it’s not called news because it gives the opportunity not just to write about the latest news, its an opportunity to talk about all the aspects of your products and services, to portray yourselves as thought leaders and to bring personality to your brand. Blog is short for web-log: a post – or log – made online. Blogs are a great way of engaging with customers and sharing information. It’s a way to educate your audience all about your services and charity It’s your charities latest news An opportunity to show personality To give away advice to your existing following And to engage with potential followers
- For me the Blog is the core of any social media or SEO campaign. Blogs provide regular content to share through your other social media sites. User-generated content, ‘likes’ and ‘shares’ are now being ranked more highly by search engines, so it pays to invest in social media and blogging. Blogs provide Status updates for Facebook Tweets for Twitter- take a blog with the title “top 5 tips”, well all of a sudden you have created 5 tweets, all with links to the blog, don’t tweet them alll in one go, spread them out over the week/month. Stuck for tweets, go back to blogs from 6 months ago! Updates for Linkedin personal and company profiles Status for Google Plus Email campaigns – do you get to start of the month and think, what are we going to put into our email campaign this month? if you have fab blogs, there is your content already written!) They give content for your keywords to be found in Google, search engine optimisation, you will only be found if you mention the keyword, and the more times you mentionit the more relevant you are (don’t mention for sake, it must be relevant) A blog should be an integral part of your marketing and comms strategy, but you need to set goals. What are you marketing goals? Need to encourage more volunteers, what could we write that would engage with potential volunteers? Lets give them some information, lets become a resource and during the process, lets build trust with them and let them know what we as a charity could offer them.
- https://www.youtube.com/watch?v=s7dV3Qtocuc
- Feel free to carry on the conversation with me on twitter Subscribe to my blog for more tips, tricks and inspiration