Using Social Media for Business

An Introduction to
Social Media for Business

Webscape Marketing
Social Media, SEO & Online

Background
• Josh Whiten, owner of
Webscape Marketing
• Based in Folkestone’s
Creative Quarter
• Handle SEO, PPC, social
media and online marketing

Webscape Marketing

Aims
• How social media works
• How to grow followers
• Facebook, Twitter and LinkedIn
• Increase prospects and sales

Webscape Marketing

SOCIAL MEDIA
FUNDAMENTALS

Webscape Marketing

SOCIAL MEDIA FUNDAMENTALS

The Social Media Landscape
social networking:
micro blogging:
TWITTER FACEBOOK
b2b networking: GOOGLE+
LINKEDIN
GOOGLE+
XING photo sharing:
video:
PINTEREST
YOUTUBE INSTAGRAM
VIMEO social
bookmarking: FLICKR
DIGG DELICIOUS
blogs: FOLKD
WORDPRESS forums:
BLOGGER geo social: MUMSNET
HUBPAGES FOURSQUARE MONEYSAVINGEXPERT
FACEBOOK
GOOGLE+
Webscape Marketing


Primary Drivers
Why do people use social media?

Webscape Marketing


Primary Drivers
• Discover
• Share
• Follow
• Offers
• Associate

Webscape Marketing


Secondary Drivers
• Networking
• Prospecting
• Feedback
• Complain
• Organise

Webscape Marketing


Benefits
• Engage with existing contacts
• Find new contacts
• Engage in dialogue
• Provide customer service
• Monitor market and brand
• Leverage PR coverage
• Keep pace with web expectations
• SEO value from Social Signals

Webscape Marketing


Social Signals
Since the start of 2012 Google now looks
for ‘Social Signals’ as part of it’s search
engine algorithm (to measure authority
and trust).
Signals include links, shares and follows.
More active and popular social profiles
provide greater link juice for SEO.

Webscape Marketing

THE SOCIAL MEDIA
NETWORKS

Webscape Marketing

THE SOCIAL MEDIA NETWORKS

• Facebook Pages for businesses
• Better for consumer markets
• Hard to build following
• Uses Edgerank algorithm
• Needs support of other channels
• Facebook Ads to Page or Website
• SEO value for all types of business

Webscape Marketing


• Real time conversation
• Easier to identify users
• Business or consumer markets
• Standalone or integrated
• High mobile usage
• Searchable by topic and #hashtag
• SEO value from mentions and shares

Webscape Marketing


• Business network
• International in scope
• Contacts of contacts
• Can’t be outsourced
• Provides PPC Ads
• SEO value from profile links

Webscape Marketing


• Tech focused
• Slow consumer adoption
• Integration with Google services
• Google Places
• SEO value (of course)

Webscape Marketing


• Primarily consumer
• Growing business use
• Ecommerce and products
• Food and recipes
• Home and interiors
• Travel and leisure
• Infographics
• High SEO Value

Webscape Marketing

USING SOCIAL MEDIA
NETWORKS

Webscape Marketing

USING SOCIAL MEDIA NETWORKS

Gaining New Followers
• Content
• Engagement
• Sharing
• Trust

Webscape Marketing


Developing a Content Strategy
• Set your aims
• Research target audience
• Identify key seasonal topics
• Fill gaps with floating content
• Leave gaps for topical content
• Offers and promotions

Webscape Marketing


Sample Content Strategy
Period: Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

Main Focus: Seasonal Seasonal Floating Seasonal Seasonal Floating
topic topic topic topic topic topic

Sub Topics: Floating Floating Topical Floating Floating Floating
(for use in topic topic content topic topic topic
email, blog
posts, PR, Topical Topical Topical Topical Floating Topical
tweets and content content content content topic content
facebook)
Sales Sales Voucher Referral Referral Sales
Promotion Promotion code promotion promotion Promotion

Webscape Marketing


Sources of Content
• Podcasts
• Google Alerts
• Industry websites/RSS feeds
• Twitter monitoring
• Press releases
• Email newsletters
• Youtube
• Conversations
Webscape Marketing


What Makes Good Content?
• Engaging
• Rich content (video, images)
• Not all about you or your business
• Share things of interest and say why
• Comment on issues and trends
• Talk about third parties
• Show what you do, case studies

Webscape Marketing


• Share relevant rich content (video, images)
• Sticky and engaging posts
• Encourage interaction of any type
• Answer all interactions (good or bad)
• Engage with relevant Pages
• Support with Facebook Ads

Webscape Marketing


• Push followers to other channels
• Decide on tone of voice/access
• Tweet often and regularly
• Share relevant content
• Run offers and promotions
• Target influential followers
• Niche Twitter profiles

Webscape Marketing


• Build the right profile and experience
• Engage little and often
• Prospect via contacts of contacts
• Give reason to connect
• Use company Page

Webscape Marketing


Common Social Media Mistakes
• Obsessing over follower numbers
• Only talking about yourself
• Getting into arguments
• Syndicating content across networks
• Outputting RSS feeds to networks
• Not responding
• Using personal profiles

Webscape Marketing


Rules of Engagement
• Build and protect your reputation
• Flatter through retweet and shares
• Join the same groups and places
• Make your profile relevant
• Say why you should connect
• Build up to Direct Messages
• Ask who to contact
• Take negative engagement offline
Webscape Marketing

FITTING INTO THE
MARKETING MIX

Webscape Marketing

FITTING INTO THE MARKETING MIX

Social Media and Sales
• Prospecting via Twitter and LinkedIn
• Build relationship first
• Testimonials and reviews

Webscape Marketing


Social Media and Online Marketing
• Social activity boosts SEO
• Follow for xxxxxxxxx
• Integrate Blog Content
• Campaign Microsites
•Integrate with website

Webscape Marketing


Social Media and Offline Marketing
• Support regional stores or outlets
• Use vanity marketing to gain PR
coverage
• Promote social profiles on offline
marketing

Webscape Marketing

LINKING IT ALL
TOGETHER

Webscape Marketing

LINKING IT ALL TOGETHER

Integrating Social Media

blog

business /
organisation
website social media

Webscape Marketing


Social Media Management Tools
• Hootsuite Free
• Hootsuite Pro
• Tweetdeck
• Klout

Webscape Marketing


Future Social Media Trends
Mobile – 80% of UK Twitter users active
on mobile. Location based
offers, integration with inbound
calling, Google+ and Google Places.
Paid Content – Facebook trialling paid
posts in NZ. Twitter yet to offer
accessible ad model.

Webscape Marketing

Next Steps
For help with SEO, social media or PPC:

Josh Whiten
Webscape Marketing
http://www.webscapeseo.com
Facebook.com/webscapemarketing
@webscapeseo
josh@webscapeseo.com
07850 093471
Webscape Marketing

Using Social Media for Business

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Editor's Notes