Using Social Media for Business

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Discover...
- How social media works
- How to grow followers
- How to use Facebook, Twitter and LinkedIn
- How to increase prospects and sales

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  • Each element sends and receives visitors from each other
  • Using Social Media for Business

    1. 1. An Introduction toSocial Media for Business Webscape Marketing Social Media, SEO & Online
    2. 2. Background• Josh Whiten, owner of Webscape Marketing• Based in Folkestone’s Creative Quarter• Handle SEO, PPC, social media and online marketing Webscape Marketing Social Media, SEO & Online
    3. 3. Aims• How social media works• How to grow followers• Facebook, Twitter and LinkedIn• Increase prospects and sales Webscape Marketing Social Media, SEO & Online
    4. 4. SOCIAL MEDIAFUNDAMENTALS Webscape Marketing Social Media, SEO & Online
    5. 5. 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 Social Media, SEO & Online
    6. 6. SOCIAL MEDIA FUNDAMENTALS Primary Drivers Why do people use social media? Webscape Marketing Social Media, SEO & Online
    7. 7. SOCIAL MEDIA FUNDAMENTALS Primary Drivers • Discover • Share • Follow • Offers • Associate Webscape Marketing Social Media, SEO & Online
    8. 8. SOCIAL MEDIA FUNDAMENTALS Secondary Drivers • Networking • Prospecting • Feedback • Complain • Organise Webscape Marketing Social Media, SEO & Online
    9. 9. SOCIAL MEDIA FUNDAMENTALS 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 Media, SEO & Online
    10. 10. SOCIAL MEDIA FUNDAMENTALS 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 Social Media, SEO & Online
    11. 11. THE SOCIAL MEDIA NETWORKS Webscape Marketing Social Media, SEO & Online
    12. 12. 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 Social Media, SEO & Online
    13. 13. THE SOCIAL MEDIA NETWORKS • 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 Social Media, SEO & Online
    14. 14. THE SOCIAL MEDIA NETWORKS • Business network • International in scope • Contacts of contacts • Can’t be outsourced • Provides PPC Ads • SEO value from profile links Webscape Marketing Social Media, SEO & Online
    15. 15. THE SOCIAL MEDIA NETWORKS • Tech focused • Slow consumer adoption • Integration with Google services • Google Places • SEO value (of course) Webscape Marketing Social Media, SEO & Online
    16. 16. THE SOCIAL MEDIA NETWORKS • Primarily consumer • Growing business use • Ecommerce and products • Food and recipes • Home and interiors • Travel and leisure • Infographics • High SEO Value Webscape Marketing Social Media, SEO & Online
    17. 17. USING SOCIAL MEDIA NETWORKS Webscape Marketing Social Media, SEO & Online
    18. 18. USING SOCIAL MEDIA NETWORKS Gaining New Followers • Content • Engagement • Sharing • Trust Webscape Marketing Social Media, SEO & Online
    19. 19. USING SOCIAL MEDIA NETWORKS 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 Social Media, SEO & Online
    20. 20. USING SOCIAL MEDIA NETWORKS 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 Social Media, SEO & Online
    21. 21. USING SOCIAL MEDIA NETWORKS Sources of Content • Podcasts • Google Alerts • Industry websites/RSS feeds • Twitter monitoring • Press releases • Email newsletters • Youtube • Conversations Webscape Marketing Social Media, SEO & Online
    22. 22. USING SOCIAL MEDIA NETWORKS 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 Social Media, SEO & Online
    23. 23. USING SOCIAL MEDIA NETWORKS • 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 Social Media, SEO & Online
    24. 24. USING SOCIAL MEDIA NETWORKS • 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 Social Media, SEO & Online
    25. 25. USING SOCIAL MEDIA NETWORKS • Build the right profile and experience • Engage little and often • Prospect via contacts of contacts • Give reason to connect • Use company Page Webscape Marketing Social Media, SEO & Online
    26. 26. USING SOCIAL MEDIA NETWORKS 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 Social Media, SEO & Online
    27. 27. USING SOCIAL MEDIA NETWORKS 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 Social Media, SEO & Online
    28. 28. FITTING INTO THEMARKETING MIX Webscape Marketing Social Media, SEO & Online
    29. 29. FITTING INTO THE MARKETING MIX Social Media and Sales • Prospecting via Twitter and LinkedIn • Build relationship first • Testimonials and reviews Webscape Marketing Social Media, SEO & Online
    30. 30. FITTING INTO THE MARKETING MIX Social Media and Online Marketing • Social activity boosts SEO • Follow for xxxxxxxxx • Integrate Blog Content • Campaign Microsites •Integrate with website Webscape Marketing Social Media, SEO & Online
    31. 31. FITTING INTO THE MARKETING MIX 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 Social Media, SEO & Online
    32. 32. LINKING IT ALL TOGETHER Webscape Marketing Social Media, SEO & Online
    33. 33. LINKING IT ALL TOGETHER Integrating Social Media blog business / organisation website social media Webscape Marketing Social Media, SEO & Online
    34. 34. LINKING IT ALL TOGETHER Social Media Management Tools • Hootsuite Free • Hootsuite Pro • Tweetdeck • Klout Webscape Marketing Social Media, SEO & Online
    35. 35. LINKING IT ALL TOGETHER 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 Social Media, SEO & Online
    36. 36. Next StepsFor help with SEO, social media or PPC:Josh WhitenWebscape Marketinghttp://www.webscapeseo.comFacebook.com/webscapemarketing@webscapeseojosh@webscapeseo.com07850 093471 Webscape Marketing Social Media, SEO & Online

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