Social Media for Business

transcript

w: JonnyRoss.com@jrconsultancy

The Broadband East Riding Project

Social Media for Business by

Jonny Ross

http://www.jonnyross.com/

http://twitter.com/jrconsultancy

Introductions

Jonny Ross• Former optician• Ran chain of opticians and ecommerce site• Website, SEO, ecommerce

Broadband Project aims

• To help East Riding Businesses get more out of being connected to and to help them grow.

• To help businesses make use of the superfast connections being rolled out across the county (ongoing at present, most places not upgraded yet in the East Riding)

Broadband East Riding is part of East Riding of Yorkshire Council’s Economic Development department, and its entirely paid for with funds from the European Regional Development Fund (‘European money’). So its wholly FREE to businesses.

Format of Support

• Direct 1-to-1 support with a broadband dedicated business advisor (me!),

• Attendance at workshops covering a variety of topics – first ones available starting 10 June

• Bespoke recommendations tailored for each business – IT diagnostic reviews and reports

Project

• Project runs to September 2015. • The project representatives are available to

speak to and ask questions today

What we will cover …

• Why social media is important• The key media – LinkedIn, blogs, Twitter,

Facebook• Networking principles• Great case studies• Strategic social media• Tips • Strategy and actions for your business!

Introductions

• Name, business and your role• Your perception of social media

The basics: Twitter

@connect

Lists

#FF

Following

Followers

The basics: LinkedIn

The basics: blogs

Facebook – the basics

Facebook Targeting

Diesel bringing Facebook Likes into the real world

Corona Light

Dove Soap

Nota bene!

• Social media is just another way to communicate – don’t do in isolation

• Be strategic• ‘Rich content’ for Google• Important to engage with others – not push

information out

Keywords

What have you searched for on Google?

• Best Thai restaurant in Leeds• Intellectual property lawyer, UK• Ebook cover designer

All this could be new business for you

Search Engine Optimisation

• Create great content• Ensure this content is accessible to search

engines• Make pages unique and relevant• Make the content popular

On Site

• Keywords• Content• Technical Aspect• Usability

Off site

• Relevancy• Links• Reviews• Reputation

‘Rich content’

• What content do you have in your business?• How can you use this through social media?• Blogging is central

Expert blog

Sharing content

What information do your customers want?

• Discussion over coffee

How to create an Editorial Calendar?

Editorial Calendar sounds so complex…• People think it needs to

be fancy and detailed

• Two advantages; planning and accountability

• There are lots of ways to create an editorial calendar, but let’s keep it simple

Step 1: Make a list of key dates for the year

• Product launches• Events / trade

shows• Marketing

campaigns• Promotions• Holidays• Sporting events• Key milestones

Step 2: Add these to your Roadmap

Step 3: A comprehensive list of all your products and services

• Do any of the products and services fit nicely with your roadmap so far?

• Split them evenly throughout the year

Step 4: Open a Google Spreadsheet

• Use Google so it’s easy to share and update• Everyone with permission can have access• It’s a live spreadsheet

Step 5: Measure success refine and keep to dates

• Use Google so it’s easy to share and update• It’s a live spreadsheet

Key points for blogs

• Good content – that your target audience wants to read• Vulnerability• Engagement • Questions• Hyperlinks – 70% quality external; 30% your own

website• Comments• Topicality • Guest blogging

RSS feeds

Don’t forget the risks ….

http://www.youtube.com/watch?v=CDzPoSGpapI

Social media policies for employees

Social Monitoring/Analytics/Automation

• Google alerts http://www.google.com/alerts• Socialmention http://socialmention.com/ • Twilert http://www.twilert.com/ • Mention https://mention.net/

• Google Analytics https://www.google.com/analytics/web/• Twitonomy http://twitonomy.com/• Socialbro http://www.socialbro.com

• Dlvr.it http://dlvr.it/

http://www.google.com/alerts

http://socialmention.com/

http://www.twilert.com/

https://mention.net/

https://www.google.com/analytics/web/

http://twitonomy.com/

http://www.socialbro.com/

http://dlvr.it/

The power of LinkedIn

LinkedIn – 100% complete profile

• Photo• Two previous jobs• A summary• Education• Industry and postal code• A current position with description• Two more positions• At least 5 skills• At least 50 connections

Why does 100% matter?

• 100% = 40x more opportunities• Photo = 7x more likely found in searches• 2 recent positions = 12x more likely to be

found

Why are you connecting?

Posting comments

• Advance search• Introductions• 20 meetings• Year’s contract –

first meeting

Introductions

•

Who has searched for you?

Should I try and connect?!!

Probably not!

Groups – free advice

Groups – new business

• Yorkshire Mafia post ‘anyone know pensions adviser with tax and public sector experience?’

• Mazars responded helpfully• Yorkshire Forward – closing down, advice for

employees

Types of Social Media

• Social Networks• Paid / Non Paid• Social Bookmarking• Check Ins• Forums• Traditional Publishers• Blogs / Microblogs• Email• Management / Monitoring / Automation tools

Turning blogs into social media content

• Use your blogs to:–Pull out ‘how to’ and ‘top tips’ lists –Create infographics –Add photos and videos

• Share this content through your social media channels, and you will drive traffic back to your e-commerce website.

Google+

What is Google Plus

• Social Network• Conversation• Content Sharing• Business Directory• Power tool for SEO

Links

Google Authorship

Guest Blogging

• Should be part of your content strategy• Marketing strategy– Increase online brand presence– Increase industry authority– Helps connect with potential customers at

multiple points• SEO Strategy

Guest Blog SEO Benefits / Tips

• Link Building– Use Author Bio section– Get Full http:// links– Two anchor texts links– Vary it (help look natural and cover more

keywords)– Create a good relationship so you can get to drop

a link in the actual post too!

• Increase online touch points– Any successful SEO campaign should have multiple touch points– Website shouldn’t be the only focus online– Customers can interact with your brand and then be pulled into your

website– Helps establish you credibility as an industry thought leader– Gives the opportunity for potential customers who have never heard

of you to learn more.

Great content marketing should focus on educating the consumer and hitting them at every step of the buy it process. The more guest posts on industry related blogs the more you will interact at every step of the way!

• Don’t just post once• Create relationships and blog often, you may end up

being featured!• Drive visitors to your website, it’s not just about SEO,

they may like what you have written and want to know more

• The more guest blogging, the more you can power your social media campaign and another excuse to engage with your audience!

Twitter

• Professional profile• Keywords• Target followers• Watch followers:following relativity• Questions• Find target audience and engage

Twitter phrases

• # hashtag (trending, conferences)• RT – retweet• MRT – modified retweet• Bit.ly – shortened links• #ff – Follow Friday

Facebook for Business

You need a personal account to create a pagehttps://www.facebook.com/pages/create.php

Major parts of Facebook Page

What to post?

• Try to create a resource, a reason for users to go to Facebook

• Remember your business is more interesting to other people then it is to you!

• Share photos - can you get photos of events, locations, staff, your premises?

• Share links – interesting article about your industry• Share video – people love video• Questions / Polls – great tool for multiple choice

Who to engage• Firstly identify your target audience and

secondly go to where they hang out!

Top Tips for more engagement

• Add your blog posts to Facebook• Speak to your current networks to promote Facebook• Promote Facebook in your email signature• Promote it on your e-mail marketing / website• Like other pages• Use the “@” symbol e.g. Hi @nlightspr thanks so much

for a great workshop today• Tag people in your photo albums• Post in the evenings and weekends you and your

customers are working 9-5!

YouTube Campaigns

Be strategic

Business and marketing goals – how and where will social media add value?What do we want to achieve?Who are we targeting?What keywords do we need?What image – photos?What experience?How will we measure success?

Creating a strategy

• What are your key marketing goals?• Target audience?• Keywords?• Key messages?• Goals for social media – what would business

success look like?• Creating a social media strategy

Action plan for next 2 weeks

• Personal actions and dates• Completing a survey in a week• Identifying what help you need for next time• Making your plan happen!

Social media

• Go out to others – engage• Find – but be found• Strategic not scatter gun

Challenge Me?

Does anyone want to challenge me, does anyone think this is all a load of nonsense?

It’s time for questions

• For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com

• Carry on the conversation with me on twitter @jrconsultancy

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