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Social Media: Keys to Success
Presented by: Anthony TrollopeDirector, TheWholesaleForums.co.uk
[email protected]/atrollopeTwitter.com/wholesaleforumsFacebook.com/thewholesaleforums
The Off-Price Show, 11-12 September 2011
A bit about me…
Five years ago: Studied E-commerce at the University of Portsmouth Interests switched to online media In 2005, while at Uni began developing The Wholesale Forums
A decade or so ago: Started my first business selling DVDs on eBay at 13 Became an underage Powerseller within 3 months Grew the business to over 8,000 feedback
Today: Director of The Wholesale Forums - leading networking community & advice forum for buyers and suppliers with over 95,000 members across the world
What to expect from this seminar… Good old fashioned honesty. No jargon or fluff Actionable Social Media tips you can take away and
implement Everything I preach, I’ve already practiced….
… not like this guy!
Holly social media,
Batman!
So, why leverage Social Media anyway?
“We don’t have a choice on whether we DO social media, the question is how well we do it.” – Eric Qualman, Socialnomics
So, why leverage Social Media anyway?
Some stats (as if you needed convincing): Facebook now has over 750 million active users 30 billion pieces of content are shared per month on Facebook More than 10,000 new websites integrate with Facebook daily Twitter has over 200 million registered users, 100 million are
“active” 140 million tweets are made by users on Twitter every day There are more than 20 million LinkedIn users across Europe
Social Media is big, it’s getting bigger, and as a broad digital marketing channel, it’s not going to disappear anytime soon.
So, why leverage Social Media anyway?
Bring on the goodies….
Quick show of hands...
How many of you have Twitter, Facebook or LinkedIn accounts for your business?
Influencing Twitter
Follow interesting and influential people & brands
Scan daily news for inspiration & newsworthy content
Read publications & popular blogs
Use Delicous, Reddit, Digg and others
Tweet great content 3-4 times a day
All of us read content online everyday, make social media part of your routine from today!
Join conversations by offering opinion, information, answers to questions etc
Demonstrate your knowledge & resourcefulness
Be willing to help and offer expertise to others
Build a reputation around topics that matter to your business objectives
Influencing Twitter
Reply to conversations
Acknowledge peers who demonstrate market insight or expertise
Get used to recommending your peers and praising high quality content
Embrace the culture of sharing
…..But don’t overdo it, else it loses impact
Influencing TwitterRetweet other people’s content
Power users leverage search to influence trending topics
Find people talking about your brand, your market, your competitors – what can you gleam?
Use #hashtags effectively (especially at events)
Influencing TwitterUse search to meet objectives
Influencing Twitter
Sharing great content is key
Stick to around 120 characters rather than 140 (give people a chance to add their own commentary)
Add banners & buttons to your website, emails, newsletters, email signatures, business cards, stationary and invoices
Be easy to retweet and follow
Use tools like Hootsuite.com to manage & schedule your tweets like a pro:
Twitter PRO TIPS:
Use tools like Crowdbooster.com and Klout.com to measure your reach and help shape your content strategy:
Twitter PRO TIPS:
And breathe….
Facebook: Strategy
Get found by people who are searching for your products or services
Connect and engage with current and potential customers
Create a community around your business
Promote other content you create, including webinars, blog articles, media
Basics:
Optimise your Page
Add a profile picture
Create an about page
Develop a custom landing page
Grab your vanity URL (when it becomes available)
Dominating Facebook
Highlight your products/services
Review products/services
Run competitions
Get people talking
Incentivise your fans
Dominating Facebook
Be personable…. BE REAL
Upload photos from within your organisation
Inject personality and character
Think how you want your brand to appearto your community
Some of the most engaging content are realworld examples of you being human
Dominating Facebook
Use tagging effectively
Tag top influencers and industry peers in updates or photos
Leverage events like trade shows & the people you meet
Connect with them & share content/resources
Dominating Facebook
Produce & share video, photos & premium content
As a direct marketing tool
Raise awareness about your products& services
Demonstrate you are an expert
Showcase customer testimonials
Promote events & offline activities
Dominating Facebook
Promoting your PageCreating an engaging page
Discussion boards
YouTube or other video content
Give users a reason to like your page
Use incentives or premium content
Strive to create that warm & fuzzyfeeling among your fans
Leverage the viral nature of Facebook
The news feed is the hub of viral elasticity
Activity by fans is published to their news feeds
Offers great opportunities to capture friends or peers who happen to stumble across a recommendation
Promoting your Page
Draw on your existing network
Email subscribers and blog readers already love you, urge them to become a fan on FB
Include your FB page details on all internal and external communications
Promote your FB page on your website and other customer facing channels
Promoting your Page
Make your page publicly searchable
Drive organic search traffic to your page for searches on your brand/company
Optimise your page as you would your website
Promoting your Page
Facebook PRO Tips: Introduce your page to influential brands
in your industry by engaging on their wall, asking questions, posting comments.
Seek business deals, partnerships and leverage biz-dev opportunities
Consider using Facebook Ads for an extra push
LinkedIn TipsYour Profile
Great brand asset
Make it informative and optimised for search
Add a real photo
Get a vanity URL
Use links with anchor text for backlinks to your site
Keep it active
Link to it
Give to get
Acquire some recommendations from people you’ve worked with
LinkedIn Tips
Show what you’ve got
Jump in and answer questions
Demonstrate expertise
Conversations and engagement usually lead to new connections
Lead a group
Anyone can launch a group & lead discussions
Join existing groups in your industry & within your interests
LinkedIn Tips
Repurpose contentBlog link: displays your latest posts on your profileBox.net: allows you to create links to files and mediaSlideshare: embed your presentations and demosCompany Buzz: scrapes Twitter for mentions of your brand
LinkedIn Tips
... a few recommended resources
http://mashable.com – latest social updates and news http://socialmediaexaminer.com - useful guides & tips on SM http://copyblogger.com – for writing effective content http://www.ducttapemarketing.com/blog/ - marketing
resources http://www.briansolis.com/ - top social media influencer ... And finally, a shameless plug
Join The Wholesale Forums @ http://twf.to
Thank you!
Slides available via:@atrollope or @wholesaleforums
Facebook.com/thewholesaleforums