BLEAP QPAC Marketing course - University of York

Transcript of BLEAP QPAC Marketing course - University of York

w: JonnyRoss.com e:jonny.ross@jonnyross.com tw: @jrconsultancy t: 0113 320 21 21

1-Day Digital Masterclasss

byJonny Ross

#JRCDigiDay@JRConsultancy

http://www.jonnyross.com/

http://twitter.com/jrconsultancy

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

Jonny Ross

Work with a partner

What are you key business goals?

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

SEO Audit

• Onsite coding • Usability audit (usertesting.com)• Site Speeds and performance• Keywords• Offsite Work• Ranks and Reporting & Traffic analysis

Work with a partner

Who are your target audiences?

What is Twitter?

Welcome to twitter and the size of reach

https://www.youtube.com/watch?v=Qm_rJWMeqs0

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

Twitter vs. Email and Facebook

Why do Twitter users engage with brands?

Twitter stats

https://www.youtube.com/watch?v=zr_CwzeZBRI

Twitter Phrases

#

RT

MRTBit.ly

#ff@

ListsModified Retweet

Why I use LinkedIn

• Business development and opportunity generation.

• Because it’s where the people are.

• Convenient tool to make and manage connections.

• Handy way for me to stay in touch with my network

• Increases my knowledge.

• Improves my search engine optimisation.

• Oh I get 30% of my business from it!!

Optimising your profile• Make sure your public profile setting is set to full view.

• Include everything you do in your profile – plus your past companies, your education, and activities.

• Give your profile a custom URL (your name).

- From this: http://www.linkedin.com/profile/view?id=34305911

- To this: http://uk.linkedin.com/in/jonnyross

• Include the link to your profile in your e-mail signature.

• Link to your website and blog for enhanced SEO.

http://www.linkedin.com/profile/view?id=34305911

http://uk.linkedin.com/in/jonnyross

Optimising your profile

• Link to your websites for enhanced SEO.

• Three quality backlinks.

What are your keywords?

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• This date in history• TV Programmes• National Days / Weeks• Charity Campaigns• National Competitions

• Themed months?• Patterns ( 4 blogs and 1 case study

per month

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• Sole Trader or maybe 4 staff..? • Use Google so it’s easy to share and update• Everyone with permission can have access• It’s a live spreadsheet

Twitter – The basics of your profile

Bio & Keywords

My Feed

Notifications

Mentions

Trending

Use Lists

#• Events• Conversation• To appear in

search• Relevancy• Twitter hours

#FF

Following

Followers

Use Direct Message

How to engage followers

https://www.youtube.com/watch?v=MR9rQ6pkm2k

@Dominos_uk #letsdolunch

Twitter Campaigns

@TescoMobile

@TheOnion

@InnocentDrinks

@JustEatUK

McDonalds #McDstories

How to grow followers & #

https://www.youtube.com/watch?v=iNT_f932bsc

#susanalbumparty

Things to remember about Twitter Campaigns

• Content is King• Engage with your audience• Always try and encourage engagement• Create your own personal hashtag• Whatever your response, always act professionally

It’s all about the content!

• Images, logos, links, videos• Use Twitter as part of your online marketing strategy• Use for content from your campaigns/strategies• Mentions, hashtags, use @ to tag other users• Need to know when to upload content, what content achieves best engagement and what works best for you and your business

Strategy

• 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?• Audience – Are they on Twitter?• Key messages & phrases – Defined• R.O.I

Create a content calendar

How to manage your Twitter account

Twitter Tools

• Make the most of profile and header images, incorporate products/services as well as your business logo

• Include keywords in your bio description as well as your business website URL and contact information

• Include your twitter name wherever possible, on your website, on business cards, on other social media profiles

• Vary your content

So there you have it, everything you need to know about using Twitter for business

Marc Jacobs Tweet Shop

https://www.youtube.com/watch?v=s7dV3Qtocuc

Work with a partner

What do you want to achieve from Twitter?

What LinkedIn describes as your ‘Network’

Connections of the Connections of your Connections

Your Connections

Connections of your Connections }

In this room, who has ...

• A Solicitor in London?

• Contacts at PwC?

• Retailer in Australia?

Winning business from LinkedIn

• Joined groups• Got involved • Networked• 30% of my

business now comes from this group

• Powerful search engine

• Keywords in profile

• Strategic searches for sales

To be found – 100% complete; Summary

– Your industry and location– An up-to-date current position/job

(with a description)– Two past positions– Your education– Your skills (min 3)– Photo– At least 50 connections

How to increase your network

• Same group• Common interests• Common connections

Through groups

Make a connection, then stalk their list!

Look at contacts via Companies

Exporting contacts

Recommendations/Endorsements

• Accessed via a direct link on your profile and links under each of your previous roles or activities.

• Useful because they engender trust.• Excellent for improving SEO

Endorsements

• http://podcast.ft.com/index.php?pid=1937

http://podcast.ft.com/index.php?pid=1937

Recommendations/Endorsements

• People will request recommendations from you. The test here is would you give them a reference offline for a job? Or for a tender?

• Only request a recommendation if you think you deserve one.

• If someone does recommend you, you can reciprocate, but wait until the next day, otherwise you might appear in the same update stream and this can look contrived. Think about the time of day you accept one too!!

• Don’t be afraid to turn down a request for recommendation, but do it kindly and with positive attitude.

Opportunities

Groups

• How to find the right group• Email Settings• Promotions• Search• Members• How to get the most out of them

– Listen– Add Value

Company Pages

• Great for SEO• Great to get onto peoples homepages

Work with a partner

What do you want to achieve from

LinkedIn?

To win business …

• 100% complete LinkedIn profile• Keywords to be found in searches• Build relationships• Use LinkedIn to support targeted sales• Be yourself as you would offline• Be useful pass on information, help people• Become a trusted contributor in groups

Ask yourself questions

Know your customers

• Where do they spend their time online?

• What products do they buy?

• What services do they use?

Know your products/services• Are they the kind

people would discuss in a forum?

• Are they suitable for a Facebook / Google Advert?

Back to the beginningTop tips…• When setting up your Facebook page, request

your address to include your business name, for example, https://www.facebook.com/jonnyrossconsultany

• Think about who you want to attract and what you want your page to say about your business

• Complete all profile information• Choose a profile picture that makes sense, for

example your business logo

Back to the beginningTop tips…• Make use of the app thumbnails• Take your time to study Facebook • Facebook audiences often engage with posts

more if there are images or links attached• Go for what works…but don’t be afraid to

switch it up!• Track your Facebook from day 1• Choose an engaging cover photo

Cover photos – which one to use?

How to get started and become an active business user

1. Start posting• This may seem obvious, but it is crucial that once

you have made your page you begin posting – people will not interact with an empty profile!

2. Look at your other social media sites for help• Looking at your Twitter/Instagram/Google+/Blog

can help you when starting your Facebook page. If you do not have other social media profiles, look at other small businesses and see what works for them.

3. Network• Reach out out to other local businesses in your

area, reliable clients, employees, look for every opportunity to make engagements with other business profiles – just make sure they are relevant!

4. Advertise your Facebook page• Put it on your website, use other social media

profiles, write a blog – do whatever you can to inform audiences that you have a Facebook page and encourage them to like it.

How to get started and become an active business user

5. But most importantly create great content!

Facebook B2B Study

What gets likes?

What gets comments?

What gets shared?

What should you share?

Who should you target?

Facebook Targeting UK

Creating a Facebook campaign…

Diesel brings Facebook to life

http://www.youtube.com/watch?v=4OZmbBPym1k

Corona Light

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

Dove Soap

https://www.youtube.com/watch?v=XpaOjMXyJGk

Cadbury’s Chocolate

https://www.youtube.com/watch?v=uHtDRw4ujYw

Facebook for SME’s

Simply Business

• Link• Picture• Human interest• Customer

Competition

Virgin Media Pioneers

• Tag yourself CTA• Inspirational

message • in a picture

• CTA• Nostalgia• Images• Link

Caterpillar Inc.

UPS• Human

interest story• Photo• Link• CTA• Competition

Screwfix• Brilliant use of

humour to create engagement with their audiences

How to analyse your use of Facebook

Facebook Insights

Social Bakers

How to get more likes and engagement on

Facebook?

• Understand the importance of engagement

• Encourage audiences by using CTA – Call To Actions

• Use images that are thought provoking or will strike a chord with your audience

• Don’t be afraid to ask questions

But most importantly….• If something creates engagement, act

upon it! >Was it the time you posted it?

>Was it the image?>Was it the link that accompanied the post?>Was it the question that you asked?

YouTube Campaigns

Pinterest targeting

Pinterest campaigns

Vine Vs Instagram

Vine campaign ideas

• Product Launch / Rebrand• Virtual Tour of your Building

or Team Office• Build Brand Equity

(Urban Outfitters)

• Run a Competition (Doritos)

Vine Ideas

• UnBox Competition from ASOS

• Show Company history - Gap

Instagram

Instagram Ideas

Dunkin’ Donuts#DresseDD

Samsung#LiveInTheMoment

http://statigr.am/viewer.php#/tag/liveinthemoment/

Macallan Whisky #meandthemacallan

Tony Hawk

Foursquare

Who is running great integrated social media campaigns?

Thought Leadership Blog

“A thought leader is a person who identifies trends, common themes and patterns within a

particular industry or functional area of expertise to help others identify new

opportunities or solutions for growth.”

Glen Lopis, Forbes

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/

Work with a partner

Social Media Goals