Using Social Media to Promote Your Business
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Using Social Media to Promote Your Business 18 th November 2009
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How can you use social media to promote your business? In this seminar Social Marketing Consultant Luke Brynley-Jones (www.oursocialtimes.com) explains why inbound marketing is critical for businesses and how, through publishing valuable content, optimising it and sharing it via social media channels, organisations can dramatically increase their marketing returns and save money.
Transcript of Using Social Media to Promote Your Business
Using Social Media to Promote Your Business
18th November 2009
Why Social Media Matters: The Rise of Inbound Marketing
Marketing is the communication processthrough which people learn about theproducts and services that will satisfy theirwants and needs
Marketing is not sales.
What is the most POWERFUL form of marketing?
Word of mouth
How can you generate WOM?
Remarkable
What do you spend your marketing budget on today?
Interruption marketing
Why does interruption marketing fail?
Suspects People who should want your product
Prospects People who express an interest in it
Customers People who actually buy it
The Largest Self-Selecting Directory of Customers on Earth.
The Internet
INBOUND MARKETING
3 step process:
• Publish high quality content
• Optimise for search
• Share with friends
The information superhighway
What should you publish?
Whatever you can
Wherever you can
As often as you can
Publish
How can you Optimise your content?
Search Engine Optimisation (in 3 minutes)
1. Pick your keywords
2. Include them in page title, header, copy
3. Get sites to link to your site
3 steps to SEO:
High quality content is the key
How can you share your content?
Sharing: How Social Networks Work
Shared with
Read by
Shared by
Acted on
Valuable, remarkable, optimised contentValuable, remarkable, optimised content
Why is Inbound Marketing so Powerful?
Large addressable market (80% UK population)Permission-based (not interrupt)Persuasive (word of mouth)Inherently viral – customers create referralsFree
?QUESTIONS?
WHO BLOGS WINS
How to blog
Before you start… Pick the right tool Get your own URL Set up RSS Set up bookmarking HTML and Javascript
START TODAY!
Write about what you know
How to blog1. Write as often as you can2. Pick the right HEADLINES:
The Secret of Pickling Onions Top Ten Tips for Pickling Onions Some Things You Never Knew About Pickled
Onions The Best Way to Open a Jar of Pickled Onions
3. Join in the conversation4. Learn blog etiquette…
Blog etiquette Don't write anything you wouldn't say Only speak the truth Attribute your sources (“trackbacks”) Allow comments Don't add 'spam' comments
EVERY POST MATTERS
The Trusty Old Fella Approach
The “not related to my business” approach
http://blogs.zappos.com/
The focused SEO approach
http://www.pr-squared.com/
Spend time, not money
http://bespokepress.blogspot.com/
?QUESTIONS?
Time for tea
for Business
Facebook Basics
Largest social network: 170 million users (globally)
Personal OR professional?
Add / invite “friends”
Post status, news, events, photos etc.
Your friends’ actions appear in your Newsfeed
“Passive communication”
Key benefit: Build and maintain a receptive network!
Facebook Pages
To enable fans to follow their favourite brands
Less personal than Groups
“Updates” posted to Walls (no email comms)
Ability to add Applications (i.e. more content)
Ability to create Events for fans
No limit on number of “fans”
Key benefit:
Indexed by search engines!
Facebook Groups
To enable people to organise as groups / networks
Open, closed or private (with controls)
More personal (admins are named)
Aimed at smaller groups than Pages
Can create events for Members to join
Not indexed by search engines
Key benefit: Ability to email members!
Facebook Applications (apps/boxes)
Enable you to show external content on your FB
Profile and interact with FB members in different ways
Best business apps:
• My Linkedin Profile – shows your LinkedIn profile
• Networked Blogs – shows your blog posts
• SlideShare – show your PPTs
Key benefit: Makes FB easier to manage!
233,000 un-friendings 23,000 coupons
API: THE FUTURE OF SOCIAL NETWORKS
?QUESTIONS?
for Business
LinkedIn Basics
Largest business network: 50 million (globally)
Create a Profile
Add/invite business “Contacts”
Share updates via “Newsfeed”
Contact management (messaging)
Directory (recruitment)
Recommendations / referrals
Key benefit: Networking & recruitment
LinkedIn Groups
Create / join relevant Groups
Open, permission-based, closed
Start discussions
Add news, comments, jobs
Send messages (1 per week)
Key benefit: Own your own niche social network!
LinkedIn Company Pages
More company information than a personal Profile
Easier for employees to find you
Add your blog RSS to your company profile
Key benefit:
Get found bysearch engines!
Questions & Answers - and Polls
?QUESTIONS?
Everything You Always Wanted to Know About
WHAT IS TWITTER?
Know the basics…
140 charactersConcept of “Followers”Who sees what?@name# tagsShort URLsRe-TweetsDM (direct message) – only to followersAuto DM / auto-followEtiquetteWhy it’s so viral!
Twitter for Sales
How to find people on Twitter
http://www.twellow.comhttp://twitter.com/invitations/find_on_twitter
Twitter for Customer Services
Twitter Tips & Tricks
Manage several accounts
Follow key players in your industry
Interact with customers, competitors, suppliers…
Post every day (and re-Tweet later)
Monitor your keywords – make useful interventions
Use Twitter “Lists”
Use SocialOomph.com
Monitor how you’re doing…
?QUESTIONS?
OTHER TYPES OF SOCIAL MEDIA
Photo Sharing
Video Sharing
Article Sharing
“8 Diseases That Give You Superhuman
Powers” 234,000 unique visitors within 5 daysAlexa ranking from 1,200,000 to ranking at 120,000 in just 5 daysRelevant Amazon ads received 200,000 impressions. (They made $1.00)5 Days After Digg: 2,642 backlinks (532 delicious links)Jumped 200 places for their most important keywords into the top 5 pages for ALL keywords
Presentation Sharing
?QUESTIONS?
TAKEAWAY…
Social media is not a fad
“Social Business” will be mainstream
Levelled the playing field for SME’s
Knowledge and value = new currency
It’s FREE
Start today!
Thank you!
Time for lunch!Luke Brynley-Jones
Tel: 07939 016179
@lbrynleyjones (Twitter)
www.oursocialtimes.com
