Using Social Media To Promote
By Chris Wood
• Digital Marketing &
Social Media Specialists
• Provides training to businesses on how to use social media & other digital marketing activities
• Showing how to engage & promote online to customer base
Intro to Chris Wood
@qChrisWood @robjglover
Intro – Seminar Goals
To show how Social Media can be used as an effective Marketing &
Engagement tool for business
To Answer Your Queries
Current use? Tw / FB / Ld – Experiences – Been engaging #dbexpo?
1. Raise Awareness of The Show
2. Complement Offline Marketing & PR Campaign
3. Create Online Buzz – Attract Visitors (/ Exhibitors) To The Show
4. Create Online Community for recurring expos and other events
Objectives
With just 2 months to go – starting from scratch!!
Twitter - @devonbizexpo (early Apr)
Facebo – www.facebook.com/devonbizexpo (early Apr)
LinkedI Group – introduced end of April
Google Ad Campaign to networking and expo related keywords within Devon
Kicking Off The Campaign
Scheduled series of Tweets around why exhibit and weekly PR Over time built on this as more info became available Mid-late May started engaging more with sponsors, partners,
exhibitors, speakers, attendees etc
Twitter Advertising Campaign Build followers – promoting @devonbizexpo profile to local
business related profiles Promoting Tweets – promoting @devonbizexpo tweets to
local business related profiles Views from 300 to 2,000 Cost incurred when a link clicked on - costing from 25 to 50p per
click
Use of #tags - #dbexpo (re-usable for future events)
Twitter lists – exhibitors list & plans to create attendee list for future promotion of events
Scheduled series of Posts around why exhibit and weekly PR Over time built on this as more info became available Mid-late May started engaging more with sponsors, partners,
exhibitors, speakers, attendees etc for content
Facebook Advertising Campaign Gain Likes - promoting the page to local Facebook
members with business related interests Promoting Posts – promoting Page posts to local
Facebook members with business related interests Views from 400 to 1,500 Cost incurred when a link clicked on - costing from 10p to
25p per click
• Created to reach out to LinkedIn connections
• A chance for those involved to start promoting themselves via this group
• Announcements to Group Members (like emails)
• Messages (like emails) regularly sent via Dave Barr’s profile • Approx. 1,000 connections
LinkedIn Group
Use of Hootsuite
Social media dashboard application
Allows posting of updates to more than one platform Plus
Scheduling
Team Member Setup (paid version)
• Page One Presence for networking, expo and business show related keywords
• Optimised to maximise daily budget • Search Only Network, Devon Location, Phrase & Exact
Keyword Matching & Negative Keywords
Google Ad Campaign
• Weekly PR in Express & Echo – added as blogs to the site and posted to social media profiles
• Email Marketing – eshots sent on a weekly basis (from May) by The Best of Exeter team mentioning social media profiles
• Networking – those involved could encourage people met offline to follow online
Complementing Other Marketing & PR Activities
• Time – always playing catch up • Website was still being fully developed over April
• More time needed to build following to accounts – although advertising helped quite a bit here
• Not all info was in place until mid-late May
• Encouraging engagement with those involved
Difficulties
Tracking Impact
Good correlation between social media and overall traffic
- Indirect impact on Google and Direct Traffic
Social Media Impact
• Still required Sales Team to be pro-active in selling majority of the stands
• Majority of people they spoke to were aware of the show due to offline & online activities
Stand Sales
• Awareness was raised with social media & Google Ad campaign driving just over 50% of traffic
• Over 2,500 website hits
• Over 800 Twitter followers
• Almost 1,500 mentions of @devobizexpo
• Over 1,000 mentions of #dbexpo
• Klout score 52
• Twitter Promote Post Reach 300 to 2,000 views
• Almost 300 Facebook Likes
• Facebook Promote Post Reach 400 to 1500 views
• 155 LinkedIn Group Members
• Approx. 1,000 LinkedIn connections messaged weekly basis over May
Met Objectives?
• Complemented offline activities e.g. by turning PR in to
blogs and driving people to them online
• Created Online Buzz – over 600 visitors booked in
• For Stand Sales - helped raise awareness but still required sales team to go out and sell them (this was to be expected)
• Started Creating Online Community – work in
progress – building basis for future events making it easier next time around to promote it!
Met Objectives? (cont.)
Q&A
Q&A
We Can Help with Implementation
• Onsite Social Media Training
– How to Make Twitter, Facebook & or LinkedIn Work For Your Business & Industry
– Options to upgrade to Strategy Package – we write your strategy and action plan to implement social media
• Outsource Activities
– We Manage Twitter, Facebook, LinkedIn & Google Ad Activities on your behalf
Follow Us On:
@qChrisWood
@robjglover
www.facebook.com/qsocialmedia
www.linkedin.com/company/q-social-media
www.youtube.com/user/qsocialmedia