Social Media: For Business Growth

DELIVERED BY

#smday @freshnous

What you can expect

Interactive workshop– ask questions, share knowledge in the room

Tactics to grow your business online

About us

Marketing consultancy based in Worcestershire

Focused on helping small to medium-sized organisations make practical improvements in performance and profitability, we support them to make the vital changes by operating through their customer’s eyes

Recently worked with both corporates and small/medium local business. Previously developed customer centric journeys at npower Finalists in H&W Chamber of Commerce Business awards this year

What is social media marketing?

Social Media Marketing

Because its where your customers are!

Why do businesses need to embrace it ?

Social networking platforms

WHERE, WHEN AND WHICH?

How they stack up

Focus Sharing of news, content, stories, events

Sharing of news, content, stories

Sharing of company and industry news/discussions

Sharing of news, content, stories

Company presence Facebook Business pages

Profile page, enhanced profile page

Company pages, recommendations, showcase pages, industry or networking groups

Google + Page

Exposure opportunities Likes, comments and shares

Re-tweets, Favourites, follows

Likes or comments on news, groups discussions or company follows

Shares, comments +1s and Add to circle Activity

Impact on website traffic

Direct links from content posted, e-commerce Store Apps

Direct links from content posted

Direct links from content posted

Direct links from content posted – Google +activity influences, Google Search results

Advertising opportunities

Facebook Ads, premium Ads, Sponsored posts

Promoted tweets, trends, accounts, profiles

LinkedIn Ads N/A

What platform(s) are right for your business?

Remember there are SEO benefits of Google+

Are you a B2B or B2C? Facebook can help you reach a range of consumers, LinkedIn is a hotbed for engaging businesses

Don’t sign up for EVERY social media channel because they are new or popular kid on the block. Determine which is MOST relevant to your business. Rather be excellent with one or two channels than mediocre at five or six

What age is your desired audience? Twitter has the higher rates amongst 18-29 year olds, Facebook is increasingly a 30+ audience. LinkedIn is the only site where usage among 50 to 64 year olds was higher than 18 – 29 year group

Facebook is still the winner from a numbers perspective

Think about your product – is it visual? Do you need more space to describe it? Twitter only allows 140 characters

Getting Started TWITTER

This your ‘handle’ It doesn’t have to be the same as your business name but make it relevant

Remember to confirm your email address to unlock all the features

Add a profile picture  (recommended dimensions are 400x400 pixels)

If you need to shrink images try http://www.picresize.com/

Check your settings, set your timezone

Edit profile to add header image 1500 x 500 pixels

Your bio – only 160 characters. Your bio will appear in the search results when people search for your company name. Say what you do and what you can do for prospective customers. Stand out!

1.Client Lists

2.Competitor Lists

3.Niche Thought Leaders Lists

4.Team Directory Lists

5.Resource Lists

6.Event / Conference Lists

7.Industry Cohorts Lists

 Twitter lists keep all of my interests separate so you can focus on what you want to focus on so you can be more effective in whatever it is you do.

 

Twitter Lists

Maximum 140 characters

@ someone to grab their attention

DM if you want 1-2-1

# key phrases

Join # conversations

URLs and images use 22/23 characters but can be VERY

worthwhile

Make the most of busy/trending #hashtags

Nobody is typical – find your best time to post

How do you grow your followers?

Make sure your profile is complete

Proactively follow relevant accounts

Search for relevant # in your industry

Listen to conversations

Retweet others

Create content (don’t just advertise)

Tweet images/photos

Don’t spam (send auto responses)

Tweet regularly

And most importantly be you….

Tools to find popular #

http://hashtagify.me/hashtag/marketing

Getting StartedFACEBOOK COMPANY PAGE

Select the right category for your business

Upload a profile picture. This is 160x160pixels but you can upload 180x180. This appears in people’s news feed whenever you post or comment.

Upload a cover photo that stands out & helps brand your page. Make sure it’s relevant to your brand, is high quality and current.

Create a short description of no more than 100 characters – this will also appear on your page.

Make sure you post before inviting people to like your page – probably at least 3 posts.

Like and be liked!

Keep it brief – 400 characters appear in news feeds

Play to the algorithm’s tune

Share links to generate thumbnails automatically

Use images and videos

Don’t be too demanding ‘share this’ ‘like that’

Nobody is ‘average’ find YOUR right time to post

Facebook ads

Instead of using the slick consumer-grade ad editor, use Facebook's professional ad tool - the power editor.

Target a wide audience. High-quality traffic is better than sheer numbers, but Facebook doesn't know everything about you - and you may miss qualified leads with too many audience filters.

People on mobile tend to click a lot more than those on their desktop. But a lot of mobile traffic is unintentional and does not convert well - split mobile ads from desktop ads and Facebook will show your ads equally across the platforms.

Getting Started LINKEDIN

Just a personal profile or a company page too?

Click ‘edit’ to make changes to your page

Company Pages are very SEO-friendly. Google shows previews of up to 156 characters of your page text, so be sure your description leads with powerful, keyword-rich sentences.

Attract followers – Encourage all company employeesto add a link to your Company Page to their email signatures.Announce your Company Page to customers and partners- drive traffic its way with a compelling blog post or email newsletter announcement.Add a “Follow” button to your website

Add images (used PNGs of GIFs and all under 2MB) –Banner Image - Minimum 646x220 pixels, Standard Logo - 100x60 Square Logo (used on the network updates) - 50x50 pixels

Short and sweet wins – aim for under 25 words

Think about a showcase page

Publish company statuses

Try segmenting

Use pulse so you stay up to date

Join or create groups – get in the right ‘room’

Think about behaviours when you decide when to post

Getting StartedGOOGLE+ COMPANY PAGE

What type is your business? If you have a physical presence it’s important to select ‘storefront’

https://plus.google.com/pages/create - it is much easier if you create a personal Google profile first

Add images, make sure they are relevant and high quality

Add your address, contact number and opening hours and see what a difference it makes to your appearance in Google search results

YOUR SOCIAL MEDIA PLAN AND CONTENT

Business Goals

Marketing Goals

Social Media Goals

Social media Tactics

Start Here

Not Here

Top tips for successful social media planning

Your business strategy

Your customers (B2B or B2C)

What platforms your customers are on and when

Type of product or service

Amount of resource you have

Earned, owned and paid – what is the difference?

Owned media

Paid media

Earned

media

Web propertiesWebsiteMobile siteBlog siteSocial media profiles

SharingMentionsSharesRepostsReviews

AdvertisingPay per clickDisplay adsRetargetingSocial media adverts

Gain more exposure to web properties using SEO and PPC

SEO and brand content driving trafficLeverage

owned, earned and paid media for optimum digital marketing impact

Propel sharing and engagement by paid promotion

Scheduling – why?

• It saves a lot of time and energy. 

• You don’t have to be available when you want to post e.g. evenings, weekends or if you have targets in other time zones.

• While scheduling is great for social media productivity, you’ll still need to supplement these updates with on-the-fly content (there’s nothing better than natural and emotional hot updates sharing breaking news or your current mood).

• Scheduling your content makes it better. Dipping in and out of your channels can become disorienting. You might forget to post an all-important reminder before a deadline passes.

• You can make the most of optimum posting times on different platforms.

Win big with tactical

2013 Superbowl Oreo tweet – FREEReached over 3,000,000

Superbowl TV advert – cost c. $4million

OR

Review SOCIAL MEDIA MONITORING

What to measure and how

Which actions would you like people to take? Making a purchase on your website? Follow you on twitter?Share your job advert on LinkedIn?5 minutes reading your blog?

What are your business objectives?Create awareness?Generate leads?Highlight events?

Facebook LinkedIn Twitter

LikesStatus updatesReachSharesCommentsImpressionsClicksCPC

ReachEngagementImpressionsClicksLikes

RepliesMentionsFollowsUnfollowsTweetsRetweetsClicks on tweetsTrendingImpressionsKlout

What will you measure – set targets

Listen

Plan

EngageMeasure

TweakConnecting

to your audience

Remember to…

Start slowly

Make a plan

Start a conversation

Share relevant content

Create advocates

Stay in touch

Call us if you need any helpCelia – 07779 621151Laura – 07747 785871@freshnous

Fresh Nous Limited

Fresh Nous

Fresh Nous