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In the second of our Digital Summer Series of talks, we talked about why social media is important for your business. In this presentation, we cover - Why social media matters - State of the media landscape - Why customer complaints on social aren't bad - What tools you can use to help effectively run your social media - What are the SEO impacts of social media - Planning your content topics to share on social - How video can drive customer engagement The Summer Series is being held jointly by Sleeping Giant Media and Shepway District Council. They are completely free and cover various areas around digital marketing. To learn more about the talks being held in Folkestone, Kent visit: www.sleepinggiantmedia.co.uk/digital-marketing-summer-series
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Set up in 2008/9 PPC, SEO and Social Now 29 people
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
GiantSleeping
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summer series
- Talks will be running every month over the summer
-Completely free
-Covering various areas around digital marketing
-Next month is on the 26th of June and will be more focused around SEO and PPC
- Please use social throughout!
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Introduction - Part 1
- Part 1 - @GlobalMcCann
- Why social media matters
- State of the media landscape
- Why customer complaints on social aren’t bad
- What tools you can use to help you effectively run your social media
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Part 2 - Introduction
-Part 2 - @AnthonyKlokkou
-What are the SEO impacts of Social media
- Planning your content topics to share on social
- How video can drive customer engagement
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Digital Marketing Essentials !#gianttalks @GlobalMcCann @AnthonyKlokkou
Digital Summer Series - 2 of 6
Why Social Media is Important to Your Business May 2014
Why does social media matter?
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why social media matters
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“Social media is happening now, not something that’s going to
happen in the future.”
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why social media matters - where do I start?
- Choose the appropriate channels
- Dedicate time to social media
- Add brand imagery/visuals that supports your offering and is consistent with your overall marketing strategy
- Increase followings (follow partners, suppliers, customers, journalists)
- Build up content and start posting
- Use free tools to monitor channels and track success
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Which social media platform should I choose? It’s really important to choose social platforms that suit your business and that match your objectives of using social in your marketing strategy.
- Facebook: Increase awareness of your brand.
- Twitter: Easier to gain a following, but the followers are not as targeted as they are on Facebook. Also, great for events.
- Google+: Can improve your search engine ranking.
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Why social media matters - channels
Statistics via saga.co.uk
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
!
- LinkedIn: Business leads, “resume for your business”, recruitment.
- Pinterest: Great for visually appealing products.
- YouTube: Video sharing social media site. Links to these videos can be shared across all of your profiles.
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Why social media matters - channels
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why social media matters - marketing strategy
Social media should be a part of your overall marketing strategy. Here are a number of ways how you can use social media to support your marketing efforts:
- Buzz monitoring (trends, hashtags)
- Crisis management (handle complaints)
- Customer service/CRM (interact with current & future customers)
- Digital PR/SEO (brand image/website ranking)
- New product development (generate ideas/ new opportunities)
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why social media matters - benefits
Social media allows your business to:
- Increase brand awareness
- Facilitate word of mouth marketing (customer recommendations, reviews, photo and video shares)
- Communicate with your customers and potential customers
- Increase customer loyalty
- Builds consumer trust
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State of the media landscape
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social media landscape - statistics you should know in 2014
- 57% of small businesses use social media to support their marketing efforts.
- 72% of all internet users are now active on social media.
- 18-29 year olds have an 89% usage.
- 71% of users access social media from a mobile device.
- Google+ is growing at 33% per annum.
- Visual networks to watch; Pinterest and Instagram.
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Statistics via sage.co.uk, jeffbullas.com & Search Engine Journal
Crisis management
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to handle complaints
5 tips for handling complaints
- Be prepared (responses, identify team/person responsible).
- Determine the type of complaint (product related, constructive, deliberate).
- Offer a timely, legitimate public apology. Let people know that their feedback is important.
- Move the conversation to a private place.
- Follow through (replace faulty product/offer discount).
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Statistics via @eskimon
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to handle complaints - examples
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- Complaint: Innocent drinks smoothie in date but gone off.
- Response: Apology and acknowledgement. Replied within the same day. Provided an email address (taking the conversation to a private place).
- Customer response: Satisfied with response and emailed address provided.
- Sainsbury’s response: Acknowledged tweet and maintained a positive tone of voice.
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to handle complaints - example
- Complaint: Call to Virgin Media about increase in bill and received no notification.
- VM Response: Acknowledged tweet and asked “How can we assist?”
- Customer asked for contact details.
- Virgin Media provided link to contact form.
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What tools can you use to help you effectively run your social media
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social media tools
Hootsuite
- Free plan
- Monitor profiles
- Schedule posts
- Manage a team
- Assign tasks
- Create basic reports
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social media tools
Sprout Social
- For profiles that are performing well and that have a good level of engagement.
- Plans start from £34.
- Manage team
- Generate reports
- Publish and respond to posts
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social media tools
Social Bro
- Twitter follower management tool (monitor, identify, statistics)
- Various plans, starting from £8.
- The majority of social tools have a trial option.
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Social media tools
- Free photo editing tools. Make small edits that really make a difference to your photos.
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ipiccy.com
picmonkey.com
Part 2 SEO impacts of social
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why social matters for SEO
- SEO is all about a sites value and relevancy
- Links, content, on-page signals, etc…
- How can Google determine emotion and engagement?
- How could Google determine the users perceived value of a site/content?
- How could Google deal with brand and identity?
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SEO
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What does social give Google?
- Social signals!
- Engagement & sentiment from the user
- Engagement is key
- Not just likes and followers
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What does this mean?
- Search engines can tell how successful your content is
- Are users engaging with it?
- Are brands engaging with users?
- Search has a platform for personality and perceived emotion!
- Social media presents an opportunity to talk to and engage with your potential customers
- This is what the search engines are looking for
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How can this hep website owners?
- In basic terms;
- Increased social engagement impacts SEO rankings
- Driving up positions
- Leading to more visitors
- And more customers
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Where does this engagement come from?!
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“Where do I start?”
“Can’t I just Tweet?”
“No-one’s engaging with me!”
Planning content for social
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to plan for social - who
- Who do you want to be engaging with?
- Define your target audience
- Start thinking about their interests and motivations
- For SGM
- Business owners
- Marketing managers
- New to search marketing
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to plan for social - who
- Once you have decided on a target audience you need to research 2 key points?
- What would they be interested in
- Who are their relevant key influencers
- For SGM
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Interest Topics Key Influencers
Business Owners Driving revenue through search, Low cost search solutions
@ukstartup, @kentbusinesses, @invictachamber
Marketing Managers Customer acquisition using PPC, How to engage with YouTube
@ppchero, @sejournal, @marketingland
New To Search What is PPC? What is Search Marketing and how to use it?
@googleanalytics, @moz, @adwords
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
- Start building out the content plan
- Creating content ideas
- Considering audience & influencers
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How to plan for social - content
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
- Create the content!
- Seed the content
- Use it as an opportunity to engage followers/influencers
- Re-use the content, don’t post and forget!
- Re-task the content
- Always think about the benefit to your target audience
- Be topical/current
- Don’t forget mobile
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How to plan for social - execution
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
- Don’t forget to be yourself
- Bring your brand and personality
- Consider your values
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How to plan for social - personality
Video engagement
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Benefits of video
-Engaging
- Personality
- Brand
-Consumable
-Low Cost
- SEO
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Common mistakes
-Length
-Graphics
- Self Promotion
-Call to action
-No story/flow
-Poor sound
- Poor lighting
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Video for engagement
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- The content rules apply
- Keep it relevant and topical
- Use it to engage with questions/conversations
- Do introduce your personality!
- Keep it concise!
- Potentially break videos down into bite-size chunks
Thanks for listening, any questions? !
Next event 26th June How to use SEO and PPC to increase sales !This presentation will be sent out to attendees
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