Social media marketing for the veterinary industry - Veterinary Marketing Association

w: JonnyRoss.com e:[email protected] tw: @jrconsultancy t: 0113 320 21 21

Social Media Marketing for the

veterinary industry by

Jonny Ross

#VMASocial@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







Domain Authority










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?




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 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://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?
















www.asos.com/blogs













wm5.walmart.com/walmart-moms










https://www.youtube.com/watch?v=dK-dItBgfuM



https://www.youtube.com/watch?v=OqP4Ed35kyc








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• Film Release Dates

• 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




@JustEatUK




@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






http://youtu.be/SgM3wXbuOgw


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




LinkedIn

• 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

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?




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?




Work with a partner

What do you want to achieve from

Facebook?










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/

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://www.google.com/alerts

http://socialmention.com/

http://socialmention.com/

http://www.twilert.com/

http://www.twilert.com/

https://mention.net/

https://mention.net/

https://www.google.com/analytics/web/

https://www.google.com/analytics/web/

http://twitonomy.com/



http://www.socialbro.com/



http://dlvr.it/

http://dlvr.it/


Types of content• Blogs• Interviews• Case Studies• Reviews• Experiences• Trends (google trends/trendsmap)• Vlogs• Infographics• Lists• Content series• White papers• How to guides

• Surveys/ Polls• Podcasts• Top comments• Quizzes• Checklists• History timelines• Industry / events roundups• Competitions• FAQ’s• eBooks• Day in Life• Seasonal Advice




Work with a partner

Social Media Goals

• Connect or follow 5 target audience a day for next week

• Listen in 3 new LinkedIn groups• Start a discussion in a group• Write a blog




And I can help you…

• Research your keywords• Create and help write a blogs• Train teams or individuals on

LinkedIn/Twitter/Facebook/Google Plus• Use LinkedIn for sales targeting …. And of course, SEO/websites!




Challenge Me?

Does anyone want to challenge me, does anyone think this is all a load of nonsense?

It’s time for questions

• For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com

• Carry on the conversation with me on twitter @jrconsultancy



http://feedburner.google.com/fb/a/mailverify?uri=JonnyRossConsultancy

