Forest Enterprise WeekSupercharge your Social Media18 11 11

Agenda

You and your socialSocialisation of searchFacebook Groups vs PagesTwitter…or notLinkedInBlogging for businessYouTubeGoogle+

Renegade is…

Social Media – strategy, campaigns and channel managementSocial ListeningVideo, game and app seedingSearch engine optimisationPay per click (Facebook, Google, BING)Digital consultancyEmail strategyBlogger outreach

Digital Marketing

a PR and digital marketing agency that specialises in PR, search and social media

Strategy and planningMessaging workshopsMedia relationsBlogger outreachCopywritingExperiential events & stuntsIssue managementMedia coaching & trainingSpeaker opportunities

Public Relations

You and your social

It’s just marketing

Part of the marketing mix

Where your website finishes your social channels begin

Where your conversation offline continues online

Where your customers are talking about you

When your customer service lines are busy or closed

Where you can direct traffic to your page

When a networking event finishes the connections are made

When your customer wants to share

Engage with existing customers

Raise awareness and attract new customers

Drive customers to purchase new products

Improve search engine optimisation

Everything starts with a goal – what’s yours?

The socialisation of search

lloves social

Align social media with SEO strategy. Social media platforms and social sharing increase online mentions and links to your website.

1. Encourage online reviews of your products or services2. Add social sharing buttons to content on your website3. Produce content for social platforms and include web links

Leverage social media for SEO

Three pillars of social media

It’s not what you say about yourself

it’s what otherssay about you

Facebook Pages and ProfilesVS

Facebook Groups

• Can be invitation only • Set approval restrictions• Sharing can be limited to those in the group• More private • Updating a group means users get a notification but not in

their newsfeed• Group members receive a notification when another member

interacts with the group

Why a Facebook Group?

1. Customers can connect with your business eco system2. Update customers via their newsfeed3. Support via highly targeted adverts4. Vanity URL reinforces your brand 5. Build a community to market to, but engage with it6. Target updates to a specific country, region, city

But beware

Six benefits of a Facebook Page

A good page

But beware….

Five mistakes to avoid

1. Not putting enough time into maintaining the page and monitoring dialogue

2. Not answering questions and addressing issues3. Taking a “brand” tone instead of a human tone4. Underestimating the power of the crowd and word of

mouth5. Not promoting your Facebook page elsewhere (more to

come...)

A Facebook page is a place to listen to those interested in your offer

Ask questions, learn what people are doing and what they need

It’s a place to offer free advice and help build real relationships

• Newsletters (electronic or print)• E-mail signature• Signage• Business cards and other printed materials• Online social networks and forums, such as LinkedIn, Twitter, etc.• Radio, online or print ads• Website or blog

Promote it

Less then 4% of users come back to a page after they ‘like’ it

Reach them through the News Feed through status updates

Facebook decides which content each user sees

Just because you write an update, doesn’t mean all your fans see it

199 out of 200 likes or comments are in the News Feed, not the page

Around 70% of fans on average will NOT see your status updates.

Focus on News Feed Optimization and building out your Facebook Page

Newsfeed optimization

1. Questions and polls

2. Engage – thank fans for their replies

3. Encourage mentions

4. Encourage likes

5. Put fans in charge

Fans want to be involved

Involve them and they will spread the word

Five ways to encourage engagement

The best days, times and ways to post

Twitter… or not?

175 million accounts

A listening device

Use #hashtags

Use it as a customer service tool

Promote upcoming events

Drive traffic to website or blog

Offer tips or offers to followers

Use shortened links to track clicks (bit.ly)

Twitter for business

Beware the #fail

LinkedIn

100+ million members

• Connect with business contacts

• Generate leads from decision makers

• Join in discussions and create groups

• Find new employees – research prospective staff

• Integrate updates from your own blog or Twitter feed

• Ask questions and provide answers – when providing answers make them personal and show a genuine interest

• Tap clients and ex-clients, former employers to write a personal recommendation

Start with a Personal Profile

Companies can create a page on LinkedIn which people can follow for updates and staff can be connected to from

their own profiles.

• Add keywords to the description

• Add company website or blog to the group to drive traffic

• Keep group members updated with weekly or monthly roundups

• Connect people with each other via introductions

• Host an event and invite people from LinkedIn

• Source and recruit candidates via job adverts and networking

• A platform to share white papers and educational resources

Company page

• Great way to create a community

• Create discussion posts or featured posts

• Groups rarely grow on their own until they reach 100 members so you will have to do some leg work by sharing across all channels

• Make sure the group is of interest to a significant number

• You can advertise a group – how much do you value members?

• A place to share whitepapers and educational resources

• Downside: for the ‘admins’ groups are time consuming

LinkedIn Groups

HP’s company page

Business blogging

Over 3 billion videos are viewed a day

1. Increases your reputation as an expert 2. Helps with search engine optimization 3. Makes it easier to get inbound links4. Enables you to show your personality5. Helps you to stay up-to-date within your field 6. Makes you the central source for curating quality

content 7. Encourages people to connect with you 8. Keeps your website fresh 

A website built on WordPress is a powerful online presence.

Eight benefits of business blogging

YouTube

Over 3 billion videos viewed a day

Over 3 billion videos are viewed a day

1. Second most searched platform online

2. Cost free global audience

3. Shareable vs watchable – the former can help you ‘go viral’

4. SEO friendly – 56 times more likely to be found than other content

5. Extend brand with customised channel

6. Seeding strategy helps reach new audiences

The most important thing is to create something (at worst) worth watching but (at best) worth sharing

Six benefits of YouTube

Google+

More than 40 million users

Google+ Pages

Google trying to emulate Facebook

MINI, Pepsi, Chelsea, Red Bull, Boss are among the first

Marketing messages will appear in Google searches

Google+ users can follow favourite brands

Stream – This is basically the same as Facebook’s news feed. Unlike Facebook you can edit a status update even after it’s been posted.

Circles – The easy way to categorise connections and manage them.

Hangouts – Video chat service which lets you conduct a group chat with up to 10 people all at the same time.

Sparks – This is Google’s content recommendation component. Here you can discover news articles, videos and photos.

Photos – Similar to Facebook, Google lets you upload and tag photos of you and your friends.

Key features?

Beware

Before I go…

Do something worth talking about

and people will

me

Then make the digital physical