Post on 30-Oct-2014
description
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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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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