“The effective use of social media in business.”

Salford Business School

Search & Social Media Marketing

Open Evening – 20th January 2011

The Hive, Manchester

www.searchmarketing.salford.ac.uk

@SalfordUniSEO #SSMM

Schedule 4.00 Registration and Drinks

4.15 Introduction: Stuart Wells, Director of Management Development Programmes, University of Salford

4.30 Recruitment Industry view:Tim Guest, Head of Practice, Quantica Technology

4.35 SSMM course overview & effective use of social media in business: Dr Aleksej Heinze, Salford Business School, University of Salford

5.00 Course participant experience: Alastair Walker – North Point PR

5.05 Panel discussion: SSMM Course partners - “Effective use of social media in business”

5.35 Q and A’s

5.50 Networking

STUART WELLS Director of Management Development ProgrammesSalford Business SchoolUniversity of Salford

• Long heritage as an education institution dating from before 1896

• Over 19,000 students who are part of the largest urban student population in Europe

• 83% of our research was judged of international class by the Government's latest Research Assessment Exercise

• Regarded as one of the UK's most enterprising universities

• Long-standing commitment to Employer Engagement andKnowledge Transfer within the North-West region.

• £150m of investment in campus facilities over the next five years

University of Salford @ MediaCity:UK

http://www.youtube.com/watch?v=gYf7dWQ-5Ms

Salford Business School• One of the largest Business Schools in the United Kingdom• The School is recognised as an established provider of services

to private, public and third sector organisations.• Programmes are informed by business and industrial needs• Strong teaching and International standard research • 90 per cent of our academics have worked in industry,

commerce or the public sector• The Centre for Information Systems, Organisations and

Society (ISOS) is the top performing research centre of the Salford Business School www.isos.salford.ac.uk

• 11th in the world in Information Systems Research ranking

The Enterprise Hub• Commercial arm of Salford Business School

established in 2007.• Specialises in the provision of professional training,

consultancy and knowledge transfer services on a local, national and international basis.

• Experienced team of highly experienced facilitators, backed up by efficient, customer-focussed training co-ordinators.

• Enables the resources and the expertise of the school is available to private, public and voluntary sector organisations on a local, national and international basis.

• www.business.salford.ac.uk/academicenterprise/

Some of our clients

To find out more about the SSMM programmes or to discuss collaborative opportunities, please contact

Stuart Wells Director of Management Development ProgrammesSalford Business SchoolUniversity of Salford

Tel: (0161) 295 3385E mail: s.wells@salford.ac.uk Web: www.business.salford.ac.uk

Search & Social Media MarketingRecruitment Industry view

Tim Guest Head of Practice

@TimTheGuest

www.quantica-technology.co.uk11

Search & Social Media Marketing

Dr Aleksej HeinzeSalford Business School

University of Salford

www.searchmarketing.salford.ac.uk12

Search & Social Media Marketing

Why this course?• “Running a successful internet

marketing business and hearing some dreadful stories and scams about previous suppliers it would be good to have recognition especially as the internet becomes a major tool in a company's marketing”

Tue, Apr 27, 2010 4:01 PM

Search & Social Media Marketing

Search and Social Media

Marketing Foundation –

if you are new to this

area

Search and Social Media

Marketing Professional –

if you are already a

practitioner

15

Time commitments• One face-to-face evening session per week:

– 16:00 - 16:30 Refreshments – 16:30 – 18:30 – 18:30 – 18:45 Refreshments– 18:45 – 20:00

• Flexible online learning – SEMPO material• Foundation: 4 x evening sessions• Professional: 6 x evening sessions

• Full course = 10 weeks

16

Course integration with SEMPO Institute

• Foundation: – Insider's Guide to Search Marketing

• Professional: – Advanced SEO– Effective Social Media Marketing

• SEMPO Institute: www.sempoinstitute.com 17

Insider's Guide to Search Marketing

SEMPO• Evolution of search – D1• How search engines work – D1 • Linking and directories – D1• Keywords - D1• SEO web design – D2• Copywriting – D2• SEO roadblocks – D2• Submissions – D2• Tracking and reporting – D4• Pay Per Click 1 – D3• Pay Per Click 2 – D3 • Total search marketing – D4• Intellectual property – D4

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Face-to-face sessions SSMM

Day 1• How do we learn SSMM?• Search & Social Media Marketing Context• How Google and other search engines work • Developing a keyword plan

Day 2• Evaluating your web pages from search

engines’ perspective• Implementing your keyword plan by writing

content

Day 3• Pay-per-click: if you need results fast• Increasing your link popularity• Integration with Web 2.0 tools and Social

Media Marketing

Day 4• How not to manage your search & social

media marketing• SSMM as an ongoing marketing process• Learning from your website visitors

experience

Advanced SEO

Day 5 – Advanced keyword research• Keyword Discovery• Refining Keyword Lists• Practical application Keyword

DiscoveryDay 6 – SEO Diagnostic and Audit• SEO Server Configuration• Web Site Architecture• SEO Web Site Page Construction &

External influencesDay 7 – Advanced Link building• Advanced Internal & External Linking• Strategies to Acquire Good Inbound

Links• Attracting Links

Day 8 – Social Media • New Paradigm of Information Sharing • Social Media Marketing • Social Graph for Channels • The Power of Social Media Publishing • Social Media Risks & Obligations • Reputation ManagementDay 9 – Editing and Optimising • How to Write Good Copy Using Keywords• How to Deal with Pages Moved or a Remodel • How to Deal with Large Sites and Difficult

programmingDay 10 – reporting and analytics• Reporting• Web Analytics• Brand Reputation Monitoring & Management

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11 stages of SSMM

1. Project initiation meeting

2. Scoping and setting objectives for Search and Social marketing campaign

5. Agree key performance indicators

3. Keyword research and competition benchmarks

4. Social Media research and competition benchmarks

9. Monitoring and reporting

6. Develop a website and social media strategy

7. On-site optimisation

8. Off-site optimisation

10. Learning and optimisation

11. Ongoing project management and project review

ScheduleWeek Topic Stages

1 Search & Social Media Marketing Context F

2 Fundamental on-site optimisation F

3 Fundamental off-site optimisation F

4 Peer-presentations and Foundations review F

5 Advanced keyword research. Strategic and operational campaign management

P

6 Advanced SEO tools, diagnostics and audit P

7 Advanced link building P

8 Social Media and the impact of Web 2.0 P

9 Editing and Optimising P

10 Reporting and analytics. Peer-presentations and Professional review P

21

“The effective use of social media in

business.”

www.searchmarketing.salford.ac.uk22

Background

• Some of these points were raised by Simon Wharton as part of his webinar:

• http://blog.pushon.co.uk/pushon-work/effective-use-of-social-media-in-business/

What is Social Media?

• “Social media is the publication of information through any tool or application that enables the distribution of information to, and communication with, a social network.” SEMPO

What are social networks?

• “Social networks are online communities in which people can share interests and activities. The sites generally provide a collection of various ways for users to interact through messaging, email, voice chat, gaming, video, file-sharing, blogging and discussion groups.” (Mintel definition)

Why engage in social media as a business?

www.youtube.com/watch?v=M9MtJ0J3Gis

Why engage in Social Media? • Presence:

– It is one of the fastest growing areas of online activity! – In the UK alone FaceBook - 31million of unique visitors pm while

Google has only 38• Visibility:

– Creating brand awareness– Building trust in your brand by showing commitment

• Market research: – listen to what your customers are interested in

• SEO: – another link to your site– Opportunity to post prompts of latest web page developments

and link to those pages

27

Function Application Techniques Metrics

Marketing Use conversations with customers to promote products or services.

Free promotion through your community.

Showcase your brand and leverage for referrals and other networking benefits.

•         Blogs•         Microblogs•         Social Networks•         Video on user-generated sites•         Livecasting: audio & video•         User-determined Content•         Events

•         Better market awareness•         Online “buzz” •         Time spent on sites•         Increased sales

The Social Graph: Social Media Business Functions

Function Application Techniques Metrics

Sales Identify enthusiastic customers and use them to influence others. Find community leaders and cheerleaders; encourage them to promote what they love about you

•         Social networking sites•         Brand ambassador programs•         Social Networks•         Embeddable “widgets”•         Events•         User-determined Content•         Consumer opinion sites

•         Community membership•         Online “buzz”•         Increased sales

The Social Graph: Social Media Business Functions

Function Application Techniques Metrics

Support Enable customers to help one another solve problems

Outsource support and help resources to the community while strengthening unity among fans/clients

Use microblogs to identify and engage users having support issues and direct them to proper support channels

•         Support forums•         Wikis•         Microblogs•         Live casting: audio & video•         User-determined Content•         Consumer opinion sites

•         Number of members participating •         Volume of questions answered online •         Decreased volume of support calls

The Social Graph: Social Media Business Functions

Function Application Techniques Metrics

Operations Provide employees with tools so that they can help each other find better ways of doing business

Seed communication channels and interaction throughout your organization network

•         Internal social networks•         Wikis

•         Number of members participating•         Increased operational efficiency •         Decreased volume of e-mail

The Social Graph: Social Media Business Functions

What does this mean for you?

Search & Social Media Marketing

Course participant experience:

Alastair WalkerNorth Point PR@Alastairw99

www.north-point-pr.co.uk33

Search & Social Media Marketing

Panel Discussion“The effective use of social media in

business.”

www.searchmarketing.salford.ac.uk34

•

#SSMM panel: @Psychobel @SmartRich @Alastairw99 @alexmossSEO @TimTheGuest

www.searchmarketing.salford.ac.uk

35

SSMM Programme Summary

• Access to the latest thinking and practice in Search and Social Media Marketing

• An industry respected qualification• Enhancement of your employability profile and client

recognition• Opportunity to further your skills and knowledge of

Search and Social Media Marketing• Learning method to suit your day-to-day

commitments: one evening per week attendance with online support

To book your place go to www.searchmarketing.salford.ac.uk