Using Social Media Effectively
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Want to grow your business online? Then you'll love these 6 action based, internet marketing workshops. I am working with Ben from Rather Inventiveon a series of workshops to deliver the tools and focus to improve your online lead generation and conversion.
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Using Social Media Effectively
- 2. Workshop 4: How to use Social Media more effectively
- 5. What marketing do you do now? Ben Kinnaird
- 7. What are the advantages / disadvantages of Outbound Marketing?
- 9. What are the advantages / disadvantages of Inbound Marketing?
- 11. What are the Benefits to your business ?
- 13. Social Media Helen Coldicott
- 18. What makes a great Blog?
- 20. On a blog What do you like to read about?
- 21. Making a blog interesting
- 22. How do you blog?
- 23. Exercise: Great blog titles Think of 2 titles for an article on your partner's company blog. Remember to include keywords and think of benefits for the reader
- 24. Coffee! After the break – Twitter and LinkedIn
- 26. Twitter Join the Conversation
- 36. Exercise: Tweet this workshop Write a tweet to notify people about this workshop and asking them to register Remember: Call to Action Add a relevant link Hashtags #RIWorkshops etc
- 48. Takeaway actions Ben Kinnaird
- 50. Exercise: Takeaway actions Pick 5 things that you can do over the next 30 days
- 52. Smiley Cards and follow-ups Tell me how the workshop made you feel
- 54. Grazie www.ratherinventive.com 0800 881 5805 Twitter #benkinnaird
Editor's Notes
- Ask the audience and note down
- 2 main types, inbound and outbound. Ask what what this means? Ask which examples are outbound / inbound?
- Ask the audience
- Advantages Targeted - you know who they are You control what is being sent and when. If you send an email once a month - you can predict similar open rates. Instant - once you do an email shot or post an advert it done. Disadvantages Whenever you send it to them - they are unaware until they receive it. They might not be ready to buy your product or service Because they not not be ready or interested Result is that you have cold...
- Ask the audience
- Ready to buy They find you when they're ready e.g. internet search Measure what interests people See what they're searching for Rewards good customer service If you're a great company, offering great service, easy way to share great customer feedback and gain more business from this. Harder for disreputable companies. Very cost effective Much of Social Media is free - it's just your time that costs money. Long investment Once you publish the information it's always available and searchable on. e.g. with an advert it's not. Disadvantages Difficult to measure Is it working? Needs regular updating Once you have a Blog/Twitter account need to keep it updated else it looks bad, disappoint followers. Difficult to target You know who you want to target and can write to appeal to them - but could be attracting a wider audience. Outsource Really needs to come from someone who knows your business and industry well. Not instant Takes time to build up an online presence.
- Ask the audience
- Easier for your prospects to find you online More content to be found As a result... Increase sales enquiries Another marketing method Another way to communicate Enhance 2 way customer communication Ask for Comments or start discussions Get’s people talking about your business Improve your website search position More inbound links Relevant, high quality leads Self qualifying, less time cold calling
- I'm going to briefly explain the difference between the three main types of Social Media And then we'll look at them in more detail in a minute
- Blogging is used to... There are 2 main platforms: Wordpress and Blogger Wordpress more functionality and more flexible. Either standalone or embedded. Standalone - Independent, unbiased, expert, thought leader. Generic about your industry. Standalone with a feed. (doesn't help with SEO) Embedded - Associated with your company, perceived to be more biased, helps with web seo. Web Search rank or position
- Most popular by far is Twitter with more than 1 billion tweets per month Some famous people have bigger followings than there are populations of countries! e.g. Oprah Winfrey well over 6 million which is more than the population of Ireland (4.5) or Norway (4.8) or Panama (3.4) Free, Quick and Easy - ! Instant - like sending a public text message to your Followers or anyone searching for those keywords. Tools to manage it include: Tweetdeck and Hootsuite. Can decide what they'll be for the week and then schedule in advance.
- Who uses Facebook? Most popular British social networking site. Who uses LinkedIn? Most popular business networking site. Social Networking counts for more than 15% of time spent online From Dec 2009 - Dec 2010 visits to top 10 social networking sites increased by more than 63% Nearly 1 in 10 internet visits end up on a social networking site e.g. you go to check your email and before you know it you're looking at an old school friends photo album!
- If you're going to set aside 5-10 minutes of your busy working day to read a Blog - What kind of things will make it easier for you and therefore more likely for you to read it? There are some things that make it easier for you to read text online, can anyone think what these might be? What will it look like? How will it look, will it be a big wall of text? Will it always be text? or could it be something else? Black and White? Long? What's going to compel you to read it?
- Punchy Title Often you'll tweet this - when people share the link, this is how you can increase it's position in web searches. Keywords Need to include the keywords your prospects are searching for - what they are interested in , in the content, title and tags. Easy to Read Short attention span Busy people Pictures Pictures help make your point quicker Relevant and interesting Most important thing - otherwise you wont be attracting the right people or no people at all! WIIFM Encourage comment Be controversial? Talk about a heated topic? Ask what they think? Opportunity to help People use the internet to search for help on How to do things.
- We've looked at the things it will need to include now we're going to think about the styles, or types of story or different angles we could use. These are sometimes called Alternative Story Forms. It's easier to think about what you would like to read about or what you search first, and then think whether this is relevant to your audience. So what kind of things do you like to read about? What types of article?
- Inspire Examples of companies who have excelled using your products and services. Expertise Share your knowledge - in How to articles. Give away basic trade secrets for free. Help and enable your customers with easy tasks and then they may seek your help with harder tasks. Create a List Top 10 tips, 5 Ways to skin a rabbit! Review Somthing New technology
- Who has a blog already? Is it easy to setup? Would you recommend using this one to others? If you want an integrated Blog for your website i would recommend Wordpress. Blogger can be a bit rigid and have less flexible themes. Which one to use 1. Create an Account 2. Write your Blog 3. Format it - easy to read, add photo's, bullet points etc. 4. Preview 5. Publish
- Get into pairs... 2 great Blog Article Titles. Not for yourself but for your partners Company Blog. Remember to include Keywords and the benefits for the reader.
- How we work without a central office
- Who already uses Twitter? Who Doesn't? Those of you who already use it how do you find it? Is it easy to use? Is there anything you're struggling with?
- Dont' make any sense Replying to others all the time, makes the stream disjointed for others. Don't add any value Less Promotional and sales More informative and helpful Don't include everyone Needs to be relevant to wider audience Biggest reason people unfollow Tweet too much Dont tweet enough All about balance - once or twice a day.
- Informative Share information - include links, update on what's happening - what's new. Engaging Interesting, thought provoking, ask their opinion. Humorous Rewteet occassional funny Youtube or comedian.
- Read the slide...
- eg. Coldicottfreelancetraining Too long Name = Helencoldicott socialmediahelp Socialmediatips
- For each of your products/services think of all the most popular keywords or phrases used by your customers Include these in your Tweets Increase the likelihood that your tweets will be found
- Why? 4 different reasons To categorise Tracking and Measuring Trending Find you when they search
- Extend the length of your tweets Twitterlonger Link to your Blog or someone else's Link to a new product/service, event on your website Shorten Links Bit.ly Ow.ly
- Doesn't matter where you are, when you get an idea you can send a tweet Quick - Easy and Convenient When you have a spare couple of minutes
- Searching - topics and people Following Find them and then add them to a list Tweeting @mentions replying Direct Messages Links - Bit.ly
- We've got another little exercise to see how good you are at creating great Tweets. We'd like you to write a tweet notifying people about the workshop and asking them to register.
- Who uses Linked In?
- Who do you want to read your profile? New Prospects New Employers Depends what you use it for - as someone looking for a job fill it out like a CV If you're filling it into get new leads - include what they'll be interested in. New business leads Customers Colleagues Potential Business Partners Competitors What type of information will be important to them? What information do you think they wont be interested in?
- Jan 2011 over 101 Million LinkedIn users 6 Million in the UK alone 58% Male 42% Female Top 3 United States 44 million India - 9 million UK - 6 million (Stats from a report carried out by Invisible Ink Digital) Choose who you want to connect with Has anyone got an example of connecting with someone with a high profile? Ask to connect or be referred by someone you know who linked to them already. Ask for an appointment. Search for suppliers and staff Do business locally
- Who's a member of a group Which are the best and why? Do you add comments? Who's started their own group? Who's had enquiries from LinkedIn? Webbs of Wychbold Lee at Clarkewood British Bids
- Status Updates include: Who other's are linked to Their Tweets Status Updates in LinkedIn Comments from Groups Recommendations Use these to establish contact
- Update your own status and amend your profile to remind people what it is that you do... Can even update your headline Get new recommendations etc
- Navigation Basics Searching Connecting Updating your status Who's Looked at your profile?
- Read the slide...
- Decide what you want to achieve each month Create a schedule - or think of a theme - like a marketing campaign Schedule Tweets Hootsuite Tweetdeck Track/check your @mentions - it's no good if loads of people are tweeting about you and you don't even know about it. Need to thank them and return the favour. If people reply to your tweets make sure you acknowledge these. Sometime might be better to send a DM - if it's just relevant to you anf the other person but has little value to the rest of your followers.