Social Media Masterclass for BPMA Conference 2014

BPMA Conference 2014
July 2014
Stef Lait @steflait
Our Social Times @oursocialtimes

© Our Social Times 2014
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• Community
Building
• Campaigns
• Lead Generation
• Training
• Mentoring
• Workshops
• Monitoring
• Measurement
• Analysis
• Reporting
• Strategy
• Planning
• Reviews
• Audits
Social Media
Strategy
Social Media
Insights
Social Media
Marketing
Social Media
Training

How content marketing works 1
Blogging for marketing 2
Optimizing your social media presence 3
Getting the most out of Twitter 4
Using LinkedIn effectively 5
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How great content marketing gets shared
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How great content gets shared (and bad content dies)
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 B2B companies with blogs generate (on average) 67% more leads than
those without blogs.
 87% of B2B marketers use social media to distribute content.
 Marketers now spend an average of 25% of their budget on content
marketing.
 Companies with <10 staff spend an average of 42% of their budget on
content marketing.
 62% of companies outsource their content marketing.
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CONTENT ENGAGEMENT LEAD GENERATION
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Stronger relationship
Customer lifetime value
Views
Engagement
New leads
Direct sales
CUSTOMER RETENTION
AWARENESS
New fans/followers
New contacts
REACH

For downloads and services (e.g. step-
by-step guides).
To website visitors and
browsers (via SEO)
For any type of content, incl.
infographics, news and videos.
To RSS and email
subscribers and Googlers
(via SEO)
For instant content, e.g. photos /videos
of events.
To followers, and wider
using #hashtags
For photos, videos, news, competitions
etc.
To fans and wider audience
using ads and Groups.
For photos, videos, news etc.
To followers and wider
audience via Circles.
For videos
To subscribers and wider
web via social sharing
For any type of content, including docs
(PDF/Word).
To contacts or Groups and
wider via social sharing.
For PPT, PDF, video
To subscribers and wider
web via social sharing
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Image credit: RankManiac

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• Use the most compelling statistic or fact in the post
e.g.7% of Twitter users aren’t human
• Make it interesting
e.g. 10 inventions that shouldn’t work under water, but do
• Make it easy
e.g. 5 things you didn’t know about blue-tooth
• Make it topical
e.g. What today’s product launch means for you
• Optimise it
e.g. The beginner’s guide to smart thermostats

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http://www.youtube.com/watch?v=LyVU470TQBk

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- Interactivity &
Gamification
- Online presentations

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http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

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• ‘Me-too’ blog posts
• Three-point ideas broadened into multi-chapter
e-Books
• Video interviews that drag on (and on…)
• Infographics that state the obvious

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• Entertains as well as informs
• Genuinely helps people do their jobs more effectively
• Is unlike anything else out there
• Buys me dinner first

Why blogging is essential for business
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“The average company that blogs has 55% more visitors,
97% more inbound links and 434% more indexed pages”.
- Hubspot, 2009

 Why?
–Re-engage existing customers
–Attract new customers and leads
–Enhance your company’s reputation
–Enhance your personal reputation
 How?
–Increasing natural traffic
–Encouraging referrals
–Attracting press/media coverage
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 Posting press releases or special offers
 Posting general news
 Publishing long, detailed articles
 Providing an online version of an offline magazine or catalogue
 Ranting
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 Blogger, Tumblr,
 We use Wordpress
 Open-source software
 Thousands of
developers
 Highly configurable
plugins.
 No development costs
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1. Planning
2. Writing
3. Optimising
4. Sharing
5. Engaging
• Reply to comments on your posts
• Thank people who re-Tweet your post
• Reply to comments in LinkedIn Groups
• Select the words you want to optimise for
• Decide on topics you can write about
• Include your keywords in the title + 1st paragraph
• Add the post to 1 or 2 categories
• Add 3 or 4 keywords or phrases
• Add a title or ALT text to any images
• Create a catchy BUT optimised title
• Use a relaxed style that encourages feedback
• 250-500 words is fine
• Include an image or video
• Make it interesting!
• Invite people to comment
• Add trackbacks to blogs you reference
• Share it yourself via Twitter, LinkedIn, FB
• Post it to relevant LinkedIn groups
• Include links to it in your email newsletter
• Post comments on related blogs – linking back to
your post

 Comment on the latest news
 State of the industry – thought piece
 Product/service reviews
 Your latest news/projects
 Interviews with experts (clients, colleagues, partners)
 Guest bloggers – choose industry figures
 Thoughts about someone else’s blog post
 Link to a good video/post/you’ve seen
 Report from an event/trade-show
 Review of a presentation
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 Share your post via Twitter, LinkedIn, and LinkedIn Groups.
 Invite colleagues and friends to comment.
 Visit 3rd party blogs and sites, engage in related discussions and
refer back to your post.
 If your topic is being discussed on mainstream or industry news
sites, get involved.
 And when someone posts a comment, reply to them.

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Higher search
engine ranking
More Inbound
links & traffic
High quality
content

 Social is a search engine too.
–Your Twitter profile IS your website
–Your tweets ARE your keywords
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– YouTube is the second largest search engine in the world.
• 1,140 searches performed every second of every day.
– Twitter’s search engine manages 2.1 billion queries daily
• To rank, you need to tweet regularly, cover hot topics, and use hashtags.
(More on this later!)
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How to take what you already have and make it even better.
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 Dimensions (width x height)
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Twitter LinkedIn Facebook Google + Pinterest YouTube
Cover/
Header
1252 x
626
624 x 220 851 x 315 1010 x 608 217 x 147 2560 x 423 (d)
1546 x 423 (m)
Profile/ Logo 250 x 250 100 x 60 160 x 160 250 x 250
News feed 1024 x
512
100 x 100
(link tmnail)
470 x 394 800 x 600
(min)
51 x 51
(preview)

 Choose a vanity URL and handles that can be adopted across all of your
chosen social media platforms.
 Bonus points if it’s your website URL
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 Optimal post frequencies
(Based on 2-year study by Hubspot’s Dan Zarrella)
 Facebook: once every 2 days
 Twitter: 1-4 times per hour
 Test your own optimal post times/frequency
 Schedule posts 4 hours apart for one week
 Reduce time in between posts by half and test again
 Analyse results after 2 weeks.
 Better or worse as frequency increased?
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 Optimal post times
(Based on Hubspot study)
 Twitter: 5 PM (Best time for expanding reach)
 Facebook: Midday & after 7 PM (Maximizing reach)
 To figure out your ideal post times
 Review past posts/tweets to see which received the most clicks
 Identify trends related to timing
 Consider using social media publishing tools like Sendible and
SocialBakers
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 Add Google Authorship to your blog
–Allows Google to display your Google+ profile information next to your
search engine results. Helps them to stand out.
–Increases clickthrough rates and page views
 Include social buttons on email and Thank-you pages
–Let’s people know there are other places to connect with you
–Helps to drive more opens, clickthroughs and conversions.
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What you need to build a credible following
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 Keep up-to-date – Searches/Lists
 Sharing news, content and activities – Tweets
 Lead generation – Monitoring
 Engaging with prospects/influencers – RTs/ replies
 Marketing to new audiences - Keywords/ Trending topics
 Amplifying events - #Hashtags
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 Get a dashboard – e.g. Hootsuite, Sendible
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 Publish tweets, RT influencers, respond to replies/RTs – on a daily basis
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 Ensure you use/include the hashtag in your tweets at events to reach a wider audience
(prepare in advance)
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 Follow them, add them to your lists and connect with them on LinkedIn (or use a
relationship management tool e.g. Nimble.com)
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 Promoted Accounts – build your followers by
reaching users most likely to be interested in your
company/services
 Promoted Tweets – deliver your message to more
of your followers and non-followers
 Promoted Trends – drive awareness with top
placement in Trends list for 24 hours
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Top tips for maximizing the social business platform
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LinkedIn generates the highest visitor-to-lead conversion rate at 2.74%, almost 3
times higher (277%) than both Twitter (.69%) and Facebook (.77%).
– Hubspot 2012.

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Professional Headline - Not just your
job title, include 2-3 keywords
Summary - Use 1st person, include 2-
3 good reasons to work with you and
at least 2-3 keywords
Skills - Include all your keywords
(people will be able to endorse you for
these).
Previous job titles / roles - Tailor
these to include keywords.
Recommendations - Ensure you
have 2-3 good ones.
Groups – Ensure you are a member
of 50 groups.

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• New feature on LinkedIn
• Blog posts are shown to your
connections and wider
membership
• Try re-publishing your blog posts
and measure your results

 Great for niche industries – you can OWN that topic
 Can deliver great results - e.g. CheckIt group has approx. 497 members, of
whom 90 attended a recent webinar
 Send email announcements (1 per week)
 Share your content with the group in the right way. e.g. Here’s what I wrote
on X. What are your views? Am I right?
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 Post from your company page
 Promote to targeted individuals
 See who interacts, follow up
 Good value for money
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1. Experiment with different types of content (webinars, infographics,
presentations, blog posts)
2. Anything can interesting! (e.g. connectors)
3. Blogging is no longer an option, it’s a requirement
4. Titles ARE content (Ensure yours are optimised for sharing)
5. The more optimised your profile is the better you’ll appear
6. Make your life easier with a dashboard for Twitter searches and lists
7. Use keywords/trends and join conversations (#BPMAconference)
8. Experiment with Twitter and LinkedIn advertising, good value for money
9. Try re-publishing your blogs on LinkedIn
10. Join or create your own groups on LinkedIn
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Can we help you?
stef@oursocialtimes.com
@oursocialtimes @steflait
+44 (0)845 463 1435
oursocialtimes.com
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Social Media Masterclass for BPMA Conference 2014

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