O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
Set up in 2008/9
PPC, SEO and Social
Now 29 people
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantm...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
The summe...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Introduct...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Part 2 - ...
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 socia...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why socia...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Which soc...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
!
- Linke...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why socia...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why socia...
State of the media landscape
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social me...
Crisis management
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to ha...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to ha...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to ha...
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 me...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social me...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social me...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Social me...
Part 2
SEO impacts of social
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why socia...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What does...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What does...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How can t...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Where doe...
Planning content for social
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to pl...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
How to pl...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
- Start b...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
- Create ...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
- Don’t f...
Video engagement
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Benefits ...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Common mi...
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Video for...
Thanks for listening, any questions?
!
Next event 26th June
How to use SEO and PPC to increase sales
!
This presentation w...
Próximos SlideShares
Carregando em…5
×

Sleeping Giant Media - Summer Series 2 of 6 - Digital Marketing Essentials

1.161 visualizações

Publicada em

In the second of our Digital Summer Series of talks, we talked about why social media is important for your business.

In this presentation, we cover
- Why social media matters
- State of the media landscape
- Why customer complaints on social aren't bad
- What tools you can use to help effectively run your social media
- What are the SEO impacts of social media
- Planning your content topics to share on social
- How video can drive customer engagement

The Summer Series is being held jointly by Sleeping Giant Media and Shepway District Council. They are completely free and cover various areas around digital marketing.

To learn more about the talks being held in Folkestone, Kent visit: www.sleepinggiantmedia.co.uk/digital-marketing-summer-series

Publicada em: Marketing, Negócios, Tecnologia
  • Seja o primeiro a comentar

Sleeping Giant Media - Summer Series 2 of 6 - Digital Marketing Essentials

  1. 1. 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
  2. 2. 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! 2
  3. 3. 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 3
  4. 4. 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 4
  5. 5. Digital Marketing Essentials ! #gianttalks @GlobalMcCann @AnthonyKlokkou Digital Summer Series - 2 of 6
  6. 6. Why Social Media is Important to Your Business 
 May 2014
  7. 7. Why does social media matter?
  8. 8. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Why social media matters 8 “Social media is happening now, not something that’s going to happen in the future.”
  9. 9. 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 9
  10. 10. 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. 10 Why social media matters - channels Statistics via saga.co.uk
  11. 11. 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. 11 Why social media matters - channels
  12. 12. 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) 12
  13. 13. 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 13
  14. 14. State of the media landscape
  15. 15. 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. 15 Statistics via sage.co.uk, jeffbullas.com & Search Engine Journal
  16. 16. Crisis management
  17. 17. 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). 17 Statistics via @eskimon
  18. 18. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm How to handle complaints - examples 18 - 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.
  19. 19. 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. 19
  20. 20. What tools can you use to help you effectively run your social media
  21. 21. 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 21
  22. 22. 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 22
  23. 23. 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. 23
  24. 24. 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. 24 ipiccy.com picmonkey.com
  25. 25. Part 2 SEO impacts of social
  26. 26. 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? 26 SEO
  27. 27. 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 27
  28. 28. 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 28
  29. 29. 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 29
  30. 30. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Where does this engagement come from?! 30 “Where do I start?” “Can’t I just Tweet?” “No-one’s engaging with me!”
  31. 31. Planning content for social
  32. 32. 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 32
  33. 33. 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 33 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 withYouTube @ppchero, @sejournal, @marketingland New To Search What is PPC? What is Search Marketing and how to use it? @googleanalytics, @moz, @adwords
  34. 34. 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 34 How to plan for social - content
  35. 35. 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 35 How to plan for social - execution
  36. 36. 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 36 How to plan for social - personality
  37. 37. Video engagement
  38. 38. 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 38
  39. 39. 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 39
  40. 40. t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Video for engagement 40 - 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
  41. 41. 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

×