Social Media Marketing

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1 Social Media Marketing

2 SEO and Social Media Social media sites show up in search results (Google Universal Search) Social Media activity is a signal to search engines Social media and content marketing naturally build links Google Plus now firmly integrated with search

3 What can we use Social Media for? Brand awareness Brand advocacy Generating traffic and sales Customer service and information Customer support Typically not at the selling end of the funnel

4 Sales Funnel and Inbound Marketing No interest Accepts that we want to communicate with people at each stage of the process Accepts that people respond to different media at different stages Accepts that the more we give the more we get Content Marketing Blogging, S Media, whitepapers, ebooks, newsletters

5 Google Plus Serious Facebook competition? 350 million users now signed up Similar functionality to FBook Google hangouts video conference calls circles concept is a differentiator Shared links under your post pass link equity Intertwined with Google search

6 Use circles to segment your audience Eg have a circle for training course attendees people who have signed up for newsletters People interested in Social Media marketing people interested in SEO, etc

7 Carpenteroak- Facebook for promotion

8 Cloggs,Social Media and Brand Development B2C Started Sept in house members of marketing team plus all staff encouraged to tweet Daily activity on Facebook and Twitter Encourage people to share ie post references on their walls Encourage people to retweet To date have around fans, and 9600 followers Do weekly blogging Traffic conversions from web visitors - slightly higher than search marketing Helps with search engines

9 What determines what I see in my top news feed? Edgerank Algorithm

10 What determines your position? Edgerank algorithm

11 Edgerank Algorithm Egderank based on:- Affinity, Edge weight, recency Edges are every interaction you have on Facebook Eg uploading a photo, liking something etc Affinity get people to click on your posts» Eg competitions, quizzes

12 Cloggs also use Pinterest. 400 followers,72 boards for brands, 1442 pins

13 LinkedIn 100 million on line, Business focussed Set up a profile And get found Set up connections with other people Advertise on a PPC basis Jobs Search for jobs, advertise your cv, advertise your position via your network

14 LinkedIn participate in groups -or set up your own

15 Set up your Linkedin profile -make it comprehensive so you get found

16 Set up a business page -Showcase your products -Company updates -announcements -new services -communicate directly with your followers

17 Linkedin Lessons for free! Learn how to become a LinkedIn marketing expert at Lesson 1:The Foundations setting up an effective profile Lesson 2: Understanding the difference between LinkedIn Company Pages and Facebook Fan Pages Lesson 3:How to use the latest features in LindeIn to get sales leads Lesson 4: How LinkenIn can really help your SEO Lesson 5: How LinkedIn Groups can help you grow your business

18 Advertise on a PPC basis Target By: - Job Title Patent Attorney or Sr. Laboratory Technician or "Registered Nurse Job Function Sales or Engineering or "Marketing" Industry Banking or Biotechology Geography United States or Netherlands or Toronto Company Size 1000" people "1-10" or 500- Company Name "FedEx "GE" or or Seniority Age Gender "Female" or "Male LinkedIn Group "Business Intelligence Group" or "Corporate Real Estate"

19 Blogging the glue binding Inbound Marketing

20 A typical blog. Put your blog at the epicentre of your social media and web marketing

21 Linking your digital assets

22 Social Networking sites (eg Facebook) Submit to article sites Syndicate content to other blogs Microblogging sites (eg Twitter) Your Blog -articles -Press releases -Lessons -reviews -guides PR sites (eg PRweb.com) RSS to others Social Bookmarking sites (eg delicious.com ) Video sites (eg YouTube) to contact database

23 A passion for Dinosaurs Blogs every day Auto linked with Social media FB, YouTube etc Posts also distributed to article sites and other relevant sites (1700+) Over 50% of web traffic attributable to blog Keyphrase list for main phrases and longtail used

24

25 Facebook Boost -to give your posts a boost Get your posts higher up the newsfeed for increased visibility Pay to target a specific demographic just like facebook advertising

26 Blogging and SM combined -Helps with SEO! David Karp founder and CEO

27 Twitter for Business Leads Searches for tweets relating to pitch marking Responds to situations requiring product supply to generate business opportunities

28 Engaging with the influencers

29 Carpenteroak using twitter for promotion

30 Twitter for Business Leads Searches for tweets relating to play equipment Responds to situations requiring product supply to generate business opportunities

31 5 tips to maximise search engine rankings through Twitter 1. Link to your Twitter profile Link to your Twitter profile from your website, blog, and by using social media sharing buttons. 2. Set up different Twitter accounts if you have different business units Different Twitter accounts are used when your company's employees use their own personal accounts to re-tweet tweets from a company account. 3. Use a friendly URL shortener Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from a tweet back to your website. 4. Use Klout.com to figure out who you are influenced by Klout is a service which analyses your influencers and who you influence. 5. Update accounts using RSS feeds of your content You can create an RSS feed of all the digital assets you have including YouTube videos, white papers, blog posts, press releases and more, and then syndicate these to Twitter.

32 YouTube and Video Now the number 2 search engine Now 1 billion unique visitors per month! Promote your products via YouTube and other video upload sites Include videos within your own website Set up you own channel you may get invited to become a partner

33

34 Set up you own channel you may get invited to become a partner Invite people to subscribe so they see your videos automatically as you upload them Substantial driver of traffic for Blacksheep 13 videos to date Over 100,000 views

35 Optimise your clips

36 Pay per Click Advertising (&PPC)

37 Google Adwords

38 What determines your ads position? Bid price Advert effectiveness Landing page quality

39 WHY USE PAY PER CLICK? Capture many 100 s, 1000 s of keyphrases No website changes like optimisation For short term promotions For new websites Drive country specific searchers Geographic targeting Keyphrase analysis More accurate than the tools For websites difficult to optimise Flash etc

40 Capture The Long Tail Eg Health insurance versus health insurance for diabetics,.for over 45 year old men

41 Capture the long tail -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases worcester Greenstar 28i junior combi boiler -Are cheaper AND convert to business easier

42 A series of Russian landing pages for luxury villas PPC on Google and Yandex SEO for these engines also

43 How pay-per-click works Title & Description Targeting Drives Quality of Leads Search Term Research & Targeting Drives Quantities of Leads Drives Conversions Landing Page Targeting

44 Do s and Dont s Choose titles and descriptions that are relevant to the search Strong call to action Repeat search terms in the ad

45 Do s and Dont s The ad links directly to the relevant landing page

46 Consider multiple device types -avoid duplicate content issues - Use responsive web technologies to identify which device is being used to access your site -Display different website sizes to reflect the device being used -Use google analytics to see different device types accessing your site See Jan Klin s Blogpost on Responsive web design

47 An Ideal Landing Page -Many calls to action -Include words which reflect what has been searched for -eg employment law -Build trust eg customer testimonials -appropriate images

48 Remarketing Where have I seen this ad before?

49 A few hours before Remarketing

50

51 For a copy of the slides. Just

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