Social Media Masterclass for BPMA Conference 2014

BPMA Conference 2014

July 2014

Stef Lait @steflait

Our Social Times @oursocialtimes

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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

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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 videosTo 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, videoTo 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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