#NotForGeeks Introduction to Social Media Marketing

#NOTFORGEEKS – INTRODUCTION TO ONLINE MARKETING – GOING SOCIAL

@liveandsocial

Natasha Aidinyantz I’m @MyCreative_UK

Worked in Marketing since 2012

Content and Community Manager at Live and Social

Helps business understand and effectively utilise the internet, mobile and social media

Daughter and sister to 2 awesome women

Likes music, art and design, graphic design and meeting new people

Your Website

Social Media

Blogging

Email Marketing

Online Advertising

SEO

Forums

98% of searches online start with a search engine…

Authority Trust Reputation

Image thanks: PA @ www.telegraph.co.uk

The Internet Today

People don’t listen to adverts

photo credit: twenty_questions

Content

Contacts

Conversation

Content

Created Content• Reflects your values, ethos and commitments

• Lets people know what they can expect from you

• Blog posts

• Video

• Images

• Audio

SHARING CONTENT• Using other peoples content to illustrate what is

important to you and who you know

• Helps you connect with other key influencers

• Like

• Comment

• Share / Retweet

TOPICAL

COMPLIMENTARY YOUR MESSAGE

YOUR AUDIENCE NEEDS

OPPORTUNISTIC EVERGREEN

Contacts

http://www.escenariostec.citep.rec.uba.ar/

Having an audience provides huge opportunities

People talking about you promotes you to their contacts

A big audience that doesn’t engage with you is worthless

Proactively seek others◦ Local community◦ Key influencers◦ Your customers / potential customers

Be part of other peoples communities◦ They already exist◦ You can be of value instantly

People like you like people like you

2nd and 3rd level contacts put you in reach of millions of people +

INDUSTRY INFLUENCERS, PARTNERS & ASSOCIATES

COMMUNITY INFLUENCERS, PARTNERS & ASSOCIATES

EXISTING CUSTOMERS&

CUSTOMERS YOU LOVE

POTENTIAL CUSTOMERS & CUSTOMERS YOU WANT

MAY NEVER BUY WILL BUY

Contact planning matrix

Defining your audience• Your audience will be made up people that

– Will be your customers– Will support your efforts

• Define these people so you can search and connect to them:

LocationJob TitleAgeGenderInterests

SKILLSQUALIFICATIONSEMPLOYER / BUSINESS NAMECOMPETITORSASSOCIATED BRANDS

Photo Credit: calleecakes

Conversation

"We've moved from the age of interruption to engagement, from passive

consumer to an active consumer who doesn't sit and wait for things to be

delivered but who goes and seeks things out"

- Sir John HegartyChairman BBH

Create Raving Fans

• Inside • Outside

Why Not? It takes up too much time

I don’t know what to do or how to do it

I don’t want to share my personal life

I don’t want to look stupid

Just people talk about pointless things

People will say negative comments

I just don’t see the point

I’ve got more important things to do

Best Practise

THE DO’S

THE DO NOT’S

Social media policy

Empower your peopleExample Employee Guidelines

Follow and engage with all company social media profiles.

Suggest and create content that will support your role and the company.

Reach out and connect with customers, suppliers and our industry influencers

Be yourself. Share your skills and expertise and be prepared to help others.

All your comments are your own views and not the companies

Remember to be appropriate and polite.

Do not share company or client information – if in doubt ask

Get Famous – the more our team is known the better for us all

Social Media Main• 45min to 1 hr – once per day• Find content to share and

schedule for the day• Look for mentions or replies

about you and reply• Look for and reply to keyword

searches and other peoples content

Your Daily Social Media Activity

Social Media Check • 20 – twice per day• Look for mentions about you on

Twitter and reply• Look for mentions or replies to

posts on Facebook and reply• Look for and reply to keyword

searches and other peoples content on Twitter and Facebook

The Language of Online

Update or Post

Timeline, Stream or Feed

Short URL’s

@mentions, tagging or +mentions

Comment, Response or Reply

Likes or +1s

Retweets (RT’s) or Shares

Follows, Subscribers or Circled

^JJ (initials)

Tagging or #hashtags

Language of social media

I’m A #Hashtag Hashtag’s

◦ Group your update with similar content◦ Helps people search for your update◦ Help like minded people engage with each other

Pick a set of hashtags and stick with them◦ Location◦ Themes and interests◦ Partners and Products

Use topical hashtags for fun but don’t SPAM

Can I sell on social media

Creating a blog

Blogging for business

•Invest in design and hosted blog

•Plan your content, categories and tags

•Get SEO expertise

•Comments on

•Prominent social sharing buttons

•Rights free images or purchase

•Optimise your posts with Wordpress SEO (Yoast)

Going Social

Twitter for business•Why use Twitter?

•Twitter etiquette

•Finding people

•Creating a tweet

•@mentions, replies and acknowledging others

•Retweets

•Using #hashtags

•Twitter search

•Your questions and challenges

Facebook for business•Why use Facebook?

•Fanpage or Facebook group

•Update types

•Using #hashtags and @mentions

•Using Facebook as your page

•Following and acknowledging others

•Your questions and challenges

LinkedIn for business•Do you need a company page?

•Setting up a LinkedIn company page

•Creating LinkedIn company page updates

•Getting LinkedIn company page follows

•LinkedIn Page Insights and Analytics

•Daily LinkedIn schedule

•Having a LinkedIn group

•Setting up a LinkedIn group

•Manage your Group

Measuring Your Results

Where Results Matter Two aspects to social media measurement:

◦ The performance of the activity on the social channel◦ The impact on your business goals and objective

“It’s only working if its helping you achieve your goals”

Three business objectives worth targeting:◦ Grow revenue◦ Reduce costs◦ Improve satisfaction

Deciding what to measure

Reporting – social media metrics

Followers

Comments

Clicks on links

Shares

Likes

Mentions

Back Links to your site

Traffic to your site

Number of followers is nice

Engagement is key

The Free Tools

Scheduling and Sharing•Buffer

•Feedly

•Hootsuite

•Bitly

Chrome Extensions•Rite tag

•Riffle

•Hootsuite

•Buffer

•Bitly

Analytics•Socialbro

•Tweetdeck

Where will you start tomorrow?

Start with baby steps…•Go on namechk.com and find a name that fits

•Sign up to your chosen channels, optimise your bio and images

•Segment your contact database using the matrix

•Start scheduling and sharing content

•Start following people and finding them online

•Talk to them and get them to notice what you do

•Start blogging 1-2 times a week

•Promote your blog on social media

•Lead people softly to like you, love you and want to buy from you

Thank You!

Natasha Aidinyantz

Connect with me:

linkedIn.com/in/natashamycreative

twitter.com/mycreative_uk

plus.google.com/+natashaaidinyantz