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Use the Internet to
Copyright. All Rights Reserved Pierce Communications. 2012
Use the Internet to grow your business
CPD Seminar
Barry AdamsPierce Communications
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Barry Adams
• Digital Services Director at Pierce Communications
�Started as senior digital marketer
• Built my first website in 1995, started my career in all things online in 1997
• Specialisation in SEO
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• Specialisation in SEO
• Dutch (yes, really)
• Previous employers include;� Philips Electronics
� Honeywell
� Quotezone
� Independent News & Media (Belfast Telegraph)
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Agenda:
• What makes a good website?
• What drives traffic to a website?
• Introduction to Search Engine Optimisation
-- BREAK --
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• How can you use Social Media effectively?
• How blogging can help your business
• Web strategy – tying it all together
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What makes a good website?
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First impressions matter
• The “look and feel” of a website has the greatest impact on users’ credibility assessments, with professional site designs heavily influencing credibility perceptions
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• Once users have seen a web page, it is difficult to overcome the first impressions they form based on the professional appearance of a page’s design.*
*Source: http://research.microsoft.com/en-us/um/people/merrie/papers/WebCredibility_CHI2011.pdf
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Key Aspects of good web design
• Your site’s purpose need to be instantly evident�Don’t make users look for the purpose of your site
�Strong headlines, clearly named navigation, images
• Your site needs to be easy to use
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• Your site needs to be easy to use�Uncluttered layout, good supportive images, works in
all browsers
• Tell users what you expect them to do�Use calls-to-action to guide the visitors
to the relevant conversion page
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Web Development best practices
• Standards-based;
� W3C compliance is not a must, but should be worked towards
� Cross-browser compatibility;
�Internet Explorer 7,8,9 / Firefox / Google Chrome
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�Internet Explorer 7,8,9 / Firefox / Google Chrome
� Limit 3rd party plugins;
�avoid Flash, Silverlight & QuickTime
�JavaScript is OK, within limits
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Content Management
• Open Source systems are a good choice;�Easily portable so you’re not dependent on a
single web developer
�Constantly upgraded with security fixes & functional improvements
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functional improvements
�Most are based on standards and will generate compliant websites
�Many plugins & extensions available for extra functionality
• Examples: Wordpress, Magento
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What drives traffic to a website?
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Traffic Sources
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Search Traffic
• Search traffic is the biggest traffic driver for most websites;�Search encompasses both organic search and paid
search advertising
� Increased traffic via organic search is achieved via
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� Increased traffic via organic search is achieved via Search Engine Optimisation (SEO)
� Increased traffic via paid search advertising is done via Pay Per Click (PPC) advertising on Google AdWords
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Search Engine Results Page*:
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*SERP
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Organic search results:
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Paid search advertising:
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Other Traffic Sources
• Referral traffic;�Clicks from other websites on to yours
�Social Media can be a big driver of referral traffic
• Campaigns;
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• Campaigns;�Email marketing
• Direct traffic;�Bookmarks / Favorites
�Clicks from external (non-browser) tools like Outlook, Mail.app, Thunderbird, Lotus Domino, etc.
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What is Search Engine Optimisation?
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Definition of SEO:
� Wikipedia: Search engine optimization (SEO) is the process of improving the visibility of
a website or a web page in search engines via the "natural" or un-paid ("organic" or
"algorithmic") search results.
Search Engine Optimisation
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� Getting more relevant traffic to websites via search engines' organic results.
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Why is SEO important?
Worldwide Internet Usage
� Over 2 billion users online
� 150 billion searches a month (that’s more than 49,000 searches/second)
� 51.4 milion users (82.5% of the population)
� In April 2010, Google received 4.1 billion search page views in the UK
UK Internet Usage
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Search Engine Usage
� 89% of all online purchases in the UK begin with a search
� 95% of all UK Internet users choose Google as their preferred search engine
� Organic search results receive over 75% of all clicks
� 91% of users do not look past the first page of search results
� In April 2010, Google received 4.1 billion search page views in the UK
� The UK internet economy is worth £121 billion = 8.3% of UK gross domestic product
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Clickthrough rates (CTR) on search engine results:
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SEO is about two things:
Relevance Authority
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Relevance & Authority:
Keywords Links
� Keywords match a search query to a
webpage.
� Links determine which webpage ranks
highest.
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webpage. highest.
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The SEO process:
Keyword
Research
On-Page
� Find the right keywords to optimise for
� Implement those keywords on the website
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On-Page
Optimisation
Linkbuilding
� Implement those keywords on the website
� Make the website search-engine friendly
� Build links to the website to increase its authority
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The Long Tail of search words
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Source: http://www.seomoz.org/blog/illustrating-the-long-tail
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Google Adwords Keyword Tool – http://adwords.google.com/select/KeywordToolExternal
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On-site Optimisation
Title tags
Meta Description tags
Headlines and paragraph structure
+
+
+
Elements to be optimised:
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Body text
Image alt attributes
+
+
URLs
Internal links
Sitemap (HTML and XML)
+
+
+
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On-Page Optimisation
<title> Pierce Communications - Design,
Title tag+
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<title> Pierce Communications - Design,Marketing, Digital, Print</title>
• Put your focus keywords in your title, and include your brand name (use separators like hyphens – and pipes | )
• Keep it short – 65-70 characters
• Unique title for every page on your website
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On-Page Optimisation
<meta name=‘description’ content=‘Pierce Communications is a leading marketing services agency based in Belfast,
Meta Description tag+
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leading marketing services agency based in Belfast, Northern Ireland. Services include print design, web design & build, SEO, PPC.’>
• Not a ranking factor – but a very important click-through factor
• SERPs only show 150 characters – but no guarantee they’ll actually show your description.
• Try to include the focus keyword once (it’ll show as bold textbold textbold textbold text)
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On-Page Optimisation
<H1> headline
<H2> subheader
<H3> subheaders
Headlines and paragraph structure+
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<H3> subheaders
<p> paragraphs
• Allows SEs to understand the content and its context
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On-Page Optimisation
• Link from top to bottom
• Link sideways & diagonally
• Use keywords in the link
Wrong:
Internal links+
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Wrong:To read more about weddingrings, click here.
Right: Read more about wedding rings.
• Use breadcrumb links:
Source: http://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-issues
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Linkbuilding
• Links determine a page’s authority
• Higher authority = higher ranking on SERPs
• More links = higher authority
• Not all links are equal;
� 1 valuable link from a high authority website > 100 links
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� 1 valuable link from a high authority website > 100 links from low-quality sites
• Link text is very important;
� Branded link: Pierce Communications
� Keyword-rich link: Web Design Belfast
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How to build links?
Directory Submissions
Press Releases
Article Marketing & Guest Blogging
1
2
3
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Article Marketing & Guest Blogging
Linkbait
3
4
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Want to learn more about SEO?
• Training (Digital Marketing Institute)
• Read SEO books;
� The Art of SEO
• Read SEO blogs;
� Search Engine Land
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� Search Engine Land
� SEOmoz
� State of Search
• Hire a professional
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[15 minute break]
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How can you use Social Media effectively?
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What is ‘social media’?
Wikipedia:
“Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.”
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Social media is about conversationsconversationsconversationsconversations online about shared interests & ideas.
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The old model:
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BroadcastBroadcastBroadcastBroadcast
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The new model:
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ConversationConversationConversationConversation
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Real conversations with real people
• People expect to be spoken to as if they are people
• Impersonal & robotic corporate communication is unacceptable
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Authentic tone of voice
• Every company has a personality
• That personality should power the engagement with people on social media
• Stay true to your corporate personality
� ‘Fake’ personalities are easily spotted and ridiculed
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� ‘Fake’ personalities are easily spotted and ridiculed
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The user is in control
• Having conversations mean engaging with your users
• Conversations happen on the user’s terms
� You are ‘intruding’ in their social space, so you need to make sure the conversation is worthwhile to have
• The old adage ‘customer is king’ is 100% true
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• The old adage ‘customer is king’ is 100% true
� On social media, the user is king
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So what’s in it for me?
• Conversation – not broadcast
• Be authentic and true to your corporate personality
• It happens on the user’s terms
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So why would we do social media at all?
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Because that’s where your customers are
• Facebook:Facebook:Facebook:Facebook:
� 900 million users
� 3.2 billion likes & comments every day
� On average users spend over 5 hours/month on FB
• Twitter:Twitter:Twitter:Twitter:
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• Twitter:Twitter:Twitter:Twitter:
� 550 million users
� 4o0 million tweets a day
• Others:Others:Others:Others:
� LinkedIn: 150m users
� Google+: 170m users
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Be realistic
• Social media are social spaces;
� Commercial messages are rarely welcome
• Understand what each social media site is good at;
� Use what works for each specific platform
• Establish clear goals & objectives;
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• Establish clear goals & objectives;
� What is it you want to achieve?
� What platforms should you use for that?
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Source: Go-Gulf.com, May 2012
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• The biggest social network by far and the most mature platform for businesses;
� Facebook Pages
� Facebook Advertising
• Highest engagement levels of all social media platforms
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• Highest engagement levels of all social media platforms
� More time spent on Facebook than on any other site.
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Facebook Pages
• A Facebook Page is the primary presence of a business on Facebook
• All corporate activity on Facebook has to happen via its Page
• On average only 16% only 16% only 16% only 16% of your page’s fans will see your post
� Solution: promoted post:
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� Solution: promoted post:
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Facebook Advertising
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• Used to send 140-character messages;
� Very good engagement levels
• Limited advertising opportunities;
� Sponsored tweets are expensive
� Paid-for tweets by celebs need to be declared
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� Paid-for tweets by celebs need to be declared
• Great viral potential;
� Twitter Retweets are more powerful than FB likes
� Media pay more attention to what happens on Twitter
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Twitter tools
• Main Twitter account
• Hashtags: #paralympics #justinbieber #followfriday
• Following the right people
• Engage with followers
• Average half-life of a tweet: 18 minutes****
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• Average half-life of a tweet: 18 minutes****
**** Source: http://www.seomoz.org/blog/when-is-my-tweets-prime-of-life
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• The most popular ‘business’ social network;
� Users create profiles which are more or lessextended CVs
� Connect with (former) colleagues & business associates
� Share updates
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� Share updates
� Get recommendations & recommend others
• 150m users (May ‘12)
• Primarily used for business networking;
� Groups
� Events
• A popular tool for recruiters
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LinkedIn for business
• Company page;
� Showcase products & services
� Add employees
� Post updates
� Advertise jobs
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� Advertise jobs
� Get recommendations
• Advertising;
� Targeted ads
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• Social image/video sharing network;
� You can upload (‘pin’) photos & videos
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� Like & Re-pin others
� Comment on pins
• 23 million users (Aug ‘12)
� 97% are female
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How blogging can help your business
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What Is A Business Blog?
What it shouldn’t shouldn’t shouldn’t shouldn’t be;
• Dull corporate news
• Press releases
What it should should should should be;
• Interesting articles about your industry
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• Interesting articles about your industry
• Background about current affairs relating to your industry
• Stories about the personalities in yourorganisation
• Write-ups of events you attended
• Resources you want to share
• Etc…
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Others Do It, Why Should You?
• Differentiating your business and services
• Attracting prospects and developing new business opportunities
• Helping to enhance and build your visibility and brand
• Positioning yourself as an expert
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• Positioning yourself as an expert
• Improving internal communications
• It will act as a central element to SEO
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Ok, But What Are The Advantages?
• Develop your position and reputation as an expert
• Create a real dialogue with those who matter
• Lead generation
• Brand Awareness
• Educational marketing
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• Educational marketing
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How do I start?
• What do you want to do with your business blog?
• Who is your target audience?
� Make it local
• What results are you looking to achieve?
� Reputation / brand awareness
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� Reputation / brand awareness
� (Online) Enquiries
• How will it integrate with your othermarketing activities?
• Who will be blogging and how often?
� Content calendar
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Corporate blog examples:
• Denman:http://www.denmanbrush.com/ownyourstyle/
• GCD Technologies:http://www.gcdtech.com/blog/
• Brix Workwear:
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• Brix Workwear:http://www.brixworkwear.com/uk/blogger/
• Emo Oil:http://www.emooil.com/category/blog
• Pierce Communications:http://www.piercecommunications.co.uk/blog
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Legal blogs:
• Baby Barista:http://www.babybarista.com/
• Law Actually:http://lawactually.blogspot.co.uk/
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http://lawactually.blogspot.co.uk/
• Charon CQ:http://charonqc.wordpress.com/
And many, many more…
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Final thoughts on blogging
• Legal profession already has a strong blogging community, so the appetite for it is there.
• If you’re going to do it, do it properlydo it properlydo it properlydo it properly.
• Keep it fresh, keep it regular, keep it interesting and it will become a great asset.
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become a great asset.
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Web Strategy – tying it all together
Copyright. All Rights Reserved Pierce Communications. 2012
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Four Steps to a Successful Digital Marketing Strategy
1. Goals & Objectives
2. Audience, channels, and tactics
3. Activity Calendar
4. Measure & Analyse
Goals& Objectives
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4. Measure & Analyse
Audience, Channels,
Tactics
Activity Calendar
Measure &Analyse
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Goals & Objectives
• What are you trying to accomplish?
� More sales?
� More brand awareness?
� Better bargaining position?
• How do you define success?
Goals& Objectives
Audience, Channels,
Tactics
Activity Calendar
Measure &Analyse
Copyright. All Rights Reserved Pierce Communications. 2012
• How do you define success?
� Website visits?
� Number of Likes/Followers?
� Engagement (comments/likes/retweets)?
� Online enquiries?
• Determine KPIs and targets
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Audience, Channels, and Tactics
• Who are you trying to reach? - Audience
� End customers? Retailers?
� Define your target market
• How can you best reach them? - Channels
� Research your target audience
� What online channels do they use?
Goals& Objectives
Audience, Channels,
Tactics
Activity Calendar
Measure &Analyse
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� What online channels do they use?
• How to best engage with your audience – Tactics
� Select the channels that match your audience & targets;
�SEO
�PPC
�Social
�Etc…
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Activity Calendar
• Optimise existing digital assets;
� Website / blog
� Social media accounts
� Multimedia (video, images, etc)
• Create content to engage your target audience;
Goals& Objectives
Audience, Channels,
Tactics
Activity Calendar
Measure &Analyse
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� Find out what they like & respond to, and do that. Lots.
� Ensure recurring engagement
� Keep your target KPIs in mind but don’t get too pushy
• Regular content calendar to ensure constant activity;
� Schedule posts in advance (weekends, holidays)
� Align with offline marketing activities
� Product launches, store openings, etc
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Measure & Analyse
• Analytics to determine what works &what doesn’t.
• Web Analytics;
� Google Analytics
• Social Media analytics;
� Facebook Insights
Goals& Objectives
Audience, Channels,
Tactics
Activity Calendar
Measure &Analyse
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� Facebook Insights
� Twitter metrics (Twittercounter/Tweetstats)
• Business analytics;
� Sales
� Brand perception
• Use these insights to optimise your campaigns
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Questions?
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Questions?
[email protected]://twitter.com/badamshttp://www.piercecommunications.co.uk