marketology social media masterclass presentation
TRANSCRIPT
Loredana Baranga @MarketologyUK
#WorkSmarterOnline
Social Media Masterclass
While we wait for the session to start
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§ Please introduce yourself (Name, Company, Job role)
§ How are you currently using Social Media plaAorms?
§ What are you hoping to learn today?
Learning from each other
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• Share examples of your success (and challenges!)
• Ask as many quesIons as you need
• Carry the collaboraIon/partnership outside this event
IntroducIons
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§ Chartered Marketer § With a passion for Social Media
§ Founder of Marketology § Helping SME’s and solopreneurs outsmart online their compeIIon, influence and communicate beQer
§ Focusing on teaching and consultancy
IntroducIons -‐ Marketology
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§ Mixing the right ingredients for the right customer base
§ Markelology’s ambiIon is to simplify social media for it’s customers
§ Our brand essence is ‘bringing businesses to life’
§ We offer services such as: • Social Media MarkeIng • SEO • Wordpress websites
Marketology – what makes us different
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§ We work alongside our clients § We digitally empower clients so that they are confident to deliver solo when required
§ Clients include small businesses and solopreneurs
Topics covered
First Session Ø Intro to Social media
ü Planning, planning, planning ü 4 E’s model of Social Media
Ø Facebook
Ø TwiAer
Ø 11:30 – 11:50 Coffee break
Second Session § Pinterest § Instagram § LinkedIn § Google+ § YouTube § Other PlaPorms
ü Periscope ü Snapchat ü Vine
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What is Social Media?
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Benefits of Social Media MarkeIng
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Where are you now?
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Your Brand
Where are you now?
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ANALYSE Do you test what’s working and what is not working on your business pages?
What do you want to achieve?
PLAN
ENGAGE
Think of your objecIves before diving in
Research what’s being said and by whom?
LISTEN How do you engage?
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Source: Carvill M., Taylor D. – The business of being Social, 2013
4 E’s Model in Social Media Educate • Focus on providing valuable informaIon to your
clients that helps them understand what you offer
Empower • Make your audience feel empowered • Provide simple Ips and tricks that help your
audience.
Entertain • We socialize on social media! • Create content that helps your audience to
unwind and just a simple picture, infographic or video can take a dry and boring status update to the post of the week
Engage • Create content that requires your audience to
give you feedback, leave comments and express their opinions
Educate
Empower
Entertain
.
Engage
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Content Hub
Your brand What can great content achieve
• Educates customers
• AQract new leads
• Establish your credibility, trust &
authority in your market
• Tells your story
• Brings leads to the sales funnel
• Builds Buzz via Social networks
• Build a base of fans and inspire them
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Content Hub
How to start building a community
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Content Hub -‐ Schedule a calendar • Schedule a calendar of events to create content around (See the resources hub on Marketology website or Marketology Hubbub Facebook Group)
• Include industry events • Fun ideas: hQps://twiQer.twimg.com/OwnTheMoment
• hQps://www.daysoiheyear.com/ • DaysoiheYear www.daysoiheyear.com
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Customize your social media wriIng
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• Facebook’s target audience: Ø Facebook is a more personal social network Ø Facebook has strong and dedicated communiIes which have a strong sense of belongingness
• TwiAer’s target audience: Ø Precise and to the point messages Ø Links which they can refer to Ø Using Hashtags to target group related discussion
• LinkedIn’s target audience Ø It is a network for working professionals Ø People search for new job and career opportuniIes on LinkedIn Ø Post which help people in their careers Ø Post related to industry specific topics
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Source: hQp://socialmediaweek.org/blog/2015/06/content-‐facebook-‐twiQer-‐linkedin/
Gemng the basics right on all plaAorms
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Admin tools
This Week
stats
Gemng the basics right on all plaAorms § Make sure you have your About Us secIon is filled in
§ Include key words and hashtags § Include your URL § Provides a snapshot of your brand § Have the same cover and logo across all plaAorms
§ Get your branding right www.marketology.me
About us secIon
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§ What you do
§ Your USP
§ Offers
§ IncenIves
§ Draw aQenIon to your Ø apps/videos/compeIIons/sales
# # # # # # # # # # # # # # #
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# Hashtags • Use them in moderaIon, no more that 1-‐2 #’s per post
• Is a great way to get aQenIon
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Why should you use Facebook
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Recent changes to Facebook • Organic reach conInues to fall
• Ad opIons increase, account structure updated
• Big push on video (high reach)
• CTA on cover image can be to “Watch Video”
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Recent changes to Facebook cont
• Clamping down on “promoIonal” content (Jan 15)
• Algorithm favouring unique content that it deems high quality
• Memes and spammy (clickbait) content penalised
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Storytell on Facebook
• The like buQon was originally to be called the ‘Awesome’ buQon
• IniIally the photo sharing was rejected § Facebook alone has 1.44 billion Monthly acIve users (Source: Facebook April 2015) Ø 1.25 billion mobile acIve users
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Facebook – Pages vs Groups
• Profiles • Pages § For 99% of brands § In-‐built analyIcs § Can adverIse Pages § Arguably beQer branded for businesses § Allow for apps • Groups
§ Member communiIes – great for Q&A, tech support § Great visibility in newsfeed § Can be closed or limit access (even enables paid-‐for access) § Searchable § Collaborate on documents
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Ways to increase engagement
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• Update your cover photo oien
• Include a CTA to your product
• Make use of #FacebookFriday tread
• Draw aQenIon to news, compeIIons, changes
Ways to increase engagement
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Ways to increase engagement
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Ways to increase engagement cont.
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• Share exclusive offers
• Run a contest
• Celebrate milestones
• Interact with other Facebook pages
• Tagging to extend reach
• Show the human side of the brand
Get the Facebook engagement going
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3 Q’s for Engagement • Use Quotes
Ø www.brainyquoted Ø www.goodreads.com/quotes Ø Use www.Canva.com Ø Picmonkey
• Use Ques[ons Ø Ask their opinion, pick their brain Ø Ask for feedback Ø IntroducIon tread i.e. where in the world are you?
• Use Quandaries
Use Facebook to build your list
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• Build an irresisIble freebie
• Create a separate signup page just for your freebie
• Shrunk the link with bitly.com
• Post a teaser everywhere
• Use Boost your post or FB Ads to promote it
Rapid Response
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• People expect 24/7 rapid response on social media. Make sure you prioriIse this channel
• Don’t post unless you have something relevant to say
• Posts with poor engagement will damage your Edgerank
• 7% of brand posts are considered spam
When to post
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• When your audience is online
• Don’t neglect evenings and weekends which are oien Imes when other brands are not posIng but users are online
• If you work in mulIple Imezones either choose a Ime to post when most of your market is online
When to post
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Edgerank
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• Every bit of FB content is known as an “edge”
• The newsfeed isn’t really a feed of news, instead it’s a chart of the most ‘important’ Edges which are determined by the EdgeRank Algorithm.
• ReacIons to the post itself also affect reach – clicks, likes, comments, shares
Edgerank loves
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§ Posts with lots of comments § Posts with lots of likes and shares § Post types that users seem to prefer more than others (e.g., photo, video, or status update)
§ Posts that reference a trending topic § Posts that receive a high volume of likes, comments, or shares in a short Ime
§ Link posts § Videos uploaded to Facebook that receive a large number of views or extended viewing duraIon
Edgerank loves more
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• Posts that tag other pages within the text • Posts that are liked or commented on by one’s friends
• Posts from pages that one interacts with oien
• Post types that one interacts with oien • Posts from pages with complete profile informaIon
• Links that have not been posted before
Edgerank -‐ Doesn’t like!
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• Frequently circulated content and repeated posts
• Like-‐baiIng • Posts that include spammy links • Posts that are frequently hidden or reported (a sign of low quality)
• Posts that contain the words “like, comment, or share”
Edgerank -‐ Doesn’t like!
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• Posts with unusual engagement paQerns (a like-‐baiIng signal)
• Posts that receive negaIve feedback categorizes as “meme content”
• Posts that are classified as memes by Facebook’s visual analysis of overlayed text on image
• Recent Update: Ø Passive fans of a parIcular Facebook page may see that page’s posts bundled together in the News Feed, such that the user would need to click a link to see more from the page
How to beat Edgerank
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• Know which types of content are allocated beQer reach Ø Links Ø Plain text status updates Ø Facebook Video
• The first few minutes are crucial so post at a good [me
• Get colleagues/friends to engage with content • Pay for visibility • Be aware of Edgerank killers – words like “Like”, “Share”, “Comment”
Choose your content wisely
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Average Organic Reach stats from a recent study by Socialbakers: • Video post: 8.7% • Status update: 5.8% • Link post: 5.3% • Photo post: 3.7% [Date Range: Oct 1, 2014 to Feb 4, 2015. Data: Sample consisted 4,445 brand pages with 670,000+ posts.]
How to create Facebook Ads
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• Ads Manager (the “naIve” ads creaIon tool)
• Mobile Ads Manager
• Boost Post BuQon
• Power Editor Plugin
20% text rule
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Power Editor
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• A Chrome app for creaIng content and ads • More control over your content • More opIons for content, targeIng and budget
• New features rolled out here first • Call to acIon buQons • MulI-‐product ads • More control over different elements
Power Editor
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• More accurate targeIng counts • Write more copy in some ad types (500 rather than 90 characters in desktop newsfeed, 110 rather than 25 in mobile)
• 16 reasons to use Power EditorhQps://thedigiteraI.com/16-‐reasons-‐us
• Helpful gemng started in Power Editor guide here hQps://blog.kissmetrics.com/new-‐facebook-‐power-‐editor/
TwiAer
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Spin your story -‐ TwiQer
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• 650 mil registered users • 302m monthly acIve users worldwide • 500 mil tweets sent each day • 14.8m UK monthly acIve users • 80% of acIve users are on mobile
• Growth is slowing considerably
Spin your story
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Use TwiQer if
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• You have frequent updates / content with a ‘Imeliness’ factor
• If customers would expect to receive service there
• If customers are themselves acIve on TwiQer • Market research or monitoring
ü CompeItors ü OpportuniIes +/-‐ senIment
ü Outreach • You’ve got something to say of actual value...
Spin your story
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Spin your story
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• Breaking news • Time-‐sensiIve comms • Consumer / follower / influencer outreach • RetweeIng your customers’ content! • Hashtags and trending topics • Social TV – tweeIng while watching telly • Customer support
TwiQer is becoming more like Facebook
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• Organic reach is appalling: way less than 5% • Increasingly pay-‐to-‐play, so bear this in mind!
• Facebook-‐esque algorithm in the pipeline
• New ad targeIng opIons, much like Facebook
• It’s even beginning to look a lot like Facebook
Remember
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• You don’t have to be on TwiQer • There are no hard rules on what businesses should or shouldn’t
• For example, Apple are generally secreIve and have nothing of real interest to tweet, so they don’t
• Focus on being smart with your resources • Use Tweetreach to find out how far your tweets travelled
Spin your story -‐ Example
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• Post [tle ‘ New blog Post’ : New blog post: A beginner’s guide to Lead generaIon with Social Media www…. o Same day as the post, same Ime
• Ask a ques[on: Are you wondering how to use #Social media to drive leads for your business? www.marketolgoy.me o Same day as post, 3 h later
• Cite a fact: 71% of adults now use Facebook Here is how to get started • Share Day aier the post
• Share a quote: Done right, Social media can be an extremely powerful tool for lead generaIon here are few Ips … o A week aier the post
• Add intrigue: See how one company generated unique leads from a single Facebook post o A month aier the post
What are TwiQer cards
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• Drive traffic to your website using o rich photos o Videos o media experience
• Add few lines of HTML to your webpage § You will need:
q TwiQer account q Mail Chimp Account q Wordpress website
TwiQer Cards
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3 types of TwiQer cards can ask your audience to do things like:
Ø Sign up for an email list Ø Register at a website Ø View and use a coupon Ø Visit a landing page Ø Install an app ...without them needing to leave TwiQer
GeneraIng TwiQer cards
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• Add tags to your website template • If you use Wordpress you can turn TwiQer cards on in Yoast plugin (free)
• If you already have Facebook Open Graph tags in your website TwiQer can use most of those (see lei)
• But twiAer:card and twiAer:site are crucial tags to include (you cannot get approval without)
TwiQer Ads
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TwiQer Ads
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TwiQer Ads
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# Hashtags
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How you can adapt a trendy #: #SomeImesYouHaveTo • A cheese shop: #SomeImesYouHaveTo eat a slice of cheddar
• A fitness club: #SomeImesYouHaveTo use sauna as an incenIve
• A lawyer: #SomeImesYouHaveTo all a lawyer to make your problem go away
Best media to Tweet
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• Tweet with naIve (uploaded) photo aQached • Tweet with supported ‘player’media
Ø Vine, YouTube, SoundCloud, SlideShareetc • Website card tweet • Lead generaIon • App card tweet
Best media to Tweet
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Source: hQp://danzarrella.com/use-‐images-‐on-‐twiQer-‐to-‐get-‐more-‐retweets.html
In conclusion
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• TwiQer allows you to iniIate relaIonships with your customer
• TwiQer sIll the only plaAorm where you can jump into a conversaIon unannounced and no one thinks you are a stalker J
• You don’t have to wait for permission to show how much you care
• You can use powerful TwiQer search engine to find people who are talking about topics
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Meerkat vs Periscope
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Periscope conInued
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Periscope
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• Launched 26th March 2015 • 1m signups within first 10 days source: (TwiQer press office)
• Currently >1.6m accounts source:(Periscope followers
• 1m Periscope broadcasts tweeted in first month vs.480k Meerkat Ø 68%male Ø 32% female
• Top 3 countries: USA, UK, Turkey
Top Ips to get started on Periscope
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• Get your bio sorted
• Have the same picture across all networks
• Pre-‐promote your broadcast
• Encourage people to view your broadcast
• Create great interesIng content that will follow the 4E’s of CommunicaIon on Social media
Let’s have a go at it!
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Periscope Top Tips
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• Title – start broadcast with a catchy Itle • Hashtags,@menIons all work • Share on twiQer, make sure you Ick the auto Tweet
• Announce your broadcast to your audience via Facebook, twiQer with a Ime and a specific date
• Tell your audience to share it online • Don’t stream copyrighted material
Snapchat
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Who is using Snapchat
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Glam it up on Pinterest
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• Launched March 2010
• 85% of users are women of which 50% have children
• Grew 379,599% in 2012
• The most repinned pin is a recipe for Garlic cheese bread
Pinterest Sharing
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OpportuniIes
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• Highly visual– can make impact • PotenIal SEO benefit • Drive referral traffic back to your site • Pinning contests to grow followers • Demographics a good fit for some brands • Reach is free but not for long
Content
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• Publish pinnable content to your content hub • OpImise image sizes in the toolkit
• Add the Pin It buQon to your website
• Adjust tacIcs weekly/monthly/quarterly to ensure they’re seasonally relevant
Pinning ConsideraIons
• Pin from website rather than upload (Image automaIcally becomes a backlink)
• 600 pixels wide minimum
• Food, recipes, clothes, weddings, art & crai are most popular
• Clean, striking product shots on(white(backgrounds(
• The most engaging clicked images are the long ones
• Don’t skimp on capIons ü Use all appropriate hashtags ü Keywords preferably near the beginning ü This is how your pins are discovered in searches ü Don’t just copy and paste from product pages (this will kill your SEO
Pinterest CompeIIon
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ASOS
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ASOS
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ASOS
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Pinterest Ips
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• Pinterest focused emails encourage others to share your content and reach a broader audience
• Feature images from popular pins in your emails
• Include clear calls to acIon such us: ‘Follow as on Pinterest’ or ‘Give it a Repin’
Rich Pins
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Create Art on Instagram
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Instagram -‐ Enagagement King
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Top Ips for engagement on Instagram
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• Make it ‘Instagram’: Instagram is more arIsIc, not commercial
• Reach the Instagram generaIon: the kids will
• be on instagram, their parents on Facebook
• Go crazy with your ‘hashtags’
• Become Explore Worthy
Instagram basics
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Use filters
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• Can make a dreadful picture look OK
Instagram basics
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• Hootsuite now works well with Instagram • Want to use images on your computer? Upload photos form Mac or PC using www.bluestacks.com
• IFTTT is my top tool for auto sharing from Instagram into Facebook and TwiQer www.iiQ.com ü It’s free!
Google +
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Google +
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3 types of Google profiles
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• Googe + Profile
• Google + Local Pages
• Google+ Brand Pages
Is there a future for G+
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• Pleanty of scope for organisaIons to improve their SEO
• G+ is here to stay • Claim your G+ local or brand URL • Repost exisIng content used on other networks
• Feed some content every 48-‐72 hours (min)
Where is YouTube Simng
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Why YouTube
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• YouTube is seen as the ‘coolest’ Social Network by teens
• Is the second biggest search engine aier Google
• YouTube is the largest Social Media Network by unique visitors
• You tube outperforms Facebook and Pinterest for aQenIon and retenIon
• Video should be considered are a medium to grow your brand
Why YouTube
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• Make videos people actually want to watch
ü Useful
ü Unique
ü EducaIonal
ü Entertaining
ColaboraIon works best on YouTube
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Why collaboraIon works
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Other forms of Video
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Short form of video
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Vine
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• #LowesFixInSix • hAp://www.adweek.com/news/adver[sing-‐branding/ad-‐day-‐lowes-‐back-‐more-‐charming-‐and-‐useful-‐fix-‐six-‐
vines-‐161174) • hAps://youtu.be/N3bFr97PI6M
Vine
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• Vine plays really nicely with TwiQer • Vines auto play and loop in the TwiQer Imeline
• Provides some rich media content that can liven up a dull Imeline
• Vines are super simple to create • You can download and repurpose Vines to other plaAorms such as Facebook
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• Follow the usual Social media rules • Complete your profile(s) • Post at sensible Imes • Don’t spam newsfeed • Add value–don’t be spammy /salesy • Answer quesIons, ask quesIons • Vary your content type Keep updates and profiles updated
• Chase followers on and off the plaAorm “Let’s connect”
Final thoughts
• Be where your customers are
• Be consistent & persistent
• Be smart with your resources
• Be on your guard for rapid changes
• Build your owned media (your content hub: website,
blog) don’t build your business on rented land
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Thank You, Good Bye!
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Keep in touch!
@MarketologyUK
MarketologyUK
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Any Ques[ons?
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Thank You, Good Bye! Thank You!
Please complete feedback forms
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References www.cim.co.uk
hQps://conversaIonprism.com/
www.socialmediaexaminer.com
www.socialbakers.com
www.socialmediatoday.com
www.globalwebindex.net
hQps://blog.kissmetrics.com/social-‐media-‐by-‐demographic/
hQp://www.forbes.com/sites/kevinharrington/2014/05/07/5-‐real-‐ways-‐to-‐leverage-‐social-‐media-‐likes-‐are-‐not-‐profit/
hQps://about.twiQer.com/company
hQp://danzarrella.com/use-‐images-‐on-‐twiQer-‐to-‐get-‐more-‐retweets.html
hQps://thedigiteraI.com/
www.facebook.com
www.twiQer.com
www.pinterest.com
www.instagram.com
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