sleeping giant media - summer series 2 of 6 - digital marketing essentials

Set up in 2008/9 PPC, SEO and Social Now 29 people

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk

GiantSleeping

mailto:[email protected]

http://www.sleepinggiantmedia.co.uk

t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

The summer series

- Talks will be running every month over the summer

-Completely free

-Covering various areas around digital marketing

-Next month is on the 26th of June and will be more focused around SEO and PPC

- Please use social throughout!

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https://adwords.google.com/professionals/profile/org?id=017702451200549020354








Introduction - Part 1

- Part 1 - @GlobalMcCann

- Why social media matters

- State of the media landscape

- Why customer complaints on social aren’t bad

- What tools you can use to help you effectively run your social media

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Part 2 - Introduction

-Part 2 - @AnthonyKlokkou

-What are the SEO impacts of Social media

- Planning your content topics to share on social

- How video can drive customer engagement

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Digital Marketing Essentials !#gianttalks @GlobalMcCann @AnthonyKlokkou

Digital Summer Series - 2 of 6

Why Social Media is Important to Your Business May 2014

Why does social media matter?


Why social media matters

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“Social media is happening now, not something that’s going to

happen in the future.”











Why social media matters - where do I start?

- Choose the appropriate channels

- Dedicate time to social media

- Add brand imagery/visuals that supports your offering and is consistent with your overall marketing strategy

- Increase followings (follow partners, suppliers, customers, journalists)

- Build up content and start posting

- Use free tools to monitor channels and track success

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Which social media platform should I choose? It’s really important to choose social platforms that suit your business and that match your objectives of using social in your marketing strategy.

- Facebook: Increase awareness of your brand.

- Twitter: Easier to gain a following, but the followers are not as targeted as they are on Facebook. Also, great for events.

- Google+: Can improve your search engine ranking.

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Why social media matters - channels

Statistics via saga.co.uk










http://saga.co.uk


!

- LinkedIn: Business leads, “resume for your business”, recruitment.

- Pinterest: Great for visually appealing products.

- YouTube: Video sharing social media site. Links to these videos can be shared across all of your profiles.

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Why social media matters - channels











Why social media matters - marketing strategy

Social media should be a part of your overall marketing strategy. Here are a number of ways how you can use social media to support your marketing efforts:

- Buzz monitoring (trends, hashtags)

- Crisis management (handle complaints)

- Customer service/CRM (interact with current & future customers)

- Digital PR/SEO (brand image/website ranking)

- New product development (generate ideas/ new opportunities)

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Why social media matters - benefits

Social media allows your business to:

- Increase brand awareness

- Facilitate word of mouth marketing (customer recommendations, reviews, photo and video shares)

- Communicate with your customers and potential customers

- Increase customer loyalty

- Builds consumer trust

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State of the media landscape


Social media landscape - statistics you should know in 2014

- 57% of small businesses use social media to support their marketing efforts.

- 72% of all internet users are now active on social media.

- 18-29 year olds have an 89% usage.

- 71% of users access social media from a mobile device.

- Google+ is growing at 33% per annum.

- Visual networks to watch; Pinterest and Instagram.

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Statistics via sage.co.uk, jeffbullas.com & Search Engine Journal










http://sage.co.uk

http://jeffbullas.com

Crisis management


How to handle complaints

5 tips for handling complaints

- Be prepared (responses, identify team/person responsible).

- Determine the type of complaint (product related, constructive, deliberate).

- Offer a timely, legitimate public apology. Let people know that their feedback is important.

- Move the conversation to a private place.

- Follow through (replace faulty product/offer discount).

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Statistics via @eskimon











How to handle complaints - examples

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- Complaint: Innocent drinks smoothie in date but gone off.

- Response: Apology and acknowledgement. Replied within the same day. Provided an email address (taking the conversation to a private place).

- Customer response: Satisfied with response and emailed address provided.

- Sainsbury’s response: Acknowledged tweet and maintained a positive tone of voice.











How to handle complaints - example

- Complaint: Call to Virgin Media about increase in bill and received no notification.

- VM Response: Acknowledged tweet and asked “How can we assist?”

- Customer asked for contact details.

- Virgin Media provided link to contact form.

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What tools can you use to help you effectively run your social media


Social media tools

Hootsuite

- Free plan

- Monitor profiles

- Schedule posts

- Manage a team

- Assign tasks

- Create basic reports

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Social media tools

Sprout Social

- For profiles that are performing well and that have a good level of engagement.

- Plans start from £34.

- Manage team

- Generate reports

- Publish and respond to posts

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Social media tools

Social Bro

- Twitter follower management tool (monitor, identify, statistics)

- Various plans, starting from £8.

- The majority of social tools have a trial option.

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Social media tools

- Free photo editing tools. Make small edits that really make a difference to your photos.

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ipiccy.com

picmonkey.com










Part 2 SEO impacts of social


Why social matters for SEO

- SEO is all about a sites value and relevancy

- Links, content, on-page signals, etc…

- How can Google determine emotion and engagement?

- How could Google determine the users perceived value of a site/content?

- How could Google deal with brand and identity?

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SEO











What does social give Google?

- Social signals!

- Engagement & sentiment from the user

- Engagement is key

- Not just likes and followers

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What does this mean?

- Search engines can tell how successful your content is

- Are users engaging with it?

- Are brands engaging with users?

- Search has a platform for personality and perceived emotion!

- Social media presents an opportunity to talk to and engage with your potential customers

- This is what the search engines are looking for

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How can this hep website owners?

- In basic terms;

- Increased social engagement impacts SEO rankings

- Driving up positions

- Leading to more visitors

- And more customers

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Where does this engagement come from?!

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“Where do I start?”

“Can’t I just Tweet?”

“No-one’s engaging with me!”










Planning content for social


How to plan for social - who

- Who do you want to be engaging with?

- Define your target audience

- Start thinking about their interests and motivations

- For SGM

- Business owners

- Marketing managers

- New to search marketing

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How to plan for social - who

- Once you have decided on a target audience you need to research 2 key points?

- What would they be interested in

- Who are their relevant key influencers

- For SGM

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Interest Topics Key Influencers

Business Owners Driving revenue through search, Low cost search solutions

@ukstartup, @kentbusinesses, @invictachamber

Marketing Managers Customer acquisition using PPC, How to engage with YouTube

@ppchero, @sejournal, @marketingland

New To Search What is PPC? What is Search Marketing and how to use it?

@googleanalytics, @moz, @adwords











- Start building out the content plan

- Creating content ideas

- Considering audience & influencers

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How to plan for social - content











- Create the content!

- Seed the content

- Use it as an opportunity to engage followers/influencers

- Re-use the content, don’t post and forget!

- Re-task the content

- Always think about the benefit to your target audience

- Be topical/current

- Don’t forget mobile

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How to plan for social - execution











- Don’t forget to be yourself

- Bring your brand and personality

- Consider your values

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How to plan for social - personality










Video engagement


Benefits of video

-Engaging

- Personality

- Brand

-Consumable

-Low Cost

- SEO

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Common mistakes

-Length

-Graphics

- Self Promotion

-Call to action

-No story/flow

-Poor sound

- Poor lighting

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Video for engagement

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- The content rules apply

- Keep it relevant and topical

- Use it to engage with questions/conversations

- Do introduce your personality!

- Keep it concise!

- Potentially break videos down into bite-size chunks










Thanks for listening, any questions? !

Next event 26th June How to use SEO and PPC to increase sales !This presentation will be sent out to attendees