social media marketing for the veterinary industry - veterinary marketing association
TRANSCRIPT
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w: JonnyRoss.com e:[email protected] tw: @jrconsultancy t: 0113 320 21 21
Social Media Marketing for the
veterinary industry by
Jonny Ross
#VMASocial@JRConsultancy
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w: JonnyRoss.com e:[email protected] tw: @jrconsultancy t: 0113 320 21 21
What we will cover …
• Why social media is important• The key media – LinkedIn, blogs, Twitter,
Facebook• Networking principles• Great case studies• Strategic social media• Tips • Strategy and actions for your business!
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Work with a partner
What are you key business goals?
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Search Engine Optimisation
• Create great content• Ensure this content is accessible to search
engines.• Make pages unique and relevant• Make the content popular
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On Site
• Keywords• Content• Technical Aspect• Usability
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Off site
• Relevancy• Links• Reviews• Reputation
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SEO Audit
• Onsite coding • Usability audit (usertesting.com)• Site Speeds and performance• Keywords• Offsite Work• Ranks and Reporting & Traffic analysis
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Work with a partner
Who are your target audiences?
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How do people use Twitter?
- Are 3 times more likely to follow brands than Facebook users- Are twice as likely to purchase from a brand than Facebook users
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Twitter vs. Email and Facebook
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Why do Twitter users engage with brands?
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Twitter Phrases
#
RT
MRTBit.ly
#ff@
ListsModified Retweet
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Why I use LinkedIn
• Business development and opportunity generation.
• Because it’s where the people are.
• Convenient tool to make and manage connections.
• Handy way for me to stay in touch with my network
• Increases my knowledge.
• Improves my search engine optimisation.
• Oh I get 30% of my business from it!!
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Optimising your profile• Make sure your public profile setting is set to full view.
• Include everything you do in your profile – plus your past companies, your education, and activities.
• Give your profile a custom URL (your name).
- From this: http://www.linkedin.com/profile/view?id=34305911
- To this: http://uk.linkedin.com/in/jonnyross
• Include the link to your profile in your e-mail signature.
• Link to your website and blog for enhanced SEO.
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Optimising your profile
• Link to your websites for enhanced SEO.
• Three quality backlinks.
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wm5.walmart.com/walmart-moms
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https://www.youtube.com/watch?v=dK-dItBgfuM
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How to create an Editorial Calendar?
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Editorial Calendar sounds so complex…• People think it needs to
be fancy and detailed
• Two advantages; planning and accountability
• There are lots of ways to create an editorial calendar, but let’s keep it simple
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Step 1: Make a list of key dates for the year
• Product launches• Events / trade shows• Marketing campaigns• Promotions• Holidays• Sporting events• Key milestones• This date in history• TV Programmes• National Days / Weeks• Charity Campaigns• National Competitions• Film Release Dates
• Themed months?• Patterns ( 4 blogs and 1 case study per
month
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Step 2: Add these to your Roadmap
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Step 3: A comprehensive list of all your products and services
• Do any of the products and services fit nicely with your roadmap so far?
• Split them evenly throughout the year
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Step 4: Open a Google Spreadsheet• Sole Trader or maybe 4 staff..? • Use Google so it’s easy to share and update• Everyone with permission can have access• It’s a live spreadsheet
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Twitter – The basics of your profile
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#• Events• Conversation• To appear in
search• Relevancy• Twitter hours
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@Dominos_uk #letsdolunch
Twitter Campaigns
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Things to remember about Twitter Campaigns
• Content is King• Engage with your audience• Always try and encourage engagement• Create your own personal hashtag• Whatever your response, always act professionally
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It’s all about the content!
• Images, logos, links, videos• Use Twitter as part of your online marketing strategy• Use for content from your campaigns/strategies• Mentions, hashtags, use @ to tag other users• Need to know when to upload content, what content achieves best engagement and what works best for you and your business
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Strategy
• What do we want to achieve?• Who are we targeting?• What keywords do we need?• What image – photos?• What experience?• How will we measure success?• Audience – Are they on Twitter?• Key messages & phrases – Defined• R.O.I
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How to manage your Twitter account
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• Make the most of profile and header images, incorporate products/services as well as your business logo
• Include keywords in your bio description as well as your business website URL and contact information
• Include your twitter name wherever possible, on your website, on business cards, on other social media profiles
• Vary your content
So there you have it, everything you need to know about using Twitter for business
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Work with a partner
What do you want to achieve from Twitter?
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What LinkedIn describes as your ‘Network’
Connections of the Connections of your Connections
Your Connections
Connections of your Connections }
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In this room, who has ...
• A Solicitor in London?
• Contacts at PwC?
• Retailer in Australia?
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Winning business from LinkedIn
• Joined groups• Got involved • Networked• 30% of my
business now comes from this group
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• Powerful search engine
• Keywords in profile
• Strategic searches for sales
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To be found – 100% complete; Summary
– Your industry and location– An up-to-date current position/job
(with a description)– Two past positions– Your education– Your skills (min 3)– Photo– At least 50 connections
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How to increase your network
• Same group• Common interests• Common connections
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Make a connection, then stalk their list!
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Look at contacts via Companies
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Recommendations/Endorsements
• Accessed via a direct link on your profile and links under each of your previous roles or activities.
• Useful because they engender trust.• Excellent for improving SEO
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Endorsements
• http://podcast.ft.com/index.php?pid=1937
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Recommendations/Endorsements
• People will request recommendations from you. The test here is would you give them a reference offline for a job? Or for a tender?
• Only request a recommendation if you think you deserve one.
• If someone does recommend you, you can reciprocate, but wait until the next day, otherwise you might appear in the same update stream and this can look contrived. Think about the time of day you accept one too!!
• Don’t be afraid to turn down a request for recommendation, but do it kindly and with positive attitude.
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Groups
• How to find the right group• Email Settings• Promotions• Search• Members• How to get the most out of them
– Listen– Add Value
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Company Pages
• Great for SEO• Great to get onto peoples homepages
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Work with a partner
What do you want to achieve from
LinkedIn?
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To win business …
• 100% complete LinkedIn profile• Keywords to be found in searches• Build relationships• Use LinkedIn to support targeted sales• Be yourself as you would offline• Be useful pass on information, help people• Become a trusted contributor in groups
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Ask yourself questions
Know your customers
• Where do they spend their time online?
• What products do they buy?
• What services do they use?
Know your products/services• Are they the kind
people would discuss in a forum?
• Are they suitable for a Facebook / Google Advert?
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Back to the beginningTop tips…• When setting up your Facebook page, request
your address to include your business name, for example, https://www.facebook.com/jonnyrossconsultany
• Think about who you want to attract and what you want your page to say about your business
• Complete all profile information• Choose a profile picture that makes sense, for
example your business logo
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Back to the beginningTop tips…• Make use of the app thumbnails• Take your time to study Facebook • Facebook audiences often engage with posts
more if there are images or links attached• Go for what works…but don’t be afraid to
switch it up!• Track your Facebook from day 1• Choose an engaging cover photo
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Cover photos – which one to use?
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Cover photos – which one to use?
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Cover photos – which one to use?
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Cover photos – which one to use?
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How to get started and become an active business user
1. Start posting• This may seem obvious, but it is crucial that once
you have made your page you begin posting – people will not interact with an empty profile!
2. Look at your other social media sites for help• Looking at your Twitter/Instagram/Google+/Blog
can help you when starting your Facebook page. If you do not have other social media profiles, look at other small businesses and see what works for them.
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3. Network• Reach out out to other local businesses in your
area, reliable clients, employees, look for every opportunity to make engagements with other business profiles – just make sure they are relevant!
4. Advertise your Facebook page• Put it on your website, use other social media
profiles, write a blog – do whatever you can to inform audiences that you have a Facebook page and encourage them to like it.
How to get started and become an active business user
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5. But most importantly create great content!
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Facebook B2B Study
What gets likes?
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Creating a Facebook campaign…
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Diesel brings Facebook to life
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Corona Light
http://www.youtube.com/watch?v=utPtqdPjqwY
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Dove Soap
https://www.youtube.com/watch?v=XpaOjMXyJGk
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Cadbury’s Chocolate
https://www.youtube.com/watch?v=uHtDRw4ujYw
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Facebook for SME’s
Simply Business
• Link• Picture• Human interest• Customer
Competition
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Virgin Media Pioneers
• Tag yourself CTA• Inspirational
message • in a picture
Facebook for SME’s
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• CTA• Nostalgia• Images• Link
Facebook for SME’s
Caterpillar Inc.
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UPS• Human
interest story• Photo• Link• CTA• Competition
Facebook for SME’s
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Facebook for SME’s
Screwfix• Brilliant use of
humour to create engagement with their audiences
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How to analyse your use of Facebook
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How to get more likes and engagement on
Facebook?
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• Understand the importance of engagement
• Encourage audiences by using CTA – Call To Actions
• Use images that are thought provoking or will strike a chord with your audience
• Don’t be afraid to ask questions
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But most importantly….• If something creates engagement, act
upon it! >Was it the time you posted it?
>Was it the image?>Was it the link that accompanied the post?>Was it the question that you asked?
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Work with a partner
What do you want to achieve from
Facebook?
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Vine campaign ideas
• Product Launch / Rebrand• Virtual Tour of your Building
or Team Office• Build Brand Equity
(Urban Outfitters)
• Run a Competition (Doritos)
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Vine Ideas
• UnBox Competition from ASOS
• Show Company history - Gap
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Instagram Ideas
Dunkin’ Donuts#DresseDD
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Macallan Whisky #meandthemacallan
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Who is running great integrated social media campaigns?
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Thought Leadership Blog
“A thought leader is a person who identifies trends, common themes and patterns within a
particular industry or functional area of expertise to help others identify new
opportunities or solutions for growth.”
Glen Lopis, Forbes
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Social Monitoring/Analytics/Automation
• Google alerts http://www.google.com/alerts• Socialmention http://socialmention.com/ • Twilert http://www.twilert.com/ • Mention https://mention.net/
• Google Analytics https://www.google.com/analytics/web/• Twitonomy http://twitonomy.com/• Socialbro http://www.socialbro.com
• Dlvr.it http://dlvr.it/
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Types of content• Blogs• Interviews• Case Studies• Reviews• Experiences• Trends (google trends/trendsmap)• Vlogs• Infographics• Lists• Content series• White papers• How to guides
• Surveys/ Polls• Podcasts• Top comments• Quizzes• Checklists• History timelines• Industry / events roundups• Competitions• FAQ’s• eBooks• Day in Life• Seasonal Advice
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Work with a partner
Social Media Goals
• Connect or follow 5 target audience a day for next week
• Listen in 3 new LinkedIn groups• Start a discussion in a group• Write a blog
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And I can help you…
• Research your keywords• Create and help write a blogs• Train teams or individuals on
LinkedIn/Twitter/Facebook/Google Plus• Use LinkedIn for sales targeting …. And of course, SEO/websites!
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Challenge Me?
Does anyone want to challenge me, does anyone think this is all a load of nonsense?
It’s time for questions
• For Tips, Tricks and more free advice Subscribe to my blog at JonnyRoss.com
• Carry on the conversation with me on twitter @jrconsultancy