1. How To Use Social Media For Your
Relocation Professionals
Lynsey Sweales
SocialB Ltd
@lynseysweales
Online Marketing & Social Media Experts
2. What you will leave with today?
The four key areas to build social media success
What social media platforms you should be using as
a relocation professional
Tips on using social media as part of your every day
business
Online Marketing & Social Media Experts
3. Social Media in the UK
About 73 percent of UK Internet
users interact on social media
platforms
Online Marketing & Social Media Experts
4. How it relates to business
Businesses can – and do – use social media. For every major
business function of every organisation, there is an equivalent
social media function:
Research=Listening to the conversations people have with each
other to understand their wants and needs
Marketing=Talking in the conversations people have with each
other to spread messages about your company and products
Sales=Energising customers to sell you by finding your most
enthusiastic customers/employees and supercharging them online
Support=Supporting customers to support each other by setting
up tools that help them do this
Development=Embracing customers to work with each other by
integrating them into the way your business works
Online Marketing & Social Media Experts
5. The four key S’s to social media success
Strategy
Social
SEO (keywords)
Search
Online Marketing & Social Media Experts
7. Social Media Strategy
Without a plan you plan to ……..
What does success look like?
How has your business become successful? With a
plan/strategy by any chance??
Q1 “What do we want to achieve
with our social media activity?”
Online Marketing & Social Media Experts
8. Social Media Strategy
Your overall objectives will inform what you do in social media
in terms of:
Who you want to connect with
What content you share
How you interact with people
How often you need to interact with people
How you want to influence people to act
Online Marketing & Social Media Experts
9. Social Media Calendar
In social media, it’s key to Do Something Every Day!
When you create a new blog post, tweet about it!
When you attend an event/show/networking follow up
with someone you met by connecting with them on Twitter
and or LinkedIn.
Read any interesting blog articles? See a good video on
YouTube? Tweet about it.
Online Marketing & Social Media Experts
10. Measure, Measure, Measure!
Google analytics
Hootesuite/Tweetdeck
Sproutsocial– all in one place!
- social traffic overlapped with web
- audience demographics
- who you are engaging with
Online Marketing & Social Media Experts
13. Social - Two-way communication
The key feature that
differentiates social media
from traditional media is its
facility for two-way dialogue
This brings with it a number
of important advantages:
More powerful engagement
Improved recall
Active involvement
Participative for both parties
Make this principle core to a
social media strategy
Online Marketing & Social Media Experts
14. Social - Two-way communication
Engage with your target
audience (whether they
are journalists other
businesses or other key
groups)
Help people if you know
the answer or a contact
for them
Share useful information
Online Marketing & Social Media Experts
16. SEO
Search engine optimisation
Search engines index websites & social media
platforms
Google, Yahoo, Bing have to decide what answers to
give people
SEO = having the right keywords that people search
on
More on this in relation to social media later
Online Marketing & Social Media Experts
17. Where to go keyword digging?
Use www.googlekeywordtool.com
Use the search engines and their predictive text
If you pay for advertising on Google adwords note
these down
Use your Google Analytics data (keyword source)
Google Insights Trend tool
http://www.google.com/insights/search/
Online Marketing & Social Media Experts
19. Google Keyword Tool
Note down longer keywords i.e. properties for sale by
the sea / houses with land – great tip later!
Think like a client! Ask friends / colleagues what they
would type in
What locations do you cover? City, rural, county, etc
Set up an excel sheet with keywords/keyphrases so they
can be used across all your online areas
(twitter/linkedin/Google local places, website)
Review every two to three months if you get the chance
Online Marketing & Social Media Experts
20. SEO friendly Twitter
These Bios contain relevant keywords and info
The locations they cover
What services they provide
Why you might want to contact them
Online Marketing & Social Media Experts
25. Great Social Media Tools for Search
Hootesuite/Tweet Deck/Sproutsocial
Use to set up streams to target your audience
Use for lists – great way of staying in touch with
people (Twitter)
Scheduling – but don’t get in that trap apart from
blog posts etc
Measuring – all have a stats section
Online Marketing & Social Media Experts
26. Search - Twitter keyword examples
Two examples of searching the right keywords
By setting up a search for Norwich and
holiday this type of information will be
ready for you respond to
key targeting but potential great results
Online Marketing & Social Media Experts
27. What Social Media Platforms to use?
Online Marketing & Social Media Experts
28. Relocation professionals– key platforms
Twitter
LinkedIn
Blog (if you have time)
Google+ (be aware & start using before your
competition do)
Online Marketing & Social Media Experts
30. How to get ReTweeted
Some types of Tweets get ReTweeted more often than others:
Calls to action (as in: “pls RT”), while they might sound cheesy, work
very well to get ReTweets
Timely content such as latest news gets ReTweeted a lot
Self-reference (Tweeting about Twitter) works
Lists are very popular
People also like to ReTweet blog posts
Much like success is said to breed success ReTweets will breed
ReTweets
Online Marketing & Social Media Experts
32. Example of Twitter Lists
Twitter Lists
Great way to organise your Twitter
Account & stay on top of
organisations, people you want to
watch & respond to
Think about using them for:-
Clients, suppliers, journalists, etc
Also – the more lists you are in the
more credible you are seen to be in
Twitter’s eyes!
Online Marketing & Social Media Experts
33. Listorious
Listorious is excellent
Listorious is not only a directory
where you can add and promote your
List, but it is a great source of
inspiration to help you create your
own
It also holds lots of really useful
information in terms of other useful
lists, for example: http://listorious.com/
UKMPs - UK Members of Parliament on
Twitter
Online Marketing & Social Media Experts
35. Participation - Hashtags
People often use hashtags to find information about specific
subjects, so if you use hashtags, they are more likely to find
you via that subject. Hashtags are therefore a great way to
extend your reach and get more followers in a meaningful
way.
There are a wide variety of already established hashtags, and
new ones being created daily, that you can utilise
You need to be careful, however, that your use of hashtags is
consistent with both your brand and the tag itself
Online Marketing & Social Media Experts
36. Hashtags
Location #Norwich (think city rather than county)
Keywords #property, #economy
Trending topics – that are relevant!
Three per tweet maximum
Not every tweet has to have hashtags
Online Marketing & Social Media Experts
38. LinkedIn
Keywords, Keywords, Keywords
Get in to a habit of linking up with people when you
meet, speak, email them
Add your LinkedIn details to your email, business card,
website
Ask for recommendations
Groups
Answers!
Online Marketing & Social Media Experts
42. Content creation
Think about what effects you want to create with your
blog. Different types of post can have different effects.
Here are some examples:
Instructional posts tell people how to do something. They
can be good for establishing you as an expert, or building
up a body of knowledge that you can also refer to in
future.
Lists are simply lists of anything – products, services, tips
etc – that often have the title “10 Top Ways To...” or “7
Best Examples of...”. They can be good for getting search
engine traffic and becoming part of a blogging
community.
Online Marketing & Social Media Experts
45. Social Media Quick Wins
Add all your social media accounts to your home page
Add all your social media accounts to your email signatures plus
any email newsletters
Add your twitter and LinkedIn info to your business
cards/marketing material
Add all your social media links and website to your LinkedIn,
google plus (if you are using it) & Twitter
Engage with your target audience – talk about their interests
Always think keywords and engagement
Be friendly & professional
Online Marketing & Social Media Experts
46. Stay in touch!
Lynsey Sweales
07734 084254
Lynsey@social-B.co.uk
www.social-B.co.uk
@LynseySweales
Online Marketing & Social Media Experts
47. How To Use Social Media For Your
Relocation Professionals
Lynsey Sweales
SocialB Ltd
@lynseysweales
Online Marketing & Social Media Experts
Editor's Notes
My background, worked in marketing & PR 10 years plusWorked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand.Run and own Social-B a marketing and PR agency specialising in SEO, Social media & PR – clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO, SM and PR- Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
62M UK populationAbout 73 percent of UK Internet users interact on social media platforms, a new study showing the impact of social networks has revealed.A study conducted by marketing research firm InSites Consulting, around 73 percent of British Internet users are on social networking platforms like Facebook and Twitter. This is slightly lower than the Europe-wide average of 74 percent.We Brits are now watching more than five and a half million online videos a month compared with four million last year.
Looking for people with good influence (larger twitter followers who are networkers etc
Social media is about two things – engagement with your audience and search engine results – i.e. using the likes of Google to help drive traffic to your website!Engaging – sharing hints tips, recipes, advice,
When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offer
Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact)This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instanceThe key feature that differentiates social media from traditional media is its facility for two-way dialogueThis brings with it a number of important advantages:More powerful engagementImproved recallActive involvementParticipative for both partiesMake this principle core to a social media campaignDevelop online objectives that are SMART:Specific – objectives should specify what they want to achieveMeasurable – you should be able to measure whether you are meeting the objectives or notAchievable - are the objectives you set, achievable and attainable?Realistic – can you realistically achieve the objectives with the resources you have?Timely – when do you want to achieve the set objectives?Example of objectives could be:Increase traffic to your website
Plan ahead but also look what is being talked about on social media – if there is a link there then use it – however, don’t jump on all trends – if there is no link then you are not targetingOther examples – british tomato week – etc themes and get interest
Socialsprout £5 a month, hootesuite £3 a month https://sproutsocial.com/reports/group/216266/1334620800/1337299199Three month plan with a calendar!You might think this is blue chip company thinking however – your organisation more than their organisation needs to measure as resources, budget and time are all very precious!I see so many businesses think ‘ great we can get loads of business from social media lets sell, sell, sell!Within max of 3 months they have normally given up and stopped using social media all togetherGoogle analytics – will tell you where people come from – if you look at it you get it – measure visitors, where they come from etc – if social media is working you can see from the source plus if you use codes on facebook and twitter
Why should people follow you, like you chat with you?You can use feeds for news but it has a VERY limiting impact! – its about engaging in conversation – virtual networking etcCreate a larger sales teamBrand ambassadorsYou never always know who people are & who they know!
Why should people follow you, like you chat with you?You can use feeds for news but it has a VERY limiting impact! – its about engaging in conversation – virtual networking etcThere was an interesting study by Nielsen a couple of years ago, and this stated that 42% of people trust search engine results, while a huge 90% trust recommendations from people they know.
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. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search,local search, video search, academic search,[1] news search and industry-specific vertical search engines.75 languages11.5 billion web pagesAround a billion websitesNot forgetting the facebook, twitter, linkedin infoIf we look at this room today – to find out about you I have to ask questions and you give me answersSearch engines are indexing and researching 24/7 365 days a week! They are NOT looking at what your website looks like – it can look as pretty as a picture but not get any traffic – don’t get me wrong a website needs to look good – but it need to look good once you have found the people to look at it!The key to SEO is knowing the words / phrases people type in to then know what to use on your own website – these are called keywords/keyphrases and I will come on to these first.First I want to look at some live examples so you can see what search engines look at
Do you know what you are keywords are for your business?If so you really need to find out Its not words or phases that you think people might be typing In to search engines but keywords / phrases you know people are searching onI’ve had many a person say oh we at the top of search engines for XXXX a quick bit of research tells me if that is a key terms people are searching on.Keywords play a real part in social media so ask your website company, you can do the research yourself (if you know how) or contact a company that can do the work for you (any good SEO company) can do this for you.When/ if you have keywords use them across the board – from facebook to youtubeSearch engines index websites inc. blogs, facebook etc.Google, Yahoo, Bing have to decide what answers to give peopleSEO = having the right keywords that people search on
Holds a wealth of information on what people search on each monthCan give you a great deal of information on what keywords you need to use
Think about property, house, home, - what desirable things you have and what people are looking for when they are searching – i.e. sea viewProps for sale by sea – medium – 27KHouses with land – low – 823KE.G Top gear Christmas special
Whenever anyone follows me I read their bio then look at their tweets
Searching property finder richmond upon thames
Use Hootesuite/Tweetdeck – you can post across Twitter, facebook, linked inLook for keywords/opportunitiesTarget locationsTarget existing customersPromote all your social media on your website blog, flyers, shop window
Aim for 120 characters – use hashtags
You can then use lists to engage more with your target audience – if I see something my client needs help with or something I want to RT I can see it really easilyLists can be public or private – they are really under utilised and you should really get in to a habit of whenever you follow someone put them in a list!Lists I haveClientsAttended coursesJournalistsNorwihc businesses
http://listorious.com/
If you want to add your voice to a common cause or thread, you can use a hashtagHashtags are small identifiers that everyone can use to indicate what they’re Tweeting about. They make it easier for people to find other tweets on a particular subject/location while filtering out the tweets that may just coincidentally contain the same keyword.For example, the hashtag #journorequest is a popular hashtag for journalists looking for certain storiesTo use a hashtag, in the Twitter dialogue box, type a hash sign (usually next to the ENTER key on UK keyboards), followed by a space, then your message.You can put hashtags anywhere in your tweet but again, be careful that you don’t go over the 140 character limit
Lots of people ask questions and info on twitter – why use google when you have millions of peoples brains readily available on twitter – cottage in Scotland – personal experiences and recommendations – 6 RTs and a cottage found – I think!
What Im going to share with you now is FREE – people often think you have to pay for the best bits of LinkedIn – you would be wrong!
Bob emailed 100 people and received 44 recommendations!
Brings your business to lifeShares useful informationGood for search engine results too!
