Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Using social media effectively in the property industry
1. Using social media effectively in your
property business
SocialB Ltd
@SocialBUK
Social Media & Online Marketing 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
for your property business
Tips on using social media as part of your every day
business
Social Media & Online Marketing Experts
3. Social Media in the UK
About 73 percent of UK Internet
users interact on social media
platforms
Social Media& Online Marketing Experts
4. Different types of social media
Although they all enable sharing, there are several different
types of social media
Blogs are online diaries
Microblogs (Twitter) is texting online
Forums are conversational threads
Video sharing (YouTube) is shared video clips
Social photo (Flickr/Pinterest/Intagram) is shared
images and photos
Social networking (Facebook, LinkedIn, Googleplus) is
all of the above
Social Media& Online Marketing Experts
5. 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
Social Media& Online Marketing Experts
6. Why the social media explosion?
Free!
Sharing is a deeply ingrained human
instinct
Traditional communications were brand led
New communications are word of mouth
led
Access to internet
Instant
Social Media& Online Marketing Experts
7. The four key S’s to social media success
Strategy
Social
SEO (keywords)
Search
Social Media & Online Marketing Experts
9. 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?”
Social Media & Online Marketing Experts
10. 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
Social Media & Online Marketing Experts
11. 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.
Social Media & Online Marketing Experts
12. Measure, Measure, Measure!
Google analytics
Hootsuite/Tweetdeck
Sproutsocial
Tweetreach
Socialmention
Social Media & Online Marketing Experts
14. 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
Social Media & Online Marketing Experts
15. Two-way communication
Engage with your target
audience (whoever they may
be, e.g. journalists, potential
clients, existing clients)
Help people if you know the
answer or contact
Share useful information
Social Media & Online Marketing Experts
17. 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
Social Media & Online Marketing Experts
18. 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/
Social Media & Online Marketing 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, county, regions, UK
wide, global
Set up an excel sheet with keywords/key phrases so they
can be used across all your online areas (social
media, website, etc.)
Review every two to three months if you get the chance
Social Media & Online Marketing 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
Social Media & Online Marketing Experts
29. Great Social Media Tools for Search
Hootsuite/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
Social Media & Online Marketing Experts
30. 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
Social Media & Online Marketing Experts
31. Which Social Media Platforms to use?
Social Media & Online Marketing Experts
32. Facebook
Great for B2C companies (local and large brands)
Interaction is key, Facebook want you to work for
your credibility
The REAL value is in your fans content and
interaction you your page
Think target audience
Social Media & Online Marketing Experts
34. Twitter
Great for B2B and B2C businesses
Create / share links to send traffic to
you website/blog
Keep up to speed on your industry
Network
Find / Answer questions – great for
credibility
Social Media & Online Marketing Experts
35. LinkedIn
Great for B2B and B2C businesses
Online business networking
Keep up to speed on your industry
Find / Answer questions – great for
credibility
Great in Google’s eyes
Social Media & Online Marketing Experts
36. Blogging
Great for B2B and B2C
Brings your business to life
Shares useful information
Good for search engine results
Blogs are often shared on social media
networks
Social Media & Online Marketing Experts
38. YouTube
Great for B2B and B2C
Brings your business to life
Great for search engine results
Its about content not how slick your
video is
Social Media & Online Marketing Experts
39. Pinterest
Great for B2B and B2C businesses
Based on pinboards and sharing useful info
Successful because it is different to any of
the other social photo networks
(instagram, flickr, etc)
Great for search engines (if you want it to)
Social Media & Online Marketing Experts
40. Google+
Every business needs to be on here
Different from all other social networks
Although new(ish) and has been getting
some negative press you need to be on
here as a business
SEO – search based around contacts
Social Media & Online Marketing Experts
41. Social media success
Strategy
Social
SEO (keywords)
Search
Social Media & Online Marketing Experts
42. Actions
Review where you are now if using social media
platforms
Think about what success looks like
Ensure you have a strategy in place
These are serious business tools
Online Marketing & Social Media Experts
43. How we can help you
Inhouse social media training
Open social media courses throughout the country
One day - £495 plus VAT
Two day - £995 plus VAT
Consultancy
Blogging
Online Marketing & Social Media Experts
44. Questions
Lynsey Sweales
+44(0) 1223 258000
Lynsey@socialB.co.uk
www.socialB.co.uk
@Socialbuk
Online Marketing & Social Media Experts
45. Using social media effectively in your
business
SocialB Ltd
@SocialBUK
Social Media & Online Marketing Experts
Editor's Notes
We provide Social media training and online marketing consutlancy throughout the UK – we have some Very special offers on our courses so please visit our stand for FREE things like Social media template and FREE SEO review of your website plus some very special offers on our courses
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.SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM 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. 37.4 million UK adults use Facebook regularly* 32.1 million UK adults use YouTube regularly* 34 million UK adults on Twitter - 25-34, 35-44 and 45-54 * 11 million UK adults on LinkedInA 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.
Don’t get stuck in the trap of thinking this all young people and that your business is too important to be on these platforms – you are sticking your head in the sand. Social media is here to stay avoid only at your own risk
Never under estimate the power of listening
Anything free is a great enticement for people to use it – most SM networks are freeFrom a business point of view doesn’t matter if you are Nike or a small business in Norwich – you all have the same platforms to play on to gain business!Traditional communications were brand-led – organisations ‘owned’ their brandsNew communications are word-of-mouth led. Social media gives more power to people. Today, people own the brand. The brand is what people perceive it to be, and now, say it is.The explosion of social media also means that your sources of information are fragmenting. Instead of a few TV channels, radio stations or newspapers, you now have access to thousands of blogs, social networks and so on.They are passionate enough to create blogs, videos, and images, or to comment, give their opinion – often in their own timeThese often free applications make social media very easy to set up Sharing is a deeply ingrained human instinct. This, plus its ease of setup, is why it is exploding in popularityIts about power of the people through word of mouth social media networkingMany companies jump on the social media band wagon due to its popularity however there is no plan and not real thought process – this is where things often go wrong – or don’t quite work out as successfully as they should – many companies leave social media after a month or twoSo how can you use social media within your business to harness these people to talk about us, recommend us etc?
Social media is about two things – engagement with your target 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 offerBear in mind success is down to measurement and identifying in the first place:-E,g.PR coverageSupport function in your businessBusiness grow in XXX sectorOnline salesSocial media is not a quick win – it’s a long term strategy that can have long term successful resuits – it takes time, and although free there is resource involved – with a strategy your CEO will feel a lot more comfortable in what you are doing online
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 instanceWill sit alongside your overall marketing strategy – should reflect what is going on offline – e.g. Muller the yogi bear advert – their facebook page reflected thisThe 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 interestAlso by planning it saves an awful lot of time and ensures social media is integrated in to your day to day business work.3 month plan – if something works do it again if it doesn’t change it.You don’t always know what will grab people – some stuff you think that will doesn’t and other things that you think might not do – measure!
You might think this is blue chip company thinking however – your organization more than their organization needs to measure as resources, budget and time are all very precious!Dunelm measure and target their audience – engage with female audience – Facebook check ins mostly men – without measuring how would they know that?Go back to what does success look like? – PR coverage, reduced staff in your call centre? less negative sentimentI 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 togetherSocialsprout £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 organization more than their organization 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?I see so many estate agents just pushing out their latest property details – be whoop! We are now getting a lot of interest from Estate agents and letting agents and running a lot of inhouse courses for them to give them the edge
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
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
As a business why not look on linkedin – I may have recommendations from other businesses, you can see who I have done business with and also check out my website
2400 search for this each month – as a self catering cottage in North Norfolk they have dog walkers stay with them – key audience!We have also done the same with a high end car accessory company – we do blogging around Top Gear Xmas special - 9000 searches a month, 2000 extra visitors to their website
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 windowStats section – great to see what gets clicked on and what doesn’t
I call social media platforms ponds – you have to go fishing in the ones where are target audience are – I see so many businesses jumping on all of them and just throwing statuses at the wall to see what sticks. I also see companies putting their Twitter updates on Facebook which I don’t agree with – they are two very different platforms and need to be looked after very differently to make the most of themWithin the time frames we have today I am unable to go in to the great detail of each one and how to make it work, however I want to talk through each of the main ones to get you thinking about where you should be working your social media strategy magicGet one working well first before targeting another one – as you have seen already today its all about tactics and these take time.These are not going to be overnight wins but long term solutions for your business
Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updates – you need your business, charity etc to be seen – the best way to do this is to get interaction and target your audienceA lot of likes on your pages doesn’t mean an engaging audience – its about the consumer interaction at each status levele.g. Genting casinosLocations – tescosYou have to really embrace the power of your audienceOne of the hardest social media networks to get right in my book
LOVE Twitter – its like the human wikipediaIf you pick only one social media platform to work on – this one is great. I would also suggest if you are looking to use social media within your business get one social media network working properly first before trying to get all the ones you want to work on up and running.
4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
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.
Pinterest users spend an average of almost 16 minutes on the site per visit (12.1 for Facebook)50% of Pinterest users have childrenAlmost 70% of Pinterest users are female97% of Pinterest’sFacebook fans are womenAs of January 2012, Pinterest had received just under 12 million unique visitsPinterest receives almost 1.5 million visitors each dayPinterest provides more referral traffic to other sites than Google+, YouTube and LinkedIn combined
At the beginning of this talk I said you need to interact in the ponds where your target audience are – google+ throws all this out. Its new but having an impact on search already.Google is huge and this social network is going to be a key driver.Social network owned & set up by GoogleLaunched in June 2011Business pages launched in November 201190M users as of December 2011Est. to be adding 625k new members a day400M users projected by Dec 2012
If you want to know HOW to use these tools strategically in your business then we can help
If you want to know HOW to use these tools strategically in your business then we can help
