The effective use of social media in business slides from an open evening of the Search & Social Media Marketing #SSMM course at Salford Business School. http://www.searchmarketing.salford.ac.uk/ start from slide 22 if you want to see the main points discussed as part of the Open Evening.

1. Salford Business School Search&Social Media Marketing “The effective use of social media in business.” Open Evening – 20th January 2011 The Hive, Manchester www.searchmarketing.salford.ac.uk

2. @SalfordUniSEO #SSMM

3. Schedule

4. STUART WELLS Director of Management Development Programmes Salford Business School University of Salford

5. Long heritage as an education institution dating from before 1896 Over 19,000 students who are part of the largest urban student population in Europe 83% of our research was judged of international class by the Government's latest Research Assessment Exercise Regarded as one of the UK's most enterprising universities Long-standing commitment to Employer Engagement and Knowledge Transfer within the North-West region. £150m of investment in campus facilities over the next five years

6. University of Salford @ MediaCity:UK http://www.youtube.com/watch?v=gYf7dWQ-5Ms

7. Salford Business School One of the largest Business Schools in the United Kingdom The School is recognised as an established provider of services to private, public and third sector organisations. Programmes are informed by business and industrial needs Strong teaching and International standard research 90 per cent of our academics have worked in industry, commerce or the public sector The Centre for Information Systems, Organisations and Society (ISOS) is the top performing research centre of the Salford Business Schoolwww.isos.salford.ac.uk 11th in the world in Information Systems Research ranking

8. The Enterprise Hub Commercial arm of Salford Business School established in 2007. Specialises in the provision of professional training, consultancy and knowledge transfer services on a local, national and international basis. Experienced team of highly experienced facilitators, backed up by efficient, customer-focussed training co-ordinators. Enables the resources and the expertise of the school is available to private, public and voluntary sector organisations on a local, national and international basis. www.business.salford.ac.uk/academicenterprise/

9. Some of our clients

10. To find out more about the SSMM programmes or to discuss collaborative opportunities, please contact Stuart Wells Director of Management Development Programmes Salford Business School University of Salford Tel: (0161) 295 3385 E mail: s.wells@salford.ac.uk Web: www.business.salford.ac.uk

11. Search&Social Media MarketingRecruitment Industry view Tim Guest Head of Practice @TimTheGuest www.quantica-technology.co.uk 11

12. Search&Social Media MarketingDr Aleksej HeinzeSalford Business School University of Salford www.searchmarketing.salford.ac.uk 12

13. Search & Social Media Marketing

14. Why this course? “Running a successful internet marketing business and hearing some dreadful stories and scams about previous suppliers it would be good to have recognition especially as the internet becomes a major tool in a company's marketing” Tue, Apr 27, 2010 4:01 PM

15. Search & Social Media Marketing 15

16. Time commitments One face-to-face evening session per week: 16:00 - 16:30 Refreshments 16:30 – 18:30 18:30 – 18:45 Refreshments 18:45 – 20:00 Flexible online learning – SEMPO material Foundation: 4 x evening sessions Professional: 6 x evening sessions Full course = 10 weeks 16

17. Course integration with SEMPO Institute Foundation: Insider's Guide to Search Marketing Professional: Advanced SEO Effective Social Media Marketing SEMPO Institute: www.sempoinstitute.com 17

19. Search & Social Media Marketing Context

20. How Google and other search engines work

23. Increasing your link popularity

25. SSMM as an ongoing marketing process

26. Learning from your website visitors experience SEMPO Evolution of search – D1 How search engines work – D1 Linking and directories – D1 Keywords - D1 SEO web design – D2 Copywriting – D2 SEO roadblocks – D2 Submissions – D2 Tracking and reporting – D4 Pay Per Click 1 – D3 Pay Per Click 2 – D3 Total search marketing – D4 Intellectual property – D4 18

27. Advanced SEO Day 5 – Advanced keyword research Keyword Discovery Refining Keyword Lists Practical application Keyword Discovery Day 6 – SEO Diagnostic and Audit SEO Server Configuration Web Site Architecture SEO Web Site Page Construction & External influences Day 7 – Advanced Link building Advanced Internal & External Linking Strategies to Acquire Good Inbound Links Attracting Links Day 8 – Social Media New Paradigm of Information Sharing Social Media Marketing Social Graph for Channels The Power of Social Media Publishing Social Media Risks & Obligations Reputation Management Day 9 – Editing and Optimising How to Write Good Copy Using Keywords How to Deal with Pages Moved or a Remodel How to Deal with Large Sites and Difficult programming Day 10 – reporting and analytics Reporting Web Analytics Brand Reputation Monitoring & Management 19

28. 11 stages of SSMM 2. Scoping and setting objectives for Search and Social marketing campaign 3. Keyword research and competition benchmarks 1. Project initiation meeting 4. Social Media research and competition benchmarks 10. Learning and optimisation 9. Monitoring and reporting 11. Ongoing project management and project review 5. Agree key performance indicators 8. Off-site optimisation 6. Develop a website and social media strategy 7. On-site optimisation

29. Schedule 21

30. “The effective use of social media in business.” www.searchmarketing.salford.ac.uk 22

31. Background Some of these points were raised by Simon Wharton as part of his webinar: http://blog.pushon.co.uk/pushon-work/effective-use-of-social-media-in-business/

32. What is Social Media? “Social media is the publication of information through any tool or application that enables the distribution of information to, and communication with, a social network.” SEMPO

33. What are social networks? “Social networks are online communities in which people can share interests and activities. The sites generally provide a collection of various ways for users to interact through messaging, email, voice chat, gaming, video, file-sharing, blogging and discussion groups.” (Mintel definition)

34. Why engage in social media as a business? www.youtube.com/watch?v=M9MtJ0J3Gis

35. Why engage in Social Media? Presence: It is one of the fastest growing areas of online activity! In the UK alone FaceBook - 31million of unique visitors pm while Google has only 38 Visibility: Creating brand awareness Building trust in your brand by showing commitment Market research: listen to what your customers are interested in SEO: another link to your site Opportunity to post prompts of latest web page developments and link to those pages 27

36. The Social Graph: Social Media Business Functions

37. The Social Graph: Social Media Business Functions

38. The Social Graph: Social Media Business Functions

39. The Social Graph: Social Media Business Functions

40. What does this mean for you?

41. Search&Social Media MarketingCourse participant experience: Alastair WalkerNorth Point PR@Alastairw99 www.north-point-pr.co.uk 33

42. Search&Social Media MarketingPanel Discussion“The effective use of social media in business.” www.searchmarketing.salford.ac.uk 34

44. SSMM Programme Summary Access to the latest thinking and practice in Search and Social Media Marketing An industry respected qualification Enhancement of your employability profile and client recognition Opportunity to further your skills and knowledge of Search and Social Media Marketing Learning method to suit your day-to-day commitments: one evening per week attendance with online support To book your place go to www.searchmarketing.salford.ac.uk