The notes from start upsocial for start up loans attendees from thursday 13th of feb

Huge thanks to:
The sponsors for the day.

Copyright www.greatmarketingworks.co.uk 2014 ©

First things first.
• No matter who you are:
• Your physiology affects your psychology.
• Everyone get up.
• Swing your arms by your sides
• Frown
• Look down
• Drop your head
• Can you think positively?

First things first.
• Ok snap out of that one.
• 3,2,1 back in the room.
• Everyone get up and shake.
• Breath deeply
• Stand tall
• Look up
• Raise your chin
• Are you thinking positively?
• Then we will begin.

At Great Marketing Works:

We do training and talks in more than
17 different marketing subjects.

You may see this site instead…

So.. Just Google “Dan Sodergren”

I speak to different sized crowds…

Even advising Ex Dragon’s too

Also I run my own digital agency
• Quote from Doug Richard
– high tech ex Dragon.
• “Dan’s digital marketing
work is uncommonly
good.”

• “We use his company and
his training for our
expanding range of
products and services.”
• Ok this is how small the
writing will get so – if you
cannot see this…

Last year…before I went to Romania
training with Doug…

23

This is when she saw me on the telly

Just last week – she is 3 and a bit.

Why?
•
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Why did I tell you all that?
Because I love my daughter and my wife and life.
And....
These slides show some of the traits you MUST have in
modern online marketing.
1. Personality.
2. Honesty.
3. Being happy to show off a little more too.
4. Understanding technology and
Lo So Mo – and you can add – pho.
Today we are doing as much as we can about social (and a
little about photos too…)
And if we have time about digital marketing as well.

So WHO am I?
Dan Sodergren:
Motivational, marketing, man.
Working mainly in START UP
specialising in SOCIAL /MOBILE.
I do trainings with large companies.
And small organisations too.

What kind of person are you?
‘Know thyself’
Socrates – 409 BC

So that’s my story…

But what story are you going to tell
your potential customers?

But…
Only three things in life.
And write them down
Now.

30

I will probably run out of time..

If not planned!
•
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If we don’t have structure
We have anarchy
And if we have anarchy
Where are we?
16th century France?
No modern day England
Online!

But let’s take a ….step back…
What is social media?

Where are we right now – the
numbers?
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GLOBAL Total users:
Facebook - 1.15 Billion
Twitter - 500M
Google Plus - 500M
LinkedIn - 238M
Instagram - 130M
Pinterest - 70M
Who here is planning to only sell to the UK?
If so what you care more about is the UK.

Who are you aiming at?

#startupsocial

Who’s your demographic?
How old are they, what sex, how
much do they earn, what’s their
name, do they use social media?

42

Copyright GMW 2011 © for more marketing ideas come find @ukmarketinghelp on twitter

Where are they?
The Conversation
Prism.
Where are your
demographic?
#startupsocial

Copyright GMW 2012 ©

So where are you demographics?
What do they use?
Where to they consume their media?
Can you ask them? Some else has 
44

Stats from October – A Kantar survey
of 1003 adults in the UK.
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56% had a Facebook account.
Over a third (35 per cent) had an account with YouTube.
Over a quarter 26% had a Twitter account.
Almost 19% were on Google+.
Only 18% were on Linkedin.
And 13% on Instagram.
Followed by Flickr (8%) and Pinterest (6%)
Men were on sites like LinkedIn, YouTube and Twitter
More women held Facebook and Pinterest accounts.
18-24 year olds possessing the heaviest social media account
owners, and almost all (91%) owning a Facebook account.
• The least engaged in social media was the over 65 year old category,
with 18 per cent claiming to own a Facebook account.

Why should we care?
Apart from the obvious reasons.
What does social media give us?
As start up business owners?

#startupsocial
46

The problem is:

Copyright dan@greatmarketingworks.co.uk 2011 ©

The First C: Content
• Social media tools allow everyone to become a
creator, as publishing and distribution of
multimedia content is free and easy.
• User generated content is at the core of the
business model of almost all social media
platforms. And citizen journalism.
• However, just because everyone can become a
creator doesn’t mean that everyone does.
• The 1:9:90 rule says that 90% of all users are
consumers, 9% of all users are curators and only
1% of the users are creators.

#startupsocial
Copyright Great Marketing Works 2013

The Second C: Collaboration
• Social media facilitates the aggregation of
small individual actions into meaningful
collective results.
• Collaboration can happen on 3 levels:
• conversation,
• co-creation
• and collective action.
• Each a stepping stone to the next level.
Copyright Great Marketing Works 2013 These notes have been made specially for you as a favour to GBO. Not for resale / redistribution ever!
2013.

So what do you want?
• Conversations are a mere stepping stone for cocreation.
• E.g. Wikis are a perfect example of co-creation.
• And then collective action goes one step further
and uses online engagement to initiate
meaningful action. Collective action can take the
form of signing online petitions, fundraising, telecalling, or organizing an offline protest or event.

#startupsocial

The Third C: Community
• Social media facilitates sustained collaboration
around a shared idea, over time and often across
space.
• But remember every web page is a latent
community, waiting to be activated.
• But people don’t build relationships with each
other in a vacuum. A vibrant community is built
around a social object that is meaningful for its
members. The social object can be a person, a
place, a thing or an idea.

#startupsocial

Does it work?
Discuss in your pairs.
B’s go first.

52

But do you really care?
Should you?

Let’s start

Copyright Great Marketing Works 2013. These notes have been made specially for you as a favour to GBO. Not for resale / redistribution ever!

The main ways of social marketing
• So to answer what social media tools should SME’s be using?
• You cannot answer this until you know your demographic and where they
are being social.
• However:
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You have 4 mains points of call for all social media networking.
And we all know their names:
Blogger.
Twitter.
Facebook.
Linkedin.

• All of the above can be used socially,
• anti socially,
• and stupidly 

So - first step: go protect your brand!

But not when you use this…

And I will now give you some of the tricks of the trade.

As…The Web is complex…
SEO
YouTube
Facebook

Twitter
LinkedIn

YOUR
WEBSITE

LANDING PAGE
Teaser
Promotion
White papers

Information
Support
Sales
Data capture
Online ordering

Blogs
Links
Forums
Directories

email

email
email

Source: Sales Remedy

email

email

email

But people DO things the same.
Especially on the Tinterweb?
Ask Google what people are searching for:
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What keywords are people searching for right now?
Researching your keywords
Google keywords analysis:
https://adwords.google.com/select/KeywordToolExternal
SEO tool book
http://tools.seobook.com/keywordtools/seobook/index.php
You can also use things like:
WordTracker and Keyword Discovery – amongst others.


What about the Tinterweb?
Ask Google what people used to search for:
•

What keywords are going up / going down?

•

Researching your keywords trends:

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Google trends / zeitgeist: interesting
http://www.google.com/trends

•
•

New is Google insights: even more fun
http://www.google.com/insights/search/#


This is for JusTaxi… Taxi vs Cab

Now… of course, Search Engine
Optimisation (SEO ) is much more…
Off Page SEO

Source: organicseoexpert.org

On Page SEO

#startupsocial

The future is content creation. Why?

Blogs
• Used to be the easiest of all social media to
create.
• Which is why most brands have a blog.
• You can have them on your own site
• Or / And on someone else’s.
• Use Blogger.com / wordpress.com.
• You use them to help your SEO.
• And some people even read other people’s blogs!
• And a few bloggers have a lot of power .

Bloggers
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How to handle them:
With kid gloves.
They do it for free, they think they are sincere.
They tend to be ego driven, male, and power
hungry.
• Who are the best? Only the people decide.
• Best bet is to investigate your industry – maybe
go to technorati to start off with.
• And once you have a relationship with them treat
the blogger like you would treat a reporter.

His first hire was a content creator

A different case study

#startupsocial

So what we did?
• Started everyone in the company blogging.
• Got them to do little research about the industry
• And find out about websites that cover such
stories.
• I.e. places that talk about Apprenticeships.
• Or about Manchester and jobs.
• Or about digital and business things in general.
• Or about anything you are interested in.
• For examples – a good one was Apprentice Eye.

We taught them all through videos.
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About content creation.
About using keywords.
adwords.google.co.uk/o/KeywordTool‎
www.wordstream.com/keywords/
About keyword density.
http://tools.seobook.com/general/keyword-density/
The best amounts being around 4 – 7%.
About using sites like Technorati for content.
http://technorati.com/
And making sure we credited back to the original author.
And to make sure they added images and extra media
especially from Youtube when possible. Why…?
• Google owns YouTube and…

Google loves pictures…
• Why? Because people do.
• But also because putting relevant pictures is
something robots and spammers find it hard to do.
• Google also loves pictures with ALT tags as well. To
help people know what the picture is in case they
haven't downloaded it.
• And this is something we can change to our
advantage.
• If we want too…. This is optional 

Done… but now what…
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We got a lovely blog all set up.
With a great name – maybe with some keywords.
Maybe a link to video and some pictures.
With some great content that we have research
and accredited back to the main author.
We now need to get social on it all 
It needs to get out there…
This is a lot more simple than you might think.
The code is free … and NOT an OPTION you HAVE
to DO THIS so your blog can “become” social.

You can see the share buttons?

This is relevant in blogging…
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Even though blogging isn't really that social.
It’s good for you – your personal digital footprint.
And good for the company you own – for SEO.
But do people really chat about things and have
conversations on blogs?
• Some do…
• Most don’t
• But we still should get the blog out there into the
www…… as you could even…

#startupsocial

Top tips for Blogging.
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Use Blogger.com / wordpress.com.
Make blogs less than 300 words long.
Make it something you care about.
Get content from others and splice them up.
As soon as ANYONE comments on your blog
get back to them (unless it’s obviously spam)
• Biggest top tip is simple…
• If you don’t like doing it…
Copyright www.greatmarketingworks.co.uk 2013© Find me on @ukmarketinghelp

Just outsource it

#startupsocial

Don’t worry how many people read
your blog – it all helps with your SEO.

Sometimes it’s more important to

Or search…

http://www.icerocket.com/search

Next let’s talk…

#startupsocial

Best social for B2B to make money

What do we want Linkedin to do
for us? Bring us more….

Does it work?
B2B example for a Hubspot client.


How will Linkedin do that?

AND… such people trust
what is on Linkedin.
93

Why?
• Linkedin is different to the other social media platforms.
• It has a very, very precise demographic.
• A demographic we at The Apprentice Academy should LOVE.
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Benefits of LinkedIn
It is free and simple to set up
It contributes to front page ‘domination' in search results
You can distribute your content
You can create targeted business communities
You can LEAD the thought in your industry (potentially.)

•
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•

Pitfalls of LinkedIn
You can't control what is said about you
LinkedIn Groups need to be active and well-managed
This is NOT Facebook – you have to really do it and do it well.
94

How not to do this


Linkedin aint no Facebook.
• Some people believe that LinkedIn due to its formation and look is just
Facebook for professionals.
• It’s advertising revenue model is very different to Facebook and this is why
the user experience is also different.
• This in turn means that certain demographics or psychographics of people
stay within the LinkedIn ecosystem as their user experience is protected.
Which creates it’s own culture.
• LinkedIn has a "gated-access approach" i.e. like in real life, people of
power and influence do not introduce each other to each other en masse
(like Facebook) or to get paid (like PPC) but rather through trusted
relationships and through introductions.
• The difference is similar to working in a different country, i.e.
• Just as working in Japan would be very different to working in America.
• These cultural differences ARE VERY, VERY IMPORTANT.

Building a professional profile

#startupsocial

What about Our Headlines?
• Your headline is the next
most important section
of your LinkedIn profile
because it shows up in
several places
throughout LinkedIn.
• Starting with search
results and employee
listings on company
pages…

About you and your Linkedin page.
Play the game  be nice and social.

Become the go to person.
• It’s the same as real networking.
• Brad Burton 4networking.
• “Would you give work to someone you didn’t know, didn’t
like and you thought didn’t like you? “
• Give others that same courtesy – they will do the same
checks you do.
• Even more so as online.
• So how can you become the “go to person”.
• You ALWAYS give first.
• And you can then wait for them to ask for even more…

#startupsocial

People ask you for connections too.

The 5 Biggest Mistakes You Can Make
• Not Having A Good Profile Picture
• People naturally remember faces more – so make yours stand out – but
not for the wrong reasons 
• Getting Poor Quality Testimonials
• On any networking sites you need people praising your abilities – but
remember the people you choose must be people who matter.
• Talking Too Much About The Company / Product
• It is networking after all NOT selling
• Having Too Many ‘Applications’
• Up to you this one – but too many things going on = distractions.

• Not sharing high quality content.

Then tell groups… or individuals.

Facebook: A more social Linkedin ;)

#startupsocial

Why Facebook?

• It’s a world in itself – with a billion people.
• A lot of them wearing glasses 

A company Facebook page .
You might not have one yet… you will.

You need to maximize this opportunity.
#startupsocial

Maximising your Page:
1.

Give your page a human touch

• The most successful companies on Facebook are those that step out from
behind their logo and let the people behind the brand represent their
Facebook page.
• Communicate with your fans as though you were talking to your friends,
and let your personality come through in each post

2.

Create new, engaging content

• Always make sure that your content educates, entertains and empowers
your fans to keep them engaged and coming back for more
• The key to a successful content strategy is to consistently create new
content and mix up your media often

Maximising your Page
3.

Two-way dialogue

• Real success on Facebook happens when you mirror real-life social
situations. Communication is always a two-way process
• Do not post and move on to the next item on the agenda. Get involved in
the conversation. GET SOCIAL.
4.

Calls-to-action

• Post valuable content, such as interesting articles and videos related to
your niche, and accompany this content with simple calls-to-action.
• Consider offering discounts and specials or ask your fans to sign up for
your newsletter

The BIG ONE for the group…
5.

Facilitate word-of-mouth action – get them to do the marketing for you.

• Studies have shown that social media users tend to trust their friends and
peers more than they trust brands
• Word of mouth matters, especially on Facebook. To get your fans talking
about you, the key is to make it easy to spread the word
• One great way to do this is to create a contest or promotion that rewards
fans for spreading the word

• Think of your ideal audience before you create a special promotion or
campaign. What would get them excited to spread the word?

Certain content works better than
others.

A great SME example.
www.facebook.com/egohairdesign

Steal their ideas…and best practises.

Facebook can be good for customer
service too.

It’s how you deal with it and the speed
that counts 

A classic we all might know… is …

#startupsocial

Twitter: what it can do
• Twitter is not the right channel for direct sales, but it will help grow your customer
base, keep customers and build your brands.
• Twitter will help your start up.
• Develop a more personal, engaged and sustained relationship with your customers.
• Track what people are saying about you and your industry.
• .
• Gives your sales people a potential cold-contact tool.
• You can provide amazing customer service in a really easy way as you can do this
with a hashtag #

• You can even pinpoint customer locations to within a 20-mile radius – which is
always nice.

7 biggest mistakes for Twitter.
Surveys say the main reason for following is a compelling bio (67%)
and good tweets (30%).
Basic do not do’s:
1.
2.
3.
4.
5.
6.
7.

NO PHOTO! (Geez) - Pictures – should stand out – from
experience should be of you.
Uninteresting tweets – we will about how to get them interesting
later on.
Generic bio - WIIFM. What benefit do I get if I follow you? What
kind of tweets are you promising them?
Boring background – jazz it up a little – use a professional or a free
one – just use one.
317 name - Make sure your name – means something
Snobbery – follow those who follow you!
Unbalanced ratio – Twitter is ANTI – SPAMMING.
124

Twitter
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•
•
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•
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•
•

Best practice.
Tweet before you start i.e. no one will follow you until you do.
Tell people why they should follow you.
Don’t ever make it just about you. As this is not Facebook.
i.e. Don’t mistake followers for fans. That’s facebook.
Make sure you are human and humane.
Entertain and be emotive.
Automate what you can of twitter with some clever tools – but
always be human.
• On this subject – thrown in some humanity and vulnerability
and some personality – people are people and they buy from
people.
• A great way to look at this is…

125

Where are you going to get content?
• Start to write tweets even before you follow people and definitely before
people start to follow you.

• Go to http://digg.com/ and find out what’s current – on the home page
• Got o http://www.cracked.com – funny links and great pages – people
love to digg and tweet them
• Go to brainy quotes – www.brainyquotes.com and get quotes of the day.
• Inspiration quotes are very hot as this shows part of your personality.
• Bring in emotion – bring in personal stuff. People buy from you and then
what you sell.
• About every 7 tweets and blogs with links – do one personal one. And yes
you can optimise the times and lengths of tweets too.

One of the holy grails is the RT.
• But some types of Tweets get ReTweeted more often than others:
– Calls to action (as in: “please ReTweet”), 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

If we are talking #content then #

What could you do?

What could we do? Next company to
tweet #startuploanssocial gets…

It’s all about planning ahead.

Even if it means being cheesy…

Only three things in life.
And write them down
Again if you want to..

#startupsocial
141

What does Social Media take?

#startupsocial

So with social media we have to think
• About timing.
• When is the best time to tweet and not
tweet?
• When will you fit it all in?
• There are best times for each brand.
• And you can do some more detailed analysis
into when it is best to tweet for your brand.
• This is to follow – but in the mean time…

Some amazing stuff… but just the tip.
•
•
•
•
•

http://twittercounter.com
http://socialmention.com/
http://www.twitalyzer.com/
http://manageflitter.com
http://who.unfollowed.me

Rank how you are doing
See a “hashtags” reach
Sees what you mean.
A lovely free unfollow tool
Shows who unfollowed you

• Ones I might be able to show you today…
• http://twitonomy.com
• http://tweetreach.com
• http://mentionmapp.com
• Any way I will send EVERYONE this list of things.
Copyright www.greatmarketingworks.co.uk 2013©

THIS IS the
future of social marketing.
• Everything today is dependent on your
demographic i.e. your customers.
• We don’t channel them to things and ideas.
• The power to find brands is in their hands.
• Now the future is even brighter as we move
from words, to pictures, to videos, to ????.
• The idea is speed, the platform is mobile, the
point is connection and connectivity.

Which picture do you like most?

SLR £400

Instagram FREE

They are socially small at the moment.
But…. They are growing…

Instagram
• Instagram’s success and growth: 100 million users
in just 26 months (It took Facebook over 3 years
to reach the 100 million user mark).
• They also boast 45 million photos per day, 8,500
likes per second and 1,000 comments per second.
• Instagram is clearly the face of the new visual,
mobile web.
• It has some amazing stories already.
• And it has it’s own mini app ecosystem.

Instagram case study.
• Nikki Sharp – The Stay Sharp
Stay Strong
• Diet and detox juice book.
• Did lots of selfies and pics of
food.
• Went from 1000 to 160,000
fans
• Book sales now around
£100,000 a year.
• In Jan – earned £400, in
March £4000, and £20,000+
a month today.

Wouldn’t it be great if you could pin all
your pictures to a board… ;)

The UK is strange…as lots of men pinning…
in the US it’s 90% women.

Not great for all businesses…

But GREAT for some…

Vine… moving six second montages or
collections of pictures…

What could you do with Vine?
• Think before you Vine. – Before you begin filming, define the
video’s purpose. You only have six seconds to get your point across
– figure out what users should understand.
• Simplicity is key. – Since the video is only six seconds long, keep it
simple. This application is not ideal for communicating complex
ideas.
• Social Media is public. – The videos you create on Vine are visible
to everyone. Keeping this in mind, make sure that the content is
relatable to all viewers.
• Give a sneak peek! – Are you releasing something new? If so, use
Vine to give a sneak peek. Vine will provide visual content to
increase the anticipation of its arrival.
• Have fun with it. – Vine allows your company to introduce itself to
viewers in a personable way. Give a tour of the office, show your
employees at work, or maybe even show your employees having
fun.

Just remember the context / content.


And how to measure effect.
• Social can be searched:
• As Facebook is no longer a walled garden free from
Google’s search.
• What’s commented in Facebook – goes on Google from
November 2011.
• Social is measured:
• Not just with ‘likes’ and comments.
• Nor just numbers of followers and fans.
• But with real time data crunchers.
• Klout. (Boo Hiss but perhaps now hurrah)
• Peerindex. (Hurrah)

What would they think?

Copyright reserved 2011 (C) for
http://www.yourmarketingtrainer.co.uk

So What we have been through.

170

We made it 

#startupsocial

Huge thanks to:
Our sponsors for the day.
And thanks to you too.
I do other workshops on SEO, digital, web and
guerrilla marketing. Tell them and I will do more.

The notes from start upsocial for start up loans attendees from thursday 13th of feb

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The notes from start upsocial for start up loans attendees from thursday 13th of feb