1. SOCIAL MEDIA MASTERCLASS
Victoria Tomlinson (@nlightspr)
Jonny Ross (@jonnyross)
Northern Lights PR

2. 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!

3. Introductions
• Name, business and your role
• Your perception of social media

4. The basics: Twitter

5. @connect

6. Lists

7. #FF

8. Following

9. Followers

10. The basics: LinkedIn

15. The basics: blogs

17. Facebook – the basics

18. Nota bene!
• Social media is just another way to
communicate – don’t do in isolation
• Be strategic
• ‘Rich content’ for Google
• Important to engage with others – not push
information out

19. Search Engine Optimisation
• Create great content
• Ensure this content is accessible to search
engines
• Make pages unique and relevant
• Make the content popular

21. Onsite SEO
• Keywords / Content
• Avoid duplicate content by checking there is only
one version i.e. www and non www
• Check that your site is error free use tools like
screaming frog
• Make Titles and Description tags unique and
relevant
• Image file name and tags
• Use Schema and in its simplest form Heading
Tags, also for Address, Products, Services etc

25. Offsite SEO
• Local listing /Directories NAP same
• Directory Submissions
• Articles
• Social Bookmarking
• SE Submissions
• Classified Ads
• Forums / Yahoo Answers / Mumsnet etc
• Image Sharing Pinterest/Flickr/Photobucket
• Guest blog on sites in your vertical
• Get your content shared
• Comment on other peoples blogs
• Ask you clients / suppliers to link to you
• Social Networking (covered later on)

26. ‘Rich content’
• What content do you have in your business?
• How can you use this through social media?
• Blogging is central

27. Expert blog

30. Sharing content

31. What information do your customers
want?
• Discussion over coffee

32. How to create an
Editorial Calendar?

33. 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

34. Step 1: Make a list of key dates for the year
• Product launches
• Events / trade
shows
• Marketing
campaigns
• Promotions
• Holidays
• Sporting events
• Key milestones

35. Step 2: Add these to your Roadmap

36. 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

37. Step 4: Open a Google Spreadsheet
• Use Google so it’s easy to share and update
• Everyone with permission can have access
• It’s a live spreadsheet

38. Step 5: Measure success refine and
keep to dates
• Use Google so it’s easy to share and update
• It’s a live spreadsheet

44. Key points for blogs
• Good content – that your target audience wants
to read
• Vulnerability
• Engagement
• Questions
• Hyperlinks – 70% quality external; 30% your own
website
• Comments
• Topicality
• Guest blogging

45. RSS feeds

46. Don’t forget the risks ….

48. Social media policies for employees

49. The power of LinkedIn

50. LinkedIn – 100% complete profile
• Photo
• Two previous jobs
• A summary
• Education
• Industry and postal code
• A current position with description
• Two more positions
• At least 5 skills
• At least 50 connections

51. Why does 100% matter?
• 100% = 40x more opportunities
• Photo = 7x more likely found in searches
• 2 recent positions = 12x more likely to be
found

52. Why are you connecting?

53. Posting comments

55. • Advance search
• Introductions
• 20 meetings
• Year’s contract –
first meeting

56. Introductions

57. •

58. Who has searched for you?

59. Should I try and connect?!!

60. Probably not!

62. Groups – free advice

63. Groups – new business
• Yorkshire Mafia post ‘anyone know pensions
adviser with tax and public sector
experience?’
• Mazars responded helpfully
• Yorkshire Forward – closing down, advice for
employees

64. Promoting your blog
List your blog in blog directories
• Technorati
• Fuelmyblog
• Blokube
• Blogengage

65. Promoting your blog posts
• Social Networks
– Images on pinterest and instagram
– Facebook, LinkedIn, Google+, Twitter (5 varied
tweets) and on all the relevant company pages,
and groups
• Use on E-Mail Campaigns
• Feature on relevant product / service pages
• Bookmarking sites
• Feedburner / E-Mail delivery

66. Guest Blogging
• Should be part of your content strategy
• Marketing strategy
– Increase online brand presence
– Increase industry authority
– Helps connect with potential customers at
multiple points
• SEO Strategy

67. Guest Blog SEO Benefits / Tips
• Link Building
– Use Author Bio section
– Get Full http:// links
– Two anchor texts links
– Vary it (help look natural and cover more
keywords)
– Create a good relationship so you can get to drop
a link in the actual post too!

68. Guest Blog SEO Benefits / Tips
• Increase online touch points
– Any successful SEO campaign should have multiple touch points
– Website shouldn’t be the only focus online
– Customers can interact with your brand and then be pulled into your
website
– Helps establish you credibility as an industry thought leader
– Gives the opportunity for potential customers who have never heard
of you to learn more.
Great content marketing should focus on educating the consumer and
hitting them at every step of the buy it process. The more guest posts on
industry related blogs the more you will interact at every step of the way!

69. Guest Blog SEO Benefits / Tips
• Don’t just post once
• Create relationships and blog often, you may end up
being featured!
• Drive visitors to your website, it’s not just about SEO,
they may like what you have written and want to
know more
• The more guest blogging, the more you can power
your social media campaign and another excuse to
engage with your audience!

70. Twitter
• Professional profile
• Keywords
• Target followers
• Watch followers:following relativity
• Questions
• Find target audience and engage

72. Twitter phrases
• # hashtag (trending, conferences)
• RT – retweet
• MRT – modified retweet
• Bit.ly – shortened links
• #ff – Follow Friday

75. Facebook for Business
You need a personal account to create a page
https://www.facebook.com/pages/create.php

76. Major parts of Facebook Page

77. What to post?
• Try to create a resource, a reason for users to go
to Facebook
• Remember your business is more interesting to
other people then it is to you!
• Share photos - can you get photos of events,
locations, staff, your premises?
• Share links – interesting article about your
industry
• Share video – people love video
• Questions / Polls – great tool for multiple choice

78. Who to engage
• Firstly identify your target audience and
secondly go to where they hang out!

80. Top Tips for more engagement
• Add your blog posts to Facebook
• Speak to your current networks to promote Facebook
• Promote Facebook in your email signature
• Promote it on your e-mail marketing / website
• Like other pages
• Use the “@” symbol e.g. Hi @nlightspr thanks so much
for a great workshop today
• Tag people in your photo albums
• Post in the evenings and weekends you and your
customers are working 9-5!

81. Be strategic
Business and marketing goals – how and where
will social media add value?
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?

82. Creating a strategy
• What are your key marketing goals?
• Target audience?
• Keywords?
• Key messages?
• Goals for social media – what would business
success look like?
• Creating a social media strategy

83. Action plan for next 10 days
• Personal actions and dates
• Completing a survey in a week
• Identifying what help you need for next time
• Making your plan happen!

84. Social media
• Go out to others – engage
• Find – but be found
• Strategic not scatter gun

85. Free!
http://www.northernlightspr.com
http://www.jonnyross.com