Transcript Day 2 PowerPoints Slides

Level 2
Award in Social
Networking for
Business
Day 2
Tutor:
Alan Jarvis
Recap
• Social Media Marketing plan
• Have you completed your social media marketing plan?
• You need to have a go at the marketing plan before you can
attempt the next steps
• Today:
• SEO
• Social media monitoring
• Social media policy
SEO and Keywords
• Homework
• Have you identified your keywords?
• Why have keywords?
• Keywords are those words our potential customers will put in he
Google search box
• Will your business come up in the search results?
• How would people search for your business (ie what keywords
would they use?)
• How can we check if we have good keywords?
• Google Adwords keyword planner tool
Search Engine Optimisation
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Use your Keywords in your website text
Include your Keywords in your page titles
Get in-bound links
Update your site regularly
Keyword Research
• Practical Task (unit 2, LO2,2)
• Create an Google Adwords account
• Carry out keyword research on at least 3-4 main keywords with a
couple of alternatives
• E.g. compare ‘cake shops in Essex’ with ‘bakeries in Chelmsford’
and other variations (cake decorating, wedding cakes, cake icing)
• Create a Word document in which you make a simple record of
the research you have done using screen shots with brief
annotations.
• Save the document in you folder calling it ‘keyword research 2-2’
or similar
Social Media Monitoring
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Improving the customer experience
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Providing prompt response to customer queries
Effectively dealing with complains or negative comments
Identifying interest in a product or service
Supporting marketing decisions
Improving customer relations
Use tools to track the effectiveness of the social media
network
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Use of Facebook Insights to judge the effectiveness of a social
media interaction
Social Media Monitoring
• Useful tools:
• Hootsuite – makes posting on and monitoring multiple social
media channels easier
• Facebook Insights – provides detailed data about your audience
and which of you posts they interact with
• Google Analytics – provides data about your visits to your
website
Hootsuite
• FREE version for up to 5 social media channels
• Lets have a look at Hootsuite
Workbook
• 1.5 Describe the purpose of social media monitoring and
explain how to optimise the use of search engines
• Give EXAMPLES of why social media monitoring is important.
A Social Media Policy
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Promoting company philosophy,
Avoiding conflicts of interest,
Security concerns,
Establishing a business identity,
Ensuring confidentiality of business and customer
information,
• Promoting honesty and respect in communications,
helping with
• Compliance with other business policies such as codes of
conduct,
• Separating company and personal messages
Social Media Policy Examples
• Intel
• Adidas
Social Media Policy Template
• Complete an outline social media policy for your company
using the template provided.
• Use the examples on the previous slide for ‘inspiration’ but
don’t copy them word for word.
• You don’t have to create a fully completed policy, just a draft
one.
Social Media Marketing plan
• Implementation – part 1
• 1.3 Suggest social media service for business
• You should have already done this in your marketing plan
• 1.4 Set up and brand social media profiles
• 1.5 Administrate social media profiles
• Create an evidence document with screen shots of the Social
Media profiles (as listed in your marketing plan) you have set up
and administered
• 1.6 Engage in relevant conversations with people and
communities including responding to contacts
• Find some examples of ‘conversations’ (e.g. an exchange of
messages) and take screen shots to put in your evidence
document.
Social Media Content Schedule
• Unit 2, 2.1
• Using the information you have put in your social media
marketing plan create a outline content schedule
• Use the form provided.
• Not a commitment, just an outline plan and plans can change!
• Don’t have to very specific but try not to be too vague either!