Its not the size, its what you do with it onthe edge bristol 2012 final
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The document outlines a social media strategy for businesses, emphasizing the importance of understanding and engaging the audience rather than focusing solely on self-promotion. It discusses the need for relevant and valuable content that fuels trust and drives interactions while providing practical steps for curating and measuring social media effectiveness. Key takeaways include the importance of adding value, being audience-focused, and leveraging metrics for better outcomes in social media engagement.
Its not the size, its what you do with it onthe edge bristol 2012 final
- 1. It’s not the size It’s what you do with it Social media strategy for business 25 September 2012 #edgebristol @ontheedgelive @renepower
- 2. Lucky us Marketing just got really easy Presentation to: 25 September 2012 #edgebristol www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower T C O M M U N I C A T E S
- 3. We can talk to anyone we like whenever we like 25 September 2012 #edgebristol @ontheedgelive @renepower
- 4. Amplify I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
- 5. b l bl ah B la h h bl ah h b la ah b la h b l b la b l ah b la h bl ah bl ah bl ah bl ah 25 September 2012 #edgebristol @ontheedgelive @renepower
- 6. Why companies suck at social? Not relevant to audience Not engaging or exciting Confused with social All broadcast Not easy to access / share Spammed across multiple platforms 25 September 2012 #edgebristol @ontheedgelive @renepower
- 7. Remember your day job A sale = story x passion + trust time 25 September 2012 #edgebristol @ontheedgelive @renepower
- 8. You want provocative? Stop thinking about yourself. Start thinking about your customer. Presentation to: 25 September 2012 #edgebristol www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower T C O M M U N I C A T E S
- 9. It’s not the size It’s what you do with it I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
- 10. The social media conundrum We need an audience We need a bigger audience I need to be on social I don’t know I don’t have media where to start? time I don’t have I need to resource cleanse My connections offer no value and I It’s not need new ones measurable
- 11. Stop talking social media. In fact, stop talking. Start listening. Presentation to: 25 September 2012 #edgebristol www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower T C O M M U N I C A T E S
- 12. Inside the mind of the buyer I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
- 13. Content fuels trust & transaction 25 September 2012 #edgebristol @ontheedgelive @renepower
- 14. It’s not the size It’s what you do with it
- 15. Taking CARE in social media How do we want to be Who do we want to be What are important Can we measure if / how perceived? associated with? issues to our audience? our content matters? What are we going to Who do we want to How can we help, How are we going to say, share, comment influence? advise, add value? measure if audiences on? care? Who do we want to Can we do this How are we going to do engage? frequently? How are we going to it? measure our relevance? 25 September 2012 #edgebristol @ontheedgelive @renepower
- 16. Audit I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
- 17. Watering holes Who’s there? What’s being said? What’s being asked? What’s missing? What works? What doesn’t? I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
- 18. Curation Some powerful influencers and connectors don’t create anything 25 September 2012 #edgebristol @ontheedgelive @renepower
- 19. Curating content in five steps Step 1: Get Google Set up Alerts and Reader Step 2: Visit namechk Step 3: Set up your ‘Big 5’ Step 4: Set up free Hootsuite and plug them in Step 5: Check Reader – schedule updates for half an hour each morning 25 September 2012 #edgebristol @ontheedgelive @renepower
- 20. Define audience pain Identifies topics Dictates relevance Establishes trends Sets parameters I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
- 21. Audit what you have already Goal = Quick wins 25 September 2012 #edgebristol @ontheedgelive @renepower
- 22. Rules for creating killer content Relevance Useful Valuable Lead generative Social =
- 23. Map content to buyer needs Set objectives Select different tools to deliver different outcomes Select tools for different audiences and stages of buying cycle Courtesy of www.smartinsights.com 25 September 2012 #edgebristol @ontheedgelive @renepower
- 24. Build a content hub
- 25. Relevant, targeted usable content is social media rocket fuel. Valuable content gets shared. Presentation to: 25 September 2012 #edgebristol www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower T C O M M U N I C A T E S
- 26. Amplification Access influencers and customers: 140m users worldwide. 8.6m UK, The big five deliver search optimisation, 100,000s in your sector, 1,000’s in your groups. brand amplification and audience Media, influencer and customer contacts. Build influence and distribute content. Access influencers and customers: 140m users worldwide. 8.6m UK, 100,000s in your sector, 1,000’s in your groups. Half of all search is video makes YouTube search engine a must. Media, influencer and customer contacts. Build influence and 800m users; lines content. distribute of personal-professional ever blurring. Given priorityof all search Uptake and functionality will improve overa Half in SERPS. is video making YouTube search engine time. must. Given priority in SERPS. Uptake and functionality will improve over time. Deliver engagement with Circles and Hangouts. 900m users; lines of personal-professional ever blurring.
- 27. Measuring social media Buzz by no of posts buzz by impressions shift in buzz channel buzz buzz by time of day seasonal buzz competitive buzz category/topic buzz asset popularity buzz by customer type mainstream media mentions buzz by stage in DM process mainstream media mentions installs downloads growth rate of fans follows friends contacts no of pass alongs uploads favourites likes comments ratings recommends embeds bookmarks subscriptions page views increase in searches %of buzz with links no of views/interactions polls virtual gifts clickthroughs changes in search ranking type reach channel tags popularity contest entries leads generated geography volume of posts impressions time spent clicks contributions products sampled store visits trials by bloggers chatrooms wikis online sales offline sales savings change customer acquisition & retention in share AEV event response event attendance satisfaction feedback complaint handling 25 September 2012 #edgebristol @ontheedgelive @renepower
- 28. Specific social media metrics Raise brand profile = Klout Web traffic uplift = Google Analytics Social Reports Web visitor loyalty = Google Analytics Advanced Segments Conversion rates = Google Analytics Social Conversion Goals http://www.socialmediaexaminer.com/4-social-media-goals/ 25 September 2012 #edgebristol @ontheedgelive @renepower
- 29. Takeaways 1. Keep focused on actions and Think help, Use outcomes adding value, actionable and expertise information 2. Map types of first to position content to expertise audience and stages of the buying process Research where your audience Refine, 3. Create a goes and what repurpose & calendar to map they are repackage resource looking for your existing material 4. Pick social platforms your customers use I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S
- 30. You want provocative? You can’t handle provocative 25 September 2012 #edgebristol @ontheedgelive @renepower
- 31. Stop talking. Start listening. Focus on adding value to customers (and your business). Think fuel. Create expert content that drives trust before launching into social media. Presentation to: 25 September 2012 #edgebristol www.bdb.co.uk I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower T C O M M U N I C A T E S
- 32. Recommended Websites Smart Insights blog Econsultancy.com Content Marketing Institute blog Hubspot blog Problogger Books Inbound Marketing: Get found using Google, social media and blogs Dharmesh Shah / Brian Halligan Content Rules CC Chapman 25 September 2012 #edgebristol @ontheedgelive @renepower
- 33. More? 200 page eBook on b2b digital marketing - available to members of http://www.smartinsights.com/ 20% off promo code: SMARTB2B rene@bdb.co.uk http www.bdb.co.uk @renepower blog http://marketingassassin.co.uk Coming soon to Slides will go up on http://slideshare.net/renepower 25 September 2012 #edgebristol @ontheedgelive @renepower
Editor's Notes
- #2: Got some great
- #3: Show of hands – delegate split (client vs agency, b2b vs b2c vs public sector, digital native vs illiterate) This is a social media presentation WITHOUT the social media. Everyone knows about Facebook – 900m users, Linkedin 130m users, Google+, Twitter and the 98,000 tweets a minute. This is about making it relevant to your business. BDB digital credentials V1 Jan 2012
- #4: I want to start with an observation…aren’t we lucky living in the age we do. Technology and connection has never been easier. We can now talk to almost anyone We can find anyone We can talk to blather about our products and services We can sell All regardless of interest, segmentation, targeting or strategy. BDB digital credentials V1 Jan 2012
- #5: OK it didn’t it got really complicated… BDB digital credentials V1 Jan 2012
- #6: http://fanpagelist.com/ BDB digital credentials V1 Jan 2012
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- #8: You’re in the business of selling expertise People buy when they trust Trust takes time, people need to believe You need to tell a story and tell it story well BDB digital credentials V1 Jan 2012
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- #12: Social media was designed for pleasure, and for one-to-one conversations. Brands hijacked it and the platforms have been trying to monetise ever since. BDB digital credentials V1 Jan 2012
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- #19: 5 steps to curating great content and becoming your industry’s go to BDB digital credentials V1 Jan 2012
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