British Chamber of Commerce SME social media session
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A brief overview of the social and content marketing opportunity for SMEs
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British Chamber of Commerce SME social media session
- 1. @AndreaTEdwards How SMEs can Harness Social Media to Grow Your Business (plus some other stuff) Andrea Edwards Head of Content Marketing & Training, Novus Asia @AndreaTEdwards /CommunicatingAsiaPacific /AndreaEdwardsAsia www.AndreaTEdwards.com /WeareNovusAsia /@NovusAsia /NovusAsia /NovusAsia
- 5. @AndreaTEdwards It took Twitter three years to get to one billion Tweets Now there’s a billion every two days
- 6. @AndreaTEdwards In 2012 80,000 posts on Facebook Now 4+ million 700k Google searches Now close to 5 million 25 hours of video uploaded on YouTube Now 150 hours EVERY minute
- 7. @AndreaTEdwards Enter the Era of Information overload In the last 10 years we’ve created more information than in all of human history 10x information – Forecast to double next 2 years Average attention span dropped 12 secs in 2000 to 8 secs in 2015 Statistic Brain 30 exabytes 10 years ago There’s 300 exabytes today
- 8. How are we learning today?
- 10. @AndreaTEdwards Focus on trust 15% of people trust recommendations from brands 84% trust recommendations from people they know Reference: wersm
- 11. @AndreaTEdwards Today’s reality. The consumer is 80-90% of the way through the sales cycles before they even come to a brand. They are learning and deciding outside the brand.
- 12. @AndreaTEdwards
- 13. @AndreaTEdwards
- 14. @AndreaTEdwards Let’s focus on content marketing What is it? Why is it different?
- 15. @AndreaTEdwards What is content marketing? How should we think about it? I believe it’s anything that starts a conversation We have moved from selling something to sharing & helping customers It’s a complete cultural flip in mindset
- 16. @AndreaTEdwards
- 17. @AndreaTEdwards “If you want to sell me a camera, tell me how to take great photos” CMI
- 19. @AndreaTEdwards Speaking about your brand, products or services – that’s marketing, still relevant, but different • It’s about speaking to the whole customer • Helping them succeed • Keeping them informed on relevant issues • Improving their lives • Answering their questions Content marketing is NOT
- 20. @AndreaTEdwards Content Fundamentals You must keep going – even when faced with silence Why will they love it and crave more? Always look at your content – ask yourself why Succeeding with content is long- term, hard work Be of value to them. Be sincere and genuine What are you trying to do for them? Who are you trying to reach? tand out from the crowd?
- 21. @AndreaTEdwards
- 24. @AndreaTEdwards The basic rule? Always always ALWAYS remember it’s not about you! • It’s about the customer of your content & the value you deliver to them • You must consistently put yourself in your customers’ shoes • This new world is all about giving – it’s where you can really shine
- 25. @AndreaTEdwards
- 26. Let me take you on Novus Asia’s journey An SME example
- 27. @AndreaTEdwards
- 32. Results? • 1,000% increase new business leads • Facebook most successful asset • Went from single digits to 1,000s of views • Employee pride • Employee advocacy • Instagram? • Messaging apps?
- 33. What to do now Some tips for the journey
- 34. @AndreaTEdwards Who is your customer?
- 35. @AndreaTEdwards What do they care about?
- 37. @AndreaTEdwards
- 38. 80 / 20 rule
- 39. @AndreaTEdwards
- 40. Can’t write, edit, create? Hire someone and really value what they bring to the table Don’t hire a YES person
- 41. Curate content
- 42. How many employees do you have? Bring them into the fold – make them authentic advocates for your brand Trust the reason customers do business with you
- 43. What is your user generated content (UGC) opportunity?
- 44. What about local bloggers who support your message? Have you identified them? Can you partner with them? Republish their content? Are you willing to pay them?
- 45. Where should I prioritize?
- 46. @AndreaTEdwards
- 47. @AndreaTEdwards Some take-aways • Customer first • Flip from marketing to content marketing • Define your story • Select your social channels • Spend $ • Employee advocacy • Build a community • Be authentic
- 48. @AndreaTEdwards Thank you and see you on social media Communicating Asia Pacific andreatedwards.com AndreaEdwardsAsia @AndreaTEdwards WeAreNovusAsia Novus Asia Novus Asia @NovusAsia
Editor's Notes
- Getting advice from peers on LinkedIn groups Making decisions during Tweet chats Attending networking events Chatting with friends at BBQs Reading influencer blogs on LinkedIn Reading blogs by peers in their industry On Google hangouts hearing opinions from around the world Talking to friends on Facebook
- Respected thought leader Visionary Connect to customers Media influencer Part of a global discussion Aligned to other leaders Different future Aspirations / careers A passion
- What makes me great? What makes me unique? What makes me compelling?