It’s not the   size                                     It’s what you                                     do with itSocial...
Lucky us           Marketing just got really easy    Presentation to:                                                     ...
We can talk to anyone we likewhenever we like               25 September 2012 #edgebristol                 @ontheedgelive ...
AmplifyI   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  ...
b l        bl ahB la  h             h   bl  ah      h b la           ahb  la          h    b l         b  la b  l ah      ...
Why companies suck at social?  Not relevant to audienceNot engaging or exciting   Confused with social All broadcast Not e...
Remember your day job  A sale = story x passion + trust                  time                        25 September 2012 #ed...
You want provocative?           Stop thinking about yourself.           Start thinking about your           customer.    P...
It’s not the size                                                    It’s what you do with itI   N   T   E   R   N   A   T...
The social media conundrum               We need an                audience                                            We ...
Stop talking social media.           In fact, stop talking.           Start listening.    Presentation to:                ...
Inside the mind of the buyerI   N   T   E   R   N   A   T   I   O   N   A   L   M   A   R   K   E   T   I   N   G   T   H ...
Content fuels trust & transaction                  25 September 2012 #edgebristol                    @ontheedgelive @renep...
It’s not the sizeIt’s what you dowith it
Taking CARE in social mediaHow do we want to be     Who do we want to be      What are important     Can we measure if / h...
AuditI   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...
Watering holes        Who’s there?        What’s being said?        What’s being asked?        What’s missing?        What...
CurationSome powerfulinfluencers andconnectors don’tcreate anything                   25 September 2012 #edgebristol      ...
Curating content in five stepsStep 1: Get Google  Set up Alerts and ReaderStep 2: Visit namechkStep 3: Set up your ‘Big 5’...
Define audience pain                                                                                                      ...
Audit what you have alreadyGoal = Quick wins                    25 September 2012 #edgebristol                      @onthe...
Rules for creating killer contentRelevanceUsefulValuableLead generativeSocial       =
Map content to buyer needs                   Set objectives                   Select different tools to                   ...
Build a content hub
Relevant, targeted usable content           is social media rocket fuel.           Valuable content gets shared.    Presen...
Amplification    Access influencers and customers: 140m users worldwide. 8.6m UK,The big five deliver search optimisation...
Measuring social media Buzz by no of posts buzz by impressions shift in buzz channel buzz     buzz by time of day    seaso...
Specific social media metricsRaise brand profile =                                      KloutWeb traffic uplift           ...
Takeaways                                                                                       1. Keep focused           ...
You want provocative?You can’t handle provocative                        25 September 2012 #edgebristol                   ...
Stop talking. Start listening.           Focus on adding value to           customers (and your business).           Think...
RecommendedWebsites Smart Insights blog Econsultancy.com Content Marketing Institute blog Hubspot blog ProbloggerBook...
More?     200 page eBook on b2b digital     marketing - available to members of     http://www.smartinsights.com/     20% ...
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Its not the size, its what you do with it onthe edge bristol 2012 final

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Presentation on social media strategy for business given to open the On the Edge Live Bristol event on 25 Sept 2012.

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  • Got some great
  • 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
  • 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
  • OK it didn’t it got really complicated… BDB digital credentials V1 Jan 2012
  • http://fanpagelist.com/ BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • 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
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • 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
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
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  • BDB digital credentials V1 Jan 2012
  • 5 steps to curating great content and becoming your industry’s go to BDB digital credentials V1 Jan 2012
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  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • BDB digital credentials V1 Jan 2012
  • Its not the size, its what you do with it onthe edge bristol 2012 final

    1. 1. It’s not the size It’s what you do with itSocial media strategy for business 25 September 2012 #edgebristol @ontheedgelive @renepower
    2. 2. Lucky us Marketing just got really easy Presentation to: 25 September 2012 #edgebristol www.bdb.co.ukI 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. 3. We can talk to anyone we likewhenever we like 25 September 2012 #edgebristol @ontheedgelive @renepower
    4. 4. AmplifyI 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. 5. b l bl ahB la h h bl ah h b la ahb 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. 6. Why companies suck at social? Not relevant to audienceNot engaging or exciting Confused with social All broadcast Not easy to access / shareSpammed across multiple platforms 25 September 2012 #edgebristol @ontheedgelive @renepower
    7. 7. Remember your day job A sale = story x passion + trust time 25 September 2012 #edgebristol @ontheedgelive @renepower
    8. 8. You want provocative? Stop thinking about yourself. Start thinking about your customer. Presentation to: 25 September 2012 #edgebristol www.bdb.co.ukI 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. 9. It’s not the size It’s what you do with itI 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. 10. The social media conundrum We need an audience We need a bigger audienceI 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. 11. Stop talking social media. In fact, stop talking. Start listening. Presentation to: 25 September 2012 #edgebristol www.bdb.co.ukI 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. 12. Inside the mind of the buyerI 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. 13. Content fuels trust & transaction 25 September 2012 #edgebristol @ontheedgelive @renepower
    14. 14. It’s not the sizeIt’s what you dowith it
    15. 15. Taking CARE in social mediaHow 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 thisHow are we going to do engage? frequently? How are we going to it? measure our relevance? 25 September 2012 #edgebristol @ontheedgelive @renepower
    16. 16. AuditI 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. 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. 18. CurationSome powerfulinfluencers andconnectors don’tcreate anything 25 September 2012 #edgebristol @ontheedgelive @renepower
    19. 19. Curating content in five stepsStep 1: Get Google Set up Alerts and ReaderStep 2: Visit namechkStep 3: Set up your ‘Big 5’Step 4: Set up free Hootsuite and plug them inStep 5: Check Reader – schedule updates for half an hour each morning 25 September 2012 #edgebristol @ontheedgelive @renepower
    20. 20. Define audience pain Identifies topics Dictates relevance Establishes trends Sets parametersI 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. 21. Audit what you have alreadyGoal = Quick wins 25 September 2012 #edgebristol @ontheedgelive @renepower
    22. 22. Rules for creating killer contentRelevanceUsefulValuableLead generativeSocial =
    23. 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. 24. Build a content hub
    25. 25. Relevant, targeted usable content is social media rocket fuel. Valuable content gets shared. Presentation to: 25 September 2012 #edgebristol www.bdb.co.ukI 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. 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. 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 generatedgeography volume of posts impressions time spent clicks contributions products sampled store visits trialsby bloggers chatrooms wikis online sales offline sales savings change customer acquisition & retentionin share AEV event response event attendance satisfaction feedback complaint handling 25 September 2012 #edgebristol @ontheedgelive @renepower
    28. 28. Specific social media metricsRaise brand profile = KloutWeb traffic uplift = Google Analytics Social ReportsWeb visitor loyalty = Google Analytics Advanced SegmentsConversion rates = Google Analytics Social Conversion Goalshttp://www.socialmediaexaminer.com/4-social-media-goals/ 25 September 2012 #edgebristol @ontheedgelive @renepower
    29. 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 useI 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. 30. You want provocative?You can’t handle provocative 25 September 2012 #edgebristol @ontheedgelive @renepower
    31. 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.ukI 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. 32. RecommendedWebsites Smart Insights blog Econsultancy.com Content Marketing Institute blog Hubspot blog ProbloggerBooks 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. 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.ukhttp www.bdb.co.uk @renepowerblog http://marketingassassin.co.uk Coming soon to Slides will go up on http://slideshare.net/renepower 25 September 2012 #edgebristol @ontheedgelive @renepower

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