Digital Futures: You're Invited to a Party! - Andrew Machin
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Digital Futures: You're Invited to a Party! - Andrew Machin

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Why do so many brand social media accounts act so anti-socially? By comparing our social media behaviour to how we would typically act in real-world social scenarios, brands can discover how to build, ...

Why do so many brand social media accounts act so anti-socially? By comparing our social media behaviour to how we would typically act in real-world social scenarios, brands can discover how to build, engage and influence through social platforms in ways that benefit their business.

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  • 65 percent of people who are annoyed or irritated by the social media behavior of a business say they would stop using a brand if annoyed. Are you losing customers and prospects because of your social media behavior?
  • Some of this may be familiar to some of you but its always worth covering the basics onto which we can build great strategiesIt’s nothing to do with currency conversion.It’s a way of describing how your website’s efficiency and experience affects your business performance
  • Dr. Robert B. Cialdini, Author of “Influence: The Psychology of Persuasion”He wrote about we are all conditioned to be vulnerable to six specific highly effective weapons of persuasion that can make unwittingly compliant regardless of our intent.
  • Your network can be your best content providers!
  • What are people interested in? What current events
  • You’ve listened, now what can you do for that person?
  • What are people interested in? What current events
  • Your network can be your best content providers!
  • Your network can be your best content providers!
  • Your network can be your best content providers!
  • Remember we’re dealing with people who are driven by emotional feelings and gut reactions
  • A final thought on why conversion rates are important:Patrick has already commented on how google has the ability to determine a good siteWill it favour those that are achieving their defined goals in analytics?
  • Just as we would in
  • Just as we would in
  • So how do we implement Persuassive design? What can we do to connect more with our users?
  • 65 percent of people who are annoyed or irritated by the social media behavior of a business say they would stop using a brand if annoyed. Are you losing customers and prospects because of your social media behavior?
  • So how do we implement Persuassive design? What can we do to connect more with our users?

Digital Futures: You're Invited to a Party! - Andrew Machin Presentation Transcript

  • 1. Social Media:You’ve been invited to a party!
  • 2. YOU’VE BEEN INVITED TO A Party!
  • 3. SOCIAL MEDIA IS THEGREATEST PARTY ON EARTH* (*for brands)
  • 4. YOURBRAND HERE
  • 5. How is Social Media being used?
  • 6. State of Social 2012 - eConsultancy
  • 7. Direct marketing can be anti-social 66% Advertorials 57% Facebook ads 45% Sponsored TweetsIs Your Social Media Behavior Annoying? By Vickie Pittard, Published November 27, 2012
  • 8. Direct marketing can be anti-social 33 26 17 65 % % % % “Social ads are more “More likely to pay “Feel more connected “Feel likely to think annoying that other attention to an ad to brands on social negatively of the online ads” posted by a friend”” networks” brand”STATE OF THE MEDIA: The Social Media Report 2012 - Nielsen
  • 9. No one like a party boreSTATE OF THE MEDIA: The Social Media Report 2012 - Nielsen
  • 10. We’re at a party, let’s createMeaningfulConnections
  • 11. BE LIKEABLE
  • 12. Why is being a ‘likeable’ brand important to business?
  • 13. Influence: The Psychology of PersuasionDr. Robert B. Cialdini, President of INFLUENCE AT WORK
  • 14. Liking“People are far more likely to say YES to those they know and like”
  • 15. Just ask Aleksandr… Quotes increased +80%Cost per acquisition -73% 806k followers
  • 16. YOURLIKEABLE BRAND HERE
  • 17. Branding 101:What is a ‘brand’?
  • 18. A brand isnot a logo
  • 19. A brand is not a product
  • 20. A brand is not a service
  • 21. Emotional Feeling It’s an
  • 22. It’s not what we say it is.It’s what they say it is.
  • 23. The same applies to people I’m Friendly & Approachable Guru
  • 24. Our brand is the emotional response of others “He’s Desperate & Needy”
  • 25. GSOH?
  • 26. YOURLIKEABLE BRAND PERSONALITY HERE
  • 27. 6 principles of a likeable brand personality on social networks
  • 28. 1Become genuinely interested in other people
  • 29. 2 Be a good listener. Encourageothers to talk about themselves.
  • 30. 3Talk in terms of the other persons interest
  • 31. 4 Make the other person feelimportant – and do it sincerely
  • 32. 5 If youre wrong, admit itquickly and emphatically
  • 33. 6Smile 
  • 34. 6 principles of a likeable brand personality on social networks
  • 35. Written in 1934
  • 36. The rules of dealing with people have not changed
  • 37. We’ve just not applied them to brands before
  • 38. YOURLIKEABLE BRAND PERSON HERE
  • 39. “HOW SOCKSCHANGED THE WAY I BUYBROADBAND” CASESTUDY
  • 40. Challenges• Low interest• Slow purchasing - between 6 and 18 months• Low advocacy• A measurable effect on business
  • 41. Brand Long termpersonality brand Become GOAL outreach advocacy customers The Social Journey
  • 42. Turn it into Be with themSearch out for next a good GOALbad choices purchase choice The Social Journey
  • 43. “How Thermal Socks led to a MeaningfulConnection that made me change the way Ibuy Broadband”“I now feel personally connected to Broadband Choices. Sincemy exchange I have browsed their website in great detail andhave spent a lot of time looking at their social media…“From their one action of sending me some thermal socks,their brand has probably reached around 100 people so farand most importantly in an extremely positive light”.Search for “Thermal socks and Broadband”
  • 44. 1. Use the opportunity to develop your brand2. Likes: emotional connections, not logical figurative statistics3. The opportunity is there to help mould exactly how your brand is perceived4. Define you brand’s personality5. Talk about others, not you
  • 45. MOST OF ALL…Have fun!
  • 46. Thank You Andrew.Machin@branded3.com @The_Machin
  • 47. #B3Seminar@Branded_3