Social Media:You’ve been invited to a party!
YOU’VE BEEN INVITED TO A Party!
SOCIAL MEDIA IS THEGREATEST PARTY      ON EARTH*       (*for brands)
YOURBRAND HERE
How is Social Media being used?
State of Social 2012 - eConsultancy
Direct marketing can be anti-social             66% Advertorials                                                     57% F...
Direct marketing can be anti-social        33 26 17 65        %                                               %           ...
No one like a                                                              party boreSTATE OF THE MEDIA: The Social Media ...
We’re at a party, let’s createMeaningfulConnections
BE LIKEABLE
Why is being a ‘likeable’  brand important     to business?
Influence:                               The Psychology of PersuasionDr. Robert B. Cialdini, President of INFLUENCE AT WORK
Liking“People are far more likely to say YES    to those they know and like”
Just ask Aleksandr… Quotes increased +80%Cost per acquisition -73%           806k followers
YOURLIKEABLE BRAND  HERE
Branding 101:What is a ‘brand’?
A brand isnot a logo
A brand is   not a product
A brand is   not a service
Emotional Feeling  It’s an
It’s not what we say it is.It’s what   they say it is.
The same applies to people                      I’m Friendly &                    Approachable Guru
Our brand is the emotional response of others            “He’s Desperate               & Needy”
GSOH?
YOURLIKEABLE BRAND PERSONALITY     HERE
6 principles of a likeable  brand personality on    social networks
1Become genuinely interested in        other people
2 Be a good listener. Encourageothers to talk about themselves.
3Talk in terms of the other    persons interest
4  Make the other person feelimportant – and do it sincerely
5 If youre wrong, admit itquickly and emphatically
6Smile 
6 principles of a likeable  brand personality on    social networks
Written in 1934
The rules of dealing with people       have not changed
We’ve just not applied them     to brands before
YOURLIKEABLE BRAND    PERSON     HERE
“HOW SOCKSCHANGED THE  WAY I BUYBROADBAND” CASESTUDY
Challenges•   Low interest•   Slow purchasing - between 6 and 18 months•   Low advocacy•   A measurable effect on business
Brand       Long termpersonality     brand      Become                                      GOAL outreach     advocacy    ...
Turn it into   Be with themSearch out                     for next                a good                      GOALbad choi...
“How Thermal Socks led to a MeaningfulConnection that made me change the way Ibuy Broadband”“I now feel personally connect...
1. Use the opportunity to develop your brand2. Likes: emotional connections, not logical   figurative statistics3. The opp...
MOST OF ALL…Have fun!
Thank You Andrew.Machin@branded3.com        @The_Machin
#B3Seminar@Branded_3
Digital Futures: You're Invited to a Party! - Andrew Machin
Digital Futures: You're Invited to a Party! - Andrew Machin
Digital Futures: You're Invited to a Party! - Andrew Machin
Digital Futures: You're Invited to a Party! - Andrew Machin
Digital Futures: You're Invited to a Party! - Andrew Machin
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, 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

    1. 1. Social Media:You’ve been invited to a party!
    2. 2. YOU’VE BEEN INVITED TO A Party!
    3. 3. SOCIAL MEDIA IS THEGREATEST PARTY ON EARTH* (*for brands)
    4. 4. YOURBRAND HERE
    5. 5. How is Social Media being used?
    6. 6. State of Social 2012 - eConsultancy
    7. 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. 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. 9. No one like a party boreSTATE OF THE MEDIA: The Social Media Report 2012 - Nielsen
    10. 10. We’re at a party, let’s createMeaningfulConnections
    11. 11. BE LIKEABLE
    12. 12. Why is being a ‘likeable’ brand important to business?
    13. 13. Influence: The Psychology of PersuasionDr. Robert B. Cialdini, President of INFLUENCE AT WORK
    14. 14. Liking“People are far more likely to say YES to those they know and like”
    15. 15. Just ask Aleksandr… Quotes increased +80%Cost per acquisition -73% 806k followers
    16. 16. YOURLIKEABLE BRAND HERE
    17. 17. Branding 101:What is a ‘brand’?
    18. 18. A brand isnot a logo
    19. 19. A brand is not a product
    20. 20. A brand is not a service
    21. 21. Emotional Feeling It’s an
    22. 22. It’s not what we say it is.It’s what they say it is.
    23. 23. The same applies to people I’m Friendly & Approachable Guru
    24. 24. Our brand is the emotional response of others “He’s Desperate & Needy”
    25. 25. GSOH?
    26. 26. YOURLIKEABLE BRAND PERSONALITY HERE
    27. 27. 6 principles of a likeable brand personality on social networks
    28. 28. 1Become genuinely interested in other people
    29. 29. 2 Be a good listener. Encourageothers to talk about themselves.
    30. 30. 3Talk in terms of the other persons interest
    31. 31. 4 Make the other person feelimportant – and do it sincerely
    32. 32. 5 If youre wrong, admit itquickly and emphatically
    33. 33. 6Smile 
    34. 34. 6 principles of a likeable brand personality on social networks
    35. 35. Written in 1934
    36. 36. The rules of dealing with people have not changed
    37. 37. We’ve just not applied them to brands before
    38. 38. YOURLIKEABLE BRAND PERSON HERE
    39. 39. “HOW SOCKSCHANGED THE WAY I BUYBROADBAND” CASESTUDY
    40. 40. Challenges• Low interest• Slow purchasing - between 6 and 18 months• Low advocacy• A measurable effect on business
    41. 41. Brand Long termpersonality brand Become GOAL outreach advocacy customers The Social Journey
    42. 42. Turn it into Be with themSearch out for next a good GOALbad choices purchase choice The Social Journey
    43. 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. 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. 45. MOST OF ALL…Have fun!
    46. 46. Thank You Andrew.Machin@branded3.com @The_Machin
    47. 47. #B3Seminar@Branded_3
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