CIM Digital Marketing                         Bootcamp                            Social MediaThursday, 27 September 12
You’re all marketers...                                         © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27...
you believe in SM                                      © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 Septembe...
Why?                               © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
Why Social Media?                    LinkedIn     Twitter                    Facebook     1000        750        500      ...
2026 = human beings!                               © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
Why?                               © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
© Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
Reality check                              1.   China - 1.35 bn                              2.   India - 1.2 bn          ...
Social Networks                                     © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
• Club Penguin                            • Amazon                                       • Moshimonsters                  ...
So what?                                  © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
Why do it?            SEO            PPC                                            WWW          Social       Advertising ...
MUST                            SHOULD                             COULD                                © Adam Gray Social...
MUST                               © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
Passive social                              presence                                     © Adam Gray Social Media 2012 - w...
1. being found by searches                    2. letting people connect as they want                    3. social leverage...
1. being found                                     © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
MUST                                  • be there                                  • 100% complete information             ...
What do you do?                    • Google Keyword Tool                     • identify what people search for            ...
Thursday, 27 September 12
© Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
2. connect as                            others want                                    © Adam Gray Social Media 2012 - ww...
LinkedIn                               Facebook                               Twitter                               Google...
LinkedIn   Pinterest                 Eventbrite                 Facebook   Klip                      Vimeo                ...
3. Social Leverage                                       © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 Septem...
this is THE MOST                            important element                                      © Adam Gray Social Medi...
friends of                             you        friends                                                           friend...
500 connections                                     © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
250,000                                 © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
© Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
© Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
SHOULD                                © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
You have a                            “passive social                              presence”                              ...
1. interact with people                    2. regular conversations                    3. make sure you listen as well as ...
1. interact with people                                              © Adam Gray Social Media 2012 - www.GrayUK.comThursda...
him                            you    me                                   her                                  © Adam Gra...
Build your own...                                          ...why re-invent the wheel?                                    ...
• join groups                            • listen                            • comment                            • share ...
Thursday, 27 September 12
la la la-la laThursday, 27 September 12
Thursday, 27 September 12
2. regular conversations                                               © Adam Gray Social Media 2012 - www.GrayUK.comThurs...
Thursday, 27 September 12
Thursday, 27 September 12
Thursday, 27 September 12
Thursday, 27 September 12
3. make sure you listen as well as talk                                                © Adam Gray Social Media 2012 - www...
listen to what                            people are saying                                  about                        ...
• you                            • your brand                            • your industry                            • your...
• Google Alerts        • Tweetdeck/Hootsuite        • Twittersearch                                © Adam Gray Social Medi...
COULD                               © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
luck                                   © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
• measure                    • monitor                    • understand                     • keep moving the baseline     ...
measure the results                             of your actions                                       © Adam Gray Social M...
• Sprout Social                       • Radian6      • Hootsuite • Trackur                 • Meltwater      • 20 Feet     ...
© Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
Why would you do                               all of this                             measurement?                       ...
• Not worshipping false gods!                    • Improving performance                    • Calculating ROI             ...
followers = listeners                                          © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 ...
• ROI                             • followers                             • retweets                             • comment...
ROI = £                                 © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
(A/B) x C x D                                     ROI =                                                                   ...
Social Media is...                                       © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 Septem...
a chance to innovate                                        © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 Sep...
Success comes from                                leading, not                                  following                 ...
• Levi’s ‘friendstore’                            • BlendTec “Will it Blend?”                            • Smirnoff Nightl...
But everyone gets...                                        © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 Sep...
• market insight                            • leverage relationships                            • visibility in a global/l...
luck                                   © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
Questions?                                   © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
Adam Gray                            adam@grayuk.com                              07779 572122                            ...
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Social media september 2012

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Social Media presentation by Adam Gray at CIM Digital Marketing Bootcamp, 14 September UH Hatfield

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Social media september 2012

  1. 1. CIM Digital Marketing Bootcamp Social MediaThursday, 27 September 12
  2. 2. You’re all marketers... © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  3. 3. you believe in SM © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  4. 4. Why? © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  5. 5. Why Social Media? LinkedIn Twitter Facebook 1000 750 500 250 0 7/2008 1/2009 7/2009 1/2010 7/2010 1/2011 7/1011 1/2012 7/2012 © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  6. 6. 2026 = human beings! © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  7. 7. Why? © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  8. 8. © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  9. 9. Reality check 1. China - 1.35 bn 2. India - 1.2 bn 3. Facebook - 965m 4. YouTube - 600m 5. Twitter - 500m 6. America - 315m 7. Indonesia - 237m 8. Brazil - 193m 9. Pakistan - 180m 10. LinkedIn - 175m © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  10. 10. Social Networks © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  11. 11. • Club Penguin • Amazon • Moshimonsters • Ebay • Pottermore © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  12. 12. So what? © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  13. 13. Why do it? SEO PPC WWW Social Advertising © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  14. 14. MUST SHOULD COULD © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  15. 15. MUST © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  16. 16. Passive social presence © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  17. 17. 1. being found by searches 2. letting people connect as they want 3. social leverage © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  18. 18. 1. being found © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  19. 19. MUST • be there • 100% complete information you • write like you care • regular updates • appropriate links • imagery © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  20. 20. What do you do? • Google Keyword Tool • identify what people search for • competition • what can your business produce • who do you want to talk to © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  21. 21. Thursday, 27 September 12
  22. 22. © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  23. 23. 2. connect as others want © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  24. 24. LinkedIn Facebook Twitter Google+ YouTube © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  25. 25. LinkedIn Pinterest Eventbrite Facebook Klip Vimeo Twitter 4Square Slideshare YouTube Flickr Latitude G+ Picassa Endomondo © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  26. 26. 3. Social Leverage © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  27. 27. this is THE MOST important element © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  28. 28. friends of you friends friends 130 16,900 © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  29. 29. 500 connections © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  30. 30. 250,000 © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  31. 31. © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  32. 32. © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  33. 33. SHOULD © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  34. 34. You have a “passive social presence” © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  35. 35. 1. interact with people 2. regular conversations 3. make sure you listen as well as talk © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  36. 36. 1. interact with people © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  37. 37. him you me her © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  38. 38. Build your own... ...why re-invent the wheel? © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  39. 39. • join groups • listen • comment • share • discuss • help © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  40. 40. Thursday, 27 September 12
  41. 41. la la la-la laThursday, 27 September 12
  42. 42. Thursday, 27 September 12
  43. 43. 2. regular conversations © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  44. 44. Thursday, 27 September 12
  45. 45. Thursday, 27 September 12
  46. 46. Thursday, 27 September 12
  47. 47. Thursday, 27 September 12
  48. 48. 3. make sure you listen as well as talk © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  49. 49. listen to what people are saying about © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  50. 50. • you • your brand • your industry • your competitors • opportunities © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  51. 51. • Google Alerts • Tweetdeck/Hootsuite • Twittersearch © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  52. 52. COULD © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  53. 53. luck © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  54. 54. • measure • monitor • understand • keep moving the baseline • overall digital strategy © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  55. 55. measure the results of your actions © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  56. 56. • Sprout Social • Radian6 • Hootsuite • Trackur • Meltwater • 20 Feet • Beevolve • Brandwatch • Tweetdeck • Netvibes • Lithium Insights • Google • Alterian © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  57. 57. © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  58. 58. Why would you do all of this measurement? © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  59. 59. • Not worshipping false gods! • Improving performance • Calculating ROI © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  60. 60. followers = listeners © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  61. 61. • ROI • followers • retweets • comments © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  62. 62. ROI = £ © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  63. 63. (A/B) x C x D ROI = ExF A = many hits on your website do you need to generate each new client. B = many tweets/updates you need to send to each follower on average to generate one hit on your website C = many followers/connections you have D = average value of a customer over whatever time period you want to measure ROI E = cost per hour of your marketing function F = average time taken to produce a tweet/update expressed as a fraction of an hour © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  64. 64. Social Media is... © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  65. 65. a chance to innovate © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  66. 66. Success comes from leading, not following © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  67. 67. • Levi’s ‘friendstore’ • BlendTec “Will it Blend?” • Smirnoff Nightlife Exchange • Old Spice man vs Fabio © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  68. 68. But everyone gets... © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  69. 69. • market insight • leverage relationships • visibility in a global/local market • realtime measurement • accountability © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  70. 70. luck © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  71. 71. Questions? © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12
  72. 72. Adam Gray adam@grayuk.com 07779 572122 © Adam Gray Social Media 2012 - www.GrayUK.comThursday, 27 September 12

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