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Talk given by Dr Amber Burton from Bournemouth University at the Adido Do Digital Better seminar

Talk given by Dr Amber Burton from Bournemouth University at the Adido Do Digital Better seminar

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  • Who am I? marketing consultant & agency owner from 1989 lecturer since 2005 PhD research into online identity online user (the old variety) on FaceBook, Twitter, Google+, LinkedIn, BuzzTechs Klout score of 33, brand sentiment currently at neutral 08.11.11
  • so….what do you need to be doing with social media for 2012 and beyond …. Predictions and trends and moving goalposts. Only 2 certainties …. That social media continues to rise That Zumba will take over Pilates 08.11.11
  • at this point, you will be asking yourself one of 3 questions …. What the hell is Zumba and Pilates? What have they got to do with social media? How do I get Zumba into my next email campaign? Humour me ….. 08.11.11
  • This is your problem. This is the bad news. Staying ‘on top’ of emerging technologies is difficult, time consuming and ultimately … pointless. Unless your business is actually about emerging new media, you are not a specialist in anything other than running your business. Futhermore, social media is a popular culture game. Unless you are in the right demographic, you won’t be speaking the language. It’s the equivalent of Dad Dancing at a wedding. 08.11.11
  • Even more bad news … Lots of research coming out which confirms that social media is and continues to be unstoppable. We are being more social online. BUT we are not engaging socially. We don’t go onto FaceBook to be told a marketing message – we go there to be entertained, to find out how Aunt Maude is getting on with her round the world trip, pics of the new baby, funny cat videos, throwing sheep at friends, etc. In other words, we go for the ‘affective’ experience: we don’t go for the ‘cognitive’ experience. Cognitive Affective Conative Or think, feel, do. 08.11.11
  • Lots of brands and businesses are flocking to social media. LinkedIn – over 80% of business have a profile, but mostly used for recruitment FaceBook – targeted advertising and ‘like’ pages, but what do ‘likes’ mean for business? Twitter – easy to set up an account, not so easy to populate it Blogs – difficult to strike the right ‘tone of voice’ and even more difficult to maintain frequency YouTube – viral marketing sounds like such a good idea, but in practice very risky Google+ - so far the happy hunting ground of early adoptors complaining to each other that FaceBook is easier 08.11.11
  • Some good news … If your market is B2C, then you’ve got more to play with in social media If you already know that your Target Audience is social media-friendly, then you have a starting point If you are already regularly producing news content (PR, email, newsletters, rich media, loyalty schemes, etc) then you have material you could re-purpose 08.11.11
  • Crucial questions: What does your Target Audience want from you in social media? What’s in it for them? Can you design a ‘pull’ rather than a ‘push’ communications strategy? Where’s the added value? ROI – what type of measurement is important to you? If you simply look at ‘likes’ ‘retweets’ ‘followers’ etc, then social media won’t work for you. That won’t drive sales. 08.11.11
  • Future Proofing ideas: Take social media seriously. Treat it as a threat. You will be conspicuous by your absence. BUT don’t seriously engage with social media until you have the resources. You will need long term integrated marketing planning, a great deal of patience, loads of content ideas and the (wo)manpower to get the job done. 08.11.11
  • Future Proofing ideas: Partner with a specialist who is prepared to plan long-range strategy as well as short-term tactics. Bring in the culture – don’t chase it (Dad Dancing). Offer placements to students who are trained in Interactive Media and Digital Marketing. Consider employing recent graduates – they are cheap …. and very grateful. Most importantly, they will get your business speaking the right language in social media. 08.11.11
  • Future Proofing ideas: Partner with a specialist who is prepared to plan long-range strategy as well as short-term tactics. Bring in the culture – don’t chase it (Dad Dancing). Offer placements to students who are trained in Interactive Media and Digital Marketing. Consider employing recent graduates – they are cheap …. and very grateful. Most importantly, they will get your business speaking the right language in social media. 08.11.11

Adido futureproof Adido futureproof Presentation Transcript

  • what do you need to be doing with social media for 2012 and beyond? Future Proofing for 2012
    • Who am I?
    • marketing consultant & agency owner from 1989
    • lecturer since 2005
    • PhD research into online identity
    • online user (the old variety)
    • on FaceBook, Twitter, Google+, LinkedIn, BuzzTechs
    • Klout score of 33, brand sentiment currently at neutral
    FutureProofing for 2012 Amber Burton, Nov 2011
    • so….what do you need to be doing with social media for 2012 and beyond ….
    • only 2 certainties ….
    • that social media continues to rise
    • that Zumba will take over Pilates
    FutureProofing for 2012 Amber Burton, Nov 2011
    • at this point, you should be asking yourself one of 3 questions ….
    • “ What the hell is Zumba and Pilates?”
    • “ What have they got to do with social media?”
    • “ How do I get Zumba into my next email campaign?”
    • humour me …..
    FutureProofing for 2012 Amber Burton, Nov 2011
    • This is the bad news…
    • Staying on top of the ‘new’ is painful. And pointless.
    • You are specialist in your business. You are not a specialist in digital media.
    • Social media is a popular culture game
    • you cannot win.
    FutureProofing for 2012 Amber Burton, Nov 2011
    • Even more bad news …
    • We are more social online.
    • BUT we are not engaging socially.
    • Social media is largely an
    • ‘ affective’ experience: we don’t go
    • there for the ‘cognitive’ experience.
    FutureProofing for 2012 Amber Burton, Nov 2011
    • Lots of brands and businesses are flocking to social media. Some of them are doing it well. Many are not …
    • The problems:
    FutureProofing for 2012 Amber Burton, Nov 2011
    • Some good news …
    • If your market is B2C, then you’ve got more to play with in social media
    • If you already know that your Target Audience is social media-friendly, then you have a starting point
    • If you are already regularly producing news content, then you have material you could re-purpose
    FutureProofing for 2012 Amber Burton, Nov 2011
    • Crucial questions:
    • What does your Target Audience want from you in social media? What’s in it for them?
    • Can you design a ‘pull’ rather than a ‘push’ communications strategy? Where’s the added value?
    • ROI – what type of measurement is important to you? ‘Likes’ ‘retweets’ ‘followers’ etc, won’t drive sales.
    FutureProofing for 2012 Amber Burton, Nov 2011
    • Future Proofing ideas:
    • Take social media seriously. Treat it as a threat.
    • BUT don’t seriously engage with social media until you have the resources. You will need long term integrated marketing planning, a great deal of patience, loads of content ideas and the (wo)manpower to get the job done.
    FutureProofing for 2012 Amber Burton, Nov 2011
    • Future Proofing ideas:
    • Partner with a specialist who is prepared to plan long-range strategy as well as short-term tactics.
    • Bring in the culture – don’t chase it. Offer placements to students who are trained in Interactive Media and Digital Marketing. They will get your business speaking the right language in social media.
    FutureProofing for 2012 Amber Burton, Nov 2011
    • Thank you.
    • Happy to answer questions:
    • www.twitter.com/amberjburton
    • [email_address]
    • and at LinkedIn , Google+ and everywhere else.
    • Except BuzzTechs. I made that up. Sorry.
    FutureProofing for 2012 Amber Burton, Nov 2011