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Leveraging social mediaTop tips for successJames CottonCottonRendleLeveraging social media – top tips for success   Twitte...
James Cotton• Background in graphic design &  computer science                               @jamescotton• Founded two dig...
Schedule• What is social media?• Who are the big players?• How does social media fit into the mix?• Top tips for success• ...
What is social media?Wikipedia: Social media are media for social interaction, usinghighly accessible and scalable communi...
What is social media?Social media is the digitisation of what humans havebeen doing for a very long time:communicating, sh...
Early bloggerLeveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mr...
Social networkingThere are thousands of ‘socialnetworking’ sites on the webMany sites now integratesocial networking featu...
Social networking: big playersLeveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.l...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
• The ‘SMS’ of the internet• Created in 2006 by Jack Dorsey• 190 million users worldwide• 65 million tweets a day• 750 twe...
Content of Tweets                                                 (Pear Analytics 2009)                                   ...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
• Launched in 2003• Professional business networking service• 200 active countries and territories• 90 million registered ...
• Launched in 2005• Acquired by Google in November 2006 for $1.65 billion (in  Google stock)• Most popular video has had 2...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
• Founded in 2004• 600 million active users• 500 billion minutes are spent on Facebook  every month• 25 billion content it...
Social media is massive.Social media is everywhere.Social media is here to stay.Get on the bandwagon (but be strategic).Le...
Why should you use social media?• Because everyone else is?• Because it’s free?• Because I can reach more people?• Because...
How does social media fit into mymarketing mix?Leveraging social media – top tips for success   Twitter: @jamescotton Link...
Digital ecosystems• All of the online places where people interact with your brand.• Websites are no longer the only desti...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Social media campaigns: top tips  1. Plan                                        6. Incentivise  2. Target                ...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 1: Plan• Don’t rush in.• What resources are available (human, creative, editorial,  technical, time, financial)?• What...
How can I       reach this guy?Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk....
Tip 2: Target• Who are the audience (or audiences)?• What do you know about the audience?• What do they use?• How can you ...
Tip 3: Be consistent• Design - apply creative consistently.• Editorial - choose a style, stick to it.• Frequency - build r...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 4: Add value• Don’t just spam.• Find your niche and show you understand  what your followers are interested in.• Build...
Tip 5: Use the crowd• Facebook integration• Twitter integration• Send to a friend• Pay with a tweetLeveraging social media...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 6: Incentivise• You do something for me, I do something for you.• What can you give away?• What has a low value to you...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 7: Listen and respond• No automation - keep it human.• Build relationships through  engagement.• Timely responses and ...
Tip 8: Drive action• Always have your eye on the prize.• Traffic?• Awareness?• Lead generation?• Recruitment?• Sales?Lever...
Tip 9: Measure and analyse• Study your results.• What’s working?• What’s not working?Leveraging social media – top tips fo...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 10: Refine• Be agile• Try something new• Segment your audience and your approach to them• Approach your campaign cycli...
Social media campaigns: top tips  1. Plan                                        6. Incentivise  2. Target                ...
Tools• Dashboards• Mobile apps• MetricsLeveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: ht...
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Exercise• Split into 4 or 5 groups.• Each group picks a social network from the hat.• Each group will come up with a way t...
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Leveraging social media: top tips

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Social media refresher and top tips for success presented to Cutec members by James Cotton on 10 February 2010

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Transcript of "Leveraging social media: top tips"

  1. 1. Leveraging social mediaTop tips for successJames CottonCottonRendleLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  2. 2. James Cotton• Background in graphic design & computer science @jamescotton• Founded two digital agencies - Mousetank & CottonRendle uk.linkedin.com/in/mrjamescotton• Technical & Creative Adviser to Cambridge Phenomenon Ltd• Expertise in digital ecosystems, strategic planning, information architecture and digital marketingLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  3. 3. Schedule• What is social media?• Who are the big players?• How does social media fit into the mix?• Top tips for success• Tools• Group exerciseLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  4. 4. What is social media?Wikipedia: Social media are media for social interaction, usinghighly accessible and scalable communication techniques.Social media is the use of web-based and mobile technologiesto turn communication into interactive dialogue.Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  5. 5. What is social media?Social media is the digitisation of what humans havebeen doing for a very long time:communicating, sharing stuff, trading stuffLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  6. 6. Early bloggerLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  7. 7. Social networkingThere are thousands of ‘socialnetworking’ sites on the webMany sites now integratesocial networking featuresThe big players are changing/extending their businessmodels to become serviceprovidersLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  8. 8. Social networking: big playersLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  9. 9. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  10. 10. • The ‘SMS’ of the internet• Created in 2006 by Jack Dorsey• 190 million users worldwide• 65 million tweets a day• 750 tweets per second• 800,000 search queries per day• One of the top ten visited sites on the web (Alexa)Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  11. 11. Content of Tweets (Pear Analytics 2009) News 36% Spam 3.8% Self-promotion 5.9% Pointless babble 40.1% Conversational 37.6% Pass-along value 8.7%Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  12. 12. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  13. 13. • Launched in 2003• Professional business networking service• 200 active countries and territories• 90 million registered users• $185 million net income in 2010• Filed for IPO in January 2011Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  14. 14. • Launched in 2005• Acquired by Google in November 2006 for $1.65 billion (in Google stock)• Most popular video has had 280 million views• 2 billion YouTube videos are viewed every day• 24 hours of video footage uploaded to YouTube every minuteLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  15. 15. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  16. 16. • Founded in 2004• 600 million active users• 500 billion minutes are spent on Facebook every month• 25 billion content items are shared on Facebook every month• $800 million estimated revenue in 2009• The most used social network service• Now a Hollywood blockbusterLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  17. 17. Social media is massive.Social media is everywhere.Social media is here to stay.Get on the bandwagon (but be strategic).Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  18. 18. Why should you use social media?• Because everyone else is?• Because it’s free?• Because I can reach more people?• Because I can create conversations?• Because I want my content to go viral?• Because I can monitor my brand?Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  19. 19. How does social media fit into mymarketing mix?Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  20. 20. Digital ecosystems• All of the online places where people interact with your brand.• Websites are no longer the only destination.• Users consume media on their platform/service of choice.• Platforms share content but use it in different ways.• Content is king.Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  21. 21. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  22. 22. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  23. 23. Social media campaigns: top tips 1. Plan 6. Incentivise 2. Target 7. Listen and respond 3. Be consistent 8. Drive action 4. Add value 9. Measure and analyse 5. Use the crowd 10. RefineLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  24. 24. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  25. 25. Tip 1: Plan• Don’t rush in.• What resources are available (human, creative, editorial, technical, time, financial)?• What are the goals?• What are the steps to achieving the goals?• How will success (or failure) be measured?• Use Google Docs to share calendars, guidelines, etc.Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  26. 26. How can I reach this guy?Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  27. 27. Tip 2: Target• Who are the audience (or audiences)?• What do you know about the audience?• What do they use?• How can you reach them?• How can you appeal to your audience?• Don’t overstretch your resources.Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  28. 28. Tip 3: Be consistent• Design - apply creative consistently.• Editorial - choose a style, stick to it.• Frequency - build rhythm.Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  29. 29. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  30. 30. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  31. 31. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  32. 32. Tip 4: Add value• Don’t just spam.• Find your niche and show you understand what your followers are interested in.• Build engagement by sharing interesting and complementary content.• Do contra deals with organisations/ individuals in your niche.Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  33. 33. Tip 5: Use the crowd• Facebook integration• Twitter integration• Send to a friend• Pay with a tweetLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  34. 34. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  35. 35. Tip 6: Incentivise• You do something for me, I do something for you.• What can you give away?• What has a low value to you but a higher perceived value to your audience?• Prize draws, kudos, pro bono, downloadable content...• What price would you put on a lead?Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  36. 36. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  37. 37. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  38. 38. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  39. 39. Tip 7: Listen and respond• No automation - keep it human.• Build relationships through engagement.• Timely responses and updates.• Don’t delete negative feedback.• Respond intelligently.• Build trust.Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  40. 40. Tip 8: Drive action• Always have your eye on the prize.• Traffic?• Awareness?• Lead generation?• Recruitment?• Sales?Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  41. 41. Tip 9: Measure and analyse• Study your results.• What’s working?• What’s not working?Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  42. 42. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  43. 43. Tip 10: Refine• Be agile• Try something new• Segment your audience and your approach to them• Approach your campaign cyclically.• Design, measure, refineLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  44. 44. Social media campaigns: top tips 1. Plan 6. Incentivise 2. Target 7. Listen and respond 3. Be consistent 8. Drive action 4. Add value 9. Measure and analyse 5. Use the crowd 10. RefineLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  45. 45. Tools• Dashboards• Mobile apps• MetricsLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  46. 46. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  47. 47. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  48. 48. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  49. 49. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  50. 50. Exercise• Split into 4 or 5 groups.• Each group picks a social network from the hat.• Each group will come up with a way to use the selected social network to increase visibility and/ or sell tickets for the Cutec 2011 TVC.• Each group will pick a representative to present their idea.Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
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