Leveraging social media: top tips
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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

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

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Leveraging social media: top tips Leveraging social media: top tips Presentation Transcript

  • Leveraging social mediaTop tips for successJames CottonCottonRendleLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 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
  • 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
  • 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
  • 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
  • Early bloggerLeveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 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
  • Social networking: big playersLeveraging 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
  • • 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
  • 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
  • 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 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
  • • 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
  • 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 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
  • 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
  • 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
  • How does social media fit into mymarketing mix?Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 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
  • 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 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
  • 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 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
  • How can I reach this guy?Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 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
  • 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
  • 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 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
  • 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
  • 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 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
  • 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 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
  • 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
  • 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
  • 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 cyclically.• Design, measure, refineLeveraging 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 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
  • Tools• Dashboards• Mobile apps• MetricsLeveraging 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
  • 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 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