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Using social media to meet the export challenge
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Using social media to meet the export challenge

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Earlier this week I was invited to speak at a UK Trade & Investment (UKTI) ‘Export Challenge’ event. The session was all about inspiring and supporting small businesses to encourage exports and spread …

Earlier this week I was invited to speak at a UK Trade & Investment (UKTI) ‘Export Challenge’ event. The session was all about inspiring and supporting small businesses to encourage exports and spread into new markets, and it was great to share some thoughts and ideas about how social media could help drive this process. If it sparks any comments or questions, I’d be glad to hear them!


Stuart Jackson, Chief Executive, ICE –
stuart.jackson@icecreates.com / +44 (0)151 647 4700

Published in: Business, Technology

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  • 1: If they aren ’ t engaged before they scroll, you ’ ve lost them 2: Write messages in series, not one at a time. 3Don ’ t say the same thing to everyone. 4 Create a sense of conversation, and ideally the reality of one.
  • 8,442,478 hits since the 2 of march
  • Transcript

    • 1. Social Media andExporting in 2012
    • 2. http://www.youtube.com/watch? v=Y4MnpzG5Sqc
    • 3. NEARLY AS WELLAS IT COULD!
    • 4. THERE ARE NOW ALMOST AS MANYSOCIAL MEDIA ‘EXPERTS’AS THERE ARE PEOPLE USING SOCIAL MEDIA
    • 5. But how does someone go from a great Business in Wirral…
    • 6. TOSOCIAL MEDIA PRO?
    • 7. CLUEFRANKLY, WE DON’T HAVE A AND HERE’S WHY:
    • 8. IN ONE KEY ASPECT, SOCIAL MEDIA MARKETING MIRRORS EVERY EFFORT TOGROW YOUR BUSINESS THAT CAME BEFORE IT:
    • 9. IT’S STILLMARKETING
    • 10. WHICH MEANSMARKETING PROS WILL PRODUCE THE BEST RESULTS
    • 11. FIRST THINGS FIRST What does your business strategy say?
    • 12. Is your brandready?
    • 13. WHAT IS SOCIAL MEDIA?• Social media is made up of three key components: – Technology – Social Interaction – Construction of words, pictures, videos and audio• Communication (blogs, microblogs - twitter, etc.)• Collaboration (wikis, social bookmarking -delicious, etc.)• Multimedia (photos -flickr, videos -youtube, etc.) What we are seeing today is that these channels are merging.
    • 14. WHAT THIS IS NOTABOUT…IS JUST MORE FACEBOOK LIKES ANDFOLLOWERS ON TWITTER & YOUTUBE
    • 15. OUR NOT-SO-SECRET SECRETS • Build the list • Engage, don’t just publish • Arm your users with tools • Create offline actions and events • Syndicate energy everywhere
    • 16. 1 Three Key Questions Before You SEND • Why am I on this list? • What do you want from me right now? • What comes next?
    • 17. BUILDING RELATIONSHIPS 101• Communicate your message from the beginning• Plan a narrative in advance• Segment by interest/behaviour• Listen, don’t just talk.• Invite people to take action.
    • 18. 2 ENGAGE, DON’T JUST PUBLISH B e rtrum Th u m c a t – 6 0 , 0 0 0 p lu s lik e in 6 m o n t h s http://www.youtube.com/wa tch?v=h6CcxJQq1x8
    • 19. GOOD ENGAGEMENT! • One link • Goal-oriented prioritisation • Tells story of Tate, past and present • Introduces curator • 100% action
    • 20. THE LANGUAGE OF ENGAGEMENTIM P R O V E DO V E R A L L S IT EC O N V E R S IO NB Y  2 9 %
    • 21. 3 ARM YOUR USERS WITH TOOLS • Advocacy Options • Blogs • Quizzes & questions Polls • Personal Profiles • Tell-A-Friend • Etc.Offer tools with a purpose; don’t complicate
    • 22. 4Its doesn’t have to CREATE OFFLINE ACTIONS & EVENTSbe y o u doing this! O v e r 15 0 0 ba rns p a in t e d !
    • 23. STARBUCKS MAKE IT PERSONAL! http://starbucks.co.uk/?utm_source=spring&utm_medium=email&utm_content=video_link&utm_c ampaign=spring1
    • 24. 5 SYNDICATE ENERGY EVERYWHERE• Use your communications and actions to fuel pass- on actions in other networks• Maintain data; drive people to your site to register and then enlist them as ambassadors• Ensure that your content is bite-sized, sharable, searchable and interesting.
    • 25. SO WHAT DO PEOPLE THINK?• “Social media is not a media. The key is to listen, engage, and build relationships.” David Alston, VP Marketing at Radian6• “Human beings are far more likely to communicate ideas and information with others when they are emotionally engaged.” DoshDosh blog• “People don’t believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.” Seth Godin, Seth’s Blog• “Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s
    • 26. Tipping point Social Media•Law of the Few•The Stickiness Factor•The Power of Context
    • 27. HERE’S ONE MORETRUTHABOUT SOCIAL MEDIA TODAY
    • 28. IT’S SATURATED WITH AZILLION DIFFERENT KINDS OF MARKETING
    • 29. Oh YEs!O n e more Thing!
    • 30. HOW DO YOU PLAN TO BREAK THROUGHALL THAT CLUTTER?
    • 31. YOUR TACTICS ARE ONLY AS GOOD AS YOUR STRATEGY
    • 32. HOW GOOD IS YOURS?
    • 33. INTEGRATINGSOCIALEFFORTSWITH ALL YOUR OTHERMARKETING
    • 34. ARE YOU CREATING‘BIG IDEA’ VIDEOS FOR SOCIAL, WEB & MOBILE?
    • 35. http://www.youtube.com/watch?v=Y4MnpzG5Sqc&feature=youtu.be
    • 36. Ladie Go Diva - Bad Nashers http://www.youtube.com/watc h?v=VPM84Sb9GiE
    • 37. INVISIBLE When Mercedes wanted to promote its new fuel cell vehicle, instead of placing it squarely in front of everyone in the world, the company decided to make the car invisible. We have video. http://www.youtube.com/watch?feature=player_embedded&v=ZIGzpi9lCck
    • 38. ARE YOU USING T H E L A T E S T T O O L S T OF I N D K E Y I N F L U E N C E R S , AND CREATING CONTENT SPECIFCALLY FOR THEM?
    • 39. ARE YOU CONSTANTLY MEASURING &ADJUSTING, WHILE ALSO EVALUATING THE COMPETITION
    • 40. MOSTIM P O R T A N T L Y
    • 41. DO YOU HAVE TOTAL RIGHT BRAIN CREATIVE TYPESBRAINSTORMING YOUR BEST IDEAS?
    • 42. The Right Brain vs Left Brain test - Optical Illusion http://www.youtube.com/watch?v=9CEr2GfGilw
    • 43. IF YOU’RE DOING ALL THESE THINGS,CONGRATULATIONS! YOU DON’T NEED US.
    • 44. IF NOT HERE’S HOW TO FIND US:WWW.ICECREATES.COM 0151 647 4700
    • 45. T H A N K YO UF O R L IS T E N IN G !
    • 46. Appendix 2 - Glossary (1)• A g g r e g a t i o n : Gathering information from multiple web sites, typically via RSS. Aggregation lets web sites remix the information from multiple web sites, for example by republishing all the news related to a particular keyword.• B l o g : Originally short for "weblog", a blog is just a web page that contains entries in reverse chronological order, with the most recent entry on top. But blogging has taken off because the explosion in blogging software and services -- like Blogger, TypePad and WordPress -- has turned blogging into one of the easiest ways for people to maintain a constantly updated web presence. In addition to the classic text blog, we now have photo blogs (consisting of uploaded photos), audio blogs (a.k.a. "podcasts") and video blogs (which consist of regularly uploaded video files).• B l o g r o l l : A list of recommended sites that appears in the sidebar of a blog. These sites are typically sites that are either on similar topics, sites that the blogger reads regularly, or sites that belong to the bloggers friends or colleagues. The term "blogroll" also evokes the concept of political logrolling (when legislators promise to vote for one anothers pet bills) -- which is not unlike bloggers habit of reciprocating links by posting links to blogs that link back to their own blogs.
    • 47. Appendix 2 - Glossary (2)• M a s h u p : A web service or software tool that combines two or more tools to create a whole new service. A leading American example is ChicagoCrime, which merges Google Maps with the Chicago police departments crime tracking web site to offer a map of crime in different parts of Chicago.• N e w s r e a d e r : A newsreader gathers the news from multiple blogs or news sites via RSS (see below), allowing readers to access all their news from a single web site or program. Online newsreaders (like Bloglines, Pluck, or Newsgator) are web sites that let you read RSS feeds from within your web browser. Desktop newsreaders download the news to your computer, and let you read your news inside a dedicated software program.• P o d c a s t : An audio blog, typically updated weekly or daily. You dont have to have an ipod to listen to a podcast; although you can download podcasts to an ipod, you can also listen to podcasts on a desktop computer, or many other mp3 players• R S S : A format for storing online information in a way that makes that information readable by lots of different kinds of software. Many blogs and web sites feature RSS feeds: a constantly updated version of the sites latest content, in a form that can be read by a newsreader or aggregator.
    • 48. Appendix 2 - Glossary (3)• S o c i a l b o o k m a r k i n g : The collaborative equivalent of storing favorites or bookmarks within a web browser, social bookmarking services (like del.icio.us or Furl) let people store their favourite web sites online. Social bookmarking services also let people share their favourite web sites with other people, making them a great way to discover new sites or colleagues who share your interests.• S o c i a l n e t w o r k i n g : Social networking sites help people discover new friends or colleagues by illuminating shared interests, related skills, or a common geographic location. Leading examples include Friendster, LinkedIn, and 43people.• T a g s : Keywords that describe the content of a web site, bookmark, photo or blog post. You can assign multiple tags to the same online resource, and different people can assign different tags to the same resource. Tag-enabled web services include social bookmarking sites (like del.icio.us), photo sharing sites (like Flickr) and blog tracking sites (like Technorati).Tags provide a useful way of organizing, retrieving and discovering information.• W i k i : A collaboratively edited web page. The best known example is wikipedia, an encyclopedia that anyone in the world can help to write or update. Wikis are frequently used to allow people to write a document together, or to share reference material that lets colleagues or even members of the public contribute content.