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On The Edge Manchester - Kristal Ireland
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On The Edge Manchester - Kristal Ireland

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Presentation by Kristal Ireland give at On The Edge Manchester 23rd May 2013.

Presentation by Kristal Ireland give at On The Edge Manchester 23rd May 2013.

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  • will reach $3.1 billion by 2014. At that point, social media will be a bigger channel than email or mobile, though still far smaller than search or display advertising. Among the global Fortune 100 companies, 65% use Twitter, 54% are on Facebook and half post videos to YouTube. 79% of the Fortune 100 use at least one of these social media sites, and 20% use all of them.
  • - Huthwaite story - longest serving employee - Awards
  • CEO’s are a big part of your brand story – not everyone has a Richard Branson but ensuring your CEO/MD get’s social and is willing to put resource in is paramount to success Tell GV story!
  • CEO’s are a big part of your brand story – not everyone has a Richard Branson but ensuring your CEO/MD get’s social and is willing to put resource in is paramount to success Tell GV story!
  • - Huthwaite story, building, heritage, academic approach - longest serving employee - Awards
  • Neil Rackham - SPIN Selling
  • - Huthwaite story, building, heritage, academic approach - longest serving employee - Awards

On The Edge Manchester - Kristal Ireland Presentation Transcript

  • 1. REAL SOCIAL BUSINESSSOCIAL MEDIA FOR B2B ORGANISATIONSKRISTAL IRELANDSTRATEGY DIRECTOR23RD MAY 2013@kristalsmile@enjoydigital
  • 2. WE GET A REAL KICK OUT OFHELPING YOU SAY MORE, SELLMORE AND GIVE YOURCUSTOMERS A TRULYMEMORABLE DIGITALEXPERIENCE.
  • 3. COMPANY OVERVIEWEnjoy DigitalCommunications LimitedSpecialist in generating brand responsefrom digital campaigns including:• Website design and development• Micro-sites• Flash development• Content management systems• E-commerce• Mobile• E-CRM integration• Usability and accessibility• Web maintenance and support• Website hosting• Email solutions• Mobile Application Development• Search Engine Optimisation (SEO)• Paid Search (PPC)• Affiliate Marketing• Price comparison management• Social Media Marketing• Link building strategies• Online PR• Digital Strategy Development
  • 4. • We have vast experience in the digital marketingarena with most of our team have over 10 yearsindividual digital marketing experience• We are known by our clients for our commendableservice, creativity and high quality output*• We are commercially aware that any digitalmarketing activity needs to deliver a measurable ROI*Source RAR Recommended Agency Research 2008/2012COMPANY OVERVIEW
  • 5. TECHNOLOGYPROFESSIONALSERVICESFINANCIALSERVICESRETAILLEISUREOUR CLIENTS
  • 6. SOCIAL MEDIA – SO WHAT IS THEBIG DEAL?
  • 7. THE DIGITAL WORLD
  • 8. SOCIAL MEDIA IS BIG NEWS…140 million users340 million tweets per day800 million activeFacebook users7.3 million activedaily users11.3 millionactivemonthly users800 million unique visits4 billion hours of video – amonth!25 million unique visits amonth200 million users worldwide15 million usersworldwide
  • 9. http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-their-marketing-mix-infographic
  • 10. • Digital word of mouth – people are using and everincreasing network of online channels to shareexperiences• Their interactions within these channels are guidingtheir purchase decisions via– Collaboration– Trust– Control– ResearchYOUR DIGITAL CUSTOMER
  • 11. SOCIAL MEDIA – IT‟S ALL FOR B2CBRANDS… RIGHT?
  • 12. SOCIAL MEDIA IN A B2B CONTEXT
  • 13. SOCIAL MEDIA IN A B2B CONTEXT
  • 14. B2B SOCIAL STRATEGYDEVELOPMENT
  • 15. THE FIRST PLACE TO START?
  • 16. SOCIAL MEDIA PROCESSMEASUREMENTMONITORCONVERSATIONMONITOR COMPETITORACTIVITYCLIENT BUSINESSOBJECTIVESRISK ASSESSMENTIDENTIFY KEY ONLINEINFLUENCERS FOR OURMARKETSOCIAL MEDIAOBJECTIVESCHOOSE PLATFORMSCONTENT PLANNINGCAMPAIGN GENERATIONCRISIS MANAGEMENTSOCIAL MEDIA POLICYMANAGEMENTGROUND RULESCAMPAIGN CREATIONAND MANAGEMENTDAY TO DAYENGAGEMENTREACTIVE CONTENTBUILDING BRAND- AMBASSADORSRAVEN TOOLS /BRANDWATCHCOMPETITOR ANALYSISMONTH ON MONTHANALYSISPRODUCT MENTIONANALYSISPARTICIPATIONANALYSISGOOGLE ALERTSENGAGEPLAN/PREPARELISTEN
  • 17. KNOW YOUR BRAND!• What do we stand for?• What sets us apart in themarket place?• Do people who work for usknow what our brand standsfor?• What are our key brandvalues?• What is the personality of ourbrand – our brand style?• What are the features andbenefits of our brand?DEVELOP A BRAND KEY!
  • 18. DEVISE A CONTENT STRATEGY TO TELL YOURBRAND STORY“If I tweet this joke everyone will laugh and think we are really interesting right?.... Then theywill buy more stuff?”
  • 19. GET SENIOR LEVEL BUY-INhttp://www.cmswire.com/cms/customer-experience/top-40-most-influential-ceos-on-social-media-infographic-019806.php
  • 20. DOING A BRANSON …
  • 21. BUILD A SOCIAL MEDIA CONTENT DISTRIBUTION TEAMSocial TeamCross functional Team – Management & Marketing x 5Ongoing feed and content generation- Internal &External Comment - highquality, relevant, interesting and regular updatesWebsite
  • 22. LOOK BEYOND THE SALE…http://blog.introhive.com/blog/2013/04/23/the-problem-with-social-selling/
  • 23. BECAUSE SOCIAL MEDIA IS ABOUT PEOPLE… NOT SALEShttp://www.solutionsellingblog.com/home/2009/11/13/solution-selling-cartoon-people-buy-from-people.html
  • 24. HUMAN BEHAVIOUR 1970…
  • 25. HUMAN BEHAVIOUR 2013…
  • 26. PROTECT YOUR COMPANY AND YOUR PEOPLE!
  • 27. TOP 5 TIPS FOR B2B SOCIALMEDIA SUCCESS
  • 28. NO. 1 – PROMOTE YOUR SOCIAL SITES IN THE HEADEROR FOOTER OF YOUR WEBSITE
  • 29. NO. 2 – HAVE A STRATEGY1. Know your audience2. Be clear on your brand values and online brand tone of voice3. You don‟t have to do everything! Just do a few things very well!4. Remember to cross fertilize your digital content5. Allocate time, budget and resourceJames Carson – “Social MediaFragmentation, Econsultancy 2012”
  • 30. NO. 3 - KNOW THE RULEShttps://www.facebook.com/page_guidelines.php
  • 31. NO. 4 – GET CREATIVE
  • 32. NO. 5 - HAVE A GO, BUT ASK AN EXPERT IF UNSURE1. Be prepared to try new things in digital – but always have a strategy, but…2. Digital is a complex discipline - even the big brand names get it wrong!
  • 33. SOCIAL MEDIA MEASUREMENT
  • 34. TRACKING THE CUSTOMER
  • 35. TRACKING THE CUSTOMER
  • 36. MEASURING ACTIVITY
  • 37. TRACKING THE VALUE
  • 38. SOCIAL MEDIA AND SEARCH
  • 39. Social Signals can be defined as:Direct• Number of Facebook Shares• Number of Twitter Followers• Tweets mentioning your brand name orinclude a link to your website• Amount of people who have your brand intheir Google+ Circles• Facebook LikesSOCIAL SIGNALSJason DeMyers - SEOMoz
  • 40. Social Signals can be defined as:In-Direct• Increased inbound links and citations due toimproved online visibility/brand awareness• Increased positive reviews (in Google Local, Yelp, etc.) due to happier customers• Decreased bounce rate, higher time on site,and more repeat visitors to your websiteSOCIAL SIGNALSJason DeMyers - SEOMoz
  • 41. SOCIAL SIGNALSHOLD ON!!!
  • 42. SOCIAL SIGNALSSOCIAL SIGNALS DON‟T JUST MEAN AN END TO LINK BUILDING!• Most social media websites of any kind of consequence use the „no-follow‟ attribute as a matterof course• Search engines can not crawl a large proportion of Facebook – so they are therefore workingwith an incomplete data set. This calls into question how much direct impact Facebook activitywill have on search rankings• Twitter itself contains a vast amount of data – data which moves in real time and very fast atthat. So it is hard to accept that unless you have a significant „viral‟ impact on Twitter leading toa substantial volume of website traffic (we are talking major brand or PR stunt here) it is hard toaccept it will have any long term, or meaningful impact
  • 43. SOCIAL SIGNALSWHAT DOES MATT CUTTS SAY??“So, there‟s this perception that, yes,everything will go social, or links arecompletely obsolete, and I think it‟spremature to reach that conclusion. Idon‟t doubt that in ten years things will bemore social, and those will be morepowerful signals, but I wouldn‟t write theepitaph for links quite yet.”
  • 44. SOCIAL SIGNALS VS RANKING FACTORWEBSITE SEARCH ENGINERANKING• Search engine ranking refers tothe position at which a particularsite appears in the results of asearch engine query• An effective natural searchstrategy should seek to achievegood search rankings for yourkeywords over a sustainableamount of timeSOCIAL SIGNAL RANKING• Social signals are far more likelyto be ranked in the newssections of a Google searchrather than as a long termsearch result• With regards to retweets Googlesaid:• “Yes we do use it as a signal. It isused as a signal in our organicand news rankings. We also useit to enhance our news universalby marking how many peopleshared an article”
  • 45. SOCIAL SIGNALS VS RANKING FACTORSO IN EFFECT SOCIAL SIGNALS ARE MOSTIMPORTANT TO THE SEARCH ENGINES WHERETHERE IS SOME FORM OF TIMELY CONTEXT -THEREFORE TRULY BRINGING THE SOCIAL HUMANFACTOR INTO THE SEARCH RANKINGS
  • 46. SOCIAL SIGNALS – STARTING TO PROVE WITH DATAhttp://www.searchmetrics.com/en/white-paper/google-ranking-factors-us-2012 /“Which factors are relevant for agood ranking in Google searchresults?” With this study we will getcloser to the answer on the basis of10,000 selected top-keywords, 300,000 websites andmillions of links, shares and tweets.We will compare potential rankingfactors and thus websitecharacteristics with theircorresponding Google rankings byassessing their statistical correlation.”
  • 47. WHAT IS GOOGLE UP-TO?
  • 48. GOOGLE PLUS• Established in 2011 – but not potentially the „socialnetwork‟ it was billed as being• Google+ is the place to manage your brand estate onlineand shouldn‟t be ignored
  • 49. GOOGLE BUSINESS PHOTO‟S
  • 50. GOOGLE BUSINESS PHOTO‟S
  • 51. AUTHOR RANK
  • 52. AUTHOR RANKAUTHORRANK COULD BE MORE DISRUPTIVE THAN ALL OF THE PANDA UPDATESCOMBINED!*• AuthorRank is the idea that your online reputation and influence as a content creator willinfluence the search ranking results• This is particularly important if you are very active on Google+ sharing and sign posting yourown (or indeed your brand content) online as Google will naturally preference it‟s own network• The introduction of AuthorRank to the Google Algorithm will have significant effect on the linkgraph by adding in an additional attributes to link value – trust and authorityAJ Kohn: March 30th 2012www.benfiveyearold.com/author-rank
  • 53. AUTHOR RANK• AuthorRank is very much tied toyour online identity - this is a keyway that Google establishes whetheryour content as a link source can betrusted and the amount of influenceit has• And guess what…• Your Google+ profile is central to theway Google establishes who you areand the topic graph which itdetermines you influence
  • 54. AUTHOR RANK – HOW IS IT CALCULATED?• How often your content is shared ?• How quickly is your content shared?• Who shared your content?• Did those who shared your content have expertise in that topic?• Do the same people always share your content?• How many comments did your content generate?• Who commented on your content?• Were the comments of high quality/context?• How often is your content endorsed? (+1 or liked?)http://www.seomoz.org/blog/how-to-prepare-for-authorrank-and-get-the-jump-on-google
  • 55. AUTHOR RANK – CLAIM YOUR AUTHORSHIP
  • 56. BE AWARE OF SEO‟S OR SOCIALMEDIA AUTHORSHIP FOR YOURBRAND BY EMPLOYEES - THINKHMV TWITTER!!!
  • 57. THANK YOUQUESTIONS?