King Content talks on social media


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This week King Content gave a presentation which summarised what we do as a business and highlighted our thoughts on social media strategy - focusing on growing and retaining followers.

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  • Everyone has a different grasp of social media – you may be in the same industry but find different approaches work. So, as it’s so subjective outline what King Content does, our take on social media and how SMEs can grow business that way.
  • Lack of knowledge based around this ‘engagement’Lack of consumer loyalty in brick-and-mortar storesNeed to engage customers in the online spaceA need to combine the technical side of SEO with user-friendly contentA need to react to what was already being said online.
  • Not just because companies feared SEO and key wording but because they either didn’t have the time to write a website, know how to adjust their style to web copy or simply couldn’t put into words what they wanted to say.
  • How we developed: The need for digital content soon developed into the need for social media marketing. SEO became SMO and we noticed  that even some of the country’s largest brands needed help with their social campaigns – not just small business. We started to develop packages for these coompanies and now work with the likes of NAB on their social. One of our longest lasting clients who have been with us from the beginning almost is Vision Personal Training – what we provide for them went from blog copy (desgned to capture people browsing online around health and fitness) to social media posts and ideas (designed to retain their users and capture a new audience)
  • Traditionally we know social media as facebook, twitter, Linkedin. But I would say that social media is really any platform in which people share ideas - an offer, a thought, an affirmation, a joke, a piece of advice – something with substance and impact. Differs for everybody. A conversation aided by online tools - Engaging with users on a public level.As a business, the art comes in the form of listening and learning also.
  • There’s one missing from here:Client – knowing how to interact with your client is probably the most important aspect of social media!Like in real life – and I think everyone in the room is in the position to appreciate this – life is about human interaction – it’s about knowing how to speak to someone to get the most out of them as an individual. If you have a customer who is jolly and happy and funny then having a laugh with them will engage them. However, if you have a customer who is stern and abrupt and wants the facts then dealing with them on a direct level is the best approach.Researching your clients and knowing what engages them is of huge value and the absolute beginning of successful social media
  • Little consumer loyalty – grandparents generationThe need to want what others have – if someone has found a great offer online they like to self promote – however, the need to have that offer drives businessSpeed – we live in a speed driven world so finding out information on our lunch break is ideal – no one wants to walk into a shop, let alone pick up a phoneThe power to say what you want socially is HUGE. We’ve all probably had email from someone that was overly harsh then when we met them they were nice as pie – the same applies online. Human connection has faded – we once had a tailor, a hairdresser, a butcher – they knew what we liked. Now we’re curious for NEWER, CHEAPER, FASTER – human connection interrupts this from happening
  • Or mute them like my flatmate does
  • What we started providing for Vision… articles based around general health and fitness – the idea being that keywording would influence views on their pageWhat they eventually neededThey are on nearly 2000 likesThey may be bigger than most people in the room but the principles remain the same“Started with vision this week!! im nervous for this challenge and excited to finally reach my goals..!!!!!”Achievement Stories Recipes / fitness advice / events / times / staff stories
  • Everyone in here to some extent, believes they can make the most out of social media - in fact who does make use of social media? Facebook? Linkedin? Twitter? Blog? Join forum conversations? However, no matter how good you are, you’ll always face problems – Guns blazing - People see through ‘personas’ – a lot can be said again about the link to real life – people see through falsity. In an individual and in business. People see through the façade. The fear of losing control over what people say about your business scares businesses – but they are saying it anyway.
  • – think of ways around growing like Thomas Sabo “when we get to 500 we give away blah”
  • Knowing how to market yourself across a particular platform will come down to both how you act
  • You don’t build a house by throwing all your bricks down at one… you build it one step at a time.
  • S
  • Skittles campaign
  • A brand ambassador being the ‘key aim’ – it relates to those who not only just like your page but those who are active on the page – and add to your brand.Important to remember that just because someone likes your page that they are getting your updates – with facebook especially they can hide your updates while still remaining a ‘fan’ – so interaction is the key to retaining growth and generating new users.Everybody likes to feel involved – it’s a human need to want to be part of a group and feel connected to others. It gives us a sense of identity and therefore a need. Place Identity– the idea of which has been around for yearsYearsago people wouldbebanishedfromcities as punishment for their crimes.
  • All opinions help build brand
  • In a world with diminishing brand loyalty, HONESTY means everythingPeople do not trust advertisingAccording to a study by the London School of Economics, brands must increase positive word of mouth by 7% to generate 1% of business growth – or reduce negative word of mouth by 2%. Which proves: negative word of mouth adversely impacts business growth
  • King Content talks on social media

    1. 1. Social Media for SMEs<br />Mastering facebook, blogs and twitter creating a business community, growing your client-base and retaining these clients.<br />
    2. 2. what we do:<br />Digital Content<br />EDMs <br />Blog Writing <br />Newsletter Management<br />Web Content/Video <br />Copy Writing<br />Keyword Focus<br />Targeted & Corporate <br />Creative<br />
    3. 3. how we started:<br />Need for professional digital content due to:<br />Lack of: <br />Time<br />Knowledge <br />Consumer loyalty in brick-and-mortar stores<br />Need to: <br />Engage customers in the online space<br />Combine the technical side of SEO with user-friendly content<br />React to what was already being said online.<br />
    4. 4. what we noticed:<br />Huge Demand – No Supply<br />Fear of the unknown<br />Time Poor<br />Pen to paper<br />The ‘key to successful content’ is updating regularly.<br />The demand for digital content soon developed into the need for social media marketing…<br />
    5. 5. How we developed:<br />FROM SEO to SMO<br />
    6. 6. What is Social Media?<br /> The art of listening, learning and sharing<br />…. engaging, creating and retaining business!<br />
    7. 7. It’s all about the Cs!<br />
    8. 8. Why is social media so powerful?<br />Little consumer loyalty<br />The need to want what others have<br />Speed<br />Faceless – driven by hidden identity<br />Human connection has faded<br />
    9. 9. In comparison:<br />Only 18% of TV adverts generate a positive Return on Investment<br />90% of people who can skip TV ads do<br />Only 14% of people trust advertisements<br />78% of people trust what other consumers say*<br />“The new advertisement model is online communication”<br /> *NeilsenConsumer Report 09<br />
    10. 10. Case Study: Vision PT<br />Focus: Client Engagement<br />Content Strategy: From online blogging to social marketing <br />“Fresh and relevant content is critical to our social media strategy. In the 3 months since engaging King Content as Facebook partners we have achieved over 100,000 page impressions and a remarkable 41% post feedback result. We are now able to pro-actively plan our Facebook and Blog content making the process incredibly easy to manage.”<br />Dave Hundt, General Manager<br />
    11. 11. What has made Vision PT successful?<br />Understanding that social takes time<br />That content can incorporate a variety of things<br />They have a ‘skeleton structure’<br />It’s a motivational tool<br />It’s a learning curve – nothing is too basic – all thoughts welcome<br />It is quite simply, part of their business<br />
    12. 12. Social Media teething problems<br />Time<br />Going in guns blazing<br />Social Media responsibility<br />The plateau <br />Thinking outside the box<br />People see through personas<br />Losing control<br />Not knowing how to convey brand<br />
    13. 13. Addressing these problems:<br />Time – Schedule / Strategize <br />Going in guns blazing – Softly does it!<br />Social Media responsibility – it IS a real job!<br />The plateau – take criticism and find fault<br />Thinking outside the box – don’t be afraid<br />People see through personas – be honest<br />Losing control – you never had it!<br />Not knowing how to convey brand – know your customer<br />
    14. 14. Growing your client base<br />Choosing your area<br />Doing one thing at once, correctly and building on your success.<br />A healthy mix of content<br />Being creative<br />
    15. 15. Choosing your area:<br /> LinkedIn Facebook:<br />Twitter Blogs<br />
    16. 16. One step at a time<br />
    17. 17. A healthy mix of content<br />Videos<br />Offers<br />Statuses<br />Images<br />Advice<br />Discussions<br />Links<br />Blogs<br />
    18. 18. Don’t be afraid to be creative:<br />
    19. 19. …or make mistakes<br /> Skittles gave their followers control of their homepage!<br />
    20. 20. … retaining customers <br />… and creating brand ambassadors.<br />Through Conversation<br />Replying to negative sentiment<br />Creating discussions<br />Giving something back to followers<br />Creating a community<br />Embracing the ‘Super fan’<br />
    21. 21. Conversation<br />Value opinion - people love to add value.<br />Treat online posts like txt messages:<br />Don’t overthink replies or you wont reply<br />If you have little time, get a smartphone!<br />If you don’t have the answer, at least reply to say you’re working on it<br /><ul><li>Conversation can be built around anything</li></li></ul><li> Negative sentiment<br /> Your worst enemy can actually be your best friend<br />People WILL talk about your brand<br />Social media gives you a platform to:<br />Receive negative sentiment<br />Deal with it <br />You therefore have CONTROL <br />Replying is a MUST <br />Honesty means everything<br /><ul><li>People love a ‘hook’ – it’s engaging. So as bad as some negative sentiment can seem, the important factor is that it gives you a content platform from which to generate conversation… and of course, defend yourself.</li></li></ul><li> Creating discussions<br />Don’t wait for discussion to come to you<br />A link on a forum<br />A message on another company’s wall<br />Follow people as if your brand is a person<br />Creating discussion create your brand<br />
    22. 22. Give something back<br /> Think of your phone contract! <br />It’s one thing to offer new users something<br />It’s another to give something back to users<br />
    23. 23. Creating a community<br />Every community needs a shared purpose:<br /> - Identify goals<br />- Create a unifying need/want to share and build<br />- Vision PT training do this very well<br />Create events<br />Check in with places<br />Get to know your users and be personal<br />Insights – track who is following you<br />
    24. 24. Embracing the ‘Super fan’<br />Social media will eventually work for you<br />Embrace the super fan<br />Acknowledge it’s a process and a flow :<br />Browser <br />Follower<br />Sharer<br />Superfan<br />Brand ambassador<br />
    25. 25. Takeaway STATS<br />500 million users on facebook<br /> 69% of which follow at least one company profile (Exact Target Study)<br /> 7% of search engines results direct people to facebook<br />Typical visit lasts 55 minutes<br />280 million on twitter<br />95million tweets per day<br />Nearly 30% of 18-24 year old join twitter to follow a business profile<br />Over half recommend products in their tweets<br />200 million blogs<br />77% of internet users read blogs<br />58% of business say they are better know in their industry due to blogs<br />100 million YouTube videos<br />2 billion videos watched each day<br />The future focus of social<br />
    26. 26. Quite simply……<br />“If you’re not on a social networking site, you’re not on the internet”<br />