By Andy Williams
@Koozai_Andy
PUTTING YOURSELF IN FRONT OF
THE RIGHT AUDIENCE
ON THE EDGE MANCHESTER
Andy Williams
Digital Marketing
Manager
A BIT ABOUT ME
• Digital Marketing Manager
• Dad of three
• I have a famous name s...
I LIKE TO SET
MY TEAM
CHALLENGES
I try to rank for their name
They have to fend me off
In February 2013
I chose my next vi...
THIS IS
GRAEME BENGE
Graeme accepted the challenge
HERE WERE THE
RULES
One Month
•Protect your name
•No black hat tactics
•If any ranking page I am responsible for appears i...
I didn’t
want to
just create
a page
and
promote it
I didn’t
want to
just create
a page
and
promote it
I wanted
to
experime...
So I Created A Band
KNOW YOUR
COMPANY IDENTITY
CREATING THE
BANDS IDENTITY
 Indie Band / Brit Pop
 Appeal to students
 Appeal to 90’s generation
 Came from Bristol
...
GRAEME BENGE
WENT SOCIAL
WHAT COULD I
ACHIEVE FROM SOCIAL
ACTIVITY? Could I rank?
 How strong are social signals?
 What could I achieve by not h...
SETTING UP
YOUR PROFILES
• Informative description
• Tweet and retweet
regularly
• Include images and videos
• Add all info
• Update regularly
• Create a welcoming
profile
MAIN POINTS
 Fill in all company information
 Brand your profiles
 Make it clear what you are offering
 Update regular...
I had my profiles
One problem – I didn’t have an audienc
“Indie band likened to Stone Roses
and Inspiral Carpets with a 2013
hardcore reboot”
It was time to start finding my audienc
Once you
have your
audience,
don’t let
them
get
bored
Once you
have your
audience,
don’t let
them
get
bored
FINDING YOUR
AUDIENCE ON
TWITTER
• Search for common
interests
• Find people talking
about your product
• Research who is
...
M
eanwhile
on
Facebook
M
eanwhile
on
Facebook
I asked
friends
to
like
and
com
m
ent
on
the
page
I asked
friends
to
like
and
com
m
ent
on
the
page
The account was updated regularly
Fan videos added to both Facebook and
YouTube to build content
BUILDING YOUR
AUDIENCE ON
FACEBOOK
• Ask friends to like
your page
• Ask friends to share
your posts
• Update regularly
• ...
THE NEXT LEVEL
Simply by putting the band out there
I had raised interest
So just how far could I actually take this?
You can buy ANYTHING on Fiverr.com
And I mean ANYTHING
THIS IS
LIZ JOHNSON
THE REQUIREMENTS
 A cover version of Radiohead’s
No Surprises
 An MP3 version
 A video version
 All within the next fi...
Now
I had
a
product
Now
I had
a
product
Listen
for
yoursel
f
Listen
for
yoursel
f
NICHE PROFILES
TARGETED AUDIENCE
Now I had a product I could outreach further
Time to release
the single
My audience was
starting to build
Number One
Number One
I was no longer feeling like this
I was feeling more like this
Graeme had since
become bored and
gone home
People were
sharing band
updates
The band were
receiving 5 star
reviews
The single had set
the band up as
genuine
I still wanted social signals
so I had to continue giving more
Asking for Re-Tweets for the chance to win the T-Shirt
created further social signals
Asking for reviews of the single on the Facebook page
created activity on the page
INTERNET RADIO
INTEREST
The band were now gaining interest
from internet radio stations
AIRTIME SUCCESS
BreakOutRadio played the track fo
three months - everyday
Created a band
Built an audience
Released a single
Gained genuine
reviews
Reached 18th
in thenational Reverbnation
chart
R...
NONE of which was done
through Google – this was social
Imagine what YOU can do
with a genuine product
SO WHAT DID
I LEARN?
Google isn’t the only place you will find
your audience
There is a ready made audience
waiting on social media
SOCIAL MEDIA
Include contact
details
Brand your profiles
Include images
Provide a thorough
company description
Include videos
Include y...
Use Twitter
Search
Find people asking
questions
Find people talking
about your products
Follow them
Find who is following
...
Keep them
interested
Update regularly
Interact with them
Be human
Understand what
they want
Welcome them
WHAT TO DO ONCE
Y...
Provide information
Updates
Sell to them
News
Be a voice in your
industry
Answer their queries
GIVE THEM WHAT
THEY WANT
Have an active
account
Provide exclusives
Include your
audience
Provide offers
Include information only
found on your prof...
MORE
POINTS
Don’t lie
Don’t buy your
audience
Don’t promise
something you can’t
deliver
LOADS MORE FREE
TIPS AND ADVICE
FRE
E
Whitepaper
FRE
E
Whitepaper
http://www.koozai.com/resources/whitepapers/
LOADS MORE FREE
TIPS AND ADVICE
FRE
E
Whitepaper
FRE
E
Whitepaper
http://www.koozai.com/resources/whitepapers/
#FindLiz
Find Liz - I need a follow up single
THANK YOU FOR
LISTENING
@Koozai_Andy
andy.williams@koozai.com
0845 485 1262
koozai.com
IMAGE CREDITS
Lego Band - http://www.eggplante.com/2009/11/13/lego-rock-band-review/
Empty Theatre - http://commons.wikime...
THANK YOU FOR
LISTENING
facebook.com/koozai
@Koozai
koozai.com
sales@koozai.com
0845 453 1234
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
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Andy Williams: “Putting Yourself In Front Of The Right Audience”

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  • This title slide is to be used by the CM and DM team when presenting at conferences.
  • This slide could be used by the sales team to show who would be working on the project or by the CM/DM team to show who worked on something if they are citing an example in a presentation (in this case the title would need updating).
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  • These faces could be used on the “meet your team” slide or all shown if the sales team wanted to show our entire team.
  • This shows how to align multiple photos in a nice way. The images would need updating if this was used so not as focused on ex employees.
  • This shows how to align multiple photos in a nice way. The images would need updating if this was used so not as focused on ex employees.
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  • This could be changed for any case study. The circles should show the goal, what was changed and the results.
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    If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
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  • As before but used for a key statement.
    If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
  • Handy for a key statement.
    If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
  • Handy for a key statement.
    If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
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    If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
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  • The image behind must fill the screen completely. It’s easier if you paste the image in and align it behind the orange sash, rather than setting it as the background. Don’t switch between the white and grey font more than once.
  • The image behind must fill the screen completely. It’s easier if you paste the image in and align it behind the orange sash, rather than setting it as the background. Don’t switch between the white and grey font more than once.
  • The image behind must fill the screen completely. It’s easier if you paste the image in and align it behind the orange sash, rather than setting it as the background. Don’t switch between the white and grey font more than once.
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  • This doesn’t just have to show Analytics but it is a handy slide for showing an image and some facts about it.
  • This doesn’t just have to show Analytics but it is a handy slide for showing an image and some facts about it.
  • This doesn’t just have to show Analytics but it is a handy slide for showing an image and some facts about it.
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  • If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
  • If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
  • If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
  • If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
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  • Add this as a final slide to sales talks and conference talks after the credits and references.
  • Transcript of "Andy Williams: “Putting Yourself In Front Of The Right Audience”"

    1. 1. By Andy Williams @Koozai_Andy PUTTING YOURSELF IN FRONT OF THE RIGHT AUDIENCE ON THE EDGE MANCHESTER
    2. 2. Andy Williams Digital Marketing Manager A BIT ABOUT ME • Digital Marketing Manager • Dad of three • I have a famous name sake • Distance runner • …and I manage a successful band
    3. 3. I LIKE TO SET MY TEAM CHALLENGES I try to rank for their name They have to fend me off In February 2013 I chose my next victim
    4. 4. THIS IS GRAEME BENGE Graeme accepted the challenge
    5. 5. HERE WERE THE RULES One Month •Protect your name •No black hat tactics •If any ranking page I am responsible for appears in the top three I WIN •Loser buys lunch
    6. 6. I didn’t want to just create a page and promote it I didn’t want to just create a page and promote it I wanted to experimen t as well as challenge I wanted to experimen t as well as challenge
    7. 7. So I Created A Band
    8. 8. KNOW YOUR COMPANY IDENTITY
    9. 9. CREATING THE BANDS IDENTITY  Indie Band / Brit Pop  Appeal to students  Appeal to 90’s generation  Came from Bristol  Formed a year ago
    10. 10. GRAEME BENGE WENT SOCIAL
    11. 11. WHAT COULD I ACHIEVE FROM SOCIAL ACTIVITY? Could I rank?  How strong are social signals?  What could I achieve by not having a site?  Would Google see this as a brand?
    12. 12. SETTING UP YOUR PROFILES
    13. 13. • Informative description • Tweet and retweet regularly • Include images and videos
    14. 14. • Add all info • Update regularly • Create a welcoming profile
    15. 15. MAIN POINTS  Fill in all company information  Brand your profiles  Make it clear what you are offering  Update regularly  Include images and videos
    16. 16. I had my profiles One problem – I didn’t have an audienc
    17. 17. “Indie band likened to Stone Roses and Inspiral Carpets with a 2013 hardcore reboot”
    18. 18. It was time to start finding my audienc
    19. 19. Once you have your audience, don’t let them get bored Once you have your audience, don’t let them get bored
    20. 20. FINDING YOUR AUDIENCE ON TWITTER • Search for common interests • Find people talking about your product • Research who is following your competitors • Follow them
    21. 21. M eanwhile on Facebook M eanwhile on Facebook
    22. 22. I asked friends to like and com m ent on the page I asked friends to like and com m ent on the page
    23. 23. The account was updated regularly
    24. 24. Fan videos added to both Facebook and YouTube to build content
    25. 25. BUILDING YOUR AUDIENCE ON FACEBOOK • Ask friends to like your page • Ask friends to share your posts • Update regularly • Include images with your posts • Create a page newcomers will want to “like”
    26. 26. THE NEXT LEVEL Simply by putting the band out there I had raised interest
    27. 27. So just how far could I actually take this?
    28. 28. You can buy ANYTHING on Fiverr.com
    29. 29. And I mean ANYTHING
    30. 30. THIS IS LIZ JOHNSON
    31. 31. THE REQUIREMENTS  A cover version of Radiohead’s No Surprises  An MP3 version  A video version  All within the next five days All for $10All for $10
    32. 32. Now I had a product Now I had a product
    33. 33. Listen for yoursel f Listen for yoursel f
    34. 34. NICHE PROFILES TARGETED AUDIENCE Now I had a product I could outreach further
    35. 35. Time to release the single
    36. 36. My audience was starting to build
    37. 37. Number One Number One
    38. 38. I was no longer feeling like this
    39. 39. I was feeling more like this
    40. 40. Graeme had since become bored and gone home
    41. 41. People were sharing band updates The band were receiving 5 star reviews The single had set the band up as genuine
    42. 42. I still wanted social signals so I had to continue giving more
    43. 43. Asking for Re-Tweets for the chance to win the T-Shirt created further social signals
    44. 44. Asking for reviews of the single on the Facebook page created activity on the page
    45. 45. INTERNET RADIO INTEREST The band were now gaining interest from internet radio stations
    46. 46. AIRTIME SUCCESS BreakOutRadio played the track fo three months - everyday
    47. 47. Created a band Built an audience Released a single Gained genuine reviews Reached 18th in thenational Reverbnation chart Received radio airtime IN JUST ONE MONTH
    48. 48. NONE of which was done through Google – this was social
    49. 49. Imagine what YOU can do with a genuine product
    50. 50. SO WHAT DID I LEARN?
    51. 51. Google isn’t the only place you will find your audience
    52. 52. There is a ready made audience waiting on social media SOCIAL MEDIA
    53. 53. Include contact details Brand your profiles Include images Provide a thorough company description Include videos Include your products/services SET UP YOUR PROFILES CORRECTLY
    54. 54. Use Twitter Search Find people asking questions Find people talking about your products Follow them Find who is following your competitors Search for keywords Find hashtags to follow HOW TO FIND YOUR AUDIENCE
    55. 55. Keep them interested Update regularly Interact with them Be human Understand what they want Welcome them WHAT TO DO ONCE YOU HAVE FOUND THEM
    56. 56. Provide information Updates Sell to them News Be a voice in your industry Answer their queries GIVE THEM WHAT THEY WANT
    57. 57. Have an active account Provide exclusives Include your audience Provide offers Include information only found on your profiles Make them feel part of it all GIVE THEM A REASON TO STAY
    58. 58. MORE POINTS Don’t lie Don’t buy your audience Don’t promise something you can’t deliver
    59. 59. LOADS MORE FREE TIPS AND ADVICE FRE E Whitepaper FRE E Whitepaper http://www.koozai.com/resources/whitepapers/
    60. 60. LOADS MORE FREE TIPS AND ADVICE FRE E Whitepaper FRE E Whitepaper http://www.koozai.com/resources/whitepapers/
    61. 61. #FindLiz Find Liz - I need a follow up single
    62. 62. THANK YOU FOR LISTENING @Koozai_Andy andy.williams@koozai.com 0845 485 1262 koozai.com
    63. 63. IMAGE CREDITS Lego Band - http://www.eggplante.com/2009/11/13/lego-rock-band-review/ Empty Theatre - http://commons.wikimedia.org/wiki/File:Tiverton_,_The_New_Hall_Theatre_- _geograph.org.uk_-_1239163.jpg Calendar - http://ollinatl.deviantart.com/art/calendar-clipart-115688405 Signpost - http://www.geograph.org.uk/photo/3067266 Boy Looking - https://fascd.org/?p=248 Facebook Icon - http://commons.wikimedia.org/wiki/File:Facebook_icon.jpg Twitter Icon - http://commons.wikimedia.org/wiki/File:Twitter_icon.png Ron Burgundy - http://makeameme.org/meme/well-that-escalated-e7pq1p Facebook Thumb - http://commons.wikimedia.org/wiki/File:Facebook-like-button.png Simon Cowell - http://commons.wikimedia.org/wiki/File:Simon_Cowell_in_December_2011.jpg Baby Yawning - https://www.flickr.com/photos/skippy/196480959/ More Icon - http://openclipart.org/detail/140623/more-sticker-by-easy Music Gig - http://commons.wikimedia.org/wiki/File:Love_Music_Hate_Racism_Gig.jpg Uncle Sam - http://commons.wikimedia.org/wiki/File:Uncle_Sam_(pointing_finger).jpg Google Logo - http://commons.wikimedia.org/wiki/File:Googlelogo.png Half Empty Seats - http://en.wikipedia.org/wiki/Zoo_TV_Tour Boy Learning - http://pixabay.com/en/boy-portrait-smile-boy-school-286241/
    64. 64. THANK YOU FOR LISTENING facebook.com/koozai @Koozai koozai.com sales@koozai.com 0845 453 1234
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