Presentation on social media strategy for business given to open the On the Edge Live Bristol event on 25 Sept 2012.

1. It’s not the size
It’s what you
do with it
Social media strategy for business
25 September 2012 #edgebristol
@ontheedgelive @renepower

2. Lucky us
Marketing just got really easy
Presentation to:
25 September 2012 #edgebristol
www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower
T C O M M U N I C A T E S

3. We can talk to anyone we like
whenever we like
25 September 2012 #edgebristol
@ontheedgelive @renepower

4. Amplify
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

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25 September 2012 #edgebristol
@ontheedgelive @renepower

6. Why companies suck at social?
Not relevant to audience
Not engaging or exciting Confused with social
All broadcast Not easy to access / share
Spammed across multiple platforms
25 September 2012 #edgebristol
@ontheedgelive @renepower

7. Remember your day job
A sale = story x passion + trust
time
25 September 2012 #edgebristol
@ontheedgelive @renepower

8. You want provocative?
Stop thinking about yourself.
Start thinking about your
customer.
Presentation to:
25 September 2012 #edgebristol
www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower
T C O M M U N I C A T E S

9. It’s not the size
It’s what you do with it
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

10. The social media conundrum
We need an
audience
We need a bigger
audience
I need to be
on social
I don’t know I don’t have
media
where to start? time I don’t have
I need to resource
cleanse
My connections
offer no value and I It’s not
need new ones measurable

11. Stop talking social media.
In fact, stop talking.
Start listening.
Presentation to:
25 September 2012 #edgebristol
www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower
T C O M M U N I C A T E S

12. Inside the mind of the buyer
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

13. Content fuels trust & transaction
25 September 2012 #edgebristol
@ontheedgelive @renepower

14. It’s not the size
It’s what you do
with it

15. Taking CARE in social media
How do we want to be Who do we want to be What are important Can we measure if / how
perceived? associated with? issues to our audience? our content matters?
What are we going to Who do we want to How can we help, How are we going to
say, share, comment influence? advise, add value? measure if audiences
on? care?
Who do we want to Can we do this
How are we going to do engage? frequently? How are we going to
it? measure our relevance?
25 September 2012 #edgebristol
@ontheedgelive @renepower

16. Audit
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

17. Watering holes
Who’s there?
What’s being said?
What’s being asked?
What’s missing?
What works?
What doesn’t?
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

18. Curation
Some powerful
influencers and
connectors don’t
create anything
25 September 2012 #edgebristol
@ontheedgelive @renepower

19. Curating content in five steps
Step 1: Get Google
Set up Alerts and Reader
Step 2: Visit namechk
Step 3: Set up your ‘Big 5’
Step 4: Set up free
Hootsuite and plug them in
Step 5: Check Reader –
schedule updates for half
an hour each morning
25 September 2012 #edgebristol
@ontheedgelive @renepower

20. Define audience pain
Identifies topics
Dictates relevance
Establishes trends
Sets parameters
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

21. Audit what you have already
Goal = Quick wins
25 September 2012 #edgebristol
@ontheedgelive @renepower

22. Rules for creating killer content
Relevance
Useful
Valuable
Lead generative
Social
=

23. Map content to buyer needs
Set objectives
Select different tools to
deliver different
outcomes
Select tools for different
audiences and stages
of buying cycle
Courtesy of
www.smartinsights.com
25 September 2012 #edgebristol
@ontheedgelive @renepower

24. Build a content hub

25. Relevant, targeted usable content
is social media rocket fuel.
Valuable content gets shared.
Presentation to:
25 September 2012 #edgebristol
www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower
T C O M M U N I C A T E S

26. Amplification
 Access influencers and customers: 140m users worldwide. 8.6m UK,
The big five deliver search optimisation,
100,000s in your sector, 1,000’s in your groups.
brand amplification and audience
 Media, influencer and customer contacts. Build influence and distribute
content. Access influencers and customers: 140m users worldwide.
8.6m UK, 100,000s in your sector, 1,000’s in your groups.
 Half of all search is video makes YouTube search engine a must.
Media, influencer and customer contacts. Build influence and
 800m users; lines content.
distribute of personal-professional ever blurring.
 Given priorityof all search Uptake and functionality will improve overa
Half in SERPS. is video making YouTube search engine
time. must.
Given priority in SERPS. Uptake and functionality will improve
over time. Deliver engagement with Circles and Hangouts.
900m users; lines of personal-professional ever blurring.

27. Measuring social media
Buzz by no of posts buzz by impressions shift in buzz channel buzz
buzz by time of day seasonal buzz competitive buzz category/topic buzz
asset popularity buzz by customer type mainstream media mentions
buzz by stage in DM process mainstream media mentions installs downloads
growth rate of fans follows friends contacts no of pass alongs
uploads favourites likes comments ratings
recommends embeds bookmarks subscriptions page views
increase in searches %of buzz with links no of views/interactions polls virtual gifts
clickthroughs changes in search ranking type reach channel
tags popularity contest entries leads generated
geography volume of posts impressions time spent clicks contributions
products sampled store visits trials
by bloggers chatrooms wikis online sales offline sales savings change
customer acquisition & retention
in share AEV event response event attendance satisfaction feedback
complaint handling
25 September 2012 #edgebristol
@ontheedgelive @renepower

28. Specific social media metrics
Raise brand profile = Klout
Web traffic uplift = Google Analytics
Social Reports
Web visitor loyalty = Google Analytics
Advanced Segments
Conversion rates = Google Analytics Social
Conversion Goals
http://www.socialmediaexaminer.com/4-social-media-goals/ 25 September 2012 #edgebristol
@ontheedgelive @renepower

29. Takeaways
1. Keep focused
on actions and
Think help, Use outcomes
adding value, actionable
and expertise information 2. Map types of
first to position content to
expertise audience and
stages of the
buying process
Research where
your audience Refine, 3. Create a
goes and what repurpose & calendar to map
they are repackage resource
looking for your existing
material 4. Pick social
platforms your
customers use
I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

30. You want provocative?
You can’t handle
provocative
25 September 2012 #edgebristol
@ontheedgelive @renepower

31. Stop talking. Start listening.
Focus on adding value to
customers (and your business).
Think fuel. Create expert content
that drives trust before launching
into social media.
Presentation to:
25 September 2012 #edgebristol
www.bdb.co.uk
I N T E R N A T I O N A L M A R K E T I N G T H A @ontheedgelive @renepower
T C O M M U N I C A T E S

32. Recommended
Websites
 Smart Insights blog
 Econsultancy.com
 Content Marketing Institute blog
 Hubspot blog
 Problogger
Books
 Inbound Marketing: Get found using Google, social
media and blogs Dharmesh Shah / Brian Halligan
 Content Rules CC Chapman
25 September 2012 #edgebristol
@ontheedgelive @renepower

33. More?
200 page eBook on b2b digital
marketing - available to members of
http://www.smartinsights.com/
20% off promo code: SMARTB2B
rene@bdb.co.uk
http www.bdb.co.uk
@renepower
blog http://marketingassassin.co.uk
Coming soon to
Slides will go up on
http://slideshare.net/renepower
25 September 2012 #edgebristol
@ontheedgelive @renepower