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Adido futureproof

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Talk given by Dr Amber Burton from Bournemouth University at the Adido Do Digital Better seminar

Published in: Technology, Business
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Adido futureproof

  1. 1. what do you need to be doing with social media for 2012 and beyond? Future Proofing for 2012
  2. 2. <ul><li>Who am I? </li></ul><ul><li>marketing consultant & agency owner from 1989 </li></ul><ul><li>lecturer since 2005 </li></ul><ul><li>PhD research into online identity </li></ul><ul><li>online user (the old variety) </li></ul><ul><li>on FaceBook, Twitter, Google+, LinkedIn, BuzzTechs </li></ul><ul><li>Klout score of 33, brand sentiment currently at neutral </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  3. 3. <ul><li>so….what do you need to be doing with social media for 2012 and beyond …. </li></ul><ul><li>only 2 certainties …. </li></ul><ul><li>that social media continues to rise </li></ul><ul><li>that Zumba will take over Pilates </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  4. 4. <ul><li>at this point, you should be asking yourself one of 3 questions …. </li></ul><ul><li>“ What the hell is Zumba and Pilates?” </li></ul><ul><li>“ What have they got to do with social media?” </li></ul><ul><li>“ How do I get Zumba into my next email campaign?” </li></ul><ul><li>humour me ….. </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  5. 5. <ul><li>This is the bad news… </li></ul><ul><li>Staying on top of the ‘new’ is painful. And pointless. </li></ul><ul><li>You are specialist in your business. You are not a specialist in digital media. </li></ul><ul><li>Social media is a popular culture game </li></ul><ul><li>you cannot win. </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  6. 6. <ul><li>Even more bad news … </li></ul><ul><li>We are more social online. </li></ul><ul><li>BUT we are not engaging socially. </li></ul><ul><li>Social media is largely an </li></ul><ul><li>‘ affective’ experience: we don’t go </li></ul><ul><li>there for the ‘cognitive’ experience. </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  7. 7. <ul><li>Lots of brands and businesses are flocking to social media. Some of them are doing it well. Many are not … </li></ul><ul><li>The problems: </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  8. 8. <ul><li>Some good news … </li></ul><ul><li>If your market is B2C, then you’ve got more to play with in social media </li></ul><ul><li>If you already know that your Target Audience is social media-friendly, then you have a starting point </li></ul><ul><li>If you are already regularly producing news content, then you have material you could re-purpose </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  9. 9. <ul><li>Crucial questions: </li></ul><ul><li>What does your Target Audience want from you in social media? What’s in it for them? </li></ul><ul><li>Can you design a ‘pull’ rather than a ‘push’ communications strategy? Where’s the added value? </li></ul><ul><li>ROI – what type of measurement is important to you? ‘Likes’ ‘retweets’ ‘followers’ etc, won’t drive sales. </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  10. 10. <ul><li>Future Proofing ideas: </li></ul><ul><li>Take social media seriously. Treat it as a threat. </li></ul><ul><li>BUT don’t seriously engage with social media until you have the resources. You will need long term integrated marketing planning, a great deal of patience, loads of content ideas and the (wo)manpower to get the job done. </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  11. 11. <ul><li>Future Proofing ideas: </li></ul><ul><li>Partner with a specialist who is prepared to plan long-range strategy as well as short-term tactics. </li></ul><ul><li>Bring in the culture – don’t chase it. Offer placements to students who are trained in Interactive Media and Digital Marketing. They will get your business speaking the right language in social media. </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011
  12. 12. <ul><li>Thank you. </li></ul><ul><li>Happy to answer questions: </li></ul><ul><li>www.twitter.com/amberjburton </li></ul><ul><li>[email_address] </li></ul><ul><li>and at LinkedIn , Google+ and everywhere else. </li></ul><ul><li>Except BuzzTechs. I made that up. Sorry. </li></ul>FutureProofing for 2012 Amber Burton, Nov 2011

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