1. Outreach
and
Scalability
Katie
Thomas

2. Always
have
to
have
some
stats!
• 27,000,000
pieces
of
content
are
shared
each
day
• Each
month,
329
million
people
read
blogs.
• 99%
of
people
who
share
via
social
networks
are
sharing
via
mulAple
plaBorms.
• Clicks
from
shared
content
are
5
Ames
more
likely
to
result
in
a
purchase.
• InteresAng
content
is
a
top
3
reason
that
people
follow
brands
on
social
media.
• 90%
of
the
informaAon
that
comes
to
the
brain
is
visual.
• 68%
of
consumers
spend
Ame
reading
content
from
a
brand
they
are
interested
in.
SOURCE:
NEWSCRED
• Social
media
lead
conversion
rates
are
13%
higher
than
the
average
lead
conversion
rate.
SOURCE
HUBSPOT

5. Research
and
Personas

7. Outreach
and
Scale
–
how
has
Social
enabled
and
changed
this?

14. Harnessing
those
in>luencer-­‐
advocates
• Social
Listening
• Convert
Influencers
• Build
a
Database
• Leverage
the
voices
• ConAnue
to
build
and
strengthen

17. BUT!
Defining
those
communiAes
you
will
target
is
no
simple
task.
Every
demographic
count,
and
the
more
segmented
your
outreach
can
be,
the
beRer.

22. What
will
you
do?
Inform?
Download?
Discuss?
Answer?
Educate?
Your
brand
sense
of
humour?
What’s
your
story?

23. So
how
easy
does
Social
Media
make
your
content
plan
scalable?

24. Content
Pillars
Summer
Days
Keeping
them
amused
Free
things
to
do
Vouche
rs
Kids
Food
Drink
Best
Places
Picnics
Best
and
worst
Games
to
play
Great
Gear
Beaches

25. All
the
main
plaBorms
make
it
very
easy
to
share
content
in
their
owned
space…..
BUT
don’t
forget
integraAng
across
plaBorms
and
non
owned
spaces
such
as
personal
blogs
…..

26. Leverage
people
not
products

27. Just
one
idea…..
• PromoAons
• UnificaAon
• ConversaAons
• TargeAng
• InnovaAon

28. Or
Introduce
Content
with
Infographics
• Shared
on
the
web
• Easy
to
understand
• Get
more
shares
than
other
content.
• Easy
and
powerful
viral
markeAng
tool

30. Community
Management:
How
do
you
go
from
1:1
to
1:1,000,000?
• Moderate
to
deal
with
trolls
• Embrace
proac9veness
• Recognize
you
can’t
talk
to
everyone
• Respond
publicly
when
possible
• Help
customers
to
help
customers
• Build
an
army
of
advocates
• Know
your
customer

31. How
do
you
stay
engaging
while
driving
business
results
at
scale?
• Know
your
objec9ves
• Know
your
channels
• Execute
with
rigor

32. Some
musts
to
keep
it
working
• Stop
targeAng
the
same
people
• Look
at
your
wider
public
influencers
• Track
your
influencers
through
analyAcs
• IncenAvise
them,
but
subtly
• Balance
the
value
exchange
• Treat
it
like
a
long
term
relaAonship
not
short

33. Thank
you
for
having
me
@Kateet