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How to do less and mean more on social media

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The slides I presented at #OiConf Cardiff 2017. There's way too much noise on social media, and the current approach brands are taking is just adding to it. How do you counteract that problem and take a more meaningful approach?

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How to do less and mean more on social media

  1. 1. how to doless + meanmore
  2. 2. A brief history of SEO Quality Content Volume Of links Mess Of SEO people getting up to all kinds of nonsense 1998: Google founded
  3. 3. A brief history of SEO Quality Content Volume Of links Mess Of SEO people getting up to all kinds of nonsense We’re about here 1998: Google founded
  4. 4. A brief history of social media Quality content Volume Of content Mess Of social media people churning out all sorts of nonsense 2004: Facebook founded
  5. 5. A brief history of social media Quality content Volume Of content Mess Of social media people churning out all sorts of nonsense We’re still here 2004: Facebook founded
  6. 6. Content shock
  7. 7. Time Volumeofcontent Content shock Consumption Creation
  8. 8. Content shock culprits Agile social media marketing Fallacy of being first
  9. 9. The battering ram approach
  10. 10. Agile social media marketing It’s all Oreos’ fault. ‘Dunk in the Dark’ was a result of persistent real time marketing.
  11. 11. You don’t have to comment on #InternationalCarrotDay #NationalDoughnutWeek and #DonkeyWeek unless you make carrot cake doughnuts that are delivered by donkey
  12. 12. Why it doesn’t work One: Everyone’s doing it
  13. 13. Why it doesn’t work One: Everyone’s doing it Two: Consumers are getting cynical
  14. 14. Why it doesn’t work One: Everyone’s doing it Two: Consumers are getting cynical Three: Results are spikes
  15. 15. Fallacy of being first
  16. 16. You don’t have to be the first to do everything
  17. 17. The benefits to being first • Industry awareness • Early adopter audience • Access early ‘buzz’
  18. 18. The drawbacks to being first • No need to be first to gain industry recognition • Is Campaign your audience? • Being first normally means not being best
  19. 19. So, what do we do?
  20. 20. Do quality Don’t do quantity
  21. 21. Do schedule Don’t automate
  22. 22. Do recycle Don’t rehash
  23. 23. Do pay Don’t prop
  24. 24. Do influence Don’t be indiscriminate
  25. 25. Do relevant Don’t be reactive
  26. 26. Do innovate Don’t imitate
  27. 27. Thank you @gencyUK @imckee

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