Social Media andExporting in 2012
http://www.youtube.com/watch?        v=Y4MnpzG5Sqc
NEARLY AS WELLAS IT COULD!
THERE ARE NOW ALMOST AS MANYSOCIAL MEDIA ‘EXPERTS’AS THERE ARE PEOPLE USING SOCIAL MEDIA
But how does someone go    from a great Business                in Wirral…
TOSOCIAL MEDIA  PRO?
CLUEFRANKLY, WE DON’T HAVE A     AND HERE’S WHY:
IN ONE KEY       ASPECT, SOCIAL MEDIA   MARKETING   MIRRORS     EVERY EFFORT TOGROW YOUR  BUSINESS   THAT CAME   BEFORE IT:
IT’S STILLMARKETING
WHICH MEANSMARKETING PROS        WILL PRODUCE     THE BEST RESULTS
FIRST THINGS FIRST     What does your    business strategy                 say?
Is your brandready?
WHAT IS SOCIAL MEDIA?• Social media is made up of three key components:  –   Technology  –   Social Interaction  –   Const...
WHAT THIS IS NOTABOUT…IS JUST MORE FACEBOOK LIKES ANDFOLLOWERS ON TWITTER & YOUTUBE
OUR NOT-SO-SECRET SECRETS  •   Build the list  •   Engage, don’t just publish  •   Arm your users with tools  •   Create o...
1       Three Key Questions           Before You SEND    • Why am I on this list?    • What do you want      from me right...
BUILDING RELATIONSHIPS 101• Communicate your message from the beginning• Plan a narrative in advance• Segment by interest/...
2   ENGAGE, DON’T     JUST PUBLISH                     B e rtrum                 Th u m c a t –              6 0 , 0 0 0 p...
GOOD ENGAGEMENT!       • One link       • Goal-oriented        prioritisation       • Tells story of Tate, past        and...
THE LANGUAGE OF ENGAGEMENTIM P R O V E DO V E R A L L S IT EC O N V E R S IO NB Y  2 9 %
3                      ARM YOUR USERS                            WITH TOOLS                           • Advocacy Options  ...
4Its doesn’t have to                        CREATE OFFLINE                       ACTIONS & EVENTSbe y o u doing this!     ...
STARBUCKS MAKE IT                           PERSONAL!                      http://starbucks.co.uk/?utm_source=spring&utm_m...
5                           SYNDICATE ENERGY                                     EVERYWHERE• Use your communications and a...
SO WHAT DO                                         PEOPLE THINK?• “Social media is not a media. The key is to listen, enga...
Tipping point Social Media•Law of the Few•The Stickiness Factor•The Power of Context
HERE’S ONE MORETRUTHABOUT SOCIAL MEDIA TODAY
IT’S SATURATED WITH AZILLION DIFFERENT KINDS OF MARKETING
Oh YEs!O n e more Thing!
HOW DO          YOU    PLAN TO BREAK THROUGHALL THAT CLUTTER?
YOUR       TACTICS        ARE ONLY AS GOOD AS YOUR   STRATEGY
HOW GOOD IS    YOURS?
INTEGRATINGSOCIALEFFORTSWITH ALL YOUR OTHERMARKETING
ARE YOU CREATING‘BIG IDEA’ VIDEOS  FOR SOCIAL, WEB & MOBILE?
http://www.youtube.com/watch?v=Y4MnpzG5Sqc&feature=youtu.be
Ladie Go Diva - Bad Nashers                   http://www.youtube.com/watc                          h?v=VPM84Sb9GiE
INVISIBLE                 When Mercedes wanted                    to promote its new fuel                     cell vehicle...
ARE YOU USING T H E L A T E S T T O O L S T OF I N D K E Y I N F L U E N C E R S , AND CREATING              CONTENT SPECI...
ARE YOU CONSTANTLY MEASURING &ADJUSTING, WHILE ALSO EVALUATING                   THE COMPETITION
MOSTIM P O R T A N T L Y
DO YOU HAVE TOTAL RIGHT BRAIN  CREATIVE TYPESBRAINSTORMING YOUR BEST IDEAS?
The Right Brain vs Left Brain   test - Optical Illusion        http://www.youtube.com/watch?v=9CEr2GfGilw
IF YOU’RE DOING ALL THESE THINGS,CONGRATULATIONS! YOU                       DON’T NEED US.
IF NOT HERE’S HOW TO FIND US:WWW.ICECREATES.COM        0151 647 4700
T H A N K YO UF O R L IS T E N IN G !
Appendix 2 - Glossary (1)• A g g r e g a t i o n : Gathering information from multiple web sites, typically via RSS. Aggre...
Appendix 2 - Glossary (2)• M a s h u p : A web service or software tool that combines two or more tools to create a whole ...
Appendix 2 - Glossary (3)• S o c i a l b o o k m a r k i n g : The collaborative equivalent of storing favorites or bookma...
Using social media to meet the export challenge
Using social media to meet the export challenge
Using social media to meet the export challenge
Using social media to meet the export challenge
Using social media to meet the export challenge
Upcoming SlideShare
Loading in …5
×

Using social media to meet the export challenge

632 views

Published on

Earlier this week I was invited to speak at a UK Trade & Investment (UKTI) ‘Export Challenge’ event. The session was all about inspiring and supporting small businesses to encourage exports and spread into new markets, and it was great to share some thoughts and ideas about how social media could help drive this process. If it sparks any comments or questions, I’d be glad to hear them!


Stuart Jackson, Chief Executive, ICE –
stuart.jackson@icecreates.com / +44 (0)151 647 4700

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
632
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 1: If they aren ’ t engaged before they scroll, you ’ ve lost them 2: Write messages in series, not one at a time. 3Don ’ t say the same thing to everyone. 4 Create a sense of conversation, and ideally the reality of one.
  • 8,442,478 hits since the 2 of march
  • Using social media to meet the export challenge

    1. 1. Social Media andExporting in 2012
    2. 2. http://www.youtube.com/watch? v=Y4MnpzG5Sqc
    3. 3. NEARLY AS WELLAS IT COULD!
    4. 4. THERE ARE NOW ALMOST AS MANYSOCIAL MEDIA ‘EXPERTS’AS THERE ARE PEOPLE USING SOCIAL MEDIA
    5. 5. But how does someone go from a great Business in Wirral…
    6. 6. TOSOCIAL MEDIA PRO?
    7. 7. CLUEFRANKLY, WE DON’T HAVE A AND HERE’S WHY:
    8. 8. IN ONE KEY ASPECT, SOCIAL MEDIA MARKETING MIRRORS EVERY EFFORT TOGROW YOUR BUSINESS THAT CAME BEFORE IT:
    9. 9. IT’S STILLMARKETING
    10. 10. WHICH MEANSMARKETING PROS WILL PRODUCE THE BEST RESULTS
    11. 11. FIRST THINGS FIRST What does your business strategy say?
    12. 12. Is your brandready?
    13. 13. WHAT IS SOCIAL MEDIA?• Social media is made up of three key components: – Technology – Social Interaction – Construction of words, pictures, videos and audio• Communication (blogs, microblogs - twitter, etc.)• Collaboration (wikis, social bookmarking -delicious, etc.)• Multimedia (photos -flickr, videos -youtube, etc.) What we are seeing today is that these channels are merging.
    14. 14. WHAT THIS IS NOTABOUT…IS JUST MORE FACEBOOK LIKES ANDFOLLOWERS ON TWITTER & YOUTUBE
    15. 15. OUR NOT-SO-SECRET SECRETS • Build the list • Engage, don’t just publish • Arm your users with tools • Create offline actions and events • Syndicate energy everywhere
    16. 16. 1 Three Key Questions Before You SEND • Why am I on this list? • What do you want from me right now? • What comes next?
    17. 17. BUILDING RELATIONSHIPS 101• Communicate your message from the beginning• Plan a narrative in advance• Segment by interest/behaviour• Listen, don’t just talk.• Invite people to take action.
    18. 18. 2 ENGAGE, DON’T JUST PUBLISH B e rtrum Th u m c a t – 6 0 , 0 0 0 p lu s lik e in 6 m o n t h s http://www.youtube.com/wa tch?v=h6CcxJQq1x8
    19. 19. GOOD ENGAGEMENT! • One link • Goal-oriented prioritisation • Tells story of Tate, past and present • Introduces curator • 100% action
    20. 20. THE LANGUAGE OF ENGAGEMENTIM P R O V E DO V E R A L L S IT EC O N V E R S IO NB Y  2 9 %
    21. 21. 3 ARM YOUR USERS WITH TOOLS • Advocacy Options • Blogs • Quizzes & questions Polls • Personal Profiles • Tell-A-Friend • Etc.Offer tools with a purpose; don’t complicate
    22. 22. 4Its doesn’t have to CREATE OFFLINE ACTIONS & EVENTSbe y o u doing this! O v e r 15 0 0 ba rns p a in t e d !
    23. 23. STARBUCKS MAKE IT PERSONAL! http://starbucks.co.uk/?utm_source=spring&utm_medium=email&utm_content=video_link&utm_c ampaign=spring1
    24. 24. 5 SYNDICATE ENERGY EVERYWHERE• Use your communications and actions to fuel pass- on actions in other networks• Maintain data; drive people to your site to register and then enlist them as ambassadors• Ensure that your content is bite-sized, sharable, searchable and interesting.
    25. 25. SO WHAT DO PEOPLE THINK?• “Social media is not a media. The key is to listen, engage, and build relationships.” David Alston, VP Marketing at Radian6• “Human beings are far more likely to communicate ideas and information with others when they are emotionally engaged.” DoshDosh blog• “People don’t believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.” Seth Godin, Seth’s Blog• “Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s
    26. 26. Tipping point Social Media•Law of the Few•The Stickiness Factor•The Power of Context
    27. 27. HERE’S ONE MORETRUTHABOUT SOCIAL MEDIA TODAY
    28. 28. IT’S SATURATED WITH AZILLION DIFFERENT KINDS OF MARKETING
    29. 29. Oh YEs!O n e more Thing!
    30. 30. HOW DO YOU PLAN TO BREAK THROUGHALL THAT CLUTTER?
    31. 31. YOUR TACTICS ARE ONLY AS GOOD AS YOUR STRATEGY
    32. 32. HOW GOOD IS YOURS?
    33. 33. INTEGRATINGSOCIALEFFORTSWITH ALL YOUR OTHERMARKETING
    34. 34. ARE YOU CREATING‘BIG IDEA’ VIDEOS FOR SOCIAL, WEB & MOBILE?
    35. 35. http://www.youtube.com/watch?v=Y4MnpzG5Sqc&feature=youtu.be
    36. 36. Ladie Go Diva - Bad Nashers http://www.youtube.com/watc h?v=VPM84Sb9GiE
    37. 37. INVISIBLE When Mercedes wanted to promote its new fuel cell vehicle, instead of placing it squarely in front of everyone in the world, the company decided to make the car invisible. We have video. http://www.youtube.com/watch?feature=player_embedded&v=ZIGzpi9lCck
    38. 38. ARE YOU USING T H E L A T E S T T O O L S T OF I N D K E Y I N F L U E N C E R S , AND CREATING CONTENT SPECIFCALLY FOR THEM?
    39. 39. ARE YOU CONSTANTLY MEASURING &ADJUSTING, WHILE ALSO EVALUATING THE COMPETITION
    40. 40. MOSTIM P O R T A N T L Y
    41. 41. DO YOU HAVE TOTAL RIGHT BRAIN CREATIVE TYPESBRAINSTORMING YOUR BEST IDEAS?
    42. 42. The Right Brain vs Left Brain test - Optical Illusion http://www.youtube.com/watch?v=9CEr2GfGilw
    43. 43. IF YOU’RE DOING ALL THESE THINGS,CONGRATULATIONS! YOU DON’T NEED US.
    44. 44. IF NOT HERE’S HOW TO FIND US:WWW.ICECREATES.COM 0151 647 4700
    45. 45. T H A N K YO UF O R L IS T E N IN G !
    46. 46. Appendix 2 - Glossary (1)• A g g r e g a t i o n : Gathering information from multiple web sites, typically via RSS. Aggregation lets web sites remix the information from multiple web sites, for example by republishing all the news related to a particular keyword.• B l o g : Originally short for "weblog", a blog is just a web page that contains entries in reverse chronological order, with the most recent entry on top. But blogging has taken off because the explosion in blogging software and services -- like Blogger, TypePad and WordPress -- has turned blogging into one of the easiest ways for people to maintain a constantly updated web presence. In addition to the classic text blog, we now have photo blogs (consisting of uploaded photos), audio blogs (a.k.a. "podcasts") and video blogs (which consist of regularly uploaded video files).• B l o g r o l l : A list of recommended sites that appears in the sidebar of a blog. These sites are typically sites that are either on similar topics, sites that the blogger reads regularly, or sites that belong to the bloggers friends or colleagues. The term "blogroll" also evokes the concept of political logrolling (when legislators promise to vote for one anothers pet bills) -- which is not unlike bloggers habit of reciprocating links by posting links to blogs that link back to their own blogs.
    47. 47. Appendix 2 - Glossary (2)• M a s h u p : A web service or software tool that combines two or more tools to create a whole new service. A leading American example is ChicagoCrime, which merges Google Maps with the Chicago police departments crime tracking web site to offer a map of crime in different parts of Chicago.• N e w s r e a d e r : A newsreader gathers the news from multiple blogs or news sites via RSS (see below), allowing readers to access all their news from a single web site or program. Online newsreaders (like Bloglines, Pluck, or Newsgator) are web sites that let you read RSS feeds from within your web browser. Desktop newsreaders download the news to your computer, and let you read your news inside a dedicated software program.• P o d c a s t : An audio blog, typically updated weekly or daily. You dont have to have an ipod to listen to a podcast; although you can download podcasts to an ipod, you can also listen to podcasts on a desktop computer, or many other mp3 players• R S S : A format for storing online information in a way that makes that information readable by lots of different kinds of software. Many blogs and web sites feature RSS feeds: a constantly updated version of the sites latest content, in a form that can be read by a newsreader or aggregator.
    48. 48. Appendix 2 - Glossary (3)• S o c i a l b o o k m a r k i n g : The collaborative equivalent of storing favorites or bookmarks within a web browser, social bookmarking services (like del.icio.us or Furl) let people store their favourite web sites online. Social bookmarking services also let people share their favourite web sites with other people, making them a great way to discover new sites or colleagues who share your interests.• S o c i a l n e t w o r k i n g : Social networking sites help people discover new friends or colleagues by illuminating shared interests, related skills, or a common geographic location. Leading examples include Friendster, LinkedIn, and 43people.• T a g s : Keywords that describe the content of a web site, bookmark, photo or blog post. You can assign multiple tags to the same online resource, and different people can assign different tags to the same resource. Tag-enabled web services include social bookmarking sites (like del.icio.us), photo sharing sites (like Flickr) and blog tracking sites (like Technorati).Tags provide a useful way of organizing, retrieving and discovering information.• W i k i : A collaboratively edited web page. The best known example is wikipedia, an encyclopedia that anyone in the world can help to write or update. Wikis are frequently used to allow people to write a document together, or to share reference material that lets colleagues or even members of the public contribute content.

    ×