Download to read offline
Uploaded byEdge Global Media Group
Andy Williams: “Putting Yourself In Front Of The Right Audience”
Graeme Benge accepted a challenge from Andy Williams to protect his name from being ranked on Google within one month. Andy created a fake band called Graeme Benge and built an audience for it on social media without a website. Through social profiles, releasing a single, gaining reviews and radio airtime, the band reached #18 on ReverbNation's national chart. Andy learned that building a genuine audience and product on social media alone can achieve results, without relying on Google.
More Related Content
Similar to Andy Williams: “Putting Yourself In Front Of The Right Audience”
Andy Williams: “Putting Yourself In Front Of The Right Audience”
- 1. By Andy Williams @Koozai_Andy PUTTINGYOURSELF IN FRONT OF THE RIGHT AUDIENCE ON THE EDGE MANCHESTER
- 2. Andy Williams Digital Marketing Manager ABIT ABOUT ME • Digital Marketing Manager • Dad of three • I have a famous name sake • Distance runner • …and I manage a successful band
- 3. I LIKE TOSET MY TEAM CHALLENGES I try to rank for their name They have to fend me off In February 2013 I chose my next victim
- 4. THIS IS GRAEME BENGE Graemeaccepted the challenge
- 5. HERE WERE THE RULES OneMonth •Protect your name •No black hat tactics •If any ranking page I am responsible for appears in the top three I WIN •Loser buys lunch
- 6. I didn’t want to justcreate a page and promote it I didn’t want to just create a page and promote it I wanted to experimen t as well as challenge I wanted to experimen t as well as challenge
- 7. So I CreatedA Band
- 9.
- 10. CREATING THE BANDS IDENTITY Indie Band / Brit Pop Appeal to students Appeal to 90’s generation Came from Bristol Formed a year ago
- 11.
- 12. WHAT COULD I ACHIEVEFROM SOCIAL ACTIVITY? Could I rank? How strong are social signals? What could I achieve by not having a site? Would Google see this as a brand?
- 13.
- 14. • Informative description •Tweet and retweet regularly • Include images and videos
- 15. • Add allinfo • Update regularly • Create a welcoming profile
- 16. MAIN POINTS Fillin all company information Brand your profiles Make it clear what you are offering Update regularly Include images and videos
- 17. I had myprofiles One problem – I didn’t have an audienc
- 18. “Indie band likenedto Stone Roses and Inspiral Carpets with a 2013 hardcore reboot”
- 19. It was timeto start finding my audienc
- 21. Once you have your audience, don’tlet them get bored Once you have your audience, don’t let them get bored
- 23. FINDING YOUR AUDIENCE ON TWITTER •Search for common interests • Find people talking about your product • Research who is following your competitors • Follow them
- 24.
- 25.
- 26. The account wasupdated regularly
- 27. Fan videos addedto both Facebook and YouTube to build content
- 28. BUILDING YOUR AUDIENCE ON FACEBOOK •Ask friends to like your page • Ask friends to share your posts • Update regularly • Include images with your posts • Create a page newcomers will want to “like”
- 29. THE NEXT LEVEL Simplyby putting the band out there I had raised interest
- 31. So just howfar could I actually take this?
- 32. You can buyANYTHING on Fiverr.com
- 33. And I meanANYTHING
- 34.
- 35. THE REQUIREMENTS Acover version of Radiohead’s No Surprises An MP3 version A video version All within the next five days All for $10All for $10
- 36.
- 37.
- 39. NICHE PROFILES TARGETED AUDIENCE NowI had a product I could outreach further
- 41. Time to release thesingle
- 45. My audience was startingto build
- 46.
- 47. I was nolonger feeling like this
- 48. I was feelingmore like this
- 49. Graeme had since becomebored and gone home
- 50. People were sharing band updates Theband were receiving 5 star reviews The single had set the band up as genuine
- 51. I still wantedsocial signals so I had to continue giving more
- 52. Asking for Re-Tweetsfor the chance to win the T-Shirt created further social signals
- 53. Asking for reviewsof the single on the Facebook page created activity on the page
- 54. INTERNET RADIO INTEREST The bandwere now gaining interest from internet radio stations
- 55. AIRTIME SUCCESS BreakOutRadio playedthe track fo three months - everyday
- 56. Created a band Builtan audience Released a single Gained genuine reviews Reached 18th in thenational Reverbnation chart Received radio airtime IN JUST ONE MONTH
- 57. NONE of whichwas done through Google – this was social
- 58. Imagine what YOUcan do with a genuine product
- 59. SO WHAT DID ILEARN?
- 60. Google isn’t theonly place you will find your audience
- 61. There is aready made audience waiting on social media SOCIAL MEDIA
- 62. Include contact details Brand yourprofiles Include images Provide a thorough company description Include videos Include your products/services SET UP YOUR PROFILES CORRECTLY
- 63. Use Twitter Search Find peopleasking questions Find people talking about your products Follow them Find who is following your competitors Search for keywords Find hashtags to follow HOW TO FIND YOUR AUDIENCE
- 64. Keep them interested Update regularly Interactwith them Be human Understand what they want Welcome them WHAT TO DO ONCE YOU HAVE FOUND THEM
- 65. Provide information Updates Sell tothem News Be a voice in your industry Answer their queries GIVE THEM WHAT THEY WANT
- 66. Have an active account Provideexclusives Include your audience Provide offers Include information only found on your profiles Make them feel part of it all GIVE THEM A REASON TO STAY
- 67. MORE POINTS Don’t lie Don’t buyyour audience Don’t promise something you can’t deliver
- 68. LOADS MORE FREE TIPSAND ADVICE FRE E Whitepaper FRE E Whitepaper http://www.koozai.com/resources/whitepapers/
- 69. LOADS MORE FREE TIPSAND ADVICE FRE E Whitepaper FRE E Whitepaper http://www.koozai.com/resources/whitepapers/
- 70. #FindLiz Find Liz -I need a follow up single
- 71. THANK YOU FOR LISTENING @Koozai_Andy andy.williams@koozai.com 0845485 1262 koozai.com
- 72. IMAGE CREDITS Lego Band- http://www.eggplante.com/2009/11/13/lego-rock-band-review/ Empty Theatre - http://commons.wikimedia.org/wiki/File:Tiverton_,_The_New_Hall_Theatre_- _geograph.org.uk_-_1239163.jpg Calendar - http://ollinatl.deviantart.com/art/calendar-clipart-115688405 Signpost - http://www.geograph.org.uk/photo/3067266 Boy Looking - https://fascd.org/?p=248 Facebook Icon - http://commons.wikimedia.org/wiki/File:Facebook_icon.jpg Twitter Icon - http://commons.wikimedia.org/wiki/File:Twitter_icon.png Ron Burgundy - http://makeameme.org/meme/well-that-escalated-e7pq1p Facebook Thumb - http://commons.wikimedia.org/wiki/File:Facebook-like-button.png Simon Cowell - http://commons.wikimedia.org/wiki/File:Simon_Cowell_in_December_2011.jpg Baby Yawning - https://www.flickr.com/photos/skippy/196480959/ More Icon - http://openclipart.org/detail/140623/more-sticker-by-easy Music Gig - http://commons.wikimedia.org/wiki/File:Love_Music_Hate_Racism_Gig.jpg Uncle Sam - http://commons.wikimedia.org/wiki/File:Uncle_Sam_(pointing_finger).jpg Google Logo - http://commons.wikimedia.org/wiki/File:Googlelogo.png Half Empty Seats - http://en.wikipedia.org/wiki/Zoo_TV_Tour Boy Learning - http://pixabay.com/en/boy-portrait-smile-boy-school-286241/
- 73.
Editor's Notes
- #2 This title slide is to be used by the CM and DM team when presenting at conferences.
- #3 This slide could be used by the sales team to show who would be working on the project or by the CM/DM team to show who worked on something if they are citing an example in a presentation (in this case the title would need updating). The circle template if needed can be found in K:Presentations2014 Templatesee-through-circle.psd
- #4 For sales pitches: Will need updating from http://www.koozai.com/about/awards/.
- #5 For sales pitches: These logos could be updated to the ones on http://www.koozai.com/about/clients/ or extra ones added depending on the prospective client.
- #6 Both SEO and Content are in green as they are part of the same service.
- #7 This shows how to align multiple photos in a nice way. The images would need updating if this was used so not as focused on ex employees.
- #8 These faces could be used on the “meet your team” slide or all shown if the sales team wanted to show our entire team.
- #9 These faces could be used on the “meet your team” slide or all shown if the sales team wanted to show our entire team.
- #11 This shows how to align multiple photos in a nice way. The images would need updating if this was used so not as focused on ex employees.
- #12 This shows how to align multiple photos in a nice way. The images would need updating if this was used so not as focused on ex employees.
- #13 We prefer not to use bullet points but this is one way to do them if necessary.
- #15 Any new images should have a shadow behind them if used and stacked on top of each other in this way.
- #16 Any new images should have a shadow behind them if used and stacked on top of each other in this way.
- #17 We prefer not to use bullet points but this is one way to do them if necessary.
- #18 These faces could be used on the “meet your team” slide or all shown if the sales team wanted to show our entire team.
- #21 Used the show events over time. The circles and dates can be moved as needed.
- #23 This slide is used for making a key point. Only have a few words in orange and don’t have it switch from grey to orange and back again more than once.
- #24 Handy for a key statement. Try to make the text flow with the shape of the triangle and don’t have it switch between orange and grey more than once. If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
- #25 It’s easier if you paste the image in and align it to the background, rather than setting it as the background image. Try to make sure the text is on a solid colour and can be read easily.
- #28 As before but used for a key statement. If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
- #29 Handy for a key statement. Try to make the text flow with the shape of the triangle and don’t have it switch between orange and grey more than once. If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
- #32 This could be changed for any case study. The circles should show the goal, what was changed and the results.
- #33 This could be changed for any case study. The circles should show the goal, what was changed and the results.
- #34 With this slide the photo would be a notable industry figure. The circle template if needed can be found in K:Presentations2014 Templatesee-through-circle.psd
- #35 For sales pitches: These logos could be updated to the ones on http://www.koozai.com/about/clients/ or extra ones added depending on the prospective client.
- #36 To be used for a key quote from a single person. Only have a few words in orange and don’t have it switch from grey to orange and back again multiple times.
- #37 To be used for a key quote from a single person. Only have a few words in orange and don’t have it switch from grey to orange and back again multiple times.
- #38 With this slide the square would be a notable industry figure. Don’t use this and the prior slide in the same presentation.
- #39 As before but used for a key statement. If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
- #40 With this slide the square would be a notable industry figure. Don’t use this and the prior slide in the same presentation.
- #41 As before but used for a key statement. If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
- #43 Handy for a key statement. If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
- #44 Handy for a key statement. If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
- #45 Make sure to include the Source. If the orange background disappears when you copy this slide then be sure to set the Slide Master as one with an orange backdrop and that’ll fix it.
- #48 The image behind must fill the screen completely. It’s easier if you paste the image in and align it behind the orange sash, rather than setting it as the background. Don’t switch between the white and grey font more than once.
- #49 The image behind must fill the screen completely. It’s easier if you paste the image in and align it behind the orange sash, rather than setting it as the background. Don’t switch between the white and grey font more than once.
- #50 The image behind must fill the screen completely. It’s easier if you paste the image in and align it behind the orange sash, rather than setting it as the background. Don’t switch between the white and grey font more than once.
- #51 The image behind must fill the screen completely. It’s easier if you paste the image in and align it behind the orange sash, rather than setting it as the background. Don’t switch between the white and grey font more than once.
- #52 It’s easier if you paste the image in and align it to the background, rather than setting it as the background image. If you delete a circle then move the others down to make better use of the space.
- #53 Try to ensure the image isn’t pressing against the edges or the red line and has an orange border or 2.25 px.
- #54 Can be used for sales presentations or edited to not be so salesy in a conference.
- #55 It is possible to combine both the orange sash and title header as this slide shows.
- #56 It is possible to combine both the orange sash and title header as this slide shows.
- #57 If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
- #58 This doesn’t just have to show Analytics but it is a handy slide for showing an image and some facts about it.
- #59 This doesn’t just have to show Analytics but it is a handy slide for showing an image and some facts about it.
- #60 This doesn’t just have to show Analytics but it is a handy slide for showing an image and some facts about it.
- #61 This doesn’t just have to show Analytics but it is a handy slide for showing an image and some facts about it.
- #62 This doesn’t just have to show Analytics but it is a handy slide for showing an image and some facts about it.
- #63 If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
- #64 If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
- #65 If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
- #66 If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
- #67 If necessary you can add animation so these come on one by one if you want to explain each one in turn, however it should only be the “Appear” animation.
- #68 An extra item can be added on the right but no more than four and never touching the edge of the slide or the orange area.
- #69 Always include a whitepaper with every slide at a conference that is relevant to the topic. Use bit.ly (details on CRM) to get a Kooz.ai link to the whitepaper download page (the page with the form NOT the actual PDF).
- #70 Always include a whitepaper with every slide at a conference that is relevant to the topic. Use bit.ly (details on CRM) to get a Kooz.ai link to the whitepaper download page (the page with the form NOT the actual PDF).
- #71 A blank slide should it be needed. Be sure to follow the rules on other slides.
- #72 Always include this slide with conference talks.
- #73 Only include images from BigStock and include them in draft form before we approve them. You can then add the final image (buy in “Medium” size) to the relevant place and add the link to the BigStock image on this slide. Also you can take screenshots of websites if necessary and they also need to be credited here.
- #74 Add this as a final slide to sales talks and conference talks after the credits and references.