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?

1. how to
doless + meanmore

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. 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. 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. 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. Content shock

7. Time
Volumeofcontent
Content shock
Consumption
Creation

8. Content shock culprits
Agile social
media marketing
Fallacy of being
first

9. The battering ram approach

10. Agile social media marketing
It’s all Oreos’ fault.
‘Dunk in the Dark’ was a result of
persistent real time marketing.

11. You don’t have to comment on
#InternationalCarrotDay
#NationalDoughnutWeek and
#DonkeyWeek unless you make
carrot cake doughnuts that are
delivered by donkey

12. Why it doesn’t work
One:
Everyone’s
doing it

13. Why it doesn’t work
One:
Everyone’s
doing it
Two:
Consumers
are getting
cynical

14. Why it doesn’t work
One:
Everyone’s
doing it
Two:
Consumers
are getting
cynical
Three:
Results are
spikes

15. Fallacy of being first

16. You don’t have to be the
first to do everything

17. The benefits to being first
• Industry awareness
• Early adopter audience
• Access early ‘buzz’

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. So, what do we do?

20. Do quality
Don’t do quantity

21. Do schedule
Don’t automate

22. Do recycle
Don’t rehash

23. Do pay
Don’t prop

24. Do influence
Don’t be indiscriminate

25. Do relevant
Don’t be reactive

26. Do innovate
Don’t imitate

27. Thank you
@gencyUK
@imckee