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Leveraging social media
Top tips for success




James Cotton
CottonRendle



Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
James Cotton

• Background in graphic design &
  computer science                               @jamescotton
• Founded two digital agencies -
  Mousetank & CottonRendle                       uk.linkedin.com/in/mrjamescotton
• Technical & Creative Adviser to
  Cambridge Phenomenon Ltd
• Expertise in digital ecosystems,
  strategic planning, information
  architecture and digital marketing


Leveraging social media – top tips for success        Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Schedule

• What is social media?
• Who are the big players?
• How does social media fit into the mix?
• Top tips for success
• Tools
• Group exercise




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
What is social media?

Wikipedia: Social media are media for social interaction, using
highly accessible and scalable communication techniques.
Social media is the use of web-based and mobile technologies
to turn communication into interactive dialogue.




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
What is social media?

Social media is the digitisation of what humans have
been doing for a very long time:

communicating, sharing stuff, trading stuff




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Early blogger
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Social networking


There are thousands of ‘social
networking’ sites on the web

Many sites now integrate
social networking features

The big players are changing/
extending their business
models to become service
providers


Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Social networking: big players




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
• The ‘SMS’ of the internet
• Created in 2006 by Jack Dorsey
• 190 million users worldwide
• 65 million tweets a day
• 750 tweets per second
• 800,000 search queries per day
• One of the top ten visited sites on the web (Alexa)



Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Content of Tweets
                                                 (Pear Analytics 2009)
                                                 News 36%
                                                 Spam 3.8%
                                                 Self-promotion 5.9%
                                                 Pointless babble 40.1%
                                                 Conversational 37.6%
                                                 Pass-along value 8.7%


Leveraging social media – top tips for success     Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
• Launched in 2003
• Professional business networking service
• 200 active countries and territories
• 90 million registered users
• $185 million net income in 2010
• Filed for IPO in January 2011




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
• Launched in 2005
• Acquired by Google in November 2006 for $1.65 billion (in
  Google stock)
• Most popular video has had 280 million views
• 2 billion YouTube videos are viewed every day
• 24 hours of video footage uploaded to YouTube every minute




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
• Founded in 2004
• 600 million active users
• 500 billion minutes are spent on Facebook
  every month
• 25 billion content items are shared on
  Facebook every month
• $800 million estimated revenue in 2009
• The most used social network service
• Now a Hollywood blockbuster


Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Social media is massive.

Social media is everywhere.

Social media is here to stay.

Get on the bandwagon (but be strategic).



Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Why should you use social media?

• Because everyone else is?
• Because it’s free?
• Because I can reach more people?
• Because I can create conversations?
• Because I want my content to go viral?
• Because I can monitor my brand?




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
How does social media fit into my
marketing mix?




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Digital ecosystems


• All of the online places where people interact with your brand.
• Websites are no longer the only destination.
• Users consume media on their platform/service of choice.
• Platforms share content but use it in different ways.
• Content is king.




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Social media campaigns: top tips



  1. Plan                                        6. Incentivise
  2. Target                                      7. Listen and respond
  3. Be consistent                               8. Drive action
  4. Add value                                   9. Measure and analyse
  5. Use the crowd                               10. Refine




Leveraging social media – top tips for success                Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 1: Plan

• Don’t rush in.
• What resources are available (human, creative, editorial,
  technical, time, financial)?
• What are the goals?
• What are the steps to achieving the goals?
• How will success (or failure) be measured?
• Use Google Docs to share calendars, guidelines, etc.




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
How can I
       reach this guy?




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 2: Target

• Who are the audience (or audiences)?
• What do you know about the audience?
• What do they use?
• How can you reach them?
• How can you appeal to your audience?
• Don’t overstretch your resources.




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 3: Be consistent

• Design - apply creative consistently.
• Editorial - choose a style, stick to it.
• Frequency - build rhythm.




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 4: Add value

• Don’t just spam.
• Find your niche and show you understand
  what your followers are interested in.
• Build engagement by sharing interesting and
  complementary content.
• Do contra deals with organisations/
  individuals in your niche.




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 5: Use the crowd

• Facebook integration
• Twitter integration
• Send to a friend
• Pay with a tweet




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 6: Incentivise

• You do something for me, I do something for you.
• What can you give away?
• What has a low value to you but a higher perceived value to
  your audience?
• Prize draws, kudos, pro bono, downloadable content...
• What price would you put on a lead?




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 7: Listen and respond

• No automation - keep it human.
• Build relationships through
  engagement.
• Timely responses and updates.
• Don’t delete negative feedback.
• Respond intelligently.
• Build trust.




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 8: Drive action

• Always have your eye on the prize.
• Traffic?
• Awareness?
• Lead generation?
• Recruitment?
• Sales?




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 9: Measure and analyse

• Study your results.
• What’s working?
• What’s not working?




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tip 10: Refine

• Be agile
• Try something new
• Segment your audience and your approach to them
• Approach your campaign cyclically.
• Design, measure, refine




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Social media campaigns: top tips



  1. Plan                                        6. Incentivise
  2. Target                                      7. Listen and respond
  3. Be consistent                               8. Drive action
  4. Add value                                   9. Measure and analyse
  5. Use the crowd                               10. Refine




Leveraging social media – top tips for success                Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Tools

• Dashboards
• Mobile apps
• Metrics




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
Exercise

• Split into 4 or 5 groups.
• Each group picks a social network from the hat.
• Each group will come up with a way to use the
  selected social network to increase visibility and/
  or sell tickets for the Cutec 2011 TVC.
• Each group will pick a representative to present
  their idea.




Leveraging social media – top tips for success   Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton

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Leveraging social media: top tips

  • 1. Leveraging social media Top tips for success James Cotton CottonRendle Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 2. James Cotton • Background in graphic design & computer science @jamescotton • Founded two digital agencies - Mousetank & CottonRendle uk.linkedin.com/in/mrjamescotton • Technical & Creative Adviser to Cambridge Phenomenon Ltd • Expertise in digital ecosystems, strategic planning, information architecture and digital marketing Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 3. Schedule • What is social media? • Who are the big players? • How does social media fit into the mix? • Top tips for success • Tools • Group exercise Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 4. What is social media? Wikipedia: Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 5. What is social media? Social media is the digitisation of what humans have been doing for a very long time: communicating, sharing stuff, trading stuff Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 6. Early blogger Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 7. Social networking There are thousands of ‘social networking’ sites on the web Many sites now integrate social networking features The big players are changing/ extending their business models to become service providers Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 8. Social networking: big players Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 9. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 10. • The ‘SMS’ of the internet • Created in 2006 by Jack Dorsey • 190 million users worldwide • 65 million tweets a day • 750 tweets per second • 800,000 search queries per day • One of the top ten visited sites on the web (Alexa) Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 11. Content of Tweets (Pear Analytics 2009) News 36% Spam 3.8% Self-promotion 5.9% Pointless babble 40.1% Conversational 37.6% Pass-along value 8.7% Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 12. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 13. • Launched in 2003 • Professional business networking service • 200 active countries and territories • 90 million registered users • $185 million net income in 2010 • Filed for IPO in January 2011 Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 14. • Launched in 2005 • Acquired by Google in November 2006 for $1.65 billion (in Google stock) • Most popular video has had 280 million views • 2 billion YouTube videos are viewed every day • 24 hours of video footage uploaded to YouTube every minute Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 15. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 16. • Founded in 2004 • 600 million active users • 500 billion minutes are spent on Facebook every month • 25 billion content items are shared on Facebook every month • $800 million estimated revenue in 2009 • The most used social network service • Now a Hollywood blockbuster Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 17. Social media is massive. Social media is everywhere. Social media is here to stay. Get on the bandwagon (but be strategic). Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 18. Why should you use social media? • Because everyone else is? • Because it’s free? • Because I can reach more people? • Because I can create conversations? • Because I want my content to go viral? • Because I can monitor my brand? Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 19. How does social media fit into my marketing mix? Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 20. Digital ecosystems • All of the online places where people interact with your brand. • Websites are no longer the only destination. • Users consume media on their platform/service of choice. • Platforms share content but use it in different ways. • Content is king. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 21. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 22. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 23. Social media campaigns: top tips 1. Plan 6. Incentivise 2. Target 7. Listen and respond 3. Be consistent 8. Drive action 4. Add value 9. Measure and analyse 5. Use the crowd 10. Refine Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 24. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 25. Tip 1: Plan • Don’t rush in. • What resources are available (human, creative, editorial, technical, time, financial)? • What are the goals? • What are the steps to achieving the goals? • How will success (or failure) be measured? • Use Google Docs to share calendars, guidelines, etc. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 26. How can I reach this guy? Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 27. Tip 2: Target • Who are the audience (or audiences)? • What do you know about the audience? • What do they use? • How can you reach them? • How can you appeal to your audience? • Don’t overstretch your resources. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 28. Tip 3: Be consistent • Design - apply creative consistently. • Editorial - choose a style, stick to it. • Frequency - build rhythm. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 29. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 30. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 31. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 32. Tip 4: Add value • Don’t just spam. • Find your niche and show you understand what your followers are interested in. • Build engagement by sharing interesting and complementary content. • Do contra deals with organisations/ individuals in your niche. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 33. Tip 5: Use the crowd • Facebook integration • Twitter integration • Send to a friend • Pay with a tweet Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 34. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 35. Tip 6: Incentivise • You do something for me, I do something for you. • What can you give away? • What has a low value to you but a higher perceived value to your audience? • Prize draws, kudos, pro bono, downloadable content... • What price would you put on a lead? Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 36. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 37. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 38. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 39. Tip 7: Listen and respond • No automation - keep it human. • Build relationships through engagement. • Timely responses and updates. • Don’t delete negative feedback. • Respond intelligently. • Build trust. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 40. Tip 8: Drive action • Always have your eye on the prize. • Traffic? • Awareness? • Lead generation? • Recruitment? • Sales? Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 41. Tip 9: Measure and analyse • Study your results. • What’s working? • What’s not working? Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 42. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 43. Tip 10: Refine • Be agile • Try something new • Segment your audience and your approach to them • Approach your campaign cyclically. • Design, measure, refine Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 44. Social media campaigns: top tips 1. Plan 6. Incentivise 2. Target 7. Listen and respond 3. Be consistent 8. Drive action 4. Add value 9. Measure and analyse 5. Use the crowd 10. Refine Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 45. Tools • Dashboards • Mobile apps • Metrics Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 46. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 47. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 48. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 49. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton
  • 50. Exercise • Split into 4 or 5 groups. • Each group picks a social network from the hat. • Each group will come up with a way to use the selected social network to increase visibility and/ or sell tickets for the Cutec 2011 TVC. • Each group will pick a representative to present their idea. Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton