SlideShare a Scribd company logo
140 characters isn’t enough: What’s
your social media story?
PAUL MACKENZIE-CUMMINS
Storyteller
Agenda
①What’s the point of social media?
②What should you be doing?
③What should you avoid doing…at all costs?
④How do you measure success?
①What’s the point of social media?
TO ENTERTAIN
TO SELLTO TELL
TO LISTEN TO UNDERSTAND
TO HELP
Focus your message on your audience
Get it right… or get it wrong
PINTEREST
TWITTERFACEBOOK
LINKEDIN GOOGLE+
INSTAGRAM
VINE
SNAPCHATYOUTUBE
VIMEO SLIDESHARE
TUMBLR
Who are they, where are they, how do they like to
receive information – are you relevant to them?
Know your audience
②All the things you should be doing
Be valuable
Pillar 1: Inform
What happened?
Pillar 2: Analyse
What does it mean
to your audience?
Pillar 3: Assist
How can I do that?
Pillar 4: Entertain
Wow! Really?!
Be smart
①Piggyback on trending news
②Share popular stories
③Use ‘lists’ and ‘circles’
Be organised
Organise your social media profiles, plan your activity,
measure engagement
Dashboard management
Use the right tools
Be visual
Add visuals
Create your own visuals
Be you
Perfect your profile
Use optimal visuals
Twitter 1024x512 pixels
Facebook 940x788 pixels
Instagram 640x640 pixels
Pinterest 735x1102
Make a statement, be bold, convey your
‘personality’, share what’s important to you
③The things you must avoid at all costs
Don’t bull***t
Don’t buy ‘followers’, ‘likes’
Don’t ask for ReTweets
Don’t ‘beg’ for ‘likes’
Don’t pay for new fans – earn them
Don’t spam
‘SOCIAL
SHOPPING’/YOUN
G FEMALES
(2M UK USERS)
REAL-TIME NEWS
CONSUMPTION
(15M UK USERS)
BRAND FOCUSED
(31M UK USERS)
WHITE COLLAR
NETWORKING/IND
USTRY NEWS
(10M UK USERS)
BRAND-
LED/MALES/ABOV
E AVERAGE
SALARY
(12.6M UK USERS – 3.9M ACTIVE)
90% UNDER
35/VISUAL
ENGAGEMENT
(300M USERS WORLDWIDE –
BIGGER THAN TWITTER)
Don’t be late
Be here and now, not last week
④How do you measure the success of your social
media activity
TO ENTERTAINTO HELP
Pv
Page views
Nm
New members
Dg
Demographic
Nv
New visitors
Le
Leads
Ri
Requests for info
Br
Bounce rate
Sa
Sales
Sh
Shares
En
Engagement
Uv
Unique visitors
Do
Downloads
1 4
2
3
8
7
6
5
9 12
11
10
Thank you

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