The future starts here

Let’s get social

Essentials and Excellence by Sam Humphrey

HOW SOCIAL IS TAKING OVER THE WORLD

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The facts

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More than 1 in 7 people on earth use Facebook 200 billion tweets are sent every year

WHY WE USE SOCIAL

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Building lasting relationships

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Attract Sell Wow

Build Educate Convince Maintain

Why we use social

We’re really nice people and we want our followers to see that

We want to be able to ‘put out fires’ before they start to burn the house down

We want to know if the stuff that we’re giving our customers is the stuff they actually want

People are more likely to trust a brand they know

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THE ‘SOCIAL’ IN SOCIAL MEDIA

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Why being social pays off

• “Hey Natasha, fancy a pint this weekend?”Sarah:• “No, I’d rather stay at home and do nothing”Natasha:• “Oh…ok, I’ll ask John instead”Sarah:

Next weekend• “Hey Sarah, fancy going down the pub for a couple”Natasha:• “Nah mate, I’m going down Tiger Tiger with John. Later dude”Sarah:

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#dontbenatasha

How to make social more social

Sell more by selling less. Ads and standard content should

blend together. Use the social techniques you would

in conversation

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BRANDONALITY

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Are you displaying your Brandonality?

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Brandonality

Collaborative

Human

Commercial

InquisitiveInnovative

Reliable

Creative

What separates your brand from any other

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Keywords that describe individuals and expertise

Being cool and good at stuff is expected

What (good) quirks do your employees have?

Is your service different to your competitors? In what way?

7 STEPS TO A SUCCESSFUL SOCIAL CAMPAIGN

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Analyse, Create, Grow, Analyse.

Presence and awareness

Define your audience

Find some influence

Analyse your competitors

Create some relevant content

Join some conversations

and engage

Monitor and measure your performance

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THE TEN LAWS OF SOCIAL

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Listening

• Being proactive rather than reactive• Joining conversations is easier than starting them

Focus

• ‘Go an inch wide and a mile deep’• It is easier to be successful if we specialise.

Quality

• The content we put out should be of the quality that we would for our clients

Patienc

e

• Rome wasn’t built in a day and neither will your social following (be). • Do not use techniques for easy wins that may cause harm in the long term.

Compoundin

g

• Social only works if all aspects of it work together for the same goal.• Although we use different networks for different things, all must carry the same personality and maintain

the same quality content.

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Influence

• Some people on social are in the position that we aim to be (an authority).• Use their following and authority to reach new audiences.

Value

• We need to say something that is worth listening to.• The expertise that we put out through our content should be engaging or helpful

Acknowledgemen

t

• Social media is, first and foremost, social.• If someone says hi, say hi back.

Accessibil

ity

• If someone wants to talk to the Black Hole, they should be able to.• We need to respond to queries immediately and push people in the direction of the most valuable

source of knowledge

Repricoci

ty

• If someone retweets us, do the same for them on occasion. • Social is about building relationships

DIFFERENT PLATFORMS DO DIFFERENT THINGS

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Comparison of user numbers

Face

book- W

hat I'm doing/ t

hinking

Whatsa

pp- What a

re w

e doing

Linke

din- Busin

ess

Skyp

e- Connecti

ng people

Google+- Busin

ess

Instagra

m- Images

Twitter-

What I'

m doing/ thinkin

g

Tumblr- Im

ages

Snapch

at- Im

ages

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PEOPLE LIKE LOOKING AT STUFF MORE THAN THEY LIKE READING STUFF- WHERE SOCIAL IS GOING.

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I saw a really nice sunset. It had loads of different colours and the sea reflected it beautifully. There were some cliffs in the distance. I stood on the beach and took a photograph.

Anticipate

A good fullback knows that his/her job is to cover the areas of the field that opposition want to play in, not where they currently

are.

People change. Media changes. We have to know where the trends are moving and position

ourselves early as to gain a bigger audience share.

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Image based platforms are growing at a faster rate

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• Tumblr, Pinterest and Instagram are all image based social platforms.

• NB: It is worth noting that Facebook may have experienced such a small growth because it is nearing saturation point.

New platforms

Periscope (live stream) Bubbly (voice recording) Space Tag (Location tagging) Rinbw (Video)

Its not about telling people what you did anymore. It’s about showing them or asking them to experience it for themselves.

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SELLING ON SOCIAL

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Sell less to sell more.

It’s easy to close the door on a salesman. Its even easier to unfollow them.

Don’t sell. Educate and CTA. It’s a marathon, not a sprint. Get into

people’s thinking, don’t hit them with the hard sell.

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DEALING WITH NOT VERY NICE PEOPLE

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The rules

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Be Proactive Pick Your Battles

Apologise, but don’t take the

blameEmbrace it

Remember: You cant please

everybody

See the funny side of things

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Take your opportunities

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• Essentially, this starts out as a complaint: you’ve not stocked enough toilet roll

• Virgin turn it round into a very good PR exercise.

• Picking subjects that will grab attention: toilet humour is funny.

MEASURING YOUR SUCCESS

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CONTENT IS KING…

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But engagement is Queen, and she rules the house.

Aesthetic vs Real Engagement

Aesthetic= Likes, Comments about the headline, General shares.

Real Engagement= Comments on the content, sharing to relevant individuals.

Neither form of engagement is less important than the other.

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Do we need to see results?

Essentially, social media is one large brand awareness exercise, and so it can be hard to tell the effectiveness of campaigns.

Think long term: look at the authority of the likes, rather than quantity. Engagement is about quality as much as quantity

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SOME HINTS AND TIPS

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Facebook

Facebook’s algorithm (in terms of putting your company page on a user’s news feed), EdgeRank takes response time into account.

Please don’t hashtag. Despite common misconceptions, Hashtags on Facebook do actually do something. But using them on this platform is not cool.

Its much easier than Twitter for users to see all the negative comments that others have made on certain statuses. Be proactive in answering complaints and queries.

Customise links- the image you share in a link doesn’t have to be the one which is pre selected.

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Twitter

No more than two hashtags per post. Try not to mention too many people in one post. People want to

feel special. Put links at the middle of your tweet, not at the end. Attach images where possible…it makes your tweet stand out

from the rest. Make some powerful friends.

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Take time to think about your hashtags

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#Clitfest (Chester Literature festival)

#whoreview (Dr Who fan group)

#penisland

#therapistfinder

#childrenslaughterhouse

Linkedin

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• Linkedin is a B2B platform so lets use it to talk business: careers, finance (not in-depth and don’t bore people), new technology, political developments that will affect your field.

• Think of the things that you like about the company; makes sense that other people may be attracted by the same things.

• Potential clients are on Linkedin. Target them.• Successful people use Linkedin. Might as well target them

while we’re at it.• Optimise your summary to terms people might search for.• FILL IN YOUR ENTIRE PROFILE.

Instagram

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• Instagram is the platform of the hipster. Everything should be cool. Ironically cool is even better.

• Hashtag everything• Professionals and non-professionals use Instagram. Prove

that we are the former.

Make yourself stand out

Finding the right voice on social seems hard, but it is just a case of social conventions.

Attention grabbing but still appropriate- https://www.youtube.com/watch?v=ZUG9qYTJMsI

People go on social to live an ‘edited’ life. So https://www.youtube.com/watch?v=PNGuJb-kDjc, not https://www.youtube.com/watch?v=PzP1XC51kro

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Lets get social

You know those times where you say something really cool but no one is there to hear it…….find out which platforms your audience prefer using.

It isn’t marketing and social anymore….social is an integral part of the marketing operation.

Make your social goals match your business goals.

Don’t bring us down with your sales and propositions. It’s not cool to work for the man,….man.

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