alastair's talk at astp proton in barcelona
Post on 15-Feb-2017
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#letstalkdigital
Connect with me:
Blog: www.iambanksy.co.uk
YouTube: www.youtube.com/alastairbanks
Twitter: @banksy6
LinkedIn: uk.linkedin.com/in/alastairbanks
Instagram: www.instagram.com/banksy6
Snapchat: banksy_66
Agenda
My Background
Look at the Digital Landscape
A Quick Case Study
Useful Tools
Q & A
/alastairbanks
No Social Media!!!
The Digital Landscape
Trust, Authenticity, Consistent
Be Useful
Be Engaging
Be Different
The Digital Landscape
The Rise of the YouTuber
4,908,576 subscribers • 349,515,420
views
7,376,939 subscribers • 829,433,481
views
9,920,949 subscribers • 946,861,280
views
10,079,850 subscribers • 675,172,769
views
10,079,850 subscribers • 675,172,769
views
Multi Generational Selling
The Rise of the Millennial
millennial
mɪˈlɛnɪəl/noun
plural noun: millennials
a person reaching young adulthood around the year 2000.
How long do you spend online each day?
I'm online for my job and my downtime. I'm constantly connected, even
down to my entertainment, it's all streamed through Netflix, Now TV or
Catch up channels. When I'm awake: I'm connected.
Can you imagine a world without the internet?
I can imagine it, but it would be a struggle!
Millennials turn to YouTube before
Persona Development
Buyer personas are fictional, generalised
representations of your ideal customers.
They help you understand your customers (and
prospective customers) better, and make it easier
for you to tailor content to the specific needs,
behaviours, and concerns of different groups.
Bob
Lucy
Social Selling
Influencer Marketing
diff between celeb and influencer - show of hands
Is this an Influencer? - lady Ga Ga
diff between celeb and influencer
Is this an Influencer? - Paul Boag
Content Marketing
https://www.youtube.com/
watch?v=jAF2hZxdFRE
Emirates
2,176,818 views
16,658 views
2,359,627 views
Reed Global• Planned & Executed entire employers advice hub.• 69 new pages indexed on Google.• Over 100 new rankings.• 14642 new page views since we’ve been working
together.
Answer Questions / Pains
16,658 views
Company Blog Sites - Show Personality -
Hubspot
Solve My probs
Google is still HUGE
100 Billion Searches Per Month
Source: MOZ
1. Outreach
2. Content Review
3. Site Improvements
Search is changing…
Google voice - 2011
By 2020 50% of all Searches will be Voice
- comscore
Quick Case Study
Technical Director
Engineering Company
1). Paid Advertising via LinkedIn
2). Digital Outreach via LinkedIn
3). Digital Outreach
• Company Name
• Company Industry
• Company Size
• Job Title
• Job Function
• Job Seniority
• Member Schools
• Fields of Study
• Degrees
• Member Skills
• Member Groups
• Member Gender
• Member Age
• Years of Experience
Worldwide, there are 161,000+ people on LinkedIn with the
job title ‘Technical Director’ so plenty of opportunity for networking.
LinkedIn Targeting
• Text Ads - Marketing
• Sponsored Content - Marketing
• Display Ads - Marketing
• Sponsored InMail - Sales Team
LinkedIn Advertising
Objectives:
Slowly establish meaningful relationships with key personas
Positioning yourself as expert/thought leader in their space
1). Searching for people with Technical Director in their job title
2). Studying their profiles and groups they follow
3). Joining those groups and participating - add value / don’t sell
Digital Outreach on LinkedIn
Objectives:
Get content onto spaces where the persona’s ‘hang out’
Attract the right audience - more targeted
Better search rankings
1). Source websites which are going to be read and used by technical directors
2). Ensure those websites conform to Google Webmaster Guidelines
3). Make contact with the relevant editor/website manager
4). Collaborate to develop a piece of content
5). Have that piece of content hosted on their website which would
include a link to your org
Digital Outreach - Other Sites
Tools to Do Make Your Job Easier
Managing Multiple Social Media Accounts
Targeted Business Development
Broad Business Development
• followerwonk - HR directors
• linkedin - HR directors
• linkedin - HR directors
Paid Advertising
Market Research
Marketing / Personal Branding
/alastairbanks
Final Few
Connect with me:
Blog: www.iambanksy.co.uk
YouTube: www.youtube.com/alastairbanks
Twitter: @banksy6
LinkedIn: uk.linkedin.com/in/alastairbanks
Instagram: www.instagram.com/banksy6
Snapchat: banksy_66
5 Things I’d Do Today If I Were You
1). Grow your connections on LinkedIn
2). Publish content on LinkedIn
3). Work on your personas
4). Create content for those personas
5). Invest in and Improve your digital skills
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