andy williams: “putting yourself in front of the right audience”
TRANSCRIPT
By Andy Williams@Koozai_Andy
PUTTING YOURSELF IN FRONT OF THE RIGHT AUDIENCEON THE EDGE MANCHESTER
Andy WilliamsDigital Marketing Manager
A BIT ABOUT ME
• Digital Marketing Manager• Dad of three• I have a famous name sake• Distance runner• …and I manage a
successful band
I LIKE TO SETMY TEAM CHALLENGES
I try to rank for their name
They have to fend me off
In February 2013I chose my next victim
THIS ISGRAEME BENGE
Graeme accepted the challenge
HERE WERE THE RULES
One Month
•Protect your name•No black hat tactics•If any ranking page I am responsible for appears in the top three I WIN•Loser buys lunch
I didn’t want to just
create a page and promote it
I didn’t want to just
create a page and promote it
I wanted to experiment as well as challenge
I wanted to experiment as well as challenge
So I Created A Band
KNOW YOURCOMPANY IDENTITY
CREATING THE BANDS IDENTITY
Indie Band / Brit Pop
Appeal to students
Appeal to 90’s generation
Came from Bristol
Formed a year ago
GRAEME BENGE WENT SOCIAL
WHAT COULD I ACHIEVE FROM SOCIAL ACTIVITY?
Could I rank?
How strong are social signals?
What could I achieve by not having a site?
Would Google see this as a brand?
SETTING UPYOUR PROFILES
• Informative description
• Tweet and retweet regularly
• Include images and videos
• Add all info
• Update regularly
• Create a welcoming profile
MAIN POINTS
Fill in all company information
Brand your profiles
Make it clear what you are offering
Update regularly
Include images and videos
I had my profiles
One problem – I didn’t have an audience
“Indie band likened to Stone Roses and Inspiral Carpets with a 2013
hardcore reboot”
It was time to start finding my audience
Once you
have your
audience,
don’t let
them get
bored
Once you
have your
audience,
don’t let
them get
bored
FINDING YOURAUDIENCE ONTWITTER
• Search for common interests
• Find people talking about your product
• Research who is following your competitors
• Follow them
Meanwhile
on
FacebookMeanwhile
on
I asked
friends to
like and
comment
on the page
I asked
friends to
like and
comment
on the page
The account was updated regularly
Fan videos added to both Facebook and
YouTube to build content
BUILDING YOURAUDIENCE ONFACEBOOK
• Ask friends to likeyour page
• Ask friends to share your posts
• Update regularly
• Include images with your posts
• Create a page newcomers will wantto “like”
THE NEXT LEVEL
Simply by putting the band out there
I had raised interest
So just how far could I actually take this?
You can buy ANYTHING on Fiverr.com
And I mean ANYTHING
THIS ISLIZ JOHNSON
THE REQUIREMENTS
A cover version of Radiohead’sNo Surprises
An MP3 version
A video version
All within the next five days All for
$10All for
$10
Now I had a
product
Now I had a
product
Listen
for
yourselfListen
for
yourself
NICHE PROFILESTARGETED AUDIENCE
Now I had a product I could outreach further
Time to release
the single
My audience was
starting to build
Number One
Number One
I was no longer feeling like this
I was feeling more like this
Graeme had since
become bored and
gone home
People were sharing
band updates
The band were
receiving 5 star
reviews
The single had set the
band up as genuine
I still wanted social signals
so I had to continue giving more
Asking for Re-Tweets for the chance to win the T-Shirt
created further social signals
Asking for reviews of the single on the Facebook page
created activity on the page
INTERNET RADIO INTEREST
The band were now gaining interest
from internet radio stations
AIRTIME SUCCESS
BreakOutRadio played the track for
three months - everyday
Created a band
Built an audience
Released a single
Gained genuine reviews
Reached 18th in the national Reverbnation chart
Received radio airtime
IN JUST ONE MONTH
NONE of which was done
through Google – this was social
Imagine what YOU can do
with a genuine product
SO WHAT DID
I LEARN?
Google isn’t the only place you will find
your audience
There is a ready made audience
waiting on social media
SOCIAL MEDIA
Include contact details
Brand your profiles
Include images
Provide a thorough company description
Include videos
Include your products/services
SET UP YOUR
PROFILES CORRECTLY
Use Twitter
Search
Find people asking questions
Find people talking about your products
Follow them
Find who is following your competitors
Search for keywords Find hashtags to follow
HOW TO FIND
YOUR AUDIENCE
Keep them interested
Update regularly
Interact with them
Be human
Understand what they want
Welcome them
WHAT TO DO ONCE YOU HAVE FOUND THEM
Provide information
Updates
Sell to them
News
Be a voice in your industry
Answer their queries
GIVE THEM WHAT
THEY WANT
Have an active account
Provide exclusives
Include your audience
Provide offers
Include information onlyfound on your profiles
Make them feel part of it all
GIVE THEM A
REASON TO STAY
MOREPOINTS
Don’t lie
Don’t buy your audience
Don’t promise
something you can’t
deliver
LOADS MORE FREETIPS AND ADVICE
FREEWhitepaper
FREEWhitepaper
http://www.koozai.com/resources/whitepapers/
LOADS MORE FREETIPS AND ADVICE
FREEWhitepaper
FREEWhitepaper
http://www.koozai.com/resources/whitepapers/
#FindLiz
Find Liz - I need a follow up single
IMAGE CREDITS
Lego Band - http://www.eggplante.com/2009/11/13/lego-rock-band-review/Empty Theatre - http://commons.wikimedia.org/wiki/File:Tiverton_,_The_New_Hall_Theatre_-_geograph.org.uk_-_1239163.jpgCalendar - http://ollinatl.deviantart.com/art/calendar-clipart-115688405Signpost - http://www.geograph.org.uk/photo/3067266Boy Looking - https://fascd.org/?p=248Facebook Icon - http://commons.wikimedia.org/wiki/File:Facebook_icon.jpgTwitter Icon - http://commons.wikimedia.org/wiki/File:Twitter_icon.pngRon Burgundy - http://makeameme.org/meme/well-that-escalated-e7pq1pFacebook Thumb - http://commons.wikimedia.org/wiki/File:Facebook-like-button.pngSimon Cowell - http://commons.wikimedia.org/wiki/File:Simon_Cowell_in_December_2011.jpgBaby Yawning - https://www.flickr.com/photos/skippy/196480959/ More Icon - http://openclipart.org/detail/140623/more-sticker-by-easyMusic Gig - http://commons.wikimedia.org/wiki/File:Love_Music_Hate_Racism_Gig.jpgUncle Sam - http://commons.wikimedia.org/wiki/File:Uncle_Sam_(pointing_finger).jpgGoogle Logo - http://commons.wikimedia.org/wiki/File:Googlelogo.pngHalf Empty Seats - http://en.wikipedia.org/wiki/Zoo_TV_Tour Boy Learning - http://pixabay.com/en/boy-portrait-smile-boy-school-286241/
