Allan Blair Beaton - Social Media Scientist
@allanbbeaton /allanbbeaton
Social Changes Everything in 2014
• Social Business
• Social Listening
• Social Measurement
• Social Collaboration
• Social Sharing
• Social Management
3
Empowerment
Organisation wide Collaboration
Messages and assignments and workflow
Content dissemination
Geo-Search posting
Containment
Multi level permissions
Team reports and analytical
Centralised account management
Secure social profiles
4
Social Business
5
Social Listening
• Why listen?
• What do you listen for?
• When do you listen?
• Where do you listen?
6
Social Measurement
• Audience Mapping
• Engagement Periods
• Click Throughs
• Website Traffic (conversions)
• Campaign KPIs
7
Social Collaboration
• Stop shouting in a cave
• Involve partners for amplification (not just RTs and likes)
• Engage local key influencers and brand ambassadors
8
Social Sharing
• 80% of what we share online is commercially related and most of that is mobile based
• Identify opportunities for you to say Thanks! and promote cross platform content
• A Social share is more valuable than a PPC
• Acknowledge your partners and key influencers
9
Social Management
• Secure access and reliable
• Scalable
• Web-based and mobile
• Must be aligned with all other marketing
10
Top Tips…
• Social was made for tourism
• Listen to what’s going on around you, not just about you! content
• Understand who you are talking to and what content they enjoy receiving from you
• Leverage the ‘real world’ online
• Community and managing expectations is key
• Involve as many peeps as possible in the conversation
