fusebox #2 - anthony mayfield from brilliant noise
DESCRIPTION
Social Media Marketing for Start-Ups and Innovators – Antony Mayfield Antony Mayfield is the CEO & founder of digital strategy agency Brilliant Noise and the author of ‘Me and my Digital Shadow’. In this breakfast session he talks about how different social media platforms operate, how you can use social media to build a brand, to generate an understanding of your product and your customer and to test new ideas and concepts. What are the FuseBox Sessions? The Fusebox Sessions are fortnightly events held by Wired Sussex at our FuseBox home in Brighton and are part of our FuseBox24 start-up programme. The sessions are based around the general theme of ‘ideas you can use’. We think that they have a lot to offer people outside the programme too, so we have made the sessions open and free of charge to Wired Sussex member companies and their employees. Each session consists of a talk with Q & A followed by the chance to network. These events are supported by the EU’s European Regional Development fund through the INTERREG IVC programme ReCreateTRANSCRIPT
@brilliantnoise brilliantnoise.com
Antony Mayfield 4 June 2014
Social media marketing for start-ups and innovators
FuseBox Sessions
Be useful. Customer first. Earn advocacy.
Transformative digital.
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Interrogate the brief
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Interrogate the brief
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Interrogate the brief
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Interrogate the brief
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All of this is about
change.
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All of this is about
leadership.
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- Leading yourself Creating a digital mindset, threshold knowledge, creating an example of change.
- Leading others Spreading mindset, collaboration.
- Leading organisations Clear vision and communication, creating a culture that is flexible and open to change.
Digital leaders
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No rules.
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No shortcuts.
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Invention. Graft.
Repeat.
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“It is the individual, operating at the peak of his or her powers, who will revive our organizations, by reinventing both self and them.” Warren Bennis, Leadership studies pioneer and professor at USC.
!
Fear.
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You are what they
fear.
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Digital change comes in all directions…
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Customer
Competitor Staff
Channels
Company
Start-ups and
Innovators
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Don’t act big. (Everyone
wants to be a start-up.)
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“The constraint on the economy’s growth then becomes its ability to go through all these potential recombinations to find the truly valuable ones.”
- Companies need to focus on future, unstated needs of customers
- Innovation can threaten your own certainties and understanding of your business
- Necessary to create your own disruption before its done to you
The Innovator’s Dilemma
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Social content
platform.
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Customer content
platform?
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“Advertising is the price companies pay for being unoriginal.” Yves Behar, Fuseproject
!!
Image (cc): http://goo.gl/jAo8ec
Marketing toolbox
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Social media is just part of
the digital.
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All about the customer.
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Advertising is an unwelcome caller...
Short-termism The story of SEO marketing
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey
IBM’s investment model
IBM’s investment model
Social content supply chain.
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Customer decision mapping.
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Search Engine
Brand website
Price Comparison
Social Media
1 3
64
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7 8
9 10
Consider Evaluate Buy Bond Advocate
Six Ps planning model.
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Structuring now means
building for scale.
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Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
Often things are missing.
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Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
The overarching reason why your social content exists. Purpose applies to every piece of content, not just specific campaigns.
Purpose /ˈpəːpəs/ noun
Clear. Urgent. Compelling. Ours.
image (cc) Photon
“To bring inspiration to every athlete* in the world.
*If you have a body, you are an athlete.” Nike, http://goo.gl/XTLh7a
!!
The fundamental propositions that form the foundations of your content. How your team works to create and publish social content.
Principles /ˈprɪnsɪp(ə)l/ noun
Guiding. Framing. Mantra-like. Ours.
The places where and tools with which your create, publish and amplify your social content.
Platforms /ˈplatfɔːm/ noun
Source Create Publish Amplify
RSS !
Social listening
!Bookmarking
e.g. Diigo !
Yammer !
Wiki !
Internet
Word/Pages !
Spredfast !
Editorially !
Gather Content
!Scrivener
!ZenWriter
!CMS !
Blog !
3rd party sites !
Social networks
Social networks
!RSS !
Paid content promotion e.g. PPC, OutBrain, Zemanta
The systems and workflows required to create, publish and evaluate social content.
Processes /ˈprəʊsɛs/ noun
Content supply chain
The people involved in the content process and the way they are organised in relation to it.
People /ˈpiːp(ə)l/ noun
Teams
The benchmarks for success and the ways in which you measure the impact of your content.
Performance /ˈpəˈfɔːm(ə)ns/ noun
What is your objective? What metrics will help you see if you’re meeting that objective? !Visits, unique visits, page views, time on page, bounce rate, exit rate, return visits, new visits, shares, likes, links, views, downloads, comments, share of voice, brand mentions, customer satisfaction, number of calls/emails/inquiries, sales, leads, donations, pledges, sign-ups... !
Be useful. Customer first. Earn advocacy.
Transformative digital.
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Social media and how you work with digital is even more pows
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Design Your Day !How to use design thinking and neuroscience to make every day work better
Mobile Mastery !How to make technology work for you, not the other way around
Teams That Flow !How high performing teams use technology and organise themselves
Growing Agility !How individuals and organisations become more flexible and thrive in a volatile world
Thank Youbrilliantnoise.com @amayfield [email protected]
© 2013 Brilliant Noise. All rights reserved 63
