how i doubled distilled's social media following in 12 months
DESCRIPTION
Distilled's own content and social queen, Cheri Percy talks through some of the tips and tricks she's learnt from fronting a band to managing the Distilled community. In this presentation, she shares her experiences of everything from successful email marketing campaigns to manning that corporate Twitter account; be that for you band or boss!TRANSCRIPT
How I doubled Distilled’s social media following in
12 months
CHERI PERCY
June 2012
@distilled Cheri Percy
Coldplay are topping the charts
@distilled Cheri Percy
The Olympics come to London
@distilled Cheri Percy
And so do I…
I do not have a personal social
media account
*gasp*
@distilled
Cheri Percy
I had (and still have)
a lot of hobbies
@distilled Cheri Percy
I was a good promoter.
@distilled
Cheri Percy
@distilled Cheri Percy
Ladyfest Paris 2012
@distilled Cheri Percy
One way to make friends..
@distilled Cheri Percy
A two day event of live music
@distilled Cheri Percy
Performance arts and exhibitions
I wrote for an online music
blog.
@distilled
Cheri Percy
the girls are
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Cheri Percy
@distilled Cheri Percy
@distilled Cheri Percy
the girls are team
@distilled Cheri Percy
We’ve been featured on The Guardian
@distilled Cheri Percy
And got a link!
I played in a Riot Grrl band.
@distilled
Cheri Percy
Don’t know what a Riot Grrl
band is?
@distilled
Cheri Percy
@distilled Cheri Percy
It looks like this…
@distilled Cheri Percy
And sounds like this…
@distilled Cheri Percy
Yes, I was a blonde then…
A pretty good band, in fact…
@distilled
Cheri Percy
a refreshing kick in the goolies to boring lad rock
and post-rocking chinstrokers the land over..."
Drowned In Sound
@distilled http://drownedinsound.com/releases/10409/reviews/2163650-
Engaging with people online
to get the desired result
@distilled
Cheri Percy
Right.
@distilled
Cheri Percy
How I doubled Distilled’s social
media following
@distilled
Cheri Percy
2013
19, 050
@distilled
Cheri Percy
2012
7, 532
2012
1, 989
@distilled
Cheri Percy
2013
4,245
2013
25,000
@distilled
Cheri Percy
2012
15,000
2013
7, 646
@distilled
Cheri Percy
2012
2, 352
@distilled www.distilled.net
A bit of history…
You’ve been handed the keys to
corporate Twitter account, but
now what?
@distilled
http://www.stateofsearch.com/what-should-i-tweet-tips-for-
planning-corporate-twitter-accounts/
No, that’s not really what I do,
Mum.
@distilled
Cheri Percy
It’s about conversation not
broadcast
@distilled
Cheri Percy
A community is “a group of
people sharing common
interests”
@distilled
Cheri Percy
Starting the conversation
@distilled
Cheri Percy
July 2012 (one month in)
@distilled http://pinterest.com/distilled/contentcrush/
One month in…
@distilled http://pitchfork.com/peopleslist/
Pitchfork’s People’s List
@distilled http://www.beck.com/index.php/beck-mcsweeneys-present-beck-
hansens-song-reader-coming-in-december-2012
Beck’s Interactive Song Reader
@distilled http://www.incredibox.com/en/play
Incredibox
We got some kudos
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Cheri Percy
@distilled Cheri Percy
And some new followers
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Cheri Percy
307
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Cheri Percy
Dizzy heights!
@distilled
Cheri Percy
Identify the best social media
channels to suit you
@distilled
Cheri Percy
August 2012
3 months in
How to measure social media
efforts
@distilled
http://www.distilled.net/blog/distilled/how-to-measure-
social-media-efforts/
Tag your URL’s
@distilled
http://www.distilled.net/blog/distilled/how-to-measure-
social-media-efforts/
@distilled Cheri Percy
Here’s the social traffic
Use the Google URL builder
@distilled
https://support.google.com/analytics/answer/1033867?hl
=en
We recently launched this…
It looks like this…
@distilled Cheri Percy
Add your source
@distilled Cheri Percy
Add your medium
@distilled Cheri Percy
Name your campaign
Pro tip – Use Tweetdeck for
scheduling
@distilled
https://support.google.com/analytics/answer/1033867?hl
=en
Buffer breaks things!
@distilled
https://support.google.com/analytics/answer/1033867?hl
=en
@distilled Cheri Percy
Here’s my nice, tidy URL
@distilled Cheri Percy
Here’s Buffer’s version
Gah!
@distilled
https://support.google.com/analytics/answer/1033867?hl
=en
@distilled Cheri Percy
And here it is all up in your Analytics
Similarly,
use the FB scheduler
@distilled
http://www.facebook.com/Distilled/allactivity
@distilled Cheri Percy
Use the little clock here..
@distilled Cheri Percy
And find all your scheduled posts here…
Use sparingly though
@distilled
http://www.distilled.net/blog/distilled/though-google-
analytics-was-all-about-seo-think-again
November 2012 (5 months in)
#askdistilled
Exclusive content
for our G+ community
@distilled
Cheri Percy
Turns out, not even our
community is on G+!
@distilled
Cheri Percy
@distilled Cheri Percy
#DistilledLive videos
@distilled Cheri Percy
Building our presence on YouTube
295 subscribers
28, 490 views
@distilled
Cheri Percy
799 subscribers
117, 671 views
@distilled Cheri Percy
#DistilledLive playlist
#DistilledLive
grew from there
@distilled
Cheri Percy
@distilled Cheri Percy
Free Google+ Hangouts
@distilled DistilledLive | The SEO Toolkit with Craig Bradford
Sometimes these go well…
@distilled DistilledLive | The SEO Toolkit with Craig Bradford
What a guy…
Use content your colleagues
are producing
@distilled
Cheri Percy
April 2013
10 months in
@distilled Cheri Percy
The Marketing Calendar
@distilled Cheri Percy
Project management
So, why not a traditional
calendar eh?
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Cheri Percy
Discuss individual tasks
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Cheri Percy
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Add a project brief
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Attach relevant documents
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@replies within a card
Filter to see forthcoming
events
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Cheri Percy
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Significant Event filter ‘on’
Filter to things that are due
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Cheri Percy
@distilled Cheri Percy
Assigned to me
What did this new system
teach us?
@distilled
Cheri Percy
We can launch our content…
@distilled http://www.youtube.com/watch?v=1LMiHPIW5UQ
With supporting marketing
@distilled http://www.distilled.net/blog/distilled/distilledlive-london-
mobile-sites-and-search/
With blog posts
@distilled Cheri Percy
With dedicated email campaigns
@distilled Cheri Percy
Use social to support these campaigns
Remember that State of
Search post from Hannah?
@distilled
http://www.stateofsearch.com/what-should-i-tweet-tips-
for-planning-corporate-twitter-accounts/
Find the conversation
(and be part of it)
@distilled
http://www.stateofsearch.com/what-should-i-tweet-tips-
for-planning-corporate-twitter-accounts/
@distilled Cheri Percy
Track your associated brands
@distilled Cheri Percy
Bookmark these for later
Using Favourites as online
testimonials
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Cheri Percy
@distilled Cheri Percy
Twitter gives you the HTML code!
@distilled Cheri Percy
Media and Press page
@distilled Cheri Percy
My career development
A content strategy
@distilled
Cheri Percy
May 2013
11 Months in
@distilled http://www.distilled.net/blog/distilled/distilledu-is-going-free/
DistilledU Open Day
#contentcrush
@distilled http://www.distilled.net/blog/distilled/distilledu-is-going-free/
We have a system
@distilled http://www.distilled.net/blog/distilled/distilledu-is-going-free/
We have checklists
@distilled http://www.distilled.net/blog/distilled/distilledu-is-going-free/
We create shareable graphics
@distilled http://www.distilled.net/blog/distilled/distilledu-is-going-free/
We plan partnerships
@distilled http://www.distilled.net/blog/distilled/distilledu-is-going-free/
We give away free stuff…
We build our brand
(and our community)
@distilled
Cheri Percy
2013
19, 050
@distilled
Cheri Percy
2012
7, 532
2012
1, 989
@distilled
Cheri Percy
2013
4,245
2013
7, 646
@distilled
Cheri Percy
2012
2, 352
2013
25,000
@distilled
Cheri Percy
2012
15,000
The system works (hooray!)
What does a community
manager do then?
@distilled
Cheri Percy
Build a structure
and plan ahead
@distilled
Cheri Percy
Pick the right platforms
for you and your brand
@distilled
Cheri Percy
Conversation
not broadcast
@distilled
Cheri Percy
@distilled http://www.distilled.net/blog/distilled/distilledu-is-going-free/
And free stuff!
Do blondes have more fun?
What happened to the band?
@distilled Violet Violet at Norwich Arts Centre, 27th April 2013
For one night only…
Boy, was our email marketing
good.
@distilled
Cheri Percy
A sold out event.
@distilled
Cheri Percy
Thanks. Any questions?
CHERI PERCY
Content and Community Manager
• @distilled