innovative ways to stand out of the crowd mecca ibrahim - great british chefs
DESCRIPTION
Talk for the University of Arts London - 5th March 2012TRANSCRIPT
Innovative ways to
stand out from the crowd
Mecca Ibrahim
Head of Social Media
Great British Chefs
Presentation by Mecca Ibrahim
A BIG FIRST YEAR
How did we get to 61,000 fans < 8 Months
“ENGAGED” FACEBOOK FANS
Typical response to a post:
AND WE MEAN ENGAGED
COLLABORATION& LISTENING
IT’S NOT ONLY ABOUT YOU
IT’S ABOUT
THE COMMUNITY AND YOU
HOW DO YOU APPEAR IN SOCIAL NETWORKS?
• How best to put the content you create into social networks?
• Standing out by blending in!
CIRCLES OF PARTNERSHIPS
Bloggers
Facebook fans
Special Interest Social Networks – eg Pinterest, Flickr, Reddit
Your Content
Twitter followers
LIVE WITHIN YOUR COMMUNITY
Social media is at heart of our site:
YOU’RE A GUEST IN THEIR SPACE
OUR RULES
MAKE WORTHY OF SHARING
MAKE IT LOOK GREAT
THREE GOLDEN RULES
Make it look goodMake worthy of sharingOpen up conversations
ASK OPEN QUESTIONS
OPENING UP CONVERSATIONS
Use open questions that allow people to show off:
– How do you?– What would you?– Tell us how?– Could you share?– What are your secrets
for?
HOW DO YOU DO?WHAT WOULD YOU?
TELL US HOW?COULD YOU SHARE?
OPEN QUESTIONS
“OPEN” QUESTIONS
NOT“WHAT DO YOU THINK OF MY
NEW LOOK? WHAT’S THE BEST BIT?”
NOT“I HAVE A NEW PRODUCT – BUY
IT NOW”
FIVE TIMES IN A ROW
EMBRACE DIFFERENCE• Not all people who use Social Media are the same• Focus on amplifiers: creators, critics, connectors• But appeal to the many: collectors & crowd members
ONE POST FOR DIFFERENT USERS
• Making it look good appeals to collectors, crowd members
• Making it worthy of sharing encourages connectors
• Opening up helps everyone particularly conversationalists, critics, creators, commericialists
CIRCLES OF PARTNERSHIPS
Bloggers
Facebook fans
Special Interest Social Networks – eg Pinterest, Flickr, Reddit
Your Content
Twitter followers
FINDING THE RIGHT COMMUNITIES
• You can get all the seeds you like for your garden, but they won’t grow if you don’t tend them
• Weed it to get rid of the trolls / disturbing people – tools in place to filter out really bad swear words
• Plan for growth & transplant – don’t rely entirely on Facebook, have other areas where your community can grow
FIVE DIGITAL TOOLS TO HELP YOU STAND OUT
• Tools to utilise to become an active part in your community’s life
• Almost 25% of internet time is spent on Facebook
• Users 4 times more likely to conduct a transaction inside Facebook if referred to them by a trusted friend
FIVE DIGITAL TOOLS TO HELP YOU STAND OUT
• Tools to utilise to become an active part in your community’s life
• Decline in use of conventional cameras for taking photos
• Smartphones took 27% of photos in 2011, an increase of 10% from previous year
FIVE DIGITAL TOOLS TO HELP YOU STAND OUT
• Tools to utilise to become an active part in your community’s life
• Gamification - Rewards for doing frequent activities eg Foursquare
• Anything you spend time on becomes worthwhile & valuable
• How can you turn real world situations into games where people can compete?
FIVE DIGITAL TOOLS TO HELP YOU STAND OUT
• Tools to utilise to become an active part in your community’s life
• Reddit – the bookmarking site that’s a silent giant
• Really drives huge amounts of new traffic to sites
FIVE DIGITAL TOOLS TO HELP YOU STAND OUT
• Tools to utilise to become an active part in your community’s life
• Pinterest growing fast & people spend lots of time on it
• Really drives new traffic to sites
FOUR DIGITAL TOOLS TO HELP YOU STAND
OUT
“It works very effectively for us as people not only love looking at attractive photographs of food but are also keen to find out how to make them, so they will click on the pictures and not just share them”.
Metro – 27th Feb 2012
Mecca Ibrahimwww.greatbritishchefs.com
www.facebook.com/greatbritshchefsmeccaibrahim.co.uk@gbchefs on Twitter