superfast business social media event, bridgwater 5th march
TRANSCRIPT
Social media
Kate Doodson
Cosmic
@cosmickated
How do I know when superfast is coming?
connectingdevonandsomerset.co.uk/where-and-when/
Sessions planned in the coming months
• LOVE Digital Conference
06/03/2015 | 09:30 am - 6/03/2015 | 03:30 pm | Exeter
Racecourse, Kennford, Exeter, EX6 7XS
• Get to Grips with the Basic Payment Scheme Okehampton
12/3/2015
• LOVE Digital Workshop
17/03/2015 | 10:30 am - 17/03/2015 | 01:00 pm | Taunton
Race Course, Orchard Portman, Taunton, TA3 7BL
• A Guide to Emarketing & Gadget Show
21/04/2015 | 10:30 am - 21/04/2015 | 12:30 pm | Blackdown
Healthy Living Centre, 3 Riverside Hemyock, Cullompton, EX15
3SH
Where can social media be most effective in
your business?
Kate Doodson
Cosmic
@cosmickated
New statistics
• Worldwide – there are 3bn internet users. Internet use is expected to get to 50% by 2016
• 89% of the UK now uses the internet – 5th in the world’s rankings
• Facebook now stands at 1.366bn users, 1.33bn of which (83%) connect through their mobile device
• Mobile has reached 50% penetration of which 2.7bn smartphone users
Listening
Listening
Use Social media as a highly effective listening device
• Colleagues/staff
• Journalists
• Peers
• Competitors
• Influencers
Listen in on Hashtag conversations
• Industry specific
• #manufacturing
• #3dprinting
• #CAD
• #engineering
• Geographic specific
• #plymouth
• #bristol
• Campaign specific
• #iotchat
• Media specific
• #journorequest
• #prrequest
Hootsuite
• Listen for opportunities to converse and support
future clients
• What’s the best way to…?
• How do I …?
Content
creation
SEO
Content Marketing
Social Media
Content strategy
1. Who are your users?
2. Who are your competitors?
3. What do you bring to the table?
4. What do you hear?
5. What content do you already have?
6. What is the purpose of your content?
7. How often should you publish & distribute content?
8. Who is in charge/produce/maintain your content?
Become a storyteller
Make it visual, engaging, emotional
Visual content
How does your
social look on
mobile?
• Are your photos the right
shape?
• Do they convey enough
message?
• Is there too much detail
under ……
Instasize
• Resize images
• Create Collages
• Post straight o SM
channels
• Ensure image at centre
of frame
• Ensure it has impact
http://www.youtube.com/watch?v=HXNfDO-hGF0
More video pleaseo Video first?
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
• 1 in 3 Millennials watch online material and virtually no broadcast TV
• Becoming significant in Search Results
• Pre sales – research
• Post sales - support
Customer support
Creating video content for customer retention & staff engagement and training:
Sony Xperia have created a YouTube channel of all their support and advice guides.
Meformers vs Informers
Researchers at Rutgers University found
that only 20% of us are informers on
social media, while the other 80% are
meformers.
Informers had more 2x followers of
meformers.
Sharing information is better for your
follower count than sharing about
yourself.
Tailor content to your customers
Plan your content
• 70/20/10
• 70% planned campaigns
• 20% near future
• 10% Real time
Editorial Calendar
Reputation
management
&
Thought
leadership
Audit & dominate your real
estate
• Audit your reputation
o First Name Surname (if unique)
o First name Surname, Location
o First name, surname, Business
o Business name
• Develop more content
o Include more web pages about you
o Upload more photos, title your name
o Blog about you and your business
o Include history of the business
Thought leadership
• Blogging
• Guest blogging
• PR articles
• Video interviews
• Commissioners
• Funders
• GPs, referral routes
• Friends/carers
Become an expert
• Create a blog
• Use LinkedIn Groups
• Publish your opinion
• Develop ideas and future trends
Align your brand
Future
trends?
Create for Mobile
• Mobile moves to centre-stage
• SEO ranking –
o fully mobile websites
o mobile ads
o content for mobile
o mobile interactions
2015 – the year of omnichannel
• This is the year of a blended approach to digital
marketing
• Understanding that customers interact with your
business
o On a smartphone
o On a desktop
o Through email
o Face to face
o In social media
• Getting your message across coherently, consistently
and consciously is the biggest challenge for digital
marketeers this year.
Rise of the internet star
Research and use
Influencers
1,784,296 subscribers on YouTube
5.1m subscribers
How do you find influencers?
• Huffington Post 99
• The Guardian 99
• Accuweather 63
• BBC Radio1 94
• BBC News 83
• BBC Weather 70
• BBC Breakfast 79
• How to stay in news feeds?
• You’ll need to budget
• Investment is reportable
o (and so far in 2014 there have been good returns)
“UK set to be first country in which more
than half of ad spend goes digital”
• More than 50% of £15.7bn
advertiser spend will go on digital
and online media in 2015 beating
print, cinema, buses, billboards, TV
and radio combined
• The next closest countries likely to
reach the milestone are Sweden
(47% of total ad spend will be
digital), Denmark (43%), Australia
(42%) and Norway (40%).
Rise of the Humans
• Ability to humanise your brand
• This will be the single-most important factor in social
media success in 2015
Questions?
