workshop b: social media - business west sussex · lionel bunting senior lecturer in marketing e:...

Lionel Bunting Senior Lecturer in Marketing E: [email protected] T: 01243 812143 © Lionel Bunting, University of Chichester, 2013

Workshop B: Social media Crowdfunding Conference Presented by: Lionel Bunting


Today’s Workshop

Mainstream social media

Social media etiquette

Build followers

Creating content

Segmentation & RACE


XX

xxxxx

available platforms


four toys


Know your audience

Dominated by women, ethnicity white, with higher than

average education, relatively high income bracket, more rural

More women than men, ethnicity black, dominated by 18-29

year olds with some college education, more urban

Dominated by 18-34 year old men, consuming 300 videos per

month avg. mixed income, slightly higher urban areas

Relatively equal male/female split, larger proportion or ethnic

groups in 18-29 year olds, very few over 50s, broad spectrum

education and income, more focussed on urban areas


PR Moment – data sourced from YouGov research


By numbers

Blogs 63% more likely to influence purchasing decisions than magazines

Companies that blog generate 5x more traffic

Articles with images get 94% more views

Sites using infographics grow on avg. 12% more than those who don’t

58% of audience stop watching videos in first 90sec

Sites with video 50% more likely to be ranked on page 1

Using video on landing pages increase conversions by 86%

Optimind technology


Brand promise

Commitment to deliver Made between consumer and brand Aligned to the priorities of, and influences on, the decision maker Retail brands & luxury marques often intend to make the pulses of buyers quicken Balmer & Grey (2003) refer to the corporate brand as a collection of promises encompassing the brands physical & emotional benefits to buyer.

Image source: blackcoffe.com


Engaging content

Image source: upstream.co.uk


Content creation & engagement

In your table groups come up with a list of ideas for creating

content and ways to engage people


Content creation & engagement

Regular blog

Guest blogs

How to page

White papers

Guides & booklets

Advice & FAQs

Content curation

Surveys & polls

Demos

Free tools

Infographics

Themed gallery

Video content

Webinar

Social media tools

Social share function

Competition

Influencers & brand

ambassadors

3rd party reviews

Focus group

Events & tweetups

PR activity

Sponsorship


Engaging content

Image source: upstream.co.uk


Sales funnel


RACE Reach Build awareness on

other sites & in offline media to drive web

presence

Act Encourage audience

to interact with brand on website or

other online

Convert Achieve conversion to marketing goals such as fans, leads or sales on web presence &

offline

Engage Build customer & fan relationships through

time to achieve retention goals

Developed by Dave Chaffey


Social platforms exercise


Crowdsourcing mistakes

People don’t know you

No one knows what you’re on about

No clear USP

No communication strategy

Not encouraging the audience

Failure to connect or ignite viewers

Unrealistic goals

No conversions

Useful sources: Mashable, Searchengineland, Smartinsights


Etiquette

Remember social media is social

Interaction is expected

Avoid shameless self promotion

Hashtagging adds tone, subject & humour

Opinions count so do share

Post frequently & timely

Following, likes & connections speaks

volumes – choose wisely

Avoid automation

Keep it simple – link or hashtag

Image source: Clarissa Collakoppen


Video considerations

Platform & segmentation

Compression rates

Length of time

Quality control

Content - structure & story

Sound & clarity

Language

Availability & shareability


Review

Mainstream social media

Social media etiquette

Build followers

Creating content

Segmentation & RACE

Video considerations

workshop b: social media - business west sussex · lionel bunting senior lecturer in marketing e:...

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