Leveraging social media: top tips

Leveraging social media
Top tips for success

James Cotton
CottonRendle

Leveraging social media – top tips for success Twitter: @jamescotton LinkedIN: http://uk.linkedin.com/in/mrjamescotton

James Cotton

• Background in graphic design &
computer science @jamescotton
• Founded two digital agencies -
Mousetank & CottonRendle uk.linkedin.com/in/mrjamescotton
• Technical & Creative Adviser to
Cambridge Phenomenon Ltd
• Expertise in digital ecosystems,
strategic planning, information
architecture and digital marketing


Schedule

• What is social media?
• Who are the big players?
• How does social media fit into the mix?
• Top tips for success
• Tools
• Group exercise


What is social media?

Wikipedia: Social media are media for social interaction, using
highly accessible and scalable communication techniques.
Social media is the use of web-based and mobile technologies
to turn communication into interactive dialogue.


What is social media?

Social media is the digitisation of what humans have
been doing for a very long time:

communicating, sharing stuff, trading stuff


Early blogger

Social networking

There are thousands of ‘social
networking’ sites on the web

Many sites now integrate
social networking features

The big players are changing/
extending their business
models to become service
providers


Social networking: big players


• The ‘SMS’ of the internet
• Created in 2006 by Jack Dorsey
• 190 million users worldwide
• 65 million tweets a day
• 750 tweets per second
• 800,000 search queries per day
• One of the top ten visited sites on the web (Alexa)


Content of Tweets
(Pear Analytics 2009)
News 36%
Spam 3.8%
Self-promotion 5.9%
Pointless babble 40.1%
Conversational 37.6%
Pass-along value 8.7%


• Launched in 2003
• Professional business networking service
• 200 active countries and territories
• 90 million registered users
• $185 million net income in 2010
• Filed for IPO in January 2011


• Launched in 2005
• Acquired by Google in November 2006 for $1.65 billion (in
Google stock)
• Most popular video has had 280 million views
• 2 billion YouTube videos are viewed every day
• 24 hours of video footage uploaded to YouTube every minute


• Founded in 2004
• 600 million active users
• 500 billion minutes are spent on Facebook
every month
• 25 billion content items are shared on
Facebook every month
• $800 million estimated revenue in 2009
• The most used social network service
• Now a Hollywood blockbuster


Social media is massive.

Social media is everywhere.

Social media is here to stay.

Get on the bandwagon (but be strategic).


Why should you use social media?

• Because everyone else is?
• Because it’s free?
• Because I can reach more people?
• Because I can create conversations?
• Because I want my content to go viral?
• Because I can monitor my brand?


How does social media fit into my
marketing mix?


Digital ecosystems

• All of the online places where people interact with your brand.
• Websites are no longer the only destination.
• Users consume media on their platform/service of choice.
• Platforms share content but use it in different ways.
• Content is king.


Social media campaigns: top tips

1. Plan 6. Incentivise
2. Target 7. Listen and respond
3. Be consistent 8. Drive action
4. Add value 9. Measure and analyse
5. Use the crowd 10. Refine


Tip 1: Plan

• Don’t rush in.
• What resources are available (human, creative, editorial,
technical, time, financial)?
• What are the goals?
• What are the steps to achieving the goals?
• How will success (or failure) be measured?
• Use Google Docs to share calendars, guidelines, etc.


How can I
reach this guy?


Tip 2: Target

• Who are the audience (or audiences)?
• What do you know about the audience?
• What do they use?
• How can you reach them?
• How can you appeal to your audience?
• Don’t overstretch your resources.


Tip 3: Be consistent

• Design - apply creative consistently.
• Editorial - choose a style, stick to it.
• Frequency - build rhythm.


Tip 4: Add value

• Don’t just spam.
• Find your niche and show you understand
what your followers are interested in.
• Build engagement by sharing interesting and
complementary content.
• Do contra deals with organisations/
individuals in your niche.


Tip 5: Use the crowd

• Facebook integration
• Twitter integration
• Send to a friend
• Pay with a tweet


Tip 6: Incentivise

• You do something for me, I do something for you.
• What can you give away?
• What has a low value to you but a higher perceived value to
your audience?
• Prize draws, kudos, pro bono, downloadable content...
• What price would you put on a lead?


Tip 7: Listen and respond

• No automation - keep it human.
• Build relationships through
engagement.
• Timely responses and updates.
• Don’t delete negative feedback.
• Respond intelligently.
• Build trust.


Tip 8: Drive action

• Always have your eye on the prize.
• Traffic?
• Awareness?
• Lead generation?
• Recruitment?
• Sales?


Tip 9: Measure and analyse

• Study your results.
• What’s working?
• What’s not working?


Tip 10: Refine

• Be agile
• Try something new
• Segment your audience and your approach to them
• Approach your campaign cyclically.
• Design, measure, refine


Tools

• Dashboards
• Mobile apps
• Metrics


Exercise

• Split into 4 or 5 groups.
• Each group picks a social network from the hat.
• Each group will come up with a way to use the
selected social network to increase visibility and/
or sell tickets for the Cutec 2011 TVC.
• Each group will pick a representative to present
their idea.


Leveraging social media: top tips

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