Creative Digital Engagement

Creative Digital
Engagement
Steve Shepherd – Auburn Creative

We do digital. We’ll help you win more business online
History who am I?
• Designer of over 20 years spanning a broad spectrum of disciplines.
• Exhibition Designer for 5 years.
• Ford Racing
• Barclays
• Direct Line
• Creating and managing brands for 17 years.
• IT Industry
• Small Businesses
• Designing for the web for 14 years.
• Working with social media for 10 years.

Who are Auburn
• Design and digital marketing agency.
• We are a WordPress house
• Building websites with more…
• Correct positioning
• Digital marketing
• SEO mastering
• Full service digital provider
• Brand design, management and consultancy.
• Supportive creative services.

Areas to cover today
• Digital Consumption
• Types of useable content
• Types of Social Networks
• What social networks work
for you?
• Likes, follows, reach &
engagement
• Multi pronged attack
• Crafting your story
• Branding
• Consistency
• Business over Social Brand
• Measuring activity
• Great tips
• Facebook reveal counting
• Content mix
• Tweetups

Digital Consumption
The amount of digital UK media
consumed is now over 50%
“In 2016, digital media consumption will pass a milestone, accounting for
just over half (50.07 per cent) of total media consumption in the UK for the
first time.”
advanced-television.com – April 2016

Digital Consumption
Mobile advertising spend to overtake television in 2016
“Mobile ad spending in the UK continues to show strong growth and is
expected to rise 35 per cent this year to £4.58 billion ($7 billion), accounting
for 27 per cent of UK total media ad spend. That’s a higher figure than
eMarketer forecast last year and marks the first time that that mobile has
overtaken TV ad spending in the country.”
advanced-television.com – March 2016

Digital Consumption
Digital will be 25% of
advertising spend in 2016
“Carat, the global media network, has published its
first forecast for worldwide advertising expenditure in
2016, combined with its latest forecasts for 2015 and
actual figures for 2014, with all markets ring-fencing
Digital media spending, even when faced with negative
economic headwinds.”
advanced-television.com – March 2016

Digital Consumption
33% of internet users prefer their
smart phone for access compared to
30% who still prefer their laptop
• “Smartphones have overtaken laptops as the most popular device for getting
online, Ofcom research has revealed, with record ownership and use transforming
the way we communicate.
• Two thirds of people now own a smartphone, using it for nearly two hours every
day to browse the internet, access social media, bank and shop online.”
Ofcom – August-2015

Types of good useable content
• Infographics
• Infographics are incredibly engaging. Since humans process visual information faster
than words, it only makes sense.
• Interactive
• One of the most viral forms of interactive content is the quiz.
• Content That Evokes Strong Positive Emotion
• Not surprisingly, it’s the happy emotions that inspire people to share.
• Content with images / Video
• It shouldn’t be a surprise that image-rich content is incredibly shareable.
• List Posts
• Top 5 and top 10 list still prove to be a good content.
• Newsworthy content
• This can be white papers, blog posts, micro blogs, news items or even a general update.

Types of Social Network
Social Networks
Services that allow you to connect with other people of similar interests and background. Usually they consist of a profile,
various ways to interact with other users, ability to setup groups, etc. The most popular are Facebook and LinkedIn.
Bookmarking Sites
Services that allow you to save, organize and manage links to various websites and resources around the internet. Most
allow you to “tag” your links to make them easy to search and share. The most popular are Delicious and StumbleUpon.
Social News
Services that allow people to post various news items or links to outside articles and then allows it’s users to”vote” on the
items. The voting is the core social aspect as the items that get the most votes are displayed the most prominently. The
community decides which news items get seen by more people. The most popular are Digg and Reddit.

Types of Social Network
Media Sharing
Services that allow you to upload and share various media such as pictures and video. Most services have additional social features
such as profiles, commenting, etc. The most popular are YouTube and Flickr.
Microblogging
Services that focus on short updates that are pushed out to anyone subscribed to receive the updates. The most popular is
Twitter.
Blog Comments & Forums
Online forums allow members to hold conversations by posting messages. Blog comments are similar except they are attached to blogs and
usually the discussion centers around the topic of the blog post. There are MANY popular blogs and forums.

What works for you?

Likes, follows, reach & engagement
• Why are we pushing for
Likes?
• Follows are good for sharing
• What is reach? Is it useful?
• Engagement is the key to
success!
• Reactions the changing look
of engagement

Multi pronged attack
• Digital marketing is fast becoming the strongest area to push your business forward.
• Social media can be frightening for some but just be aware that your customers will be
engaging here.
• Use your digital marketing in partnership with the rest of your offline media and
marketing.
• Link up campaigns with Email marketing with social media to promote likes and follows.
• Mix up your content, be creative give your audience something new.

Crafting your story
• Digital marketing is all about your story so we need to make sure we
are sharing the right content.
• Have a think what could be a unique feature about your venue or
something that is news worthy? and plan on a gradual reveal.
• We call this “Progressive Disclosure” and it is something which can be
used from homepage on your website to posts on social media.
• Create your own content and make sure it is relevant to your industry
or client type.

Branding
• A strong brand is key to be able to attract your clients, we all have
brands which we like to use every day from toothpaste to Tea.
• So why not make your venue somewhere that your client feels is their
brand of choice.
• The Brands we choose in life tend to be ones we stick with and we
construct a strong bond to them.
• Above all branding must be consistent across all media to ensure that
the client does not lose faith in their choice and bond to your brand.

Branding – Consistency
• When using digital media it is vital to keep your brand consistent
across the different platforms.

Branding – Business over Social
• When using social media the voice and tone needs to be adjusted to
promote engagement with followers.
• Social media is not a shop window, this means that the biggest
engagements you will get will be from followers who are interested in
your story, though this can form the side effect of a sales enquiry.
• The social networks out there don’t tend to be B2C or B2B but more
as I like to put it P2P – person to person. You will need to be
personable with the content you provide.
• Always keep your content current.

Measuring Activity
• Most platforms now offer detailed analytics

A few little tips for you
Facebook ”see more” counting
Make sure your post content reaches the optimum word count and paragraph length to enable the see more link which is measurable
as an engagement.
Content mix up
Look to see how other pages mix up their content to attract interactions with their pages and profiles.
Tweet ups and Twitter Lists
Tweetups are virtual meetups of local organisations within local areas to promote events and to gain more followers to their accounts in a
constructive way. Lists can be used to organise your followers or accounts you follow but you can also view other accounts where they have
public lists which can give you an insight into good accounts to follow.

Thank you for your time
do you have any
questions?

Creative Digital Engagement

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