A guide to how social has changed the landscape for traditional marketing and how we can succeed in social.

1. Marketing in the
Social Age
Kristian Bannister
Creative Director [at] No Pork Pies
@YeahKristian

2. Traditional marketing
is not as effective as it
used to be

3. Users are being exposed
to more and more content
everyday

4. Average consumer is exposed to
2k – 5k adverts a day
£8.3 billion is spent of advertising
in UK every year
89% of adverts are ignored

5. We can only maintain
150 stable relationships
at one time
Dunbar’s Number

6. Hang about, I have
over 500 friends on
Facebook #swag

7. Even though social media has made it
easier for us to be connected, we are still
bound by the same cognitive limits.

8. Can the same be true for
brands?

9. How can we make sure we
have a better chance of
connecting with our
audience?

10. We need to build
meaningful relationships
with our customers

11. Modern marketing is not
just about promotion…

12. Modern marketing is not
just about promotion…
It‟s about conversations

13. How do we build
a meaningful
relationship?

14. We create a brand that is
INFLUENTIAL

15. It‟s about creating influential
content…

16. It‟s about creating influential
content…
Web content is a public
conversation between your
company and your users

17. Influential content…
changes ATTITUDE & encourages ACTION

18. ATTITUDE
1. Awareness
2. Likeability
3. Trust

19. ACTION
MOTIVATION ABILITY TRIGGER RESULT

20. So how do we turn
REGULAR content into…

21. So how do we turn
REGULAR content into…
INFLUENTIAL content?

22. Six things to consider when
shaping your content

23. TOPICAL /
NEWSWORTHY

24. Be topical or leverage big
news stories for your own
marketing

25. TELL STORIES

26. Narrative is powerful!

27. Think about what made the John
Lewis Christmas advert in 2011 so
successful.
It told a story their audience could
relate to.

28. EMOTIVE

29. Most retweeted Twitter post of all time

30. Knocking Bieber off the top spot!

31. “When you try to reach everyone,
you risk reaching no one”
Colleen Jones
Clout – The Art and Science of Influential Web Content

32. TARGETED

33. Promoted posts… Do they work?
Likes from fake profiles

34. Promoted posts… Do they work?
No referral traffic from Bangkok
in Google Analytics.
Is the Facebook ad network
compromised by spam?

35. Think about what matters to the people
closest to your brand.
Target the people who will add value.
Don‟t treat it as a vanity project if you
want to build an engaged community.

36. STAND FOR
SOMETHING

37. Great marketing is not
„what you sell‟…

38. Great marketing is not
„what you sell‟…
it‟s „what you stand for‟

39. “Your brand has to stand for
something. If everyone loves you, you
might be doing something wrong”
Joe Pulizzi

40. TRUSTWORTHY

41. Competitive Market: Southwest & Jet Blue
70% bookings through web channels. Understand that their
audience are tech savvy. First airline to add fleet-wide Wi-Fi.
Early adopters of social customer service using Twitter and
Facebook to deal with positive and negative feedback.
Built brand loyalty with rewards & compensation for their
customers through Twitter and Facebook.
Built brand trust with their open approach to customer
service.

42. So what‟s stopping you?

43. “Our industry is boring”

44. “Our industry is boring”
Huge increase in brand awareness - Over 300 million views!
Content that taps into a new audience, very sharable.
Content promotes quality of product.
Created a whole new revenue stream with impression based
advertising on their videos.
Sales up 500% in 2008, 700% in 2009.
Put a face to their brand!

45. “We only deal in B2B”
71% of B2B buyers use the internet
to get their information

46. “We only deal in B2B”
Experts in content marketing. Thought leaders in their field.
Wide range of content: podcasts, webinars, eBooks, blog, free tools.
Found the value in their customers needs.
Appeals to business of all sizes. Scalable content marketing!
Lots of entry points in their lead generation funnel.

47. “Our audience is very niche”
Create content that provides real value to your audience.
Stand out as a thought leader in your industry.
Easier to identify contacts already engaging in social networks.
Build a community around your niche regardless of the users
location.
Attract more qualified leads > generate high-quality conversions.
Better to have 100 fully engaged fans, than 1000 unengaged.

48. “We only deal locally”
Audience is on your doorstep, easier to target.
Already have something in common with your audience.
Being local is desirable quality in todays climate, easier to build trust.
Create a sense of community with your audience which you can
take offline.
Easier to create brand advocates and reward brand loyalty.
Rise of geolocation apps will have strong benefits.
Word of mouth still most trusted source of marketing.

49. Let‟s recap

50. NEWSWORTHY TELL STORIES TARGETED
STAND FOR
EMOTIVE TRUSTWORTHY
SOMETHING

51. Thank you!
Kristian Bannister
Creative Director [at] No Pork Pies
@YeahKristian