Abtof presentation1

Wintersports and Social Media

Tips & Latest Trends by Bruce Martin, Ginger Juice

The Customer Journey in 2014

The customer journey is complex

Customers will probably interact with your brand via many channels over many days.

Social Media & The Customer Journey

Social Media effects all parts of the customer journey

• Brand awareness• Creates desire• Reputation & credibility• SEO• Web traffic• Lead generation• Experience sharing• Customer service• Review & advocacy

1. Strategy

Social’s a crowded space!

Help yourself stand out

Why are ‘doing’ social?

What does success looks like?

Measure & review

2. Boost Posts on Facebook

Facebook has changedOnly 5%-10% of your fans see your postsBoost important or well-performing postsDon’t be ‘busy fools’

3. PPC Social Advertising

o Facebook & Twitter have very powerful advertising platforms

o Highly-targeted ads now possible

o Use Custom Audience to reach your own database

o Use ads to support live sales event

4. Social channels: Be choosy & focused

Don’t try to run too many channelsBetter to be great on a few

- than weak on many

4. Social channels: Be choosy & focused

Treat each independentlyNo short cuts!

5. Be Human

Social is less about B2B & B2Cit’s “H2H” Human-2-Human

Less tolerance of corporate toneShow personality, be funny &

usefulCheck Tesco Mobile’s Twitter!

5. Be Human

Try the 70/20/10 rule:70% of your posts should be

interesting, helpful & fun – brand building

20% should share other people’s ideas

10% sales messages70%

20%

10%

Add Value Share Promote

A good mix of posts

6. Content

Use Feedly to find contentFollow competitorsFollow leading brandsCreate graphics with Canva

6. Content

• Plan content in advance

• React to global trends

7. Think Mobile

Most people will see your posts on a mobile or tablet

Always use images

Avoid long text

Simple call-to-actions

Create Scroll-Stoppers

8. Timing

Post when your customers are online not when it suits you

Use Buffer or Hootsuite to schedule posts This is when a leading ski resort tweets –

9am French time and never at weekends!

TRENDS

6 Trends to look out for in 2014 and beyond…

1. Facebook Is Cracking Down

Like-gating banned from November 5th

Click-baiting is being penalised now

2. Digital Influencers

o Bloggers still important

o But there’s increasing focus on digital influencers

o i.e. Popular people on YouTube, Instagram & Vine

2. Digital Influencers

Tyler Oakley

5.3 Million followers on You Tube !?

2. Digital Influencers

Ben Phillips1.2 million Vine followersBrands pay to be featured

in his 6 second videos

3. Personalisation

A.k.a. the “Youniverse”

Brands try to market more smartly

‘Big Data’ = better targeting

Social media’s a great fit

KLM has 100+ in social media team

4. DroniesSelfies are SO 2014….Welcome “Dronies”

http://www.youtube.com/watch?v=DdPmc0RflHo

Thank youBruce Martinwww.gingerjuice.co.uk