Social media september 2012

CIM Digital Marketing Bootcamp

Social Media

Thursday, 27 September 12

© Adam Gray Social Media 2012 - www.GrayUK.com

You’re all marketers...



you believe in SM



Why?



Why Social Media?

0

250

500

750

1000

7/2008 1/2009 7/2009 1/2010 7/2010 1/2011 7/1011 1/2012 7/2012

LinkedIn TwitterFacebook



human beings!2026 =



Why?





Reality check1. China - 1.35 bn

2. India - 1.2 bn

3. Facebook - 965m

4. YouTube - 600m

5. Twitter - 500m

6. America - 315m

7. Indonesia - 237m

8. Brazil - 193m

9. Pakistan - 180m

10. LinkedIn - 175m



Social Networks



• Amazon

• Ebay

• Club Penguin

• Moshimonsters

• Pottermore



So what?



Why do it?

SEO

PPC

SocialWWW

Advertising



MUSTSHOULDCOULD



MUST



Passive social presence



1. being found by searches

2. letting people connect as they want

3. social leverage



1. being found



you

• be there

• 100% complete information

• write like you care

• regular updates

• appropriate links

• imagery

MUST



What do you do?

• Google Keyword Tool

• identify what people search for

• competition

• what can your business produce

• who do you want to talk to






2. connect asothers want



LinkedIn

Facebook

Twitter

Google+

YouTube



LinkedIn

Facebook

Twitter

YouTube

G+

Pinterest

Klip

4Square

Flickr

Picassa

Eventbrite

Vimeo

Slideshare

Latitude

Endomondo



3. Social Leverage



this is THE MOST important element



you friendsfriends offriends

130

16,900



500 connections



250,000







SHOULD



You have a“passive social

presence”



1. interact with people

2. regular conversations

3. make sure you listen as well as talk



1. interact with people



you me

him

her



Build your own......why re-invent the wheel?



• join groups

• listen

• comment

• share

• discuss

• help



la la la-la la




2. regular conversations







3. make sure you listen as well as talk



listen to what people are saying

about



• you

• your brand

• your industry

• your competitors

• opportunities



• Google Alerts

• Tweetdeck/Hootsuite

• Twittersearch



COULD



luck



• measure

• monitor

• understand

• keep moving the baseline

• overall digital strategy



measure the results of your actions



• Sprout Social

• Hootsuite

• 20 Feet

• Tweetdeck

• Google

• Radian6

• Meltwater

• Brandwatch

• Lithium Insights

• Alterian

• Trackur

• Beevolve

• Netvibes





Why would you do all of this

measurement?



• Not worshipping false gods!

• Improving performance

• Calculating ROI



followers = listeners



• ROI

• followers

• retweets

• comments



ROI = £



ROI =(A/B) x C x D

E x F

A = many hits on your website do you need to generate each new client.B = many tweets/updates you need to send to each follower on average to generate one hit on your websiteC = many followers/connections you haveD = average value of a customer over whatever time period you want to measure ROIE = cost per hour of your marketing functionF = average time taken to produce a tweet/update expressed as a fraction of an hour



Social Media is...



a chance to innovate



Success comes from leading, not following



• Levi’s ‘friendstore’

• BlendTec “Will it Blend?”

• Smirnoff Nightlife Exchange

• Old Spice man vs Fabio



But everyone gets...



• market insight

• leverage relationships

• visibility in a global/local market

• realtime measurement

• accountability



luck



Questions?



Adam [email protected]

07779 572122


Social media september 2012

Business

Social media september 2012