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Newtricks.co
Digital Darwinism
We live and compete in a perpetual era of
Digital Darwinism, the evolution of
consumer behaviour when society and
technology evolve faster than our ability
to adapt.
Newtricks.co
Recognizing the difference between emerging
and disruptive technology and measuring its
      impact on your business, customer
  relationships, and products is a necessary
       discipline to successfully evolve.
Marketing Automation must
    evolve to survive
Traditional Marketing
 Most everyone thinks of marketing as the business of
 promoting and selling products or services.

 Marketers commonly refer to a “funnel” to describe the
 way they attract new prospects and convert them into
 customers.
Traditional Marketing
                Prioritise our limited
                 resources and time on
                 trying to find and convert
                 new prospects (top of the
                 funnel).
                Keeping those hard-earned
                 customers (bottom of the
                 funnel) has often been an
                 afterthought.
Historically, the best you could do after
  turning a prospect into a customer was
to provide a great customer experience
  and just hope they come back to buy
more -- and bring their friends with them.
Social Media Marketing...
Flip that Funnel  Technology now enables us
                   to influence consumer
                         behaviour both before and
                         after the sale
                        Reach out to your existing
                         customers to remind them
                         to come back, and make
                         word-of-mouth as easy as
                         clicking the share, like,
                          or tweet
                         buttons.
Content beats technology
                     …every time
Well run, marketing automation should provide leads
and customers with exactly what they need and
nothing more. It should be interesting, relevant and
useful. One of the biggest errors with marketing
automation tools has to do with the content strategy
not the tool itself. Without smart, tailored, useful
content – marketing automation is just a intelligent
spamming tool.
The art of listening
The Conversation Prism
by Brian Solis and Jesse Thomas
 The Conversation Prism debuted in August 2008 to provide
  a visual representation of the true expansiveness of the
  Social Web and the conversations that define it. -over one
  million people have crossed its path.
Three Goals
 Create Social Map Based on Observation and Study
 Search, Listen, and Learn
 Identify the foundation for sCRM and Introduce
  New Social Technologies + Methodologies
The Conversation Prism
 Level One, The Hub: Centre of the prism – whether you’re
  observing, listening or participating.
 Halo 1: Learning and engagement strategies activity
 Halo 2: The corporate bit – where process will seamlessly
  integrate within the company’s CRM
  infrastructure, creating a new class of Social CRM or sCRM
 Halo 3: The outer ring completes the image of
  conversational workflow, but not the cycle. The process is
  powered by the continual rotation of
  listening, responding, and learning online and in the real
  world.
Marketing is an imperfect science
 People deal with people
 Its a numbers game
 Its expensive
 I’m doing alright without it
 I’ve never had any success investing in this
 I can do it myself
 I’ll wait and see how others get on
 It’s irrelevant to my business
You’ve all heard the stat, if Facebook were a country, it would
be the third largest in the world. That stat was initially shared
when Facebook hit 500 million users. Now the site has more
than 800 million users and a new comparison that’s worthy of
blog posts, tweets and conference presentations…Facebook
now has as many users as the entire Internet did in 2004
which ironically is the year Facebook debuted.
Newtricks.co
Networking...
    Traditional ~   V ~ Modern
How you might do it now
How you might do it now
Getting ‘Social’ Online
      A History
Newtricks.co
Newtricks.co
Newtricks.co
Newtricks.co
Newtricks.co
Social Media
    Statistics
(4 months old and out of date)
Facebook
Launched 2004
750m+ Active Users
30m+ users in the UK
50% of registered users are between 25-49
Facebook
50% log on in any given day
250m+ access via mobile devices (and are twice as
active)
250m+ people engage with Facebook on external
websites
900m+ objects that people interact
with(pages, groups, events & community pages)


Source: http://www.facebook.com/press/info.php?statistics
A Facebook Average user is:
38 years old with 130 Friends
Spends 55 minutes on the site per day
Is connected to 80 pages, groups & events
Creates 90 pieces of content each month
Adds 25 comments to content each month

Source: http://www.facebook.com/press/info.php?statistics
Blogs & Blogging:
133m+ blogs
77% internet users read blogs
Two thirds of bloggers are male
60% are 18 – 44 years old
75% have a college education or above
50%+ are married
50%+ have kids
Blogs & Blogging:
56% say their blog has helped their company
establish a position as ‘thought-leader’
58% of bloggers say they’re better known in
their industry as a result
B2B companies that blog generate 67% more
leads per month than those who do not.
94% of bloggers reported measurable SEO
benefits within 12 months
Twitter
250 million tweets sent daily
1.6bn search queries on Twitter per day
37% access via a mobile device
75% of traffic via third-party applications
LinkedIn?
‘Professional Network’
Founded in 2003
120m+ members
150 industries
200 countries – all 7 continents
Gains 1 new user per second
47m+ monthly unique visitors
LinkedIn Statistics
11m users in Europe
4m UK users
Average user age of 44
70% of visitors over 35 years old
75% of visitors college educated or above
Newtricks.co
What is Social Networking?
“The term Social Networking refers to the use
of web-based and mobile technologies to turn
communication into an interactive dialogue”




        …but there’s something missing
The Smart phone
 Is a ‘Disruptive Technology’
 A technology which creates a new market
 Is a computer really
 Is a mobile computing device
 Is a mobile computing device with mobile net access
Social Networking +
        The ‘Smart-Phone’ =
The term Social Networking refers to the
     use of web-based and mobile
 technologies to turn communication
     into an interactive dialogue
 BBC quote http://www.bbc.co.uk/news/technology-
 14731757 Aug 2011:




“UK mobile internet use
     nearing 50%”
Question...

 Who here has had a ‘dabbled’
     with Social Media?
Tell me...

 Were you sure you did it right?
 Did you do it long enough?
 Did you allocate enough resources?
Which end are you at?
Social Media
 Social Media is here – now!
 Social Media is everywhere
 The Smart Phone is accelerating its presence
 Social Media is business tool
 Don’t treat it lightly!
Don’t treat it lightly –
                           Bad Examples
‘United Airlines’
   United-United; you broke my Taylor guitar...
   United-United; some big help you are...
   You broke it you should fix it...
   You’re liable just admit it...
   I should have flown with someone else
   ...or gone by car!
   Nearly 11 Million (negative) YouTube views
Nestle – on Facebook
 “Nestle fans, please don’t use an altered version of the company’s logo as
           your profile picture or your comments will be deleted”.
Good Examples
‘Starbucks’
Newtricks.co
Newtricks.co
Newtricks.co
How should you go about it
Knowledge - Time - Persistence

         knowledge

          Time
         Persistence
An example strategy
 Research
 Formulate a plan around your research
 Include your brand
 Think about your field(s) expertise
 What do you do? - Write it down
 Type it up – use them!
Then you must…

   Set the platforms up
   Incorporate those words and phrases
   Care for the platforms - daily
   Persist
   Build bridges
   Allow at least 3 Months!
“Give it all a Purpose”
The Platforms
 Facebook - Page, Corporate, domain,
  content, blog, images, videos, network
 Twitter - Purpose, Identities, who to
  follow, engagement with, find clients, partners, even
  competitors.
 YouTube Channel -
  Purpose, promote, videos, slideshows, link and
  network
 Blogging - Purpose, content, tagging, promoting and
  linking

         LinkedIn, foursquare, Google+, etc
...Got all that?
 ...Know what you’re doing?
        ...All sorted?
…Think you can do it yourself?
   ...There is another way!
Eight compelling benefits in choosing
     social media outsourcing -
regardless of the size of your business
            or the scope of
        your social media plan
1. Training: Essential for any strategy, let the experts
   guide you, learn how to do things, and decide what
   you want to do, often this means transition of some
   duties back inside your business after initial
   campaigns and tuning.
2. Speed: First timer or looking to re-launch and
   refresh social media strategy – outsourcing is the
   fastest approach
3. Strategy: An outside social media team can help you
   develop a strategy and keep you focused on achieving
   long-term goals.
4. Experience: Your outsourced team’s experience with
   other clients helps to avoid blind alleys and learn
   pros and cons of different strategies.
5. Efficiency: Use your outsourced partner to create an
   integrated system and capitalise on more efficient
   social media tools and network reach.
6. Range of Influence: Access to the outsourced
   partners existing networks helps your social
   networks grow bigger and faster.
7. Branding: The right partner can make sure that
   everything you do is in synergy with your overall
   marketing strategy, including branding and identity,
   our services can be expanded to include this.
8. Results: Monitoring the effectiveness and regular
   reporting ensures your activities are analysed and
   can be amended providing a positive proactive
   service.
Let’s get social

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Newtricks.co

  • 2. Digital Darwinism We live and compete in a perpetual era of Digital Darwinism, the evolution of consumer behaviour when society and technology evolve faster than our ability to adapt.
  • 4. Recognizing the difference between emerging and disruptive technology and measuring its impact on your business, customer relationships, and products is a necessary discipline to successfully evolve.
  • 5. Marketing Automation must evolve to survive
  • 6. Traditional Marketing  Most everyone thinks of marketing as the business of promoting and selling products or services.  Marketers commonly refer to a “funnel” to describe the way they attract new prospects and convert them into customers.
  • 7. Traditional Marketing  Prioritise our limited resources and time on trying to find and convert new prospects (top of the funnel).  Keeping those hard-earned customers (bottom of the funnel) has often been an afterthought.
  • 8. Historically, the best you could do after turning a prospect into a customer was to provide a great customer experience and just hope they come back to buy more -- and bring their friends with them.
  • 9. Social Media Marketing... Flip that Funnel  Technology now enables us to influence consumer behaviour both before and after the sale  Reach out to your existing customers to remind them to come back, and make word-of-mouth as easy as clicking the share, like, or tweet buttons.
  • 10. Content beats technology …every time Well run, marketing automation should provide leads and customers with exactly what they need and nothing more. It should be interesting, relevant and useful. One of the biggest errors with marketing automation tools has to do with the content strategy not the tool itself. Without smart, tailored, useful content – marketing automation is just a intelligent spamming tool.
  • 11. The art of listening
  • 12. The Conversation Prism by Brian Solis and Jesse Thomas  The Conversation Prism debuted in August 2008 to provide a visual representation of the true expansiveness of the Social Web and the conversations that define it. -over one million people have crossed its path. Three Goals  Create Social Map Based on Observation and Study  Search, Listen, and Learn  Identify the foundation for sCRM and Introduce New Social Technologies + Methodologies
  • 13. The Conversation Prism  Level One, The Hub: Centre of the prism – whether you’re observing, listening or participating.  Halo 1: Learning and engagement strategies activity  Halo 2: The corporate bit – where process will seamlessly integrate within the company’s CRM infrastructure, creating a new class of Social CRM or sCRM  Halo 3: The outer ring completes the image of conversational workflow, but not the cycle. The process is powered by the continual rotation of listening, responding, and learning online and in the real world.
  • 14. Marketing is an imperfect science  People deal with people  Its a numbers game  Its expensive  I’m doing alright without it  I’ve never had any success investing in this  I can do it myself  I’ll wait and see how others get on  It’s irrelevant to my business
  • 15. You’ve all heard the stat, if Facebook were a country, it would be the third largest in the world. That stat was initially shared when Facebook hit 500 million users. Now the site has more than 800 million users and a new comparison that’s worthy of blog posts, tweets and conference presentations…Facebook now has as many users as the entire Internet did in 2004 which ironically is the year Facebook debuted.
  • 17. Networking... Traditional ~ V ~ Modern
  • 18. How you might do it now
  • 19. How you might do it now
  • 26. Social Media Statistics (4 months old and out of date)
  • 27. Facebook Launched 2004 750m+ Active Users 30m+ users in the UK 50% of registered users are between 25-49
  • 28. Facebook 50% log on in any given day 250m+ access via mobile devices (and are twice as active) 250m+ people engage with Facebook on external websites 900m+ objects that people interact with(pages, groups, events & community pages) Source: http://www.facebook.com/press/info.php?statistics
  • 29. A Facebook Average user is: 38 years old with 130 Friends Spends 55 minutes on the site per day Is connected to 80 pages, groups & events Creates 90 pieces of content each month Adds 25 comments to content each month Source: http://www.facebook.com/press/info.php?statistics
  • 30. Blogs & Blogging: 133m+ blogs 77% internet users read blogs Two thirds of bloggers are male 60% are 18 – 44 years old 75% have a college education or above 50%+ are married 50%+ have kids
  • 31. Blogs & Blogging: 56% say their blog has helped their company establish a position as ‘thought-leader’ 58% of bloggers say they’re better known in their industry as a result B2B companies that blog generate 67% more leads per month than those who do not. 94% of bloggers reported measurable SEO benefits within 12 months
  • 32. Twitter 250 million tweets sent daily 1.6bn search queries on Twitter per day 37% access via a mobile device 75% of traffic via third-party applications
  • 33. LinkedIn? ‘Professional Network’ Founded in 2003 120m+ members 150 industries 200 countries – all 7 continents Gains 1 new user per second 47m+ monthly unique visitors
  • 34. LinkedIn Statistics 11m users in Europe 4m UK users Average user age of 44 70% of visitors over 35 years old 75% of visitors college educated or above
  • 36. What is Social Networking?
  • 37. “The term Social Networking refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue” …but there’s something missing
  • 38. The Smart phone  Is a ‘Disruptive Technology’  A technology which creates a new market  Is a computer really  Is a mobile computing device  Is a mobile computing device with mobile net access
  • 39. Social Networking + The ‘Smart-Phone’ = The term Social Networking refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue
  • 40.  BBC quote http://www.bbc.co.uk/news/technology- 14731757 Aug 2011: “UK mobile internet use nearing 50%”
  • 41. Question... Who here has had a ‘dabbled’ with Social Media?
  • 42. Tell me...  Were you sure you did it right?  Did you do it long enough?  Did you allocate enough resources?
  • 43. Which end are you at?
  • 44. Social Media  Social Media is here – now!  Social Media is everywhere  The Smart Phone is accelerating its presence  Social Media is business tool  Don’t treat it lightly!
  • 45. Don’t treat it lightly – Bad Examples
  • 46. ‘United Airlines’  United-United; you broke my Taylor guitar...  United-United; some big help you are...  You broke it you should fix it...  You’re liable just admit it...  I should have flown with someone else  ...or gone by car!  Nearly 11 Million (negative) YouTube views
  • 47. Nestle – on Facebook “Nestle fans, please don’t use an altered version of the company’s logo as your profile picture or your comments will be deleted”.
  • 53. How should you go about it
  • 54. Knowledge - Time - Persistence knowledge Time Persistence
  • 55. An example strategy  Research  Formulate a plan around your research  Include your brand  Think about your field(s) expertise  What do you do? - Write it down  Type it up – use them!
  • 56. Then you must…  Set the platforms up  Incorporate those words and phrases  Care for the platforms - daily  Persist  Build bridges  Allow at least 3 Months!
  • 57. “Give it all a Purpose”
  • 58. The Platforms  Facebook - Page, Corporate, domain, content, blog, images, videos, network  Twitter - Purpose, Identities, who to follow, engagement with, find clients, partners, even competitors.  YouTube Channel - Purpose, promote, videos, slideshows, link and network  Blogging - Purpose, content, tagging, promoting and linking LinkedIn, foursquare, Google+, etc
  • 59. ...Got all that? ...Know what you’re doing? ...All sorted? …Think you can do it yourself? ...There is another way!
  • 60. Eight compelling benefits in choosing social media outsourcing - regardless of the size of your business or the scope of your social media plan
  • 61. 1. Training: Essential for any strategy, let the experts guide you, learn how to do things, and decide what you want to do, often this means transition of some duties back inside your business after initial campaigns and tuning. 2. Speed: First timer or looking to re-launch and refresh social media strategy – outsourcing is the fastest approach 3. Strategy: An outside social media team can help you develop a strategy and keep you focused on achieving long-term goals.
  • 62. 4. Experience: Your outsourced team’s experience with other clients helps to avoid blind alleys and learn pros and cons of different strategies. 5. Efficiency: Use your outsourced partner to create an integrated system and capitalise on more efficient social media tools and network reach. 6. Range of Influence: Access to the outsourced partners existing networks helps your social networks grow bigger and faster.
  • 63. 7. Branding: The right partner can make sure that everything you do is in synergy with your overall marketing strategy, including branding and identity, our services can be expanded to include this. 8. Results: Monitoring the effectiveness and regular reporting ensures your activities are analysed and can be amended providing a positive proactive service.