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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.
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.
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.
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
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
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%”
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!
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”.
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!
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.