Using social media to meet the export challenge

Social Media and Exporting in 2012

http://www.youtube.com/watch?

v=Y4MnpzG5Sqc

NEARLY AS WELL

AS IT COULD!

THERE ARE NOW ALMOST AS MANY

SOCIAL MEDIA ‘EXPERTS’AS THERE ARE PEOPLE USING SOCIAL MEDIA

But how does someone go from a great

Business in Wirral…

TOSOCIAL MEDIA PRO?

FRANKLY, WE DON’T HAVE A

CLUEAND HERE’S WHY:

IN ONE KEY ASPECT,

SOCIAL MEDIA MARKETING

MIRRORS EVERY

EFFORT TO GROW YOUR

BUSINESS

THAT CAME BEFORE IT:

IT’S STILL

MARKETING

WHICH MEANS

MARKETING PROSWILL PRODUCE

THE BEST RESULTS

What does your business

strategy say?

FIRST THINGS FIRST

Is your brand

ready?

•Social media is made up of three key components:– Technology

– Social Interaction

– Construction of words, pictures, videos and audio

•Communication (blogs, microblogs - twitter, etc.)

•Collaboration (wikis, social bookmarking -delicious, etc.)

•Multimedia (photos -flickr, videos -youtube, etc.)

What we are seeing today is that these channels are merging.

WHAT IS SOCIAL MEDIA?

WHAT THIS IS NOT ABOUT…

IS JUST MORE FACEBOOK LIKES AND

FOLLOWERS ON TWITTER & YOUTUBE

1. Build the list

2. Engage, don’t just publish

3. Arm your users with tools

4. Create offline actions and events

5. Syndicate energy everywhere

OUR NOT-SO-SECRET SECRETS

• Why am I on this list?

• What do you want from me right now?

• What comes next?

Three Key QuestionsBefore You SEND1

• Communicate your message from the beginning

• Plan a narrative in advance

• Segment by interest/behaviour

• Listen, don’t just talk.

• Invite people to take action.

BUILDING RELATIONSHIPS 101

Bertrum Thumcat – 60,000 plus like in

6 months

ENGAGE, DON’TJUST PUBLISH

2

http://www.youtube.com/

watch?v=h6CcxJQq1x8

• One link

• Goal-oriented prioritisation

• Tells story of Tate, past and present

• Introduces curator

• 100% action

GOOD ENGAGEMENT!

IMPROVED OVERALL SITE CONVERSION BY 29%

THE LANGUAGE OF ENGAGEMENT

• Advocacy Options• Blogs• Quizzes & questions Polls• Personal Profiles• Tell-A-Friend• Etc.

Offer tools with a purpose; don’t complicate

ARM YOUR USERS WITH TOOLS3

Its doesn’t have to be you doing this!

Over 1500 barns painted!

CREATE OFFLINE ACTIONS & EVENTS4

STARBUCKS MAKE IT PERSONAL!

http://starbucks.co.uk/?utm_source=spring&utm_medium=email&utm_content=vide

o_link&utm_campaign=spring1

• Use your communications and actions to fuel pass-on actions in other networks

• Maintain data; drive people to your site to register and then enlist them as ambassadors

• Ensure that your content is bite-sized, sharable, searchable and interesting.

SYNDICATE ENERGY EVERYWHERE5

• “Social media is not a media. The key is to listen, engage, and build relationships.” David Alston, VP Marketing at Radian6

• “Human beings are far more likely to communicate ideas and information with others when they are emotionally engaged.” DoshDosh blog

• “People don’t believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.” Seth Godin, Seth’s Blog

• “Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network purely to take — not to give. Therefore, be part of the party/conversation/network before you need anything from anyone.” Jeremiah Owyang, Web-Strategist.com

SO WHAT DO PEOPLE THINK?

Tipping point Social Media

•Law of the Few

•The Stickiness Factor

•The Power of Context

HERE’S ONE MORE

TRUTHABOUT SOCIAL MEDIA TODAY

IT’S SATURATED WITH A

ZILLIONDIFFERENT KINDS OF MARKETING

Oh YEs!

One more Thing!

HOW DOYOUPLAN TO BREAK THROUGH

ALL THAT CLUTTER?

YOUR TACTICSARE ONLY AS GOOD AS YOUR

STRATEGY

HOW GOOD IS YOURS?

SOCIAL EFFORTSWITH ALL YOUR OTHER

MARKETING

INTEGRATING

ARE YOU CREATING

‘BIG IDEA’ VIDEOSFOR SOCIAL, WEB & MOBILE?

http://www.youtube.com/watch?v=Y4MnpzG5Sqc&feature=youtu.be

Ladie Go' Diva - Bad Nashers

http://www.youtube.com/

watch?v=VPM84Sb9GiE

When Mercedes wanted to promote its new fuel cell vehicle, instead of placing it squarely in front of

everyone in the world, the company decided

to make the car invisible. We have

video.

INVISIBLE

http://www.youtube.com/watch?feature=player_embedded&v=ZIGzpi9lC

ck

ARE YOU USING THE LATEST TOOLS TO FIND KEY INFLUENCERS, AND CREATING CONTENT

SPECIFCALLY FOR THEM?

ARE YOU CONSTANTLY MEASURING & ADJUSTING, WHILE ALSO EVALUATING

THE COMPETITION

MOST IMPORTANTLY

DO YOU HAVE TOTAL RIGHT BRAIN

CREATIVE TYPES BRAINSTORMING YOUR BEST IDEAS?

http://www.youtube.com/watch?v=9CEr2GfGilw

The Right Brain vs Left Brain test - Optical Illusion

IF YOU’RE DOING ALL THESE THINGS,

CONGRATULATIONS! YOU DON’T NEED US.

IF NOT HERE’S HOW TO FIND US:

WWW.ICECREATES.COM0151 647 4700

THANK YOU FOR LISTENING!

Appendix 2 - Glossary (1)

• Aggregation: Gathering information from multiple web sites, typically via RSS. Aggregation lets web sites remix the information from multiple web sites, for example by republishing all the news related to a particular keyword.

• Blog: Originally short for "weblog", a blog is just a web page that contains entries in reverse chronological order, with the most recent entry on top. But blogging has taken off because the explosion in blogging software and services -- like Blogger, TypePad and WordPress -- has turned blogging into one of the easiest ways for people to maintain a constantly updated web presence. In addition to the classic text blog, we now have photo blogs (consisting of uploaded photos), audio blogs (a.k.a. "podcasts") and video blogs (which consist of regularly uploaded video files).

• Blogroll: A list of recommended sites that appears in the sidebar of a blog. These sites are typically sites that are either on similar topics, sites that the blogger reads regularly, or sites that belong to the blogger's friends or colleagues. The term "blogroll" also evokes the concept of political logrolling (when legislators promise to vote for one another's pet bills) -- which is not unlike bloggers' habit of reciprocating links by posting links to blogs that link back to their own blogs.

Appendix 2 - Glossary (2)

• Mashup: A web service or software tool that combines two or more tools to create a whole new service. A leading American example is ChicagoCrime, which merges Google Maps with the Chicago police department's crime tracking web site to offer a map of crime in different parts of Chicago.

• Newsreader: A newsreader gathers the news from multiple blogs or news sites via RSS (see below), allowing readers to access all their news from a single web site or program. Online newsreaders (like Bloglines, Pluck, or Newsgator) are web sites that let you read RSS feeds from within your web browser. Desktop newsreaders download the news to your computer, and let you read your news inside a dedicated software program.

• Podcast: An audio blog, typically updated weekly or daily. You don't have to have an ipod to listen to a podcast; although you can download podcasts to an ipod, you can also listen to podcasts on a desktop computer, or many other mp3 players

• RSS: A format for storing online information in a way that makes that information readable by lots of different kinds of software. Many blogs and web sites feature RSS feeds: a constantly updated version of the site's latest content, in a form that can be read by a newsreader or aggregator.

Appendix 2 - Glossary (3)

• Social bookmarking: The collaborative equivalent of storing favorites or bookmarks within a web browser, social bookmarking services (like del.icio.us or Furl) let people store their favourite web sites online. Social bookmarking services also let people share their favourite web sites with other people, making them a great way to discover new sites or colleagues who share your interests.

• Social networking: Social networking sites help people discover new friends or colleagues by illuminating shared interests, related skills, or a common geographic location. Leading examples include Friendster, LinkedIn, and 43people.

• Tags: Keywords that describe the content of a web site, bookmark, photo or blog post. You can assign multiple tags to the same online resource, and different people can assign different tags to the same resource. Tag-enabled web services include social bookmarking sites (like del.icio.us), photo sharing sites (like Flickr) and blog tracking sites (like Technorati).Tags provide a useful way of organizing, retrieving and discovering information.

• Wiki: A collaboratively edited web page. The best known example is wikipedia, an encyclopedia that anyone in the world can help to write or update. Wikis are frequently used to allow people to write a document together, or to share reference material that lets colleagues or even members of the public contribute content.