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140 characters isn’t enough: What’s your social media story?
PAUL MACKENZIE-CUMMINS
Storyteller
Agenda
① What’s the point of social media?② What should you be doing?③ What should you avoid doing…at all costs?④ How do you measure success?
① What’s the point of social media?
TO ENTERTAIN
TO SELLTO TELL
TO LISTEN TO UNDERSTAND
TO HELP
Focus your message on your audience
Get it right… or get it wrong
TWITTERFACEBOOK
LINKEDIN GOOGLE+
VINE
SNAPCHATYOUTUBE
VIMEO SLIDESHARE
TUMBLR
Who are they, where are they, how do they like to receive information – are you relevant to them?
Know your audience
② All the things you should be doing
Be valuable
Pillar 1: Inform
What happened?
Pillar 2: Analyse
What does it mean to your audience?
Pillar 3: Assist
How can I do that?
Pillar 4: Entertain
Wow! Really?!
Be smart
① Piggyback on trending news
② Share popular stories
③ Use ‘lists’ and ‘circles’
Be organised
Organise your social media profiles, plan your activity,measure engagement
Dashboard management
Use the right tools
Be visual
Add visuals
Create your own visuals
Be you
Perfect your profile
Use optimal visuals
Twitter 1024x512 pixelsFacebook 940x788 pixelsInstagram 640x640 pixelsPinterest 735x1102
Make a statement, be bold, convey your ‘personality’, share what’s important to you
③ The things you must avoid at all costs
Don’t bull***t
Don’t buy ‘followers’, ‘likes’
Don’t ask for ReTweets
Don’t ‘beg’ for ‘likes’
Don’t pay for new fans – earn them
Don’t spam
‘SOCIAL SHOPPING’/YOUNG
FEMALES(2M UK USERS)
REAL-TIME NEWS CONSUMPTION
(15M UK USERS)
BRAND FOCUSED(31M UK USERS)
WHITE COLLAR NETWORKING/INDUS
TRY NEWS(10M UK USERS)
BRAND-LED/MALES/ABOVE
AVERAGE SALARY(12.6M UK USERS – 3.9M ACTIVE)
90% UNDER 35/VISUAL ENGAGEMENT
(300M USERS WORLDWIDE – BIGGER THAN TWITTER)
Don’t be late
Be here and now, not last week
④ How do you measure the success of your social media activity
TO ENTERTAINTO HELP
PvPage views
NmNew members
DgDemographic
NvNew visitors
LeLeads
RiRequests for info
BrBounce rate
SaSales
ShShares
EnEngagement
UvUnique visitors
DoDownloads
1 4
2
3
8
7
6
5
9 12
11
10
Thank you
