Talk delivered as part of the Advanced Social Media training at the Catholic University of Portugal in Lisbon on the 21 March 2013

1. How social media is
driving marketing change
With Calvin Jones
Follow @WriterCJ on Twitter
www.linkedin.com/in/CalvinJones

2. Why am I here?
Co-author of
Understanding Digital Marketing
&
The Best Digital Marketing
Campaigns in the World
➢ Published in English by Kogan Page in
the UK, US and India, available globally
➢ Translated (to date) into Russian,
Chinese, Malaysian, Italian and Polish
➢ Content and Social Media specialist with
more than 15 years online experience
➢ Staunch advocate of the power of social
media to add value and effect real change.

3. Why are you here?
➢ Introduce yourself
➢ Let me know a bit
about you, and
why you're here
➢ Max 30 seconds...
we have lots to
cover

4. Managing expectations
➢ No prescriptive formulas
➢ THERE'S NO SUCH THING AS A ONE-SIZE
FITS ALL SOLUTION!
➢ No “easy quick fix”
➢ No platform specific formulas “how often
should I post to Facebook” etc.
➢ Strategic advice... guidance... trends... insight
– that we can manage (with luck).

5. What is Social Media
“Social media is an umbrella term used
for web based software and services
that allow users to come together
online and exchange, discuss,
communicate and participate in any
form of social interaction.”
- Me, Understanding Digital Marketing
It's just people... talking to and sharing
with other people... using online tools.

6. Exercise:Social Media Challenges
What are is your organisation's biggest social
media challenge?
➢ Have a think about it...
we'll come back to the
question a bit later

7. Where are we now?
Early days, but social media is
growing up fast!
More and more
brands are jumping
aboard the social
media bandwagon...
...but how many are
connecting
effectively?

8. A question...
Can anyone tell me what is the second most
popular social media platform in the world today?

9. Source -- Global Web Index Social Platform
Active Usage Dec. 2012

10. Passive Consumption: RIP
More than
40% (and
growing) of
UK viewers
access social
media sites
on mobile
devices while
watching TV!
Source: Zeebox report

11. Social Media is (still) nothing to
be afraid of
Why are marketers (still) so
wary of social media?
➢ It's just people, interacting with
other people
➢ It's communication. As
marketers that's what we do
➢ We already know the rules of
social engagement – we learnt
them in the school playground

12. A harsh truth
for old school marketers
Product-focussed campaign-based marketing
is on borrowed time.
Smart marketers are moving to an iterative, sustainable model
based on building relationships with a growing community around
their brand. And it's being driven by Social Media

13. Traditional campaign mentality
misses the point
Building value through sustained earned
engagement is more effective
Source – Chemistry Communications Group

14. Back to basics
Social Media
is Simple
it's people that make things
complicated!

15. Start with the most powerful tool
in your social media arsenal
➢ LISTEN to your
customers
➢ What are they
talking about?
➢ Where are they
talking about it?
➢ What do they like?
➢ What don't they
like?

16. Keep listening!
➢ LISTEN to your
competitors
➢ What are they
talking about?
➢ Where are they
talking about it?
➢ What can you learn
from them?
➢ How can you do
better?

17. ➢ “We have two ears
and one mouth, so we
should listen more
than we say.”
➢ ― Zeno of
Citium, as quoted
by Diogenes
Laërtius

18. Learn from your customers --
then give them what they want
➢ Social media is like
the worlds ultimate
focus group
➢ Marketers can
learn directly from
their customers...
➢ It's practically free,
and almost real
time

19. Where do you listen?
Go wherever people
are talking about and
sharing stuff that's
relevant to you

20. How to listen
➢ Social media dashboards
➢ Social media monitoring
tools
➢ Search
➢ Automated Alerts
➢ RSS feeds
➢ Community interaction
➢ Paid monitoring services

21. Simple Case Study
Barclays Ping It
➢ Leading UK Bank
launched mobile app
➢ Social monitoring
flagged negative
feedback
➢ Bank took positive
action
➢ Win win for
customers and brand

22. A little test
at the Marriott Lisbon
No response so far...!

23. Exercise:Social Media Challenges
Lets talk a bit about
YOUR
social media challenges and
experience

24. What's the foundation of
enduring social engagement?
GREAT CONTENT!
“Just create something valuable that people want to
share, and make it easy for them to do so.”
David Meerman-Scott, Author, World Wide Rave
(Most) people are social creatures
We are compelled to interact with and share
things we find interesting. We're hard wired that way
Social media simply magnifies a very natural human instinct

25. Content is not King
It's much more important than that!

26. Why is content so vital to your
social media marketing?
Content does the heavy
lifting
➢ Content gets your brand
noticed and shared
➢ Content sparks
conversation and
engagement
➢ Content earns customer
attention and advocacy
➢ Content drives conversion

27. How do you create great social content?
Sometimes creating powerful,
shareable, high impact content
happens by accident. You just find
yourself in the right place, at the
right time.
Image © 2012, Simon Duggan

28. More often it takes
a lot of hard work
Creating outstanding shareable social content requires:
Understanding, insight,
empathy, planning, timing,
talent, relevance...
...and INVESTMENT.

29. But what makes great content?
THERE IS NO MAGIC
FORMULA
Know what your customers want,
understand what
resonates with them
THEN GO CREATE IT!

30. Finding great content ideas
and great content to share
➢ Back to listening again
➢ What are people (customers,
competitors, thought leaders)
talking about?
➢ What are they sharing?
➢ Keywords
➢ What are they searching for?
➢ Analytics
➢ What are the most popular
content types on your blog /
website?

31. Q. What kind of online
content works?
Here's what most
marketers believe...
according to eMarketer
The real answer is that the
best content is whatever
your customers need /
want / like / enjoy
So we're back to listening
again (anyone spot a
theme here?)

32. Why are we talking about
content so much?
➢ You can't look at social media without talking
about content
➢ Great content drives social sharing, and boosts
your credibility
➢ High quality, relevant content that resonates
with your audience gets your brand noticed
➢ Sharing OTHER PEOPLE's great content is a
crucial part of the Social Media equation

33. Content tips
➢ Create content that adds value for consumers
➢ Will it make them laugh, will it solve a
problem, will it make their day a little (or a lot)
easier?
➢ Would you share it with your friends?
➢ If it doesn't then you're just adding to the noise
➢ Understand your community and focus on
delivering relevance and value for them!

34. More Content tips
➢ Use visual content for instant impact (video and
photos can be incredibly shareable
➢ Create a “content calendar” to stay organised...
but ALWAYS be flexible to embrace new
opportunities
➢ Build “Evergreen content” that keeps adding
value for new waves of customers.
➢ Ditch the anonymous posts! Give authors
credit!

35. “If you would not be
forgotten as soon as
you are dead, either
write something worth
reading or do things
worth writing.”
– Benjamin Franklin

36. And the Oscar for best marketing element
in a supporting role goes to....
Your Product!
In the consumer empowered
age of social media, we need a
new kind of marketing driven
by relevant content that
EARNS attention

37. Advocacy
A focus for 2013 say “Marketers”
70% of marketers plan to increase spending on advocate marketing programs in 2013
Source: “2013: The Year of Advocacy,” a study conducted by Zuberance and UBM Tech

38. How about bringing the
conversation home?
Adding social elements to your own site
➢ Feeds from social media accounts
➢ Blogs
➢ Support Forums
➢ Live Online Support
➢ Reviews and ratings (www.amazon.co.uk)
➢ Social applications (www.ideastorm.com)
➢ ... use your imagination.

39. Dell Ideastorm – giving
customers what they want

40. Measuring Social ROI

41. What are you really measuring?
➢ Social metrics (likes, retweets, shares, mentions,
reach etc.) can be good milestones of social
engagement, but they don't really measure Return on
Investment (ROI).
➢ Conversion of social media effort into tangible
business value (ROI) doesn't normally happen on
social platforms
➢ When senior management say “show me the money”
you need to be able to link social engagement to
established conversion metrics on other platforms
(web, email, etc.).

42. Google Analytics Social Reports
➢ Track social activity
relating to your
content
➢ See which social
platforms send the
most people back
to your site
➢ Set goals and
measure how
social impacts
conversion.

43. Use measurement to inform
strategy
➢ Which social platforms are driving the most traffic to your
online content?
➢ Do visitors from different social channels seem to
engage more with different types of content
➢ Measurement and analysis of real data lets you make
informed decisions about your social media and content
strategies.
➢ Use measurement as a guide... learn from it, but don't let
it override your human instinct. Remember... social
media is about people!

44. Share some of your favourite
examples of Social Media
in action?

45. The Social Media Rules of
Engagement
➢ Listen and learn
➢ Draw on what you already know
➢ Be open, honest and engaging
➢ Be relevant, interesting, entertaining
➢ Add value with great content -- don't just push your
“message”
➢ Respect rules – written or otherwise
➢ Respect other people

46. Thank you...!
@WriterCJ on Twitter
www.linkedin.com/in/CalvinJones
calvin@cjwriting.com
www.cjwriting.com