This is a synopsis of a Digital Insight talk that I delivered in February 2017 to an invited audience in Crawley and Chelmsford. It was intended to focus these small businesses as to what Digital is about and why their business should consider the opportunities available to them in embracing the digital change.

1. Digital Insight by Alistair Gleave - February 2017

2. Plan for this morning is to guide
you through how the digital
landscape has changed and
how your business can meet
this challenge!

3. How things have changed
• Digital Technologies
• Peer to peer marketing
• Massive increase in online information
and engagement through social media

4. Digital Technologies
These have transformed how we
live and work, e.g. On demand
TV (Tivo), Sky +
Amazon Prime, Mobile streaming,
tablets etc

5. Peer to peer marketing
Digital has empowered the
consumer to consumer
relationship

6. Characteristics of a P2P organisation
 Social Media throughout organisation
 People love what you do and hear about
you from lots of different sources
 Doesn’t block Social Media
 Understands ‘pull/inbound’ concepts
 Staff love their jobs and are given
authority to ‘amaze’

7. What is Social Media
 Social media is media designed to be
disseminated through social interaction,
created using highly accessible and scalable
publishing techniques.
- wikipedia.org

8. What is Social Media?
A shift in the new media landscape
A new digital currency
A new way to talk and interact with
customers – President Trump!!

9. Current Statistics
 Over 50% of people in the US have at least 1
social media account
 Social media makes up over 17% of all online
usage
 Overtaken email as #1 activity on the web
 93% of Americans believe companies should
have a social media presence
 85% believe those companies should be interacting
with customers

10. How is Social Media Used?
 Customer Service
 Product/Service Feedback
 Networking and Job Searching
 Lead Generation/Sales
 Promotions
 News
 Internal communication

11. Only 14% of customers trust adverts
More than 78% of customers trust
peer recomendations
Why use Social Media?

12. Social Media benefits
Great for PR
Build Rapport
Build you business network
Continuous marketing presence
Selective marketing
Cost effective
Demonstrate expertise
Show real recommendations
Customer research
Online Presence
Improve sales conversion

13. Why do I want to use Social Media?
• Attract more leads
• Raise your business profile
• Build and online community
• Increase leads
• Share information
• Sell?
• Build newsletter list
• Demonstrate who you are

14. Social Media Marketing Strategy
• Objective – Why do we want to use Social
Media
• Connect – Who do you want to attract?
• Where which networks are right for us?
• Update which information do they need?
• Engage – How often to engage / comment
/ respond?
• Strategy – Amount of time to spend and
how often?

15. Why do people buy from you?
They KNOW you
They LIKE you
They TRUST you

16. Who is my customer?
Who
Name, Industry, Role, Age Gender, Interest Education
What
What are their needs? What keeps this person awake?
What stops the business growing, What wastes their
time?
What information do they need?
Where – who do they like/follow?
Where are they based? Where do they look for a
solution? What do they already know? Who
influences them?

17. Who do they like?
The people and organisations that you
follow are the ones you need to get
noticed by.
If they share your content – your
audience will see it.

18. So which networks are right for you?
LinkedIn
59% male – 35-54 – B2B
Twitter
52% male – 26-34 – Both
Facebook
58% male – 20-29 – B2C
YouTube
58% male – 18-34 – Both

19. Who to follow?
The people and organisations that you
follow are the ones you need to get
noticed by – so not Black Sabbath!
If they share your content – your
audience will see it.

20. Twitter – what to do…
 Structure with KEY MESSAGE – LINK - # - AND
THEN
 DO NOT be self promotional – mix it up
 Establish yourself as a thought leader
 Keep them short (100chrs) so people can add when
they RT
 Curate content that is valuable and share
 Share images to increase engagement (GOOD 1’s)
 Its ok to share dull stuff – 80/20 rule
 No one has to share - manners

21. Twitter - tips
 Twitter likes and RT’s
 Twitter list
 Time of tweets, when is your audience
listening?
 Engage with followers no matter who they are
 Use Twitter search to find…. Location, subject
#, url
 Use third party tools – buffer, twit pic, sprout
social

22. facebook - tips
 Images posted by Instagram have 23% better
engagement
 Posts with # receive LESS engagement than those
without
 Adverts do you use them
 Facebook business account – pixels??
 6 degrees of separation shrinking – now 4.2
 Very nearly half of the audience is mobile - PLAN
 Use third party tools – buffer, sprout social

23. Summary
Development of Social Media is joining
with SEO – key is finding balance.
Trends for 2017 show the key elements
of integration and balance.
Means you needs great content and
continued brand building on line
Don’t forget email marketing, buying
adverts, PPC etc – still play a strong part
for your audience.

24. Tips for 2017
Content is KING and must be
laser focussed on your audience
Optimise your website for
mobile
Don’t forget the basics i.e SEO,
Local Business

25. Thank you
Website: GleaveMedia.co.uk
Facebook: facebook.com/GleaveMedia
Twitter: @GleaveMedia
LinkedIn: Linkedin.com/company/GleaveMedia