Is all publicity good publicity? Are you playing to your strengths on social media or just using your Trump card to seek attention. Causing disruption on social can substantially grow your business or build walls between you and success. Discover the ups of downs of being outspoken on social and how it’s not about how many followers you have, but the value you can offer to build lasting relationships with those that matter.

1. Does the Trump Card Always Work
on Social Media?
www.sendible.com
Luke Knight
Partnerships Manager
Sendible

2. About
MeLuke Knight
Partnerships Manager
Sendible
BA (Hons) Marketing Degree
14 years of marketing industry experience in:
• SaaS
• Telecoms
• Utilities
• Trave
linkedin.com/in/lukek

3. • Social Media Management Solution for
Agencies
• Established in 2009
• Over 20,000 active users
• Head office in London, UK
RECENTLY AWARDED WITH
About
www.sendible.com /Sendible @Sendible

4. Agenda
• Social media noise and influence
• What can we learn from Trump?
• What we can learn from Brands?
• The ups and downs of being outspoken
• The four steps to playing your Trump card
• Main takeaways
• Questions

5. #FridayFeeling
I just ate a cheese sandwich
#Cheese #Bread #Butter
#Sandwich #Yum #Instafood
#Instalife #Foodie #Food
#Foodblog #Recipe #Recipes
#Eat #Tasty #ILoveCheese
#Nom #Eating #Hungry
A New World
of Noise
"Pope Francis shocks world, endorses
Donald Trump for president, releases
statement."

6. How do we stay
focused?

7. 1.32 billion people on average log onto Facebook daily

8. 500 million tweets sent per
day

9. 95 million photos and videos are shared on Instagram every day

10. Our attention span is only 8 seconds

11. Donald Trump wipes
$5.7bn off the value
of Amazon with a
single Tweet!
The Power of
Influence
$5.7bn
38.1M Twitter Followers
@realDonaldTrump

12. • 92% of consumers read online reviews
• 40% of consumers form an opinion by reading just
one to three reviews
• 43% of consumers search a business by reviews at least
one time per month
Consumer
Power

13. Social &
Search
More than 3 billion searches a month.
100 hours of video are uploaded every minute
62 billion searches a month
19 billion searches a month
108 billion searches a
month

14. • 74% of consumers rely on social media to
making buying decisions.
• 81% of consumers research online before
buying.
• 80% of consumers are likely to purchase an
item based on friend’s suggestions.
• 28% of all online activity is spent on social
networks.
Social media
is
increasingly
influencing
consumer
buying
decisions.

15. What we can learn
from Trump?

16. • 220 million US database
• 4,000 to 5,000 data points
• New voters and energising lapsed ones
• Disgruntled Americans
Project Alamo
How to target wider audiences
on social media with data
Targeted based on their Facebook
activity, ethnic affinity, or location and
demographics.
• Custom Audiences from Customer Lists
• Audience Targeting Options
• Lookalike Audiences

17. • Social media – the main communication
channel
• $150 million dollars of Facebook and
Instagram advertisements.
• 40,000 to 50,000 variants of its social media
adverts at any one time.
• Multiple formats and tests.
• 100 staff working on the campaign.
A/B testing on steroids
‘We’re Being
Overrun’
‘I’m fighting for YOU’
Email campaign headers
How to test content variants to
drive engagement and success

18. • He used public appearances to focus
attention on himself.
• Data dictated Trump’s travel itinerary .
• Ranked places in a state with the largest
clusters of persuadable voters.
• Invoked the ‘Forgotten Man’.
• Huge dissatisfaction with the status quo.
• Voter suppression to change perception.
• Word-of-mouth buzz
#MakeAmericaGreatAgain.
How to become influential and
build an influencer network

19. • Localised and personalised marketing.
• 100,000 Trump campaign websites.
• 100,000 distinct pieces of creative content.
• Trump’s shock tactics.
• Earned Media: Estimated $5 billion.
How to look beyond social
media networks

20. • 40 million Facebook interactions –
likes, shares and comments every
week.
• 3 x Circulation of all 25 top-selling
newspapers in America.
• Once a user has interacted with
Trump’s content, repeated messages of
his campaign aided them in a highly
efficient way.
• He had a strategy for all content people
interacted with.
Facebook users made
Trump a phenomenon –
Not Facebook itself
How to make the most of
user-generated content

21. What can we learn from
brands?

22. Social media customer service
deflects 600,000 contacts a year
from the phones, resulting in £2m
annual savings.
The Personal
Approach
126K Twitter Followers
@BTCare

23. The Company
Culture Approach
3.5M Instagram Followers
@lorealmakeup
#lifeatloreal

24. 635K Twitter Followers
@paddypower
The Outrageous
Approach

25. The Ups and Downs of
Being Outspoken on
Social

26. youtube.com/heineken
#openyourworld
250K Subscribers
Viral YouTube Hit
Bringing strangers together with
divide beliefs, opposed political and
social worldviews.
Work through their differences
towards a common goal.
14M + Views
Win
Open Your World Campaign

27. Fail
"Real Beauty" campaign
Dove's body-positive packaging campaign
Limited-edition body wash
packaging presenting
diverse representations of
female bodies.
194K+ Views

28. The Four Steps to Playing Your Trump
Card

29. Step 1 | Your Customer Persona

30. Step 2 | Building an influencer network

31. Advocates
Step 3 | Look Outside The Social Media Box

32. Step 4 | Promote User-Generated Content (UGC)

33. Marketers need
to source
content that
rises from
consumers’
honest love
of a brand.
Benefits of UGC:
• Builds trust
• Generates great ROI
• Increase customer retention
• Increase engagement
• Saves time on creating fresh content

34. Main Takeaways
• Use social media to tell a story about your brand.
• Use the tone and approach that works for your
audience.
• Know your customer personas.
• Be data driven when building campaigns on social
media.
• Build a network of influencers (or become one!)
• Explore other channels and mediums.
• Utilise UGC

35. Above all – use data!
If you build your
database, you will win!

36. Questions?

37. Visit our stand next to
Auditoriums 1 & 2!
Busy attending talks?
Email me directly at luke@sendible.com

38. Thank you,
let’s connect!
www.sendible.com
/Sendible @Sendible