Abtof presentation1
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Wintersports and Social Media
Tips & Latest Trends by Bruce Martin, Ginger Juice
The Customer Journey in 2014
The customer journey is complex
Customers will probably interact with your brand via many channels over many days.
Social Media & The Customer Journey
Social Media effects all parts of the customer journey
• Brand awareness• Creates desire• Reputation & credibility• SEO• Web traffic• Lead generation• Experience sharing• Customer service• Review & advocacy
1. Strategy
Social’s a crowded space!
Help yourself stand out
Why are ‘doing’ social?
What does success looks like?
Measure & review
2. Boost Posts on Facebook
Facebook has changedOnly 5%-10% of your fans see your postsBoost important or well-performing postsDon’t be ‘busy fools’
3. PPC Social Advertising
o Facebook & Twitter have very powerful advertising platforms
o Highly-targeted ads now possible
o Use Custom Audience to reach your own database
o Use ads to support live sales event
4. Social channels: Be choosy & focused
Don’t try to run too many channelsBetter to be great on a few
- than weak on many
4. Social channels: Be choosy & focused
Treat each independentlyNo short cuts!
5. Be Human
Social is less about B2B & B2Cit’s “H2H” Human-2-Human
Less tolerance of corporate toneShow personality, be funny &
usefulCheck Tesco Mobile’s Twitter!
5. Be Human
Try the 70/20/10 rule:70% of your posts should be
interesting, helpful & fun – brand building
20% should share other people’s ideas
10% sales messages70%
20%
10%
Add Value Share Promote
A good mix of posts
6. Content
Use Feedly to find contentFollow competitorsFollow leading brandsCreate graphics with Canva
6. Content
• Plan content in advance
• React to global trends
7. Think Mobile
Most people will see your posts on a mobile or tablet
Always use images
Avoid long text
Simple call-to-actions
Create Scroll-Stoppers
8. Timing
Post when your customers are online not when it suits you
Use Buffer or Hootsuite to schedule posts This is when a leading ski resort tweets –
9am French time and never at weekends!
TRENDS
6 Trends to look out for in 2014 and beyond…
1. Facebook Is Cracking Down
Like-gating banned from November 5th
Click-baiting is being penalised now
2. Digital Influencers
o Bloggers still important
o But there’s increasing focus on digital influencers
o i.e. Popular people on YouTube, Instagram & Vine
2. Digital Influencers
Tyler Oakley
5.3 Million followers on You Tube !?
2. Digital Influencers
Ben Phillips1.2 million Vine followersBrands pay to be featured
in his 6 second videos
3. Personalisation
A.k.a. the “Youniverse”
Brands try to market more smartly
‘Big Data’ = better targeting
Social media’s a great fit
KLM has 100+ in social media team
4. DroniesSelfies are SO 2014….Welcome “Dronies”
http://www.youtube.com/watch?v=DdPmc0RflHo
Thank youBruce Martinwww.gingerjuice.co.uk