Creative Digital Engagement
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Transcript of Creative Digital Engagement
Creative Digital Engagement
Steve Shepherd – Auburn Creative
We do digital. We’ll help you win more business online
History who am I?
• Designerofover20yearsspanningabroadspectrumofdisciplines.• ExhibitionDesignerfor5years.• FordRacing• Barclays• DirectLine
• Creatingandmanagingbrandsfor17years.• ITIndustry• SmallBusinesses
• Designingforthewebfor14years.• Workingwithsocialmediafor10years.
We do digital. We’ll help you win more business online
Who are Auburn
• Designanddigitalmarketingagency.• WeareaWordPresshouse• Buildingwebsiteswithmore…• Correctpositioning• Digitalmarketing• SEOmastering• Fullservicedigitalprovider
• Branddesign,managementandconsultancy.• Supportivecreativeservices.
We do digital. We’ll help you win more business online
Areas to cover today
• DigitalConsumption• Typesofuseablecontent• TypesofSocialNetworks• Whatsocialnetworksworkforyou?• Likes,follows,reach&engagement• Multiprongedattack
• Craftingyourstory• Branding• Consistency• BusinessoverSocialBrand
• Measuringactivity• Greattips• Facebookrevealcounting• Contentmix• Tweetups
We do digital. We’ll help you win more business online
Digital Consumption
The amount of digital UK media consumed is now over 50%
“In 2016, digital media consumption will pass a milestone, accounting for
just over half (50.07 per cent) of total media consumption in the UK for the
first time.”
advanced-television.com – April 2016
We do digital. We’ll help you win more business online
Digital Consumption
Mobile advertising spend to overtake television in 2016
“Mobile ad spending in the UK continues to show strong growth and is
expected to rise 35 per cent this year to £4.58 billion ($7 billion), accounting
for 27 per cent of UK total media ad spend. That’s a higher figure than
eMarketer forecast last year and marks the first time that that mobile has
overtaken TV ad spending in the country.”advanced-television.com – March 2016
We do digital. We’ll help you win more business online
Digital ConsumptionDigital will be 25% of advertising spend in 2016
“Carat, the global media network, has published its
first forecast for worldwide advertising expenditure in
2016, combined with its latest forecasts for 2015 and
actual figures for 2014, with all markets ring-fencing
Digital media spending, even when faced with negative
economic headwinds.”advanced-television.com – March 2016
We do digital. We’ll help you win more business online
Digital Consumption
33% of internet users prefer their smart phone for access compared to 30% who still prefer their laptop
• “Smartphoneshaveovertakenlaptopsasthemostpopulardeviceforgettingonline,Ofcom researchhasrevealed,withrecordownershipandusetransformingthewaywecommunicate.• Twothirdsofpeoplenowownasmartphone,usingitfornearlytwohourseverydaytobrowsetheinternet,accesssocialmedia,bankandshoponline.”
Ofcom – August-2015
We do digital. We’ll help you win more business online
Types of good useable content• Infographics
• Infographics are incredibly engaging. Since humans process visual information faster than words, it only makes sense.
• Interactive• One of the most viral forms of interactive content is the quiz.
• Content That Evokes Strong Positive Emotion• Not surprisingly, it’s the happy emotions that inspire people to share.
• Content with images / Video• It shouldn’t be a surprise that image-rich content is incredibly shareable.
• List Posts• Top 5 and top 10 list still prove to be a good content.
• Newsworthy content• This can be white papers, blog posts, micro blogs, news items or even a general update.
We do digital. We’ll help you win more business online
Types of Social Network
Social Networks
Services that allow you to connect with other people of similar interests and background. Usually they consist of a profile, various ways to interact with other users, ability to setup groups, etc. The most popular are Facebook and LinkedIn.
Bookmarking Sites
Services that allow you to save, organize and manage links to various websites and resources around the internet. Most allow you to “tag” your links to make them easy to search and share. The most popular are Delicious and StumbleUpon.
Social News
Services that allow people to post various news items or links to outside articles and then allows it’s users to”vote” on the items. The voting is the core social aspect as the items that get the most votes are displayed the most prominently. The
community decides which news items get seen by more people. The most popular are Digg and Reddit.
We do digital. We’ll help you win more business online
Types of Social Network
Media Sharing
Services that allow you to upload and share various media such as pictures and video. Most services have additional social features
such as profiles, commenting, etc. The most popular are YouTube and Flickr.
Microblogging
Services that focus on short updates that are pushed out to anyone subscribed to receive the updates. The most popular is Twitter.
Blog Comments & Forums
Online forums allow members to hold conversations by posting messages. Blog comments are similar except they are attached to blogs and
usually the discussion centers around the topic of the blog post. There are MANY popular blogs and forums.
We do digital. We’ll help you win more business online
What works for you?
We do digital. We’ll help you win more business online
Likes, follows, reach & engagement
• WhyarewepushingforLikes?• Followsaregoodforsharing• Whatisreach?Isituseful?• Engagementisthekeytosuccess!• Reactionsthechanginglookofengagement
We do digital. We’ll help you win more business online
Multi pronged attack
• Digitalmarketingisfastbecomingthestrongestareatopushyourbusinessforward.
• Socialmediacanbefrighteningforsomebutjustbeawarethatyourcustomerswillbe
engaginghere.
• Useyourdigitalmarketinginpartnershipwiththerestofyourofflinemediaand
marketing.
• LinkupcampaignswithEmailmarketingwithsocialmediatopromotelikesandfollows.
• Mixupyourcontent,becreativegiveyouraudiencesomethingnew.
We do digital. We’ll help you win more business online
Crafting your story
• Digitalmarketingisallaboutyourstorysoweneedtomakesurewearesharingtherightcontent.• Haveathinkwhatcouldbeauniquefeatureaboutyourvenueorsomethingthatisnewsworthy?andplanonagradualreveal.• Wecallthis“ProgressiveDisclosure”anditissomethingwhichcanbeusedfromhomepageonyourwebsitetopostsonsocialmedia.• Createyourowncontentandmakesureitisrelevanttoyourindustryorclienttype.
We do digital. We’ll help you win more business online
Branding
• Astrongbrandiskeytobeabletoattractyourclients,weallhavebrandswhichweliketouseeverydayfromtoothpastetoTea.• Sowhynotmakeyourvenuesomewherethatyourclientfeelsistheirbrandofchoice.• TheBrandswechooseinlifetendtobeoneswestickwithandweconstructastrongbondtothem.• Aboveallbrandingmustbeconsistentacrossallmediatoensurethattheclientdoesnotlosefaithintheirchoiceandbondtoyourbrand.
We do digital. We’ll help you win more business online
Branding – Consistency
• Whenusingdigitalmediaitisvitaltokeepyourbrandconsistentacrossthedifferentplatforms.
We do digital. We’ll help you win more business online
Branding – Business over Social
• Whenusingsocialmediathevoiceandtoneneedstobeadjustedtopromoteengagementwithfollowers.• Socialmediaisnotashopwindow,thismeansthatthebiggestengagementsyouwillgetwillbefromfollowerswhoareinterestedinyourstory,thoughthiscanformthesideeffectofasalesenquiry.• Thesocialnetworksouttheredon’ttendtobeB2CorB2BbutmoreasIliketoputitP2P– persontoperson.Youwillneedtobepersonablewiththecontentyouprovide.• Alwayskeepyourcontentcurrent.
We do digital. We’ll help you win more business online
Measuring Activity• Mostplatformsnowofferdetailedanalytics
We do digital. We’ll help you win more business online
A few little tips for you
Facebook ”see more” counting
Make sure your post content reaches the optimum word count and paragraph length to enable the see more link which is measurable
as an engagement.
Content mix up
Look to see how other pages mix up their content to attract interactions with their pages and profiles.
Tweet ups and Twitter Lists
Tweetups are virtual meetups of local organisations within local areas to promote events and to gain more followers to their accounts in a
constructive way. Lists can be used to organise your followers or accounts you follow but you can also view other accounts where they have
public lists which can give you an insight into good accounts to follow.
Thank you for your time
do you have any questions?