DKHLT 2012 Team Day - Raising Your Profile - Part 3

© Freestyle Interactive – www.freestyleinteractive.co.uk

Your audience


Put your audience at the heart of your strategy

Audience


Don’t jump straight into tactics

“But I want to be on Facebook”


• In the digital age, it isn’t what you say about yourself – it’s what your audience says about you!

• Your audience should dictate all of your digital assets – content, blogs, website, Twitter, Facebook, search optimisation

• Whatever you do in the digital age – always think:

“HOW WILL THIS AFFECT MY AUDIENCE?”

Will it be good? bad? useful? controversial? worth looking at? sell my product?

Put audience at the centre


• The 4 W’s are crucial whenever you are considering your audience:

WHO?Who are they? (Age, Job, Interests, Wage, Location)

WHAT?What do they want? (Advice? Opinion? Copy or Visual? Entertaining?)

WHERE?Where do they sit in the digital world? (Facebook? Forums? Newspapers? Google?)

WHEN?When do they use the digital world? (Internet habits? Seasonal? Only when they have a problem?)

Understanding your audience


Put content at the heart of your strategy!

CONTENT


What does good a good Tweet look like?

• LIVE: Using Twitter to report live from British Swimming Trials – providing fans with insight, so they share the experience.

• APPROPRIATE HASHTAG: Uses the right hashtag “#bgchamps” so tweets are more likely to receive greater engagement and easily found

• INVOLVE OTHERS: Doesn’t just talk about herself. Not only talks about others – but makes effort to use their Twitter handle – more likely to be RTd

• SUPPORTING CONTENT: Make the most of the situation! Keri-Anne also tweets a photo of her view – visuals always add to engagement!


What does a good Facebook update look like?• CONTENT: What does your

audience want? You might not be interested in your equipment, but your fans may be!

• VISUAL: Again, visuals are always better. Share photos and videos. The more personal & ‘behind the scenes’ the better!

• ASK: Don’t talk AT your fans – talk with them. Ask them what they think, hold conversations.

• LENGTH: Short is better. Make a statement, ask a question, post a photo.


Facebook timelines – Coca Cola

https://www.facebook.com/cocacola


Facebook timelines – Old Spice

https://www.facebook.com/OldSpice


What does a good blog post look like?• 200-600 WORDS: Never more!

Blogs are supposed to be short.

• TONE: Think about Audience. Diary-like entries make fans feel special. Keep it casual!

• CONTENT: This is a great article because it has so much:– Relevant and live from the trials– Includes a photo so it isn’t a

boring chunk of text– Talks about multiple things e.g.

music choice, training meals, the Twitter hashtag, how she deals with nerves.


What does good video look like?• Video

– Short! 20secs-3 minutes. NO MORE!

– 10 second rule - users will turn off if you don’t explain why they should watch in first 10 seconds

– Video from an iPhone is FINE! Feels more authentic.

– Always think about audience! What do THEY want?

http://www.youtube.com/watch?v=w5mFBmrZ_iU


What do good images look like?• Images

– Think about audience! What do THEY want?

– Use apps like Instagram to make your photos more attractive and engage in new communities

– Don’t worry about being too professional on Social Media, the content trumps the quality.


Bringing it all together


Strategy

• What is my product?• What do I want to achieve?

Audience

• Who are they?• Where are they?• What do they want?

Content • What content do I have?• What content can I generate?

Channel• Which channels best

fit my strategy, audience and content?

Seed content

The process


BE STRATEGIC!

Don’t do everything! Use what you have and think about:- Time- Resources- Effort


Measuring success


• How do we know if it’s working?

• How do we learn?

• How do we improve?

• Measuring’s easy!

Why measure?


Decide on goals

Develop content

Seed content

Measure, learn

The content cycle


• Your sites - Google Analytics– www.google.com/analytics

• Other sites– Google Insights for search

http://www.google.com/insights/search/– Google Trends for websites http://trends.google.com/websites– http://www.alexa.com/

Monitoring websites and blogs

https://www.google.com/analytics/web/

http://www.google.com/insights/search/

http://www.google.com/insights/search/

http://trends.google.com/websites

http://trends.google.com/websites

http://www.alexa.com/


Facebook Insights


• www.twitter.com

www.hootsuite.comwww.twentyfeet.com

http://www.twitter.com/

http://www.hootsuite.com/

http://www.twentyfeet.com/


Strategy

Audience

Content

Channel

Measure, learn, improve

Repeat!

Conclusion

DKHLT 2012 Team Day - Raising Your Profile - Part 3

Technology

Transcript of DKHLT 2012 Team Day - Raising Your Profile - Part 3