Social Media London Live 12th November was in one of my favourite venues, Richmix Shoreditch. The line-up of speakers had a common thread of reaching your communities effectively, apt for a venue which holds local exhibitions, local films and plenty of local personalities in theatre, comedy, and music. I walked in and helped myself to the mounds of tasty pastries and immediately struck up an interesting conversation with knowledgeable and tapped-in Adam Parker from PR company Realwire who have a product called ‘Lissted’ providing Superhuman Social Listening, an appropriate topic at #smlondon.
Chatting about the theme of communities, Adam asked me the pertinent question, who is driving traffic to your website? I asked him to tell me more about Lissted and he said that their tool is about finding quality social signals not quantity. When looking at influencers, who they follow says more about them then how many followers they have (assuming they have a decent amount). Meaning you should look at the ratio of followers to followees, then the ratio of followees count to list count, how many lists are they on? Lissted creates a list of people who matter and qualifies them into subgroups, unearthing who those people care about in their communities, and who cares about them.
Into the auditorium and the first speaker I saw was Tariq Slim is the Head of Telco & Tech at Twitter. What is twitter? Tariq told us “Twitter is Mobile”. Great for twitter due to how many people stare at their mobiles, waiting for a train, on the train, walking from the train. Bringing it straight to sales, the stats are that 74% of smartphone users will shop on their phone, and 94% of twitter users will.
Tariq let us know that the action should be focusing on connecting users to the products they care about, through their smartphone. #RIGHTMESSAGE #RIGHTAUDIENCE #RIGHTTIME
The twitter card can come in handy here and we got a walk through the Website Card, Lead Generation Card, and Mobile App Promotion.
Users dictate how twitter is used, so when twitter noticed increased traffic around shows like the X-Factor and sporting events, they support promoted tweets being dropped into the timeline at the same time as the audience is watching TV, with same advertising spots. This can be done with ‘TV targeting’ live during the transmission or as ‘genre targeting’, but it’s about aligning TV activity with twitter activity.
Aligning TV and sporting activity with twitter activity has lead Mercedes to offer tweets on @usopen with the ‘shot of the day’ and ‘match win’ highlights in video tweet (with no sign of the car). This is in conjunction with other sponsorship activities such as the redesign of the Mercedes Benz players suite and on-site digital activations.
Key takeaway – the shift to mobile means we are never offline.
Next I saw Nancy Kinder at FeverBee on how to develop communities. To get straight to the sweet stuff, their online guide on ‘how to’ is a hive of information. If anything, there is too much, but the headings are fairly self-explanatory so take a look around.
Her presentation on community strategy was broken into three parts; when to start, which tactics to use, how to measure ROI.
- When to start – when you’ve done your research (see tweet above)
- Which tactics – the ones where you get in touch with the most engaged community members and get them sharing and learning
- How to measure ROI – the ‘how to’ link above will help you out with this, check under the Measurement/ROI subheading
Next was Javier Buron CEO & Co-founder of Social Bro who was talking about the elephant in the room, social media ROI on twitter. The fact is that CEO’s and Directors haven’t changed in their desire for measuring ROI across all marketing including social media.
His cycle was to: Analyse and Segment >>> Tag and Filter >>> Action >>> Analyse
Discussing Twitter, Javier gave us a few twitter card ‘Action’ examples; Rimmel London having a flash sale, Barista Bar using Twitter cards to offer newsletter subscription.
He offered plenty of ‘Action’ advice: looking up your email contacts on Twitter for outreach, using social as an A/B testing platform to test different content, using twitter as a research tool, to enhance your PR efforts, to monitor your competitors handles and keywords, to target those followers with your own campaigns.
- Organic Campaigns – use to influence people to become your customers. Add them all to a list and follow them, listen to them, engage them in conversation when it’s appropriate.
- Advertising Campaigns – such as the twitter ads already mentioned. Also to tailored audiences, use a list of unique identifiers and start pulling out twitter handles, and followers of competitors.
- Direct Message Campaigns – chat with your followers and tell them about your latest efforts that they may like. Be specific, not generic.
- Decide on your KPIs
- Don’t abandon the social indicators
- Benchmark your performance
Key takeaway – structure social marketing into campaigns, not just one big social pot and test, test, test.
Next and my last for the day as work was beckoning, Jon Lombardo Content Marketing Lead at LinkedIn UK. His discussion was about thought leadership rather than the choking amounts of content used in marketing. Use Google trends to check what is trending and where there is an opportunity within your area of authority.
A stat given was that 74% of buyers choose the company that was first to add value. Jon feels that most brands are thinking too short term, constrained by their quarterly reviews. He cited Amazon, Google, LinkedIn (not surprisingly) as looking more long term.
To position yourself in a thought leadership frame of mind, don’t stray too far from thinking about; who your customers are, what are their aspirations, and what are their pain points. Jon suggested that content marketing is more popular than thought leadership because thought leadership is hard.
Examples of the three types of thought leadership:
- Individual Leadership:
Andreessen Horowitz, a $4 billion venture capital firm, founded in 2009 by Marc Andreessen and Ben Horowitz who are super angel investors.
Ben and Marc Explain – on Soundcloud a16z. Here they talk about absolutely everything Part One.
- Product Leadership:
- Organisational Leadership:
Netflix Culture Document
The Sophisticated Marketers Guide to Thought Leadership by LinkedIn.
Going through my thinking on communities and content, I mull over how to engage using the platforms to their best advantage for timings and cross platform use, share what truly adds value, and wringing all the usefulness you can out of twitter. Thanks for Social Media London for a great event!
Click on the photo below to see the full Social Media London Live Recap.