british chamber of commerce sme social media session
TRANSCRIPT
@AndreaTEdwards
How SMEs can Harness Social Media to Grow Your Business (plus some other stuff)Andrea EdwardsHead of Content Marketing & Training, Novus Asia
@AndreaTEdwards
/CommunicatingAsiaPacific
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/WeareNovusAsia
/@NovusAsia
/NovusAsia
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@AndreaTEdwards
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The noise is
becoming
DEAFENING
@AndreaTEdwards
It took Twitter three years to
get to one billion Tweets
Now there’s a billion every
two days
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In 201280,000 posts on FacebookNow 4+ million700k Google searchesNow close to 5 million25 hours of video uploaded on YouTubeNow 150 hours
EVERY minute
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Enter the Era of Information overload
In the last 10 years we’ve
created more information than in all of
human history
10x information – Forecast to
double next 2 years
Average attention
span dropped 12
secs in 2000 to 8 secs in
2015 Statistic Brain
30 exabytes 10 years ago
There’s 300 exabytes
today
How are we learning today?
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We’re in Asia so…
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Focus on trust15% of people trust recommendations from brands
84% trust recommendations from people they knowReference: wersm
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Today’s reality. The consumer is 80-90% of the way through the sales cycles before they even come to a brand. They are learning and deciding outside the brand.
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Let’s focus on content marketingWhat is it? Why is it different?
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What is content marketing? How should we think about it?
I believe it’s anything that starts a conversation
We have moved from selling something to sharing & helping customers
It’s a complete cultural flip in mindset
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“If you want to sell me a camera,tell me how to take great photos”
CMI
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CONTENT
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Speaking about your brand, products or services – that’s marketing, still relevant, but different
• It’s about speaking to the whole customer • Helping them succeed• Keeping them informed on relevant issues • Improving their lives• Answering their questions
Content marketing is NOT
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Content Fundamentals
#8You must keep going – even when faced with silence
#6Why will they love it and crave more?
#5Always look at your content – ask yourself why
#7Succeeding with content is long-term, hard work
#4Be of value to them. Be sincere and genuine
#2What are you trying to do for them?
#1Who are you trying to reach?
#3How do you stand out from the crowd?
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The basic rule? Always always ALWAYS remember it’s not about you!
• It’s about the customer of your content & the value you deliver to them
• You must consistently put yourself in your customers’ shoes
• This new world is all about giving – it’s where you can really shine
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Let me take you on Novus Asia’s journeyAn SME example
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Google+
Results?
• 1,000% increase new business leads• Facebook most successful asset• Went from single digits to 1,000s of
views• Employee pride• Employee advocacy• Instagram?• Messaging apps?
What to do nowSome tips for the journey
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Who is your customer?
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What do they care about?
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Define your story
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80 / 20 rule
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Createyourowncontent
Blog
Video-log
DrawDesign
Create
Photograph
Can’t write, edit, create?Hire someone and really value what they bring to the tableDon’t hire a YES person
Curate content
How many employees do you have?Bring them into the fold – make them authentic advocates for your brandTrust the reason customers do business with you
What is your user generated content (UGC) opportunity?
What about local bloggers who support your message?Have you identified them? Can you partner with them? Republish their content? Are you willing to pay them?
Where should I prioritize?
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Some take-aways
• Customer first• Flip from marketing to content marketing• Define your story• Select your social channels• Spend $• Employee advocacy• Build a community• Be authentic
@AndreaTEdwards
Thank you and see you on social media
Communicating Asia Pacific
andreatedwards.com
AndreaEdwardsAsia
@AndreaTEdwards
WeAreNovusAsia
Novus Asia
Novus Asia
@NovusAsia