THE IMPORTANCE OF BEING SOCIAL DESART CONFERENCE 2015 Stuart Buchanan

DESART CONFERENCE 2015: THE IMPORTANCE OF BEING SOCIAL

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DIGITAL STRATEGY IN SIX STEPS

1. WHO ARE YOU TALKING TO? 2. WHAT DO THEY NEED? 3. WHAT’S YOUR STORY? 4. HOW DO YOU TELL YOUR STORY? 5. WHERE DO YOU TELL YOUR STORY? 6. HOW DO YOU KNOW IT’S WORKED?

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1. WHO ARE YOU TALKING TO?

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* HH:MM during June 2014 / Source: Nielsen

1. WHO ARE YOU TALKING TO?

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DEMOGRAPHICS: • age & gender • marital status • ethnicity • occupation / status • education • location

PSYCHOGRAPHICS:

• activity, interest, opinion (AIOs) • attitudes & values • behaviour & lifestyle • politics & religion

1. WHO ARE YOU TALKING TO?

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2. WHAT DO THEY NEED?

Source: Culture Segments, lateralthinkers.com

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3. WHAT’S YOUR STORY?

•what’s the premise? [mission, vision, purpose] •who are the characters? [artists, workers, community] •what’s the backstory? [archives, history, people] •what’s the next chapter? [artists, artworks, events]

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3. WHAT’S YOUR STORY?

•stories create a personal connection. •good story-telling excites & increases engagement. •good stories get shared. •shared stories create community.

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Source: AdRants

3. WHAT’S YOUR STORY?

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3. WHAT’S YOUR STORY?

Source: Nielsen ‘Trust In Advertising’

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4. HOW DO YOU TELL YOUR STORY?

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WORDS

PICTURES

VIDEO

AUDIO

THE ‘MEDIA’ IN SOCIAL MEDIA…

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4. HOW DO YOU TELL YOUR STORY?

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SPEAK TO MANY to REACH THE FEWYOU

HOW TRADITIONAL MEDIA WORKS…

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4. HOW DO YOU TELL YOUR STORY?

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to REACH MANYSPEAK TO THE FEWYOU

x 332facebook.com

HOW SOCIAL MEDIA WORKS…

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4. HOW DO YOU TELL YOUR STORY?

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LIKE COMMENT SHARE

WORDS PICTURES VIDEO AUDIO

HOW SOCIAL MEDIA WORKS…

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5. WHERE DO YOU TELL YOUR STORY?

TWITTER time-specific announcements & conversations

FACEBOOK community, content sharing & discussions

YOUTUBE interviews, previews & documentation

INSTAGRAM quick snapshots & behind the scenes access

EMAIL NEWSLETTERS regular connections with the audience

WEB SITE your home

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Source: Yellow, 2014

top platforms for social media are smartphones, laptops & tablets

5. WHERE DO YOU TELL YOUR STORY?

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Source: Yellow, 2014

most social media use happens outside of business hours

5. WHERE DO YOU TELL YOUR STORY?

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6. HOW DO YOU KNOW IT’S WORKED?

GOOGLE ANALYTICS FACEBOOK INSIGHTS

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6. HOW DO YOU KNOW IT’S WORKED?

PLATFORM METRIC

WEB SITE - GOOGLE ANALYTICS

Volume - UNIQUE VISITORS, UNIQUE VISITS, PAGE VIEWS Engagement - LENGTH OF TIME ON SITE, CONTENT ACCESSED

WEB SITE - ON PAGE ENGAGEMENT Engagement - SOCIAL ACTIONS - LIKE, SHARES, TWEETS

FACEBOOK ENGAGEMENTVolume - NUMBER OF POSTS, FOLLOWERS, TOTAL REACH

Engagement - CLICKS, POSTED / SHARED, TOTAL VIRALITY

TWITTER ENGAGEMENT Volume - NUMBER OF TWEETS, FOLLOWERS, IMPRESSIONS Engagement - RETWEETS, MENTIONS

EMAIL ENGAGEMENTVolume - OPEN RATES

Engagement - CLICK THROUGHS, SHARES

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QUESTIONS?

FIND STORIES, TIPS & TRICKS at stuartbuchanan.com

find me on twitter @stuartbuchanan