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.


Who are Auburn

• Designanddigitalmarketingagency.• WeareaWordPresshouse• Buildingwebsiteswithmore…• Correctpositioning• Digitalmarketing• SEOmastering• Fullservicedigitalprovider

• Branddesign,managementandconsultancy.• Supportivecreativeservices.


Areas to cover today

• DigitalConsumption• Typesofuseablecontent• TypesofSocialNetworks• Whatsocialnetworksworkforyou?• Likes,follows,reach&engagement• Multiprongedattack

• Craftingyourstory• Branding• Consistency• BusinessoverSocialBrand

• Measuringactivity• Greattips• Facebookrevealcounting• Contentmix• Tweetups


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


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


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


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


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.


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.


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.


What works for you?


Likes, follows, reach & engagement

• WhyarewepushingforLikes?• Followsaregoodforsharing• Whatisreach?Isituseful?• Engagementisthekeytosuccess!• Reactionsthechanginglookofengagement


Multi pronged attack

• Digitalmarketingisfastbecomingthestrongestareatopushyourbusinessforward.

• Socialmediacanbefrighteningforsomebutjustbeawarethatyourcustomerswillbe

engaginghere.

• Useyourdigitalmarketinginpartnershipwiththerestofyourofflinemediaand

marketing.

• LinkupcampaignswithEmailmarketingwithsocialmediatopromotelikesandfollows.

• Mixupyourcontent,becreativegiveyouraudiencesomethingnew.


Crafting your story

• Digitalmarketingisallaboutyourstorysoweneedtomakesurewearesharingtherightcontent.• Haveathinkwhatcouldbeauniquefeatureaboutyourvenueorsomethingthatisnewsworthy?andplanonagradualreveal.• Wecallthis“ProgressiveDisclosure”anditissomethingwhichcanbeusedfromhomepageonyourwebsitetopostsonsocialmedia.• Createyourowncontentandmakesureitisrelevanttoyourindustryorclienttype.


Branding

• Astrongbrandiskeytobeabletoattractyourclients,weallhavebrandswhichweliketouseeverydayfromtoothpastetoTea.• Sowhynotmakeyourvenuesomewherethatyourclientfeelsistheirbrandofchoice.• TheBrandswechooseinlifetendtobeoneswestickwithandweconstructastrongbondtothem.• Aboveallbrandingmustbeconsistentacrossallmediatoensurethattheclientdoesnotlosefaithintheirchoiceandbondtoyourbrand.


Branding – Consistency

• Whenusingdigitalmediaitisvitaltokeepyourbrandconsistentacrossthedifferentplatforms.


Branding – Business over Social

• Whenusingsocialmediathevoiceandtoneneedstobeadjustedtopromoteengagementwithfollowers.• Socialmediaisnotashopwindow,thismeansthatthebiggestengagementsyouwillgetwillbefromfollowerswhoareinterestedinyourstory,thoughthiscanformthesideeffectofasalesenquiry.• Thesocialnetworksouttheredon’ttendtobeB2CorB2BbutmoreasIliketoputitP2P– persontoperson.Youwillneedtobepersonablewiththecontentyouprovide.• Alwayskeepyourcontentcurrent.


Measuring Activity• Mostplatformsnowofferdetailedanalytics


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?

Creative Digital Engagement

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