Marketing yourself using social media

8/3/2019 Marketing yourself using social media

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Emreteers 2007

MA in Creative Entrepreneurship:Marketing yourself using social mediaUniversity of East Anglia

22 November 2011

2011 Kathryn Corrick


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Agenda

TODAY

Review of your blogs Marketing yourself ! Thinking strategically Networking Pitching Review of the last three sessions


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Review of your blogs


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I was thinking about today and I cameacross this guy

http://cyriak.co.uk/blog/?p=214


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His name is Cyriak Harris. Hes an illustrator and

animator. He makes amazing stuff

http://www.youtube.com/watch?

v=jX3iLfcMDCw&feature=player_embedded#!


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I came across him via someone I know onFacebook


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I immediately shared it as I thought otherpeople would enjoy it too


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I then watched more of his videos. I thinktheyre great pieces of art (they also makeme laugh). I wondered who *is* thisguy?

I then went about finding out, and got to his site.


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Lets have a look at ithttp://cyriak.co.uk/


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When I was browsing the site (and dontforget by now Id seen a few of hisanimations) two things came to mind:

1. I want to meet this guy oh he lives in the UK!2. Someone should hire this guy note to self: if Im

working on possible projects to remember him,

or even suggest him to possible agencies.


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It was a happy accident. But hes used his site

and packaged himself well, so that if somethinglike that happens it increases the likelihood ofsomeone responding.But most importantly his stuff is good.

So, how can you do this for your own work?

Making the most of your activity online so that itgets the response you would like?


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Emarketeers 2007Page

Strategically, how do we put that together?

Business goals - what areyou trying to achieve?

Communications andmarketing strategy

Online strategy


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A very simple process and framework fordeveloping your strategy

Review your current presence What are you trying to achieve? Who are you trying to have a conversation with? Where are the places those conversations and

interactions happening?

How are you going to begin? What are you goingto say?

What resources are required? How will you measure success?


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Review and benchmark

Review your overall online and digital presence -benchmark

Website(s) Email newsletter(s) Mobile

Review the social media sites and technologies beingused by your clients/customers.

Benchmark Learn how to use the technologies and the nuances ofhow to converse

Identify influencers and evangelists for you sector/product mainstream media, bloggers, groups, individuals?


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Some important principles


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History of the network effect

Theodore Vail presented the concept of theNetwork Effect to Bell Telephone in 1908.

Hed noticed that if one person purchasedtheir telephone service and they wanted tocall someone else, that person would haveto purchase that service as well.He understood that an individuals networkof friends and family could be affected bythat person decision to use a service.

h"p://en.wikipedia.org/wiki/File:Network_effect.png


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Therefore the network effect is

the effect that one user of a good orservice has on the value of that product toother people.

When the network effect is present,thevalue of a product or service increases asmore people use it.


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How to strategically consider the networkeffect

Understand your network as anindividual/organisation - online andoffline

Who knows who, what sector andhow, who do they know?

Who do you contact in differentcircumstances?

How do messages spread? Identify key companies/individuals

h"p://inmaps.linkedinlabs.com/network


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How might you use this for your own blogor website?

Example: An artist created a blog a few years ago. It is updated fairlyirregularly. Few people ever visit and comments are extremely rare. Noone has contacted them via the site. Whats gone wrong?

Answer: the content of the blog is of little value to readers as is notwritten/produced with them in mind. The artist doesnt not link orconnect with other blogs, or talk about the site in other places, it has notbecome part of a bigger network of people discussing the topics. Theyalso forgot to add a contact page, or explain how they worked or orwhat they offered possible customers/clients.

Solution: more regular posts, more crafted to the reader (client/customer/peer), connecting in with other conversations, business activity, blogs, oraddressing genuine customer/client needs. Add Contact page. Sell/explain how you can help a client/customer. Be in other places wherepeople might find you connect those presences to your website like

Cyriak.


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The network effect: example

@keithurbahn posted hisspeculation on the emergencypresidential address about thedeath of Bin Laden, a full hourbefore it happened.

He had 1,016 followers at thetime.

But as Chief of Staff, Office ofDonald Rumsfeld, Navy Reserveintel officer he was trusted and

had authority.

Result: the rumour and Tweetspread quickly across Twitter.

h"p://blog.socialflow.com/post/5246404319/

breaking-bin-laden-visualizing-the-power-of-a-single


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So, why do some messages spread whilstothers dont?

Quality not necessarily quantity of networkconnections

AuthorityTrust

Persuasiveness Perception Timing (Zeitgiest) Humour Luck


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Other reasons why your content might notget shared

Your customers/clients might not trust you Your customers might not care about your brand Content is boring people like to share and entertain People are more likely to share something they are passionate

about from causes to interests to looking good

People share to build relationships and social capital People often look for validation credit, recommendations We share things to get opinions, and ideas Youve misunderstood your audience People still share through email they find it more personal

(ensure you integrate your email strategies with social media)

http://www.socialmediaexaminer.com/9-reasons-why-your-content-is-not-shared-on-social-

networks-new-research/


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Example: The difference of humourNote the number of views


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Which leads us to Networking

Online and in real life


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Top tips

Where do the people you want to meet or have ascustomers/clients/peers hang out? (events, co-workingspaces, networks, pubs, cafes, clubs)

Find out and try to understand whats important to them If appropriate/possible go there (be it online or offline) Get to know the space and the nuances/etiquette Talk to people, or get introductions via someone you

know who knows them

Have a business card Be findable on LinkedIn or relevant networks optimise

how you explain your work there


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Sounds simple but I know just doingthose things can take:

Courage going out of your comfort zone ResearchTime and effort

New skills in listening and small talk Remembering to follow up afterwards Being willing to sell/promote/talk about yourself which

can often be the hardest thing to overcome


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One thing that can be useful in thosecircumstances IRL

Be able to explain what you do in a few words lessthan a sentence.

Then be able to expand on it a bit two sentences Then be able to expand on that a little more the 60

second elevator pitch

This takes some thought and practice.


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Exercise: pitching

Inpairscreate

a60secondpitchforyou

r

partner.


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Quick look at optimising your presence onLinkedIn


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Exercise: optimising your website

Inpairstakea

lookateachothersweb

sites.

Howcouldthey

beimproved?


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Overarching framework

Listen & research

Engage & participate

Be findable

Be interesting

Be useful

Make it shareable


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Dont be shy


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Review of the last three sessions

In pairs: think about all the things weve learnt over thelast few weeks.

Have you learnt anything specifically that youd like totalk about or share?

What will you be putting into action? Any final questions or comments?


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Thank you

Kathryncorrick.co.uk

Twitter - @kcorrick

Email: admin at kathryncorrick.co.uk

Marketing yourself using social media

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