2. @brilliantnoise
brilliantnoise.com
Antony Mayfield
4 June 2014
Social media marketing
for start-ups and
innovators
FuseBox Sessions

3. Be useful.
Customer first.
Earn advocacy.
Transformative digital.
3

4. Interrogate the brief
4

5. Interrogate the brief
5

6. Interrogate the brief
6

7. Interrogate the brief
7

8. All of this is
about
change.
8

9. All of this is
about
leadership.
9

10. - Leading yourself
Creating a digital mindset, threshold knowledge,
creating an example of change.
- Leading others
Spreading mindset, collaboration.
- Leading organisations
Clear vision and communication, creating a culture
that is flexible and open to change.
Digital leaders
10

11. No rules.
11

12. No
shortcuts.
12

13. Invention.
Graft.
Repeat.
13

14. “It is the individual,
operating at the
peak of his or her
powers, who will
revive our
organizations, by
reinventing both self
and them.”
Warren Bennis, Leadership studies pioneer
and professor at USC.
!

15. Fear.
15

16. You are
what they
fear.
16

17. Digital change comes in all directions…
17
Customer
Competitor Staff
Channels
Company

18. Start-ups
and
Innovators
18

19. Don’t act big.
(Everyone
wants to be a
start-up.)
19

20. “The constraint on the
economy’s growth then
becomes its ability to go
through all these
potential
recombinations to find
the truly valuable ones.”

21. - Companies need to focus on future,
unstated needs of customers
- Innovation can threaten your own
certainties and understanding of your
business
- Necessary to create your own
disruption before its done to you
The Innovator’s Dilemma

22. 22

23. 23

24. 24

25. Social
content
platform.
25

26. Customer
content
platform?
26

27. “Advertising is the
price companies pay
for being unoriginal.”
Yves Behar, Fuseproject
!
!
Image (cc): http://goo.gl/jAo8ec

28. Marketing
toolbox
28

29. Social media
is just part of
the digital.
29

31. All about
the customer.
31

32. Advertising is
an unwelcome
caller...

33. Short-termism
The story of SEO marketing

34. And it continue with social media…
34
http://goo.gl/iT4lcX

35. Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey

36. IBM’s investment model

37. IBM’s investment model

38. Social content
supply chain.
38

40. Customer decision
mapping.
40

41. Search Engine
Brand website
Price Comparison
Social Media
1 3
64
52
7 8
9 10
Consider Evaluate Buy Bond Advocate

42. Six Ps
planning model.
42

43. Structuring now
means
building for scale.
43

44. Purpose
Performance
Principles
Processes
Platforms
People

45. Often things are
missing.
45

46. Purpose
Performance
Principles
Processes
Platforms
People

47. The overarching reason why
your social content exists.
Purpose applies to every
piece of content, not just
specific campaigns.
Purpose
/ˈpəːpəs/ noun

48. Clear.
Urgent.
Compelling.
Ours.

49. image (cc) Photon
“To bring inspiration
to every athlete* in
the world.
*If you have a body,
you are an athlete.”
Nike, http://goo.gl/XTLh7a
!
!

50. The fundamental propositions
that form the foundations of
your content. How your team
works to create and publish
social content.
Principles
/ˈprɪnsɪp(ə)l/ noun

51. Guiding.
Framing.
Mantra-like.
Ours.

52. More http://goo.gl/zJBSV

53. The places where and tools
with which your create,
publish and amplify your
social content.
Platforms
/ˈplatfɔːm/ noun

54. Source Create Publish Amplify
RSS
!
Social
listening
!
Bookmarking
e.g. Diigo
!
Yammer
!
Wiki
!
Internet
Word/Pages
!
Spredfast
!
Editorially
!
Gather
Content
!
Scrivener
!
ZenWriter
!
CMS
!
Blog
!
3rd party
sites
!
Social
networks
Social
networks
!
Email
!
RSS
!
Paid content
promotion
e.g. PPC,
OutBrain,
Zemanta

55. The systems and workflows
required to create, publish
and evaluate social content.
Processes
/ˈprəʊsɛs/ noun

56. Content supply chain

57. The people involved in the
content process and the way
they are organised in relation
to it.
People
/ˈpiːp(ə)l/ noun

58. Teams

59. The benchmarks for success
and the ways in which you
measure the impact of your
content.
Performance
/ˈpəˈfɔːm(ə)ns/ noun

60. What is your objective? What
metrics will help you see if
you’re meeting that objective?
!
Visits, unique visits, page views, time
on page, bounce rate, exit rate, return
visits, new visits, shares, likes, links,
views, downloads, comments, share of
voice, brand mentions, customer
satisfaction, number of calls/emails/
inquiries, sales, leads, donations,
pledges, sign-ups...
!

61. Be useful.
Customer first.
Earn advocacy.
Transformative digital.
61

62. Social media and how you work with digital is
even more pows
62
Design Your Day
!
How to use design
thinking and
neuroscience to make
every day work better
Mobile Mastery
!
How to make technology
work for you, not the other
way around
Teams That Flow
!
How high performing
teams use technology and
organise themselves
Growing Agility
!
How individuals and
organisations become
more flexible and thrive in
a volatile world

63. Thank You
brilliantnoise.com
@amayfield
antony@brilliantnoise.com
© 2013 Brilliant Noise. All rights reserved 63