Making social media work for you Visit York, January 2016 @mollyflatt

Why is social media such a big deal anyway?

“84% of people trust recommendations from people they know while only 69% trust branded websites and 48% trust ads on social networks.” (Nielsen 2013)

“Word of mouth is the primary factor behind 20-50% of all purchasing decisions.” (McKinsey 2010)

“Building social advocates (people who share their brand passion with others) delivers at least a 12x ROI; more than twice the ROI of other marketing programs.” (Harvard Business Review 2013)

Only problem is this

3 myths

“Social media is word of mouth”

Only problem is this

2. “Companies are on social media to make friends”

Only problem is this

3. “Social media is a quick, cheap alternative to traditional marketing”

Your 7-step social strategy

1. Listen

General conversation Twitter Google alerts and blog search Topsy.com Socialmention Feedly Addict-O-Matic Ice Rocket Boardreader Twitter Advanced Twitter search Twitter lists Tweetdeck Hootsuite Twazzup Tweet Feel

2. Break down who you’re talking to

Foodies (local & tourist) Spontaneous tourists Sociable mums & dads History lovers Other local businesses Partners & suppliers Your staff

3. Identify where they’re talking

4. Set THEIR objectives

Foodies (local & tourist) Food porn Recipes / how-tos Promotion of my content Connection with others Latest great products A personal experience

5. Understand your own social DNA

MEDIUM Words or visuals? PACE In-depth or quick and fast? RESOURCE How much time, how many people VISUAL & VERBAL IDENTITY Describe yourself in 5 words SKILL Comfort with social tools

6. Build social into events from the start

7. Start yesterday

1. Listen 2. Break down who you’re talking to 3 1. Listen 2. Break down who you’re talking to 3. Identify where they’re talking 4. Set THEIR objectives 5. Understand your social DNA 6. Build social into events from the start 7. Start yesterday

Now over to you… Molly Flatt / @mollyflatt / mollyflatt@gmail.com Reading: Sapiens by Yuval Noah Harari Listening to: Mozart, for the baby, obvs Eating: Peanut butter and marmite on toast Watching: The Detectorists on loop