putting yourself in front of the right audience #edgemanchester - june 2014
TRANSCRIPT
By Andy Williams
@Koozai_Andy
PUTTING YOURSELF IN FRONT OF
THE RIGHT AUDIENCE ON THE EDGE MANCHESTER
Andy Williams Digital Marketing
Manager
A BIT ABOUT ME
• Digital Marketing Manager
• Dad of three
• I have a famous name sake
• Distance runner
• …and I manage a successful
band
I LIKE TO SET
MY TEAM CHALLENGES
I try to rank for their name
They have to fend me off
In February 2013
I chose my next victim
THIS IS
GRAEME BENGE
HERE WERE THE
RULES
One Month
• Protect your name
• No black hat tactics
• If any ranking page I am responsible for appears in
the top three I WIN
• Loser buys lunch
I didn’t
want to just
create a
page and
promote it
I wanted to
experiment
as well as
challenge
KNOW YOUR COMPANY IDENTITY
CREATING THE
BANDS IDENTITY
Indie Band / Brit Pop
Appeal to students
Appeal to 90’s generation
Came from Bristol
Formed a year ago
GRAEME BENGE
WENT SOCIAL
WHAT COULD I ACHIEVE
FROM SOCIAL ACTIVITY?
Could I rank?
How strong are social signals?
What could I achieve by not having a
site?
Would Google see this as a brand?
SETTING UP YOUR PROFILES
MAIN POINTS
Fill in all company information
Brand your profiles
Make it clear what you are offering
Update regularly
Include images and videos
“Indie band likened to Stone Roses and
Inspiral Carpets with a 2013 hardcore
reboot”
FINDING YOUR AUDIENCE ON
• Search for common
interests
• Find people talking
about your product
• Research who is
following your
competitors
• Follow them
BUILDING YOUR AUDIENCE ON
• Ask friends to like
your page
• Ask friends to share
your posts
• Update regularly
• Include images with
your posts
• Create a page
newcomers will want
to “like”
THE NEXT LEVEL
THIS IS
LIZ JOHNSON
THE REQUIREMENTS
A cover version of Radiohead’s
No Surprises
An MP3 version
A video version
All within the next five days
NICHE PROFILES
TARGETED AUDIENCE
I was too busy feeling like this guy
At this point I had forgotten
about Graeme
44 retweets
INTERNET RADIO
INTEREST
AIRTIME SUCCESS
IN JUST ONE MONTH
SO WHAT DID
I LEARN?
SOCIAL MEDIA
Include contact details
Brand your profiles
Include images
Provide a thorough company description
Include videos
Include your products/services
SET UP YOUR
PROFILES CORRECTLY
Use Twitter
Search
Find people asking questions
Find people talking about your products
Follow them
Find who is following your competitors
Search for keywords Find hashtags to
follow
HOW TO FIND
YOUR AUDIENCE
Keep them interested
Update regularly
Interact with them
Be human
Understand what they want
Welcome them
WHAT TO DO ONCE YOU
HAVE FOUND THEM
Provide information
Updates
Sell to them
News
Be a voice in your industry
Answer their queries
GIVE THEM WHAT
THEY WANT
Have an active account
Provide exclusives
Include your audience
Provide offers
Include information only found on your profiles
Make them feel part of it all
GIVE THEM A
REASON TO STAY
MORE POINTS
LOADS MORE FREE
TIPS AND ADVICE
FREE Whitepaper
http://www.koozai.com/resources/whitepapers/
LOADS MORE FREE
TIPS AND ADVICE
FREE Whitepaper
http://www.koozai.com/resources/whitepapers/
#FindLiz
IMAGE CREDITS
Lego Band - http://www.eggplante.com/2009/11/13/lego-rock-band-review/
Empty Theatre - http://commons.wikimedia.org/wiki/File:Tiverton_,_The_New_Hall_Theatre_-
_geograph.org.uk_-_1239163.jpg
Calendar - http://ollinatl.deviantart.com/art/calendar-clipart-115688405
Signpost - http://www.geograph.org.uk/photo/3067266
Boy Looking - https://fascd.org/?p=248
Facebook Icon - http://commons.wikimedia.org/wiki/File:Facebook_icon.jpg
Twitter Icon - http://commons.wikimedia.org/wiki/File:Twitter_icon.png
Ron Burgundy - http://makeameme.org/meme/well-that-escalated-e7pq1p
Facebook Thumb - http://commons.wikimedia.org/wiki/File:Facebook-like-button.png
Simon Cowell - http://commons.wikimedia.org/wiki/File:Simon_Cowell_in_December_2011.jpg
Baby Yawning - https://www.flickr.com/photos/skippy/196480959/
More Icon - http://openclipart.org/detail/140623/more-sticker-by-easy
Music Gig - http://commons.wikimedia.org/wiki/File:Love_Music_Hate_Racism_Gig.jpg
Uncle Sam - http://commons.wikimedia.org/wiki/File:Uncle_Sam_(pointing_finger).jpg
Google Logo - http://commons.wikimedia.org/wiki/File:Googlelogo.png
Half Empty Seats - http://en.wikipedia.org/wiki/Zoo_TV_Tour
Boy Learning - http://pixabay.com/en/boy-portrait-smile-boy-school-286241/
