Scotland Can Do SCALE Conference Slides for 2016 conference

1. Social Media
to
Drive Sales
Growth

2. WHY?
People don’t buy what you do
They buy WHY you do it.
Give Context / Simon Sinekhttps://youtu.be/LZe5y2D60YU

3. Website
The STAR’s!
Situation
Task
Action
Result

4. 2 Elements
1. The Stalk & Pursue
2. The Love & Hug

5. 1.

6. 1.
Moscow
London
Milan
St Petersburg

7. YOU
Consistent identity
Competitors, avoid
Contextual per platform
CTA

8. 1. The Stalk & Pursue
WHO?
Identify Influencers

9. 1.
LinkedIn Advanced Search

10. 1.
INSTAGRAM Search

11. 1.
Search
TWITTER

12. APPROACH
Flatter / Compliment
Show knowledge
Offer a Gift
Transparency
DO NOT SELL
Interview

13. AUDIENCE
Platform?
Time of day?
Random like?
SURVEY! (with incentive)

14. CAMPAIGN
Website / Email / Social
764% increase (traffic)
£1.2m sales pipeline
8 weeks (£35k budget)

15. Website
Look outward
Not inward
STOP sharing the: parties,
promotions & awards
NEWS
2

16. Blog

17. Blog

18. • Photo / Video / Cartoon…
• Feature Customers / Content
• Always give credit
• Tell a story
• Stop short
• Ask a question
• Have a content plan!

19. Challenge the Reader
• Who else wants…?
• The secret of …
• Here is a method that is helping…
Little known ways to…
• Get rid of X once and for all
• Here’s a quick way to…
• What everyone ought to know
about…

20. Platform
Insights

21. LinkedIn
NOT your CV – Share your WHY
Business Page Updates
Groups for Bis Dev
Connect with a Personal Message

22. Facebook
Share Industry
Use NOTES (long form)
Test Advertising
Broadcast

23. £250,000 Offers Over
2 bedroom flat for sale:
Perth Street, Edinburgh
Handsome first floor flat
NO

24. 2 Bed+
Amazing Flat
1st Floor
New Town, Edinburgh
£250k O/O
(with targeted audience)
YES

25. InstaSnap’s
Behind the scenes
Story behind the story
Maths exam…

26. Instagram
#hashtags (x 10 minimum)
1st
Layer = Specific: #nuts
#bolts #brandname #manual
#solution
2nd
Layer = Vocation: #oilrig
#oceaneer
3rd
Layer = Location: #aberdeen
#scotland #UK

27. Instagram
Image description =
Exploratory
Link in Bio
Find local influencers (ask for
recommendations)

28. Twitter
Use Lists to Listen
Search!
Campaign:
Promote availability

29. Snapchat, G+,
Pinterest, Periscope,
WhatsApp, Yubl,
Trello, Musical.ly,
Decidz, Peach…

30. PLAN
Events / Conferences
Platforms
Responsibilities
Reactive / Rota

32. Use
1.The Plan
2.Prioritise where the action is
3.Stop monitoring Likes / Followers
4.Monitor Engagement
5.Stop broadcasting promo content
6.Be focused
7.Rota

33. LEARN
Analytics
Success / Failure
Influencer / Location
Engagement
REPEAT

34. Colin Gilchrist
Founder / Director
Social Tailor (.com)
Edinburgh
P: +44 131 337 1968