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JONATHAN WAGSTAFFE
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Amplification
P r e s e n t e d b y J o n a t h a n Wa g s t a f f e
Social – The Big Six? – For now….
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Social Plays Two Key Roles
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AmplificationEngagement
Some Random Thoughts on Social
1 LinkedIn for serious content and paid promotion B2B. Groups are irrelevant.
2 Everyone should be on Twitter, in listen mode at least.
3 Facebook is a great place if your demographic is 25-50 years old, especially B2C.
4 New channels like Slack are worthy of experimentation, especially for a complex
B2B concept.
5 If your demographic is 18-25 years old, spend 90% of your time on Snapchat.
6 Always, always, fast experiments.
7 Pick no more than three social channels at any one time.
8 Don’t underestimate weekends.
“A brand is no longer
what we tell the consumer it is – it is what consumers tell each other it is.”
Scott Cook, Intuit
The Role of Marketing - Owned
Strangers Visitors Leads Customers Promoters
Attract Convert Close Delight
Educate and Inform
with awesome
consumable content
Build upon trust
with high value
take-away content
Optimised Content
Blog Posts
Social Media
CTA’s
Landing Pages
Forms
Contacts
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart CTA’s
Workflows
Nurture until they
demonstrate buyer
intent
Be engaging,
conversational & add
long-term value
The Role of Marketing - Earned
Strangers Visitors Leads Customers Promoters
Attract Convert Close Delight
Educate and Inform
with awesome
consumable content
Build upon trust
with high value
take-away content
Influencers
Viral content
Thought leadership
Influencers
Tools
Viral content
Reviews
Tools
Viral Content
Personal brand
Reviews
Social Connections
Tools
Viral content
Personal brand
Nurture until they
demonstrate buyer
intent
Be engaging,
conversational & add
long-term value
The Role of Marketing - Paid
Strangers Visitors Leads Customers Promoters
Attract Convert Close Delight
Educate and Inform
with awesome
consumable content
Build upon trust
with high value
take-away content
Understand site
visitors.
Target others with
similar behaviours.
Retarget visitors
Ad positioning and
lanugage.
Email offers
Retarget those with
high intent.
Close offers
Turn off ads! Initially
Careful targeting of
cross sell/upsell
Nurture until they
demonstrate buyer
intent
Be engaging,
conversational & add
long-term value
Small Experiments, Data Driven
1 Start with data
2 Make an educated guess
3 Run an experiment
4 Measure results
5 Decide what's next
