“Digital Marketing Strategies for the Busy Web Master” by Sarah Parmenter—An Event Apart Denver 2017


Good morning, everyone. So recently I got
involved in some– oh, that’s interesting. I got involved in a bit
of a thing on Facebook with my local newspaper. And they wanted to print
what I had commented. So the thing that the
lady then said to me was, I need your age, job
title, and description of certain other
bits and pieces. And I was like, my job title? What is my job title nowadays? I mean, maybe I’m
an art director? But then I remembered how much
I absolutely loathe that phrase. Then I thought, oh, maybe I
should write you UIUX designer, but no one’s probably
even going to know what that is in my hometown,
’cause it’s not very techie. And then I was like, I should
probably just put web designer, but that probably
fitted me really well back in the day when
I used to just be coding up perfect Photoshop comps. That would probably
suit really well. But I was really loathe
to write what I probably think my job title is, which
is a social media expert. But I always think
the word expert, it just seems a bit brazen. I thought, our technology
hasn’t been around long enough for anyone to be calling
themselves an expert. And I find that when I read
other people’s job titles that has this title, I dislike
them a little bit. I hate to admit that, but I
dislike them a little bit. And I realized it’s
because people like this have tainted my view of what
social media experts are. Certain words with
social media experts that, they just make me fit
a little bit sick, you know. Thought leaders. They’re always thought leaders. Always– But I’m not hating on,
let’s call him Bob. I’m not hating on Bob at all. I’m hating on the fact that Bob
calls himself a social media expert, and gets that
title by following 50,000 people to get 57 and
1/2 thousand followers back. That’s my problem with Bob. So I think the term that
fits a lot better is actually a social media designer. The word designer transcends
lots of different things that we do, and for me I have
lots of different job titles depending on what I’m
doing at the moment, and for me social media
designer tends to just fit a little bit better. Ironically, though,
this title seems to fit us better now than
it even did back in 1999. And if you understand the joke
about aquamarine and cornflower blue, you and I people. Official. You are my people. So this title seems to
fit us a bit better now. Being a webmaster
there’s so, so many things that we have to do
in our everyday jobs now. I’m absolutely in awe of people
who can call themselves full stack developers. It is unbelievable what
we have had to contend with over the last few years. We are now having to
deal with mobile web, there’s like
JavaScript libraries coming at us all the time. I used to call myself
a web designer, and I would not call
myself that anymore, because I do not know some of
these emerging technologies like I used to. It is unbelievable what
we’ve had to contend with. So going back to social media. I find sometimes that
there is a little bit of a defeatist attitude
toward social media. People tend to think, oh, you
know, it’s already been done, or I’m going to gain traction,
and people have already beaten me to it. So we are still–
it’s probably worth noting we are still within the
first 10,000 days of the web, as we know it. Not when it was made, but
the web as we know it. We’re still within
the first 10,000 days That is something that I wish
I had on a poster on my wall. Just to remind myself
how new what we do is. If we then break it down into
how new social media actually is, we’re in the first
3,000 days of social media as we have known it. We are just getting started. 33% of jobs don’t exist
right now that will in 2020. I find that incredibly exciting. We don’t even have names yet. We don’t even know what these
jobs are that we’ll be doing, but 33% of them don’t
exist right now. And this quote, made me feel so
much better about what we do. There is no social media. Social media is a slang
term for a collection of apps and websites that now
dominate the end consumer’s attention in our society. And I think that it’s really
important that we remember that social media are– is a collection of websites. Websites are what we do. So Jeremy Keith has said this
phrase a couple of times. Consensual hallucination. We went through a consensual
hallucination back in the day when we were designing
960 grid stuff, and we were saying everything
has to be designed super small. And we all did this
thing, and then we had a consensual
hallucination about the fold. I believe that we’re
going through a bit of a consensual hallucination
about social media right now. We tend to not think
that it’s our jobs, even though as a little
reminder, most of the things– most of the social
networks actually look like this under the hood. That is our jam right there. Even if you’re new
to the industry, or you’ve been in
it a long time, what excites me is that
there’s something on that page that you can read. That is social media. Social media is our thing. So the thing that
we’ve been doing wrong. We tend to approach social
media incorrectly at the moment. We should be approaching
it much more in a how can I help you, what can
I do for you kind of way. We’ve been through
this a couple of times actually with web design, and
with what we do for a living. We went through this right
back at the beginning, when the web was a new
thing, and we were all having to explain
to our clients, you know there’s this
thing called the internet, and I think it’s
going to be amazing, and I think that you
should harness this. And we had to sell the benefits
of being online to our clients. If we’ve been in
the game a long time you’ll remember
those conversations. It seems ludicrous
right now that we would have to sell the benefits
of being online to our clients. That boat has sailed. Everyone understands the
benefits of being online. We then went through
a similar thing where we had to bring
everything back to being a little bit more human. And we had to say,
we now need to cut through some of the
noise and everything that we do has to be a
bit more human and real. We’re going through this
phase again with social media. We have not been approaching
it from a how can I help you, what can I do for you. Instead what we’ve been doing is
saying, look at what I’ve got. Everything that you
view on every web site and every social media
platform, most of the companies are getting it wrong. Because what they’re screaming
is look at what I’ve got. And if you’re still not
convinced this talk is for you, because you make websites,
even though hopefully we’ve just seen the
website social media is a collection of websites. The average time spent on social
media per day on any device. One hour and 48
minutes per person. Compared to the a
meager 55% of us who spend 15 seconds on
the types of websites that you and I make. Which is kind of depressing. There’s a massive,
massive problem with attention on traditional
websites at the moment, and especially in
news type websites. If any of you come
from websites that have lots of articles
on them, you’ll know exactly what
I’m talking about. I love the idea of
quarterly design reviews. This is something that
every company should have been doing since forever. But when I say quarterly
design reviews, I don’t mean that you’re
going to suddenly decide to start using completely
different color, or completely different set of typefaces. What I mean is,
we’re not actually talking about the strategic
side of picking social media platforms for your particular
business at any time. And everything that I’m about
to talk about in this talk should form part of your
quarterly design review. So the first thing I want to
bring up is vanity metrics. So I would really like
everyone, when they’re in their next meeting we
start all over again in 2018, to sit down and find out whether
your company or business is chasing vanity metrics. We’ve all been part
of these conversations recently where, for
absolutely no reason, the boss just wants
you to sit down. And they’re like, right, we
want 20,000 more followers on Facebook, and we haven’t
got enough on Twitter. And no one’s asking them, why? Where is– where are we going
to get the most engagement? Are we strategically
picking our social network? Or are we just
looking at the buttons on the bottom of our
website, and saying we have to have five of them. We have to have five social
media buttons, because that’s what everyone else has. No one’s picking them
particularly strategically. And again, we’ve been through
this stage once before. History tends to repeat itself. Who remembers the
good old hit counter? When we measured our
success of our websites by the amount of
hits that we had? I remember I had one. I had a geocities website. And it was great. It was all about friends, and I
wish I could track it down now. And I had a hit
counter and thought it was the best thing in the
world ever when it would go up. But we used to
measure these, this was a measure of our
website’s success. We’re doing exactly the same
thing just on social media now. So I recently went to the Google
Digital Garage conference, which was in South End. That’s where I’m from. It’s a lovely little
coastal town in England. And we don’t get tech stuff. The tech scene is
dreadful where I’m from. I do not fit in whatsoever. And Google came into town,
and I thought, you know what? This is the first techie thing
that’s happened in South End, and even though it’s
not meant for me, it’s meant for newbies
to social media, I’m doing a talk about social
media in the next month. I should probably go along. There’s probably
something I could learn. I never think that
you know everything, no matter how much you do. So I thought, right, I’ll
go along and see how newbies were approaching social media. So there were three
companies that stood out for me that were there. There was a man who
sold Paisley ties. There was a mortgage broker. I think you have a slightly
different name for it, but I don’t know what it is. And there was a guy who
repaired washing machines. These are the three businesses
that stuck out for me. And they all had exactly
the same question, which I’m sure you can
guess what it’s going to be. They all wanted to know,
how do I become popular? How do I get my
followers up, or how do I become popular on Facebook? Or very, very specific
questions about networks other than anything
to do with Google. Now there was a
guy in the corner who had his hand raised, and was
ready to answer these people’s questions. He wasn’t from Google. He had already
kind of annoyed me, because he was
the type of person that, when the speaker
from Google was talking, he was the type of person who
felt the need to mm-hm, mm-mm, mmm, mm-hm, yeah, mmm. And I was like, oh
my goodness, this is like the worst user
experience in the world ever, shut up. And he raised his
hand, and he was like– he was a little bit cocky. He was a little bit
full of himself. And he raised his
hand and said yes, I know exactly what you
guys should be doing. You should be posting three
times a day, no matter what the social network. Three times a day. And you should also be
going into your competitors followers, and using a bot. He was like, us professionals
we call it a bot. And we follow everyone
else’s followers. And then when they
don’t volley back, you unfollow them the next day. That’s the strategy. And of course I was seething. Because I was
thinking, right, you’ve just told someone who sells
Paisley ties, who is a mortgage broker, and a guy who
repairs washing machines that they should basically be
on every single social media platform, and posting
three times a day. Now let’s have a
think about that. What would the guy who
repairs washing machines be posting three times a day? I mean he has to be the most
genius content master ever. So my face looked like this. I was not impressed. And I was just trying
to desperately blend in. And then one of the– I think it was the
Paisley tie man, said what about
this Snapchat thing? He was quite posh. This Snapchat thing? And Mister over in the
corner piped up again. I know about the Snapchat thing. Don’t worry about it. All the youngsters
are doing, they’re just using it to send rude
pictures to one another. That’s all they’re doing. You don’t need to
worry about that. It’s for like 18-year-olds,
and that’s all they’re doing. And again, it was a frustrating
afternoon, to say the least. I wasn’t their target audience,
and I especially realized this when the Google
guy asked, so what have you learned today that
you didn’t know existed before? And a man at the front,
he was quite elderly, stood up and went, the Twitter. And I was like, cool. Cool, yeah, I definitely
wasn’t their target audience. But it was a fun afternoon. So this is something
that I see a lot, and we do have to
check our personal bias on social networks. There isn’t a place
for personal bias in the skillset of a
practitioner of social media. I had my own personal
bias, actually, and I’ll be honest about it. I’ve had a long loathing
for LinkedIn for a while. And I had to retract
it all very recently, because I realized what
an excellent platform it is for B to B stuff. And I had to check my own
personal bias and say, do you know what, Sarah? Sometimes you just
have to open that mind. Even though you
don’t use it there’s plenty of businesses
on there, and there’s plenty of stuff happening. The thing I do like
to do quite a lot, it’s my going to bed thing. Jeffrey has his
reading Amazon reviews. I do like to look
at the top charts. If you look at the free charts
for any social media network, you should be going
on this, and having a look at what’s emerging. Because by the time stuff like
Instagram, Twitter, Facebook, by the time it’s
gained traction, and there’s loads and
loads of people on it, you’ve lost the
opportunity to market very, very cheaply, quickly. So what I like to
do is go on there and have a look at some of
the emerging social networks. And some of them might seem
like a bit of a waste of time, but I promise you, if you
get used to just downloading and playing with things
and keeping up to date, you will always be able to
use that knowledge on some of the larger social networks. So Gary Vee again
says, I’m stunned at the lack of
practitionership in this space. People who claim to have strong
opinions on one social channel over another but have yet
to execute a single ad on any of these platforms. I see this in my work all
the time with clients. There’s always someone around
the table at a meeting that has a very, very strong opinion
about a certain social network, just simply because
they don’t use it. Like the guy with Snapchat. He completely bypassed it. People didn’t think it was for
him, because he didn’t realize that that’s where all all
kinds of kids are hanging out, not just kids. There’s ages right up to
34 on there at the moment. Now Snapchat is a funny one. There’s 150 million
daily active users, compared to Facebook, which has
1.3 billion daily active users. As you can see,
comparing the videos and the pictures sent per
day, Snapchat absolutely wipes the floor with Facebook. It is so, so much more busier
on Snapchat than it is Facebook. But as I said, 85% of snapshots,
158 million daily active users are between the
ages of 18 and 34. That’s actually
quite a bit older than I think some people
had the network down as. And this is quite depressing. Snapchat’s weakness is the olds. Sorry to anyone over the
age of 34, like I am. We have just been
branded the olds. Apparently it’s the
nonintuitive interface. It’s really cool
amongst young people who have enough free time,
or free time or friends on the network to make it work. But the steep learning
curve obviously puts off some of the
older generation. So the apps novelty
is its paradox, making it super
sticky for the youth, while keeping parents away. Which is exactly what they like. But for anyone who has never
seen what actually running campaigns on
Snapchat looks like, it’s really intuitive
for if you are actually going to be doing this for
your businesses or companies, it’s actually super intuitive,
and it’s so much nicer to work with than Facebook. If you are having
trouble figuring out how Facebook ads
work, I would suggest you go into the Snapchat
UI and actually learn about that first. Because it makes learning
about the Facebook one ever so much easier. It uses the same vernacular,
but they’ve got the UI, UX down on this. But you would be able to
port that knowledge across into Facebook. So going back to
our plan for 2018. You should probably ride that
energy of starting afresh, and take a look at
some of the quick wins that we can get
ahead with in 2018. So by 2019 video is going to
account for 80% of all consumer internet traffic. That is incredible. If you are not planning right
now, if your company is not planning how to harness
video, if your company is not planning how to
harness live video, you should probably start that
plan or start that conversation this side of Christmas,
before we go off on our Christmas breaks. And because video is going
to be absolutely huge. It is the fastest way to
build engagement and high ROI. This even though we know that
since 2014 Google has been pushing sites higher
that have got encryption, we should probably think about,
if we haven’t done it already, encrypting our web sites. It’s going to very much
help with organic SEO. And mobile ready. I am preaching to
the choir with this. I completely
appreciate that, as we all the people who make
mobile ready websites. But we should be
looking at the load times and the compatibility
going forward. It’s also going to
help your organic SEO. So I think we’re in a
bit of an epidemic of pop ups at the moment. We have to talk about this. And I hate these about as much
as I hate image carousels. I hope that that
becomes a thread throughout the conference
that Jeffrey started. This one is the one that
baffles me the most, is when you get that
notification slide in on Chrome or any of the
browsers that you’re using. Which you’d like us
to notify you forever more about this mundane
thing that’s on our web site? No. I don’t know anyone that
has notifications turned on. But more importantly, from
January the 10th, and this is going to be a great thing
to put in your into your notes and then bring up at
a meeting if you’ve got a very, very stubborn boss. January the 10th
is when Google is going to start penalizing sites
that have lots of popovers. Yay, jazz hands! I’m kind of sad that it’s taken
Google to turn around and say, actually, this isn’t the
best experience on mobile. It’s not the best experience. We’re going to start penalizing
the sites that do this. But they are, from January 10th. And I didn’t– it
was surprising. I thought to myself, I need
some examples from my talk. And I only had to go
into two web sites before I found a whole
selection of awful popovers. This is awful for
many, many reasons, because of the word bae. But also people have started
doing this very strange thing, which right at the beginning
of websites there’s– they’re trying to kind
of segment you off into different
sections, but then if you choose the wrong one
there’s no way to get back. This is a very,
very bizarre example that I hadn’t seen before. We also have another problem
that I believe, I have no data to back it up, however. I couldn’t find anything,
and I’ve never managed to actually measure it myself. We have a problem
of discount codes on websites at the moment. And it’s a very
interesting problem that I’ve been starting to
look into and blog about, just to see where it goes over
the next couple of months. Now I believe that the
pop-ups subconsciously alerting our users to
the fact that there are discount codes available. Normally because those pop ups
have some kind of discount code tied to your email. Sign up, we’re going
to give you 15% off. Now if you look through,
or if I’m sure some of you have had these conversations
at your company too. If you look through any business
on Google at the drop down, there will always be
something about a coupon or a promo code or
a discount code. Now this actually provides
some really awful things on the back end. So I’ve had a client recently
who we’ve been working with to try and fix this problem. So this isn’t my client, but
this is a very similar problem. We have a company called
Bloomin’ Wild in the UK, and they do letterbox flowers. They’re beautiful. They were also, very
similarly to my client, there’s a problem
with discount codes. When the users we’re
getting to the end, and they were about
to buy, they were seeing people trail off for
a while, and then come back. And someone who I know who also
has a Chrome extension that searches for
discount codes, we’ve been talking about this problem. And it’s huge. People go off to search
for discount codes. They trail off. Sometimes you
don’t get them back if they can’t find
a discount code. So what some businesses are
started doing, strangely– and this is why I’m using
them as an example– is if you start to put in
discount codes that don’t work into a website,
rather than losing you and then knowing that they have
to remarket to get you back, they’re just giving you
a discount code right there and then,
because they know what the cost is to get you
back to that exact place again. So this is something
that’s quite interesting. It’s what I believe is the
true cost of remarketing. The true cost of
remarketing to people is actually exceptionally high. And these companies,
and us as web designers, have to start thinking about
how we bring people back. Not– we don’t lose them. But when giving them a
little something, 10%. I knew that for
Bloomin’ Wild there were discount codes available
that were probably 15%, 20%. Did I want to spend the
time going looking for it? Would I find it? I’d probably have to go through
a bunch that were invalid. So I just uses the
10%, and checked out. Now this is an
interesting problem that us as web designers
are obviously here to solve. And it, again I
believe, is going to come back to– and it’s
very, very similar problem to long tail
conversion that Jeffrey was talking about earlier. We have to start
thinking about how we can deal with
considered purchases, and people trailing off to go
and do funny things in between. It’s basically an attention
problem that we have. It boils down to an
attention problem. So as Jeffrey was
saying this morning, we’re going to have to start
thinking about, especially for considered purchases,
how to get people to make a small commitment
to what we need, so that we don’t
lose them elsewhere. And then we’re going
to have to build a way to make the experience on the
back end really, really nice. Because we’re having
to do something that we perhaps haven’t
had to think about before. We’re getting them to commit
a small amount of money at the beginning,
and then we’re going to have to close it at the
end without losing them in the middle. So obviously there’s some
money involved in potentially getting them in the beginning. And then right at
the end, we have to have these systems in place
to make it really easy for them to check out. There’s a site
called Kloner back in the UK which
piqued my interest. Because this was
the first time I’ve seen it done for
very small purchases. This is– they’ve
started working hand-in-hand with a
company called Asos, which is a clothing company. I believe it’s
over here now, too. And it doesn’t matter how
small the purchase is, you can use Kloner and
you can get those goods to you the next day. You haven’t got
to pay for it yet, because these companies
know that if they can get the goods
into your hands, they will be making
money off of you. So I think that
this is something interesting to our
careers that we haven’t seen before that is going
to be huge over the next six to 18 months. So let’s look at some
network specific stuff, and bring you up to
speed on what’s new and what we can
implement right now. I’m not mentioning
every social network. For example, Twitter
is not in this talk, because I’m only mentioning the
stuff where you could basically go away and it’s changed
enough for me to talk about it. So going back to video. Again Facebook is really
big on video at the moment. Marketers who use video
grew revenue 49% faster than non video users. Now I have a business
back at home. I have a store that basically
is my playground for UI, UX experiments. And it’s great,
because it means I get to share real data
with you like this. You can see on
this, and maybe it’s one of those slides that you
come back to in your own time and really pore through. That you can see in these
next couple of slides how incredibly low the CPM
rate is on each of the videos. It is pennies. Absolutely pennies
for the videos compared to some of the
images that you see. When you can see that at detail,
the images are very expensive compared to using video, so
you can get incredible CPM on videos on Facebook
at the moment. It’s incredibly cheap. It’s going to be
one of those things that, if you’re not doing it
now, you’ll look back on it and say, oh, I should
have secured those videos. I should have grown
all my customer base when Facebook was
really super cheap, and I should have
done it using video. So organic Facebook engagement
is highest on posted videos. 13.9%, and photos
comes in at 13.7%, although I personally have found
that the engagement on photos is considerably
lower than videos. But those are the metrics
that Facebook gives us. Interestingly as well, that
50% of Facebook video content is viewed on mobile, and
85% is viewed without sound. Now one of the promos that I
do for one of my businesses, we have a video, and
we have to make sure that everything is subtitled. And I had to do it myself. And for those of you who
aren’t aware of how to do that, you can download an app
which is a SRT edit pro. It’s really cheap, and
you can just type it out. Although Facebook will do
the captioning for you, it is incredibly
unreliable at the moment. I’m sure as lots of machine
learning gathers pace it will get better. But right now the most
sensible thing to do is to use something like this. Spend the 10 minutes to
write it out yourself, and put it onto your
Facebook videos. Now one of the most
incredible tools that I still can’t believe is free,
because there’s so many other companies
who are doing a similar thing but
charging for it, is Facebook Audience Insights. You can use this for
absolutely anything, because we know
that the Facebook– however many billions
of Facebook users. Whatever you are doing
in your business, you could use this
as a tool to see who the users are for basically
any industry across the world. And just as a interesting side. This, for example, is
on Facebook Insights. This is where all the web
designers in the United States all have in common
with one another. And it’s links that you
wouldn’t necessarily think that collectively we all– the umbrellas that
we all come under, but it’s a very,
very interesting tool to play around with. And another line
for your bosses. If they’re saying,
oh, you know what? We’re not going to bother
with Facebook, because we’ve run a campaign and it
hasn’t worked very well. Our customers just must
not be on Facebook. That’s what you
hear all the time, and it’s incredibly incorrect. It’s not the Facebook
advertising doesn’t work, it’s that your
creative hasn’t worked. It’s always everything on
Facebook always comes down to the creative. So I started running some
campaigns for something back at home. This is an actual screen shot. I think that this had been
live for about 30 minutes when I took this screen shot. And I’m always
surprised at how many people don’t run multiple ads. It’s always like A/B testing,
ABCDEF testing almost. Loads of people don’t
run multiple ads because there’s a
common misconception that it costs more to do that. That you’re wasting money. It doesn’t. It doesn’t cost any more. You set a campaign budget, and
then underneath with the ads you can have as
many as you want. And then you can leave it for
30 minutes, see the metrics and see what it’s doing,
and then pump some money into the ones that–
some more money into the ones that are
doing really, really great. So taking you
through some changes, or some things I’ve learned
about Google recently. So this is an actual
screen shot of one of my clients AdWords account. Now they got me in because
they had a feeling that they were overspending are AdWords. Now what you’re seeing
is what happened when I turned on
conversions, and the cost on the right, 372
pounds and 39 pence– so probably like $450– was the cost of getting
someone to fill out a form. It wasn’t even
capturing the customer, it was just the cost
they were willing to pay for someone filling out a form. And this was also we
had very similar metrics with the display ads, and there
was a larger problem at play throughout with
their display ads, because the creator
hadn’t been changed. And there’s also a
problem in general with display ads at the moment,
because of things like this. It’s just overpopulated,
they’re crammed in. There not being
particularly effective. So what I did was looked at
something that a lot of people don’t realize exists, which
is trends trends.google.com. How many of you use this? Just a on a– fabulous. Some if you have already pipped
me to the post on that one. Trends.google.com is
a really great way of checking AdWords stuff. So what I did was, I was able
to transform from a display ad campaign and identify some long
tail keywords, which are much, much cheaper. And this was all done
through trends.google.com. And I was able to just identify
some ways of saving them some money, because you can
see what people are searching, and they’d missed out and
some long tail keywords. This is another thing that is
very underused at the moment. How many people have had or are
having interactions with Google My Business at the moment? Not many of you. A few of you. So when we all search
on Google, this is my business back in the UK. It comes up on the
right hand side. And a lot of people
don’t realize that you can amend all
of that information. There’s another misconception
that Google does that for you. You can sign your
business up, and you can amend every single
part of that information. And you can also use
it to output posts. So for my small
business back in the UK there was 2,700 odd people
who found the business through Google. Obviously that’s very
low, because we’re a very small local business. If you’re a giant business
and you’re missing out some crucial information,
obviously you can imagine the scale of
people who are actually searching for your business. Another thing that’s a lot of
people have forgotten to do, and it’s timely because
the holidays are coming up. If you have a big
business and you have not imported holiday
times and the times that you might be closed over
the holidays, a lot of people have forgotten to
do that as well. So it’s just worth
noting while you’re here. And a lot of people don’t
realize that there’s– you can put posts through
Google My Business to show up in the
right hand side. So although there was only– I think this was
viewed by a couple of hundred people at best. With my business in the
UK it’s quite handy, because I get to see
what actually happens, and who comes through. There was three people. We had three sales
worth about $1,000 off of the back of this one post. So again, it comes
back to being quite– we’re quite negative
about social media when it’s in small
numbers at the moment. We’re not necessarily
thinking about engagement. So just because 200
people had seen it, my gut was to sort of
sometimes, once upon a time, would have been to say,
oh, I’m just not going to bother with
that, because what’s the point for 200 people? We had $1,000 worth of revenue
off of the back of that. Some Instagram specifics. So there’s 700 million
monthly active users on Instagram at the moment. And to put that
into perspective, that’s over double the amount
of monthly users of Twitter, and three times as much of
the monthly active users on WhatsApp and
Facebook Messenger. Now they’ve had– the
algorithm has changed recently. And it’s upset
quite a few people. The algorithm has changed to
people whose content you like. People who direct message. People who use search for,
because it signals that you’re interested in the account,
and people who you know in real life, which
I guess they’re getting from Facebook,
because they’re one and the same company. So a lot of people were
really upset about this. And a lot of bosses
had questions about why their engagement
rates were going down, or why their content
wasn’t being seen anymore. And there’s a really
interesting comeback for that. And that is that social networks
change their algorithms to deal with a problem of success. They can’t limit. In an ideal world,
what they would do is limit the amount of
users we were all following. They would say, you know what? It’s much better if you
just follow 50 people, because then we know
that you’re definitely going to see their content,
you’re going to engage in it. They can’t do that. So they have to
bring in algorithms to make it easier for
us to find content without using the search bar. But the onus is still on us
to create compelling content to inspire engagement and
rank higher in peoples’ feeds. People think, I think
that if they just keep posting on
Instagram, they’re going to somehow get
a lot more followers. It’s not about that
anymore, unfortunately. Some of the quality of the stuff
on Instagram is unbelievable. They’re not just
using camera phones even as good as our camera
phones are nowadays. They’re going out
with massive cameras and taking creative like this. It’s gone completely up a notch. The other thing is hashtags. There’s nothing
that irritates me more than this hashtag for
some reason, no filter. Maybe it’s a British
thing, but loads of people put it on really
terrible photos. Hashtags are the plumbing
of the Instagram ecosystem. Now hashtags are not
my forte whatsoever. For some reason I really
struggle with coming up with creative hashtags. And I use this, even though
I hate the name of it. It’s called hashtagify. Oh. I use this to look up what
relevant hashtags there are for different creative. So hashtags are not
there for people to read. It’s a bit like how we
separate style from mark up. They’re there for
discoverability, and should be
commented separately to the text that
accompanies the post. So how many times have you been
reading this really eloquent thing on Instagram when
someone’s gone into the trouble to put some really nice
storytelling together, and then it’s like hashtag
this, hashtag that, and your brain’s going,
oh, overload, overload. That’s not what we
should be doing. It should be coming
into the comment. The first comment underneath
your lovely piece of narrative should be hashtags. So hashtags have a 12.6% higher
engagement rate than posts without. And 11 hashtags optimal,
although I’ve personally seen the best results from 8. Instagram stories is another
really under utilized section of Instagram,
especially for companies, because they’re not
really sure how to use it. And what we’re seeing is
this really interesting way of pushing traffic
round and round, because it’s
obviously quite hard to have links in Instagram. What we’re seeing
is that in order for people to kind of cheat the
algorithm, if they’re showing up in Instagram stories,
they’re posting pictures of their feeds obscuring the
two or three photos that they’ve uploaded, and then getting
you to go back and check their main feed. It’s quite a strange thing. A lot of influencers are
doing this at the moment. So a lot of people
also don’t realize that you can archive posts. And this is sort of quite
much more embarrassing than I thought it would
be, having my own Instagram scrolled through on stage. And when you a post,
what that does is just take that out of your
main feed, but it keeps all the metrics in place. So if you’ve made a booboo, and
you think, do you know what? We’re now going much
more along the lines of this with our creative. We’ve made it look a
lot more like this, but now we’ve got this
right in the middle of it. Don’t want to delete
it, because there’s a lot of metrics tied to it. A lot of people don’t realize
that the archiving feature exists. Planoly. This is probably one of the
nicer Instagram planners that I’ve seen, and I use it. It’s about $11 a month. And it’s really, really
handy, because it also has some quite topical
things that pop up in it. So if there’s something
coming up like a Black Friday, not that you’re
ever going to forget that Black Friday is coming. But they have some things
they put in automatically just to give you pointers as
to what you could be doing with your Instagram creative. So I just want to blaze
through influencer marketing because they are incredibly
underpriced right now. And when they
realize their value, we probably won’t
be able to use them. But influencers are
just dominating all over at the moment. I hate the word, but
it is what it is. A survey from Nielsen
showed that only 33% trust in advertisement,
while 90% of people put their faith in
peer recommendations. US influencer
marketing industry is estimated to grow
from $500 million to $5 to $10 billion
industry in 2020. So they’re not going
away anytime soon. And for those of you who don’t
know what influencers are, they tend to dominate a
couple of social networks. Only two, normally. They will leave the dominate
on Instagram and YouTube, or they do very well on
Facebook and YouTube. YouTube tends to
come in somewhere, because they can earn so
much money through it. And what they’re doing is
natural product placement. So people are following them,
and then they are naturally putting the products that
they’re normally given or given plus some money. They’re naturally
putting those normally into Instagram stories, or
into their YouTube channels. And getting paid
quite well for it. So if you feel like
in your business influencers are there
something that you could use, but you have no
idea where to start, because you’ve not been
exposed to this before, there is a great platform
that has a seven day trial, and it’s called lefty.io. And what you can do on
that is you can either say, OK, I know one person maybe who
might be good for this thing, but maybe I need to find
a whole tribe of them. You could do it by username,
or you could do it just simply by some hashtags or some topics. And it’s a really
great way to see a whole tribe of
influencers that you might want to get in contact with. So how much do influencers cost? This is always the
million dollar question. So it tends to change depending
on how many followers they have. Between 0 and 500 followers,
the rate is around $50. Or just send the
product for free. Anything between 5,000
and 10,000 followers, it starts to go up a little bit. Roughly about $100. 10,000 to 15,000 it
jumps to about $250. From 20,000 to 50,000, you’re
looking about $500 to $1,000. But normally anyone
under 200,000 followers will do something
for free product. It’s only when they start
to get to the rate of around 200,000 followers that
they realize their worth, and then they will
say, great that you’ve sent me that free product. Where’s the money? So you can actually still
pick them up quite cheaply, and when you compare
this to how much some of the normal
marketing campaigns would have cost back in the
day when we were printing lots of things, and we were
doing just offline marketing, it is still an incredibly cheap
way to market your business. So the problem with
social media I think is keeping up with
content creation. And I’m a really big fan
of design something once, and then let’s
use it everywhere. Let’s do it once and
properly, and then let’s roll it out across our
chosen social media platforms. So I wanted to show
us what we could do and what we could
learn from who I think is doing social media
exceptionally well at the moment, and that
is a company called Away. Now just as a show of
hands, how many of you have been pre-exposed
to anything from Away over the
last six months? Not as many as I thought. OK. That’s interesting. Great for this purpose. So Away are a luggage
company, and I really, really love to feature case
studies where on the surface there’s not an awful lot to it. It’s a plastic suitcase. In essence, there’s not an
awful lot to this product. And there’s a
tendency to sit back and get a bit grumpy and think,
well, I could have done that. I could come up with
a plastic suitcase, and earned all the millions. But we didn’t sadly. So they aim to keep costs
down by selling directly to consumers, rather than
selling through retailers. And they have a quite
competitively priced bag. Now they were best
friends, Jen and Steph. They launched in February 2016,
which kind of depresses me sometimes, because I think about
what I was doing in February ’16, and I think about
what I’ve done since, and this just makes me
realize that I’m not working hard enough right now. They’re both former Warby
Parker alumni, and one of them ran the supply chain at
Casper prior to that. Casper Mattresses. They raised 20 million
in Series B funding, and the CEO says that
they have sold 20 million in luggage and shipping. 100,000 bags since
founding in February 2016. Now Away on the surface, when
you’re looking at the website, you’re like OK, it’s a very
well-designed very, very nice airy e-commerce experience. But what they’re
doing throughout all of the networks and
the social networks that they very carefully
chosen is very interesting. So I think the brands that are
dominating social media right now are those with the
most agile teams, who have exceptional storytelling
capabilities, while bringing value to their users. So what can we learn
from these guys? And I’m actually really excited
to hear Donna’s talk tomorrow which is all about storytelling. And I think we’ll weave
this in quite nicely. We’re going to have
to start learning how to take people on an
incredible storytelling journey. What they’ve done
seems so simple once it’s been pointed out. They’ve been exceptionally
brave with their marketing by identifying that the
thing everyone has in common when using this case is travel. Now that seems quite no brainer. You’re like, yeah, duh. Of course everyone’s traveling. But this is unusual. You don’t see many companies
take such a broad approach to their marketing, and
pinpoint the thing that almost sits above the product. Product itself, suitcase. Easy to go back to the
whole thing of like putting the suitcase front and center. They’re not. They’re saying,
OK, the one thing we have in common with
everyone is travel. And you can imagine
the discussions around the boardroom
in some companies. I don’t understand how
creating travel guides is going to directly increase
our conversions and sales. But they’re playing
the long game. They’re bringing value
back to the user, and it comes back
to the whole thing we said back at the beginning. It comes back to that how
can I help you, rather than look at what I’ve got. So this was the
best example that I could find of look at what I’ve
got from a competitor luggage company. Which goes back to just
seeing how absolutely genius their marketing is that
they have chosen travel, because it’s so easy to get
bogged down in the nitty gritty of individual products. And this was from a
competitor travel– exactly the same,
they sell suitcases. From the smallest case hardened
solid steel machine screw– like we care– to our exclusive
virtually abrasion proof FXT ballistic nylon fabric. I’d already not cared
about that sentence before I started reading it. But many, many companies
are leading with this. Look at this– again goes
back to the whole look at what I’ve got, rather
than how can I help you. So a way of creating
compelling creative that is really quite cracking
and fun, to be honest. This stopgap animation
stuff that they’re doing is just perfectly
illustrates the product without being too
engineered to put the product front and center. They’re also working
with influencers. And influencers are well known
for creating stunning imagery. They go out of their way
to– sometimes they even pay photographers. Because the money that they’re
receiving from the work that they’re doing with
the company outweighs so they want to have
these beautiful photos, and Away have been working
with a lot of influencers. Around the summer
this year I know a number of people who
were contacted and gifted these suitcases. There were a number
of A-list celebrities. In my previous work
I used to work in LA, and doing marketing for
Justin Bieber’s manager. And we knew a load of
celebrities who got sent these suitcases. They were just gifted them. And these celebrities
of course then get papped going
through the airports, and what’s on their hand, what
they dragging behind them, but an Away suitcase. And over the summer
there was so many. If you go back and look at some
of the images over that time, you’ll see that Away suitcases
we’re featuring probably three or four times a week. And that was free. And these were
A-list celebrities. You can’t buy some of
the marketing like that. It’s just unbelievable. A bag that costs them
probably around $80. When you compare
that to the cost of like gifting the bag, versus
how much they would spend to get that traction elsewhere
in traditional marketing, it just– it blows my mind. So this was their
Thanksgiving campaign. And you can see that the
product is not front and center. Has a very organic,
very real feel to it. Some of the pieces don’t even
have a suitcase in them at all. But yet the whole time
they’re promoting their brand. They always have
something to talk about, because whether they are
looking at what’s topical, like with Thanksgiving
they did a whole thing around Thanksgiving. They also work with
collaborations. They’ve done a
great collaboration with Pop Sooky
where they came out with these, what’s now called
I believe millennial pink. Millennial pink is
actually a thing, everyone. They were doing these incredible
collaborations with people, so they constantly got these
pipes filled with great creative and great story. In order to keep up with
the amount of social media that is expected of
us nowadays, we’re going to have to turn into
exceptional storytellers. Their Google Display
ads were beautiful. Very simple, but
beautiful and worked. And offline they had since
very, very specific things that they were doing. And this seems so simple
when it was pointed out, but they just took over all
the travel we call him bins, but I think you call
them travel trays that we put all of
our stuff into when we’re at the air port. I think every travel
tray in Chicago airport had one of these in. And it was something
so simple, but it was– they just seemed to be
everywhere over the summer. Interestingly they too are not
without the whole promo code problem. As I was searching through
getting screenshots for this, I saw that again it comes back
to that problem of promo codes that we were talking
about at the beginning. They will have to
figure that out. But their creative is
absolutely stunning. Wherever you go they’ve
got great images, they’re reusing those
images on their web site, they reusing it on Twitter. And another thing that I do when
I want to try and figure out who they’re
marketing to, or what angle they’ve taken
with their marketing, or what they’re going
against with competitors, is they use this web site,
I think it’s called SpyFu. And it will tell you
some interesting things about what your competitors
are remarketing against. It might give you some ideas
for creative going forward. So it doesn’t matter
where you go on Away. Everything looks beautiful,
but they’re also telling other stories about travel. They have all these other
sections on their website. They also have a
magazine called Here, where they are telling
great stories about travel. And of course in some
of those photographs people just happen to be
holding one of these suitcases. But that isn’t what’s
front and center for them. Even the way that they
handle haters on Twitter. I had to say I was– I found this and I thought,
they are a great company, but I’m sure people sometimes
just look at their suitcases and think, you know what? It’s just a plastic suitcase. I don’t want to pay $300 for
just a plastic suitcase that gets bashed around. And even the way they handle
haters has been designed. That definitely is
something that they must have sat down
and gone right, just put front and center that we
will give them the money back, and we have a guarantee
and everything else. It’s not unusual. But every single touch
point that you find on Away has been done
exceptionally well. This is one of their
email campaigns. I’m right back to the end
experience of purchasing. A lot of companies
are using this now. I believe it’s called Nava. And it’s just a
great system, where if you’ve bought
something it automatically puts a tracking number
in, and it will tell you whereabouts in the process
your parcel is, or where is. It sometimes has a map. And then you have
the ability to have some creative on the right
hand side that can change up whenever you need it to, and
it will also import Instagram. But it is a really,
really great experience, even if they are
buying the experience. So just to finish up I wanted to
talk about when things go bad. Because I think we all
have a little sadistic side that kind of likes when things
go bad for other companies. So when I was researching, I
came across this collaboration. So Cath Kidsten is
quite a British brand, and they were doing a
collaboration with Peter Pan. And on the surface they seem to
be doing everything absolutely perfectly. They had great
Instagram creative, they had really great
email campaigns. But when I started to read about
how this was going to go down, I thought, do you know what? I think something is
going to happen here. And I think I should
probably be at my computer, because I think it
might make a great case study for AEA next year. And it was just– well it was just an
accident waiting to happen. But on the surface they had
created an absolutely beautiful campaign. So these– they
were kind of putting these little sort of tasters
out everywhere saying, oh it’s two days to
go ’til the sale. One day to go ’til the sale. Can’t sleep because you’re
so excited about this sale of Peter Pan items. And then they sent
through a password to allow you access to the
website, so when it all went live your password was STAR, and
you got to go onto the website. And it all felt quite special. They’d actually
managed to create an experience that somehow felt
really super special for once. Oh, nice flashing thing. And so when you actually
went to go into the website it held you in a
holding pattern. And you had x amount
of minutes to wait. And it was– that
experience started to become a bit painful, I’ll be honest. Once you had waited
your 12 minutes, you got onto the website. Now us web designers should
be able to spot fairly simply, what is wrong with this page? If you’re going to try and buy
something, what do we need? They had missed the buy button
off of the entire campaign. And then what started
to happen was, when you do something
like this, it turns to angry, angry Twitter users. Why can’t I buy? Where is the buy button? Hundreds of these messages
started flooding the poor Cath Kidston team. And what I find
interesting about this, and this is something that
we’ve seen before many times. The users aren’t
blaming Cath Kidston. When you actually go and
read what they’re saying, they believe that
they’re the only people without a buy button. And I find that quite an
interesting thing, that uses are actually exceptionally
more patient than we give them credit for. They were actually thinking
the problem was with them rather than the entire web site. So then Cath Kidston
basically popped up and the whole team
said, you know what? Don’t worry, don’t worry. We’re going to fix this. We’re going to fix this
problem of no buy button, after we’ve just hyped
up this entire sale. So then it chucked
you back to this. You had another 20
minutes to wait. And then lo and behold,
the buy button came back. Yay. When you press the buy
button, this is what happened. I gave up at that point. I don’t know what happened
after that, I’m afraid. That’s where the
story sadly ends. But I did, just because I
thought it would be fair, I reached out on Twitter and
I said, do you know what? Was anyone, just as a
long shot, was anyone part of the Cath Kidston
campaign who I could talk to about what happened? Because there was a really
sadistic part of me that hoped someone just
went, we’ll be honest, we just didn’t code
the buy button, and I would be like, brilliant. We all make mistakes. Don’t worry, it’s good. We all make mistakes. But funnily enough, no one
really wanted to talk to me. One guy said oh, do you
know what, my girlfriend was on the campaign. I was like great! Get her to email me,
because I really, really want to learn about this. She never e-mailed me. I don’t blame her. I don’t blame her. But when things go wrong,
they can be quite amusing, even if you’ve got the greatest
social media campaign at all. I think the moral
of that story ensure you’ve coded up the buy button. So just to take us
back has a recap. The whole design
once, use everywhere. The problem on social
media is keeping up with the content creation,
the pace at which it moves. Unless you have got exceptional
storytelling abilities and you’ve pre-planned
some of this stuff, and realized what’s sitting
above your product, what has everyone who’s buying
your product got in common, where can you harness that? How can you design
that once, and then use it across every very
carefully chosen social media platform? Don’t be like the
washing machine repairer, and feel like you have to
post on every single network. Choose it with
strategic planning. Ensure the networks that you
are strategically pursuing make sense for you business. Goes back to the whole
story at the beginning. Don’t just choose one because
everyone else is on it. Sometimes they simply do not
make sense for your business, and that’s a conversation for
you to have maybe as a team or with your bosses, but some
social networks just truly do not make sense for
some businesses to be on. And find your story for
social media longevity. Thank you very much. I’ll be around for
the next three days if you have questions. Let’s geek out about
some social media stuff. Thank you.

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