{"id":5338,"date":"2014-09-18T12:00:26","date_gmt":"2014-09-18T11:00:26","guid":{"rendered":"http:\/\/www.markwilson.co.uk\/blog\/?p=5338"},"modified":"2015-06-12T00:36:35","modified_gmt":"2015-06-11T23:36:35","slug":"effectively-targetting-social-media-interaction-are-you-speaking-scottish-in-toyko-mark-mcculloch-at-mkgn","status":"publish","type":"post","link":"https:\/\/www.markwilson.co.uk\/blog\/2014\/09\/effectively-targetting-social-media-interaction-are-you-speaking-scottish-in-toyko-mark-mcculloch-at-mkgn.htm","title":{"rendered":"Effectively targetting social media interaction: are you speaking Scottish in Toyko? (Mark McCulloch at #MKGN)"},"content":{"rendered":"

Every three months, I have a mild panic because:<\/p>\n

    \n
  1. I’ve successfully registered for Milton Keynes Geek Night<\/a> (MKGN) but neglected\u00a0to put it in my diary.<\/li>\n
  2. Three months have gone by and I’ve not blogged about the last MKGN, even though David<\/a> and Richard<\/a> know me as the resident blogger…<\/li>\n<\/ol>\n

    This time is no exception…<\/p>\n

    I could say I was distracted because Mrs W. accompanied me to the last Geek Night; I could blame Google Keep for\u00a0not allowing large enough notes to store a whole evening’s worth of note-taking and for losing the first part of my notes (although it sounds a bit like\u00a0“the dog ate my homework” and I’m sure I’ve used a similar excuse before) so let’s just stick with “because I’m busy – but MKGN #9 it was a really worthwhile evening and I’m sure #10 will be too”. You can catch the audio on Soundcloud<\/a>, but I want to write about one talk that I found particularly interesting – Mark McCulloch (@WeAreSpectaculr<\/a>)’s “Are you speaking Scottish in Tokyo” (which\u00a0seems to have an additional relevance today<\/a>)…<\/p>\n

    Are you speaking Scottish in Toyko?<\/h3>\n

    If you’re wondering what Mark means by “Speaking\u00a0Scottish in Tokyo” (or, as he put it, “Okinawa the noo!”), Mark’s whole point is that social media interaction needs to be effectively targetted. \u00a0He’s quite happy to highlight that his message is based on a book by Gary Vaynerchuk<\/a>\u00a0(@GaryVee<\/a>)\u00a0–\u00a0Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World<\/a>\"\"\u00a0–\u00a0but it highlights some\u00a0important points:<\/p>\n

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    • First up – you need to be native to the social channel in use. Lazy brands put the same post on multiple channels. Sometimes it just doesn’t work…<\/li>\n
    • Added to that, many social agencies have no real plan or return on investment.<\/li>\n
    • Next – don’t expect instant results: you need to give, give, give, then take.\u00a0Too many brands broadcast on social media. The good ones have a conversation. The excellent ones hook people in with something that they find useful – and then ask for something in return.<\/li>\n<\/ul>\n

      Mark talked about a rule of thirds developed at Yo Sushi (brand, product, fun\/health\/life); drawn as a Venn diagram you need to hit the point where all three meet and Mark suggests building a mind map of things to talk about based on these 3.<\/p>\n

      Next, the perfect post needs a call to action that’s easy to understand, perfectly crafted for mobile and for other digital devices – and respects the nuances of the target\u00a0network… so, for example, on Facebook:<\/p>\n

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      1. Is the text too long?<\/li>\n
      2. Is it provocative, entertaining and\/or surprising?<\/li>\n
      3. Is the photo striking?<\/li>\n
      4. Is the logo visible?<\/li>\n
      5. Have you chosen the right format for the post?<\/li>\n
      6. Is the call to action in the right place?<\/li>\n
      7. Is this interesting?<\/li>\n<\/ol>\n

        So, here are some first class “jabs”:<\/p>\n

        “We asked two strangers to kiss for the first time.” A #BMW<\/a> #firstkiss<\/a> photo by Liviu3 via Instagram: pic.twitter.com\/KGY9icS7xO<\/a>
        \n\u2014 BMW (@bmw)         March 11, 2014<\/a><\/p><\/blockquote>\n