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DMSS 2018: Roger Graham – How to Blow Away Your Clients on Social Media (And Gain New Ones)

This week we’re going to discuss the social media workshop ‘How to blow away your clients on social media (and gain new ones)’ as presented by Roger Graham. This post is part of our DMSS series where we discuss some of the presentations that we attended at the Digital Marketing Skill Share (DMSS) 2018 conference in Bali.

Who is Roger Graham?

Roger Graham is the Head of Asia for Hootsuite, which is one of the most widely used social media management platforms. In this role Roger is responsible for expanding Hootsuite’s customer base and deepening strategic partner relationships to assist in growing Hootsuite’s business in Asia.

With over 20 years’ experience in business leadership, sales and marketing and a passion in entrepreneurship, Roger is an extremely knowledgeable and successful speaker, having presented at a range of different marketing conferences over the years.

The Workshop Details

The workshop itself was titled ‘how to blow away your clients on social media (and gain new ones)’. The DMSS conference explained that the presentation would cover the key steps to impress your clients and grow your business. The session was described to cover how to:

  • Conduct a social media audit
  • Create a social media marketing plan
  • Set customised and realistic goals that impact the bottom line
  • Create weekly or monthly reports to showcase the actual business value of your efforts
  • Stay ahead on social before your client does

Starting the Presentation – And Introducing Hootsuite

Roger started the presentation by introducing Hootsuite and sharing a range of different marketing statistics. Including the following:

  • There are 1.779 billion active social media users in the Asia-Pacific region.
  • There are 1.713 billion active mobile social users in the Asia-Pacific region.
  • There are 2.007 billion internet users in the Asia-Pacific region.
  • Eastern Asia, Southern Asia and South East Asia are the top 3 regions for social media use.
  • Thailand has the highest average time spent per day on the internet with an average of 9 hours and 38 minutes spent using the internet per day via any device. Following Thailand is the Phillipines, Brazil and Indonesia.
  • The Phillipines has the highest average time spent using social media each day with an average of 3 hours and 57 minutes spent on social media each day via any device. Following the Phillipines is Brazil, Indonesia and Thailand.

All of these statistics showed the huge market potential that the Asia-Pacific region has in terms of social media.

Tip #1 Lead with Insights

The first tip that Roger gave was to lead with insights. Roger explained that typically the number one thing that a potential customer is interested in is what they don’t know, therefore it’s important to lead with insights. Show a potential customer what they don’t know.

Roger discussed the 3 steps to building value for clients. The first step was insight, where you make an impact by raising a concern about a customer’s business. The next step is impact, where you explain why that concern matters for the business, identifying the true cost of the status quo for the customer. The final step is value, where you reveal the new way forward with your unique solution that will solve the concern.

Tip #2 Propose Brand Collaborations

The next tip was proposing brand collaborations. Roger took us through a range of successful brand collaborations, from the collaboration between Levi’s and Google to the collaboration between Apple Music and Drake.

Apple Music Drake Brand Collaboration

Roger explained that it’s important to continuously think about these types of opportunities and connect with people who you may be able to collaborate with. Roger explained that LinkedIn is a great place for connecting with people, suggesting that we connect with those we may want to partner with and begin discussing collaboration opportunities with them. While the though of reaching out to other brands to collaborate may seem nerve racking Roger explained that most brands are open to collaborating as long as you are a good fit for their brand.

For those working in agencies Roger said that you could assist in connecting different clients who may be able to collaborate together. Doing so can provide additional value from you to your clients.

Tip #3 Deliver Measurable Results

Roger’s third and final tip was to deliver measurable results. He explained that a client’s priority will always be value and ROI. As a client’s number one goal is typically to increase ROI and increase revenue.

At the start of a project you should outline the objectives and goals of the project and what metrics you should measure. Attached below is an example of this.

As tracking is significantly easier now that we are in a digital based society Roger explained that measuring metrics has never been easier. We can measure metrics throughout the entire customer journey from the awareness stage through to the advocacy stage. The full list of social metrics that can be measured throughout the customer journey is presented below:

What Can We Take From This Presentation?

This presentation provided us with 3 powerful tips that can assist agency owners/workers and business owners/employees around the world in blowing away their clients and gaining new clients on social media. In addition to these 3 fantastic tips, Roger opened many eyes to the huge social media marketing potential that the Asia-Pacific region has.

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