Andy Williams discusses how to put yourself in front of the right audience by creating a fake band called Graeme Benge on social media. He created social media profiles for the band, posted content, and was able to rank the band on search engines and get radio play within a month without ever creating a website for the band. The experiment showed how powerful social media can be for branding and ranking without a traditional online presence.
2. Andy Williams
Digital Marketing
Manager
A BIT ABOUT ME
• Digital Marketing Manager
• Dad of three
• I have a famous name sake
• Distance runner
• …and I manage a successful
band
3. I LIKE TO SET
MY TEAM CHALLENGES
I try to rank for their name
They have to fend me off
In February 2013
I chose my next victim
5. HERE WERE THE
RULES
One Month
• Protect your name
• No black hat tactics
• If any ranking page I am responsible for appears in
the top three I WIN
• Loser buys lunch
6. I didn’t
want to just
create a
page and
promote it
I wanted to
experiment
as well as
challenge
12. WHAT COULD I ACHIEVE
FROM SOCIAL ACTIVITY?
Could I rank?
How strong are social signals?
What could I achieve by not having a
site?
Would Google see this as a brand?
16. MAIN POINTS
Fill in all company information
Brand your profiles
Make it clear what you are offering
Update regularly
Include images and videos
17.
18. “Indie band likened to Stone Roses and
Inspiral Carpets with a 2013 hardcore
reboot”
19.
20.
21.
22.
23. FINDING YOUR
AUDIENCE ON
TWITTER
• Search for common
interests
• Find people talking
about your product
• Research who is
following your
competitors
• Follow them
24.
25.
26.
27.
28. BUILDING YOUR
AUDIENCE ON
FACEBOOK
• Ask friends to like
your page
• Ask friends to share
your posts
• Update regularly
• Include images with
your posts
• Create a page
newcomers will want
to “like”
62. Include contact details
Brand your profiles
Include images
Provide a thorough
company description
Include videos
Include your
products/services
SET UP YOUR
PROFILES CORRECTLY
63. Use Twitter
Search
Find people asking
questions
Find people talking
about your products
Follow them
Find who is following
your competitors
Search for keywords
Find hashtags to
follow
HOW TO FIND
YOUR AUDIENCE
64. Keep them interested
Update regularly
Interact with them
Be human
Understand what they
want
Welcome them
WHAT TO DO ONCE YOU
HAVE FOUND THEM
66. Have an active
account
Provide exclusives
Include your audience
Provide offers
Include information only
found on your profiles
Make them feel part of
it all
GIVE THEM A
REASON TO STAY