How To – Social Media for your Business


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Attacat presentation for Edinburgh Chamber of Commerce focusing on practical advice for integrating social media into your marketing and PR strategies.

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  • News and opinions spread on small scale but very quicklyTraditional media now picks up stories from social – role reversal?
  • Recommendations / complaints thus much more powerfulAmplifies problems, so needs to be considered in overall strategyCrisis management – need to engage quickly and positively to retain reputation. Use the embassadors.
  • FREQ: How often do customers transact? REACH: How many customers reaching (new) YIELD: Spend £ per transInvolve social media across the companyBecome transparent and communicativeAdd value to a community / nicheThe easy way to start? Listen in.
  • How To – Social Media for your Business

    1. 1. Using social mediafor your business<br />@attact_joel<br />Joel Lumsden<br />
    2. 2. What is social media?<br />1. Social networks<br />
    3. 3. What is social media?<br />2. Blogs<br />Your blog<br />Others’ blogs<br />“No single thing in the last 15 years has been more important to my professional life. Blogging is the best marketing tool bar none.”<br />Tom Peters<br />
    4. 4. What is social media?<br />3. Video<br />4. Audio<br />
    5. 5. What is social media?<br />5. Forums<br />
    6. 6. What links them all?<br />They’re publishing / communication tools<br />Just like email?<br />Not all appropriate to your business<br />Find the best fit for you and your customers<br />
    7. 7. Now everyone is a publisher<br />Fragmentation of traditional media<br />Breakdown of distance<br />Between communities<br />Between brands and customers<br />Not geographically constrained<br />by Natalie Dee<br />
    8. 8. Everyone is a publisher<br />Customers are like mini-newspapers<br />Want a ‘good review’<br />Disseminated on a small scale<br />But they add up – and spread quickly<br />by Natalie Dee<br />
    9. 9. Everyone is a publisher<br />Less about ‘big PR stories’<br />More about finding small, relevant influencers<br />Customer opinions thus more and more important<br />The social web<br />by Natalie Dee<br />
    10. 10. Everyone is a publisher<br />Many brands moving budget away from buying media space to “earning” media space<br />Providing free benefits/resources<br />“Ask not what your marketing can do for you, but what your marketing can do for your customers”<br />Grant Leboff<br />
    11. 11. Giving is good<br />E.g. Attacat cookie audit tool for websites<br /><br />
    12. 12. Giving is good<br />Charity initiatives<br />Often no support from traditional marketing<br />Solely social media<br />Giving is good<br />
    13. 13. It’s changing business<br />‘Pull’ marketing not ‘push’<br />Creating brand advocates<br />by volker.davids source<br />
    14. 14. It’s changing business<br />Marketing / PR often less about ‘one big push’<br />Campaigns integrated across everything you do<br />by volker.davids source<br />
    15. 15. It’s changing business<br />Need to ‘get customers onboard’<br />Brand perception becomes very important<br />Communication (both with customers and internal)<br />by volker.davids source<br />
    16. 16. Within your business<br />Q<br />QUESTION<br />Who in your company could be involved in social media?<br />
    17. 17. Within your business<br />A<br />ANSWER<br />Usually almost everybody<br />
    18. 18. Within your business<br />One person can’t do it on their own<br />Part of company mentality<br />Dell have almost everyone*<br />Monitor and are proactive to customers concerns<br />Social executives<br />Brand advocates<br />‘Success’ relative to number of people involved<br /> even in same industries<br /> *<br />“We have 10,000 Dell employees trained as social media professionals” <br />Dell<br />
    19. 19. Measuring it<br />Analytics: Tag social activity, custom variables, short URL tracking, multi-channel funnels.<br />Relate back to your set objectives/goals<br />Frequency/Reach/Yield?<br />Compare vs base level / benchmark<br />Sentiment analysis (e.g. PostRank), comments, ‘likes’ and other sales precursors.<br />