Social media in packaging - Pro2Pac 2013

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Zoe's workshop presentation on how to make the most of social media marketing in the packaging sector - with a number of trailblazing examples showcasing best practice use of Facebook, Linkedin, Twitter and more.

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Social media in packaging - Pro2Pac 2013

  1. 1. @zoe_wilkinsPro2Pac 2013 p pi ng s to ha t’sW yo u?
  2. 2. Your workshop host  Zoë Wilkins, account director, BDB – CIM-qualified marketer and business developer  16 years’ industrial marketing experience – 14 years in processing, packaging, food and drinks  Specialist in integrated international communications – Using multiple marketing tools to reach, engage, influence & convert audiences – Implementing through multinational / global channels@zoe_wilkins
  3. 3. Learning objectives@zoe_wilkins
  4. 4. Where are you now? Quick show of hands: how many Quick show of hands: how many of you already use any social of you already use any social media (privately or for work)? media (privately or for work)?@zoe_wilkins
  5. 5. Social media are...  The collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs (Axel Schultze)  Part of the communications mix  Discursive and informative  Global  Immediate  Powerful@zoe_wilkins
  6. 6. Social media aren’t...  Vehicles for heavy promotion  Lead generators  A substitute for other marketing methods  Controllable  An overnight success  Going away!@zoe_wilkins
  7. 7. What are social media’s benefits? Source: Being Your Brand Social Media Report 2012@zoe_wilkins
  8. 8. How to succeed with social media@zoe_wilkins
  9. 9. Packaging success stories:  Packaging Diva – @packagingdiva – Excellent audience insight & engagement – Creates, shares and attributes content – Enthusiastic, discursive & opinionated – Tweets several times a day – Integrates with Pinterest & Linkedin@zoe_wilkins
  10. 10. Packaging success stories:  Avery Dennison – @EnhanceUrBrand – Customer-focused – Shares news, market trends and case studies – Courteous and engaging with other users – Good use of hashtags@zoe_wilkins
  11. 11. Packaging success stories:  Sonoco – Clear company overview – Makes use of status updates – Has populated products & services tab – Good employee engagement / relevance – Uses Linkedin to recruit – Has created its own group@zoe_wilkins
  12. 12. Packaging success stories:  Bosch Packaging Technology – Includes internal and external news, events, careers, photos etc – Updated regularly – Multilingual content – Has a human side – 4,500 likes@zoe_wilkins
  13. 13. Best practice: integrated social media  BASF – Facebook, Twitter, Google+, Linkedin, Youtube, Flickr, Slideshare – Customer segmentation – Diverse, rich content... – ... seeded on appropriate platforms – Integrated with blog + BASF website@zoe_wilkins
  14. 14. Risks – and mitigating them@zoe_wilkins
  15. 15. Common social media concerns  Control  Time and resource  Handling negative references  Reputation  Privacy and data laws@zoe_wilkins
  16. 16. Mitigating social media risk@zoe_wilkins
  17. 17. Where to start?  Research and set up – Linkedin – Twitter – (Facebook) – Pinterest / Instagram  Connect and observe  Develop a social media strategy, guidelines and evaluation metrics  Integrate into your marketing plan  Consult experts if you need guidance@zoe_wilkins
  18. 18. So, what’s stopping you?E: zoe@bdb.co.ukT: @zoe_wilkins Presentation available now at:T: @BDBmarketing www.slideshare.net/P: 0161 925 4700 bdbmarketingW: www.bdb.co.uk

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