How to make Social Media
work for you
August 2009
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Social Media is:
• All about sharing
o content, opinions, insights, experiences, viewpoints
• It can take the media form of
o text, images, audio and video
• And is likely to be distributed by
o blogs, boards, forums, SMS, communities
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

It’s relationship with PR:
Public relations is all about reputation. It's the result of what you do,
what you say, and what others say about you.
It is used to gain trust and understanding between an organisation and
its various publics - whether that's employees, customers, investors, the
local community - or all of those stakeholder groups.*
PR and Social Media are intrinsically interlinked online
*Source: Public Relations Consultants Association
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

The 4 C’s for success:
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

The social media landscape:
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Why care about it?
• 100,000,000 videos on You Tube
• 200,000,000 blogs
• 1 billion tweets on twitter
• 200,000,000 active global users of Facebook every
month
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Consumer influence is a powerful tool to
harness:
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

However, be wary of hype!
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

And it can get very confusing!
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Approaching a social strategy:
Who are we talking to?
• Indentify and understand ‘the people’ you want to talk to
How are we going to create meaning and value?
• Find out what products, topics, issues people care about and how they relate to your business offering
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Research the current landscape:
• Where are your audience going?
• What is the current noise is out there about your business and is it
positive?
• Who is talking about your topics previously identified?
• How are they talking about it?
• What is the preferred content form?
• Have any key topics been missed or new topics found that present
an opportunity?
• What other companies are out there participating in conversations?
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Define what success will look like:
• Traffic to the website
• Engagement & interaction
• Brand awareness
• Return on investment
• Leads
• Sales
• Email registrations
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Points to consider:
• What assets does the company have to create a communication or
conversation?
• Will the assets be short lived and need replacing or do they have
long term value?
• What human resource do you have to support a social media
strategy?
• What budget is available to support a social media strategy?
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Conversation themes:
Knowledge Interviews
sharing
Product
reviews
Top ten - Best Interactive
tips quiz’s
Real Life
Stories
Interactive Latest
games debates
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Outreach Mechanisms:
Launch a Build a widget
Start a forum
company blog or social ap
Develop a social Create video Blogger
network profile content Relations
Create a Micro - Online Press
Podcast Blogging Release
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Social ideas: A Company Blog
Use to:
• create fresh content for the website
• support the SEO strategy
• provides interest and stickiness for site visitors
• give a reason for visitors to return to the site
• encourage trust
• provides basis for conversations in other social communities
• demonstrates expertise
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Social ideas: A Company Blog
• Massive increases to blog when promoted correctly
• Gains back links by creating ‘linkworthy’ content
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Social ideas: Micro-Blogging
Use:
• to promote your company blog
• as a universe to seed promotions, vouchers and other content
• to test new business ideas with both customers and non-customers
• as a monitoring device to understand what is being said about your
company or brand
• as a customer service tool to provide feedback to customers real time
through the purchase cycle or answer post sales queries
• to project a more of a personality to the business, to make the brand
appear real
• as an announcement tool to keep everyone informed of latest
developments
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Social ideas: Micro-Blogging
• Full time effort to ‘follow’ others – become authority
• Create own personal profile
• Generate income via recommendations
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Social ideas: Social Networks
Use to:
• promote your company blog
• as a universe to seed promotions, vouchers and other content get
involved with existing groups relevant to your brand and products
• build long term relationships with existing customers and personalise
the company
• as an announcement tool to keep everyone informed of latest
developments
• provide good visibility in Google and support a SEO strategy
• meet new people and prospective customers
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Social ideas: Social Networks
• Link your blog /
Twitter / Videos
to your FB page
• Promot e offers
and happenings
to your engaged
audience
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Our advice - Start slowly and develop
strategy over time
Content production
Blogger relations
Company Fan Page
Micro Blogging
Company Blog
Grow activity in line
with success, available
time and confidence.
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

For a free consultation please contact:
Andy Headington
Marketing Director
andy.headington@adido-solutions.com
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business

Thank you for listening!
Any questions?
© Adido Solutions Limited 2009 – www.adido-solutions.com – 0845 260 2343 Empowering your business