Fasken Magic Circle Event Andrew Grill

Social media is not just for Kids …it’s the must have tool for your business @Andrew Grill - Fasken Martineau Magic Circle Event London, 20th January 2011

Social media is just like real life!

Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.

Marketing sets the expectation, marketing creates demand, marketing helps a consumer differentiate why one choice is better than another.
Operations delivers.
Any gap between the two drives a conversation on the social Web.
Dave Evans http://lc.tl/gap

The competitive advantage
of truth
Failing to deliver and sustain truth will be indicators of broader operational weaknesses.
Jonathan Salem http://lc.tl/truth Failing to deliver and sustain truth will be indicators of broader operational weaknesses “ ”

The twitter tax
http://lc.tl/tax “ When you promote your online social monitoring you’re agreeing to pay the tax for the failures of your company’s operators to do their jobs.”

Social media in the hotel industry “”

Things to consider
Social media is noisy
Social media is demanding
Social media is unforgiving
Social media is not a replacement for marketing
Social media is the best word of mouth you cannot buy
Social media helps extend your message before, during & after a customer experience / interaction

What makes a good social campaign
Conversation not advertising
Let me share the content
Multi-platform
Lives on after the campaign ends
Something people will want to talk to others about
Measurable uplift in sales / interest
It’s just that little bit different…

http://lc.tl/meerkat

Oldspice
Anyone not seen this?
Became a “must see”
Press covered it
Lived on as @replies via video messages
Grover from Sesame Street parodied it
Initial 107% uplift in sales
Not many mentions of people trying/buying product?

http://lc.tl/tippex

So you need a social media guru to do all this?

Why is social media now so important
Two way medium
Instant feedback
Promotes sharing of ideas and information
Complements everything you are currently doing
Relatively simple to establish a presence
Your competitors are already doing it
In 2011 move from Social Media > Social Intelligence

Free advice to agencies & brands
Put some hooks in the creative that allow you to talk about the ad long after it has gone
Crosses from social > traditional media = free push
Make sure you understand the medium – make sure you use it
If not on Twitter – get on it today!
Follow me @andrewgrill if not sure how to start
http://lc.tl/twitter

From hearing to listening
Not just about ticking the boxes
Facebook
Twitter
Act on the feedback you receive
Admit mistakes and learn from them
http://lc.tl/fedex “ If you’re not open to feedback, you’re not ready to play”

The future
New channels
Peer advocacy becomes key sales driver
Mobile + social becoming key
Foursquare – standout example for retail
Hotels – 25% leads via Foursquare in future
http://lc.tl/ad2020

One to watch - Foursquare http://lc.tl/4

When do people visit my store?

What should I do next?
Claim your brand on Twitter & Facebook
Identify who is going to monitor and maintain
Arm the team with tools to contribute also
Put your social media credentials on your website
Grab a short URL version of your brand eg http://lc.tl
Start tweeting and following
Promote your social media presence internally as well

You also need to monitor social media http://lc.tl/vt

@ AndrewGrill Contact via http://lc.tl/c Slides http://lc.tl/fasken +44 788 198 6694

Fasken Magic Circle Event Andrew Grill

by Andrew Grill

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