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The Place of Social Media in the Marketing Mix

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A presentation from LGComms Scotland's session on digital communications to explore the place of social media in the traditional marketing mix. With some case studies of what works.

A presentation from LGComms Scotland's session on digital communications to explore the place of social media in the traditional marketing mix. With some case studies of what works.

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Transcript

  • 1. Using social media to communicate
    The place of social media in the marketing mix
    Dan Slee, Walsall Council
    2011 Scottish Communications Seminar
    LG Comms
  • 2. Purpose of the session
    Basic principles
  • 3. Purpose of the session
    Basic principles
    The media landscape
  • 4. Purpose of the session
    Basic principles
    The media landscape
    How to map your landscape
  • 5. Purpose of the session
    Basic principles
    The media landscape
    How to map your landscape
    Case studies
  • 6. Purpose of the session
    Basic principles
    The media landscape
    How to map your landscape
    Case studies
    Linked social
  • 7. Marketing mix 2011
    Creative commons credit: Bud Cattell http://www.flickr.com/photos/bud_caddell/3633168889/sizes/m/in/photostream/
  • 8.
  • 9. Basic principles
  • 10. Basic principles
    #1: Realise that the landscape has changed (and your skills need to too.)
  • 11. Basic principles
    #2: The channels of communication have changed.
  • 12. Basic principles
    #3: Remember that social media is social.
  • 13. Basic principles
    #4: Mainstream it.
  • 14. Basic principles
    #5: The best social media tool is common sense.
  • 15. How to map your landscape
  • 16. The Walsall media landscape 2005
  • 17. The Walsall media landscape 2005
    21 journalists or photographers
  • 18. The Walsall media landscape 2011
  • 19. The Walsall media landscape 2011
  • 20. The Walsall media landscape 2011
    9
    21 journalists or photographers
  • 21. The Walsall media landscape 2011
    23,000
  • 22. The Walsall media landscape 2011
    23,000
    20,000?
  • 23. The Walsall media landscape 2011
    23,000
    20,000?
    7,000
  • 24. The Walsall media landscape 2011
    23,000
    20,000?
    7,000
    222,000
  • 25. How to map your landscape
  • Case studies: Twitter
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43. Twitter
  • Twitter
    Any questions on Twitter?
  • 47. Case studies: Flickr
  • 48. Don’t replicate...
  • 49. Walsall Council House Flickr meet
    101 images and 1,000 views
  • 50.
  • 51. UK Home Office
    379,000 views in 10 months
  • 52. Winter photos in Dudley Flickr Group
    169 members and 471 pictures
  • 53. Flickr
    • Celebrate your area
    • 54. Work with residents
    • 55. Create an image library
  • Flickr
    Any questions on Flickr?
  • 56.
  • 57. Case studies: Facebook
  • 58. #6: Link. Share. Retweet. Be web 2.0.
  • 59. #6: Link. Share. Retweet. Be web 2.0.
  • 60.
  • 61.
  • 62. Facebook
    • Be informal
    • 63. Don’t over post
    • 64. Moderate abuse, not criticism
  • Facebook
    Any questions on Facebook?
  • 65. Case study: Foursquare
  • 66.
  • 67. Create a venue...
  • 68. Leave tips...
  • 69. Leave tips...
  • 70. Case study: Linked social:
    Walsall 24
  • 71. Walsall 24
  • 72. Walsall 24
    • 18 Twitter accounts (4 specially created)
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
    • 73. 22 People tweeting
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
    • 74. 22 People tweeting
    • 75. 23 Supplying data
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
    • 76. 22 People tweeting
    • 77. 23 Supplying data
    • 78. For 24 hours
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
    • 79. 22 People tweeting
    • 80. 23 Supplying data
    • 81. For 24 hours
    • 82. Online and offline...
  • Walsall 24
    • 116,273 audience tweetreach.com
    • 83. 1,349 tweets
    • 84. Mainstreamed social media
    • 85. Linked an online and offline campaign
  • 86. Quick recap:
    Basic principles
    The media landscape
    How to map your landscape
    Case studies
    Linked social
  • 87. Thank you
    Any questions?
    Dan Slee
    sleed@walsall.gov.uk
    www.danslee.wordpress.com
    Twitter: @danslee