The Place of Social Media in the Marketing Mix
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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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The Place of Social Media in the Marketing Mix The Place of Social Media in the Marketing Mix Presentation Transcript

  • Using social media to communicate
    The place of social media in the marketing mix
    Dan Slee, Walsall Council
    2011 Scottish Communications Seminar
    LG Comms
  • Purpose of the session
    Basic principles
  • Purpose of the session
    Basic principles
    The media landscape
  • Purpose of the session
    Basic principles
    The media landscape
    How to map your landscape
  • Purpose of the session
    Basic principles
    The media landscape
    How to map your landscape
    Case studies
  • Purpose of the session
    Basic principles
    The media landscape
    How to map your landscape
    Case studies
    Linked social
  • Marketing mix 2011
    Creative commons credit: Bud Cattell http://www.flickr.com/photos/bud_caddell/3633168889/sizes/m/in/photostream/
  • Basic principles
  • Basic principles
    #1: Realise that the landscape has changed (and your skills need to too.)
  • Basic principles
    #2: The channels of communication have changed.
  • Basic principles
    #3: Remember that social media is social.
  • Basic principles
    #4: Mainstream it.
  • Basic principles
    #5: The best social media tool is common sense.
  • How to map your landscape
  • The Walsall media landscape 2005
  • The Walsall media landscape 2005
    21 journalists or photographers
  • The Walsall media landscape 2011
  • The Walsall media landscape 2011
  • The Walsall media landscape 2011
    9
    21 journalists or photographers
  • The Walsall media landscape 2011
    23,000
  • The Walsall media landscape 2011
    23,000
    20,000?
  • The Walsall media landscape 2011
    23,000
    20,000?
    7,000
  • The Walsall media landscape 2011
    23,000
    20,000?
    7,000
    222,000
  • How to map your landscape
    • ABC stats
    • Google Alerts
    • Facebook
    • Mashable
    • Openly Local
  • Case studies: Twitter
  • Twitter
    • Be social
    • It’s not just press releases
    • Have many
    • Link
  • Twitter
    Any questions on Twitter?
  • Case studies: Flickr
  • Don’t replicate...
  • Walsall Council House Flickr meet
    101 images and 1,000 views
  • UK Home Office
    379,000 views in 10 months
  • Winter photos in Dudley Flickr Group
    169 members and 471 pictures
  • Flickr
    • Celebrate your area
    • Work with residents
    • Create an image library
  • Flickr
    Any questions on Flickr?
  • Case studies: Facebook
  • #6: Link. Share. Retweet. Be web 2.0.
  • #6: Link. Share. Retweet. Be web 2.0.
  • Facebook
    • Be informal
    • Don’t over post
    • Moderate abuse, not criticism
  • Facebook
    Any questions on Facebook?
  • Case study: Foursquare
  • Create a venue...
  • Leave tips...
  • Leave tips...
  • Case study: Linked social:
    Walsall 24
  • Walsall 24
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
    • 22 People tweeting
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
    • 22 People tweeting
    • 23 Supplying data
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
    • 22 People tweeting
    • 23 Supplying data
    • For 24 hours
  • Walsall 24
    • 18 Twitter accounts (4 specially created)
    • 22 People tweeting
    • 23 Supplying data
    • For 24 hours
    • Online and offline...
  • Walsall 24
    • 116,273 audience tweetreach.com
    • 1,349 tweets
    • Mainstreamed social media
    • Linked an online and offline campaign
  • Quick recap:
    Basic principles
    The media landscape
    How to map your landscape
    Case studies
    Linked social
  • Thank you
    Any questions?
    Dan Slee
    sleed@walsall.gov.uk
    www.danslee.wordpress.com
    Twitter: @danslee