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The Place of Social Media in the Marketing Mix
 

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