Using social media to communicate <br />The place of social media in the marketing mix<br />Dan Slee, Walsall Council <br ...
Purpose of the session<br />Basic principles<br />
Purpose of the session<br />Basic principles<br />The media landscape<br />
Purpose of the session<br />Basic principles<br />The media landscape<br />How to map your landscape<br />
Purpose of the session<br />Basic principles<br />The media landscape<br />How to map your landscape<br />Case studies <br />
Purpose of the session<br />Basic principles<br />The media landscape<br />How to map your landscape<br />Case studies <br...
Marketing mix 2011<br />Creative commons credit: Bud Cattell http://www.flickr.com/photos/bud_caddell/3633168889/sizes/m/i...
Basic principles<br />
Basic principles<br />#1: Realise that the landscape has changed (and your skills need to too.)<br />
Basic principles<br />#2: The channels of communication have changed.<br />
Basic principles<br />#3: Remember that social media is social.<br />
Basic principles<br />#4: Mainstream it.<br />
Basic principles<br />#5: The best social media tool is common sense.<br />
How to map your landscape<br />
The Walsall media landscape 2005<br />
The Walsall media landscape 2005<br />21 journalists or photographers<br />
The Walsall media landscape 2011<br />
The Walsall media landscape 2011<br />
The Walsall media landscape 2011<br />9<br />21 journalists or photographers<br />
The Walsall media landscape 2011<br />23,000<br />
The Walsall media landscape 2011<br />23,000<br />20,000?<br />
The Walsall media landscape 2011<br />23,000<br />20,000?<br />7,000<br />
The Walsall media landscape 2011<br />23,000<br />20,000?<br />7,000<br />222,000<br />
How to map your landscape<br /><ul><li>ABC stats
Google Alerts
Facebook
Mashable
Openly Local</li></li></ul><li>Case studies: Twitter<br />
Twitter<br /><ul><li>Be social
It’s not just press releases
Have many
Link</li></li></ul><li>Twitter<br />Any questions on Twitter?<br />
Case studies: Flickr<br />
Don’t replicate...<br />
Walsall Council House Flickr meet<br />101 images and 1,000 views <br />
UK Home Office<br />379,000 views in 10 months<br />
Winter photos in Dudley Flickr Group<br />169 members and 471 pictures<br />
Flickr<br /><ul><li>Celebrate your area
Work with residents
Create an image library</li></li></ul><li>Flickr<br />Any questions on Flickr?<br />
Case studies: Facebook<br />
#6: Link. Share. Retweet. Be web 2.0. <br />
#6: Link. Share. Retweet. Be web 2.0. <br />
Facebook<br /><ul><li>Be informal
Don’t over post
Moderate abuse, not criticism</li></li></ul><li>Facebook<br />Any questions on Facebook?<br />
Case study: Foursquare<br />
Create a venue...<br />
Leave tips...<br />
Leave tips...<br />
Case study: Linked social:<br />Walsall 24<br />
Walsall 24 <br />
Walsall 24 <br /><ul><li>18 Twitter accounts (4 specially created) </li></li></ul><li>Walsall 24 <br /><ul><li>18 Twitter ...
22 People tweeting</li></li></ul><li>Walsall 24 <br /><ul><li>18 Twitter accounts (4 specially created)
Upcoming SlideShare
Loading in...5
×

The Place of Social Media in the Marketing Mix

2,627

Published on

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.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,627
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Place of Social Media in the Marketing Mix

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

    Clipping is a handy way to collect important slides you want to go back to later.

×