Final social-media-day

Today is…

30 June 2010 Essentials for social media marketing success Passionate. Professional. Visionary.

Agenda
The value of social media as a channel
How to integrate social media into your communications strategy
Managing and maintaining your brand across social media
Social media tactics for your target market
Measuring results and getting a return on your investment

Who’s doing it?

Who are LCM?
Founded in 1989
Investors in People accredited
Well-respected in the region and in their sectors
IT/Technology/Manufacturing
Public/Third sectors & not-for-profit
Professional services (accountancy & legal)
Southern based fast-growth companies
Strategic marketing partner with professional processes and genius creativity
Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc.
Today’s speakers: George Roberts and Zoe Mitchell

Clients we work with

What would you like to get out of this morning?

Where does social media fit Product A Resellers Direct Marketing Segment 1 Reputation PRODUCTS , BRANDS, VALUE PROPOSITION INTERNAL PARTNERS & CHANNEL CUSTOMERS & SEGMENTS USAGE, LOYALTY, REFERRALS & CASE STUDY COMMUNICATIONS Product B Product C Product D Alliances Distributors Segment 2 Segment 3 Segment 4 Web PR & Social media Networks & Communities Pricing

It’s just another megaphone

Maximising the potential of social media Websites and email Social media The value of social media as a channel

What your social media strategy must do
Foster and build on relationships
Enhance reputation
Increase revenue
Carry out relevant research
So, what can be done to ensure that you make an impact on 1 or more of the 4 Rs?

Your social media to do list
List objectives
Allocate responsibility
Clarify targets and where they are
Develop content
Integrate with your other marketing activity
Launch
Measure results
Refine activity based on results

Social media objectives – examples
Gather knowledge
Disseminate knowledge/information
Drive traffic to your site
Generate new business
Support sales conversion
Get customer involvement/service/ideas
Find staff/create valuable partnerships
Whatever your objectives don’t forget to measure and refine them

Where are your prospects/clients?

Twitter best practice
Build relationships on Twitter
Leverage the real-time nature of Twitter
Measure the value of Twitter

Keeping in touch with people you already know
Getting in touch with former colleagues and peers
Finding new contacts through the network
Overcoming e-shot inertia
Engage in discussions
Foster & build relationships

Exponential Growth

Exponential Growth
In a business of 10 staff:
If each member of the team has 50 contacts, the company has access to 500 direct contacts
If each of these 500 contacts has 50 contacts, the company has access to 25,000 contacts
A proactive use of Linked In can help you engage further with the business community and grow your network

Managing & maintaining your brand

Identify brand champions

Not anyone who could let you down Be careful who you choose

Be consistent

Develop content that your audience wants to receive and integrate it with your existing marketing activity.
Leave them craving more
Content

Avoid overt selling

Leave them craving more
Clarity beats persuasion
Match your prospects’ perspectives
Answer questions that match their priorities
Show, don’t tell
Education
Expertise
Evidence
Cut buzzwords and jargon
Design content to be scanned for value and easily read online
Don’t forget a call to action

Examples of content and planning
Personal insights into industry trends and topics – blogs
Press releases
Events schedule
Teaser information
Corporate Social Responsibility
Mentions in the press – links to third party sites
Presentation content
Videos, webinars and podcasts
Customer feedback
Run surveys, discussions and polls

Treat comments as you would from a right-minded professional person
Don’t take it personally
Chat your response through with a colleague
Be ‘on brand’
Bear in mind that people can’t hear your tone of voice
Say ‘thank you’
Try and take it off-line as soon as possible
Answer where appropriate and where possible with facts and evidence
Keep tabs on your discussion forum so that you can answer straight away
Track mentions of your name/company name
Handling negative comments

A real life example – Nestle

Measuring

Measuring success & refinement
Traffic to your Website
Followers, reTweets, mentions, direct messages, fans, likes this, wall posts, connections, views, comments, recommendations
Enquiries
Always revisit your profile on these social media channels and critically evaluate it. For example:
Is your LinkedIn group low on numbers?

Online measuring tools

Commercial benefits
Build trust
Attract enquiries
Employ the right people
Inform & guide people’s behaviour
Create something desirable (e.g. for business sale)
Attract media interest
Positions you and your organisation as thought leaders

Get Involved
Make connections, start following and liking
Organise events
Join discussion groups
Update regularly
Be on brand

Any questions?

Marketing Peek blog.lcm.co.uk Thank you & stay in touch Passionate. Professional. Visionary. LCM_UK www.lcm.co.uk 01329 825849 [email_address]

Final social-media-day

by LCM on Jun 30, 2010

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Final social-media-day — Presentation Transcript