Final social-media-day


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Essentials of Social Media Marketing

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  • It’s the ‘latest thing’? It’s just another thing It’s not instead of what we are doing, it’s as well as... It’s ‘another megaphone’
  • Permission marketing Web 2.0 is all about conversation
  • George, where were those other objectives?
  • What do you want to achieve?
  • Twitter is a communication platform that helps businesses stay connected to their customers. As a business, you can use it to quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. As an individual user, you can use Twitter to tell a company (or anyone else) that you've had a great—or disappointing—experience with their business, offer product ideas, and learn about great offers.
  • More than 400 million active users 50% of our active users log on to Facebook in any given day Average user has 130 friends People spend over 500 billion minutes per month on Facebook There are over 160 million objects that people interact with (pages, groups and events) Average user is connected to 60 pages, groups and events Average user creates 70 pieces of content each month More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
  • LinkedIn has over 70 million members in over 200 countries. A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. Executives from all Fortune 500 companies are LinkedIn members. Your professional network of trusted contacts gives you an advantage in your career, and is one of your most valuable assets. LinkedIn exists to help you make better use of your professional network and help the people you trust in return. Our mission is to connect the world’s professionals to make them more productive and successful. We believe that in a global connected economy, your success as a professional and your competitiveness as a company depends upon faster access to insight and resources you can trust.
  • Final social-media-day

    1. 1. Today is…
    2. 2. 30 June 2010 Essentials for social media marketing success Passionate. Professional. Visionary.
    3. 3. Agenda <ul><li>The value of social media as a channel </li></ul><ul><li>How to integrate social media into your communications strategy </li></ul><ul><li>Managing and maintaining your brand across social media </li></ul><ul><li>Social media tactics for your target market </li></ul><ul><li>Measuring results and getting a return on your investment </li></ul>
    4. 4. Who’s doing it?
    5. 5. Who are LCM? <ul><li>Founded in 1989 </li></ul><ul><li>Investors in People accredited </li></ul><ul><li>Well-respected in the region and in their sectors </li></ul><ul><li>IT/Technology/Manufacturing </li></ul><ul><li>Public/Third sectors & not-for-profit </li></ul><ul><li>Professional services (accountancy & legal) </li></ul><ul><li>Southern based fast-growth companies </li></ul><ul><li>Strategic marketing partner with professional processes and genius creativity </li></ul><ul><li>Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc. </li></ul><ul><li>Today’s speakers: George Roberts and Zoe Mitchell </li></ul>
    6. 6. Clients we work with
    7. 7. What would you like to get out of this morning?
    8. 8. 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
    9. 9. It’s just another megaphone
    10. 10. Maximising the potential of social media Websites and email Social media The value of social media as a channel
    11. 11. What your social media strategy must do <ul><li>Foster and build on relationships </li></ul><ul><li>Enhance reputation </li></ul><ul><li>Increase revenue </li></ul><ul><li>Carry out relevant research </li></ul><ul><li>So, what can be done to ensure that you make an impact on 1 or more of the 4 Rs? </li></ul>
    12. 12. Your social media to do list <ul><li>List objectives </li></ul><ul><li>Allocate responsibility </li></ul><ul><li>Clarify targets and where they are </li></ul><ul><li>Develop content </li></ul><ul><li>Integrate with your other marketing activity </li></ul><ul><li>Launch </li></ul><ul><li>Measure results </li></ul><ul><li>Refine activity based on results </li></ul>
    13. 13. Social media objectives – examples <ul><li>Gather knowledge </li></ul><ul><li>Disseminate knowledge/information </li></ul><ul><li>Drive traffic to your site </li></ul><ul><li>Generate new business </li></ul><ul><li>Support sales conversion </li></ul><ul><li>Get customer involvement/service/ideas </li></ul><ul><li>Find staff/create valuable partnerships </li></ul><ul><li>Whatever your objectives don’t forget to measure and refine them </li></ul>
    14. 14. Where are your prospects/clients?
    15. 16. Twitter best practice <ul><li>Build relationships on Twitter </li></ul><ul><li>Leverage the real-time nature of Twitter </li></ul><ul><li>Measure the value of Twitter </li></ul>
    16. 19. <ul><li>Keeping in touch with people you already know </li></ul><ul><li>Getting in touch with former colleagues and peers </li></ul><ul><li>Finding new contacts through the network </li></ul><ul><li>Overcoming e-shot inertia </li></ul><ul><li>Engage in discussions </li></ul>Foster & build relationships
    17. 20. Exponential Growth
    18. 21. Exponential Growth <ul><li>In a business of 10 staff: </li></ul><ul><li>If each member of the team has 50 contacts, the company has access to 500 direct contacts </li></ul><ul><li>If each of these 500 contacts has 50 contacts, the company has access to 25,000 contacts </li></ul><ul><li>A proactive use of Linked In can help you engage further with the business community and grow your network </li></ul>
    19. 23. Managing & maintaining your brand
    20. 25. Identify brand champions
    21. 26. Not anyone who could let you down Be careful who you choose
    22. 27. Be consistent
    23. 28. <ul><li>Develop content that your audience wants to receive and integrate it with your existing marketing activity. </li></ul><ul><li>Leave them craving more </li></ul>Content
    24. 29. Avoid overt selling
    25. 30. Leave them craving more <ul><li>Clarity beats persuasion </li></ul><ul><li>Match your prospects’ perspectives </li></ul><ul><li>Answer questions that match their priorities </li></ul><ul><li>Show, don’t tell </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><li>Evidence </li></ul></ul><ul><li>Cut buzzwords and jargon </li></ul><ul><li>Design content to be scanned for value and easily read online </li></ul><ul><li>Don’t forget a call to action </li></ul>
    26. 31. Examples of content and planning <ul><li>Personal insights into industry trends and topics – blogs </li></ul><ul><li>Press releases </li></ul><ul><li>Events schedule </li></ul><ul><li>Teaser information </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Mentions in the press – links to third party sites </li></ul><ul><li>Presentation content </li></ul><ul><li>Videos, webinars and podcasts </li></ul><ul><li>Customer feedback </li></ul><ul><li>Run surveys, discussions and polls </li></ul>
    27. 32. <ul><li>Treat comments as you would from a right-minded professional person </li></ul><ul><li>Don’t take it personally </li></ul><ul><li>Chat your response through with a colleague </li></ul><ul><li>Be ‘on brand’ </li></ul><ul><li>Bear in mind that people can’t hear your tone of voice </li></ul><ul><li>Say ‘thank you’ </li></ul><ul><li>Try and take it off-line as soon as possible </li></ul><ul><li>Answer where appropriate and where possible with facts and evidence </li></ul><ul><li>Keep tabs on your discussion forum so that you can answer straight away </li></ul><ul><li>Track mentions of your name/company name </li></ul>Handling negative comments
    28. 33. A real life example – Nestle
    29. 35. Measuring
    30. 36. Measuring success & refinement <ul><li>Traffic to your Website </li></ul><ul><li>Followers, reTweets, mentions, direct messages, fans, likes this, wall posts, connections, views, comments, recommendations </li></ul><ul><li>Enquiries </li></ul><ul><li>Always revisit your profile on these social media channels and critically evaluate it. For example: </li></ul><ul><ul><li>Is your LinkedIn group low on numbers? </li></ul></ul>
    31. 37. Online measuring tools
    32. 38. Online measuring tools
    33. 39. Commercial benefits <ul><li>Build trust </li></ul><ul><li>Attract enquiries </li></ul><ul><li>Employ the right people </li></ul><ul><li>Inform & guide people’s behaviour </li></ul><ul><li>Create something desirable (e.g. for business sale) </li></ul><ul><li>Attract media interest </li></ul><ul><li>Positions you and your organisation as thought leaders </li></ul>
    34. 40. Get Involved <ul><li>Make connections, start following and liking </li></ul><ul><li>Organise events </li></ul><ul><li>Join discussion groups </li></ul><ul><li>Update regularly </li></ul><ul><li>Be on brand </li></ul>
    35. 41. Any questions?
    36. 42. Marketing Peek Thank you & stay in touch Passionate. Professional. Visionary. LCM_UK 01329 825849 [email_address]