Maximising The Potential Of Social Media Marketing

10 February 2010 Maximising the potential of social media marketing Passionate. Professional. Visionary.

Maximising the potential of social media Websites and email Social media

About 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.

Some our clients

What would you like to get out of this morning?

Agenda
What is social media marketing and how important is it?
Your strategy in a nutshell
Social media marketing objectives
Developing a campaign
Tools
Content
Your website
Social media places
Search engine optimisation
Pay per click advertising

What is social media?

It’s just another megaphone

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 X Alliances Distributors Segment 2 Segment 3 Segment X Web PR & Social networking Networks & Communities Pricing

LinkedIn
50 million users worldwide
Research tool
Build relationships – access & introductions
Build credibility and recommendations
People act professionally on it
Publish our events
You can manage polls – feedback and PR

Twitter
200 million active users
Build a buzz and credibility
Perceived as an expert
Drives traffic to your site
Information gets picked up and republished

Facebook
350 million worldwide users. 101 million in Europe
Create a personality for a brand
Jogs peoples memories
Show examples of work
Publish events and Website news
Drives traffic to your Website

Facebook age split in the UK

Results from you and the LinkedIn poll

Comments related to the poll
Concerned about not having enough time or new information to update
It could become a burden rather than a benefit – mainly because of the continued investment in time to make it relevant
Worried about managing security / negative comments
Currently have a proxy which stops staff accessing social networking sites

Who in the room is doing it already?

Client case study

What your social media strategy must do
1 of 3 things:
Foster and build on relationships
Enhance reputation
Increase revenue
So, what can be done to ensure that you make an impact on 1 or more of the 3 Rs?

Your social media to do list
List objectives
Clarify targets and where they are
Develop content
Understand how it can 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
Measurement
Refinement

Where are your prospects/clients?

Write a short paragraph describing your organisation in the tone of voice that correctly reflects your brand.
The benefit?
All your staff can use this to ensure that a consistent message about your organisation is communicated at all times.
Have a clear idea of what content you can communicate to your audience and how it integrates with your existing marketing activity.
Content

Examples of content and planning
Blogging content
Personal insights into industry trends and topics
Press releases
Contract wins
New staff
Product launches
Events schedule
Teaser information
CSR activity
Mentions in the press

Go live

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?

Workshop

Did we achieve what you wanted?

Screen shot of Social Media Megaphone
Want to play?

How may we help you?
Ongoing service
Set up and training packages
Consultancy

twitter.com/LCM_UK Thank you Passionate. Professional. Visionary.

Developing a campaign - example
Objectives
Gain contacts in the cosmetic formulation industry
Raise awareness of company and products
Drive traffic to Website
Targets
Cosmetic formulators in European SME’s
Cosmetic marketing professionals/responsible for NPD
Journalists

Maximising The Potential Of Social Media Marketing

by LCM on Feb 10, 2010

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