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Plato gb learnandnetworkworkshop
 

Plato gb learnandnetworkworkshop

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Social Media Workshop from Plato GB conference in Epsom on 27th January 2011

Social Media Workshop from Plato GB conference in Epsom on 27th January 2011

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    Plato gb learnandnetworkworkshop Plato gb learnandnetworkworkshop Presentation Transcript

    • Zoe Mitchell 27 th January 2011 SOCIAL MEDIA: Don’t make a tweet of yourself Passionate. Professional. Visionary.
    • Agenda
      • The value of social media as a channel
      • How to integrate social media into your communications strategy
      • Executing a social media strategy
      • Managing and maintaining your brand across social media
      • Q & A session
    • 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.
    • Clients we work with
    • Who’s doing it?
    • What your social media strategy must do
      • Foster and build on r elationships
      • Enhance r eputation
      • Increase r evenue
      • Carry out relevant r esearch
      • 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?
    • CURRENT PROCESS WEBSITE ENQUIRIES ATTENDANCE AT EVENTS APPOINTMENTS Email Bulletins Offline Marketing, PR & Advertising Sample Social Media Strategy: Stage One: Establish the current communications process
    • WEBSITE ENQUIRIES ATTENDANCE AT EVENTS APPOINTMENTS TWITTER LINKED IN Polls Discussion Events Email Bulletins Offline Marketing, PR & Advertising SEO Sample Social Media Strategy: Stage Two: Integrate social media tools
    • Case Study: Getting it Right
    • Case Study: Getting it Right
    • Case Study: Getting it Right
      • Embrace the culture
      • Explore new opportunities
      • Educate the team
      • Execute with consistency
      • www.arm.co.uk
      • @ARMOfficial
      • @ARMSamHill
    • 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
    • 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
    • Avoid overt selling
    • 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
    • Get it going
      • LCM manage social media accounts for multiple clients
    • Managing multiple accounts
    • Get it going
      • LCM manage social media accounts for multiple clients
      • We use a range of social media for our own marketing
    •  
    • Get it going
      • LCM manage social media accounts for multiple clients
      • We use a range of social media for our own marketing
      • The secret to success in social media is constant refinement
      • 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
    • 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
      • Measurable medium
    • Get involved
      • Make connections, start following and liking
      • Organise events
      • Join discussion groups
      • Update regularly
      • Be on brand
      • Go for it!
    • Any questions?
    • Marketing Peek blog.lcm.co.uk Thank you & stay in touch Passionate. Professional. Visionary. LCM_Zoe www.lcm.co.uk 0845 345 6969 [email_address]