Social media marketing:
bursting the hype
Jeremy Swinfen Green
Managing Partner, Mosoco
Everything is changing
We’re all doomed

And don’t
say I didnae
warn ye!
Don’t panic…
So why bother with social media?
Market insights
• Insights into
– You and your competitors
– Changes over time

• The words they use
– The benefits the hi...
Many free tools…
Some free favourites: social mention,
tweetreach, hashtagify.me, twitonomy

And plenty of paid ones too: ...
Take care with measurement
• Do you understand what the data really mean?
– How many people will actually see your content...
Marketing communications
Engage

One to one
communications

Many to many
communications

Listen
Who should own social media

IT, PR or Marketing?

None of the above!
You need a triage system
Sales
Strategy

Marketing

PR

HR

R&D
Triage because social media = RISK
• Internal risk
– Board members
– Employees

• External risk
– Hackers
– The Public
And it’s a big risk
• April 2013: Syrian Electronic Army hack into
AP’s Twitter feed
– They plant rumours of bombs at the ...
Risks: the board - compliance
• Board member responsible for social media?
• Corporate responsibilities: potential neglige...
Careless talk costs Likes
• Unwise posts may:
– Damage the brand e.g. personal opinions that appear
official
– Be accident...
Managing employee social media use
• Customised company social media policy
– Training to gain understanding and buy-in

•...
Employees who walk
• Social media assets e.g. Facebook pages not
owned by the business
– Set up by employee who then leave...
…or who are being “walked”
Hacking
• Business pages being taken over
• Personal email or Twitter accounts being hacked
• Is YOUR password “qwerty” or...
Social PR crisis: when not if…
• Things that happen
– Product and operational problems causing unhappy
customers to compla...
How to manage a social PR crisis
• Listen
• Prepare
– Identify the most likely problems
– Create template position stateme...
So how can you use social media for
marketing?
Start with a strategy
•
•
•
•

Set organisational goals
Audit existing assets
Define resources available/possible
Ensure m...
Plan your campaigns
•
•
•
•

Listen and research audience “wants”
Develop personas
Set SMART objectives
Plan your channels...
Editorial calendar
•
•
•
•
•
•
•
•

Publication date
Theme and subject
Audience/persona
Keywords
Author
Sign off
Channel
P...
Innovation and content creation
• Idea generation can be hard
–
–
–
–
–

Book of ideas
Brainstorming
News, company news, i...
Great content
•
•
•
•

Is relevant and interesting (obviously)
Has a personal tone of voice
Uses appropriate grammar and s...
Video works wonders
• But you need text as well:
– SEO
– User preference
Content delivery: Driving audience
•
•
•
•
•
•

Post at different times of the day/week
Recycle posts several times
Reply ...
Evaluation and measurement
• What is a “Like” really worth?
– You can’t assume that “Liking” causes people to buy
– Correl...
Things to avoid: insensitivity
Things to avoid: pretending to respond
Things to avoid: giving people freedom!
Things to avoid: ignoring the news
Conclusions
What’s it all about?
• Social media effects are a lot less measurable
than some people might have you believe
• Social med...
Thank you
jeremy@mosoco.co.uk
07855 341 589
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Social media marketing (introduction)

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An introduction to some of the good and bad things about social media marketing

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  • Social media doesn’t mean the end of marketing as we know it
    We are not going to see the end of broadcast media any time soon
    Social media marketing really is a great addition to the marketer’s toolbox
    Can amplify other media
    Requires integration
    But it’s unlikely to replace anything
  • Just google “free social media tools”
  • Anything goes in the top right corner but in the top left corner there is a need to get consumers to do the hard work e.g. via “member gets member” and social rewards schemes
    At the bottom there is simply a need to listen but bottom right one can be more proactive and develop real relationships
  • Social media marketing (introduction)

    1. 1. Social media marketing: bursting the hype Jeremy Swinfen Green Managing Partner, Mosoco
    2. 2. Everything is changing
    3. 3. We’re all doomed And don’t say I didnae warn ye!
    4. 4. Don’t panic…
    5. 5. So why bother with social media?
    6. 6. Market insights • Insights into – You and your competitors – Changes over time • The words they use – The benefits the highlight – The things they dislike • Who, when and where
    7. 7. Many free tools… Some free favourites: social mention, tweetreach, hashtagify.me, twitonomy And plenty of paid ones too: HootSuite is worth trying
    8. 8. Take care with measurement • Do you understand what the data really mean? – How many people will actually see your content? – Is a simple action such as a “Like” worth much? • Twitter “reach” is potential reach of a tweet: followers and followers of re-tweeters • One twitter users on average – – – – Follows 100 people, who each tweet 5 times/day Is shown 500 tweets/day Spends 5 minutes/day on Twitter Will only be able to read 100 maximum (NOT 500!)
    9. 9. Marketing communications Engage One to one communications Many to many communications Listen
    10. 10. Who should own social media IT, PR or Marketing? None of the above!
    11. 11. You need a triage system Sales Strategy Marketing PR HR R&D
    12. 12. Triage because social media = RISK • Internal risk – Board members – Employees • External risk – Hackers – The Public
    13. 13. And it’s a big risk • April 2013: Syrian Electronic Army hack into AP’s Twitter feed – They plant rumours of bombs at the White House • Result: the Dow Jones drops 143 points – $136 bn is erased from the market
    14. 14. Risks: the board - compliance • Board member responsible for social media? • Corporate responsibilities: potential negligence – – – – Not ensuring social media management is in place Not ensuring security protocols are adequate Not ensuring social media records are kept Disclosing financial information • Tweets allowed by the SEC: UK guidelines? – Advertising Standards and Promotions • Publishing misleading tweets from consumers • Regulated industries e.g. FCA (FSA) guidelines: “Twitter may be insufficient to provide balanced information”
    15. 15. Careless talk costs Likes • Unwise posts may: – Damage the brand e.g. personal opinions that appear official – Be accidentally libellous posts (e.g. the Christmas Party) – Anger or worry stakeholders (e.g. shareholders hearing about slow sales) – Create inadvertent contracts
    16. 16. Managing employee social media use • Customised company social media policy – Training to gain understanding and buy-in • Monitoring – Employee posts on company accounts – Senior employee posts on private accounts
    17. 17. Employees who walk • Social media assets e.g. Facebook pages not owned by the business – Set up by employee who then leaves • Appropriate protocols for setting up and maintaining social media assets vs
    18. 18. …or who are being “walked”
    19. 19. Hacking • Business pages being taken over • Personal email or Twitter accounts being hacked • Is YOUR password “qwerty” or “12345”? “BurgerKing just got sold to McDonalds…” Dell’s Director of Social Media gets his Twitter account hacked
    20. 20. Social PR crisis: when not if… • Things that happen – Product and operational problems causing unhappy customers to complain in public – Unhappy ex-employees post defamatory comments – Unacceptable executive behaviour is uncovered – Rumours of takeovers, financial troubles are circulated
    21. 21. How to manage a social PR crisis • Listen • Prepare – Identify the most likely problems – Create template position statements – Implement management protocols – who does what • Practice – Dealing with the speed and the stress of a PR crisis
    22. 22. So how can you use social media for marketing?
    23. 23. Start with a strategy • • • • Set organisational goals Audit existing assets Define resources available/possible Ensure management processes are in place (inc Board level responsibility)
    24. 24. Plan your campaigns • • • • Listen and research audience “wants” Develop personas Set SMART objectives Plan your channels based on their strengths and weaknesses • Develop Tone of Voice guidelines for different channels • Create an editorial calendar tool • INTEGRATE with other marketing activities
    25. 25. Editorial calendar • • • • • • • • Publication date Theme and subject Audience/persona Keywords Author Sign off Channel Purpose/Call to action
    26. 26. Innovation and content creation • Idea generation can be hard – – – – – Book of ideas Brainstorming News, company news, industry news Seasonal changes Other people’s ideas reinterpreted or disputed • Recycle content and reuse ideas regularly • Rework content e.g. 1 whitepaper= – 3 blogs – 10 tweets – I info-graphic
    27. 27. Great content • • • • Is relevant and interesting (obviously) Has a personal tone of voice Uses appropriate grammar and spelling Has interest hooks (headline, first sentence, last sentence) • Generates engagement (ask questions, run competitions, be topical, respond to comments) • Contains images • Has a purpose: business-focussed calls to action Jon Morrow, Henneke Duistermaat, Content Marketing Institute Social Media Examiner, BufferApp
    28. 28. Video works wonders • But you need text as well: – SEO – User preference
    29. 29. Content delivery: Driving audience • • • • • • Post at different times of the day/week Recycle posts several times Reply to comments/thank followers etc Engage with influencers Engage with employees and customers Ask people to “follow” you on your website, your emails, your blog etc • Be wary of buying followers – if only because this can lead to complacency!
    30. 30. Evaluation and measurement • What is a “Like” really worth? – You can’t assume that “Liking” causes people to buy – Correlation is not the same as cause – £1000 sales from 10 people who Liked you doesn’t mean each Like is worth £100 • But – Likes have value as social proof, and may influence other people’s decisions – Someone who Likes MAY be more inclined to buy (principle of “commitment and consistency”) • Unfortunately these are not readily measurable…
    31. 31. Things to avoid: insensitivity
    32. 32. Things to avoid: pretending to respond
    33. 33. Things to avoid: giving people freedom!
    34. 34. Things to avoid: ignoring the news
    35. 35. Conclusions
    36. 36. What’s it all about? • Social media effects are a lot less measurable than some people might have you believe • Social media marketing is important, but it isn’t the only marketing game in town • Social media goes a long way beyond marketing and addressing the risks is essential
    37. 37. Thank you jeremy@mosoco.co.uk 07855 341 589

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