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20160318 CMI AnnmarieHanlon final


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20160318 CMI AnnmarieHanlon final

  1. 1. Insiders guide to using Social Media @AnnmarieHanlon
  2. 2. About Annmarie Hanlon
  3. 3. Integrating social media into your wider marketing mix Social media pros and cons Developing a social media plan
  4. 4. UK net access
  5. 5. Pros and Cons
  6. 6. “The discussion regarding social media is still strongly characterised by the question of whether the company should have an ‘official presence’ there.” Rokka, Karlsson and Tienari (2013)
  7. 7. T&Cs
  8. 8. Set up investment Maintenanceinvestment LOWHIGH HIGH Picture Sharing e.g. Instagram Video Sharing e.g. YouTube Blogs e.g. Twitter Social Networks e.g. Facebook LOW Investing in social media (Mills and Plangger, 2015)
  9. 9. Social media challenges
  10. 10. Social media challenges Responsibility Knowledge Skills Tactics first Agencies Customers
  11. 11. Social media works Show expertise
  12. 12. Social media works LinkedIn groups
  13. 13. Social media works Seek help
  14. 14. All journalists and trade publications are on Twitter
  15. 15. Social media works Share news
  16. 16. Social media works Customer service
  17. 17. Integrating social media into your wider marketing mix
  18. 18. 1. Connect with customers 2. Increase customer service 3. Sell through the social space 4. Drive traffic to main website 5. Get instant feedback
  19. 19. 1. Market penetration 2. New product development 3. New product launches 4. Market development
  20. 20. Developing a social media plan
  21. 21. Research your brand Explore competitors Create personas Build strategy Set objectives Select platforms Agree resources Create relevant content Manage social media engagement Measure results Review and adapt Adapted from Mills and Plangger (2015)
  22. 22. Social Media Essentials • Agree your objectives Get management buy-in • Signpost or maintainClaim your brand • Make sure the whole business understands Align Social Media with Culture and Strategy • Ensure brand values are embeddedBe Authentic • Guide Efforts via “High-level Principles, not Low- level Rules” Focus on the bigger picture
  23. 23. @AnnmarieHanlon