Presentation to Bramhall Business ClubPrepared by: Mike HallJune 2013
Social Media – what is it? Integration within marketing communications Tactics Implementation Measurement
A platform easily accessible to anyone withinternet access. Create content that attracts attention. Readers share with other networks. Driven by word of mouth rather than paid media.
TargetmarketProductPricePlacePromotionThe 4 P’sSocial MediaSocial media integrated with other communication channelPublic RelationsAdvertisingDirect marketingExhibitionsPromotionsWeb-site
Business networking site 90 million + members Key uses:Market your businessProfile page. News. InformationPosition yourself as expert. Fan page. Promote eventsResearch clients and competitorsLink to other media
Social networking and micro-blogging service. Promotional tool to point to other content. Build and sustain following. Requires great “content” 140 characters Ideal for customer service in B2B
Initially seen as a “social” site Business can add “personality to a brand Commercial value in building a “community” Pages need to be:◦ Engaging◦ Entertaining…..alongside knowledge sharing and industry information
Video is a prime communication tool. Engage with audience. Share and embed in other digital channels. Corporate videos, how to videos, replacementparts.
New social network Created to make sharing on-line more effective Google+ pages provide a brands identity on theplatform:◦ Hangouts◦ Circles◦ +1 button
Prepare a schedule Plan what to discuss each month/week/day “Bite sized” and sharable Content is key:◦ Informative & relevant◦ Cross social media platforms◦ Use social media sharing toolbars◦ Associate with other business content◦ Consider whitepapers, infographics
Whitepaper:◦ Download -web-site◦ Feature - LinkedIn◦ Shorten for blogs/posts - Twitter◦ Convert to video – You Tube◦ Images – FacebookInfographics – provide good content
Preparing content requires input & resource. Larger organisations employee specialist’s andappoint external agencies.“Head of Digital & Social Media” EDF Energy“Social Media Manager” Dell Computers“Digital Marketing Executive” Triumph MotorcyclesSocial media is about Communication – technology is the enabler
Followers Unique visits Page views Forum posts Time on site Tweets Likes Subscriptions Traffic to main site
A range of platforms to engage and communicate Integrate with other mar comms Use tactically Requires planning Needs resource Measure performance