Lava PR #LincsTweetMeet Presentation

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The importance of integrating Social Media into traditional marketing: a presentation delivered at Lincs Tweet Meet by Matt Hammerton of Lava, a PR, Social Media, Copywriting and Design consultancy.

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  • Hello, I ’ m Matt Managing Director of Lava – a PR-led, blended communications consultancy that integrates public relations, social media, copywriting and design in creative campaigns that help our clients achieve their objectives Most Tuesday nights I play five a side but tonight I ’ m giving it a miss because social media is important It ’ s changing the way people disseminate information and ….
  • As this chap knows only too well … it’s changing the way people find out about things It’s also giving marketeers like me and many of you new opportunities and new obstacles to navigate … The thing is …
  • The goal has not changed Social media hasn’t changed anything in terms of what businesses, brands, companies, products, services or charities need to achieve …
  • It’s still all about creating awareness, so people know our services exist Getting them interested in them so they seek us out, creating desire – a need or demand for our product or service and then action at the time of need – whenever that might be …. Every day, once a year, once every three years or once in a lifetime – like funerals – it’s vital to be front of mind when potential customers are making a deicsion Once in a while something comes along that changes the way we work As marketeers … it’s things like …
  • The printing press
  • The radio
  • The television
  • Sir Tim Berners Lee - The world wide web and http language
  • Web 2.0 and social media Social media has changed how many organisations and people communicate Before all of these platforms …
  • We used a megaphone Brands shouted out their messages – in hope that the people they needed to influence were listening – and to make sure people heard the message marketeers, PRs, advertisers kept on shouting But then competitors noticed what was going on .. And they began shouting The noise started to rise and the more brands shouted the less people heard … we didn’t stop listening … we knew we were being marketed to … it’s just we found a mute button until we reached a point of need when we allowed brands to talk to us Media has always been social … it’s always tried to get people to act as ambassadors, to spread the word … but media hasn’t always been accessible to everyone … know it is ….
  • And because it’s available to everyone it allows brands to engage directly One to one Or one to many Before Obama, politicans had to shout … Barack, well he set up platforms that allowed people to engage with him directly
  • Having said this, social media has really changed any of the guiding principles of marketing It’s just made it easier to form emotional, meaningful relationships and it’s effecting every aspect of the marketing mix Take Television …. We still watch TV - but Sky+ and personal video recorders mean we skip the ads - but companies still create TV commercials … like this one …
  • .
  • Which VW posted on YouTube at no cost, which was watched by 40 million people, 155,000 who liked it so much they told their friends and connections about it
  • It ’ s not just our TV habits that are changing, newspapers are in continual decline In the next ten years, one of these titles will die The internet has changed the way we get our news Twitter is also becoming a news medium
  • I found out that Michael Jackson had died hours before any newspaper had carried the story
  • Same with the Japanese earthquake
  • Oh and him
  • And her! Imogen Thomas However, …
  • There ’ s still a need for traditional marketing Not everyone is on Facebook or Twitter Still some places - especially in Lincolnshire - where you can ’ t get broadband People on the underground can ’ t access social media You shouldn ’ t tweet and drive but you can listen to the radio at 40mph
  • But people are changing and marketing needs to reach people in a way they are responsive too This is why social media needs to be integrated into the marketing mix If your audience is using social media platforms, online sources of news and views as well as other traditional channels then you need to integrate and blend it all together
  • Social media needs to be blended into your marketing plan so that the messages, tone and strategy are all headed in the same direction If one element is out of kilter – whether it be your social media and digital activity or your traditional marketing – then it could get messy
  • The big benefit of social media engagement is that it can see your other activity shared People can become ambassadors, they can amplify your messages, What will they share?
  • Most of the things that you’d include in a traditional marketing, PR or advertising campaign can run online You just need to tweak them slightly, for example Press releases that are sent out to traditional media can be placed on your website, linked to using bit.ly and then tweeted. The beauty is that your words aren’t edited and you can track how many people click each link. Competitions – the minimum prize values of national newspapers and magazines are often prohibitive but you don’t need a media partner. Entering people who retweet details of a competition along with a hashtag can be a really effective promotional tool. You can also build your reputation by sharing links to relevant articles, putting opinion pieces on your own website or contributing to LinkedIn Groups But before you launch into it you need to get to know your audiences ….
  • You will most likely have lots of different audiences Each will require a slightly different approach The tactics and the messages will vary for each one So, before you even start to think about what you are going to do in terms of activity ….
  • Stop Find out what’s being said about you and the market you are in And this is the big question … how do you do that? I’ve been on many webinars, seminars and training sessions where social media experts won’t tell you which tools are available to help you listen … well
  • Here’s a few of them None of them – when used alone – will give you a useful insight but put them together and you’ll start to see what’s happening online And when you know what’s happening you start to think about your plan … And your objectives …
  • But make sure you know what you’re wanting to achieve Be SMART If you don’t have objectives .. .you won’t know if your marketing is working …. So if it’s increased web traffic – use google analytics. If it’s an increase in relevant twitter followers then use something like Twitter Counter.
  • But make sure you know what you’re wanting to achieve Be SMART If you don’t have objectives .. .you won’t know if your marketing is working …. So if it’s increased web traffic – use google analytics. If it’s an increase in relevant twitter followers then use something like Twitter Counter.
  • And you won’t know which tools are working best for you You don’t have to use all of the social media platforms, not all of them will be relevant – pick the most suitable and make sure you promote your social media activity through your traditional marketing activity, promotional material from business cards through to comp slips and letterheads – as well as press ads and posters. Everything needs to complement and support each other
  • If you get it right, social media platforms will allow you to talk directly to individuals who are passionate about your brand And if they’re passionate ….
  • They’ll tell other people
  • Who will tell other people However, the things they say can be good and bad So think carefully about what you want to say and whether social media is really for you ….
  • We got a lot of satisfaction from our work with The Prince’s Trust last year In November, as part of Global Entrepreneurship Week, the Prince’s Trust staged five events aimed at young people interested in starting their own business We were asked to recruit 25 people to each event We used a mix of tactics – We set up a twitter account for the Princes Trust East Midlands Press releases aimed at traditional media: newspapers, radio, and TV stations – which generated some good coverage 30 or so pieces of coverage – the majority of which contained the twitter handle We designed flyers and had them distributed them in the towns where the events were being staged: Nottingham, Leicester and Derby – again website details and twitter handles featured prominently Which of the activity strands was the most effective? Twitter – we received the majority of sign ups due to direct interaction But it took hours to find people in the target geographic location, with the right followers and influence, the young people registered with the Princes Trust, It took even longer to reach out to them and direct them to the Prince’s Trust website so that they could get all of the information they needed … 140 characters only goes so far! We found out that it takes time … lots of time … sometimes more time than most clients are prepared to pay for … you can knock out a tweet in 10 seconds, I’m not paying a monthly retainer for that! Thankfully, the Prnce’s Trust saw how social media could help them engage with young people more effectively than other media and trusted us … it paid off and we got an average of 40 young people to each event Talking of young people ….
  • Something someone else told me …. I attended a conference in London last year when the Head of Digital at Penguin books compared social media to having a baby The idea of raising having a baby seems like a good idea, it’s natural, everyone does it, it’s fun … well starting the process is But the child needs 9 months to develop and establish the foundations of life Then you need to nurture it, feed it, commit to it and help it grow … otherwise it will die … and leave a lot of people upset and disappointed .. Social media is an on-going commitment, it’s hard work, you will make mistakes and learn from them And hopefully, the child you give birth to, feed, guide and nurture will grow into a well rounded individual can give you a lot of satisfaction.
  • Lava PR #LincsTweetMeet Presentation

    1. 1. The Importance of Integrating Social Media Into Traditional Marketing
    2. 2. <ul><li>Managing Director of Lava </li></ul><ul><li>Top 10 UK Small PR Consultancy (2011 RAR Awards) </li></ul><ul><li>Lincolnshire & Yorkshire Outstanding PR Consultancy (2010 CIPR PRide Awards) </li></ul><ul><li>2010 Most Awarded Agency in East Midlands </li></ul><ul><li>Offices in Lincoln & Nottingham </li></ul><ul><li>Clients across the UK </li></ul><ul><li>PR : Social Media : Copywriting : Design </li></ul><ul><ul><li>Matt Hammerton </li></ul></ul>
    3. 5. Awareness – Interest – Desire - Action
    4. 13. The New Ways Are The Old Ways … Just Slightly Different
    5. 25. News / Press Releases Competitions #sofestival Opinion Pieces Relevant Updates Useful Content From Other Sources Requests for help Advertising Promotions / discount codes New services and products Video Surveys Customer Care / Services
    6. 28. Addictomatic Backtype Board Reader Board Tracker Google Alerts Ice Rocket Klout Monitter Social Mention Sprout Social Twitter Search
    7. 29. <ul><li>Set SMART Objectives </li></ul><ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Achievable </li></ul><ul><li>Realistic </li></ul><ul><li>Timebound </li></ul>
    8. 37. Thanks! Any questions?
    9. 38. [email_address] @lavapr / @lavamatt www.lavapr.co.uk slideshare.net/lavapr

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