Final social-media-day

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Essentials of Social Media Marketing

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Final social-media-day

  1. 1. Today is…
  2. 2. 30 June 2010 Essentials for social media marketing success Passionate. Professional. Visionary.
  3. 3. Agenda <ul><li>The value of social media as a channel </li></ul><ul><li>How to integrate social media into your communications strategy </li></ul><ul><li>Managing and maintaining your brand across social media </li></ul><ul><li>Social media tactics for your target market </li></ul><ul><li>Measuring results and getting a return on your investment </li></ul>
  4. 4. Who’s doing it?
  5. 5. Who are LCM? <ul><li>Founded in 1989 </li></ul><ul><li>Investors in People accredited </li></ul><ul><li>Well-respected in the region and in their sectors </li></ul><ul><li>IT/Technology/Manufacturing </li></ul><ul><li>Public/Third sectors & not-for-profit </li></ul><ul><li>Professional services (accountancy & legal) </li></ul><ul><li>Southern based fast-growth companies </li></ul><ul><li>Strategic marketing partner with professional processes and genius creativity </li></ul><ul><li>Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc. </li></ul><ul><li>Today’s speakers: George Roberts and Zoe Mitchell </li></ul>
  6. 6. Clients we work with
  7. 7. What would you like to get out of this morning?
  8. 8. Where does social media fit Product A Resellers Direct Marketing Segment 1 Reputation PRODUCTS , BRANDS, VALUE PROPOSITION INTERNAL PARTNERS & CHANNEL CUSTOMERS & SEGMENTS USAGE, LOYALTY, REFERRALS & CASE STUDY COMMUNICATIONS Product B Product C Product D Alliances Distributors Segment 2 Segment 3 Segment 4 Web PR & Social media Networks & Communities Pricing
  9. 9. It’s just another megaphone
  10. 10. Maximising the potential of social media Websites and email Social media The value of social media as a channel
  11. 11. What your social media strategy must do <ul><li>Foster and build on relationships </li></ul><ul><li>Enhance reputation </li></ul><ul><li>Increase revenue </li></ul><ul><li>Carry out relevant research </li></ul><ul><li>So, what can be done to ensure that you make an impact on 1 or more of the 4 Rs? </li></ul>
  12. 12. Your social media to do list <ul><li>List objectives </li></ul><ul><li>Allocate responsibility </li></ul><ul><li>Clarify targets and where they are </li></ul><ul><li>Develop content </li></ul><ul><li>Integrate with your other marketing activity </li></ul><ul><li>Launch </li></ul><ul><li>Measure results </li></ul><ul><li>Refine activity based on results </li></ul>
  13. 13. Social media objectives – examples <ul><li>Gather knowledge </li></ul><ul><li>Disseminate knowledge/information </li></ul><ul><li>Drive traffic to your site </li></ul><ul><li>Generate new business </li></ul><ul><li>Support sales conversion </li></ul><ul><li>Get customer involvement/service/ideas </li></ul><ul><li>Find staff/create valuable partnerships </li></ul><ul><li>Whatever your objectives don’t forget to measure and refine them </li></ul>
  14. 14. Where are your prospects/clients?
  15. 16. Twitter best practice <ul><li>Build relationships on Twitter </li></ul><ul><li>Leverage the real-time nature of Twitter </li></ul><ul><li>Measure the value of Twitter </li></ul>
  16. 19. <ul><li>Keeping in touch with people you already know </li></ul><ul><li>Getting in touch with former colleagues and peers </li></ul><ul><li>Finding new contacts through the network </li></ul><ul><li>Overcoming e-shot inertia </li></ul><ul><li>Engage in discussions </li></ul>Foster & build relationships
  17. 20. Exponential Growth
  18. 21. Exponential Growth <ul><li>In a business of 10 staff: </li></ul><ul><li>If each member of the team has 50 contacts, the company has access to 500 direct contacts </li></ul><ul><li>If each of these 500 contacts has 50 contacts, the company has access to 25,000 contacts </li></ul><ul><li>A proactive use of Linked In can help you engage further with the business community and grow your network </li></ul>
  19. 23. Managing & maintaining your brand
  20. 25. Identify brand champions
  21. 26. Not anyone who could let you down Be careful who you choose
  22. 27. Be consistent
  23. 28. <ul><li>Develop content that your audience wants to receive and integrate it with your existing marketing activity. </li></ul><ul><li>Leave them craving more </li></ul>Content
  24. 29. Avoid overt selling
  25. 30. Leave them craving more <ul><li>Clarity beats persuasion </li></ul><ul><li>Match your prospects’ perspectives </li></ul><ul><li>Answer questions that match their priorities </li></ul><ul><li>Show, don’t tell </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><li>Evidence </li></ul></ul><ul><li>Cut buzzwords and jargon </li></ul><ul><li>Design content to be scanned for value and easily read online </li></ul><ul><li>Don’t forget a call to action </li></ul>
  26. 31. Examples of content and planning <ul><li>Personal insights into industry trends and topics – blogs </li></ul><ul><li>Press releases </li></ul><ul><li>Events schedule </li></ul><ul><li>Teaser information </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Mentions in the press – links to third party sites </li></ul><ul><li>Presentation content </li></ul><ul><li>Videos, webinars and podcasts </li></ul><ul><li>Customer feedback </li></ul><ul><li>Run surveys, discussions and polls </li></ul>
  27. 32. <ul><li>Treat comments as you would from a right-minded professional person </li></ul><ul><li>Don’t take it personally </li></ul><ul><li>Chat your response through with a colleague </li></ul><ul><li>Be ‘on brand’ </li></ul><ul><li>Bear in mind that people can’t hear your tone of voice </li></ul><ul><li>Say ‘thank you’ </li></ul><ul><li>Try and take it off-line as soon as possible </li></ul><ul><li>Answer where appropriate and where possible with facts and evidence </li></ul><ul><li>Keep tabs on your discussion forum so that you can answer straight away </li></ul><ul><li>Track mentions of your name/company name </li></ul>Handling negative comments
  28. 33. A real life example – Nestle
  29. 35. Measuring
  30. 36. Measuring success & refinement <ul><li>Traffic to your Website </li></ul><ul><li>Followers, reTweets, mentions, direct messages, fans, likes this, wall posts, connections, views, comments, recommendations </li></ul><ul><li>Enquiries </li></ul><ul><li>Always revisit your profile on these social media channels and critically evaluate it. For example: </li></ul><ul><ul><li>Is your LinkedIn group low on numbers? </li></ul></ul>
  31. 37. Online measuring tools
  32. 38. Online measuring tools
  33. 39. Commercial benefits <ul><li>Build trust </li></ul><ul><li>Attract enquiries </li></ul><ul><li>Employ the right people </li></ul><ul><li>Inform & guide people’s behaviour </li></ul><ul><li>Create something desirable (e.g. for business sale) </li></ul><ul><li>Attract media interest </li></ul><ul><li>Positions you and your organisation as thought leaders </li></ul>
  34. 40. Get Involved <ul><li>Make connections, start following and liking </li></ul><ul><li>Organise events </li></ul><ul><li>Join discussion groups </li></ul><ul><li>Update regularly </li></ul><ul><li>Be on brand </li></ul>
  35. 41. Any questions?
  36. 42. Marketing Peek blog.lcm.co.uk Thank you & stay in touch Passionate. Professional. Visionary. LCM_UK www.lcm.co.uk 01329 825849 [email_address]

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