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Plato gb learnandnetworkworkshop


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Social Media Workshop from Plato GB conference in Epsom on 27th January 2011

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Plato gb learnandnetworkworkshop

  1. 1. Zoe Mitchell 27 th January 2011 SOCIAL MEDIA: Don’t make a tweet of yourself Passionate. Professional. Visionary.
  2. 2. 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>Executing a social media strategy </li></ul><ul><li>Managing and maintaining your brand across social media </li></ul><ul><li>Q & A session </li></ul>
  3. 3. 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>
  4. 4. Clients we work with
  5. 5. Who’s doing it?
  6. 6. What your social media strategy must do <ul><li>Foster and build on r elationships </li></ul><ul><li>Enhance r eputation </li></ul><ul><li>Increase r evenue </li></ul><ul><li>Carry out relevant r esearch </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>
  7. 7. 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>
  8. 8. 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>
  9. 9. Where are your prospects/clients?
  10. 10. CURRENT PROCESS WEBSITE ENQUIRIES ATTENDANCE AT EVENTS APPOINTMENTS Email Bulletins Offline Marketing, PR & Advertising Sample Social Media Strategy: Stage One: Establish the current communications process
  11. 11. WEBSITE ENQUIRIES ATTENDANCE AT EVENTS APPOINTMENTS TWITTER LINKED IN Polls Discussion Events Email Bulletins Offline Marketing, PR & Advertising SEO Sample Social Media Strategy: Stage Two: Integrate social media tools
  12. 12. Case Study: Getting it Right
  13. 13. Case Study: Getting it Right
  14. 14. Case Study: Getting it Right <ul><li>Embrace the culture </li></ul><ul><li>Explore new opportunities </li></ul><ul><li>Educate the team </li></ul><ul><li>Execute with consistency </li></ul><ul><li> </li></ul><ul><li>@ARMOfficial </li></ul><ul><li>@ARMSamHill </li></ul>
  15. 15. Managing & maintaining your brand
  16. 16. Identify brand champions
  17. 17. Not anyone who could let you down Be careful who you choose
  18. 18. Be consistent
  19. 19. <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
  20. 20. 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>
  21. 21. Avoid overt selling
  22. 22. 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>
  23. 23. Get it going <ul><li>LCM manage social media accounts for multiple clients </li></ul>
  24. 24. Managing multiple accounts
  25. 25. Get it going <ul><li>LCM manage social media accounts for multiple clients </li></ul><ul><li>We use a range of social media for our own marketing </li></ul>
  26. 27. Get it going <ul><li>LCM manage social media accounts for multiple clients </li></ul><ul><li>We use a range of social media for our own marketing </li></ul><ul><li>The secret to success in social media is constant refinement </li></ul>
  27. 28. <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. 29. 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><ul><li>Measurable medium </li></ul>
  29. 30. 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><ul><li>Go for it! </li></ul>
  30. 31. Any questions?
  31. 32. Marketing Peek Thank you & stay in touch Passionate. Professional. Visionary. LCM_Zoe 0845 345 6969 [email_address]