The document provides an overview of digital and social media marketing tools and strategies. It discusses key tools like blogs, LinkedIn, Twitter and video/podcasts. It emphasizes that social media is about engagement and two-way conversations, not just broadcasts. Several tools are recommended for publishing content, sharing it across networks, and tracking social media analytics. The presentation encourages firms to think of social media as part of their marketing toolkit and use it authentically to build influence at each stage of the sales process.

1. Marketing MattersPart ThreePresentation for Chartergroup- 24 August 2011 Claire GriffithsLighthouse Marketing Ltd

2. Presented byClaire GriffithsDirector Lighthouse Marketing LtdOver 15 years B2B marketing experienceProfessional services/finance sector expertiseOffer strategy, planning, implementationCommunications, PR, eventsTraditional and digital/social media marketing

3. Recap

4. Marketing/Sales ProcessLOGICTIMEEMOTION

5. Digital/Social Media Marketing

6. AgendaWhat is social mediaSocial media & marketingAvailable toolsTop tools & some tipsManaging digital and social media

7. What is social media“Social media is an umbrella term that definesthe various activities that integrate technology,social interaction, and the construction ofwords and pictures.”Source: Wikipedia

8. Rethinking marketing!InterruptionPermission

9. http://www.youtube.com/watch?v=QLd9q88ohUs&feature=fvwSocial Media Fad or Fact?

10. Social Media + Sales/NBD funnel

11. Social Media = AwarenessWhere are your clients?Use as a broadcast channelExpand reach by making messages interestingINFLUENCE

12. Social Media = InterestGive away informationRepurpose for different channelsEngage in conversationAnswer questionsAsk thought-provoking questionsINFLUENCE

13. Social Media = EvaluationAsk and use testimonialsFind people at evaluation stageRun live Q&AsMake referralsINFLUENCE

14. Social Media = TrialPut people in touch through forums, twitter etcKeep up the conversationPost links to how to articles, case studiesINFLUENCE

15. Social Media = AdoptionSpecial offers, time limited adviceInfluence wider decision makersINFLUENCE

16. Social Media = LoyaltyKeep in touch Advice on new servicesDevelop 1 to 1 relationshipsUse your channels to promote your customersINFLUENCE

17. Social Media SummaryAuthenticity countsGenuine conversations Balance broadcast and conversationPart of marketing toolkitSocial Media will not equip sales funnel entirely

18. Digital/Social Marketing Tools

19. 3 types of Digital ToolsSharePublishNetwork

20. Publish

21. Share

22. Network

23. RecommendationsNot extensive but based on my experience Tools I recommend are...

24. Google the Great! Alerts – keep tabs on your company onlineAnalytics – allows you to measure digital toolsAdwords – buy keywords and gain SEOBlogSearch - Find blogs on your favourite topicsPlaces– get a Google local listing Ad Sense – earn from your site (where appropriate)Maps – enhance your directionsReader – RSS feeds & competitor knowledgeGoogle +1 – launched end June 2011

25. The Power of SharingDecide to post it on FacebookNow my friend & colleagues can view it Visit a website and share the article

26. Top Accountancy ToolsWill depend on your target marketGoogle Tools WebsiteBlogsLinkedin & TwitterSharing toolsVideocastsSlideshare

27. Web wonders Objectives:1. Be found on search engines2. Generate leads and filter to conversionsHow?Good functional design

28. Keyword analysis

29. SEO friendly – content, meta descriptions, keywords, page titles, linking strategy

30. Page tags on every page

31. Good analytics to refine pages

32. Content management system to update/editWebsites

33. BlogsContent publishing tool that displays your posts/articles in chronological orderMulti media contentTop 3 platforms

34. What’s good...Way to establish your firm and people as expertsChance to create remarkable content and enhance websiteGreat SEO ranking and therefore awareness toolChance to develop relationship through comments

35. What’s bad...Time intensiveNeed to have regular contentBusy blogospherePersonality and content very important

36. Blogging guideUse to develop your position as expertsInvite Guest bloggersRespond and leave comments on other blogsDiversify content – links, video, slides etcSEO essential to promote your blog Use tags/categoriesLink to other social mediaPromote your blog

37. Good Blogs I follow

38. The “professional” social networkLaunched May 2003 - 43 million users in 170 industriesAround 50% of users in UKCreate online CV and connect with others peers through online networkingAlso have business profileMany businesses use it to recruit (and check references)

39. The Good...Easy to useConnect to people through existing connectionsAllows you to integrate twitter, blog and websiteJoin groups to develop connections and share knowledgeQuestion and Answer to demonstrate knowledgePost public events

40. and the bad...Smallest of the Big Three social networksLess fun and harder to develop personalityJob seekers are more active on the site than those already employedProfessional site, so marketing messages are not always welcome.

41. How can you use it?Develop and promote yourself and your firmBuild connectionsSeek recommendationsPromote your knowledge and answer questions Promote upcoming events/seminarsPromote other content you’ve created, including webinars, blog posts or podcastsRecruit new staffTargets – Develop relationships with targetsPre-meeting research

42. Linked in tips

43. Linked in tips

44. Free micro-blogging service

45. Send and read 140 character Tweets

46. Build up connections or followers

47. Share Tweets (RT) and highlight someone/thing (#) The good...Public and instant = greater SEO exposureOpen forum - build a community of potential customers you don’t personally knowFans can “follow you” without you having to reciprocateThere is a quick way to share links to contentUsers are very vocal, so if they are happy with your firm they’ll say so

48. And the bad...Text only — pictures and video are shared through secondary links140 characters is challengingBusy with lots of “noise.” Stand-out very hardIncreasing spammersNeeds monitoring , users are very vocal

49. How can you use it?Develop and promote yourself and your firmInteract with your customer baseTrack what people are saying about your company and brandCreate buzz around upcoming events/seminarsPromote other content you’ve created, including webinars, blog posts or videocastsDevelop direct relationships with bloggers and journalists for potential PR placementTrack competitive activity

50. Twitter tips

51. Pod/VideocastsDigital media files (either audio or video) that are released and downloaded through web syndicationSecond largest search engine so great SEOCreate your own channel Professional video not necessary

52. Videocasts

53. Keeping track of it all... Tools to manage and track social mediaCan be linked into Google analytics to track conversion rates/effectiveness

54. RSS - the ability to update readers ‎with new content it publishesSet up a RSS reader Keep track of all relevant sites, blogs etcMake time to read your RSS feedsShare what’s relevant – Retweet, blog etc

55. Keeping track of it all... Hootsuite(http://www.hootsuite.com). –Free Manages multiple Social Media accounts Provides statistics & tracking Ability to pre-schedule messages

56. Keeping track of it all... Twitterfeed.comAllows you to feed your RSS/blog feed into your Twitter account and thus keep updated and in syncGeochirp.com GeoChirp helps you search for people Twittering for specific things in a specific area.

57. Keeping track of it all... TweetdeckFree browser for tracking social media accountsNo tracking as yet , so use a URL shortenerNo pre scheduling of messagesURL Shorteners - bit.lySaves characters vital in Twitter Tracks clicks on URLs

58. Keeping track of it all... Share Buttons/ TweetMeme. The counter on webpagesShows page popularityEncourages page retweets the page. View stats on who’s retweeted and when.

59. Google analytics

60. SummarySocial Media is another marketing tool, don’t forget to promote the channelsThink publish, share and networkThe key is engagement2-way conversation needs interactionNeeds timeCan be monitored and tracked

61. Any questions?

62. How can I help your firm?Contact me on:m: 07845 185143e: claire@lighthouse-marketing.nett: @ClaireGLighthsel: http://uk.linkedin.com/in/clairegriffithslighthouseFixed hourly, daily, project rates so no surprises!