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Social media is not just for Kids

…it’s the must have tool for your business

@Andrew Grill - Fasken Martineau Magic Circle EventLondon, 20th January 2011

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Social media is just like real life!

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Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

LondonCalling.co

Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

LondonCalling.co

Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

LondonCalling.co

Marketing sets the expectation, marketing creates demand, marketing helps a

consumer differentiate why one choice is better than another.

Operations delivers.

Any gap between the two drives a conversation on the social Web.

Dave Evans http://lc.tl/gap

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The competitive advantage

of truth

Failing to deliver and sustain truth will be indicators of broader operational weaknesses.

Jonathan Salem http://lc.tl/truth

Failing to deliver and sustain truth will be indicators of broader operational

weaknesses

“

”

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The twitter tax

http://lc.tl/tax

“When you promote your online social monitoring you’re agreeing to pay the tax for the failures of

your company’s operators to do their jobs.”

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Social media in the hotel industry

“”

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Social media in the hotel industry

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Things to consider

• Social media is noisy

• Social media is demanding

• Social media is unforgiving

• Social media is not a replacement for marketing

• Social media is the best word of mouth you cannot buy

• Social media helps extend your message before, during & after a customer experience / interaction

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What makes a good social campaign

• Conversation not advertising

• Let me share the content

• Multi-platform

• Lives on after the campaign ends

• Something people will want to talk to others about

• Measurable uplift in sales / interest

• It’s just that little bit different…

LondonCalling.cohttp://lc.tl/meerkat

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Oldspice

• Anyone not seen this?

• Became a “must see”

• Press covered it

• Lived on as @replies via video messages

• Grover from Sesame Street parodied it

• Initial 107% uplift in sales

• Not many mentions of people trying/buying product?

LondonCalling.cohttp://lc.tl/tippex

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So you need a social media guru to do all this?

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Why is social media now so important

• Two way medium

• Instant feedback

• Promotes sharing of ideas and information

• Complements everything you are currently doing

• Relatively simple to establish a presence

• Your competitors are already doing it

• In 2011 move from Social Media > Social Intelligence

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Free advice to agencies & brands

• Put some hooks in the creative that allow you to talk about the ad long after it has gone

• Crosses from social > traditional media = free push

• Make sure you understand the medium – make sure you use it

• If not on Twitter – get on it today!

• Follow me @andrewgrill if not sure how to start

• http://lc.tl/twitter

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From hearing to listening

• Not just about ticking the boxes

Facebook

Twitter

• Act on the feedback you receive

• Admit mistakes and learn from them

http://lc.tl/fedex

“If you’re not open to feedback,you’re not ready to play”

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The future

• New channels

• Peer advocacy becomes key sales driver

• Mobile + social becoming key

• Foursquare – standout example for retail

• Hotels – 25% leads via Foursquare in future

http://lc.tl/ad2020

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One to watch - Foursquare

http://lc.tl/4

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When do people visit my store?

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What should I do next?

• Claim your brand on Twitter & Facebook

• Identify who is going to monitor and maintain

• Arm the team with tools to contribute also

• Put your social media credentials on your website

• Grab a short URL version of your brand eg http://lc.tl

• Start tweeting and following

• Promote your social media presence internally as well

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You also need to monitor social media

http://lc.tl/vt

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@AndrewGrillContact via http://lc.tl/cSlides http://lc.tl/fasken+44 788 198 6694