maximising the potential of social media marketing
DESCRIPTION
Presentation slides from our seminar on 'maximising the potential of social media marketing'. which we ran with the Solent Innovation & Growth Team on Wednesday 10 February 2010 in Southampton.TRANSCRIPT
10 February 2010
Maximising the potential of social media marketing
Passionate. Professional. Visionary.
Maximising the potential of social media
Websites and email
Social media
About LCM
• Founded in 1989• Investors in People accredited• Well-respected in the region and in their sectors
IT/Technology/Manufacturing
Public/Third sectors & not-for-profitProfessional services (accountancy & legal)Southern based fast-growth companies
• Strategic marketing partner with professional processes and genius creativity
• Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc.
Some our clients
What would you like to get out
of this morning?
Agenda
• What is social media marketing and how important is it?
• Your strategy in a nutshell• Social media marketing objectives• Developing a campaign• Tools
– Content– Your website– Social media places– Search engine optimisation– Pay per click advertising
What is social media?
It’s just another
megaphone
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 X
Alliances
Distributors
Segment 2
Segment 3
Segment X
Web
PR & Social networkingNetworks &
Communities
Pricing
• 50 million users worldwide• Research tool• Build relationships – access & introductions• Build credibility and recommendations• People act professionally on it• Publish our events• You can manage polls – feedback and PR
• 200 million active users• Build a buzz and credibility• Perceived as an expert• Drives traffic to your site• Information gets picked up and republished
• 350 million worldwide users. 101 million in Europe
• Create a personality for a brand• Jogs peoples memories• Show examples of work• Publish events and Website news• Drives traffic to your Website
Facebook age split in the UK
Waste of time Divulginginappropriateinformation
Don’tunderstand it
Managementare against it
Can’t see thereturn on time
invested
Results from you and the LinkedIn poll
Comments related to the poll
• Concerned about not having enough time or new information to update
• It could become a burden rather than a benefit – mainly because of the continued investment in time to make it relevant
• Worried about managing security / negative comments
• Currently have a proxy which stops staff accessing social networking sites
Who in the room is doing it already?
Client case study
Demo
What your social media strategy must do
1 of 3 things:1. Foster and build on relationships2. Enhance reputation3. Increase revenue
So, what can be done to ensure that you make an impact on 1 or more of the 3 Rs?
Your social media to do list
• List objectives• Clarify targets and where they are• Develop content• Understand how it can integrate with your
other marketing activity• Launch• Measure results• Refine activity based on results
Social media objectives – examples
• Gather knowledge• Disseminate knowledge/information• Drive traffic to your site• Generate new business• Support sales conversion• Get customer involvement/service/ideas• Find staff/create valuable partnerships
• Measurement• Refinement
Where are your prospects/clients?
Content
Write a short paragraph describing your organisation in the tone of voice that correctly reflects your brand.
The benefit?All your staff can use this to ensure that a consistent message about your organisation is communicated at all times.
Have a clear idea of what content you can communicate to your audience and how it integrates with your existing marketing activity.
Examples of content and planning
• Blogging content– Personal insights into industry trends and
topics• Press releases
– Contract wins– New staff– Product launches
• Events schedule• Teaser information• CSR activity• Mentions in the press
Go live
Measuring
Measuring success & refinement
• Traffic to your Website• Followers, reTweets, mentions, direct
messages, fans, likes this, wall posts, connections, views, comments, recommendations
• Enquiries• Always revisit your profile on these social
media channels and critically evaluate it. For example:– Is your LinkedIn group low on numbers?
Workshop
Did we achieve what you wanted?
• Screen shot of Social Media Megaphone
Want to play?
How may we help you?
1. Ongoing service2. Set up and training packages3. Consultancy
twitter.com/LCM_UK
Thank you
Passionate. Professional. Visionary.