Maximising Your Leadership Potential - From Caution to Courage
Maximising The Potential Of Social Media Marketing
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Transcript of Maximising The Potential Of Social Media Marketing
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10 February 2010
Maximising the potential of social media marketing
Passionate. Professional. Visionary.
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Maximising the potential of social media
Websites and email
Social media
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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.
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Some our clients
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What would you like to get out
of this morning?
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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
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What is social media?
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It’s just another
megaphone
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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
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• 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
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• 200 million active users• Build a buzz and credibility• Perceived as an expert• Drives traffic to your site• Information gets picked up and republished
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• 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
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Facebook age split in the UK
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Waste of time Divulginginappropriateinformation
Don’tunderstand it
Managementare against it
Can’t see thereturn on time
invested
Results from you and the LinkedIn poll
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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
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Who in the room is doing it already?
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Client case study
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Demo
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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?
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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
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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
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Where are your prospects/clients?
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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.
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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
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Go live
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Measuring
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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?
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Workshop
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Did we achieve what you wanted?
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• Screen shot of Social Media Megaphone
Want to play?
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How may we help you?
1. Ongoing service2. Set up and training packages3. Consultancy
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twitter.com/LCM_UK
Thank you
Passionate. Professional. Visionary.