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

LinkedIn

• 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

Twitter

• 200 million active users• Build a buzz and credibility• Perceived as an expert• Drives traffic to your site• Information gets picked up and republished

Facebook

• 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.