Raising your profile using

social media Deborah Copeland

Logistik Group

@deborahcopeland

@logistikgroup

Top 15 most popular site (by global traffic Alexa.com)

Facebook (750m unique monthly visitors)

Twitter (250m))

LinkedIn (110m)

Pinterest (85m)

MySpace(70m)

Google Plus+ (65m)

DeviantArt (25.5m)

LiveJournal (20.5m)

Tagged (19.5m)

Orkut (17.5)

CafeMom (12.5m)

Ning (12m)

MeetUp (7.5m)

MyLife (5.4m)

Multiply (4m)

Planning social media

• Where are your audience?

• What are they doing?

• What are they saying?

• What can you invest – time & money?

• Business objectives > comms objectives > social objectives

Where?

Facebook ad planning

6

7

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Young people and the DfE

What?

What are they doing?

35-44 yr old

9%

20%

41%

51%

34%

2%

38%

34%

77%

60%

13%

18%

15%

21%

38%

50%

37%

6%

18-24yr old UK average

What are they interested in?

https://adwords.google.co.uk/o/Targeting/Explorer?__u=1000

000000&__c=1000000000&ideaRequestType=KEYWORD_I

DEAS#search.none

What are they talking about?

• Sentiment

• Key themes – ideas for content

• Influencers

• Opportunity for engagement

• Key sites

What next?

Define your channel strategy

Define your most suitable platforms =

• Most relevant to target audience (reach and profile)

• Most relevant to communications objectives

» Crisis management?

» Customer service?

» Brand?

» Acquisition?

» Sales?

• Highest ROI - reach balanced with production investments

• Drive highest overall visibility, and build future legacy for search

Define what we’re

talking about

Experience

Conservation

Castle

Howard

Heritage

Events

Gardening

&

growing your own

The environment

Tourism and travel

The arts

Family fun

Local food and

produce

Petal size proportional

to consumer interest in

the subject online

Define the tools that work for you…

19

Define your metrics and measurement criteria

Reach – The total reach in terms of consumers of our activity, our

share of voice

Engagement – The volume of consumers who take a positive step to

‘like’ us

Action – The volume of consumers who actively ‘comment on’ or ‘re-

tweet’ our content

Issue management – improved sentiment, improved accuracy

Traffic – conversion, sales, ROI modelling

Brand metrics

Apply best practice principles

• Ensure everything is shareable

• Interaction is key – two-way

build a relationship

• Create great, compelling

content

• Be responsive

• Be nice!

• Listen

• Develop social media policy

and guidelines

21

A clear way forward

“Social media doesn’t fix anything….

It just amplifies things. If your

restaurant sucks, it just sucks

more in social media. It doesn’t

make your chicken fingers taste

better or your beer taste bolder.” Scott Stratton @unmarketing

Thank you! @logistikgroup

@deborahcopeland

www.logistikgroup.com