Marketing presentation sunderland uni - 17 feb 2010

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Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessments Strategic and Practical Marketing

Social Networking

Wendy TaylorMarketing Director

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing FrameworkFramework ExplainedPull Marketing vs Push MarketingNetworking ExplainedSocial NetworkingBringing it all togetherQuestions

Whats Covered today:-

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Framework

Before Embarking on any marketing consider the framework and how everything interlinks.

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Strategy Flexible & PracticalStrategy - Organisations need to keep abreast of the latest marketing techniquesand include these in their marketing plans to maintain their competitive advantage.

These organisations will have a clear marketing strategy for taking their business to market and link that to their overall business strategy.

They are able to adapt quickly to new "market opportunities" and have employees who understand what their vision is for the future.

Of particular importance is the ability to recognise the resources required, budget effectively and carry out smooth implementation of a variety of activities.

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing - CustomersSuccessful businesses have exceptional customer care policies and always aim to exceed their customers expectations.

Whereas customers are the pure essence of a business, it has to follow that staff are instrumental in ensuring customer service is second to none. Those organisations that link their customer requirements to their staff development protocols are the ones that seize the day. They not only look at their internal resources but match these to their overall business goals, they align their culture, people and policies to achieve their market share and build their competitive advantage through knowledge and understanding of their customers needs, wants and expectations.

Of particular importance is to recognise the profile of an ideal customer, match their culture to fit those customers needs and align their people and resources to deliver exceptional customer care at all times.

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Products and Services The OfferEvery organisation is different and although many offer similar products and services, they differentiate themselves through guarantees and Unique Selling Points (USPs). Those organisations that have a culture embracing change and adaptability through their people and their business offer are able to adapt quickly to new opportunities and stay ahead of their competition.

They make sure everyone in the organisation understands their values as well as what they do and match these values to customers (current and future) requirements.

The key to differentiating an organisation in its market segment it to identify what the customer not only wants but needs then matching services, products and guarantees accordingly. It is also important to constantly evaluate the market place and regularly come up with new initiatives that will continue to attract new customers and excite current customers.

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Stimulation Looking Out / InOrganisations are stimulated to prosper is many ways. Some rely on their staff and others rely on the outside world. Those organisations that are successful look to both for stimulation. They monitor their external environment, nurture relationships and are aware of changes in their market place.

They understand who their stakeholders are and actively encourage research into their competition, market trends and new product or service development.

They are aware of changes in culture within their community and encourage staff to be an active part of future developments.

Of particular importance is the ability to nurture relationships both internally and externally, adopt best practice in monitoring changing circumstances and market-place developments, as well as utilising technology to enhance ongoing research into possible stakeholders and market trends in their community as well as building lasting relationships and collaborative working practices

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing - ResourcesOrganisations that match the resources required to achieve their goals and objectives are able to react quickly and win a greater market share. They carefully consider the resources they need and remain flexible enough to add resource to maximise upon new opportunities. They match their resource requirements with people who will both enjoy and excel at particular activities and spend their budgets wisely when external resources are required.

Resources involve people, marketing systems and procedures, as well as outside agencies and consultants.

Particularly relevant is the ability to match resources and budgets for maximum impact. People as well as systems play an integral part of the success of any marketing strategy or campaign. Successful organisations ensure that they have the resources available, whether internally or externally to achieve their potential growth in their market place

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing - ActivitiesSuccessful organisations utilise a variety of marketing activities to maximise use of the resources available to them. They research and implement those activities that will raise their profile, win them new business and keep current customers informed of new developments.

They use a mix of traditional marketing and new media marketing to enhance their range of opportunities and build brand awareness.

Of particular importance is the way that organisations match the resources they have at their disposal to a range of marketing activities that will enhance brand awareness, encourage new business, create competitive advantage and build the business alongside its culture, values as well as core services and products.

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing - BrandOrganisations that develop and maintain a strong brand identity are able to capture a greater market share and take new products and services to market more effectively. They use their brand in everything that they do and incorporate their values and culture to show the type of organisation that they are.

The brand relates not only to the company but how its people interact with each other, customers and other stakeholders and how the organisation is seen both by its internal personnel and the outside world. It should be built on credibility and emphasise what the organisation is about as well as what it is known for.

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Bringing it all TogetherAn extremely successful organisation will be able to bring it all together and deliver upon its promises and expectations. They will involve and develop their people, where appropriate, in marketing activities. They will have clear guidelines, budgets and plans and will constantly evaluate how effective their marketing activities are. They will have the flexibility to embrace emerging technologies adding additional value to their marketing activities.

In essence, marketing is about everything that we do and say. Those organisations that are able to plan effectively, identify resources, match marketing activities with personal and business objective and carry their values through their people and their brand will build a true competitive advantage. They will employ a structured evaluation process and learn from their mistakes.

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing - NetworkingPeople buy from and learn from people they like and trustBuilding RapportPartners and CollaboratorsBuilding personal brandAttending eventsBeing on Social networking sitesNetworking your contactsGive rather than take

Its NOT about selling!

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Pull Marketing vs Push MarketingPush marketing is when we push our brand out, actively tell people about us and sell through e-marketing, direct mail, adverts, etc.

Pull Marketing is when we talk to people, get to know them and entice them to find out more about what we do. Networking, Social Networking, Blogging, etc.

Pull marketing is the way of the future!

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Networking ExplainedThree reasons to NetworkPull Marketing

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing - NetworkingIs there a difference between face to face networking and on-line networking?

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing - NetworkingCreativity in Networking

Opportunity Spotting

OrganisationWebBrandCustomers

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social Networking

Linked InHi 5My SpaceBlogBeboEcademyFacebookVideoTwitterAutomation

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social Networking PlatformsLinked In

ProfessionalNews updates (Twitter Feeds)GroupsDiscussionsApplications Slideshare, Blogging, Google Apps, etcQuestions & AnswersEventsProfessional EtiquetteProfessional ContactsExcellent Email facilities

Enables you to become as an Expert and Build Personal and Business Brand

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social Networking PlatformsFacebook

Social moving towards professionalNews updates (Twitter Feeds)Groups Fan Pages for BusinessApplications (More Social and Games)EventsPhotos links to FlickrDirect messagingExcellent Email facilities

Enables you to become Build Personal and get to know others in a more relaxed environment

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social NetworkingEcademy

ProfessionalNews updates (Twitter Feeds)GroupsBloggingEventsMessagingStatisticsSEO

Great for Search Engine Optimisation

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social NetworkingTwitter

Links to all SN platformsUse for regular updates both personal and businessBuild followers and friends quickly and easily (reach target audience)Direct people to your SN sites, Blogs and WebsiteQuick and easy promotion of events, etcUse to be known for who you are and an expert is what you doMultiple Accounts

True Viral Marketing at its best!

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social NetworkingBlogging

Quickly replacing static websitesBuild personal and business brandPromote articles and interesting facts about what you doExcellent for SEO using tags and categoriesLink to applications such as Flickr, Slideshare, Box-net, etcHost your own discussions and forumsQuickly and easily build memberships, share docs, etc.

Change content regularly get more visitors!

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social NetworkingAutomation

Schedule updates through Twitter and into other SN accountsPlan SN activity for the week or month aheadSaves time and moneyGather statisticsAutomate followers / following friendsAuto-messagesSearch facilities to find new friendsKey word searches to find new friends in target areas

Social Networking made simple!

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Networking Case StudyYou have developed a new on-line membership site for schools.It is designed to assist schools in maximising their budgets by providing them with a comparison on the goods and services that they buy, such as supply teachers, stationery, books, materials, IT, etcYour site is life but you are not getting the traffic.

How would you use Creative Networking to get it off the ground?

What is your On-line Networking strategy?

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social NetworkingBringing it all together

Plan carefullyDont do everything at once pick one or two platforms, set up profiles and link through TwitterMake profiles both personal and professionalUse a photographDo not outwardly sell people dont like being sold toUse to pull people to you make yourself and your business interestingLink networks off-line and on-lineBe creative in how you go about it

Plan first act later!

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Social NetworkingWendy [email protected]

Social Networking Sites

http://xeesm.com/WendyTaylor/

Talk to TAUK For Intelligent Business Insights T: +44 (0)845 900 2140 | E: [email protected] | S: tayloredassessmentsMarketing Questions

Marketing presentation sunderland uni - 17 feb 2010

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Transcript of Marketing presentation sunderland uni - 17 feb 2010