Social Media in a Corporate Context 2010 - Community Development
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© Freestyle Interactive – www.freestyleinteractive.co.uk
LTSB COMMERCIAL FINANCESOCIAL MEDIA STRATEGIESKeith Bennett – Lloyds TSB Commercial Finance (@keith126)Andy Wood – Freestyle Interactive (@andywood171)
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
FREESTYLE INTERACTIVE
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WORKING WITH I.T.
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LTSBCF.CO.UK
http://www.ltsbcf.co.uk/
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LTSBCF.CO.UK
© Freestyle Interactive – www.freestyleinteractive.co.uk
LTSBCF.CO.UK
© Freestyle Interactive – www.freestyleinteractive.co.uk
LTSBCF.CO.UK
© Freestyle Interactive – www.freestyleinteractive.co.uk
LTSBCF.CO.UK
© Freestyle Interactive – www.freestyleinteractive.co.uk
RECESSION!
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Site traffic
Pay Per ClickAffiliateNatural Search plus Direct
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Natural Search terms for our site
lloyds
tsb co
mmercial
finan
ce
lloyds
commerc
ial fin
ance
factor
ing
asset
finan
ce
busin
ess lo
ans
commerc
ial fin
ance
lloyds
tsb lo
ans
lloyds
tsb as
set fin
ance
lloyds
tsb co
mmercial
lloyds
tsb fa
ctorin
g0
500
1,000
1,500
2,000
2,500
3,000
© Freestyle Interactive – www.freestyleinteractive.co.uk
Search terms in the UK
busine
ss fin
ance
busine
ss loa
ns
busine
ss cre
dit
busine
ss loa
n
commerc
ial fin
ance
finance
loans
finance
loan
small
busin
ess loa
ns
busine
ss fun
ding
small
busin
ess loa
n
busine
ss loa
n small
commerc
ial loa
n
busine
ss fin
ancing
commerc
ial loa
ns
small
busin
ess fin
ance
start b
usine
ss loa
n
busine
ss len
ders
commerc
ial bu
siness
loans
0
20000
40000
60000
80000
100000
120000
Local Monthly Searches
© Freestyle Interactive – www.freestyleinteractive.co.uk
Decision making
}}
Build authority, trust & relationship
Deal conversion
67%
33%
Informational Transactional
44%
56%
© Freestyle Interactive – www.freestyleinteractive.co.uk
Online Media Fragmentation
Brand Website
Magazine
ForumsBlogsSector
forums
BannersEmail
PPC/ SEOAffiliates
Direct Mail Print & Press
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STRATEGY REVIEW
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Social Media is big
Social Media is the biggest shift in communication since the invention of the Gutenberg printing press
From broadcastingyour message
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To listeningand engagingyouraudience
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SOCIAL ‘PILOT’ ACTIVITY
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Cover It Live!
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Businesszone.co.uk
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Businesszone.co.uk
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LESSONS / 2011 STRATEGIES1. Content is King! 2. Developing good content3. Training our teams 4. Power of search
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Compliant Content!
Content SuiteLTSBCFSign Off
ReleasePR
1. 2. 3. 4.Press Release created by PR agencies
Content Signed off for Release
Content Suites Created from Compliant Copy by Freestyle
Content Released via Manual & Scheduled Methods
© Freestyle Interactive – www.freestyleinteractive.co.uk
Compliant Content Suites50 pre-written tweetsEg: Asset Finance helps Cornish Bakery raise working capital
5 Facebook Updates Eg: Business Finance to ease cashflow for Cornish Bakery
5 LinkedIn Group UpdatesEg: Asset Financing to help Cornish Bakery’s business development
1 Adaptation per web article
Video Case Study
Photos with Search Terms
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Become part of the network!
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1. How to use the social media platforms2. How to repurpose & search optimise content3. How to manage ongoing engagements4. How to respond in crisis scenarios
Training
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CONTROL IN A CRISIS!
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Art of Nuture
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© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
YouTube & flickr
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© Freestyle Interactive – www.freestyleinteractive.co.uk
Building link equity!
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CHALLENGES!
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1. Build knowledge, processes & resource inside the business2. Change internal mindset, away from campaign mentality3. Establish a voice for the brand4. Build authority on key subjects5. Deeper more meaningful relationships with our audience!
2011 Expectations
© Freestyle Interactive – www.freestyleinteractive.co.uk
Social Media Metrics• Engagement (Follows, Likes, Re-tweets, Shares, Links...)
Web Analytics• Traffic to Ltsbcf• Conversions (views on key content, requests for quote, leads)
Business & Marketing• Cost per lead v. traditional digital channels
Measuring success
© Freestyle Interactive – www.freestyleinteractive.co.uk
© Freestyle Interactive – www.freestyleinteractive.co.uk
Follow us on Twitter:
@andywood171@keith126
www.ltsbcf.co.ukwww.freestyleinteractive.co.uk