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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 <ul><li>Founded in 1989 </li></ul><ul><li>Investors in People accredited </li></ul><ul><li>Well-respected in the region and in their sectors </li></ul><ul><li>IT/Technology/Manufacturing </li></ul><ul><li>Public/Third sectors & not-for-profit </li></ul><ul><li>Professional services (accountancy & legal) </li></ul><ul><li>Southern based fast-growth companies </li></ul><ul><li>Strategic marketing partner with professional processes and genius creativity </li></ul><ul><li>Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc. </li></ul>

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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 <ul><li>What is social media marketing and how important is it? </li></ul><ul><li>Your strategy in a nutshell </li></ul><ul><li>Social media marketing objectives </li></ul><ul><li>Developing a campaign </li></ul><ul><li>Tools </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Your website </li></ul></ul><ul><ul><li>Social media places </li></ul></ul><ul><ul><li>Search engine optimisation </li></ul></ul><ul><ul><li>Pay per click advertising </li></ul></ul>

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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 networking Networks & Communities Pricing

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LinkedIn <ul><li>50 million users worldwide </li></ul><ul><li>Research tool </li></ul><ul><li>Build relationships – access & introductions </li></ul><ul><li>Build credibility and recommendations </li></ul><ul><li>People act professionally on it </li></ul><ul><li>Publish our events </li></ul><ul><li>You can manage polls – feedback and PR </li></ul>

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Twitter <ul><li>200 million active users </li></ul><ul><li>Build a buzz and credibility </li></ul><ul><li>Perceived as an expert </li></ul><ul><li>Drives traffic to your site </li></ul><ul><li>Information gets picked up and republished </li></ul>

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Facebook <ul><li>350 million worldwide users. 101 million in Europe </li></ul><ul><li>Create a personality for a brand </li></ul><ul><li>Jogs peoples memories </li></ul><ul><li>Show examples of work </li></ul><ul><li>Publish events and Website news </li></ul><ul><li>Drives traffic to your Website </li></ul>

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Facebook age split in the UK

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Results from you and the LinkedIn poll

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Comments related to the poll <ul><li>Concerned about not having enough time or new information to update </li></ul><ul><li>It could become a burden rather than a benefit – mainly because of the continued investment in time to make it relevant </li></ul><ul><li>Worried about managing security / negative comments </li></ul><ul><li>Currently have a proxy which stops staff accessing social networking sites </li></ul>

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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 <ul><li>1 of 3 things: </li></ul><ul><li>Foster and build on relationships </li></ul><ul><li>Enhance reputation </li></ul><ul><li>Increase revenue </li></ul><ul><li>So, what can be done to ensure that you make an impact on 1 or more of the 3 Rs? </li></ul>

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Your social media to do list <ul><li>List objectives </li></ul><ul><li>Clarify targets and where they are </li></ul><ul><li>Develop content </li></ul><ul><li>Understand how it can integrate with your other marketing activity </li></ul><ul><li>Launch </li></ul><ul><li>Measure results </li></ul><ul><li>Refine activity based on results </li></ul>

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Social media objectives – examples <ul><li>Gather knowledge </li></ul><ul><li>Disseminate knowledge/information </li></ul><ul><li>Drive traffic to your site </li></ul><ul><li>Generate new business </li></ul><ul><li>Support sales conversion </li></ul><ul><li>Get customer involvement/service/ideas </li></ul><ul><li>Find staff/create valuable partnerships </li></ul><ul><li>Measurement </li></ul><ul><li>Refinement </li></ul>

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Where are your prospects/clients?

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<ul><li>Write a short paragraph describing your organisation in the tone of voice that correctly reflects your brand. </li></ul><ul><li>The benefit? </li></ul><ul><li>All your staff can use this to ensure that a consistent message about your organisation is communicated at all times. </li></ul><ul><li>Have a clear idea of what content you can communicate to your audience and how it integrates with your existing marketing activity. </li></ul>Content

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Examples of content and planning <ul><li>Blogging content </li></ul><ul><ul><li>Personal insights into industry trends and topics </li></ul></ul><ul><li>Press releases </li></ul><ul><ul><li>Contract wins </li></ul></ul><ul><ul><li>New staff </li></ul></ul><ul><ul><li>Product launches </li></ul></ul><ul><li>Events schedule </li></ul><ul><li>Teaser information </li></ul><ul><li>CSR activity </li></ul><ul><li>Mentions in the press </li></ul>

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Go live

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Measuring

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Measuring success & refinement <ul><li>Traffic to your Website </li></ul><ul><li>Followers, reTweets, mentions, direct messages, fans, likes this, wall posts, connections, views, comments, recommendations </li></ul><ul><li>Enquiries </li></ul><ul><li>Always revisit your profile on these social media channels and critically evaluate it. For example: </li></ul><ul><ul><li>Is your LinkedIn group low on numbers? </li></ul></ul>

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Workshop

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Did we achieve what you wanted?

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<ul><li>Screen shot of Social Media Megaphone </li></ul>Want to play?

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How may we help you? <ul><li>Ongoing service </li></ul><ul><li>Set up and training packages </li></ul><ul><li>Consultancy </li></ul>

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twitter.com/LCM_UK Thank you Passionate. Professional. Visionary.

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Developing a campaign - example <ul><li>Objectives </li></ul><ul><ul><li>Gain contacts in the cosmetic formulation industry </li></ul></ul><ul><ul><li>Raise awareness of company and products </li></ul></ul><ul><ul><li>Drive traffic to Website </li></ul></ul><ul><li>Targets </li></ul><ul><ul><li>Cosmetic formulators in European SME’s </li></ul></ul><ul><ul><li>Cosmetic marketing professionals/responsible for NPD </li></ul></ul><ul><ul><li>Journalists </li></ul></ul>

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Tools