For information about the Marketing Clinic: http://www.linkedin.com/groups/Marketing-Clinic-4849281/about

1. Marketing Clinic: Exploring Social
Media Strategies
European Professional Women's Network - Paris
Marketing Club
8 October 2012
Presented by Mary B. Adams
VP of International Business
Twitter: Development, SMD
#EPWNMktgClinic
Social Media Delivered
Copyright © 2012 - All Rights Reserved

2. Why are we here
Tonight's agenda
tonight?
Define social media and look at key platforms
Why are we here tonight?
Explore social media practices, strategies, successes and a
disaster or 2
Analyze your cases:
● International business association aiming to exploit the
opportunities of social media tools in its communications
● Day spa in Paris
● Bibby Financial Services - international B2B
● "Miss Representation"
Cocktail

3. What is social media? social media?
What is
ONLINE COMMUNITIES shared with people who like and
do similar things that you like and do
A place to have a CONVERSATION with colleagues, fellow
consumers, and customers
A place where people GIVE and GET information about
things that interest them
Social media is simply people COMMUNICATING through
new technologies

4. What does social media include?
What does it include?
FACEBOOK: the largest social media network, +1 billion
users, average user age is 40.5 (trending upward)
YOUTUBE: Largest video platform in the world
TWITTER: micro-blogging network, +500 Million users worldwide,
230 milion daily tweets, avg age of user 37.5.
LINKEDIN: largest professional network, 150+ million
professionals worldwide, 34+ million users in Europe, Average user age is 44.2
(trending downward), avg HH income $110,000
MORE: Pinterest, Google+, Flickr, Yelp, Foursquare, Yelp,,
MeetUp, Reddit, and StumbleUpon, blogs?

5. Facebook Facebook
●Useful business to consumer tool
●Currently 1 billion members around the world
●The average age of Facebook users is rising
●The average Facebook user is connected to 80 groups, events and
community pages
●Facebookers on average 15 hours and 33 minutes/month on site
●On average, 250 million photos are uploaded every day
●7+ million apps and websites are integrated into Facebook
●More than 2 billion posts are liked and commented on daily
● Recommended frequency of updates: 1-2 updates per day

7. Shut up and listen!
Michel et Augustin
●Positioning: create a new relationship with stakeholders,
particularly customers, based on values such as “pleasure, a
positive outlook, insistence on the value of humans, sharing
and transparency”
●Participatory marketing: Consumers are involved in
decisions, and often asked their opinion about new product
development options
●Heavy use of social media sites like FB, YouTube, Twitter
●Comments left
uncensored -- promote
open dialogue
●46K+ likes on FB...

9. Twitter Twitter
●Strong Business to Consumer presence and also very useful for
Business to Business
●Over 500 million users worldwide
●230+ million daily tweets
●37.5 average age of Twitter user
●Approximately 55 million users logon via their tablets or mobile phones
every month
●53% of Twitter users tweet recommendations for products and services
- of those, 48% actually buy
●Organizations leveraging Twitter include: restaurants, lawyers, medical
practices, retail brands, celebrities, politicians, bloggers, media
● Recommended frequency: 6-10 tweets per day

11. LinkedIn LinkedIn
●Network of 150+ million professionals from around the world
●2 new members join approximately every second
●Execs from all Fortune 500 companies are LinkedIn users
●Average user aged 44, HH income $110,000
●85% of US companies plan to recruit with LinkedIn this year
●34+ million users in Europe; 8 million in the UK; 3 million in France
●Complete your profile 100%
●Create company profile
●Recommended update frequency for personal & company pages:
daily
●Join 50 Groups
●Give recommendations to get recommendations
Updated September 2012

12. Shut up and listen!
Where to start? Listen
First take the temperature on what is being
said about your…
●Industry
●Company
●Products/Services
●Yourself

13. Free listening tools listening tools
Use
●Google search – your company name, brands, products,
your name
● Twitter-search – create an RSS feed that will
update each time your name gets mentioned
● Google Alerts –
https://www.google.com/alerts
● SocialMention.com

14. What do you want to acheive? goals
Establish your
“Start with the end in mind.”
- Stephen R. Covey (The 7 Habits of Highly Effective People)

15. Generate content using
What kinds of content to generate?
this winning formula
The Social Media
Business Equation™

16. Risks and benefits of using
What are the risks of being on social media?
social media
Risks
●Negative comments, criticisms, rumeurs or erroneous
information being shared
●Photos being used without your permission
●Confidential information or intellectual property getting
leaked prematurely
Benefits
●Establish confidence and credibility
●Strengthen brand
●Facilitate communication, market research, R&D, product
improvements, sales, hiring, business goal attainment
●Builds “relationship capital” on which you may need to draw
someday

17. AirBnB: "We dropped the
ball. Now we’re dealing
with the consequences."

18. What to do If things go go wrong
if things sideways...
●Stay calm
●Acknowledge comments promptly: "Thank
you for bringing this to our attention. We are
looking into it and will respond within xxx."
●Escalate if needed
●Genuinely apologize and take responsibility if
you are at fault. Offer solutions.
●Establish a communications organizational
chart if you don't have one already so that
everyone knows whom to contact and how

19. Case 1: International
What to do if things go wrong
business association
)
Goals:
○Communicate on diversified issues of globalisation and the world economy (e.
g. employment, tax, financial policy, food security, anti-corruption)
○Promote the interests of business by engaging, understanding and advising
policy makers on a broad range of issues with the overarching objectives of:
positively influencing the direction of international policy initiatives; ensuring
business and industry needs are adequately addressed at the international fora
that decide on policy decision instruments (policy advocacy), which influence
national legislation; providing members with timely information on policies and
their implications for business and industry.
○Membership includes major national business organisations in the world.
○Targets membership organisations, business community more broadly,
governments/ policy makers, press and social media.
○Currently, the association use of social media is limited to twitter (e.g. to cover
key events, articles in the press).

20. What to do if things Daywrong
Case 2: go Spa
GOALS:
1. Communicate the brand & its values to target consumers
2. Communicate products & services, as well as special events/promotions
3. Get feedback from customers;
4. Eventually sell products on-line
QUESTIONS:
1. What are the best social media platforms to use (i.e. impact & efficiency)?
●
2. What is the cost & time involved in the development of each (ex. what
should I expect to pay for a decent looking professional blog)
3. When to begin using these platforms?
4. What is the frequency with which one has to update them to avoid the
unfortunately common outdated “place-holder” Facebook/Blog page?

21. What to do Case 3: Bibby Financial
if things go wrong
Services (BFS)
Branches in multiple countries across Europe - current
social media presence varies greatly by country
Objectives:
● To create awareness & notoriety of the BFS brand
● To build relationships by informing, entertaining and
engaging target audience of prospective clients,
potential introducers
● To support other marketing initiatives and sales teams
in their efforts to gain qualified leads

22. What to do if things 4: Miss
Case go wrong
Representation
Upcoming EPWN event - screening of 'Miss
Representation' - in October and another in Feb 2013.
How can we use social media to promote it?
Missrepresentation.org, the NGO that runs the social
action campaigns that accompany the film, is pretty
great at social media in the US.

24. Let’s Connect
Let's connect!
Email: Mary@SocialMediaDelivered.com
Tel: +33 6 24 58 50 13
Twitter.com/LadyMissMBA
LinkedIn.com/in/MaryBAdams
Twitter.com/SocialMediaDel
www.SocialMediaDelivered.com