2. Programme
4.30pm Registration and networking
5.15pm Introduction by Andrew Earnshaw, CIM TMIG
5.25pm Andy Peterson – KC Business
5.50pm Paul Lancaster - Plan Digital
6.15pm Rob Heerdegen – Eloqua
6.40pm Question & Answers
7.30pm Close
3. What’s next?
Leeds Media & techmesh social
Tuesday 24th April 2012 – Black House, Leeds 17:30 - 20:00
The Cloud – working towards 2015
Wednesday 9th May 2012 – York 17:30 – 20:30
4. Welcome To the Real World – The
Highs And Lows of Social Media
Marketing
Andy Peterson @CIM Leeds
8th March 2012
11. Do…
• Use their PPC – much cheaper than Google
• Gather information about the competition
• Use it to target prospects
• Use it to look for talent
Don’t
• Think the competition aren’t doing exactly the same
to you
• Expect it to drive many leads through direct contact
12. Do…
• Take a deep breath before you start
• Use it to deliver customer service
• Develop an SMP internally if you feel you need one
• Use it as part of the mix – deliver content
Don’t
• Expect to be able to control the conversation
• Advertise on it unless you’re an established brand
13. Do…
• Create your own channel
• Embed video on your own site as well
• Avoid distributing ads on your content
• Keep content brief and on topic
Don’t
• Remember to keep content live, or remove it if no
longer relevant.
• Expect everything you do to go viral
14. Do…
• Reach out to opinion formers
• Stay engaged
• Drive opinion
• Seek quality followers, not quantity
Don’t
• Try and sell
• Don’t follow disingenuously
• Don’t butt in to conversations unless you have a point
• Don’t link to anything that’s not relevant
19. Everything starts
with an idea
(the rest is just detail)
@lordlancaster @plandigitaluk
http://plandigital.wordpress.com
20. Each new product or service begins with:
• Imagination
• Creativity
• Excitement
• Enthusiasm
@lordlancaster @plandigitaluk
• Belief
http://plandigital.wordpress.com
21. Over time… too many
meetings, discussions
and amends suck the
life out of what was
once pure & inspiring!
@lordlancaster @plandigitaluk
http://plandigital.wordpress.com
22. At launch, you’re already
feeling jaded, de-
motivated & bored with
the product - just when
you need to be at your
most enthusiastic!
@lordlancaster @plandigitaluk
http://plandigital.wordpress.com
23. The Answer?
• Speed to launch
• Less talk, more action
• Avoid decision by committee
• Stay close to the original vision
@lordlancaster @plandigitaluk
• Fall in love with the product
http://plandigital.wordpress.com
24. Vision & Speed
• Named after the domino effect (one powerful idea
spreads down the line from person to person)
• Cutting out the middle man (in this case the publisher)
• Rapid time to market (‘Anything You Want’ = 12 weeks)
• Short, pacy books (Designed to be read in under 1hr)
• Domino Project Street Team. (Rewarding the sneezers)
