Insiders guide to using Social

Media@AnnmarieHanlon

About Annmarie Hanlon

Integrating social media into your wider marketing mix

Social media pros and cons

Developing a social media plan

BLOG

COMMUNITY BUILDING

SEO

VIDEO

PPC

EMAIL

UK net access

86%

Pros and Cons

“The discussion regarding social media is still strongly

characterised by the question of whether the company should have an ‘official presence’ there.”

Rokka, Karlsson and Tienari (2013)

T&Cs

Set up investment

Mai

nten

ance

inve

stm

ent

LOW

HIG

H

HIGH

Picture Sharing

e.g. Instagram

Video Sharinge.g. YouTube

Blogse.g. Twitter

Social Networkse.g. Facebook

LOW Investing in social media (Mills and Plangger, 2015)

Social media challenges

Social media challenges

Responsibility

Knowledge

Skills Tactics first

Social media worksShow expertise

Social media works LinkedIn groups

Social media works Seek help

All journalists and trade publications are on Twitter

Social media works Share news

Social media works Customer service

Integrating social media

into your wider marketing mix

1. Connect with customers2. Increase customer

service3. Sell through the social

space4. Drive traffic to main

website5. Get instant feedback

1. Market penetration2. New product development3. New product launches4. Market development

Developing a social media plan

Research your brand Explore

competitors

Create personas

Build strategy

Set objectives

Select platformsAgree resources

Create relevant content

Manage social media

engagement

Measure results

Review and adapt

Adapted from Mills and Plangger (2015)

Social Media Essentials

•Agree your objectivesGet management buy-in

•Signpost or maintainClaim your brand

•Make sure the whole business understandsAlign Social Media with Culture and Strategy

•Ensure brand values are embeddedBe Authentic•Guide Efforts via “High-level Principles, not Low-level Rules”

Focus on the bigger picture

@AnnmarieHanlon