insiders guide to using social media/media/angela-media-library...“the discussion regarding social...
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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
UK net access
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
Main
tenance investm
ent
LO
W
HIG
H
HIGH
Picture
Sharing e.g. Instagram
Video Sharing e.g. YouTube
Blogs e.g. Twitter
Social
Networks e.g. Facebook
LOW Investing in
social media
(Mills and
Plangger, 2015)
Social media challenges
Social media challenges
Responsibility Knowledge Skills
Tactics first Agencies Customers
Social media works Show 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 customers
2. Increase customer
service
3. Sell through the social
space
4. Drive traffic to main
website
5. Get instant feedback
1. Market penetration
2. New product development
3. New product launches
4. Market development
Developing a social media plan
Research your brand
Explore competitors
Create personas
Build strategy
Set objectives
Select platforms
Agree resources
Create relevant content
Manage social media engagement
Measure results
Review and adapt
Adapted from
Mills and
Plangger (2015)
Social Media Essentials
• Agree your objectives Get management
buy-in
• Signpost or maintain Claim your brand
• Make sure the whole business understands Align Social Media with
Culture and Strategy
• Ensure brand values are embedded Be Authentic
• Guide Efforts via “High-level Principles, not Low-level Rules”
Focus on the bigger picture
@AnnmarieHanlon