social media as a cost-effective marketing tool: for mgc hayles
DESCRIPTION
Win marketing delivered a talk at a breakfast seminar to help individuals in business understand a little more about how social media and online marketing can support their other marketing activity.TRANSCRIPT
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk1
Using social media as a
cost effective marketing tool
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk2
Social Media
• What is this new media?• Do I need to use it?
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk3
Look at this video . .
http://www.youtube.com/watch?v=QUCfFcchw1w
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk4
Social Media
• Changing the way businesses build relationships online
• It is easier than ever to target customers– create a community around your brand– converse online– allowing customers to build a
relationship with the brand
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk5
• 5,000 people aged over 18 across Europe were asked the most important source they consider when making a purchase
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk6
Source people consider before a purchase
6
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk7
Survey with 50 of the UK’s top advertisers
7
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk8
Benefits and opportunities
• See what people are talking about• Develop new products/services • Communicate • Promote • Highlight qualification benefits• An early warning system • Up to date and transparent• Develop partnerships • Not a direct selling tool
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk9
Web updates and readers• Specific RSS feeds from websites• StumbleUpon• Yahoo news
– Track news related to your industry• Google news
– Instant updates of news mentioning your keywords
• Copernic – Track changes on a site
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk10
Public relations and social media
• Companies developing strategies to benefit
• Respond to or correct a rumour– Provide accurate information
• Integral to your PR activity– Journalists monitor
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk11
How to maximise social media opportunities
• Develop a social media plan
• Branding• Content• Management
– Roles and responsibilities
– Training needs• Planning
• Monitor• Social Media tools• Risk Management• Employee guidelines• Negative comments• Legal Implications• Link building activity• Implementing the plan
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk12
Develop a Social Media Plan
• Provide direction • Confirm• Sustained relationships• Increase online credibility
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk13
Social Media Success
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk14
Branding• Who do you want to be?• Make your brand corporate • Add real value:
– Be consistent – Report any violations
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk15
Content• Basics of PR must be core
– Use words that make sense • Beware of cultural issues• Be sure of your facts• Be real• Keep it interesting and compelling
– Not just word format• Demonstrate your credibility
– Not how great you are• Only re-Tweet from a credible source• Integrate messages seamlessly across all
media
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk16
Plugged in
• If you talk about an idea early, you will get more exposure because the threads of conversation stem from what YOU said.
- if you’re late, you will get lost in the noise.
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk17
When developing content….
• Keep comments interesting• Make people smile have
fun• Be transparent and be
honest• Be genuine• Be judicious• Write what you know• Create some excitement• Monitor the news
– Adapt a story, refresh and expand
• Remember perception is reality • Be consistent• It’s a conversation• Question – are you adding
value?• Check your content and
consider it fully before posting – don’t post in haste!
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk18
Be proactive, not just reactive.
• Be relevant• “Know me, like me, follow me”
– Social media guru Penny Power
• Work at developing and maintaining relationships
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk19
How should you manage social media?
• Training needs?• Who will implement?• Set up systems• 30-60 minutes per day on social media.
- monitoring trends/conversations- writing micro blogs/blogs- distributing press releases online- responding to conversations
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk20
Planning• Plan ahead• SMART objectives• Agree the roles and responsibilities • Develop scenarios
- Establish set of template answers• Monitor the objectives • Agree tools
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk21
Monitoring and social media tools
• Listen and react– In real time– What is “trending”
• Align with communications monitoring and evaluation
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk22
Tools• Hootsuite or Tweetdeck - Dashboards
– Several sites open at once– Comments posted simultaneously – Use on PC, phones or tablets– Schedule posts
• Other organising tools– Pageflakes, netvibes, Cotweet,
Knowem.com– Del.icio.us, Digg
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk23
Subscribe to social media analytics
• See what is being “talked” about • Free service
– In time you may benefit from one of the paid services.
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk24
Advertising• Adwords
– Build up a pattern of behaviour and key words
• Not just Google– Other search engines– Ad.ly – pay per click campaign for
Twitter – Banner adverts and links on specific
sites
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk25
Followers• Acknowledge followers• Don’t be fooled by numbers• Klout and Peerindex measure
influence users have
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk26
Management• Be prepared
– Remember public domain, Comments will remain
• Build a social media crisis plan – Develop scenarios and responses– Combine with traditional PR
• Training and processes– Facts– Re-Tweet from credible individuals
• Employee guidelines– Confidentiality, mass email distribution,
Freedom of Information Act.
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk27
Negative comments or constructive criticism
• Don’t take it personally• Reply within 24 hours
– Beware of emotions
• Inform anyone who needs to know• Supply information which might
address the issue• Don’t delete criticisms• Remember its in the public domain
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk28
Legal implications• What is the legal position?
- currently there is no such thing as “social media law”
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk29
Implementing the social media plan
• Develop a regular blog on your website– Submit to blogging sites– Tweet links
• Send to PR distribution sites• Visit knowem.com
– Protect your name
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk30
LinkedIn• Recruitment companies• B2B Companies
– Build network – Use database– Source suppliers– Generate customers
30
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk31
Facebook• Set up a corporate Facebook page• Follow any events and news• Post any events you are organising• Communicate using the media
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk32
Examples - Facebook
• Steel Master Buildings– Regularly updated – keeping
momentum and familiarity– Lots of media – photos, videos– Interaction – Free stuff – quote calculator,
newsletter, resource centre http://www.facebook.com/SteelMasterBuildings
• Alton Towers– Lots of media – photos, videos etc– Interaction – questions, competitions
etc– Routine – getting fans used to
activities on particular dayshttp://www.facebook.com/altontowersresort
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk33
Twitter• Set up a corporate twitter page• Set up tool on your phone, pc, tablet• Monitor trends, post responses• Develop people to follow• Engage with your followers• Post information about news• Links to free and interesting
information• Post any events you are organising
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk34
Example - Twitter
• Innocent Smoothies– Regularly updated – every
couple of hours– Lighthearted and fun– Asking questions– Sharing interesting stuff– Interaction, replying to
tweetshttps://twitter.com/#!/innocentdrinks
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk35
You Tube• Set up a corporate You Tube account• Develop material
• Slides or videos• Relevant to your target audience• Demonstrate yourself as the expert
• Put material on other slide sharing sites
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk36
Example – YouTube• Old Spice
– Fun, innovative videos– Responses to people online – gains
interest• http://www.youtube.com/watch?
v=d1JxgdWDzdQ&feature=BFa&list=PL484F058C3EAF7FA6&lf=plpp_video
– Involving people in campaigns, asking opinions, gaining votes etc
– Regular campaigns, keeping things different
http://www.youtube.com/user/OldSpice
• Total video views reached 40,000,000 in a week
• Since the campaign launched, sales are up 27%; in the first three months up 55%
36
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk37
Examples – similarities• Strong branding – making your brand
recognisable and consistent across all networks.• Regularity – regularly updating your networks
gives people a reason to check them often. • Interaction – people like to know a brand may
respond to their conversation, makes them feel valued.– Also invite them to interact between themselves –
competitions and opinion polls invite and provoke discussion – user generated content
• Fun – don’t take things too seriously, ask questions, play games, have competitions, relax your ‘corporate voice’ a little.
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk38
Link building activity• Be proactive • Develop other social sites over time• Develop a blog on your website • Register with sites that journalists
follow• Link social media to website
– and wider communication activities
• Increase the audience • Seek out influencers
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk39
Return on investment• Invest in social media
– Maximise the opportunities – Minimise the risks
• Not easy to quantify specific value • Aspects to assess its value . .
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk40
Monitor to assess value• Increase in number of visitors to the
website • Increase in online publications• Increase in number of comments • New approaches from journalists for
stories• Increase in followers and database• Increase in enquiries• Decrease in other marketing
communications spend
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk41
‘Five Don’ts’1. Don’t just talk – listen, interact2. Don’t be boring – share interesting images,
videos, content (can be industry relevant or not – provokes interaction)
3. Don’t be sporadic - barraging people with content, then ignoring it for weeks or months at a time.
4. Don’t talk like a robot – this is a chance to promote the ‘human’ aspect of your company which people can relate to and interact with
5. Don’t assume they will come to you – be proactive, find people in your industry and communicate with them
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk42
In conclusion• Consider the range, reach and
purpose • Confirm strategy and tactics• Share out duties• Train the team • Monitor and engage • Start to build advocates• Social Media is a cost effective
marketing tool
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk43
In conclusion• Remember, social media is dynamic,
and today’s Twitter may be tomorrows forgotten website
• “Don’t assume that what works today will work tomorrow”– Tom Austin at Gartner.
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk44
In conclusion
Use the
SHARE approach
in yourSocial Media
MGC Hayles Social Media Presentationby Ann Goodwin
Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk45
Thank youAnn Goodwin, Jo GoodwinWin Marketing (UK) Ltd
14, The Office Village, Charnwood Business Park, North Road, Loughborough,
Leicestershire, LE11 1QJTel: 01509 265890Fax: 08707 060941Mobile: 07957 509931
Follow us on Twitter: @anngoodwin or @winmarketing