Socially sensible 2011 The year it went from
Socially sensible 2011: The year it went from FUN to FUNCTIONAL A presentation to the BHSAA 10. 11
+ About n Leanne Forshaw Jones n 10 years experience in PR and communications n Clients in B 2 B and B 2 C markets n Established my own consultancy at the start of 2011 having headed comms at Urban Splash prior
+ Vision n I believe in 21 st century communications! n Its not JUST about newspapers and magazines anymore n But nor is it JUST about social media n Its about ‘a collaborative approach using the best media for your business’ n I host training sessions for businesses at their offices to show them one on one how they can achieve all of this – and create results!
+ What’s today about? n Where social media fits in your industry’s marketing mix n The channels n Using Facebook, Twitter and blogs to a commercial advantage n Managing content n Measurement n Questions
+ Social media n Accelerate product promotion n Manipulate geography: n n either breakdown traditional boundaries OR pinpoint them to the ‘nth’ degree A cheap alternative to CRM software
+ Social media Stay committed because… YOU DON’T GET ENGAGED IF YOU DON’T WANT TO GET MARRIED!
+ Social media n Great recent insight: n Martha Lane Fox campaign to get all homes online! n Between Dec 2008 and Dec 2010 social media use amongst baby boomers rose 48% n Facebook n 28% of Facebook users are over 55 n 408, 000 UK users between 50 and 65 with an interest in gardening n 2, 200 users between 50 and 65 have ‘hearing’ listed as an interest on their profile
+ How to approach it? n Choose channels Mix of on and offline n Where’s your audience? n n Set messages n Key USPs of your business n Write content strategy
+ The channels at your disposal n New media channels n Allow you to inform AND engage!
+ The channels at your disposal n The argument for each PRO: A large proportion Of your audience is there CON: Will they ‘badge’ themselves with your brand? PRO: No boundaries! Listen in and engage PRO: You’re in control! CON: Lack of filters means micro management for you CON: You have to commit!
+ Facebook n Your own company page n Using third party pages to your advantage n Facebook advertising
+ Facebook n Your own company page n Content strategy n Less about promotion… n More about being an advisory forum n Examples…
+ Facebook n Using third party pages n Share their content n ‘Recruit’ their fans – you know you’ve got an interested audience at your disposal! n Learn from their frequency/content/conversation n Examples…
+ Facebook n Facebook Advertising n Incredibly on target n Cost effective – much cheaper than national press! n Measurability n Simplicity!
+ Twitter n Your own presence or a company one n Learning from others n Sharing useful information n Listening in
+ Twitter n Your own presence or a company one n Examples
+ Twitter n Learning from others
+ Twitter n Learning from others
+ Twitter n Learning from others
+ Twitter n Learning from others
+ Twitter n Sharing useful information
+ Twitter n Listening in
+ Twitter n Listening in
+ Twitter n Listening in
+ Twitter n Listening in
+ Blogging n Establish your own blog n Data collect through subscriber email addresses n Give direct, undiluted advice n Invite credible comment (guest bloggers from the industry, from customers? ) n Differ from a news section! n Examples
+ Blogging
+ Blogging n Blogger outreach n ‘Pitch’ to industry established bloggers n Encourage them to write about you and your products n Use free tools like Technorati…
+ Blogging
+ Blogging
+ A content strategy… n First of all; calm down! n Put pen to paper: n What are your key areas of expertise? n What can you tell your customers that others can’t? n How can you better inform customers about hearing loss? n Where can you draw information from? Traditional media? Manufacturers?
+ A content strategy… n Use scheduling tools. . !
+ ROI and measurement n Set KPIs n Monthly analysis of contacts made n Monthly analysis of engagement with those contacts n Monthly analysis of leads generated through social media activity n Monitoring web traffic and impact of online campaigns
+ ROI and measurement n Free assessment!
+ ROI and measurement
+ ROI and measurement n How to use this information? n Examples: LFJ property client Social media KPI Result To increase awareness of affordable purchase programmes to key audiences between the ages of 20 and 40 • Average 75. 3% of audience on Twitter and Facebook between 18 and 45 To increase data capture of people between 20 and 40 • • Established relationships with 6000 people on Twitter and Facebook between 18 and 45 980 brochure downloads and counting • 233 Facebook users located in these cities Reach users in specific scheme areas: Manchester and Sheffield
+ Crystal ball time n Social media is one heck of a fast paced world n Focus on the channels but allow for the future: n Google n Location based marketing (Facebook Places, Foursquare) n Video content (vlogs, You. Tube, Vimeo) n The social web: Rockmelt
+ Further reading… n An article on newspapers and social media: http: //mashable. com/2009/03/11/newspaper-industry/ n Social media search engines: http: //www. businessinsider. com/facebooks-social-filter-for-allthings-2011 -3
+ Conclusion… Be sensible about social Its not a bandwagon Its another dimension It makes 21 st century marketing VERY exciting www. leanneforshawjones. com Leanne@leanneforshawjones. com 07763 614 987
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