Social Media as a Cost-Effective Marketing Tool: for MGC Hayles
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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.
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Social Media as a Cost-Effective Marketing Tool: for MGC Hayles
- 1. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 1 Using social media as a cost effective marketing tool
- 2. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 2 Social Media • What is this new media? • Do I need to use it?
- 3. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 3 Look at this video . . http://www.youtube.com/watch?v=QUCfFcchw1w
- 4. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 4 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
- 5. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 5 • 5,000 people aged over 18 across Europe were asked the most important source they consider when making a purchase
- 6. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 6 Source people consider before a purchase 6
- 7. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 7 Survey with 50 of the UK’s top advertisers 7
- 8. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 8 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
- 9. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 9 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
- 10. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 10 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
- 11. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 11 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
- 12. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 12 Develop a Social Media Plan • Provide direction • Confirm • Sustained relationships • Increase online credibility
- 13. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 13 Social Media Success
- 14. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 14 Branding • Who do you want to be? • Make your brand corporate • Add real value: – Be consistent – Report any violations
- 15. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 15 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
- 16. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 16 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.
- 17. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 17 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!
- 18. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 18 Be proactive, not just reactive. • Be relevant • “Know me, like me, follow me” – Social media guru Penny Power • Work at developing and maintaining relationships
- 19. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 19 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
- 20. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 20 Planning • Plan ahead • SMART objectives • Agree the roles and responsibilities • Develop scenarios - Establish set of template answers • Monitor the objectives • Agree tools
- 21. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 21 Monitoring and social media tools • Listen and react – In real time – What is “trending” • Align with communications monitoring and evaluation
- 22. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 22 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
- 23. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 23 Subscribe to social media analytics • See what is being “talked” about • Free service – In time you may benefit from one of the paid services.
- 24. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 24 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
- 25. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 25 Followers • Acknowledge followers • Don’t be fooled by numbers • Klout and Peerindex measure influence users have
- 26. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 26 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.
- 27. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 27 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
- 28. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 28 Legal implications • What is the legal position? - currently there is no such thing as “social media law”
- 29. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 29 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
- 30. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 30 LinkedIn • Recruitment companies • B2B Companies – Build network – Use database – Source suppliers – Generate customers 30
- 31. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 31 Facebook • Set up a corporate Facebook page • Follow any events and news • Post any events you are organising • Communicate using the media
- 32. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 32 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 days http://www.facebook.com/altontowersresort
- 33. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 33 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
- 34. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 34 Example - Twitter • Innocent Smoothies – Regularly updated – every couple of hours – Lighthearted and fun – Asking questions – Sharing interesting stuff – Interaction, replying to tweets https://twitter.com/#!/innocentdrinks
- 35. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 35 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
- 36. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 36 Example – YouTube • Old Spice – Fun, innovative videos – Responses to people online – gains interest • http://www.youtube.com/watch? v=d1JxgdWDzdQ&feature=BFa&list=PL484F058C3 EAF7FA6&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
- 37. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 37 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.
- 38. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 38 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
- 39. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 39 Return on investment • Invest in social media – Maximise the opportunities – Minimise the risks • Not easy to quantify specific value • Aspects to assess its value . .
- 40. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 40 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
- 41. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 41 ‘Five Don’ts’ 1. Don’t just talk – listen, interact 2. 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
- 42. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 42 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
- 43. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 43 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.
- 44. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 44 In conclusion Use the SHARE approach in your Social Media
- 45. MGC Hayles Social Media Presentation by Ann Goodwin Chartered Marketer, FCIM, DipMwww.winmarketing.co.uk 45 Thank you Ann Goodwin, Jo Goodwin Win Marketing (UK) Ltd 14, The Office Village, Charnwood Business Park, North Road, Loughborough, Leicestershire, LE11 1QJ Tel: 01509 265890 Fax: 08707 060941 Mobile: 07957 509931 Follow us on Twitter: @anngoodwin or @winmarketing
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