1. Marketing MattersPart ThreePresentation for Chartergroup- 24 August 2011 Claire Griffiths Lighthouse Marketing Ltd

2. Presented by Claire Griffiths Director Lighthouse Marketing Ltd Over 15 years B2B marketing experience Professional services/finance sector expertise Offer strategy, planning, implementation Communications, PR, events Traditional and digital/social media marketing

3. Recap

4. Marketing/Sales Process LOGIC TIME EMOTION

5. Digital/Social Media Marketing

6. Agenda What is social media Social media & marketing Available tools Top tools & some tips Managing digital and social media

7. What is social media “Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.” Source: Wikipedia

8. Rethinking marketing! Interruption Permission

9. http://www.youtube.com/watch?v=QLd9q88ohUs&feature=fvw Social Media Fad or Fact?

10. Social Media + Sales/NBD funnel

11. Social Media = Awareness Where are your clients? Use as a broadcast channel Expand reach by making messages interesting INFLUENCE

12. Social Media = Interest Give away information Repurpose for different channels Engage in conversation Answer questions Ask thought-provoking questions INFLUENCE

13. Social Media = Evaluation Ask and use testimonials Find people at evaluation stage Run live Q&As Make referrals INFLUENCE

14. Social Media = Trial Put people in touch through forums, twitter etc Keep up the conversation Post links to how to articles, case studies INFLUENCE

15. Social Media = Adoption Special offers, time limited advice Influence wider decision makers INFLUENCE

16. Social Media = Loyalty Keep in touch Advice on new services Develop 1 to 1 relationships Use your channels to promote your customers INFLUENCE

17. Social Media Summary Authenticity counts Genuine conversations Balance broadcast and conversation Part of marketing toolkit Social Media will not equip sales funnel entirely

18. Digital/Social Marketing Tools

19. 3 types of Digital Tools Share Publish Network

20. Publish

21. Share

22. Network

23. Recommendations Not extensive but based on my experience Tools I recommend are...

24. Google the Great! Alerts – keep tabs on your company online Analytics – allows you to measure digital tools Adwords – buy keywords and gain SEO BlogSearch - Find blogs on your favourite topics Places– get a Google local listing Ad Sense – earn from your site (where appropriate) Maps – enhance your directions Reader – RSS feeds & competitor knowledge Google +1 – launched end June 2011

25. The Power of Sharing Decide to post it on Facebook Now my friend & colleagues can view it Visit a website and share the article

26. Top Accountancy Tools Will depend on your target market Google Tools Website Blogs Linkedin & Twitter Sharing tools Videocasts Slideshare

28. Keyword analysis

29. SEO friendly – content, meta descriptions, keywords, page titles, linking strategy

30. Page tags on every page

31. Good analytics to refine pages

33. Blogs Content publishing tool that displays your posts/articles in chronological order Multi media content Top 3 platforms

34. What’s good... Way to establish your firm and people as experts Chance to create remarkable content and enhance website Great SEO ranking and therefore awareness tool Chance to develop relationship through comments

35. What’s bad... Time intensive Need to have regular content Busy blogosphere Personality and content very important

36. Blogging guide Use to develop your position as experts Invite Guest bloggers Respond and leave comments on other blogs Diversify content – links, video, slides etc SEO essential to promote your blog Use tags/categories Link to other social media Promote your blog

37. Good Blogs I follow

38. The “professional” social network Launched May 2003 - 43 million users in 170 industries Around 50% of users in UK Create online CV and connect with others peers through online networking Also have business profile Many businesses use it to recruit (and check references)

39. The Good... Easy to use Connect to people through existing connections Allows you to integrate twitter, blog and website Join groups to develop connections and share knowledge Question and Answer to demonstrate knowledge Post public events

40. and the bad... Smallest of the Big Three social networks Less fun and harder to develop personality Job seekers are more active on the site than those already employed Professional site, so marketing messages are not always welcome.

41. How can you use it? Develop and promote yourself and your firm Build connections Seek recommendations Promote your knowledge and answer questions Promote upcoming events/seminars Promote other content you’ve created, including webinars, blog posts or podcasts Recruit new staff Targets – Develop relationships with targets Pre-meeting research

42. Linked in tips

43. Linked in tips

45. Send and read 140 character Tweets

46. Build up connections or followers

48. And the bad... Text only — pictures and video are shared through secondary links 140 characters is challenging Busy with lots of “noise.” Stand-out very hard Increasing spammers Needs monitoring , users are very vocal

49. How can you use it? Develop and promote yourself and your firm Interact with your customer base Track what people are saying about your company and brand Create buzz around upcoming events/seminars Promote other content you’ve created, including webinars, blog posts or videocasts Develop direct relationships with bloggers and journalists for potential PR placement Track competitive activity

50. Twitter tips

51. Pod/Videocasts Digital media files (either audio or video) that are released and downloaded through web syndication Second largest search engine so great SEO Create your own channel Professional video not necessary

52. Videocasts

53. Keeping track of it all... Tools to manage and track social media Can be linked into Google analytics to track conversion rates/effectiveness

54. RSS - the ability to update readers ‎with new content it publishes Set up a RSS reader Keep track of all relevant sites, blogs etc Make time to read your RSS feeds Share what’s relevant – Retweet, blog etc

55. Keeping track of it all... Hootsuite(http://www.hootsuite.com). – Free Manages multiple Social Media accounts Provides statistics & tracking Ability to pre-schedule messages

56. Keeping track of it all... Twitterfeed.com Allows you to feed your RSS/blog feed into your Twitter account and thus keep updated and in sync Geochirp.com GeoChirp helps you search for people Twittering for specific things in a specific area.

57. Keeping track of it all... Tweetdeck Free browser for tracking social media accounts No tracking as yet , so use a URL shortener No pre scheduling of messages URL Shorteners - bit.ly Saves characters vital in Twitter Tracks clicks on URLs

58. Keeping track of it all... Share Buttons/ TweetMeme. The counter on webpages Shows page popularity Encourages page retweets the page. View stats on who’s retweeted and when.

59. Google analytics

60. Summary Social Media is another marketing tool, don’t forget to promote the channels Think publish, share and network The key is engagement 2-way conversation needs interaction Needs time Can be monitored and tracked

61. Any questions?

62. How can I help your firm? Contact me on: m: 07845 185143 e: claire@lighthouse-marketing.net t: @ClaireGLighthse l: http://uk.linkedin.com/in/clairegriffithslighthouse Fixed hourly, daily, project rates so no surprises!