Using social media in your marketing Mady Keup Image source:entrepreneur.com mady.keup@skema.edu
Hello from me • Conference Executive • Marketing Manager, Spain • Manager Portugal • Manager Central Europe • Head of London Convention Bureau • Chief Executive of British-Portuguese Chamber of Commerce • Consulting • Teaching and Training
• Turn to your neighbour • Say hello � • For those who are on facebook and/or linkedin and/or twitter explain to your linkedin and/or twitter explain to your neighbour why • For those who are not, explain to your neighbour why not
Our Agenda Today
What I do NOT want to do today • Turn you into instant “techies” • Confuse you • Make you afraid �
What I DO want to do today • Make you aware of the growing opportunities for social media • Give you a quick • Give you a quick introduction, so that you can explore more at your own leisure • Make sure you are NEVER afraid �
Source: http://michaelhanley.ie/elearningcurve
1958: A typical conference Source: Rob Davidson
2011: things have changed G e n n e ration Y ! G G G n n ration Y ! ration Y ! ration Y !
Yesterday’s Internet • Web “1.0” • Web “1.0” • Descriptive • Static www.businesssquamish.com
Human and virtual communities, arbitrated by electronic means; Networks and content generated by the user
Tim O’Reilly “An attitude rather than a technology” “An attitude rather than a technology” “ Participative” Web “Democratic” Web Interactive Proactive
The static web vs vs the dynamic web Image source: http://blogs.voices.com/thebiz/web1vsweb2.png
Our Agenda Today
Why - Awareness
Why - SEO In December 2010, Matt Cutts from Google admitted that links from twitter are incorporated into algorithm that impacts ranking
Why – Publicise your events
Why - Research http://www.allourideas.org “We think that the PanelPicker is a great way to gauge the kinds of topics that most interest the SXSW community. Likewise, the PanelPicker has helped bring some great new topics into the event. However, we also rely very significantly on the expertise of the SXSW Advisory Board and the SXSW staff to shape the look and feel of event programming.” SXSW Panel Picker FAQ Source: http://www.globalpost.com/webblog/aid/two-ways-use-crowdsourcing-face- face-conferences
Why - Recruitment
Why – Customer Loyalty Image source: trueinspiredsolutions.com
Why - Sales Study shows social media has positive impact on sales, but best achieved when combined with other media channels such as billboards, TV and PR Image source: Blog.ogilvypr.com
Why use social media
Our Agenda Today
What
More than 800 million ACTIVE users (statistics acquired from site, 21-10-11) (statistics acquired from site, 21-10-11) Used for personal and professional reasons
What to do on facebook • Create a page – General presentation on the company – Contacts: website, telephone, email – Videos – Messages posted on Twitter – News and new services – News and new services – Events – Interaction with the client by responding to comments, creating competition, giving feedback • Promote your page: – To all your contacts by email, social networks, traditional word of mouth – A link on your website – In your email signature and brochures – Through Twitter
More than 120m members in over 200 countries (linkedin information, as at 4 countries (linkedin information, as at 4 August 2011) Professional use: employees from all Fortune 500 companies are members
What to do on Linkedin • Complete your personal profile (40% more likely to be found if your profile is at 100%) • Fill in the company profile • Join relevant groups • Create a new group • Use applications (f.ex. Slideshare, TripIt) • Use Linkedin frequently
Twitter • Micro-blogging: maximum 140 characters • Used especially during events - feedback, questions to presenters etc feedback, questions to presenters etc (twitterwall) • Excellent for the distribution of up to date information • Useful for keeping watch over news and the competition
What to do on Twitter • Download a photo, location, weblink and company name • Post VERY regularly: messages and link (bit.ly or tinyurl.com to reduce the (bit.ly or tinyurl.com to reduce the website address) • “Follow” event professionals • Use twitter as a research tool • A little more advanced: – Answer postings (@username)
Our Agenda Today
How - Plan • Resources • Time
How - Measure
Jim Sterne The Engagement food chain
How - Some final words The most important: DON’t sell directly on social media! Also • Establish a clear strategy clear strategy for social media (with objectives and evaluation measures) and evaluation measures) • Identify the influencers influencers • “Listen” “Listen” before your launch • Try to engage engage with your public, your employees • Be honest honest and authentic • Be “human” Be “human” (not company!) Source Corbin Ball, presentation SKEMA 25-03-10
Your Your Time Time to to S Shine hine At your table, discuss potential social media activity for your company: Why would you do it? What would you want to do? How would you do it?
Interesting Websites • Blogs: – Technorati.com – http://blogsearch.google.com – http://event-planning.alltop.com – http://event-planning.alltop.com – www.blogpulse.com • Twitter – http://business.twitter.com/twitter101 – http://tweetrank.me • Other – www.corbinball.com – http://socialmediatoday.com/
Thank you Thank you mady.keup@skema.edu
• 3 main things that • 3 main things that you remember from this training session • Up to 3 things you would have liked to discuss further
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