Nottingham Trent UniversitySocial media strategy workshop

Thursday 8th March 2012

2-4pm1. Why a social media strategy?2. Welcome to the world of social media3. Case studies: small business4. Social media policies and HR5. Introduction to social marketing strategies6. Integrating social media with your business plan7. Planning your social media strategy

Social media without strategy is like cooking without a recipe. Sometimes it works but sometimes its disasterJulie Roehm Marketing Strategy Consultant

Why should social strategy come before tactics? Because you don’t ask a girl to marry you before you ask her on a date. Without solid strategy driving tactics, companies can find themselves questioning ROI, making significant missteps, or worse, annoying or offending stakeholders.Greg Swan Weber Shandwick

SOCIAL MEDIA

Yesterday’s social media technologies

Today’s social media technologies

Today’s social media applications

Yesterday’s social media applications

Social media content

Your social graph

Changing the game

“When we change how we communicate, we

change society.”

Clay Shirky, Here Comes Everybody

“Achieving conventional goals, such as profits

and joy, with unconventional

methods, such as investing energy

instead of money” (gmarketing.com)

Social media is a new name for an old thing

Isn’t the web inherently social?

Usenet Newsgroup, established 1981 (now

Google Groups)

“Markets are conversations. When you think of the internet, think of a table for two.”

The Cluetrain Manifesto

“Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky”

Seth Godin, Purple Cow

Social media is conversational

The three types of e-marketing1. Transactional

E-CommerceDirect marketing

2. Promotional Online contentViral marketingEmail marketingBrand sponsored media

1. Conversational Digital engagementSocial networkingWeb 2.0/ shared data,/bookmarkingUser-generated content

SocialMedia

The social media shamrock

The seven roads of social media1. Generate new work2. Customer service3. Improve customer retention4. Increase your knowledge5. Align with your competitors6. Establish authority as an expert7. Do business more productively

PCM Creative www.pcmcreative.co.uk

Small business case studies

#MoonfruitTwitter campaign toWin a Macbook pro: 600% web traffic increaseDoubled sign-upsTop trending topic on Twitter

Social media & HR policies: How much is too much?

53% of employers use social networking sites to research candidates70% of employers rejected applicants based solely on his or her online infoSource: Microsoft 2010

Social media as a recruitment tool

RSM McGladrey USA Accountants

Your staff as brand ambassadors

Break

1. Introduction to social marketing strategies

2. Integrating social media with your business plan

3. Planning your social media strategy

4. Creating your action plan

Social media functions

Listening: Credit Mutuel – If I were a banker

Talking – P&G BeingGirl Energizing: Scottevest, Norman Records

Supporting: DellDevelopment: Sales Force, Lego Users Group Network

Social strategy planning process

Phase 2: Testing & planning

Phase 3: ImplementationPhase 4:

Measurement & review

Phase 1: Listening

Phase 1: Listening

“ Your brand is what your customers think it is, not what you would like it to be”– Richardo Guimaraes

Measuring your returns

Return on investment (direct marketing)

Customer interaction

End sale Digital activity

Metrics: Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends) • Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends)

Linking social networks with on-site conversion

Linking social networks with on-site conversion

Return on engagement (relationship marketing)

interactionReduced cost/Increased sale Conversation

Metrics: Website traffic from social platforms Quality of network (relevancy and influence)

Volume and percentage of network interaction •

Thank you

Susi O’Neill, Digital Consultantwww.digitalconsultant.co.ukTwitter @susioneillLinkedIn/Facebook @susioneill

email: susi@digitalconsultant.co.uk

Tel: 07981 222799