Combating ‘Tesco Law’:

Prepare your Brand Presence

• Simon Baker – Account Manager• Yvette Elkana – Managing Director• Neil Ramsorrun – Creative Director• Michael Scutt – Dale Langley

• Introduction• Legal Services Act – Michael Scutt• Marketing Refresher – Yvette Elkana• Digital Media – Neil Ramsorrun• Q&A session & Feedback

Agenda

Gateway Media• Cutting edge digital design agency• Working with businesses who are trying to grow

but are not getting noticed in their market • Providing expertise and skills to improve

communication and marketing efforts• An impressive track record of intelligent and

engaging solutions for a wide range of clients• Industry leading quality and value for money• A social enterprise supporting City Gateway

Construction Third Sector Corporate

Public Legal Training

Sectors

Services

Video• Video for training,

marketing and internal communications

• Promotional or informative

• DVD, Internet, TV or mobile

Design• Corporate identity• Graphics for Print,

Web, Signage, etc.• Promotional Material

Online• HTML and Content

Management Systems • e-commerce systems• Flash animation

Marketing• Email marketing• Search Engine

Optimisation• Social media• Online advertising

Combating Tesco Law: The Legal Services Act 2007

Michael Scutt

Dale Langley & Co

60 Lombard Street

London EC3V 9EA

(c) Michael Scutt 2010 8

Agenda

• The Legal Services Act 2007

• Why ?

• What?

• Tesco Law

10/2/10

(c) Michael Scutt 2010 9

WHY?

• Brief History – OFT, Clementi Report

• Legal Profession – the last cottage industry?

• Need for reform

10/2/10

(c) Michael Scutt 2010 10

What?

• Simplify Regulation– new regulatory structure

• Reform Complaints Procedures• - Office for Legal Complaints to be

created

• Increase Competition • - “Tesco Law”

10/2/10

(c) Michael Scutt 2010 11

Pre- LSA Regulatory Structure

10/2/10

Master of the Rolls

The Law Society

Department for Constitutional

Affairs

Bar Council ILEX CLC

DTI

CIPA

Archbishop of Canterbury

Faculty Office

Higher JudiciaryLegal Services Ombudsman

Legal Services Complaints

Commissioner

(c) Michael Scutt 2010 12

Regulatory Structure

10/2/10

Legal Services Board

SRA BSB ILEX CLC CIPA Faculty Office

(c) Michael Scutt 2010 13

Regulatory Structure

• Eight Regulatory Objectives LSA 2007 s.1(1)

• Five Professional Principles – s.1(3)• Six Reserved Legal Activities – Part 3 s.12• Only authorised persons or exempt

persons may carry on reserved legal activities

10/2/10

(c) Michael Scutt 2010 14

Regulatory Structure cont’d

• A person who holds a practising certificate from one regulator will be governed as well by regulator of his employer

• Non-lawyers managing or working in a regulated entity will be governed by the relevant regulator

10/2/10

(c) Michael Scutt 2010 15

Reform of Complaints Procedures

10/2/10

(c) Michael Scutt 2010 16

Reform of Complaints Procedures

• Legal Services Complaints Commissioner – abolished

• Legal Services Ombudsman – abolished• Office for Legal Complaints created – in

force by late 2010 – single body for all legal complaints

• OLC – creates the Legal Ombudsman to deal with complaints NOT misconduct

10/2/10

(c) Michael Scutt 2010 17

Increase Competition

10/2/10

(c) Michael Scutt 2010 18

New Ways to do Legal Business

• Legal Disciplinary Partnerships (LDPs)• Allows mixed lawyers and non-lawyers to

own and manage a law firm• But, up to 75% of owners/managers must

be qualified lawyers and hold at least 75% of shares and voting rights

10/2/10

(c) Michael Scutt 2010 19

More on LDPs

• SRA has to approve non-lawyer members• In existence since 30th March 2009• Will become ABSs from 2011

10/2/10

(c) Michael Scutt 2010 20

Alternative Business Structures

• Allowed from 2011• A “Licensable Body” is one that carries on

reserved legal activities and a non-authorised person is a manager of the body or has an interest in it

• At least one manager must be an authorised person (member, director, partner)

• Every Body will need a Head of Legal Practice and Head of Finance

10/2/10

(c) Michael Scutt 2010 21

Alternative Business Structures (cont’d)

• The ABS must carry on a licensed activity through a person authorised to carry on those services

10/2/10

(c) Michael Scutt 2010 22

Tesco Law

10/2/10

(c) Michael Scutt 2010 23

Tesco Law (2)

• Opportunity or threat?

• Threat? High Street wipe-out in face of powerful brands that people “know” – faster service, efficiency, response - but see later

• Opportunity? External investment may be a good thing

10/2/10

(c) Michael Scutt 2010 24

Tesco Law (3)

• Commoditised Services at risk – Wills/Conveyancing/Personal injury/Compromise Agreements in employment law/ET proceedings? Co-Op Legal Services

• Will Tesco law appeal to client SMEs? cf Peninsula in ET proceedings •  • Will Tesco be interested in potentially costly and lengthy court

proceedings, e.g. family proceedings/care/social welfare – where no cost orders likely at the end of the day?

• The LAG is worried that this area might be completely neglected – suggests partnerships between law firms and CABx.

•  

10/2/10

(c) Michael Scutt 2010 25

But ...

• See the ComRes poll commissioned by the SRA – 1014 respondents, May 2009

• 69% of people said they would be concerned about the quality of service offered by banks/supermarkets

• 83% of people had a positive experience of solicitors, up from 65% the previous year.

10/2/10

(c) Michael Scutt 2010 26

Perhaps ...

• Clients buy people - especially where there is any emotional involvement for them – e.g. litigation/family proceedings/employment.

• Traditional solicitors may struggle where they rely on conveyancing and wills.

10/2/10

(c) Michael Scutt 2010 27

How to avoid meltdown

• Build relationships w. clients and other suppliers

• Marketing – social media/word of mouth – raising profile – demonstrate excellence

• Cross selling of services; wills to conveyancing/newly divorced clients

10/2/10

(c) Michael Scutt 2010 28

How to avoid meltdown (2)

• Quality not Quantity• How do you demonstrate value?• The end of GPs?• Do you need a secretary?• Effective use of social media

10/2/10

(c) Michael Scutt 2009 29

Social Media

• Web 2.0 – what is it?• Not just websites• Blogs – www.michaelscutt.co.uk• Online Communities – • Social Media Strategy• Ideal way to get “out there”

29/10/2009

(c) Michael Scutt 2010 30

Don’t Panic!

10/2/10

(c) Michael Scutt 2010 31

Combating Tesco Law

• Michael Scutt• Dale Langley & Co• 60 Lombard Street, London EC3V 9EA• michaelscutt@dalelangley.co.uk• Blog = michaelscutt.co.uk• @michaelscutt

10/2/10

Strategic Marketing2nd March 2010

• Yvette Elkana – Managing Director

• Strategic Marketing – Key Steps• Let’s see where we are starting from?

– SWOT & The 4 P’s

• What can I do tomorrow?• Just a thought

What is marketing?

• “Marketing is so basic that it cannot be considered a separate function ... It is the whole business seen from the point of view of the final result, that is from the customer’s point of view.” – Peter Drucker

• All departments should be externally-oriented

• The ultimate goal is to provide services profitably for your chosen customers

Strategic Marketing

Promotional & Sales Campaigns, etc.

Business Plan, Tactical Plans, Promotional Plan, etc.

Strategic Marketing Plan

Vision, Mission, Values, Philosophy

Vision

• Where are we going? • What difference will we make? • How do we want to be remembered? • In what ways will we change things for the better? • Is this vision relevant and good and desired by the customers and

staff and stakeholders? • Is it realistic and achievable? • Have we involved staff and customers in defining our vision? • Is it written down and published and understood?• The Vision is the stage of planning when the organisation states its

relationship with its market-place, customers, or users. The Vision can also include references to staff, suppliers, 'stakeholders' and all others affected by the organisation.

Dependent on values and philosophy

Example Vision StatementsStatement Company

Our vision is to be the leading premium global law firm, undertaking the most important and challenging assignments for the world's leading corporations, financial institutions and governments.

Our goal is to be the 'brand behind the brand' of legal services. When a legal service is purchased online, ?? aim to provide it.We continue to develop our technology and content to meet the needs of a rapidly changing market to ensure that we maintain the most advanced legal platform on the market, and our technology remains the best way of delivering digital legal services available.

Our core purpose is to create value for customers to earn their lifetime loyalty.

Changing the way we work, live, play & learn

Linklaters

Epoq

Mission

• How do we describe what we aim to do and be and achieve?

• What is special about what we are and do compared to any other organisation or business unit?

• Do our employees understand and agree with this?

• Do our customers agree that it's what they want?

Example Mission Statements

Statement Company

? is a specialised lending and savings bank which aims to deliver superior value to customers and shareholders through excellent products, efficiency and growth.

We aim to achieve our vision responsibly by living our values in our dealings with our colleagues, clients and communities.

... our mission is to systemise the routine and humanise the exception!

To be a successful international retailerTo grow the core UK businessTo be as strong in non-food as in food.To develop retailing services To put community at the heart of what we do.

To shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners

Linklaters

Values

• Ethics, integrity, care and compassion, quality, standards of behaviour - whatever the values are - are they stated and understood and agreed by the staff?

• Do the values resonate with the customers and owners or stakeholders?

• Are they right and good, and things that we feel proud to be associated with?

Enabled by and dependent on

philosophy and leadership.

Example Values

Statement Company

Excellence in everyone & everythingDedication to our clientsHelping our people to achieve their potentialRespecting & including every individualWorking together as one firmEntrepreneurial spirit and energy

We strive for excellence, value teamwork and encourage imagination.We are determined – whatever the challenge, we will deliver. We do all this exercising commercial judgement and integrity.

No-one tries harder for customersTreat people as we like to be treatedEvery little helps

Linklaters

Philosophy

• How does the organisation relate to the world? This is deeper than values.

• What is the organisation's purpose? If it is exclusively to make money for the shareholders, or to make a few million for the management buyout team when the business is floated, perhaps have a little re-think. Customers and staff are not daft. They will not be comfortable buying into an organisation whose deepest foundation is greed and profit. Profit's fine to an extent, but where does it fit in the wider scheme of things?

• Is it more important than taking care of our people and our customers and the world we live in?

• Does the organisation have a stated philosophy that might inspire people at a deeper level? Dare we aspire to build organisations of truly great worth and value to the world?

The stronger our philosophy, the easier it is to build and run a great organisation

Fundamentally defined by the

leadership.

Example Philosophy Statements

Statement Company

?? and its employees worldwide care deeply about adhering to the highest standards of behavior so that customers, suppliers and the global community continue to recognize us as an open, honest and principled organization. Dedicated to corporate responsibility, ?? works collaboratively to improve the lives of others in our local and global communities, to champion ethical corporate behavior and business practices, to minimize the company's environmental footprint and to provide a positive workplace environment.

Our success depends on people: the people who shop with us and the people who work with us.If our customers like what we offer, they are more likely to come back and shop with us again. If the ?? team find what we do rewarding, they are more likely to go that extra mile to help our customers.

we believe

belongs to everyone.

SustainableBusiness Practices

Networking Academy

Make Every Connection a Green Connection

Volunteerism

community

Exercise – Mission Statement• The subject e.g. company• Competitive positioning – leader, best

value, a leading, lowest cost, best quality, most desirable, friendliest, etc.

• Market segments• Products and/or services• Staff• Culture/style/values• Adjectives to complete the sentence

Clear Mission Statements

• Northern Rock is a specialised lending and savings bank which aims to deliver superior value to customers and shareholders through excellent products, efficiency and growth.

• To shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners

Strategic Marketing

Promotional & Sales Campaigns, etc.

Business Plan, Tactical Plans, Promotional Plan, etc.

Strategic Marketing Plan

Vision, Mission, Values, Philosophy

Strategic Marketing Planning

1

•What are our long term aims?

2

•What is our current market status?

3

•Where might we go in the future?

4

•What are our strengths, weaknesses, opportunities, threats?

5

•What are our perceived & actual differential benefits?

6

•What are our objectives and longer term goals?

7

•What are the current areas (gaps) to address?

8

•What are our competitive and other strategies?

9

•What are our prioritised actions plans?

10

•How did we perform against our objectives?

4 – SWOT

Strengths Weaknesses

Opportunities Threats

Exploitation Strategies Improvement Strategies

Blocking StrategiesInvestmentStrategies

Exercise – Do your SWOT

Strengths Weaknesses

Opportunities Threats

Marketing strategy involves research and implementation

51

The Target Market

Segmentation Marketing mix (also called the 4 P’s)

Research Implementation

Marketing is NOT just about leaflets, brochures and websites

Infact 70% of marketing is research, asking people and planning

Marketing strategy involves research and implementation

52

The Target Market

Segmentation Marketing mix (also called the 4 P’s)

What market are you in? What is the potential market?

What is the size of the market?

Who are your competitors? What do they offer and at what prices?

How do you compare with them? SWOT?

The target market needs to be segmented

53

The Target Market

Segmentation Marketing mix (also called the 4 P’s)

A customer segment is a group of buyers who have similar needs and respond to marketing offers in similar ways

Study your proposed markets and target the appropriate segments

Each segment has its unique market potential, and will need to have price, product, promotion and place targeted for it.

Segmentations have four main categories in consumer marketing

54

AgeGenderMarital statusNeighbourhoodChildren EducationLife stageOccupation

What they read?How they travel?HobbiesSportsFashion

Socio-demographic

Lifestyle Transactional

How much they spend with you?How often?How recently?

Psychographic

Risk takersSafety-firstEarly adopters

Segmentations in business to business marketing

55

Market sectorPublic or privateSize of businessTurnoverWhere they tradeExpanding or contractingDo they make a profit?

An example of segmentation in the mobile telecoms marketplace

56

Company Paid

Teens Young Active Fun Adult Personal User Mature Basic User

International Business Traveller

Self-Chooser for Work

Q: What segmentation can a small business create?

57

Segments?

Lunchtime eaters

Pre theatre parties

Late night diners

Families

Special occasion customers

Exercise: Your market segmentation

List 4 target segments in your chosen target market

58

Your market: _____________________________

Segment 1: ___________________________________

Segment 2: ___________________________________

Segment 3: ___________________________________

Segment 4: ___________________________________

You can use a whole range of sources to research your market

59

Primary research is recommended for local or niche marketing

Phone interviews or face to face

Written questionnaires. You can do your own online survey free of charge, use www.surveymonkey.com

Consumer panels / focus groups/observation

You can use a whole range of sources to research your market

60

Secondary research i.e. research that others have prepared

Try to avoid paying for market research information. These sources are free:

Office of national statisticswww.theneighbourhood.statistics.gov.uk

British Library: www.bl.uk/bipc/

www.businesslink.gov.uk

Trade associations - see www.taforum.org

Market Research Firms: research firms, Gallup, Nielsen, Mori

Government publications (HMSO)

Internet searches

Marketing strategy involves research and implementation

61

The Target Market

Segmentation Marketing mix ( the 4 P’s)

What shall we sell? – the Product

How much should we charge? – the Price

Where shall we sell it? – the Place

How do we tell the customer? – the Promotion

Different companies will focus on different parts of the mix

62

Promotion

Product

Place

Price

The great challenge in marketing is to get the 4 Ps right

The 4 P’s in practice

Different companies will focus on different parts of the mix (“positioning”)

63

Promotion

Product

Place

Price

The 4 P’s in practice

Different companies can coexist in the same marketplace

64

Promotion

Product

Place

Price

Marks and SpencerBMWRolex

PrimarkFordCasio

Different companies focus on different parts of the 4 P’s

65

Promotion

Product

Place

Price

Amazon Tie Rack

Different companies focus on different parts of the 4 P’s

66

Promotion

Product

Place

Price M&S

Different companies focus on different parts of the 4 P’s

67

Promotion

Product

Place

PriceTesco

The first P: The Product (or service)

Look at the benefits of the product for the customer, not only the features

Examine quality, design, technical features, branding, packaging, service levels, processes, training

Tailor this to your segments

68

Emphasising benefits not features

Features?

Benefits?

69

Features:

Benefits?

Exercise: Your service/ product

List 4 features of your service and for each one list a benefit for the customer.

70

Your Service:_____________________

Feature 1:___________________

Feature 2:___________________

Feature 3: __________________

Feature4:____________________

Benefit 1:_________________

Benefit 2:_________________

Benefit 3:_________________

Benefit 4:_________________

Your core message = the sum of your benefits

The Second P: Price

Not just guess a number

Factors to consider:

• Discounts• Bundling (or separate pricing)• Lump sum or piece rate• Rebates/ loyalty scheme• Undercutting the competition

71

72

The 3rd P: Place

How will your product be distributed?RetailInternet/ home shoppingRemote or face to faceBrokers

Can you give a choice?

The 4th P: Promotion

73

Direct mail

Sales people

Exhibitions/shows

Brochures

Online

Radio/ TV adverts

PREmails

Cost

Ease

social media

The Promotion – how do you choose the correct channel?

74

Direct mail

Sales people

Exhibitions/shows

Brochures

Online

Radio/ TV adverts,

PREmails

Cost

Ease

social media

The Promotion – how do you choose the correct channel?

75

Evaluate them on Cost per sale:

• e.g. A radio ad may reach 200,000 people and generate 20 sales but costs £2,000 = £100 per sale

• An email campaign may reach 5,000 people and generate 10 sales, but costs £100 for campaign = £10 per sale

Evaluate your channels on cost per response and conversion: test, and roll out

Direct Mail

76

2% response = very successful, less than 1% is the norm. Need to understand your breakeven point

You can rent names and addresses for a one off use (£200 per 000 names)Keep track of your customer contacts

using a CRM package or use Access database

Brochures /newsletters

77

Look at other people's materials, the basis of design should be: attention- interest- desire- action.

   

Distribution options

Direct Mail   

Door to Door

Inserts

Stick to standard sizesRemember Royal Mail pricing

High volume with magazines or post officeResponse lower than Direct Mail

Email campaigns

78

One subject one emailHeading should be eye catching but appropriateSentences should be shorter than any other documentUse simple formatting Always write at the top: “if you cannot read this email click here” and provide a link to a webpage

Send out midweekTest before sending and check spellingMust allow opt outNot too often

e.g. http://www.dotmailer.co.uk/ - Online service

   

Design and the copy (text)

Sending out

Capability

Websites

79

All businesses should have a web presence

Don’t use free webhosting as they will add adverts

If you have budget use a SEO consultant

Look like an authority (see social media section):

Search Engine Optimisation – making your website more visible

80

organic paidversus

Doing things to your own website that makes it more visible

Paying an advertiser

Search Google for your service in your area and related search terms.

Your business should be in the online directories that appear in the listings

Press releases are a good source of free publicity

81

Get your editorial printed for free Local papers need local community stories

Guidelines:Faxes preferredA good photo helpsJournalists will alter your textPush your case (newspapers prefer agencies)Surveys are excellent material

Social media marketing – why is it important?

82

Traditional media:

Direct mailPhone callsLeafletsTV and radio AdvertsEmails

INTERRUPTIVE

New media:

Search engine optimisationBloggingSocial mediaRSSFree toolsViral videos

NON-INTERRUPTIVE

A few thoughts ... Where has this happened before?

• The retail banking & finance institutions took the lead in segmenting their market for credit card sales:– Identify the 20% of clients that generate 80% of profit– Create 3 different versions of the same product differentiated by

the level of service provided, cost, value added services, etc. (e.g. silver, gold, platinum) and cross sell

– Offer platinum product to the preferential high net worth 20% and make it really easy for them to get it

– Offer Silver to 80% of the market with incentive to get the Gold– Manage risk with fast credit checking service

Then things got out of hand

• Reduce processing costs – Use off-shore call centres and internet to sell and service– Automate processing using technology

• Mass marketing to grab market share – even overseas• Offer interest free transfers to get more market share• Forget the risk – lend to those who are already over

committed for more market share• Crash & Burn .... Total UK credit card debt in December

2009 was £54.5bn..• It was a great marketing strategy when it started.

That would never happen in the legal sector ... Would it?

Commoditisation at Eversheds

• Bulk work model• 80% of this work will go to South Africa• 20% will stay in Cardiff• It is being suggested that they rename

these products or even this part of the business so they don’t damage brand perception

Digital Media

Neil Ramsorrun

Consumer behaviour online

Is it New or Widely Used by Organisations?

Digital growth forecast

How effective is your website?

• Does it reflect your brand identity?• Does it engage your audiences?• Easy to update?• Linked in with digital marketing – social

media, email campaigns?• Well ranked on search engines?

landlordlaw.co.uk

landlordlaw.co.uk

landlordlaw.co.uk

• Fully integrated digital media campaign• Use of newsletters, polls, blog• Facebook channel• Twitter channel• Linkedin channel• Excellent Google ranking (1th result when you

search for “landlord law london”)

Content management system

• Allows you to update your site whenever you like, change/add new pages and content

• What You See Is What You Get (WYSIWYG) editor, anyone can use

• Can build bespoke systems or use open source platforms, depending on your needs

• Whole site can be built to interact with other software – CRM, ecommerce, blog

Content management systems

Information Site

CMS

Interactive CMS

Content management system

Content management system

CRM• Client Relationship Management• A database of your contacts used on and

off line• Helps set up effective processes• Gives your organisation a 360 degree view

of their many relationships• CRM assists, tracks and reports on efforts• Sales, marketing, support, service

Promotional strategies

CRM

Website

Social Media

Email Marketing

Affiliate Marketing SEO Pay Per

ClickOnline

Advertising

1. Email marketing

• Now used in higher volumes than direct mail• Impressive potential return on investment: US

Direct Marketing Association estimates $48.56 for every dollar spent

• What makes a good email marketing campaign? 42% of email companies say targeting, 33% say offers, 25% say creative

Email marketing - newsletters

• Keep your contacts up to date with your news, offers and latest work

• HTML branded emails with imagery and links to your website

• Use CRM software to send emails in bulk and then track results

• Include signup form on website to build up your following

1. Email marketing

Email marketing – business development

• Target specific audience groups• Create 12 month campaign calendar emailing

each audience every 2 months• Promote new case studies, product offerings

to that sector etc• Tailor email to specific sector, sending them

only relevant content

Email marketing Reporting

• Good email marketing solutions give good reports

• GM newsletters 3,500 sent each month• 18% Opened• Of opened 30% click through rate• Latest Sales campaign – Construction• 175 sent, 29 viewed, 22 click through, 5

opted out, 6 leads

2. Social Media

“Word cloud” showing some key elements of social mediawww.wordle.com

Social Media - What is it?

• A global online conversation• A marriage of content and community• Building your business through grassroots

networks• Building a community around a conversation• Power to the people - Putting the consumer

in control of content and broadcasting

Social Media Tools

• Blogging• RSS Feeds• Social Networks (eg Facebook, Bebo, Myspace)• Podcasting/vodcasting• Wikis• Social Bookmarking (eg Delicious, Digg)• Photo/video-sharing (eg Flickr, YouTube)• Forums/message boards/groups

Social Media Statistics

• Over 10 million Facebook users in the UK• UK social network membership predicted to rise to

27 million by 2012• 184 million bloggers worldwide• 215 million people downloading podcasts• 184 million people uploading videos• 36% of online users think more positively about

companies who run their own blog• successful viral films seen by hundreds of millions of

viewers (Star Wars Kid = 900 million views)

Social Media Statistics

Top 15 most viewed sites in the UK, November 2009 – 9 out of 20 are social media sites

A company blog?• Gives you chance to show the personality of

your organisation and to give expert advice• Cheap to set up and maintain, using open

source software – WordPress, Blogger• Easy to update• Allows people to follow what you’re up to and

engage with you• Helps search engine rankings• Linkable between other social media

channels

Blogging

Micro Blogging (Twitter)

Gateway Media Twitter

New contacts, promotion, show your personality!

Follow Gateway Media - http://twitter.com/GatewayMedia

Twitter Tips• Retweeting – Encourage your follows to retweet your

links. Retweeting pushes your @username into foreign social graphs, resulting in clicks back.

• Bio - Fill out your bio. Your latest tweets don’t mean much to someone that doesn’t know you. Your bio is the only place you have to tell people who you are.

• Links - Put links to your Twitter profile everywhere, in presentations, business cards, figure out a way to broadcast or display your twitter account.

• Stalk - Follow top twitter users, watch what they tweet.• Content – Pictures (twitpic.com) and Links (tinyurl.com)

spread fast

Social networks

Facebook – Gateway Media Pagewww.facebook.com/home.php?#/pages/Gateway-Media/57458409109

LinkedIn – Gateway Media Group www.linkedin.com/groups?gid=1893207

Linked In

• Make your personal profile client focused - Treat it like your introduction at a networking meeting

• The most powerful use of Linkedin is to find new clients and business partners through the search function and Groups.

• Choose a Lion (adding everyone) or a “Trusted Partner” (adding few) approach

• Join Groups and participate in discussions

Tone of Voice (ToV)

• a writing guide that helps you reflect the core values of your company or its brand.

• How will you sound online?

• “define” your writing style to ensure consistent approach to posting

• Do you want to be seen as “personal”, “friendly”, “trustworthy”, “objective”, “expert”, “dynamic”, “energetic”

Interesting Content

• What is Viral content?• Find interesting ways to deliver your key

messages, try new approaches.• The videos we produce are used across many

media channels. From social networks to meetings and presentations like this. Video Podcasting is a very low cost way of doing this.

• Animation• Photos

Photo/video sharing

YouTube Channel http://www.youtube.com/user/gatewaymedialondon

Flickr.com

3. Pay per click

ORGANIC or NATURAL search results

PAID search results

Pay per click

• Organic search can take a long time to get right• Paid search gets you straight to the top of the

search results• Flexible budgets – can start a trial campaign in

5mins with a £1.00 budget• Low set up costs and maintenance – initial

consultancy to set campaign up then you can run it yourself

• Fully trackable so you can calculate ROI

Summary

• Who are you talking to?

Where are you talking to them?

How are you talking to them?

What are you saying?

Business Speak

This is my journey

Or Both

Are you telling a story?

Media Matrix

AUDIENCE GROUP

MEDIA ACTIVITY MESSAGES DESIRED OUTCOME

Eg 30 - 35 year olds Eg start a Twitter account ?? To get x% more 30 - 35 year olds engaged in your brand

This media matrix will help to focus the strategic objectives and tactical activities of your digital media campaign.

Q&A

• How can digital help you?

Contact

simon.baker@gateway-media.co.uk

yvette.elkana@gateway-media.co.uk

neil.ramsorrun@gateway-media.co.uk

michaelscutt@dalelangley.co.uk

www.gateway-media.co.uk

Feedback

• Thanks for attending, your feedback would be greatly appreciated