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Raising your profile using
social media Deborah Copeland
Logistik Group
@deborahcopeland
@logistikgroup
Top 15 most popular site (by global traffic Alexa.com)
Facebook (750m unique monthly visitors)
Twitter (250m))
LinkedIn (110m)
Pinterest (85m)
MySpace(70m)
Google Plus+ (65m)
DeviantArt (25.5m)
LiveJournal (20.5m)
Tagged (19.5m)
Orkut (17.5)
CafeMom (12.5m)
Ning (12m)
MeetUp (7.5m)
MyLife (5.4m)
Multiply (4m)
Planning social media
• Where are your audience?
• What are they doing?
• What are they saying?
• What can you invest – time & money?
• Business objectives > comms objectives > social objectives
Where?
Facebook ad planning
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Young people and the DfE
What?
What are they doing?
35-44 yr old
9%
20%
41%
51%
34%
2%
38%
34%
77%
60%
13%
18%
15%
21%
38%
50%
37%
6%
18-24yr old UK average
What are they interested in?
https://adwords.google.co.uk/o/Targeting/Explorer?__u=1000
000000&__c=1000000000&ideaRequestType=KEYWORD_I
DEAS#search.none
What are they talking about?
• Sentiment
• Key themes – ideas for content
• Influencers
• Opportunity for engagement
• Key sites
What next?
Define your channel strategy
Define your most suitable platforms =
• Most relevant to target audience (reach and profile)
• Most relevant to communications objectives
» Crisis management?
» Customer service?
» Brand?
» Acquisition?
» Sales?
• Highest ROI - reach balanced with production investments
• Drive highest overall visibility, and build future legacy for search
Define what we’re
talking about
Experience
Conservation
Castle
Howard
Heritage
Events
Gardening
&
growing your own
The environment
Tourism and travel
The arts
Family fun
Local food and
produce
Petal size proportional
to consumer interest in
the subject online
Define the tools that work for you…
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Define your metrics and measurement criteria
Reach – The total reach in terms of consumers of our activity, our
share of voice
Engagement – The volume of consumers who take a positive step to
‘like’ us
Action – The volume of consumers who actively ‘comment on’ or ‘re-
tweet’ our content
Issue management – improved sentiment, improved accuracy
Traffic – conversion, sales, ROI modelling
Brand metrics
Apply best practice principles
• Ensure everything is shareable
• Interaction is key – two-way
build a relationship
• Create great, compelling
content
• Be responsive
• Be nice!
• Listen
• Develop social media policy
and guidelines
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A clear way forward
“Social media doesn’t fix anything….
It just amplifies things. If your
restaurant sucks, it just sucks
more in social media. It doesn’t
make your chicken fingers taste
better or your beer taste bolder.” Scott Stratton @unmarketing
Thank you! @logistikgroup
@deborahcopeland
www.logistikgroup.com