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 yourlinkedin and/or twitter explain to yourneighbour why

• For those who are not, explain to yourneighbour 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 youcan explore more at yourown leisure

• Make sure you are NEVER afraid ☺

Source: http://michaelhanley.ie/elearningcurve

1958: A typical conference

Source: Rob Davidson

2011: things have changed

GGGGennnneration Y !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

Image source: http://blogs.voices.com/thebiz/web1vsweb2.png

vs

the dynamic web

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

• Micro-blogging: maximum 140 characters

• Used especially during events -feedback, questions to presenters etc

Twitter

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 influencersinfluencers

•• “Listen” “Listen” before your launch

• Try to engageengage with your public, your employees

• Be honesthonest and authentic

•• Be “human” Be “human” (not company!)

Source Corbin Ball, presentation SKEMA 25-03-10

YourYour Time Time

to to SShinehine

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 youThank youmady.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