----- Meeting Notes (11/03/2011 13:14) ----- I know that some of you have PR campaigns already but hands up who's never done anything..?
About Leanne Forshaw Jones 10 years experience in PR and communications Clients in B2B and B2C markets Established my own consultancy at the start of 2011 having headed comms at Urban Splash prior ----- Meeting Notes (11/03/2011 13:14) ----- Here's the basic breadth of media as we know it. Print media and broadcast form the traditional aspects but online in terms of social and online news platforms do play a key part
Vision I believe in 21st century communications! Its not JUST about newspapers and magazines anymore But nor is it JUST about social media Its about ‘a collaborative approach using the best media for your business’ I host training sessions for businesses at their offices to show them one on one how they can achieve all of this – and create results! ----- Meeting Notes (11/03/2011 13:14) ----- i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground
What’s today about? Where social media fits in your industry’s marketing mix The channels Using Facebook, Twitter and blogs to a commercial advantage Managing content Measurement Questions ----- Meeting Notes (11/03/2011 13:14) ----- i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground
Social media Accelerate product promotion Manipulate geography: either breakdown traditional boundaries OR pinpoint them to the ‘nth’ degree A cheap alternative to CRM software ----- Meeting Notes (11/03/2011 13:14) ----- i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground
Social media Stay committed because… YOU DON’T GET ENGAGED IF YOU DON’T WANT TO GET MARRIED! ----- Meeting Notes (11/03/2011 13:14) ----- i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground
Social media Great recent insight: Martha Lane Fox campaign to get all homes online! Between Dec 2008 and Dec 2010 social media use amongst baby boomers rose 48% Facebook 28% of Facebook users are over 55 408,000 UK users between 50 and 65 with an interest in gardening 2,200 users between 50 and 65 have ‘hearing’ listed as an interest on their profile ----- Meeting Notes (11/03/2011 13:14) ----- i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground
How to approach it? Choose channels Set messages Mix of on and offline Where’s your audience? Set messages Key USPs of your business Write content strategy If currently, offline media works for you then stick with it. But if you can amplify or enhance it with social media do so! Explore other places where your audiences may consume media
The channels at your disposal New media channels Allow you to inform AND engage!
The channels at your disposal The argument for each PRO: A large proportion Of your audience is there CON: Will they ‘badge’ themselves with your brand? PRO: No boundaries! Listen in and engage CON: Lack of filters means micro management for you PRO: You’re in control! CON: You have to commit!
Facebook Your own company page Using third party pages to your advantage Facebook advertising
Facebook Your own company page Content strategy Less about promotion… More about being an advisory forum Examples…
Facebook Using third party pages Share their content ‘Recruit’ their fans – you know you’ve got an interested audience at your disposal! Learn from their frequency/content/conversation Examples…
Facebook Facebook Advertising Incredibly on target Cost effective – much cheaper than national press! Measurability Simplicity!
Twitter Your own presence or a company one Learning from others Sharing useful information Listening in
Twitter Your own presence or a company one Examples
Twitter Learning from others
Twitter Learning from others
Twitter Learning from others
Twitter Learning from others
Twitter Sharing useful information
Twitter Listening in
Twitter Listening in
Twitter Listening in
Twitter Listening in
Blogging Establish your own blog Data collect through subscriber email addresses Give direct, undiluted advice Invite credible comment (guest bloggers from the industry, from customers?) Differ from a news section! Examples
Blogging
Blogging Blogger outreach ‘Pitch’ to industry established bloggers Encourage them to write about you and your products Use free tools like Technorati…
Blogging
Blogging
A content strategy… First of all; calm down! Put pen to paper: What are your key areas of expertise? What can you tell your customers that others can’t? How can you better inform customers about hearing loss? Where can you draw information from? Traditional media? Manufacturers?
A content strategy… Use scheduling tools..!
ROI and measurement Set KPIs Monthly analysis of contacts made Monthly analysis of engagement with those contacts Monthly analysis of leads generated through social media activity Monitoring web traffic and impact of online campaigns
ROI and measurement Free assessment!
ROI and measurement
ROI and measurement How to use this information? Examples: LFJ property client Social media KPI Result To increase awareness of affordable purchase programmes to key audiences between the ages of 20 and 40 Average 75.3% of audience on Twitter and Facebook between 18 and 45 To increase data capture of people between 20 and 40 Established relationships with 6000 people on Twitter and Facebook between 18 and 45 980 brochure downloads and counting Reach users in specific scheme areas: Manchester and Sheffield 233 Facebook users located in these cities
Crystal ball time Social media is one heck of a fast paced world Focus on the channels but allow for the future: Google Location based marketing (Facebook Places, Foursquare) Video content (vlogs, YouTube, Vimeo) The social web: Rockmelt
Further reading… An article on newspapers and social media: http://mashable.com/2009/03/11/newspaper-industry/ Social media search engines: http://www.businessinsider.com/facebooks-social-filter-for-all- things-2011-3
Conclusion… Be sensible about social Its not a bandwagon Its another dimension It makes 21st century marketing VERY exciting www.leanneforshawjones.com Leanne@leanneforshawjones.com 07763 614 987