1. Social Media for Business

2. Why bother?

3. Social media supports business
Better targeting and retargeting
Free to set up
Drives traffic to your website
Relatively low cost advertising
Easily shareable marketing
Easily measured.
Brand personality
Builds relationships
Influencing customers
Generate media coverage
Customer feedback and response
Social media supports business

4. Tactics

5. Research, research, research.

7. The College’s summer campaign: planning
Starts: March of the year. Given a budget and guidance on geographical area
Review: Consider previous campaigns. Design, message and location.
How choose locations: Book sites based on major traffic routes – parents/students
Artwork and message: Ideas of taglines and designs
Theme: How can social media or the blog support the advertising?
May: All artwork or advertising will go to the advertisers max. four weeks before campaigns start
Campaign length: Mid-June until end of September
Channels: External and online advertising (free and paid)
Big push towards online now – 50%+ web traffic through mobile devices
Probably work within between 3 and 10 suppliers per campaign – online/offline
The College’s summer campaign: planning

8. Budget we have
Internal/external
Push towards digital
How do I know what channels work?
Inflation
Last minute bookings
Carry design into prospectus
Buses in summer? Young people not on the buses then
Weather dependent?
Why do I book these sites?

9. What problems do I face? I’m a pedantic planner, others are not!
Last minute artwork jobs from others – takes up our designer’s time
Awareness of others as to how long this process takes/how far in advance I have to book things
Advertisers may have problems with artwork/dates
Social media complaints
Staff on holiday
Competitors encroaching
Easier to be responsive on digital advertising vs external advertising
Huge geographical area
Budget restrictions
What problems do I face?