IFP Slides Feb 2011
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The document discusses using social media as part of a marketing strategy. It outlines popular social media tools like Google, LinkedIn, Twitter, Facebook, blogs, and podcasts/videos and how they can be used to engage customers, build awareness, and generate leads. The document also provides tips for using each tool effectively as well as tools for tracking social media analytics and managing multiple accounts. Overall, the key message is that social media is another marketing channel that requires time and engagement to build two-way conversations and track effectiveness.
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IFP Slides Feb 2011
- 1. Being social with your marketing
- 2. Presented byClaire GriffithsDirector Lighthouse Marketing LtdOver 15 years B2B marketing experienceProfessional services/finance sector expertiseOffer strategy, planning, implementationCommunications, PR, eventsTraditional and digital/social media marketing
- 3. AgendaWhat is social mediaSocial media & marketingAvailable toolsTop tools & some tipsManaging digital and social media
- 6. Social Media + Sales/NBD funnelHighINFLUENCEAwarenessHighInterestMediumEvaluationTrialLowLowAdoptionHighLoyalty
- 7. Digital/Social Marketing ToolsImage source: Marketing Tom Media | Digital Marketing Company
- 8. Popular Digital toolsWill depend on your target marketGoogle Tools WebsiteBlogsLinkedinTwitterFacebookYoutubeShare buttons
- 9. Google the Great! Alerts – keep tabs on your company onlineAnalytics – allows you to measure digital toolsAdwords – buy keywords and gain SEOBlogSearch - Find blogs on your favourite topicsPlaces– get a Google local listing Ad Sense – earn from your site (where appropriate)Maps – enhance your directionsReader – RSS feeds
- 10. Your Website Objectives:1. Be found on search engines2. Generate leads and filter to conversionsHow?Good functional design
- 11. Content management system to update/edit
- 13. SEO friendly – content, meta descriptions, keywords, page titles, linking strategy
- 14. Page tags on every page
- 15. Use analytics and refine pages
- 16. Google analytics
- 17. BlogsContent publishing tool that displays your posts/articles in chronological orderMulti media content and excellent SEOTop 3 platforms
- 18. Blogging guideOnline PR, demonstrate expert knowledgeSEO essential to promote your blog Use tags/categoriesLink to other social mediaPromote your blogInvite Guest bloggersRespond and leave comments on other blogsDiversify content – links, video, slides etc
- 19. The “professional” social networkLaunched May 2003 - 43 million users in 170 industriesAround 50% of users in UKCreate online CV & add connectionsAlso have company profile & services areaGreat for targeting and business development
- 20. How can you use it?Develop and promote yourself and your firmBuild connectionsSeek recommendationsPromote your knowledge and answer questions Promote upcoming events/seminarsPromote other content you’ve created, including webinars, blog posts or podcastsRecruit new staffTargets – Develop relationships with targetsPre-meeting research
- 21. Linked in tips
- 22. Linked in tips
- 24. Send and read 140 character Tweets
- 25. Build up connections or followers
- 26. Share Tweets (RT) and highlight someone/thing (#) Image source: Marketing Tom Media | Digital Marketing Company
- 28. How can you use it?Develop and promote yourself and your firmInteract with your customer baseTrack what people are saying about your company and brandCreate buzz around upcoming events/seminarsPromote other content you’ve created, including webinars, blog posts or videocastsDevelop direct relationships with bloggers and journalists for potential PR placementTrack competitive activity
- 29. Pod/VideocastsDigital media files (either audio or video) that are released and downloaded through web syndicationSecond largest search engine so great SEOCreate your own channel Professional video not necessary
- 30. Videocasts
- 31. Facebook500 million users 24.2 million in UK50% login every dayBusiness = Facebook Page
- 33. Keeping track of it all... Tools to manage and track social mediaCan be linked into Google analytics to track conversion rates/effectiveness
- 34. RSS - the ability to update readers with new content it publishesSet up a RSS reader Keep track of all relevant sites, blogs etcMake time to read your RSS feedsShare what’s relevant – Retweet, blog etc
- 35. Keeping track of it all... Hootsuite(http://www.hootsuite.com). –Free Manages multiple Social Media accounts Provides statistics & tracking Ability to pre-schedule messages
- 36. Keeping track of it all... Twitterfeed.comAllows you to feed your RSS/blog feed into your Twitter account and thus keep updated and in syncTweetdeckFree browser for tracking social media accountsNo tracking as yet , so use a URL shortenerNo pre scheduling of messages
- 37. Keeping track of it all... URL Shorteners - bit.lySaves characters vital in Twitter Tracks clicks on URLs
- 38. SummarySocial Media is another marketing tool, don’t forget to promote the channelsChoose the right toolThe key is engagement2-way conversation needs interactionNeeds timeCan be monitored and tracked
- 39. Any questions?
- 40. How can I help your firm?Contact me on:m: 07845 185143e: [email protected]: @ClaireGLighthsel: http://uk.linkedin.com/in/clairegriffithslighthouseFixed hourly, daily, project rates so no surprises!
- 41. How your websites ranked
Editor's Notes
- #6: SM is rethinking the old marketing channels Inbound is the new termIts about conversations, listening and engagement
- #7: Social media can influence the Sales/NBD funnel. Taking Kotler’s Rational decision-making model. Lets look at how social media can affect the sales funnel from awareness to loyalty.Awareness stage Firstly you need to understand where your clients hang out online, and be there - join forums, blogs, communities etc. For example use twitter to see whose talking about financial planningLook at competitors, referral networks, local media twitter feeds and follow them. Use advanced twitter search or hashtagsResearch competitors products and services. Sign up to their RSS feedsUse as a broadcast message for your firm/yourself or your services. Make messages interesting, aim to get articles passed on, shared or retweetedInfluence here is highGive your prospective clients something their interested in. Give something away to draw people into your content eg blog, article webcast, etcOnce you have an idea for content, Repurpose it for different channels eg blog article, slides on slideshare, youtube ‘how to’ video etcDemonstrate your expertiseAlso about engaging in conversation, answer questions, join groups ask questionsInfluence here is highWhat can Social Mediado at the evaluation stage when weightingup others against your firmAsk on twitter why your clients use you, retweet then share their comments and use in offline materialsLook at questions being asked and offer answersRun Live Q&A webinar for exampleRefer clientsInfluence at this evaluation stage is medium, Your services need to stand up to scrutiny for potential clients to move down the sales funnelTrial StageAbout quality of service at this stages but SM can help champion good servicePut newbies in touch with existing advocate customersWhen articles downloaded etc contact them for feedback, do they need a case study on how it works, free trial etcInfluence here is relatively lowAdoption StageMainly p2p sellingQuality of sales forceLoyalty StageInfluence here very highCross sell and up sell oppProvide up to date reminders eg key dates, new services, new legislationDevelop 1 2 1 relationships with customers and deepen relationships, improve serviceSupport loyalty by helping customers out tweet links to customers or rewteet content, provide recommendations Deepening relationshipsEncouraging lock-inFantastic opps at loyalty stage for deepening relationship, increasing customer service.
- #9: Google blog search will help you find good blogs Then subscribe via RSS feed
- #10: Many are free!!
- #12: Website tips:Home page so importantDirecting visitors quickly to where they want to goDirect call to actionsEncouraging sign ups to contentSearch facilitySpecific landing pages (with page tags so we can track them are essential)
- #14: 126 million blogs listed on Blogpost (Jan 2010)Blogs goodWay to establish your firm and people as expertsChance to create your unique content and enhance websiteGreat SEO ranking and therefore awareness toolChance to develop relationship through commentsBlogs badTime intensiveNeed to have regular contentBusy blogospherePersonality and content very important
- #15: Use Blogs toPromote your blogEmail signatures
- #16: GoodEasy to useConnect to people through existing connectionsAllows you to integrate twitter, blog and websiteJoin groups to develop connections and share knowledgeQuestion and Answer to demonstrate knowledgePost public eventsBadSmallest of the Big Three social networksLess fun and harder to develop personalityJob seekers are more active on the site than those already employedProfessional site, so marketing messages are not always welcome.
- #18: Profile pictureGood headlineRegular updates – mine through my twitterfeedPublic ProfilePromote and link to website/blogs/twitter etcTarget 100% completeness
- #19: Recommendations - Don’t ask give to receiveConsider other applications such asReading listTwitter feedsEventsRecommendations
- #20: GoodPublic and instant = greater SEO exposureOpen forum - build a communityFans can “follow you” without you having to reciprocateQuick way to share links to contentUsers are very vocal, so if they are happy with your firm they’ll say soBad140 characters is challengingBusy with lots of “noise.” Stand-out very hardIncreasing spammersNeeds monitoring , poor customer service etc
- #22: Track through twitter buzz
- #23: Great way to explain a service, use for client testimonials too
- #24: How to videos explaining complex areasMake sure you promote widely and embed into directories etc
- #27: Variety of tools that allow you to manage social media
- #29: Image to show hootsuite where you can add streams and then statistics
- #32: Promote through business cards, email signatures etc