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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
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
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