Insiders guide to using Social

Media

@AnnmarieHanlon

About Annmarie Hanlon

Integrating social media into

your wider marketing mix

Social media

pros and

cons

Developing

a social

media plan

UK net access

Pros and Cons

“The discussion regarding social media is still strongly

characterised by the question of whether the company should have an ‘official presence’ there.”

Rokka, Karlsson and Tienari (2013)

T&Cs

Set up investment

Main

tenance investm

ent

LO

W

HIG

H

HIGH

Picture

Sharing e.g. Instagram

Video Sharing e.g. YouTube

Blogs e.g. Twitter

Social

Networks e.g. Facebook

LOW Investing in

social media

(Mills and

Plangger, 2015)

Social media challenges

Social media challenges

Responsibility Knowledge Skills

Tactics first Agencies Customers

Social media works Show expertise

Social media works LinkedIn groups

Social media works Seek help

All journalists and trade publications are on Twitter

Social media works Share news

Social media works Customer service

Integrating social media

into your wider marketing mix

1. Connect with customers

2. Increase customer

service

3. Sell through the social

space

4. Drive traffic to main

website

5. Get instant feedback

1. Market penetration

2. New product development

3. New product launches

4. Market development

Developing a social media plan

Research your brand

Explore competitors

Create personas

Build strategy

Set objectives

Select platforms

Agree resources

Create relevant content

Manage social media engagement

Measure results

Review and adapt

Adapted from

Mills and

Plangger (2015)

Social Media Essentials

• Agree your objectives Get management

buy-in

• Signpost or maintain Claim your brand

• Make sure the whole business understands Align Social Media with

Culture and Strategy

• Ensure brand values are embedded Be Authentic

• Guide Efforts via “High-level Principles, not Low-level Rules”

Focus on the bigger picture

AnnmarieH@evonomie.net

@AnnmarieHanlon