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Presentation made by Mark Walker to the team at Skills South East in January 2011 for Wall and Pleece, a marketing and branding agency based in London and Brighton.
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Introduction to Social Mediafor Skills South East
Presented by Mark Walker
Introduction to Social Media
• Your Questions About Social Media
• Where are we now?• Getting to grips with social media– Listen, look, learn– Be useful– Review and improve
• Next Steps
Outcomes from this session
• Have a better understanding of how social media could help your business
• Begin to review your current use of social media
• Identify next steps– Individuals– Organistion
Where are you now?
What is social media?
What is Social Media?
• Podcasting• Blogs• Video-sharing• Microblogging • Delicious• Social Bookmarking• Document-sharing• Video Conferencing• Doodle• Wordpress
• LinkedIn• Google Docs• Twitter• Ning• Yammer• Slideshare• SurveyMonkey• Wikis• Email forums• Bulletin boards
What is Social Media for?
• Marketing• Sales• Communications• Information• Interaction• Trust
More Effective Communications
Better Services
We are changing the waywe make decisions.We are changing the waywe make decisions.
We still listen to whatthe seller saysWe still listen to whatthe seller says
… but we are paying MUCH more attention to what buyers think
… but we are paying MUCH more attention to what buyers think
Who is Using Social Media?
• Young People• Older People• Wealthy People• Poor People
• Your Clients• Your Colleagues• Your Friends• Your Family• Your Suppliers• Your Contractors
What are they using Social Media for?• Entertainment, education, health, work• Asking questions and sharing answers• Making recommendations• Checking technical information• Supporting one another• Creating communities• Bypassing mainstream answers • Building relationships
Get to grips with Social Media
The Problem with Social Media
• Too Many Choices• Too Little Time• Too Little Direction
• Evidence
• Patience• Focus• Routine• Measurement
The Problem The Solution
Step 1: Listen, Look and Learn
• Where to look– Facebook– Twitter– LinkedIn– Cricket Blogs/Podcasts– Argus Forums
Tune in using Tweetdeck
Step 2: Be Useful in Your Network
• Listen• Share what you know
– Comments, reviews, ratings• Help where you can
– Retweet, signposting, responding• Use your knowledge and intellectual assets to build a profile and enhance your reputation
Step 3: Measure and Improve
• Small Steps• Adjust Your Routine• Build a Network• Be Patient• Be Selective• Be Focused
Step 3: Measure and Improve
Normalise your social media evaluation - remember, this is just another media type.
Don't do it in isolation - integrate it with your mainstream media analysis so you have the ability to view a complete and comparable media landscape
Chartered Institute of Public Relations Guide to Social Media
Step 3: Measure and Improve
• Spreadsheet– Hits, friends, posts, comments, polls– Sales, margins, costs
• Track links using www.bit.ly– What are people interested in?
• Communications campaigns– Direct costs, people’s time, trends
Next Steps
• Start with where you are now– Marketing– Commmunications– Audiences
• Set achievable goals• Understand your networks• Share what you know• Be useful
How long does it take?
Make it part of your routine
20-30 minutes a day• Update your website/blog• Post comments • Tweet useful links and news• RT useful links and new• Talk to colleagues, clients, partners• Recommend something
Make it part of your routine
Marketing and communications plans• Audience• Key messages• Keywords• Added value• Reputation• Integrated campaigns
Next Steps: Individual
• Learning by Doing, eg– I will install Tweetdeck and spend 20 minutes a day researching the use of social media in my field
– I will talk to my clients about their use of social media
– I will include social media tactics in my marketing plans
Next Steps: Organisation
• Marketing– Research + website + other online
• Strategy– Income + research + services
• Human Resources– Skills + training + job descriptions
Wall and Pleece Support
Brand / Marketing Social Media auditFit with existing marketing strategyTraining and support to implement strategyBi-weekly meetings • Campaign management• Key messages, goals, support needs• Measuring activity/analysis of results• Adjusting/updating strategy• Teamwork and one-to-one support
Useful Guides
• Introduction to Social Media for Business– Wall and Pleece http://bit.ly/g14ezv
• www.icrossing.co.uk/what-we-think– eBook: What is Social Media?
• www.nixonmcinnes.co.uk– Marketing Guides
• www.cipr.co.uk/socialmedia– Chartered Institute of Public Relations
• Me and My Web Shadow– http://amzn.to/9paTvZ
Keep In Touch
Email [email protected]@wallandpleece.co.uk
Web www.wallandpleece.co.uk www.markwalker.net
Twitter @scipmarkLinkedIn scipmark
www.slideshare.net/scipmarkTel +44 (0) 1273 44 70 01