SLIDE 1 Using social media in your marketing Mady Keup
Image source:entrepreneur.com
mady.keup@skema.edu
SLIDE 2 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
SLIDE 3
- Turn to your neighbour
- Say hello
- For those who are on facebook and/or
linkedin and/or twitter explain to your linkedin and/or twitter explain to your neighbour why
- For those who are not, explain to your
neighbour why not
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Our Agenda Today
SLIDE 5 What I do NOT want to do today
“techies”
- Confuse you
- Make you afraid
SLIDE 6 What I DO want to do today
growing opportunities for social media
- Give you a quick
- Give you a quick
introduction, so that you can explore more at your
- wn leisure
- Make sure you are
NEVER afraid
SLIDE 7 Source: http://michaelhanley.ie/elearningcurve
SLIDE 8 1958: A typical conference
Source: Rob Davidson
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2011: things have changed
G G G Gen n n neration Y ! ration Y ! ration Y ! ration Y !
SLIDE 10 Yesterday’s Internet
- Web “1.0”
- Web “1.0”
- Descriptive
- Static
www.businesssquamish.com
SLIDE 11
Human and virtual communities, arbitrated by electronic means; Networks and content generated by the user
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Tim O’Reilly “An attitude rather than a technology” “An attitude rather than a technology” “ Participative” Web “Democratic” Web Interactive Proactive
SLIDE 13 The static web vs
Image source: http://blogs.voices.com/thebiz/web1vsweb2.png
vs the dynamic web
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Our Agenda Today
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Why - Awareness
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Why - SEO
In December 2010, Matt Cutts from Google admitted that links from twitter are incorporated into algorithm that impacts ranking
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Why – Publicise your events
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SLIDE 22 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
SLIDE 23
Why - Recruitment
SLIDE 24 Why – Customer Loyalty
Image source: trueinspiredsolutions.com
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SLIDE 27 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
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Why use social media
SLIDE 29
Our Agenda Today
SLIDE 30
What
SLIDE 31 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
SLIDE 32 What to do on facebook
– 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
– 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
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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
SLIDE 35 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
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- Micro-blogging: maximum 140
characters
- Used especially during events -
feedback, questions to presenters etc
Twitter
feedback, questions to presenters etc (twitterwall)
- Excellent for the distribution of up to
date information
- Useful for keeping watch over news
and the competition
SLIDE 38 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)
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Our Agenda Today
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How - Measure
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Jim Sterne The Engagement food chain
SLIDE 46 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)
influencers
“Listen” before your launch
engage with your public, your employees
honest and authentic
Be “human” (not company!)
Source Corbin Ball, presentation SKEMA 25-03-10
SLIDE 47
Your Your Time Time to to S Shine hine
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?
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SLIDE 49 Interesting Websites
– Technorati.com – http://blogsearch.google.com – http://event-planning.alltop.com – http://event-planning.alltop.com – www.blogpulse.com
– http://business.twitter.com/twitter101 – http://tweetrank.me
– www.corbinball.com – http://socialmediatoday.com/
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Thank you Thank you mady.keup@skema.edu
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- 3 main things that
- 3 main things that
you remember from this training session
would have liked to discuss further
