3. Agenda
• The Social Media Revolution – recap on opportunities
and threats; business benefits
• ‘Not as time consuming as you think’ - Social Media
Management Tools
• A brief note on Inbound/Content Marketing
• Social Media Channel Management ‘Best Practice’
• Progress made by TGI and support available
• Questions
• Available for 1-to-1 chat after the session
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6. Social Media: The State of Play
Where are you with
social media?
What progress have you made
since last year’s conference?
Where are you going?
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12. Opportunities and Threats
Opportunities
•Increased sales
•More cost effective marketing and promotion
•Build a quality online network of high value, high growth
potential customers - the foundation of sustained growth
Threats
•Gen C – constantly connected, empowered customers
•Digital Darwinism……………….
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26. Social Media Management Tools
Useful tools for effective Social Media Management
•Feedly and Pocket - for Social Media Listening
•Buffer - for scheduling posts
•Hootsuite – for managing channels
•Wordpress – for blogging
•Mention - for brand sentiment analysis
•Social Report - for social media performance measurement
•Yammer - for internal social business
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40. Rethinking Marketing & PR
• Unlearn marketing
• New ‘mindset’ required
• Stop telling people how good we are. Prove it.
• A shift from Outbound Marketing to Inbound/Content Based
Marketing
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42. Old Marketing (Outbound)
• Propaganda marketing – this is how great our product/service
is, now buy it
• Interruption marketing –
direct mail, advertising
• One way shouting AT customers
• Short term sales/campaign driven
• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts;
Online Advertising; Web Sites that talk AT you
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44. Inbound/Content Marketing
• Content is King! – But content is only ‘great’ if it adds value to
the customer so….
• Customer is King! Adopt a customer led approach
• Produce great content that is ‘Customer Led’; Authentic;
Compelling; Entertaining; Surprising; Valuable; Interesting
• Establish your company as a ‘thought leader’ – a ‘trusted
resource’
• Produce great content and your customer will come to you.
Produce really great content and they will share it
• Key channels are ……………..
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46. Inbound/Content Marketing
• Overall objective is to ignite or elevate your business through
great content
• Sell without selling
• Build a quality online network – a quality customer base
through high value content and engagement
• Great content drives conversation. Conversation drives
engagement. Engagement drives sales
• Great, customer led content is a Competitive Advantage
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52. For each Social Media Channel, follow
accepted ‘best practice’ in effective
Channel Management
53. Channel Success Factors
• Always align with core business objectives
• Agree priority channels
• An integrated and coordinated approach should be adopted
to ensure consistency of brand message, content tone, theme
etc across all channels.
• Once priority channels have been agreed, ‘Action Plans’
should be developed for each priority channel covering the
following……….
54. Channel Action Plans
• Channel objectives and business benefits
• Channel KPIs and targets
• Key success factors – the 4Cs – Customers; Content;
Conversations; Conversion
• Channel Actions - Set-up tasks and Content Plan
– Channel Set Up Issues - Page Set Up; Profile; Design; Basic
Layout; Terminology; Features/Functions; Integration options
– Content Plan - Frequency of updates; Tone/Theme; Topics; Post
Types (update, video, image); Own/Other Peoples Content
(OPC); Sources of Inspiration; Participation in other native
places; Response Policy; Organisation, Resources and People
• Channel management tools to be used
55. A Note on Performance
Measurement and Business Impact
56. Performance Measurement
To ensure that the Social Media Strategy delivers high ROI,
performance measurement should be undertaken at three main
levels:
•Individual social media channels
•Overall ‘buzz’
•Business Impact
A wide range of tools exist for measuring Social Media
Performance and Business Impact
57. OK – so what’s stopping you
from moving forward?
Questions/Discussion