Pete Read has a background helping people to get the most from technology. After 20 years working in the corporate environment he started a small IT project that later became a successful business. Voluntary Action LeicesterShire (VAL) was delighted to welcome Pete to our 2013 Future Focus Conference. Pete's workshop focused on the way in which people use technology has changed and continues to evolve. He looked at the use of social media and marketing, on the world of Pay and Click marketing, and gave attendants a simple process to get started on social media. While the 2013 Future Focus conference is now over, VAL runs trainings and workshops like Pete's year-round. If you'd like to learn more about training for your organisation, visit www.Valoneline.org.uk.

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Social Media Marketing
Pete Read
Pete@illuminateict.org.uk
07906 445 820
Skype: IICTpete
Twitter: @IICTPETE
MARKETING
Marketing is the process
of communicating the
value of a product or
service to clients.
Where do MY
Clients go!

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Mobile use
• Globally more people own a mobile phone than a
toothbrush
• Of the world’s 4 billion mobile phones, 1.08 billion are
smartphones
• Smartphone users are twice as active on social media
than non smartphone users
• 86% of mobile users are watching TV while using a
mobile phone
• Over 200 million access Facebook from a mobile device
and 91% of all mobile internet use is “social” related
• By 2014 mobile internet use should overtake desktop
internet use
• ½ of all local searches are done on mobile devices
• Half of Twitter’s users use Twitter on their mobile
Technology Use
QR Codes
• QR code uptake has increased 4589%
from early 2010 to early 2011
• 56% of QR codes appear on product
packaging
• The majority of users expect to
receive a coupon or deal from
scanning a QR code
• 11 out of 50 Fortune companies are
incorporating QR codes into their
marketing strategy
• 68% of QR codes are scanned via an
iPhone
http://qrcode.kaywa.com/

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Some types of social media
The Three R’s
• Respect – the people you
talk to and the people you talk
about
• Responsibility – You
are responsible for what you say
• Representation – Make
it clear who you represent – as an
employee, you cannot disclose or
discuss confidential issues
affecting your organisation
It’s good to have your R’s to fall back on
• 700 YouTube video links are shared
on Twitter every minute
(source: Relevancy Group)
• 500 years of YouTube videos are
watched on Facebook every day
(source: Relevancy Group)
• 70% of business-to-consumer
marketers have acquired a customer
through Facebook (source: Hubspot)
• 69% of online business-to-consumer
marketers use Twitter, compared to
80% for business-to-business
(source: Brafton)
Some statistics

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The steps
The steps
Objectives – What do you want to do?
Audience – Who are they? Where are they?
Strategy – Pick a guided plan with a path that fits
Implement - Match to right social networking tool
Sustain – Engage & converse, monitor & revise
OASIS was developed by @JohnSheridan
John.Sheridan@SocialMedia404.com
Objectives
What do you want to achieve?

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Social Media Tools and Marketing
Social Media Marketing uses Frequency
Twitter Dialogue Viral marketing Signposting Relationship
building
Throughout the
day
Facebook Dialogue Campaigns Stories/images News Daily
YouTube Personal Emotional Engaging Instructional Weekly/Monthly
Blogs Discussion Stories/images Newsletters News Daily/Weekly
Websites Brand Central Hub Information Data
management
Daily/Weekly
Google Plus Circles Embed YouTube
channel
Planning Great for focus
groups
weekly
Search Engines Raise
awareness
Mobile
Searches
Direct to
Web page
Provide info when
asked for
ongoing
On-line Tools for Marketing
Who are your customers?
You should know who you want to talk to,
How old they are – Gender
Do they
• Use IT – Carry a smart phone
• Use email – Use social Media
• Listen to the radio – Read the local paper
Define your Audience
• Location
• Age
• Gender
• Education
• Language
• Disabilities
• Type of device
• Where are They

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Strategy
Which tools will you USE
Facebook Pages
• People can Like your
page
• If they like your page
then any news you
publish is added onto
their Facebook wall
• They can like, comment
and share your news
• Remember this is
social media
• Try and be helpful
• Occasional requests
may work
• Invitations to get
involved often do
Getting People to Like your page
Having a page is not enough
• Many people find marketing their
social media presence to be difficult
• But each Like means that you have
been invited to share your news for
FREE!
• Add a like button to every
communication and encourage
people to go to the page to find
useful information

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Tweet me Gently
• www.wmictchampion.org.uk
• Getting started on Twitter
• What to Tweet
• When to Tweet
• Hash tags
• Tweet retweet and DM
If you spend 15 minutes a working day on social media this
amounts to 49 hours over a working year.
The cost is around £980.00 pa based on a salary of £26k pa
Social media should provide a return on this investment.
Simply health are donating one pound for every Like on their Facebook
page.
What value do you place on an action resulting from your social media
campaign
Managing Social Media
Search Engine Marketing

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What is SEM
On-line marketing PPC
• You profile when and where
your ad is displayed
• You define the keywords that
will indicate a potential client
• You set the budget per click,
budget per day, and total
budget for the campaign
• You create a landing page on
your web site
• Measure, measure, measure
Traditional
• You identify a publication
that will reach your
audience
• You design your ad
• You choose the size and
location of the ad
• You pay the fee
• Wait, wait, wait
Search Engine Marketing – PPC pay per click
• Traditional advertising is based on “views”. How
many people will be able to view your content.
A quarter page advert in a local paper can
cost £300-£500 per week based on the circulation
and placement of the ad.
• Pay per click is paid only when a potential client
clicks on the ad and therefore expresses an
interest. A click can cost as from 60 pence to £60
but you set and control the budget
A search engine will then take people
to your landing page

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IMPLEMENTATION
Building the initial pages and agreeing on a launch methodology is key to
the success of your marketing plans
What makes a good landing page
Relevant and original content
– What is the purpose of your page? (It should be clear to users)
– Is your content copied from other sites? (It shouldn't be!)
– Why would a user visit your page over a similar site? (Your site should offer value for users)
– What other additional products, features, or reviews can you offer?
Transparency
– Can the user easily learn more about your business (i.e. about us, company info, contact info)
– How does your site interact with a visitor's computer? (it shouldn't download malware or
collect sensitive information without a user's permission)
– Can users tell what they're getting (or giving you) when they click a download button or fill out
a form?
– Is it clear to site visitors how you will use their personal information?
Navigability
– If your page is conversion-focused, can the user easily access additional information to learn
more or answer questions?
– Is it simple for the user to move around the site, and reach destination content within a few
clicks?
Call to Action
• Getting people to your web site is
pointless unless they do something
when they are there
• What do you want people to do?
• Every page on your site should have a
reason to be there
• You need to be clear about what you
want them to do on the page, from
sign up to a newsletter or download
an article or even read the content

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implementation
• Who will create the
Facebook pages?
• Who will the
administrators of each
page be?
• How many posts will be
made each day during
the launch?
• Who will write them?
• To create a page you
need to have a
Facebook account
• You should always have
2 or more page
managers
• Do not hand your on-
line reputation to a
person just because
they use Facebook
For more information about Search Engine Marketing and a voucher email
pete@illuminateict.org.uk
SUSTAINING THE EFFORT
Time Planning – frequency and time needed
Every Day
(30 mins)
Once a Week
(45 mins)
About Monthly
(60 mins)
Tweet, re-tweet, check Google Alerts,
check your pages & reply to comments
Write blog post, check analytics, monitor
groups & find new people to follow
Add video to YouTube, share a resource
on-line, check your analytics

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• Social media is only beneficial to your organisation if it is
going to tangibly help you to achieve your goals.
• Know your target audience and go to the spaces where
they are
• Know your organisational goals
• Know your message
• Think of how it applies in Marketing, Fundraising,
Productivity, Communications .... and whatever you do
• Make every page on your website count
• Follow me on Twitter @iictpete
• email pete@illuminateict.org.uk
In conclusion
Social Media Marketing
Pete Read
Pete@illuminateict.org.uk
07906 445 820
Skype: IICTpete
Twitter: @IICTPETE
About Pete
Illuminate Services
• Websites Designers
• Website developers
• Website hosting
• Brochure and micro sites
• Social Media
– Facebook
– Twitter
– Blogs
– LinkedIn
• Pay per click Marketing
• Search engine optimisation
• Google Analytics
• Social media analytics
• Email newsletters
And Training on
• Drupal Web sites
• Wordpress
• Brochure/Micro sites
• Social Media
• Facebook
• Twitter
• Blogs
• LinkedIn
• Pay per click Marketing
• Search engine optimisation
• Marketing
• Email newsletters
• Public speaking at charity
workshops
Pete@illuminateict.org.uk - 07906 445 820 - Skype: IICTpete - Twitter: @IICTPETE