Attacat presentation for Edinburgh Chamber of Commerce focusing on practical advice for integrating social media into your marketing and PR strategies.

1. Using social mediafor your business @attact_joel Joel Lumsden

2. What is social media? 1. Social networks

3. What is social media? 2. Blogs Your blog Others’ blogs “No single thing in the last 15 years has been more important to my professional life. Blogging is the best marketing tool bar none.” Tom Peters

4. What is social media? 3. Video 4. Audio

5. What is social media? 5. Forums

6. What links them all? They’re publishing / communication tools Just like email? Not all appropriate to your business Find the best fit for you and your customers

7. Now everyone is a publisher Fragmentation of traditional media Breakdown of distance Between communities Between brands and customers Not geographically constrained by Natalie Dee

8. Everyone is a publisher Customers are like mini-newspapers Want a ‘good review’ Disseminated on a small scale But they add up – and spread quickly by Natalie Dee

9. Everyone is a publisher Less about ‘big PR stories’ More about finding small, relevant influencers Customer opinions thus more and more important The social web by Natalie Dee

10. Everyone is a publisher Many brands moving budget away from buying media space to “earning” media space Providing free benefits/resources “Ask not what your marketing can do for you, but what your marketing can do for your customers” Grant Leboff

11. Giving is good E.g. Attacat cookie audit tool for websites attacat.co.uk/resources/cookies

12. Giving is good Charity initiatives Often no support from traditional marketing Solely social media Giving is good

13. It’s changing business ‘Pull’ marketing not ‘push’ Creating brand advocates by volker.davids source mashable.com

14. It’s changing business Marketing / PR often less about ‘one big push’ Campaigns integrated across everything you do by volker.davids source mashable.com

15. It’s changing business Need to ‘get customers onboard’ Brand perception becomes very important Communication (both with customers and internal) by volker.davids source mashable.com

16. Within your business Q QUESTION Who in your company could be involved in social media?

17. Within your business A ANSWER Usually almost everybody

18. Within your business One person can’t do it on their own Part of company mentality Dell have almost everyone* Monitor and are proactive to customers concerns Social executives Brand advocates ‘Success’ relative to number of people involved even in same industries * http://www.seekomega.com/2011/06/is-dell-the-worlds-most-social-company-scorecard/ “We have 10,000 Dell employees trained as social media professionals” Dell

19. Measuring it Analytics: Tag social activity, custom variables, short URL tracking, multi-channel funnels. Relate back to your set objectives/goals Frequency/Reach/Yield? Compare vs base level / benchmark Sentiment analysis (e.g. PostRank), comments, ‘likes’ and other sales precursors.