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The Place of Social Media in the Marketing Mix

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Daniel Slee
Daniel Slee

A presentation from LGComms Scotland's session on digital communications to explore the place of social media in the traditional marketing mix. With some case studies of what works.

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Using social media to communicate The place of social media in the marketing mix Dan Slee, Walsall Council 2011 Scottish Communications Seminar LG Comms
Purpose of the session Basic principles
Purpose of the session Basic principles The media landscape
Purpose of the session Basic principles The media landscape How to map your landscape
Purpose of the session Basic principles The media landscape How to map your landscape Case studies
Purpose of the session Basic principles The media landscape How to map your landscape Case studies Linked social
Marketing mix 2011 Creative commons credit: Bud Cattell http://www.flickr.com/photos/bud_caddell/3633168889/sizes/m/in/photostream/
Basic principles
Basic principles #1: Realise that the landscape has changed (and your skills need to too.)
Basic principles #2: The channels of communication have changed.
Basic principles #3: Remember that social media is social.
Basic principles #4: Mainstream it.
Basic principles #5: The best social media tool is common sense.
How to map your landscape
The Walsall media landscape 2005
The Walsall media landscape 2005 21 journalists or photographers
The Walsall media landscape 2011
The Walsall media landscape 2011
The Walsall media landscape 2011 9 21 journalists or photographers
The Walsall media landscape 2011 23,000
The Walsall media landscape 2011 23,000 20,000?
The Walsall media landscape 2011 23,000 20,000? 7,000
The Walsall media landscape 2011 23,000 20,000? 7,000 222,000
How to map your landscape ,[object Object]
Google Alerts
Facebook
Mashable
Openly Local,[object Object]
Twitter ,[object Object]
It’s not just press releases
Have many
Link,[object Object]
Case studies: Flickr
Don’t replicate...
Walsall Council House Flickr meet 101 images and 1,000 views
UK Home Office 379,000 views in 10 months
Winter photos in Dudley Flickr Group 169 members and 471 pictures
Flickr ,[object Object]
Work with residents
Create an image library,[object Object]
Case studies: Facebook
#6: Link. Share. Retweet. Be web 2.0.
#6: Link. Share. Retweet. Be web 2.0.
Facebook ,[object Object]
Don’t over post
Moderate abuse, not criticism,[object Object]
Case study: Foursquare
Create a venue...
Leave tips...
Leave tips...
Case study: Linked social: Walsall 24
Walsall 24
Walsall 24 ,[object Object],[object Object]
22 People tweeting,[object Object]

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