Slides of my talk given at the College of Estate Management's Alumni and guests day at Shinfield Grange. June 2013

1. Social Media Workshop
Create an ENGAGING online
presence for your brand using
social media.
CPD and Networking Event 2013
College of Estate Management
James Mott
PROJECTBOOK FOUNDER
CREATIVECOMMS DIRECTOR

2. Social Media WorkshopIntroduction - ProjectBook
Information resource
• Heritage Register
• Products Directory
• Event Calendar
• Articles
• Blogs (PB, Members news & Heritage Orgs)
• News (generated from twitter)
• Directory of Organisations
Our membership
• Over 500 businesses listed on the website
• Including contractors, craftsmen and
consultants in the heritage register.
• A wide range of sector professionals ranging
from archaeologists to architects, blacksmiths to
woodworkers.

3. Social Media Workshop
Introduction
• Social Media Channels (Prism)
• The Big 9 main sites
• Social Media Model
Getting practical
• Developing a social media strategy and setting policy
• Setting Goals and objectives
• Determining your audience
• Your website – keeping brand continuity
• Marketing
• Monitoring your progress
• Finish
Talk

4. Social Media WorkshopSocial Media Prism

5. Social Media WorkshopThe Nine Main Platforms
Facebook 1.1 billion active users each month
Twitter 500 million users
LinkedIn 200 million users
YouTube Over 1 billion users per month
Flipboard 50 million + readers
Flickr 87 million users
Wordpress Over 60 million sites
Pinterest 50 million users
Vimeo 14 million registered users

6. Social Media WorkshopFocus on: You Tube
Suitable for: organisations &
businesses
Functions:
• Video sharing
• Embed
• Inform
• Build your Brand
• Promote events
• Educate your audience

7. Social Media WorkshopFocus on: Vimeo
Suitable for: organisations &
businesses
Functions:
• Video sharing
• Campaigns
• Create a following
• Build your Brand
• Embed
• Find friends easily

8. Social Media WorkshopFocus on: Pinterest
Suitable for: organisations &
visually appealing
products, creative's
Functions:
• Make and follow ‘themed’ pins
• Price items
• Online and mobile
• Browser ‘pin’ button

9. Social Media WorkshopFocus on: Flipboard
Suitable for: organisations &
businesses
Functions:
• Magazine
• Any content
• Mobile App
• Online editing
• Browser ‘flip’ button
• Build your Brand

10. Social Media WorkshopFocus on: Flickr
Suitable for: organisations &
business
Functions:
• Best photo sharing site
• Upload unlimited pictures
• Community
• Groups
• Quality presentation
• Slideshows
• Embed on sites

11. Social Media WorkshopFocus on: Wordpress
Suitable for: organisations &
business
Functions:
• Free software
• Blog + Multi function
• Low cost themes
• Advanced themes
• Plugins
• Easy to use
• User has full control
• Any feature you can think of

12. Social Media WorkshopFocus on: facebook pages
Suitable for: Mostly
organisations & special
interest groups/businesses
Functions:
• Communication
• Building your Brand
• Broadcast news
• Promotions
• Promote events
• Information

13. Social Media WorkshopFocus on: Google+
Suitable for: Organisations
, businesses and individuals
Functions:
• Building your Brand
• Broadcast news
• Circles to manage people
• Hangouts
• Great for SEO

14. Social Media WorkshopFocus on: Linkedin
Suitable for: Individuals & organisations
Pages for individuals
Linkedin Groups
Business pages
Functions:
• Get Connected
• Build Relationships
• Communicate/discuss
• Thought leadership
• Inform
• Crowd Sourcing
• Promote
• Recruit

15. Social Media WorkshopFocus on: Twitter
Suitable for: EVERYONE
Functions:
• Get Connected
• Build Relationships
• Communicate
• Customer Relations
• Building your Brand
• Broadcast news
• Promotions
• Promote events
• Crowd Sourcing
• Get Advice
• Get referrals
• Educate your audience

16. Social Media WorkshopSocial Media Model
A U D I E N C E O F 1 0 0 0
E N G A G E A N D E D U C A T E Y O U R A U D I E N C E
Engage
Talk
Inform
RSS | Information
Your Website
(Your Space)
New Content
Blog
Broadcasts
News
Events
Engaged
50
Semi – engaged
300
Not engaged – inconsistent | info resources
650
AUDIENCE
Engage
Talk Regularly
Meet privately
Attend eventsContact
D E V E L O P A D V O C A T E S | E N G A G E + N U R T U R E

17. Social Media WorkshopWebsite Features
Some Practical Points

18. Social Media WorkshopSocial Media Strategy
Social Media Tools versus Strategy
Which one first?
We need
a Strategy
Go Go Go..

19. Social Media WorkshopQuestions before Strategy
Before we go too far down any one path, we should ask some questions:
Are your customers likely to be online?
Are you ready to handle negativity? Platforms like blogs and videos allow for
negative comments, and some company/organisation cultures aren’t ready to
engage with those opinions.
How will you incorporate this into people’s daily jobs?
How will you measure results?
How much time are you willing to invest?
What’s your willingness to experiment, take risks, and adjust your plans?

20. Social Media WorkshopStrategy Starters
Listening: implement at least a rudimentary listening platform.
Communications: build a starting place to hold your conversations.
Methods: determine the mix of content you intend to create, and build workflow around
it.
Community: most social media strategies have to address community and how you will
interact with the people you seek to gather around your business/organisation.
Outposts: develop social network outposts where you can communicate with other
communities, and also share the way back to your own platform.
Marketplace: if your strategy involves making money, build a marketplace external to
your community - keep these separate.
Attention: learn how to build awareness and encourage relationships with the media
you’re making. Learn and adapt

21. Social Media WorkshopDetermine your goals
 Increase customer base.
 Generate leads.
 Drive sales.
 Build awareness.
 Make money from your content.
 Establish thought leadership.
 Educate customers.
 Customer-source part of your product development.
 Reach new channels of customers.
 Improve internal communication.

22. Social Media WorkshopDefining a target audience
The reason why most fail in the social sphere is that they don't take time to identify
who their target audience is.
In fact most companies would make it an objective to market to everyone!
The best way to succeed in social media is to identify your target market first and then
work out how to reach them.
There are two ways to identify your target market audience.
 You can either describe your existing audience
 Or you can describe what your ideal target audience is.

23. Social Media WorkshopTarget Audience
The types of audiences you could be looking to include:..
 Local people
 People in the same sector
 Anyone
 Current clients or customers
 Potential clients or customers
 Associates of current/potential clients or customers
 Journalists and editors
 Bloggers
 Suppliers
 Affiliate businesses
 Thought leaders
 Special interest groups
 People defined by age

24. Social Media WorkshopStrategy- Website Features
Modern Website Features:
• Direct Links to Social Media
• Less static content and more fresh content
• Ability to add fresh content. Blogs and articles etc.
• Keyword rich content
• Social Media sharing buttons
• Ability to generate comment
• RSS Feeds
Case Study:
http://www.projectbook.co.uk/

25. Social Media WorkshopRSS Feeds

26. Social Media WorkshopWho?
Who Will Represent you online?
Secretary Youngster Computer Geek

27. Social Media WorkshopWho?
Qualities
• Social - Friendly
• Trustworthy
• Creative
• Aware of your objectives
• Can dedicate 15 – 30 mins per day
• Will follow guidelines

28. Social Media WorkshopPolicy
Do we need company guidelines and policies?

29. Social Media WorkshopMonitoring
Free Monitoring Tools
hootsuite
socialmention
radion 6 (paid)
tweetreach
http://tweetlevel.edelman.com/
klout
manually i.e Linkedin
google alerts
Technorati
Google Blogsearch

30. Social Media WorkshopMarketing – SoMe impact
Marketing
Website
E-Marketing,Email Signature.
Directories– on and offline
Events, Exhibitions, courses,
CPD
Brochures, Answer Phone - Call
waiting
Business Cards, Stationary
Promotions, Sponsorship
Networking, Newsletters
Press and PR, Blog
Advertising, Telesales

31. Social Media WorkshopLets get connected...
Facebook Page
Twitter @projectbook
LinkedIn ProjectBook group
Lets get
connected
Speaker
James Mott
PROJECTBOOK FOUNDER

32. Social Media WorkshopLets get connected...
CONSULTANCY
We at creativecomms are excited
about the future of digital marketing
and working with your company.
Contact us today for a chat, more info + prices
T: 01403 790244
W: creativecomms.co.uk
T: 08445 611646
W: projectbook.co.uk
Established in 2008, Projectbook provides recognition
and support for the Uk’s leading conservation and
heritage professionals as well as putting property
owners in touch with the right people and information.