Lecture on social media and how to plan a social media strategy for MA Advertising class, Nottingham Trent University, March 2012.

1. Nottingham Trent University
Social media strategy workshop
Thursday 8th March 2012

2. 2-4pm
• Why a social media strategy?
• Welcome to the world of social media
• Case studies: small business
4. Social media policies and HR
5. Introduction to social marketing strategies
6. Integrating social media with your business plan
7. Planning your social media strategy

3. Social media without strategy is like cooking without a
recipe. Sometimes it works but sometimes its disaster
Julie Roehm Marketing Strategy Consultant

4. Why should social strategy come before tactics? Because you don’t
ask a girl to marry you before you ask her on a date. Without solid
strategy driving tactics, companies can find themselves questioning
ROI, making significant missteps, or worse, annoying or offending
stakeholders.
Greg Swan Weber Shandwick

5. SOCIAL
MEDIA

6. Yesterday’s social media technologies

7. Today’s social media technologies

8. Today’s social media applications

9. Yesterday’s social media applications

10. Social media content

11. Your social graph

12. Changing the game
“When we change how
we communicate, we
change society.”
Clay Shirky,
Here Comes Everybody

16. Social media is a new name for an old thing
“Achieving conventional
goals, such as profits
and joy, with
unconventional
methods, such as
investing energy
instead of money”
(gmarketing.com)

17. Isn’t the web inherently social?
Usenet
Newsgroup,
established
1981 (now
Google Groups)

18. “Markets are conversations. When you think of
the internet, think of a table for two.”
The Cluetrain Manifesto

19. “Your product will only survive in a crowded marketplace if
you stop advertising and start innovating. The old ways of
marketing are dead – and being safe is now risky”
Seth Godin, Purple Cow

20. Social media is conversational

21. The three types of e-marketing
1. Transactional
E-Commerce
Direct marketing
2. Promotional
Online content
Social
Viral marketing
Email marketing
Brand sponsored media
• Conversational
Media
Digital engagement
Social networking
Web 2.0/ shared data,/bookmarking
User-generated content

22. The social media shamrock

23. The seven roads of social media
1. Generate new work
2. Customer service
3. Improve customer retention
4. Increase your knowledge
5. Align with your competitors
6. Establish authority as an expert
7. Do business more productively
PCM Creative www.pcmcreative.co.uk

24. Small business case studies

28. #Moonfruit
Twitter campaign to
Win a Macbook pro:
600% web traffic increase
Doubled sign-ups
Top trending topic on
Twitter

38. Social media & HR policies:
How much is too much?
53% of employers use social networking
sites to research candidates
70% of employers rejected applicants
based solely on his or her online info
Source: Microsoft 2010

39. Social media as a recruitment tool
RSM McGladrey USA Accountants

41. Your staff as brand ambassadors

42. Break
1. Introduction to social marketing strategies
2. Integrating social media with your business plan
3. Planning your social media strategy
4. Creating your action plan

43. Social media functions
Listening: Credit Mutuel – If I were a banker
Talking – P&G BeingGirl
Energizing: Scottevest, Norman Records
Supporting: Dell
Development: Sales Force,
Lego Users Group Network

44. Social strategy planning process
Phase 2:
Phase 1: Listening Testing & planning
Phase 3:
Phase 4:
Implementation
Measurement & review

45. Phase 1: Listening
“ Your brand is what your customers think it is,
not what you would like it to be”
– Richardo Guimaraes

46. Measuring your returns

47. Return on investment (direct marketing)
Digital Customer
activity End sale
interaction
Metrics:
Website traffic from social platforms
On site conversion from social marketing
Size of network (fans, followers, friends)
• Website traffic from social platforms
On site conversion from social marketing
Size of network (fans, followers, friends)

48. Linking social networks with on-site conversion

49. Linking social networks with on-site conversion

50. Return on engagement
(relationship marketing)
Reduced cost/
Conversation interaction Increased sale
Metrics:
Website traffic from social platforms
Quality of network (relevancy and influence)
Volume and percentage of network interaction
•

51. Thank you
Susi O’Neill, Digital Consultant
www.digitalconsultant.co.uk
Twitter @susioneill
LinkedIn/Facebook @susioneill
email: susi@digitalconsultant.co.uk
Tel: 07981 222799