3. • Managing Director of Zoodikers Consulting.
MBA
• Trainer and consultant
• Founder of AIinFM
• 27 years at top level in marketing, PR &
social
• TEDx speaker x 2
• Chairperson of PRCA’s South East/E. Anglia
Group
• Regularly called on to commentate on social
media for BBC TV and radio
• Spoken and moderated at high-profile
industry events e.g. Facilities Show, IP Expo,
UC Expo and Cyber Security Expo
@katieeking
7. | 7
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Smart phones and
social channels have
altered the way we
buy, sell, recruit &
communicate
8.
9. | 9
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Adapting to a changing
world
…where sales and marketing are
intertwined
10.
11. Adapting to a world where
the customer is in control
• 75% of purchases now start with an online search by the buyer
• Prospects can compare your product or service to everything
like it and buy from the competition without you even knowing
they exist
12. Old ways of Business New ways of Business
Flyers, Billboards,
Advertising and Direct Mail
Online Searching &
Personal Recommendations
One Way Marketing Two Way Marketing
Cold Calling Personal Introductions
Information Gathering Research, Create, Target &
Distribute Relevant Content
Manual Automated
Seller Controls Sale Buyer Controls Sale
Traditional vs. social selling
31. “AI enables us to work smarter but
is it an existential threat to
humanity?”
Nick Bostrom, University of
Oxford and director of both the
Future of Humanity Institute and
the Strategic Artificial Intelligence
Research Centre
“We are only 20 to 50 years away from
Machine AI achieving human-level
intelligence... and from reaching a
human equivalent level of capability, AI
is forecast to then see its progress take
a rapid upward curve to super-
intelligence.
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Planning is essential
in order to create
compelling content
which helps you
achieve your goals
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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to ‘buy’
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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy
44. Your audiences Business
objectives
Marketing
objectives
Perceptions
to create in 3,
6, 9 months
Messages
to convey
INFLUENCE
THEM
PR & social
media tools
New business
(greenfield sites)
££ Raise
awareness
Twitter/LinkedIn
Online PR
Blog
Networking
Existing clients £££ Educate LinkedIn Groups
Case studies
Social media
Awards
Attracting staff &
business partners
Referrals
Attract staff
Webinars
Newsletters
Social media
Alignment & segmentation
45. Not having clear goals
Not knowing who are the people in the best position
to help you reach those goals
Not measuring activity or knowing how to?
3 biggest problems
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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy
51. | 51
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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy
55. | 55
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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy
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Content
Relevant
Engaging
Fresh
Creative
Value add
Profile
Differentiate
Consistent, constant, connected
66. Ebooks
E-Books are the longest form of content marketing
They are extremely attractive to customers because of the sheer amount of
information contained within them, and because they can be downloaded and
viewed at the customer's own pace.
E-Books are an excellent choice for content marketing because they work
extremely well for establishing you as an authority figure and source of
knowledge in your niche.
In addition to this, if you are looking for premium content to entice your
followers to answer a call to action. Offering an E-Book as an incentive is
often very effective.
67. Interactive content
Customers like to give their opinions. If there is a way for them to give
feedback, they will often jump at the chance to do so.
Interactive content is also engaging. It keeps the customer on your
website or on your social media page, as they consume and interact with
the content you have offered them. It is for these reasons that interactive
content is so popular. There are many types of interactive content.
Polls, Surveys, and Quizzes: These can be simple and straight forward.
For example, you might use Survey Monkey to ask users about your
latest product release. These can also be quite complex. You might
create a longer quiz for your potential customer, and then provide them
with answers on which one of your offerings is most appropriate for them
(based upon their answers).
71. LinkedIn Content
Best practice sharing via Posts and Updates
Style - authoritative
Links to videos, events you’re speaking
at to build credibility
Keep it fresh: sharing your coverage
Commentary/value add within Groups
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Social platforms
– to build profile
and thought
leadership
73. | 73
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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy
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1. Plan & segment your
audience
2. Find the right channel
3. Devise a social strategy
4. Build profile and
differentiate
5. Nurture relationships
6. Encourage them to buy
80. Integrated digital and
traditional marketing
18 month Social Selling
programme
Education of the executive board
C-suite buy-in
Content marketing
Know, like and trust
Third party credibility
Selling with influence