1. Insiders guide to
using Social
Media
@AnnmarieHanlon

2. About Annmarie Hanlon

3. Integrating social media into
your wider marketing mix
Social media
pros and
cons
Developing
a social
media plan

5. UK net access

6. Pros and Cons

7. “The discussion regarding
social media is still strongly
characterised by the
question of whether the
company should have an
‘official presence’ there.”
Rokka, Karlsson and Tienari (2013)

8. T&Cs

9. Set up investment
Maintenanceinvestment
LOWHIGH
HIGH
Picture
Sharing
e.g. Instagram
Video Sharing
e.g. YouTube
Blogs
e.g. Twitter
Social
Networks
e.g. Facebook
LOW
Investing in
social media
(Mills and
Plangger, 2015)

10. Social media challenges

11. Social media challenges
Responsibility Knowledge Skills
Tactics first Agencies Customers

12. Social media works
Show expertise

13. Social media works
LinkedIn groups

14. Social media works
Seek help

15. All journalists and trade
publications are on Twitter

16. Social media works
Share news

17. Social media works
Customer service

18. Integrating
social media
into your wider
marketing mix

19. 1. Connect with customers
2. Increase customer
service
3. Sell through the social
space
4. Drive traffic to main
website
5. Get instant feedback

20. 1. Market penetration
2. New product development
3. New product launches
4. Market development

21. Developing a
social media plan

22. Research
your brand
Explore
competitors
Create
personas
Build
strategy
Set
objectives
Select
platforms
Agree
resources
Create
relevant
content
Manage
social media
engagement
Measure
results
Review and
adapt
Adapted from
Mills and
Plangger (2015)

23. Social Media Essentials
• Agree your objectives
Get management
buy-in
• Signpost or maintainClaim your brand
• Make sure the whole business understands
Align Social Media with
Culture and Strategy
• Ensure brand values are embeddedBe Authentic
• Guide Efforts via “High-level Principles, not Low-
level Rules”
Focus on the bigger
picture

24. @AnnmarieHanlon