mi social media
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SOCIAL MEDIA
The emperor’s new clothes?
Jeff Knight DipM FCIM
Maximise your potential
Maximise your potential
Maximise your potential
Maximise your potential
Email marketing
WebsitesDigital
advertising
Google MobileSocial media
All help connect with the customer
Maximise your potential
What is it?
A form of communication
How use it?
Extension of true PR
Maximise your potential
Maximise your potential
V i s a ’s m a r ke t i n g m o d e l :
Think audience
Three principles of social media:
i. Sharing is the new giving ii. Participating is the new engagement iii. Recommendations are the new advertising
Activate
Maximise your potential
Increase sales
Reduce cost of marketing
Develop strategic alliances
Increase SEO
Increase brand awareness
Increase website traffic
Instant metrics
Position you as thought leaders
Gets you closer to customers
Create a buzz
Is vital for WOM
Is an extension of PR
Track what is being said
Maximise your potential
Maximise your potential
Fear
Time
Resource
It’s just for B2C
It’s a fad
How’s it work with regulation?
Maximise your potential
Maximise your potential
Lenders Brokers Suppliers
RegulatorsProfessional
BodiesNetworks
The Press
Maximise your potential
• It’s not magic dust. You’ve got to make it work
• Have a strategy; be objective-led
• Be integrated with all other activities
• Put yourself in the shoes of the target audience
• Be engaging
Maximise your potential
• Tell not sell through thought leadership
• Connect with customers – internal and external– Share thoughts, experience, feelings
– What are you up to?
– Events
– News – general and your own
– Discuss your own web content
– Have conversations : make it two-way
– Build relationships
• Connect with key influencers
• Listen– Know what is being said, who is saying it and where
– Know what is being said about the industry
– Know what is being said about your competitors
Maximise your potential
• Measure what is being said – knowing how that impacts customer behaviour
• Know who is saying it – identifying and knowing who the key influencers are and how much their messages are being trusted
• Know where and how they are saying it – knowing who the message is reaching and how many times the message has to be delivered to be effective and by how many people
• Understand how you can participate in the conversations –this is not just replying to comments, but turning dissatisfaction into advocacy
Maximise your potential
Let’s discuss
SOCIAL MEDIA
The emperor’s new clothes?