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Integrating social media into your marketing and communications or what the hell do I do now?
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Social Media
The idea of integrating social media into a marketing and communication mix is alien thought for many.
Can make you feel ......
like a fish....
out of water?
Help!
INTEGRATING SOCIAL MEDIA INTO YOUR MARKETING AND COMMUNICATIONS OR WHAT THE HELL DO I DO NOW?
@gavinmoffat / puruma / unleashing / potential /
You’re a believer
You’re here – you must care
Don’t be a believer because you have to
You’re here because ...
Social media is a
tool
Allows for conversatio
ns
Fundamentally changed the
way that customers want to engage with
brands
It seems self evident that...
Is social media for
every business?
Do you know if it is
a game changer in your world?
Use it or lose the
customer
and....
Do you really know your customer?
Do you have any brand challenges?
What does your brand promise?
Tough questions
Is there a disconnect between promise and delivery?
Disconnect in brand promise vs. delivery = social media nightmare
Tough questions
Before starting the 10 step program
Know your customer
Have a viable, measurable and implementable business strategy
Understand your market conditions
Before starting the 10 step program
Want to hear from your customer
Good and Bad
Understood that comparison is OK. It makes things better
puruma 10 step program - in 11, easy to remember steps
Space and place
Listen
Strategise
Measure
TacticsContent
Resource
Action
Participate
Simple
Evaluate
Research
Know thy space and
place
Perspective helps
Step 1
Evaluate
Use traditional tools like a clipping
service
Listen before
you speak
Add new ones like ORM tools
Step 2
Analyse the results
Find the
gaps
How does online
dovetail with
offline?
Strategise
Same goal different
measurable
Step 3
What does success
look like?
Measurement
What am I measuring
?
Step 4
How will I measure? Test
Plan it
Tactics
Timeline it
Step 5
Pick the platforms
King
Content
Quality
Step 6
Relevant
Of Value
Timeous
Delegate
Resource right
Outsource to get it done
Step 7
Get a communit
y manager
Usage and
policy guide
Just
Take action
It
Step 8
Do
Get involved
Participate
Talk to customers
Step 9
Hear them and
respond
Don’t be clever
Keep it simple
Start and learn on the job
Step 10
Long haul
Measure
Evaluate
Review
Step 11
Revise
Space and place
Listen
Strategise
Measure
TacticsContent
Resource
Action
Participate
Simple
Evaluate
Those platforms again please....
Those platforms again please
If you are lucky....... your customers will say this
Or this.....
And finally......
$#@*
Thank [email protected]
www.twitter.com/gavinmoffatwww.gavinmoffat.com