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The Place of Social Media in the Marketing Mix

Date post: 17-Oct-2014
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A presentation from LGComms Scotland's session on digital communications to explore the place of social media in the traditional marketing mix. With some case studies of what works.
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Using social media to communicate The place of social media in the marketing mix Dan Slee, Walsall Council 2011 Scottish Communications Seminar LG Comms
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Page 1: The Place of Social Media in the Marketing Mix

Using social media to communicate

The place of social media in the marketing mix

Dan Slee, Walsall Council 2011 Scottish Communications SeminarLG Comms

Page 2: The Place of Social Media in the Marketing Mix

Basic principles

Purpose of the session

Page 3: The Place of Social Media in the Marketing Mix

Basic principles

The media landscape

Purpose of the session

Page 4: The Place of Social Media in the Marketing Mix

Basic principles

The media landscape

How to map your landscape

Purpose of the session

Page 5: The Place of Social Media in the Marketing Mix

Basic principles

The media landscape

How to map your landscape

Purpose of the session

Case studies

Page 6: The Place of Social Media in the Marketing Mix

Basic principles

The media landscape

How to map your landscape

Purpose of the session

Case studies Linked social

Page 7: The Place of Social Media in the Marketing Mix

Creative commons credit: Bud Cattell http://www.flickr.com/photos/bud_caddell/3633168889/sizes/m/in/photostream/

Marketing mix 2011

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Page 9: The Place of Social Media in the Marketing Mix

Basic principles

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Basic principles

#1: Realise that the landscape has changed (and your skills

need to too.)

Page 11: The Place of Social Media in the Marketing Mix

Basic principles

#2: The channels of communication have changed.

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Basic principles

#3: Remember that social media is social.

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Basic principles

#4: Mainstream it.

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Basic principles

#5: The best social media tool is common sense.

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How to map your landscape

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The Walsall media landscape 2005

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The Walsall media landscape 2005

21 journalists or photographers

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The Walsall media landscape 2011

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The Walsall media landscape 2011

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The Walsall media landscape 2011

21 journalists or photographers9

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The Walsall media landscape 2011

23,000

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The Walsall media landscape 2011

23,000

20,000?

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The Walsall media landscape 2011

23,000

20,000?

7,000

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The Walsall media landscape 2011

23,000

20,000?

7,000

222,000

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How to map your landscape

•ABC stats•Google Alerts•Facebook•Mashable•Openly Local

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Case studies: Twitter

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Twitter

•Be social•It’s not just press releases

•Have many •Link

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Twitter

Any questions on Twitter?

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Case studies: Flickr

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Don’t replicate...

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101 images and 1,000 views

Walsall Council House Flickr meet

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Page 46: The Place of Social Media in the Marketing Mix

379,000 views in 10 months

UK Home Office

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Winter photos in Dudley Flickr Group

169 members and 471 pictures

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Flickr

•Celebrate your area

•Work with residents

•Create an image library

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Flickr

Any questions on Flickr?

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Page 51: The Place of Social Media in the Marketing Mix

Case studies: Facebook

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#6: Link. Share. Retweet. Be web 2.0.

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#6: Link. Share. Retweet. Be web 2.0.

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Facebook

•Be informal•Don’t over post•Moderate abuse, not criticism

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Facebook

Any questions on Facebook?

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Case study: Foursquare

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Create a venue...

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Leave tips...

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Leave tips...

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Case study: Linked social:Walsall 24

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Walsall 24

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Walsall 24 • 18 Twitter accounts (4 specially created)

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Walsall 24 • 18 Twitter accounts (4 specially created)

•22 People tweeting

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Walsall 24 • 18 Twitter accounts (4 specially created)

•22 People tweeting•23 Supplying data

Page 68: The Place of Social Media in the Marketing Mix

Walsall 24 • 18 Twitter accounts (4 specially created)

•22 People tweeting•23 Supplying data•For 24 hours

Page 69: The Place of Social Media in the Marketing Mix

Walsall 24

• 18 Twitter accounts (4 specially created)

• 22 People tweeting• 23 Supplying data• For 24 hours• Online and offline...

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Walsall 24

• 116,273 audience tweetreach.com

• 1,349 tweets• Mainstreamed social media • Linked an online and offline campaign

Page 71: The Place of Social Media in the Marketing Mix
Page 72: The Place of Social Media in the Marketing Mix

The media landscape

How to map your landscape

Basic principles

Quick recap:

Case studies Linked social

Page 73: The Place of Social Media in the Marketing Mix

Thank youAny questions?

Dan [email protected]: @danslee

mailto:[email protected]
http://www.danslee.wordpress.com/

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