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Insiders guide to using Social
Media@AnnmarieHanlon
About Annmarie Hanlon
Integrating social media into your wider marketing mix
Social media pros and cons
Developing a social media plan
BLOG
COMMUNITY BUILDING
SEO
VIDEO
PPC
UK net access
86%
Pros and Cons
“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)
T&Cs
Set up investment
Mai
nten
ance
inve
stm
ent
LOW
HIG
H
HIGH
Picture Sharing
e.g. Instagram
Video Sharinge.g. YouTube
Blogse.g. Twitter
Social Networkse.g. Facebook
LOW Investing in social media (Mills and Plangger, 2015)
Social media challenges
Social media challenges
Responsibility
Knowledge
Skills Tactics first
Social media worksShow expertise
Social media works LinkedIn groups
Social media works Seek help
All journalists and trade publications are on Twitter
Social media works Share news
Social media works Customer service
Integrating social media
into your wider marketing mix
1. Connect with customers2. Increase customer
service3. Sell through the social
space4. Drive traffic to main
website5. Get instant feedback
1. Market penetration2. New product development3. New product launches4. Market development
Developing a social media plan
Research your brand Explore
competitors
Create personas
Build strategy
Set objectives
Select platformsAgree resources
Create relevant content
Manage social media
engagement
Measure results
Review and adapt
Adapted from Mills and Plangger (2015)
Social Media Essentials
•Agree your objectivesGet management buy-in
•Signpost or maintainClaim your brand
•Make sure the whole business understandsAlign 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
@AnnmarieHanlon