1. ----- Meeting Notes (11/03/2011 13:14) -----
I know that some of you have PR campaigns already but hands up who's never done anything..?

2. About Leanne Forshaw Jones
10 years experience in PR and communications
Clients in B2B and B2C markets
Established my own consultancy at the start of 2011 having headed comms at Urban Splash prior
----- Meeting Notes (11/03/ :14) -----
Here's the basic breadth of media as we know it. Print media and broadcast form the traditional aspects but online in terms of social and online news platforms do play a key part

3. Vision I believe in 21st century communications!
Its not JUST about newspapers and magazines anymore
But nor is it JUST about social media
Its about ‘a collaborative approach using the best media for your business’
I host training sessions for businesses at their offices to show them one on one how they can achieve all of this – and create results!
----- Meeting Notes (11/03/ :14) -----
i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground

4. What’s today about?
Where social media fits in your industry’s marketing mix
The channels
Using Facebook, Twitter and blogs to a commercial advantage
Managing content
Measurement
Questions
----- Meeting Notes (11/03/ :14) -----
i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground

5. Social media Accelerate product promotion Manipulate geography:
either breakdown traditional boundaries OR
pinpoint them to the ‘nth’ degree
A cheap alternative to CRM software
----- Meeting Notes (11/03/ :14) -----
i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground

6. Social media
Stay committed because… YOU DON’T GET ENGAGED IF YOU DON’T WANT TO GET MARRIED!
----- Meeting Notes (11/03/ :14) -----
i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground

7. Social media Great recent insight:
Martha Lane Fox campaign to get all homes online!
Between Dec 2008 and Dec 2010 social media use amongst baby boomers rose 48%
Facebook
28% of Facebook users are over 55
408,000 UK users between 50 and 65 with an interest in gardening
2,200 users between 50 and 65 have ‘hearing’ listed as an interest on their profile
----- Meeting Notes (11/03/ :14) -----
i did some research into what people thought and the challenges they faced in getting their own campaigns off the ground

8. How to approach it? Choose channels Set messages
Mix of on and offline
Where’s your audience?
Set messages
Key USPs of your business
Write content strategy
If currently, offline media works for you then stick with it. But if you can amplify or enhance it with social media do so! Explore other places where your audiences may consume media

9. The channels at your disposal
New media channels
Allow you to inform AND engage!

10. The channels at your disposal
The argument for each
PRO: A large proportion
Of your audience is there
CON: Will they ‘badge’
themselves with your brand?
PRO: No boundaries! Listen in and engage
CON: Lack of filters means micro management for you
PRO: You’re in control!
CON: You have to commit!

11. Facebook Your own company page
Using third party pages to your advantage
Facebook advertising  

12. Facebook Your own company page Content strategy Less about promotion…
More about being an advisory forum
Examples…

13. Facebook

14. Facebook

15. Facebook Using third party pages Share their content
‘Recruit’ their fans – you know you’ve got an interested audience at your disposal!
Learn from their frequency/content/conversation
Examples…

16. Facebook

17. Facebook

18. Facebook Facebook Advertising Incredibly on target
Cost effective – much cheaper than national press!
Measurability
Simplicity!

19. Facebook

20. Facebook

21. Twitter Your own presence or a company one Learning from others
Sharing useful information
Listening in

22. Twitter
Your own presence or a company one
Examples

23. Twitter
Learning from others

24. Twitter
Learning from others

25. Twitter
Learning from others

26. Twitter
Learning from others

27. Twitter
Sharing useful information

28. Twitter
Listening in

29. Twitter
Listening in

30. Twitter
Listening in

31. Twitter
Listening in

32. Blogging Establish your own blog
Data collect through subscriber addresses
Give direct, undiluted advice
Invite credible comment (guest bloggers from the industry, from customers?)
Differ from a news section!
Examples

33. Blogging

34. Blogging Blogger outreach ‘Pitch’ to industry established bloggers
Encourage them to write about you and your products
Use free tools like Technorati…

35. Blogging

36. Blogging

37. A content strategy… First of all; calm down! Put pen to paper:
What are your key areas of expertise?
What can you tell your customers that others can’t?
How can you better inform customers about hearing loss?
Where can you draw information from? Traditional media? Manufacturers?

38. A content strategy…
Use scheduling tools..!

39. ROI and measurement Set KPIs Monthly analysis of contacts made
Monthly analysis of engagement with those contacts
Monthly analysis of leads generated through social media activity
Monitoring web traffic and impact of online campaigns

40. ROI and measurement
Free assessment!

41. ROI and measurement

42. ROI and measurement How to use this information?
Examples: LFJ property client
Social media KPI
Result
To increase awareness of affordable purchase programmes to key audiences between the ages of 20 and 40
Average 75.3% of audience on Twitter and Facebook between 18 and 45
To increase data capture of people between 20 and 40
Established relationships with 6000 people on Twitter and Facebook between 18 and 45
980 brochure downloads and counting
Reach users in specific scheme areas: Manchester and Sheffield
233 Facebook users located in these cities

43. Crystal ball time Social media is one heck of a fast paced world
Focus on the channels but allow for the future:
Google
Location based marketing (Facebook Places, Foursquare)    
Video content (vlogs, YouTube, Vimeo)
The social web: Rockmelt

44. Further reading…
An article on newspapers and social media:
Social media search engines: things

45. Conclusion…
Be sensible about social Its not a bandwagon Its another dimension It makes 21st century marketing VERY exciting