1. Social media for turnaround professionals June 2012 1

2. About Kelso Consulting –Public Relations & thought leadership consultancy –Award-winning thought leadership campaigns –Kelso Consulting is all about: Headline thinking: –creating campaigns with strong ideas and powerful content Hardline results: –delivering high-impact national and business media coverage –Ensuring campaigns across marketing, sales and digital to bring commercial results 2

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5. Cross-functional stakeholders Employer Career Personal Relationships Personal Twitter LinkedIn Facebook Blogs Employer Website Twitter LinkedIn Facebook Blog Marketing Brand Awareness Relationships / networking Lead generation HR Recruiting Policies Cyber-skiving Training IT Network use Security Legal Ownership Copyright Defamation PR Reputation Media access

6. What does Social Media mean for your strategy and plans? Social media is now a fundamental part of day to day business and social life Normal for a manager and professionals to use it Communication via social media often preferred over email by some users Will be used by your clients, referrers and potential recruits

7. Different content and formality 7

8. Different stages for different media Observe & Experiment LearnDevelopDeployRefine

9. Avoiding confusion Strategy for each channel Clear responsibilities Integrate within existing activities A “content strategy” is essential as social media is hugely content-hungry

10. Why social media important Stay in contact with your network Stay in contact with people you meet See who people in your network know Be easy to be found Demonstrating expertise 10

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12. Why important Helps you and your company be found by potential clients & recruits Keeps you in touch with your network Shows you their network A direct communication channel Great source of market intelligence and know- how Recruiting 12

13. LinkedIn & the professions LinkedIn firmly embraced by the professions in the UK in 2011 –Top 50 law firms – increase of 40% in past year, with around 47% having LinkedIn accounts –nearly 13,000 personnel with LinkedIn accounts within top 40 mid-tier. –The typical mid-tier accountancy firm has seen 80% increase in employees with accounts over 2011 –Their followers on LinkedIn has nearly tripled since last year: 8,000 to over 23,000. 13

14. Keys to making LinkedIn work The more contacts you have, the larger your extended network Have a strategy for who you connect to Regular cultivation Be easy to find and remember It is a supplement to the real world, not a replacement to phone, meetings, etc 14

15. YOUR PROFILE 15

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17. LinkedIn: think keywords 17

18. Key tweaks to your personal profile Think “keywords” for description and elsewhere Decent photo Recommendations Do add links to your content, website, etc Use update messages 18

19. YOUR COMPANY’S PROFILE 19

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22. PROSPECTS – BACKGROUND RESEARCH & TARGETING 22

23. Prospects: what you can learn from profiles Career background Who they know (and who you know that knows them) Interests (esp from their Forums and hobbies) What are their views (if they post comments) Reading list (sometimes) Travel (sometimes) Photo (usually) 23

24. Kelso Consulting March 2011 24

25. Prospecting 25

26. Identifying prospects Kelso Consulting March 2011 26 Use LinkedIn to Identify senior “2 nd degree” prospects in your network…. and who can introduce them to you. But…. Pick up the phone to your contact to get introduced – don’t just send an email or InMail.

27. Next steps - LinkedIn Set aside a morning for improving your profile and inviting contacts Set aside a morning for looking at forums and joining relevant ones Set aside a morning for researching your “second degree” contacts and identify key ones Identify an initial 10 and phone your contact to ask “I would really like to meet X. I saw on LinkedIn that you know them. If you were me, what would you do?” 27

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29. Why important Helps you and your company be found by potential customers & recruits Keeps you in touch with your network Shows you their network & communications A direct communication channel Great source of market intelligence Strong viral potential Demonstrating expertise Putting a human face on businesses 29

30. Tweeting tips Be clear who you are aiming at Be clear what you will be tweeting about Follow and observe others Inject personality Only commit if you will sustain it Work out how you can you integrate it into your other activities (website, daily routine, etc) Conversation not self-promotion Use Twitter to bring fresh content onto your website’s static pages 30

31. Using social media on website 31

32. Running a # on website 32

33. Building social media into campaigns

34. Bringing social media into your campaigns Set the strategy first Make it easy for people. Ensure campaigns includes: –Tweets –Facebook posting –Posting on relevant popular blogs –Your people given authored comments to post on their LinkedIn page Make it fun – eg quirky competitions to reward your social media heroes Find the enthusiasts - consider creating specific elements that different people and teams are responsible for.

35. Clear content responsibility Social media Channel strategy 2012 Who responsible for content strategy Who adds the content Who is responsible for authoring content Website LinkedIn – page LinkedIn – users’ pages Facebook Twitter

36. Clear content responsibility Social media Channel strategy 2012 Who responsible for content strategy Who adds the content Who is responsible for authoring content Kelso Website Improve SEO More white papers for downloading More case studies Fortnightly blog TPAB & JWAll team LinkedIn – page Post updates at least monthly TPAB & JWAB, CF & JW LinkedIn – users’ pages Facebook Twitter

37. How Kelso Consulting can help 37 Kelso Consulting

38. Our seminars this autumn: Thought leadership on a budget David v Goliath – defeating bigger competitors at pitches Keeping clients forever ! Using LinkedIn & social media to win business Venues: London and Theale www.kelsopr.com/seminars Kelso Consulting 38

39. London HQ 21 Bloomsbury Way London WC1A 2TH 020 7242 2286 39 Kelso Consulting Thames Valley 1210 Parkview Theale, Reading RG7 4TY 0118 963 5984 timp@kelsopr.com www.kelsopr.com Kelso Consulting