LondonCalling.co Social media is not just for Kids …it’s the must have tool for your business @Andrew Grill - Fasken Martineau Magic Circle Event London, 20th January 2011
Jan 21, 2015
LondonCalling.co
Social media is not just for Kids
…it’s the must have tool for your business
@Andrew Grill - Fasken Martineau Magic Circle EventLondon, 20th January 2011
LondonCalling.co
Social media is just like real life!
LondonCalling.co
Marketing sets the expectation, marketing creates demand, marketing helps a
consumer differentiate why one choice is better than another.
LondonCalling.co
Marketing sets the expectation, marketing creates demand, marketing helps a
consumer differentiate why one choice is better than another.
LondonCalling.co
Marketing sets the expectation, marketing creates demand, marketing helps a
consumer differentiate why one choice is better than another.
LondonCalling.co
Marketing sets the expectation, marketing creates demand, marketing helps a
consumer differentiate why one choice is better than another.
Operations delivers.
Any gap between the two drives a conversation on the social Web.
Dave Evans http://lc.tl/gap
LondonCalling.co
The competitive advantage
of truth
Failing to deliver and sustain truth will be indicators of broader operational weaknesses.
Jonathan Salem http://lc.tl/truth
Failing to deliver and sustain truth will be indicators of broader operational
weaknesses
“
”
LondonCalling.co
The twitter tax
http://lc.tl/tax
“When you promote your online social monitoring you’re agreeing to pay the tax for the failures of
your company’s operators to do their jobs.”
LondonCalling.co
Social media in the hotel industry
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Social media in the hotel industry
“”
LondonCalling.co
LondonCalling.co
Things to consider
• Social media is noisy
• Social media is demanding
• Social media is unforgiving
• Social media is not a replacement for marketing
• Social media is the best word of mouth you cannot buy
• Social media helps extend your message before, during & after a customer experience / interaction
LondonCalling.co
What makes a good social campaign
• Conversation not advertising
• Let me share the content
• Multi-platform
• Lives on after the campaign ends
• Something people will want to talk to others about
• Measurable uplift in sales / interest
• It’s just that little bit different…
LondonCalling.cohttp://lc.tl/meerkat
LondonCalling.co
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Oldspice
• Anyone not seen this?
• Became a “must see”
• Press covered it
• Lived on as @replies via video messages
• Grover from Sesame Street parodied it
• Initial 107% uplift in sales
• Not many mentions of people trying/buying product?
LondonCalling.cohttp://lc.tl/tippex
LondonCalling.co
So you need a social media guru to do all this?
LondonCalling.co
Why is social media now so important
• Two way medium
• Instant feedback
• Promotes sharing of ideas and information
• Complements everything you are currently doing
• Relatively simple to establish a presence
• Your competitors are already doing it
• In 2011 move from Social Media > Social Intelligence
LondonCalling.co
Free advice to agencies & brands
• Put some hooks in the creative that allow you to talk about the ad long after it has gone
• Crosses from social > traditional media = free push
• Make sure you understand the medium – make sure you use it
• If not on Twitter – get on it today!
• Follow me @andrewgrill if not sure how to start
• http://lc.tl/twitter
LondonCalling.co
From hearing to listening
• Not just about ticking the boxes
• Act on the feedback you receive
• Admit mistakes and learn from them
http://lc.tl/fedex
“If you’re not open to feedback,you’re not ready to play”
LondonCalling.co
The future
• New channels
• Peer advocacy becomes key sales driver
• Mobile + social becoming key
• Foursquare – standout example for retail
• Hotels – 25% leads via Foursquare in future
http://lc.tl/ad2020
LondonCalling.co
One to watch - Foursquare
http://lc.tl/4
LondonCalling.co
When do people visit my store?
LondonCalling.co
What should I do next?
• Claim your brand on Twitter & Facebook
• Identify who is going to monitor and maintain
• Arm the team with tools to contribute also
• Put your social media credentials on your website
• Grab a short URL version of your brand eg http://lc.tl
• Start tweeting and following
• Promote your social media presence internally as well
LondonCalling.co
You also need to monitor social media
http://lc.tl/vt
LondonCalling.co
@AndrewGrillContact via http://lc.tl/cSlides http://lc.tl/fasken+44 788 198 6694