How Kent businesses can drive change through Social Media
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How Kent businesses can drive change
through Social Media
• Managing Director of Zoodikers Consulting
• 25 years at top level in marketing, PR & social
• TEDx speaker• Chairperson of PRCA’s South East/E.
Anglia Group• Regularly called on to commentate
on social media for BBC TV and radio• Spoken and moderated at high-
profile industry events
@katieeking
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Smart phones and social channels have altered the way we buy and sell
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And they are impacting customer service
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Strategy: ensuring social media supports your business goals
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Key priorities
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Planning is essential for sales success
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1. Plan & segment your audience
2. Devise a content strategy
3. Build profile and differentiate
4. Nurture sales leads
Your audiences Business objectives
Marketing objectives
Perceptions to create in 3, 6, 9 months
Messages to convey
INFLUENCE THEMPR & social media tools
Prospective customers
To achieve £x turnover & minimum x% net profit
Twitter/LinkedInOnline PRBlogNetworking
Existing customers LinkedIn GroupsCase studiesSocial mediaAwards
Recruiting staff Webinars NewslettersSocial media
Partners + agents News storiesSocial media
1. Segment audiences
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Segment by:
Demographics (e.g. ABC1 males/25+)Vertical sector (e.g. retail)Business function (e.g. business owner)Geography (e.g. Kent)
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2. Content strategyRelevantEngagingFreshCreativeValue addProfileDifferentiateConsistent, constant, connected
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3. Build profile & differentiate
Building profile & thought leadership
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Topical/trending
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4. Nurture sales
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Business intelligence
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Maximise ‘touch points’
Interaction to gather data
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Measuring Return on Investment (ROI)
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Measures of success/ROI
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Useful tools:SendibleScredibleHootsuite or TweetdeckLead ForensicsTweetreach
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Q&A time
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Thanks for your time!
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