Transcript An introduction to marketing and social media

An introduction to marketing and social
media
Justine Aldous
Marketing Communications Officer
Planning your Marketing Strategy
1. Create an effective brand
2. Identify your communication goals
3. Identify your audience
4. Craft your message
Create a brand
An effective logo, strong values and a clear ‘voice’.
Be consistent
Take control
sceptic
and committed scourge of the ‘Green Blob’, is in South
Owen Paterson MP, former Environment Secretary, climate
Africa promoting GM crops.
Tell us
a bit about what brings you here, and don't
Someone will be on
direction.
be afraid to ask questions.
hand to welcome you and point you in the right
Identify your communication goals
• To recruit more volunteers?
• To attract additional funding?
• To increase take up of your service?
• All of the above?!
Identify your target audience
• The community?
• Funders?
• Supporters
• Clients?
Use research and surveys
Craft your message
1. Problem – how does it affect your audience?
2. Solution – use value rich language and images
3. CALL TO ACTION! Ask your audience to do something specific
• Problem: More than one in three of us will get cancer. More and more
people are living with cancer in their daily lives who need practical,
emotional and financial support.
• Solution: So when you need someone to turn to, we’re here. We’re a
constant source of support, giving you the energy and inspiration to
help you take back control of your life.
• Call to action: We need people like you to join our team and help us
make sure no one faces cancer alone.
Communication tools
• PR
• Advertising
• Marketing materials
• Blogs
• Social media
Social media
Be part of the revolution!
Which sites?
There are hundreds of social media sites – which ones are right for
you?
Facebook? Twitter? NING? Tagged? Badoo? New sites emerging every
day.
Despite the headlines, Facebook and Twitter continue to dominate
Get started!
The communication principles remain the same:
• Use your brand
• Find your target audience
• Think about your message
BUT ALSO – have a conversation
• Share information
• Create a dialogue