Hey You! What’s in it for me? Linda Parkinson-Hardman
Successful Campaigns = Win/Win
Win for the Organisation• More revenue• Greater engagement• Broader awareness
Hey You! What’s in it for me? – Linda Parkinson-Hardman
Successful Campaigns = Win/Win
Win for the Users / Audience• Better information• Opportunities for participation• Greater control over the things that concern them
Hey You! What’s in it for me? – Linda Parkinson-Hardman
How Do You Create A Successful Campaign
With Your SIX Honest Serving Men• What• Why• When• How• Where• Who
Hey You! What’s in it for me? – Linda Parkinson-Hardman
Why?
Hey You! What’s in it for me? – Linda Parkinson-Hardman
Increased Website Traffic
Broader Awareness of Organisation
Improved Service to
Users
IncreasedEngagement from Users
Less Reliance on Grants
Why = Whose Needs?
• Need to Know• Need to Grow• Need to Use
Hey You! What’s in it for me? – Linda Parkinson-Hardman
Your Users• Need to Serve• Need to Sell• Need to Report
Your Organisation
Why = Motivation is a funny thing
• Need to Know• Need to Grow• Need to Use
Hey You! What’s in it for me? – Linda Parkinson-Hardman
Your Users• Need to Serve• Need to Sell• Need to Report
Your Organisation
WHO?
“Never treat your audience as customers, always as partners”
Hey You! What’s in it for me? – Linda Parkinson-Hardman
• Can you segment by age, gender, race, religion, language?• Do they have a specific location, health issue or disability?• Are they defined by their economic circumstances?• Do they have a specific role, company or market sector?• What preferences, skills and values might they have?
*James Stewart
Where?
Hey You! What’s in it for me? – Linda Parkinson-Hardman
• Are they in a specific building, town, city or country• Do they use Facebook, Twitter, Linkedin, Forums, or Blogs• Are they a closed or open group• Do they want to be public or private?
Where are they ?
WHAT?
‘What’ is defined by your goal AND your audience
Hey You! What’s in it for me? – Linda Parkinson-Hardman
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WHAT?
‘What’ is defined by your goal AND your audience
Hey You! What’s in it for me? – Linda Parkinson-Hardman
Share
Purchase
Free Booklet
WHEN?
“A little help at the right time is better than a lot of help at the wrong time”
Hey You! What’s in it for me? – Linda Parkinson-Hardman
• Do you have important calendar dates to meet?• Writing regularly breeds familiarity and expectation • Are you audience affected by time differences• How can you spot the trending topics?
HOW?
Be sure to focus your attention on what you are doing
Hey You! What’s in it for me? – Linda Parkinson-Hardman
• Who has the skill and the ability to speak with authority?• How can you make best use of what you already have?• What will your spokesperson be doing if they aren’t doing this?• Be real, remember it’s a conversation!• Create a schedule with the marketing department
RECIPE FOR SUCCESS
Hey You! What’s in it for me? – Linda Parkinson-Hardman
• Daily blog posts broadcast via RSS to the networks• Schedule of tweets & status updates that link back to past posts• Create a newsletter that doesn’t give it all away• Use relevant events and calendar entries as source material• Give 5 people 5 blog categories to write once per week• Give 1 person responsibility for responding on each network• Create your landing pages with your GOAL in mind• Ask for feedback
What Next?
© Linda Parkinson-Hardman
Workshops Coming Up
• LinkedIn Made Easy – 11th October• Fitting Facebook into Your Business – 25th
October• Creating Powerful Broadcast Messages
with Twitter – 1st November
http://bit.ly/nwclQo
For more information, contact us at:
Conference House Ltd.Suite AL18A, BPSIC, Bletchley Park, Milton Keynes MK3 6EB
Thank you for listening
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0843 289 2142.
[email protected]/in/lindaph