Last week’s half day session on “Up to speed in digital marketing and social media” http://www.pmforum.co.uk/training/ , went really well. Thanks to the participants and to 7 Bedford Row barristers http://www.7br.co.uk/home/home.asp for hosting. In terms of the areas of most interest to delegates:
Tools:
- Monitoring and measurement
- Saturation levels
- New ways to reach markets
- Audience profiles
- Creating social media hubs
- What’s available
- Channel assessment
- Small firm examples
- Use of social media properly
- Engagement
- Risk
- Return on investment (ROI/ROMI)
Strategy/Implementation:
- Social media policy
- Gaining buy in from users
- Gaining buy in from senior management
- Social media strategy
- Integration
- Legal issues
- Using champions
- Tool/channel selection
- Internal education
At the end of the session, these were the areas reported as being of most interest and value:
- Overview of social media usage in professional service firms
- Understanding the terminology
- The need to step back and plan (channels and content)
- Focus
- Google+ for collaboration and webinars
- Measurement tools such as Klout and PeerIndex
- Guidance on developing and updating social media policies
- Implementation diagram
- Best practice examples
- Content management guidance
- Audience research
- Blog outreach
- Improving your personal digital reach
- Integration into campaigns
- The various resources provided
As well as the various examples I provided, the following professional service firms were also displaying excellence in the area: Mishcon de Reya (solicitors), Withers (solicitors), Deloitte and CBRE. I’m trying to persuade CBRE to provide me with some examples and a short blog about their work with video.
The exercise on developing client/buyer personas was felt to be helpful and most observed that they weren’t focussed enough on the exact nature of their different audiences to be able to identify appropriate on-line communities accurately.
I’m still pulling together material on the promised update on digital marketing qualifications – but this previous post may help in the meantime http://kimtasso.com/old-and-new-digital-marketing-qualifications/