Up to speed in digital marketing and social media (session summary)
Posted on: June 9, 2014
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/
Related Posts
- Best marketing campaign winner – Managing Partners Forum Awards
- Book review: Inbound marketing – Getting found using Google, social media and blogs
- What is inbound marketing?
- Data Protection and digital marketing
- 12 thoughts on the future of digital marketing in the professions
- Delegates’ views of the new course: Inbound Marketing and Social media
- Hubspot webinar – Science of lead generation (On-line contact forms)
- Integrated marketing systems (Web, CRM, ERM etc) – Hubbard One
- Hubspot’s guide on 15 business blogging mistakes
- Old and new digital marketing qualifications
- Why should lawyers accountants surveyors and other professionals devote time to blogging?
- Hootsuite social media management enterprise system
- Book Review – “Share this – the social media handbook for PR professionals”
- Book Review: Valuable content marketing by Sonja Jefferson and Sharon Tanton
- Legal marketing case study: Focused newsletters at the heart of client relationship and events programmes at Aaron & Partners
- Book Review – “Google+ for business – How Google’s Social Network Changes Everything” by Chris Brogan
- Six tips to integrate social media into B2B professional services campaigns
- Legal marketing case study: Irwin Mitchell combines DR advertising, online promotion and brand building
- Why should a tax adviser use social media?
- What’s Google+ and why should I use it?
- How do I integrate social media into my business development?
- Legal Marketing Case Study: "Hot on family law" at Rayden Solicitors
- 6 trends for marketers to watch – Compliance, video, creativity, social business, crowdsourcing and big data
- Withers’ double win - A cracking demonstration of superb law firm marketing AND a tour de force on legal pitfalls in social media
- Property marketing case study – John Rushton at Small Back Room: Community, content and customer experience
- Property marketing case study – Will Wright at White Space: Branding and video seeding
- Property marketing case study: Adam Tinworth on the challenges of on-line communities and content management
- Marketing accountability and creativity, crisis management pragmatism, social media success and new banking brands at AMBA
- How do I improve my web site performance in search engines (SEO)?
- Down with digital marketing? Leader from Professional Marketing magazine
- Digital marketing qualifications update
- 2014 CIM professional marketing qualifications syllabus changes
- Search Engine Optimisation – In a nutshell
- Training and Facilitation
- What makes a good marketing campaign?
- Book Review: Understanding Digital Marketing – Marketing strategies for engaging the digital generation (Damian Ryan and Calvin Jones)
- Marketing education and qualifications
- Boost your training effectiveness - Learning theory in a nutshell
- Professional Service Firms: Reflections on 2014 – Actions for 2015
- Effective social media for accountants
- What are the essential skills for modern marketers?
- Marketing Executives develop empathy in seeing things from the fee-earners' perspective
- Marketing in a digital world – Conscious Solutions seminar review
- Digital marketing and social media in the legal sector update – Law Society and The Lawyer
- New CIM professional marketing qualifications 2020
- Back to basics – The importance of segmentation and personas
- “Mavericks, measurement and impatience” Campaign management in the professions – highlights from the West Midlands Professional Marketing Forum
- Book review: Understanding Digital Marketing – Marketing strategies for engaging the digital generation by Damian Ryan Third Edition (Kogan Page)
- Video in the marketing mix – Legal video awards and trends for 2015
- Four questions from secretaries on marketing and business development: thought leadership, campaigns, social media and search engines
- Update on digital marketing and social media in the professions (May 2015)
- Digital PR case study – BDO accountants “Service2020: Megatrends for the decade ahead” and local government social media campaign
- Views on the new marketing standards from CIM?
- Advanced social media use amongst lawyers, accountants and surveyors
- Getting it past the partners – All about buy in
- Book Review – The Analytical Marketer – How to transform your marketing organization by Adele Sweetwood
- From Jesse J to Einstein - ROI in professional service firm marketing and business development
- 10 steps to create a business development campaign
- Law firm web site benchmark from Draw
- Search Engine Optimisation SEO – An update
Category: Accountants, Kim's Blog, Lawyers, Marketing, Property, Social Media, Strategy, Web Sites
Tagged: Campaigns, Digital Marketing, events, Social Media, Training
Kim Tasso
Some booksellers give on-line rate reductions which are not available
in store. So you want to be focused when choosing a suitable
accountancy firm. You would expect me to say that, but it
is true that the best way to ensure the minimum of difficulties with HMRC is to use a
professional.
My website: Fort Lauderdale CPAs