Research shows that a third of companies in the UK now put up to 20% of their marketing budget into business social networking. Why? Because, social media is here to stay and it’s getting bigger all the time.

Most businesses have a drive to use social media amongst their current marketing, yet only few businesses actually push past the initial launch. This suggests that there is a lack of clear strategy and understanding.

Social media is a marathon, not a sprint

The key to success is good planning. Social media should be planned out just as you would any other form of communication with potential customers. Developing a clear strategy of what you want to achieve and whom you want to reach through your specific social networking activity is key.

It’s all about the long-term. Develop and adapt your long-term plan to coincide with your individual channels, whether it is Twitter or LinkedIn. Your overall business goals, sales strategy, and company values are what have got you this far. So make sure they are involved in the thought process of your social media strategy, and don’t be too quick to rush into social media without clear direction.

Research is essential

Social media success is all about doing your research. Social media participation, keyword research and other forms of inbound marketing services can be used to give an up-to-the-minute result of exactly what your target market is looking for – and where. You shouldn’t do anything without first applying this detailed insight to help transform your social media strategy into a lead-creating success.

Content is key

With your research at hand, you should have a clear direction of what questions are being asked amongst your target audience. If you don’t, more research is required.

Driving leads is dependent on strong content. If you’re not listening to the questions asked by your audience, then your content will fall on deaf ears. Remain relevant amongst your target audience – whether the content you provide is 140 characters or 1400 words. Always attract the interest of your ideal potential leads; with consistent content they have a clear interest in.

Connect through social media

Generating leads for the long-term begins with a connected-online approach. This means keep your social media activity always synchronized with your other marketing activity, which coincides with your overall business strategy. The point of this is to use the initial interest of your connection, and to then further their experience of your business by directing them to your website – which is where the content resides. Redirecting connections from your social media to your website is the best way to engage prospects on a level that encourages them to provide you with vital information which you can use to your advantage in a sales approach.

Utilise your sales team

Your sales team should be directly involved with your social media lead generating strategy. Using the techniques stated above should be your sales team’s arsenal, it provides them with insight of who to contact and how. Once potential customers have been drawn to your website through social media and downloaded your content, your sales team can take over and handle the leads and turn them into customers.

Social media is no longer an additional extra for businesses. It has become a necessity.

For more information contact Steve Ward at sward@conceptad.co.uk

Most people hold the ‘follow back’ higher in value than real interaction with people, but this way of thinking is fundamentally wrong. And this is why. Twitter is an open, public network. The reciprocal ‘follow’ is just another +1. It adds no value to your social reach or influence. Though people may be hesitant about following others with low follow to following ratios, this shouldn’t be your focal point when using Twitter.

If you are familiar with Klout; a platform which measures your online influence from your social networks. You will notice that the amount of followers you have amounts to very little in comparison to the amount of interaction you have with others. After all, if Klout measures your influence through how you use twitter, and scores you on it – you can clearly see the results of the followers vs relationships strategy through your overall score.

When someone shares your posts, or responds to a question; their followers see this. This has instantly increased your social reach outside of your own ‘circle of followers’. Meaning; if you focus purely on increasing your follower  base, you will be restricted to only ‘your followers’ viewing your content. Remember that twitter doesn’t require you to be following one-another to share tweets or ask questions (or reply to questions) of non-followers. So focus on good content, and real relationships with other users. Providing others with valuable information is key to success.

Target Audience

People are what make things work, so why do we find marketing material aimed at robots? Even if you were marketing towards a business – people are what make that business function, so ignoring this important fact is a sure route for your marketing to fail.

Get to know your target audience and you’ll notice that people are responding to your marketing more and more. Remember that a strong message can become diluted if it passes through the wrong crowd – making it weak and worthless.

Here is an example of not understanding your audience:

You have noticed an incredibly stylish piece of marketing material, possibly a sports brand. It looks amazing with its bright colours and youthful vibe. You like it that much in fact, that you decide on mimicking the branding by making your own marketing material young and colourful.

But after some time of your new ad being launched with no responses, you’re left wondering what went wrong. Well, you may have loved it – but you’re ad isn’t being aimed at yourself. If the ad was for something serious such as divorce lawyers, the tone would have been completely wrong – resulting in the wrong people giving it attention instead of the right people.

The World’s largest online auction website has just launched a new website dedicated purely to all things alt-fuel in an attempt to attract more vehicle shoppers that are feeling the pressure of rising fuel prices.

eBay’s Green Driving website gives eco motorists a break down of their green vehicle range, in simple to navigate categorized shopping  list such as electric, hybrid, diesel, ‘high MPG gas’, ethanol and compressed natural gas (CNG) – and also to find links to their related auctions on the eBay Motors site.

One of the main benefits for the environment conscious user is the ‘compare fuel types’ page, which helps with side-by-side comparisons which measure things like emissions and annual fuel costs, and petroleum usage.

eBay Green Driving “combines tools and resources, as well as eBay’s unique green vehicle and parts inventory, into one comprehensive, informative, and idea-rich shopping experience.”

Credits:

Advertising Agency: Goodby, Silverstein & Partners, USA
Executive Creative Director / Associate Partner: Rick Condos
Associate Creative Directors: Erik Fahrenkopf, Anthony DeCarolis
Copywriter: Jon Kallus
Art Director: Nicolas Randall
Director of Production/ Associate Partner: Cindy Fluitt
Executive Producer: Hilary Coate
Producer: Sara Krider
Account Director: Michael Crain
Assistant Account Manager: Sharon Byer
Assistant Account Manager: Kyle Walsh
Operations Director: Neil Maciejewski
Business Affairs Managers: Ken Rongey, Karen Keoleian
Production Company: Biscuit Filmworks
Director: Tim Godsall
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Line Producer: Kathy Rhodes
Director of Photography: Jeff Cutter
Production Designer: Brock Houghton
Editorial Company: Arcade
Editor: Stewart Reeves
Executive Producer: Deanne Mehling
Producer: Kirsten Thon / Webb
Assistant Editor: Luke McIntosh
Telecine: Company 3
Colorist: Sean Coleman
Executive Producer: Rhubie Jonanov
Producer: Matt Moran
Music License: Extreme Production Music
Post Production/VFX Company: Method Studios
VP of Production: Gabby Gourrier
EP: Stephanie Gilgar
VFX Producers: Darcie Muangman, Pip Malone
VFX Coordinator: Anastasia von Rahl
VFX Supervisor: Sean Faden
Compositor: Toby Brockhurst, Noah Caddis, Jay Hawkins
CG: Todd Herman, Alejandro De La Garza, David Lo, Luis Rodriguez
Matte Painting: Amy Paskow and Zach Christian
Paint: Jay Shindell
Roto: Mark Duckworth, Frida Sahono / Joswik
Sound Design Company: Henryboy
Sound Designer: Bill Chesley
Producer: Kate Gibson
Recording Studio: Lime Studios
Mixer: Loren Silber

Google is close to shattering the line between Augmented reality and Augmented reality being a reality. Using a state of the art headset that makes your smartphone look like it’s from the stoneage…

Check out the video below for Google’s very own viral video on Project Glass:

image source – BBC

After signing up here http://www.pinterest.com you gain access to the ‘pin it’ button which you can add to your bookmarks toolbar in your web browser of choice. Then the fun begins! Any website you stumble across with images you wish to save for later, or simply think people would be interested in viewing – press the ‘pin it’ button. You choose the (virtual) board you want it pinned up on, and you’re done. It’s simple and easy to use, and a great source for inspiration. Making boards for the subject you want your ‘pinned’ image to fall under makes for a much more organised Pinner.

For keeping track of what we’re upto, check us out here http://pinterest.com/conceptad/ and don’t forget to follow us!

Berrys Technologies is entering the global stage with new branding and new marketing material. Here’s the exhibition stand, ready for IFFE – International Forecourt & Equipment show 2012, Europe’s premier event for the latest in fuel and forecourt equipment.

From left to right: Rachel Wilkinson, Laura Masters, (QualitySolicitors), Jeremy Redfern, Laurie Green (QualitySolicitors Parkinson Wright), Chris Jones (Worcester Warriors), Cyril Arridge, Peter Lewis, Jean Newton (QualitySolicitors Parkinson Wright)

Worcester has been chosen as one of over 100 new locations for the massive expansion of the UK’s first national legal brand, QualitySolicitors, as law firms prepare for ‘Tesco law’. Leading local law firm, Parkinson Wright has been selected amidst strong competition to become a QualitySolicitors firm. In a move destined to change the face of the UK legal market, QualitySolicitors, described as the “next generation legal brand”, plans to launch a QualitySolicitors law firm in every major UK town and city. This latest launch of new QualitySolicitors firms will take the number of locations to over 200, as the brand moves closer to its goal of providing the first recognized ‘household name’ for legal services.

The brand’s expansion comes ahead of massive changes due to take place in the legal market. These changes, dubbed ‘Tesco law’, will allow banks and retail brands to provide legal services for the first time from October 2011. In an effort to stay ahead of this new competition, QualitySolicitors firms are required to commit to providing the highest levels of customer service including a free first consultation and a same-day response service.

“That”, says QualitySolicitors Chief Executive, Craig Holt, “is just the beginning”. “The legal market is going to totally transform over the next couple of years. We will ensure going to a QualitySolicitors’ branch for legal matters will be as familiar and easy as calling into a well known bank or opticians. With a range of innovations in the coming months, we will change people’s entire experience of accessing legal services, making it a much easier and more enjoyable process. By providing a recognisable and trusted brand name, we will end the need for the time-consuming and often stressful task of having to choose between lots of different local firms.”

Firms who apply to become QualitySolicitors firms are required to undergo a rigorous selection process, with public feedback being the decisive factor. Now known as ‘QualitySolicitors Parkinson Wright’, with offices in Worcester, Droitwich and Evesham, the firm has rebranded to the distinctive style of the new brand. Managing Partner, Cyril Arridge commented, “We are delighted our firm has been chosen and even more so because it is our clients’ feedback that led to us being chosen. It’s fantastic news for us and for Worcestershire, which will benefit hugely from having a QualitySolicitors firm providing legal services.”