Social media for
turnaround professionals
June 2012
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About Kelso Consulting
– Public Relations & thought leadership
consultancy
– Award-winning thought leadership campaigns
– Kelso Consulting is all about:
• Headline thinking:
– creating campaigns with strong ideas and powerful
content
• Hardline results:
– delivering high-impact national and business media
coverage
– Ensuring campaigns across marketing, sales and digital
to bring commercial results
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Cross-functional stakeholders
Personal
• Twitter
• LinkedIn
• Facebook
• Blogs
Relationships
Employer
Personal
Career
Employer
• Website
• Twitter
• LinkedIn
• Facebook
• Blog
Marketing
•
Brand
•
Awareness
•
Relationships /
networking
•
Lead generation
HR
•
•
•
•
Recruiting
Policies
Cyber-skiving
Training
IT
•
•
Network use
Security
Legal
•
Ownership
•
Copyright
•
Defamation
PR
•
Reputation
•
Media access
What does Social Media mean for your
strategy and plans?
Social media is now a fundamental part of day
to day business and social life
• Normal for a manager and professionals to use it
• Communication via social media often preferred over
email by some users
• Will be used by your clients, referrers and potential
recruits
Different content and formality
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Different stages for different media
Observe &
Experiment
Learn
Develop
Deploy
Refine
Avoiding confusion
• Strategy for each channel
• Clear responsibilities
• Integrate within existing activities
• A “content strategy” is essential as social media
is hugely content-hungry
Why social media important
•
•
•
•
•
Stay in contact with your network
Stay in contact with people you meet
See who people in your network know
Be easy to be found
Demonstrating expertise
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Why
important
• Helps you and your company be found by
potential clients & recruits
• Keeps you in touch with your network
• Shows you their network
• A direct communication channel
• Great source of market intelligence and knowhow
• Recruiting
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LinkedIn & the professions
• LinkedIn firmly embraced by the professions in
the UK in 2011
– Top 50 law firms – increase of 40% in past year, with
around 47% having LinkedIn accounts
– nearly 13,000 personnel with LinkedIn accounts
within top 40 mid-tier.
– The typical mid-tier accountancy firm has seen 80%
increase in employees with accounts over 2011
– Their followers on LinkedIn has nearly tripled since
last year: 8,000 to over 23,000.
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Keys to making LinkedIn work
• The more contacts you have, the larger your
extended network
• Have a strategy for who you connect to
• Regular cultivation
• Be easy to find and remember
• It is a supplement to the real world, not a
replacement to phone, meetings, etc
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YOUR PROFILE
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LinkedIn: think keywords
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Key tweaks to your personal profile
•
•
•
•
•
Think “keywords” for description and elsewhere
Decent photo
Recommendations
Do add links to your content, website, etc
Use update messages
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YOUR COMPANY’S
PROFILE
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PROSPECTS –
BACKGROUND RESEARCH
&
TARGETING
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Prospects: what you can learn from
profiles
• Career background
• Who they know (and who you know that
knows them)
• Interests (esp from their Forums and
hobbies)
• What are their views (if they post comments)
• Reading list (sometimes)
• Travel (sometimes)
• Photo (usually)
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Kelso Consulting
March 2011
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Prospecting
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Identifying prospects
Use LinkedIn to
Identify senior
“2nd degree”
prospects in
your network….
and who can
introduce them
to you.
But…. Pick up
the phone to
your contact
to get
introduced –
don’t just
send an email
or InMail.
Kelso Consulting
March 2011
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Next steps - LinkedIn
• Set aside a morning for improving your profile
and inviting contacts
• Set aside a morning for looking at forums and
joining relevant ones
• Set aside a morning for researching your
“second degree” contacts and identify key ones
• Identify an initial 10 and phone your contact to
ask “I would really like to meet X. I saw on
LinkedIn that you know them. If you were me,
what would you do?”
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Why
important
• Helps you and your company be found by
potential customers & recruits
• Keeps you in touch with your network
• Shows you their network & communications
• A direct communication channel
• Great source of market intelligence
• Strong viral potential
• Demonstrating expertise
• Putting a human face on businesses
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Tweeting tips
•
•
•
•
•
•
Be clear who you are aiming at
Be clear what you will be tweeting about
Follow and observe others
Inject personality
Only commit if you will sustain it
Work out how you can you integrate it into your
other activities (website, daily routine, etc)
• Conversation not self-promotion
• Use Twitter to bring fresh content onto your
website’s static pages
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Using social media on website
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Running a # on website
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Building social media into campaigns
Bringing social media into
your campaigns
• Set the strategy first
• Make it easy for people. Ensure campaigns
includes:
–
–
–
–
Tweets
Facebook posting
Posting on relevant popular blogs
Your people given authored comments to post on their
LinkedIn page
• Make it fun – eg quirky competitions to reward your
social media heroes
• Find the enthusiasts - consider creating specific
elements that different people and teams are
responsible for.
Clear content responsibility
Social media
Website
LinkedIn –
page
LinkedIn –
users’ pages
Facebook
Twitter
Channel
strategy 2012
Who
responsible
for content
strategy
Who adds the
content
Who is
responsible
for authoring
content
Clear content responsibility
Social media
Channel strategy
2012
Who
responsible
for content
strategy
Who
adds the
content
Who is
responsible
for authoring
content
Kelso Website
• Improve SEO
TP
• More white
papers for
downloading
• More case studies
• Fortnightly blog
AB & JW
All team
LinkedIn –
page
Post updates at least
monthly
AB & JW
AB, CF & JW
LinkedIn –
users’ pages
Facebook
Twitter
TP
How Kelso Consulting can help
Kelso Consulting
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Our seminars this autumn:
• Thought leadership on a budget
• David v Goliath – defeating bigger competitors at pitches
• Keeping clients forever !
• Using LinkedIn & social media to win business
Venues: London and Theale
www.kelsopr.com/seminars
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Kelso Consulting
Kelso Consulting
London HQ
21 Bloomsbury Way
London
WC1A 2TH
020 7242 2286
Thames Valley
1210 Parkview
Theale, Reading
RG7 4TY
0118 963 5984
timp@kelsopr.com
www.kelsopr.com
Kelso Consulting
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