social media in a corporate context 2010 - community development

© Freestyle Interactive – www.freestyleinteractive.co.uk

LTSB COMMERCIAL FINANCESOCIAL MEDIA STRATEGIESKeith Bennett – Lloyds TSB Commercial Finance (@keith126)Andy Wood – Freestyle Interactive (@andywood171)


FREESTYLE INTERACTIVE


WORKING WITH I.T.


LTSBCF.CO.UK

http://www.ltsbcf.co.uk/

http://www.ltsbcf.co.uk/


LTSBCF.CO.UK


RECESSION!


Site traffic

Pay Per ClickAffiliateNatural Search plus Direct


Natural Search terms for our site

lloyds

tsb co

mmercial

finan

ce

lloyds

commerc

ial fin

ance

factor

ing

asset

finan

ce

busin

ess lo

ans

commerc

ial fin

ance

lloyds

tsb lo

ans

lloyds

tsb as

set fin

ance

lloyds

tsb co

mmercial

lloyds

tsb fa

ctorin

g0

500

1,000

1,500

2,000

2,500

3,000


Search terms in the UK

busine

ss fin

ance

busine

ss loa

ns

busine

ss cre

dit

busine

ss loa

n

commerc

ial fin

ance

finance

loans

finance

loan

small

busin

ess loa

ns

busine

ss fun

ding

small

busin

ess loa

n

busine

ss loa

n small

commerc

ial loa

n

busine

ss fin

ancing

commerc

ial loa

ns

small

busin

ess fin

ance

start b

usine

ss loa

n

busine

ss len

ders

commerc

ial bu

siness

loans

0

20000

40000

60000

80000

100000

120000

Local Monthly Searches


Decision making

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Build authority, trust & relationship

Deal conversion

67%

33%

Informational Transactional

44%

56%


Online Media Fragmentation

Brand Website

Magazine

ForumsBlogsSector

forums

BannersEmail

PPC/ SEOAffiliates

Direct Mail Print & Press


STRATEGY REVIEW


Social Media is big

Social Media is the biggest shift in communication since the invention of the Gutenberg printing press

From broadcastingyour message


To listeningand engagingyouraudience


SOCIAL ‘PILOT’ ACTIVITY


Cover It Live!


Businesszone.co.uk


LESSONS / 2011 STRATEGIES1. Content is King! 2. Developing good content3. Training our teams 4. Power of search


Compliant Content!

Content SuiteLTSBCFSign Off

ReleasePR

1. 2. 3. 4.Press Release created by PR agencies

Content Signed off for Release

Content Suites Created from Compliant Copy by Freestyle

Content Released via Manual & Scheduled Methods


Compliant Content Suites50 pre-written tweetsEg: Asset Finance helps Cornish Bakery raise working capital

5 Facebook Updates Eg: Business Finance to ease cashflow for Cornish Bakery

5 LinkedIn Group UpdatesEg: Asset Financing to help Cornish Bakery’s business development

1 Adaptation per web article

Video Case Study

Photos with Search Terms


Become part of the network!


1. How to use the social media platforms2. How to repurpose & search optimise content3. How to manage ongoing engagements4. How to respond in crisis scenarios

Training


CONTROL IN A CRISIS!


Art of Nuture


Facebook


Twitter


YouTube & flickr


Building link equity!


CHALLENGES!


1. Build knowledge, processes & resource inside the business2. Change internal mindset, away from campaign mentality3. Establish a voice for the brand4. Build authority on key subjects5. Deeper more meaningful relationships with our audience!

2011 Expectations


Social Media Metrics• Engagement (Follows, Likes, Re-tweets, Shares, Links...)

Web Analytics• Traffic to Ltsbcf• Conversions (views on key content, requests for quote, leads)

Business & Marketing• Cost per lead v. traditional digital channels

Measuring success


Follow us on Twitter:

@andywood171@keith126

www.ltsbcf.co.ukwww.freestyleinteractive.co.uk

social media in a corporate context 2010 - community development

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