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mediainsights.com
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mediainsights.com
mynameisCHRISCOOKE.com
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mediainsights.com
mediacomminsights.com
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mediainsights.com
COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
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mediainsights.com
COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
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mediainsights.com
YOUR DIGITAL COMMUNICATIONS TOOLKIT
FACEBOOK TWITTER INSTAGRAM SNAPCHAT YOUTUBE
LINKED-IN WEBSITE INTRANET EMAIL MESSAGING
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WHO IS USING THESE TOOLS? IN
VEST
ORS
GO
VERN
MEN
T
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MU
NIT
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EMLP
OYE
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BUSI
NES
S M
EDIA
POLI
TICA
L M
EDIA
TRAD
E M
EDIA
CON
SUM
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EDIA
CUST
OM
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B2B
CUST
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PR & CORPORATE COMMUNICATIONS ADVERTISING MARKETING CUSTOMER RELATIONS
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MARKETING
PR & CORP COMMS
ADVERTISING
CUSTOMER RELATIONS
WHO IS USING THESE TOOLS?
FACEBOOK TWITTER INSTAGRAM SNAPCHAT YOUTUBE
LINKED-IN WEBSITE INTRANET EMAIL MESSAGING
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COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
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THE KEY SOCIAL MEDIA
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! Facebook is by far biggest social network: 2.2 billion active users.
! So stakeholders most likely to be there. ! Though less so for younger consumers. ! For less frequent more substantial communications. ! Photos and video most likely to be seen and shared. ! Remember – the Facebook algorithm decides who sees your
posts – you will probably need to pay to boost your post.
FACEBOOK
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! Twitter has a smaller but influential user-base: 330 million active users.
! More media, opinion formers (tweeting professionally). ! Twitter is for more frequent shorter comms. ! Followers only likely to see tweets if connected at the
time (Twitter has some curation, but it is less significant).
! Interaction is key.
TWITTER
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! Instagram has 1 billion active users. ! Probably most important platform for younger consumers. ! It’s a visual platform for photos and short-form video. ! Originally a ‘snap and post’ platform. ! Instagram now has curation, making interaction important. ! The ‘stories’ option has proven to be popular and
is therefore more likely to gain some traction.
INSTAGRAM
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! Snapchat has approx 187 million daily active users. ! Again important for younger consumers. ! Designed for short-form and short-lived content. ! So content goes live, is shared and is then deleted. ! Because content is short-lived, it generally has a more
‘real time’ feel about it – does this work for brands?
! Also has a popular ‘stories’ feature – stories have a (slightly) longer life-span.
SNAPCHAT
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YOUTUBE
! YouTube now claims 1.8 billion logged in users streaming videos each month.
! It is the major video platform online. ! Particularly important for younger consumers,
who may not engage with conventional media.
! Become a content partner to gain more control over your channel or channels.
! Put time into organising each channel so it is easy to find content by type and strand.
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LINKED-IN
! Linked-In is the main professional social network. ! Companies should think about their profile on Linked-In,
and the profiles of key executives.
! Maybe used by media, investors and future employees as a research tool to check out companies and directors.
! Linked-In is also now used by some people and companies as a channel to demonstrate thought-leadership.
! You should also think about your personal profile!
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! Which social media should you use? ! What will you do with them? ! Who will manage them? ! Will you spend money with them? ! Third-party platforms can help with managing social. ! Remember to utilise the data. ! Ask yourself questions and use data to answer them.
GETTING THE MOST FROM SOCIAL
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COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
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! Company websites remain an important channel, even where more communication happens through social.
! Some companies have different websites for different stakeholders (or one for consumers and one for the rest).
! Either way, it should be easy for stakeholders to find the content that is relevant to them.
COMPANY WEBSITES
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! Be clear on the objectives for each website. ! Is it for…
• Credentials? • Sales? • E-commerce? • Customer support? • Content marketing? • Timely stakeholder updates? • To present your key people as thought leaders?
COMPANY WEBSITES
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! Who runs the website? ! Who creates content for the website? ! Do you have a house style? ! Do you have a style sheet? ! Will timely content be kept up to date? ! How will people find your website? ! More likely through search and social.
COMPANY WEBSITES
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SEARCH ENGINE OPTIMISATION
THINGS YOU DO WITH YOUR
ONLINE CONTENT
TO GENERATE ORGANIC
TRAFFIC TO YOUR SITE
TO INFLUENCE WHEN & WHERE YOU APPEAR ON:
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! By increasing the quality and relevancy of your content - and signposting that to search engines - your content appears higher in search rankings for relevant search terms.
! Key elements include:
HOW DOES SEO WORK?
OBJECTIVES
MESSAGING
SIGN-POSTING
META-DATA
LINK-SHARING
THIRD PARTY ENDORSEMENT
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! A company may also have a separate website for its internal audience – ie an ‘intranet’.
! This will usually serve a number of functions for various different departments in the company.
! But it is also an important internal communications tool. ! Who controls the intranet? ! Is it in-sync with the external website or websites?
INTRANET
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! Email remains an important channel of communication for many stakeholders – ie email bulletins.
! This is usually managed using a mailing list platform – eg MailChimp, ConstantContact, Mailjet.
! These platforms provide fantastic data about how people on the mailing list interact with a bulletin.
! Remember data protection rules around mailing lists – which were recently expanded in Europe.
EMAIL LISTS
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! For younger consumers email is becoming a less effective tool. ! The conversation has moved to the messaging apps. ! How can brands connect with stakeholders via these apps? ! Facebook Messenger has opened itself up to allow this. ! Some brands are now experimenting with AI and other
technology to interact with consumers via Messenger.
MESSAGING APPS
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COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
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WHICH DIGITAL TOOLS?
! Which digital tools and social media you employ – generally or for a specific campaign – will depend on…
STAKEHOLDER CLIENT
AUDIENCE BUDGET
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WHICH DIGITAL TOOLS?
! Some companies and brands will want to utlise all the tools. ! Others will focus on a few.
! But every company needs to think about the different ways social media and digital channels can benefit and impact on their business and the way they manage key relationships.
! Here are eight key things to think about…
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One: Social media as media
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Two: Social media as a channel to reach media
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Three: Social media as a channel to reach consumers
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Four: Social media as a channel to recruit consumers
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Five: Social media as a channel for complaints
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Six: Social media as a channel for other stakeholders
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Seven: Social media as a tool for monitoring opinion
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Eight: Social media as the enemy
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COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
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! As digital channels have grown, companies need to create an ever increasing amount of content.
! PR people now not only manage relationships with media, they are often creating and managing media.
! What kind of content? Articles, photos, audio, video? ! You need to create content that ensures stakeholders…
CONTENT IS KING
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CONTENT IS KING
LISTEN UNDERSTAND
BELIEVE
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! Once you become a publisher, you need to be aware of some publishing basics, including copyright.
! If you use other people’s images, music or video, make sure you have the rights cleared.
! Some platforms will block your content if it utlises or contains uncleared images, music or video.
! Many companies rely on libraries to easily access affordable images, music and video.
SOME COPYRIGHT BASICS
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THE END
any questions?
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