PR in a digital age

#BourneDigi

Hello.

@Beth_Carroll #BourneDigi

• Three_D is the digital, social and conversation division at Threepipe.

• Three, because we believe success is about connecting brands with people

• through influencers.

• D is for digital, but you probably already got that.

• To build awareness, advocacy and loyalty, brands need to listen, engage,

• contribute and talk to people. • • We help our clients develop integrated digital and social

media strategies • that help them to engage their audience and grow their

business.

Consumer

Blogger Outreach

Programmes

Listening & Monitoring

Consumer Engagement

SEO Support Community

Management

Social Media Strategy

Content Creation and

Seeding

What we do

Where does social media sit?

Return on InvestmentSocial Sherlock, our in-house evaluation system, helps us to set clear objectives that make sense for your business. It provides us with clear evidence of the value of each campaign, at the click of a button.

The system also helps us to hone and tailor your social media strategy as your presence grows, providing you with weekly reports tracking development.

The system helps us to track:• traffic• search• direct sales• reach• mentions• sentiment

Making sense of social media

New media / technology, same job?This is the crux of this whole presentation.

The goal posts may have shifted by the remit for PR remains the same.

Before we can explore this, we need to understand what PR really is…

PR simply involves…

…getting the right message, to the right people, in the right place at the right time.

The social shift

‘Olden days’ 2011

Today’s PR channels and tools hardly bare any

resemblance to those used when I started

The present is characterised by

immediacy, interactivity and variety.

The game changer…

It’s hard to pinpoint one particular moment that spurred this change.

But, there is now doubt which has been the most impactful development: the explosion of Social Media.

Let’s take a look at what has been called the biggest movement since the industrial revolution…

A fundamental shift

Instead of ‘speaking at’ your audience(s)…

You’re ‘speaking with’ them

Today’s landscape

Paving the way for increased ‘engagement’ and ‘participation’ with you (and your brand)

It’s about having conversations, engaging and connecting online

(And hopefully translating that into ‘offline’ engagement)

Why go social?

48% of 18-34 year olds check Facebook when they wake up

Facebook is now the most searched term on the web

57% of people talk to people more online than they do in real life

48% of 18-34 year olds find out about news through Facebook

20 million people like brand pages every day

Push vs Pull

The tools at your disposal have two primary uses:

1. Outwardly contributing

2. Inwardly receiving

The benefits of both are very even.

Let’s look at some of the tools / platforms that are

used…

ChannelsOwned channels Borrowed channels

Our approach

3Cs

ConversationsCollaborationContent

Social media is:

We adopt the following model:

SOCIAL MEDIA IN PRACTICE

Rachel'sWe are responsible for managing the Facebook community on behalf of Rachel’s, the organic dairy brand.

Since launch, we have consistently grown the community by engaging with the fans, sharing recipes, promotions and seasonal tips.

This has lead to a consistent growth in the number of likes the page has received, translating in to a steady increase in brand awareness.

Branded Facebook tabs featuring recipes and specific promotions provide additional content making sure the fans to return to the page.

Rachel’s reports the activity has resulted in a significant and sustained sales Uplift of 16% year on year.

Stella artois cannes film festival

To help Stella Artois amplify their title sponsorship of the Cannes Film Festival, we are supporting their search for a new film star.

Using a microsite linked to the Stella Artois website, entrants are being asked to upload a video of themselves for the lead role of fictional character Jacques d'Azur.

The winner and his short film will make its premiere as the first show to be shown at this year’s Cannes festival.

Threepipe was tasked with developing a launch strategy, combining social media and blogger outreach. In just the first week of the campaign launch, we have driven over 100,000 consumers to the website.

World of DifferenceWorld of Difference is Vodafone’s flagship corporate responsibilityprogramme, providing funding for people to spend time working for a charity. Vodafone tasked us with launching the campaign.

A dedicated Facebook page was created as the hub for the campaign, with other social media channels (Twitter, university blogs, charity blogs) used to promote awareness of the campaign launch. Post-launch, with 500 winners having been selected, we profiled each winner to maximisegeneral consumer awareness of the initiative

More than 130,000 people joined the World of Difference Facebook community.

11,000 applied for the programme, with 500 chosen for volunteering placements.

SOME TIPS

My advice…Take your time - the hardest one for me as I'm so incredibly impatient, but like anything new, absorb as much as you can and then gently enter the fray when you're more confident in what you're saying / doing

Be you - so simple, but there's no point in adopting a 'persona' that isn't you - I'm interested in what people are saying / sharing, not how they do

it or how they'd like to be 'positioned' - and showcase your personality, robots are boring, 'real' people are great

Learn from mistakes – we’ve all done things that have made us shudder, but the key is trying not to repeat those mistakes

Keep (and absorb) good stuff - so many helpful / useful bits of information are shared everyday, but are forgotten just as quickly - Twitter's 'favourites' button is great for this - go back and read them over again when you have more time

Be disciplined with your time management - it's so easy to spend hours digging and digging because their is no 'bottom' - allocate your time (if you can) and use a client like Hootsuite to schedule your tweets during the day

Yes there’s more…Talk back - its a conversation medium so respond to people who make an effort to talk to you, or at least acknowledge them when you can

Get out there - the best things I've learnt have been over a coffee or a drink with people who know more than me - convert the social introduction made online into a social relationship

Help where you can - I think social media is bringing about a renaissance in 'sharing' - and its great - if you can help someone with a query / question, do just that...it'll help build relationships and your reputation

Pick some areas to 'own' - I remember being told as a kid 'don't just say something for the sake of it' - I think the same applies here, talk about things that you have knowledge about but try and make it about 'value' not 'volume‘

Write yourself some guidelines / a strategy - 'failing to plan is planning to fail' - same goes here, give yourself a bit of structure and it'll focus your energy in the right places

Some useful tools

QUESTIONS (LET’S HOPE THIS WORKS)

© SAP 2009 / Page 26

Three_D is A division of Threepipe

43 Drury Lane

Covent Garden

London

WC2B 5RT

+44 (0) 20 7632 4800

Beth.carroll@threepipe.co.uk

www.twitter.com/beth_carroll

www.threepipe.co.uk

www.its-elementary-watson.com

www.social-collective.com

Thank you.