social media - what's in it for us?
DESCRIPTION
Rick Guttridge, Smoking Gun PR North West Regional Group: Social media - what's in it for us? www.charitycomms.org.uk/eventsTRANSCRIPT
10 July 2013
#ccnorthwest
StorytellingBRAND
JOURNALISM
http://www.smokinggunpr.co.ukFriday, 12 July 13
My aim today...• Share some of our
practical social media know-how
• Put social media into perspective in your marcomms mix
• Give you some tip-top takeaway tips
• Answer as many questions as I can
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I’m not a digital social media expert, ninja, maven, guru, mechanic or whatever the ahead of the curve crew are calling themselves today!
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I do offer comms advice to...
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Why use social media?
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New technology has changed the face of marketing communications forever
Impacts on how we plan, research, outreach and measure
BUT digital is just a strand of channels
The world has digitised
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Customer attraction Customer retention Customer ambassadors
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http://www.youtube.com/watch?v=t-JVXjGc_Aw
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To stand out amongst the noise, you need a strategic approach and a compelling narrative.
A ‘brand journalism’ led approach...
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STORY TELLING THAT WORKS
STRATEGY
IMPLEMENTATION
EVALUATION
smok inggunpr.co.uk smok inggunpr
0161 839 1986
NO AVEsWEB TRAFFICBUSINESS IMPACT
LINKBUILDING
REPUTATIONRATINGS
STAKEHOLDERAWARENESS
MESSAGEDELIVERY
SPOKESPERSONPENETRATION
SHARE OF VOICE
DEVELOPMENT
MEDIA RELATIONSSOCIAL MEDIA
VIDEO PRODUCTION
DIGITAL MARKETING
DESIGN AND BUILD
ISSUES MANAGEMENT
EVENTSCLIENT TRAINING
PLANNING INSIGHT
OBJECTIVES
MEDIA CHANNELS
THE MARKET
CLIENT
THEBRIEF
AUDIENCE SEGMENTATION AGREE KEY MESSAGES
ANALYSING THE COMPETITION
It’s what we do....!
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Social media process
• Social media audit and strategy document drafted• Tone of voice development• Content calendar and blog plan
• Crisis and issues management protocol agreed
• Social media listening tools set-up
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Strategy
What are your business objectives?
How does your marketing and comms plan support this?
How do you want SM to integrate?
Think beyond marketing
customer service
sales
Secure exec buy in
Create your social media policy
Insight gathering
formulate strategy
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social media marketing support
Editorial calendar
Tone of voice
Influencer ID &
outreach
Content outreach& seedingEvaluation
& measurement
Rep’ mngmt
Content creation inc
SEO keywords
User guidelines
Keyword &competitor
tracking
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select tools to increase your effectiveness
Identification / planning
Management Tracking / evaluationKey channels
Key tools
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Recommended routes
channel / role
Awareness
Engagement
Advocacy
SEO
Decision
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Campaign evaluation
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Measuring success
34% of B2B marketers said they were not measuring social success at all versus just 10% of B2C respondents.
Set KPI’s v objectives like any other medium
Online data is highly measurable and accountable
Think beyond value - reach, tone, engagement, quality, followers, retweets, @ conversations, number of recommendations, downloads, web conversion etc
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EvaluationAgree key KPI’s (and key messages) prior to commencement but here is a flavour of the areas to look at:
Volume of conversations/ brand mentions on and offline
Quality of online conversation & sentiment i.e. positive/negative tone
Social media engagement: no of comments/ RT’s, Wall posts etc
Volume of Followers/Likes in target demographics & regions
Website traffic from social channels
Increased awareness of brand among key stake-holders (anecdotal measure).
2%+ engagement ratio on Facebook
Positive / negative comments ratio on videos
Volume of output
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Current trends
• Vine: 7 second video loops (Twitter)• https://vine.co/v/hW1bKa6L9VH/embed
• Instagram video: 15 seconds with filters (Facebook)
• # tag spread
• Rise of Google+
• Facebook users drop
• Curation tools: Storify. Paper.li, Vizify
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Only 1 in 5 charities & voluntary organisations
regularly shares images or video on theur social channels
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http://www.youtube.com/watch?v=2_M0SDk3ZaM
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Top tips
• Social media is SOCIAL
• Share - knowledge, advice, images, video
• Converse - join the conversation
• Reward loyalty/advocacy
• Be open/transparent
• Pay it forwards - don’t just sell
• Experiment - measure and learn
• Keep your website as your digital hub
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free tools & resources
mashable.com
allfacebook.com
alltwitter.com
econsultancy.com
https://support.twitter.com/groups/31-twitter-basics
http://mashable.com/2011/07/13/youtube-videos-causes/#gallery/best-youtube-videos-social-good/50bdf3c297b2f835bd005b73
smokinggunpr.co.uk/blog
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Working examples
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Public awareness campaign for the Welsh Assembly Government which garnered targeted media coverage and online conversation across Wales and internationally!
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integrated campaigns
www.butlerscheeses.co.uk Facebook.com/ButlersCheese Twitter.com/ButlersCheese
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• Over 3 million Facebook impressions
• 10k votes
• 7k Page likes generating avg 52% engagement ratio!
• 60 votes
• 1 Global ambassador
• 72% uplift in web traffic
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Appendix
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For PR managers who want their campaigns to stand out,
Smoking Gun is the most ingenious PR company in the north - famous for
solving PR problems in the most inventive and unique ways
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ingenuity creates brilliance
•National Golden Hedgehogs 2013 winners: Small Agency & Consumer Campaign
•Five CIPR PRide awards in 2012 inc Gold for Consumer Relations
•National Fresh PR Awards 2012 winners: Social Networking Campaign and Freshest Small Consultancy
•Winner of national Somecomms Best Low Budget Social Media campaign 2011
Ingenious client campaigns rewarded
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•We’re committed to giving something back to both the sector and the community
•Our Director’s volunteer their time to support and mentor the next generation of communicators at Manchester Metropolitan University
•The business also donates 1% of profit to charitable causes each year. The current beneficiary is the Starlight Children’s Unit at Wythenshawe Hospital. This Unit provides vital care for sick children but often flies under the radar of better known local charities
A partner with a conscience
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Strategy Implementation Evaluation
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