Social Media & Online PR Overview

Social Media & Online PR

Ahmed Hussam

/ahussam

History

Twitters defining moment

Jnis Krms - 12:36pm Jan 15th, 2009 - https://twitter.com/jkrums/status/1121915133

https://twitter.com/jkrums/status/1121915133

vs.

2010 ABC/NBC/CBS vs MySpace/Facebook/YouTube

Been around for ~60 years10 million views monthly, collectively

Been around for ~6 years250m unique visitors monthly

Kevin Smith & SouthwestAir

Kevin Smith - 03:52am Feb 14th, 2010 - https://twitter.com/thatkevinsmith/status/9079110598

https://twitter.com/thatkevinsmith/status/9079110598

Advertising 2.0

The Burger War

Tourism

More Fans

++

*

*

B2B B2C

H2H

CIA & Wikileaks

https://twitter.com/CIA/status/474971393852182528

https://twitter.com/wikileaks/status/475121451511844864

https://twitter.com/wikileaks/status/475121451511844864https://twitter.com/wikileaks/status/475121451511844864

POTUS (Obama)

https://twitter.com/POTUS/status/600324682190053376

https://twitter.com/POTUS/status/600407380279566336

http://adigitalboom.com/learn-how-to-win-like-obama-social-media/

https://twitter.com/wikileaks/status/475121451511844864https://twitter.com/POTUS/status/600407380279566336http://adigitalboom.com/learn-how-to-win-like-obama-social-media/

John Casson

https://twitter.com/FCOJohnCasson/status/596304817255018496

https://twitter.com/FCOJohnCasson/status/594910354041344000

http://adigitalboom.com/creative-twitter-account-british-ambassador/

https://twitter.com/FCOJohnCasson/status/596304817255018496https://twitter.com/FCOJohnCasson/status/594910354041344000http://adigitalboom.com/creative-twitter-account-british-ambassador/

MBC & Al Hayat

Core Conecpts

DigitalAdvertising

SocialMedia

Content

10,000

100

10

1

Fans

Views

Engagement

Interested

Time

Reac

h

Time

Reac

h

Digital Social

80 / 20

SM ROINot about ROI its ROE: Customer Satisfaction, Retention & Relations

Responding

KitKat vs Oreo

https://twitter.com/Laura_ellenxx/status/311864595558043648

https://twitter.com/Laura_ellenxx/status/311864595558043648

https://twitter.com/kitkat/status/311864478327255040

https://twitter.com/oreo/status/311970491168600066

https://twitter.com/oreo/status/311970491168600066https://twitter.com/oreo/status/311970491168600066

NewsJacking

Heinz

https://www.facebook.com/HeinzEgypt

https://www.facebook.com/video.php?v=735301743184122

https://www.facebook.com/HeinzEgypthttps://www.facebook.com/video.php?v=735301743184122

Gold/White or Blue/Black?

Creative Viral Examples

Chicken Treat

http://www.socialmediatoday.com/social-business/adhutchinson/2015-10-20/australian-company-hands-over-control-their-twitter-profile

http://www.socialmediatoday.com/social-business/adhutchinson/2015-10-20/australian-company-hands-over-control-their-twitter-profile

McWhopper!?

UN Peace One Day 21 September 2015 - http://mcwhopper.com/

http://mcwhopper.com/

Oreo Superbowl 2013

Ezdan Mall Case Study

https://twitter.com/EzdanMall/status/531439702927478784

instead of

()

https://twitter.com/EzdanMall/status/531439702927478784

Content

Provide Value Who are you talking to? Where are they in social/other spaces/places? What are they doing? What do they find interesting/relevant?

Dont Copy Ideas, Steal Them!

http://webdesign.tutsplus.com/articles/concept-and-inspiration-design-theory-for-web-designers--webdesign-2025

http://webdesign.tutsplus.com/articles/concept-and-inspiration-design-theory-for-web-designers--webdesign-2025

Dont Recreate the Wheel

Hashtags

#Hashtag Etiquette #Too #Many #Hashtags

#Hashtag Etiquette Unrelated Hashtags

#Hashtag Etiquette You #Hashtag Every #Other Word

#Hashtag Etiquette Facebook Hashtags

#Hashtag Etiquette The #LongHashtag

Hashtags

#Hashtag Etiquette #Like4Like #TeamFollowBack

Hashtags

Tools http://trendsmap.com/ https://ritetag.com/

http://trendsmap.com/https://ritetag.com/

Influencers

Engagement

Social Media Strategy Targeting the Right Consumer With the Right Content Through the Right Channel At the Right Time

Before / During / After using your product/service

Platforms StrategyBefore During After

Announcing Generating Buzz Archiving

Platforms

Facebook

Engagement Rate

Useful Tips

Posting Strategy

https://blog.bufferapp.com/how-often-post-social-media

Post twice per day, at most

Studies conclude that its best to post to Facebook 5 to 10 times per week, or 1 to 2 times per weekday.

https://blog.bufferapp.com/how-often-post-social-media

Posting Strategy

https://www.facebook.com/business/a/page-posting-tips

Post consistently

Being consistent in the quality and types of posts you create can help people know what kinds of messages to expect from you and how they tie into your business.

A content calendar can help you plan ahead and make sure posts use a similar message each time. You can:

Schedule posts for when most of your audience is online Highlight days for major business events or product news Create targeted messages that tell your story


Posting Strategy


Target your posts

Depending on your goals, you may want to post something that will interest people in specific ages, genders or more.

Here's the easiest way to control who sees a post: At the top of your Page click Settings, then click Post Targeting and

Privacy and check the box Create a new post on your Page When done, select the target icon in the bottom left corner and click Add

Targeting Target based on gender, interests, age, location and more. As you refine

your targeting, you'll see how many people your post could potentially reach.


Posting Strategy


Keep post images and text fresh

The more recent your posts, the more interesting people will find them. To keep your posts interesting:

Post timely content. For example, if an important holiday has just passed, its time to post about the next holiday or event.

Test which posts work best and review their performance. Create different posts with the same objective, but switch the photos and copy.

Respond quickly to comments on your posts to let fans know you're listening to feedback.


Posting Strategy


Boost important posts (ONLY)

The best way to reach people who matter to you when promoting your products or services in your posts is with Boosted Posts.

Simply click Boost at the bottom of an existing or new post that's promotional to:

Increase purchases by taking people to your site with link posts Reach more people through important posts like new product or service

announcements Find new customers by targeting new audiences


https://www.facebook.com/business/a/boost-a-post

https://www.facebook.com/business/a/boost-a-post

Roles Admin

Can manage all aspects of the Page including sending messages and posting as the Page, creating ads, seeing which admin created a post or comment, viewing insights and assigning Page roles.

EditorCan edit the Page, send messages and post as the Page, create ads, see which admin created a post or comment, and view insights.

ModeratorCan respond to and delete comments on the Page, send messages as the Page, see which admin created a post or comment, create ads, and view insights.

AdvertiserCan see which admin created a post or comment, create ads and view insights.

AnalystCan see which admin created a post or comment and view insights.

Creating a Business Page

Page Dimensions

http://sproutsocial.com/insights/social-media-image-sizes-guide/

Profile Picture

Must be at least 180 x 180 pixels. Photo will appear on page as 160 x 160

pixels on desktop, 140 x 140 on smartphones, and 50 x 50 on most feature phones.

Profile pictures are located 16 pixels from the left and 176 pixels from the top of your cover photo on desktop.

Profile pictures are located 24 pixels from the left, 24 pixels from the bottom and 196 pixels from the top of your cover photo on smartphones.

Photo thumbnail will appear throughout Facebook at 32 x 32 pixels.


Page Dimensions


Cover Photo

Appear on page at 851 x 315 pixels. Anything less will be stretched.

Minimum size of 399 x 150 pixels. Displays at 851 x 315 pixels on desktop and 640 x 360 pixels on smartphones.

Doesnt display on feature phones. For best results, upload an sRGB JPG file

less than 100 KB. Images with a logo or text may be best

as a PNG file.


Tagged you in a post

Mentioned you in a post / Shared your post / Like page

Liked your video / photo / post / link

Commented on your photo / post / status

Twitter

Twitter

Before / After Twitter

The Limits

Page Dimensions


Profile Photo

Square Image recommended 400 x 400 pixels.

Maximum file size 2 MB. JPG, GIF, or PNG.


Page Dimensions


Header Photo

Recommended 1,500 x 500 pixels. Maximum file size of 5 MB. JPG, GIF, or PNG.


The BasicsFor mentions and replies@username + your message@

# The Hashtag - helps you group and filter all discussions relevant to a specific event

RT Repeating someone elses tweet to amplify its effect, to give them credit use:RT @username = I respect you and your message

D Sends someone a private messageD username + your messagevia Retweet via @OriginalPosterName

RT @first via @last

The DOs and DONTs

https://media.twitter.com/best-practices

Send your tweets at the right time of day. If it isnt seen within 5min its probably lost. Repost important messages at different times, but be creative in doing slight changes. Tweet between min 1 and max 6 times per day.

Do


The DOs and DONTs


START your message with the @ symbol unless you ONLY want people following both you and the person after the @ symbol.

Use Twitter to push ads or brand messaging. Just Tweet but also follow others to join in or start a conversation. Bulk-Post, It drives people crazy when you don't post for a few hours, then post 9 times

in a row. If they do that a lot, they will unfollow. Just retweet, post links and post quotes!!

Dont


Tips Click on the Timestamp to get the link to the permanent URL for an individual tweet. The best tweet times are on weekdays (Except Thursday) between 9am and 3pm If you put hashtags in your bio, people will be able to find you better when they

perform searches. You can request a life archive, Twitter has a hack for that. Click the gear icon, then

Settings. Go to the bottom and click Request your archive. Youll get an email when its ready.

You can use up to 4 photos (they automatically turn into a collage) Tag people in your tweet (it does not count against your 140 characters)

Analytics

Instgram

Instagram Family

Instagram

Layout

Hyperlapse

Boomerang

Strategy Create mini-blog posts Take tons of photos Use natural light Golden Ratio / Rule of thirds On the road / Behind the scenes / Sneak peaks Repost Post 1 to 2 times per day

The Limits Max 30 hashtags 150 characters for Bio ~240 characters per comment

Page Dimensions


Photo Size

The size of Instagram images has been increased to 1080 x 1080 pixels.

Instagram still scales these photos down to 612 x 612 pixels.

Appear in feed at 510 x 510 pixels. Smaller featured header images appear

as 204 x 204 pixels, and larger featured header images appear as 409 x 409 pixels.


Iconosquare

YouTube

Numbers

One Hour Per Second

http://www.onehourpersecond.com/

http://www.onehourpersecond.com/

https://www.youtube.com/upload

YouTube Upload

YTCS Live Streaming

YTCS Video Manager

YTCS Channel

https://www.youtube.com/audiolibrary/music

YTCS Audio Library

https://www.youtube.com/audiolibrary/music

https://www.youtube.com/editor

YTCS Video Editor

https://www.youtube.com/editor

Google Plus

Profile

Posting

http://youtu.be/1QkMOdW0Kyc

http://youtu.be/1QkMOdW0Kyc

About Pinterest

Fake Followers The account has a following : followers ratio of 50:1 or more.

This means the profile is following 50 accounts while only being followed by one

More than 30% of all tweets use spam phrases, such as diet, make money, and work from home

The same tweets are repeated more than three times, even when posted to different accounts

More than 90% of the accounts tweets are retweets More than 90% of the accounts tweets are links The account has never tweeted The account is more than two months old and still has a

default profile image The user didnt fill in neither bio nor location and, at the same

time, is following more than 100 accounts The account has posted less than 3 tweets The last tweet is more than 90 days old

http://www.socialbakers.com/twitter/fakefollowercheck/

http://www.socialbakers.com/twitter/fakefollowercheck/

http://tweetreach.com/

Tweet Reach

http://tweetreach.com/

Topsy

http://topsy.com/analytics

http://topsy.com/analytics

Hootsuite Grader

http://grader.hootsuite.com/

http://grader.hootsuite.com/

Hootfeed

https://hootsuite.com/hootfeed

https://hootsuite.com/hootfeed

Strategy

Situation Analysis

Goals

Strategy

Tactics

Execution

Measure

Situation Analysis Where are we now? Customer Insights

Audience? Why am I targeting them? Market industry? Services?

Competition? Audience? Do they have SM? Numbers? Performance? Frequency?

Goals What do we want? Why SM? KPIs

Strategy How to reach goals? Which Platforms? Audience? Content Pillars? Timing?

Tactics How to implement strategy? Team? Frequency? Content Plan Editorial Calendar

Execution Who does what/when? Follow Up? Mistakes?

Measure KPIs Response rate? Engagement

Thank YouAhmed HussamE. [email protected] M. +2 010 0634 0436

Social Media & Online PRSlide Number 2HistorySlide Number 4Twitters defining momentSlide Number 6Kevin Smith & SouthwestAirAdvertising 2.0Slide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16Slide Number 17The Burger WarSlide Number 19TourismMore FansSlide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27HumanSlide Number 29CIA & WikileaksPOTUS (Obama)John CassonMBC & Al HayatCore ConecptsSlide Number 35Slide Number 36Slide Number 37Slide Number 38Slide Number 3980 / 20SM ROISlide Number 42Slide Number 43Slide Number 44Slide Number 45RespondingKitKat vs OreoSlide Number 48NewsJackingHeinzGold/White or Blue/Black?Gold/White or Blue/Black?Gold/White or Blue/Black?Gold/White or Blue/Black?Creative Viral ExamplesChicken TreatMcWhopper!?Slide Number 58Slide Number 59Oreo Superbowl 2013Oreo Superbowl 2013Ezdan Mall Case StudySlide Number 63Slide Number 64Slide Number 65Slide Number 66Slide Number 67Slide Number 68ContentSlide Number 70Slide Number 71Provide ValueDont Copy Ideas, Steal Them!Dont Recreate the WheelHashtags#Hashtag Etiquette #Hashtag Etiquette #Hashtag Etiquette #Hashtag Etiquette #Hashtag Etiquette #Hashtag Etiquette ToolsInfluencersSlide Number 84Slide Number 85EngagementSlide Number 87Slide Number 88Slide Number 89Slide Number 90Social Media StrategySlide Number 92Platforms StrategyPlatformsSlide Number 95FacebookSlide Number 97Engagement RateUseful TipsPosting StrategyPosting StrategyPosting StrategyPosting StrategyPosting StrategySlide Number 105RolesCreating a Business PageSlide Number 108Page DimensionsPage DimensionsSlide Number 111Slide Number 112Slide Number 113Slide Number 114Slide Number 115Slide Number 116Slide Number 117TwitterBefore / After TwitterThe LimitsPage DimensionsPage DimensionsThe BasicsThe DOs and DONTsThe DOs and DONTsTipsAnalyticsAnalyticsAnalyticsAnalyticsAnalyticsInstgramInstagram FamilyStrategyThe LimitsPage DimensionsIconosquareYouTubeNumbersNumbersSlide Number 141YouTube UploadYTCS Live StreamingYTCS Video ManagerYTCS ChannelYTCS Audio LibraryYTCS Video EditorGoogle PlusProfilePostingPinterestSlide Number 152About PinterestToolsFake FollowersTweet ReachTopsyHootsuite GraderHootfeedStrategySlide Number 161Situation AnalysisGoalsStrategyTacticsExecutionMeasureThank You

Social Media & Online PR Overview

Social Media

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