Social media - what's in it for us?

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10 July 2013 #ccnorthwest Storytelling BRAND JOURNALISM http://www.smokinggunpr.co.uk Friday, 12 July 13

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Rick Guttridge, Smoking Gun PR North West Regional Group: Social media - what's in it for us? www.charitycomms.org.uk/events

Transcript of Social media - what's in it for us?

Page 1: Social media - what's in it for us?

10 July 2013

#ccnorthwest

StorytellingBRAND

JOURNALISM

http://www.smokinggunpr.co.ukFriday, 12 July 13

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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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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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[email protected]

Strategy Implementation Evaluation

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