Smoking Gun PR: an introduction to social media for business
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Transcript of Smoking Gun PR: an introduction to social media for business
7 February 2013
A����������� ������������������ basic����������� ������������������ introduction����������� ������������������ to����������� ������������������ social����������� ������������������ media����������� ������������������ for����������� ������������������ the����������� ������������������ BUsiness����������� ������������������ Show
http://www.smokinggunpr.co.uk
Thursday, 7 February 13
Thursday, 7 February 13
WARNING!!!
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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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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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
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creating ingenious campaigns for...
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ingenuity creates brilliance
Currently shortlisted for three awards: two team & one Consumer PR
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
Shortlisted for How-Do Social Media Agency of the year 2012
Finalist for Two CIPR awards including Best Social Media Campaign 2011
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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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what is social media?
http://www.youtube.com/watch?v=TXD-Uqx6_Wk
Thursday, 7 February 13
what is social media?
http://www.youtube.com/watch?v=TXD-Uqx6_Wk
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"Social media is like teen sex, everyone wants to do it. No one
actually knows how. When finally done, there is surprise
it's not better."
To avoid disappointment, be realistic on time spent v resultsAlign all social strategy
to your overall business goals and marketing / digital plansGenerate great content
that is useful and SHAREABLE
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Why bother?
Do you strive for:
greater share of voice in your industry
platform to show expertise
Another route to media relations
To give your business personality
Reputation management
SEO - what does google say about you
Brand loyalty
Attract and retain customers and staff
Find business partners
Improved customer service
Drive web traffic
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95% of new media users believe companies should
have a presence on Twitter
(Tealeaf&Cone)
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the Puffer fish effect
http://en.wikipedia.org/wiki/Digital_footprint
Personal & corporate
Big data
Insights
Traceability
Transparency
Thought leadership
Great leveller - Puffer Fish effect
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channel selection
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social media marketing considerations
Editorial calendar
Tone of voice
Influencer ID &
outreach
Content outreach& seeding
Evaluation&
measurement
Rep’ mngmt
Content creation inc
SEO keywords
User guidelines
Keyword &
competitortracking
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select tools to increase your effectiveness
Identification / planning
Management Tracking / evaluationKey channels
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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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who will own it?
60% of B2B firms have no staff dedicated to social media compared with 54% of B2C players
Empty blogs and dead twitter feeds are no use
Don’t make it your interns job!!!
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The secret ingredient of social media
Thursday, 7 February 13
The secret ingredient of social media
Ssssssssssshhhhhhhhhhhhhhhhhh!
Thursday, 7 February 13
The secret ingredient of social media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
Thursday, 7 February 13
The secret ingredient of social media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
To fuel evocative content...
Thursday, 7 February 13
The secret ingredient of social media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
To fuel evocative content...
Distributed in the right way, at the right time to the right people...
Thursday, 7 February 13
The secret ingredient of social media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
To fuel evocative content...
Distributed in the right way, at the right time to the right people...
Bringing you closer with more knowledge of your target audiences than ever before...
Thursday, 7 February 13
The secret ingredient of social media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
To fuel evocative content...
Distributed in the right way, at the right time to the right people...
Bringing you closer with more knowledge of your target audiences than ever before...
With a snapshot of what your audiences are thinking and doing
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what to write..
Create an editorial schedule
Build in your current stories, events, trade shows etc
Plan ahead - key industry calendar, announcements, budgets
Eyes and ears open - what relevant stories are in the wider media / Corrie
NB don’t just post every story in ALL channels
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Practical tips..
Set up listening tools: Google Alerts, Social Mention, How Sociable
Account set up: 4Square, Facebook & pages, Twitter, Linkedin
Set up social media dashboard: Hootsuite/Sprout Social
Finding influencers: Twitter lists, Klout, Peer Index, #ff, journalisttweets.com/,
Editorial schedule planning - little and often - varied times, repeat great content
Don’t be too automated - human touch essential
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Use listening tools to help you evaluate
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Thursday, 7 February 13
what if it goes wrong?
Be prepared for negativity given your sector
Be open, transparent and honest
Quick response - even if it’s a holding statement
Clear lines of responsibility
Act don’t ignore
Don’t just delete
Remember HMV, Nestle, Habitat etc etc!!
An unanswered customer comment is like hanging up the phone on a customer, with the world watching!
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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
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one size does not fit all
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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 etc
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Evaluation
Agree 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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free tools & resources
mashable.com
allfacebook.com
alltwitter.com
econsultancy.com
https://support.twitter.com/groups/31-twitter-basics
smokinggunpr.co.uk/blog
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two practical guides
1. Twitter
2. Linkedin
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twitter’s just for celebrities
Wrong!
Editors & writers from the FT, Building magazine, EN magazine, NW Businesses Insider, Thebusinessdesk.com, MEN business, The Architect's Journal, Building Design, New Civil Engineer and Construction News, PCmag.com
Quality NOt quantity
Deeper, more meaningful relations
Drive web/blog visits
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all ears (as well as eyes and mobiles)
Listen and you will find reward!
People share links to research/blog posts/podcasts etc
Use Twitter search to find relevant people
Attending a conference/exhibition - chances are there will be a # tag (official or otherwise) so join in the action remotely
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Twitter feed drives trade media coverage
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great examples
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http://blog.linkedin.com/2008/06/30/post-4/
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34
http://blog.linkedin.com/2008/06/30/post-4/
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why use it?
open doors for new business
avoid email fatigue
SEO benefit
increase company profile
enhance reputation
conduct research
position yourselves as thought leaders
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what’s new?
enhanced inbox inc ability to delete and carry out bulk actions
start discussions in Groups
receive email updates from your Groups
see the ‘top influencers’ in each group
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Thursday, 7 February 13
the basicsyour profile is highly visible on Google
complete your profile
use the same key words you optimise your site for
have a credible business like picture
personalise your URL (edit public settings)
give recommendations
seek recommendations
create a company profile
remember - people on there WANT TO CONNECT
make your updates relevant to your potential clients
Add to your smart phone
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Thursday, 7 February 13
10 top tips
1. join relevant groups & discussions
2. enhance SEO by editing web links in ‘Other’ section (NB Public profile setting on Full)
3. give information /expertise freely
4. run searches by job title - connect
5. control what, if anything, others see when you view their profile
6. check who’s following the company profile/your profile regularly
7. Look up clients before pitches or making new business calls - get the inside track
8. add apps ie presentations via Slideshare (B2B specifically)
9. check your connections own connections
10. check your rivals connections
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Rick����������� ������������������ Guttridge����������� ������������������
0161����������� ������������������ 839����������� ������������������ 1986����������� ������������������
rick(at)smokinggunpr.co.uk
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