celebrity endorsement and social media

Social media • strategy • training • amplification • news rooms • social TV

Commercial Good Practice

Celebrity Endorsement

Wednesday 03 October 2012

Hello!

Social Media Strategist

Tiffany St James

@TiffanyStJames

tiffany@stimulationltd.co.uk

Getting it right is difficult…

@TiffanyStJames

Crisis communications

• Have a Crisis Comms

Strategy before you start

• Get your facts straight

• Take responsibility where

it’s due

• Tell people what you are

going to do about it

• Do it

@TiffanyStJames

@TiffanyStJames

The US Airforce model

• Trolls

• Rager

• Misguided

• Unhappy Customer

If you can’t….

@TiffanyStJames

Inform Inspire

Educate Engage

HR

Internal Comms

Business Intelligence

Direct Sales

Public Relations

Customer Service

There are only 6 uses of social media

@TiffanyStJames

@TiffanyStJames

So apply it well

@TiffanyStJames

Essentials

Set objectives Have the right skilled people

Have the right tools Measure and optimise

Research and social data build

Build a database with social profiling

• Social Influence of brand ambassadors

• Identify keywords for SEO and social use

• Facebook insights to understand fans

• Research topic-specific social influencers

• Build social data centre newsroom

@TiffanyStJames

Amplification set-up

• Make digital assets for social seeding

• Build library and dissemination plan

• Set up social platforms and tools

• Provide brand ambassadors with

assets, comms plan, key wording as

well as on-the-day prompts

• Crisis comms process

@TiffanyStJames

Campaign roll out

• Disseminate digital assets

• Proactive blogger outreach

• Proactive social influencer outreach

• Proactive support of Brand Ambassadors

endorsement if applicable

• Amplification of engagement

• Reward audience social engagement

• Continually reward engaged advocates

@TiffanyStJames

Post-campaign analytics and insight

Metrics

• Social media metrics

• Increase from baseline

• Digital asset and campaign engagement

• Visits, traffic, genus. Tracking URLs

• Product interest

Output

• Database of social profiles and engaged

influencers

Insights

• Campaign-driven brand engagement

• Propensity to purchase

• Sales augmentation during campaign

Your metrics will be

defined by your

campaign objectives.

@TiffanyStJames

Let’s keep talking…

Social Media Strategist

Tiffany St James

@TiffanyStJames

tiffany@stimulationltd.co.uk

This presentation is at:

Slideshare.net/TiffanyStJames

Stimulation clients

Government Media

Product Technology

@TiffanyStJames

Thank you

Tiffany St James

tiffany@stimulationltd.co.uk

www.stimulationltd.co.uk TiffanyStJames on:

Twitter, Skype, LinkedIn, SlideShare, Facebook

Social media • strategy • training • amplification • news rooms • social TV

Commercial Good Practice

Celebrity Endorsement

Wednesday 03 October 2012