cipr freshly squeezed session - social media basics

How to ‘Facebook’ & ‘Tweet’ for a living

CIPR – Freshly Squeezed

September 27, 2011

About me

About me

born in PR…

founded by journalists, run by digerati

track record of integrated campaigns

addicted to the media – traditional &

social

strong measurement focus

Industry innovators in augmented

reality, sentiment analysis & mobile

applications

…grown up online…

Who we work with

Intro and network stats

Strategic approach

Best practice and tips

Questions

Agenda

Exactly what is PR?

“Public relations is the discipline which looks after reputation, with the aim of earning understanding, support and influencing

opinion and behaviour”- Chartered Institute of Public Relations

reputation

PR in the old days

reputation

PR 2.0

PR 2.0 IS ALL ABOUT ENGAGEMENT

Social networks have changed the game...

More than 800 million active

users

People spend over 700 billion

minutes per month on Facebook

More than 30 billion pieces of

content shared each month

Every time someone uses a

computer 30% of them go to

Facebook (via Comscore)

460,000 new accounts

created per day over the last

month

1 billion Tweets sent every

week

182% increase in number of

mobile users over the past

year.

100 million members

worldwide

Used by 69 of the Fortune 100

companies

Over 1 million company

pages exist on LinkedIn

25 million members

worldwide

Brand pages on the way

Dubbed as the main Facebook

competitor

New kid on the block (well

kind of)

60% of marketers plan to take money away from traditional marketing and spend it on interactive instead

Follow the Money = Digital

For Progress Software Internal Use Only

Introduction to Social Media

What is social media marketing?

Peter Kim, Forrester Analyst:"Interaction between a company and individual via [digital] delivery channels, intended to share commercial content that will lead to a sale and/or be passed along to others."

about us

Our approach to social

Social Media Fundamentals

Spread efforts across channels to build momentum

Use a model that flows traffic, subscribers, links and influence to a central hub. Use spokes as outposts – or channels of distribution.

Company Blog/web

site

Twitter

Facebook

Email Lists, Website & Audience

Assets

LinkedIn

Trade press

PR 2.0 IS ALL ABOUT MEASUREMENT

how do we measure success?

LSCORE

Volume KPIs

Depth KPIs

Sentiment KPIs

Engagement KPIs

Conversion KPIs

Our approach to social

Finding your influencers

Key influencer

Persuasion

Credibility Exposure

Reach

Tastemakers• Creating the message

Opinion formers• Selling the message

Experts/gurus• Give credibility

Celebrity• Hype merchants

Social ringleaders• Spreading the word

Types of influencers

Our approach to social

Optimise and integrate

Our approach to social

Case Study

Case Study

Case Study

Executing social media

Strategy:

grew Facebook community by in 4 months

generate rich, varied content on multiple channels

develop Facebook application in run-up to competition

provide live Twitter commentary on major games

averaged 30,000 daily Facebook users

62,000 online jerseys created via Facebook app

2010 FIBA World Championships: grow social communities/web traffic

92,000

Results:

Tips and best practiceblog.lewispr.com

Summary

Understand your audience and their hangouts

Set clear business related objectives

Keep your finger on the pulse

Get your head round numbers and analytics

Don’t forget to have fun (and don’t be a dick)

@EbA

Eb Adeyeri

Eb ‘Wole’ Adeyeri

Any questions