social media & online pr overview
Post on 22-Feb-2017
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Social Media & Online PR
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Ahmed Hussam
/ahussam
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History
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Twitters defining moment
Jnis Krms - 12:36pm Jan 15th, 2009 - https://twitter.com/jkrums/status/1121915133
https://twitter.com/jkrums/status/1121915133
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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
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Kevin Smith & SouthwestAir
Kevin Smith - 03:52am Feb 14th, 2010 - https://twitter.com/thatkevinsmith/status/9079110598
https://twitter.com/thatkevinsmith/status/9079110598
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Advertising 2.0
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The Burger War
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Tourism
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More Fans
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++
*
*
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Human
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B2B B2C
H2H
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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
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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/
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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/
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MBC & Al Hayat
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Core Conecpts
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DigitalAdvertising
SocialMedia
Content
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10,000
100
10
1
Fans
Views
Engagement
Interested
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Time
Reac
h
Time
Reac
h
Digital Social
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80 / 20
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SM ROINot about ROI its ROE: Customer Satisfaction, Retention & Relations
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Responding
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KitKat vs Oreo
https://twitter.com/Laura_ellenxx/status/311864595558043648
https://twitter.com/Laura_ellenxx/status/311864595558043648
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https://twitter.com/kitkat/status/311864478327255040
https://twitter.com/oreo/status/311970491168600066
https://twitter.com/oreo/status/311970491168600066https://twitter.com/oreo/status/311970491168600066
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NewsJacking
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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
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Gold/White or Blue/Black?
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Gold/White or Blue/Black?
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Gold/White or Blue/Black?
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Gold/White or Blue/Black?
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Creative Viral Examples
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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
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McWhopper!?
UN Peace One Day 21 September 2015 - http://mcwhopper.com/
http://mcwhopper.com/
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Oreo Superbowl 2013
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Oreo Superbowl 2013
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Ezdan Mall Case Study
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https://twitter.com/EzdanMall/status/531439702927478784
instead of
()
https://twitter.com/EzdanMall/status/531439702927478784
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Content
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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?
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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
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Dont Recreate the Wheel
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Hashtags
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#Hashtag Etiquette #Too #Many #Hashtags
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#Hashtag Etiquette Unrelated Hashtags
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#Hashtag Etiquette You #Hashtag Every #Other Word
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#Hashtag Etiquette Facebook Hashtags
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#Hashtag Etiquette The #LongHashtag
Hashtags
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#Hashtag Etiquette #Like4Like #TeamFollowBack
Hashtags
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Tools http://trendsmap.com/ https://ritetag.com/
http://trendsmap.com/https://ritetag.com/
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Influencers
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Engagement
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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
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Platforms StrategyBefore During After
Announcing Generating Buzz Archiving
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Platforms
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Facebook
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Engagement Rate
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Useful Tips
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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
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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
https://www.facebook.com/business/a/page-posting-tips
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Posting Strategy
https://www.facebook.com/business/a/page-posting-tips
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.
https://www.facebook.com/business/a/page-posting-tips
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Posting Strategy
https://www.facebook.com/business/a/page-posting-tips
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.
https://www.facebook.com/business/a/page-posting-tips
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Posting Strategy
https://www.facebook.com/business/a/page-posting-tips
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/page-posting-tips
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https://www.facebook.com/business/a/boost-a-post
https://www.facebook.com/business/a/boost-a-post
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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.
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Creating a Business Page
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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.
http://sproutsocial.com/insights/social-media-image-sizes-guide/
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Page Dimensions
http://sproutsocial.com/insights/social-media-image-sizes-guide/
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.
http://sproutsocial.com/insights/social-media-image-sizes-guide/
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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
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Twitter
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Twitter
Before / After Twitter
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The Limits
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Page Dimensions
http://sproutsocial.com/insights/social-media-image-sizes-guide/
Profile Photo
Square Image recommended 400 x 400 pixels.
Maximum file size 2 MB. JPG, GIF, or PNG.
http://sproutsocial.com/insights/social-media-image-sizes-guide/
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Page Dimensions
http://sproutsocial.com/insights/social-media-image-sizes-guide/
Header Photo
Recommended 1,500 x 500 pixels. Maximum file size of 5 MB. JPG, GIF, or PNG.
http://sproutsocial.com/insights/social-media-image-sizes-guide/
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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
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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
https://media.twitter.com/best-practices
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The DOs and DONTs
https://media.twitter.com/best-practices
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
https://media.twitter.com/best-practices
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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)
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Analytics
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Analytics
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Analytics
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Analytics
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Analytics
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Instgram
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Instagram Family
Instagram
Layout
Hyperlapse
Boomerang
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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
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The Limits Max 30 hashtags 150 characters for Bio ~240 characters per comment
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Page Dimensions
http://sproutsocial.com/insights/social-media-image-sizes-guide/
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.
http://sproutsocial.com/insights/social-media-image-sizes-guide/
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Iconosquare
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YouTube
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Numbers
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Numbers
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One Hour Per Second
http://www.onehourpersecond.com/
http://www.onehourpersecond.com/
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https://www.youtube.com/upload
YouTube Upload
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YTCS Live Streaming
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YTCS Video Manager
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YTCS Channel
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https://www.youtube.com/audiolibrary/music
YTCS Audio Library
https://www.youtube.com/audiolibrary/music
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https://www.youtube.com/editor
YTCS Video Editor
https://www.youtube.com/editor
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Google Plus
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Profile
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Posting
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Pinterest
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http://youtu.be/1QkMOdW0Kyc
http://youtu.be/1QkMOdW0Kyc
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About Pinterest
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Tools
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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/
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http://tweetreach.com/
Tweet Reach
http://tweetreach.com/
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Topsy
http://topsy.com/analytics
http://topsy.com/analytics
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Hootsuite Grader
http://grader.hootsuite.com/
http://grader.hootsuite.com/
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Hootfeed
https://hootsuite.com/hootfeed
https://hootsuite.com/hootfeed
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Strategy
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Situation Analysis
Goals
Strategy
Tactics
Execution
Measure
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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?
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Goals What do we want? Why SM? KPIs
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Strategy How to reach goals? Which Platforms? Audience? Content Pillars? Timing?
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Tactics How to implement strategy? Team? Frequency? Content Plan Editorial Calendar
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Execution Who does what/when? Follow Up? Mistakes?
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Measure KPIs Response rate? Engagement
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Thank YouAhmed HussamE. ahussam@gmail.com 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
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