the social web - embracing social & digital pr in b2b - dean rusell, lewis pulse

Taking the

leap:

Social

media and

B2B

Award-winning

digital communications

Core skills in content,

community and optimisation

Wholly-owned international

network of 25 offices

Over 500 staff, fast growing,

employee-owned

PUBLIC RELATIONS

• Media relations

• Media training

• Corporate communications

• Speaker and award programmes

• Events

DIGITAL MARKETING

• Social media marketing

• Web development

• Design and production

• SEO and SEM

• Branding

CONTENT

• Creative direction

• Editorial strategy

• Blog Management

• eBooks / Whitepapers

• Digital magazines

500

About LEWIS

Global campaigns

4

Question #1.

Do you think social media is important for B2B?

Yes or No

BDMs are significantly more active in social media

0%

10%

20%

30%

40%

50%

60%

70%

80%

Watched a video clip

Used Webmail

Used internetbanking

Purchased a productonline

Reviewed a productor brand online

Managed socialnetwork profile

Uploaded photosonline

Used InstantMessenger

Posted on aforum/BBS

Used online officeapplications

Commented on astory

Bought an offer on agroup

Asked or answereda question on a Q/A

service

Written your ownblog

Uploaded a videoonline

Edited/managedown website

Used amicroblogging

service

Used VOIP/onlinephone

Used a socialbookmark service

Written a newsstory/article

Subscribed to anRSS feed

Used an aggregator

Decision Maker

Senior Decision Maker

Average Internet User• Firstly, they are much more active online

and are more likely to undertake all of the

various internet activities.

• Both senior and non-senior decision

makers are far more likely to be uploading

photos online, comment on stories, use

Q&A services, managed their own

websites, upload a video, use microblogs,

etc.

• In short, business decision makers at the

global level are much more likely to be

content creators and therefore, influencers

online.

• These activities, however, can vary largely

by market, and these differences in

behaviour need to be taken into account.

Which of the following have you done online in the past month? (% segment penetration of each activity; Wave 5 June 2011)

Online Activities > Global > Wave 5 (June 2011)

CONVERSATIONS C RETWEETS

INFLUENCER REVIEWS

5/21/2014 10

SHAMELESS PLUG…

Define your landscape

FLOODED – NOT WORTH DOING

SPACE – OPPORTUNITY TO EXPLORE

GROUNDED – MAINSTREAM BUT CAN GROW A PRESENCE

BLUE SKY – THE NEXT BIG THING Scale of

Opportunity

e.g. use of Vine or Instagram videos for online promotion campaigns to support existing photography.

e.g. Facebook could be used to promote Remarkable customer stories.

e.g. Starbucks ‘owns’ Foursquare so developing a specific campaign for this channel would need careful consideration.

e.g. Flipboard is growing in popularity and may be worth reviewing as a potential ‘Owned’ platform for ‘Enlightened’ communications .

What’s your purpose?

UNIFIED ENLIGHTENED

TACTILE REMARKABLE

Shared

beliefs

Product

focus

Consistent

Brand

insight

Thinking bigger

Global reach, local impact

Press releases

Social media

influencers

Multimedia

Media

exclusives

Spokespeople

Visual materials

Face to face

interviews

Brand journalism

Broadcast and print

Social media SMS

Mobile &

community

management

Coordinating the activity

Local Market

Local Market

Local Market

Local Market

Local Market

Hub: Strategy, messaging and coordination

Content & Ideas

Content & Ideas

Content & Ideas

Content & Ideas

Content & Ideas

Planning the story is an integrated activity

18

Question #2.

Do you use insights from social media to inform

business decisions?

Yes or No

Process for multi-national brands

Central

coordination

team

THE HUB

Central role:

• Central updates

• Messaging

• Coordination

• Reporting

• Social media activities

Regions role:

• Counsel on local media

needs/relevant stories

• Launch and campaign

delivery

• Share approved content with

markets

• Feed back updates

to HQ

• Central report/evaluation

Joint role:

• Coherent communications

strategy and counsel

Countries

Country-based

projects

Getting to sleep at night

22

Keeping track of it all

Create individual account-

specific dashboards per

account. Creating bespoke

alerts, monitoring and reports

4000 key global

influencers from

across core LEWIS

sectors and

mainstream

publications

NETVIBES CENTRAL

DASHBOARD

RELATIONSHIP

Identify the conversations

that count

Identify who we need

to track

Sense check using

LEWIS industry experts

LMARKETING

LNEWBIZ

LDEMO

21 x CLIENT

Question #3.

If you had to choose just one, where would you focus

your budget in 2015?

PR OR Marketing OR Digital (web & email) OR Social

Media

Integrating brand awareness and sales

Media

Social

media

Website

Search

Influencers

Driving sales

• Downloads

• Cross-selling

• Community referrals

• Reviews

Brand awareness

• Share of voice

• Promotion

• Message adoption

• Influencer reaction

Creative

campaigns

Viral

Community

Thought leadership

Driving downloads

Community awareness

Ongoing

communications

Rapid Response

Features

News releases

Case studies

Briefings

Takeaways

Get your story right

Find the right influencers

Don’t work in silos

Thank you. Any

questions