cipr freshly squeezed session - social media basics
TRANSCRIPT
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
Email Lists, Website & Audience
Assets
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
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