Social media for PR & comms
Why we have to take social media seriously and how to choose your channels
Drew Benvie, Battenhall
@drewb
@battenhall @drewb @battenhall @drewb
@drewb @battenhall
APPLYING SOCIAL MEDIA
• Manage the media & influencers
• Build brand and sales
• Create advocates
• Profile-building
• Reputation management
• Crisis communications
• Executive coaching Source: Battenhall September 2015!
@drewb @battenhall
TWITTER AND THE FTSE100
We started tracking the FTSE 100 in April 2013
18 months of data and our second annual report – battenhall.net/ftse100
@drewb @battenhall
KEY STATS • Companies have improved their use of Twitter for corporate
communications, customer service, consumer activation and recruitment across the board
• More verified Twitter accounts, higher following, and fewer inactive and unclaimed brands
• However, 63% of companies are between awful and average
• Top performers: Burberry, ITV, Marks & Spencer and Sainsbury’s
• Worst performers: GlencoreXstrata, Prudential, BHP Billiton and CRH
@drewb @battenhall
SOCIAL MEDIA INFLUENCERS • The role of social media influencers in
audience & stakeholder engagement
• Influencers now have as large and influential audience as the media or as you and your brand
• Building and protecting reputations is all about social influencer engagement
@drewb @battenhall
GETTING FIT FOR SOCIAL MEDIA Applying social media to PR & communications: what you should do next:
1. Audit your audience
2. New rules of engagement
3. Track conversations on social
4. Experiment in messaging and mobile
5. Innovate 1:9:90
@drewb @battenhall
INNOVATIONS VS MAINSTREAM “teen social media use dictates future trends across all demographics”
Piper Jaffray, state of the internet report