mastering social media for pr campaigns

SOCIAL MEDIA MASTERING

FOR PR CAMPAIGNS

PresentedbyTeriCooper,FounderatScootCommunicationstoSwinburneUniversityPublicRelationsStudentsApril2016

©www.scootcommunications.com.au

IN THE PACK…

UsingsocialmediaeffectivelyinPRcampaigns.

Thesocialmediatoolkit.Theimportanceofplanning.

Whysocialmediastrategiesneedtobeoutcomes-drivenandmeasurable.

Whatworks,andstuffyoushouldneverdo.


“Therealfactofthematteristhatnobodyreadsads.Peoplereadwhatintereststhem,andsometimes

it'sanad.”— HowardLuckGossage©www.scootcommunications.com.au

What’s the number one reason for businesses

and social enterprises to use social media?


To drive traffic to your website.

Any ideas why?


Your website is your number 1 piece of online real

estate because you own it and can control everything about it.

You don’t own your social media channels (Zuckerberg and his cohort do) which means you don’t control

them – they do!


“Using social media to grow your business without a website, is like leaving your car at a skate park every night with the doors open and a box of spray cans on the roof … You’ll still be able to drive it, but as for how it’ll look when you return – that’s anybody’s guess!”—@tezzacoops


OTHER BENEFITS OF SOCIAL MEDIAAudience growthBrand recognition

Promoting an event, sale or milestoneCustomer service / relationship-building

Generating sales and leadsBoosting SEO / linkability

RecruitmentThought leadership

Media attentionCrisis management

Promoting trust and approachability©www.scootcommunications.com.au

Storytelling wasn’t

invented by

Mark Zuckerberg.

(Obvious, right!)


1. Define your goals (broad) and objectives (specific)

2. Identify target audience and channels3. Content strategy 4. Allocate your budget5. Develop content calendar 6. Collaboration tools (Slack, Trello etc)7. Measurement / analytics

SOCIAL MEDIA TOOLKIT


A detailed, regularly updated content calendar is a must-have for

PR and marketing professionals.


HOOTSUITE DASHBOARD


#socialmedia#epic#fails


Where was the

strategy?


CASE STUDY

THE RAPHA WOMEN’S 100CAMPAIGN


PurposeToencouragewomenacrosstheworldtosignuptocycle100kminasingleday(target>8,000)andraisetheprofileofwomen’scycling.Afreeevent.

ProductNone,focuswasPRtodriveregistrations.Ridersreceiveddiscountonpurchasesandacommemorativewovenroundeloncompletion.

StrategyBrandanduser-generatedsocialmedia(#womens100)>AmbassadorPR>eDMs >presscoverage>localwomen’sridesinallregionsglobally.


TheofficialWomen’s100infographicshowedthesuccessanduniquestatsgeneratedbytheevent.

WidelysharedonsocialmediabyRapharegionsandridersalike(whowereallsentacopy).

Ridersalsoreceiveda#womens100roundel(seenasacollector’sitem)– alsowidelysharedonsocialmedia.


OUTCOMES§ 8,200ridersin58countriesworldwide§ 36ridesacrossAust/NZ§ Hugesocialmediaengagementwith11Kposts

to#womens100acrossFacebook,TwitterandInstagram

§ PressarticlesinBikeradar &SBSCyclingCentral§ Spikeinsalesofwomen’sproductsacrossall

regions§ Women’sridesnowpermanentfixtureinmany

newlocations ©www.scootcommunications.com.au

KEYTAKEAWAYS#1.Goodstorytellingiscrucialtocreateanemotionalconnectionwithyouraudience.#2.Socialmedia’sroleistodrivetraffictoyourwebsiteandbuildengagementwithaudiences.#3.Includerisksinyourstrategy,notjustbenefits.#4.Berealisticabouthowyouraudienceperceivesyouandplanyourcampaignaccordingly–especiallywithhashtagmarketing.#5.Contentcalendarsarethebesttoolinthekit.#6.Eventhoughit’sboring,learnhowtouseanalytics!


ThanksamillionJGotanyquestions?


mastering social media for pr campaigns

Social Media