Planning a Social Media PR Campaign Rebecca Storey, Sutton PR

Rebecca Storey, Account Manager & Digital Strategist @Sutton_PR | @BecStorey

Traditional PR / Online PR

• Deadlines• Control from PR• Trained journalists• Audience are a known

quantity• Broad audience

• Flexible deadlines• Less control, more

suggestion• User-generated content• Unknown audience• Niches audiences

Rebecca Storey, Account Manager & Digital Strategist @Sutton_PR | @BecStorey

Questions to ask

1. What do you want to gain from social media?2. What can you gain that you can’t from traditional media?3. What platforms will work best for your goals?4. What content can you generate?5. What restrictions will you have?6. Will there be an opportunity to place exclusive content?7. Will you be able to offer incentives?8. What will success look like?9. How will you measure success?

Rebecca Storey, Account Manager & Digital Strategist @Sutton_PR | @BecStorey

Planning

1. Research2. Establish your target audience3. Build a list of targets4. Engagement points5. Content6. Monitor7. Report & Analyse

Rebecca Storey, Account Manager & Digital Strategist @Sutton_PR | @BecStorey

Editorial Calendar

Rebecca Storey, Account Manager & Digital Strategist @Sutton_PR | @BecStorey

PlatformsTwitter560 million active users

5,700 tweets every second

Facebook1 billion users worldwide

Organic reach declining

Instagram150 million active users

Pictures & 15 second videos

Pinterest70 million active users

Rich Pins

Don’t make life harder than it needs to be.

Identify the platforms that will allow you to reach your goals.

Doing one GREAT, is better than all of them mediocre.

Rebecca Storey, Account Manager & Digital Strategist @Sutton_PR | @BecStorey

MonitorScreen Grabs

Google Alerts

TweetReach

Hard to gather retrospectively.

Make use of the free tools available.

Rebecca Storey, Account Manager & Digital Strategist @Sutton_PR | @BecStorey

TweetReach

Rebecca Storey, Account Manager & Digital Strategist @Sutton_PR | @BecStorey

Analyse SumAll / SocialBro• Multi-platform• Analytics, management, targeting

Twitter / facebook Analytics• Engagement• Demographic data

Google Analytics• Tracking codes• Site traffic

Establish your goals at the beginning of your campaign and identity how you will measure them.

• Increased visits to website

• Target number of likes/followers

• % increase of sales