social media and you deck
TRANSCRIPT
8/14/2019 Social Media and You Deck
http://slidepdf.com/reader/full/social-media-and-you-deck 1/22
The London PR The London PR & Branding Network& Branding Network
Social MediaSocial Media
&&
YOU YOUThe London PR The London PR
& Branding Network& Branding Network
8/14/2019 Social Media and You Deck
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8/14/2019 Social Media and You Deck
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@RACHELCLARKE
Digital Strategist: twentysixlondon
8/14/2019 Social Media and You Deck
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8/14/2019 Social Media and You Deck
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SOME KEY CLIENTS
8/14/2019 Social Media and You Deck
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• The communications problem: – The RN suffers from poor levels of
understanding
– Grey ships on a grey sea
– A Taxi service for the Army
• The strategic response:
– Use RN content to drive saliency
– Polish it, make it compelling
– Place content where the RN’s audience is
ROYAL NAVY
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ABA MOBILE CAMPAIGNABA MOBILE CAMPAIGN
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ABA Mobile
• Flyer and postered the event. Spoke to people got them engaged on aone to one basis over two days pushing families, friends and the boxersthemselves to text and sign up.
– Sign up on the day via shortcode
– SMS to inform of 1 min video available on wap site, plus data capture to sign
up for RN careers newsletter.• Results were excellent, with the campaign achieving a 4.5 percent
response rate
• Ongoing we are seeding the clip out to boxing communities onlineincluding you tube, the ABA site and the RN careers website..
8/14/2019 Social Media and You Deck
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Who Am I?
8/14/2019 Social Media and You Deck
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@JAMESPOULTER
Digital Strategist: Ogilvy Group UK
8/14/2019 Social Media and You Deck
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8/14/2019 Social Media and You Deck
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Strategic Approach to Social Media & Word of Mouth
Conversation Maps
Live Listening Posts
Crisis Monitoring
Influencer Maps
Engagement Plans
Visibility Plans
Community Design & Management
Blogger & Influencer Engagement Programs
Co-creation Program Design & Management
Live Community Events
Video Content: Viral, Episodic, Channels
Social Network Activation
Search Reputation Management
Digital Media Relations
8/14/2019 Social Media and You Deck
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8/14/2019 Social Media and You Deck
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Social Media Activation:The Future Focus Blog
Ogilvy created a blog site for the FutureFocus Events www.futurefocusblog.com
to become the hub site for conversation
and content around the events.
Top Stats:
Total Hits To Date: 3,952
Most Popular Day: Tuesday, June 16,2009, 239 Hits.
Average Weekly Pre Event Hits: 194
Average Weekly Event Week Hits:606
Average Weekly Post Event Hits: 378
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Social Media Activation: Twitter
Key Stats:
•
255 Followers to date•Following 234 users
•235 updates to date
•91 @mentions to date(“@futurefocus”)
•On average on each event
day the hashtag#futurefocus was used
between 120-150 times,reaching an average of
11,500 users daily.
8/14/2019 Social Media and You Deck
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A SEARCH FOR A UNIFIEDTHEORY…
Social Media Measurement
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Some BIG Figures.
• 684,000,000 - the number of visitors to Wikipedia in the lastyear
• 412.3 years - length in time itwould take to view all content
on YouTube (March 2008)
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Some BIG Figures.
• 77% - percentage of activeInternet users who read blogs
• Number of tweets to date
http://popacular.com/gigatweet
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Measuring Social Media: The Big 3
• Reach
• Perception Change
• ROI
8/14/2019 Social Media and You Deck
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Reach
• Not always about big numbers!• Narrowcasting not broadcasting
• Knowing the audience is key
• Set targets to hit!
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Perception Change
• Apply data capture methods• Extend your measuring to social
media
• Set a benchmark and stick to it!!
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ROI
•
Comparable to PR and Ad measurement• THESE ARE MADE UP
• A standard needs to be set•
And stuck to!• Engagement Time Not Volume of
mentions