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Figaro Social Media Seminar: Social Media as an activation channel - Laura Crimmons
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Figaro Social Media Seminar: Social Media as an activation channel - Laura Crimmons

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We all know social media is a powerful marketing tool in itself, however this session will look at how Social Media can be used to activate PR and SEO campaigns online and fuel engagement. Using case …

We all know social media is a powerful marketing tool in itself, however this session will look at how Social Media can be used to activate PR and SEO campaigns online and fuel engagement. Using case studies including a content-led campaign for Ladbrokes; Laura highlights the various ways that Social media can be used to amplify a digital campaign.


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  • 1. B 3 Social Media as an Activation Channel
  • 2. B 3 Putting You at the centre of THECONVERSATION PR CONTENT SOCIAL CREATIVE CONTENT You Feeds the
  • 3. B 3 SOCIAL SHARES = MORE TRAFFIC = MORE SHARES
  • 4. B 3 MORESHARES=MOREPEOPLESEECONTENT =MORECHANCEOFPEOPLECOVERING/LINKINGTOCONTENT
  • 5. B 3 LOTS OF SHARES= EASIER SELL-IN
  • 6. B 3 GETTING THE BASICS RIGHT…
  • 7. B 3
  • 8. B 3
  • 9. B 3
  • 10. B 3
  • 11. B 3 Getting the basics right  Think about what stats/data people might want to share  Make it easy for them to share – include the stats/data in the pre-filled share message  Feature share buttons prominently to encourage sharing
  • 12. B 3 PAID MEDIA
  • 13. B 3 PAID MEDIA Facebook Twitter StumbleUpon Reddit Taboola LinkedIn
  • 14. B 3 CASE STUDIES
  • 15. B 3 Top-line Results: 46.5K plays 4:25 Avg time on site 60 links 2K social shares
  • 16. B 3 Forum Seeding By seeding the quiz on relevant fan forums we were able to drive traffic to the quiz and increase the number of plays against different teams to ensure we had enough data to use for journalists. It also stimulated conversation on the forums with people posting their own scores and commenting on how rival teams were performing.
  • 17. B 3 Reddit
  • 18. B 3 StumbleUpon
  • 19. B 3 Taboola
  • 20. B 3 Social Influencers The quiz was shared by various social influencers including football presenters and commentators.
  • 21. B 3 PR & Blogger Outreach
  • 22. B 3 Top-line Results: 27 bloggers entered the competition 3K page views 4.4K social votes
  • 23. B 3 Top-line Results: 27 bloggers entered the competition 3K page views 4.4K social votes
  • 24. B 3 Top-line Results: Over 27K visits Second most viewed landing page (homepage first) 3:15 Avg time on site 14 links 4K social shares
  • 25. B 3 Coverage & Links
  • 26. B 3 Reddit
  • 27. B 3 StumbleUpon
  • 28. B 3 Social Influencers The game was shared by numerous influential tweeters including the following.
  • 29. B 3 Thanks! Laura Crimmons Social & PR Manager @lauracrimmons laura.crimmons@branded3.com