Social Media Basics Freshly Squeezed session

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Social Media Basics session ran by Eb Adeyeri of Lewis PR for the CIPR.

Social Media Basics session ran by Eb Adeyeri of Lewis PR for the CIPR.

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  • Learn about social media, tools and business impact:

Transcript

  • 1. Social Media Basics
    • Eb Adeyeri, Digital PR Director
    • Lewis PR
  • 2. How to ‘Facebook’ & ‘Tweet’ for a living CIPR – Freshly Squeezed
    • April 5, 2011
  • 3. About me
  • 4. About me
  • 5.  
  • 6. born in PR…
    • founded by journalists, run by digerati
    • track record of integrated campaigns
    • addicted to the media – traditional & social
    • strong measurement focus
    • Industry innovators in augmented reality, sentiment analysis & mobile applications
    … grown up online…
  • 7. Who we work with
  • 8.
    • Intro and network stats
    • Strategic approach
    • Best practice and tips
    • Discussion
    Agenda
  • 9. Exactly what is PR? “ Public relations is the discipline which looks after reputation, with the aim of earning understanding, support and influencing opinion and behaviour” - Chartered Institute of Public Relations
  • 10. reputation PR in the old days
  • 11. reputation PR 2.0
  • 12. PR 2.0 IS ALL ABOUT ENGAGEMENT
  • 13. Social networks have changed the game...
  • 14.
    • More than 500 million active users
    • People spend over 700 billion minutes per month on Facebook
    • More than 30 billion pieces of content shared each month
    • Every time someone uses a computer 30% of them go to Facebook (via Comscore)
  • 15.
    • 460,000 new accounts created per day over the last month
    • 1 billion Tweets sent every week
    • 182%  increase in number of mobile users over the past year.
  • 16.
    • 100 million members worldwide
    • Used by 69 of the Fortune 100 companies
    • Over 1 million company pages exist on LinkedIn
  • 17. Follow the Money = Digital 60% of marketers plan to take money away from traditional marketing and spend it on interactive instead
  • 18. Most popular social media tools with marketers
  • 19. Introduction to Social Media
    • What is social media marketing?
    Peter Kim, Forrester Analyst: "Interaction between a company and individual via [digital] delivery channels, intended to share commercial content that will lead to a sale and/or be passed along to others."
  • 20. about us
  • 21. Our approach to social
  • 22. Social Media Fundamentals Spread efforts across channels to build momentum Use a model that flows traffic, subscribers, links and influence to a central hub. Use spokes as outposts – or channels of distribution.
  • 23. Hub and spoke
  • 24. PR 2.0 IS ALL ABOUT MEASUREMENT
  • 25. Social Media Measurement VIEWS INTERACT CONTRIBUTE TRANSACT Clippings Views Traffic Fans/followers Downloads Unique visitors Uploads Facebook comments Retweets/Shares Sales Online bookings Telephone bookings OUR APPROACH TO MEASUREMENT Identify goals Establish benchmarks Review targets
  • 26. how do we measure success?
    • Define what success looks like from the off and set benchmarks
    • Our own measurement methodology based on social media engagement
    • Continuous measurement & analysis
    • Monthly social media dashboard reports tracking key metrics
  • 27. AND BEST PRACTICE…
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32. Tips and best practice
  • 33. Executing social media
    • Strategy:
    • Results:
    • generate rich, varied content on multiple channels
    • develop Facebook application in run-up to competition
    • provide live Twitter commentary on major games
    • averaged 30,000 daily Facebook users
    • 62,000 online jerseys created via Facebook app
    2010 FIBA World Championships: grow social communities/web traffic 92,000 grew Facebook community by in 4 months
  • 34. Executing social media
    • Strategy:
    • Results:
    • engage via social media channels
    • tap into existing fan base to build community
    • run promotions and incentives
    • Facebook fans grown from 0 to 2,500 in 3 months
    • 25% discount campaign generated £140k in 2 hours
    25 th birthday: online engagement/sales 42% campaign has uplifted sales by
  • 35. Summary
    • Understand your audience and their hangouts
    • Set clear business related objectives
    • Keep your finger on the pulse
    • Get your head round numbers and analytics
    • Don’t forget to have fun
  • 36. Any questions @EbA Eb Adeyeri Eb ‘Wole’ Adeyeri
  • 37. Questions