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Social media - what's in it for us?

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Rick Guttridge, Smoking Gun PR …

Rick Guttridge, Smoking Gun PR
North West Regional Group: Social media - what's in it for us?
www.charitycomms.org.uk/events

Published in: Business, Technology

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  • 1. 10 July 2013 #ccnorthwest Storytelling BRAND JOURNALISM http://www.smokinggunpr.co.uk Friday, 12 July 13
  • 2. My aim today... • Share some of our practical social media know-how • Put social media into perspective in your marcomms mix • Give you some tip-top takeaway tips • Answer as many questions as I can Friday, 12 July 13
  • 3. I’m not a digital social media expert, ninja, maven, guru, mechanic or whatever the ahead of the curve crew are calling themselves today! Friday, 12 July 13
  • 4. I do offer comms advice to... Friday, 12 July 13
  • 5. Why use social media? Friday, 12 July 13
  • 6. New technology has changed the face of marketing communications forever Impacts on how we plan, research, outreach and measure BUT digital is just a strand of channels The world has digitised Friday, 12 July 13
  • 7. Customer attraction Customer retention Customer ambassadors Friday, 12 July 13
  • 8. http://www.youtube.com/watch?v=t-JVXjGc_Aw Friday, 12 July 13
  • 9. Friday, 12 July 13
  • 10. Friday, 12 July 13
  • 11. To stand out amongst the noise, you need a strategic approach and a compelling narrative. A ‘brand journalism’ led approach... Friday, 12 July 13
  • 12. STORYTELLING THAT WORKS STRATEGY IMPLEMENTATION EVALUATION smokinggunpr.co.uk smokinggunpr 0161 839 1986 NO AVEsWEB TRAFFICBUSINESS IMPACT LINK BUILDING REPUTATION RATINGS STAKEHOLDER AWARENESS MESSAGE DELIVERY SPOKESPERSON PENETRATION SHARE OF VOICE DEVELOPMENT MEDIA RELATIONSSOCIAL MEDIA VIDEO PRODUCTION DIGITAL MARKETING DESIGN AND BUILD ISSUES MANAGEMENT EVENTSCLIENT TRAINING PLANNING INSIGHT OBJECTIVES MEDIA CHANNELS THE MARKET CLIENT THE BRIEF AUDIENCE SEGMENTATION AGREE KEY MESSAGES ANALYSING THE COMPETITION It’s what we do....! Friday, 12 July 13
  • 13. Social media process • Social media audit and strategy document drafted • Tone of voice development • Content calendar and blogplan • Crisis and issues management protocol agreed • Social media listening toolsset-up Friday, 12 July 13
  • 14. Strategy What are your business objectives? How does your marketing and comms plan support this? How do you want SM to integrate? Think beyond marketing customer service sales Secure exec buy in Create your social media policy Insight gathering formulate strategy Friday, 12 July 13
  • 15. social media marketing support Editorial calendar Tone of voice Influencer ID & outreach Content outreach & seedingEvaluation & measurement Rep’ mngmt Content creation inc SEO keywords User guidelines Keyword & competitor tracking Friday, 12 July 13
  • 16. Identification / planning Management Tracking / evaluationKey channels Key tools Friday, 12 July 13
  • 17. Recommended routes channel / role Awareness Engagemen t Advocacy SEO Decision Friday, 12 July 13
  • 18. Friday, 12 July 13
  • 19. Campaign evaluation Friday, 12 July 13
  • 20. Measuring success 34% of B2B marketers said they were not measuring social success at all versus just 10% of B2C respondents. Set KPI’s v objectives like any other medium Online data is highly measurable and accountable Think beyond value - reach, tone, engagement, quality, followers, retweets, @ conversations, number of recommendations, downloads, web conversion etc Friday, 12 July 13
  • 21. Evaluation Agree key KPI’s (and key messages) prior to commencement but here is a flavour of the areas to look at: Volume of conversations/ brand mentions on and offline Quality of online conversation & sentiment i.e. positive/negative tone Social media engagement: no of comments/ RT’s, Wall posts etc Volume of Followers/Likes in target demographics & regions Website traffic from social channels Increased awareness of brand among key stake-holders (anecdotal measure). 2%+ engagement ratio on Facebook Positive / negative comments ratio on videos Volume of output Friday, 12 July 13
  • 22. Current trends • Vine: 7 second video loops (Twitter) • https://vine.co/v/hW1bKa6L9VH/embed • Instagram video: 15 seconds with filters (Facebook) • # tag spread • Rise of Google+ • Facebook users drop • Curation tools: Storify. Paper.li, Vizify Friday, 12 July 13
  • 23. Only 1 in 5 charities & voluntary organisations regularly shares images or video on theur social channels Friday, 12 July 13
  • 24. http://www.youtube.com/watch? v=2_M0SDk3ZaM Friday, 12 July 13
  • 25. Top tips • Social media is SOCIAL • Share - knowledge, advice, images, video • Converse - join the conversation • Reward loyalty/advocacy • Be open/transparent • Pay it forwards - don’t just sell • Experiment - measure and learn • Keep your website as your digital hub Friday, 12 July 13
  • 26. free tools & resources mashable.com allfacebook.com alltwitter.com econsultancy.com https://support.twitter.com/groups/31-twitter-basics http://mashable.com/2011/07/13/youtube-videos-causes/ #gallery/best-youtube-videos-social-good/ 50bdf3c297b2f835bd005b73 smokinggunpr.co.uk/blog Friday, 12 July 13
  • 27. Working examples Friday, 12 July 13
  • 28. Public awareness campaign for the Welsh Assembly Government which garnered targeted media coverage and online conversation across Wales and internationally! Friday, 12 July 13
  • 29. www.butlerscheeses.co.uk Facebook.com/ButlersCheese Twitter.com/ButlersCheese Friday, 12 July 13
  • 30. Friday, 12 July 13
  • 31. • Over 3 million Facebook impressions • 10k votes • 7k Page likes generating avg 52% engagement ratio! • 60 votes • 1 Global ambassador • 72% uplift in web traffic Friday, 12 July 13
  • 32. Appendix Friday, 12 July 13
  • 33. For PR managers who want their campaigns to stand out, Smoking Gun is the most ingenious PR company in the north - famous for solving PR problems in the most inventive and unique ways Friday, 12 July 13
  • 34. •National Golden Hedgehogs 2013 winners: Small Agency & Consumer Campaign •Five CIPR PRide awards in 2012 inc Gold for Consumer Relations •National Fresh PR Awards 2012 winners: Social Networking Campaign and Freshest Small Consultancy •Winner of national Somecomms Best Low Budget Social Media campaign 2011 Ingenious client campaigns rewarded Friday, 12 July 13
  • 35. •We’re committed to giving something back to both the sector and the community •Our Director’s volunteer their time to support and mentor the next generation of communicators at Manchester Metropolitan University •The business also donates 1% of profit to charitable causes each year. The current beneficiary is the Starlight Children’s Unit at Wythenshawe Hospital. This Unit provides vital care for sick children but often flies under the radar of better known local charities A partner with a conscience Friday, 12 July 13
  • 36. Sincerely,