360° Digital Influence Workshop

Social Media Bootcamp
June 2009
Agenda
01   Why does this matter & what will you get out of this?

02   Mapping communication goals to measurement

03   H...
01   Why Does Social Media
     Matter?
     (and what you will get out of this?)
Internet Penetration – Australia

•   AU – 21,807,000 population – Country Area: 7,686,850
•   Capital City: Canberra – po...
Why Social Media Matters
It‟s Going Mainstream


                    Australians have become very active users of
        ...
Anatomy of a Communications Professional circa 2009




            (PR Pro figure)
Your Stories
Media (Consumer Generated & New Media)         Broadband Media




                  Syndication &   Multimedia
Social Net...
Why Social Media Matters
Content is Consumed Differently
     Old School            Emerging
75% of people don't believe
that companies tell the truth in
advertisements.
(Yankelovich)
What’s the most trustworthy
source for purchase ideas?

                                            US 81%
 Word of
  Mout...
Recap: Why does social media matter?

1. It‟s core to marketing and communications

2. Trust favors Word of Mouth

3. Inte...
The 7 Barriers
It defies current org
structures
It’s about relationships
not transactions
Engagement is the
new “Reach”*
*need measurement standards…
It scales differently


1   Power Tech x   12 individuals   x   4.14 individuals   =   60+ Communications




     G0     ...
It started with horror
stories
Not enough training
Social media cannot
be controlled
Overcoming Barriers
  Social media defiesorganization, methods & tools
  Create your own current organizational structure
...
02   Mapping Goals to
     Measurement
Your Briefs
Define the communication goal

                     Communication Goal            Potential Tactics


                    ...
Measurement Models
Most PR measurement models report:

•   Activity (output)

•   Impressions (reach)

•   Message pull-th...
New Measurement Model

Awareness


Evaluation
                  }     • Reach



Engagement
                  }     Prefer...
Conversation Impact™ Dashboard Summary
Metric / Goal                                                  Data                ...
Your Stories
Expanding the Impact of Marketing with Social Media

Ogilvy‟s 360° Digital Influence applies a strategic approach to activ...
Strategic Approach to Social Media & Word of Mouth




                                        Community Design & Manageme...
03   Advanced Listening Posts
Listening: Message Boards, Blogs, Social
Networks, Opinion Sites…
I will not recommend Sleep Number to anyone again (and I...
Flubies & Flublogia
Listening Post


Brand                           Planning &
                                Strategy Insights
            ...
Using Social Media Strategically
Services: Listening Programs
Listening Post : By creating the right conversation criteria...
What is a Conversation Map?
•   Starting point for all social media programs


•   Focuses on discussion around brands, pr...
How Conversation Maps Can Help
 •   Tracks perceptions and how messages are being interpreted

 •   Begins to identify imp...
When to do a Conversation Map
•   Prior to starting any social media engagement program


•   Initial research phase for n...
Conversation Map Overview:
Research Methodology
Example Conversation Maps


                      Engaging the Flubies




                      Elevating Low Influence E...
How To Create a Conversation Map
1. Orientation

1. Define objectives, goals, and budget


2. Understand the target audien...
How To Create a Conversation Map
   2. Define the Conversation Criteria
        Topic                  Sub-Topics         ...
How To Create a Conversation Map
3. Start Listening
Monitoring     Tools
Type
Free           Google Blogs, Technorati, Blo...
How To Create a Conversation Map
3. Start Listening



       •   Radian 6

       •   Manual Search Tools (See Links for ...
How To Create a Conversation Map
4. Generate Insights
•   Trends show what is; an insight says what it means


•   Good In...
How To Create a Conversation Map
5. Plot the Map
•   Create an Executive Summary

    – This section should summarize in 1...
WORK SESSION:
Create a Conversation Map

1. Choose your conversation criteria


2. Search using free tools
   1. Google Bl...
05   Influencer & Network
     Planning
Leo Babauta
How to Determine Influence

  •   Blogs & Microblogs                 •   Message Boards & Forums
      – Number of inbound...
Inbound Links
RSS Subscriptions
Site Traffic
Conversation Index
Recency & Frequency
Identity & Affiliation
How to create an influencer audit
1. Determine 3-5 categories of influencers


2. Search for influencers

  – Use free sea...
How to create an influencer audit

 Profiles should include the following:

 Header
     •    Name of media outlet
     • ...
WORK SESSION:
Create an Influencer Audit
1. Look at the Conversation Map


2. Choose 1-2 “categories” of influencers to re...
04   Creating Effective
     Engagement Strategies
Strategic Approach to Social Media & Word of Mouth




                                        Community Design & Manageme...
Why is search important?
• 89% of all people online use search engines to find
     information


• 49% of all people onli...
MULTIMEDIA



                  PAID
                 SEARCH
   ORGANIC       RESULTS
SEARCH RESULTS
Search “Golden Triangle”
Improve positive results by 35%
85% positive results in top 30
Common Search Programs
• Search Engine Optimization (SEO) – On page and off
  page approach to optimizing a Web page to re...
Digital Media Relations

Social Media Rooms
DIGITAL INFLUENCE HOW TO:
        Social Media Press Release


    A social media press release is an interactive
news rel...
(BRANDS IN SOCIAL MEDIA SLIDE)
            http://wiki.beingpeterkim.com
Your Stories
Engagement

               Communication Goal           Potential Tactics


                                           Vir...
WORK SESSION:
Create an Engagement Plan
1. Review your communication goals and measurement options
2. Brainstorm around bi...
Effective Blogger Outreach




    *How to be a human being, play well with others, show
    some respect and not shoot yo...
Ask not what bloggers can do
for your campaign. Ask what
your campaign can do for
bloggers!
How to Reach Out to Bloggers
Familiarize Yourself First
1. Have they posted about your client (issue, brand or
   product)...
How to Reach Out to Bloggers
Contacting Them Appropriately
1. Send the blogger a personal email (no cut and paste jobs) an...
How to Reach Out to Bloggers
Offer Something of Value
1. Serve as an advisor as you develop and launch your campaign

2. B...
Sample E-mail from Nestle Crunch
Hi Jeremy,

    I‟m working with Nestle Crunch on a Wii giveaway contest and I wanted to ...
What NOT to do…
Not Following the Blogger Code of Ethics…

“You are a marketer, and you obviously
didn't read my post about what crap it i...
Best Practice Blogger Engagement

1.   Do Your Homework


2.   Engage. Don't Pitch.


3.   Write The Perfect Email.


4.  ...
Blogger Outreach Code of Ethics – Download:


http://tinyurl.com/ogilvy360
1. We reach out to bloggers because we
respect your influence and feel that we
might have something that is
“remarkable” w...
3. Before we email you, we will check out
your blog‟s About, Contact and Advertising
page in an effort to see if you have
...
5. We won‟t pretend to have read your
blog if we haven‟t, and we‟ll make a best
effort to spend time reading the blogs we
...
7. We will seek to present you with a range of
opportunities to work together around a
campaign, so that you can create th...
9. You are entitled to blog on information or
products we give you in any way you see fit. (Yes,
you can even say you hate...
11. If you have advertising opportunities on your
blog, we will counsel our clients to consider
purchasing advertising as ...
WORK SESSION:
Write Blogger Outreach Email

1. Choose an influencer from the
   influencer audit.


2. Determine how they ...
08   Netvibes Power Hour
How to Setup an RSS Aggregator




                           STEP ONE:

                           Register with a servic...
STEP TWO:

Grab feeds!
STEP THREE:

Plug feed into aggregator!
WORK SESSION:
Creating and Building Out Your Netvibes Account

1.   Go to www.thedailyinfluence.com (Netvibes)


2.   Crea...
09   Knighting & Next Steps
What We Covered
01   Why does this matter & what will you get out of this?

02   Mapping communication goals to measuremen...
Questions?
THANK YOU!
                   CONTACT:


                     Brian Giesen

   Director | 360° Digital Influence
 Ogilvy P...
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI
Upcoming SlideShare
Loading in...5
×

Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI

1,657

Published on

Presentation notes from the Frocomm Social Media Bootcamp, June 2009, Sydney presenters were Brian Giesen and Graham White from Ogilvy 360 Digital Influence

Published in: Technology, Business
0 Comments
11 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,657
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
278
Comments
0
Likes
11
Embeds 0
No embeds

No notes for slide

Frocomm Social Media Bootcamp 2009 Ogilvy 360 DI

  1. 1. 360° Digital Influence Workshop Social Media Bootcamp June 2009
  2. 2. Agenda 01 Why does this matter & what will you get out of this? 02 Mapping communication goals to measurement 03 How to set up advanced listening posts 04 Creating effective engagement strategies 05 Influencer and network planning 06 Effective Blogger Outreach 07 Netvibes Power Hour 08 Knighting and next steps
  3. 3. 01 Why Does Social Media Matter? (and what you will get out of this?)
  4. 4. Internet Penetration – Australia • AU – 21,807,000 population – Country Area: 7,686,850 • Capital City: Canberra – population 345,257 („08) • 16,926,015 users as of March/09, 80.6% penetration • Wireless broadband subscriptions tripled in Australia in 2008 • 8,000,000 active internet subscribers – 84% broadband connections • Ranks 6th in the world for total number of Internet users, despite it‟s small population.
  5. 5. Why Social Media Matters It‟s Going Mainstream Australians have become very active users of social technologies like blogs, podcasting, forums, and social networks. 75% of Australian online adults now use social technologies 50% are members of a social network 25% create their own content Source: Australian Adult Social Technographics® Revealed, Forrester, November 2008
  6. 6. Anatomy of a Communications Professional circa 2009 (PR Pro figure)
  7. 7. Your Stories
  8. 8. Media (Consumer Generated & New Media) Broadband Media Syndication & Multimedia Social Networks Delivery Search Sharing
  9. 9. Why Social Media Matters Content is Consumed Differently Old School Emerging
  10. 10. 75% of people don't believe that companies tell the truth in advertisements. (Yankelovich)
  11. 11. What’s the most trustworthy source for purchase ideas? US 81% Word of Mouth WW 70% Editorial 56% 55% Advertising 55% 59% 2006 eMarketer
  12. 12. Recap: Why does social media matter? 1. It‟s core to marketing and communications 2. Trust favors Word of Mouth 3. Interruptive advertising is losing effectiveness 4. Search is the new homepage 5. Clients demand digital & word of mouth
  13. 13. The 7 Barriers
  14. 14. It defies current org structures
  15. 15. It’s about relationships not transactions
  16. 16. Engagement is the new “Reach”* *need measurement standards…
  17. 17. It scales differently 1 Power Tech x 12 individuals x 4.14 individuals = 60+ Communications G0 G1 G2
  18. 18. It started with horror stories
  19. 19. Not enough training
  20. 20. Social media cannot be controlled
  21. 21. Overcoming Barriers Social media defiesorganization, methods & tools Create your own current organizational structure Get beyond campaign-thinking It begs for a long term relationship (yet different than CRM) Define the value through engagement No measurement standard...yet It scales differently time Scale via tools and Tell positive stories (w/measureable outcomes) The big stories are based upon fear Build a training culture Not enough training Demonstrate the planning Social media cannot be "controlled“
  22. 22. 02 Mapping Goals to Measurement
  23. 23. Your Briefs
  24. 24. Define the communication goal Communication Goal Potential Tactics Viral videos, games, Make people aware of display advertising, Awareness brand, product or issue head-of-tail blog outreach, SEO plus Brand Web sites, Educate people and begin syndicated content, new to demonstrate the media desk & room, Evaluation relevance social media outreach Brand Web sites, Get people involved contests, blogs, games, Engagement through spending time and social network participation. interactions. Motivate people to openly Blog summits, Blogs, support you, contribute vlogs, social network Conversion something, share WOM groups, blogger relations. Share-able programs Loyalty Convert people to Promoters & loyal Fan activation centers, co-creation programs, customers communities
  25. 25. Measurement Models Most PR measurement models report: • Activity (output) • Impressions (reach) • Message pull-through (impact) Most Internet measurement models report: • Impressions (reach) • Action (e.g. click-through, email opens)
  26. 26. New Measurement Model Awareness Evaluation } • Reach Engagement } Preference Conversion Advocacy } • Action
  27. 27. Conversation Impact™ Dashboard Summary Metric / Goal Data Aware- Considera Prefer- ness -tion ence Action Loyalty Reach • UMV – blogs, site, microsite, applications, other, total # Real-time to weekly / % change • Time on site, # / % change Real-time • Volume of online conversation, #/% change, Cost per Real-time to daily Online Conversation Generated (CPICG) • Share of voice in category (=Volume for brand / volume Real-time to daily for category), # / % change, Cost per Increase in Share of Voice (CPISV) Preference • Sentiment index of online conversation (% positive - % Daily negative), # / pts change, consumers reached vs. all, Cost Per Increase in Sentiment Index (CPISI) • Share of positive voice in category (=Sentiment index Daily for brand / sentiment index for category), # / % change, consumers reached vs. all, Cost per Increase in Share of Positive Sentiment (CPISP) • Relative net promoter score (NPS) in category (=brand Monthly/ NPS / category NPS), # / % change, consumers reached Quarterly survey vs. all, Cost per Point Increase in NPS (CPINP) Action • WOM network action: RPA, CPA, $, # Daily to weekly • Blog contest-based action: RPA, CPA, $, # Real-time to weekly • Microblog/Twitter-based action: RPA, CPA, $, # Real-time to weekly
  28. 28. Your Stories
  29. 29. Expanding the Impact of Marketing with Social Media Ogilvy‟s 360° Digital Influence applies a strategic approach to activating word of mouth – the most trusted source for opinions. We identify and engage influencers, build grassroots community and rally people to causes they care about. We have a 3-part approach: Listening – discovering what people are saying about brands and experiences across all social media Planning – finding influencers and affinity groups to join our cause or community Engaging – involving influencers and community members such that they care to tell their community of friends and family to get involved
  30. 30. Strategic Approach to Social Media & Word of Mouth Community Design & Management Conversation Maps Influencer Maps 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
  31. 31. 03 Advanced Listening Posts
  32. 32. Listening: Message Boards, Blogs, Social Networks, Opinion Sites… I will not recommend Sleep Number to anyone again (and I have done so in the past) and if it comes up in the conversation. I post on Epinions and Craigslist and intend to mention this in my posts and on my Blog. Instead of using a little common sense, looking at longtime customer satisfaction, you have lost this customer for life. We were sorry to read about your experience and hope to be able to resolve this issue and regain your confidence in us once again. In order for us to do so, we’ll need more information from you to access your account and remedy the situation. Please call Select Comfort directly at 1-800-787-5230 and ask to speak with AJ Stewart. Two days after my diatribe about the Sleep Number bed appeared on this screen, I was apologized to and told to call a number and ask for a particular person. When I called I got a nice young lady named Amanda who asked what the problem was and then the poor dear had to endure my ire while I detailed the trouble. She listened with patience and asked me to hold on to see what could be done. About 2-4 minutes later she comes on and says “we’ll be taking that charge off your Amex”. I rescind my cessation of possible future purchases of their product. The beds are as good as they advertise.
  33. 33. Flubies & Flublogia
  34. 34. Listening Post Brand Planning & Strategy Insights (Conversation Maps) Category Rapid Response & Engagement Brand Ideas Measurement Competitors Intelligence
  35. 35. Using Social Media Strategically Services: Listening Programs Listening Post : By creating the right conversation criteria, we can use technology to collect and sort all of the relevant conversations across blogs, forums, Twitter, social networks and review sites. Our strategists apply insight and recommended action to every report Listening Post powered by Radian6: This is our fastest , keyword-driven platform that collects social Web mentions across multiple global markets. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media Listening Post powered by Crimson Hexagon: Our CH-based platform is great for following and reporting sentiment and opinion. It is one of the few platforms on the market that can provide superior automated opinion reporting. Ideal for benchmarking measurement and informing strategy Listening Post powered by Visible Technologies: A more comprehensive solution to enterprise- level cgm monitoring and response, our VT-based solution is great for operationalizing large organizations to engage with bloggers on a daily basis. Ideal for benchmarking measurement, informing strategy and rapid response to consumer generated media at a large scale
  36. 36. What is a Conversation Map? • Starting point for all social media programs • Focuses on discussion around brands, products or issues • 1x, 50-70 slide research document • The Conversation Map reveals: – What is being said by whom – Volume, tone and topics of conversation – Insights resulting from the analysis – Preliminary engagement ideas
  37. 37. How Conversation Maps Can Help • Tracks perceptions and how messages are being interpreted • Begins to identify important new influencers • Triggers issue & communications response • Offers a high-level view of emerging trends and what others are doing • Demonstrates the impact and value of public relations or advertising • Helps manage and improve an organization‟s reputation • Identifies important conversations to join
  38. 38. When to do a Conversation Map • Prior to starting any social media engagement program • Initial research phase for new or existing client (e.g., focus groups) • Enlist supporters or identify potential detractors • Establish a measurement benchmark
  39. 39. Conversation Map Overview: Research Methodology
  40. 40. Example Conversation Maps Engaging the Flubies Elevating Low Influence Enthusiasts Uncovering a Need for Credible Answers
  41. 41. How To Create a Conversation Map 1. Orientation 1. Define objectives, goals, and budget 2. Understand the target audience – Are they online? What sites are popular? 3. Define the timeframe (30 days)
  42. 42. How To Create a Conversation Map 2. Define the Conversation Criteria Topic Sub-Topics Keywords Online Education and • Online Education – Online Education - Student focused education the Kaplan POV • Teacher Focused – Education + Talent gap - Student centric education Model – Adaptive education - Student oriented education • Student Focused Model – Experiential learning - Student goals in education • Learner Focused Model – Experiential teaching - Learner focused education – Work study programs - Teaching for best learning – Life learning and education - Learner oriented education – Change and education - Learner centric education – Education Reform - Diversity and learning – Teacher training - Work experience and learning – New teaching methods - Conscious learning – Better teachers - New teaching Online University • Online University – Online University - Online MBA • Online Grad School – Online College - Online law school • Adult Education – Online Classes - Online graduate program • Continuing Education – Internet University - Online career advancement – Internet College - Adult Education – Internet Classes - Continuing Education Kaplan and • Kaplan University – Kaplan University, Kaplan online university, Concord Law* Competitors • University of Phoenix – University of Phoenix, U of P • Strayer University – Strayer University, Strayer • Devry University – Devry University, Devry • Walden University – Walden University, Walden • Capella University – Capella University, Capella
  43. 43. How To Create a Conversation Map 3. Start Listening Monitoring Tools Type Free Google Blogs, Technorati, Blogpulse, BoardReader, Summize, Facebook Lexicon Consolidated Radian 6, Buzz Numbers Monitoring Advanced Visible Technologies (enterprise & response) Services Nielsen Buzzmetrics (outsourced reports) BuzzLogic Cymfony (cgm & traditional) Umbria Brand Dimensions Kaava Others: Andiamo, Biz360, eWatch, MediaSource
  44. 44. How To Create a Conversation Map 3. Start Listening • Radian 6 • Manual Search Tools (See Links for Listening Handout) • Cataloging – Delicious
  45. 45. How To Create a Conversation Map 4. Generate Insights • Trends show what is; an insight says what it means • Good Insights are: – Tied to a business objective – Supported by data/metrics – Supported by sample verbatims – Leading toward engagement ideas
  46. 46. How To Create a Conversation Map 5. Plot the Map • Create an Executive Summary – This section should summarize in 1-3 slides the general findings and the recommendations for engagement • Build a narrative throughout the supporting research slides, tell the story of the insight • Review for consistency in language, formatting
  47. 47. WORK SESSION: Create a Conversation Map 1. Choose your conversation criteria 2. Search using free tools 1. Google Blogs/Technorati, YouTube, Flickr, del.icio.us, tweetscan, BlogPulse 3. Find & Report Back 2-3 trends
  48. 48. 05 Influencer & Network Planning
  49. 49. Leo Babauta
  50. 50. How to Determine Influence • Blogs & Microblogs • Message Boards & Forums – Number of inbound links – Breadth of boards – Frequency/timeliness of posts – Quantity and timeliness of activity – Followers & subscribers – Search engine visibility – Number and content of comments – Affiliation – Affiliation of author – Membership numbers – Search engine visibility – Traffic – Traffic – RSS feed subscriptions • Social Networks – Membership numbers • Videos & Photo Communities – Types of community features present – Number of views and downloads (e.g., profiles, blogs, video, message – Number and content of comments boards) – Ratings/peer assessment – Activity level on features – Relevant groups – Affiliation – Number of subscribers – Search engine visibility – Number of inbound links
  51. 51. Inbound Links RSS Subscriptions Site Traffic Conversation Index Recency & Frequency Identity & Affiliation
  52. 52. How to create an influencer audit 1. Determine 3-5 categories of influencers 2. Search for influencers – Use free search tools – Review the conversation map – Follow blog rolls 3. Profile the influencers 4. Finalize the audit
  53. 53. How to create an influencer audit Profiles should include the following: Header • Name of media outlet • Audience/beat • Media Screen Grab and URL Description • Universally relevant Relevance • Why/how it fits into the strategy Audience Reached Criteria for Influence • Based on type of media Opportunities • Checklist of tactics to consider
  54. 54. WORK SESSION: Create an Influencer Audit 1. Look at the Conversation Map 2. Choose 1-2 “categories” of influencers to research 3. Each group is responsible for finding one of the following: 1. Blogger 2. Twitter 3. Message Board 4. Social Network Group (e.g., Facebook or Myspace) 5. Multimedia (e.g., Flickr or YouTube)
  55. 55. 04 Creating Effective Engagement Strategies
  56. 56. Strategic Approach to Social Media & Word of Mouth Community Design & Management Conversation Maps Influencer Maps 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
  57. 57. Why is search important? • 89% of all people online use search engines to find information • 49% of all people online use search engines every day (second only to email) • 75% of search engine users never scroll beyond the first page of results • The first 3 pages of search engine results are defining our clients before they can “officially” define themselves
  58. 58. MULTIMEDIA PAID SEARCH ORGANIC RESULTS SEARCH RESULTS
  59. 59. Search “Golden Triangle”
  60. 60. Improve positive results by 35% 85% positive results in top 30
  61. 61. Common Search Programs • Search Engine Optimization (SEO) – On page and off page approach to optimizing a Web page to return higher in organic search results. • Search Engine Marketing (SEM) – Keyword buys that place your clients URLs highly in the paid search results • Press Release Optimization •Using the right keywords •Link keywords to site •Incorporate into H1 Titles •First 250 words •Repeat, repeat, repeat •2 – 8% keyword saturation
  62. 62. Digital Media Relations Social Media Rooms
  63. 63. DIGITAL INFLUENCE HOW TO: Social Media Press Release A social media press release is an interactive news release that combines text with multimedia content – including photos, videos, slideshows, and PDF documents. This Web-based tool transforms the traditional press release into a more impactful, useful and sharable array of content meant for media old and new. The following slides outline recommended best practices for developing and distributing a social media press release.
  64. 64. (BRANDS IN SOCIAL MEDIA SLIDE) http://wiki.beingpeterkim.com
  65. 65. Your Stories
  66. 66. Engagement Communication Goal Potential Tactics Viral videos, games, Make people aware of display advertising, Awareness brand, product or issue head-of-tail blog outreach, SEO plus Brand Web sites, Educate people and begin syndicated content, new to demonstrate the media desk & room, Evaluation relevance social media outreach Brand Web sites, Get people involved contests, blogs, games, Engagement through spending time and social network participation. interactions. Motivate people to openly Blog summits, Blogs, support you, contribute vlogs, social network Conversion something, share WOM groups, blogger relations. Share-able programs Loyalty Convert people to Promoters & loyal Fan activation centers, co-creation programs, customers communities
  67. 67. WORK SESSION: Create an Engagement Plan 1. Review your communication goals and measurement options 2. Brainstorm around big ideas: 1. How can we be of-use to people? 2. Can you use social networks to extend reach? 3. Is their a co-creation opportunity here? 4. Can we extend our media relations via digital media relations? 5. Is their a content strategy here – video? 6. How can we get more people to pass along something….. 7. Can we embrace/create/activate brand ambassadors? 8. How do optimize for search? 9. Online & offline? 3. Present to group
  68. 68. Effective Blogger Outreach *How to be a human being, play well with others, show some respect and not shoot yourself or your client in the foot
  69. 69. Ask not what bloggers can do for your campaign. Ask what your campaign can do for bloggers!
  70. 70. How to Reach Out to Bloggers Familiarize Yourself First 1. Have they posted about your client (issue, brand or product) in the past? What has been the tone of the post? Positive? Negative? 2. Have they posted about being “pitched” in the past and being turned off? Have they talked about someone who reached out to them in an effective way? 3. What do they write about and in what context are they likely to write about your client‟s brand, product or issue? 4. Are they serious? Do they like to make people laugh?
  71. 71. How to Reach Out to Bloggers Contacting Them Appropriately 1. Send the blogger a personal email (no cut and paste jobs) and clearly identify yourself. 2. Tell them why you are specifically reaching out to them. What was it about their blog that makes them relevant? 3. If you get a response from the blogger indicating that they are willing to engage, follow up right away: send product for them to review or additional information they‟ve requested. 4. Urge bloggers to be transparent about the projects on which they are engaged and divulge any relevant information: do they get to keep the products they review? 5. Don‟t pester them unnecessarily, but build relationships with influential bloggers who are relevant to the clients with which you work so that you can approach them again in the future.
  72. 72. How to Reach Out to Bloggers Offer Something of Value 1. Serve as an advisor as you develop and launch your campaign 2. Become a host, face or visible contributor to your effort 3. Co-create content 4. Participate in offline events, summit, blog storms 5. Write or review your campaign 6. If engaged in a meaningful and engaging way, influencers help create organic WOM among target audiences
  73. 73. Sample E-mail from Nestle Crunch Hi Jeremy, I‟m working with Nestle Crunch on a Wii giveaway contest and I wanted to see if Discovering Dad would be interested in participating. When I found your blog, I loved your commitment to being a good dad and the playful way that you interact with your kids. The Crunch brand is all about finding the kid in you no matter what your age. That means doing something that you enjoyed as a kid like playing on the capture the flag or "don‟t step on the cracks", or eating candy before dinner. As a dad, I‟m sure you can relate to this concept of having a young, playful spirit. We would love to involve you in the "For the Kid in You" (www.forthekidinyou.com, www.facebook.com/nestlecrunch) campaign, which aims to start an online conversation about what people do to keep the kid in themselves alive. Would you be interested in working with us to create a contest around this theme and give away a Nintendo Wii game system to one of your readers? We'd never ask you to talk about Nestle Crunch without giving you a little product experience yourself. In addition to doing a Wii give away for your readers, we would also send you a piñata filled with Nestle Crunch bars so you can inspire the kid in you with this fun game. This might not be good for your diet (I know I‟d have a hard time resisting), but it could be fun for a summer BBQ. Please let me know if you would be interested in helping us jump start this conversation and give away a Nintendo Wii. If you are, I will provide you will more information about the contest. I look forward to hearing from you. Warm Regards, Sarah PS- Here at Ogilvy, we have a code of ethics that we use to reach out to bloggers. Check it out here. You can also read my bio to find out a little bit more about me.
  74. 74. What NOT to do…
  75. 75. Not Following the Blogger Code of Ethics… “You are a marketer, and you obviously didn't read my post about what crap it is that your client is NOT producing real food. It's an insult to real food. But thanks for giving me something ELSE to blog about. Sorry. Read the blog next time.”
  76. 76. Best Practice Blogger Engagement 1. Do Your Homework 2. Engage. Don't Pitch. 3. Write The Perfect Email. 4. It's Not Their Day Job. 5. Follow The Code
  77. 77. Blogger Outreach Code of Ethics – Download: http://tinyurl.com/ogilvy360
  78. 78. 1. We reach out to bloggers because we respect your influence and feel that we might have something that is “remarkable” which could be of interest to you and/or your audience. 2. We will only propose blogger outreach as a tactic if it complements our overall strategy. We will not recommend it as a panacea for every social media campaign.
  79. 79. 3. Before we email you, we will check out your blog‟s About, Contact and Advertising page in an effort to see if you have blatantly said you would not like to be contacted by PR/Marketing companies. If so, we‟ll leave you alone. 4. We will always be transparent and clearly disclose who we are and whom we work for in our outreach email.
  80. 80. 5. We won‟t pretend to have read your blog if we haven‟t, and we‟ll make a best effort to spend time reading the blogs we plan on contacting. 6. In our email we will convey why we think you, in particular, might be interested in our client‟s product, issue, event or message.
  81. 81. 7. We will seek to present you with a range of opportunities to work together around a campaign, so that you can create the best experience possible for your audience. We acknowledge that, when it comes to knowing your audience, you are the expert. 8. We encourage you to disclose our relationship with you to your readers, and will never ask you to do otherwise.
  82. 82. 9. You are entitled to blog on information or products we give you in any way you see fit. (Yes, you can even say you hate it.) 10. If we reach out to you with news about a product, campaign or issue, we will not provide monetary compensation, because we believe it is unethical to “buy” favorable reviews and not want to appear as if we are.
  83. 83. 11. If you have advertising opportunities on your blog, we will counsel our clients to consider purchasing advertising as a way to reach your readers. We will make it clear, however, that paying for advertising does not mean that you will post about the campaign or … 12. If we engage you as an advisor on a specific project, we will consider providing you with compensation (agreed upon at the start of the project).
  84. 84. WORK SESSION: Write Blogger Outreach Email 1. Choose an influencer from the influencer audit. 2. Determine how they could best get involved. 3. Draft an email asking them to participate.
  85. 85. 08 Netvibes Power Hour
  86. 86. How to Setup an RSS Aggregator STEP ONE: Register with a service!
  87. 87. STEP TWO: Grab feeds!
  88. 88. STEP THREE: Plug feed into aggregator!
  89. 89. WORK SESSION: Creating and Building Out Your Netvibes Account 1. Go to www.thedailyinfluence.com (Netvibes) 2. Create a free account and build your start page. 3. Setup LinkedIn, Twitter, and Del.icio.us and feed them into your Netvibes account.
  90. 90. 09 Knighting & Next Steps
  91. 91. What We Covered 01 Why does this matter & what will you get out of this? 02 Mapping communication goals to measurement 03 How to set up advanced listening posts 04 Creating effective engagement strategies 05 Influencer and network planning 06 Effective Blogger Outreach 07 Netvibes Power Hour 08 Knighting and next steps
  92. 92. Questions?
  93. 93. THANK YOU! CONTACT: Brian Giesen Director | 360° Digital Influence Ogilvy Public Relations Worldwide p 61 2 8281 3853 e brian.giesen@ogilvy.com.au @bdgiesen
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×