Visibility and beyond<br />Integrating the brave new world<br />Alex Pearmain, Head of Social Media, O2 UK18th March<br />
@alexpearmain<br />Presentation title       Author's name        March 21, 11       Confidential<br />
Presentation title       Author's name       March 21, 11       Confidential<br />Observations<br />
Some observations on the brave new (old) world<br />Transition from visibility to discoverability....<br />Visibility work...
From this (visibility)...<br />Presentation title       Author's name        March 21, 11       Confidential<br />
...to this (discoverability)<br />Presentation title       Author's name        March 21, 11       Confidential<br />
Presentation title       Author's name       March 21, 11       Confidential<br />O2 case study<br />
We’re exceptional (both senses of the word...)<br />Presentation title       Author's name        March 21, 11       Confi...
Our social focus<br />Volume<br />Conversion/Action<br />Visibility<br />
Proof #1 – engagement drives visibility (micro)<br />Presentation title       Author's name        March 21, 11       Conf...
Proof #2 – engagement drives visibility (macro)<br />
Proof #3 - ...which leads to actions/conversion<br />Angry Birds – social engagement drives PR, drives traffic and sales<b...
How are we set up?<br />Presentation title       Author's name        March 21, 11       Confidential<br /><ul><li>Single ...
Part of the media & comms team – one source of reputation management
Hub and spoke approach within the business</li></li></ul><li>How do we do it?<br />Plan<br />Presentation title       Auth...
Consistency<br />A SINGLE...<br /><ul><li>Content calendar
Focus for keyword and link alignment across social, PR, Search
Campaign briefing and co-ordination process
Listening tool for evaluation, insights – one ‘truth’</li></ul>Presentation title       Author's name        March 21, 11 ...
How do we do it? Xperia Play<br /><ul><li>Announce stocking it...with just a tweet = 18 news stories
Announce have exclusive on white version... with just a tweet = 30 news stories
Overall social discussion = 2000+ mentions
Without traditional proactive media relations...
Application of toolkit ‘best practice’ SEO approach
Links driven back to pre-registration</li></ul>Presentation title       Author's name        March 21, 11       Confidenti...
Upcoming SlideShare
Loading in...5
×

Alex Pearmain from O2 on the operator's social and search strategy

1,240

Published on

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,240
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
40
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Can’t buy success
  • Alex Pearmain from O2 on the operator's social and search strategy

    1. 1. Visibility and beyond<br />Integrating the brave new world<br />Alex Pearmain, Head of Social Media, O2 UK18th March<br />
    2. 2. @alexpearmain<br />Presentation title Author's name March 21, 11 Confidential<br />
    3. 3. Presentation title Author's name March 21, 11 Confidential<br />Observations<br />
    4. 4. Some observations on the brave new (old) world<br />Transition from visibility to discoverability....<br />Visibility works for those who already know what they’re looking for<br />Discoverability ensures you attract people who didn’t even know they wanted you...but you were perfect for.<br />Requires an integration of how people see you, how people recommend you, and the experience they get once they dig deeper with you<br />Presentation title Author's name March 21, 11 Confidential<br />
    5. 5. From this (visibility)...<br />Presentation title Author's name March 21, 11 Confidential<br />
    6. 6. ...to this (discoverability)<br />Presentation title Author's name March 21, 11 Confidential<br />
    7. 7. Presentation title Author's name March 21, 11 Confidential<br />O2 case study<br />
    8. 8. We’re exceptional (both senses of the word...)<br />Presentation title Author's name March 21, 11 Confidential<br />200k+ likes<br />39k+ followers<br />100k+ users<br />30k+uniques<br />22m customers<br />
    9. 9. Our social focus<br />Volume<br />Conversion/Action<br />Visibility<br />
    10. 10. Proof #1 – engagement drives visibility (micro)<br />Presentation title Author's name March 21, 11 Confidential<br />350 likes<br />150 comments<br />Typically...<br />50% extra engagements<br /> = <br />100% extra impressions<br />
    11. 11. Proof #2 – engagement drives visibility (macro)<br />
    12. 12. Proof #3 - ...which leads to actions/conversion<br />Angry Birds – social engagement drives PR, drives traffic and sales<br />Engaged people<br />Reached over 3m people...<br />Over 1000 engagements...<br />Worked for PR & Search<br />Created press interest & coverage<br />Drove links and traffic – 1000s of clicks<br />Converted<br /> Sales jump of >20% correlating to activity<br />Presentation title Author's name March 21, 11 Confidential<br />
    13. 13. How are we set up?<br />Presentation title Author's name March 21, 11 Confidential<br /><ul><li>Single point of contact for the brand in social – internally and externally
    14. 14. Part of the media & comms team – one source of reputation management
    15. 15. Hub and spoke approach within the business</li></li></ul><li>How do we do it?<br />Plan<br />Presentation title Author's name March 21, 11 Confidential<br />React<br />Evaluate<br />Evolve<br />
    16. 16. Consistency<br />A SINGLE...<br /><ul><li>Content calendar
    17. 17. Focus for keyword and link alignment across social, PR, Search
    18. 18. Campaign briefing and co-ordination process
    19. 19. Listening tool for evaluation, insights – one ‘truth’</li></ul>Presentation title Author's name March 21, 11 Confidential<br />
    20. 20. How do we do it? Xperia Play<br /><ul><li>Announce stocking it...with just a tweet = 18 news stories
    21. 21. Announce have exclusive on white version... with just a tweet = 30 news stories
    22. 22. Overall social discussion = 2000+ mentions
    23. 23. Without traditional proactive media relations...
    24. 24. Application of toolkit ‘best practice’ SEO approach
    25. 25. Links driven back to pre-registration</li></ul>Presentation title Author's name March 21, 11 Confidential<br />
    26. 26. Xperia Play - Volume <br />Presentation title Author's name March 21, 11 Confidential<br />
    27. 27. Xperia Play - visibility <br />Presentation title Author's name March 21, 11 Confidential<br />
    28. 28. Xperia Play – influences<br />Presentation title Author's name March 21, 11 Confidential<br />
    29. 29. Issue management – how do we do it?<br />Presentation title Author's name March 21, 11 Confidential<br />
    30. 30. Issue management – informing & engaging<br />Presentation title Author's name March 21, 11 Confidential<br /><ul><li>Respond to all on a 1-2-1 basis; over 500 individual responses
    31. 31. Blog acts as central resource and updated live
    32. 32. C.40-50% of mentions included blog
    33. 33. Better forum for consumer comments as long form and framed by our Q&As
    34. 34. Better discoverability by search</li></li></ul><li>Issue management: Lifecycle<br />Press follows by a day<br />
    35. 35. Issue management: Visibility<br />Most visibility once volume starting to decline<br />
    36. 36. How do we do it – Good ideas, integrated<br />6.5x ROI<br />Presentation title Author's name March 21, 11 Confidential<br />Social reviews – new audiences<br />Good is good...<br />
    37. 37. Presentation title Author's name March 21, 11 Confidential<br />“Discoverability”<br />
    38. 38. Presentation title Author's name March 21, 11 Confidential<br />Twitter.com/o2<br />Facebook.com/o2uk<br />Blog.o2.co.uk<br />
    1. A particular slide catching your eye?

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

    ×