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

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  • Can’t buy success
  • Transcript

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

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