Introduction to social media training deck
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Transcript

  • 1. How to integrate social media into PR campaigns
  • 2. Agenda • Introduction • Social media platforms – Blogs – Twitter – Social networks – Video – Widgets – Forums – Podcasts • Developing social media strategy • Reputation management • Measurement & evaluation
  • 3. My background
  • 4. My background
  • 5. My background
  • 6. Brands
  • 7. Agencies
  • 8. My background
  • 9. My background
  • 10. Social media platforms
  • 11. Blogs
  • 12. Overview • Matured - blogging has now matured as a phenomenon to cross all consumer interest areas • Extensive - vibrant communities can be found collecting around vast ranges of topics • Culture - blogger outreach carries with it different expectancies in regards to form of communications than traditional media
  • 13. Opportunity • ‘Link etiquette’ of the blogging world encourages quick viral dissemination of well-targeted stories and engaging content • SEO - this ‘link etiquette’ is also responsible for blogs faring extremely well in search returns – ranking highly in Google – As a result, blog posts can be extremely visible and influential – Impacting consumer opinion – Driving mainstream coverage • Brand advocates - the highly focused nature of blogs – with bloggers becoming passionate opinion formers on very specific topics – offers distinct opportunity to encourage strong advocates of a product or service
  • 14. Overview • What is a blog? – Short for Web Log – A publication – A diary – An information tool • How many? – Range between 50-70 million – Relevance
  • 15. Blog types • National Publications – The London Paper, London Lite • Professional – Londonist, Shiny Media • Corporate – GM Fastlane • ‘Hobby’ – A Welsh View, Lazy Laces, Eat Like a Girl • Dormant – Blogs that haven’t been updated in months • Link Farms – Blogs built specifically to up advertising revenues under the guise of legitimacy
  • 16. Blogging • Why do people blog? – Share information – Create an online persona – Establish credibility – Gather information – Network – Catharsis – Passion
  • 17. Audience mapping
  • 18. Blogging – Defining Success • Traffic • Comments • Interaction • Twitter Followers • Inbound Links • SEO • Tone • Quality
  • 19. Scoring BlogScore™ is Social Media Library’s unique rank system that provides an easy measure of both a blog’s influence and its visibility in search engines. A top score of 10 indicates a blog that is highly regarded by other, relevant, influential sites; in addition to a high propensity to rank well in search returns.
  • 20. Consumer
  • 21. B2B
  • 22. Technology
  • 23. Finance
  • 24. Healthcare
  • 25. Regional
  • 26. Regional
  • 27. Blogger outreach
  • 28. Preparation • It is vital to know who you’re pitching to. Specifically this includes: Reading the site’s about page Reading the last week or so of posts or news stories If possible, finding a specific, concrete example and URL that proves why the editor would be interested in writing about the campaign? If not a URL, the site should be very specific to your client/campaign
  • 29. Digging Deeper It’s essential that you ask yourself… Are you going after an active blogger or a fair-weather blogger? • If your blogger is very active online, chances are he or she has received a pitch before and will at least know the drill. If not, he or she may still be a good target, but you may have to explain the process a little more in-depth. Is the blogger is interacting only in the blogging community or if are they active elsewhere? • Twitter? Facebook? Flickr? MySpace?
  • 30. More Digging How does the blogger interact online? • Is he or she cynical or critical? Is he or she part of a community that is characteristically anti-PR? Search for terms… Pitch Public Relations PR Marketing Flack Your client or the client’s product Client competitors
  • 31. Blog Pitching - Ethics Transparency • Honesty of Relationship: You say who you're speaking for • Honesty of Identity: You never obscure your identity Specifics • No monetary exchanges • Commitment to represent blogger and client • No dodgy dealings, bribery • No pestering • No anonymous posting or commenting • No spamming
  • 32. Step One: The Pre-pitch What it does: • Ensures that a blogger is interested in hearing from PR Why it’s important: • One disgruntled blogger has the power to tarnish the reputation of the agency and client with the click of a button
  • 33. Step One: The Pre-pitch Includes: • Short introduction of who you are and what you do • Opt-in clause of participation • A hint of what might be in store • Chance to be placed on a ‘Do Not Pitch’ list Does not include: • Press releases • Hard sells • Attachments • Unsolicited advice or information
  • 34. Step Two: Relationship Establishment What it does: • Ensures that the blogger understands your objectives and that you understand theirs Why it’s important: • Each blogger is different - some want to review products, some want Google juice, some want advertising, some don’t know what they want… This gives us all a chance to start off on the same page.
  • 35. Step Three: The Pitch & Maintenance What it does: • Keeps an ongoing conversation with the blogger Why it’s important: • The blogger will be much more likely to take your other pitches if they know you
  • 36. Step Three: The Pitch & Maintenance What it includes: • Knowing what’s going on in the blogger’s life • Thinking before you pitch • Short, to the point, correspondence • Follow-up • Personality
  • 37. Case study - Beck’s Canvas
  • 38. Case study - Beck’s Canvas Key Outputs • Over 120 pieces of online coverage achieved • 40,148,733 unique users • £257,000 equivalent online media value • ROI – 9:1
  • 39. Blogger events
  • 40. Overview • Blogger events can be run in a very similar way to media events • These can either be run in tandem with mainstream media events or independently • Successful blogger events tend to adopt very tailored methods of syncing specific elements of an event to bloggers’ personal tastes
  • 41. Opportunity • With bloggers currently not invited to a large number of events, they offer a powerful means by which to build strong relationships and brand advocates • Face-to-face time allows impact to be made far beyond that possible during normal email communications • Following blogger events, bloggers frequently post detailed and well-branded reviews and posts
  • 42. Case study - Panasonic
  • 43. Case study – Panasonic
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