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How to integrate social media into Food & Drink PR campaigns
Agenda

1. Tactics & tools
   –   Social media outreach (blogs, Twitter, social networks, forums, podcasts)
   –   Video
 ...
My background
My background
My background
My background
My background
Tactics & tools
Blogs
Overview

 •   Matured - blogging has now matured
     as a phenomenon to cross all
     consumer interest areas
 •   Exte...
Consumer
B2B
Regional
Opportunity

 •   ‘Link etiquette’ of the blogging world encourages quick viral
     dissemination of well-targeted storie...
Blogger outreach
Preparation

•   It is vital to know who you’re pitching to. Specifically this includes:

           Reading the site’s ab...
Digging Deeper

 It’s essential that you ask yourself…

 Are you going after an active blogger or a fair-weather blogger?
...
More Digging

 How does the blogger interact online?
    • Is he or she cynical or critical? Is he or she part of a
      ...
Blog Pitching - Ethics

  Transparency
  • Honesty of Relationship: You say who you're speaking for
  • Honesty of Identit...
Step One: The Pre-pitch

What it does:
  • Ensures that a blogger is
        interested in hearing from PR

Why it’s impor...
Step One: The Pre-pitch

Includes:
      • Short introduction of who you are and what you do
      • Opt-in clause of part...
Step Two: Relationship Establishment

What it does:
   •    Ensures that the blogger
        understands your objectives
 ...
Step Three: The Pitch & Maintenance

What it does:
  • Keeps an ongoing
        conversation with the blogger

Why it’s im...
Step Three: The Pitch & Maintenance

What it includes:
  • Knowing what’s going on in
        the blogger’s life
  • Think...
Case study - Beck’s Canvas
Case study - Beck’s Canvas

 Key Outputs
 • Over 120 pieces of online coverage
   achieved
 • 40,148,733 unique users
 • £...
Case study – Hotel Chocolat
Case study – Hotel Chocolat

  •   Objective to build buzz and
      excitement around new range of
      Easter Eggs and ...
Blogger events
Overview

 •   Blogger events can be run in a very similar way to media events
 •   These can either be run in tandem with...
Opportunity

 •   With bloggers currently not invited
     to a large number of events, they
     offer a powerful means b...
Case study - Smirnoff

  •   Popular London ‘Blogger Meet-
      up’ event sponsored by Smirnoff
  •   Two Smirnoff ‘mixol...
Case study - V-Jam

 •   ‘V-Jam’ social media day
     created, with 60 frequent flyers,
     airline staff and bloggers
 ...
Twitter
Overview

 •   UK lead - over the past year Twitter has
     grown hugely in the UK to overtake the
     US in terms of ta...
Regional
Opportunity

 •   Influential hubs - the culture of people on Twitter ‘following’ others that
     they find interesting h...
Twitter – Why?

•   Build relationships


•   Humanise/Catharsis


•   Share information


•   Gather information


•   Sh...
How does it work?

       1. I update                 3. I can
                                   check
                  ...
The Twitter Dashboard


                        •   Following
                        •   Followers
                      ...
Twitter, PR and Journalism


  • Sense of
    community
  • Secret club
    mentality
  • Way to connect
  • Inside inform...
Etiquette

Do not:
• Follow indiscriminately
• Pitch out in the open
• Use only for self-promotion



Do:
• Keep engaged d...
Twitter Credibility Scale
Twitter Tools – things to know
  •   Hashtags
       – A way to track and distinguish conversations by inserting # in fron...
Twitter Tools - Digsby

  • Updates stream to your desktop
  • You don’t ever have to miss an @
    reply
  • You can upda...
Case study – Pizza Hut

 •   Pizza Hut has recently hired a
     dedicated intern to run its Twitter
     page
 •   Before...
Social networks
•   Targeted ads – displays ads solely on users meeting the demographic
    profile requested
•   Partner campaigns - spec...
Case study – Pizza Hut

 •   Official Pizza Hut fan page
     incorporates a number of
     different functions
 •   Links...
Case study – Road to V
Case study – O2
•   Drop in users - MySpace’s user base in
    recent years has dropped significantly as
    a result of the rise of Faceb...
Case study – Road to V
• What is it?
   – Photo storage and photo
     sharing community
• How does it work?
   – Users upload photos, tag
     t...
• DIY - an open social network platform
  that allows you to easily create your own
  social network
• Flexibility - this ...
Opportunity

 • Control- Ning offers
   complete control over who
   can join a social network and
   what they can do whe...
Social bookmarking

 • Distribution - A powerful way
   for stories to disseminate
   online
 • Tags - Users ‘tag’ stories...
Social bookmarking

 • Online influence - Very
   popular with news hungry
   web geeks
 • Community - People
   follow fr...
Social bookmarking

 • User-generated news
   website
 • No editor
 • Ranking of stories
   decided by community
 • A cent...
Forums
Overview

 • Well-established - forum communities were the first form of
   social media to take-off on the web
 • Communi...
Opportunity & constraints

  • Seeding – in the not too distant past,
    forums were a popular medium for viral
    marke...
Podcasts
Overview

 • Podcasts are very much a social media equivalent to radio
    – Blogs:journalism
    – Podcasts:radio
 • RSS ...
Opportunity

 • Opportunity exists to pitch in
   stories and content just as
   with radio
    – Interviews
    – Guest s...
Video
Overview

 • Engagement - video offers
   tremendous opportunity to
   engage audience groups online
 • Media thirst – tra...
Video-sharing

 • Large and varied – more than
   just YouTube. Sites such as
   Dailymotion, Videojug,
   Metacafe, Blink...
Communities

 •   Social networks – more than just
     video posting
 •   Shared interests – people connect
     to other...
Video production

  • Affordable quality – the explosion of video consumption online
    has brought with it a reduction i...
Video seeding

 • Audience reach – do use other video-sharing
   sites in addition to YouTube. You can easily find
   exte...
SEO

 • SEO – when posting videos on video-
   sharing sites, you have complete
   control over the copy and content that
...
Moderation

 • Hugely active sites such as YouTube so attract a
   large number of ‘spammers’ – people posting
   inapprop...
Case study – Beck’s
Case study – Beck’s
Case study – Beck’s
Case study – Beck’s
Case study – Ramada Encore
Case study – Ramada Encore

 Key Outputs
 • 12 pieces of national online
   coverage
 • 78 actively generated pieces
   of...
Case study – Virgin Mobile
Case study – Virgin Mobile

  Key Outputs
  •   105 pieces of online coverage
  •   Over 20 million impressions
  •   Over...
Widgets
Overview

 • Interactive web tools that can be
   ‘embedded’ on websites and
   downloaded to desktops
 • Engagement – gre...
Case study – Burger King
Case study – Burger King

  •   Facebook application developed
      by Burger King
  •   Designed to target Facebook’s
  ...
Case study – BBC 5Live
Online PR strategy
Objectives



                          Increasing the number
    Raising brand                                    Search ...
Online PR tactics
                                                                      Blogger outreach              Twit...
Creative campaigns
Creative development

 • At the core of social media strategy is
   traditional PR
     – Must be new
     – Must be suffi...
Story development

 • Get to the core of the story
     – Describe it in one sentence
 • Build associations from this base...
Use the full palette

  • Never before have so many tools
    been available, so easily, to PRs
  • Bring the story to lif...
Two-way

 • The key feature that
   differentiates social media
   from traditional media is its
   facility for two-way d...
Competition mechanics

 • Incentivise people to
   participate
 • Make prizes relevant to
   resonate
 • Competitions have...
Case study – Hotel Chocolat
Language & tone

 • ‘PR speak’ just does not work
    – Avoid exaggeration – people can spot it, and do not need to put up...
Mechanicals

 • Make it easy to share
    – URL links
    – Social media ‘share’
      buttons
 • Be mindful of people’s
 ...
Amplification
Overview

 • Extend – online PR can work very well as a means to ‘amplify’ or
   add further depth to a planned PR/marketi...
Implementation

 • Core messaging –
   creative scope is focused
   upon taking campaign
   messaging and applying
   them...
Implementation - timeline

  • Anticipation – one core
    focus for amplification
    strategy is building
    momentum a...
Opportunity

 • Extend current client PR campaigns – opportunity to pitch in
   amplification projects onto current client...
Case study – Sony Bravia
Case study – Sony Bravia
Case study – Compare the Market
Case study – Compare the Market

  •   Dedicated micro-site hosts
      multitude of digital assets
      linked to the ma...
Case study – Compare the Market

  •   550,000 fans chose to interact
      on the Facebook fan page
  •   Badge of pride ...
Case study – Compare the Market

  • Over 25,000 followers
  • Following over 27,000
  • Almost 2,000 updates
  • Quirky s...
Case study – Creme Egg
Case study – Creme Egg

  •   Online campaign to support TV ad
      campaign
  •   Target audience of 16-24 year olds
  •...
Case study – Creme Egg

  • 10% increase in number of
    unique visitors YOY
  • 41% increase in average
    dwell time Y...
Reputation management
Online press office
Online monitoring

  • Many options – there are now a large
    number of monitoring services on offer
  • Consultancy – v...
Managing comments

 • Commenting is a necessary element of the two-way nature of
   social media
 • Once you start the dia...
Managing comments - prioritisation

  • The proliferation of sites and
    commentators can be mind
    boggling and very ...
SEO PR
SEO PR

 • Google is very much the window through
   which people access everything online
 • Online PR and social media o...
Implementation - keywords

 • Keywords – keyword phrases
   are selected that are most
   important to the client for driv...
Implementation - drafting

  • Careful drafting – PR collateral is
    fused subtly with keyword phrases
  • Extend use – ...
Implementation - syndication

  • Syndication wires – PR collateral is
    posted on SEO PR wires (PRWeb,
    Source Wire,...
Online PR support

 • Dual benefit – more traditional online PR activity also has a
   direct impact on search
 • Top web ...
Measurement & evaluation
Social media metrics

  • Unique user statistics in social
    media are impossible to
    acquire across the board
    • ...
Social media metrics

  • Blogs
    • Number of actively generated posts
    • Number of virally generated posts
    • Ton...
Social media metrics

  • Twitter
    • Number of actively generated Tweets
    • Number of Retweets
    • Tone of posts
 ...
Social media metrics

  • Forums
    • ForumScore
    • Tone
    • Key messaging
  • Podcasts
    • Number of listeners
  ...
Social media metrics

  • Video
    • Number of views
    • Stars
    • Favourites
    • Comments
        – Tone
  • Socia...
Search engine impact

 • Ranking of actively generated
   posts in search returns
 • Assess ranking of negative
   article...
Traffic

  Utilise web analytics to track the
      following:

  1. Site visits encouraged as a
     direct result of onl...
Social Media Academy Training Deck
Social Media Academy Training Deck
Social Media Academy Training Deck
Social Media Academy Training Deck
Social Media Academy Training Deck
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  • Just for the record: This powerpoint deck is from Firebrands 'THE social media academy' definitely NOT from the 'Social Media Academy (TM)' http://socialmedia-academy.com
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    http://xeesm.com/AxelS
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Transcript of "Social Media Academy Training Deck"

  1. 1. How to integrate social media into Food & Drink PR campaigns
  2. 2. Agenda 1. Tactics & tools – Social media outreach (blogs, Twitter, social networks, forums, podcasts) – Video – Widgets – SEO PR 2. Online PR strategy – Creative campaigns – Amplification 3. Reputation management – Online press office – SEO PR 4. Measurement & evaluation to demonstrate ROI
  3. 3. My background
  4. 4. My background
  5. 5. My background
  6. 6. My background
  7. 7. My background
  8. 8. Tactics & tools
  9. 9. Blogs
  10. 10. 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
  11. 11. Consumer
  12. 12. B2B
  13. 13. Regional
  14. 14. 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
  15. 15. Blogger outreach
  16. 16. 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
  17. 17. 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?
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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.
  23. 23. 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
  24. 24. 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
  25. 25. Case study - Beck’s Canvas
  26. 26. 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
  27. 27. Case study – Hotel Chocolat
  28. 28. Case study – Hotel Chocolat • Objective to build buzz and excitement around new range of Easter Eggs and Hampers • Detailed discovery process to find most influential UK Foodie bloggers and chocoholics • Priority list of 50 contacts finalised • One-to-one communications commenced with all 50 • Taste-tests of Hotel Chocolat products offered for review • Extremely positive response • 100% follow through on product sampling to editorial review
  29. 29. Blogger events
  30. 30. 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
  31. 31. 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
  32. 32. Case study - Smirnoff • Popular London ‘Blogger Meet- up’ event sponsored by Smirnoff • Two Smirnoff ‘mixologists’ placed at bar • Profile book designed with detailed background information on all of the blogger invitees • Special cocktail design for each blogger: for example Fake Plastic Noodles received a cocktail infused with twisted lemon skins for noodles
  33. 33. Case study - V-Jam • ‘V-Jam’ social media day created, with 60 frequent flyers, airline staff and bloggers participating • Focus set of come up with concepts on how social media can improve the flying experience • Virgin Atlantic’s Vtravelled.com, was developed as an output – an online travel community where people can organise and share travel plans with friends and family
  34. 34. Twitter
  35. 35. Overview • UK lead - over the past year Twitter has grown hugely in the UK to overtake the US in terms of take-up • Extensive - the similarity to texts and the brief, quick nature of posts have resonated strongly with UK consumers, now spanning many demographic groups and interest areas • Complements blogging - Twitter now has found a place alongside blogging, where it is used to share quick views and opinions. Blogging instead is used for more detailed descriptions and analysis
  36. 36. Regional
  37. 37. Opportunity • Influential hubs - the culture of people on Twitter ‘following’ others that they find interesting has created a number of very influential hubs • ‘Twitter Elite’ now hold considerable sway, with their posts being seen by thousands of people instantly • Viral - the medium, like blogging, also lends itself extremely well to quick dissemination of news. If a person following a Twitter user likes a post, they can ‘ReTweet’ further increasing the audience base that the message reaches
  38. 38. Twitter – Why? • Build relationships • Humanise/Catharsis • Share information • Gather information • Showcase expertise • Job hunting
  39. 39. How does it work? 1. I update 3. I can check the updates that are directed at me (@) 2. It shows up in my 4. As I update, the more news feed my name shows up and and my I can expand my followers’ followers news feed
  40. 40. The Twitter Dashboard • Following • Followers • Updates • Twitter Tip • @Replies • Direct Messages • Favourites • Search • Trends
  41. 41. Twitter, PR and Journalism • Sense of community • Secret club mentality • Way to connect • Inside information
  42. 42. Etiquette Do not: • Follow indiscriminately • Pitch out in the open • Use only for self-promotion Do: • Keep engaged daily • Move outside your circle • Follow people at a steady pace
  43. 43. Twitter Credibility Scale
  44. 44. Twitter Tools – things to know • Hashtags – A way to track and distinguish conversations by inserting # in front of a pre-determined term • RT (Retweet) – Pass along a Tweet of someone else’s and give credit “RT @mseasons Check out this site!” • DM (Direct message) – A private message to another Twitter user. Can only be sent if the user is following you • Long URLs – Can be shortened using services like Tiny.cc to help avoid going over the 140 character limit. • Pictures – Use TwitPic.com to share photos easily on Twitter • Username – Can be changed at any time without losing your followers, replies or account
  45. 45. Twitter Tools - Digsby • Updates stream to your desktop • You don’t ever have to miss an @ reply • You can update your status, return direct messages and reply to other users • You never have to visit Twitter.com • It’s also possible to incorporate your email, Facebook and IM clients
  46. 46. Case study – Pizza Hut • Pizza Hut has recently hired a dedicated intern to run its Twitter page • Before recruiting the position, the Twitter page had 3,000 followers • Now has 17,000 • 13,000 following • 574 updates • High volume of interaction with followers, discussing pizzas, meals and offers
  47. 47. Social networks
  48. 48. • Targeted ads – displays ads solely on users meeting the demographic profile requested • Partner campaigns - special pages are designed to hold communities around specific topics • Traditional PR activity - Facebook is a notoriously hard environment to engage directly with consumer as a result of its closed nature (you have to be friends with someone to see their full details) • Facebook groups - the most accessible way to engage with communities of people on Facebook– either by setting one up or through engagement in groups already existing
  49. 49. Case study – Pizza Hut • Official Pizza Hut fan page incorporates a number of different functions • Links directly to Pizza Hut booking system, allowing fans to: – Find a restaurant – Book a table • Prominent offers promotion • ‘Events’ feature used to promote offers to all fans • 54,000 fans
  50. 50. Case study – Road to V
  51. 51. Case study – O2
  52. 52. • Drop in users - MySpace’s user base in recent years has dropped significantly as a result of the rise of Facebook and Bebo • Music - the profile now of MySpace users is now very music-focused • Targeted ads - much like on Facebook, targeted ads can be run on MySpace, set to appear only on profile pages of users that fit within a certain demographic profile • Open - MySpace is based on a far more open environment than Facebook, and therefore enables far more extensive engagement
  53. 53. Case study – Road to V
  54. 54. • What is it? – Photo storage and photo sharing community • How does it work? – Users upload photos, tag them and/or submit them to groups • Importance of tagging – Allows search functionality – SEO visibility through Google and Google Image
  55. 55. • DIY - an open social network platform that allows you to easily create your own social network • Flexibility - this can be designed to focus upon any topic imaginable • Numbers - currently over 1 million individual networks have been created on Ning – by companies and individuals alike • Functionality - Ning easily incorporates all of the features commonly available today on social networks – including multimedia content, and easy sharing of opinion and views
  56. 56. Opportunity • Control- Ning offers complete control over who can join a social network and what they can do when they are part of it • Moderation - constraints can thus be placed on the age of participants • Targeted - opportunity to create niche networks that are designed to complement other marketing initiatives
  57. 57. Social bookmarking • Distribution - A powerful way for stories to disseminate online • Tags - Users ‘tag’ stories they find interesting • Easy access - The URL for the story is saved on the web, for easy future finding (online bookmarking)
  58. 58. Social bookmarking • Online influence - Very popular with news hungry web geeks • Community - People follow friends ‘feeds’, and are kept up-to-date with stories they find interesting • Comments – People comment and share views on stories • Traffic – can be a major source of traffic to websites online
  59. 59. Social bookmarking • User-generated news website • No editor • Ranking of stories decided by community • A central group of a 1000 or so users command great influence • Major traffic driver online • SEO boost
  60. 60. Forums
  61. 61. Overview • Well-established - forum communities were the first form of social media to take-off on the web • Community - completely driven by community posts • ‘Forum Master’ - oversees content moderation • Threads - are either initiated by the Forum Master or by the user community • Consumer research – very popular with consumers when researching complex topics or making purchasing decisions • Opinion-formers –most forums provide information on the activity of its users: – Number of posts – Number of threads
  62. 62. Opportunity & constraints • Seeding – in the not too distant past, forums were a popular medium for viral marketers • Legal constrictions – changes in European law two years ago, however, severely curtailed this activity, making it illegal to act under false pretence when marketing online • Forum thread sponsorship – The main opportunity for active forum engagement is by contacting a Forum Webmaster to organise a sponsored thread
  63. 63. Podcasts
  64. 64. Overview • Podcasts are very much a social media equivalent to radio – Blogs:journalism – Podcasts:radio • RSS technology utilised to download straight to your iPod – Lead to podcasts being consumer on the go at times convenient to the listener • Podcasts can now be found covering all interest areas and industry sectors
  65. 65. Opportunity • Opportunity exists to pitch in stories and content just as with radio – Interviews – Guest speaker slots • As it is still a relatively new medium, podcast producers do not receive as many approaches from PRs – leading to increased opportunity
  66. 66. Video
  67. 67. Overview • Engagement - video offers tremendous opportunity to engage audience groups online • Media thirst – traditional media sites are constantly trying to compete with the BBC’s extensive libraries of content • PR opportunity – creates opportunity for high-profile story placement • Creative extension – opportunity to add further depth to a story
  68. 68. Video-sharing • Large and varied – more than just YouTube. Sites such as Dailymotion, Videojug, Metacafe, Blinkx and many others also have large communities • Easy sharing – ‘embedded players’ are now offered by all video-sharing sites making it easy to pass content to journalists • Viral spread – it is also very easy for consumers to share video content – meaning videos can spread very quickly online (e.g. recent London fire)
  69. 69. Communities • Social networks – more than just video posting • Shared interests – people connect to other users who like similar content, or post videos they like • Channels – YouTube channels create audience bases that are informed when new content is uploaded • Comments – people post comments and views on videos. Star ratings are a powerful determination of ranking in YouTube and whether it achieves the all-important feature on the front- page
  70. 70. Video production • Affordable quality – the explosion of video consumption online has brought with it a reduction in the expectancy of video quality and resolution • Script writer – finding a good script writer is a very valuable exercise. Substantially reduces expensive to and fro • Production – hiring a video producers is extremely important – more often that not they will manage the whole project, including editing • Budget – costs can be in the hundreds, depending on the scope of work • Length – it is best if videos do not shoot past 1 minute in length online – further reducing production costs
  71. 71. Video seeding • Audience reach – do use other video-sharing sites in addition to YouTube. You can easily find extensive lists of them online • Relevance – particularly ensure your video is posted on sites with relevant focus and audience bases • Web tools – there are a number of tools that can be used to post a video simultaneously to many video-sharing sites at once – massively reducing admin time (e.g. http://heyspread.com/) • Monitoring – such sites also enable easy reporting of total views and comment activity across the video-sharing sites used
  72. 72. SEO • SEO – when posting videos on video- sharing sites, you have complete control over the copy and content that runs alongside the video • Keywords – by researching appropriate keywords, it is possible to ensure the video ranks well in relevant search engine returns • URL links – use of relevant URLs and ‘anchor text’ ensures that popular videos provide an SEO boost to your website • Traffic – Popular sites such as YouTube can be key drivers of traffic online
  73. 73. Moderation • Hugely active sites such as YouTube so attract a large number of ‘spammers’ – people posting inappropriate links and content in comments to capture people’s attention • Popular videos can also attract abusive comment as a means to scandalise and shock • When it is your own video post, it is possible to control the following: – Removal of inappropriate comments – Complete removal of ability to comment
  74. 74. Case study – Beck’s
  75. 75. Case study – Beck’s
  76. 76. Case study – Beck’s
  77. 77. Case study – Beck’s
  78. 78. Case study – Ramada Encore
  79. 79. Case study – Ramada Encore Key Outputs • 12 pieces of national online coverage • 78 actively generated pieces of coverage across influential blog titles • Stimulated over 20 million impressions
  80. 80. Case study – Virgin Mobile
  81. 81. Case study – Virgin Mobile Key Outputs • 105 pieces of online coverage • Over 20 million impressions • Over 95% of placements mentioned Virgin Mobile • Over 89% of placements linked to or embedded the 30 Peas video • Over 87% linked to virginmobilepeople.com/30p
  82. 82. Widgets
  83. 83. Overview • Interactive web tools that can be ‘embedded’ on websites and downloaded to desktops • Engagement – great means by which to actively engage consumers • Rich information – powerful way to display rich and varied information • Content – work for all means of different content, from video to games • Stand-out – as this is still a a largely unexplored area by the PR industry generally, substantial opportunity exists to catch online influencers’ attention
  84. 84. Case study – Burger King
  85. 85. Case study – Burger King • Facebook application developed by Burger King • Designed to target Facebook’s primary user base – 18-24 year olds • Clever play on Facebook ‘friends’ network, whereby you can win a Whopper if you delete 10 friends • ‘So successful, Facebook had to shut it down’
  86. 86. Case study – BBC 5Live
  87. 87. Online PR strategy
  88. 88. Objectives Increasing the number Raising brand Search engine ranking of links from quality awareness online boost websites Increasing customer Website traffic acquisition & sales
  89. 89. Online PR tactics Blogger outreach Twitter promotion Audience mapping Online media promotion • Content pitching • Client Twitter feed set-up • Guest blog posts • Post drafting • Blogger events • Twitter feed promotion Social network Social bookmarking Forums Podcasts promotion • Thread sponsorship • Production • Facebook groups • Interview pitching • MySpace profile recruitment • Niche networks • Ning Video production Video promotion SEO PR Widgets • Script writing • Search engine optimisation • Press release optimisation • Production • Filming & production • Seeding • Syndication • Promotion • Editing • Measurement & reporting Online monitoring Online PR measurement • Online media buying value • Search engine visibility • Web analytics • Social media metrics
  90. 90. Creative campaigns
  91. 91. Creative development • At the core of social media strategy is traditional PR – Must be new – Must be sufficiently interesting for someone to want to take their own personal time to talk about it – Relevance is highly important • Simplicity is vital – Online influencers are extremely time poor – Key messaging must come through instantly • Attention-grabbing works – Humour – Innovation – Risqué (great example is Diesel 30 year anniversary campaign)
  92. 92. Story development • Get to the core of the story – Describe it in one sentence • Build associations from this base • Relevance is key • Focus first on this before considering appropriate social media platforms – Platforms should fall naturally from creative concept • Think BIG – Creative implementation online is far, far cheaper that offline – There are some very competitively priced development suppliers out there
  93. 93. Use the full palette • Never before have so many tools been available, so easily, to PRs • Bring the story to life as much as possible • The further you go the stronger the message, the reach, the impact • Video is enormously powerful
  94. 94. Two-way • The key feature that differentiates social media from traditional media is its facility for two-way dialogue • This brings with it a number of important advantages: – More powerful engagement • Improved recall – Active involvement – Participative for both parties • Make this principle core to a social media campaign
  95. 95. Competition mechanics • Incentivise people to participate • Make prizes relevant to resonate • Competitions have long been a core strand of consumer PR campaigns – Social media offers far more flexible, creative mechanics • You have to think why would some get involved?
  96. 96. Case study – Hotel Chocolat
  97. 97. Language & tone • ‘PR speak’ just does not work – Avoid exaggeration – people can spot it, and do not need to put up with it – Is it really ‘the world’s leading’? • Be human – Chatty, simple language works best – Avoid jargon at all costs • Be friendly – Relationships can be formed very quickly online • Be open – People are largely very understanding. If issues arise be up-front and open and maintain dialogue • Transparency – Always state your intention – Always state who you are representing
  98. 98. Mechanicals • Make it easy to share – URL links – Social media ‘share’ buttons • Be mindful of people’s inboxes – Make full use of online tools and sharing sites to distribute content – YouSendIt
  99. 99. Amplification
  100. 100. Overview • Extend – online PR can work very well as a means to ‘amplify’ or add further depth to a planned PR/marketing/advertising campaign • Advertising – ‘amplification’ is very much a buzz term in the ad world. Represents a means by which to take the core ad message out to a wider audience base • Media fragmentation – the fragmentation of consumer media has made it impossible for advertising to reach as large groups of people as before • Word-of-mouth – at its core lies the ability to stimulate word-of- mouth and viral spread of key marketing messages • Social media – the two-way, personal nature of the medium perfectly complements the prime objective of any advertising initiative
  101. 101. Implementation • Core messaging – creative scope is focused upon taking campaign messaging and applying them to the online medium • Interaction & depth – tools such as video and widgets enable softer elements to be added to a campaign – increasing levels of engagement • Assets – content produced to-date as part of the campaign can prove extremely valuable
  102. 102. Implementation - timeline • Anticipation – one core focus for amplification strategy is building momentum ahead of a campaign launch – Early glimpses of assets – Smaller campaigns to support major push • Extension – an additional focus commonly is then extending interest and intrigue past the main launch dates – Interactive elements – Competitions
  103. 103. Opportunity • Extend current client PR campaigns – opportunity to pitch in amplification projects onto current client campaigns • Extend other client marketing initiatives – opportunity to begin further supporting other agency initiatives • Slot in aside current retained PR agencies – opportunity to get to the client table without a full re-pitch. A foot in the door • Partnerships – scope to partner with advertising and media agencies
  104. 104. Case study – Sony Bravia
  105. 105. Case study – Sony Bravia
  106. 106. Case study – Compare the Market
  107. 107. Case study – Compare the Market • Dedicated micro-site hosts multitude of digital assets linked to the mainstream advertising campaign • Video clips include full TV ads, together with special features only available online • Varied range of downloads available, from music tracks, audio speeches, movies to wallpaper art • Directs traffic very neatly to camparethemarket.com, driving 100% in visits • Cost per acquisition reduced by 73%
  108. 108. Case study – Compare the Market • 550,000 fans chose to interact on the Facebook fan page • Badge of pride selected by large majority of fans, uploaded on individual profile pages • Large number of image uploads of customised pictures of fictional character Mr. Orlov, and starting petitions to get cuddly toys made • Large number of comments and ‘likes’ visible on Mr. Orlov’s status updates
  109. 109. Case study – Compare the Market • Over 25,000 followers • Following over 27,000 • Almost 2,000 updates • Quirky status updates and comedy news creates a stand-out theme that has proved popular • Lots of direct interaction with followers
  110. 110. Case study – Creme Egg
  111. 111. Case study – Creme Egg • Online campaign to support TV ad campaign • Target audience of 16-24 year olds • DM packs utilised to target people who participated in previous year’s campaign, directing traffic to following: – Microsite • Game • Video content • Blog – Bebo – Facebook – YouTube Channel • All interactive elements, designed to encourage engagement with ad concept and collateral
  112. 112. Case study – Creme Egg • 10% increase in number of unique visitors YOY • 41% increase in average dwell time YOY • Double the number of average visits per user YOY • 54% of visitor played ‘The Great Eggscape’ game
  113. 113. Reputation management
  114. 114. Online press office
  115. 115. Online monitoring • Many options – there are now a large number of monitoring services on offer • Consultancy – value for clients is in the consultancy offered in addition to raw stats: – Flagging crises before flaring – Prioritisation of articles for reaction – Insight to inform PR planning and campaign creative
  116. 116. Managing comments • Commenting is a necessary element of the two-way nature of social media • Once you start the dialogue, it is important to remain involved – Reply to comments – Engage in conversation • However, the more impersonal nature of online communications can cause people to sometimes be more offensive – Keep a watchful eye for inappropriate comment or spam • If this occurs on your uploaded content or site, this can be mitigated with removal as necessary – Ensure this is an appropriate action • YouTube allows comments to be disabled
  117. 117. Managing comments - prioritisation • The proliferation of sites and commentators can be mind boggling and very difficult to manage • Priority is key • Not all sites similar sway • Some comment at best will only require a watchful eye to check if it spreads further – In such circumstances, engaging is a waste of resources and may only fuel the fire
  118. 118. SEO PR
  119. 119. SEO PR • Google is very much the window through which people access everything online • Online PR and social media outreach directly impact: 1. Brand website rankings 2. Journalist and consumer endorsement rankings • Online PR and social media outreach can also be utilised to minimise the impact of damaging articles ranking highly – Hotel Chocolat example
  120. 120. Implementation - keywords • Keywords – keyword phrases are selected that are most important to the client for driving relevant traffic to their website • Input – first check if client has list of priority keywords. Their online marketing department will definitely have focus areas • Keyword generation – otherwise, there are numerous free, or paid-for, keyword generator tools • Focus – build focused list of up to five keywords to focus upon
  121. 121. Implementation - drafting • Careful drafting – PR collateral is fused subtly with keyword phrases • Extend use – opportunity to extend use of press releases and other collateral already being produced for a client • Focused content – otherwise, focused collateral can be created around keyword areas • Anchor links – appropriate URL links to the client site are placed behind keywords • Link choice – work with online marketing department to select most appropriate URLs
  122. 122. Implementation - syndication • Syndication wires – PR collateral is posted on SEO PR wires (PRWeb, Source Wire, Real Wire) • Mechanical costs – Each post costs around £100 (varies across wires) • Targeted – collateral is syndicated across sites relevant to the content and keywords • Link creation – each syndicated piece of coverage contains keywords and URL links to clients site
  123. 123. Online PR support • Dual benefit – more traditional online PR activity also has a direct impact on search • Top web real estate – achieving coverage on high ranking sites, such as BBC Online & Guardian Online, which includes URL links, creates substantial SEO boosts for a client • PR-dependent – PR is the only mechanism by which to achieve this • Relevant content – PR-generated articles linking to a client are likely to include relevant keyword phrases, further increasing effects
  124. 124. Measurement & evaluation
  125. 125. Social media metrics • Unique user statistics in social media are impossible to acquire across the board • A blogger will have to provide information personally • Therefore, does not support overall campaign measurement • Different social media platforms require different metrics
  126. 126. Social media metrics • Blogs • Number of actively generated posts • Number of virally generated posts • Tone of posts • Key messages • BlogScore • Number of comments • URL links • ‘Anchor text’
  127. 127. Social media metrics • Twitter • Number of actively generated Tweets • Number of Retweets • Tone of posts • Key messages • TwitterScore • URL links
  128. 128. Social media metrics • Forums • ForumScore • Tone • Key messaging • Podcasts • Number of listeners • Tone • Key messaging
  129. 129. Social media metrics • Video • Number of views • Stars • Favourites • Comments – Tone • Social networks • Members/ friends • Level of active engagement – Comments – Uploads
  130. 130. Search engine impact • Ranking of actively generated posts in search returns • Assess ranking of negative articles in search returns • Pre and post activity keyword search returns analysed • Work with SEO agency/online marketing department • Online PR/social media campaigning will not be the only influence on search returns • Note the Google PageRank of coverage generated
  131. 131. Traffic Utilise web analytics to track the following: 1. Site visits encouraged as a direct result of online PR activity 2. Uplift in traffic levels 3. Conversion of traffic to sales (or other important marketing metrics, for example sign-up)
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