PR in a digital age with Bournemouth UniversityPresentation Transcript
PR in a digital age#BourneDigi
Hello. @Beth_Carroll #BourneDigi
What we do Three_D is the digital, social and conversation division at Threepipe. Three, because we believe success is about connecting brands with people through influencers. D is for digital, but you probably already got that. To build awareness, advocacy and loyalty, brands need to listen, engage, contribute and talk to people. We help our clients develop integrated digital and social media strategies that help them to engage their audience and grow their business.
Where does social media sit?
Return on Investment Social Sherlock, our in-house evaluation system, helps us to set clear objectives that make sense for your business. It provides us with clear evidence of the value of each campaign, at the click of a button. The system also helps us to hone and tailor your social media strategy as your presence grows, providing you with weekly reports tracking development. The system helps us to track:
Making sense of social media
New media / technology, same job? This is the crux of this whole presentation. The goal posts may have shifted by the remit for PR remains the same. Before we can explore this, we need to understand what PR really is…
PR simply involves… …getting the right message, to the right people, in the right place at the right time.
The social shift Today’s PR channels and tools hardly bare any resemblance to those used when I started ‘Olden days’ 2011 The present is characterised by immediacy, interactivity and variety.
The game changer… It’s hard to pinpoint one particular moment that spurred this change. But, there is now doubt which has been the most impactful development: the explosion of Social Media. Let’s take a look at what has been called the biggest movement since the industrial revolution…
A fundamental shift Instead of ‘speaking at’ your audience(s)… You’re ‘speaking with’ them
Today’s landscape Paving the way for increased ‘engagement’ and ‘participation’ with you (and your brand) It’s about having conversations, engaging and connecting online (And hopefully translating that into ‘offline’ engagement)
Why go social? 57% of people talk to people more online than they do in real life Facebook is now the most searched term on the web 48% of 18-34 year olds check Facebook when they wake up 20 million people like brand pages every day 48% of 18-34 year olds find out about news through Facebook
Push vs Pull The tools at your disposal have two primary uses: Outwardly contributing Inwardly receiving The benefits of both are very even. Let’s look at some of the tools / platforms that are used…
Channels Owned channels Borrowed channels
Our approach 3Cs Conversations Collaboration Content Social media is: We adopt the following model:
Social media in practice
Rachel's We are responsible for managing the Facebook community on behalf of Rachel’s, the organic dairy brand. Since launch, we have consistently grown the community by engaging with the fans, sharing recipes, promotions and seasonal tips. This has lead to a consistent growth in the number of likes the page has received, translating in to a steady increase in brand awareness. Branded Facebook tabs featuring recipes and specific promotions provide additional content making sure the fans to return to the page. Rachel’s reports the activity has resulted in a significant and sustained sales Uplift of 16% year on year.
Stella artois cannes film festival To help Stella Artois amplify their title sponsorship of the Cannes Film Festival, we are supporting their search for a new film star. Using a microsite linked to the Stella Artois website, entrants are being asked to upload a video of themselves for the lead role of fictional character Jacques d'Azur. The winner and his short film will make its premiere as the first show to be shown at this year’s Cannes festival. Threepipe was tasked with developing a launch strategy, combining social media and blogger outreach. In just the first week of the campaign launch, we have driven over 100,000 consumers to the website.
World of Difference World of Difference is Vodafone’s flagship corporate responsibility programme, providing funding for people to spend time working for a charity. Vodafone tasked us with launching the campaign. A dedicated Facebook page was created as the hub for the campaign, with other social media channels (Twitter, university blogs, charity blogs) used to promote awareness of the campaign launch. Post-launch, with 500 winners having been selected, we profiled each winner to maximise general consumer awareness of the initiative More than 130,000 people joined the World of Difference Facebook community. 11,000 applied for the programme, with 500 chosen for volunteering placements.
My advice… Take your time - the hardest one for me as I'm so incredibly impatient, but like anything new, absorb as much as you can and then gently enter the fray when you're more confident in what you're saying / doing Be you - so simple, but there's no point in adopting a 'persona' that isn't you - I'm interested in what people are saying / sharing, not how they do it or how they'd like to be 'positioned' - and showcase your personality, robots are boring, 'real' people are great Learn from mistakes – we’ve all done things that have made us shudder, but the key is trying not to repeat those mistakes Keep (and absorb) good stuff - so many helpful / useful bits of information are shared everyday, but are forgotten just as quickly - Twitter's 'favourites' button is great for this - go back and read them over again when you have more time Be disciplined with your time management - it's so easy to spend hours digging and digging because their is no 'bottom' - allocate your time (if you can) and use a client like Hootsuite to schedule your tweets during the day
Yes there’s more… Talk back - its a conversation medium so respond to people who make an effort to talk to you, or at least acknowledge them when you can Get out there - the best things I've learnt have been over a coffee or a drink with people who know more than me - convert the social introduction made online into a social relationship Help where you can - I think social media is bringing about a renaissance in 'sharing' - and its great - if you can help someone with a query / question, do just that...it'll help build relationships and your reputation Pick some areas to 'own' - I remember being told as a kid 'don't just say something for the sake of it' - I think the same applies here, talk about things that you have knowledge about but try and make it about 'value' not 'volume‘ Write yourself some guidelines / a strategy - 'failing to plan is planning to fail' - same goes here, give yourself a bit of structure and it'll focus your energy in the right places