Your SlideShare is downloading. ×
The importance of social media in developing an effective communications strategy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

The importance of social media in developing an effective communications strategy

1,031
views

Published on

Keynote given at Inside Government event on "The Rise of Social Media in the Public Sector" #publicsectorcomms

Keynote given at Inside Government event on "The Rise of Social Media in the Public Sector" #publicsectorcomms

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,031
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Importance of Social Mediain Developing an EffectiveCommunications Strategy @benrmatthews
  • 2. This is @benrmatthewsFreelance Digital PR consultant specialising in Tech,Media, Financial Services and CharityAwarded Young PR Professional of the Year 2010Youngest ever PR professional to be featured in PRWeekFounded Bright One, a volunteer-run communicationsagencyClient experience includes London 2012, O2 Telefonica,Financial Times, WWF, NSPCC, American Express
  • 3. 5 Short Stories1. The Best Laid Plans.2. What Can You Control?3. Data. Big Data.4. Social Media is Unique5. Business Gets Social.
  • 4. 5 Short Stories1. The Best Laid Plans.2. What Can You Control?3. Data. Big Data.4. Social Media is Unique5. Business Gets Social.
  • 5. The BestLaid Plans...
  • 6. FacebookFrom University niche to the multi billion ubiquitous comms platform
  • 7. IPO and decline?
  • 8. Control vs Constant Flux
  • 9. InstagramFacebook Buys Instagramfor $1 Billion
  • 10. Pinterest
  • 11. You cannot predict orcontrol with timescalesand markets like these
  • 12. Strategy is adaptable by natureIt will consider availability to both organisation and externalconstituents to take the activity in different directions withthe application of different resources:● Platforms● Channels● Contexts● Finance● Resources● Time● Technologies
  • 13. 5 Short Stories1. The Best Laid Plans.2. What Can You Control?3. Data. Big Data.4. Social Media is Unique5. Business Gets Social.
  • 14. What Can YouControl?
  • 15. Search
  • 16. Website
  • 17. Email
  • 18. Twitter
  • 19. The Social Media Brandsphere
  • 20. The internet is interesting inthe way people use it● Some people only use search engines and read what sites tell them.● Others only go to sites that they know and feel safe exploring.● Others are much more adventurous. Some add content in walled gardens like Facebook, others publish websites and blogsIf you ask any audience what they use theinternet for, the answers will all be different.
  • 21. 5 Short Stories1. The Best Laid Plans.2. What Can You Control?3. Data. Big Data.4. Social Media is Unique5. Business Gets Social.
  • 22. Data.Big Data.
  • 23. What is Big Data?Every day, we create 2.5 quintillion bytes ofdata — so much that 90% of the data in theworld today has been created in the last twoyears alone.This data comes from everywhere: posts tosocial media sites, digital photos and videos,purchase transaction records, and mobilephone GPS signals to name a few.
  • 24. VolumeOrganisations have ever-growing data of all typesE.G. Turn 12 terabytes of Tweets created eachday into improved product sentiment analysis
  • 25. VelocityFor time-sensitive processes, data can be used asit streams into your organisation in order tomaximise its value.E.G. Monitor 500 million websites in real-time topredict customer issues faster
  • 26. VarietyBig data is any type of data - structured andunstructured data such as text, audio, video, clickstreams and more. New insights are found whenanalysing these data types together.E.G. Exploit the 80% data growth in images, videoand documents to improve customer satisfaction
  • 27. Google Analytics
  • 28. Salesforce
  • 29. Facebook Insights
  • 30. Youtube Analytics
  • 31. Sprout Social
  • 32. Simply Measured
  • 33. Brandwatch
  • 34. More Than a Matter of SizeIt is an opportunity to find insights in new andemerging types of data and content, to makeyour organisation more agile, and to answerquestions that were previously consideredbeyond your reach.Until now, there was no practical way toharvest this opportunity.
  • 35. 5 Short Stories1. The Best Laid Plans.2. What Can You Control?3. Data. Big Data.4. Social Media is Unique5. Business Gets Social.
  • 36. Social MediaIs Unique
  • 37. Twitter
  • 38. Twitter
  • 39. The mass mediamindset is hardto leave behindwhen theaudience isreaching in andeschewingorganisationsthat only reachout.
  • 40. Social Media as Emotion DriverThe internet is an experience and an emotion driverthat fits well into what some consider to be anemerging economy when so many organisationsoffer so much that is so similar.
  • 41. "Human beings are farmore likely tocommunicate ideas andinformation with otherswhen they are emotionallyengaged."Maki
  • 42. Pinterest
  • 43. Pinterest
  • 44. Alpha Gov
  • 45. 5 Short Stories1. The Best Laid Plans.2. What Can You Control?3. Data. Big Data.4. The Customer Is Always Right.5. Business Gets Social.
  • 46. BusinessGets Social.
  • 47. Organisation-wideThe essence of social media in the future isthat it will become a coherent organisation-wide online strategy.Endorsement and adoption of the strategyneeds to come from all functions of anorganisation, from the boardroom admanagement, down to customer services andsales.
  • 48. Key Adoption DriversThere will be a driver that prompts entry intothe online world.● Staff initiative● Competitor pressure● Customer service improvement● Crisis comms● Negative brand impression online● New channels for promotion
  • 49. What This Means For YouBecoming a social business transforms theorganisation from the inside outConnecting the internal with the external in away that enhances relationships createsshared value for the people, the organisationand ecosystem as a whole.
  • 50. 5 Key Takeaways1. Strategy is adaptable by nature2. Make sure you control the channels you own3. Use data to gather new insights4. Remember customers are individuals5. Embed social in your organisation
  • 51. Thank You. @benrmatthews ben@brightone.org.uk benrmatthews.com