The importance of social media in developing an effective communications strategy

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

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The importance of social media in developing an effective communications strategy

  1. 1. The Importance of Social Mediain Developing an EffectiveCommunications Strategy @benrmatthews
  2. 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. 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. 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. 5. The BestLaid Plans...
  6. 6. FacebookFrom University niche to the multi billion ubiquitous comms platform
  7. 7. IPO and decline?
  8. 8. Control vs Constant Flux
  9. 9. InstagramFacebook Buys Instagramfor $1 Billion
  10. 10. Pinterest
  11. 11. You cannot predict orcontrol with timescalesand markets like these
  12. 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. 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. 14. What Can YouControl?
  15. 15. Search
  16. 16. Website
  17. 17. Email
  18. 18. Twitter
  19. 19. The Social Media Brandsphere
  20. 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. 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. 22. Data.Big Data.
  23. 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. 24. VolumeOrganisations have ever-growing data of all typesE.G. Turn 12 terabytes of Tweets created eachday into improved product sentiment analysis
  25. 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. 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. 27. Google Analytics
  28. 28. Salesforce
  29. 29. Facebook Insights
  30. 30. Youtube Analytics
  31. 31. Sprout Social
  32. 32. Simply Measured
  33. 33. Brandwatch
  34. 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. 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. 36. Social MediaIs Unique
  37. 37. Twitter
  38. 38. Twitter
  39. 39. The mass mediamindset is hardto leave behindwhen theaudience isreaching in andeschewingorganisationsthat only reachout.
  40. 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. 41. "Human beings are farmore likely tocommunicate ideas andinformation with otherswhen they are emotionallyengaged."Maki
  42. 42. Pinterest
  43. 43. Pinterest
  44. 44. Alpha Gov
  45. 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. 46. BusinessGets Social.
  47. 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. 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. 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. 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. 51. Thank You. @benrmatthews ben@brightone.org.uk benrmatthews.com

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