Bell Pottinger North Digital CredentialsPresentation Transcript
DIGITAL REPUTATION MANAGEMENT Company credentials Presented September 5 th 2011
The scale, influence and nature of social media calls for planned digital reputation management An opportunity? If harnessed, social media can strengthen your business, building loyalty and attracting new customers Or a threat? If left unattended, reputations can be eroded and competitors left to take the leadership position DIGITAL REPUTATION MANAGEMENT
24% of people in the UK use LinkedIn and 10% use twitter to keep up to date with work related news… that’s a larger reach than the national papers combined
47% of journalists use Twitter and 35% use Facebook when searching for news
34% of bloggers post opinions about products and brands
78% of people trust peer recommendations…only 14% trust advertisements
In the past month, the top 5 accountancy firms in Manchester were searched for, reported, discussed and recommended 3,456,106 times online. Each is a new opportunity What does your digital landscape look like? DIGITAL REPUTATION MANAGEMENT
We have built digital reputation management campaigns for large and small companies. Helping them be seen, loved and recommended online. DIGITAL REPUTATION MANAGEMENT
DIGITAL MANAGEMENT SERVICES
Content is at the heart of everything we do
Social media rewards companies who post pertinent, informative material (written, images and video).
We check every campaign against our 7
3. Relevant and of value
CONTENT IS EVERYTHING Why will I talk about it, share it, use it? How do I get involved? Co-creation, mobilise the community? What will keep the conversation going?
Our track record. We create original, timely and relevant content that cuts through the noise and connects with your audience. We: ‘ think like an editor’ to get noticed ‘ feel like the customer’ to create advocates ‘ guided by your business’ to deliver against your objectives Our proven approach has enabled us to deliver results to small local companies, national brands and government organisations. WHY BPN
‘ LIKE IT’ DRAYTON MANOR Results: Their fan base grew to over 71,000 within 12 weeks and YouTube reviews generated over 8.4million views Challenge: Faced with mounting pressure from competitive theme parks, Drayton Manor asked our team to help it to build attendance using social media. Solution: We embarked on a facebook strategy to build loyalty with customers and increase repeat visits. A series of exclusive offers were designed which were seeded at the park. These capitalised on the active interest of visitors whilst at the park, but designed to feed through to a loyal online community. The power of key opinion formers was harnessed to drive further visitors to the facebook page. These were linked to Drayton Manor’s YouTube channel and facebook page.
INN TRAVEL ‘ LOCATION, LOCATION, LOCATION’ Results: Armed with this vital intelligence we designed a social media campaign to engage with families where the most return would be gained. We designed a ‘best holiday picture’ competition where the best pictures posted to our photostream won a holiday in the Himalayas Challenge: Aimed at independently minded families, Inn Travel offers activity holidays such as walking, cycling and skiing across Europe. Wanting to increase their profile, Inn Travel asked Bell Pottinger to promote their holidays on YouTube. Solution: Before embarking on any content creation we first conducted a comprehensive social media audit, to understand how their target market research, recommend and make decisions about their holidays. This revealed that their audience referred to blogs and flickr to research holidays over YouTube.
RELATE FOR PARENTS ‘ THINK LIKE AN EDITOR’ Results: Our strategy paid off. Relate for Parents saw the number of conversation counts double. Most importantly they saw their ranking for key search terms move. 7 of them moved to the top 10 and one was at number one. Challenge: Relate for Parents & Families asked us to raise their profile online, enabling more people to find them when looking for parenting advice. Solution: Google’s search engine responds well to original quality content, online conversation and reporting from online newspapers. Firstly we researched topic trends through previous years. This revealed a calendar of topics that would be front of mind with a family throughout the year. To create material we conducted research revealing new opinion. These stories were given to the press throughout the year producing a fantastic stream of independent articles and a line of valuable back-links
STARLIGHT ‘ INSPIRING SUPPORT’ Results: Our approach enabled Starlight to achieve a far higher profile online than they had hoped for. Starlight wanted a 20% uplift in Facebook likes, we delivered 35%. Looking for a 20% growth in Twitter followers, we delivered 44%. During the 10 week campaign they were mentioned by others over 800 times, delivering their message to over 3m people. Challenge: After arranging a TV series with Channel 5, charity Starlight Children’s Foundation asked Bell Pottinger to grow its social media engagement. Solution: We identified that Starlight needed to use featured celebrities, gaining access to their millions of followers. To build understanding, case studies of children’s wishes being granted were posted on facebook and twitter. Previews of the next week’s show were also posted. A series of tactical details ensured that interest was converted throughout.
‘ BUILDING COMMUNITIES’ BRITANNIA Results: Engagement with the fans was huge. Over 4,000 fans ‘liked’ the facebook page, the proudtobeapotter website received 20,844 visits and 63,000 page views and 2,000 fans submitted photographs of themselves to be included in the art project. The campaign’s achieved 32.5 million opportunities to see. The iconic artwork scheduled to stay for two months is still there. Challenge: Britannia Building Society sponsors Stoke City Football Club. It asked Bell Pottinger to help it to engage with ‘Potters’ – the passionate body of Stoke City FC supporters. Solution: Bell Pottinger devised a strategy that enabled fans to participate and express their dedication to the club. Fans were invited to submit photographs of themselves which together built two giant images of Sir Stanley Matthews and club captain Abdoulaye Faye. This user-generated iconic art showcased their pride and passion for the team and was displayed at Stoke FC’s Britannia Stadium
PORTASKI ‘ BLOGGER RELATIONS CAMPAIGN TO GROW SALES’ Results: This approach garnered extensive product reviews and exposure on leading social sites such as mumsnet, on the snow and ski buzz. Most importantly it resulted in a 27% sales uplift. Challenge: With its ergonomic design and patented wheel-sled, PortaSki allows you to effortlessly transport your skis on snow or road. Confident in their fantastic product, they approached Bell Pottinger to raise awareness worldwide, drive traffic to their website www.portaski.com and stimulate demand in order to secure retail partnerships. Solution: A social media and product placement strategy was undertaken to engage with influential ski and bloggers within their target market (with ‘mummy bloggers’ identified as key decision makers). These online opinion formers were encouraged to test the product for themselves to help create independent respected reviews. A series of competitions were also created to gain further online exposure.
Let us cut through the noise to pinpoint the most effective platform, content and engagement strategy for you. Please get in touch with Linsey Henshaw at: email@example.com 01625 506 427 07788 432 323 @linseyhenshaw