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Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
Social media in the offline marketing mix
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Social media in the offline marketing mix

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My CIM talk on social media in the offline

My CIM talk on social media in the offline

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  1. Social media &integrationwith offline mediaDavid Clare, Senior Programme Executive, 33 Digital@davidjmclare
  2. A littleabout ME I WORK FOR 33 DIGITAL, AN INTERNATIONAL DIGITAL PR AGENCY AND PART OF THE HOTWIRE GROUP. •Studied at Lincoln University •Joined 33 Digital in its infancy •Account manager for Microsoft divisions •Prolific blogger
  3. A littleabout 33 INTERNATIONAL DIGITAL PR AGENCY AND PART OF THE HOTWIRE GROUP. •Set up by Drew Benvie in 2009 •Specialising in social media, with tradition PR background •Offices in UK, Spain & Australia •US, Germany & France to follow
  4. What We DO Digital PR Buzz monitoring Gaining coverage in Tracking discussion across various online online media. Talking to media. Finding digital influencers. opportunity and red flags. Influencer relations Brand auditing Finding influencers, using Identifying strengths and Listening Post, and weaknesses. Finding creating positive opportunities to grow, relationships. improve and develop.
  5. What We DO Campaign measurement Live events Showing ROI with Putting them on and then making them social, transparent reporting, to expand the made easier by online tools. experience and message to others. Social media training Labs Consultations with brands Innovation and finding on how to implement new ways of achieving social media strategy. results. This is the fun part!
  6. M LO ic U ro D so PL DI ft s AT G m FO IT b RM AL M TH IC RO EA SO TR FT E PA SO INT RT C EL NE IE RS TY CLIENTS SA LON G E DO EV BE N ER C TH LI N P O EA /at a glance TE TR E PE A RS de O be N nh PE am N s G U IN LO BO FI VE OK N S AN T O C LE I AR B E AL BR TIM N O E AD S O BA N 2 D TE LE FO N BL ICA U EV IA PR N EM IB BL M IE R IC R RO IN SO N M FT ICAN RO OF YW SO F I C H U EM ER B FT IC EL H RO E W LY EA SO O .C LT O H FT RK IN M G G O VE M RN O DE ME N RN T JA Li G fe XC O lin H e sc AN re G en ET in EA g M
  7. Social mediafirst things to know Clients Expect you to know how social media fits into their campaign.
  8. Social mediafirst things to know Clients You Expect you to know how Need to know how social social media fits into media works and have their campaign. the answers for your client.
  9. Social mediafirst things to know Clients You Expect you to know how Need to know how social social media fits into media works and have their campaign. the answers for your client. Good news It’s not too hard. You probably know more already.
  10. Social mediafirst things to know Clients You Expect you to know how Need to know how social social media fits into media works and have their campaign. the answers for your client. Good news Bad news It’s not too hard. You It doesn’t make you probably know more better than any other already. agency.
  11. G oo re g d le di t + 4c ha n be b po o st er ou Li s ttl Fr e ie m on nd qu st feTh er ed e or a s fa /at a glance nc y Social media tu m bl pi r nt er es t m ys pa ce W or dp fa r ce ess bo .o ok rg tw itt er lin ke di W n or dp re ss .c om w bl ik og ip ge ed r ia Ap p. ne t di as La po st al ra .fm lto p fli ck r pa th G sk oo y g le pe gr o up ya s m
  12. Time to focus.
  13. Social mediathe background 2006 The year social media was coined as a term and the pivotal moment it went huge.
  14. Social mediathe background 2006 TWITTER The year social media For many consumer clients it is where 90% of was coined as a term conversation takes and the pivotal moment place. Important for B2B it went huge. too.
  15. Social mediathe background 2006 TWITTER The year social media For many consumer clients it is where 90% of was coined as a term conversation takes and the pivotal moment place. Important for B2B it went huge. too. FACEBOOK Brands love Facebook as it begins to be a portal for the web. The challenge is now to engage people.
  16. Social mediathe background 2006 TWITTER The year social media For many consumer clients it is where 90% of was coined as a term conversation takes and the pivotal moment place. Important for B2B it went huge. too. FACEBOOK BLOGS Brands love Facebook as WordPress rules the web it begins to be a portal for (22% of new sites are on the web. The challenge is the platform). Should be now to engage people. in the marketing toolkit.
  17. The good.
  18. Casestudies brandOld Spice campaignRevive the brand RESULT• Sales went up over 100%• Mass amounts of coverage• Guaranteed to be in any social media presentation. Including this one.
  19. Casestudies brandDELL campaignGet out of Dell Hell RESULT• Saved its reputation• Made sales of $6.5m in 18 months from Twitter alone• Now setting the standard of what a social business should be
  20. Casestudies brandRed Bull campaignPromote Ryan DoyleParkour videos RESULT• Achieved 1 million YouTube hits• Created relationships with influencers• Reinforced Red Bull brand
  21. The bad.
  22. Casestudies brandRolls Royce problemIgnoring social media buzz RESULT• Tweet left for 7 days without rebuttal• Incorrect coverage in FT damaging brand• Had to learn the hard way
  23. Casestudies brandVodafone ProblemMixing up accounts, poorhiring RESULT• Thousands of retweets and replies• National coverage (negative of course)• People got fired
  24. Casestudies brandMcDonalds campaign#McDStories RESULT• Totally backfired• Hashtag hijacked• Online media coverage• Forever a negative case study
  25. BYOP.
  26. Social media/offilineinfluencersThere are people onlinethat your audience listento and trust. Makefriends with them.
  27. Social media/offilineinfluencersThere are people onlinethat your audience listento and trust. Makefriends with them.measurementClear measurement,clear results, clear ROI.No fiddling, no making itup. Transparent.
  28. Social media/offilineinfluencers stakeholdersThere are people online Your audience is online.that your audience listen Fact. You just need toto and trust. Make find out where andfriends with them. focus.measurementClear measurement,clear results, clear ROI.No fiddling, no making itup. Transparent.
  29. Social media/offilineinfluencers stakeholdersThere are people online Your audience is online.that your audience listen Fact. You just need toto and trust. Make find out where andfriends with them. focus.measurement generating buzzClear measurement, The internet is infinite.clear results, clear ROI. Coverage can grow andNo fiddling, no making it grow and grow.up. Transparent.
  30. Social media/offilineinfluencers stakeholders listeningThere are people online Your audience is online. You can’t listen tothat your audience listen Fact. You just need to people’s conversationsto and trust. Make find out where and offline. But you canfriends with them. focus. online.measurement generating buzzClear measurement, The internet is infinite.clear results, clear ROI. Coverage can grow andNo fiddling, no making it grow and grow.up. Transparent.
  31. Social media/offilineinfluencers stakeholders listeningThere are people online Your audience is online. You can’t listen tothat your audience listen Fact. You just need to people’s conversationsto and trust. Make find out where and offline. But you canfriends with them. focus. online.measurement generating buzz preparationClear measurement, The internet is infinite. At the very least, you areclear results, clear ROI. Coverage can grow and prepared to handleNo fiddling, no making it grow and grow. discussion of your brand.up. Transparent.
  32. Social media/offilineinfluencers stakeholders listeningThere are people online Your audience is online. You can’t listen tothat your audience listen Fact. You just need to people’s conversationsto and trust. Make find out where and offline. But you canfriends with them. focus. online.measurement generating buzz preparationClear measurement, The internet is infinite. At the very least, you areclear results, clear ROI. Coverage can grow and prepared to handleNo fiddling, no making it grow and grow. discussion of your brand.up. Transparent.
  33. HowInfluencersFollower wonk Use toolsWe follow Speed up the process by using freeTwitter search or paid tools to identify influencers.Listening postkredklout Build databasespeerindex Don’t let the information disappear. Record your findings,blogrolls offline.Twitter lists
  34. HowmeasurementRadian 6 Keep using toolsSocial bro Automate the reporting process.People browsr Focus on doing.topsyGoogle analytics Show valueBit.ly Record clicks, views, impressionstweetreach and even sales.hashtrackingtracx
  35. HowstakeholdersFollower wonk IdentifyTwitter search Find them, they will be there.Blog rolls Identify the key networks.hashtagsradian6 ListenGoogle search Don’t ignore them, hear what theyyfrog have to say.tineyeaddictomatic
  36. Howgenerating buzzScribd Campaignsslideshare Build in existing campaigns to workwordpress online too.Facebook advertsStumbleupon Incentiviseyoutube Offer incentives for people to joinVoucher codes the online conversation and follow your brand.Facebook appsMobile apps
  37. HowlisteningGoogle alerts Be on alertTwitter lists Keep listening out for what peopletweetdeck say.hashtagsradian6 All of what they saytopsy Not just mentions of your brand,yfrog also their general conversation. Get to know them. Target theirboxcar interests.Ifttt.com
  38. Howpreparefacebook Build a presencetwitter Build a presence on the channelslinkedin your audience is on. Don’t be brand jacked.Social press officemailchimpquora Prepare for issuesblog Run an issue factory, identify what could happen, prepare a responseinfluencers specific for online media.journalists
  39. BYOP.
  40. How we do it.
  41. How we do itDebenhams clientDebenhams objectiveMix online with offline.Create sales.Offer on-going servicepost-purchase.
  42. Customer service
  43. footfall •H! by Henry Holland blogger event held in London to launch the new designer range •Foursquare offer was the first from a UK retailer
  44. Product development • Crowd-sourced product design to stimulate grass roots awareness of the new H! range
  45. Media relations • Connecting online influencers with high profile PR and media activity • Nationwide blogger interviews in response to UK-wide retail footprint
  46. ResultsHalo effect Industry leadership Acquisition & retentionDebenhams has been Shortlisted for the Sales rose 86 per centthe first to launch Drapers Etail awards from Debenhams’initiatives in social against designer multi-channel business brands. Debenhams is (Computer World UK,media receiving halo 13 April 2010)effect positive regularly asked tofeedback throughout provide opinion pieces,(Media Week, case studies for major An independent reportFebruary 2010, newspapers including by Forsee published inFoursquare, and also the Financial Times, January 2010 placed Debenhams as theTwitter first retailer in Evening Standard and most improved onlinethe UK) Telegraph and to retailer for customer speak at conferences service (Marketing, 4 January 2010)
  47. recapwhat you can do HOW CAN YOU INTEGRATE ONLINE AND OFFLINE? •Find your audience •Set up channels •Listen to your audience •React to what they say, include their likes and dislikes into your strategy
  48. Fa ce fo bo llo ok we se rwo T w ar c nk itt h er se ar ch tin e Tools po ye st er ou s Bi ra they help t.l di y an tra 6 bo c x x ca rtw ee tre ha ac sh h ta g s Pe op le br o w tw sr ad ee di td ct e om c k M a el tw tic at er bu ha zz sh tra ck in so g ci al br o G oo we gl fo e llo Bi al w ng er so ts ci al se ar ch kr pe ed er to in ps de x y yf ro g Li st e ni ng po st kl Vi ou su t al .ly pi na
  49. THANKYOUwww.33-digital.comwww.davidjmclare.co.uk@33digital@davidjmclare

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