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Digital conv keep britain tidy & the distillery
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Digital conv keep britain tidy & the distillery

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Reading Room's Digital Conversation event on Social - Keep Britain Tidy and The Distillery

Reading Room's Digital Conversation event on Social - Keep Britain Tidy and The Distillery

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  • When we first started to monitor twitter this was one of the first tweets we read about ourselves. From that point on we knew that our social media strategy had to be all about increasing our online visibility and making people aware that we have an online presence. Social networking gives businesses a voice to can talk directly to their customers and more importantly listen to them. You no longer have to guess how they view your organisation – you can ask them! These conversations have changed the way we work at Keep Britain Tidy and have made us a much more effective organisation as we have a better understanding of the public’s perception of what we do – along with other organisations that want to work with us. Litter is not sexy, fun or cool but through our social networking channels we now have people chatting, discussing, campaigning and spreading the message of our issues.   We are no longer a nostalgic memory but a strong online presence. We have raised the profile of our organisation and empowered people who believe in our message to become brand ambassadors for Keep Britain Tidy. Social media is at the centre of our future campaigns as we use it to rally support and fight the battle against litter.
  • SELL- positives to not trying to sell, we can be less aggressive, people trust us more. However we don’t have a product as such to give them – Starbucks has 988,000 followers but that’s pretty easy if people think they’ll get a free coffee now and again. HARD SELL - Direct questions are sometimes ignored – it’s obvious we are trying to use them as free market research and doesn’t get a good reaction – what do they get for helping you? COMPETITORS - We researched our competitors – other charities such as RSPCA – lots of interaction, respond to every tweet Other ‘litter’ organisations took a very serious approach – very few replies, no targeting, just straight tweets. Very dull – we wanted to be much more fun and interactive and appeal to individuals not just related organisations. TARGET - This is a big change for Keep Britain Tidy as we are used to being the ones doing the telling – we are used to top down messages “do not litter”. SERVICE – allow people to vent – we don’t have to offer a solution just a response.
  • Various techniques – Varied content, including pictures, videos, questions, statements, links etc Previews / facebook exclusives Show them that you value their responses Lots of praise! This shows you have read / watched their content and appreciate their interaction.
  • 1) Find out about your fans and tailor your content accordingly On facebook our audience is different to twitter – on facebook if we mention Eco-schools we are more likely to get reaction than on twitter because more of our audience are mums. 2) Common misconception to assume that employing a social media strategy is that you are targeting young people and so should set the tone at this level – but this may not be the case. 3) On twitter people may follow hundreds of people, whereas as on facebook people follow individuals they might not be following as many people which means that their “wall” might not be refreshed as often. We had a complaint that we were flooding someone's wall so we now update facebook much less frequently than twitter – around once a day but still reply to any messages we get.
  • In responding you appear proactive and you make people aware of your online presence. NICHE - I get asked a lot to tweet various things from other departments in the company – such as training courses that can only be attended by enforcement officers at local councils – the odds are that it’s a pretty low percentage of our 2000 followers that fit this criteria. To begin with I did do this but as I’ve learned more about our followers it’s clear that reaction to these tweets is either non-existent or negative (losing followers) We have set a tone so we have to stick with it. CELEBRITIES – Vernon Kay, Eamonn Holmes., Kirstie Allsopp, Jason Manford, Richard Madley
  • Ways we interact with followers We needed volunteers to litter pick at the Vintage at Goodwood Festival. Uptake was slow so we decided to run a RT comp. Anyone who RT’d about our need for volunteers was entered into a draw to win a vintage KBT poster. The draw was “live” – pictures were updated throughout of me doing the draw. This follower won a T-shirt in one of our competitions. We praised him for winning and sent out the T-shirt quickly. In response he said this to the 319 people following him who in turn may want to follow and interact with us – BRAND AMBASSADOR He also posted a picture of the photo up in his house that received 95 views. The link received 1135 clicks and we got a big increase in volunteer applications. Other similar ideas – a caption competition with a pic from a Kirstie Allsopp photoshoot has 1180 views, the winner won a T-shirt Random quiz question – “If the story of Keep Britain Tidy was made into a film what would it be called and who would star in it” – winner won a T-shirt and posted a pic of herself wearing it. Rewards for Key followers e.g. 2000 th .
  • We started off with the basic page they provide and received very little interest. We have since given the page a makeover and had a lot more views for all of our videos The banner at the top links to our website (designed in Dreamweaver) and twitter account Our content isn’t particularly exciting – we get news clips, adverts and we try to dig things out of the archives now and then. YouTube is not overly useful to us and we haven’t fully exploited it in the way that other brands have - Quiksilver and Roxy’s webisodes and mini-documentaries go beyond cool surf footage and give consumers inside access to what goes on behind the scenes on the professional surfing, skating and snowboarding tour circuits. The video selection also features vlogs by the pros, lifestyle profiles of up and coming musicians.
  • Its not cost or time effective to dedicate time to a social media output that is not worthwhile for your brand. There is nothing worse than a half hearted attempt.
  • 1) If negative comments are going to happen they will – you can’t stop them you just need to turn them into a positive, address problems, answer questions, be honest and open. On facebook you can delete offensive comments – swearing etc, on twitter you can block users from contacting you (but you can’t gag them) 2) Time does need to be dedicated to social media but it doesn’t have to be excessive – as long as you plan your strategy properly and target only the social media you feel you can genuinely dedicate to and gain from. 3) Social media can effectively be a free marketing tool – at Keep Britain Tidy we don’t put aside any budget for social media – the only cost is my time so you can build up a successful network before you decide to invest money to improve social media – our dog fouling campaign. It just needs to be innovative! 4) Sometime more than one person can be used to run an account – which can help with efficiency. Go Daddy have a good way of dealing with tis so you know who says what by signing off with the initial of the contributor.
  • The last 50 tweets mentioning us on 18 th August 2010 – Kirstie Allsopp posted about us this day : Do u think it's right in these straightened times that we have to spend nearly a billion quid on picking up litter? If you think Nooo! send a tweet to @keepbritaintidy promising to get angry with litter louts and take back our streets! Be militant about it It costs £858 million a year to clean up litter - if 50,000 people are hearing about our work with just 32 tweets more litter haters = less litter= less money spent.
  • Our strategy has been to increase our online visibility and a good measure of that has been the fact that we now have a dedicated network of followers – so much so that we can actually use them to support our activity at Keep Britain Tidy We used our followers to find out their opinions about our posters after we received a complaint by the Plain English Society. We then used this to decide on the angle of our press release.
  • 55 pieces of litter a day would equal 20,000 pieces a year.
  • Good example of engaging with followers that doesn’t cost anything It doesn’t have to cost the earth to create “brand ambassadors” All about being innovative.
  • According to Klout @KeepBritainTidy is a Curator You highlight the most interesting people and find the best content on the web and share it to a wide audience. You are a critical information source to your network. You have an amazing ability to filter massive amounts of content to surface the nuggets that your audience truly care about. @KeepBritainTidy is influential to a tightly formed network that is growing larger.
  • @KeepBritainTidy is influential to a tightly formed network that is growing larger.
  • @KeepBritainTidy is influential to a tightly formed network that is growing larger.
  • @KeepBritainTidy is influential to a tightly formed network that is growing larger.
  • @KeepBritainTidy is influential to a tightly formed network that is growing larger.
  • @KeepBritainTidy is influential to a tightly formed network that is growing larger.
  • @KeepBritainTidy is influential to a tightly formed network that is growing larger.
  • @KeepBritainTidy is influential to a tightly formed network that is growing larger.
  • @KeepBritainTidy is influential to a tightly formed network that is growing larger.

Digital conv keep britain tidy & the distillery Digital conv keep britain tidy & the distillery Presentation Transcript

  •  
  • Nicola Peate Keep Britain Tidy
  • “ Whatever happened to the Keep Britain Tidy campaign?”
        • Our aim - get Keep Britain Tidy back on the digital map and increase our online visibility
        • Social media gives us a voice to directly address our “customers”.
        • Social media has changed the way we work across all departments at Keep Britain Tidy
        • We have raised our profile and empowered people to become “brand ambassadors”
        • People trust other people – not brands
        • Social media now central to our future campaigns
  • Our Strategy
        • We are not trying to sell commercially but instead spread our message and get other people spreading our message.
        • Social media is not the place for hard sell – even of ideas.
        • Research your competitors – where can you fit?
        • Target people – don’t wait to be found!
        • Don’t assume people will be interested in what you have to say YOU are interested in what THEY have to say.
        • Act as a service to people - they can “use” us so eventually we are able to use them.
        • We had to listen and tailor our strategy around what we learned.
  • Social Media at Keep Britain Tidy
  • Facebook
        • Gathering new “fans” – Word of mouth is crucial.
        • Encouraging interaction through various techniques:
    • Varied content, including pictures, videos, questions, statements, links etc
    • Previews / facebook exclusives
    • Show them that you value their responses
    • Lots of praise!
  • Facebook
        • Facebook Insights – A really useful tool for learning about your fans.
        • It’s not about youth – our average Facebook fan is female between 25 – 34.
        • Can be an option for organisations where they cannot update content as regularly.
  • Twitter
        • You do not have to rely on people finding you as you do on Facebook.
        • Search out people talking about your product / issue and respond to them.
        • We search out the terms ‘Keep Britain Tidy’ and ‘litter’ along with any current campaign issues so we can respond.
        • Try to appeal to the majority of your followers – niche tweets will be off putting.
        • http://useqwitter.com/ is a useful site as it tells you who has stopped following you – if you get a lot in one week look by through your tweets and try to assess why.
        • On twitter more than facebook people are more likely to act as “Brand Ambassadors” – including celebrities.
  • Twitter – interacting with followers
  • YouTube
        • Make the most of your YouTube page design
        • Promote videos on other social media such as twitter and
        • facebook and on website
  • Four Square
        • The “new kid” on the social media block
        • We have set up a page but we have no strategy for what we want to achieve.
        • We haven’t found the use for a non-commercial brand.
        • Can geo-location services be useful for brands that aren’t consumer facing?
        • We don’t need people to “check-in” at our location.
        • Dominos runs an offer where the person who checks in the most times gets a free pizza on a Wednesday.
        • Important not to push social media that isn’t right for your brand
  • Risks?
        • Negative comments
        • Time?
        • Budget
        • Control of output
  • Rewards?
  • Useful followers!
  • Twitpick
        • Keep Britain Tidy brought social media into the real world with the first online litter pick.
        • 55 pieces of litter were collected.
        • Keep Britain Tidy was mentioned on twitter more than 100 times through #twitpick, mentions and RTs.
        • The reaction was really positive as followers wanted to be part of something and support us offline as well as online.
  • Twitpick
  • Now and the future for @KeepBritainTidy
        • Social media is now a key part of both our PR and marketing strategy.
        • When we launch a new campaign digital and social media are incorporated from the planning stage.
        • We have an active network of followers that we continue to gain from.
        • We hope that our social networks will continue to grow and in the future this will be an area we invest in in order to push forward on to the next level.
  • Any Questions? (Remember you can also post questions to #RRDC if you think of one later!)
  • Paul O’Donoghue CEO – The Distillery @ Reading Room Social.Strategy.Seeding
  • Some of our social media clients:
  • Social is not just for the fun brands!
        • This client is famous for the wrong reasons!
        • They touch everyone of us everyday
        • They do the jobs we don't want to
        • They protect our borders and keep us safe from terror
        • They have their own Army
        • They protect our homes, work places and some of our most needy
        • THEY HAVE A GREAT STORY TO TELL!!
  • The Worlds 2 nd Largest Employer
        • 600,000 Employees
    • Operations in 140 countries
    • Responsible for moving 66% of
    • the UK’s cash
    • Train our forces in Iraq &
    • Afghanistan
    • Look after our prisons
  • They have a fantastic CSR program
  • The G4S Sport Challenge Develop a social marketing program for the G4S Sport program A phased approach, building up to the 2012 London Olympic Games A program that builds awareness, interest and following Phase 1 – 2010 - A simple strategy to establish the new site - Creation and development of a social media program - Drive traffic using the content and athletes Phase 2 – 2011 and up to the 2012 Olympic Games Full digital strategy building on the success of 2010
  • The Distillery Response Identify the most suitable media channels and platforms for the activity With strong and relevant content we will use the channels to their full potential Share and engage with the audience in a meaningful and informative way The recommended approach for the G4S Sport campaign was two-fold. 1. A program of social media activity 2. Launched with “Contextual” seeding campaign
  • The Distillery Strategy To drive interest, reach and awareness by developing a structure of social publishing, distribution and engagement or Creation of a connected social publishing program!
  • What does it look like? Publishing Content Distributing Content Engaging Users Traffic The Social Strategy A managed program across the main social and content channels Established distribution capability to maximize engagement with audiences
  • The Social Strategy The Assets and Channels – Video Establishing the “networks” that will form the engagement and drive traffic to both the home page and network assets Content can be “fed” into any number of identified network channels Streaming channels that will contain links back to You Tube channel & G4S 4Teen site
  • The Social Strategy The Assets and Channels - Images Flickr is the You Tube of images Creation of a G4S 4Teen site within Flickr will drive traffic and act as an image repository Flickr is constantly spidered by Google, Bing and Yahoo!
  • The Social Strategy The Assets and Channels – Social Networking Sites This area must be managed and “fed” on a regular basis by G4S and the athletes Social Networking sites will CONNECT all of the assets Creation of Facebook and Twitter sites will HOLD & DISTRIBUTE content from blogs, video, images and stimulate interest BUILDING A HUB OF FRIENDS AND FANS
  •  
  • Making It Happen…How it all links together Updates to the sport site and YouTube will automatically update on Facebook and twitter Updates on Twitter can be seen on Facebook & visa versa Updates on Flickr can be seen on Facebook “ Digged” content will be linked to You Tube or Sports site
  • Sustaining it – building the future Publishing Content Distributing Content Engaging Users Traffic The key to success is PLANNING & MANAGEMENT Ensure you have GOOD & RELEVANT content Create a DISTRIBUTION NETWORK LINK ALL CONTENT back to G4S Sport site
  • A Planning Roadmap
  • Program Manager Video Channels You Tube/ Vimeo / VideoJug Hulu / MetaCafe/ Sports Tube OV Guide Social Sites Facebook Bebo Twitter – including Haile etc Sports Sites Sportsviews.com Talkathletics.co.uk Sportspage.co.uk Blogtopsites.co.uk G4S Sport site Social Bookmarking Digg / Stumbled / Reddit Yahoo! buzz/ Google Blogs Athletes sites All sites will refer to the main G4S Sport site to drive traffic back Sustaining it – Management Hub
  • Managed through bespoke technology
  • Monitoring and Measuring
    • Alterian SM2 allows us to monitor the social and web landscape in relation to you needs and topics
    • Bespoke monitoring and campaign measurement
    • Robust technology with multiple user and campaign dashboard
  • The Seeding? Seeding is crucial to launch a social program Include it in your existing PPC campaigns Look for effective media opportunities It doesn’t need to be paid for advertising Develop media relations and push it via Digital PR You must tell your customers about it Get your employees to follow and share
  • Seeding G4S Sport Vibrant Contextual Advertising 100% user initiated – advertising that engages with the audience on their terms. “ In Text” solutions highlight words in web content, aligning relevant information with the words that define brands. Drives engagement and qualified traffic to a site Cost efficient traffic tool – G4S is only charged when ad has been engaged. Vibrant reaches 123 Million unique users.
  • How we used Contextual Relevant keywords in a contextual sports related environment Campaigns Bought on a CPC basis Any Rollovers of the ad unit/views are classed as free exposures if not clicked £ - very limited Budget
  • The Adverts
  • The Adverts
  • The Adverts
  • The Results In line with the site stats – the Contextual campaign delivered over 20% of site traffic during July 6,963,332 impressions & 139,033 advert views CTR was much higher than industry standard 5.8%
  • The Site and the Social
  • Social Bookmarking
  • Twitter Updates
  • Automatically re-published on home page
  • Reaching People
  • Utilising FB Tools
  • You Tube on FB
  • Twitter on FB
  • YouTube Channel
  • Flickr Channel
    • Seeding and Social benefits include:
    • Increase traffic
    • Build links
    • Discover relevant influencers
    • Gain trust in the Search Engines’ eyes
    • Expand your reach and frequency
    • But in reality what you are doing is creating clickable links that are helping to join the world wide web together and attracting the attention of search engine spiders.
    Search engine spiders index the web and the more quality links you have coming in to your site the more trust you gain in their eyes. Social Media mentions may not always build a link but these citations do get noticed by spiders. This helps build trust The SEO Effect
    • Organise content types
    • Prepare a schedule for each content type
    • Appoint internal content manager
    • Optimise website to cater for all channels
    • Make sure that regular updates actually happen
    • Make news happen & publish it
    • Planning schedule for each channel
    • Publish regular updates
    • Ensure all channels can accept content
    • Establish links/relations with owners
    • Weekly reviews of impacts
    • Make news happen & publish it
    • make content interesting
    • Get involved with audiences
    • Get the Athletes involved with audiences
    • Notice what users are saying and use it
    • Notice where activity is going to and coming from
    • Encourage sharing
    • Do not limit to known networks
    Social Summary Publishing Content Distributing Content Engaging Users Traffic DO NOT FORGET YOUR SEEDING PLAN
  • Any Questions? (Remember you can also post questions to #RRDC if you think of one later!)