Sharpening your skills for the new media landscape

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Sharpening your skills for the new media landscape
Matthew Gain
Head of Digital Communications
Weber Shandwick
Skills

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says more than 120
million people log onto Facebook everyday

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Video usage continues to grow
77% of Australian web users have uploaded video in the last 12 months...

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MySpace experiences more than 60 million unique users each month
=

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And there has been the odd mention of Twitter in the press...

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66% of US marketers have used social media in 2009, compared to 20% in 2007.
- Association of National Advertisers (US)

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Today people are looking more to their peers and each other for news, information and cues and relying less on institutions.

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Evaluation
Listening
Search

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Listening
Photo by cesarastudillo on Flickr.com

Radian 6
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But there is also a range of free tools
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Experiment with
Google alerts – be alerted when you are mentioned online
Blogpulse.com – track conversations and trends
Search.twitter/Twilert.com
Boardreader – track conversations on forums

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Things to remember
Look for peaks and troughs in communication
Have clear objectives
3 months minimum
Think beyond your brand name
Photo by smason on Flickr.com

Identifying advocates
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Blog measurement:
Unique visitors (comepete.com though not always reliable)
Number of comments
Google/Technorati and other rankings
Number of times posts have been saved on Delicious
The number of sites linking back to posts

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Twitter/Facebook/MySpace measurement
Number of friends/followers
Engagement of the followers
Frequency of updates
Twitter.grader and Twitvision rank

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- Lorem Ipsum
Forums
Forums:
The number of community members if available
The number of new threads
The number of posts within a thread

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CHALLENGE
Educate and build advocates online for new Microsoft products at CES 2009.
SOLUTION
Leverage existing relationships with online community to get them hands on with new Microsoft products
Hosted an evening event to coincide with the global announcements in Las Vegas
Provide the advocates with exclusive assets to share with their followers and to encourage engagement and conversations

CESFest results
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80 separate conversations were stimulated solely by the experience, within which more than 1,200 contributions were made
WOM stimulated by CESFest event generated more than 500,000 tracked engagements
After being part of the CESFest experience key voices created more than 9 times more Microsoft WOM prior to engagement

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Things to remember
Relationships are key
Blogger engagement ≠ journalist engagement
Transparency is fundamental
Cash for comment is bad in media and bad in social media
Think conversations not key message delivery
Be authentic and personal

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Search
Photo by groggits on Flickr.com

Social network embassies
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Search engine optimised materials
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CHALLENGE
Educate the British public about the role of The Foreign & Commonwealth Office as part of the ‘Bringing Foreign Policy Home’ initiative.
SOLUTION
WS mobilised blogging Ambassadors to participate in conversations on websites and Twitter, and to create video diaries. We distributed content across multiple platforms and created targeted content to engage specific interest/cultural groups such as the gay and Chinese communities. We forged relationships with online super-influencers by facilitating a panel debate connecting technology, political and social bloggers around a table with senior diplomats.
RESULTS
17 video diaries, 33 in-house blog posts, Google maps mashup; first ever FCO podcasts on iTunes, and an ’Ask the Ambassador’ channel on Yoosk
Roundtable event chaired by BBC tech correspondent Rory Cellan-Jones attended by 14 of UK’s leading bloggers resulted in 9 pieces of positive coverage
3 online editorial placements, including first ever coverage of FCO’s work by a gay publication
Cited by Foreign Secretary as a campaign of excellence

Wrap up
Three key skills communications professions today and tomorrow:
Listening
First step in any social campaign
Start exploring free tools tomorrow
Evaluation
Online advocates are many, but if done right even a small group can generate big results
Search
Search embassies are a good way of extending your searchable properties
Think not just for human readers, but search engines
What’s next?
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Get in contact!
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Matthew Gain
Email – mgain@webershandwick.com
Twitter - @matthewgain
Website – matthewgain.com
Phone – 0416 181 073
Thank you for listening – I hope it was useful

Sharpening your skills for the new media landscape

by Matthew Gain on Aug 16, 2009

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