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Marketing week 2013 online pr and social media fundamentals michelle goodall

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A huge subject condensed into a mere 25 minutes...OK, it's not really possible but some basic thoughts to help marketers frame their thinking around social media and online PR.

A huge subject condensed into a mere 25 minutes...OK, it's not really possible but some basic thoughts to help marketers frame their thinking around social media and online PR.

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  • 1. Jun 2013Michelle GoodallOnline PR/Social Media Consultant+44 (0) 7977 418 630e: goodallster@gmail.comtwitter: http://www.twitter.com/greenwellyslinkedin: http://uk.linkedin.com/in/michellegoodallgoogle+: http://www.gplus.to/michellegoodallOnline PR &Social MediaFundamentalsMichelle Goodall@greenwellys
  • 2. I’m Michelle Goodallaka @greenwellys| May 2013| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant
  • 3. What are we going to cover?| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 3• The basics in 25 minutes to frame your Online PR/SocialMedia thinking and get you started• Q&A
  • 4. | Jun 2013 | | © Michelle Goodall - Online PR/Social Mediaconsultant ,| 4PR today
  • 5. Let’s get the PR-econceptions out of theway…| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 5Source: Flickr and BBC
  • 6. PR has always been a strategic discipline…| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 6Source:Flickr….not just media relations!AnalysisTrendsCounselActionMutual Understanding
  • 7. Like other disciplines, practitioners andquality varies…| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 7
  • 8. Social media - a strategic discipline| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 81.  A strategic tool for uncovering business insights.2.  Managing the influencers who are driving theconversation around your brand.3.  Marketing that provides value and turnscustomers into evangelists.4.  A critical component of customer care.5.  Transforming your organization to meet thetransparency and humanity customers now expectof brands.
  • 9. Sounds an awful lot like PR…?| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 9It’s a strategic tool for uncovering business insights.Focus GroupsStakeholder meetingsInternal Commsetc.Source: GuardianMystarbucksidea.com –>126k ideasStarbucksEarned & OwnedEcosystem >40m people
  • 10. Sounds an awful lot like PR…?| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 10It’s managing the influencers who are driving the conversationaround your brand.Community outreachPress conferencesMedia tripsMedia relations/Blogger engagementetc.
  • 11. Sounds an awful lot like PR…?| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 11It’s marketing that provides value and turns customers intoevangelists.Media relationsStuntsEventsCustomer Case Studies
  • 12. Sounds an awful lot like PR…| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 12It’s a critical component of customer care.It’s transforming your organization to meet the transparency andhumanity customers now expect of brands.CSRThought LeadershipCommunity EngagementPublic Affairsetc.“To any CEO who is sceptical today about socialenterprise, you have to be totally connected witheveryone who touches your brand…”Burberry CEO Andrea Ahrendts
  • 13. Disciplines/departments are convergingAdvertisingDirectMarketingSalesPromotionExperiential/EventsPublicRelationsCustomerService| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 13PublicAffairs
  • 14. Social media is complex and rapidlyevolving…| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 14Source: LUMA
  • 15. Constant evaluation - where does this sitwithin the organisation and marketing mix?| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 15
  • 16. Required skillsets| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 16Source:Flickr…not just blindly creating content, having a Twitter/Facebook/Vine/Instagram/Pinterest presence…AnalysisPredicting ConsequencesCounselActionMutual UnderstandingAn art and science…
  • 17. | Jun 2013 | | © Michelle Goodall - Online PR/Social Mediaconsultant ,| 17Where do I start?
  • 18. Online PR and Social Media – Start witha simple plan| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 181.  Strategy First – tools, technologies, tactics come lastAIMS – OBJECTIVES – SOCIAL/OPR OBJECTIVES2.  Align to your business objectives
  • 19. Online PR and Social Media – Start witha simple plan| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 193.  Create objective related ‘SMART’ KPIsX converted new business leads via social media in 1yearX new product ideas in X monthsConnect to and engage with X% of key journalists/bloggers in our sector in 6 monthsIncrease reach of thought leadership content by X%
  • 20. Business Objectives and KPIs| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 20•  Unique to you•  Dependent on BOs andwhat matters to yourbusiness•  3 O’s – Output, Outtakes,Outcomes•  AMEC Jun 2013 Influence,Opinion & Advocacy andImpact & Valuemeasurement standardshttp://www.smmstandards.com/wp-content/uploads/2013/06/Complete-standards-document4.pdf
  • 21. Online PR and Social Media – Start witha simple plan| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 214.  Competitor AnalysisSource: Sociagility
  • 22. Competitor analysis| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 22•  On-site•  On network•  SEOMoz/Followerwonk•  Birdsong
  • 23. Online PR and Social Media – Start witha simple plan| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 235.  Define Audiences/Stakeholders (customers, mediaetc.)6.  Do a “Social/Perception/Network/Stakeholder/Audience Audit”…whatever you call it - ID relevant channels, contentideas/trends, authoritative voices, gaps, memes etc.*and immerse yourself personally…
  • 24. Define and benchmark/auditstakeholders| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 24•  Internalstakeholders•  Google andsocial network‘Ninja Search’•  SEO Moz•  Followerwonk•  Lissted forjournalists,analysts andmedia outlets
  • 25. ID content themes/‘social objects’| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 25•  From your‘NinjaSearches’ andresearchplus…•  Twitter Lists•  Trendsmap•  GoogleTrendsetc.
  • 26. Online PR and Social Media – Start witha simple plan| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 267.  Do it* – learn – iterateSource: Dell
  • 27. Do – learn - iterate| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 27•  Social mediamanagementtools, e.g.Tweetdeck,Hootsuite,Sprout•  Real-timeanalysis
  • 28. Do – learn - iterate| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 28•  Brandwatch -Coverage andSentimentanalysis•  GoogleAnalytics•  SocialCrawlytics
  • 29. Do – learn - iterate•  Socialplatformanalytics
  • 30. Get the basics right – brand spokespeopleand issues management| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 30• Can’t commoditise PR orsocial media - requires properresource• Define issues & crisis - plan for‘the bad’ and ‘the worst…’• Always remember youraudience• Choose/brief brandspokespeople wisely…
  • 31. Get the basics right – media-ready/’content chunks’ and well-signposted social channels| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 31
  • 32. Get the basics right – Use a ‘PurposePyramid’| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 32Source: http://www.slideshare.net/jeremywaite/purpose-pyramidEntertainInformChallengeEducateInspireSolve Problems
  • 33. …for your ‘evergreen’ and newsworthycontent/content chunks| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 33EntertainInformChallengeEducateInspireSolve Problems“20 wireframing tools for mobiles”“Lego Father’s Day animation”“11 business philosophiesto live and die by”“A manifesto for CMOs”“Twitter raises limits on lists”“Jaeger’s e-commerce sitedeconstructed”
  • 34. Get the basics right – journalists,bloggers and analysts| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 34• Understand their objectivesand pressures• Relevance not Quantity –know their ‘brand’ inside out• Interact – build long termrelationships• Concise timely emails -relevant visuals help• Pitch genuine news viaTwitter• Use tools like Lissted/Twitter ListsFurther reading: http://socialmediatoday.com/carriemorgan/1541581/impact-social-media-newsrooms-journalists?utm_source=dlvr.it&utm_medium=twitterReuters Digital News Report 2013
  • 35. Have a content plan| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 35• Businessobjectives• MeasurableKPIs• Tight qualitycontrols“Content is fire, and social media is gasoline.” Jay Baer
  • 36. A content curation plan| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 36• Relevance• Freshness andserendipity• Can you addvalue? ‘Linking& Thinking’
  • 37. And be ready for responsive opportunities…| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 37
  • 38. 70:20:10 (Thanks Ashley!)| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 38http://econsultancy.com/uk/blog/62965-agile-marketing-the-70-20-10-rule
  • 39. Optimise everything| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 39• SEO• Timing• Hashtags• Make people want toshare and help them todo it…• Simple calls to action
  • 40. Evaluate social technology on an ongoingbasis…| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 401.  Can the help me achieve myBusiness Objectives?2.  Are they being used by mycompetitors (how, with whatsuccess?)3.  Is there a niche I can workwith?4.  Do I have the time/budget todo it well and evaluatesuccess over a long enoughtime period?5.  Have an exit strategy…
  • 41. Always apply Governance| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 41
  • 42. If all else fails…. Bacon, Cats and Nails!| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 42Source: http://www.foodiggity.com/bacon-kevin-bacon/http://captawesomesauce.tumblr.com/http://Bedizzlenails.blogspot.com
  • 43. Summary| Jun 2013 | | © Michelle Goodall - Online PR/Social Mediaconsultant ,| 43• Disciplines converging but PRs have always beenstrategic, skills perfect for social media/content/community and agile marketing• Strategy first – tool/platforms second• Create KPIs aligned to your business objectives (useestablished ways of measuring/evaluatingcomparative success)• Do your research - stakeholder/competitorbenchmarking audits
  • 44. Summary| Jun 2013 | | © Michelle Goodall - Online PR/Social Mediaconsultant ,| 44• Have a content plan but be agile enough to grabopportunities• Do and optimise everything• Ensure that you have governance in place• Learn and iterate• Bacon, Cats and Nails if all else fails…
  • 45. Michelle GoodallOnline communications & social mediaconsultant/trainer+44 (0) 7977 418 630e: goodallster@gmail.comtwitter: http://www.twitter.com/greenwellyslinkedin:http://uk.linkedin.com/in/michellegoodallgoogle+: http://www.gplus.to/michellegoodallThanks and do connect…..

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