Managing publicity & pr with social media (nigeria)

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A presentation I made at the 9th CEO Forum organised by Leap Africa in Lagos, Nigeria

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Managing publicity & pr with social media (nigeria)

  1. 1. Martins Stanislaus Olusegun
  2. 2. Analytics & Measuremen t Consumer Engagement & Experience Strategy & Insight Creative Ideation Prototyping + Testing Creative Execution Our solutions are rooted in the consumer journey… engaging works and media neutral solutions
  3. 3. Customers want to keep in touch with your brand. It’s your mission to uphold, defend, promote and communicate the message of your brand at all levels. But the days of uni-directional public relations are long gone. Today, digital audiences seek tight-knit, one-to- one privileged communication with companies. All at the speed of the Internet. But relationship based communication and protection at scale can only be achieved through social channels.
  4. 4. Quick Survey http://bit.ly/SMENG
  5. 5. A short story “….it’s just unbelievable” -Victor ( Small Business Owner )
  6. 6. Publicity • The deliberate attempt to manage the public's perception of your brand/service/product….. • The act of attracting the media attention and gaining visibility with the public. • “Free Advertising” Via News Sources. • Increase sales • Credibility • Helps build interest in your business • It’s free ?? • Positioning • Increase traffic to touch points.
  7. 7. Social Media
  8. 8. Social Media Proving to be one of the most significant publicity tools Today.
  9. 9. Social Media We all use it already.
  10. 10. Nigeria
  11. 11. Top 10 Websites in Nigeria
  12. 12. The Past Press releases to news houses Limited reach
  13. 13. ..recent past Press releases to news houses + website More reach
  14. 14. Now News houses + website + blog + Social Media Global Reach
  15. 15. ..now News houses ?? Everyone can now be a publisher
  16. 16. • Social Media has impacted the PR industry. • Social Media has changed journalism. • Social Media has changed how we do business.
  17. 17. HBR
  18. 18. Fortune 100 Companies
  19. 19. So what do you do about it?
  20. 20. • SEO • ORM • Content • Influencers Get Found
  21. 21. Don’t Just Jump in. • Start with your strategy. • Anyone can set up a Twitter or Facebook account but you need a strategy to make it a success. • If you treat social media as a key part of your PR and wider business strategy you can achieve real business results.
  22. 22. Plan, Plan, Plan • Objectives • Strategy • Tactic / Channels
  23. 23. • Largest Social Network. – 12.2 Million Nigerians • Great for making a connection with your clients • Open a business page, not a personal page. • Give your page a purpose - Share regular and great content – Secret hereis engagement • Make sure you deliver value, people expect ongoing interactions that rewards their commitment.
  24. 24. • 140 characters limitation - Be creative. • Rapidly build a loyal following and connect with customers + Influencers. • Journalist love Twitter – Find them, follow them • Leave enough space for the people to RT @yourusername to make your content spreadable • Use #
  25. 25. • Strong focus on Business Networking. • Join Industry Groups. • Use the answers section. • Participate in discussions. • Don’t spam. 4.8 million Nigerians - cnbcAfrica
  26. 26. • Video Hub • Push for people to subscribe • Video can help inform, educate and entertain your TA. – Shareable content • Doesn’t have to be expensive
  27. 27. • Document repository • Thought Leadership
  28. 28. Thought Leadership • Become an Expert • Case Studies • White Papers • YouTube Videos • Blog Posts • Social Media
  29. 29. Social Media Analytics Measurements Tracking
  30. 30. Social Media Response Flow
  31. 31. Positive Comments • Range from satisfied customers to loyal brand enthusiasts. • Acknowledge user’s comment (Like or Retweet). • Reply with thanks or additional information to continue dialogue. • Neither congratulatory nor defamatory; rather factual. • Could also be a basic or complex question. • Acknowledge all questions and resolve them to show the community that the brand addresses their concerns. Neutral Comments
  32. 32. Negative Comments • Dissatisfaction with brand’s product or service. Always acknowledge negative posts, never delete. • Show the community that users’ concern is important and will be addressed. • Offensive or inappropriate posts: document post via screenshot, delete from wall, send private message to user explaining reason for deletion.
  33. 33. Urgent Comments • Abusive comments or serious user aggression should be escalated for immediate response. • If immediate response is not possible, place empathetic holding message. Ensure user feels heard and query is taken seriously. • Further communication with user should take place offline, but comment thread should be wrapped up on the wall. • Document incident via screenshot for reporting.
  34. 34. …some cool tools
  35. 35. Recap • Loads of Opportunity Out there • Embrace Social Media • Set your strategy • Know your target audience • Engage – create and share engaging content • Measure
  36. 36. Thank you

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