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Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
Social Media for PR webinar with Simon Collister
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Social Media for PR webinar with Simon Collister

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Taking a strategic approach to social media and public relations.

Taking a strategic approach to social media and public relations.

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  • People value authenticity / transparency (especially post-crisis)
  • Transcript

    • 1. Social media strategy
      Simon Collister |we are social
      30thMarch, 2011
    • 2. Overview
      A strategic approach to social media
      How to set the right objectives
      How to conduct conversation research
      Effective measurement
    • 3. The POST approach
      Li, C. & Bernoff, J. Groundswell. 2008, pp.68-69
    • 4. People
      Profiling your online audience’s behaviour
    • 5. The Social Technographics Ladder
    • 6. Social Technographics profiler
      http://www.forrester.com/empowered/tool_consumer.html
    • 7. Objectives
      Identifying social objectives
    • 8. Setting objectives
    • 9. Listening
      How?
    • 10. Create a conversation taxonomy
      • How do people really talk about your organisation?
      • 11. Marks and Spencers, Marks & Spencers, Marksies, M&S, Marks n Sparks
      • 12. How do people really talk about your sector?
      • 13. Adult education, CPD, professional training, etc
      • 14. How do people really spell?
      • 15. Marraige, “loose weight”
    • Adding Boolean search
      AND
      OR
      ”adult learning” AND careers
      “adult learning” OR “adult careers”
      NOT
      “adult learning” NOT careers
      ”adult learning” AND careers OR jobs
    • 16. Paid for tools
    • 17. Free tools
      http://search.twitter.com
    • 18. Qualitative insights
      Undertake a content analysis to identify:
      Key themes
      Emerging trends
      Sentiment
      Loud voices
    • 19. Quantitative insights
      • Are stats available?
      • 20. How many members?
      • 21. How many subscribers?
      • 22. How many followers?
      • 23. How many comments?
      • 24. How many inbound links?
      • 25. How much traffic accordingto Quantcast & Alexa?
      • 26. Google Adplanner and Quantcast offer quantitative and qualitative data for websites
    • Talking on behalf of Coke & Tesco
    • 27. Energising with Eurostar & WWF
    • 28. Supporting on behalf of OU
    • 29. Embracing on behalf of Unilever
    • 30.
    • 31. Strategy in action
    • 32. For a full case study see:
      http://wearesocial.net/marmarati
    • 33. Checklist for the POST approach
      People – think about:
      Who are your audience?
      What’s their online behaviour? (use Soc-Tech profiler)
      What motivates them online?
      Objectives - choose one:
      Talking
      Energising
      Supporting
      Embracing
      • Strategy – how will you meet your objective?
      • 34. Create a platform to talk to customers?
      • 35. Reward loyal customers to energise?
      • 36. Technology – think bout relevant tools:
      • 37. Will you use a blog or Facebook for talking to customers?
      • 38. Will you use video content to energise customers?
    • Questions?
    • 39. We Are Social
      An introduction
    • 40. we are a conversation agency
    • 41. We help our clients
      Understand
      Listen
      Engage
    • 42. With three practice areas
      Research & insight
      Consultancy
      Engagement
    • 43. Three practice areas
      Consultancy
      Research & insight
      Engagement
      Social media strategy
      Training
      Role recruitment
      Listening & responding programmes
      Crisis planning
      Framework and toolkit development
      • Conversation audits
      • 44. Influencer research
      • 45. Social media monitoring
      • 46. Weekly snapshot reporting
      • 47. Social profile benchmarking
      • 48. Influencer campaigns
      • 49. Conversation platforms
      • 50. Advocacy programmes
      • 51. Community management
      • 52. Conversation response
      • 53. Reputation management
    • We’re a new kind of agency
      “Facilitating conversations for its clients will become the new role of an agency”
      Forrester, The Connected Agency
      February 2008
    • 54. With hybrid skills
      A deep understanding of digital marketing
      An innate sensibility for social media
      Using techniques evolved from PR
      Research and analysis expertise
      Strategic, creative and editorial talent
    • 55. Our philosophy
      We believe that engaging in honest and meaningful conversations
    • 56. Diverse range of clients
    • 57. Thanks?
      For further conversation
      talktous@wearesocial.net

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