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Social Media for PR webinar with Simon Collister
 

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

  • Social media strategy
    Simon Collister |we are social
    30thMarch, 2011
  • Overview
    A strategic approach to social media
    How to set the right objectives
    How to conduct conversation research
    Effective measurement
  • The POST approach
    Li, C. & Bernoff, J. Groundswell. 2008, pp.68-69
  • People
    Profiling your online audience’s behaviour
  • The Social Technographics Ladder
  • Social Technographics profiler
    http://www.forrester.com/empowered/tool_consumer.html
  • Objectives
    Identifying social objectives
  • Setting objectives
  • Listening
    How?
  • Create a conversation taxonomy
    • How do people really talk about your organisation?
    • Marks and Spencers, Marks & Spencers, Marksies, M&S, Marks n Sparks
    • How do people really talk about your sector?
    • Adult education, CPD, professional training, etc
    • How do people really spell?
    • 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
  • Paid for tools
  • Free tools
    http://search.twitter.com
  • Qualitative insights
    Undertake a content analysis to identify:
    Key themes
    Emerging trends
    Sentiment
    Loud voices
  • Quantitative insights
    • Are stats available?
    • How many members?
    • How many subscribers?
    • How many followers?
    • How many comments?
    • How many inbound links?
    • How much traffic accordingto Quantcast & Alexa?
    • Google Adplanner and Quantcast offer quantitative and qualitative data for websites
  • Talking on behalf of Coke & Tesco
  • Energising with Eurostar & WWF
  • Supporting on behalf of OU
  • Embracing on behalf of Unilever
  • Strategy in action
  • For a full case study see:
    http://wearesocial.net/marmarati
  • 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?
    • Create a platform to talk to customers?
    • Reward loyal customers to energise?
    • Technology – think bout relevant tools:
    • Will you use a blog or Facebook for talking to customers?
    • Will you use video content to energise customers?
  • Questions?
  • We Are Social
    An introduction
  • we are a conversation agency
  • We help our clients
    Understand
    Listen
    Engage
  • With three practice areas
    Research & insight
    Consultancy
    Engagement
  • Three practice areas
    Consultancy
    Research & insight
    Engagement
    Social media strategy
    Training
    Role recruitment
    Listening & responding programmes
    Crisis planning
    Framework and toolkit development
    • Conversation audits
    • Influencer research
    • Social media monitoring
    • Weekly snapshot reporting
    • Social profile benchmarking
    • Influencer campaigns
    • Conversation platforms
    • Advocacy programmes
    • Community management
    • Conversation response
    • 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
  • 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
  • Our philosophy
    We believe that engaging in honest and meaningful conversations
  • Diverse range of clients
  • Thanks?
    For further conversation
    talktous@wearesocial.net