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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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