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