Social media strategy<br />Simon Collister |we are social<br />30thMarch, 2011<br />
Overview<br />A strategic approach to social media<br />How to set the right objectives<br />How to conduct conversation r...
The POST approach<br />Li, C. & Bernoff, J. Groundswell. 2008, pp.68-69<br />
People<br />Profiling your online audience’s behaviour<br />
The Social Technographics Ladder<br />
Social Technographics profiler<br />http://www.forrester.com/empowered/tool_consumer.html<br />
Objectives<br />Identifying social objectives<br />
Setting objectives<br />
Listening<br />How?<br />
Create a conversation taxonomy<br /><ul><li>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”</li></li></ul><li>Adding Boolean search<br />AND<br />OR<br />”adult learning” AND careers<br />“...
Paid for tools<br />
Free tools<br />http://search.twitter.com<br />
Qualitative insights<br />Undertake a content analysis to identify:<br />Key themes<br />Emerging trends<br />Sentiment<br...
Quantitative insights<br /><ul><li>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</li></li></ul><li>Talking on behalf of...
Energising with Eurostar & WWF<br />
Supporting on behalf of OU<br />
Embracing on behalf of Unilever<br />
Strategy in action<br />
For a full case study see:<br />http://wearesocial.net/marmarati<br />
Checklist for the POST approach<br />People – think about:<br />Who are your audience?<br />What’s their online behaviour?...
Create a platform to talk to customers?
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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.

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  • People value authenticity / transparency (especially post-crisis)
  • Social Media for PR webinar with Simon Collister

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