A
 basic
 introduction
 to
                                             social
 media
 for
 the
                                                                 BUsiness
 Show                                                                                                                     ...
Thursday, 7 February 13
WARNING!!!                          I’m not a digital social media expert, ninja, maven, guru,                          me...
For PR managers who want their                                campaigns to stand out,                           Smoking Gu...
s m o k i n g g u n p r. co. u k                                                           S TO RY T E L L I N G T H AT W ...
creating ingenious campaigns for...Thursday, 7 February 13
ingenuity creates brilliance                 Currently shortlisted for three awards: two team  one Consumer PR            ...
the world has digitised     New technology has changed the face of marketing communications forever     Impacts on how we ...
what is social media?                              http://www.youtube.com/watch?                                     v=TXD...
what is social media?                              http://www.youtube.com/watch?                                     v=TXD...
To avoid                                                disappointment, be              Social media is like teen sex,   r...
Why bother?                                            95% of new media users                                             ...
the Puffer fish effect                          Personal  corporate                          Big data                      ...
channel selectionThursday, 7 February 13
social media marketing       considerations                                       Tone of        User                     ...
select tools to increase your  effectiveness      Identification /       Key      Management   Tracking / evaluation       ...
strategy             What are your business objectives?             How does your marketing and comms plan support        ...
who will own it?                          60% of B2B firms have no staff dedicated to social                          media...
The secret ingredient of social                mediaThursday, 7 February 13
The secret ingredient of social                media                 Ssssssssssshhhhhhhhhhhhhhhhhh!Thursday, 7 February 13
The secret ingredient of social                media                 Ssssssssssshhhhhhhhhhhhhhhhhh!                 It’s g...
The secret ingredient of social                media                 Ssssssssssshhhhhhhhhhhhhhhhhh!                 It’s g...
The secret ingredient of social                media                 Ssssssssssshhhhhhhhhhhhhhhhhh!                 It’s g...
The secret ingredient of social                media                 Ssssssssssshhhhhhhhhhhhhhhhhh!                 It’s g...
The secret ingredient of social                media                 Ssssssssssshhhhhhhhhhhhhhhhhh!                 It’s g...
what to write..                          Create an editorial schedule                          Build in your current stori...
Practical tips..                          Set up listening tools: Google Alerts, Social Mention, How                      ...
Use listening tools to         help you evaluateThursday, 7 February 13
Thursday, 7 February 13
what if it goes wrong?         Be prepared for negativity given your sector                                               ...
Top tips                          Social media is SOCIAL                          Share - knowledge, advice, images, video...
one size does not fit allThursday, 7 February 13
measuring success                      34% of B2B marketers said they were not measuring                      social succe...
Evaluation         Agree key KPI’s (and key messages) prior to commencement but here is a flavour of the areas to         l...
free tools	  resources                          mashable.com                          allfacebook.com                     ...
two practical guides                          1. Twitter                          2. LinkedinThursday, 7 February 13
twitter’s just for celebrities                          Wrong!                          Editors  writers from the FT, Buil...
all ears (as well as eyes and                mobiles)                          Listen and you will find reward!           ...
Twitter feed               drives trade               media               coverageThursday, 7 February 13
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Smoking Gun PR: an introduction to social media for business

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An overview of the current landscape and practical advice for businesses looking to launch themselves into social media from an award winning PR and social media agency.

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Smoking Gun PR: an introduction to social media for business

  1. 1. A
  2. 2.  basic
  3. 3.  introduction
  4. 4.  to
  5. 5.   social
  6. 6.  media
  7. 7.  for
  8. 8.  the
  9. 9.   BUsiness
  10. 10.  Show 7 February 2013 http://www.smokinggunpr.co.ukThursday, 7 February 13
  11. 11. Thursday, 7 February 13
  12. 12. WARNING!!! I’m not a digital social media expert, ninja, maven, guru, mechanic or whatever the ahead of the curve crew are calling themselves today!Thursday, 7 February 13
  13. 13. For PR managers who want their campaigns to stand out, Smoking Gun is the most ingenious PR company in the north - famous for solving PR problems in the most inventive and unique waysThursday, 7 February 13
  14. 14. s m o k i n g g u n p r. co. u k S TO RY T E L L I N G T H AT W O R K S smokinggunpr 0161 839 1986 THE THE MARKET BRIEF MEDIA PLANNING CHANNELS INSIGHT ANALYSING THE COMPETITION OBJECTIVES CLIENT AUDIENCE SEGMENTATION AGREE KEY MESSAGES STRATEGY DEVELOPMENT VIDEO DIGITAL DESIGN ISSUES CLIENT EVENTS PRODUCTION MARKETING AND BUILD MANAGEMENT TRAINING SOCIAL MEDIA MEDIA RELATIONS IMPLEMENTATION LINK REPUTATION STAKEHOLDER MESSAGE SHARE OF SPOKESPERSON BUILDING RATINGS AWARENESS DELIVERY VOICE PENETRATION BUSINESS IMPACT WEB TRAFFIC NO AVEs EVALUATIONThursday, 7 February 13
  15. 15. creating ingenious campaigns for...Thursday, 7 February 13
  16. 16. ingenuity creates brilliance Currently shortlisted for three awards: two team one Consumer PR Five CIPR PRide awards in 2012 inc Gold for Consumer Relations National Fresh PR Awards 2012 winners: Social Networking Campaign and Freshest Small Consultancy Winner of national Somecomms Best Low Budget Social Media campaign 2011 Shortlisted for How-Do Social Media Agency of the year 2012 Finalist for Two CIPR awards including Best Social Media Campaign 2011Thursday, 7 February 13
  17. 17. the world has digitised New technology has changed the face of marketing communications forever Impacts on how we plan, research, outreach and measure BUT digital is just a strand of channelsThursday, 7 February 13
  18. 18. what is social media? http://www.youtube.com/watch? v=TXD-Uqx6_WkThursday, 7 February 13
  19. 19. what is social media? http://www.youtube.com/watch? v=TXD-Uqx6_WkThursday, 7 February 13
  20. 20. To avoid disappointment, be Social media is like teen sex, realistic on time spent v everyone wants to do it. No one results actually knows how. When finally done, there is surprise Align all social strategy its not better. to your overall business goals and marketing / digital plans Generate great content that is useful and SHAREABLEThursday, 7 February 13
  21. 21. Why bother? 95% of new media users believe companies should have a presence on Twitter (TealeafCone) Do you strive for: SEO - what does google say about you greater share of voice in your industry Brand loyalty platform to show expertise Attract and retain customers and staff Another route to media relations Find business partners To give your business personality Improved customer service Reputation management Drive web traffic 10Thursday, 7 February 13
  22. 22. the Puffer fish effect Personal corporate Big data Insights Traceability Transparency Thought leadership http://en.wikipedia.org/wiki/Digital_footprint Great leveller - Puffer Fish effectThursday, 7 February 13
  23. 23. channel selectionThursday, 7 February 13
  24. 24. social media marketing considerations Tone of User voice guidelines Editorial Keyword calendar competitor tracking Content creation inc SEO keywords Rep’ mngmt Content Evaluation outreach seeding measurement Influencer ID outreachThursday, 7 February 13
  25. 25. select tools to increase your effectiveness Identification / Key Management Tracking / evaluation planning channelsThursday, 7 February 13
  26. 26. strategy What are your business objectives? How does your marketing and comms plan support this? How do you want SM to integrate? Think beyond marketing formulate customer service strategy sales Secure exec buy in Create your social media policy Insight gatheringThursday, 7 February 13
  27. 27. who will own it? 60% of B2B firms have no staff dedicated to social media compared with 54% of B2C players Empty blogs and dead twitter feeds are no use Don’t make it your interns job!!!Thursday, 7 February 13
  28. 28. The secret ingredient of social mediaThursday, 7 February 13
  29. 29. The secret ingredient of social media Ssssssssssshhhhhhhhhhhhhhhhhh!Thursday, 7 February 13
  30. 30. The secret ingredient of social media Ssssssssssshhhhhhhhhhhhhhhhhh! It’s great customer insights...Thursday, 7 February 13
  31. 31. The secret ingredient of social media Ssssssssssshhhhhhhhhhhhhhhhhh! It’s great customer insights... To fuel evocative content...Thursday, 7 February 13
  32. 32. The secret ingredient of social media Ssssssssssshhhhhhhhhhhhhhhhhh! It’s great customer insights... To fuel evocative content... Distributed in the right way, at the right time to the right people...Thursday, 7 February 13
  33. 33. The secret ingredient of social media Ssssssssssshhhhhhhhhhhhhhhhhh! It’s great customer insights... To fuel evocative content... Distributed in the right way, at the right time to the right people... Bringing you closer with more knowledge of your target audiences than ever before...Thursday, 7 February 13
  34. 34. The secret ingredient of social media Ssssssssssshhhhhhhhhhhhhhhhhh! It’s great customer insights... To fuel evocative content... Distributed in the right way, at the right time to the right people... Bringing you closer with more knowledge of your target audiences than ever before... With a snapshot of what your audiences are thinking and doingThursday, 7 February 13
  35. 35. what to write.. Create an editorial schedule Build in your current stories, events, trade shows etc Plan ahead - key industry calendar, announcements, budgets Eyes and ears open - what relevant stories are in the wider media / Corrie NB don’t just post every story in ALL channelsThursday, 7 February 13
  36. 36. Practical tips.. Set up listening tools: Google Alerts, Social Mention, How Sociable Account set up: 4Square, Facebook pages, Twitter, Linkedin Set up social media dashboard: Hootsuite/Sprout Social Finding influencers: Twitter lists, Klout, Peer Index, #ff, journalisttweets.com/, Editorial schedule planning - little and often - varied times, repeat great content Don’t be too automated - human touch essentialThursday, 7 February 13
  37. 37. Use listening tools to help you evaluateThursday, 7 February 13
  38. 38. Thursday, 7 February 13
  39. 39. what if it goes wrong? Be prepared for negativity given your sector An unanswered customer Be open, transparent and honest comment is like hanging up Quick response - even if it’s a holding statement the phone on a customer, Clear lines of responsibility with the world watching! Act don’t ignore Don’t just delete Remember HMV, Nestle, Habitat etc etc!!Thursday, 7 February 13
  40. 40. Top tips Social media is SOCIAL Share - knowledge, advice, images, video Converse - join the conversation Reward loyalty/advocacy Be open/transparent Pay it forwards - don’t just sellThursday, 7 February 13
  41. 41. one size does not fit allThursday, 7 February 13
  42. 42. measuring success 34% of B2B marketers said they were not measuring social success at all versus just 10% of B2C respondents. Set KPI’s v objectives like any other medium Online data is highly measurable and accountable Think beyond value - reach, tone, engagement, quality, followers, retweets, @ conversations, number of recommendations etcThursday, 7 February 13
  43. 43. Evaluation Agree key KPI’s (and key messages) prior to commencement but here is a flavour of the areas to look at: Volume of conversations/ brand mentions on and offline Quality of online conversation sentiment i.e. positive/negative tone Social media engagement: no of comments/ RT’s, Wall posts etc Volume of Followers/Likes in target demographics regions Website traffic from social channels Increased awareness of brand among key stake-holders (anecdotal measure). 2%+ engagement ratio on Facebook Positive / negative comments ratio on videos Volume of outputThursday, 7 February 13
  44. 44. free tools resources mashable.com allfacebook.com alltwitter.com econsultancy.com https://support.twitter.com/groups/31-twitter- basics smokinggunpr.co.uk/blogThursday, 7 February 13
  45. 45. two practical guides 1. Twitter 2. LinkedinThursday, 7 February 13
  46. 46. twitter’s just for celebrities Wrong! Editors writers from the FT, Building magazine, EN magazine, NW Businesses Insider, Thebusinessdesk.com, MEN business, The Architects Journal, Building Design, New Civil Engineer and Construction News, PCmag.com Quality NOt quantity Deeper, more meaningful relations Drive web/blog visits 29Thursday, 7 February 13
  47. 47. all ears (as well as eyes and mobiles) Listen and you will find reward! People share links to research/blog posts/podcasts etc Use Twitter search to find relevant people Attending a conference/exhibition - chances are there will be a # tag (official or otherwise) so join in the action remotelyThursday, 7 February 13
  48. 48. Twitter feed drives trade media coverageThursday, 7 February 13
  49. 49. great examples 32Thursday, 7 February 13
  50. 50. Thursday, 7 February 13
  51. 51. http://blog.linkedin.com/2008/06/30/post-4/ 34Thursday, 7 February 13
  52. 52. http://blog.linkedin.com/2008/06/30/post-4/ 34Thursday, 7 February 13
  53. 53. why use it? open doors for new business avoid email fatigue SEO benefit increase company profile enhance reputation conduct research position yourselves as thought leaders 35Thursday, 7 February 13
  54. 54. what’s new? enhanced inbox inc ability to delete and carry out bulk actions start discussions in Groups receive email updates from your Groups see the ‘top influencers’ in each group 36Thursday, 7 February 13
  55. 55. the basics your profile is highly visible on Google complete your profile use the same key words you optimise your site for have a credible business like picture personalise your URL (edit public settings) give recommendations seek recommendations create a company profile remember - people on there WANT TO CONNECT make your updates relevant to your potential clients Add to your smart phone 37Thursday, 7 February 13
  56. 56. 10 top tips 1. join relevant groups discussions 2. enhance SEO by editing web links in ‘Other’ section (NB Public profile setting on Full) 3. give information /expertise freely 4. run searches by job title - connect 5. control what, if anything, others see when you view their profile 6. check who’s following the company profile/your profile regularly 7. Look up clients before pitches or making new business calls - get the inside track 8. add apps ie presentations via Slideshare (B2B specifically) 9. check your connections own connections 10. check your rivals connections 38Thursday, 7 February 13
  57. 57. Rick
  58. 58.  Guttridge
  59. 59.   0161
  60. 60.  839
  61. 61.  1986
  62. 62.   rick(at)smokinggunpr.co.ukThursday, 7 February 13
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