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The Brand Impact of Web 2.0 and Social Media
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The Brand Impact of Web 2.0 and Social Media

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PR professionals know the negative impact of social media. (Remember Domino’s rogue employee video or the “Motrin Moms?”) But don’t fear! When planned strategically and executed consistently ...

PR professionals know the negative impact of social media. (Remember Domino’s rogue employee video or the “Motrin Moms?”) But don’t fear! When planned strategically and executed consistently as part of a company’s total approach to communications, companies in any industry can drive results and build positive online reputations. In this session, you’ll learn how to leverage your company and employees to yield better communications and search results and generate ideas for your social media strategy and monitoring practices.

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The Brand Impact of Web 2.0 and Social Media The Brand Impact of Web 2.0 and Social Media Presentation Transcript

  • PR Day 2009 Delivering Value: Maximizing the Role of PR The Brand Impact of Web 2.0 and Social Media SAVAGE Robin Tooms Stephen Banks
  • State of the Web 2.0 TIME “Net time” Near real-time ATTITUDES “Citizen journalists” Anyone is a journalist, publisher TOOLS “Word-of-Mouse” Anything can go viral with a click CHANNELS Fragmentation Low barrier to entry 2
  • State of the Web 2.0 What to do? – Shape, drive, monitor Build your brand – Don’t just bounce around the social web – proceed with purpose Build your community – Where is your audience? – Who are your ambassadors? Evangelists? 3
  • Shape, Drive, Monitor Shape – By joining the conversation – Getting your site seen as the source Drive – Traffic by writing for SEO – Using social media to bring visitors Monitor – Is the right message getting out 4
  • Online Brand Building REPUTATION/BRAND Build positive perceptions over time by engaging your audience Provide valuable information Get your audience to evangelize (and share your content) 5
  • Building Social Media Channels COMMUNITY/NETWORK Be where the conversations are. Position yourself as a resource. The best press outlets are online (vs print) Some check social networks more than email Some provide reach, others depth 6
  • What Not to Do Should not be just a “crisis” tactic – Can’t just be a “party crasher” – Social media is part of a bigger relationship building strategy – Not a magic bullet Should not be thought of as advertising – It’s about providing valuable information 7
  • Channel Choices Blogs and websites are better for long-term conversations and brand-building Blogs, Websites They give you depth Social networks and search engines can give you reach Social Networks, Search Engines They feed blog/web traffic 8
  • Social Media as a Channel For: Positive brand perceptions build Conversation Pillars over time Blogs turn into “conversation pillars” built upon your brand attributes Conversation Pathways Brand Attributes 9
  • Social Media as a Channel For: Brand A need for PR Building in all areas Viral Crisis Marketing Communications 10
  • Examples Food for Thought
  • Food for Thought: Grasshopper Brand Building Highlighted a re-brand Viral Crisis Sent chocolate-covered Marketing Communications grasshoppers to a carefully crafted list of 5,000 bloggers and thought leaders Conversation Pillars Call to action was a link to a – Entrepreneurship video about entrepreneurship – Innovation – Unconventional 12
  • - Unconventional - Buzz-building - Multi-channel - Brand-specific
  • By the Numbers Month 1, May 2009 $68,103 Food for Thought: Grasshopper 130,000 Total cost of the 5,000 campaign YouTube views for the Entrepreneurs  4,911% Percentage increase  of visitors  Appendix B - YouTube Statistics Can Change the World video from Twi4er vs. previous month Exhibit D   3,286%   Percentage increase  of visitors  TWEET INC. MAGAZINE       47,000  Unique pageviews of     1,461      YouTube Views & Campaign Timeline Number of 7mes the  from Facebook vs. previous month grasshopper.com/idea campaign was Tweeted KEVIN ROSE TWEET JASON CALACANIS TWEET 119 GRASSHOPPER.COM LAUNCH Number of blog posts/news ar7cles  VIDEO GOES PUBLIC 51 Number of user‐generated pictures  14 Number of user‐generated videos published about the 5,000 campaign GUY KAWASAKI TWEET FIRST BLOG POST 8K 93% Percentage increase of people clicking  8 Number of 7mes the 5,000 campaign  4 Number of grasshoppers  “How it Works” on Grasshopper.com was featured on na7onal TV broadcasts eaten on live TV/radio Unique Views 6K Month 2, June 2009 4K 30,000 more YouTube views for the Entrepreneurs  GRASSHOPPERS 10,255% ARRIVING VIA FEDEX Percentage increase  of visitors  470% Percentage increase  of visitors  2K Can Change the World video from Twi4er vs. April 2009 from Facebook vs. previous April 2009 CONTINUES TO AVG 6,077 Unique pageviews of 43 Number of blog posts/news ar7cles  356 Number of 7mes the  2K VIEWS PER DAY 1 2 3 4 5 6 7 8 grasshopper.com/idea 9 10 11 published about the 5,000 campaign 20 12 13 14 15 16 17 18 19 21 22 23 24 25 26 27 28 29 Mashable ar7cle was Tweeted 30 31 May 2009 Exhibit E                           YouTube Comments,May-July Favorites    Totals, Ratings & 140 183,000+ 51,709 Comments (165) YouTube views for the Entrepreneurs  Ratings (377) Unique pageviews of 25,209 Favorited (1,226) Number of referrals  Can Change the World video grasshopper.com/idea from StumbleUpon 120 100 80 2,959 Number of  1,664 Number of  170 Number of blog posts/news ar7cles  referrals from Twi4er referrals from Facebook published about the 5,000 campaign 60 2 Copyright © 2009 Grasshopper Group, LLC. All Rights Reserved. 3 40 15
  • Food for Thought:Media Appendix C - Social Grasshopper Exhibit F                                                Blog Posts Appendix C - Social Media "The Grasshoppers" (48) The Video (72) 14 Exhibit F                                                Blog Posts 12 "The Grasshoppers" (48) The Video (72) 10 14 # of Posts 8 12 6 10 4 # of Posts 8 2 6 0 4 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 2 May 2009 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 May 2009 Exhibit G                                                           Twitter Mentions grasshopper.com/idea (241) YouTube URL (981) "chocolate covered grasshoppers" (239) 120 Exhibit G                                                           Twitter Mentions 100 grasshopper.com/idea (241) YouTube URL (981) "chocolate covered grasshoppers" (239) 120 80 Tweets 100 60 80 40 Tweets 60 20 40 0 20 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 May 2009 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 May 2009 16
  • Food for Thought: Domino’s Brand Building Had to respond and take immediate action to Viral Crisis Marketing Communications negative videos on YouTube Had to restore trust and brand value Conversation Pillars ✕ – Fresh – ✕ Service – Youthful – Convenience 20
  • - Two rogue employees - Several videos posted to YouTube - Massive Internet chatter - Damaged the Domino’s brand
  • Food for Thought: Domino’s 23
  • Search Optimization
  • Search Optimization with Social Media What is the connection between Search Engine Optimization & Social Media? – Are they even related and if so, isn’t this just for extremely viral internet “memes” or videos? – How can I use social media to effectively increase my organic or non-paid search engine rankings and thus, my traffic? – Should you actively include social media on B2B campaigns, even if the goal is primarily just to increase traffic and rankings? 26
  • Search Optimization with Social Media Although it is not common knowledge, Social Media is already having a direct influence on search engine rankings – No longer just about SEO – optimize your search for all social media – Submitting sites to bookmarking or social voting sites can affect rankings Google and Yahoo are now assigning higher rankings to sites (blogs, microsites, websites) based on social media voting – This is most typically seen in regional search results – Only a matter of time before they broaden it out to national and global results Google has even patented this process – patent link (its long!) 27
  • Search Optimization with Social Media 28
  • Search Optimization with Social Media Delta’s Safety Video: 2,333 ratings & 1,418,049 views Virgin’s Safety Video: 575 ratings & 316,465 views 29
  • So What Did that Prove? This test showed us that Google “respected” YouTube’s social rankings and ratings for third- party content – These are NOT what you get in YouTube if you perform the same search – YouTube’s social rating system positively affected the Google rankings for the target terms (safety videos) – Homework time – try this out for yourself when you get home. It’s consistent! It’s not just Google, Yahoo is adopting this method of site ranking as well, let’s try an example there. 30
  • Search Optimization with Social Media 31
  • So, What’s the Lesson There? In the past, to achieve a higher organic ranking a site had to succeed through a costly and time-consuming program of inbound links, and content publishing. This was the only way a search engine could determine if a site’s content was relevant to a “searcher’s” terms. It was assigning an artificial rank based on a series of assumed technical milestones. Longevity of the domain + amount of content being published + the number of inbound links + the general site traffic = had to equal the site being #1 organically. Right? 32
  • And This Means… What? Search engines are beginning to incorporate social media voting (rankings, ratings, etc.) into their organic results. Social media is being used to validate and adjust search results for visitors in “real time.” We no longer need to rely solely on meeting the technical criteria of a search engine’s formula to achieve “first page” organic rankings. We can begin to affect rankings through a directed PR or marketing campaign, that targets the social media sites that are pertinent to our audience base. 33
  • Additional Search Optimization Benefits with Social Media Additional meta data: social media sites utilize keywords, descriptions and ratings which are all used to help quantify the target site or link. Instantly relevant: social media suggested links or bookmarked sites can land on people’s radar instantly, as opposed to waiting weeks for a search engine to pick it up and hopefully rank it appropriately. 34
  • Social Media Audits Initial Kickoff Audit – Listen to the current conversations, review top competitors and discussed phrases – Set quantitative and qualitative goals Ongoing Monitoring – Constantly monitor using alerts and reports Annual Audits – To understand how and why audiences responded – Determine which topics are most talked about – Benchmark, measure and analyze changes – Review/revise quantitative and qualitative goals and budgets 35
  • Basic Monitoring Tools Free Social Media Aggregators/Alerts – Social Mention – Google Alerts – Addictomatic Paid Social Media Dashboards/Analytics – CrimsonHexagon – Radian6 – ViralHeat 36
  • Key Takeaways Build conversation pillars Turn “citizen journalists” into brand ambassadors Think “search optimization,” and not just search engine optimization Practice diligent monitoring/analysis 37
  • Key Takeaways Develop a Social Media response plan, for both positive & negative social messaging – Accentuate the positive – De-emphasize the negative Develop internal policies for employees & associates’ social media participation – Encourage social media discourse about important & pertinent topics – Educate on branding & messaging initiatives – Educate on the pervasiveness of social media 38
  • Thank You rtooms@savagebrands.com sbanks@savagebrands.com http://blog.savagebrands.com http://twitter.com/savagebrands