Celebrity Endorsement and Social Media

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Social Media amplification of brand ambassador and celebrity endorsement

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Celebrity Endorsement and Social Media

  1. 1. Commercial Good Practice Celebrity Endorsement Wednesday 03 October 2012Social media • strategy • training • amplification • news rooms • social TV
  2. 2. Hello! Tiffany St James Social Media Strategist tiffany@stimulationltd.co.uk @TiffanyStJames
  3. 3. Getting it right is difficult… @TiffanyStJames
  4. 4. Crisis communications • Have a Crisis Comms Strategy before you start • Get your facts straight • Take responsibility where it’s due • Tell people what you are going to do about it • Do it @TiffanyStJames
  5. 5. The US Airforce model • Trolls • Rager • Misguided • Unhappy Customer @TiffanyStJames
  6. 6. If you can’t…. Inform InspireEngage Educate @TiffanyStJames
  7. 7. There are only 6 uses of social media HR Direct Sales Internal Comms Public Relations Business Intelligence Customer Service @TiffanyStJames
  8. 8. So apply it well @TiffanyStJames
  9. 9. EssentialsSet objectives Have the right skilled peopleMeasure and optimise Have the right tools @TiffanyStJames
  10. 10. Research and social data build Build a database with social profiling • Social Influence of brand ambassadors • Identify keywords for SEO and social use • Facebook insights to understand fans • Research topic-specific social influencers • Build social data centre newsroom @TiffanyStJames
  11. 11. Amplification set-up • Make digital assets for social seeding • Build library and dissemination plan • Set up social platforms and tools • Provide brand ambassadors with assets, comms plan, key wording as well as on-the-day prompts • Crisis comms process @TiffanyStJames
  12. 12. Campaign roll out • Disseminate digital assets • Proactive blogger outreach • Proactive social influencer outreach • Proactive support of Brand Ambassadors endorsement if applicable • Amplification of engagement • Reward audience social engagement • Continually reward engaged advocates @TiffanyStJames
  13. 13. Post-campaign analytics and insight Metrics • Social media metrics • Increase from baseline • Digital asset and campaign engagement • Visits, traffic, genus. Tracking URLs • Product interest Output • Database of social profiles and engaged influencers Insights Your metrics will be • Campaign-driven brand engagement defined by your • Propensity to purchase campaign objectives. • Sales augmentation during campaign @TiffanyStJames
  14. 14. Let’s keep talking… Tiffany St James Social Media Strategist tiffany@stimulationltd.co.uk This presentation is at: Slideshare.net/TiffanyStJames @TiffanyStJames
  15. 15. Stimulation clientsGovernment MediaProduct Technology @TiffanyStJames
  16. 16. Thank youTiffany St Jamestiffany@stimulationltd.co.ukwww.stimulationltd.co.ukTiffanyStJames on:Twitter, Skype, LinkedIn, SlideShare, Facebook
  17. 17. Commercial Good Practice Celebrity Endorsement Wednesday 03 October 2012Social media • strategy • training • amplification • news rooms • social TV

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