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Social Media Basics Freshly Squeezed session

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Social Media Basics session ran by Eb Adeyeri of Lewis PR for the CIPR.

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Social Media Basics Freshly Squeezed session

  1. 1. Social Media Basics <ul><li>Eb Adeyeri, Digital PR Director </li></ul><ul><li>Lewis PR </li></ul>
  2. 2. How to ‘Facebook’ & ‘Tweet’ for a living CIPR – Freshly Squeezed <ul><li>April 5, 2011 </li></ul>
  3. 3. About me
  4. 4. About me
  5. 6. born in PR… <ul><li>founded by journalists, run by digerati </li></ul><ul><li>track record of integrated campaigns </li></ul><ul><li>addicted to the media – traditional & social </li></ul><ul><li>strong measurement focus </li></ul><ul><li>Industry innovators in augmented reality, sentiment analysis & mobile applications </li></ul>… grown up online…
  6. 7. Who we work with
  7. 8. <ul><li>Intro and network stats </li></ul><ul><li>Strategic approach </li></ul><ul><li>Best practice and tips </li></ul><ul><li>Discussion </li></ul>Agenda
  8. 9. Exactly what is PR? “ Public relations is the discipline which looks after reputation, with the aim of earning understanding, support and influencing opinion and behaviour” - Chartered Institute of Public Relations
  9. 10. reputation PR in the old days
  10. 11. reputation PR 2.0
  11. 12. PR 2.0 IS ALL ABOUT ENGAGEMENT
  12. 13. Social networks have changed the game...
  13. 14. <ul><li>More than 500 million active users </li></ul><ul><li>People spend over 700 billion minutes per month on Facebook </li></ul><ul><li>More than 30 billion pieces of content shared each month </li></ul><ul><li>Every time someone uses a computer 30% of them go to Facebook (via Comscore) </li></ul>
  14. 15. <ul><li>460,000 new accounts created per day over the last month </li></ul><ul><li>1 billion Tweets sent every week </li></ul><ul><li>182%  increase in number of mobile users over the past year. </li></ul>
  15. 16. <ul><li>100 million members worldwide </li></ul><ul><li>Used by 69 of the Fortune 100 companies </li></ul><ul><li>Over 1 million company pages exist on LinkedIn </li></ul>
  16. 17. Follow the Money = Digital 60% of marketers plan to take money away from traditional marketing and spend it on interactive instead
  17. 18. Most popular social media tools with marketers
  18. 19. Introduction to Social Media <ul><li>What is social media marketing? </li></ul>Peter Kim, Forrester Analyst: &quot;Interaction between a company and individual via [digital] delivery channels, intended to share commercial content that will lead to a sale and/or be passed along to others.&quot;
  19. 20. about us
  20. 21. Our approach to social
  21. 22. Social Media Fundamentals Spread efforts across channels to build momentum Use a model that flows traffic, subscribers, links and influence to a central hub. Use spokes as outposts – or channels of distribution.
  22. 23. Hub and spoke
  23. 24. PR 2.0 IS ALL ABOUT MEASUREMENT
  24. 25. Social Media Measurement VIEWS INTERACT CONTRIBUTE TRANSACT Clippings Views Traffic Fans/followers Downloads Unique visitors Uploads Facebook comments Retweets/Shares Sales Online bookings Telephone bookings OUR APPROACH TO MEASUREMENT Identify goals Establish benchmarks Review targets
  25. 26. how do we measure success? <ul><li>Define what success looks like from the off and set benchmarks </li></ul><ul><li>Our own measurement methodology based on social media engagement </li></ul><ul><li>Continuous measurement & analysis </li></ul><ul><li>Monthly social media dashboard reports tracking key metrics </li></ul>
  26. 27. AND BEST PRACTICE…
  27. 32. Tips and best practice
  28. 33. Executing social media <ul><li>Strategy: </li></ul><ul><li>Results: </li></ul><ul><li>generate rich, varied content on multiple channels </li></ul><ul><li>develop Facebook application in run-up to competition </li></ul><ul><li>provide live Twitter commentary on major games </li></ul><ul><li>averaged 30,000 daily Facebook users </li></ul><ul><li>62,000 online jerseys created via Facebook app </li></ul>2010 FIBA World Championships: grow social communities/web traffic 92,000 grew Facebook community by in 4 months
  29. 34. Executing social media <ul><li>Strategy: </li></ul><ul><li>Results: </li></ul><ul><li>engage via social media channels </li></ul><ul><li>tap into existing fan base to build community </li></ul><ul><li>run promotions and incentives </li></ul><ul><li>Facebook fans grown from 0 to 2,500 in 3 months </li></ul><ul><li>25% discount campaign generated £140k in 2 hours </li></ul>25 th birthday: online engagement/sales 42% campaign has uplifted sales by
  30. 35. Summary <ul><li>Understand your audience and their hangouts </li></ul><ul><li>Set clear business related objectives </li></ul><ul><li>Keep your finger on the pulse </li></ul><ul><li>Get your head round numbers and analytics </li></ul><ul><li>Don’t forget to have fun </li></ul>
  31. 36. Any questions @EbA Eb Adeyeri Eb ‘Wole’ Adeyeri
  32. 37. Questions

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