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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
  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
  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>
  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