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101013 pr and social media


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The presentation I gave at the recent Headline Money Social Media Conference

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101013 pr and social media

  1. 1. Making social media work for you A presentation for PR people by PR people
  2. 2. “ Social Media is any online tool or service that stimulates conversations, encourages content creation and supports distinct communities”
  3. 3. A whistle stop tour of Teamspirit’s social media universe
  4. 4. First things first…
  5. 5. The Five Eras of the Social Web According to Forrester research, in two years time we will enter ‘the era of social commerce’ when social networks will be more powerful than corporate Web sites and CRM systems, as individual identities and relationships are built on this platform. Users will expect to interact with and buy via social networks.
  6. 6. It’s a lot of people having lots of conversations
  7. 7. Or if you want to get really fancy…
  8. 8. The bottom line is…
  9. 9. 78% of people are more likely to buy do something based on a friend’s recommendation rather than advertising (Nielson, Trust in Advertising, 2009) People trust people more than advertising
  10. 10. <ul><li>IFA community is one of most active across social media </li></ul><ul><li>IFA Life has over 5,000 members with 1,000 daily users </li></ul><ul><li>Key social media ambassadors include Martin Bamford and Steve Bee (pensionsguru) </li></ul><ul><li>Combined following of over 3,000 finance and pension savvy stakeholders including consumers </li></ul>Even IFAs are engaged
  11. 11. Not to mention journalists…
  12. 12. Key social media platforms
  13. 17. And here’s how not to do it <ul><li>Derek Simpson </li></ul><ul><ul><li>BA Union boss </li></ul></ul><ul><ul><li>Tweeted indiscreet messages updating on sensitive strike talks </li></ul></ul><ul><li>Stuart MacLennan </li></ul><ul><ul><li>Labour candidate for Moray, Scotland </li></ul></ul><ul><ul><li>Used Twitter to abuse constituents and rival politicians including referring to elderly as “coffin dodgers” </li></ul></ul>
  14. 24. NEVER USE WIKIPEDIA BECAUSE RETARDS LEIK MEEEE CAN EEEEEDIT IT LOLOLOLOLOLOLOL Wikipedia is a free , [3] web-based , collaborative , multilingual encyclopedia project supported by the non-profit Wikimedia Foundation . Its 16 million articles (over 3.4 million in English ) have been written collaboratively by volunteers around the world, and almost all of its articles can be edited by anyone with access to the site. [4] Wikipedia was launched in 2001 by Jimmy Wales and Larry Sanger [5] and is currently the largest and most popular general reference work on the Internet , [2] [6] [7] [8] ranked 7th among all websites on Alexa . [9]
  15. 25. And some you might not have thought about…
  16. 26. Blogs <ul><li>200,000,000 blog posts on WordPress </li></ul><ul><li>11.4 million blogs are hosted </li></ul><ul><li>More than 260 million people visit its blogs every month </li></ul><ul><li>And this is increasing all the time… </li></ul>
  17. 28. And…
  18. 30. So what should I do tomorrow?
  19. 31. Give me a meerkat!
  20. 34. Learn the etiquette
  21. 36. Who should be doing it? Social Comms Legal Management IT Marketing Product Operations Frontline Media Relations
  22. 37. Lean on your experience
  23. 38. Monitoring High Cost Low cost Consultancy Tool
  24. 39. Radian 6 analysis
  25. 41. The Seven Discovery Questions <ul><li>What is being said? </li></ul><ul><li>Who is saying it? </li></ul><ul><li>Where are they saying it? </li></ul><ul><li>How are they getting their message across (text, video, audio, images)? </li></ul><ul><li>Where are they getting their information from? </li></ul><ul><li>Who is listening (echo-chamber or influential network)? </li></ul><ul><li>What should we do about it? </li></ul>
  26. 42. Social media in PR terms Engage/Content Evaluate/ Measure Listen/Monitor Respond/ Interact
  27. 43. Content is King, Long live the King!
  28. 44. SEO SEO Link building Keyword research Site architecture Analysis & reporting Business analysis Content development
  29. 45. Measuring effectiveness <ul><li>More tangible than ever before </li></ul><ul><li>Plethora of free tools </li></ul><ul><li>Always benchmark online presence prior to work </li></ul><ul><ul><li>Google ranking </li></ul></ul><ul><ul><li>Size of online communities </li></ul></ul><ul><ul><li>Client coverage indexed into Google </li></ul></ul><ul><ul><li>Search volumes </li></ul></ul><ul><li>Web teams </li></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Time on site </li></ul></ul><ul><li>Marketing activity </li></ul><ul><ul><li>Sign up </li></ul></ul><ul><ul><li>Data capture </li></ul></ul>
  30. 46. If it feels wrong, it probably is
  31. 47. Any questions?