Introduction to social media training deck


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Introduction to social media training deck

  1. 1. How to integrate social media into PR campaigns
  2. 2. Agenda • Introduction • Social media platforms – Blogs – Twitter – Social networks – Video – Widgets – Forums – Podcasts • Developing social media strategy • Reputation management • Measurement & evaluation
  3. 3. My background
  4. 4. My background
  5. 5. My background
  6. 6. Brands
  7. 7. Agencies
  8. 8. My background
  9. 9. My background
  10. 10. Social media platforms
  11. 11. Blogs
  12. 12. Overview • Matured - blogging has now matured as a phenomenon to cross all consumer interest areas • Extensive - vibrant communities can be found collecting around vast ranges of topics • Culture - blogger outreach carries with it different expectancies in regards to form of communications than traditional media
  13. 13. Opportunity • ‘Link etiquette’ of the blogging world encourages quick viral dissemination of well-targeted stories and engaging content • SEO - this ‘link etiquette’ is also responsible for blogs faring extremely well in search returns – ranking highly in Google – As a result, blog posts can be extremely visible and influential – Impacting consumer opinion – Driving mainstream coverage • Brand advocates - the highly focused nature of blogs – with bloggers becoming passionate opinion formers on very specific topics – offers distinct opportunity to encourage strong advocates of a product or service
  14. 14. Overview • What is a blog? – Short for Web Log – A publication – A diary – An information tool • How many? – Range between 50-70 million – Relevance
  15. 15. Blog types • National Publications – The London Paper, London Lite • Professional – Londonist, Shiny Media • Corporate – GM Fastlane • ‘Hobby’ – A Welsh View, Lazy Laces, Eat Like a Girl • Dormant – Blogs that haven’t been updated in months • Link Farms – Blogs built specifically to up advertising revenues under the guise of legitimacy
  16. 16. Blogging • Why do people blog? – Share information – Create an online persona – Establish credibility – Gather information – Network – Catharsis – Passion
  17. 17. Audience mapping
  18. 18. Blogging – Defining Success • Traffic • Comments • Interaction • Twitter Followers • Inbound Links • SEO • Tone • Quality
  19. 19. Scoring BlogScore™ is Social Media Library’s unique rank system that provides an easy measure of both a blog’s influence and its visibility in search engines. A top score of 10 indicates a blog that is highly regarded by other, relevant, influential sites; in addition to a high propensity to rank well in search returns.
  20. 20. Consumer
  21. 21. B2B
  22. 22. Technology
  23. 23. Finance
  24. 24. Healthcare
  25. 25. Regional
  26. 26. Regional
  27. 27. Blogger outreach
  28. 28. Preparation • It is vital to know who you’re pitching to. Specifically this includes: Reading the site’s about page Reading the last week or so of posts or news stories If possible, finding a specific, concrete example and URL that proves why the editor would be interested in writing about the campaign? If not a URL, the site should be very specific to your client/campaign
  29. 29. Digging Deeper It’s essential that you ask yourself… Are you going after an active blogger or a fair-weather blogger? • If your blogger is very active online, chances are he or she has received a pitch before and will at least know the drill. If not, he or she may still be a good target, but you may have to explain the process a little more in-depth. Is the blogger is interacting only in the blogging community or if are they active elsewhere? • Twitter? Facebook? Flickr? MySpace?
  30. 30. More Digging How does the blogger interact online? • Is he or she cynical or critical? Is he or she part of a community that is characteristically anti-PR? Search for terms… Pitch Public Relations PR Marketing Flack Your client or the client’s product Client competitors
  31. 31. Blog Pitching - Ethics Transparency • Honesty of Relationship: You say who you're speaking for • Honesty of Identity: You never obscure your identity Specifics • No monetary exchanges • Commitment to represent blogger and client • No dodgy dealings, bribery • No pestering • No anonymous posting or commenting • No spamming
  32. 32. Step One: The Pre-pitch What it does: • Ensures that a blogger is interested in hearing from PR Why it’s important: • One disgruntled blogger has the power to tarnish the reputation of the agency and client with the click of a button
  33. 33. Step One: The Pre-pitch Includes: • Short introduction of who you are and what you do • Opt-in clause of participation • A hint of what might be in store • Chance to be placed on a ‘Do Not Pitch’ list Does not include: • Press releases • Hard sells • Attachments • Unsolicited advice or information
  34. 34. Step Two: Relationship Establishment What it does: • Ensures that the blogger understands your objectives and that you understand theirs Why it’s important: • Each blogger is different - some want to review products, some want Google juice, some want advertising, some don’t know what they want… This gives us all a chance to start off on the same page.
  35. 35. Step Three: The Pitch & Maintenance What it does: • Keeps an ongoing conversation with the blogger Why it’s important: • The blogger will be much more likely to take your other pitches if they know you
  36. 36. Step Three: The Pitch & Maintenance What it includes: • Knowing what’s going on in the blogger’s life • Thinking before you pitch • Short, to the point, correspondence • Follow-up • Personality
  37. 37. Case study - Beck’s Canvas
  38. 38. Case study - Beck’s Canvas Key Outputs • Over 120 pieces of online coverage achieved • 40,148,733 unique users • £257,000 equivalent online media value • ROI – 9:1
  39. 39. Blogger events
  40. 40. Overview • Blogger events can be run in a very similar way to media events • These can either be run in tandem with mainstream media events or independently • Successful blogger events tend to adopt very tailored methods of syncing specific elements of an event to bloggers’ personal tastes
  41. 41. Opportunity • With bloggers currently not invited to a large number of events, they offer a powerful means by which to build strong relationships and brand advocates • Face-to-face time allows impact to be made far beyond that possible during normal email communications • Following blogger events, bloggers frequently post detailed and well-branded reviews and posts
  42. 42. Case study - Panasonic
  43. 43. Case study – Panasonic
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