PR in a digital age with Bournemouth University


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  • [twitter]Just kicking off a presentation at Bournemouth Uni. These tweets are for the benefit of those at the event #BourneDigi[/twitter]
  • [twitter]If you want to chat more after the talk you can contact us via @threepipe or me via @beth_carroll #BourneDigi[/twitter]
  • [twitter]Want to know more about where I believe social media should sit? Read this: #BourneDigi[/twitter]
  • [twitter]Here’s some more on how we tackle measurement at @threepipe #BourneDigi[/twitter]
  • [twitter] The goal posts may have shifted by the remit for PR remains the same #BourneDigi[/twitter]
  • [twitter]PR today is characterised by immediacy, interactivity and variety. #BourneDigi[/twitter]
  • [twitter]Instead of speaking at your audiences you’re now speaking with them#BourneDigi[/twitter]
  • [twitter]Half of the UK is now on Facebook. That’s a lot of people. #BourneDigi[/twitter]
  • [twitter] The tools at your disposal have two primary uses - outwardly contributing and inwardly receiving #BourneDigi[/twitter]
  • [twitter] We believe social media is about conversations, collaboration and content #BourneDigi[/twitter]
  • [twitter] You can find loads more of our case studies here:[/twitter]
  • [twitter] Take your time, be you, learn from your mistakes and be disciplined with time management #BourneDigi[/twitter]
  • [twitter] Get out there, help where you can and pick some areas to own #BourneDigi[/twitter]
  • [twitter] For those not at #BourneDigi today, sorry for all the tweets. I’ll shut up soon! [/twitter]
  • PR in a digital age with Bournemouth University

    1. 1. PR in a digital age#BourneDigi<br />
    2. 2. Hello.<br />@Beth_Carroll #BourneDigi<br />
    3. 3. What we do<br />Three_D is the digital, social and conversation division at Threepipe. <br />Three, because we believe success is about connecting brands with people <br />through influencers. <br />D is for digital, but you probably already got that. <br />To build awareness, advocacy and loyalty, brands need to listen, engage, <br />contribute and talk to people. <br />We help our clients develop integrated digital and social media strategies <br />that help them to engage their audience and grow their business. <br />
    4. 4. Where does social media sit?<br />
    5. 5. Return on Investment<br />Social Sherlock, our in-house evaluation system, helps us to set clear objectives that <br />make sense for your business. It provides us with clear evidence of the value of each <br />campaign, at the click of a button.<br />The system also helps us to hone and tailor your social media strategy as your <br />presence grows, providing you with weekly reports tracking development.<br />The system helps us to track:<br /><ul><li>traffic
    6. 6. search
    7. 7. direct sales
    8. 8. reach
    9. 9. mentions
    10. 10. sentiment</li></li></ul><li>Making sense of social media<br />
    11. 11. New media / technology, same job?<br />This is the crux of this whole presentation.<br />The goal posts may have shifted by the remit for PR <br />remains the same.<br />Before we can explore this, we need to understand <br />what PR really is…<br />
    12. 12. PR simply involves…<br />…getting the right message, to the right people, in the right place at the right time.<br />
    13. 13. The social shift<br />Today’s PR channels and tools hardly bare any resemblance to those used when I started<br />‘Olden days’<br />2011<br />The present is characterised by immediacy, interactivity and variety. <br />
    14. 14. The game changer…<br />It’s hard to pinpoint one particular moment that <br />spurred this change.<br />But, there is now doubt which has been the most <br />impactful development: the explosion of Social Media.<br />Let’s take a look at what has been called the biggest <br />movement since the industrial revolution…<br />
    15. 15. A fundamental shift <br />Instead of ‘speaking at’ your audience(s)…<br />You’re ‘speaking with’ them<br />
    16. 16. Today’s landscape<br />Paving the way for increased ‘engagement’ and <br />‘participation’ with you (and your brand)<br />It’s about having conversations, engaging and <br />connecting online<br />(And hopefully translating that into ‘offline’ <br />engagement)<br />
    17. 17. Why go social?<br />57% of people talk to people more online than they do in real life<br />Facebook is now the most searched term on the web<br />48% of 18-34 year olds check Facebook when they wake up<br />20 million people like brand pages every day<br />48% of 18-34 year olds find out about news through Facebook<br />
    18. 18. Push vs Pull<br />The tools at your disposal have two primary uses:<br />Outwardly contributing<br />Inwardly receiving<br />The benefits of both are very even.<br />Let’s look at some of the tools / platforms that are <br />used…<br />
    19. 19. Channels<br />Owned channels<br />Borrowed channels<br />
    20. 20. Our approach<br />3Cs<br />Conversations<br />Collaboration<br />Content<br />Social media is:<br />We adopt the following model:<br />
    21. 21. Social media in practice<br />
    22. 22. Rachel's<br />We are responsible for managing the Facebook community on behalf of <br />Rachel’s, the organic dairy brand.<br />Since launch, we have consistently grown the community by engaging with <br />the fans, sharing recipes, promotions and seasonal tips.<br />This has lead to a consistent growth in the number of likes the page has <br />received, translating in to a steady increase in brand awareness.<br />Branded Facebook tabs featuring recipes and specific promotions provide <br />additional content making sure the fans to return to the page. <br />Rachel’s reports the activity has resulted in a significant and sustained sales <br />Uplift of 16% year on year.<br />
    23. 23. Stella artois cannes film festival<br />To help Stella Artois amplify their title sponsorship of the Cannes Film <br />Festival, we are supporting their search for a new film star.<br />Using a microsite linked to the Stella Artois website, entrants are being <br />asked to upload a video of themselves for the lead role of fictional character <br />Jacques d'Azur. <br />The winner and his short film will make its premiere as the first show to be <br />shown at this year’s Cannes festival. <br />Threepipe was tasked with developing a launch strategy, combining <br />social media and blogger outreach. In just the first week of the campaign <br />launch, we have driven over 100,000 consumers to the website.<br />
    24. 24. World of Difference<br />World of Difference is Vodafone’s flagship corporate responsibility<br />programme, providing funding for people to spend time working for a <br />charity. Vodafone tasked us with launching the campaign.<br />A dedicated Facebook page was created as the hub for the campaign, <br />with other social media channels (Twitter, university blogs, charity blogs) <br />used to promote awareness of the campaign launch. Post-launch, with <br />500 winners having been selected, we profiled each winner to maximise<br />general consumer awareness of the initiative<br />More than 130,000 people joined the World of Difference <br />Facebook community. <br />11,000 applied for the programme, with 500 chosen for <br />volunteering placements.<br />
    25. 25. Some tips<br />
    26. 26. My advice…<br />Take your time - the hardest one for me as I'm so incredibly impatient, but like anything new, absorb as much as you can and then gently enter <br />the fray when you're more confident in what you're saying / doing<br />Be you - so simple, but there's no point in adopting a 'persona' that isn't you - I'm interested in what people are saying / sharing, not how they do <br />it or how they'd like to be 'positioned' - and showcase your personality, robots are boring, 'real' people are great<br />Learn from mistakes – we’ve all done things that have made us shudder, but the key is trying not to repeat those mistakes<br />Keep (and absorb) good stuff - so many helpful / useful bits of information are shared everyday, but are forgotten just as quickly - Twitter's<br />'favourites' button is great for this - go back and read them over again when you have more time<br />Be disciplined with your time management - it's so easy to spend hours digging and digging because their is no 'bottom' - allocate your time<br />(if you can) and use a client like Hootsuite to schedule your tweets during the day<br />
    27. 27. Yes there’s more…<br />Talk back - its a conversation medium so respond to people who make an effort to talk to you, or at least acknowledge them when you can<br />Get out there - the best things I've learnt have been over a coffee or a drink with people who know more than me - convert the social <br />introduction made online into a social relationship<br />Help where you can - I think social media is bringing about a renaissance in 'sharing' - and its great - if you can help someone with a query / <br />question, do just'll help build relationships and your reputation<br />Pick some areas to 'own' - I remember being told as a kid 'don't just say something for the sake of it' - I think the same applies here, talk about <br />things that you have knowledge about but try and make it about 'value' not 'volume‘<br />Write yourself some guidelines / a strategy - 'failing to plan is planning to fail' - same goes here, give yourself a bit of structure and it'll focus <br />your energy in the right places<br />
    28. 28. Some useful tools<br />
    29. 29. Questions (let’s hope this works)<br />
    30. 30. © SAP 2009 / Page 26<br />
    31. 31. Three_D is A division of Threepipe<br />43 Drury Lane<br />Covent Garden<br />London <br />WC2B 5RT<br />+44 (0) 20 7632 4800<br /><br /><br /><br /><br /><br />Thank you.<br />