P2PR

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We are now BRANDO SOCIAL. We can be found here http://brandosocial.com/

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  • P2PR

    1. 1. P2PR
    2. 2. You need to be in social media <ul><li>It is where ‘the audience’ has gone </li></ul><ul><li>It is replacing traditional media </li></ul><ul><li>It is laden with opportunities for quick and big wins </li></ul>
    3. 3. Huge global players, huge numbers Source: Comscore Worldwide April 2008 116m per month <ul><ul><li>23 billion mins per month </li></ul></ul>115m per month <ul><ul><li>19.8 billion mins per month </li></ul></ul>300m per month <ul><ul><li>28 billion mins per month </li></ul></ul>25m per month <ul><ul><li>4.4 billion mins per month </li></ul></ul>
    4. 4. Do the maths <ul><li>YouTube hosts 83.4 million videos and 3.75 million user channels </li></ul><ul><li>More than 185m blogs with 657million comments </li></ul><ul><li>Over 3 billion discussions and about 50 billion posts on message boards. </li></ul><ul><li>P2P Messaging accounts for up to 10 times all other internet traffic </li></ul>
    5. 5. So everyone loves social media. But… <ul><li>Remember when everyone wanted a website? </li></ul><ul><li>A lot of money got blown </li></ul><ul><li>A lot of blind people led blind people </li></ul><ul><li>Here we go again? </li></ul>
    6. 6. Getting Noticed <ul><li>1 st Law of Internet Culture: </li></ul><ul><li>99% of everything is crap (to me) </li></ul><ul><li>YouTube has 70,000,000+ videos </li></ul><ul><li>Even 1% of that still leaves 700,000 videos that my network could be interested in </li></ul><ul><li>So that unnecessary pop-up advert that I wasn’t looking for won’t get noticed </li></ul><ul><li>And there is another 14 hours of video uploaded onto YouTube every minute </li></ul><ul><li>So be relevant </li></ul>
    7. 7. When social media goes bad <ul><li>Not listening, </li></ul><ul><li>faking it </li></ul><ul><li>and other sins </li></ul>
    8. 8. Lazy online PR engagement Tom Coates and the PRostitutes Chris Anderson blocks unsolicited PR “ SSPR please stop spamming Bloggers”
    9. 10. No online monitoring/engagement?
    10. 11. HSBC Facebook <ul><li>Ex-students re-united in a common cause. Anti the imposition of £144pa bank charges by setting up a Facebook Group </li></ul><ul><li>Campaign got so big mainstream press couldn’t ignore it </li></ul><ul><li>HSBC reversed decision </li></ul><ul><li>Students scored £144pa each. </li></ul><ul><li>HSBC got nothing but bad pr </li></ul>
    11. 12. Not just your brand it’s your people
    12. 13. Still not listening
    13. 14. La-la-la we can’t hear you: Kryptonite <ul><li>1992 – Watchdog reports ‘Kryptonite D-lock pickable using a Bic biro’ – sales remain stable and grow over time </li></ul><ul><li>2004 – video posted on the web of this trick </li></ul><ul><li>340,000 views within 1 week and 1.8 million blog readers </li></ul><ul><li>Kryptonite response to the video: </li></ul><ul><li>“ The current Kryptonite locks based on a tubular cylinder design continue to present an effective deterrent to theft. The world just got tougher and so did our locks.” </li></ul><ul><li>Only succeeded in creating a challenge to bloggers to prove them wrong </li></ul><ul><li>350 news sites/programmes mention issue including NY Times and CNN </li></ul><ul><li>Video cited in a law suit </li></ul>
    14. 15. Kryptonite: $25m in 10 days <ul><li>$10 million recall </li></ul><ul><li>$25 million revenue loss </li></ul><ul><li>Retail channel and consumer relationships damaged </li></ul><ul><li>Difficult to see beyond the original bad news in Search Engines </li></ul>
    15. 16. Online Reputation Management <ul><li>It’s not just about the conversation </li></ul><ul><li>It’s also about the context </li></ul>
    16. 17.
    17. 18. Cillit Bang; The clean-up <ul><li>Barry Scott a fictional marketing character for Cillit Bang posts on blog – plasticbag.org </li></ul><ul><li>Comments on a sensitive issue </li></ul><ul><li>Huge offence caused to blogger – he blogs about it </li></ul><ul><li>Spreads like wildfire </li></ul>
    18. 19. 5 days later <ul><li>“ We are writing to you in response to the Barry Scott posting on 30th September 2005. We’re all aware that Barry Scott, the advertising character is a marketing creation and we have been responsible for raising his awareness. </li></ul><ul><li>The posting on 30th September was unplanned and an error of judgement and we unequivocally apologise for this. We recognise that it was inappropriate in context. </li></ul><ul><li>The weblog posting on your site was… a one off error from which lessons have been learnt. </li></ul><ul><li>We are sorry for any offence it has unwittingly caused. We would like to have an opportunity to apologise personally, if you would like to speak to us please do let us know the best way to reach you. Yours sincerely, The Cillit Bang team” </li></ul>
    19. 20. Situation diffused by transparent honesty “ The e-mail contains what appears to be a fairly honourable and sincere apology for the whole Barry Scott comments-as-marketing fiasco that I wrote about on Friday. “ And although I still have significant reservations about the idea of fictional marketing characters leaving messages and commenting on other people's sites, I've decided to take them at their word, accept the apology and leave it at that.”
    20. 21. Where it goes wrong <ul><li>Social media is not a channel </li></ul><ul><li>It’s not a way to broadcast at where the ‘audience’ has gone </li></ul><ul><li>It’s where people are having conversations. </li></ul><ul><li>It’s all about human interaction and that requires some open, honest, human intervention </li></ul>
    21. 22. Pull the other one? <ul><li>How do you choose what joke to tell to who? </li></ul><ul><li>How do you change a joke to make it better for the people you tell it to? </li></ul><ul><li>We adapt in order to adopt. </li></ul><ul><li>That which we create we embrace = share/promote </li></ul>
    22. 23. THE STAGE Scale = audience = eyeballs? Message broadcast at audience
    23. 24. They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused
    24. 25. Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on stage
    25. 26. We Believe <ul><li>We make it easier for people who care to connect </li></ul><ul><li>People who care change the world. Together. </li></ul><ul><li>Sharing the right information to the right people at the right time brings people together – people who didn’t know they needed to know each other </li></ul>
    26. 27. We’re all publishers now <ul><li>All marketers and advertisers, too </li></ul><ul><li>Users create content, distribute content and control their own ‘user journeys’ from A-anywhere. </li></ul><ul><li>The user is the destination now </li></ul>
    27. 28. That means: <ul><li>We are dedicated to sharing the right information with the right communities. Information that makes a difference to them. </li></ul><ul><li>We know every person added to a network doubles its value. So we make sure nobody gets left behind. Even if they don’t know they need to know. </li></ul><ul><li>We make things people find useful, with the people they are intended for. </li></ul><ul><li>We let them adapt what we do to be of best use to their community. </li></ul><ul><li>We always put the community first. </li></ul>
    28. 29. We listen <ul><li>We need to know who needs to know. </li></ul><ul><li>Our brand audits are the first step. With the best technology available we listen wherever the conversation is open and shared. </li></ul><ul><li>We find communities and community leaders who value the information, products and services we have to share. </li></ul>
    29. 30. We respond. We participate <ul><li>We work with clients AND communities to co-create digital products, services and messages. communities value and want to share. </li></ul>
    30. 31. P2PR, ‘Quick Win’ Services <ul><li>PLANNING </li></ul><ul><li>We put social media at the heart of your planning process to inform strategy, amplify campaigns and measure effectiveness </li></ul><ul><li>ONLINE PR AUDIT </li></ul><ul><li>We provide various levels of auditing to see how, by who and where communities are discussing your brand and products </li></ul><ul><li>REPUTATION MANAGEMENT </li></ul><ul><li>We provide reactive and proactive response consultancy </li></ul><ul><li>SOCIAL MEDIA PRESS RELEASE </li></ul><ul><li>We ensure your campaign is communicated effectively across the social media </li></ul><ul><li>SOCIAL MEDIA PRESS CENTER </li></ul><ul><li>We ensure your campaign is communicated effectively across the social media </li></ul>
    31. 32. P2PR, Community Services <ul><li>Consumer Segment Engagement </li></ul><ul><li>We plan outreach to engage segmented groups of people where ever they maybe across multiple communities </li></ul><ul><li>Specific Community Engagement </li></ul><ul><li>If engaging a specific community is your objective we will advise on the best approach to take relative to them </li></ul><ul><li>Community Hosting </li></ul><ul><li>We equip the latent community around your brand or product with the tools to bring them together </li></ul>
    32. 33. P2PR, Campaign Services <ul><li>Micro-sites </li></ul><ul><li>Purpose built point of focus to host community toolkits to build and share with </li></ul><ul><li>Widgets </li></ul><ul><li>Portable, personalized way to leverage of engaged users networks </li></ul><ul><li>Branded Channel </li></ul><ul><li>Extension of brand within any social media channel inc. Bebo, Facebook, Myspace </li></ul><ul><li>Content Production </li></ul><ul><li>Video scripting & production for viral videos, branded content to populate micro-sites or branded channels and Infographics </li></ul><ul><li>Online Competitions </li></ul><ul><li>We can create, promote and manage online competitions </li></ul>
    33. 34. Social brief creation <ul><li>We will join with you AND the communities you wish to reach, to define the information, service and products THEY will find useful </li></ul><ul><li>We believe this is a key to creating value people will share – the most effective way of sharing a message in the networked world </li></ul>

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