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Digital conv keep britain tidy & the distillery

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Reading Room's Digital Conversation event on Social - Keep Britain Tidy and The Distillery

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Digital conv keep britain tidy & the distillery

  1. 2. Nicola Peate Keep Britain Tidy
  2. 3. “ Whatever happened to the Keep Britain Tidy campaign?” <ul><ul><ul><li>Our aim - get Keep Britain Tidy back on the digital map and increase our online visibility </li></ul></ul></ul><ul><ul><ul><li>Social media gives us a voice to directly address our “customers”. </li></ul></ul></ul><ul><ul><ul><li>Social media has changed the way we work across all departments at Keep Britain Tidy </li></ul></ul></ul><ul><ul><ul><li>We have raised our profile and empowered people to become “brand ambassadors” </li></ul></ul></ul><ul><ul><ul><li>People trust other people – not brands </li></ul></ul></ul><ul><ul><ul><li>Social media now central to our future campaigns </li></ul></ul></ul>
  3. 4. Our Strategy <ul><ul><ul><li>We are not trying to sell commercially but instead spread our message and get other people spreading our message. </li></ul></ul></ul><ul><ul><ul><li>Social media is not the place for hard sell – even of ideas. </li></ul></ul></ul><ul><ul><ul><li>Research your competitors – where can you fit? </li></ul></ul></ul><ul><ul><ul><li>Target people – don’t wait to be found! </li></ul></ul></ul><ul><ul><ul><li>Don’t assume people will be interested in what you have to say YOU are interested in what THEY have to say. </li></ul></ul></ul><ul><ul><ul><li>Act as a service to people - they can “use” us so eventually we are able to use them. </li></ul></ul></ul><ul><ul><ul><li>We had to listen and tailor our strategy around what we learned. </li></ul></ul></ul>
  4. 5. Social Media at Keep Britain Tidy
  5. 6. Facebook <ul><ul><ul><li>Gathering new “fans” – Word of mouth is crucial. </li></ul></ul></ul><ul><ul><ul><li>Encouraging interaction through various techniques: </li></ul></ul></ul><ul><li>Varied content, including pictures, videos, questions, statements, links etc </li></ul><ul><li>Previews / facebook exclusives </li></ul><ul><li>Show them that you value their responses </li></ul><ul><li>Lots of praise! </li></ul>
  6. 7. Facebook <ul><ul><ul><li>Facebook Insights – A really useful tool for learning about your fans. </li></ul></ul></ul><ul><ul><ul><li>It’s not about youth – our average Facebook fan is female between 25 – 34. </li></ul></ul></ul><ul><ul><ul><li>Can be an option for organisations where they cannot update content as regularly. </li></ul></ul></ul>
  7. 8. Twitter <ul><ul><ul><li>You do not have to rely on people finding you as you do on Facebook. </li></ul></ul></ul><ul><ul><ul><li>Search out people talking about your product / issue and respond to them. </li></ul></ul></ul><ul><ul><ul><li>We search out the terms ‘Keep Britain Tidy’ and ‘litter’ along with any current campaign issues so we can respond. </li></ul></ul></ul><ul><ul><ul><li>Try to appeal to the majority of your followers – niche tweets will be off putting. </li></ul></ul></ul><ul><ul><ul><li>http://useqwitter.com/ is a useful site as it tells you who has stopped following you – if you get a lot in one week look by through your tweets and try to assess why. </li></ul></ul></ul><ul><ul><ul><li>On twitter more than facebook people are more likely to act as “Brand Ambassadors” – including celebrities. </li></ul></ul></ul>
  8. 9. Twitter – interacting with followers
  9. 10. YouTube <ul><ul><ul><li>Make the most of your YouTube page design </li></ul></ul></ul><ul><ul><ul><li>Promote videos on other social media such as twitter and </li></ul></ul></ul><ul><ul><ul><li>facebook and on website </li></ul></ul></ul>
  10. 11. Four Square <ul><ul><ul><li>The “new kid” on the social media block </li></ul></ul></ul><ul><ul><ul><li>We have set up a page but we have no strategy for what we want to achieve. </li></ul></ul></ul><ul><ul><ul><li>We haven’t found the use for a non-commercial brand. </li></ul></ul></ul><ul><ul><ul><li>Can geo-location services be useful for brands that aren’t consumer facing? </li></ul></ul></ul><ul><ul><ul><li>We don’t need people to “check-in” at our location. </li></ul></ul></ul><ul><ul><ul><li>Dominos runs an offer where the person who checks in the most times gets a free pizza on a Wednesday. </li></ul></ul></ul><ul><ul><ul><li>Important not to push social media that isn’t right for your brand </li></ul></ul></ul>
  11. 12. Risks? <ul><ul><ul><li>Negative comments </li></ul></ul></ul><ul><ul><ul><li>Time? </li></ul></ul></ul><ul><ul><ul><li>Budget </li></ul></ul></ul><ul><ul><ul><li>Control of output </li></ul></ul></ul>
  12. 13. Rewards?
  13. 14. Useful followers!
  14. 15. Twitpick <ul><ul><ul><li>Keep Britain Tidy brought social media into the real world with the first online litter pick. </li></ul></ul></ul><ul><ul><ul><li>55 pieces of litter were collected. </li></ul></ul></ul><ul><ul><ul><li>Keep Britain Tidy was mentioned on twitter more than 100 times through #twitpick, mentions and RTs. </li></ul></ul></ul><ul><ul><ul><li>The reaction was really positive as followers wanted to be part of something and support us offline as well as online. </li></ul></ul></ul>
  15. 16. Twitpick
  16. 17. Now and the future for @KeepBritainTidy <ul><ul><ul><li>Social media is now a key part of both our PR and marketing strategy. </li></ul></ul></ul><ul><ul><ul><li>When we launch a new campaign digital and social media are incorporated from the planning stage. </li></ul></ul></ul><ul><ul><ul><li>We have an active network of followers that we continue to gain from. </li></ul></ul></ul><ul><ul><ul><li>We hope that our social networks will continue to grow and in the future this will be an area we invest in in order to push forward on to the next level. </li></ul></ul></ul>
  17. 18. Any Questions? (Remember you can also post questions to #RRDC if you think of one later!)
  18. 19.
  19. 20. Paul O’Donoghue CEO – The Distillery @ Reading Room Social.Strategy.Seeding
  20. 21. Some of our social media clients:
  21. 22. Social is not just for the fun brands! <ul><ul><ul><li>This client is famous for the wrong reasons! </li></ul></ul></ul><ul><ul><ul><li>They touch everyone of us everyday </li></ul></ul></ul><ul><ul><ul><li>They do the jobs we don't want to </li></ul></ul></ul><ul><ul><ul><li>They protect our borders and keep us safe from terror </li></ul></ul></ul><ul><ul><ul><li>They have their own Army </li></ul></ul></ul><ul><ul><ul><li>They protect our homes, work places and some of our most needy </li></ul></ul></ul><ul><ul><ul><li>THEY HAVE A GREAT STORY TO TELL!! </li></ul></ul></ul>
  22. 23. The Worlds 2 nd Largest Employer <ul><ul><ul><li>600,000 Employees </li></ul></ul></ul><ul><li>Operations in 140 countries </li></ul><ul><li>Responsible for moving 66% of </li></ul><ul><li>the UK’s cash </li></ul><ul><li>Train our forces in Iraq & </li></ul><ul><li>Afghanistan </li></ul><ul><li>Look after our prisons </li></ul>
  23. 24. They have a fantastic CSR program
  24. 25. The G4S Sport Challenge Develop a social marketing program for the G4S Sport program A phased approach, building up to the 2012 London Olympic Games A program that builds awareness, interest and following Phase 1 – 2010 - A simple strategy to establish the new site - Creation and development of a social media program - Drive traffic using the content and athletes Phase 2 – 2011 and up to the 2012 Olympic Games Full digital strategy building on the success of 2010
  25. 26. The Distillery Response Identify the most suitable media channels and platforms for the activity With strong and relevant content we will use the channels to their full potential Share and engage with the audience in a meaningful and informative way The recommended approach for the G4S Sport campaign was two-fold. 1. A program of social media activity 2. Launched with “Contextual” seeding campaign
  26. 27. The Distillery Strategy To drive interest, reach and awareness by developing a structure of social publishing, distribution and engagement or Creation of a connected social publishing program!
  27. 28. What does it look like? Publishing Content Distributing Content Engaging Users Traffic The Social Strategy A managed program across the main social and content channels Established distribution capability to maximize engagement with audiences
  28. 29. The Social Strategy The Assets and Channels – Video Establishing the “networks” that will form the engagement and drive traffic to both the home page and network assets Content can be “fed” into any number of identified network channels Streaming channels that will contain links back to You Tube channel & G4S 4Teen site
  29. 30. The Social Strategy The Assets and Channels - Images Flickr is the You Tube of images Creation of a G4S 4Teen site within Flickr will drive traffic and act as an image repository Flickr is constantly spidered by Google, Bing and Yahoo!
  30. 31. The Social Strategy The Assets and Channels – Social Networking Sites This area must be managed and “fed” on a regular basis by G4S and the athletes Social Networking sites will CONNECT all of the assets Creation of Facebook and Twitter sites will HOLD & DISTRIBUTE content from blogs, video, images and stimulate interest BUILDING A HUB OF FRIENDS AND FANS
  31. 33. Making It Happen…How it all links together Updates to the sport site and YouTube will automatically update on Facebook and twitter Updates on Twitter can be seen on Facebook & visa versa Updates on Flickr can be seen on Facebook “ Digged” content will be linked to You Tube or Sports site
  32. 34. Sustaining it – building the future Publishing Content Distributing Content Engaging Users Traffic The key to success is PLANNING & MANAGEMENT Ensure you have GOOD & RELEVANT content Create a DISTRIBUTION NETWORK LINK ALL CONTENT back to G4S Sport site
  33. 35. A Planning Roadmap
  34. 36. Program Manager Video Channels You Tube/ Vimeo / VideoJug Hulu / MetaCafe/ Sports Tube OV Guide Social Sites Facebook Bebo Twitter – including Haile etc Sports Sites Sportsviews.com Talkathletics.co.uk Sportspage.co.uk Blogtopsites.co.uk G4S Sport site Social Bookmarking Digg / Stumbled / Reddit Yahoo! buzz/ Google Blogs Athletes sites All sites will refer to the main G4S Sport site to drive traffic back Sustaining it – Management Hub
  35. 37. Managed through bespoke technology
  36. 38. Monitoring and Measuring <ul><li>Alterian SM2 allows us to monitor the social and web landscape in relation to you needs and topics </li></ul><ul><li>Bespoke monitoring and campaign measurement </li></ul><ul><li>Robust technology with multiple user and campaign dashboard </li></ul>
  37. 39. The Seeding? Seeding is crucial to launch a social program Include it in your existing PPC campaigns Look for effective media opportunities It doesn’t need to be paid for advertising Develop media relations and push it via Digital PR You must tell your customers about it Get your employees to follow and share
  38. 40. Seeding G4S Sport Vibrant Contextual Advertising 100% user initiated – advertising that engages with the audience on their terms. “ In Text” solutions highlight words in web content, aligning relevant information with the words that define brands. Drives engagement and qualified traffic to a site Cost efficient traffic tool – G4S is only charged when ad has been engaged. Vibrant reaches 123 Million unique users.
  39. 41. How we used Contextual Relevant keywords in a contextual sports related environment Campaigns Bought on a CPC basis Any Rollovers of the ad unit/views are classed as free exposures if not clicked £ - very limited Budget
  40. 42. The Adverts
  41. 43. The Adverts
  42. 44. The Adverts
  43. 45. The Results In line with the site stats – the Contextual campaign delivered over 20% of site traffic during July 6,963,332 impressions & 139,033 advert views CTR was much higher than industry standard 5.8%
  44. 46. The Site and the Social
  45. 47. Social Bookmarking
  46. 48. Twitter Updates
  47. 49. Automatically re-published on home page
  48. 50. Reaching People
  49. 51. Utilising FB Tools
  50. 52. You Tube on FB
  51. 53. Twitter on FB
  52. 54. YouTube Channel
  53. 55. Flickr Channel
  54. 56. <ul><li>Seeding and Social benefits include: </li></ul><ul><li>Increase traffic </li></ul><ul><li>Build links </li></ul><ul><li>Discover relevant influencers </li></ul><ul><li>Gain trust in the Search Engines’ eyes </li></ul><ul><li>Expand your reach and frequency </li></ul><ul><li>But in reality what you are doing is creating clickable links that are helping to join the world wide web together and attracting the attention of search engine spiders. </li></ul>Search engine spiders index the web and the more quality links you have coming in to your site the more trust you gain in their eyes. Social Media mentions may not always build a link but these citations do get noticed by spiders. This helps build trust The SEO Effect
  55. 57. <ul><li>Organise content types </li></ul><ul><li>Prepare a schedule for each content type </li></ul><ul><li>Appoint internal content manager </li></ul><ul><li>Optimise website to cater for all channels </li></ul><ul><li>Make sure that regular updates actually happen </li></ul><ul><li>Make news happen & publish it </li></ul><ul><li>Planning schedule for each channel </li></ul><ul><li>Publish regular updates </li></ul><ul><li>Ensure all channels can accept content </li></ul><ul><li>Establish links/relations with owners </li></ul><ul><li>Weekly reviews of impacts </li></ul><ul><li>Make news happen & publish it </li></ul><ul><li>make content interesting </li></ul><ul><li>Get involved with audiences </li></ul><ul><li>Get the Athletes involved with audiences </li></ul><ul><li>Notice what users are saying and use it </li></ul><ul><li>Notice where activity is going to and coming from </li></ul><ul><li>Encourage sharing </li></ul><ul><li>Do not limit to known networks </li></ul>Social Summary Publishing Content Distributing Content Engaging Users Traffic DO NOT FORGET YOUR SEEDING PLAN
  56. 58. Any Questions? (Remember you can also post questions to #RRDC if you think of one later!)

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