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Know Your Wikis From Your Blogs - CIPR West of England


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During this one-hour taster, social media practitioners Sally Hems (Oakleaf Communications) and Matt Anderson (Montage Communications) explain the opportunities and pitfalls presented by social media. They’ll provide tips on maximising its potential and explain how best to integrate it within your PR & Communications strategy. This will be illustrated through examples of campaigns they’ve delivered for clients including the Commonwealth Foundation and South West RDA.

Matt Anderson Twitter - @PRBristolblog
Sally Hemms - @sallyhemms

Published in: Business, News & Politics
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Know Your Wikis From Your Blogs - CIPR West of England

  1. 1. know your blogs from your wikis matt anderson: montage communications sally hems: oakleaf communications
  2. 2. <ul><li>social media – concepts and stats </li></ul><ul><li>tools & applications: </li></ul><ul><ul><li>social networks </li></ul></ul><ul><ul><li>blogging </li></ul></ul><ul><ul><li>twitter </li></ul></ul><ul><ul><li>wikis </li></ul></ul><ul><ul><li>social bookmarking </li></ul></ul><ul><ul><li>content sharing </li></ul></ul><ul><ul><li>video </li></ul></ul><ul><li>using within your comms strategy </li></ul><ul><li>before getting started... </li></ul><ul><li>evaluation tools and methods </li></ul><ul><li>q&a </li></ul>
  3. 3. a bit about me… <ul><li>marketing graduate with 10yrs comms experience </li></ul><ul><li>head up oakleaf comms </li></ul><ul><li>tech comms background – understand tech/apps but can’t code! </li></ul>
  4. 4. a bit about him… <ul><li>dyson </li></ul><ul><li>Co-founder of Montage Communications 2003 </li></ul><ul><li>Consumer / public sector </li></ul><ul><li>Not a social media expert! </li></ul><ul><li>Monitoring and online PR </li></ul>
  5. 5. so what’s it all about?
  6. 6. change is afoot… <ul><li>multiple channels </li></ul><ul><li>convergence now a reality </li></ul><ul><li>highly targeted </li></ul><ul><li>changing formats </li></ul><ul><li>new breed of commentators </li></ul><ul><li>collaboration across all nations! </li></ul>
  7. 7. (cc) Lynette Webb, 2006 &quot;We're certainly satisfied that we can produce significant revenues from the sale of digital delivery of newspaper content ….” - Guardian Aug 2009 “
  8. 8. social networks
  9. 10. blogging
  10. 12. why wiki?
  11. 13. wikis
  12. 14. why share or bookmark? <ul><li>a key to community is to share </li></ul><ul><li>targeted traffic </li></ul><ul><li>validated information </li></ul><ul><li>collaboration / innovation </li></ul><ul><li>citizen journalism </li></ul><ul><li>SEO / links </li></ul><ul><li>thought leadership </li></ul>Uploaded on February 26, 2008 by creativecommoners
  13. 15. bookmarks / sharing Delicious Furl Reddit / Digg /Fark Stumbleupon Technorati Links Media Flickr Photobucket Youtube Vimeo BlipTV Scholarly General CC Jason Rhode Slashdot CiteULike Connotea arXiv Merlot
  14. 16. content sharing Source: malcolmcoles 2009-08-20
  15. 17. South West RDA – news site
  16. 18. social news Source: Paul Bradshaw: Online Journalism blog 2008 / 2009 “ Man's appendix ruptures a month after it was 'removed' in hospital” - Telegraph 39m (
  17. 19. social news <ul><li>1.2 – 800,000 </li></ul><ul><li>( </li></ul>Source: Paul Bradshaw: Online Journalism blog 2008 / 2009 “ Google Earth image proves existence of Loch Ness monster”
  18. 20. social news 4.9 M ( “ Four years on, Katrina remains cursed by rumour, cliche, lies and racism”
  19. 21. P eople O bjectives S trategy T echnology
  20. 22. Here’s one I did earlier <ul><li>Objectives: </li></ul><ul><li>Communicate competition to 16-25 age group </li></ul><ul><li>Drive online traffic to website </li></ul><ul><li>Tactics: </li></ul><ul><li>Identified DJ (linking past & present) </li></ul><ul><li>Remixed original and put on website with top tips </li></ul><ul><li>Issued as release with mp3 link to nationals, bloggers, radio, marketing, technology & DJ mags </li></ul><ul><li>Placed on DJs MySpace & Facebook (blog etc) </li></ul><ul><li>Recommended remixing on YouTube and issuing as a viral </li></ul>
  21. 23. before getting started… <ul><li>fools rush in! </li></ul><ul><li>do your research </li></ul><ul><li>generate buy-in </li></ul><ul><li>consistency is key </li></ul><ul><li>dip a toe in </li></ul><ul><li>evaluation methods </li></ul>
  22. 24. evaluation: methods <ul><li>google (Trends / Analytics / Insight) </li></ul><ul><li>free tools - Social media mention </li></ul><ul><li>links (Hootsuite / Bitrly) </li></ul><ul><li>facebook - applications / competition </li></ul><ul><li>twitter apps – Tweetdeck </li></ul><ul><li>paid – SWM, Technigry, Radion6 </li></ul>
  23. 25. monitoring – a word of caution <ul><li>sentiment </li></ul><ul><li>influence </li></ul><ul><li>location </li></ul><ul><li>data, data, data </li></ul><ul><li>learn how to search </li></ul><ul><li>use the best of the web </li></ul>Flickr pic (CC) Uploaded on May 11, 2008 by riczribeiro
  24. 26. SWM – Social Media
  25. 27. monitoring <ul><li>sentiment – What are people saying about your brand? </li></ul><ul><li>engagement – How loyal is your target audience? </li></ul><ul><li>online buzz – How many people are talking about your brand / organisation and where? </li></ul><ul><li>evangelists – Who is pro your brand and becoming online ambassadors? </li></ul><ul><li>influencers – Who are the most influential bloggers that are talking about your brand? </li></ul><ul><li>share of voice – What percentage of the online conversation does your brand / organisation have compared to its  competitors? </li></ul><ul><li>news commentary and recommendations for PR / advertising strategies </li></ul>
  26. 28. evaluation <ul><li>South West RDA’s Twitter - SWRDAPress </li></ul><ul><li>started June 09 </li></ul><ul><li>following – 1,246 </li></ul><ul><li>followers – 835 </li></ul><ul><li>reach=2,701,013 </li></ul><ul><li>rank=#29,392 </li></ul>
  27. 31. sally hems oakleaf communications sallyhems matt anderson montage communications