Tiffany St James, a social media strategist, gave a presentation on best practices for celebrity endorsements and social media campaigns. The presentation covered developing a crisis communications strategy, identifying the different types of social media users, setting objectives and metrics for campaigns, researching influencers and building social profiles, creating content for dissemination, implementing an amplification plan, and analyzing post-campaign metrics and insights. The goal is to effectively engage audiences and influencers to augment brand engagement and sales.

1. Commercial Good Practice
Celebrity Endorsement
Wednesday 03 October 2012
Social media • strategy • training • amplification • news rooms • social TV

2. Hello!
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
@TiffanyStJames

3. Getting it right is difficult…
@TiffanyStJames

4. Crisis communications
• Have a Crisis Comms
Strategy before you start
• Get your facts straight
• Take responsibility where
it’s due
• Tell people what you are
going to do about it
• Do it
@TiffanyStJames

5. The US Airforce model
• Trolls
• Rager
• Misguided
• Unhappy Customer
@TiffanyStJames

6. If you can’t….
Inform Inspire
Engage Educate
@TiffanyStJames

7. There are only 6 uses of social media
HR Direct Sales
Internal Comms Public Relations
Business Intelligence Customer Service
@TiffanyStJames

8. So apply it well
@TiffanyStJames

9. Essentials
Set objectives Have the right skilled people
Measure and optimise Have the right tools
@TiffanyStJames

10. Research and social data build
Build a database with social profiling
• Social Influence of brand ambassadors
• Identify keywords for SEO and social use
• Facebook insights to understand fans
• Research topic-specific social influencers
• Build social data centre newsroom
@TiffanyStJames

11. Amplification set-up
• Make digital assets for social seeding
• Build library and dissemination plan
• Set up social platforms and tools
• Provide brand ambassadors with
assets, comms plan, key wording as
well as on-the-day prompts
• Crisis comms process
@TiffanyStJames

12. Campaign roll out
• Disseminate digital assets
• Proactive blogger outreach
• Proactive social influencer outreach
• Proactive support of Brand Ambassadors
endorsement if applicable
• Amplification of engagement
• Reward audience social engagement
• Continually reward engaged advocates
@TiffanyStJames

13. Post-campaign analytics and insight
Metrics
• Social media metrics
• Increase from baseline
• Digital asset and campaign engagement
• Visits, traffic, genus. Tracking URLs
• Product interest
Output
• Database of social profiles and engaged
influencers
Insights
Your metrics will be • Campaign-driven brand engagement
defined by your • Propensity to purchase
campaign objectives. • Sales augmentation during campaign
@TiffanyStJames

14. Let’s keep talking…
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
This presentation is at:
Slideshare.net/TiffanyStJames
@TiffanyStJames

16. Stimulation clients
Government Media
Product Technology
@TiffanyStJames

17. Thank you
Tiffany St James
tiffany@stimulationltd.co.uk
www.stimulationltd.co.uk
TiffanyStJames on:
Twitter, Skype, LinkedIn, SlideShare, Facebook

18. Commercial Good Practice
Celebrity Endorsement
Wednesday 03 October 2012
Social media • strategy • training • amplification • news rooms • social TV