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Jun 2013
Michelle Goodall
Online PR/Social Media Consultant
+44 (0) 7977 418 630
e: goodallster@gmail.com
twitter: http://www.twitter.com/greenwellys
linkedin: http://uk.linkedin.com/in/michellegoodall
google+: http://www.gplus.to/michellegoodall
Online PR &
Social Media
Fundamentals
Michelle Goodall
@greenwellys
I’m Michelle Goodall
aka @greenwellys
| May 2013| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant
What are we going to cover?
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 3
• The basics in 25 minutes to frame your Online PR/Social
Media thinking and get you started
• Q&A
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media
consultant ,
| 4
PR today
Let’s get the PR-econceptions out of the
way…
| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 5
Source: Flickr and BBC
PR has always been a strategic discipline…
| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 6
Source:Flickr
….not just media relations!
Analysis
Trends
Counsel
Action
Mutual Understanding
Like other disciplines, practitioners and
quality varies…
| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 7
Social media - a strategic discipline
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 8
1.  A strategic tool for uncovering business insights.
2.  Managing the influencers who are driving the
conversation around your brand.
3.  Marketing that provides value and turns
customers into evangelists.
4.  A critical component of customer care.
5.  Transforming your organization to meet the
transparency and humanity customers now expect
of brands.
Sounds an awful lot like PR…?
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 9
It’s a strategic tool for uncovering business insights.
Focus Groups
Stakeholder meetings
Internal Comms
etc.
Source: Guardian
Mystarbucksidea.
com –
>126k ideas
Starbucks
Earned & Owned
Ecosystem >40m people
Sounds an awful lot like PR…?
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 10
It’s managing the influencers who are driving the conversation
around your brand.
Community outreach
Press conferences
Media trips
Media relations/
Blogger engagement
etc.
Sounds an awful lot like PR…?
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 11
It’s marketing that provides value and turns customers into
evangelists.
Media relations
Stunts
Events
Customer Case Studies
Sounds an awful lot like PR…
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 12
It’s a critical component of customer care.
It’s transforming your organization to meet the transparency and
humanity customers now expect of brands.
CSR
Thought Leadership
Community Engagement
Public Affairs
etc.
“To any CEO who is sceptical today about social
enterprise, you have to be totally connected with
everyone who touches your brand…”
Burberry CEO Andrea Ahrendts
Disciplines/departments are converging
Advertising
Direct
Marketing
Sales
Promotion
Experiential/
Events
Public
Relations
Customer
Service
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 13
Public
Affairs
Social media is complex and rapidly
evolving…
| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 14
Source: LUMA
Constant evaluation - where does this sit
within the organisation and marketing mix?
| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 15
Required skillsets
| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 16
Source:Flickr
…not just blindly creating content, having a Twitter/Facebook/Vine/Instagram/
Pinterest presence…
Analysis
Predicting Consequences
Counsel
Action
Mutual Understanding
An art and science…
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media
consultant ,
| 17
Where do I start?
Online PR and Social Media – Start with
a simple plan
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 18
1.  Strategy First – tools, technologies, tactics come last
AIMS – OBJECTIVES – SOCIAL/OPR OBJECTIVES
2.  Align to your business objectives
Online PR and Social Media – Start with
a simple plan
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 19
3.  Create objective related ‘SMART’ KPIs
X converted new business leads via social media in 1
year
X new product ideas in X months
Connect to and engage with X% of key journalists/
bloggers in our sector in 6 months
Increase reach of thought leadership content by X%
Business Objectives and KPIs
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 20
•  Unique to you
•  Dependent on BOs and
what matters to your
business
•  3 O’s – Output, Outtakes,
Outcomes
•  AMEC Jun 2013 Influence,
Opinion & Advocacy and
Impact & Value
measurement standards
http://www.smmstandards.com/wp-
content/uploads/2013/06/Complete-
standards-document4.pdf
Online PR and Social Media – Start with
a simple plan
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 21
4.  Competitor Analysis
Source: Sociagility
Competitor analysis
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 22
•  On-site
•  On network
•  SEOMoz/
Followerwonk
•  Birdsong
Online PR and Social Media – Start with
a simple plan
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 23
5.  Define Audiences/Stakeholders (customers, media
etc.)
6.  Do a “Social/Perception/Network/Stakeholder/
Audience Audit”
…whatever you call it - ID relevant channels, content
ideas/trends, authoritative voices, gaps, memes etc.
*and immerse yourself personally…
Define and benchmark/audit
stakeholders
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 24
•  Internal
stakeholders
•  Google and
social network
‘Ninja Search’
•  SEO Moz
•  Followerwonk
•  Lissted for
journalists,
analysts and
media outlets
ID content themes/‘social objects’
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 25
•  From your
‘Ninja
Searches’ and
research
plus…
•  Twitter Lists
•  Trendsmap
•  Google
Trends
etc.
Online PR and Social Media – Start with
a simple plan
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 26
7.  Do it* – learn – iterate
Source: Dell
Do – learn - iterate
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 27
•  Social media
management
tools, e.g.
Tweetdeck,
Hootsuite,
Sprout
•  Real-time
analysis
Do – learn - iterate
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 28
•  Brandwatch -
Coverage and
Sentiment
analysis
•  Google
Analytics
•  Social
Crawlytics
Do – learn - iterate
•  Social
platform
analytics
Get the basics right – brand spokespeople
and issues management
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 30
• Can’t commoditise PR or
social media - requires proper
resource
• Define issues & crisis - plan for
‘the bad’ and ‘the worst…’
• Always remember your
audience
• Choose/brief brand
spokespeople wisely…
Get the basics right – media-
ready/’content chunks’ and well-
signposted social channels
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 31
Get the basics right – Use a ‘Purpose
Pyramid’
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 32
Source: http://www.slideshare.net/jeremywaite/purpose-pyramid
Entertain
Inform
Challenge
Educate
Inspire
Solve Problems
…for your ‘evergreen’ and newsworthy
content/content chunks
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 33
Entertain
Inform
Challenge
Educate
Inspire
Solve Problems
“20 wireframing tools for mobiles”
“Lego Father’s Day animation”
“11 business philosophies
to live and die by”
“A manifesto for CMOs”
“Twitter raises limits on lists”
“Jaeger’s e-commerce site
deconstructed”
Get the basics right – journalists,
bloggers and analysts
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 34
• Understand their objectives
and pressures
• Relevance not Quantity –
know their ‘brand’ inside out
• Interact – build long term
relationships
• Concise timely emails -
relevant visuals help
• Pitch genuine news via
Twitter
• Use tools like Lissted/
Twitter Lists
Further reading: http://socialmediatoday.com/carriemorgan/
1541581/impact-social-media-newsrooms-journalists?utm_source=dlvr.it&utm_medium=twitter
Reuters Digital News Report 2013
Have a content plan
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 35
• Business
objectives
• Measurable
KPIs
• Tight quality
controls
“Content is fire, and social media is gasoline.” Jay Baer
A content curation plan
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 36
• Relevance
• Freshness and
serendipity
• Can you add
value? ‘Linking
& Thinking’
And be ready for responsive opportunities…
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 37
70:20:10 (Thanks Ashley!)
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 38
http://econsultancy.com/uk/blog/62965-agile-marketing-the-70-20-10-rule
Optimise everything
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 39
• SEO
• Timing
• Hashtags
• Make people want to
share and help them to
do it…
• Simple calls to action
Evaluate social technology on an ongoing
basis…
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 40
1.  Can the help me achieve my
Business Objectives?
2.  Are they being used by my
competitors (how, with what
success?)
3.  Is there a niche I can work
with?
4.  Do I have the time/budget to
do it well and evaluate
success over a long enough
time period?
5.  Have an exit strategy…
Always apply Governance
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 41
If all else fails…. Bacon, Cats and Nails!
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 42
Source: http://www.foodiggity.com/bacon-kevin-bacon/
http://captawesomesauce.tumblr.com/
http://Bedizzlenails.blogspot.com
Summary
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media
consultant ,
| 43
• Disciplines converging but PRs have always been
strategic, skills perfect for social media/content/
community and agile marketing
• Strategy first – tool/platforms second
• Create KPIs aligned to your business objectives (use
established ways of measuring/evaluating
comparative success)
• Do your research - stakeholder/competitor
benchmarking audits
Summary
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media
consultant ,
| 44
• Have a content plan but be agile enough to grab
opportunities
• Do and optimise everything
• Ensure that you have governance in place
• Learn and iterate
• Bacon, Cats and Nails if all else fails…
Michelle Goodall
Online communications & social media
consultant/trainer
+44 (0) 7977 418 630
e: goodallster@gmail.com
twitter: http://www.twitter.com/greenwellys
linkedin:
http://uk.linkedin.com/in/michellegoodall
google+: http://www.gplus.to/michellegoodall
Thanks and do connect…..

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Marketing week 2013 online pr and social media fundamentals michelle goodall

  • 1. Jun 2013 Michelle Goodall Online PR/Social Media Consultant +44 (0) 7977 418 630 e: goodallster@gmail.com twitter: http://www.twitter.com/greenwellys linkedin: http://uk.linkedin.com/in/michellegoodall google+: http://www.gplus.to/michellegoodall Online PR & Social Media Fundamentals Michelle Goodall @greenwellys
  • 2. I’m Michelle Goodall aka @greenwellys | May 2013| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant
  • 3. What are we going to cover? | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 3 • The basics in 25 minutes to frame your Online PR/Social Media thinking and get you started • Q&A
  • 4. | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant , | 4 PR today
  • 5. Let’s get the PR-econceptions out of the way… | Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 5 Source: Flickr and BBC
  • 6. PR has always been a strategic discipline… | Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 6 Source:Flickr ….not just media relations! Analysis Trends Counsel Action Mutual Understanding
  • 7. Like other disciplines, practitioners and quality varies… | Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 7
  • 8. Social media - a strategic discipline | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 8 1.  A strategic tool for uncovering business insights. 2.  Managing the influencers who are driving the conversation around your brand. 3.  Marketing that provides value and turns customers into evangelists. 4.  A critical component of customer care. 5.  Transforming your organization to meet the transparency and humanity customers now expect of brands.
  • 9. Sounds an awful lot like PR…? | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 9 It’s a strategic tool for uncovering business insights. Focus Groups Stakeholder meetings Internal Comms etc. Source: Guardian Mystarbucksidea. com – >126k ideas Starbucks Earned & Owned Ecosystem >40m people
  • 10. Sounds an awful lot like PR…? | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 10 It’s managing the influencers who are driving the conversation around your brand. Community outreach Press conferences Media trips Media relations/ Blogger engagement etc.
  • 11. Sounds an awful lot like PR…? | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 11 It’s marketing that provides value and turns customers into evangelists. Media relations Stunts Events Customer Case Studies
  • 12. Sounds an awful lot like PR… | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 12 It’s a critical component of customer care. It’s transforming your organization to meet the transparency and humanity customers now expect of brands. CSR Thought Leadership Community Engagement Public Affairs etc. “To any CEO who is sceptical today about social enterprise, you have to be totally connected with everyone who touches your brand…” Burberry CEO Andrea Ahrendts
  • 13. Disciplines/departments are converging Advertising Direct Marketing Sales Promotion Experiential/ Events Public Relations Customer Service | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 13 Public Affairs
  • 14. Social media is complex and rapidly evolving… | Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 14 Source: LUMA
  • 15. Constant evaluation - where does this sit within the organisation and marketing mix? | Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 15
  • 16. Required skillsets | Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 16 Source:Flickr …not just blindly creating content, having a Twitter/Facebook/Vine/Instagram/ Pinterest presence… Analysis Predicting Consequences Counsel Action Mutual Understanding An art and science…
  • 17. | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant , | 17 Where do I start?
  • 18. Online PR and Social Media – Start with a simple plan | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 18 1.  Strategy First – tools, technologies, tactics come last AIMS – OBJECTIVES – SOCIAL/OPR OBJECTIVES 2.  Align to your business objectives
  • 19. Online PR and Social Media – Start with a simple plan | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 19 3.  Create objective related ‘SMART’ KPIs X converted new business leads via social media in 1 year X new product ideas in X months Connect to and engage with X% of key journalists/ bloggers in our sector in 6 months Increase reach of thought leadership content by X%
  • 20. Business Objectives and KPIs | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 20 •  Unique to you •  Dependent on BOs and what matters to your business •  3 O’s – Output, Outtakes, Outcomes •  AMEC Jun 2013 Influence, Opinion & Advocacy and Impact & Value measurement standards http://www.smmstandards.com/wp- content/uploads/2013/06/Complete- standards-document4.pdf
  • 21. Online PR and Social Media – Start with a simple plan | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 21 4.  Competitor Analysis Source: Sociagility
  • 22. Competitor analysis | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 22 •  On-site •  On network •  SEOMoz/ Followerwonk •  Birdsong
  • 23. Online PR and Social Media – Start with a simple plan | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 23 5.  Define Audiences/Stakeholders (customers, media etc.) 6.  Do a “Social/Perception/Network/Stakeholder/ Audience Audit” …whatever you call it - ID relevant channels, content ideas/trends, authoritative voices, gaps, memes etc. *and immerse yourself personally…
  • 24. Define and benchmark/audit stakeholders | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 24 •  Internal stakeholders •  Google and social network ‘Ninja Search’ •  SEO Moz •  Followerwonk •  Lissted for journalists, analysts and media outlets
  • 25. ID content themes/‘social objects’ | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 25 •  From your ‘Ninja Searches’ and research plus… •  Twitter Lists •  Trendsmap •  Google Trends etc.
  • 26. Online PR and Social Media – Start with a simple plan | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 26 7.  Do it* – learn – iterate Source: Dell
  • 27. Do – learn - iterate | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 27 •  Social media management tools, e.g. Tweetdeck, Hootsuite, Sprout •  Real-time analysis
  • 28. Do – learn - iterate | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 28 •  Brandwatch - Coverage and Sentiment analysis •  Google Analytics •  Social Crawlytics
  • 29. Do – learn - iterate •  Social platform analytics
  • 30. Get the basics right – brand spokespeople and issues management | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 30 • Can’t commoditise PR or social media - requires proper resource • Define issues & crisis - plan for ‘the bad’ and ‘the worst…’ • Always remember your audience • Choose/brief brand spokespeople wisely…
  • 31. Get the basics right – media- ready/’content chunks’ and well- signposted social channels | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 31
  • 32. Get the basics right – Use a ‘Purpose Pyramid’ | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 32 Source: http://www.slideshare.net/jeremywaite/purpose-pyramid Entertain Inform Challenge Educate Inspire Solve Problems
  • 33. …for your ‘evergreen’ and newsworthy content/content chunks | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 33 Entertain Inform Challenge Educate Inspire Solve Problems “20 wireframing tools for mobiles” “Lego Father’s Day animation” “11 business philosophies to live and die by” “A manifesto for CMOs” “Twitter raises limits on lists” “Jaeger’s e-commerce site deconstructed”
  • 34. Get the basics right – journalists, bloggers and analysts | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 34 • Understand their objectives and pressures • Relevance not Quantity – know their ‘brand’ inside out • Interact – build long term relationships • Concise timely emails - relevant visuals help • Pitch genuine news via Twitter • Use tools like Lissted/ Twitter Lists Further reading: http://socialmediatoday.com/carriemorgan/ 1541581/impact-social-media-newsrooms-journalists?utm_source=dlvr.it&utm_medium=twitter Reuters Digital News Report 2013
  • 35. Have a content plan | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 35 • Business objectives • Measurable KPIs • Tight quality controls “Content is fire, and social media is gasoline.” Jay Baer
  • 36. A content curation plan | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 36 • Relevance • Freshness and serendipity • Can you add value? ‘Linking & Thinking’
  • 37. And be ready for responsive opportunities… | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 37
  • 38. 70:20:10 (Thanks Ashley!) | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 38 http://econsultancy.com/uk/blog/62965-agile-marketing-the-70-20-10-rule
  • 39. Optimise everything | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 39 • SEO • Timing • Hashtags • Make people want to share and help them to do it… • Simple calls to action
  • 40. Evaluate social technology on an ongoing basis… | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 40 1.  Can the help me achieve my Business Objectives? 2.  Are they being used by my competitors (how, with what success?) 3.  Is there a niche I can work with? 4.  Do I have the time/budget to do it well and evaluate success over a long enough time period? 5.  Have an exit strategy…
  • 41. Always apply Governance | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 41
  • 42. If all else fails…. Bacon, Cats and Nails! | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 42 Source: http://www.foodiggity.com/bacon-kevin-bacon/ http://captawesomesauce.tumblr.com/ http://Bedizzlenails.blogspot.com
  • 43. Summary | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant , | 43 • Disciplines converging but PRs have always been strategic, skills perfect for social media/content/ community and agile marketing • Strategy first – tool/platforms second • Create KPIs aligned to your business objectives (use established ways of measuring/evaluating comparative success) • Do your research - stakeholder/competitor benchmarking audits
  • 44. Summary | Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant , | 44 • Have a content plan but be agile enough to grab opportunities • Do and optimise everything • Ensure that you have governance in place • Learn and iterate • Bacon, Cats and Nails if all else fails…
  • 45. Michelle Goodall Online communications & social media consultant/trainer +44 (0) 7977 418 630 e: goodallster@gmail.com twitter: http://www.twitter.com/greenwellys linkedin: http://uk.linkedin.com/in/michellegoodall google+: http://www.gplus.to/michellegoodall Thanks and do connect…..