In April 2016 I had the privilege of presenting a guest lecture to PR students at Swinburne University in Melbourne, Australia. Here's what I delivered.

1. SOCIAL MEDIA
MASTERING
FOR PR CAMPAIGNS
Presented by Teri Cooper, Founder at Scoot Communications
to Swinburne University Public Relations Students
April 2016
© www.scootcommunications.com.au

2. IN THE PACK…
Using social media effectively in
PR campaigns.
The social media toolkit.
The importance of planning.
Why social media strategies need to be
outcomes-driven and measurable.
What works, and stuff you should never do.
© www.scootcommunications.com.au

3. “The real fact of the matter is that nobody reads ads.
People read what interests them, and sometimes
it's an ad.” — Howard Luck Gossage
© www.scootcommunications.com.au

4. What’s the number one
reason for businesses
and social enterprises to
use social media?
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5. To drive traffic
to your website.
Any ideas why?
© www.scootcommunications.com.au

6. Your website is your
number 1 piece of online real
estate because you own it and can
control everything about it.
You don’t own your social media
channels (Zuckerberg and his cohort
do) which means you don’t control
them – they do!
© www.scootcommunications.com.au

7. “Using social media to grow your
business without a website, is like
leaving your car at a skate park
every night with the doors open
and a box of spray cans on the
roof … You’ll still be able to drive it,
but as for how it’ll look when you
return – that’s anybody’s guess!”
— @tezzacoops
© www.scootcommunications.com.au

8. OTHER BENEFITS OF SOCIAL MEDIA
Audience growth
Brand recognition
Promoting an event, sale or milestone
Customer service / relationship-building
Generating sales and leads
Boosting SEO / linkability
Recruitment
Thought leadership
Media attention
Crisis management
Promoting trust and approachability
© www.scootcommunications.com.au

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10. Storytelling
wasn’t
invented
by
Mark
Zuckerberg.
(Obvious, right!)
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11. 1. Define your goals (broad) and objectives
(specific)
2. Identify target audience and channels
3. Content strategy
4. Allocate your budget
5. Develop content calendar
6. Collaboration tools (Slack, Trello etc)
7. Measurement / analytics
SOCIAL MEDIA TOOLKIT
© www.scootcommunications.com.au

12. A detailed, regularly updated
content calendar is a must-have for
PR and marketing professionals.
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13. HOOTSUITE DASHBOARD
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14. #socialmedia
#epic
#fails
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19. Where
was
the
strategy?
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20. CASE STUDY
THE RAPHA
WOMEN’S 100
CAMPAIGN
© www.scootcommunications.com.au

21. Purpose
To encourage women across the world to sign up to
cycle 100km in a single day (target >8,000) and raise
the profile of women’s cycling. A free event.
Product
None, focus was PR to drive registrations. Riders
received discount on purchases and a commemorative
woven roundel on completion.
Strategy
Brand and user-generated social media (#womens100)
> Ambassador PR > eDMs > press coverage > local
women’s rides in all regions globally.
© www.scootcommunications.com.au

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26. The official Women’s 100
infographic showed the
success and unique stats
generated by the event.
Widely shared on social
media by Rapha regions
and riders alike (who
were all sent a copy).
Riders also received a
#womens100 roundel
(seen as a collector’s
item) – also widely
shared on social media.
© www.scootcommunications.com.au

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28. OUTCOMES
§ 8,200 riders in 58 countries worldwide
§ 36 rides across Aust/NZ
§ Huge social media engagement with 11K posts
to #womens100 across Facebook, Twitter and
Instagram
§ Press articles in Bikeradar & SBS Cycling Central
§ Spike in sales of women’s products across all
regions
§ Women’s rides now permanent fixture in many
new locations © www.scootcommunications.com.au

29. KEY TAKEAWAYS
#1. Good storytelling is crucial to create an
emotional connection with your audience.
#2. Social media’s role is to drive traffic to your
website and build engagement with audiences.
#3. Include risks in your strategy, not just benefits.
#4. Be realistic about how your audience perceives
you and plan your campaign accordingly –
especially with hashtag marketing.
#5. Content calendars are the best tool in the kit.
#6. Even though it’s boring, learn how to use
analytics!
© www.scootcommunications.com.au

30. Thanks a million J
Got any questions?
© www.scootcommunications.com.au