This document summarizes a presentation about social media and its importance for public relations and marketing. It defines social media and the social web, explains how social media has changed communications landscapes, and why companies should engage with social media. It also provides examples of successful social media case studies from Mozilla and BT that achieved measurable results like downloads, links, and press mentions. The document concludes with recommendations for effective digital media relations campaigns.

1. CIPR CAREERS DAY 2008 SOCIAL MEDIA Philip Sheldrake, Director of Digital Strategies Gemma Griffiths, Client Manager Racepoint Group UK www.racepointgroup.com Creative Commons Attribution-Share Alike 2.0 UK: England & Wales License THURSDAY 27 NOVEMBER 2008. NEW CONNAUGHT ROOMS. LONDON

2. Social Media What is social media and the social Web?

3. Social Media Useful Definitions Social media – the websites on which people gather to share content, opinion and information The social Web is an umbrella term. The term social Web has been around for some time. According to Wikipedia , it was coined in 1998. However, it has only recently become part of everyday language. The term refers to how people can socialise and interact with each other via the World Wide Web, enabling those with shared interests, personal or professional, to coalesce. The Social Web is powered by applications and services such as forums, blogs, social networks and wikis.

4. Social Media Why is the social Web important? “ ...The social Web will be the most critical marketing environment around “ ...The social Web will become the primary centre of activity for whatever you do when you shop, plan, learn or communicate. It may not take over your entire life (one hopes), but it will be the first place you turn for news, information, entertainment, diversion.” Larry Weber, Chairman, W2 Group, “Marketing to the Social Web”

5. Social Media How has social media changed PR and the marketing mix?

6. Social Media Traditional communications landscape:

7. Social Media New communications landscape:

8. Social Media Why should companies engage with social media?

9. Social Media Ignoring social media can be dangerous: If organisations are not ‘tuned into’ the social Web, they run the risk of having a false perception of their brand – they are not in possession of all the conversations and comments, which can paint an inaccurate picture of how stakeholder’s perceive them Conversations between bloggers and other key influencers provide useful feedback – this can be used to develop an organisation’s product or service further Online influencers can help to build brand and sell products and services through endorsement. Not engaging is a missed opportunity.

10. Social Media Currently, there is a big social media opportunity: Organisations’ engagement with social media is still sufficiently nascent that it offers earlier adopters competitive advantage In the longer term, it will a condition of staying in the race Ultimately, the social Web has revolutionised communications massively and irrevocably, to the benefit of the consumer, the adaptive and agile organisation, and those who cherish an open society.

11. Social Media Social Media In Action!

12. Social Media Example of social media in action Conversation about this CIPR day has been going on since last week:

13. Social Media Case Study: Mozilla, A World Record!

14. Social Media Mozilla Case Study – A World Record Challenge : Launch Mozilla’s Firefox 3 Web browser and set the Guinness World Record for the largest number of software downloads in 24hrs Strategy: Engage existing users and communities, as well as attract new web savvy users with Firefox is coming teaser and blog syndication. Add company logo

15. Social Media Results: Mozilla set the Guinness World Record at 8,002,530 downloads in just 24hrs! Increase in market share from 18% to 31% Endorsement from Paul Taylor, technology editor at the Financial Times Secured first ever Live Community Q&A Blog session with Webuser and President Mozilla Europe, Tristan Nitot.

16. Social Media Results: Apollo Surveys found that Mozilla was 12th in the top technology companies mentioned in the press in June 2008.

17. Social Media Nominated for ‘Viral campaign of the year’ alongside Firefox 3 which has been nominated as ‘Open source application of the year’ for this year’s highly recognised .Net Awards Shortlisted for three European Excellence Awards 2008: Best PR campaign Best Technology and Consumer Electronics campaign Best UK regional campaign.

18. Social Media Case Study: BT PodShow!

19. Social Media Challenge: Launch International Sex Therapist Doctor Cockney’s new Shag, Marry, Ditch game on BT PodShow to drive registrations and build awareness of BT PodShow Strategy: Build talkability around the game Issue content alerts (press releases) under embargo to tier one editorial-led media to encourage pre-briefings Create Doctor Cockney profiles on social networks.

20. Social Media Results : 70% of visits to the Shag, Marry, Ditch game gained through DMR Over 1,200 links to game posted 14 profiles created and managed across social networking sites More than 100 forum and chat room discussions initiated and managed.

21. Social Media What makes a good digital media relations (DMR) campaign?

22. Social Media Good DMR campaign consists of: An open, transparent communications approach Listening and learning before acting Resources dedicated to social media Active engagement in the conversations Clearly defined goals and expectations Risk mitigation plan Success analysis metrics

23. Social Media Contact us… Philip Sheldrake, Director of Digital Strategies Telephone: +44 20 8752 3202 Email: [email_address] Blog www.philipsheldrake.me.uk Twitter @ sheldrake Friendfeed / sheldrake LinkedIn philipsheldrake eBook www.socialwebanalytics.com .

24. Social Media Gemma Griffiths, Client Manager Telephone: +44 20 8752 3205 Email: gemma.griffiths@racepointgroup.com Twitter @ gemgriff Friendfeed / gemgriff LinkedIn gemgriff .

25. Social Media Useful Reading Marketing to the Social Web http:// marketingtothesocialweb.com © 2007 Weber Essential Guide to Social Media http://www.briansolis.com/2008/06/essential-guide-to-social-media-free.html © 2008 Brian Solis The Social Web Analytics eBook 2008 http:// www.socialwebanalystics /com © 2008 Philip Sheldrake.