Lauren Stewart, Associate Director PR & Social Media at Havas PR, talks about how they use social media to create brand engagement for the likes of Castello and Vileda

1. JULY 2014
TALENT
MANAGEMENT

2. Who am I?
Having joined Havas in 2014 with a background in both in-
house and agency side, I have managed social media
strategies for household names such as Haven Holidays and
Butlins, both in-house roles, growing both brands communities
across all social media channels.
What qualifies me to talk about Social Media?
Agency side, run PR campaigns forAmazon.co.uk, Warner
Home Video and Canon as well as online PR strategies and
social media for Center Parcs, InterContinental Hotels London
and easyCar.
What can I take away from today?
Some tips on how to manage talent communities!
Welcome to SoMe

3. COMMUNITY
MANAGEMENT

4. Community Management
What is Social Media?
Lots of people/ agencies/ marketers will glamourise social
media - it’s marketing, advertising, building your brand….
Really it’s one human being talking to another. We’ve done this
for centuries.
Whether that’s a customer talking to a team member who
works for a brand they buy from, or friends talking via a
Facebook message. It’s still a human talking to another
human…albeit online.
What is Community Management?
This is managing that relationship online. Building a
relationship, a friendship, a community where like minded
people talk on a Facebook page, a hashtag, and an Instagram
feed. That’s it.
The simpler you make it, the easier it is to access for you
and your objectives…

5. CASTELLO

6. From cheeses to cleaning…
How do you build that relationship….
Well you start to connect with your audience in a space that they feel
comfortable….Twitter, Facebook, Instagram, you name it
And you build a community
Through likeminded people, their interests, hobbies, likes and dislikes,
And you invest the time engaging with them
Talking to them, sharing exclusive content, giving them something back, that
makes them aligned to your brand and not your competitors

7. How to build a community…around Cheese
It is a very everyday product.
We either like or not. How do you build a conversation around
that?
You listen….then you learn.
What do they like, and what do they post about?
Then you set up a page, and talk with them, about book clubs,
the cheese board, the wines that go with your cheese, or their
favourite authors

8. How to build a community…around Cheese

9. How to build a community…around Cheese
Then you get them involved with your
brand through….
Q&As
Photo sharing
Competitions (B2C)
Exclusive content

10. How to build a community…around Cheese
As you start doing that everyday, and you have a fan page.
This makes your fans advocates of your brand, that’s where the talent
starts to emerge.
You as a brand have created a community of people who sell your product
for you, you empower them, give them access to your brand and they in
turn help shape your brand.

11. VILEDA

12. Knowing what your audience wants
Whether it’s advice.
Something in common to talk about
Aplace to meet likeminded people
Loyalty
Build this with them – engage with
them, give them things they don’t get
from other brands.
Validate them, their likes (in this case
mops) their interests and excite them
about what they can do with you

13. What do I need to take away from this?
Remember, to be a meaningful brand, you have to invest… in your product,
your team and your customer and give them both reasons to come back to
you.
80% of brands could disappear tomorrow and no one would care. Be the
20%.
Social is changing the world, your company and your team. Get involved and
empower your team for the better.
Millennials (those born 1980-2000) are the internet generation, these people
are the future, show them you’re serious about talent and start acting on
social media today in your brands.