Smash silos, spike ROI: How social and earned media can work together

April 2017

www.pwc.com

Katrina NajmSocial Media Manager@PwC_LLP| @katrinanajm

Brandon ArthurSocial Media Manager@PwC_LLP| @iambarthur

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1. Media landscape

2. Content marketing

3. Create compelling content

4. What we’re doing at PwC

5. Tips for proving ROI

6. Q&A

Agenda

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What does the media landscape look like?

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Source: Edelman Media Cloverleaf

Traditional

Owned Social

“Tradigital”

Today’s media landscape

Search Content Paid

Public Engagement

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What has changed?Social media is the go-to news-making platform

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“The press release is dead - long live the tweet!”

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@

1

5

4

2

3

Digital/social first

Social personalization

Mediaproliferation 24/7

Advertising frustration

Mobile domination

What has changed?

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What does this mean for communications professionals?

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Harder and harder to get your message across to your target audience

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You must become a communications marketer

● Understand new media ecosystem and how people consume content● Ask whether your business needs a separate social media division?● Create compelling social stories

9Source: Edelman Media Cloverleaf

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What we’re doing at PwC

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PwC PR & social team

PR

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Social

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Best ways to organize social media and PR teams

● Organize by industry and business unit

● Align to competencies & appoint Subject Matter Specialists

● Allow for experimentation

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Creating compelling content

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PwC on social

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Experimenting and branching out with new platforms

Facebook Live

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Experimenting and branching out with new platforms

Medium

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Experimenting and branching out with new platforms

Snapchat & Instagram Stories

We received 121% more screenshots than our average

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How to integrate influencers into your programs

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How to create compelling social content?

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Today’s audiences are hungry for rich, substantial media that they can share with their intimate circles

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Understand your goals as a brand

● Brand awareness?

● Elevate your people?

● Education?

● Talent acquisition?

● Acquisition/Business development?

● Competition/ Brand preference?

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As a content marketer, you must….

1.Develop social storylines

2.Embrace distribution-centric thinking

3.Think about owned, earned and paid

4.Hand craft narratives

5.Create value-added content

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Creating good content (The Dos)

● Think social - what visuals will tell this story?

● Create social media assets

● Deliver an idea, that has unique value-add (promise of the click, “aha” experience, learning moment, utility or something unexpected)

● Think in headlines (question, list, provocative, unexpected, SEO)

● Set up the nugget in the beginning. Your idea/argument/promise in the first 1-2 sentences (SEO keywords)

● Make your post scannable

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Creating good content (The Don’ts)

● Don’t use business jargon e.g. Facebook Live promotion

● Don’t put the same message or visual on all platforms - customize to our audience

● Don’t be overly promotional

● Don’t summarize conferences and events, but pull out the trends

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Activating employees

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Why should employees be sharing content?

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10Xmore social

connections

Employees vs. brand

8Xmore engagement

24X Brand messages re-

shared when employees share

(Source: Social Media Today)

(Source: LinkedIn)

(Source: MLSGroup)

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Tips for activating employees on social

1.On-demand and virtual trainings

2.VIP or ‘white-glove’ training for executives

3.Reverse mentoring

4.Clear and concise policies in place

5.Easy-access to content

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Example of profile assessment

LinkedIn Twitter Score: 6/10

Strengths: Has a profile and follows PwC and leaders

Opportunities: • Continue engaging and sharing • Add description that references role at PwC• Link back to PwC website• Add location• Share more relevant industry news and updates

LinkedIn Score: 9/10

Strengths: Good photo, detailed summary & experience, custom sections, and group memberships.

Opportunities: • Update header to be more specific and reference

sector. • Enhance summary by writing from 1st person• Link to Company Website and Twitter profile• Add more detail around roles and responsibilities • Add contact information

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PwC + Google Partnership - October 2014 PwC branded social media channels

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Internal PwC influencers

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Tips for proving ROI for social and

media campaigns

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Analysis of Google announcement

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PwC | MWC 2017

#MWC17 social media: Focus on engagement

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2.2Msocial media impressions

14.3K social media engagements

4.1KFacebook Live views

3.2K views from 10 Medium blogs

Most Popular

Post

700views

516 accounts tweeting

1.4K mentions/cross-promotion2X more than CES

3X more than CESPwC + MWC

on social

Top-performing posts

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Tracking success

The number of clicks

When you compile your social messaging, using a link shortening tool allow can

track the number of clicks to a link that was shared via your social media posts.

Web analytics

Review referrer traffic in your reports to understand which social channels

drove the most traffic.

The number of mentions

Monitor some social networks for mentions.

Reach, exposure, contributors, and activity

Estimate your reach, exposure, contributors, and activity.

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Questions?

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Thank you!

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