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Taking a strategic approach to social media and public relations.
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Social media strategy
Simon Collister |we are social30thMarch, 2011
Overview
• A strategic approach to social media• How to set the right objectives• How to conduct conversation
research• Effective measurement
The POST approach
• Li, C. & Bernoff, J. Groundswell. 2008, pp.68-69
P People Assess how your customers will engage based on what they’re doing now
O Objectives What are your goals for social media, e.g. to listen or to engage?
S Strategy How do you want relationships between your organisation and customers to change? e.g. Do you want them to tell their networks about you? Do you want them to become more engaged with you?
T Technology Which tools should you use? Which platforms should you build?
People
Profiling your online audience’s behaviour
The Social Technographics Ladder
Social Technographics profiler
http://www.forrester.com/empowered/tool_consumer.html
Objectives
Identifying social objectives
Setting objectivesWhat? How? Why?
Listening Use social media research to better understand customers
Inform product/service/business strategy
Talking Tap into online networks to tell people about your company
Drive reach and awareness of your product/service
Energising Find advocates and generate online word of mouth
Amplify existing marketing/PR activity
Supporting Set up tools to support customer interaction
Empower your customers to talk to one another
Embracing Integrate your customers into your business practices
Empower your customers to talk to you
Listening
How?
Create a conversation taxonomy
• How do people really talk about your organisation?• Marks and Spencers, Marks & Spencers, Marksies,
M&S, Marks n Sparks
• How do people really talk about your sector? • Adult education, CPD, professional training, etc
• How do people really spell?• Marraige, “loose weight”
Adding Boolean search
AND OR
NOT
”adult learning” AND careers “adult learning” OR “adult careers”
“adult learning” NOT careers ”adult learning” AND careers OR jobs
Paid for tools
Free tools
http://search.twitter.com
Qualitative insights
• Undertake a content analysis to identify:–Key themes–Emerging trends–Sentiment– Loud voices
Quantitative insights
• Are stats available?• How many members?• How many subscribers?• How many followers?• How many comments?• How many inbound links?• How much traffic according
to Quantcast & Alexa?• Google Adplanner and Quantcast offer
quantitative and qualitative data for websites
Talking on behalf of Coke & Tesco
Energising with Eurostar & WWF
Supporting on behalf of OU
Embracing on behalf of Unilever
Strategy in action
ListenUnderstand Marmite fans interests
TalkIntroduce super-fans to concept
EmbraceEmpower super-fans to create new product
SupportEnabled super-fans to talk to others
EnergiseSuper-fans, fans and wider media spread word of mouth
For a full case study see:
http://wearesocial.net/marmarati
Checklist for the POST approach
• People – think about:– Who are your audience?– What’s their online
behaviour? (use Soc-Tech profiler)
– What motivates them online?
• Objectives - choose one:– Talking– Energising– Supporting– Embracing
• Strategy – how will you meet your objective?• Create a platform to talk to
customers?• Reward loyal customers to
energise?
• Technology – think bout relevant tools:• Will you use a blog or
Facebook for talking to customers?
• Will you use video content to energise customers?
Questions?
We Are Social
An introduction
we are a conversation agency
We help our clients
UnderstandListen
Engage
With three practice areas
ConsultancyResearch & insight
Engagement
Three practice areas
• Social media strategy
• Training • Role recruitment• Listening &
responding programmes
• Crisis planning• Framework and
toolkit development
Consultancy Research & insight Engagement
• Conversation audits
• Influencer research
• Social media monitoring
• Weekly snapshot reporting
• Social profile benchmarking
• Influencer campaigns• Conversation
platforms• Advocacy
programmes• Community
management• Conversation
response• Reputation
management
We’re a new kind of agency
“Facilitating conversations for its clients will become the new role of an agency”Forrester, The Connected Agency
February 2008
With hybrid skills
A deep understandin
g of digital marketing
Using techniques
evolved from PR
Strategic, creative and
editorial talent
Research and analysis
expertise
An innate sensibility for social media
Our philosophy
We believe that engaging in honest and meaningful conversationsGives brands the credibility
to participate within a com
munity
Helps brands gain advocates and
generate
positive
word of
mouth
Enables
brands to
deliver
better products,
services
and experience
s
Diverse range of clients
Thanks?
For further [email protected]