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Social Media amplification of brand ambassador and celebrity endorsement
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Social media • strategy • training • amplification • news rooms • social TV
Commercial Good Practice
Celebrity Endorsement
Wednesday 03 October 2012
Hello!
Social Media Strategist
Tiffany St James
@TiffanyStJames
Getting it right is difficult…
@TiffanyStJames
Crisis communications
• Have a Crisis Comms
Strategy before you start
• Get your facts straight
• Take responsibility where
it’s due
• Tell people what you are
going to do about it
• Do it
@TiffanyStJames
@TiffanyStJames
The US Airforce model
• Trolls
• Rager
• Misguided
• Unhappy Customer
If you can’t….
@TiffanyStJames
Inform Inspire
Educate Engage
HR
Internal Comms
Business Intelligence
Direct Sales
Public Relations
Customer Service
There are only 6 uses of social media
@TiffanyStJames
@TiffanyStJames
So apply it well
@TiffanyStJames
Essentials
Set objectives Have the right skilled people
Have the right tools Measure and optimise
Research and social data build
Build a database with social profiling
• Social Influence of brand ambassadors
• Identify keywords for SEO and social use
• Facebook insights to understand fans
• Research topic-specific social influencers
• Build social data centre newsroom
@TiffanyStJames
Amplification set-up
• Make digital assets for social seeding
• Build library and dissemination plan
• Set up social platforms and tools
• Provide brand ambassadors with
assets, comms plan, key wording as
well as on-the-day prompts
• Crisis comms process
@TiffanyStJames
Campaign roll out
• Disseminate digital assets
• Proactive blogger outreach
• Proactive social influencer outreach
• Proactive support of Brand Ambassadors
endorsement if applicable
• Amplification of engagement
• Reward audience social engagement
• Continually reward engaged advocates
@TiffanyStJames
Post-campaign analytics and insight
Metrics
• Social media metrics
• Increase from baseline
• Digital asset and campaign engagement
• Visits, traffic, genus. Tracking URLs
• Product interest
Output
• Database of social profiles and engaged
influencers
Insights
• Campaign-driven brand engagement
• Propensity to purchase
• Sales augmentation during campaign
Your metrics will be
defined by your
campaign objectives.
@TiffanyStJames
Let’s keep talking…
Social Media Strategist
Tiffany St James
@TiffanyStJames
This presentation is at:
Slideshare.net/TiffanyStJames
Stimulation clients
Government Media
Product Technology
@TiffanyStJames
Thank you
Tiffany St James
www.stimulationltd.co.uk TiffanyStJames on:
Twitter, Skype, LinkedIn, SlideShare, Facebook
Social media • strategy • training • amplification • news rooms • social TV
Commercial Good Practice
Celebrity Endorsement
Wednesday 03 October 2012
