Nicola PeateKeep Britain Tidy

“Whatever happened to the Keep Britain Tidy campaign?”

• Our aim - get Keep Britain Tidy back on the digital map and increase our online visibility

• Social media gives us a voice to directly address our “customers”.

• Social media has changed the way we work across all departments at Keep Britain Tidy

• We have raised our profile and empowered people to become “brand ambassadors”

• People trust other people – not brands

• Social media now central to our future campaigns

Our Strategy

• We are not trying to sell commercially but instead spread our message and get other people spreading our message.

• Social media is not the place for hard sell – even of ideas.

• Research your competitors – where can you fit?

• Target people – don’t wait to be found!

• Don’t assume people will be interested in what you have to say YOU are interested in what THEY have to say.

• Act as a service to people - they can “use” us so eventually we are able to use them.

• We had to listen and tailor our strategy around what we learned.

Social Media at Keep Britain Tidy

Facebook

• Gathering new “fans” – Word of mouth is crucial.

• Encouraging interaction through various techniques:

Varied content, including pictures, videos, questions, statements, links etcPreviews / facebook exclusives

Show them that you value their responsesLots of praise!

Facebook

• Facebook Insights – A really useful tool for learning about your fans.

• It’s not about youth – our average Facebook fan is female between 25 – 34.

• Can be an option for organisations where they cannot update content as regularly.

Twitter

• You do not have to rely on people finding you as you do on Facebook.

• Search out people talking about your product / issue and respond to them.

• We search out the terms ‘Keep Britain Tidy’ and ‘litter’ along with any current campaign issues so we can respond.

• Try to appeal to the majority of your followers – niche tweets will be off putting.

• http://useqwitter.com/ is a useful site as it tells you who has stopped following you – if you get a lot in one week look by through your tweets

and try to assess why.

• On twitter more than facebook people are more likely to act as “Brand Ambassadors” – including celebrities.

Twitter – interacting with followers

YouTube

Make the most of your YouTube page design

Promote videos on other social media such as twitter and facebook and on website

Four Square

• The “new kid” on the social media block

• We have set up a page but we have no strategy for what we want to achieve.

• We haven’t found the use for a non-commercial brand.

• Can geo-location services be useful for brands that aren’t consumer facing?

• We don’t need people to “check-in” at our location.

• Dominos runs an offer where the person who checks in the most times gets a free pizza on a Wednesday.

• Important not to push social media that isn’t right for your brand

Risks?

• Negative comments

• Time?

• Budget

• Control of output

Rewards?

Useful followers!

Twitpick

• Keep Britain Tidy brought social media into the real world with the first online litter pick.

• 55 pieces of litter were collected.

• Keep Britain Tidy was mentioned on twitter more than 100 times through #twitpick, mentions and RTs.

• The reaction was really positive as followers wanted to be part of something and support us offline as well as online.

Twitpick

Now and the future for @KeepBritainTidy

• Social media is now a key part of both our PR and marketing strategy.

• When we launch a new campaign digital and social media are incorporated from the planning stage.

• We have an active network of followers that we continue to gain from.

• We hope that our social networks will continue to grow and in the future this will be an area we invest in in order to push forward on to the next level.

Any Questions?(Remember you can also post questions to #RRDC if you think of one later!)

19

Paul O’DonoghueCEO – The Distillery @ Reading Room

Social.Strategy.Seeding

Some of our social media clients:

Social is not just for the fun brands!

This client is famous for the wrong reasons!

They touch everyone of us everyday

They do the jobs we don't want to

They protect our borders and keep us safe from terror

They have their own Army

They protect our homes, work places and some of our most needy

THEY HAVE A GREAT STORY TO TELL!!

The Worlds 2nd Largest Employer

600,000 Employees

Operations in 140 countries

Responsible for moving 66% of

the UK’s cash

Train our forces in Iraq &

Afghanistan

Look after our prisons

They have a fantastic CSR program

The G4S Sport Challenge

Develop a social marketing program for the G4S Sport program

A phased approach, building up to the 2012 London Olympic Games

A program that builds awareness, interest and following

Phase 1 – 2010

- A simple strategy to establish the new site- Creation and development of a social media program

- Drive traffic using the content and athletes

Phase 2 – 2011 and up to the 2012 Olympic Games

Full digital strategy building on the success of 2010

The Distillery Response

Identify the most suitable media channels and platforms for the activity

With strong and relevant content we will use the channels to their full potential

Share and engage with the audience in a meaningful and informative way

The recommended approach for the G4S Sport campaign was two-fold.

1. A program of social media activity2. Launched with “Contextual” seeding campaign

The Distillery Strategy

To drive interest, reach and awareness by developing a structure of social publishing, distribution and

engagement

or

Creation of a connected social publishing program!

What does it look like?

Publishing Content

Publishing Content

Distributing Content

Distributing Content

Engaging Users

Engaging Users

Traffic

Traffic

The Social Strategy

A managed program across the main social and content channels

Established distribution capability to maximize engagement with audiences

The Social Strategy

The Assets and Channels – Video

Establishing the “networks” that will form the engagement and drive traffic to both the home page and network assets

Content can be “fed” into any number of identified network channels

Streaming channels that will contain links back to You Tube channel & G4S 4Teen site

The Social Strategy

The Assets and Channels - Images

Flickr is the You Tube of images

Creation of a G4S 4Teen site within Flickr will drive traffic and act as an image repository

Flickr is constantly spidered by Google,Bing and Yahoo!

The Social Strategy

The Assets and Channels – Social Networking Sites

This area must be managed and “fed” on a regular basis by G4S and the athletes

Social Networking sites will CONNECT all of the assets

Creation of Facebook and Twitter sites will HOLD & DISTRIBUTE content from blogs, video, images and stimulate interest

BUILDING A HUB OF FRIENDS AND FANS

Making It Happen…How it all links together

Updates to the sport site

and YouTube will automatically update

on Facebook and twitter

Updates on Twitter can be seen on

Facebook & visa versa

Updates on Flickr can be seen on

Facebook

“Digged” content will be linked to You Tube or Sports site

Sustaining it – building the future

Publishing Content

Publishing Content

Distributing Content

Distributing Content

Engaging Users

Engaging Users

Traffic

Traffic

The key to success is PLANNING & MANAGEMENT

Ensure you have GOOD & RELEVANT content

Create a DISTRIBUTION NETWORK

LINK ALL CONTENT back to G4S Sport site

A Planning Roadmap

Program Manager

Video Channels

You Tube/ Vimeo / VideoJugHulu / MetaCafe/ Sports Tube

OV Guide

Social Sites

FacebookBebo

Twitter – including Haile etc

Sports Sites

Sportsviews.comTalkathletics.co.ukSportspage.co.ukBlogtopsites.co.uk

G4S Sport site

Social Bookmarking

Digg / Stumbled / RedditYahoo! buzz/ Google Blogs

Athletes sites

All sites will refer to the main G4S Sport site to

drive traffic back

Sustaining it – Management Hub

Managed through bespoke technology

Monitoring and Measuring

• Alterian SM2 allows us to monitor the social and web landscape in relation to you needs and topics

• Bespoke monitoring and campaign measurement

• Robust technology with multiple user and campaign dashboard

The Seeding?

Seeding is crucial to launch a social program

Include it in your existing PPC campaigns

Look for effective media opportunities

It doesn’t need to be paid for advertising

Develop media relations and push it via Digital PR

You must tell your customers about it

Get your employees to follow and share

Seeding G4S Sport

Vibrant Contextual Advertising

100% user initiated – advertising that engages with the audience on their terms.

“In Text” solutions highlight words in web content, aligning relevant information with the

words that define brands.

Drives engagement and qualified traffic to a site

Cost efficient traffic tool – G4S is only charged when ad has been engaged.

Vibrant reaches 123 Million unique users.

How we used Contextual

Relevant keywords in a contextual sports related environment

Campaigns Bought on a CPC basis

Any Rollovers of the ad unit/views are classed as free exposures if not clicked

£ - very limited Budget

The Adverts

The Adverts

The Adverts

The Results

In line with the site stats – the Contextual campaign delivered over 20% of site traffic during July

6,963,332 impressions&

139,033 advert views

CTR was much higher than industry standard

5.8%

The Site and the Social

Social Bookmarking

Twitter Updates

Automatically re-published on home page

Reaching People

Utilising FB Tools

You Tube on FB

Twitter on FB

YouTube Channel

Flickr Channel

Seeding and Social benefits include:

• Increase traffic • Build links

• Discover relevant influencers• Gain trust in the Search Engines’ eyes

• Expand your reach and frequency

But in reality what you are doing is creating clickable links that are helping to

join the world wide web together and attracting the attention of search engine

spiders.

Search engine spiders index the web and the more quality links you have coming in to your

site the more trust you gain in their eyes.

Social Media mentions may not always build a link but these citations do get noticed by

spiders. This helps build trust

The SEO Effect

• Organise content types

• Prepare a schedule for each content type

• Appoint internal content manager

• Optimise website to cater for all channels

• Make sure that regular updates actually happen

• Make news happen & publish it

• Planning schedule for each channel

• Publish regular updates

• Ensure all channels can accept content

• Establish links/relations with

owners

• Weekly reviews of impacts

• Make news happen & publish it

• make content interesting

• Get involved with audiences

• Get the Athletes involved with audiences

• Notice what users are saying and use it

• Notice where activity is going to and coming from

• Encourage sharing

• Do not limit to known networks

Social Summary

Publishing Content

Publishing Content

Distributing Content

Distributing Content

Engaging Users

Engaging Users

Traffic

Traffic

DO NOT FORGET YOUR SEEDING PLAN

DO NOT FORGET YOUR SEEDING PLAN

Any Questions?(Remember you can also post questions to #RRDC if you think of one later!)