INTEGRATED COMMUNICATIONS

SOCIAL MEDIA

More power to social

1

Why business is not keeping pace with social

Why PR, Marketing and social media INTEGRATION is absolutely necessary

How to get the most out the resources your company is putting into social

Examples of INTEGRATION

Measurement and regeneration

INTRODUCTION & OBJECTIVES

THE DIGITAL DIVIDE

80%of consumers are more likely to try friends’ suggestions because of social media

72% use social media to stay engaged with brands

33% say great service online keeps them loyal 40% want more engagement

from brands online

74%use social media to encourage friends to try new products

51% share product advice on Facebook

32%connect with brands on Facebook to say something nice about a brand

CONSUMERSare social.

COMPANIESaren’t there yet.

How come?

67%

no time /resources

42%

nocompetency

50%

can’t measure

less than ½ of companies use social media to drive awareness

¼ of companies say word of mouth is a top priority

1/10 of companies say social is a top 3 priority

7/100ths of companies give their social business an A+.07

A HOLISTIC APPROACH TO STRATEGY

Proactive and reactive engagement

Influencer and online media outreach

Content optimisation to ensure maximum visibility

Robust keyword strategy to drive all other activity

SocialMedia

EarnedMedia

OwnedMedia

Search

Positive Share of

Voice

Right to Speak

We believe in a holistic approach to all communications on social channels

Increase share of voice

Right to speak = influence

Core website and any other owned properties and any earned media are the base

Do not deal with social media in isolation but look at the bigger picture as it will be exponentially more effective.

THE SOCIAL MEDIA JOURNEY

Level 1:Entry to

Social Media

Level 2:Social Media Broadcasting

Level 4: Social Media

and Web Integration

Level 3: Social Media

feedback

Level 5: Complete

Communications Integration

MaturityInsight

Awareness

Appreciation

Action

Advocacy

CONNECTING SOCIAL MEDIA ACROSS THE BOARD

Rel

ati

on

ship

Devotion

Effectiveness is long term

Critical to any social media programme is having a deep insight into audience motivations.

Analyse these areas

UNDERSTANDING THE AUDIENCE

We identify influencers, super-fans, advocates and detractors, their demographics and geography, and key media, highlighting trends and clusters.

WHO

online landscape across social media, forums, blogs, traditional news sites and search engines and identify conversations and coverage wherever they are happening

WHERE

Map findings to identify peaks and troughs and clearly see the relative impact of news and events on online grass roots perceptions and conversation.

WHEN

We measure sentiment, identify themes and buzz topics, and examine search engine data and trends, digging deep into topics and conversations to identify clusters and trends early enough to escalate them as appropriate.

WHAT

Listening to and understanding the audience, both on owned properties and in the general social media sphere, should be part of our strategy.

PR, Social and Marketing cannot exist independently

Integration is important, as a consultant we have to get in front of the marketers and seek budget

It is inefficient to run standalone PR, social and marketing

WHAT’S NEW TO THE MIX?

It is becoming harder to reach people – be useful

Traditional journalists & bloggers are in social as consumers of trusted info

Social is often seen as a medium of honesty and the real sentiment in Russia, therefore, can be powerful for brands

When building creative, sentiment in social and PR may have a bearing on marketing, advertising and PR

WHY INTEGRATE?

Establishing usefulness

Journalists and B2B are influenced in social

360 campaigns have sentiment covered

Engage, be remembered and influence social and traditional

Channels of influence have moved online – map them

Social and marketing work together to build increased effectiveness

You need a dialogue, either selling a brand or building B2B links – for business it’s core

GET IT RIGHT

Use owned media for the dialogue

Activate influencers to become devotees

Become ‘useful’, really useful messaging is analytical and engaging

Corporate tips – an analyst will give you the content to be useful so employ one

Consumer tips (usefulness, interests to become the ‘cool friend’, a trusted social ally)

INTEGRATION

COMPONENTS OF BUILDING AUDIENCE

ADVOCACY VALUE

ADVOCACY

USEFULNESS

VALUES

TRUST

DON’T FORGET MOBILE

Measure, analyze, start again 

We aim to drive the client’s KPIs, not PR or social ones

We measure social & PR & marcomms together

Aim for regular contact with marketing and ad people, give them useful info – like sentiment

Awareness Appreciation Action Influence/Advocacy

KEEPING IT MOVING

eBay case study

IN REALITY?

eBay Fashion Battle CampaignLondon VS New York

- Fashion show event, featuring 2 famous stylists and items from eBay- LookAtMe collaboration - Contest on social media accounts

eBay Fashion Battle Campaign

London VS New York- LookAtMe collaborationCTR of eBay featured section –10%

eBay Fashion Battle Campaign

London VS New York- Social media contestWinners got tickets to the event and trips to London and NY

- Offline installation in the pedestrian traffic place- Celebrities engagement- Link to social media accounts - marketing element as $15 coupon giveaway

eBay Find Your Gift (New Year)

- Link to online and marketing element

eBay Find Your Gift (New Year)

- offline Skype booth in shopping mall - Collaboration with trendy online portal (Cosmoshopping)- Bloggers-stylists give advice on style- Photoshooting and contest on Cosmo VK group

Skype Style fitting room

- Photoshooting and contest on Cosmo VK group

Skype Style fitting room

Western Europe

AUSTRIAVIENNA

BELGIUMBRUSSELS

DENMARK*COPENHAGEN

FRANCEPARIS

GERMANYBERLINDÜSSELDORFFRANKFURTHAMBURG

ITALY*MILANROME

NETHERLANDSAMSTERDAM

NORWAY*OSLO

PORTUGAL*LISBON

SPAINBARCELONAMADRIDSEVILLE

SWEDEN GOTHENBURGMALMÖSTOCKHOLM

SWITZERLANDGENEVALUGANOZURICH

ATLANTABOSTONCHICAGODENVERGULFPORTJACKSONVILLELOS ANGELESMIAMINEW YORKSACRAMENTOSAN FRANCISCOTALLAHASSEEWASHINGTON D.C.

North America

UK & Ireland

BELFAST*BIRMINGHAMBRISTOLCARDIFFDUBLINEDINBURGHLEEDSLONDONSOUTHAMPTON

RUSSIAMOSCOW

SERBIABELGRADE

SLOVAKIABRATISLAVA

SLOVENIALJUBLJANA

TURKEYISTANBUL

UKRAINEKYIV

ESTONIATALLINN

HUNGARYBUDAPEST

KAZAKHSTAN*ASTANA

LATVIARIGA

LITHUANIAVILNIUS

POLANDWARSAW

ROMANIABUCHAREST

AZERBAIJANBAKU

BELARUSMINSK

BOSNIA &HERZEGOVINASARAJEVO

BULGARIASOFIA

CROATIAZAGREB

CZECHREPUBLICPRAGUE

Central / Eastern Europe & Eurasia

QATARDOHA

SAUDI ARABIAJEDDAH

UNITED ARABEMIRATESABU DHABIDUBAI

Middle East

CHINAHONG KONGSHANGHAI

SINGAPORE

THAILANDBANGKOK

Asia Pacific

THANK YOU

*Established affiliate relationship