Smoking Gun PR: an introduction to social media for business

7 February 2013

A�� basic�� introduction�� to�� social�� media�� for�� the�� BUsiness�� Show

http://www.smokinggunpr.co.uk

Thursday, 7 February 13



WARNING!!!

I’m not a digital social media expert, ninja, maven, guru, mechanic or whatever the ahead of the curve crew are calling themselves today!


For PR managers who want their campaigns to stand out,

Smoking Gun is the most ingenious PR company in the north - famous for

solving PR problems in the most inventive and unique ways


STORY TELLING THAT WORKS

STRATEGY

IMPLEMENTATION

EVALUATION

smok inggunpr.co.uk smok inggunpr

0161 839 1986

NO AVEsWEB TRAFFICBUSINESS IMPACT

LINKBUILDING

REPUTATIONRATINGS

STAKEHOLDERAWARENESS

MESSAGEDELIVERY

SPOKESPERSONPENETRATION

SHARE OF VOICE

DEVELOPMENT

MEDIA RELATIONSSOCIAL MEDIA

VIDEO PRODUCTION

DIGITAL MARKETING

DESIGN AND BUILD

ISSUES MANAGEMENT

EVENTSCLIENT TRAINING

PLANNING INSIGHT

OBJECTIVES

MEDIA CHANNELS

THE MARKET

CLIENT

THEBRIEF

AUDIENCE SEGMENTATION AGREE KEY MESSAGES

ANALYSING THE COMPETITION


creating ingenious campaigns for...


ingenuity creates brilliance

Currently shortlisted for three awards: two team & one Consumer PR

Five CIPR PRide awards in 2012 inc Gold for Consumer Relations

National Fresh PR Awards 2012 winners: Social Networking Campaign and Freshest Small Consultancy

Winner of national Somecomms Best Low Budget Social Media campaign 2011

Shortlisted for How-Do Social Media Agency of the year 2012

Finalist for Two CIPR awards including Best Social Media Campaign 2011


New technology has changed the face of marketing communications forever

Impacts on how we plan, research, outreach and measure

BUT digital is just a strand of channels

the world has digitised


what is social media?

http://www.youtube.com/watch?v=TXD-Uqx6_Wk






"Social media is like teen sex, everyone wants to do it. No one

actually knows how. When finally done, there is surprise

it's not better."

To avoid disappointment, be realistic on time spent v resultsAlign all social strategy

to your overall business goals and marketing / digital plansGenerate great content

that is useful and SHAREABLE


Why bother?

Do you strive for:

greater share of voice in your industry

platform to show expertise

Another route to media relations

To give your business personality

Reputation management

SEO - what does google say about you

Brand loyalty

Attract and retain customers and staff

Find business partners

Improved customer service

Drive web traffic

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95% of new media users believe companies should

have a presence on Twitter

(Tealeaf&Cone)


the Puffer fish effect

http://en.wikipedia.org/wiki/Digital_footprint

Personal & corporate

Big data

Insights

Traceability

Transparency

Thought leadership

Great leveller - Puffer Fish effect




channel selection


social media marketing considerations

Editorial calendar

Tone of voice

Influencer ID &

outreach

Content outreach& seeding

Evaluation&

measurement

Rep’ mngmt

Content creation inc

SEO keywords

User guidelines

Keyword &

competitortracking


select tools to increase your effectiveness

Identification / planning

Management Tracking / evaluationKey channels


strategy

What are your business objectives?

How does your marketing and comms plan support this?

How do you want SM to integrate?

Think beyond marketing

customer service

sales

Secure exec buy in

Create your social media policy

Insight gathering

formulate strategy


who will own it?

60% of B2B firms have no staff dedicated to social media compared with 54% of B2C players

Empty blogs and dead twitter feeds are no use

Don’t make it your interns job!!!


The secret ingredient of social media



Ssssssssssshhhhhhhhhhhhhhhhhh!




It’s great customer insights...





To fuel evocative content...






Distributed in the right way, at the right time to the right people...







Bringing you closer with more knowledge of your target audiences than ever before...







Bringing you closer with more knowledge of your target audiences than ever before...

With a snapshot of what your audiences are thinking and doing


what to write..

Create an editorial schedule

Build in your current stories, events, trade shows etc

Plan ahead - key industry calendar, announcements, budgets

Eyes and ears open - what relevant stories are in the wider media / Corrie

NB don’t just post every story in ALL channels


Practical tips..

Set up listening tools: Google Alerts, Social Mention, How Sociable

Account set up: 4Square, Facebook & pages, Twitter, Linkedin

Set up social media dashboard: Hootsuite/Sprout Social

Finding influencers: Twitter lists, Klout, Peer Index, #ff, journalisttweets.com/,

Editorial schedule planning - little and often - varied times, repeat great content

Don’t be too automated - human touch essential


http://journalisttweets.com/Europe/UK/Tech

http://journalisttweets.com/Europe/UK/Tech

Use listening tools to help you evaluate


what if it goes wrong?

Be prepared for negativity given your sector

Be open, transparent and honest

Quick response - even if it’s a holding statement

Clear lines of responsibility

Act don’t ignore

Don’t just delete

Remember HMV, Nestle, Habitat etc etc!!

An unanswered customer comment is like hanging up the phone on a customer, with the world watching!


Top tips

Social media is SOCIAL

Share - knowledge, advice, images, video

Converse - join the conversation

Reward loyalty/advocacy

Be open/transparent

Pay it forwards - don’t just sell


one size does not fit all


measuring success

34% of B2B marketers said they were not measuring social success at all versus just 10% of B2C respondents.

Set KPI’s v objectives like any other medium

Online data is highly measurable and accountable

Think beyond value - reach, tone, engagement, quality, followers, retweets, @ conversations, number of recommendations etc


Evaluation

Agree key KPI’s (and key messages) prior to commencement but here is a flavour of the areas to look at:

Volume of conversations/ brand mentions on and offline

Quality of online conversation & sentiment i.e. positive/negative tone

Social media engagement: no of comments/ RT’s, Wall posts etc

Volume of Followers/Likes in target demographics & regions

Website traffic from social channels

Increased awareness of brand among key stake-holders (anecdotal measure).

2%+ engagement ratio on Facebook

Positive / negative comments ratio on videos

Volume of output


free tools & resources

mashable.com

allfacebook.com

alltwitter.com

econsultancy.com

https://support.twitter.com/groups/31-twitter-basics

smokinggunpr.co.uk/blog


two practical guides

1. Twitter

2. Linkedin


twitter’s just for celebrities

Wrong!

Editors & writers from the FT, Building magazine, EN magazine, NW Businesses Insider, Thebusinessdesk.com, MEN business, The Architect's Journal, Building Design, New Civil Engineer and Construction News, PCmag.com

Quality NOt quantity

Deeper, more meaningful relations

Drive web/blog visits

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all ears (as well as eyes and mobiles)

Listen and you will find reward!

People share links to research/blog posts/podcasts etc

Use Twitter search to find relevant people

Attending a conference/exhibition - chances are there will be a # tag (official or otherwise) so join in the action remotely


Twitter feed drives trade media coverage


great examples

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http://blog.linkedin.com/2008/06/30/post-4/




why use it?

open doors for new business

avoid email fatigue

SEO benefit

increase company profile

enhance reputation

conduct research

position yourselves as thought leaders

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what’s new?

enhanced inbox inc ability to delete and carry out bulk actions

start discussions in Groups

receive email updates from your Groups

see the ‘top influencers’ in each group

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the basicsyour profile is highly visible on Google

complete your profile

use the same key words you optimise your site for

have a credible business like picture

personalise your URL (edit public settings)

give recommendations

seek recommendations

create a company profile

remember - people on there WANT TO CONNECT

make your updates relevant to your potential clients

Add to your smart phone

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10 top tips

1. join relevant groups & discussions

2. enhance SEO by editing web links in ‘Other’ section (NB Public profile setting on Full)

3. give information /expertise freely

4. run searches by job title - connect

5. control what, if anything, others see when you view their profile

6. check who’s following the company profile/your profile regularly

7. Look up clients before pitches or making new business calls - get the inside track

8. add apps ie presentations via Slideshare (B2B specifically)

9. check your connections own connections

10. check your rivals connections

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Rick�� Guttridge��

0161�� 839�� 1986��

rick(at)smokinggunpr.co.uk


mailto:[email protected]

mailto:[email protected]

Smoking Gun PR: an introduction to social media for business

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