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
• 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 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.
• 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
“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!)
Top Related