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
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