Marketing week 2013 online pr and social media fundamentals michelle goodall

Jun 2013

Michelle Goodall Online PR/Social Media Consultant +44 (0) 7977 418 630 e: [email protected] twitter: http://www.twitter.com/greenwellys linkedin: http://uk.linkedin.com/in/michellegoodall google+: http://www.gplus.to/michellegoodall

Online PR & Social Media Fundamentals

Michelle Goodall @greenwellys

I’m Michelle Goodall aka @greenwellys

| May 2013

| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant

What are we going to cover?

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•  The basics in 25 minutes to frame your Online PR/Social Media thinking and get you started

•  Q&A

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PR today

Let’s get the PR-econceptions out of the way…

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PR has always been a strategic discipline…

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….not just media relations!

Analysis Trends Counsel Action Mutual Understanding

Like other disciplines, practitioners and quality varies…

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Social media - a strategic discipline


1.  A strategic tool for uncovering business insights. 2. Managing the influencers who are driving the

conversation around your brand. 3. Marketing that provides value and turns

customers into evangelists. 4.  A critical component of customer care. 5.  Transforming your organization to meet the

transparency and humanity customers now expect of brands.

Sounds an awful lot like PR…?


It’s a strategic tool for uncovering business insights.

Focus Groups Stakeholder meetings Internal Comms etc.

Source: Guardian

Mystarbucksidea. com – >126k ideas

Starbucks Earned & Owned Ecosystem >40m people



It’s managing the influencers who are driving the conversation around your brand.

Community outreach Press conferences Media trips Media relations/ Blogger engagement etc.



It’s marketing that provides value and turns customers into evangelists.

Media relations Stunts Events Customer Case Studies

Sounds an awful lot like PR…


It’s a critical component of customer care. It’s transforming your organization to meet the transparency and humanity customers now expect of brands.

CSR Thought Leadership Community Engagement Public Affairs etc.

“To any CEO who is sceptical today about social enterprise, you have to be totally connected with everyone who touches your brand…” Burberry CEO Andrea Ahrendts

Disciplines/departments are converging

Advertising

Direct Marketing

Sales Promotion

Experiential/Events

Public Relations

Customer Service


Public Affairs

Social media is complex and rapidly evolving…

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Constant evaluation - where does this sit within the organisation and marketing mix?

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Required skillsets

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…not just blindly creating content, having a Twitter/Facebook/Vine/Instagram/ Pinterest presence…

Analysis Predicting Consequences Counsel Action Mutual Understanding An art and science…


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Where do I start?

Online PR and Social Media – Start with a simple plan


1.  Strategy First – tools, technologies, tactics come last AIMS – OBJECTIVES – SOCIAL/OPR OBJECTIVES 2.  Align to your business objectives



3.  Create objective related ‘SMART’ KPIs X converted new business leads via social media in 1 year X new product ideas in X months Connect to and engage with X% of key journalists/bloggers in our sector in 6 months Increase reach of thought leadership content by X%

Business Objectives and KPIs


•  Unique to you •  Dependent on BOs and

what matters to your business

•  3 O’s – Output, Outtakes, Outcomes

•  AMEC Jun 2013 Influence, Opinion & Advocacy and Impact & Value measurement standards http://www.smmstandards.com/wp-content/uploads/2013/06/Complete-standards-document4.pdf



4.  Competitor Analysis

Source: Sociagility

Competitor analysis


•  On-site •  On network •  SEOMoz/

Followerwonk •  Birdsong



5.  Define Audiences/Stakeholders (customers, media etc.)

6.  Do a “Social/Perception/Network/Stakeholder/Audience Audit” …whatever you call it - ID relevant channels, content ideas/trends, authoritative voices, gaps, memes etc.

*and immerse yourself personally…

Define and benchmark/audit stakeholders


•  Internal stakeholders

•  Google and social network ‘Ninja Search’

•  SEO Moz •  Followerwonk •  Lissted for

journalists, analysts and media outlets

ID content themes/‘social objects’


•  From your ‘Ninja Searches’ and research plus…

•  Twitter Lists •  Trendsmap •  Google

Trends etc.



7.  Do it* – learn – iterate

Source: Dell

Do – learn - iterate


•  Social media management tools, e.g. Tweetdeck, Hootsuite, Sprout

•  Real-time analysis

Do – learn - iterate


•  Brandwatch - Coverage and Sentiment analysis

•  Google Analytics

•  Social Crawlytics

Do – learn - iterate •  Social

platform analytics

Get the basics right – brand spokespeople and issues management

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•  Can’t commoditise PR or social media - requires proper resource

•  Define issues & crisis - plan for ‘the bad’ and ‘the worst…’

•  Always remember your audience

•  Choose/brief brand spokespeople wisely…

Get the basics right – media-ready/’content chunks’ and well-signposted social channels


Get the basics right – Use a ‘Purpose Pyramid’


Source: http://www.slideshare.net/jeremywaite/purpose-pyramid

Entertain

Inform

Challenge

Educate

Inspire Solve Problems

…for your ‘evergreen’ and newsworthy content/content chunks


Entertain

Inform

Challenge

Educate

Inspire Solve Problems

“20 wireframing tools for mobiles”

“Lego Father’s Day animation”

“11 business philosophies to live and die by”

“A manifesto for CMOs”

“Twitter raises limits on lists” “Jaeger’s e-commerce site deconstructed”

Get the basics right – journalists, bloggers and analysts


•  Understand their objectives and pressures

•  Relevance not Quantity – know their ‘brand’ inside out

•  Interact – build long term relationships

•  Concise timely emails - relevant visuals help

•  Pitch genuine news via Twitter

•  Use tools like Lissted/Twitter Lists

Further reading: http://socialmediatoday.com/carriemorgan/ 1541581/impact-social-media-newsrooms-journalists?utm_source=dlvr.it&utm_medium=twitter Reuters Digital News Report 2013

Have a content plan


•  Business objectives

•  Measurable KPIs

•  Tight quality controls

“Content is fire, and social media is gasoline.” Jay Baer

A content curation plan


•  Relevance •  Freshness and serendipity

•  Can you add value? ‘Linking & Thinking’

And be ready for responsive opportunities…


70:20:10 (Thanks Ashley!)


http://econsultancy.com/uk/blog/62965-agile-marketing-the-70-20-10-rule

Optimise everything


•  SEO •  Timing •  Hashtags •  Make people want to share and help them to do it…

•  Simple calls to action

Evaluate social technology on an ongoing basis…


1.  Can the help me achieve my Business Objectives?

2.  Are they being used by my competitors (how, with what success?)

3.  Is there a niche I can work with?

4.  Do I have the time/budget to do it well and evaluate success over a long enough time period?

5.  Have an exit strategy…

Always apply Governance


If all else fails…. Bacon, Cats and Nails!


Source: http://www.foodiggity.com/bacon-kevin-bacon/ http://captawesomesauce.tumblr.com/ http://Bedizzlenails.blogspot.com

Summary


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•  Disciplines converging but PRs have always been strategic, skills perfect for social media/content/community and agile marketing •  Strategy first – tool/platforms second •  Create KPIs aligned to your business objectives (use established ways of measuring/evaluating comparative success) •  Do your research - stakeholder/competitor benchmarking audits

Summary


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•  Have a content plan but be agile enough to grab opportunities •  Do and optimise everything •  Ensure that you have governance in place •  Learn and iterate •  Bacon, Cats and Nails if all else fails…

Michelle Goodall Online communications & social media consultant/trainer +44 (0) 7977 418 630 e: [email protected] twitter: http://www.twitter.com/greenwellys linkedin: http://uk.linkedin.com/in/michellegoodall google+: http://www.gplus.to/michellegoodall

Thanks and do connect…..