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COMMUNICATING ONLINE

TOOLKIT SOCIAL DIRECT STRATEGY CONTENT

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COMMUNICATING ONLINE

TOOLKIT SOCIAL DIRECT STRATEGY CONTENT

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YOUR DIGITAL COMMUNICATIONS TOOLKIT

FACEBOOK TWITTER INSTAGRAM SNAPCHAT YOUTUBE

LINKED-IN WEBSITE INTRANET EMAIL MESSAGING

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WHO IS USING THESE TOOLS? IN

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EMLP

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BUSI

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S M

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POLI

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PR & CORPORATE COMMUNICATIONS ADVERTISING MARKETING CUSTOMER RELATIONS

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MARKETING

PR & CORP COMMS

ADVERTISING

CUSTOMER RELATIONS

WHO IS USING THESE TOOLS?

FACEBOOK TWITTER INSTAGRAM SNAPCHAT YOUTUBE

LINKED-IN WEBSITE INTRANET EMAIL MESSAGING

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COMMUNICATING ONLINE

TOOLKIT SOCIAL DIRECT STRATEGY CONTENT

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THE KEY SOCIAL MEDIA

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!  Facebook is by far biggest social network: 2.2 billion active users.

!  So stakeholders most likely to be there. !  Though less so for younger consumers. !  For less frequent more substantial communications. !  Photos and video most likely to be seen and shared. !  Remember – the Facebook algorithm decides who sees your

posts – you will probably need to pay to boost your post.

FACEBOOK

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!  Twitter has a smaller but influential user-base: 330 million active users.

!  More media, opinion formers (tweeting professionally). !  Twitter is for more frequent shorter comms. !  Followers only likely to see tweets if connected at the

time (Twitter has some curation, but it is less significant).

!  Interaction is key.

TWITTER

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!  Instagram has 1 billion active users. !  Probably most important platform for younger consumers. !  It’s a visual platform for photos and short-form video. !  Originally a ‘snap and post’ platform. !  Instagram now has curation, making interaction important. !  The ‘stories’ option has proven to be popular and

is therefore more likely to gain some traction.

INSTAGRAM

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!  Snapchat has approx 187 million daily active users. !  Again important for younger consumers. !  Designed for short-form and short-lived content. !  So content goes live, is shared and is then deleted. !  Because content is short-lived, it generally has a more

‘real time’ feel about it – does this work for brands?

!  Also has a popular ‘stories’ feature – stories have a (slightly) longer life-span.

SNAPCHAT

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YOUTUBE

!  YouTube now claims 1.8 billion logged in users streaming videos each month.

!  It is the major video platform online. !  Particularly important for younger consumers,

who may not engage with conventional media.

!  Become a content partner to gain more control over your channel or channels.

!  Put time into organising each channel so it is easy to find content by type and strand.

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LINKED-IN

!  Linked-In is the main professional social network. !  Companies should think about their profile on Linked-In,

and the profiles of key executives.

!  Maybe used by media, investors and future employees as a research tool to check out companies and directors.

!  Linked-In is also now used by some people and companies as a channel to demonstrate thought-leadership.

!  You should also think about your personal profile!

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!  Which social media should you use? !  What will you do with them? !  Who will manage them? !  Will you spend money with them? !  Third-party platforms can help with managing social. !  Remember to utilise the data. !  Ask yourself questions and use data to answer them.

GETTING THE MOST FROM SOCIAL

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COMMUNICATING ONLINE

TOOLKIT SOCIAL DIRECT STRATEGY CONTENT

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!  Company websites remain an important channel, even where more communication happens through social.

!  Some companies have different websites for different stakeholders (or one for consumers and one for the rest).

!  Either way, it should be easy for stakeholders to find the content that is relevant to them.

COMPANY WEBSITES

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!  Be clear on the objectives for each website. !  Is it for…

•  Credentials? •  Sales? •  E-commerce? •  Customer support? •  Content marketing? •  Timely stakeholder updates? •  To present your key people as thought leaders?

COMPANY WEBSITES

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!  Who runs the website? !  Who creates content for the website? !  Do you have a house style? !  Do you have a style sheet? !  Will timely content be kept up to date? !  How will people find your website? !  More likely through search and social.

COMPANY WEBSITES

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SEARCH ENGINE OPTIMISATION

THINGS YOU DO WITH YOUR

ONLINE CONTENT

TO GENERATE ORGANIC

TRAFFIC TO YOUR SITE

TO INFLUENCE WHEN & WHERE YOU APPEAR ON:

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!  By increasing the quality and relevancy of your content - and signposting that to search engines - your content appears higher in search rankings for relevant search terms.

!  Key elements include:

HOW DOES SEO WORK?

OBJECTIVES

MESSAGING

SIGN-POSTING

META-DATA

LINK-SHARING

THIRD PARTY ENDORSEMENT

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!  A company may also have a separate website for its internal audience – ie an ‘intranet’.

!  This will usually serve a number of functions for various different departments in the company.

!  But it is also an important internal communications tool. !  Who controls the intranet? !  Is it in-sync with the external website or websites?

INTRANET

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!  Email remains an important channel of communication for many stakeholders – ie email bulletins.

!  This is usually managed using a mailing list platform – eg MailChimp, ConstantContact, Mailjet.

!  These platforms provide fantastic data about how people on the mailing list interact with a bulletin.

!  Remember data protection rules around mailing lists – which were recently expanded in Europe.

EMAIL LISTS

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!  For younger consumers email is becoming a less effective tool. !  The conversation has moved to the messaging apps. !  How can brands connect with stakeholders via these apps? !  Facebook Messenger has opened itself up to allow this. !  Some brands are now experimenting with AI and other

technology to interact with consumers via Messenger.

MESSAGING APPS

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COMMUNICATING ONLINE

TOOLKIT SOCIAL DIRECT STRATEGY CONTENT

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WHICH DIGITAL TOOLS?

!  Which digital tools and social media you employ – generally or for a specific campaign – will depend on…

STAKEHOLDER CLIENT

AUDIENCE BUDGET

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WHICH DIGITAL TOOLS?

!  Some companies and brands will want to utlise all the tools. !  Others will focus on a few.

!  But every company needs to think about the different ways social media and digital channels can benefit and impact on their business and the way they manage key relationships.

!  Here are eight key things to think about…

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One: Social media as media

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Two: Social media as a channel to reach media

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Three: Social media as a channel to reach consumers

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Four: Social media as a channel to recruit consumers

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Five: Social media as a channel for complaints

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Six: Social media as a channel for other stakeholders

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Seven: Social media as a tool for monitoring opinion

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Eight: Social media as the enemy

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COMMUNICATING ONLINE

TOOLKIT SOCIAL DIRECT STRATEGY CONTENT

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!  As digital channels have grown, companies need to create an ever increasing amount of content.

!  PR people now not only manage relationships with media, they are often creating and managing media.

!  What kind of content? Articles, photos, audio, video? !  You need to create content that ensures stakeholders…

CONTENT IS KING

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CONTENT IS KING

LISTEN UNDERSTAND

BELIEVE

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!  Once you become a publisher, you need to be aware of some publishing basics, including copyright.

!  If you use other people’s images, music or video, make sure you have the rights cleared.

!  Some platforms will block your content if it utlises or contains uncleared images, music or video.

!  Many companies rely on libraries to easily access affordable images, music and video.

SOME COPYRIGHT BASICS

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THE END

any questions?

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