summary

• quick intro to Umpf• why bother with social media?• key platforms• day in the life of a PR and social

media agency• creative social media campaigns –

case studies• social media #fails• what to do next and top tips• questions?• blogger challenge

Umpf – a quick introduction

• PR and social media agency launched in 2009• Top ten social media agencies in the UK

(according to e-consultancy)• Best social media agency in Yorkshire (according

to the Drum)• CIPR Gold winner – Best Use of Social Media• Dadi Award for best financial services

why bother with social media?

why bother with social media?

View at:http://bit.ly/pvvUIG

why bother with social media …

HugeGrowingChanging the PR industry dramatically

why bother with social media …

Now more than ever, I am looking for a sound understanding of social media in future employees. I would want to know what channels they are active on and how they can demonstrate an understanding of how brands can benefit from social media on a wider level above and beyond day-to-day Twitter and Facebook updates.

Adrian Johnson, Owner, Umpf

why bother with social media …

I would no longer employ someone who shows no sign of a 'social media life'. Just being on Linkedin is not good enough either. I want prospective PRs with a demonstrated involvement in social media.

Jono Marcus, Director of Digital Innovation, Citizen Brando

why bother with social media …

Aside from the obvious day-to-day ability to use the likes of Facebook and Twitter, the social media skills employers are looking for relate much more to brand use of platforms. Being aware of good case studies where brands have used platforms not only to ‘engage’ but also to make money is essential.

… every good PR campaign inevitably crosses into social media, even if it’s not at the heart of the push. For me, social media is just another weapon in our arsenal, and while it obviously shouldn’t be forgotten, we can’t forget the benefits of other PR practises. We’re given the opportunity to see what people think of our clients and our efforts for them by utilising searches, replying where necessary and reporting back to give a wider view of the success of a campaign.

Rich Leigh (@goodandbadPR), Account Director, 10Yetis

Key Platforms - Facebook

Key Platforms - Twitter

• Micro-blogging, using 140 characters or less• With promoted Tweets, the platform is starting to form a

more concrete approach to generating revenue

Key Platforms - Pinterest

• Works like a ‘digital corkboard’• Growing incredibly quickly• The hottest new social media platform

Key Platforms - Quora

• Works on the basis of answering questions posed by the community, and is used in Google’s algorithm; great for SEO

• Tends to be more ‘high profile’ representatives of companies – the most ‘corporate’ of platforms

• Has kudos, but has not grown much since its launch c. Jan 2011

Key Platforms - Flickr

• Primarily photo-sharing platform• Small element of interactivity

Key Platforms - Instagram

• Primarily photo-sharing platform that sits within Twitter• Small element of interactivity but primarily used to boost

content on other platforms• Famous for the great filters it puts on photos

Key Platforms - YouTube

• Purchased by Google and following Panda Update 2.5 more influential in Google’s search algorithm

Key Platforms - Foursquare

• Location-based check-ins, unlocking badges for challenges• Being overtaken by Facebook places?• Offers and incentives based on check-ins

so, how are brands using social media…

To MonitorTo EngageTo Innovate

to Monitor...

Paid platforms: Free platforms:

to engage …

a day in the life of a social media agency…

• Social media content plan• Monitoring posts and updates about your

clients using a desktop tool such as Tweetdeck• Complaints resolution• Engaging with online influencers• Competitions and giveaways• Keeping up-to-date with social media news• Writing blog posts• Updates on the move via an iPhone

a day in the life of a social media agency…

to innovate …

Social Media Case Studies

Tweet Pie

Tweet Pie

Health365.com’s Ouch Map

•Doubling of site traffic

•Doubling the monthly sales average

WI and Stoves Real Jam Festival

Quora and The White House

• White House announced it would use Quora to answer questions on State of the Union address in January

• Whilst a small platform, it shows that institutions are keen to use Quora as an intellectual platform and one that attracts keen thinkers and those who are politicised

Heinz Get Well Soup

The World’s First Facebook Cooker

Facebook campaigns – a word of warning

Bloggers and Japan

• Following the devastating Tsunami, Japan recognised bloggers’ influence

• Japan Tourism offered 10,000 free round-trips to bloggers...• Provided they blogged about their trips and posted on social

networks

Jimmy Choo – Catch-a-Choo

BMI and Instagram

• Holidaymakers encouraged to snap the beautiful country of Italy, accompanied by #miaitalia on Twitter

• Over 2,500 entries in total, with a winner chosen each week

and then an overall winner:

Social Media #Fails

Fails 1

Fails 2

Fails 3 – How to rectify?

what can you do now?

• Familiarise yourself with all platforms and how brands are using them creatively

• Read social media news sites – e.g. econsultancy, mashable, The Drum

• Read industry blogs and leave comments• Get on Twitter and engage with people in the industry• Use social media to network, it is never too soon to

start – Twitter, Linkedin are ideal• Use it creatively to help your job hunt?• Start a blog – it doesn’t have to be industry related

top tips from the industry …

• Try not to overshare• Social media channels are public – make sure you are

happy with your Facebook privacy settings• Remember, a potential employer can (and probably

will) look you up online• Think about the tone and content of what you are

tweeting – would you say it out loud?

thank you for listening …

Any Questions?

blog challenge …

•Write a blog post reviewing a social media campaign from the past 12 months• Objectives• Execution• Results

•Send it to louise@umpf.co.uk by Monday 12th March, 5pm•We will upload all entries to the Umpf blog …•… and pick a winner based on the content you post ranks (based on views, retweets and comments)•Winner receives £50 gift vouchers