Rick Guttridge, Smoking Gun PR North West Regional Group: Social media - what's in it for us? www.charitycomms.org.uk/events

1. 10 July 2013
#ccnorthwest
Storytelling BRAND
JOURNALISM
http://www.smokinggunpr.co.uk
Friday, 12 July 13

2. My aim today...
• Share some of our
practical social media
know-how
• Put social media into
perspective in your
marcomms mix
• Give you some tip-top
takeaway tips
• Answer as many
questions as I can
Friday, 12 July 13

3. I’m not a digital social media expert, ninja, maven, guru, mechanic or whatever the
ahead of the curve crew are calling themselves today!
Friday, 12 July 13

4. I do offer comms advice to...
Friday, 12 July 13

5. Why use social media?
Friday, 12 July 13

6. New technology has changed
the face of marketing
communications forever
Impacts on how we plan,
research, outreach and
measure
BUT digital is just a strand of
channels
The world has digitised
Friday, 12 July 13

7. Customer attraction Customer retention Customer ambassadors
Friday, 12 July 13

8. http://www.youtube.com/watch?v=t-JVXjGc_Aw
Friday, 12 July 13

9. Friday, 12 July 13

10. Friday, 12 July 13

11. To stand out amongst the noise,
you need a strategic approach
and a compelling narrative.
A ‘brand journalism’ led approach...
Friday, 12 July 13

12. STORYTELLING THAT WORKS
STRATEGY
IMPLEMENTATION
EVALUATION
smokinggunpr.co.uk
smokinggunpr
0161 839 1986
NO AVEsWEB TRAFFICBUSINESS IMPACT
LINK
BUILDING
REPUTATION
RATINGS
STAKEHOLDER
AWARENESS
MESSAGE
DELIVERY
SPOKESPERSON
PENETRATION
SHARE OF
VOICE
DEVELOPMENT
MEDIA RELATIONSSOCIAL MEDIA
VIDEO
PRODUCTION
DIGITAL
MARKETING
DESIGN
AND BUILD
ISSUES
MANAGEMENT
EVENTSCLIENT
TRAINING
PLANNING INSIGHT
OBJECTIVES
MEDIA
CHANNELS
THE MARKET
CLIENT
THE
BRIEF
AUDIENCE SEGMENTATION AGREE KEY MESSAGES
ANALYSING THE
COMPETITION
It’s what we do....!
Friday, 12 July 13

13. Social media process
• Social media audit and
strategy document drafted
• Tone of voice development
• Content calendar and blogplan
• Crisis and issues
management protocol
agreed
• Social media listening toolsset-up
Friday, 12 July 13

14. Strategy
What are your business objectives?
How does your marketing and comms plan support
this?
How do you want SM to integrate?
Think beyond marketing
customer service
sales
Secure exec buy in
Create your social media policy
Insight gathering
formulate
strategy
Friday, 12 July 13

15. social media marketing support
Editorial
calendar
Tone of
voice
Influencer
ID &
outreach
Content
outreach
& seedingEvaluation
&
measurement
Rep’ mngmt
Content
creation inc
SEO
keywords
User
guidelines
Keyword &
competitor
tracking
Friday, 12 July 13

16. Identification /
planning
Management Tracking / evaluationKey
channels
Key tools
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17. Recommended routes
channel /
role
Awareness
Engagemen
t
Advocacy
SEO
Decision
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18. Friday, 12 July 13

19. Campaign evaluation
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20. Measuring success
34% of B2B marketers said they were not measuring social
success at all versus just 10% of B2C respondents.
Set KPI’s v objectives like any other medium
Online data is highly measurable and accountable
Think beyond value - reach, tone, engagement, quality,
followers, retweets, @ conversations, number of
recommendations, downloads, web conversion etc
Friday, 12 July 13

21. Evaluation
Agree key KPI’s (and key messages) prior to commencement but here is a flavour of the
areas to look at:
Volume of conversations/ brand mentions on and offline
Quality of online conversation & sentiment i.e. positive/negative tone
Social media engagement: no of comments/ RT’s, Wall posts etc
Volume of Followers/Likes in target demographics & regions
Website traffic from social channels
Increased awareness of brand among key stake-holders (anecdotal measure).
2%+ engagement ratio on Facebook
Positive / negative comments ratio on videos
Volume of output
Friday, 12 July 13

22. Current trends
• Vine: 7 second video loops (Twitter)
• https://vine.co/v/hW1bKa6L9VH/embed
• Instagram video: 15 seconds with filters
(Facebook)
• # tag spread
• Rise of Google+
• Facebook users drop
• Curation tools: Storify. Paper.li, Vizify
Friday, 12 July 13

23. Only 1 in 5 charities &
voluntary organisations
regularly shares images or
video on theur social channels
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24. http://www.youtube.com/watch?
v=2_M0SDk3ZaM
Friday, 12 July 13

25. Top tips
• Social media is SOCIAL
• Share - knowledge, advice, images, video
• Converse - join the conversation
• Reward loyalty/advocacy
• Be open/transparent
• Pay it forwards - don’t just sell
• Experiment - measure and learn
• Keep your website as your digital hub
Friday, 12 July 13

26. free tools & resources
mashable.com
allfacebook.com
alltwitter.com
econsultancy.com
https://support.twitter.com/groups/31-twitter-basics
http://mashable.com/2011/07/13/youtube-videos-causes/
#gallery/best-youtube-videos-social-good/
50bdf3c297b2f835bd005b73
smokinggunpr.co.uk/blog
Friday, 12 July 13

27. Working
examples
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28. Public awareness campaign for
the Welsh Assembly
Government which garnered
targeted media coverage and
online conversation across
Wales and internationally!
Friday, 12 July 13

29. www.butlerscheeses.co.uk
Facebook.com/ButlersCheese
Twitter.com/ButlersCheese
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30. Friday, 12 July 13

31. • Over 3 million Facebook impressions
• 10k votes
• 7k Page likes generating avg 52% engagement ratio!
• 60 votes
• 1 Global ambassador
• 72% uplift in web traffic
Friday, 12 July 13

32. Appendix
Friday, 12 July 13

33. For PR managers who want their
campaigns to stand out,
Smoking Gun is the most ingenious
PR company in the north - famous for
solving PR problems in the most
inventive and unique ways
Friday, 12 July 13

34. •National Golden Hedgehogs 2013 winners: Small Agency & Consumer Campaign
•Five CIPR PRide awards in 2012 inc Gold for Consumer Relations
•National Fresh PR Awards 2012 winners: Social Networking Campaign and
Freshest Small Consultancy
•Winner of national Somecomms Best Low Budget Social Media campaign 2011
Ingenious client campaigns rewarded
Friday, 12 July 13

35. •We’re committed to giving something back to both the sector and the
community
•Our Director’s volunteer their time to support and mentor the next
generation of communicators at Manchester Metropolitan University
•The business also donates 1% of profit to charitable causes each year. The
current beneficiary is the Starlight Children’s Unit at Wythenshawe Hospital.
This Unit provides vital care for sick children but often flies under the radar of
better known local charities
A partner with a conscience
Friday, 12 July 13

36. Sincerely,

37. thank

38. you

39. very

40. much

41. for

42. the

43. opportunity

44. to

45. work

46.
with

47. you.
I

48. hope

49. you

50. like

51. our

52. style

53. and

54. would

55. feel

56. confident

57. to

58. recommend

59. us

60. to

61. others.

62.
Rick

63. Guttridge

64.
0161

65. 839

66. 1986

67.
rick@smokinggunpr.co.uk
Strategy Implementation Evaluation
Friday, 12 July 13