Social Media Workshop for Leeds Met third year PR students, March 2012

2. s ummary
• quic k intro to Umpf
• why bother with s ocial media?
• key platforms
• day in the life of a PR and s ocial media
agency
• creative s ocial media campaigns – cas e
s tudies
• s ocial media #fails
• what to do next and top tips
• ques tions ?
• blogger c hallenge

3. Umpf – a quick introduction
• P R and s ocial m e d ia age ncy lau nch e d in 2009
• Top te n s ocial m e d ia age ncie s in th e U K (accord ing to e -
cons u ltancy)
• Be s t s ocial m e d ia age ncy in Yorks h ire (accord ing to th e
D ru m )
• C IP R G old winne r – Be s t U s e of S ocial M e d ia
• D ad i Award for b e s t financial s e rvice s

4. why bother with s ocial media?

5. why bother with s ocial media?
View at:
http://bit.ly/pvvUIG

6. why bother with s ocial media …
Huge
Growing
C hanging the PR
indus try dramatically

7. why bother with s ocial 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

8. why bother with s ocial 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

9. why bother with s ocial 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

10. Key Platforms - Facebook

11. 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

12. Key Platforms - Pinteres t
• Works like a ‘digital corkboard’
• Growing incredibly quickly
• The hottest new social media platform

13. 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

14. Key Platforms - Flickr
• Primarily photo-sharing platform
• Small element of interactivity

15. Key Platforms - Ins tagram
• 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

16. Key Platforms - YouTube
• Purchased by Google and following Panda Update 2.5 more
influential in Google’s search algorithm

17. Key Platforms - Fours quare
• Location-based check-ins, unlocking badges for challenges
• Being overtaken by Facebook places?
• Offers and incentives based on check-ins

18. s o, how are brands us ing s ocial media…
To Monitor
To E ngage
To Innovate

19. to Monitor...
Paid platforms : Free platforms :

20. to engage …

21. a day in the life of a s oc ial media agenc y…
• 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

22. a day in the life of a s oc ial media agenc y…

23. to innovate …
S ocial Media
C as e S tudies

24. Tweet Pie

25. Tweet Pie

26. Health365.com’s Ouch Map
•D ou b ling of s ite
traffic
•D ou b ling th e
m onth ly s ale s
ave rage

27. WI and S toves Real J am Fes tival

28. Quora and The White Hous e
• 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

29. Heinz G et Well S oup

30. The World’s Firs t Facebook C ooker

31. Facebook campaigns – a word of
warning

32. B loggers and J apan
• 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

33. J immy C hoo – C atch-a-C hoo

34. B MI and Ins tagram
• 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:

35. S ocial Media
#Fails

36. Fails 1

37. Fails 2

38. Fails 3 – How to rectify?

39. 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

40. top tips from the indus try …
• 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?

41. thank you for lis tening …
Any Q u e s tions ?

42. blog challenge …
•Write a b log p os t re vie wing a s ocial m e d ia
cam p aign from th e p as t 1 2 m onth s
• O b j ctive s
e
• E xe cu tion
• R e s u lts
•S e nd it to lou is e @ u m p f.co.u k b y M ond ay 1 2 th
M arch , 5p m
•We will u p load all e ntrie s to th e U m p f b log …
•… and p ick a winne r b as e d on th e conte nt you
p os t ranks (b as e d on vie ws , re twe e ts and
com m e nts )
•Winne r re ce ive s £50 gift vou ch e rs