Social Media for PR webinar with Simon Collister

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The PR Academy

Taking a strategic approach to social media and public relations.

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Social media strategy Simon Collister |we are social 30thMarch, 2011

Overview A strategic approach to social media How to set the right objectives How to conduct conversation research Effective measurement

The POST approach Li, C. & Bernoff, J. Groundswell. 2008, pp.68-69

People Profiling your online audience’s behaviour

Social Technographics profiler http://www.forrester.com/empowered/tool_consumer.html

Objectives Identifying social objectives

Create a conversation taxonomy ,[object Object]

Marks and Spencers, Marks & Spencers, Marksies, M&S, Marks n Sparks

How do people really talk about your sector?

Adult education, CPD, professional training, etc

Marraige, “loose weight”,[object Object]

Qualitative insights Undertake a content analysis to identify: Key themes Emerging trends Sentiment Loud voices

How much traffic accordingto Quantcast & Alexa?

Google Adplanner and Quantcast offer quantitative and qualitative data for websites,[object Object]

For a full case study see: http://wearesocial.net/marmarati

Checklist for the POST approach People – think about: Who are your audience? What’s their online behaviour? (use Soc-Tech profiler) What motivates them online? Objectives - choose one: Talking Energising Supporting Embracing ,[object Object]

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Social Media for PR webinar with Simon Collister

1. Social media strategy Simon Collister |we are social 30thMarch, 2011

2. Overview A strategic approach to social media How to set the right objectives How to conduct conversation research Effective measurement

3. The POST approach Li, C. & Bernoff, J. Groundswell. 2008, pp.68-69

4. People Profiling your online audience’s behaviour

5. The Social Technographics Ladder

6. Social Technographics profiler http://www.forrester.com/empowered/tool_consumer.html

7. Objectives Identifying social objectives

8. Setting objectives

9. Listening How?

10.

11. Marks and Spencers, Marks & Spencers, Marksies, M&S, Marks n Sparks

12. How do people really talk about your sector?

13. Adult education, CPD, professional training, etc

14. How do people really spell?

15.

16. Paid for tools

17. Free tools http://search.twitter.com

18. Qualitative insights Undertake a content analysis to identify: Key themes Emerging trends Sentiment Loud voices

19.

20. How many members?

21. How many subscribers?

22. How many followers?

23. How many comments?

24. How many inbound links?

25. How much traffic accordingto Quantcast & Alexa?

26.

27. Energising with Eurostar & WWF

28. Supporting on behalf of OU

29. Embracing on behalf of Unilever

30.

31. Strategy in action

32. For a full case study see: http://wearesocial.net/marmarati

33.

34. Create a platform to talk to customers?

35. Reward loyal customers to energise?

36. Technology – think bout relevant tools:

37. Will you use a blog or Facebook for talking to customers?

38.

39. We Are Social An introduction

40. we are a conversation agency

41. We help our clients Understand Listen Engage

42. With three practice areas Research & insight Consultancy Engagement

43.

44. Influencer research

45. Social media monitoring

46. Weekly snapshot reporting

47. Social profile benchmarking

48. Influencer campaigns

49. Conversation platforms

50. Advocacy programmes

51. Community management

52. Conversation response

53.

54. With hybrid skills A deep understanding of digital marketing An innate sensibility for social media Using techniques evolved from PR Research and analysis expertise Strategic, creative and editorial talent

55. Our philosophy We believe that engaging in honest and meaningful conversations

56. Diverse range of clients

57. Thanks? For further conversation talktous@wearesocial.net

Notas do Editor

People value authenticity / transparency (especially post-crisis)

Social Media for PR webinar with Simon Collister

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Social Media for PR webinar with Simon Collister

Notas do Editor