This document provides a basic introduction to social media for business use. It discusses the importance of social media for PR, defines what social media is, and outlines some key social media platforms like Facebook, Twitter, and LinkedIn. It also provides tips for developing a social media strategy and guidelines for effective social media use.

1. A

2. basic

3. introduction

4. to

5.
social

6. media

7. for

8. the

9.
BUsiness

10. Show
7 February 2013
http://www.smokinggunpr.co.uk
Thursday, 7 February 13

11. Thursday, 7 February 13

12. WARNING!!!
I’m not a digital social media expert, ninja, maven, guru,
mechanic or whatever the ahead of the curve crew are calling
themselves today!
Thursday, 7 February 13

13. 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
Thursday, 7 February 13

14. s m o k i n g g u n p r. co. u k
S TO RY T E L L I N G T H AT W O R K S smokinggunpr
0161 839 1986
THE THE MARKET
BRIEF MEDIA
PLANNING CHANNELS INSIGHT ANALYSING THE
COMPETITION
OBJECTIVES
CLIENT
AUDIENCE SEGMENTATION AGREE KEY MESSAGES
STRATEGY
DEVELOPMENT
VIDEO DIGITAL DESIGN ISSUES CLIENT EVENTS
PRODUCTION MARKETING AND BUILD MANAGEMENT TRAINING
SOCIAL MEDIA MEDIA RELATIONS
IMPLEMENTATION
LINK REPUTATION STAKEHOLDER MESSAGE SHARE OF SPOKESPERSON
BUILDING RATINGS AWARENESS DELIVERY VOICE PENETRATION
BUSINESS IMPACT WEB TRAFFIC NO AVEs
EVALUATION
Thursday, 7 February 13

15. creating ingenious campaigns for...
Thursday, 7 February 13

16. ingenuity creates brilliance
Currently shortlisted for three awards: two team one Consumer PR
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
Shortlisted for How-Do Social Media Agency of the year 2012
Finalist for Two CIPR awards including Best Social Media Campaign 2011
Thursday, 7 February 13

17. the world has digitised
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
Thursday, 7 February 13

18. what is social media?
http://www.youtube.com/watch?
v=TXD-Uqx6_Wk
Thursday, 7 February 13

19. what is social media?
http://www.youtube.com/watch?
v=TXD-Uqx6_Wk
Thursday, 7 February 13

20. To avoid
disappointment, be
Social media is like teen sex, realistic on time spent v
everyone wants to do it. No one results
actually knows how. When
finally done, there is surprise
Align all social strategy
it's not better. to your overall business
goals and marketing /
digital plans
Generate great content
that is useful and
SHAREABLE
Thursday, 7 February 13

21. Why bother? 95% of new media users
believe companies should
have a presence on
Twitter
(TealeafCone)
Do you strive for: SEO - what does google say about
you
greater share of voice in
your industry Brand loyalty
platform to show expertise Attract and retain
customers and staff
Another route to media relations
Find business partners
To give your business
personality Improved customer service
Reputation management Drive web traffic
10
Thursday, 7 February 13

22. the Puffer fish effect
Personal corporate
Big data
Insights
Traceability
Transparency
Thought leadership
http://en.wikipedia.org/wiki/Digital_footprint
Great leveller - Puffer Fish effect
Thursday, 7 February 13

23. channel selection
Thursday, 7 February 13

24. social media marketing
considerations
Tone of User
voice guidelines
Editorial
Keyword calendar
competitor
tracking
Content
creation inc
SEO
keywords
Rep’
mngmt
Content
Evaluation outreach
seeding
measurement Influencer
ID
outreach
Thursday, 7 February 13

25. select tools to increase your
effectiveness
Identification / Key Management Tracking / evaluation
planning channels
Thursday, 7 February 13

26. 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 formulate
customer service strategy
sales
Secure exec buy in
Create your social media policy
Insight gathering
Thursday, 7 February 13

27. who will own it?
60% of B2B firms have no staff dedicated to social
media compared with 54% of B2C players
Empty blogs and dead twitter feeds are no use
Don’t make it your interns job!!!
Thursday, 7 February 13

28. The secret ingredient of social
media
Thursday, 7 February 13

29. The secret ingredient of social
media
Ssssssssssshhhhhhhhhhhhhhhhhh!
Thursday, 7 February 13

30. The secret ingredient of social
media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
Thursday, 7 February 13

31. The secret ingredient of social
media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
To fuel evocative content...
Thursday, 7 February 13

32. The secret ingredient of social
media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
To fuel evocative content...
Distributed in the right way, at the right time to the right people...
Thursday, 7 February 13

33. The secret ingredient of social
media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
To fuel evocative content...
Distributed in the right way, at the right time to the right people...
Bringing you closer with more knowledge of your target audiences
than ever before...
Thursday, 7 February 13

34. The secret ingredient of social
media
Ssssssssssshhhhhhhhhhhhhhhhhh!
It’s great customer insights...
To fuel evocative content...
Distributed in the right way, at the right time to the right people...
Bringing you closer with more knowledge of your target audiences
than ever before...
With a snapshot of what your audiences are thinking and doing
Thursday, 7 February 13

35. what to write..
Create an editorial schedule
Build in your current stories, events, trade shows
etc
Plan ahead - key industry calendar,
announcements, budgets
Eyes and ears open - what relevant stories are in
the wider media / Corrie
NB don’t just post every story in ALL channels
Thursday, 7 February 13

36. Practical tips..
Set up listening tools: Google Alerts, Social Mention, How
Sociable
Account set up: 4Square, Facebook pages, Twitter, Linkedin
Set up social media dashboard: Hootsuite/Sprout Social
Finding influencers: Twitter lists, Klout, Peer Index, #ff,
journalisttweets.com/,
Editorial schedule planning - little and often - varied times, repeat
great content
Don’t be too automated - human touch essential
Thursday, 7 February 13

37. Use listening tools to
help you evaluate
Thursday, 7 February 13

38. Thursday, 7 February 13

39. what if it goes wrong?
Be prepared for negativity given your sector
An unanswered customer
Be open, transparent and honest comment is like hanging up
Quick response - even if it’s a holding statement the phone on a customer,
Clear lines of responsibility
with the world watching!
Act don’t ignore
Don’t just delete
Remember HMV, Nestle, Habitat etc etc!!
Thursday, 7 February 13

40. 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
Thursday, 7 February 13

41. one size does not fit all
Thursday, 7 February 13

42. 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 etc
Thursday, 7 February 13

43. 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
Thursday, 7 February 13

44. free tools
resources
mashable.com
allfacebook.com
alltwitter.com
econsultancy.com
https://support.twitter.com/groups/31-twitter-
basics
smokinggunpr.co.uk/blog
Thursday, 7 February 13

45. two practical guides
1. Twitter
2. Linkedin
Thursday, 7 February 13

46. twitter’s just for celebrities
Wrong!
Editors writers from the FT, Building magazine, EN magazine, NW
Businesses Insider, Thebusinessdesk.com, MEN business, The Architect's
Journal, Building Design, New Civil Engineer and Construction News,
PCmag.com
Quality NOt quantity
Deeper, more meaningful relations
Drive web/blog visits
29
Thursday, 7 February 13

47. all ears (as well as eyes and
mobiles)
Listen and you will find reward!
People share links to research/blog posts/podcasts etc
Use Twitter search to find relevant people
Attending a conference/exhibition - chances are there
will be a # tag (official or otherwise) so join in the action
remotely
Thursday, 7 February 13

48. Twitter feed
drives trade
media
coverage
Thursday, 7 February 13

49. great examples
32
Thursday, 7 February 13

50. Thursday, 7 February 13

51. http://blog.linkedin.com/2008/06/30/post-4/
34
Thursday, 7 February 13

52. http://blog.linkedin.com/2008/06/30/post-4/
34
Thursday, 7 February 13

53. why use it?
open doors for new business
avoid email fatigue
SEO benefit
increase company profile
enhance reputation
conduct research
position yourselves as thought leaders
35
Thursday, 7 February 13

54. what’s new?
enhanced inbox inc ability to delete and
carry out bulk actions
start discussions in Groups
receive email updates from your Groups
see the ‘top influencers’ in each group
36
Thursday, 7 February 13

55. the basics
your profile is highly visible on Google
complete your profile
use the same key words you optimise your site for
have a credible business like picture
personalise your URL (edit public settings)
give recommendations
seek recommendations
create a company profile
remember - people on there WANT TO CONNECT
make your updates relevant to your potential clients
Add to your smart phone
37
Thursday, 7 February 13

56. 10 top tips
1. join relevant groups discussions
2. enhance SEO by editing web links in ‘Other’ section (NB Public profile
setting on Full)
3. give information /expertise freely
4. run searches by job title - connect
5. control what, if anything, others see when you view their profile
6. check who’s following the company profile/your profile regularly
7. Look up clients before pitches or making new business calls - get the
inside track
8. add apps ie presentations via Slideshare (B2B specifically)
9. check your connections own connections
10. check your rivals connections
38
Thursday, 7 February 13

57. Rick

58. Guttridge

59.
0161

60. 839

61. 1986

62.
rick(at)smokinggunpr.co.uk
Thursday, 7 February 13