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SOCIAL MEDIA INTEGRATED COMMUNICATIONS More power to social 1 INTRODUCTION & OBJECTIVES Why business is not keeping pace with social Why PR, Marketing and social media INTEGRATION is absolutely necessary How to get the most out the resources your company is putting into social Examples of INTEGRATION Measurement and regeneration THE DIGITAL DIVIDE CONSUMERS COMPANIES are social. aren’t there yet. 80% of consumers are more likely to try friends’ suggestions because of social media 33% say great service online keeps them loyal 72% use social media to stay engaged with brands 40% want more engagement from brands online less than ½ of companies use social media to drive awareness 1/10 of companies say social is a top 3 priority ¼ of companies say word of mouth is a top priority .07 7/100ths of companies give their social business an A+ How come? 74% use social media to encourage friends to try new products 32% 51% share product advice on Facebook connect with brands on Facebook to say something nice about a brand 67% 50% 42% no time / resources can’t measure no competency A HOLISTIC APPROACH TO STRATEGY Right to Speak We believe in a holistic approach to all communications on social channels Increase share of voice Right to speak = influence Core website and any other owned properties and any earned media are the base Do not deal with social media in isolation but look at the bigger picture as it will be exponentially more effective. Social Media Earned Media Owned Media Positive Share of Voice Proactive and reactive engagement Influencer and online media outreach Content optimisation to ensure maximum visibility Search Robust keyword strategy to drive all other activity THE SOCIAL MEDIA JOURNEY Effectiveness is long term Devotion Relationship Advocacy Action Appreciation Awareness Insight Level 1: Level 2: Level 3: Level 4: Level 5: Entry to Social Media Social Media Broadcasting Social Media feedback Social Media and Web Integration Complete Communications Integration Maturity UNDERSTANDING THE AUDIENCE Critical to any social media programme is having a deep insight into audience motivations. Analyse these areas WHO We identify influencers, super-fans, advocates and detractors, their demographics and geography, and key media, highlighting trends and clusters. WHEN Map findings to identify peaks and troughs and clearly see the relative impact of news and events on online grass roots perceptions and conversation. WHERE WHAT online landscape across social media, forums, blogs, traditional news sites and search engines and identify conversations and coverage wherever they are happening We measure sentiment, identify themes and buzz topics, and examine search engine data and trends, digging deep into topics and conversations to identify clusters and trends early enough to escalate them as appropriate. Listening to and understanding the audience, both on owned properties and in the general social media sphere, should be part of our strategy. WHAT’S NEW TO THE MIX? PR, Social and Marketing cannot exist independently Integration is important, as a consultant we have to get in front of the marketers and seek budget It is inefficient to run standalone PR, social and marketing WHY INTEGRATE? It is becoming harder to reach people – be useful Traditional journalists & bloggers are in social as consumers of trusted info Social is often seen as a medium of honesty and the real sentiment in Russia, therefore, can be powerful for brands When building creative, sentiment in social and PR may have a bearing on marketing, advertising and PR Establishing usefulness 360 campaigns Journalists and B2B are have sentiment influenced covered in social GET IT RIGHT Engage, be remembered and influence social and traditional Channels of influence have moved online – map them Social and marketing work together to build increased effectiveness You need a dialogue, either selling a brand or building B2B links – for business it’s core INTEGRATION Use owned media for the dialogue ADVOCACY Activate influencers to become devotees Become ‘useful’, really useful messaging is analytical and engaging Corporate tips – an analyst will give you the content to be useful so employ one Consumer tips (usefulness, interests to become the ‘cool friend’, a trusted social ally) TRUST COMPONENTS OF BUILDING AUDIENCE ADVOCACY VALUE VALUES USEFULNESS DON’T FORGET MOBILE KEEPING IT MOVING Measure, analyze, start again We aim to drive the client’s KPIs, not PR or social ones We measure social & PR & marcomms together Aim for regular contact with marketing and ad people, give them useful info – like sentiment Awareness Appreciation Action Influence/Advocacy IN REALITY? eBay Fashion Battle Campaign London VS New York - Fashion show event, featuring 2 famous stylists and items from eBay eBay case study - LookAtMe collaboration - Contest on social media accounts eBay Fashion Battle Campaign London VS New York - LookAtMe collaboration CTR of eBay featured section –10% eBay Fashion Battle Campaign London VS New York - Social media contest Winners got tickets to the event and trips to London and NY eBay Find Your Gift (New Year) - Offline installation in the pedestrian traffic place - Celebrities engagement - Link to social media accounts - marketing element as $15 coupon giveaway eBay Find Your Gift (New Year) - Link to online and marketing element Skype Style fitting room - offline Skype booth in shopping mall - Collaboration with trendy online portal (Cosmoshopping) - Bloggers-stylists give advice on style - Photoshooting and contest on Cosmo VK group Skype Style fitting room - Photoshooting and contest on Cosmo VK group UK & Ireland THANK YOU BELFAST* BIRMINGHAM BRISTOL CARDIFF DUBLIN EDINBURGH LEEDS LONDON SOUTHAMPTON Central / Eastern Europe & Eurasia AZERBAIJAN BAKU ESTONIA TALLINN RUSSIA MOSCOW BELARUS MINSK HUNGARY BUDAPEST SERBIA BELGRADE BOSNIA & HERZEGOVINA SARAJEVO KAZAKHSTAN* ASTANA SLOVAKIA BRATISLAVA LATVIA RIGA SLOVENIA LJUBLJANA LITHUANIA VILNIUS TURKEY ISTANBUL POLAND WARSAW UKRAINE KYIV BULGARIA SOFIA CROATIA ZAGREB CZECH REPUBLIC PRAGUE ROMANIA BUCHAREST North America ATLANTA BOSTON CHICAGO DENVER GULFPORT JACKSONVILLE LOS ANGELES MIAMI NEW YORK SACRAMENTO SAN FRANCISCO TALLAHASSEE WASHINGTON D.C. Asia Pacific CHINA HONG KONG SHANGHAI SINGAPORE THAILAND BANGKOK Western Europe AUSTRIA VIENNA BELGIUM BRUSSELS DENMARK* COPENHAGEN FRANCE PARIS GERMANY BERLIN DÜSSELDORF FRANKFURT HAMBURG *Established affiliate relationship ITALY* MILAN ROME NETHERLANDS AMSTERDAM NORWAY* OSLO PORTUGAL* LISBON SPAIN BARCELONA MADRID SEVILLE SWEDEN GOTHENBURG MALMÖ STOCKHOLM SWITZERLAND GENEVA LUGANO ZURICH Middle East QATAR DOHA SAUDI ARABIA JEDDAH UNITED ARAB EMIRATES ABU DHABI DUBAI