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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
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