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INTEGRATED COMMUNICATIONS

SOCIAL MEDIA. INTEGRATED COMMUNICATIONS. More power to social. 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

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INTEGRATED COMMUNICATIONS

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  1. SOCIAL MEDIA INTEGRATED COMMUNICATIONS More power to social

  2. 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

  3. THE DIGITAL DIVIDE CONSUMERS are social. COMPANIES aren’t there yet. 80% 72% of consumers are more likely to try friends’ suggestions because of social media less than ½ of companies use social media to drive awareness ¼ of companies say word of mouth is a top priority use social media to stay engaged with brands .07 33% 40% 1/10 of companies say social is a top 3 priority 7/100ths of companies give their social business an A+ say great service online keeps them loyal want more engagement from brands online How come? 74% 51% use social media to encourage friends to try new products share product advice on Facebook 67% 50% 42% 32% connect with brands on Facebook to say something nice about a brand no time / resources can’t measure nocompetency

  4. SocialMedia Proactive and reactive engagement EarnedMedia Influencer and online media outreach OwnedMedia Content optimisation to ensure maximum visibility Search Robust keyword strategy to drive all other activity A HOLISTIC APPROACH TO STRATEGY 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. Right to Speak Positive Share of Voice

  5. THE SOCIAL MEDIA JOURNEY Devotion Effectiveness is long term Advocacy Action Appreciation Relationship CONNECTING SOCIAL MEDIA ACROSS THE BOARD Awareness Insight Maturity Level 3: Social Media feedback Level 5: Complete Communications Integration Level 1: Entry to Social Media Level 2: Social Media Broadcasting Level 4: Social Media and Web Integration

  6. UNDERSTANDING THE AUDIENCE Critical to any social media programme is having a deep insight into audience motivations. Analyse these areas WHO WHEN WHERE WHAT 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. Map findings to identify peaks and troughs and clearly see the relative impact of news and events on online grass roots perceptions and conversation. We identify influencers, super-fans, advocates and detractors, their demographics and geography, and key media, highlighting trends and clusters. online landscape across social media, forums, blogs, traditional news sites and search engines and identify conversations and coverage wherever they are happening Listening to and understanding the audience, both on owned properties and in the general social media sphere, should be part of our strategy.

  7. 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

  8. 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

  9. 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

  10. INTEGRATION Use owned media for the dialogue 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)

  11. DON’T FORGET MOBILE

  12. 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

  13. IN REALITY? eBay Fashion Battle CampaignLondon VS New York - Fashion show event, featuring 2 famous stylists and items from eBay- LookAtMe collaboration - Contest on social media accounts eBay case study

  14. eBay Fashion Battle Campaign London VS New York- LookAtMe collaborationCTR of eBay featured section –10%

  15. eBay Fashion Battle Campaign London VS New York- Social media contestWinners got tickets to the event and trips to London and NY

  16. 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

  17. eBay Find Your Gift (New Year) - Link to online and marketing element

  18. 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

  19. Skype Style fitting room - Photoshooting and contest on Cosmo VK group

  20. THANK YOU UK & Ireland Central / Eastern Europe & Eurasia AZERBAIJANBAKU BELARUSMINSK BOSNIA &HERZEGOVINASARAJEVO BULGARIASOFIA CROATIAZAGREB CZECHREPUBLICPRAGUE ESTONIATALLINN HUNGARYBUDAPEST KAZAKHSTAN*ASTANA LATVIARIGA LITHUANIAVILNIUS POLANDWARSAW ROMANIABUCHAREST RUSSIAMOSCOW SERBIABELGRADE SLOVAKIABRATISLAVA SLOVENIALJUBLJANA TURKEYISTANBUL UKRAINEKYIV BELFAST*BIRMINGHAMBRISTOLCARDIFFDUBLINEDINBURGHLEEDSLONDONSOUTHAMPTON North America ATLANTABOSTONCHICAGODENVERGULFPORTJACKSONVILLELOS ANGELESMIAMINEW YORKSACRAMENTOSAN FRANCISCOTALLAHASSEEWASHINGTON D.C. Asia Pacific CHINAHONG KONGSHANGHAI SINGAPORE THAILANDBANGKOK Western Europe *Established affiliate relationship Middle East AUSTRIAVIENNA BELGIUMBRUSSELS DENMARK*COPENHAGEN FRANCEPARIS GERMANYBERLINDÜSSELDORFFRANKFURTHAMBURG ITALY*MILANROME NETHERLANDSAMSTERDAM NORWAY*OSLO PORTUGAL*LISBON SPAINBARCELONAMADRIDSEVILLE SWEDEN GOTHENBURGMALMÖSTOCKHOLM SWITZERLANDGENEVALUGANOZURICH QATARDOHA SAUDI ARABIAJEDDAH UNITED ARABEMIRATESABU DHABIDUBAI

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