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SOCIAL MEDIA 4 PR

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  1. SOCIAL MEDIA 4 PR EVERYONE’S DOING IT... SO SHOULD YOU!

  2. WHAT IS SOCIAL MEDIA? • Simple Definition: Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.

  3. WHAT IS SOCIAL MEDIA? Social Media Networking is : The use of multimedia content to interact freely and continuously with individuals or mass audiences via universally accessible, personalized web applications. Limitations are few. Familiarity is inconsequential. Reach is global. -Klieon C. John Yes, emails are considered Social Media!

  4. Here’s a typical SM network

  5. We all want to be the red dot!

  6. TYPES OF SM • Microblogging: Twitter (140 character) • Bookmarking: Digg • Video: Youtube • Photo Sharing: Flickr • Search: Google

  7. TYPES OF SM • Professional: Linkedin • Pure Social: Facebook • Forums: barbadosforum.com • Regional/Community • Gadget/Reviews: Amazon.com

  8. So how many SM Networks are we talking about here?

  9. Don’t forget these!

  10. USES OF SOCIAL MEDIA • Recreation:

  11. USES OF SOCIAL MEDIA • Business

  12. USES OF SOCIAL MEDIA • Research

  13. USES OF SOCIAL MEDIA • Information: News, query

  14. USES OF SOCIAL MEDIA • Information: News, query

  15. USES OF SOCIAL MEDIA: Information

  16. ADVERTISING • FIRST: Understand the paradigm shift SM advertising is not limited to a 4x4 anymore.... Manual viral advertising Possible via relationship created (it’s all in the PR!) Traditional ads are merely a condiment ...the relationship comes FIRST!

  17. Advertising • Mashable (on twitter advertising): “(Traditional) Advertising Alone Won’t Do the Trick. Despite the eager hopes of corporate communicators and brand managers who might be looking for the path of least resistance, promoted tweets are no silver bullet. They, and whatever future developments roll out in the months ahead, are but one instrument in a symphony of Twitter engagement tools. Used in coordination with sustained, value-driven engagement, they will certainly help to amplify messaging. Made to stand alone, however, they will unquestionably fail in a marketplace that values continuous personal interaction.”

  18. Advertising • Thus: SM Advertising takes work and time!!!! • Anyone can put an Ad in the papers... SM requires a relationship before people can believe what you say!

  19. ROI • Difficult to quantify • Lots of numbers that don’t directly translate to ROI. • Social Media Today: 84% of companies do not bother to measure SM ROI IF WE AIN’T MAKING DOLLARS WE AIN’T MAKING SENSE! • Most closely reflected in qualitative analysis of relationship btwn org and publics. • Use quantitative data from metrics to qualify ROI. • SEE INDEX FOR RESOURCES

  20. ROI “There is not enough ROI for figuring out ROI. It is an intellectually bankrupt exercise.” -Andres McAfee, Harvard Business School.

  21. SOCIAL MEDIA MANAGEMENT I SPY WITH MY LITTLE EYE... • MONITORING: Content monitors

  22. SOCIAL MEDIA MANAGEMENT: Monitoring

  23. SOCIAL MEDIA MANAGEMENT: Monitoring: Metrics tools

  24. SOCIAL MEDIA MANAGEMENT: Monitoring: Metrics tools

  25. SOCIAL MEDIA MANAGEMENT: Monitoring: Metrics tools

  26. SOCIAL MEDIA MANAGEMENT: Results/Evaluation

  27. RESULTS/EVALUATION

  28. RESULTS/EVALUATION

  29. RESULTS/EVALUATION

  30. DOs and DONT’S of SM DON’T!!! Nestle’s BIG mistake JUST CUZ IT’S CYBER SPACE DOESN’T MEAN IT’S NOT PERSONAL!

  31. DON’T

  32. DON’T

  33. DON’T

  34. DON’T

  35. DON’T

  36. DON’T

  37. DON’T • Lesson: DON’T FORGET TO

  38. DON’T • OVERKILL!!!... If you build it they will come

  39. DON’T • Don’t force it on them…choice is key Remember, you’re in MY house!

  40. DOs: Learn your Space! • Not every space is appropriate for a particular promotion. • Be familiar with which spaces have useful features. • Learn the language and culture: Twitter Peak times: 6:30-9:00 am, 12:00-2:00 pm, 4:30-10:00 pm, 11:00 = #twitterafterdark

  41. Dos: Pringles

  42. Dos: Pringles

  43. Dos: Pringles. What went well? • Engage audience • Know their habits. Young people like to make silly vids etc • LESSON: SPEAK THEIR LANGUAGE

  44. DOs • Listen, converse…FULLticipate! The Coca-Cola Story

  45. Dos: Coca-Cola. What went well? • What did Coca-Cola do well? • Shared control…allow fans to adopt the page • Lesson: LAY OUT THE WELCOME MAT

  46. Dos: Be NOW • SM is NOW… make sure response is fast (they’re not waiting on you!)

  47. INNOVATIONS/OPPORTUNITIES LET’S THINK OUTSIDE THE BOX! Free design of SM spaces allows limitless opportunities. ANY idea can be supported by an SM space. Provides reach and opportunities that are not offered by traditional media e.ghashtag promotions, RT offers, etc.

  48. INNOVATIONS/OPPORTUNITIES Nobody is out of reach! EVERY market you can possibly imagine can be found through Social Media!

  49. INNOVATIONS/OPPORTUNITIES

  50. INNOVATIONS/OPPORTUNITIES