Impact of Social Media

Ged Carroll

In This Presentation

Impact is quite a loaded word isn’t it… Levels of online engagement Measurement Finding online influencers The big flipper UN case study

Impact Is Quite A Loaded Word, Isn’t It?

Some things haven’t changed: The tenets of strategy are the same as they have been for the past 5,000 years Clients are still ultimately measured on the performance of their business We still communicate with people ultimately in mind to be influenced Channels and media may change but the need for good PR remains constant

Some things have changed It has never been cheaper or easier to produce content Clients can disintermediate the media and communicate directly with their audiences Audiences can easily communicate with each other on a large scale We have new media vehicles The news cycle lasts longer – online news sources act like an echo chamber

We have analogues for all this things based on past experiences because ultimately its how people chose to use them that we need to most understand

Impact Continued…

•YouTube is the UK’s most trafficked site (Hitwise)•Google is the worlds 3rd most trusted media brand (Edelman)•There are over 67M blogs out there (Technorati)•The big for search engines index well over 10 billion web pages•Facebook is the 6th most trafficked site in the world (comScore)•Facebook has 8M active users in the UK•Over 1.1 billion pictures on Flickr•Over 11 million pictures added / day on Flickr

Levels of Online PR Engagement

Monitoring: no engagement but active listening to what is being said about the organisation and its peers – any related issues

Low-level engagement: as Monitoring plus response-led online presence

High-level engagement: as low level engagement, but proactive approach, integration with other marketing and customer services activities

Measurement Silver Bullet (Or Not) 6

• Cision

• Attentio

• Market Sentinel

• BuzzMetrix

• Cymfony

• Biz360

• Factiva

• Brandimensions

Measurement

It all goes back to objectives, but…. Google

SERP PageRank

Google alerts: Ongoing monitoring

Technorati: RSS-fed buzz with authority meter

Yahoo! Site Explorer: Inbound links

Website analytics

Working Out Where You Should Be

Ask peers, colleagues and particularly sales staff

Look at influencers cited in the mainstream media

Look at backlinks into existing web properties and competitor sites

Examine data from measurement tools Google blog search Look at their authority ‘Found’ influencers’ blogrolls

The Big Flipper (Tools & Techniques for Online PR)

Online news sources Mainstream media Personal blogs and sites Micro media

Business blogs Podcasts and video Virtual worlds Social networks

Business Blogs

Don’t start a blog without a commitment to maintaining it

Update at a regular pace Do have an understanding of the target audience

and how they interact online Think about the tone of voice: no marketing speak Companies are made of people: let their

personalities and passion shine through

Podcasts & Video

Tends to be one-way rather than two-way communications

Dynamic delivery Audio is portable and flexible to

consume Video requires captive attention

– need to be respectful of the audiences time

Content needs to be: original, interesting, humourous

Two’s company – have a sidekick

Succinct

Internal communications Education Product walkthroughs Direct-to-customer communicati

on Crisis management Providing context on news storie

s

Social Networks

The best known forms of social software Think about your target group:

Their motivations Their location Where they are in their life Be respectful of their personal space Think about how you can add value How do you engage beyond becoming a friend

Maximise the Reach of Press Releases

Brevity Hyperlinks Supporting content RSS feeds (think about the

licence on the feeds) Facilitate bookmarking and

‘curated’ web services: Distribution Newswires (vertical and

general) Company blog inbound

links

RESULTS

Within 3 weeks WE… •Targeted more than 343 influentials via three digital press releases•Incorporated aggressive SEO that increased impressions and clicks by 20 percent•Conducted blogger outreach that resulted in at least 338 blog posts•Executed a Twitter viral campaign that created 25,000 followers•Contacted 290, 400 people via LinkedIn•Garnered more than 9, 500 views on YouTube and UStream.TV

NEEDThe United Nations (UN) engaged Waggener Edstrom Worldwide (WE) to provide global digital strategy, social media counsel and public relations consultancy in support of the UN Millennium Campaign's "Stand Up and Speak Out" event on October 16-17, 2007.

The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to the Millennium Development Goals, specifically to work toward the eradication of poverty worldwide by 2015.

APPROACHGlobal scope demanded an innovative approach to unifying audiences across the world via their individual Internet engagement points. Given the variety of mediums and 3-week timeline, WE drafted an integrated communications plan, vested in top social media opportunities, that was strategically and quickly executed.

The United Nations Stands Up Against Poverty

INTEGRATION

Any Questions?

http://e-consultancy.com | http://www.waggeneredstrom.co.uk/

http://renaissancechambara.jp

Useful StuffThis deck can be downloaded at http://renaissancechambara.jp/0805CIPR

Online Inspiration & Useful Links

The Cluetrain Manifesto Wikinomics website which is based on and extends the book of the same

name by Don Tapscott and Anthony D Williams Collected papers and essays by danah boyd Notre Dame University:

Fifteen-minutes of fame: The Dynamics of Information Access on The Web (May 13, 2005) by Z. Dezso, E Almaas, A Lukacs, B Racz, I Szakadat and A Barabasi

OECD whitepaper on user-generated content Digital Natives Programme by Berkman Center for Internet & Society at

Harvard Law School Some suggested blogs and online sources to read sorted by subject area How to read RSS feeds in Outlook:

http://office.microsoft.com/en-us/outlook/HA011750001033.aspx

Pane-style readers: http://www.pageflakes.com http://www.netvibes.com/

Online readers: http://www.bloglines.com/ http://www.newsgator.com/

A regularly-updated RSS reader resource: http://blogspace.com/rss/readers

04/11/23

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