who is afraid of social pr? nigerian public relations in the age of social media
TRANSCRIPT
WHO IS AFRAID OF SOCIAL PR?
PRESENTED BY FEMI FALODUN
A WORKSHOP ON PR PRACTICE IN THE AGE OF SOCIAL MEDIA
WHAT IS PR?
WHAT IS PR SUPPOSED TO DO?
PR is the planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organisaJon and its publics – CIPR UK
Control the convo Control flow of info
Get the right message to the right people
Increase brand recogniJon Manage crisis Manage reputaJon
Manage stakeholders
UlJmate goal – Create goodwill for brand
WHAT IS SOCIAL MEDIA?
Blogging publishing plaQorms: Wordpress, blogger, Tumblr, slideshare
Microblogging streams: TwiTer, Periscope, IG
Photos sharing: IG, Flickr, Picasa, etc
Social Networking sites: Facebook, LinkedIn, Google+, MySpace,
Video publishing /sharing: Youtube, Vimeo, Vine.
LivecasJng: Ustream, Snapchat, Periscope
Social CuraJon: Flipboard,
Discussion boards/ forums: Quora, Nairaland, Blog Comments
Social Knowledge: Wikipedia,
Audio: Soundcloud, iTunes, ORIN, etc
LISTEN. ENGAGE. INFORM. ENERGIZE
WHAT SHOULD PR DO ON SOCIAL?
Integrate Social Media with classic Public RelaJons = Social + PR = Social PR
Social media has not come to displace, replace or exterminate tradiJonal media. (…at least not just yet…)
TradiJonal media is sJll important. However, when strategically paired with social,
the impact of tradiJonal media becomes very POWERFUL.
TRADITIONAL VS NEW MEDIA
Social Media Tools TradiJonal PR Principles
DOES IT MATTER WHAT PEOPLE SAY ON SOCIAL?
Facebook posts Tweets & RTs
YouTube video comments
App store reviews
IG comments Blog posts & Comments
The key for PR pros is to interject our point-‐of-‐view into this process by using social tools to (proacJvely) be accessible to our audience, and use advanced tools to monitor for user-‐created social messaging
DMs & inbox msgs Rejoinders
FB Insights. Google AnalyJcs. Hootsuite. Keyhole. Topsy. Cision. Hubspot. ManageFliTer
MONITOR FEEDBACK. ANALYZE TRENDS. GENERATE CONTENT
THE RISE OF THE SOCIAL ARMY – CONSUMER POWER
There’s been a huge shie in consumer power that social media has enabled. You may never know how many people will be influenced by Omojuwa’s Facebook complaint or
Tolu Ogunlesi’s TwiTer rant. (Ask GEJ, Arik, NYPD, BalJmore PD, Hosni Mubarak… )
#ArikWhereIsMyIPad #BlackLivesMaTer
#ICantBreathe #BringBackOurGirls
#OccupyNigeria
#OpenNASS
CiJzen Journalists are winning!
LEAVE THE BLASTS …IN THE PAST.
The era of email blasts and generic press releases is OVER
PR messages must be targeted, customized & localized based on: Content type, Medium, TA Behaviour, TA EducaJon, TA interests and ConnecJons of users.
Facebook, TwiTer, Google Adwords… all offer targeJng opJons. So also should the style, format and nature of the messages.
Social media helps to follow, understand, befriend and engage journalists beTer.
Now you have unrestricted access
WHY MUST WE INVEST IN SOCIAL?
Global spending on social media currently represents 13% of markeJng budgets and in the next five years, that percentage is projected to rise to more than 25% -‐ WSJ
BRAND AWARENESS
CUSTOMER CARE
EARN RATINGS & REVIEWS
SEARCH OPTIMIZATION
POWERING EARNED MEDIA RECRUIT FANS & ADVOCATES
BUILD THOUGHT LEADERSHIP COMPETITIVE POSITIONING INSIGHTS
AVOID & MANAGE CRISIS
SELL, SELL, SELL
Nigeria’s leading online stores (Konga, Jumia, DealDey, etc) achieve about $2 million worth of transacJons per week. -‐ ThisDay
BIG HEADACHES: ROI’s & KPI’s
COUNTING THE COST: -‐ Monitoring & analyJcs -‐ Content development -‐ Content distribuJon & promoJon -‐ Campaign management
THE INDICES: -‐ Reach: fans & followers -‐ Demographics & locaJon -‐ Engagement: Likes, shares, RTs, Comments, MenJons -‐ Web traffic data: leads from social
HOW TO GET THE BOSS (CLIENT) TO SPEND ON SOCIAL
But first… -‐ Ensure expectaJons are in line with reality.
-‐ Avoid serng certain number of fans as KPI (unless it’s Facebook. LOL. *wink*)
-‐ Don’t promote social posts unless they’re really cool & compelling -‐ Beware of resistance & the “I-‐Told-‐You-‐So” crowd
-‐ Make sure resources for social markeJng are in line with overall campaign budget
-‐ Tell them what compeJJon is doing on social… but be wary of case studies that are not relevant to your brand
– Mr. Shawn Carter. A.K.A Jay Z. The Greatest Rapper Alive. Business Mogul.
Worth $550 million.
Crunch the data Get the stats
Review analyJcs
Study the trend
Speak Sta$stese
SO, WHAT DO THE NUMBERS SAY…?
88% of PR pros say their businesses or clients regularly engage on Facebook. TwiTer came in a close second at 85% -‐ Cision
27% of Millennials (18-‐33) favor social media for customer service. -‐ MediaPost
75% of customers say they use social media as part of the buying process. – Biznology
28% of Millennials (aged 18-‐33) say they are very likely to make a purchase based on a friend’s social media post – Heidi Cohen
46% of online users count on social media when making a purchase decision -‐ Nielsen
U.S. spending on social media markeJng has reached $9.7 billion in 2015 -‐ MediaPost
Over 70% of users expect to hear back from the brand they’re interacJng with on TwiTer. 53% want a response within the hour. – Search Engine Watch
Millennials represent a key markeJng demographic. Millennial buyers are projected to spend an annual $1.4 trillion by 2020 – Accenture
THE NUMBERS ARE STILL TALKING…
Nigerians get their daily dose of news & info: 62% via Radio (declined by 24 points between 2013 -‐ 2015) 49% via TV, 37% via Social Media (increased by 14 points from 2013-‐2015) 30% via Newspapers. -‐ NOI Polls 71% of Americans depend on social media!
At the end of 2014, there were 67 million internet users in Nigeria. A 16% increase from 2013 figures. As at April 2015, about 10 million new users have been added. -‐ NCC
Millennials form 78% of Nigeria’s online populaJon. That’s about 42% of the general populaJon. – ID Africa
At the start of 2014, there were 56 million internet users in Nigeria – Social Media Week That’s more than the enJre populaJon of South Africa (49 million)
In 2014, 87% of the 21 million Lagosians were accessing Facebook via their mobile phones. – Social Media Week
BREAKING NEWS!!!
Infographics
Product Reviews How-‐To’s
LisJcles
Link pages e-‐books
Case studies Podcasts & audio recordings
interviews
Original research & data
Memes
Videos (funny stuff, fun stuff, strange stuff)
Guides
Rants
ENGAGING. SHARABLE. MEMORABLE. MOBILE. SHORT. SWEET. TRENDY. TIMELY. EMOTIVE
Trends
CONTENT MARKETING
THE BHM STORY – Are We A Content Company?
Over 1 billion social media impressions in 2014
Over 2million page views monthly
#NECLive3 -‐ over 1,200 social posts in 3 days. Over 15million impressions
#StarBoTleTree #StarMusicApp #GUSTheMission BHM app