Public Sector Social Media Training – 17 th March James Fitzgerald, Social Media Academy Director Agenda

1. Background 2. Social Media Marketing – Disseminate – Engage – Participate 3. Measurement & evaluation metrics My background My background My background My background Social Media Marketing Social Media Objectives

Increasing the number of links Raising awareness from quality websites

Search engine ranking boost Website traffic Social Media Marketing

• A social media strategy can broadly be defined as possessing three parts 1. Dissemination 2. Engagement 3. Participation • The extent to which you perform either will be essentially be dictated by – Overall objectives – Timings – Resources (manpower vs. spend) • In an ideal world you would maximise all three parts, however given potential restrictions, as outlined above, you may begin with the first element and then graduate to include all three • There are few examples of companies exercising all three well and simultaneously Social Media Marketing

• There a variety of ways in which you are able to evaluate your social media activity, given the ease of capturing data and usage online • Decide how you wish to evaluate your success based on your overall campaign objectives • If you want to drive people to download a report then you need to plan in advance how this will be recorded? Alternatively if you want to brand awareness how will you measure this? Data Capture? Drive traffic? Improve SEO? • Deciding upon this in advance will not only help determine your overall strategy but will also help demonstrate ROI which actually has value • Typically it makes most sense for internal/ agency marketing personnel to work together on this, i.e. PR/ Marketing/ Digital as different departments possess useful skills Online PR tactics

Blogger outreach promotion Audience mapping Online media promotion • Content pitching • Client Twitter feed set-up • Guest blog posts • Post drafting • Blogger events • Twitter feed promotion

Social network Social bookmarking Forums Podcasts promotion • Thread sponsorship • Production • groups • Interview pitching • MySpace profile recruitment • Niche networks • Ning

Video production Video promotion SEO PR Widgets • Script writing • Search engine optimisation • Press release optimisation • Production • Filming & production • Seeding • Syndication • Promotion • Editing • Measurement & reporting

Online monitoring Online PR measurement • Online media buying value • Search engine visibility • Web analytics • Social media metrics Dissemination Overview

• Using social media as a means to disseminate information surrounding an organisation, or its content, is the very basic tenant of a social media outreach campaign • This can be carried out in the following forms: • Corporate blog • Company Twitter profile • Optimisation of press releases and online syndication • Creating a presence within social bookmarking sites • Sharing video content on video sharing sites • Uploading all company images and photography to Flickr or similar • Many of these activities can be carried out simply and relatively easily Overview

• A high degree of Dissemination will:

• Help keep people up to speed on what you think and what you are doing • Build brand awareness • Improve the presence of an organisation online, in particular within search engines returns • Make an organisation more visible within environments where consumers/ prospects/ decision-makers/ journalists spend time, i.e. video sharing sites • Allow your content to be more accessible online so people can share and write about you

• If you have limited resources or are just dipping your toe into social media Dissemination can often be a good first step Blogs Blogs

• Matured - blogging has now matured as a phenomenon to cross all consumer interest areas • Extensive - vibrant communities can be found collecting around vast ranges of topics • Culture - blogger outreach carries with it different expectancies in regards to form of communications than traditional media Blogs

• 70% of bloggers are talking about brands on their blog organically • 46% of respondents post about the brands they love (or hate) • 38% post brand or product reviews • Professional and part time bloggers talk about brands at a much higher rate (80%), with one in three posting reviews at least once a week. • 72% of bloggers are classified as Hobbyists, meaning that they report no income related to blogging • Fewer than 10% of bloggers say they don’t know the traffic to their blogs

*Source: Technorati, State of the Blogosphere 2009 Report Blogging

• Have something to say – Be clear on the following before starting – What do I hope to accomplish? – Will I have enough material that’s of interest? – Will I have enough story ideas to update regularly? • Look at examples of success – Best Job In The World – Snow Mamas • Find someone/people actually interesting to blog for you • Don’t use your company blog as a sales tactic – A blog is a communications tool, not a pitch • Be as open as you can – No one’s asking you to spill internal secrets, but people do want to know what you think Blogging Identification

• At the heart of any social media outreach campaign is an initial planning and identification process • Who are your target audience? Is there anyone else that might be interested in your campaign? • What interest areas will your audience cluster around? Niche groups, etc. • Research your target audience either using search engines • Technorati • Google blog search • Mix and match between the two, to combine useful features • Brainstorm all possible iterations of keywords relevant for audience • Potentially filter findings by geography or any other criteria • There are alternative paid for identification services • Social Media Library • Some monitoring tools can be occasionally used to identify contacts • Occasionally social media freelancers offer identification services Blogger outreach

• It is vital to know who you’re pitching to. Specifically this includes:

Reading the site’s about page Reading the last week or so of posts or news stories If possible, finding a specific, concrete example and URL that proves why the editor would be interested in writing about the campaign? If not a URL, the site should be very specific to your client/campaign Blog Pitching - Ethics

Transparency • Honesty of Relationship : You say who you're speaking for • Honesty of Identity : You never obscure your identity

Specifics • No monetary exchanges • Commitment to represent blogger and client • No dodgy dealings, bribery • No pestering • No anonymous posting or commenting • No spamming Language & tone

• ‘PR/Marketing speak’ just does not work – Avoid exaggeration – people can spot it, and do not need to put up with it – Is it really ‘the world’s leading’ ? • Be human – Chatty, simple language works best – Avoid jargon at all costs • Be friendly – Relationships can be formed very quickly online • Be open – People are largely very understanding. If issues arise be up-front and open and maintain dialogue • Transparency – Always state your intention – Always state who you are representing Language & tone

• ‘The latest such approach is from a nice man who works for Sainsbury's who starts off telling me that Sainsbury's wants to "reach out to you“ • This he tells me is because I'm an "influential blogger" (I suspect he wants to make me feel good.) • However, the nice man assures me they really do want to work with "important bloggers like you" and "yes, we have been reading your blogs for a while now. We see: *Depth of thought in your posts *How much conversation is generated both in commenting and others externally from your blog". • Impressed as they are he tells me he will be giving me a £75 voucher to use when sainsburys.co.uk goes live with an extended range of products. All I have to do is let them know what I think of the site. • Five days later, my price has dropped. The nice man tells me the new site is now "LIVE" and that he has £50 for me to spend. £50? • What I wonder did I do in the intervening period to make my price drop? I contemplate emailing him but it seems pushy doesn't it. "I'm wondering what happened to my other £25 - is it the stock market? Did I become £25 less "influential" when I wasn't looking?" The Introduction

Includes: • Short introduction of who you are and what you do • Opt-in clause of participation • A hint of what might be in store • Chance to be placed on a ‘Do Not Pitch’ list

Does not include: • Press releases • Hard sells • Attachments • Unsolicited advice or information Corporate Twitter Account

• Corporate Twitter activity can take a variety of forms, at its most basic level – Use it to broadcast news, research, coverage and opinions – Similar concept to how might use a corporate blog – Use it to follow and keep up with key media contacts – Use it talk about company promotions and to drive traffic to company website – Use it to follow clients/ key prospects • Complements blogging - Twitter now has found a place alongside blogging, where it is used to share quick views and opinions. Blogging instead is used for more detailed descriptions and analysis Platforms and metrics

Twitter

• 45 – 54 year-olds are 36 per cent more likely than the average to visit the site, source: comScore • The average age of a Twitter user is 32 • The simplicity of Twitter has made it most popular with the golden oldies and 20 per cent of all tweeters in Britain are over the age of 55, compared with 12 per cent of Facebook users • 72.5% of all users joined during the first five months of 2009 • 5% of Twitter users account for 75% of all activity • There are more women on Twitter (53%) than men (47%) • In Feb 2009 the largest age group on Twitter was 35-49, comprising almost 42 percent of the site’s audience • 62% of people visit Twitter.com while at work

Nielsen Online, March 2009 Case study – Nokia

• @Nokia • 12,405 followers • 32 following • 98 Tweets • Limited active engagement with followers • Typically one way conversation about what Nokia is doing launching/ launching/ selling – e.g. Nokia Capital Markets Day on December 2nd. For more information visit http://cmd.nokia.com Getting Started With Twitter

• Setting up a Twitter account takes minutes • Extremely simple to do, visit Twitter.com, select the Sign Up Now button and follow onscreen instructions • Important to choose a good Twitter ID (@yourname) - some people refer to this as a Handle • Your first choice should be your company/ brand/ product name, or something as close as possible and easy to remember • Your ID then becomes part of your customized Twitter URL such as twitter.com/yoursite or twitter.com/yourtopic Twitter ID

• When selecting your Twitter ID something close to your brand or which is easily identifiable is ideal • Try not to use an ID which is too long, while also using underscores and numbers sparingly • There are only 140 precious characters available in each Twitter post. The longer your Twitter ID, the more space it takes up, thus limiting your interactions • Numbers and underscores are also more work on an iPhone/ smartphone (a popular Twitter interface) • There however always exceptions to the rule, where a well placed underscore would be advisable! – Speed Of Art: @speedofart – Therapist Finder: @therapistfinder – Pen Island: @penisland Twitter ID

• Having an intuitive and easily identifiable will make it easier for people to find you in Twitter, either directly or using Twitter directories or search tools • Having a prominent Twitter ID will also insure your account is more visible in search engines when people are searching for your organisation online SEO friendly Twitter

• In addition to your Twitter ID also optimise the Twitter Account Name to best reflect your brand • Your Account Name is what appears next to your profile, which can be different than your handle/URL • Choose a suitable Twitter ID and Account Name which reflects and promotes your organisation • Also consider using phrases which contain your company’s keywords in order to gain maximum search engine benefits • It is crucial to own / control as many first page search results for your own company / brand name and Twitter is no exception • Make the most of your Bio to include keyword rich information, relevant to your company SEO friendly Twitter

• Below, the Twitter ID is Mashable and the Account Name is Pete Cashmore • The Bio also contains relevant Mashable keywords – Twitter news – Twitter tips – Twitter help – Social media links Twitter IDs

• A good place to research the availability of your Twitter IDs is www.tweexchange.com/ • In addition to searching Twitter, Tweexchange also searches web domains if you would like to acquire the accompanying web address • Simply enter the IDs you would like to test and Tweexchange will let you know their availability – If the ID is taken you can elect to be notified when the ID is available – Suspended Twitter accounts are deleted from the Twitter system every 60 days, and for $5 (one time fee) they will notify you when the username becomes available Twitter IDs Video-sharing

• Large and varied – more than just YouTube. Sites such as Dailymotion, Videojug, Metacafe, Blinkx and many others also have large communities • Easy sharing – ‘embedded players’ are now offered by all video-sharing sites making it easy to pass content to journalists • Viral spread – it is also very easy for consumers to share video content – meaning videos can spread very quickly online • What is it? – Photo storage and photo sharing community • How does it work? – Users upload photos, tag them and/or submit them to groups • Importance of tagging – Allows search functionality – SEO visibility through Google and Google Image Social bookmarking

• Distribution - A powerful way for stories to disseminate online • Tags - Users ‘tag’ stories they find interesting • Easy access - The URL for the story is saved on the web, for easy future finding (online bookmarking) SEO PR

• Careful drafting – PR collateral is fused subtly with keyword phrases • Extend use – opportunity to extend use of press releases and other collateral already being produced • Focused content – otherwise, focused collateral can be created around keyword areas • Anchor links – appropriate URL links to the site are placed behind keywords • Link choice – work with online marketing department to select most appropriate URLs Implementation - keywords

• Keywords – keyword phrases are selected that are most important for driving relevant traffic to company website • Keyword generation – otherwise, there are numerous free, or paid -for, keyword generator tools • Focus – build focused list of up to five keywords to focus upon Implementation - syndication

• Syndication wires – PR collateral is posted on SEO PR wires • PRWeb • PRNewswire • Source Wire • Real Wire • Mechanical costs – Each post costs around £100 (varies across wires) • Targeted – collateral is syndicated across sites relevant to the content and keywords • Link creation – each syndicated piece of coverage contains keywords and URL links to company site Engagement Overview

• Engagement revolves around proactively communicating with people and getting them excited about your organisation • Simply telling people about the thing which you are doing is not engagement – it is dissemination • Engagement works as a direct result of understanding what your audience is interested in and then engaging them accordingly around those things • This can also be further supplemented by creating interesting collateral for them, i.e. videos, widgets, games, iPhone apps, absorbing their attention to convey your messages Identification

• At the heart of any social media engagement strategy is an initial planning and identification process • Who are your target audience? Is there anyone else that might be interested in your campaign? • What interest areas will your audience cluster around? Niche groups, etc. • Where does your audience reside within social media? • What sort of things are your target audience interested in? • What do they talk about, sometimes more importantly what do they NOT talk about? • What kind of collateral could you possibly create for them? E.g. games, videos, widgets Audience Mapping Audience Mapping

• The entry point to trying to find people within Twitter is probably Twitter Search • Twitter Search can be used to find information within Twitter in real time • A decent place to start if you know who you’re looking for – not so great if you don’t, as is often the case • Twitter searches the “real names” people enter in their bio fields, but because there isn’t much accompanying bio information and because Twitter doesn’t have any sort of requirement to use your actual name, that can make it a bit difficult to find people, especially those with common names • It also makes it hard to verify that the people you find are actually who you’re looking for • Also can be utilised to find out who is talking about a particular topic, in real time Audience Mapping Audience Mapping Audience Mapping Audience Mapping Audience Mapping Audience Mapping

• Twitter search can also be utilised to find who is Tweeting about a particular topic in real time • However still leaves quite a lot of work to do in order to translate the results of this search to help you map your audience • The fact that someone is tweeting about something now, in real time, doesn’t mean they’re necessarily interested in that subject • Many people will comment on something newsworthy – John Terry’s indiscretions and then never speak about football again • Can be used as a starting point, but due to the amount of work necessary to help properly map your audience there are slightly more effective methods than Twitter search Audience Mapping

• Tweepz is service which lets you limit searches to specific parts of Twitter’s user information (like name, bio, and location) • It allows you to filter results by follower/following numbers, location, and other extracted terms • Provides results in a convenient format, so you can usually identify suitable people to follow relatively easily • Differs from Twitter search in that it doesn’t search content of Tweets • Functionality is good, although limited to the content which people supply when creating their accounts • Unfortunately there is only so much useful information that can be shared in a 160 character Bio Audience Mapping Audience Mapping

• Other Twitter Search engines – TweepSearch – TweepSearch lets you search by Twitter name or location, or search a specific username to get a list of all friends and followers – TwitDir – Has some helpful “top” lists if you’re concerned with who the most popular or prolific people on Twitter are, although not always that up to date Audience Mapping Audience Mapping

• When it comes trying to map audiences online a Twitter Directory is often the most convenient • Twellow is one of the most popular, pitching itself as the Twitter Yellow Pages – See what they did there with the Tw and Yellow??! Rock on. • Twitter users are organised and put into a huge number of categories • 15.8 million users, when going to press – cripes! • Categories range enormously from Abode to gardening to Shamanism Audience Mapping Audience Mapping

• We Follow is another fast growing Twitter directory – Created by Digg founder, Kevin Rose • It differs from Twellow in that Twitter users categorise themselves, at time of going to press has 733,986 profiles categorised • The premise is simple: anyone can tweet to @wefollow that represent what categories they would like to be listed under. WeFollow sees these @replies and then organizes users based on those hashtags – Common hashtags include #blogger, #entrepreneur, and #socialmedia • Useful although user generated element is not always reliable Audience Mapping

• Just Tweet It – Just Tweet It is another user created Twitter directory, user interface is probably not as easy as the aforementioned by worth exploring • Twubble – recommends people to follow by spidering the people you’re already following and recommending users that they’re following. Of course, that means that Twubble can’t be your first stop when finding people to follow — you already need to be following some people for the service to work Planning

• Once you have carried out your homework, its time to go to work: – Who your target audience is – Where they reside – What they are interested in • The parameters for your social media activity should be set based upon your objectives, set out at the beginning, combined with the above intelligence • When developing your plans it is ideal to create as many different suitable focal points as possible, both in terms of collateral and in terms of discussion points • This will maximize chatter and develop anticipation around your activity • Although this approach requires slightly more effort it ensures you will have a greater degree of success Creative development

• At the core of an engaging social media strategy is creativity! – Must be new – Must be sufficiently interesting for someone to want to take their own personal time to talk about it – Relevance is highly important • Simplicity is vital – Online influencers are extremely time poor – Key messaging must come through instantly • Attention-grabbing works – Humour – Innovation – Risqué (great example is Diesel 30 year anniversary campaign) Case-study - LG

Give It A Ponder

• A multi-faceted campaign for tweens and teens that raises awareness about mobile phone misuse, born out of extensive, proprietary research LG conducted among this audience • Give It A Ponder is one of the first programs the company has created as part of a comprehensive, long-term initiative that addresses risky mobile behaviour • The LG "Give It A Ponder" multi-media campaign portrays real scenarios discovered in LG's research and uses levity to encourage teens to 'ponder' before texting and consider the real consequences of their actions • The idea of "pondering before you text" comes to life via and teen-targeted webisodes, cinema spots, digital out-of-home billboards, and social media applications Case-study - LG Case study – TFL Case study – DSA Video

• Engagement - video offers tremendous opportunity to engage audience groups online • Media thirst – traditional media sites are constantly trying to compete with the BBC’s extensive libraries of content • PR opportunity – creates opportunity for high-profile story placement • Creative extension – opportunity to add further depth to a story Platforms and metrics Video

• 2009’s online video viewership is estimated to be 72% of Internet users • The average consumer recall rate of an online video ad is 50% • The average recall rate of a television advertisement is only 18% • YouTube is #4 Largest Site on the Internet • #1 Largest video site on the web • 300M Worldwide Visitors a Month • 5 Billion Video Streams Every month – 40% of all videos online • 15 Hours of video uploaded every minute

Source: eMarketers and various Video production

• Affordable quality – the explosion of video consumption online has brought with it a reduction in the expectancy of video quality and resolution • Script writer – finding a good script writer is a very valuable exercise. Substantially reduces expensive to and fro • Production – hiring a video producers is extremely important – more often that not they will manage the whole project, including editing • Budget – costs can be in the hundreds, depending on the scope of work • Length – it is best if videos do not shoot past 1 minute in length online – further reducing production costs Widgets Overview

• Interactive web tools that can be ‘embedded’ on websites and downloaded to desktops • Engagement – great means by which to actively engage consumers • Rich information – powerful way to display rich and varied information • Content – work for all means of different content, from video to games • Stand-out – as this is still a a largely unexplored area by the PR industry generally, substantial opportunity exists to catch online influencers’ attention DirectGov Lufthansa Lufthansa

• Lufthansa recently launched a service named MySkyStatus that automatically posts the current position of your flight to Twitter or Facebook so your friends can follow your travels • Typical status updates read “flying over San Francisco Intl, California 94030, USA on United Airlines” or “flying over Grantsville, UT 84029, USA on United Airlines” • It seems the system posts the flight’s position around once per hour, pulling info from a database of flight information • Clicking the link in the update, of course, directs you to the Lufthansa MySkyStatus page with a Google Map of the flight’s position, meaning that Lufthansa is getting free social media promotion from people travelling on all airlines. Pretty smart • On a long haul flight, of course, the system may post 20 updates or more Lufthansa Twitter campaign tools CoTweet – Twitter management

• Platform that helps companies reach and engage customers using Twitter • Monitoring: listen for conversations about your products, brands, company and competitors • Share response duty – assign tasks to people across different departments, for example, marketing, PR, customer services or sales CoTweet – Tweet Scheduling

• Reliably break news at specific times • Or just prepare Tweets ahead of time to deliver a steady flow of updates throughout the day • Makes managing Twitter far easier around other workload • Easier integration with marketing & sales plans and timed announcements Useful Twitter Tools – Go Play!

• – Twitter management – HootSuite lets you manage all your Twitter profiles in one place. It’s a godsend if you’re trying to keep on top of multiple tweets. Another useful option is the pre-schedule tweet button, letting you stager your messages throughout the day – HootSuite tracks user engagement by summarising your link statistics and individual tweet stats, letting you see at a glance which tweets have generated the most interest within the Twitter community. It also tells you who your top referrers are and where they are in the world • Trendsmap – real-time local – We all know about Twitter Trending Topics, the global system which highlights Twitter trends, but what about Twitter users in your area - what do they care about? – Trendsmap allows you to drill down and find out exactly that, by mapping trends at a local level. Understanding what local Twitter users are talking about means you can tailor your messages to ensure they are both timely and relevant. Useful Twitter Tools – Go Play!

• Digsby – the ‘Twittteractive’ desktop application – Digsby is a wonderful tool for incorporating Twitter into your everyday life. Once you have downloaded the programme, you’re able to update, reply, Retweet or direct message straight from your desktop – Your Twitter stream is updated in unassuming pop-up windows and archived in a button on your toolbar. So you can keep track of what’s going on without ever having to visit the site • – The dashboard daddy – Brizzly is a brand new web dashboard for Twitter that makes organising Twitter lists, trends and DMs a breeze – It includes real-time update alerts for @replies and DMs, and includes a ‘mute’ option that allows you to prioritise who you want to see in your Twitter stream and who you don’t. Clever

The Numbers

• More than 400 million active users • 50% of our active users log on to Facebook in any given day • More than 35 million users update their status each day • More than 60 million status updates posted each day • More than 3 billion photos uploaded to the site each month • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week • More than 3.5 million events created each month • More than 3 million active Pages on Facebook • More than 1.5 million local businesses have active Pages on Facebook • More than 20 million people become fans of Pages each day • Pages have created more than 5.3 billion fans The Numbers

• Average user has 130 friends on the site • Average user sends 8 friend requests per month • Average user spends more than 55 minutes per day on Facebook • Average user clicks the Like button on 9 pieces of content each month • Average user writes 25 comments on Facebook content each month • Average user becomes a fan of 4 Pages each month • Average user is invited to 3 events per month • Average user is a member of 13 groups • There are more than 100 million active users currently accessing Facebook through their mobile devices. • People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users. Something to ponder...

• There are approx. 1.6 billion internet users worldwide* • Facebook has 400 million users worldwide • If Facebook continues to grow at its current rate it could, in theory, become an internet within an internet • With the average user spending 55 minutes each day in Facebook can brands afford to have a limited, static presence within it? • It could in theory become a battle on two fronts, with online marketing plans for outside of Facebook and a different one for inside it! • Obviously all integrated in a seamless way naturally ☺ • Just something to think about...

*Source: Internet World Statistics Getting Started With Facebook

• Setting up a Facebook account takes minutes • However, when you are deciding which format your presence should take, should you create: a. Facebook group? b. Facebook fan page? • Its fair to say that there is a time and a place for both • Facebook Pages are probably the ideal set-up for a brand, however but they can take time and technical skill to set up – especially if you’re to make the most of all the possible features • Facebook Groups while lacking much of the page functionality are not to be dismissed out of hand, as they are still useful if you need to promote something quickly, or are looking to foster a stronger sense of community • Your overall objectives and resources should ultimately determine whether you go for one or the other, or both even! Fan Pages

• When Facebook first began to attract public attention many brands and advertisers wanted to create a presence in Facebook • In order to do so brands and advertisers had to pretend to be a ‘person’ in order to be able to create a profile • Facebook took exception to this and banned companies form doing so, which led many to create Groups • Fortunately Facebook saw the light and then created a handy middle ground in the form of Fan Pages Fan Pages

• To create a fan page, one simply has to go to facebook.com/pages/create.php and create a new page • Facebook Pages can be thought of in much the same way as normal profiles on the site • Brand or celebrity Pages have the ability to have friends, they can add pictures, and they have walls that fans can post on • Pages communicate by “updates” which show on the update tab or a person’s wall if they’re a fan and have allowed the page to show updates • Pages can have applications as well (More on this later ☺) • Pages have two walls, one of what the Page owner writes, and one just for fans to write their own messages • Like a normal Facebook profile, Pages have tabs that uncover more information Fan Pages Fan Pages Facebook Groups

• Groups are a bit different than Pages • To create a group you go to facebook.com/groups/create.php and then fill in information about the type of group • You can set join permissions on groups so that they are either open to anyone, closed (where users must get administrator approval to join) or secret (invite only) • Groups have administrators that manage the group, approve applicants or invite others to join • Administrators can also appoint “officers” who are nominally in charge – however, being an officer doesn’t mean the person has the ability to administer the group • Because of these privacy settings, Facebook’s groups are analogous to clubs in the offline world. Administrators can invite members to join via Facebook mail and email, and public groups can be found via Facebook search Facebook Groups Facebook Groups Page Vs Group Faceoff Pages Vs Groups

• Due to their security features, and size limitations (only groups under 5,000 members can send email blasts), Facebook Groups are set up for more personal interaction • Groups are also directly connected to the people who administer them, meaning that activities that go on there could reflect on you personally • Pages, on the other hand, don’t list the names of administrators, and are thought of as a person, almost like a corporate entity is considered a ‘person’ under the law Pages Vs Groups

• Facebook considers groups to be an extension of your personal actions. When you post something as a group administrator, it appears to be coming from you and is attached to your personal profile • Alternately, Pages can create content that comes from the Page itself, so that content doesn’t have to be linked to you personally • One key difference is that Pages are indexed by external search engines such as Google, just like a public profile while Groups are currently less visible Pages Vs Groups

Contact

• As long as a group is under 5,000 members, group admins can send messages to the group members that will appear in their inboxes • Page admins can send updates to fans through the Page, and these updates will appear in the “Updates” section of fans’ inboxes • There is no limit on how many fans you may send an update to, or how many total fans a Page can have

Interactivity

• Pages can host applications, so a Page can essentially be more personalized and show more content. Groups can’t do this Pages Vs Groups

Events

• Both Groups and Pages allow you to create related Events, which show up under the users’ Request (and later in the upcoming events page on the sidebar of their dashboard if they’ve RSVPed) • Neither have any added functionality beyond the generally available Facebook Events application

Advertise

• Ads can be purchased to promote either groups or Pages, but Pages can benefit from social ads that publicize the fan connection between a Page and a specific user Pages Vs Groups

Control

• Groups offer far more control over who gets to participate • Permissions settings make it possible for group admins to restrict access to a group, so that new members have to be approved • Access to a Page, however, can only be restricted by certain ages and locations. Again, this makes groups more like a private club

Moderation

• Neither Groups nor Pages have great moderation features. They can both be a little granular as to how things get posted, who can post, and what kind of media can be posted • If someone posts spam on your Group or your Page, you have to remove it manually, and you can also remove specific members. Summary

• Groups are great for organizing specific interest or interaction around a cause. They are useful for fostering more of a sense of community – i.e. Secret London • Unlike pages, groups allow to send out “bulk invite” (you can easily invite all your friends to join the group while with pages you will be forced to drop some invites manually) • Pages are better in the long run for brands, businesses, bands, movies, or celebrities who want to interact with their fans or customers without having them connected to a personal account, and have a need to exceed Facebook’s 5,000 friend cap • Unlike groups, fan pages are visible to unregistered people and are thus indexed (important for reputation management, for example) – this is a big plus point Summary Targeted ads

• Facebook advertising is significantly different from search engine marketing • While SEM is fundamentally keyword- targeted, meaning advertisers bid on keywords, Facebook Ads is fundamentally profile-targeted, meaning advertisers bid on people • As a result, the ad copy, call to action, and graphics need to be rethought and re-designed for the “people-targeted” Facebook world • Just does not work rolling out activity from your Google Adwords campaign Case study – Jet Blue

• With nearly 1.5 million followers on Twitter, JetBlue [ @JetBlue ] has mastered the formula for success on the micro-medium • With barely 60,000 fans on Facebook, however, the brand’s social media savvy doesn’t appear to translate on the world’s largest social network • Rather than wait for their Facebook fan count to climb organically, JetBlue has launched a carefully crafted campaign to engineer Facebook fan inflation • The fan-focused campaign, dubbed the All-You-Can-Jet Fan Sweepstakes , revolves around an ongoing promotion where being a fan of the brand on Facebook could net you either free round-trip tickets, comped airfare and a vacation for you and three friends for five days and four nights, or even unlimited free travel on JetBlue for a year Case study – Jet Blue • DIY - an open social network platform that allows you to easily create your own social network • Flexibility - this can be designed to focus upon any topic imaginable • Numbers - currently over 1 million individual networks have been created on Ning – by companies and individuals alike • Functionality - Ning easily incorporates all of the features commonly available today on social networks – including multimedia content, and easy sharing of opinion and views Opportunity

• Control - Ning offers complete control over who can join a social network and what they can do when they are part of it • Moderation - constraints can thus be placed on the age of participants • Targeted - opportunity to create niche networks that are designed to complement other marketing initiatives Camden Council Participation Participation Overview

• Participation is very much focused upon getting social media influencers/ consumers/ stakeholders actively involved within your activity • This can take a variety of formats: • Involving stakeholders in something brand related, handing them a certain degree of responsibility • Creating specific social media focused events • Inviting them along to attend ads being shot • Inviting them to premiers or launches • Getting people involved in competitions, to create UGC Case study - V-Jam

• ‘V-Jam’ social media day created, with 60 frequent flyers, airline staff and bloggers participating • Focus set of come up with concepts on how social media can improve the flying experience • Virgin Atlantic’s Vtravelled.com, was developed as an output – an online travel community where people can organise and share travel plans with friends and family Evaluation Introduction

• Measurement and evaluation has always been the Achilles heel of PR • The industry has a somewhat unfair reputation for ‘fluffiness’, although in fairness PR Value and OTS have little REAL value to a marketing director or business leader • The metrics a marketing director will be accountable to their superiors for can vary, however the better they justify their spend versus income, or some broader company objective, the better • Given the ease of capturing data and usage online, social media engagement and online PR allows PRs an ability to demonstrate ROI like never before Introduction

• So where to start? – No. of Friends? – No. of Retweet? – No. of Followers? – No. of Comments? – No. of pieces of coverage? – Total No. of unique users reached? – Total number of page impressions? – No. of Views? – Website traffic referred – Sales revenue? – Online sentiment? – No of reviews? – No. of brand advocates? – No. votes cast? – Improvement inSEO performance? – No. of inbound links generated? – No. of event attendees? Introduction

• There is no one-size fits all metric for social media marketing activity and there is not likely to be so (in my humble opinion ☺) • How you evaluate your activity should really depend upon what you client needs and what their objective is from the very beginning • There is no point in social media activity, PR or any marketing activity, just for the sake of it – so what is it your client needs? • Being clear on this in in advance will not only help determine your overall strategy but will also help demonstrate ROI which actually has value Social Media Objectives

Increasing the number of links Raising awareness from quality websites

Search engine ranking boost Website traffic Measurement and Evaluation

• No. of pieces of coverage • No. of Tweets regarding activity • No. of Retweet • Total audience reached – No. of people exposed to Tweets – No. of Friends/Fans – No. of video/image views • Level of engagement – No. of comments – No. of Likes, etc. • Fan Page Quality score and stats • Coverage online media value • Visibility within search returns • Improved site traffic Hootsuite Hootsuite

• Hootsuite is a professional Twitter client, use it to manage multiple Twitter accounts and all of your Twitter activity in one easy place • Use Hootsuite’s link shortening service to reduce links down, to then be included into Tweets • Hootsuite can then track how the links have been used and shared, etc. • Simply click the green Stats button located in the bottom left hand corner • Use it to track client and campaign ‘mentions’ within Twitter • Provides a good starting point for evaluating activity although unfortunately not all the answers! Hootsuite Hootsuite Hootsuite

• Use Hootsuite to keep on top of client and campaign mentions as and when they happen • Create an accompanying coverage tracker to record relevant mentions • Keep a record of all mentions, Retweet and citations – with tabs on the Twitterers no. of Followers and sentiment • Measurement and evaluation is much easier if carried out throughout the campaign, rather than at the end in one go Tweetreach Tweetreach

• Put in a term, a url or and it calculates the following two measures: – Reach – the number of different people who follow people who have talked about the search in some way. – Exposure – how many times someone could have seen a particular reference to the topic e.g. if 4 people have tweeted it who all have a follower in common then that follower will have been exposed to it 4 times but will only count as 1 in the reach figures. • Only covers 7 days previous and for a maximum of 50 Tweets, as part of free service – scope to search further using paid for service • Brainstorm various keywords and phrases relevant to activity or clients • Best to perform search once a week during the campaign, as Tweetreach only searches a limited time period Tweetreach Trendistic Facebook – Fan Pages

• Allows brands to collect and analyse page interactions and overall quality of a page’s content • Covers the number of general interactions on a page: discussion posts, video plays, photos viewed, links, notes, interactive forum input • Offers detail on the gender and age breakdown of viewers participating Facebook – Fan Pages

• However, does not just measure ‘quantity’ but also ‘quality’ • Data is designed to provide a guide as to how engaging the content of a business’ page is, in addition to measuring website traffic • This includes not only the basic interactions, but complex interactions such as media consumption, posting related links, interactions per post, post quality and more YouTube

• YouTube’s free Insight tools can be utilised to understand how many people are watching your videos, and to also help give you an idea of who your audience is YouTube Tube Mogul

• Tube Mogul is video sharing tool which can be used to easily upload videos to multiple sites simultaneously • It can also be used to conveniently track viewer statistics across all sites concurrently – this is however a paid for service Tube Mogul Search engine impact

• Ranking of actively generated posts in search returns • Assess ranking of negative articles in search returns • Pre and post activity keyword search returns analysed • Work with SEO agency/online marketing department • Online PR/social media campaigning will not be the only influence on search returns • Note the Google PageRank of coverage generated Traffic

Utilise web analytics to track the following:

1. Site visits encouraged as a direct result of online PR activity 2. Uplift in traffic levels 3. Conversion of traffic to sales (or other important marketing metrics, for example sign-up) Traffic • Further information on any in-house training or to hear about our Advisory Support consultancy service please ask your trainer or email [email protected]