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Social Media and Modern PR at SMWF

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Social Media World Forum
Social Media World Forum

Freelance speaker, journalist, broadcaster and book author/editor specialising in social media, Guy Clapperton covers Social Media and Modern PR at Social Media World Forum Europe in London, March 2011. http://www.socialmedia-forum.com/europe/

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Rules of engagement
 Virgin Media said 32% of UK companies on social media this month  Mashable says 78% of business users have Twitter, 75% Facebook but 30% LinkedIn  Facebook is the biggest driver to websites
 This ‘third of small business was being reported last year by Daryl Wilcox Publishing.  January 2010, Reuters and others were reporting that SMEs were the next big thing in social media after University of Maryland reported a 100% increase from 12% to 24% in SMEs.  …so what’s gone wrong?
• Marketing basics – it counts on your website/Facebook page/Tweets/whatever too! • Why are you telling everyone this stuff – contrary to what Robert Scoble says, the fact that I know you doesn’t mean I want to know what you had for breakfast! • Reproducing clippings – is that always allowed?
• A blog is for life, not just for Christmas • What will it say? How often? • Moderation: * Spamming * Negativity * Advertising other services
• Ofcom: 50 per cent of social media users over 35 • Young people actually seem to be abandoning it
• Do you? • Should you? • Outcomes? • Horror stories: The airline…
• The satnav people • The commenters • The phonies
• Decision makers? • Communications people? • Juniors?
• Corporate comms • Spell checker! • Part of your messaging strategy
• Clauses about bringing employers into disrepute apply online! • What does your company/client’s social media policy say? • Colleagues must understand staff policy can apply to personal as well as corporate blog/Twitter/Facebook
• Announcements (often overdone) • Status reports • Customer management
• Seek new ‘followers’ for the sake of it • Treat the social media interchangeably – Facebookers will expect fewer updates than Twitter users • Overt promotion – see the Moonfruit example
www.clapperton.co.uk

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Social Media and Modern PR at SMWF

  • 2. Virgin Media said 32% of UK companies on social media this month  Mashable says 78% of business users have Twitter, 75% Facebook but 30% LinkedIn  Facebook is the biggest driver to websites
  • 3. This ‘third of small business was being reported last year by Daryl Wilcox Publishing.  January 2010, Reuters and others were reporting that SMEs were the next big thing in social media after University of Maryland reported a 100% increase from 12% to 24% in SMEs.  …so what’s gone wrong?
  • 4.
  • 5. • Marketing basics – it counts on your website/Facebook page/Tweets/whatever too! • Why are you telling everyone this stuff – contrary to what Robert Scoble says, the fact that I know you doesn’t mean I want to know what you had for breakfast! • Reproducing clippings – is that always allowed?
  • 6. • A blog is for life, not just for Christmas • What will it say? How often? • Moderation: * Spamming * Negativity * Advertising other services
  • 7. • Ofcom: 50 per cent of social media users over 35 • Young people actually seem to be abandoning it
  • 8. • Do you? • Should you? • Outcomes? • Horror stories: The airline…
  • 9. • The satnav people • The commenters • The phonies
  • 10. • Decision makers? • Communications people? • Juniors?
  • 11. • Corporate comms • Spell checker! • Part of your messaging strategy
  • 12. • Clauses about bringing employers into disrepute apply online! • What does your company/client’s social media policy say? • Colleagues must understand staff policy can apply to personal as well as corporate blog/Twitter/Facebook
  • 13. • Announcements (often overdone) • Status reports • Customer management
  • 14. • Seek new ‘followers’ for the sake of it • Treat the social media interchangeably – Facebookers will expect fewer updates than Twitter users • Overt promotion – see the Moonfruit example