Marketing week 2013 online pr and social media fundamentals michelle goodall

Jun 2013
Michelle Goodall
Online PR/Social Media Consultant
+44 (0) 7977 418 630
e: goodallster@gmail.com
twitter: http://www.twitter.com/greenwellys
linkedin: http://uk.linkedin.com/in/michellegoodall
google+: http://www.gplus.to/michellegoodall
Online PR &
Social Media
Fundamentals
Michelle Goodall
@greenwellys

I’m Michelle Goodall
aka @greenwellys
| May 2013| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant

What are we going to cover?
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant ,| 3
• The basics in 25 minutes to frame your Online PR/Social
Media thinking and get you started
• Q&A

| Jun 2013 | | © Michelle Goodall - Online PR/Social Media
consultant ,
| 4
PR today

Let’s get the PR-econceptions out of the
way…
| Jun 2012 | Copyright: Michelle Goodall, Online PR/social media consultant| 5
Source: Flickr and BBC

PR has always been a strategic discipline…
Source:Flickr
….not just media relations!
Analysis
Trends
Counsel
Action
Mutual Understanding

Like other disciplines, practitioners and
quality varies…

Social media - a strategic discipline
1.  A strategic tool for uncovering business insights.
2.  Managing the influencers who are driving the
conversation around your brand.
3.  Marketing that provides value and turns
customers into evangelists.
4.  A critical component of customer care.
5.  Transforming your organization to meet the
transparency and humanity customers now expect
of brands.

Sounds an awful lot like PR…?
It’s a strategic tool for uncovering business insights.
Focus Groups
Stakeholder meetings
Internal Comms
etc.
Source: Guardian
Mystarbucksidea.
com –
>126k ideas
Starbucks
Earned & Owned
Ecosystem >40m people

It’s managing the influencers who are driving the conversation
around your brand.
Community outreach
Press conferences
Media trips
Media relations/
Blogger engagement
etc.

It’s marketing that provides value and turns customers into
evangelists.
Media relations
Stunts
Events
Customer Case Studies

Sounds an awful lot like PR…
It’s a critical component of customer care.
It’s transforming your organization to meet the transparency and
humanity customers now expect of brands.
CSR
Thought Leadership
Community Engagement
Public Affairs
etc.
“To any CEO who is sceptical today about social
enterprise, you have to be totally connected with
everyone who touches your brand…”
Burberry CEO Andrea Ahrendts

Disciplines/departments are converging
Advertising
Direct
Marketing
Sales
Promotion
Experiential/
Events
Public
Relations
Customer
Service
Public
Affairs

Social media is complex and rapidly
evolving…
Source: LUMA

Constant evaluation - where does this sit
within the organisation and marketing mix?

Required skillsets
Source:Flickr
…not just blindly creating content, having a Twitter/Facebook/Vine/Instagram/
Pinterest presence…
Analysis
Predicting Consequences
Counsel
Action
Mutual Understanding
An art and science…

consultant ,
| 17
Where do I start?

Online PR and Social Media – Start with
a simple plan
1.  Strategy First – tools, technologies, tactics come last
AIMS – OBJECTIVES – SOCIAL/OPR OBJECTIVES
2.  Align to your business objectives

a simple plan
3.  Create objective related ‘SMART’ KPIs
X converted new business leads via social media in 1
year
X new product ideas in X months
Connect to and engage with X% of key journalists/
bloggers in our sector in 6 months
Increase reach of thought leadership content by X%

Business Objectives and KPIs
•  Unique to you
•  Dependent on BOs and
what matters to your
business
•  3 O’s – Output, Outtakes,
Outcomes
•  AMEC Jun 2013 Influence,
Opinion & Advocacy and
Impact & Value
measurement standards
http://www.smmstandards.com/wp-
content/uploads/2013/06/Complete-
standards-document4.pdf

a simple plan
4.  Competitor Analysis
Source: Sociagility

Competitor analysis
•  On-site
•  On network
•  SEOMoz/
Followerwonk
•  Birdsong

a simple plan
5.  Define Audiences/Stakeholders (customers, media
etc.)
6.  Do a “Social/Perception/Network/Stakeholder/
Audience Audit”
…whatever you call it - ID relevant channels, content
ideas/trends, authoritative voices, gaps, memes etc.
*and immerse yourself personally…

Define and benchmark/audit
stakeholders
•  Internal
stakeholders
•  Google and
social network
‘Ninja Search’
•  SEO Moz
•  Followerwonk
•  Lissted for
journalists,
analysts and
media outlets

ID content themes/‘social objects’
•  From your
‘Ninja
Searches’ and
research
plus…
•  Twitter Lists
•  Trendsmap
•  Google
Trends
etc.

a simple plan
7.  Do it* – learn – iterate
Source: Dell

Do – learn - iterate
•  Social media
management
tools, e.g.
Tweetdeck,
Hootsuite,
Sprout
•  Real-time
analysis

•  Brandwatch -
Coverage and
Sentiment
analysis
•  Google
Analytics
•  Social
Crawlytics

•  Social
platform
analytics

Get the basics right – brand spokespeople
and issues management
| Jun 2013 | | © Michelle Goodall - Online PR/Social Media consultant| 30
• Can’t commoditise PR or
social media - requires proper
resource
• Define issues & crisis - plan for
‘the bad’ and ‘the worst…’
• Always remember your
audience
• Choose/brief brand
spokespeople wisely…

Get the basics right – media-
ready/’content chunks’ and well-
signposted social channels

Get the basics right – Use a ‘Purpose
Pyramid’
Source: http://www.slideshare.net/jeremywaite/purpose-pyramid
Entertain
Inform
Challenge
Educate
Inspire
Solve Problems

…for your ‘evergreen’ and newsworthy
content/content chunks
Entertain
Inform
Challenge
Educate
Inspire
Solve Problems
“20 wireframing tools for mobiles”
“Lego Father’s Day animation”
“11 business philosophies
to live and die by”
“A manifesto for CMOs”
“Twitter raises limits on lists”
“Jaeger’s e-commerce site
deconstructed”

Get the basics right – journalists,
bloggers and analysts
• Understand their objectives
and pressures
• Relevance not Quantity –
know their ‘brand’ inside out
• Interact – build long term
relationships
• Concise timely emails -
relevant visuals help
• Pitch genuine news via
Twitter
• Use tools like Lissted/
Twitter Lists
Further reading: http://socialmediatoday.com/carriemorgan/
1541581/impact-social-media-newsrooms-journalists?utm_source=dlvr.it&utm_medium=twitter
Reuters Digital News Report 2013

Have a content plan
• Business
objectives
• Measurable
KPIs
• Tight quality
controls
“Content is fire, and social media is gasoline.” Jay Baer

A content curation plan
• Relevance
• Freshness and
serendipity
• Can you add
value? ‘Linking
& Thinking’

And be ready for responsive opportunities…

70:20:10 (Thanks Ashley!)
http://econsultancy.com/uk/blog/62965-agile-marketing-the-70-20-10-rule

Optimise everything
• SEO
• Timing
• Hashtags
• Make people want to
share and help them to
do it…
• Simple calls to action

Evaluate social technology on an ongoing
basis…
1.  Can the help me achieve my
Business Objectives?
2.  Are they being used by my
competitors (how, with what
success?)
3.  Is there a niche I can work
with?
4.  Do I have the time/budget to
do it well and evaluate
success over a long enough
time period?
5.  Have an exit strategy…

Always apply Governance

If all else fails…. Bacon, Cats and Nails!
Source: http://www.foodiggity.com/bacon-kevin-bacon/
http://captawesomesauce.tumblr.com/
http://Bedizzlenails.blogspot.com

Summary
consultant ,
| 43
• Disciplines converging but PRs have always been
strategic, skills perfect for social media/content/
community and agile marketing
• Strategy first – tool/platforms second
• Create KPIs aligned to your business objectives (use
established ways of measuring/evaluating
comparative success)
• Do your research - stakeholder/competitor
benchmarking audits

Summary
consultant ,
| 44
• Have a content plan but be agile enough to grab
opportunities
• Do and optimise everything
• Ensure that you have governance in place
• Learn and iterate
• Bacon, Cats and Nails if all else fails…

Michelle Goodall
Online communications & social media
consultant/trainer
+44 (0) 7977 418 630
e: goodallster@gmail.com
twitter: http://www.twitter.com/greenwellys
linkedin:
http://uk.linkedin.com/in/michellegoodall
google+: http://www.gplus.to/michellegoodall
Thanks and do connect…..

Marketing week 2013 online pr and social media fundamentals michelle goodall

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