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Automate your social life* Jon Silk – March 10 , 2011 * Without becoming a robot

Automate your social life* Jon Silk – March 10 , 2011 * Without becoming a robot. Agenda. Today we’re going to talk about: The challenges you’re facing in managing your brand’s social life Who should take responsibility? Why processes can be bad and good

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Automate your social life* Jon Silk – March 10 , 2011 * Without becoming a robot

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  1. Automate your social life* Jon Silk – March 10, 2011 * Without becoming a robot

  2. Agenda. • Today we’re going to talk about: • The challenges you’re facing in managing your brand’s social life • Who should take responsibility? • Why processes can be bad and good • Picking the tools that work for you • Next steps / homework

  3. Advertising

  4. PUBLIC RELATIONS The media.

  5. The media. My mum. My boss. Friends. Bloggers. Brands. Clients. Colleagues. Government. Musicians.

  6. The media. Analysts. Suppliers. Resellers. Bloggers. Partners. Customers. Agencies. Government. Competitors.

  7. Things have changed. • This is not marketing. • It’s conversation.

  8. Let’s not get one-sided. • OUTBOUND. • (The bit where you speak.)

  9. Let’s not get one-sided.

  10. Let’s not get one-sided.

  11. It’s like plumbing!

  12. It’s like plumbing! Upload content to the using to host the video and for the photos… Which then automagically updates your blog which is plugged into both your and accounts.

  13. A list of the tools you need

  14. Budget required • £0.00

  15. Content creation • Where is your content coming from? • Marketing • PR and news • Casual bookmarking • Responses • The community

  16. Content creation • Who is responsible? • The marketing team? • The PR team? • The customer service team? • The web team? • Everyone?

  17. Let’s not get one-sided. • INBOUND. • (The bit where you listen.)

  18. Time to listen. • What are you listening to? • Mentions • Coverage • Traffic (fans / followers / views) • Tonality • Crises

  19. This is a bit more fun • RSS feeds • Google alerts • Competitors • Clipping services • Twitter • Blogs • Online news

  20. Creating a listening strategy. • So what do you do? Listen Have a process Create a policy Train teams Share!

  21. Listening can make a difference. • Response should be via: • The press office team or PR agency • A customer service representative • Your investor relations team or financial agency • You channel programme manager • Human resources • The relevant product or sales team

  22. How to piece all this together • Listening and response process My phone doesn’twork. Somethinggone wrong with Lemon’s network? How do I hook into Lemon’s backend API for micropayments? Looking for someinfo on the newLemon handset. Who is their PR? Anyone got the link to the podcast of Lemon’s Q3financial results? CENTRAL MONITORING DASHBOARD / POLICY CS PR TS IR

  23. 1998project.com 100+ letters received from the general public 30k views and counting 500k potential reach per month

  24. Ensuring a reactive campaign Threat of fire! PR + Customer service Escalation to customer service Direct contact

  25. A blog response process

  26. A Twitter response process

  27. One more thing… The ultimate tool

  28. Conclusions and the importance of data. • Final thoughts… • You’re going to create a shedload of data that will need to be managed and made meaningful • Make sure there is clear ownership of the conversation (both sides) • Creativity and process can go hand in hand • Responsiveness is paramount • There is no one tool that fits all situations

  29. THANK YOU jsilk@waggeneredstrom.com (or just search for ‘PR geek’)

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