di 101 training uk
DESCRIPTION
Curious about social media? Want to understand how online conversations may be effecting your brand, product or reputation? Ogilvy PR London's Digital Influence strategy allows brands to listen to the conversation, strategically build a method of engagement, and action that as well. For more information contact: James Poulter: +44 207 309 1025TRANSCRIPT
Social Media + Digital Marketing = Word of Mouth
Digital Influence 101
01 Why Does Social Media Matter?
Some BIG Figures.
• 684,000,000 - the number of
visitors to Wikipedia in the last year
• 412.3 years - length in time it
would take to view all content on
YouTube (March 2008)
Some BIG Figures.
• 77% - percentage of active Internet
users who read blogs
• Number of tweets to date
http://popacular.com/gigatweet/
A Sellable Product For All Clients
• By being able to offer a basic low
investment package of social media
mapping and blogger engagement,
we can build clients’ understanding
of digital’s importance for their
brands.
Our approachENGAGING
• Co-creation Program me Design & Management
• Live Community Events
• Video Content: Viral, Episodic, Broadband Channels
• Community Design & Management
• Blogger & Influencer Engagement Programs
• Social Network Activation
PLANNING
• Influencer Engagement Plans
• Network Maps
• Visibility Plan
LISTENING
• Conversation Snapshots
• Live Listening Posts
• Crisis Monitoring
Our promise: amplification
Awareness
Consideration
Engagement
Loyalty
Conversion
Make people aware of brand, product or issue
Educate people and begin to demonstrate the relevance
Get people involved through spending time and interactions.
Motivate people to openly support you, contribute something, share WOM
Convert people to Promoters & loyal customers
Viral videos, games, display advertising, blog outreach, SEO plus
Brand Web sites, syndicated content, new media desk & room, social media outreach
Brand Web sites, contests, blogs, games, social network participation.
Blog summits, Blogs, vlogs, social network groups, blogger relations. Share-able programs
Fan activation centers, co-creation programs, communities
Communication Goal Potential Tactics
WHY?
FreeMantle Media – Radian6 Snapshot
FreeMantle Media – Radian6 Snapshot
FreeMantle Media – Radian 6 SnapShot
FreeMantle Media – Radian 6 SnapShot
Lexis Nexis – Radian 6 Snapshot
Lexis Nexis – Radian 6 SnapShot
Lexis Nexis – Radian 6 Snapshot
“I believe both are great resources for Legal researching. I haven’t dealt with West Law as of yet, but Lexis Nexis is awesome! The site is updated constantly, you can find anything!” – Yahoo Answers
Costing It Up
• We can provide a live listening post using
Radian 6 + Technorati and Google Blog
Searching on a monthly basis.
• Cost: £7500 Per Month.
– Based on a Live Listening post set up for 3 different
categories on Radian 6 (e.g. 1. Brand, 2. Topic, 3.
Competitors)
– 50 Hrs Per Month for an Acc. Mgr/ Acc. Exec.
(Dell deals Twitter screen)
Media (Consumer Generated & New Media)
Social Networks
Broadband Media
SearchSyndication & Delivery
Multimedia Sharing
02 What’s so hard about influencer outreach?
Best Practice Blogger Engagement
1. Do Your Homework
2. Engage. Don't Pitch.
3. Write The Perfect Email.
4. It's Not Their Day Job.
5. Follow The Code
Simple Reach
•Page Impressions
•Visits, Unique Visitors
•Emails opened, click-throughs
•Videos viewed, audio plays
Search Visibility
•Higher search results
•Greater search results “share”
•3rd party results
Reach
Word of Mouth
•Number of Mentions, Posts, Comments
•Tone: Positive, Negative, Neutral
•Conversation Index
•Recommendations
•Mentions-per-user
•Send This To A Friend
•Inbound links
Site Activity
•Time spent on site
•Number of Interactions
Engagement
•Sales
•Subscription
•Registration
Conversion
Measurement Ingredients
What should I do immediately?
• Save Time . . . RSS Reader
• Network 24/7 . . . LinkedIn
• Bookmarking 2.0 . . . del.ico.us
• Claim Yourself . . . Facebook