storytelling in pr with social media - pr net
DESCRIPTION
My presentation to PR Net in Cape Town on social media in PR. Not alot of text to explain things but you'll get the gist.TRANSCRIPT
Storytelling with social media
1. There is a new news flow
2. Social media is great for telling human
stories and having conversations
3. Advertising stuff� not so much
The official Steers Page It's the
WEEEKKEEENNNNDDD Baby!! Celebrate
Friday by treating yourself to Steers. It's
that good !
4. As long as people view/interact with
the content who cares where they view it
5. Everyone has ADD online� short
regular snacks not hefty meals
Oh look
it’s a new
gaga
video…
seeya
Yeah yeah
great yeah
yeah huh?
What?
yeah
6. You’ll probably want a Facebook
Page
6.1. Insights tool is really handy
6.2 Our Facebook pages get more
traffic than our microsites/blogs
“Here is this week's summary for the
Facebook Page: Bushmills South Africa
+391 Fans this week (789 total Fans)
12 Wall Posts, Comments, and Likes
this week (5 last week)
1,932 visits to your page this week (551
visits last week)”
6. Twitter is great for reaching
influencers (journos/bloggers)
7. you’re competing with this�
8. Effort in needs to match results out�
Where’s my money
gone?!
You bozos are fired!
9. Bloggers aren’t journalists (but
sometimes journalists are bloggers)
That’s great,
but where’s my
free stuff?
9.1 They just want to know you care (free
stuff helps)
10. Know how your going to drive traffic
11. There is no such thing as a great
social media campaign, only a great
integrated campaign
Love your
ads bru
No, no, I
love your
PR
campaign
dude
Telling the story of KWV online
Anyone for a
braai and some
rugga?
Get rid of the marketing middleman and
get consumers in touch with the real
people that make the wine.
We started with a blog�
We created video covering behind the scenes activities
at KWV allowing the people that work there to tell the
story in their own voice.
We use wordpress for all our blogs
But we quickly realised Facebook is our
main tool for engaging people
“Here is this week's summary for the
Facebook Page: KWV Wines
+303 Fans this week (1,839 total Fans)
45 Wall Posts, Comments, and Likes
this week (44 last week)
465 visits to your page this week(393
visits last week)”
But we quickly realised Facebook is our
main tool for engaging people
We use Twitter to reach influencers
We booked facebook ads to grow the
community
Talk to Habari about
booking these
On the SM frontline with kulula.com
We were getting hammered on world cup
pricing issue
King James came up with these ads�
Fifa not so impressed.
The path from Twitter to CNN
@kulula oh dear letter from FIFA's lawyers says we broke
their trademark of the use of "South Africa" and think our non-
WC ad was about soccer...
The path from Twitter to CNN
The path from Twitter to CNN
The path from Twitter to CNN
The path from Twitter to CNN
The path from Twitter to CNN
April Fools Day – kulula trademark sky
April Fools Day – kulula trademark sky
Taking on the British tabloids with Zumo
Taking on the British tabloids with Zumo
Social media checklist
• Understand your audience and where they are online
• Commit to a long term strategy
• Decide what the brand has authority to talk about
• Identify who is going to produce material
• Find the right tone of voice
• Choose your platforms
• Make sure you understand their etiquette
• Integrate social media campaigns with all marketing
• React quickly and consistently
• Be prepared to adapt rapidly