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A Using digital marketing and social networking for customer communications and media relations
| Date post: | 14-Jan-2015 |
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A
Using digital marketing and social networking for
customer communications and media relations
A
Introductionto
The presenters
Jon Hollins•Experienced client side and agency side in PR, marketing and design•Award winning PR & marketing campaigns• Creates and develops digital strategies for clients
Lyndsey Jenkins•Five years PR consultancy experience•Award winning public relations practitioner•Tweets!
... and Betsy!
MAKE A STATEMENT... Betsy Bedford
freshbaked PR
freshbaked Group – excellent contacts
“Admiral managers train with Welsh rugby stars”
“Red dragons enter the arena for charity
match”
“Newly baked division for Cardiff
business”
“Serious savings for Welsh food
manufacturer”
“Fresh talent at telecommunications”
“Fresh fusion for Cardiff businesses”
Corporate
PRCommunications Limegreentangerine
TSM Business
Some questions
How many organisations use email?
How many have a website?
Have a facebook account?
Have a blog?
Have a Twitter account?
Why should we get involved?
It’s what your customers expect?
It’s how they communicate?
Your competitors will be doing it
It will soon be as normal as using a phone, fax or email!
A
Digital Marketing Techniques
What is web 2.0 ?
Websites are no longer on-line brochures
Web 2.0 is about using the power of the internet to interact with your customer
Web 2.0 tools
•Music and audio files•Video clips•On-line demonstrations & seminars•Simulations•Live forums and blogs•Content download & podcasts•Organisational and brand experience
Evolution of Communication
80’s90’s
00’s
10’s?
20’s
Traditional Media Targets
New Media Targets
Consumers are becoming more demanding!
Consumer Tribes
Consumers demographics are changing
What is a consumer tribe?
•Consumer tribes are groups of people who intensely share a common passion.
•This common passion – whether it is for a brand, a good cause, or a sport – bonds the consumer tribe together through a shared sense of belonging.
•Tribes have the potential to deliver a higher ROI than heterogeneous social networks.
Identifying Tribes
Talking to your Tribes
Environment & green agenda
iPod Generation
Community & family first
Viral Marketing
Viral Marketing
•Viral marketing is about personal recommendation
•Your customers and prospects endorse and refer you
•Some great examples of viral marketing:
The angry computer office workerJohn West Salmon – Bear and BikerLED Sheep (Samsung LED TVs)Susan Boyle
John West Salmon – Bear and Biker
LED Sheep (Samsung LED TVs)
LED Sheep (Samsung LED TVs)
Susan Boyle – internet sensation
100 million viewings on YouTube
Search Engine Optimisation
•Two main ways to be found on Google:•Natural Search – left hand area•Pay Per Click Advertising – right hand column
•Your website must contain the words you want to be found for – words your customers use!
•The more pages of relevant copy containing these words – the higher your potential ranking
•Freshbaked PR on page 1 for ‘PR Cardiff’•Number 1 globally for ‘PR agency ryder cup’
Search Engine Optimisation
Social Networking
% of users under 18
36%
33%
54%
3%
24%
?
Top 5 Social Networking sites
Facebook is a free-access social networking website
Users can join networks organized by city, workplace, school, and region to connect and interact with other people.
People can also add friends and send them messages, and update their personal profiles to notify friends about themselves.
Mark Zuckerberg founded Facebook with fellow computer science major students and his roommates Dustin Moskovitz and Chris Hughes while he was a student at Harvard University.
The website currently has more than 200 million active users worldwide.
Betsy – a facebook phenomenon!
•Nearly 300 friends•Individuals, companies and organisations•Stuart Cable of Stereophonics fame
Professional Networking sites
Blogs
Twitter is a free social networking and micro-blogging service
It enables its users to send and read other users' updates known as tweets.
Tweets are text-based posts of up to 140 characters, displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
Senders can restrict delivery to those in their circle of friends or, by default, allow anybody to access them.
Are becoming a bunch of Twitterers?
Over 100,000 followersOver 100,000 followers 12 followers
The Power of Video
YouTube is the dominant provider of online video in the United States, with a market share of around 43 percent
More than six billion videos viewed in January 2009.
It is estimated that 20 hours of new videos are uploaded to the site every minute
three quarters of the material comes from outside the United States.
It is estimated that in 2007 YouTube consumed as much bandwidth as the entire Internet in 2000
The Power of Video
You can have your own video channel
Questions
For more information and help please contact:
Jonathan Hollinsfreshbaked PR
House Three, The Maltings, East Tyndall Street,Cardiff, CF24 5EA
Tel: 02920 491491Fax: 02920 491591
Email: [email protected]
Web: www.freshbaked.co.uk
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