mastering social media for pr campaigns
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SOCIAL MEDIA MASTERING
FOR PR CAMPAIGNS
PresentedbyTeriCooper,FounderatScootCommunicationstoSwinburneUniversityPublicRelationsStudentsApril2016
©www.scootcommunications.com.au
IN THE PACK…
UsingsocialmediaeffectivelyinPRcampaigns.
Thesocialmediatoolkit.Theimportanceofplanning.
Whysocialmediastrategiesneedtobeoutcomes-drivenandmeasurable.
Whatworks,andstuffyoushouldneverdo.
©www.scootcommunications.com.au
“Therealfactofthematteristhatnobodyreadsads.Peoplereadwhatintereststhem,andsometimes
it'sanad.”— HowardLuckGossage©www.scootcommunications.com.au
What’s the number one reason for businesses
and social enterprises to use social media?
©www.scootcommunications.com.au
Your website is your number 1 piece of online real
estate because you own it and can control everything about it.
You don’t own your social media channels (Zuckerberg and his cohort do) which means you don’t control
them – they do!
©www.scootcommunications.com.au
“Using social media to grow your business without a website, is like leaving your car at a skate park every night with the doors open and a box of spray cans on the roof … You’ll still be able to drive it, but as for how it’ll look when you return – that’s anybody’s guess!”—@tezzacoops
©www.scootcommunications.com.au
OTHER BENEFITS OF SOCIAL MEDIAAudience growthBrand recognition
Promoting an event, sale or milestoneCustomer service / relationship-building
Generating sales and leadsBoosting SEO / linkability
RecruitmentThought leadership
Media attentionCrisis management
Promoting trust and approachability©www.scootcommunications.com.au
1. Define your goals (broad) and objectives (specific)
2. Identify target audience and channels3. Content strategy 4. Allocate your budget5. Develop content calendar 6. Collaboration tools (Slack, Trello etc)7. Measurement / analytics
SOCIAL MEDIA TOOLKIT
©www.scootcommunications.com.au
A detailed, regularly updated content calendar is a must-have for
PR and marketing professionals.
©www.scootcommunications.com.au
PurposeToencouragewomenacrosstheworldtosignuptocycle100kminasingleday(target>8,000)andraisetheprofileofwomen’scycling.Afreeevent.
ProductNone,focuswasPRtodriveregistrations.Ridersreceiveddiscountonpurchasesandacommemorativewovenroundeloncompletion.
StrategyBrandanduser-generatedsocialmedia(#womens100)>AmbassadorPR>eDMs >presscoverage>localwomen’sridesinallregionsglobally.
©www.scootcommunications.com.au
TheofficialWomen’s100infographicshowedthesuccessanduniquestatsgeneratedbytheevent.
WidelysharedonsocialmediabyRapharegionsandridersalike(whowereallsentacopy).
Ridersalsoreceiveda#womens100roundel(seenasacollector’sitem)– alsowidelysharedonsocialmedia.
©www.scootcommunications.com.au
OUTCOMES§ 8,200ridersin58countriesworldwide§ 36ridesacrossAust/NZ§ Hugesocialmediaengagementwith11Kposts
to#womens100acrossFacebook,TwitterandInstagram
§ PressarticlesinBikeradar &SBSCyclingCentral§ Spikeinsalesofwomen’sproductsacrossall
regions§ Women’sridesnowpermanentfixtureinmany
newlocations ©www.scootcommunications.com.au
KEYTAKEAWAYS#1.Goodstorytellingiscrucialtocreateanemotionalconnectionwithyouraudience.#2.Socialmedia’sroleistodrivetraffictoyourwebsiteandbuildengagementwithaudiences.#3.Includerisksinyourstrategy,notjustbenefits.#4.Berealisticabouthowyouraudienceperceivesyouandplanyourcampaignaccordingly–especiallywithhashtagmarketing.#5.Contentcalendarsarethebesttoolinthekit.#6.Eventhoughit’sboring,learnhowtouseanalytics!
©www.scootcommunications.com.au
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