smash silos, spike roi: how social and earned …...content marketing 3. create compelling content...
TRANSCRIPT
Smash silos, spike ROI: How social and earned media can work together
April 2017
www.pwc.com
Katrina NajmSocial Media Manager@PwC_LLP| @katrinanajm
Brandon ArthurSocial Media Manager@PwC_LLP| @iambarthur
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1. Media landscape
2. Content marketing
3. Create compelling content
4. What we’re doing at PwC
5. Tips for proving ROI
6. Q&A
Agenda
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What does the media landscape look like?
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Source: Edelman Media Cloverleaf
Traditional
Owned Social
“Tradigital”
Today’s media landscape
Search Content Paid
Public Engagement
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What has changed?Social media is the go-to news-making platform
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“The press release is dead - long live the tweet!”
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@
1
5
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2
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Digital/social first
Social personalization
Mediaproliferation 24/7
Advertising frustration
Mobile domination
What has changed?
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What does this mean for communications professionals?
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Harder and harder to get your message across to your target audience
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You must become a communications marketer
● Understand new media ecosystem and how people consume content● Ask whether your business needs a separate social media division?● Create compelling social stories
9Source: Edelman Media Cloverleaf
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What we’re doing at PwC
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PwC PR & social team
PR
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Social
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Best ways to organize social media and PR teams
● Organize by industry and business unit
● Align to competencies & appoint Subject Matter Specialists
● Allow for experimentation
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Creating compelling content
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PwC on social
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Experimenting and branching out with new platforms
Facebook Live
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Experimenting and branching out with new platforms
Medium
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Experimenting and branching out with new platforms
Snapchat & Instagram Stories
We received 121% more screenshots than our average
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How to integrate influencers into your programs
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How to create compelling social content?
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Today’s audiences are hungry for rich, substantial media that they can share with their intimate circles
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Understand your goals as a brand
● Brand awareness?
● Elevate your people?
● Education?
● Talent acquisition?
● Acquisition/Business development?
● Competition/ Brand preference?
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As a content marketer, you must….
1.Develop social storylines
2.Embrace distribution-centric thinking
3.Think about owned, earned and paid
4.Hand craft narratives
5.Create value-added content
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Creating good content (The Dos)
● Think social - what visuals will tell this story?
● Create social media assets
● Deliver an idea, that has unique value-add (promise of the click, “aha” experience, learning moment, utility or something unexpected)
● Think in headlines (question, list, provocative, unexpected, SEO)
● Set up the nugget in the beginning. Your idea/argument/promise in the first 1-2 sentences (SEO keywords)
● Make your post scannable
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Creating good content (The Don’ts)
● Don’t use business jargon e.g. Facebook Live promotion
● Don’t put the same message or visual on all platforms - customize to our audience
● Don’t be overly promotional
● Don’t summarize conferences and events, but pull out the trends
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Activating employees
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Why should employees be sharing content?
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10Xmore social
connections
Employees vs. brand
8Xmore engagement
24X Brand messages re-
shared when employees share
(Source: Social Media Today)
(Source: LinkedIn)
(Source: MLSGroup)
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Tips for activating employees on social
1.On-demand and virtual trainings
2.VIP or ‘white-glove’ training for executives
3.Reverse mentoring
4.Clear and concise policies in place
5.Easy-access to content
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Example of profile assessment
LinkedIn Twitter Score: 6/10
Strengths: Has a profile and follows PwC and leaders
Opportunities: • Continue engaging and sharing • Add description that references role at PwC• Link back to PwC website• Add location• Share more relevant industry news and updates
LinkedIn Score: 9/10
Strengths: Good photo, detailed summary & experience, custom sections, and group memberships.
Opportunities: • Update header to be more specific and reference
sector. • Enhance summary by writing from 1st person• Link to Company Website and Twitter profile• Add more detail around roles and responsibilities • Add contact information
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PwC + Google Partnership - October 2014 PwC branded social media channels
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Internal PwC influencers
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Tips for proving ROI for social and
media campaigns
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Analysis of Google announcement
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PwC | MWC 2017
#MWC17 social media: Focus on engagement
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2.2Msocial media impressions
14.3K social media engagements
4.1KFacebook Live views
3.2K views from 10 Medium blogs
Most Popular
Post
700views
516 accounts tweeting
1.4K mentions/cross-promotion2X more than CES
3X more than CESPwC + MWC
on social
Top-performing posts
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Tracking success
The number of clicks
When you compile your social messaging, using a link shortening tool allow can
track the number of clicks to a link that was shared via your social media posts.
Web analytics
Review referrer traffic in your reports to understand which social channels
drove the most traffic.
The number of mentions
Monitor some social networks for mentions.
Reach, exposure, contributors, and activity
Estimate your reach, exposure, contributors, and activity.
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Questions?
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Thank you!
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