the social web - embracing social & digital pr in b2b - dean rusell, lewis pulse
Post on 20-Oct-2014
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DESCRIPTION
Digital Marketing Director of International PR agency LEWIS discusses how to embrace and drive value from social media and inline PR within B2B Marketing.TRANSCRIPT
![Page 1: The Social Web - Embracing Social & Digital PR in B2B - Dean Rusell, LEWIS Pulse](https://reader034.vdocuments.net/reader034/viewer/2022051816/5444eac7afaf9fef2b8b45d2/html5/thumbnails/1.jpg)
Taking the
leap:
Social
media and
B2B
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Award-winning
digital communications
Core skills in content,
community and optimisation
Wholly-owned international
network of 25 offices
Over 500 staff, fast growing,
employee-owned
PUBLIC RELATIONS
• Media relations
• Media training
• Corporate communications
• Speaker and award programmes
• Events
DIGITAL MARKETING
• Social media marketing
• Web development
• Design and production
• SEO and SEM
• Branding
CONTENT
• Creative direction
• Editorial strategy
• Blog Management
• eBooks / Whitepapers
• Digital magazines
500
About LEWIS
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Global campaigns
4
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Question #1.
Do you think social media is important for B2B?
Yes or No
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BDMs are significantly more active in social media
0%
10%
20%
30%
40%
50%
60%
70%
80%
Watched a video clip
Used Webmail
Used internetbanking
Purchased a productonline
Reviewed a productor brand online
Managed socialnetwork profile
Uploaded photosonline
Used InstantMessenger
Posted on aforum/BBS
Used online officeapplications
Commented on astory
Bought an offer on agroup
Asked or answereda question on a Q/A
service
Written your ownblog
Uploaded a videoonline
Edited/managedown website
Used amicroblogging
service
Used VOIP/onlinephone
Used a socialbookmark service
Written a newsstory/article
Subscribed to anRSS feed
Used an aggregator
Decision Maker
Senior Decision Maker
Average Internet User• Firstly, they are much more active online
and are more likely to undertake all of the
various internet activities.
• Both senior and non-senior decision
makers are far more likely to be uploading
photos online, comment on stories, use
Q&A services, managed their own
websites, upload a video, use microblogs,
etc.
• In short, business decision makers at the
global level are much more likely to be
content creators and therefore, influencers
online.
• These activities, however, can vary largely
by market, and these differences in
behaviour need to be taken into account.
Which of the following have you done online in the past month? (% segment penetration of each activity; Wave 5 June 2011)
Online Activities > Global > Wave 5 (June 2011)
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CONVERSATIONS C RETWEETS
INFLUENCER REVIEWS
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5/21/2014 10
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SHAMELESS PLUG…
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Define your landscape
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FLOODED – NOT WORTH DOING
SPACE – OPPORTUNITY TO EXPLORE
GROUNDED – MAINSTREAM BUT CAN GROW A PRESENCE
BLUE SKY – THE NEXT BIG THING Scale of
Opportunity
e.g. use of Vine or Instagram videos for online promotion campaigns to support existing photography.
e.g. Facebook could be used to promote Remarkable customer stories.
e.g. Starbucks ‘owns’ Foursquare so developing a specific campaign for this channel would need careful consideration.
e.g. Flipboard is growing in popularity and may be worth reviewing as a potential ‘Owned’ platform for ‘Enlightened’ communications .
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What’s your purpose?
UNIFIED ENLIGHTENED
TACTILE REMARKABLE
Shared
beliefs
Product
focus
Consistent
Brand
insight
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Thinking bigger
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Global reach, local impact
Press releases
Social media
influencers
Multimedia
Media
exclusives
Spokespeople
Visual materials
Face to face
interviews
Brand journalism
Broadcast and print
Social media SMS
Mobile &
community
management
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Coordinating the activity
Local Market
Local Market
Local Market
Local Market
Local Market
Hub: Strategy, messaging and coordination
Content & Ideas
Content & Ideas
Content & Ideas
Content & Ideas
Content & Ideas
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Planning the story is an integrated activity
18
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Question #2.
Do you use insights from social media to inform
business decisions?
Yes or No
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Process for multi-national brands
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Central
coordination
team
THE HUB
Central role:
• Central updates
• Messaging
• Coordination
• Reporting
• Social media activities
Regions role:
• Counsel on local media
needs/relevant stories
• Launch and campaign
delivery
• Share approved content with
markets
• Feed back updates
to HQ
• Central report/evaluation
Joint role:
• Coherent communications
strategy and counsel
Countries
Country-based
projects
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Getting to sleep at night
22
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Keeping track of it all
Create individual account-
specific dashboards per
account. Creating bespoke
alerts, monitoring and reports
4000 key global
influencers from
across core LEWIS
sectors and
mainstream
publications
NETVIBES CENTRAL
DASHBOARD
RELATIONSHIP
Identify the conversations
that count
Identify who we need
to track
Sense check using
LEWIS industry experts
LMARKETING
LNEWBIZ
LDEMO
21 x CLIENT
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Question #3.
If you had to choose just one, where would you focus
your budget in 2015?
PR OR Marketing OR Digital (web & email) OR Social
Media
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Integrating brand awareness and sales
Media
Social
media
Website
Search
Influencers
Driving sales
• Downloads
• Cross-selling
• Community referrals
• Reviews
Brand awareness
• Share of voice
• Promotion
• Message adoption
• Influencer reaction
Creative
campaigns
Viral
Community
Thought leadership
Driving downloads
Community awareness
Ongoing
communications
Rapid Response
Features
News releases
Case studies
Briefings
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Takeaways
Get your story right
Find the right influencers
Don’t work in silos
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Thank you. Any
questions