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mediainsights.com
mediainsights.com
mynameisCHRISCOOKE.com
mediainsights.com
mediacomminsights.com
mediainsights.com
COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
mediainsights.com
COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
mediainsights.com
YOUR DIGITAL COMMUNICATIONS TOOLKIT
FACEBOOK TWITTER INSTAGRAM SNAPCHAT YOUTUBE
LINKED-IN WEBSITE INTRANET EMAIL MESSAGING
mediainsights.com
WHO IS USING THESE TOOLS? IN
VEST
ORS
GO
VERN
MEN
T
COM
MU
NIT
Y
EMLP
OYE
ES
BUSI
NES
S M
EDIA
POLI
TICA
L M
EDIA
TRAD
E M
EDIA
CON
SUM
ER M
EDIA
CUST
OM
ERS
B2B
CUST
OM
ERS
PR & CORPORATE COMMUNICATIONS ADVERTISING MARKETING CUSTOMER RELATIONS
mediainsights.com
MARKETING
PR & CORP COMMS
ADVERTISING
CUSTOMER RELATIONS
WHO IS USING THESE TOOLS?
FACEBOOK TWITTER INSTAGRAM SNAPCHAT YOUTUBE
LINKED-IN WEBSITE INTRANET EMAIL MESSAGING
mediainsights.com
COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
mediainsights.com
THE KEY SOCIAL MEDIA
mediainsights.com
! Facebook is by far biggest social network: 2.2 billion active users.
! So stakeholders most likely to be there. ! Though less so for younger consumers. ! For less frequent more substantial communications. ! Photos and video most likely to be seen and shared. ! Remember – the Facebook algorithm decides who sees your
posts – you will probably need to pay to boost your post.
mediainsights.com
! Twitter has a smaller but influential user-base: 330 million active users.
! More media, opinion formers (tweeting professionally). ! Twitter is for more frequent shorter comms. ! Followers only likely to see tweets if connected at the
time (Twitter has some curation, but it is less significant).
! Interaction is key.
mediainsights.com
! Instagram has 1 billion active users. ! Probably most important platform for younger consumers. ! It’s a visual platform for photos and short-form video. ! Originally a ‘snap and post’ platform. ! Instagram now has curation, making interaction important. ! The ‘stories’ option has proven to be popular and
is therefore more likely to gain some traction.
mediainsights.com
! Snapchat has approx 187 million daily active users. ! Again important for younger consumers. ! Designed for short-form and short-lived content. ! So content goes live, is shared and is then deleted. ! Because content is short-lived, it generally has a more
‘real time’ feel about it – does this work for brands?
! Also has a popular ‘stories’ feature – stories have a (slightly) longer life-span.
SNAPCHAT
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YOUTUBE
! YouTube now claims 1.8 billion logged in users streaming videos each month.
! It is the major video platform online. ! Particularly important for younger consumers,
who may not engage with conventional media.
! Become a content partner to gain more control over your channel or channels.
! Put time into organising each channel so it is easy to find content by type and strand.
mediainsights.com
LINKED-IN
! Linked-In is the main professional social network. ! Companies should think about their profile on Linked-In,
and the profiles of key executives.
! Maybe used by media, investors and future employees as a research tool to check out companies and directors.
! Linked-In is also now used by some people and companies as a channel to demonstrate thought-leadership.
! You should also think about your personal profile!
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! Which social media should you use? ! What will you do with them? ! Who will manage them? ! Will you spend money with them? ! Third-party platforms can help with managing social. ! Remember to utilise the data. ! Ask yourself questions and use data to answer them.
GETTING THE MOST FROM SOCIAL
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COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
mediainsights.com
! Company websites remain an important channel, even where more communication happens through social.
! Some companies have different websites for different stakeholders (or one for consumers and one for the rest).
! Either way, it should be easy for stakeholders to find the content that is relevant to them.
COMPANY WEBSITES
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! Be clear on the objectives for each website. ! Is it for…
• Credentials? • Sales? • E-commerce? • Customer support? • Content marketing? • Timely stakeholder updates? • To present your key people as thought leaders?
COMPANY WEBSITES
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! Who runs the website? ! Who creates content for the website? ! Do you have a house style? ! Do you have a style sheet? ! Will timely content be kept up to date? ! How will people find your website? ! More likely through search and social.
COMPANY WEBSITES
mediainsights.com
SEARCH ENGINE OPTIMISATION
THINGS YOU DO WITH YOUR
ONLINE CONTENT
TO GENERATE ORGANIC
TRAFFIC TO YOUR SITE
TO INFLUENCE WHEN & WHERE YOU APPEAR ON:
mediainsights.com
! By increasing the quality and relevancy of your content - and signposting that to search engines - your content appears higher in search rankings for relevant search terms.
! Key elements include:
HOW DOES SEO WORK?
OBJECTIVES
MESSAGING
SIGN-POSTING
META-DATA
LINK-SHARING
THIRD PARTY ENDORSEMENT
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! A company may also have a separate website for its internal audience – ie an ‘intranet’.
! This will usually serve a number of functions for various different departments in the company.
! But it is also an important internal communications tool. ! Who controls the intranet? ! Is it in-sync with the external website or websites?
INTRANET
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! Email remains an important channel of communication for many stakeholders – ie email bulletins.
! This is usually managed using a mailing list platform – eg MailChimp, ConstantContact, Mailjet.
! These platforms provide fantastic data about how people on the mailing list interact with a bulletin.
! Remember data protection rules around mailing lists – which were recently expanded in Europe.
EMAIL LISTS
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! For younger consumers email is becoming a less effective tool. ! The conversation has moved to the messaging apps. ! How can brands connect with stakeholders via these apps? ! Facebook Messenger has opened itself up to allow this. ! Some brands are now experimenting with AI and other
technology to interact with consumers via Messenger.
MESSAGING APPS
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COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
mediainsights.com
WHICH DIGITAL TOOLS?
! Which digital tools and social media you employ – generally or for a specific campaign – will depend on…
STAKEHOLDER CLIENT
AUDIENCE BUDGET
mediainsights.com
WHICH DIGITAL TOOLS?
! Some companies and brands will want to utlise all the tools. ! Others will focus on a few.
! But every company needs to think about the different ways social media and digital channels can benefit and impact on their business and the way they manage key relationships.
! Here are eight key things to think about…
mediainsights.com
One: Social media as media
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Two: Social media as a channel to reach media
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Three: Social media as a channel to reach consumers
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Four: Social media as a channel to recruit consumers
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Five: Social media as a channel for complaints
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Six: Social media as a channel for other stakeholders
mediainsights.com
Seven: Social media as a tool for monitoring opinion
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Eight: Social media as the enemy
mediainsights.com
COMMUNICATING ONLINE
TOOLKIT SOCIAL DIRECT STRATEGY CONTENT
mediainsights.com
! As digital channels have grown, companies need to create an ever increasing amount of content.
! PR people now not only manage relationships with media, they are often creating and managing media.
! What kind of content? Articles, photos, audio, video? ! You need to create content that ensures stakeholders…
CONTENT IS KING
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CONTENT IS KING
LISTEN UNDERSTAND
BELIEVE
mediainsights.com
! Once you become a publisher, you need to be aware of some publishing basics, including copyright.
! If you use other people’s images, music or video, make sure you have the rights cleared.
! Some platforms will block your content if it utlises or contains uncleared images, music or video.
! Many companies rely on libraries to easily access affordable images, music and video.
SOME COPYRIGHT BASICS
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THE END
any questions?
mediainsights.com