INTEGRATED COMMUNICATIONS SOCIAL MEDIA More power to social 1

Why business is not keeping pace with social Why PR, Marketing and social media INTEGRATION is absolutely necessary How to get the most out the resources your company is putting into social Examples of INTEGRATION Measurement and regeneration INTRODUCTION & OBJECTIVES

THE DIGITAL DIVIDE 80% of consumers are more likely to try friends’ suggestions because of social media 72% use social media to stay engaged with brands 33% say great service online keeps them loyal 40% want more engagement from brands online 74% use social media to encourage friends to try new products 51% share product advice on Facebook 32% connect with brands on Facebook to say something nice about a brand CONSUMERS are social. COMPANIES aren’t there yet. How come? 67% no time / resources 42% no competency 50% can’t measure less than ½ of companies use social media to drive awareness ¼ of companies say word of mouth is a top priority 1/10 of companies say social is a top 3 priority 7/100ths of companies give their social business an A+.07

A HOLISTIC APPROACH TO STRATEGY Proactive and reactive engagement Influencer and online media outreach Content optimisation to ensure maximum visibility Robust keyword strategy to drive all other activity Social Media Earned Media Owned Media Search Positive Share of Voice Right to Speak We believe in a holistic approach to all communications on social channels Increase share of voice Right to speak = influence Core website and any other owned properties and any earned media are the base Do not deal with social media in isolation but look at the bigger picture as it will be exponentially more effective.

THE SOCIAL MEDIA JOURNEY Level 1: Entry to Social Media Level 2: Social Media Broadcasting Level 4: Social Media and Web Integration Level 3: Social Media feedback Level 5: Complete Communications Integration Maturity Insight Awareness Appreciation Action Advocacy CONNECTING SOCIAL MEDIA ACROSS THE BOARD Relationship Devotion Effectiveness is long term

Critical to any social media programme is having a deep insight into audience motivations. Analyse these areas UNDERSTANDING THE AUDIENCE We identify influencers, super-fans, advocates and detractors, their demographics and geography, and key media, highlighting trends and clusters. WHO online landscape across social media, forums, blogs, traditional news sites and search engines and identify conversations and coverage wherever they are happening WHERE Map findings to identify peaks and troughs and clearly see the relative impact of news and events on online grass roots perceptions and conversation. WHEN We measure sentiment, identify themes and buzz topics, and examine search engine data and trends, digging deep into topics and conversations to identify clusters and trends early enough to escalate them as appropriate. WHAT Listening to and understanding the audience, both on owned properties and in the general social media sphere, should be part of our strategy.

PR, Social and Marketing cannot exist independently Integration is important, as a consultant we have to get in front of the marketers and seek budget It is inefficient to run standalone PR, social and marketing WHAT’S NEW TO THE MIX?

It is becoming harder to reach people – be useful Traditional journalists & bloggers are in social as consumers of trusted info Social is often seen as a medium of honesty and the real sentiment in Russia, therefore, can be powerful for brands When building creative, sentiment in social and PR may have a bearing on marketing, advertising and PR WHY INTEGRATE? Establishing usefulness Journalists and B2B are influenced in social 360 campaigns have sentiment covered

Engage, be remembered and influence social and traditional Channels of influence have moved online – map them Social and marketing work together to build increased effectiveness You need a dialogue, either selling a brand or building B2B links – for business it’s core GET IT RIGHT

Use owned media for the dialogue Activate influencers to become devotees Become ‘useful’, really useful messaging is analytical and engaging Corporate tips – an analyst will give you the content to be useful so employ one Consumer tips (usefulness, interests to become the ‘cool friend’, a trusted social ally) INTEGRATION COMPONENTS OF BUILDING AUDIENCE ADVOCACY VALUE ADVOCACYUSEFULNESSVALUESTRUST

DON’T FORGET MOBILE

Measure, analyze, start again We aim to drive the client’s KPIs, not PR or social ones We measure social & PR & marcomms together Aim for regular contact with marketing and ad people, give them useful info – like sentiment  Awareness  Appreciation  Action  Influence/Advocacy KEEPING IT MOVING

eBay case study IN REALITY? eBay Fashion Battle Campaign London VS New York - Fashion show event, featuring 2 famous stylists and items from eBay - LookAtMe collaboration - Contest on social media accounts

eBay Fashion Battle Campaign London VS New York - LookAtMe collaboration CTR of eBay featured section –10%

eBay Fashion Battle Campaign London VS New York - Social media contest Winners got tickets to the event and trips to London and NY

- Offline installation in the pedestrian traffic place - Celebrities engagement - Link to social media accounts - marketing element as $15 coupon giveaway eBay Find Your Gift (New Year)

- Link to online and marketing element eBay Find Your Gift (New Year)

- offline Skype booth in shopping mall - Collaboration with trendy online portal (Cosmoshopping) - Bloggers-stylists give advice on style - Photoshooting and contest on Cosmo VK group Skype Style fitting room

- Photoshooting and contest on Cosmo VK group Skype Style fitting room

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