Social Media amplification of brand ambassador and celebrity endorsement

1. Commercial Good Practice
Celebrity Endorsement
Wednesday 03 October 2012
Social media • strategy • training • amplification • news rooms • social TV

2. Hello!
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
@TiffanyStJames

3. Getting it right is difficult…
@TiffanyStJames

4. Crisis communications
• Have a Crisis Comms
Strategy before you start
• Get your facts straight
• Take responsibility where
it’s due
• Tell people what you are
going to do about it
• Do it
@TiffanyStJames

5. The US Airforce model
• Trolls
• Rager
• Misguided
• Unhappy Customer
@TiffanyStJames

6. If you can’t….
Inform Inspire
Engage Educate
@TiffanyStJames

7. There are only 6 uses of social media
HR Direct Sales
Internal Comms Public Relations
Business Intelligence Customer Service
@TiffanyStJames

8. So apply it well
@TiffanyStJames

9. Essentials
Set objectives Have the right skilled people
Measure and optimise Have the right tools
@TiffanyStJames

10. Research and social data build
Build a database with social profiling
• Social Influence of brand ambassadors
• Identify keywords for SEO and social use
• Facebook insights to understand fans
• Research topic-specific social influencers
• Build social data centre newsroom
@TiffanyStJames

11. Amplification set-up
• Make digital assets for social seeding
• Build library and dissemination plan
• Set up social platforms and tools
• Provide brand ambassadors with
assets, comms plan, key wording as
well as on-the-day prompts
• Crisis comms process
@TiffanyStJames

12. Campaign roll out
• Disseminate digital assets
• Proactive blogger outreach
• Proactive social influencer outreach
• Proactive support of Brand Ambassadors
endorsement if applicable
• Amplification of engagement
• Reward audience social engagement
• Continually reward engaged advocates
@TiffanyStJames

13. Post-campaign analytics and insight
Metrics
• Social media metrics
• Increase from baseline
• Digital asset and campaign engagement
• Visits, traffic, genus. Tracking URLs
• Product interest
Output
• Database of social profiles and engaged
influencers
Insights
Your metrics will be • Campaign-driven brand engagement
defined by your • Propensity to purchase
campaign objectives. • Sales augmentation during campaign
@TiffanyStJames

14. Let’s keep talking…
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
This presentation is at:
Slideshare.net/TiffanyStJames
@TiffanyStJames

16. Stimulation clients
Government Media
Product Technology
@TiffanyStJames

17. Thank you
Tiffany St James
tiffany@stimulationltd.co.uk
www.stimulationltd.co.uk
TiffanyStJames on:
Twitter, Skype, LinkedIn, SlideShare, Facebook

18. Commercial Good Practice
Celebrity Endorsement
Wednesday 03 October 2012
Social media • strategy • training • amplification • news rooms • social TV