Alex Pearmain from O2 on the operator's social and search strategy
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The document discusses integrating visibility and discoverability in social media. It provides examples from O2 UK's social media strategy. O2 has over 200k likes and 100k users across its social platforms. It focuses on engagement driving visibility and actions. Case studies on promoting products like Xperia Play are discussed, where social mentions drove over 2000 mentions and news articles. Their issue management approach includes responding individually to consumers and maintaining a central blog. Consistency across social, PR and search is key to their holistic strategy.
Alex Pearmain from O2 on the operator's social and search strategy
- 1. Visibility and beyondIntegrating the brave new worldAlex Pearmain, Head of Social Media, O2 UK18th March
- 2. @alexpearmainPresentation title Author's name March 21, 11 Confidential
- 3. Presentation title Author's name March 21, 11 ConfidentialObservations
- 4. Some observations on the brave new (old) worldTransition from visibility to discoverability....Visibility works for those who already know what they’re looking forDiscoverability ensures you attract people who didn’t even know they wanted you...but you were perfect for.Requires an integration of how people see you, how people recommend you, and the experience they get once they dig deeper with youPresentation title Author's name March 21, 11 Confidential
- 5. From this (visibility)...Presentation title Author's name March 21, 11 Confidential
- 6. ...to this (discoverability)Presentation title Author's name March 21, 11 Confidential
- 7. Presentation title Author's name March 21, 11 ConfidentialO2 case study
- 8. We’re exceptional (both senses of the word...)Presentation title Author's name March 21, 11 Confidential200k+ likes39k+ followers100k+ users30k+uniques22m customers
- 10. Proof #1 – engagement drives visibility (micro)Presentation title Author's name March 21, 11 Confidential350 likes150 commentsTypically...50% extra engagements = 100% extra impressions
- 11. Proof #2 – engagement drives visibility (macro)
- 12. Proof #3 - ...which leads to actions/conversionAngry Birds – social engagement drives PR, drives traffic and salesEngaged peopleReached over 3m people...Over 1000 engagements...Worked for PR & SearchCreated press interest & coverageDrove links and traffic – 1000s of clicksConverted Sales jump of >20% correlating to activityPresentation title Author's name March 21, 11 Confidential
- 13. How are we set up?Presentation title Author's name March 21, 11 ConfidentialSingle point of contact for the brand in social – internally and externally
- 14. Part of the media & comms team – one source of reputation management
- 15. Hub and spoke approach within the businessHow do we do it?PlanPresentation title Author's name March 21, 11 ConfidentialReactEvaluateEvolve
- 17. Focus for keyword and link alignment across social, PR, Search
- 18. Campaign briefing and co-ordination process
- 19. Listening tool for evaluation, insights – one ‘truth’Presentation title Author's name March 21, 11 Confidential
- 20. How do we do it? Xperia PlayAnnounce stocking it...with just a tweet = 18 news stories
- 21. Announce have exclusive on white version... with just a tweet = 30 news stories
- 22. Overall social discussion = 2000+ mentions
- 23. Without traditional proactive media relations...
- 24. Application of toolkit ‘best practice’ SEO approach
- 25. Links driven back to pre-registrationPresentation title Author's name March 21, 11 Confidential
- 26. Xperia Play - Volume Presentation title Author's name March 21, 11 Confidential
- 27. Xperia Play - visibility Presentation title Author's name March 21, 11 Confidential
- 28. Xperia Play – influencesPresentation title Author's name March 21, 11 Confidential
- 29. Issue management – how do we do it?Presentation title Author's name March 21, 11 Confidential
- 30. Issue management – informing & engagingPresentation title Author's name March 21, 11 ConfidentialRespond to all on a 1-2-1 basis; over 500 individual responses
- 31. Blog acts as central resource and updated live
- 32. C.40-50% of mentions included blog
- 33. Better forum for consumer comments as long form and framed by our Q&As
- 34. Better discoverability by searchIssue management: LifecyclePress follows by a day
- 35. Issue management: VisibilityMost visibility once volume starting to decline
- 36. How do we do it – Good ideas, integrated6.5x ROIPresentation title Author's name March 21, 11 ConfidentialSocial reviews – new audiencesGood is good...
- 37. Presentation title Author's name March 21, 11 Confidential“Discoverability”
- 38. Presentation title Author's name March 21, 11 ConfidentialTwitter.com/o2Facebook.com/o2ukBlog.o2.co.uk
Editor's Notes
- #5: Can’t buy success