Digital Knowledge Mon, 09 May 2011 09:44:25 +0000 en hourly 1 Case Study – WLG Mon, 09 May 2011 09:34:16 +0000 Mandi Bateson

WLG | Pop up restaurant and foodie love affair

the client

Positively Wellington Tourism are a not-for-profit Regional Tourism Office in New Zealand and have been working with Hill & Knowlton Sydney to activate their international short break strategy, There’s No Place Like Wellington, in Sydney, Brisbane and Melbourne.

the situation

H&K Sydney, together with client Positively Wellington Tourism, developed the concept of ‘WLG’ a two week long (14th – 26th September 2010) pop-up restaurant to raise awareness of Wellington amongst Australians by displaying the city as an ideal short break destination and New Zealand’s ‘culinary capital’. Wellington is the culinary heart of NZ but not very well known in Sydney.  We were targeting the young SINKs and DINKs of Sydney’s affluent inner east and inner west. The Surry Hills set that was hanging out on Crown Street and Potts Point. For a small Regional Tourism Office, this was a huge undertaking – so we needed to ensure that the two event was a smash hit on multiple levels.

the idea

The derelict and vacant former Sydney institution ‘The Bayswater Brasserie’ was reborn as pop up restaurant ‘WLG’ (Wellington’s airport code), to showcase the best of Wellington’s dining scene. Four of the city’s top chefs ran the restaurant for 3 – 4 days each, each with their own unique menu which was chosen to represent what they love about the food in Wellington. Much of the produce at WLG was sourced from the Wellington region, including cheeses, oils, coffee, meat, seafood and chocolate.

the solution

From opening night, H&K managed a hosting program  with 38 key media and bloggers. Short lead and online press was front weighted to the beginning of WLG to optimize coverage during the event. With tickets to the event sold out thanks to a media partnership with TimeOut Sydney, the main objective of the social media campaign was to extend the reach of WLG’s key messaging by engaging foodies and motivating them to blog, tweet and photoblog their experience at the event. A Flickr account was set up to publish and geotag photos from the event and Foursquare specials encouraged over 124 check-ins from 3,000 attendees.

The Sydney food blogger is scene is well established and prominent on Twitter which made it the perfect channel for engagement. Once the WLG Twitter account was active, foodies were quick to acknowledge the official presence, interact, retweet and use the campaign specific terminology including hashtags. This gave consistency to the messaging and momentum to the buzz generated over the campaign. The Twitter community mentioned the official account 190 times in just 10 days.

the results

This strategy lead to 24 blog and 22 online news posts and over 60 comments from regular readers on the more prominent blog posts. A large amount of social media chatter was generated via the WLG Twitter and Facebook pages, with over 33,000 people reached via Twitter in just 7 days.

Traditional media response followed the social media buzz, with the pop up restaurant receiving coverage from the Sydney Morning Herald, Daily Telegraph, AAP, The Australian Financial Review, as well as a cooking segment on Channel 10’s morning show ‘The Circle’ with one of the WLG chefs in residence, Rex Morgan.

Two months after WLG there was a 13.6% increase in travel to Wellington, with visitors from Sydney up 30.8% on 2009 numbers. Additionally, Australian traffic to (WLG’s key call to action website) increased by 52,464 visits  between September 1 and December 31 2010 – an increase of 127%  with 75% being first time visits.

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5 social media lessons we can learn from talkback radio Wed, 04 May 2011 03:45:24 +0000 Mandi Bateson

Today we had the pleasure of hearing  John Stanley talk about his experiences as a presenter on 2UE. While the focus of the roundtable was to have a better understanding of how H&K can provide better counsel for media training, I found all of John’s points could easily be translated to social media best practice.

It’s not the first time that I have been fascinated by the similarities between talkback and social media. The #qanda Twitter stream is the perfect example of that well known mix of contributors who are fired-up and passionate about a particular subject and those who love a soapbox for their 15 seconds (or 140 characters) of fame.  Social networks pull together all the elements of the talkback environment – people who want the opportunity to tell their story, a forum to publicly voice comments and replies, community hubs to nurture common areas of interests and polarising opinions to ignite discussion. And it can all happen on your Facebook Page.

Don’t be afraid to stand your ground against detractors

Earlier this year Julia Gillard made national news with her fiery debate with 2GB presenter Alan Jones. In fact if you Google “Julia Gillard vs” the first autocomplete recommendation is Alan Jones. As the Prime Minister, Gillard is no stranger to having her statements challenged. As one of Australia’s most controversial talkback  radio hosts, Jones is perhaps not as accustomed to a challenge as he is to defence. John also discussed with us the importance of following up a story with a journalist and told us how the likes of Ray Hadley would be all too ready to set the record straight should a story from his show fall victim to an overly biased or inaccurate point of view. However obviously he can’t do that unless a senior media representative contacts him to challenge the original detractor.

What can we learn?

Keyboard warriors are loud, aggressive and can command a sizeable audience. As John pointed out, the PM earned credibility for challenging Jones in her attempts to clarify statements that would “mislead your listeners”. If you have a vocal detractor posting inaccurate or misinformed statements about your brand, products or services you have a right of reply. In fact, this is often the reason companies finally include social media in their communications strategies – without a presence these statements are left unchallenged.

Be prepared to discuss your audience’s agenda

John had a great story about how Roger Corbett, Woolworths CEO (at the time), was on his show, prepared for the onslaught of questions about pokies, liquor stores and co-branded fuel outlets. When John threw the phone lines opened Roger fielded 45 minutes of calls from the audience on one standout subject – what was behind the policing of the 12 items or less line?

What can we learn?

While you might be ready to push your brand messaging to your social media communities, they are there to interact with you on their terms. In Craig Pearce’s e-report, Public Relations 2011: insights, issues and ideas, I wrote:

… your audience doesn’t care that your organisation has very separate PR, marketing, sales and customer services departments. And whichever one pops up in the social space first should be ready to manage expectations – the Facebook page you created to extol the virtues of your environmental program will be used for venting frustrations regarding service outages if that’s what they want to say to you.

Roger Corbett knew his business inside and out so thankfully he didn’t find himself struggling with this unexpected line of discussion. Those responsible for your social media voice should be equally prepared to deal with any topic of interest from your audience. Sometimes this will require significant organisational change so that your community managers can represent PR. sales, customer service and account management whenever the need arises.

Transparency will win in a world of spin

One of my favourite pearls of wisdom from John is that we need to respect that the audience has changed the way they view the media and can see through the spin. With pop culture favourites like Frontline, The Hollowmen and The Gruen Transfer shining a light on old tactics and the backlash to incidences of cash for comment, the audience is ready to question anything they find suspicious. As John said, those who go against the trend of using “weasel words” and remain transparent about sponsorship deals and advertising are earning respect and credibility from a more educated audience.

What can we learn?

Consumers know you’re there to sell a product, not to be their friend. Why can’t we admit that advertising is advertising? Why be afraid to link a campaign to the desired outcome – a product sale? Why not acknowledge that a business is run by people, and not droids, and that regular, personal engagement may be susceptible to less than perfect interactions? Australians know this better than anyone; we can relate to brands that are inherently open, transparent and accountable. We love a straight shooter.

The voice of your company should be connected to a brain

John spoke to us about the increasing popularity of “advocacy journalism” where presenters find themselves abandoning traditional lines of questioning to try and create a result for their audience: “how can I fix this?”.  Think how Karl Stefanovic has been taking on the insurance companies on behalf of flood victims or how telcos are taken to task over service or billing disputes. John played a sound bite from a discussion he had on air with a media spokesperson in this kind of situation who had clearly been media trained to the point of detraction. He was unable to deviate from the prepared statements he obviously had in front of him and even began reciting the company values and examples which had no relevance to the topic at hand.

What can we learn?

This is a fitting example for why the voice of your company should be prepared, but should also be prepared to improvise. And most importantly, this is why your social media presence should be managed by an experienced communicator and not just a junior who understands all this new technology. Was that clear? You can write up all the key messaging documents you like but at the end of the day you are speaking in a live, dynamic space that requires maturity, common sense and agility. The representative for your company should always be equipped with the skills to react and adapt in this environment.

Have something to say and be interesting when you say it

This one covers a few examples. I’m sure most PR practitioners have hestitated before arranging interviews with key spokespeople for one of two reasons: the spokesperson is as interesting as a bowl of oat bran or the spokesperson wants coverage for something that is in no way newsworthy. John was realistic about it – have something interesting to say and be interesting when you say it or you won’t be invited back.

What can we learn?

Without the barriers of pesky journos, producers or editors to put the brakes on branded stories or content, the responsibility is with us to maintain an opt-in audience. As I have mentioned before, if you don’t deliver relevant and interesting content then you won’t continue to be invited to promote your brand, products or services in someone’s sacred social network feed. I really loved this article from Viral Blog that dissects the benefits of a good content strategy and this sentence resonated with me,

Nowadays your brand is being used more than it is being preferred, and if you give the people the right reason to use you: they will.

If you’re planning to speak to mums through popular social networks on a daily basis, your campaign will require an online editorial strategy – enough relevant and interesting content to seed every day.

I hope to see radio presenters like John on the conference circuit in future. They’ve been dealing with the same objectives and challenges that are now facing many a community manager and I think we’ve got a lot to learn from them. What are your thoughts?

Photo credit: Ian Hayhurst
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Welcome to the new media world Mon, 28 Mar 2011 00:37:54 +0000 Mandi Bateson

March has been all about me and the microphone. I’ve powered through a 5 minute Ignite presentation at Stream Asia, embarrassingly got my karaoke on at the same event (apologies to all involved, in particular Neil Ackland who told me the next day that he could still hear me singing at 2am from his room across the venue) and was lucky enough to do the opening keynote at Frocomm’s New Media Summit just last week.

I was happy to be on the first day so there was at least enough room in between my presentation and the second day keynote from Dan Ilic – I’ve seen Dan present before and he absolutely nails that balance between entertainment and insight. I still refer to many of his key points from the 2009 New Media Summit where he presented on the important distinction between viral video and good content. Check out his YouTube channel for the latest goodness.

I really enjoyed chairing the panel discussion on ethics and Twitter which included great insights from NSW Police’s Tim Archer and the Department of Immigration & Citizenship’s Sandi Logan who obviously have a multitude of stakeholders, policies and challenges to juggle with every piece of content. Cathie McGinn and Thomas Tudehope gave the agency perspective and were able to give some fantastic examples including my favourite example from McGinn (FTW) of how you just can’t please everybody – Interflora UK’s surprise and delight campaign:

Interflora is monitoring Twitter, to find users that it believes might need cheering up. It then contacts them directly to get their postal address and sends a bouquet of flowers as a surprise

Brand Republic

The kicker being that some people feel this random act of kindness is violating their personal space. What an age we live in.

Before I link in my presentations, I’d like to thank Ross Monaghan for chairing the event and keeping the Twitter discussions alive and the support from the Twitter back channel including Michelle Prak and Roger Christie who have also followed up with blog posts about the event and Alex White who lived blogged both days one and two for prosperity.

And finally a huge thanks to Glen Frost for yet another outstanding event. Presentations from the event are available here and mine is embedded below.

Welcome to the new media world
(I have updated the presentation to get rid of that awful typo but it doesn’t seem to be reflecting in embeds at the moment)

View more presentations from me on Slideshare

In case you’re interested here’s a video of my Ignite presentation from Stream Asia. You should also check out the videos from the event, it was such a ridiculously interesting conference!

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The power and appeal of community Mon, 14 Feb 2011 06:17:53 +0000 Mandi Bateson

Google Trends tracks the rise of the community manager

Everyone’s talking community. No, not the hilarious comedy set in a community college; the concept of community as a facilitator of opinions, a mobiliser of action, a collaboration of experience, a junction of advocates and interest seekers alike. The community manager has become the job role du jour for organisations that have embraced social media, particularly those with online customer service functions. There’s a Facebook community managers group of 85 Sydney based member (and growing) where client-side and agency staff discuss the challenges, opportunities, technicalities and nuances of developing and maintaining communities of interest for brands and products. So why all the fuss? How did community become the must-have social media accessory of the season?

I want to look at three examples, rather serious examples in fact, of how community thrives in society. To avoid diluting the importance of these events I won’t go into too much detail about the link between these examples and what this means for your business – hopefully you’ll get there yourself.

A community can inspire action

When a revolution comes with its own hashtag, we’re starting to look at the world in a slightly different way than our history books have recorded thus far.

Much has been written about the digital revolution that has unravelled the Egyptian government. We reflect on the tools like Facebook, Twitter and YouTube which were used to spread news of protests, arrests, corruption, every presidentail address and reaction however the strength of the dissenting voice could only be fuelled by a community.  The network of friends, family and strangers in distant lands use these tools on a daily basis yet it was only when they were united in anger, hurt, frustration and even death towards a common goal that these tools began to inspire change. In a note posted on Facebook titled “Achievements of the revolution” the writer posts under the name Khalid Saeed all (we are all Khalid Saeed) invoking the voice of Khaled Mohamed Saeed who died at the hands of the Egyptian police [translated]: “The case of love and the unit we all lived in the field of liberalization among all Egyptians regardless of religion, age, gender or culture or education or jobs or their social .. We are all Egyptians”.

While your community of interest may be a far cry from the gravity of the Egyptian revolution it is a perfect reminder that tools don’t inspire action within a community, they enable it (albeit perhaps to an unprecedented extent). If a community could inspire “an achievement of historic Mahsalc days of the Pharaohs” then imagine what it could do for you.

Read more from the Achievements of the revolution

A community can share the load

HT Vantage Group

As a Queenslander, I have spent much of the beginning of 2011 glued to my television screen watching in horror as the state struggles to withstand the fury of one ticked off Mother Nature. The devastation was only equalled by the outpouring of support – financial, emotional and physical. While the Premier’s Disaster Relief Appeal was organised by the government, much of the efforts to organise relief and rebuilding are coming from the community itself. Contractors are registering their details and volunteers are being mobilised through community sites designed to aggregate information, emotional support and manpower. Using the community to rebuild is not only a great way of getting things done, in this instance it’s imperative for those who rely on their skills and services to put food on the table – while the efforts of those outside of Queensland are welcomed the best solution is to rebuild from within.

The framework of any community not only relies on the distribution of roles (too many chefs etc etc) but the proactive manner of members to fulfil these roles. Once collaborative enough to grow organically and benefit its members, it becomes the ultimate success. A natural disaster shouldn’t be the only catalyst to achieving this goal.

A community can offer a different opinion

Sometimes shit happens. And when shit hit the fan for Tony Abbott it fired up online communities to have their say, for and against. From the moment the teaser tweets went out that Channel 7 were to show the “shocking footage Tony Abbott doesn’t want you to see” to the murmors that Abbott had uttered the words “shit happens” in reference to the death of an Aussie digger to the video footage of Abbott frozen in fury while staring at reporter Mark Riley – the Australian online community took (and often swapped) sides in a battle of opinions. News articles inspired hundreds of comments while Twitter debated the context, intended purpose and aftermath of the footage. The reaction from the community ensured the edited news item was shared in its entirety to give the audience a new perspective on the incident and even a week later the community is ready to see how Media Watch dissects the incident.

No matter what you intend on presenting to your audience, the collective can turn your message on its head. Communities thrive on a difference of opinion and expecting anything to be accepted wholly with nods and smiles is naive and ultimately dangerous. And with the resources available online it won’t take long til the entire truth comes out – whatever that may be.

At the end of the day, we’re in the business of people. And if you are effective at forming, influencing or motivating communities for any given reason you have a powerful asset at your command. Be careful how you use it.

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I’m Mandi and I support id Day Fri, 26 Nov 2010 04:02:37 +0000 Mandi Bateson

Hill & Knowlton are supporting id Day, an initiative launched by Sunnyfield in recognition of International Day of People with Disability held on 3 December.

The day’s main message is whether you have an intellectual disability or not, the things we all have in common are our differences, and it’s worth celebrating what makes us all unique.

This year id Day encourages all Aussies to share with friends, colleagues or even strangers “what makes you unique”. It’s a great conversation starter (I now use it at the beginning of presentations) and it’s so easy to get involved.

Offices can buy a merchandise box or host a morning tea and encourage donations – with the id Day nametags you’ll be surprised what you’ll learn about your fellow colleagues!

Why we’re getting involved

One in five Australians have a disability – that’s nearly 4.3 million people.

People with intellectual disability account for the majority of people aged under 65 years who have unmet demand for accommodation and respite services.

People with intellectual disabilities commonly have difficulty learning, applying knowledge, making decisions,  making choices at key life transition points and adjusting to changing circumstances.

57% of people with intellectual disability need help with communication.

Like most charities, Sunnyfield urgently needs to raise awareness and money. Please help us by sharing the id Day story on Facebook or Twitter or donating at Visit the website for more ways to get involved.

Spread the word

Share FacebookShare TwitterWant to help? Please tweet or share the following: I support @id_Day by celebrating our differences and unique identity

Connect with us



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How to win fans and influence people Wed, 27 Oct 2010 11:23:52 +0000 Mandi Bateson

Next month H&K will be presenting at Digital Now Australia or DNA://10, a conference in its second year with speakers from other WPP agencies TNS and GroupM and the local team from Google. The conference will be hitting up Sydney and Melbourne with the aim to take some of the hype and hyperbole out of digital and focus on the strategic direction required to achieve real results. With the recent release of TNS’s Digital Life – the most comprehensive study we’ve ever seen on digital lifestyles – it’s a great opportunity to demonstrate how each agency uses insights into consumer behaviours to develop kick-ass strategies across the marketing mix.

As we’ve constructed our presentation to represent integrated communications we’ve realised just how much there is to say on the subject. Unfortunately we don’t have all day. Fortunately I have this blog to explore all of the other avenues that pop up for discussion. Now all I have to do is find the time!

Here’s a teaser for our presentation How to win fans and influence people. We’ve broken it down into 3 key areas:

Know your influencers

Famous Chinese Man who rode his tricycle tousands of kms to the Olympics _0311 PR has always been about finding and leveraging influencers. What we love about social media is that the shifting dynamics of influence has highlighted the importance of this skill.  So why is your loyal PR team reeling off a list of unfamiliar names as your next campaign hit list? Your influencers may not be who you think they are but the journey to find and connect with them will give you a better understanding of your audience and the opportunities at hand.

Plan to give good content

The Story of My Life So you’ve decided a Facebook page and Twitter are a great way to connect with your fans. Have you thought about what you’re going to say? Even the most enigmatic community managers would have trouble maintaining a daily conversation without some great content to share. Plan ahead and then plan to adapt that plan – often. And don’t forget to tuck away some extra budget and resourcing in case you need it when you least expect it!

Conversion is king

Head for Chess 62:365 We’ve heard content is king, we’ve heard conversation is king. It’s time for the heir apparent to take the throne! Big ideas are great but not without reason. When you forget to focus on your objectives things often get complicated fast. Before you kick off that user generated content competition ask yourself why you need your audience to go to that much trouble. Will you benefit from it? Will they? We also make the distinction between outputs and outcomes. What are you measuring and why?

As you can see it’s fodder for endless discussion and the tangents – oh the tangents! – could fill whitepaper after whitepaper. For now we’ll be refining our thoughts into 3 key takeaways to get the audience motivated and inspired. And we’ll play a little buzzword bingo on the side just for kicks.

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Social Media Blues Thu, 02 Sep 2010 10:20:21 +0000 Mandi Bateson

How well do you know your social media blues?

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Australian Election 2.0 Sun, 22 Aug 2010 11:31:14 +0000 Mandi Bateson

Julia Gillard tweets on her iPad Much has been said about social media and the Australian election, with talk of missed opportunities and a failure to engage. As a social media advocate, I welcome any opportunity to discuss how we can shift from paid to earned media where possible. As a social media marketer, I disagree with a lot of the advice projected at our political parties. As we are more than likely to be going through this entire process sooner than we’d like, I thought I’d outline some of the challenges and opportunities I feel are facing our campaigners (and maybe your business).

Where’s your audience?

With only a month between meeting with the Governor-General and polling day, the parties must concentrate their energy and money on a very specific target market. This audience is probably not found amongst the members of the official party Facebook pages who have already pledged their allegiance.  With 13m enrolled voters in Australia and 8m Australian Facebook users over the age of 18, the social network still offers an amazing opportunity to connect with the population. I’d suggest alternative ways to reach users who are not likely to ‘Like’ their branded page including hypertargeted advertising, Open Graph integration with owned websites and the creation of good content that motivates users to pass it on.

Filter the noise

It seems we no longer subscribe to the old adage to never talk religion, politics or money. With 8% of voters on Twitter, there was enough discussion on election day to secure 7 out of 10 worldwide trending topics. However should we expect anyone to filter through hundreds of thousands of hung parliament jokes and snide remarks regarding rangas and budgie smugglers to find the odd genuine question and respond in the name of engagement? There are teams of full-time staff responsible for similar tasks at Telstra, Optus and Vodafone! Consider how you can leverage a large audience instead of trying to take them on one by one. It would have been great to see the leaders poll Twitter users on what topics they should prioritise across their debates, appearances or press conferences or use voting tools to ask Twitter users to give feedback on  their day’s performance.

Quality not quantity

In this election I would have been more than happy for the candidates to spend more time clarifying their policies and demonstrating leadership skills then making YouTube videos sledging their opposition. Unfortunately it was left to the political commentators, advocates and satirists to create quality content during the campaign. GetUp! produces their own ads and requests donations from their supporter base to fund the advertising costs. While SMH reported that unions were bankrolling the ads, 100,000 individuals also contributed to ensuring the message was broadcast across the nation. If all campaign ads were put to this test I think we’d be enjoying a much quieter election season.

Integration FTW

FTW – that’s “for the win” in interwebz speak. The ABC does this so well with Q and A – taking questions from the live audience, those writing/emailing/skyping in from home, publishing tweets across the bottom of the screen. Their actual Twitter account is secondary to the purpose of cultivating and aggregating opinions and responses, before, during and after the show. Be strategic in your approach and integration will be organic as social media and digital communications are used to strengthen your campaign instead of riding a bandwagon.

So until next time (sigh!), here’s a few things that caught my eye over this manic campaign period. Enjoy!

LegoElection – Tony’s Boatphone

Hitler learns of the result of Australia’s 2010 federal election (Confused? Know your meme!)

Make your own Tony Abbott posters

Campaign Pulse – ABC’s online election aggregator

Snagvotes – tracking polling booth sausage sizzles across the nation

Don’t trust the Climate Change Elephant

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Measuring social media effectiveness Fri, 20 Aug 2010 02:26:30 +0000 Mandi Bateson

On Thursday I spoke at the 3rd annual Local Government Web Network Conference, organised by superhero and pocket rocket Reem Abdelaty. The conference presents an interesting challenge as the audience is a mix of PR, marketing, web development, web design and IT staff with one thing in common – the responsibility of their council’s web presence.

It was great to talk to the attendees and understand their pain points. These in particular came through loud and clear:

  • Where do we start?
  • How do I motivate others to get involved?
  • How do I scale back those who are too involved?
  • I don’t have time!
  • I don’t have resources!
  • I can’t stay on top of all the opportunities – which is the best one to go with?

In my presentation, I looked at measuring social media effectiveness. I framed the presentation by answering who, what where, when, why and how. My entire presentation is below but I thought I’d just touch on a few key points for each section as my slides aren’t all that obvious.


Remember that while technology enables what you are measuring, in the end you are still measuring humans. This means that caution regarding sentiment analysis and consumer behaviours should be taken into account. Examples: we have different preferences for how we like to consume content while our litology is still too complex for a machine to definitively categorize.


I described a list of key performance indicators that I use based on how they match the objectives of the campaign. Examples: if we measure new search terms in the research phase of the sales cycle, we have the opportunity to strengthen our message to meet the needs of our audience.


These days we need to ensure we’re not just measuring the content that we host ourselves. Your content could be shared across the universe, so make sure you know where it’s going and how it’s being received.


Lots of great free tools have a very short window of time to report on your data. If you find a reporting tool that you love, check if it needs to be extracted weekly or monthly and get your hands on the data regularly so you don’t miss out on the insights. Also don’t do all your reporting post campaign. Digging around beforehand might help you deliver a more effective campaign or even offer you opportunities you didn’t know existed!


Some people say if you’re getting the results you want then you don’t need to worry about measuring each stage of the process. And miss out on the opportunity to improve that process and increase your success? Pah to that, I say!


So this is where I spent a little more time. I went through the structure of a report and the opportunities that both free and paid tools gives us. I discussed the platform specific reporting tools and why the insights they provide might give you a reason to integrate it into your strategy (*cough* Foursquare! *cough*). I pointed out that while Google Analytics may not work on Facebook or, we can be grateful for companies like Webdigi who share useful tactics on their blog.

In the presentation there’s also a list of Delicious bookmarks that I have put together of free tools that help with websites, search and social audits. I did spend some time going through subscription based tools however it is an expense worth shared rather than a standalone investment.

So unfortunately it seems I may have compounded a few of the challenges listed above instead of solved them! Luckily the feedback was great and hopefully they’ll now have access to some practical resources to help them whatever stage they may find themselves at in social media measurement.

Finally I’d like to give a shout out to Reem who put on a fantastic event. From the published booklet of stories from the various councils and the selection of topics; to the conference dinner at Fix St James and the online repository of conference information – an extremely well run event of value to delegates, sponsors and presenters. Thanks for the invite Reem!

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Who owns social media? Tue, 03 Aug 2010 01:33:14 +0000 Mandi Bateson

This post was originally published at PRINKS.

They say if you’re a hammer, everything looks like a nail. In the marketing world this means when a client comes to us with a problem, we assume our discipline has the solution. If we’re humble sometimes we may admit only part of the solution. So who does it best?

As an example let’s look at the question of the virtual hour. Who owns social media – PR/comms? Advertising? Digital creative? Citizen journalists? No one?

Forget ownership by discipline. Social media, just like every other marketing channel, is owned by strategy.

If you’re in PR, don’t buy the top keywords for a Google Adwords campaign and consider SEO ticked. If you’re in advertising don’t assume a few links broadcasted each day equals community management.

I’d like to hand this explanation over to some of my favourite smart cookies. I asked them all these three questions:

1. Why is your niche a must-have component of a marketing strategy?

2. How does your discipline compliment an integrated marketing solution?

3. Why do you need a strategic approach to your area?

Here’s what they had to say.


Kristin Rohan, Founder & Director, SassySEO

Search engine optimization store, Shoreditch, London, UK SEO is the foundation of any online presence – whether a site, blog or social media engagements. SEO is about doing research, analysing data to focus content & ensure it is valuable & relevant to the audience. SEO is also about helping people find your site and easily engage with you – to lead them through the sales cycle and then analysing what’s happening– optimising the site, social channels, and content to improve rankings, visibility, awareness & create quality relationships.

SEO compliments an integrated marketing solution because it can be useful in any area of marketing – keyword research is used in content & messaging, competitive analysis is used in defining brand or niche, analysing visitor/site stats is critical to understanding target audience, optimising social media engagements is needed so businesses can find & attract quality prospects.

It’s imperative SEO is a strategy so a business will start thinking about focusing their products, messaging & content from the beginning — a proper SEO strategy will enable this. A new site needs proper focus, organisation & content — and a firm plan to lead prospects and customers through the site to maximise opportunities to engage them in the community, with your business or in a sale. SEO should also be part of Social Media Strategy so the proper measurements/analytics are put in place, relevant & valuable content is shared, and data is analysed to improve participation in their community.


Kim McKay, Director, Klick Communications

Social media in itself is the perfect conduit for text book PR. Universities preach to their students about “two-way symmetrical communication” and that’s exactly how PR works in social media. Relationships, engagement, communication… all these interactive elements that are at the crux of PR are also those which make a social media marketing strategy effective.

PR is the glue that ties it all together. PR is reliant on receivership and response, and in this way it is not only a way to gauge the success of an integrated marketing solution, but also the fuel which motors the next move.

PR (anything in fact) without strategy is a bit like baking a cake for the first time without a recipe; it can be done but it probably won’t be good. PR is a multifaceted practice, and you need the right measure of all the integral elements in order to produce anything decent.


Joel Pearson, Online Account Manager, PHD Media

Media strategy and channel planning play the crucial role of identifying audience and when and where to reach them. The best creative idea on earth is nothing if nobody see’s it.

The way I approach media planning I believe that it is crucial that all people involved in the strategic direction of the campaign ensure they are on the same path before any actually planning occurs. Ensuring everyone is working towards the same business outcomes and that they want to communicate the same thing allows for a much more integrated planning style that ensures the media works with the creative messaging instead of just acting as a housing for it. Too often a media agency pulls together a plan, a creative agency has some concepts and the two are forced to work together even though the advertising may look like shit within a tiny banner.

All elements of marketing require a strategic approach. In particular when assessing and choosing media you need to understand in what way you are planning to influence thinking or behaviour because different mediums are consumed in very different ways and are processed in different areas of the brain. This kind of detail needs to be balanced with both media and production costs as well as business outcomes in order to come up with the optimal mix of media to deliver the clients campaign.

Community Management

Nicola Swankie, Account Director, McCann Sydney

Big Heart of Art - 1000 Visual MashupsHow can you be proactive in controlling the sentiment of your brand that is out there?  To do that we know we need to be a part of the conversation, listening, giving our customers something of value and transparently acting on what we hear.    But how do you credibly join in that conversation and where?

I believe through being a part of your customers’ community or create a community they want to be a part of.   Online or offline. The words Social Media can be scary.  But if your brand goes in with the right kind of approach and role within a community where you do something your customers will value either from an engagement or utility point of view it should result in positive sentiment and results for the business.

I really like Gareth Kay’s thinking   on how today we need ideas that do, not ideas that say.  For me any great marketing solution will always involve an idea that does something and involves people in it.  And where you have a whole bunch of people involved in doing something, to bring it to life you essentially will build a community around it by default.

The purpose of community should always come from the strategic direction and purpose of your business overall.  Whether you choose to join a community or create one yourself it is important to ensure you can link what you are doing back to business results and metrics.   A solid strategic approach should ensure that it does.

Think you deserve the lead on an integrated social media campaign? Your strategy should be managed by someone who understands and respects every element, even if only to brief (and not execute) other components. This will sort your truly strategic marketers from those using a buzzword as an invoice line item.d

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