Another month, another ‘Rising Voice in Social Media’ session, this time based around the concept of earned social media.
, commercial director at Unruly Media, took us through how to use viral to drive word of mouth citing case study examples from Durex, Nike and The Sun. Catch the presentation below.
, Managing Director of Diffusion provided insights on reputation management, how the PR industry has been turned on its head due to social media, and how to successfully protect your brand online whilst remaining approachable. Daljit’s slides are available below.
, managing director of We are Social spoke on social media and customer service, including the trials and tribulations that come with using social media as a customer service channel with some great examples of how to do it right.
The IAB’s resident Paxman, , interviewed , commercial director at Unruly Media about what makes a successful viral campaign to dispel the myths that surround the area. Steve talks about what results clients are looking for from their campaigns using the Evian case study as a positive benchmark for brands, and what’s makes good creative.
Watch the below video to see the full interview…
One of my most endearing traits is consistently wanting to annoy the hell out of people, so hopefully the entire time you’re reading this you’ll have the ABBA song floating around your head and with any luck it will stay there of the rest of the day.
Now that’s the pleasantries out of the way… At the IAB we’re always eager to get our heads around the roles of ‘paid for’ and ‘earned’ media, and the relationship (sometimes conflict) between the two. Last year we hosted a debate on whether social media should be paid for, and I’m often asked why as the ‘Internet Advertising Bureau’ we discuss WOM at all. Well the IAB will be keeping its name for now but we’re always at pains to stress that as a trade body for digital marketing, we’re totally format agnostic – if it’s relevant for brands, then it’s relevant for us. In fact, we’ve been banging on about SEO for years and no one’s batted an eyelid, but with social media getting the lion’s share of attention at the moment, it’s a question that’s regularly posed.
With my background in PR, in fact my heart and head lie much more with the earned side of online communications – relationship building, researching, putting the time in to get to know your audience and impressing them with tailored messaging and content relevant to their interests. Getting a namecheck or coverage as a result of all your hard work is the result that PR practitioners yearn for, and I believe that not everyone has the ability to achieve it. But despite my PR snobbery, in this post I’ve decided to talk about the industry’s bread and butter: the advertising dollars that get ploughed into online making it the largest UK marketing medium, and where this dirty cash fits within the social media landscape (do you have THAT song going round your head now as well?)