Demystifying Social Media          February 23, 2012Bobbi Simmons, APR, Arlington/Roe & Co.    President, Hoosier Chapter ...
Bobbi Johnson Simmons, APR    Arlington/Roe & Co.             Twitter: @bobbiboomer LinkedIn: http://www.linkedin.com/pub/...
Introduction First, One Step BackWhat Is Public Relations?
Public RelationsBobbi’s definition:• Public relations professionals are catalysts for  achieving and maintaining positive,...
Strategic Relationship ManagementThen                         Now• Business goals• PR goals• Target audiences• Key message...
Strategic Relationship ManagementThen                         Now• Business goals             • Channels to reach them• PR...
Business Handshake © Rob #7114165  A new way to be face to facewith your most important people
Myra S. Cocca, APR    IronStrike   Twitter: @IronStrike   LinkedIn: IronStrikeWebsite: www.IronStrike.biz
“Quit counting fans, followers and blog       subscribers like bottle caps.Think, instead, about what you’re hoping    to ...
What social media is/requiresSocial media includes web-based and mobiletechnologies used to turn communication intoan inte...
What social media isn’t• A stand-alone marketing tool (silver  bullet)• Shoot from the hip
Importance of social media• An average Facebook user has 130  friends and likes 80 pages• 56% of consumers say that they a...
Importance of social media• 34% of marketers have generated leads  using Twitter• 55% of Twitter users access the platform...
But …• As a business or communications  strategist, you must ask, “Is social media  right for my company?”• Consider:  –  ...
Social media by the numbers• Out of the 6 billion people on the planet,  4.8 billion have a mobile device and only  4.2 bi...
Sampling, social media tools      Externally     Internally      • Blogs        • Digsby      • Twitter      • Skype      ...
Feedback and evaluation• Some B2B marketers are spending millions of  dollars each year on social media marketing  YET• Ne...
Feedback and evaluationDetermining the effectiveness of social media• Tracking tools      Google Analytics, Alerts, Campai...
Katie GilmoreBingham Greenebaum Doll LLP           Twitter: @BGDLegal LinkedIn: Bingham Greenebaum Doll LLP            You...
What does social need to do for you?• Goals for our marketing efforts  – Showcase the legal knowledge of our attorneys  – ...
How social supports our goals• Showcase knowledge: Merger announcement  – Video  – Press releases  – Blog posts  – Twitter...
How social supports our goals• Tell our story: Indiana Repertory Theatre  – Blog about experiences  – Twitter  – LinkedIn ...
More ways to use social• Promote articles, case studies, videos, guides  and other content• Recognize client achievements•...
Resources• PRSA, www.prsa.org• Mashable.com• Sproutsocial.com• Content Marketing Institute  www.contentmarketinginstitute....
Vocus.com/social-media-strategy
Q&A
Thank you!Bobbi Simmons, APRbsimmons@arlingtonroe.com317.554.8585Myra Cocca, APRmyra@IronStrike.biz317.679.3039Katie Gilmo...
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Demystifying Social Media

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  • Demystifying Social Media

    1. 1. Demystifying Social Media February 23, 2012Bobbi Simmons, APR, Arlington/Roe & Co. President, Hoosier Chapter PRSA Myra S. Cocca, APR IronStrike Katie Gilmore Bingham Greenebaum Doll LLP
    2. 2. Bobbi Johnson Simmons, APR Arlington/Roe & Co. Twitter: @bobbiboomer LinkedIn: http://www.linkedin.com/pub/bobbi- simmons-apr/5/6a7/84a Website: www.arlingtonroe.com
    3. 3. Introduction First, One Step BackWhat Is Public Relations?
    4. 4. Public RelationsBobbi’s definition:• Public relations professionals are catalysts for achieving and maintaining positive, ethical, mutually respectful and rewarding relationships between an organization and its relevant publics.
    5. 5. Strategic Relationship ManagementThen Now• Business goals• PR goals• Target audiences• Key messages• Channels to reach them• Strategies to reach them• Tactics• Measurement• Adjust and do it again
    6. 6. Strategic Relationship ManagementThen Now• Business goals • Channels to reach them• PR goals  dialog with them• Target audiences Microsoft Dynamics® Customer Relationship Management (CRM) expert, Matt Keenan, defines• Key messages Social CRM as:• Channels to reach them • “The process of enabling• Strategies to reach them collaboration and conversation• Tactics around your products, your services, and your organization.”• Measurement • Key messages• Adjust and do it again  conversations
    7. 7. Business Handshake © Rob #7114165 A new way to be face to facewith your most important people
    8. 8. Myra S. Cocca, APR IronStrike Twitter: @IronStrike LinkedIn: IronStrikeWebsite: www.IronStrike.biz
    9. 9. “Quit counting fans, followers and blog subscribers like bottle caps.Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” Amber Naslund, Social Media Today
    10. 10. What social media is/requiresSocial media includes web-based and mobiletechnologies used to turn communication intoan interactive dialogue.• One part of the marketing/PR mix; used for both internal and external communications• Strategic• Time-intensive• Discipline/awareness: social media policy
    11. 11. What social media isn’t• A stand-alone marketing tool (silver bullet)• Shoot from the hip
    12. 12. Importance of social media• An average Facebook user has 130 friends and likes 80 pages• 56% of consumers say that they are more likely to recommend a brand after becoming a Facebook fan• Each week on Facebook, more than 3.5 billion pieces of content are shared
    13. 13. Importance of social media• 34% of marketers have generated leads using Twitter• 55% of Twitter users access the platform via their mobile
    14. 14. But …• As a business or communications strategist, you must ask, “Is social media right for my company?”• Consider: – Audience(s) – Brand – Resources – Related, opportunity cost
    15. 15. Social media by the numbers• Out of the 6 billion people on the planet, 4.8 billion have a mobile device and only 4.2 billion own a toothbrush!! That’s a lot of opportunity!
    16. 16. Sampling, social media tools Externally Internally • Blogs • Digsby • Twitter • Skype • LinkedIn • Wikis • Facebook • Posterous • Yammer • Formulists + many more + many more
    17. 17. Feedback and evaluation• Some B2B marketers are spending millions of dollars each year on social media marketing YET• Nearly 30% of these users are not tracking the impact of this marketing
    18. 18. Feedback and evaluationDetermining the effectiveness of social media• Tracking tools Google Analytics, Alerts, Campaign Tracker TweetDeck Bit.ly LinkedIn Analytics• Surveys (attitudes, perceptions, reputation)• Sales
    19. 19. Katie GilmoreBingham Greenebaum Doll LLP Twitter: @BGDLegal LinkedIn: Bingham Greenebaum Doll LLP YouTube: BGDLegal Blog: blog.binghammchale.com
    20. 20. What does social need to do for you?• Goals for our marketing efforts – Showcase the legal knowledge of our attorneys – Tell the story of who we are – Abide by industry ethics requirements• Strategy: Content marketing• Social media: Evaluate tools to support the goals and strategy
    21. 21. How social supports our goals• Showcase knowledge: Merger announcement – Video – Press releases – Blog posts – Twitter – LinkedIn
    22. 22. How social supports our goals• Tell our story: Indiana Repertory Theatre – Blog about experiences – Twitter – LinkedIn – YouTube
    23. 23. More ways to use social• Promote articles, case studies, videos, guides and other content• Recognize client achievements• Highlight earned media coverage• Highlight leadership initiatives• Event coverage: Legislative Conference
    24. 24. Resources• PRSA, www.prsa.org• Mashable.com• Sproutsocial.com• Content Marketing Institute www.contentmarketinginstitute.com• Chris Brogan, www.chrisbrogan.com
    25. 25. Vocus.com/social-media-strategy
    26. 26. Q&A
    27. 27. Thank you!Bobbi Simmons, APRbsimmons@arlingtonroe.com317.554.8585Myra Cocca, APRmyra@IronStrike.biz317.679.3039Katie GilmoreKGilmore@bgdlegal.com317. 968.5518

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