Social Media : The Future of PR

The Future of PR Why every PR graduate needs to learn social media

Sally Falkow APR
PR Trainer of the Year
Snr. Fellow: The Society for New Communication Research
AdAge 150 blog - Top 10 PR blog
www.PRoactivereport.com
www.Twitter.com/sallyfalkow

The Future of PR – 2010 edition Bulldog Reporter

PRSA Counselors Academy
The top three issues for PR professionals in 2010:
1. Providing authentic strategic counseling to management/clients
2. Mastering social media skills
3. Demonstrating return on investment

State of Social Media Marketing

Top Ten Questions
1. How do I measure social media return on investment?
2. What are the social media marketing best practices?
3. How do I best manage my time with social media?
4. How do I reach my target markets with social media?
5. How do I generate traffic and leads using social media?
6. How do I implement social media tactics?
7. What are the latest social media trends?
8. How do I get started?
9. How do I integrate my social media activities?
10. How do I evaluate the advantages and disadvantages of each platform?

A More Strategic Sequence
What are the latest social media trends?
What are the social media marketing best practices?
How do I get started?
How do I integrate my social media activities?
How do I reach my target markets with social media?
How do I evaluate the advantages and disadvantages of each platform?
How do I best manage my time with social media?
How do I implement social media tactics?
How do I generate traffic and leads using social media?
How do I measure social media return on investment?

PR Trends
Social Media is here to stay -it has to be included in your media plan for any PR campaign
One in thirteen of all people on the planet are now online (Universal McCann)
83% are active in some form of social media (Forrester Research)
Companies are hiring people with social media skills

What You Need to Know
Understand search optimization for content like press releases, video, articles
How to do a social media press release
Content syndication online
How to find and work with bloggers
Basic HTML code so that you can add help bloggers and reporters take your content easily
Online video production, editing, uploading and sharing
Social Networking
Social News
Analytics

Best Practices
Read Social Media Case Studies
Proactive Report
Social Media Today
Social Media Examiner
Econsultancy.com
Emarketer

How Do I Get Started?
You need a social media strategy that aligns with your communications and business goals

Social Media Strategy
Listen and learn
Measure your share of voice in the conversation
Set goals and benchmarks
Find relevant bloggers and communities
Identify Influencers
Develop Content Strategy
Evaluate platforms and pick the right tools
Create and deliver content
Engage. Participate in and facilitate conversations
Measure results

Start by Listening
“ If we trust our customers, we can actively listen to what they’re saying.
We can build the right product for our customers, instead of finding the right customers for our products.”
Steven Covey

Establish Share of Voice
How often is your brand mentioned in a particular conversation?
How do you rate against your competitors

1. Share Of Voice + 2. Share Of Mind 3. Share Of Conversation Topic is Anti-aging

Content Analysis
What are they saying
Positive /Negative/Neutral mention
Where are they saying it
Needs and wants
Interests
Need for information on a certain subject
Trends in the conversation

Set Goals, Baselines and Benchmarks

Find Communities & Bloggers

Identify the Influencers

Find Communities and Identify Influencers 600 Beauty Bloggers (US only) 26 in Head 106 in Magic Middle 460 in Long Tail Top 60 Map

Develop Your Content Strategy
THINK LIKE A PUBLISHER –
YOU ARE THE MEDIA
Content Analysis – key messages
Audience Analysis – social technographics
Trends in Social Media
Content Audit – what do you have
What expertise do you have
Resources
Create an Editorial Calendar

Social Technographics

Growing by Leaps and Bounds

Analyze Your Customers

Pick the Right Channels
Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off
True engagement means full engagement in the channels where you choose to invest
So make sure you pick correctly and wisely

Pick the Right Tools/Platforms
Who is your audience?
Where are they having conversations?
Trends – Video, Facebook, Twitter

Syndicate the Content
Add RSS Feeds

Socialize the Content

Content Sparks Conversations
Focused on what you have heard
Based on audience needs, interests
Placed in the right channel
Monitored for responses

Engaging People
The key finding is that those with the highest engagement factor also had the best financial results over the last year
Engagmentdb Study WetPaint/Altimeter

What Is Engagement?
We’re not talking about a presence in the online social sphere
It’s not using these channels to broadcast messages
Engagement is a deep and meaningful social interaction with your stakeholders
Engagementdb Study Altimeter Group

What Shows Engagement?
People talking about your brand/product/company
Saving and sharing content
Visit more frequently
Spend more time on blog or website
Subscribe
Have conversations with you
Make suggestions and give feedback
Post comments, opinions reviews
Recommending your company to their friends
Loyalty to your brand

Entrepreneur Hot 100
26 percent of these companies are active on Twitter
37 percent are on LinkedIn
11 percent have a Facebook page
Just over a half have a newsroom on their website
Only 7percent optimize their news content for search
Just 16% are actively engaging their customers

Inc 500
25 percent are active on Twitter
31 percent have a Facebook Page
19% are engaging with customers

Fortune 100
54 percent have a Twitter feed
94 percent use it for news and announcements
32 percent have a blog
44 percent have a Facebook page
Only 17% use all three
22% are actively engaging customers

CMO Engagement Gap
The engagement gap refers to the difference between the influence of the Internet in consumer decision making and the amount of spending, and the effort, by corporations and organizations, trying to interact with and shape the thinking behind those decisions.

Key Measurement
The move to quantify “customer affinity” and increase “customer advocacy” has become a new measure of effectiveness
CMO Council

Focus on the Bottom Line
Most marketers and corporations are now looking to reduce costs in order to improve the bottom line
Current economic indicators point to a vital need for business revitalization through
better customer engagement and analytics
CMO Council

New Measure of ROI: Engagement
There are thousands of social media channels, each with a slightly different value proposition
It’s a daunting task to objectively evaluate various marketing efforts across all social mediums
Engagement is the best criterion
The Wetpaint/Altimeter Group ENGAGEMENTdb Report

Engagement: The Lifebelt
Companies that are both deeply and widely engaged in social media surpass their peers in terms of the two most meaningful financial performance metrics – revenue and profit –
by a significant difference.
Wet Paint/Altimeter Group

What is the Bottom Line?
These highly engaged companies grew, on average , 18% in revenues over the last 12 months, compared to the least engaged companies who, on average , saw a decline of 6% in revenue during the same period
The same holds true for two other financial metrics, gross margin and net profit
WetPaint/Altimeter Group

Skin MD Natural Case Study

Situation
Launching a new kind of lotion
New category
No awareness at all

Objectives
The campaign aimed to reach consumers online through high search rankings on specific keywords and phrases, articles, blogs, newsgroups and forums.
Create a new search term – shielding lotion
Create awareness of the brand Skin MD Natural with dermatologists and the public

Customer Education

You Tube Videos

Payoff
Over 400 bloggers talking about their products
Conversations in targeted forums and blogs
Increased traffic to the website
Product in over 5000 pharmacies across the US
Partners in many other countries

@sallyfalkow www.twitter.com/sallyfalkow

http://www.infocomgroup.net/prtrends

Resources
Expansionplus.com
Press-feed.com
Proactivereport.com
[email_address]

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Social Media : The Future of PR

by Sally Falkow on Apr 28, 2010

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