Ad Club Presentation


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Julie Hall's April 16th presentation to the Boston Ad Club on How to Harness the Power of Social Media For You and Your Brand

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Ad Club Presentation

  1. 1. How to Harness the Power of Social Media For You and Your Brand Julie Hall Executive Vice President / Partner April 16, 2009
  2. 2. About Schneider Associates <ul><li>Boston-based, independently-owned full-service public relations/marketing firm </li></ul><ul><li>Successfully launching products, services, companies & communities since 1980 </li></ul><ul><li>Specialize in Launch Public Relations SM - Authored New Product Launch: 10 Proven Strategies </li></ul><ul><li>Conduct consumer Most Memorable New Product Launch survey annually with Mintel and IRI </li></ul><ul><li>Partner in WorldCom , largest group of leading independent PR firms </li></ul><ul><li>“ Expertise” in social media/digital influence/ citizen journalism </li></ul>
  3. 3. Brand Experience
  4. 4. SA and Social Media/Digital Influence/Citizen Journalism <ul><li>2004 Democratic National Convention in Boston </li></ul><ul><li>Bloggers put the PUBLIC back in PUBLIC RELATIONS </li></ul><ul><li>Started practice area in 2005 </li></ul><ul><li>Integrated bloggers relations into media relations practices in 2006 </li></ul><ul><li>Launched Mommies Clique in 2008 </li></ul>
  5. 5. The time to join the dialogue is now . Every day a new generation is born— and previous ones are reborn digital.
  6. 6. SA’s Immersion Marketing TM Surrounding the Consumer Over Time Traditional Advertising - Print - Broadcast - Direct Mail Word Of Mouth - High Impact Launch Events - Sampling - Ongoing Public Events - “Tell A Friend” Campaigns - Buzz Programs One to One Marketing - Guerilla Marketing - Sampling - Mobile Marketing and Signage - Creative Community Marketing <ul><li>PR … PR … PR </li></ul><ul><li>- Launch Events </li></ul><ul><li>- Media Relations </li></ul><ul><li>- Influencer Outreach </li></ul><ul><li>Product Seeding </li></ul><ul><li>- Surveys </li></ul><ul><li>- Product Placement </li></ul><ul><li>- Sampling </li></ul><ul><li>- Expert Spokesperson </li></ul><ul><li>- Ongoing Special Events </li></ul>Impact at Retail - Coupons - Sampling - POP - Circulars - Instore Marketing Digital Marketing - AdverGames - Contests - Podcasts - Product Tips - Online Communities - Blog or Vlog - Viral Marketing Measurement Retail Partnerships - Present Programs with PR - Manufacturers Align with Retailers - Demonstrate How Immersion Marketing™ Surrounds the Customer Alliances - Sponsorships - Cause Related Marketing - Non-profit Partnership - Third-party Spokespeople ©2009 Schneider Associates Social Networking - YouTube - Facebook - MySpace - Twitter - Flikr - StumbleUpon - Virtual Worlds
  7. 7. Social Media Universe
  8. 8. What We’ve Learned About Social Marketing and Conversational Influence <ul><li>Listening, creating and participating in conversations </li></ul><ul><li>Power is shifting from corporations and institutions to individuals and communities </li></ul><ul><li>Talk to customers one-on-one </li></ul><ul><li>Leverage the power of social media to build long-term relationships </li></ul><ul><li>Credible and authentic </li></ul><ul><li>Social networks, news & social bookmarking, blogs, microblogging (Twitter), video sharing, photo sharing, message boards, wikis, podcasts, RSS feeds and social media press releases </li></ul>
  9. 9. Digital Integrity/ Reputation Management in a Web 2.0 World <ul><li>Control is released into the hands of citizen marketers </li></ul><ul><li>Sixty-seven percent of executives surveyed saw their brands as vulnerable in this environment* </li></ul><ul><li>Digital integrity/reputation management is a new discipline </li></ul><ul><li>Convergence of customer service and PR/reputation management/marketing </li></ul><ul><li>*Weber Shandwick </li></ul>
  10. 10. B2B B2C Social Media Universe B2E Business – to – Everyone
  11. 11. The Changing Media Environment— Social TV <ul><li> </li></ul><ul><li>January 20, 2009--The introduction of Social TV with the and Facebook integration </li></ul><ul><li>New media consumption paradigm allows consumers to engage directly with news outlets, news figures, properties and other like-minded consumers </li></ul><ul><li>Social Media allows companies to engage in direct dialog with their consumers </li></ul>
  12. 12. The Changing Newspaper <ul><li>Death of the newspaper is largely reported </li></ul><ul><li>“ Hyper Local” news </li></ul><ul><li>Customized news if the wave of the future </li></ul><ul><ul><li>Time, Inc. </li></ul></ul>
  13. 13. The New Media Universe
  14. 14. <ul><li>More than 200 million active users </li></ul><ul><li>More than 100 million users log on to Facebook at least once each day </li></ul><ul><li>More than two-thirds of Facebook users are outside of college </li></ul><ul><li>The fastest growing demographic is those 35 years old and older </li></ul><ul><li>Average user has 120 friends on the site </li></ul><ul><li>More than 20 million users update their statuses at least once each day </li></ul>Facebook Statistics
  15. 15. <ul><li>Worldwide visitors to Twitter approached 10 million in February, up an impressive 700% vs. year ago </li></ul><ul><li>The past two months have seen worldwide visitors climb more than 5 million visitors. </li></ul><ul><li>U.S. traffic growth reached 4 million visitors in February, up more than 1,000% from a year ago. </li></ul>Twitter Statistics
  16. 16. What is LinkedIn
  17. 17. <ul><li>• LinkedIn has over 38 Million members in over 200 countries around the world </li></ul><ul><li>• A new member joins LinkedIn approximately every second, and about half of the members are outside the U.S. </li></ul><ul><li>• Executives from all Fortune 500 companies are LinkedIn members. </li></ul><ul><li>• More than 2.25 Million Unique Monthly Visitors in March 2009 </li></ul>LinkedIn Statistics
  18. 18. <ul><li>• Popular sites include: Digg, Delicious, StumbleUpon and Reddit </li></ul><ul><li>• A method of storing, organizing, searching for and managing web pages with the help of tags </li></ul><ul><li>• Tags allow collaboration and aggregation of the websites </li></ul><ul><li>• Great for Search Engine Optimization </li></ul>Social Bookmarking
  19. 19. <ul><li>“ Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to realize the importance of branding. We are the CEOs of our own companies: Me, Inc. to be in business today, our most important job is to be head marketer for the brand called you.” </li></ul><ul><li>- Tom Peters, </li></ul><ul><li>Management Guru </li></ul>Personal Branding Origins
  20. 20. <ul><li>• If you don’t brand yourself, Google will brand you </li></ul><ul><li>• Be aware of the content online about you and/or your brand </li></ul><ul><li>• Create content so you are satisfied with Google results and impact Search Engine Optimization </li></ul><ul><li>• Highlight your expertise - What is you unique selling point? </li></ul><ul><li>• Emphasize your achievements </li></ul><ul><li>• Build your community </li></ul><ul><li>• Watch your competitors and go above and beyond </li></ul>Branding “You” and Branding “Clients” 7 Axioms on Social Branding
  21. 21. <ul><li>• Only what you say about’s also what others say </li></ul><ul><li>• An extension of your employer’s brand...and vice versa </li></ul><ul><li>• Differing in situations...or act different in different media </li></ul><ul><li>• A way to create an identity or persona that’s not authentic </li></ul><ul><li>• Something someone can give or create for you </li></ul><ul><li>• About power or expertise (no experts in the space) </li></ul><ul><li>• Permanent or Guaranteed </li></ul>Things to avoid in social branding 7 Axioms on what a social brand is NOT
  22. 22. <ul><li>Conversation </li></ul><ul><ul><li>Go where conversations take place </li></ul></ul><ul><ul><li>Facebook, Twitter, YouTube, etc. </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Add value by participating in conversations </li></ul></ul><ul><li>Commenting </li></ul><ul><ul><li>Track all comments, blog posts, Tweets etc. to stay engaged </li></ul></ul><ul><li>Collaboration </li></ul><ul><ul><li>Friend and follow brand ambassadors </li></ul></ul><ul><li>Contribution </li></ul><ul><ul><li>Create creative content that is engaging, unique and news worthy. </li></ul></ul>The 5 C’s of Social Media
  23. 23. Key Takeaways <ul><ul><ul><li>• Social media is all about listening, creating and participating in conversations </li></ul></ul></ul><ul><ul><ul><li>• Huge opportunity to leverage the power of social media to build long-term relationships with customers </li></ul></ul></ul><ul><ul><ul><li>• It’s not B2B, It’s not’s B2E </li></ul></ul></ul><ul><li>• Social networks extend a personality and identity in new mediums </li></ul>
  24. 24. <ul><li>• If you don’t brand yourself, Google will brand you </li></ul><ul><li>• Create content so you are satisfied with Google results and impact Search Engine Optimization </li></ul><ul><li>• A personal brand doesn’t differ in different situations...or act different in different media </li></ul><ul><ul><li>• 5 C’s of Social Media: Conversation, Community, Commenting, Collaboration and Contribution </li></ul></ul><ul><ul><li>• A social brand is not Permanent or Guaranteed </li></ul></ul>Key Takeaways
  25. 25. Questions/Comments Julie Hall Executive Vice President / Partner [email_address] Twitter: @JulieHallBoston Office: (617) 536-3300 http ://