Social Media Marketing and digital PR

Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Social Media Marketing and Online Public Relations Global Word-of-Mouth Brand Promotion, Crisis Management & Reputation Defense

Who am I?
President and COO of Abraham & Harrison
Social media savant
What have I done?
Internet analyst
Web strategy consultant
Online brand promotion/protection
Online community development
Blogger outreach
Blogger engagement
Online reputation management
Avid Blogger
“ Social media expert” for BBC World News, CNN Radio, Cnet’s Bnet

Our Distinction We are 100% online media company, born of the internet, and living our lives in the world of social media.
We are a well-practiced team of 35 professionals who live online social media day in and day out –
not just thinking big ideas, but doing real operations.
We have been doing this for years – we are not just another PR shop trying to quickly
jump on the social media bandwagon, hoping to figure out the digital space on the fly,
making mistakes on your dime.
We know that big ideas are great, but that their power comes from excellent professional execution.
We understand that there is far more to being a surgeon than reading how an operation is done;
far more to being an engineer than having blueprints in your hands, and far more to being a chef than
being able to read a cookbook.
Our confidence in our ability comes from not only our proven results but also from our established relationships,
presence, and contacts in the social media sphere.
Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet We activate thousands and reach millions every day we are on the job for our clients. We execute real, large-scale social media campaigns globally – in any country, in any language you need Not just creative ideas, but real action – operations with real results and measurable ROI

The Evolution of Abraham & Harrison
Three years ago Abraham PR collaborated with Mark Harrison with the goal of creating a company that:
Was global
Enabled employees to live and work anywhere they wanted
Operates smoothly around the clock across multiple time zones in all parts of the world
Now Abraham and Harrison:
Has 22 full time employees across14 different time zones
Offers services in 8 different languages
Communicates effectively with all the different populations on the Internet from snarky gamers to Ivy-League professors to Latino youth

Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Some of Our Clients:

The History/Evolution of Social Media

Current and Emerging Trends Mobile Blogging Photo Blogging Location-Awareness

The Explosion of Gowalla and Foursquare:
What is it?
Website, iPhone app, social network
What does it mean?
Transparency: your network now knows what you are doing, and where you are doing it
What’s next?
More enhanced reality, geo-friendly mobile sites
Both networks use geo tagging and mobile phone applications to allow users to share where they are and what they are doing with their network of friends. The difference is Gowalla requires users to actually be in the location they are talking about Foursquare does not. VS.

How you can listen:
Monitoring
What are they saying?
What should we be thinking about changing?
How should we be responding?
Analysis
What are the conversation trends over time?
Is the tone of conversation positive or negative?
Is the tone changing over time?
Are the number of conversations increasing or decreasing?
Interacting
Careful listening leads to more meaningful and mutually beneficial interactions between you and your followers

How you can Engage:
Blogger Outreach
Give bloggers relevant and interesting information to share with their readers
Message Boards
Allow you to follow conversations
Allow you to add input to conversations
Allow you to track conversation trends
Review Sites
Allow you to specifically see what people like/dislike about you
Allow you to collect information about things that you should change

How you can Participate:
Facebook
Twitter
Youtube
LinkedIn
Wikipedia
Digg
Delicious
Corporate Blogs are a great way to communicate with consumers

Why Participate?
People are talking about you and your brand online
You can ignore or engage
A reputation that has taken years to build can be destroyed in minutes
Everyone is doing it, do you want to lose your competitive edge?
Social media allows companies to consistently build good will equity
How do you Engage?
How committed do you need to get?
How automated can it be?
What vehicles are the best for my brand?
“ Social Media offers new opportunities to activate brand enthusiasm.” “ Social Networking that matters is helping people archive their goals. Doing it reliably and repeatability so that over time people have an interest in helping you achieve your goals”

What Does Participation Look Like?
Customer Support
Answer Questions
Solve Problems
Publicity
Reputation Defense
Correcting Mis-Information
Business Intelligence
Comcast on Twitter Adobe on Delicious H&R Block on Facebook

A blogo-sphere and Twitter-sphere of ghost towns
Many start off hot and heavy
Then it all dies when the intern in charge leaves
Or companies get discouraged when they don’t instantly have 5,000 followers
Need to formalize process with HR
It takes at least 6 months of steady labor
It is essential to cross-pollinate
Blogging and social networking
The person who does your newsletter might not be the right person
Your first successes will make it all worth while
The Problem With Ghost Towns

To Blog Or Not To Blog, That is the Question
Are You Passionate about being online?
If not, you have options…
Outsourcing to a company that understands effective Twitter strategy, blog content generation, Facebook pages, and the ins and outs of Social Media is always a viable option
Effective Social Media takes time and diligence. If you want to launch a successful campaign that will help to grow your company leaving it to the intern probably isn’t the best option
“ Social Media is like opening a vineyard. It requires tilling, planting, growing, pruning, and the harvest is generally far away”

Setting Measurable Goals so you can track your ROI
What are your goals?
Traffic?
Visibility?
SEO results?
Reputation Management?
“ Owning” Google search results?
Social Media can help you do all these things, but it has to be based on utilizing Social Media as a tool to communicate.
Once you build relationships with your customers through Social Media vehicles the results will come.

Writing for Robots as well as Humans
The Value of Social Media in organic SEO and search results
People aren’t the only ones searching for you on Twitter, Facebook, and Google
There are robots: Google, Yahoo!, Bing, and many others
Investing in social networking services expands your immediate influence amongst current, future and potential customers AND invests in all the spiders and bots monitoring content textually online
What that means is you are expanding and fortifying your brand in search which is essential to:
Brand promotion
Brand perception
Intellectual property ownership online
Over 80% of all the traffic to a mature web presence comes from organic searches online
Are you writing and creating content for organic searches?
Well over ½ of your web page’s visitors come from Organic Searches

Show me the numbers…
Effective Reporting and ROI strategies
Search results
Reporting tools
Hootsuite
Click throughs
Unique visitors
Page views
Ad revenue
Demographic data
User mentions
User insights

Monitoring the buzz around campaign – SM2
Search results daily
Gathers data from all different online sources (blogs, news sites, micro-blogs, social networking sites, etc.)
Completely related to SEO

Monitoring the growth of Facebook and Twitter
Facebook Insights
Demographics
Interaction Index
Number of Fans
Page views
Post Quality

Monitoring the growth of Twitter
Number of Followers
Reach of Tweets

The Social Media “Spike” “ 70% of bloggers are organically talking about brands on their blog” “ 38% of bloggers post brand or product reviews” “ Purpose-built Facebook Pages have generated more than 5.3 Billion fans” “ On average there are over 1.3 million Tweets per hour” “ Community users remain customers 50% longer than non-members” “ Community users spend on average 54% more” “ Customers report good experiences in forums more than twice as often as they do via calls or mail” Interactions Results

Please Contact Us: Please Visit Our Blog & Our Site: http://marketingconversation.com/ http://www.abrahamharrison .com/ Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Abraham & Harrison +1.202.657.4769 (global) Chris Abraham, President & COO – chris.abraham@abrahamharrison.com Mark Harrison, CEO – mark.harrison@abrahamharrison.com We would be delighted to offer an analysis of your current situation and how we can help raise your online visibility and protect and grow your brand name on the Web Please Find Us: Twitter- chrisabraham Facebook- http://www.facebook.com/abrahamharrison

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Social Media Marketing and digital PR

by Social Ally on Apr 25, 2010

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Social Media Marketing and digital PR — Presentation Transcript