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Social Media 101- CEO Network Group

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Allie Danziger of Integrate Public Relations spoke to the CEO Network Group on 8/1/12 to discuss social media 101 for B2B service professionals.

Allie Danziger of Integrate Public Relations spoke to the CEO Network Group on 8/1/12 to discuss social media 101 for B2B service professionals.

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  • News Stories That Broke Via Social MediaEgyptian uprising via FacebookHudson River plane crash via TwitterAnnouncement of the royal wedding via TwitterProtesters killed in Bahrain via YouTubeWhitney Houston's death via TwitterOsama bin Laden raid and death via Twitter - The first person to tweet about the Osama bin Laden raid was a neighbor who, while complaining about the noise next door on Twitter, unknowingly tweeted about one of the biggest news stories of the decade.
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Transcript

  • 1. Different Landscape. Same Rules.
  • 2. Online Media TodayInteractiveDirect Communication
  • 3. Direct Communication Message Feedback
  • 4. Vs. Indirect Communication Your Message Their Message
  • 5. Online Media Trends TodayInteractiveDirect CommunicationInformation is traveling FASTEveryone has an opinionCitizen JournalismNetworkingMessy and sometimes out of control
  • 6. So where does that leave us? Demand “Hyper-Transparency” Lightening Speed Dialogue is KEY Competitors have the same tools
  • 7. People are Getting Their News Online “What Facebook and Twitter mean for News,” Pew Research Center, 2012
  • 8. Everyone is a member of the media Build and disperse content with today’s external audiences in mind. Make sure that content is: • Speaking to the audience’s interests- not your own • Branded and shareable • Timely and thoughtful • From one branded voice • Promoted across appropriate channels
  • 9. LinkedIN
  • 10. Tips for LinkedIN • Claim your name • Complete your profile
  • 11. Make the most of your profile Keyword-rich 120 Characters Share business activities with those that care Reconnect with former employers/colleagu es
  • 12. Make the most of your profile Ask for recommendations Hyperlink to other places they can find you
  • 13. Make the most of your profile
  • 14. Tips for LinkedIN • Claim your name • Complete your profile • Go public • Join groups • Participate in Q&A
  • 15. Q&A
  • 16. Q&A
  • 17. Q&A
  • 18. Q&A
  • 19. Q&A
  • 20. Tips for LinkedIN • Claim your name • Complete your profile • Go public • Join groups • Participate in Q&A • Personalize each connection • Connections make warm leads • Use for follow up • Give & receive recommendations • Follow customers & prospects
  • 21. OWL.Y Links
  • 22. OWL.Y Links
  • 23. BLOG = Better Luck on Google Title Tags = 66 characters Utilize effective plugins Link building Human voice Utilize multimedia
  • 24. Blogging Checklist a a a a a a a a a a
  • 25. Blog Content Ideas • Current Events • Industry Trends (and commentary) • Top 10 List • Frequently Asked Questions • Review something • Guest bloggers • Expand on Twitter conversation • Debunk a myth • Tutorial • Brainstorm • Interesting stories about your company
  • 26. Burson-Marsteller Fortune 100 Social Statistics Report for 2012
  • 27. FACEBOOK TRENDSBurson-Marsteller Fortune 100 Social Statistics Report for 2012
  • 28. Facebook Suggestions • Interesting cover photo • Posts that engage audiences • Answer questions • Short posts- direct for more information • Claim your domain • Track analytics to understand times • Facebook ads- sometimes • Content is KEY!
  • 29. Facebook Suggestions • Interesting cover photo • Posts that engage audiences • Answer questions • Short posts- direct for more information • Claim your domain • Track analytics to understand times • Facebook ads- sometimes • Content is KEY!
  • 30. Protect Your Privacy!Edit privacy settings on Facebook so you knowWHAT youre sharing and with WHO youresharing that information with
  • 31. Develop Content Strategy Document
  • 32. Engagement & Ongoing Monitoring
  • 33. Engagement & Ongoing Monitoring
  • 34. Engagement & Ongoing Monitoring
  • 35. Engagement & Ongoing Monitoring
  • 36. Imperial Sugar Steviacane LaunchGoal: Launch a new stevia sweetener nation-wide and position asflavorfulStrategy: Create online presence on limited budget 1. Facebook landing page 2. Blogger outreach program 3. Giveaway program via social mediaResults: In a mere three months, Imperial Sugar gave away over75,000 samples to Facebook users. Integrate Public Relationsgarnered more than 52,000 active users on their Facebook page;the social media page received over 7,000 likes and over 500users posted positive feedback about the product on the page.
  • 37. Goode Company BBQGoal: Increase sales in a short period of time to prove social media valueStrategy: Take advantage of Cyber Monday popularity and promote mostpopular item, pecan pies 1. Social media plan 2. Blogger outreach plan 3. Launched 12-hour Cyber Monday Facebook promotionResults: Increased Facebook fanbase by 147%, brought 80% of dissatisfiedcustomers back to the restaurant, secured 18 write-ups from local andnational bloggers with a reach of more than 130 million views and doubledoverall sales YOY.
  • 38. Easter Seals Greater HoustonGoal: Create awareness and build buzz for the organization as a wholeStrategy: Develop Care2Spin™ city-wide initiative 1. Social media strategy 2. Traditional PR outreach 3. Planned and executed several branded events including a Hula Hoop Guinness World Record ChallengeResults: Coverage on every major news outlet in Houston, live broadcastsfrom local radio station La Raza & 1070 AM, interview with CEO Elise Houghbroadcast on 5 local radio stations, special segment on ABC News, feature onFox and CBS morning show, secured over $250,000 in sponsorships fromJohn Eagle Honda Houston, Cox Media Group, CultureMap, Cricket Wireless,and the 99-Cent Store, raised $165,000.
  • 39. It’s been a pleasure!allie@integratePR.com 713.446.6377