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Social Media & Digital PR - A Marriage Made in Heaven #SESSF
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Social Media & Digital PR - A Marriage Made in Heaven #SESSF

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Best practice tips and tricks from Mel Carson speaking at SES San Francisco in September 2013 on social media and digital PR, how to set up a team, how social media and digital PR fit into the inbound …

Best practice tips and tricks from Mel Carson speaking at SES San Francisco in September 2013 on social media and digital PR, how to set up a team, how social media and digital PR fit into the inbound marketing mix, and why your business needs to be less siloed in it's approach to amplifying brand messages through PR and use social media and digital as an effective channel to create meaningful connections with consumers in a digital age.

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  • 1. The Marriage of Social & PR Making It Work for Your Brand @MelCarson
  • 2. I Live in Sunny Seattle…. Jeff Abel Photography
  • 3. @MelCarson A Little Background….
  • 4. @MelCarson A Little Scene Setting….
  • 5. @MelCarson 27% of Time on Social Media
  • 6. @MelCarson 2016 Forrester 2012
  • 7. @MelCarson Context Matters Microsoft Advertising
  • 8. @MelCarson Look At My Book on Forbes!! Published At 11.13pm 150K Per Year
  • 9. @MelCarson WARNING!
  • 10. @MelCarson
  • 11. @MelCarson Rand Fishkin Moz.com PR & Social = Inbound
  • 12. @MelCarson Bonfires = Social/Community
  • 13. @MelCarson Fireworks = PR & Events
  • 14. @MelCarson Brand Building Through PR & Social • Build a relationship to become more trusted • Differentiate through an emotional connection to become more remarkable and unmistakable • Nurture loyal fans to become more essential **How Social Media Is Changing Brand Building – 2012
  • 15. @MelCarson
  • 16. @MelCarson Multimedia Increases Impressions Use Images Use Video Include Links Be Tweetable Render Properly
  • 17. @MelCarson Interesting Stories Please
  • 18. @MelCarson Science of Great Content The DNA of successful and enduring digital content has FOUR elements: • Authentic • Useful • Relevant • Actionable
  • 19. @MelCarson Science of Great Content You’ll be roaring with joy when you see our latest Cape Town & Safari deal! Click to watch our stunning slideshow: http://g2d.com/RoaringDeal Customer-centric Emotion Real-Time Actionable Measurable Affordable
  • 20. @MelCarson Science of Great Content Aspirational We Take Care of You Something for Everyone Always fancied a “wee dram” on a beautiful Scottish Island filled with coastal walks and magnificent wildlife? Leave your rental car keys behind on this tour of 8 of Scotland’s finest whisky distilleries. “Like” and we’ll do a little jig! Product Detail Call to Action Personality
  • 21. @MelCarson Digital PR & Influencer Discovery
  • 22. @MelCarson Dollar Shave Club PR
  • 23. @MelCarson Dollar Shave Club PR
  • 24. @MelCarson Dollar Shave Club PR
  • 25. @MelCarson Google Alerts & Moat.com
  • 26. @MelCarson followerwonk
  • 27. @MelCarson socialbakers
  • 28. @MelCarson You Would Be Wise…
  • 29. @MelCarson Facebook – Add a URL
  • 30. @MelCarson YouTube – Add a URL
  • 31. @MelCarson Twitter – Add a URL
  • 32. @MelCarson Attribute Your Owned Media Via Who?
  • 33. @MelCarson Attribute Your Owned Media Via Who?
  • 34. @MelCarson Don’t Do This!
  • 35. @MelCarson Or This!
  • 36. @MelCarson http://www.af.mil/Portals/1/documents/SocialMediaGuide2013.pdf Do This!
  • 37. @MelCarson Big Images Please!
  • 38. @MelCarson Where is the Big Fat Image in this Blog Post? Corporate Blog
  • 39. @MelCarson What Image is Showing Up When Someone LIKES? Own The Image
  • 40. @MelCarson How To Think About ROI • It’s not just about Awareness • Partnership with Media • You are Lowering Cost • You are creating Brand Affinity • You are Increasing Customer Spend • You are anticipating the Return On In-Action
  • 41. @MelCarson Be Agile
  • 42. @MelCarson Be Delightful
  • 43. @MelCarson Be Unexpected www.DollarShaveClub.com
  • 44. @MelCarson Must Reads…. @GregJarboe @AimClear @LeeOdden @LisaBuyer
  • 45. @MelCarson Thumbs Up To Your Happy Union
  • 46. Chicago | November 12–16, 2012 | #SESCHI Thank You! Mel@DelightfulCommunications.com @MelCarson

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