Social Media in ActionWSU New Media and Strategic CommunicationNovember 29, 2012Andrea Pecoraro | identitypr.com | @andrea...
WHAT WE’LL DISCUSSo Professional social media in actiono Case studies   • ADESA   • Verizon Wireless   • BRU Fest Michigan...
SOCIAL MEDIA IN ACTION
IDENTITY:AN INTEGRATED PUBLIC RELATIONS FIRMWe have extensive experience in developing and driving internal and externalst...
OUR PROCESSIn everything we do we employ our proven process continuum ofDiscovery, Strategy, Planning, Execution and Measu...
SOCIAL MEDIA TEAM SPECIALTIESo Strategy developmento Content creationo Monitoringo Channel managemento Blogger relationso ...
SOCIAL MEDIA PROGRAMS IN ACTIONo   Children’s Leukemia Foundation of Michigan (CLF)     •   Blog development and writing, ...
CASE STUDIES
ADESA IN ACTION
CASE STUDY: ADESAChallenge: ADESA, one of North America’s largest vehicle remarketing solutionproviders, wanted to change ...
CASE STUDY: ADESA (CONT.)Outcome: One year after launch, Overdrive has published more than 100 piecesof content and garner...
CASE STUDY: ADESA (CONT.)                     ADESA Facebook Page                     Facebook.com/adesaauctionOverdrive b...
VERIZON WIRELESS IN ACTION
CASE STUDY: VERIZON WIRELESSChallenge: Verizon Wireless PR managers in the Midwest Area (MWA) wanted tocomplement PR effor...
CASE STUDY: VERIZON WIRELESS (CONT.)Outcome: Over the course of 24 months, the program has generated thousandsof pieces of...
CASE STUDY: VERIZON WIRELESS (CONT.)                       View the Twitter accounts of                       PR managers ...
BRU FEST IN ACTION
CASE STUDY: BRU FESTChallenge: Children’s Leukemia Foundation of Michigan (CLF) challengedIdentity with creating awareness...
CASE STUDY: BRU FEST (CONT.)Outcome: Identity achieved the following results:o Exceeded BRU Fest attendee and donation goa...
BRU FEST FACEBOOK ADS      SAMPLE ADDASHBOARD
BRU FEST FACEBOOK ADS                 TARGET USERS     o Gender                 o Location       o Interests              ...
CASE STUDY: BRU FEST (CONT.)  Watch the BRU Fest 2011 video recap: http://youtu.be/Y_zmgBWGQOc
PAID SOCIAL MEDIA TOOLS
MONITORING SERVICESFree tools are limited in the information they provide. They aren’t as customizableas paid services.Goo...
ANALYTICSBusinesses want to know how all of their activities are contributing to goals andobjectives. For more complex com...
FACEBOOK CONTESTSAgainst Facebook promotional guidelines to host a contest directly from yourpage. You must use a third pa...
TOOLS TO MASTER
GOOGLE ANALYTICS
GOOGLE ANALYTICS
FACEBOOK INSIGHTS
TWEETDECK
WORDPRESS
WORDPRESS
DIIGO
GOOGLE READER
LINKEDIN
PREPARE FOR SUCCESS
JOB SEARCHING TIPSo Build a portfolio of varied, published writingo Get involved with leadership positionso Attend network...
LEARNING NEVER STOPSo Social media evolves and changes every dayo No two days or situations are the sameo Continue profess...
OTHER ADVICEo Become involved in as much as possibleo Network, network, networko Do multiple internshipso Perform informat...
RESOURCESsocialmediaclub.org/chapter/detroitprsadetroit.orgidentitypr.com/blogspinsucks.comcopyblogger.com
QUESTIONS
ANDREA PECORARO          Social Media Strategist | Identity          @andrea_pecs          www.identitypr.com          www...
PHOTO CREDITShttp://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5http://www.brumichigan.comh...
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Social Media in Action

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  • Core things we do. Everyone has different needs. Risk management
  • Twitter 101 courses are not feasible with a lot of employees. Update it at any time.
  • In the industry for so long and the PR world has changed. Identity had to come up with a way to inject social media into mdwestpr activities, but educate senior professionals on technology.Challenge: Owned a specific geographic area. Had to figure how to figure out a way to monitor in certain areas.
  • Big companies are investing in these tools. Taking a significant amount of data and compiling it.There are people out there using Excel Spreadsheets with formulas. You have 1000 fans on Facebook, but what does that mean.
  • Big companies are investing in these tools. Taking a significant amount of data and compiling it.There are people out there using Excel Spreadsheets with formulas. You have 1000 fans on Facebook, but what does that mean.
  • How to influence a page rank on Google. Designing your website to appear high in search.Common to give away a gift card or Ipad by liking a photo or post. Facebook may turn down facebook page because doesn’t want to be liable.
  • Not onlinkedint, hindering yourself. Research companies and people withint the company. Business casual photo.
  • Social Media in Action

    1. 1. Social Media in ActionWSU New Media and Strategic CommunicationNovember 29, 2012Andrea Pecoraro | identitypr.com | @andrea_pecs
    2. 2. WHAT WE’LL DISCUSSo Professional social media in actiono Case studies • ADESA • Verizon Wireless • BRU Fest Michigano Paid social media toolso Cool tools to mastero Preparing to succeed in the business world
    3. 3. SOCIAL MEDIA IN ACTION
    4. 4. IDENTITY:AN INTEGRATED PUBLIC RELATIONS FIRMWe have extensive experience in developing and driving internal and externalstrategic communications programs. We leverage our integrated operationalmodel to build and execute programs that drive results. • Client Counsel • Blogger Relations Social • Client Counsel • Community Management Media Creative • Graphic Design • Creative Concepts • SM Training • Web Development • Monitoring, • e-Marketing Reporting, Strategic Analytics • SEO Communications Programs • • Media Relations Marketing • Client Counsel • Community Relations • Brand Discovery Media • Crisis Communications• Unique Brand Voice Brand Relations & • Media Training & Public • Brand Image • Focus Grouping Strategy Marketing Speaking • Copywriting & Editorial • Ideation Content Development
    5. 5. OUR PROCESSIn everything we do we employ our proven process continuum ofDiscovery, Strategy, Planning, Execution and Measurement. Throughunderstanding what success looks like, the long-term goal, the way toget there, and the best way to achieve it, we are able to track andmeasure results at every step along the way. Our teams are comprisedof experts in their fields, all working in concert to provide the very bestexperience for our clients and to address their unique challenges andcapitalize on their great opportunities.
    6. 6. SOCIAL MEDIA TEAM SPECIALTIESo Strategy developmento Content creationo Monitoringo Channel managemento Blogger relationso Innovative, creative programso Customer service responseo Recruitingo Analytics and reportingo Education and counselingo Social advertisingo Crisis management
    7. 7. SOCIAL MEDIA PROGRAMS IN ACTIONo Children’s Leukemia Foundation of Michigan (CLF) • Blog development and writing, BRU Fest and CRUSH Michigan social channel management, blogger relations, client counsel, media relations integrationo Verizon Wireless in the Midwest • Twitter monitoring, PR manager Twitter activity analytics, blogger research and outreach, PAVE the Way Project, blog management, align PR with social mediao ADESA • Blog writing, channel management, developing social brand, internal education, onsite content creation at eventso Michigan First Credit Union • Customer service monitoring, support initiatives through social channel management, media relations integrationo Identity • Showcase culture through social media, blog writing
    8. 8. CASE STUDIES
    9. 9. ADESA IN ACTION
    10. 10. CASE STUDY: ADESAChallenge: ADESA, one of North America’s largest vehicle remarketing solutionproviders, wanted to change the way they communicate with their customers.Solution: Identity helped ADESA build an entire social media strategy from theground up. To create the program, Identity coordinated customer focus groupsand worked closely with senior leadership to identify opportunities and obstacles.The program launched with the unveiling of ADESA’s new blog, Overdrive, whichserves as a place where the company’s auction customers can learn more aboutconferences, industry trends, technology updates and ADESA’s culture. Identitythen created a presence for ADESA on social networks and integrated thechannels across the company’s digital touchpoints.To help share the digital strategy with ADESA’s 11,000 employees throughoutNorth America, the Identity team created a custom social media learning portalto educate employees on the dos and don’ts of social media. We also providedan outline of how employees could participate.
    11. 11. CASE STUDY: ADESA (CONT.)Outcome: One year after launch, Overdrive has published more than 100 piecesof content and garnered more than 80,000 views from around the world. Thecontent was also syndicated by a major remarketing trade publication.Additionally, it became clear that ADESA was the first company in theremarketing space with a sound, multi-platform social media strategy.
    12. 12. CASE STUDY: ADESA (CONT.) ADESA Facebook Page Facebook.com/adesaauctionOverdrive blogblog.adesa.com
    13. 13. VERIZON WIRELESS IN ACTION
    14. 14. CASE STUDY: VERIZON WIRELESSChallenge: Verizon Wireless PR managers in the Midwest Area (MWA) wanted tocomplement PR efforts with social media, but needed guidance on building,implementing and measuring a program.Solution: Identity developed a strategy outlining how the Midwest Area PRmanagers would build relationships with customers, media and bloggers onTwitter. Identity also designed social media training programs for specific area PRmanagers and a process for identifying and building relationships with lifestyle,technology and niche subject bloggers.The Identity team also helped launch a Verizon MWA blog to serve as a contenthub for sharing positive news, guest posts from customers and bloggers, reviewsand events.
    15. 15. CASE STUDY: VERIZON WIRELESS (CONT.)Outcome: Over the course of 24 months, the program has generated thousandsof pieces of content and conversations across Twitter and on the blog related toVerizon Wireless products, services, community involvement and media/bloggeractivities that directly tie to the company’s PR and communications goals.Identity has also helped Verizon Wireless create new relationships with dozens ofMidwest bloggers and social media users.Through those relationships and Identity’s guidance, the PR managers havehelped customers interested in Verizon devices go deeper in the sales funnel, andmany times, purchase a device after receiving recommendations and feedbackfrom the PR managers.Identity now manages and drives the social media program for the entireMidwest Area (15 states).
    16. 16. CASE STUDY: VERIZON WIRELESS (CONT.) View the Twitter accounts of PR managers we directly support: Twitter.com/VZWmichelle Twitter.com/VZWandreaVZW Midwest Blogvzwmidwestarea.com
    17. 17. BRU FEST IN ACTION
    18. 18. CASE STUDY: BRU FESTChallenge: Children’s Leukemia Foundation of Michigan (CLF) challengedIdentity with creating awareness and generating ticket sales through mediarelations and social media for a first-time event in June 2011. The main goal wasto get approximately 1,000 guests to attend. At the time Identity was engaged,only six tickets were sold.Solution: Identity created a comprehensive outreach and awareness campaignthrough media relations and social media efforts. We identified relevant bloggersand organizations and partnered with them for ticket giveaways and storycreation.
    19. 19. CASE STUDY: BRU FEST (CONT.)Outcome: Identity achieved the following results:o Exceeded BRU Fest attendee and donation goalso 47 print, TV, Web and e-newsletter placementso 518% increase in Facebook likeso 912% increase in Twitter followerso Garnered approximately 400 tweets including @BRUFestMI or #brufestmiAccording to CLF President & CEO Bill Seklar, this was the first time in his more than25 years of overseeing and implementing fundraising events that printedinvitations were not used, yet the event commanded record setting attendance.This campaign was also recognized as a finalist for PR Daily’s 2012 Digital PR &Social Media Awards in the “Best Social Media Campaign” category (Link:http://bit.ly/VG4Ral)
    20. 20. BRU FEST FACEBOOK ADS SAMPLE ADDASHBOARD
    21. 21. BRU FEST FACEBOOK ADS TARGET USERS o Gender o Location o Interests o Age o Likes STATS o Reach o Frequency o Actions o Click Through Rate o Clicks (CTR)
    22. 22. CASE STUDY: BRU FEST (CONT.) Watch the BRU Fest 2011 video recap: http://youtu.be/Y_zmgBWGQOc
    23. 23. PAID SOCIAL MEDIA TOOLS
    24. 24. MONITORING SERVICESFree tools are limited in the information they provide. They aren’t as customizableas paid services.Google Alerts only crawl a small portion of the Web and are not always real time.o Radian6o Sysomoso Sprout Socialo PageLevero ArgleSocialo SEOmoz (monitoring for social and SEO)
    25. 25. ANALYTICSBusinesses want to know how all of their activities are contributing to goals andobjectives. For more complex companies, you can’t always see the connectionwithout some sort of paid service.o Google Analytics (most popular and free)o Adobe Marketing Cloud (Formerly Omniture)o Spiral 16SEOTell you where your keywords rank, analyze your site and competitorso SEOmoz
    26. 26. FACEBOOK CONTESTSAgainst Facebook promotional guidelines to host a contest directly from yourpage. You must use a third party source like Wildfire to host a contest.ADS AND PROMOTED POSTSo How many of you are on Facebook right now?o How many of you have parents, grandparents on Facebook?o So many businesses competing for your attention.To stand out and appear in users’ newsfeeds, you can purchase ads andpromoted posts by age, gender, location, interests and likes.
    27. 27. TOOLS TO MASTER
    28. 28. GOOGLE ANALYTICS
    29. 29. GOOGLE ANALYTICS
    30. 30. FACEBOOK INSIGHTS
    31. 31. TWEETDECK
    32. 32. WORDPRESS
    33. 33. WORDPRESS
    34. 34. DIIGO
    35. 35. GOOGLE READER
    36. 36. LINKEDIN
    37. 37. PREPARE FOR SUCCESS
    38. 38. JOB SEARCHING TIPSo Build a portfolio of varied, published writingo Get involved with leadership positionso Attend networking events and maintain relationshipso Get hands-on experience • Internships • Volunteer • Student organizations and publications • Write your own blog • Professional, active presence on Twitter and LinkedIno Tailor your resume to each job position posting and follow up on each job
    39. 39. LEARNING NEVER STOPSo Social media evolves and changes every dayo No two days or situations are the sameo Continue professional developmento Keep asking questions
    40. 40. OTHER ADVICEo Become involved in as much as possibleo Network, network, networko Do multiple internshipso Perform informational interviewso Write, write, writeo Just as much as you write, read, read, read
    41. 41. RESOURCESsocialmediaclub.org/chapter/detroitprsadetroit.orgidentitypr.com/blogspinsucks.comcopyblogger.com
    42. 42. QUESTIONS
    43. 43. ANDREA PECORARO Social Media Strategist | Identity @andrea_pecs www.identitypr.com www.identitypr.com/blog
    44. 44. PHOTO CREDITShttp://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5http://www.brumichigan.comhttp://electronics.howstuffworks.com/how-to-tech/add-ram-laptop.htmhttp://withoutwax.tv/2011/05/10/my-finish-line/http://www.flickr.com/photos/oddsock/5693799105/sizes/o/in/photostream/http://www.flickr.com/photos/mag3737/519286151/sizes/o/in/photostream/http://www.flickr.com/photos/73645804@N00/1431384410/http://www.flickr.com/photos/bixentro/4782905763/http://assets.lifehack.org/wp-content/files/2012/10/social-media-advice1-e1351659507304.jpg?ecd364

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