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Using Social
Media Tools:
A Case Study
  PR Newswire Seminar
 Kelli Brown | May 2009
About your presenter
• Social media consultant and trainer
• Expertise includes web design and development,
  SEO, social media marketing and strategy
• Seven years in journalism
  • Created one of the first newspaper blogs
  • Created first Yahoo! newspaper widget
  • Captured target audience with Facebook, MySpace
• Experienced technical communicator
Current state of SMM
• Companies are increasing budgets for SMM
  • Expected to increase more in Q2 2009
• What is SMM?
• Why invest in it?
  • Ideal tool for tight
    budgets during
    the recession
What is SMM?
• Generating publicity through web-based tools
• Common tools:
  •   Corporate blogs
  •   Social networks: Facebook, LinkedIn, Twitter
  •   Web Communities: Forums, knowledgebase, wiki
  •   Rich media: Videos and webinars
Why invest in SMM?
• Reputation monitoring
    • Convert negative commentary
•   Social public relations – spreads virally
•   Positive effect on SEO
•   Caters to a limited budget and resources
•   Can be built over time
Case study: RADVISION
• Three corporate blogs
• Three Twitter accounts
• Developer Community
  • Forums
  • Documentation
• Media center, free eBook, newsletter
Corporate blogs
•   Establish your company as an expert in the field
•   Foster relationship with customer base
•   Create an active relationship with media
•   Build internal collaboration among employees
•   Recruit potential customers, partners, employees
•   RSS allows users to subscribe, replaces newsletter
•   Boost your search engine rankings
Corporate blogs
Corporate blogs
•   Commit to posting regularly
•   Make at least a six-month commitment
•   Host the blog on main Web site - SEO
•   Write with a conversational tone
•   Link to other social media efforts
•   Address customer concerns on a regular basis
Twitter
•   Brand and industry monitoring
•   Real-time discussion with customers
•   Direct consume attention to “good” things
•   Break news without relying on the media
•   Augment customer service
•   Connect with potential partners, employees
Twitter
Twitter
•   Offer useful tips and content
•   Send relevant and useful links
•   Ask questions with posts, entice readers
•   Social media: Connect as a human being
•   Twitter search: Who’s talking about you?
•   Comment on others, retweet posts
Web communities
•   Forums, conditional knowledgebases, wikis
•   Searchable, keyword-heavy product details
•   Live Q&A with partners, clients, users
•   Documentation clients use
•   Elicits power users
•   Venue to present news, product releases
Web communities
Web communities
Web communities
Response: Blogs and Twitter
• Blogs: Reaching potential clients
  • Demonstrating expertise
  • Sharing industry news
  • Direct link to media coverage
• Twitter: Influencing industry leaders
  • Leaders use their leverage to promote RADVISION
  • Increased traffic and followers on the blogs
Response: Developer Community
• Close relationship with customers
  • Communicate better
  • Customers supporting each other
• Helping users with day-to-day jobs
• “Hear them, understand them”
• Show potential customers ongoing support
Tools you can use
• Blog: Reach out to potential clients
• Twitter: Leverage your industry position
• Forums: Interact with current customers
  • Demonstrate your customer service
  • Listen to and learn from current users
  • Entice potential customers – ongoing testimonial

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Using Social Media Tools for Corporate Branding: A Case Study

  • 1. Using Social Media Tools: A Case Study PR Newswire Seminar Kelli Brown | May 2009
  • 2. About your presenter • Social media consultant and trainer • Expertise includes web design and development, SEO, social media marketing and strategy • Seven years in journalism • Created one of the first newspaper blogs • Created first Yahoo! newspaper widget • Captured target audience with Facebook, MySpace • Experienced technical communicator
  • 3. Current state of SMM • Companies are increasing budgets for SMM • Expected to increase more in Q2 2009 • What is SMM? • Why invest in it? • Ideal tool for tight budgets during the recession
  • 4. What is SMM? • Generating publicity through web-based tools • Common tools: • Corporate blogs • Social networks: Facebook, LinkedIn, Twitter • Web Communities: Forums, knowledgebase, wiki • Rich media: Videos and webinars
  • 5. Why invest in SMM? • Reputation monitoring • Convert negative commentary • Social public relations – spreads virally • Positive effect on SEO • Caters to a limited budget and resources • Can be built over time
  • 6. Case study: RADVISION • Three corporate blogs • Three Twitter accounts • Developer Community • Forums • Documentation • Media center, free eBook, newsletter
  • 7. Corporate blogs • Establish your company as an expert in the field • Foster relationship with customer base • Create an active relationship with media • Build internal collaboration among employees • Recruit potential customers, partners, employees • RSS allows users to subscribe, replaces newsletter • Boost your search engine rankings
  • 9. Corporate blogs • Commit to posting regularly • Make at least a six-month commitment • Host the blog on main Web site - SEO • Write with a conversational tone • Link to other social media efforts • Address customer concerns on a regular basis
  • 10. Twitter • Brand and industry monitoring • Real-time discussion with customers • Direct consume attention to “good” things • Break news without relying on the media • Augment customer service • Connect with potential partners, employees
  • 12. Twitter • Offer useful tips and content • Send relevant and useful links • Ask questions with posts, entice readers • Social media: Connect as a human being • Twitter search: Who’s talking about you? • Comment on others, retweet posts
  • 13. Web communities • Forums, conditional knowledgebases, wikis • Searchable, keyword-heavy product details • Live Q&A with partners, clients, users • Documentation clients use • Elicits power users • Venue to present news, product releases
  • 17. Response: Blogs and Twitter • Blogs: Reaching potential clients • Demonstrating expertise • Sharing industry news • Direct link to media coverage • Twitter: Influencing industry leaders • Leaders use their leverage to promote RADVISION • Increased traffic and followers on the blogs
  • 18. Response: Developer Community • Close relationship with customers • Communicate better • Customers supporting each other • Helping users with day-to-day jobs • “Hear them, understand them” • Show potential customers ongoing support
  • 19. Tools you can use • Blog: Reach out to potential clients • Twitter: Leverage your industry position • Forums: Interact with current customers • Demonstrate your customer service • Listen to and learn from current users • Entice potential customers – ongoing testimonial