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