A Crash Course: Social Media Strategy


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A presentation for JRN 450.

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  • 2012 Social Media Stats To Make You Go "Wow" (Made by http://www.FunnerVids.com)http://www.youtube.com/watch?v=1k6nFwhDGOU&feature=related
  • The social media landscape is enormous … and constantly evolving.
  • One of my biggest pet peeves is when recent grads try to sell themselves as social media experts. There is a lot that goes into developing a social media program.
  • The one thing to keep in mind is the word “social.” That’s the key thing that organizations will forget. This image really sums it up. You need to listen to what people are saying about your brand. When you post content, such as blog posts and tweets, it needs to add value for your audience.Being human is such a simple concept, but it’s hard for some companies. Next, engage. You shouldn’t just be blasting information out there.
  • Today I am going to give you a crash course in developing a social media strategy. We’re going to use CMU as our hypothetical client and we’ll be focusing on how to use social media to benefit the IPR program. Things to keep in mind….
  • You’ll want to see what your client is currently doing…
  • …how they measure up via web search IPR is the first search result. That’s great. But, they could easily be bumped in the results.
  • With quotes, I get a better look at the results.
  • A blog search will show me some more.
  • You also would want to do a competitor audit. How does our client measure up against the competition?
  • Increased awareness?Increased enrollments?Increased sales/donations?Leads/opt-ins? Request info?
  • Sponsored by Verizon WirelessThe goal of PTWP is to promote awareness about teen dating violence by peer-to-peer mentoring through pop music. Teen artists from across the country created original music to raise awareness of this important issue.Facebook & TwitterOutcome: From April 10 – June 15, 2012, Identity’s efforts helped achieve the following:Approximately 23,000 pageviews on PTPW website.Nearly 5,000 song plays and 800 song downloads.Facebook was the number one traffic referrer back to the PTPW website.Added nearly 1,500 Facebook likes, with the dominating demographic being users between the ages of 13 and 17 (the target audience).Three different Facebook ads generated 645,544 views, with more than 1,700 clicks.More than 200 retweets of PTWP content.
  • Received so much traffic, the website crashedA typical CDC blog post might get between 1,000 and 3,000 hits. The most traffic on record had been a post that saw around 10,000 visits.By the end of Wednesday, with servers down, the page had 60,000 hits. By Thursday, it was a trending topic on Twitter.
  • Not necessarily part of the campaign…more reactive.
  • A Crash Course: Social Media Strategy

    1. 1. Creative Commons: Matt Hamm http://ow.ly/ffvUm A Crash Course: Social Media StrategyWith Rachel Esterline Perkins
    2. 2. My Experience
    3. 3. Creative Commons: Technovore - http://ow.ly/ffx7K
    4. 4. Keep In Mind… Not every network is right for every company or organization Have a goal in mind Decide how to measure success before implementing a social media program Focus on engagement, not broadcasting
    5. 5. Step 1: Research/Audit Basic keyword search ◦ Use quotes to narrow down results See what is being said about the client and how people are talking about the industry
    6. 6. Sampling of Sites to Search Brand’s website  SlideShare Google  Social Mention Google Images  Delicious Google Blogs  Diigo YouTube/Vimeo/Viddler  Quora Twitter  LinkedIn Flickr  Paid options: Ning ◦ Radian6 StumbleUpon ◦ Vocus Digg ◦ Sprout Social ◦ UberVu Scribd  Global sites MySpace ◦ Renren (China) Pinterest ◦ Orkut (Brazil, India) Yelp ◦ Xing (Europe)
    7. 7. Competitor Audit
    8. 8. Key Findings CCFA and IPR are  Two Facebook not currently Groups utilizing social ◦ Integrative Public media to promote Relations (158 the program members) Need to increase ◦ CMU Integrative Public Relations results on search Alumni (186 engines (SEO) members) Competitors are  4,339 people on actively using LinkedIn social media
    9. 9. Step 2: Objectives/Goals  What does the client  Who does the want to achieve? client want to reach?CreativeCommons: KhalidAlibaih
    10. 10. Hypothetical Goal:Position CMU as a leader in thefield of public relations educationand engage IPR students andalumni
    11. 11. What are your ideas?
    12. 12. Potential Recommendations Blog  YouTube ◦ Showcase current ◦ Upload interviews with students and their students, alumni, achievements faculty and employers ◦ Showcase alumni ◦ Create videos with ◦ Publish blog posts useful advice for written by faculty that students/young demonstrate professionals knowledge of current  SlideShare/Scribd best practices ◦ Share presentations, ◦ Publish guest posts by documents, resources, alumni and guest etc. w/ CMU IPR speakers branding
    13. 13. Potential Recommendations Student Facebook  Twitter Group ◦ Post links to relevant ◦ Post internship/job articles/blog posts postings, ◦ Host Twitter chats scholarships and  #PRstudchat volunteer  Pinterest opportunities ◦ Create and post ◦ Set a weekly infographics with a discussion topic and tie to PR, social encourage media, marketing, participation etc. ◦ Repin “inspiration” for campaigns, designs, etc.
    14. 14. Potential Recommendations Alumni Facebook Group ◦ Post job postings ◦ Post opportunities to engage with students ◦ Set a weekly best practices discussion topic and encourage participation Social media monitoring and engagement ◦ Monitor mentions related to program and respond to build engagement
    15. 15. Endless Opportunities Podcasts  Tumblr ◦ iTunes  Wikipedia ◦ BlogTalkRadio  Social gaming Flickr FourSquare Diigo/Delicious StumbleUpon/Digg Ning Google+
    16. 16. Creative Commons: Matt Hamm http://ow.ly/ffvUmSocial media is just part ofthe bigger picture…
    17. 17. Creative Commons: Vicki’s Pics http://ow.ly/fg6U6Writing for Social Media
    18. 18. The “70-20-10” Rule 70% of the time, focus on sharing with your community. 20% of the time, focus on interaction. 10% of the time, blatantly self promote
    19. 19. Tips for Developing Content Find inspiration ◦ Consider the audience. What questions are customers/clients asking? What are they passionate about? What concerns them?  LinkedIn Answers, Quora, Google ◦ Write about company news, culture and events ◦ Share customer stories and testimonials. ◦ Find industry-related news and blogs Create a content calendar ◦ Plan out 2-4 weeks in advance ◦ Enables you to be more strategic
    20. 20. Tips for Developing Content Be consistent, post regularly Include various media (images, video, audio) ◦ Make it Pinterest-worthy Encourage conversation ◦ Ask questions ◦ Ask people to share ideas, photos, etc. Keep SEO in mind ◦ Think of how people would search for a post ◦ Example: Saginaw hospital, hospital in the
    21. 21. Tips for Developing Content Include a “call to action.” What do you want people to do? ◦ Subscribe? Buy? Attend? Request more information? Analyze the data and evolve your strategy ◦ See where people are going on your website with Google Analytics ◦ Use Hootsuite to receive reports on clicks of link ◦ Engagement & sentiment > # of
    22. 22. Creative Commons: Matt Hamm http://ow.ly/ffvUmQuestions?
    23. 23. Connect with meRachelEsterlinePerkins@gmail.com@RachelEsterlinefacebook.com/rachel.m.esterline