360⁰ Management SeriesIvy Tech Corporate College and<br />Lawrence Chamber of Commerce<br />Building Your Brand Online<br ...
AGENDA: Best Practices in …<br />Blogging<br />LinkedIn<br />Facebook<br />Twitter<br />Social Media Revolution<br />
Corporate Blogging<br />What Is Corporate Blogging?<br />Why Is Corporate Blogging Important?<br />What Are the Elements o...
WHAT IS A CORPORATE BLOG<br />A corporate weblog is published and used by an organization to reach its organizational goal...
Why Is Corporate Blogging Important<br />5 Reasons Why Corporate Blogs Are Important:<br />Optimizes content search<br />L...
What Are the Elements of a Corporate Blog<br />Search<br />
What Are the Elements of a Corporate Blog<br />Masthead<br />
What Are the Elements of a Corporate Blog<br />Navigation<br />
What Are the Elements of a Corporate Blog<br />Content Providers<br />
What Are the Elements of a Corporate Blog<br />Content for your readers<br />
What Are the Elements of a Corporate Blog<br />A way for readers to share content and comments<br />
What Are the Elements of a Corporate Blog<br />Blog Description<br />
LinkedIn<br />Your Personal Profile<br />LinkedIn Facts<br />Strategy Tips<br />
Your Personal Profile: Part 1<br />Your Picture<br />Vital Information<br />Status Update<br />
Your Personal Profile: Part 2<br />Summary<br />Specialties<br />Your Blog Feed<br />
Your Personal Profile: Part 3<br />Groups<br />Work History<br />
LinkedIn Facts<br />As of November 2010 the network has grown to over 85 million LinkedIn members across the globe. <br />...
LinkedIn Strategy Tips<br />Answer questions posted on LinkedIn.<br />Create your own LinkedIn group and share relevant co...
FACEBOOK<br />Fan Page Overview<br />Engagement Strategies<br />Best Practices<br />
Fan Page Overview<br />
Fan Page Overview<br />Brand<br />
Fan Page Overview<br />Page Summary<br />
Fan Page Overview<br />Information<br />
Fan Page Overview<br />Friends in Common<br />
Fan Page Overview<br />Total Fans of<br /> the Page<br />
Fan Page Overview<br />Recent Activity<br />
Fan Page Overview<br />Layers to expand your Fan Page<br />
Fan Page Overview<br />Wall Activity<br />
Fan Page Overview<br />Member Activity<br />
Fan Page Overview<br />Advertising<br />
Facts and Business Benefits<br />Facts:<br />More than 500 million active users.<br />50% of active users log on to Facebo...
Facts and Business Benefits<br />Benefits:<br />Branding<br />Customer Engagement<br />Drive Web Traffic<br />Reputation M...
Engagement Strategies<br />Set community expectations.<br />Provide cohesive branding.<br />Be relevant and timely.<br />L...
TWITTER<br />What is Twitter<br />Twitter Account Overview<br />8 Twitter Strategies<br />New Twitter research<br />
What is Twitter<br />Twitter is a public instant messaging device with a timeline that can be searched and indexed by Goog...
Twitter Account Overview<br />
Twitter Account Overview<br />Public tweet <br />
Twitter Account Overview<br />Public tweet stream<br />
Twitter Account Overview<br />Trends<br />
Twitter Account Overview<br />Who to Follow<br />
Twitter Account Overview<br />Followers and the Following<br />
Twitter Account Overview<br />Your recent Twitter activity<br />
Twitter Account Overview<br />Twitter tool bar<br />
8 Twitter Strategies<br />Help people.<br />Create a dialog with your followers.<br />Share good stuff.<br />Be the first ...
Making Twitter Work for You<br />
Making Twitter Work for You<br />Motivation is triggered by emotion. <br />
Making Twitter Work for You<br />Engaging in the conversation is the most important thing to do. <br />
Making Twitter Work for You<br />Twitter Engagement Facts<br /><ul><li>Research says as the number of Twitter followers in...
More followers a Twitter account has there will be a greater number of links shared. Whereas the less followers a Twitter ...
Tweets with pictures get higher retweet rate, than Tweets without pictures. </li></li></ul><li>Making Twitter Work for You...
Making Twitter Work for You<br />Twitter Engagement Facts<br />Followers increase with these words:<br />Official<br />Fou...
Making Twitter Work for You<br />Twitter Engagement Facts<br />Identifying yourself authoritatively will increase the like...
Making Twitter Work for You<br />Twitter Engagement Facts<br />The tone and type of message you tweet increases or decreas...
Making Twitter Work for You<br />Twitter Engagement Facts<br />6 Types of Twitter Messages that Engage:<br />Positive<br /...
Making Twitter Work for You<br />Twitter Engagement Facts<br /><ul><li>Stop talking about yourself, or don’t talk about yo...
Talk and promote other material and people. Celebrate.
Everyone listens to WIIFM; the most popular radio station on the planet.</li></li></ul><li>Making Twitter Work for You<br ...
There is a direct correlation between a decline in followers and the frequency of your self-promotion.
There is a direct correlation between increasing the number of followers you have online and the ways you tweet to help in...
You MUST share good stuff.
You MUST space your tweets throughout the day.
Don’t crowd out your own content.</li></li></ul><li>Making Twitter Work for You<br />Twitter Engagement Facts<br /><ul><li...
Find a hook for your readers.
10 Marketing Strategies Zombies Teach Us.
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Using Social Media PR: Building Your Brand Online for the Lawrence Chamber of Commerce

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This is a basic presentation of social media tools companies can use to build better relationships with customers and prospects. The information is intended to be a primer.

One attendee said this about my course: Excellent training yesterday, Rodger was a great choice, best $49 I ever spent on Social Media.

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Using Social Media PR: Building Your Brand Online for the Lawrence Chamber of Commerce

  1. 1. 360⁰ Management SeriesIvy Tech Corporate College and<br />Lawrence Chamber of Commerce<br />Building Your Brand Online<br />Rodger D. Johnson, MA<br />Inbound Marketing Certified<br />
  2. 2. AGENDA: Best Practices in …<br />Blogging<br />LinkedIn<br />Facebook<br />Twitter<br />Social Media Revolution<br />
  3. 3. Corporate Blogging<br />What Is Corporate Blogging?<br />Why Is Corporate Blogging Important?<br />What Are the Elements of a Corporate Blog?<br />What do You Need to get Started?<br />
  4. 4. WHAT IS A CORPORATE BLOG<br />A corporate weblog is published and used by an organization to reach its organizational goals.<br />Blogging for your business means that you’re honestly communicating with customers and clients about the company, its products and services, as well as providing helpful content your customers can use.<br />Corporate blogging gives people reading it insight into the personality of your organization. It humanizes your brand. And it connects customers to customers and employees. People like being connected to other people. <br />BLOG HIGHLIGHTS:<br />Lists contributing authors<br />Focuses on travel-related information, tips<br />Packing tips<br />Information for business travelers<br />Things to do<br />Connects readers to Best Western social networks<br />Interactive with polls and contests<br />
  5. 5. Why Is Corporate Blogging Important<br />5 Reasons Why Corporate Blogs Are Important:<br />Optimizes content search<br />Lead generation<br />Relationship building<br />Education<br />Conversion<br />Blogging helps people find your<br />business online easier. Done well, it<br />sets the foundation for more trust, key<br />to stronger relationships. Additionally,<br />education makes the company a thought<br />leader. And it helps bring in more<br />business. <br />Blog Highlights:<br />Every post uses keywords to optimize content for search.<br />Educates people with diabetes and caregivers about. diabetes-related issues; health, lifestyle, and diet.<br />Helps build relationships by pointing people to authoritative diabetes social communities online. <br />
  6. 6. What Are the Elements of a Corporate Blog<br />Search<br />
  7. 7. What Are the Elements of a Corporate Blog<br />Masthead<br />
  8. 8. What Are the Elements of a Corporate Blog<br />Navigation<br />
  9. 9. What Are the Elements of a Corporate Blog<br />Content Providers<br />
  10. 10. What Are the Elements of a Corporate Blog<br />Content for your readers<br />
  11. 11. What Are the Elements of a Corporate Blog<br />A way for readers to share content and comments<br />
  12. 12. What Are the Elements of a Corporate Blog<br />Blog Description<br />
  13. 13. LinkedIn<br />Your Personal Profile<br />LinkedIn Facts<br />Strategy Tips<br />
  14. 14. Your Personal Profile: Part 1<br />Your Picture<br />Vital Information<br />Status Update<br />
  15. 15. Your Personal Profile: Part 2<br />Summary<br />Specialties<br />Your Blog Feed<br />
  16. 16. Your Personal Profile: Part 3<br />Groups<br />Work History<br />
  17. 17. LinkedIn Facts<br />As of November 2010 the network has grown to over 85 million LinkedIn members across the globe. <br />LinkedIn also launched Company Pages to help businesses of all sizes attract new customers using trusted, professional product and service recommendations. <br />Writing for the Poynter Institute, Sree Sreenivasan makes the point that “LinkedIn is the most useful of the lot when it comes to making professional connections.”<br />
  18. 18. LinkedIn Strategy Tips<br />Answer questions posted on LinkedIn.<br />Create your own LinkedIn group and share relevant content. <br />*Use LinkedIn's DirectAds. <br />Integrate LinkedIn Into your marketing.<br />Join groups. <br />Personalize the URL. <br />Email marketing.<br />Add a picture to the profile.<br />Link to executive’s profile.<br />Post news. <br />* DirectAds require additional expense and work much like Google AdSense or PPC<br />
  19. 19. FACEBOOK<br />Fan Page Overview<br />Engagement Strategies<br />Best Practices<br />
  20. 20. Fan Page Overview<br />
  21. 21. Fan Page Overview<br />Brand<br />
  22. 22. Fan Page Overview<br />Page Summary<br />
  23. 23. Fan Page Overview<br />Information<br />
  24. 24. Fan Page Overview<br />Friends in Common<br />
  25. 25. Fan Page Overview<br />Total Fans of<br /> the Page<br />
  26. 26. Fan Page Overview<br />Recent Activity<br />
  27. 27. Fan Page Overview<br />Layers to expand your Fan Page<br />
  28. 28. Fan Page Overview<br />Wall Activity<br />
  29. 29. Fan Page Overview<br />Member Activity<br />
  30. 30. Fan Page Overview<br />Advertising<br />
  31. 31. Facts and Business Benefits<br />Facts:<br />More than 500 million active users.<br />50% of active users log on to Facebook in any given day.<br />Average user has 130 friends.<br />People spend over 700 billion minutes per month on Facebook.<br />Average user is connected to 80 community pages, groups and events. <br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.<br />
  32. 32. Facts and Business Benefits<br />Benefits:<br />Branding<br />Customer Engagement<br />Drive Web Traffic<br />Reputation Management<br />New Customer Acquisition<br />Lead Generation<br />Viral Marketing<br />Customer Feedback <br />Targeted and Measurable Advertising <br />Facts:<br />More than 500 million active users.<br />50% of active users log on to Facebook in any given day.<br />Average user has 130 friends.<br />People spend over 700 billion minutes per month on Facebook.<br />Average user is connected to 80 community pages, groups and events. <br />More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.<br />
  33. 33. Engagement Strategies<br />Set community expectations.<br />Provide cohesive branding.<br />Be relevant and timely.<br />Live authenticity.<br />Participate in dialog.<br />Enable fan page member to interact.<br />Foster advocacy.<br />Solicit a call to action. <br />“Customers are people first” – Kyle Lacy, CEO Brandswag<br />
  34. 34. TWITTER<br />What is Twitter<br />Twitter Account Overview<br />8 Twitter Strategies<br />New Twitter research<br />
  35. 35. What is Twitter<br />Twitter is a public instant messaging device with a timeline that can be searched and indexed by Google. <br />Messages are Tweets and can be sent or received from Twitter, online third-party applications or a smart phone.<br />Tweets in Twitter are 140 characters in length.<br />There are followers – those people who like what you tweet – and then there is the act of following. This is the act of becoming a follower.<br />By following a person or brand on Twitter, you subscribe to that person’s stream of messages. They appear in you Twitter stream. <br />
  36. 36. Twitter Account Overview<br />
  37. 37. Twitter Account Overview<br />Public tweet <br />
  38. 38. Twitter Account Overview<br />Public tweet stream<br />
  39. 39. Twitter Account Overview<br />Trends<br />
  40. 40. Twitter Account Overview<br />Who to Follow<br />
  41. 41. Twitter Account Overview<br />Followers and the Following<br />
  42. 42. Twitter Account Overview<br />Your recent Twitter activity<br />
  43. 43. Twitter Account Overview<br />Twitter tool bar<br />
  44. 44. 8 Twitter Strategies<br />Help people.<br />Create a dialog with your followers.<br />Share good stuff.<br />Be the first to share new and relevant information.<br />Monitor conversations.<br />Pick a niche.<br />Link back to your website or blog.<br />Build community.<br />
  45. 45. Making Twitter Work for You<br />
  46. 46. Making Twitter Work for You<br />Motivation is triggered by emotion. <br />
  47. 47. Making Twitter Work for You<br />Engaging in the conversation is the most important thing to do. <br />
  48. 48. Making Twitter Work for You<br />Twitter Engagement Facts<br /><ul><li>Research says as the number of Twitter followers increases, the amount of conversation decreases.
  49. 49. More followers a Twitter account has there will be a greater number of links shared. Whereas the less followers a Twitter account has, the less number of links will be shared.
  50. 50. Tweets with pictures get higher retweet rate, than Tweets without pictures. </li></li></ul><li>Making Twitter Work for You<br />Twitter Engagement Facts<br />There is a direct correlation between the number of links you share and the number of followers you attract. <br />
  51. 51. Making Twitter Work for You<br />Twitter Engagement Facts<br />Followers increase with these words:<br />Official<br />Founder<br />Speaker<br />Expert<br />Guru<br />Author<br />
  52. 52. Making Twitter Work for You<br />Twitter Engagement Facts<br />Identifying yourself authoritatively will increase the likelihood that people will trust and follow you. <br />
  53. 53. Making Twitter Work for You<br />Twitter Engagement Facts<br />The tone and type of message you tweet increases or decreases your engagement on Twitter. <br />
  54. 54. Making Twitter Work for You<br />Twitter Engagement Facts<br />6 Types of Twitter Messages that Engage:<br />Positive<br />Learning<br />Media<br />Work related<br />Constructive<br />Self-reference<br />
  55. 55. Making Twitter Work for You<br />Twitter Engagement Facts<br /><ul><li>Stop talking about yourself, or don’t talk about yourself when you start Tweeting
  56. 56. Talk and promote other material and people. Celebrate.
  57. 57. Everyone listens to WIIFM; the most popular radio station on the planet.</li></li></ul><li>Making Twitter Work for You<br />Twitter Engagement Facts<br /><ul><li>There is a direct correlation between a decline in followers and the amount of negative remarks you tweet.
  58. 58. There is a direct correlation between a decline in followers and the frequency of your self-promotion.
  59. 59. There is a direct correlation between increasing the number of followers you have online and the ways you tweet to help in a crisis. </li></li></ul><li>Making Twitter Work for You<br />Twitter Engagement Facts<br /><ul><li>The number of tweets your produce will not necessary increase the amount of followers you attract.
  60. 60. You MUST share good stuff.
  61. 61. You MUST space your tweets throughout the day.
  62. 62. Don’t crowd out your own content.</li></li></ul><li>Making Twitter Work for You<br />Twitter Engagement Facts<br /><ul><li>Sentences with simple noun and verb construction get tweeted more than sentences laden with adverbs and adjectives.
  63. 63. Find a hook for your readers.
  64. 64. 10 Marketing Strategies Zombies Teach Us.
  65. 65. Please RT is less effective than Please Retweet.
  66. 66. Latter generates 3x more retweets.</li></li></ul><li>Making Twitter Work for You<br />Twitter Engagement Facts<br />If Snooki can understand your tweet, then your consumer will understand your tweet. <br />
  67. 67. Making Twitter Work for You<br />Twitter Engagement Facts<br />If Snooki can understand your tweet, then your consumer will understand your tweet. <br />Always remember to include a call to action. Tell your followers what to do next. <br />
  68. 68. Social Media Revolution<br />Where do you begin.<br />What pitfalls you should avoid.<br />Social Media Disasters<br />How to make social media work for you.<br />
  69. 69. Where do you begin.<br />To Start:<br />Find your niche. What are you passionate about and on what can you intelligently create content? <br />Find methods and tools your customers are using, and use them.<br />Have a genuine, honest interest in building relationships with your customers.<br />What Next:<br />How will you measure results? <br />How long are you willing to give it a try? <br />What’s your willingness to experiment, take risks, and adjust your plans? <br />
  70. 70. Where do you begin.<br />Recommendations:<br />Find a blogging platform<br />Start a Twitter account<br />Start a LinkedIn profile<br />
  71. 71. 10 Ways to Kill Social Mediabefore You Start<br />Always ignore negative feedback.<br />Write headlines that deliver zero value.<br />Create content that has zero value.<br />Horde your content and share it with no one.<br />Spend all your time blogging at the expense of other social activities.<br />Be self-absorbed, pompous even, and promote only your stuff.<br />Be slow to respond, or don’t respond at all.<br />Create no strategic direction and apply the Nike principle: Just Do It.<br /> Put your teenage son or daughter in charge.<br />Think it’s irrelevant, and watch your business become irrelevant too. <br />
  72. 72. Author Information<br />By trade, I am a public relations counselor and manage author accounts in the marketing services division of Author Solutions. A leaders in social PR, I was instrumental in launching a global social media campaign for a Fortune 100 medical device and biotech leader in diabetes care, served the Hoosier Chapter of PRSA as its social media chair and have served on the boards of several non-profits. Before moving into social PR, I directed marketing communications for a wealth management company. <br />An Indiana University graduate, I hold a Master of Arts in Applied Communication and a Certificate in Public Relations. Additionally, I earned an inbound marketing certification from a lead online marketing communications company. <br />CONTACT INFORMATION<br />Phone: (317) 908-5850<br />Blog: www.getsocialpr.com<br />Twitter: @getsocialpr<br />
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