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

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

    • 360⁰ Management SeriesIvy Tech Corporate College and
      Lawrence Chamber of Commerce
      Building Your Brand Online
      Rodger D. Johnson, MA
      Inbound Marketing Certified
    • AGENDA: Best Practices in …
      Blogging
      LinkedIn
      Facebook
      Twitter
      Social Media Revolution
    • Corporate Blogging
      What Is Corporate Blogging?
      Why Is Corporate Blogging Important?
      What Are the Elements of a Corporate Blog?
      What do You Need to get Started?
    • WHAT IS A CORPORATE BLOG
      A corporate weblog is published and used by an organization to reach its organizational goals.
      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.
      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.
      BLOG HIGHLIGHTS:
      Lists contributing authors
      Focuses on travel-related information, tips
      Packing tips
      Information for business travelers
      Things to do
      Connects readers to Best Western social networks
      Interactive with polls and contests
    • Why Is Corporate Blogging Important
      5 Reasons Why Corporate Blogs Are Important:
      Optimizes content search
      Lead generation
      Relationship building
      Education
      Conversion
      Blogging helps people find your
      business online easier. Done well, it
      sets the foundation for more trust, key
      to stronger relationships. Additionally,
      education makes the company a thought
      leader. And it helps bring in more
      business.
      Blog Highlights:
      Every post uses keywords to optimize content for search.
      Educates people with diabetes and caregivers about. diabetes-related issues; health, lifestyle, and diet.
      Helps build relationships by pointing people to authoritative diabetes social communities online.
    • What Are the Elements of a Corporate Blog
      Search
    • What Are the Elements of a Corporate Blog
      Masthead
    • What Are the Elements of a Corporate Blog
      Navigation
    • What Are the Elements of a Corporate Blog
      Content Providers
    • What Are the Elements of a Corporate Blog
      Content for your readers
    • What Are the Elements of a Corporate Blog
      A way for readers to share content and comments
    • What Are the Elements of a Corporate Blog
      Blog Description
    • LinkedIn
      Your Personal Profile
      LinkedIn Facts
      Strategy Tips
    • Your Personal Profile: Part 1
      Your Picture
      Vital Information
      Status Update
    • Your Personal Profile: Part 2
      Summary
      Specialties
      Your Blog Feed
    • Your Personal Profile: Part 3
      Groups
      Work History
    • LinkedIn Facts
      As of November 2010 the network has grown to over 85 million LinkedIn members across the globe.
      LinkedIn also launched Company Pages to help businesses of all sizes attract new customers using trusted, professional product and service recommendations.
      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.”
    • LinkedIn Strategy Tips
      Answer questions posted on LinkedIn.
      Create your own LinkedIn group and share relevant content.
      *Use LinkedIn's DirectAds.
      Integrate LinkedIn Into your marketing.
      Join groups.
      Personalize the URL.
      Email marketing.
      Add a picture to the profile.
      Link to executive’s profile.
      Post news.
      * DirectAds require additional expense and work much like Google AdSense or PPC
    • FACEBOOK
      Fan Page Overview
      Engagement Strategies
      Best Practices
    • Fan Page Overview
    • Fan Page Overview
      Brand
    • Fan Page Overview
      Page Summary
    • Fan Page Overview
      Information
    • Fan Page Overview
      Friends in Common
    • Fan Page Overview
      Total Fans of
      the Page
    • Fan Page Overview
      Recent Activity
    • Fan Page Overview
      Layers to expand your Fan Page
    • Fan Page Overview
      Wall Activity
    • Fan Page Overview
      Member Activity
    • Fan Page Overview
      Advertising
    • Facts and Business Benefits
      Facts:
      More than 500 million active users.
      50% of active users log on to Facebook in any given day.
      Average user has 130 friends.
      People spend over 700 billion minutes per month on Facebook.
      Average user is connected to 80 community pages, groups and events.
      More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
    • Facts and Business Benefits
      Benefits:
      Branding
      Customer Engagement
      Drive Web Traffic
      Reputation Management
      New Customer Acquisition
      Lead Generation
      Viral Marketing
      Customer Feedback
      Targeted and Measurable Advertising
      Facts:
      More than 500 million active users.
      50% of active users log on to Facebook in any given day.
      Average user has 130 friends.
      People spend over 700 billion minutes per month on Facebook.
      Average user is connected to 80 community pages, groups and events.
      More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
    • Engagement Strategies
      Set community expectations.
      Provide cohesive branding.
      Be relevant and timely.
      Live authenticity.
      Participate in dialog.
      Enable fan page member to interact.
      Foster advocacy.
      Solicit a call to action.
      “Customers are people first” – Kyle Lacy, CEO Brandswag
    • TWITTER
      What is Twitter
      Twitter Account Overview
      8 Twitter Strategies
      New Twitter research
    • What is Twitter
      Twitter is a public instant messaging device with a timeline that can be searched and indexed by Google.
      Messages are Tweets and can be sent or received from Twitter, online third-party applications or a smart phone.
      Tweets in Twitter are 140 characters in length.
      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.
      By following a person or brand on Twitter, you subscribe to that person’s stream of messages. They appear in you Twitter stream.
    • Twitter Account Overview
    • Twitter Account Overview
      Public tweet
    • Twitter Account Overview
      Public tweet stream
    • Twitter Account Overview
      Trends
    • Twitter Account Overview
      Who to Follow
    • Twitter Account Overview
      Followers and the Following
    • Twitter Account Overview
      Your recent Twitter activity
    • Twitter Account Overview
      Twitter tool bar
    • 8 Twitter Strategies
      Help people.
      Create a dialog with your followers.
      Share good stuff.
      Be the first to share new and relevant information.
      Monitor conversations.
      Pick a niche.
      Link back to your website or blog.
      Build community.
    • Making Twitter Work for You
    • Making Twitter Work for You
      Motivation is triggered by emotion.
    • Making Twitter Work for You
      Engaging in the conversation is the most important thing to do.
    • Making Twitter Work for You
      Twitter Engagement Facts
      • Research says as the number of Twitter followers increases, the amount of conversation decreases.
      • 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.
      • Tweets with pictures get higher retweet rate, than Tweets without pictures.
    • Making Twitter Work for You
      Twitter Engagement Facts
      There is a direct correlation between the number of links you share and the number of followers you attract.
    • Making Twitter Work for You
      Twitter Engagement Facts
      Followers increase with these words:
      Official
      Founder
      Speaker
      Expert
      Guru
      Author
    • Making Twitter Work for You
      Twitter Engagement Facts
      Identifying yourself authoritatively will increase the likelihood that people will trust and follow you.
    • Making Twitter Work for You
      Twitter Engagement Facts
      The tone and type of message you tweet increases or decreases your engagement on Twitter.
    • Making Twitter Work for You
      Twitter Engagement Facts
      6 Types of Twitter Messages that Engage:
      Positive
      Learning
      Media
      Work related
      Constructive
      Self-reference
    • Making Twitter Work for You
      Twitter Engagement Facts
      • Stop talking about yourself, or don’t talk about yourself when you start Tweeting
      • Talk and promote other material and people. Celebrate.
      • Everyone listens to WIIFM; the most popular radio station on the planet.
    • Making Twitter Work for You
      Twitter Engagement Facts
      • There is a direct correlation between a decline in followers and the amount of negative remarks you tweet.
      • 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 a crisis.
    • Making Twitter Work for You
      Twitter Engagement Facts
      • The number of tweets your produce will not necessary increase the amount of followers you attract.
      • You MUST share good stuff.
      • You MUST space your tweets throughout the day.
      • Don’t crowd out your own content.
    • Making Twitter Work for You
      Twitter Engagement Facts
      • Sentences with simple noun and verb construction get tweeted more than sentences laden with adverbs and adjectives.
      • Find a hook for your readers.
      • 10 Marketing Strategies Zombies Teach Us.
      • Please RT is less effective than Please Retweet.
      • Latter generates 3x more retweets.
    • Making Twitter Work for You
      Twitter Engagement Facts
      If Snooki can understand your tweet, then your consumer will understand your tweet.
    • Making Twitter Work for You
      Twitter Engagement Facts
      If Snooki can understand your tweet, then your consumer will understand your tweet.
      Always remember to include a call to action. Tell your followers what to do next.
    • Social Media Revolution
      Where do you begin.
      What pitfalls you should avoid.
      Social Media Disasters
      How to make social media work for you.
    • Where do you begin.
      To Start:
      Find your niche. What are you passionate about and on what can you intelligently create content?
      Find methods and tools your customers are using, and use them.
      Have a genuine, honest interest in building relationships with your customers.
      What Next:
      How will you measure results?
      How long are you willing to give it a try?
      What’s your willingness to experiment, take risks, and adjust your plans?
    • Where do you begin.
      Recommendations:
      Find a blogging platform
      Start a Twitter account
      Start a LinkedIn profile
    • 10 Ways to Kill Social Mediabefore You Start
      Always ignore negative feedback.
      Write headlines that deliver zero value.
      Create content that has zero value.
      Horde your content and share it with no one.
      Spend all your time blogging at the expense of other social activities.
      Be self-absorbed, pompous even, and promote only your stuff.
      Be slow to respond, or don’t respond at all.
      Create no strategic direction and apply the Nike principle: Just Do It.
      Put your teenage son or daughter in charge.
      Think it’s irrelevant, and watch your business become irrelevant too.
    • Author Information
      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.
      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.
      CONTACT INFORMATION
      Phone: (317) 908-5850
      Blog: www.getsocialpr.com
      Twitter: @getsocialpr