Communications Strategy Group: Online PR & Social Media Strategy

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A glimpse at Communications Strategy Group (CSG)'s approach to Online PR, Social Media and Online Influencer Relations. Visit www.csg-pr.com to learn more.

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Communications Strategy Group: Online PR & Social Media Strategy

  1. 1. Social Media SummitErik KeithDirector, Online Strategywww.linkedin.com/in/erikkeith
  2. 2. A history of ingenuity, guidance and heart • PR Redefined – Influencer Relations • Content Curation • Six Practices – Education – Financial & Professional Services – Consumer – Health & Wellness – Corporate Training & Talent Management – Tourism & Hospitality • Metrics Driven • 25 Passionate, Hard Working Team Members2
  3. 3. Representative Clients
  4. 4. What we do PR/Media Content Development Relations/Influencer Relations Online PR & Social Media
  5. 5. Competencies Strategy Influencer Content Curation Social Media & Relations Digital PR • Branding DNA • Analyst Tours • Articles • Blogger Relations • Communications • Article Placement • Blog Posts • Blogging/Guest Planning • Collateral Writing, • Case Studies Blogging • Article Distribution • Competitive Design and • eNewsletters • Event Promotion Analysis Production • Infographics • Multimedia • Crisis Prevention • Event • Op-eds Promotion and Management Management • Petitions • Online Conversation • Internal • Media Audit and • Podcasts • Petitions Communications Analysis • Photography • Press Release • Marketing Plan • Media Relations • Presentations Distribution • Reputation Development • Media Tours • Press Releases Management • Message • Press Release • SEO-Geared • Social Bookmarking Development Writing and Content • Social Media Profile • Media Training Distribution Generation Development & • Sponsorship and • Research and • Surveys Management Philanthropic Polling Services • Video • Webinar Promotion Strategy • Speakers Bureau • Webinars • Website Promotion • White Papers • White Paper Promotion5
  6. 6. Benefits of engaging online•Align with Specific Goals •Longevity of Online Content•Brand Awareness •Maintain/Grow Market Share•Brand Loyalty •Measurable•Cost Effective •Online Reputation Management•Customer Relations •Proprietary Social Networks•Engage at “Point of Need” •Target Audience Insight•Increased Sales •Targeted Reach•Increased Website Authority (SEO) •Thought Leadership•Increased Website Traffic •Viral Nature
  7. 7. Online PR
  8. 8. Online PR Overview• Identify goal(s) • Online Reputation Management• Identify target audience • Review sites• Search engine optimization • Wiki’s (SEO) • Guest blogging• Research online behavior • Measure, analyze & adapt• Content & conversation – Discussion forums – Hyperlocal social networks – Online Groups – Niche social networks – Social bookmarking communities – Content focused communities – Blogger relations
  9. 9. Search Engine OptimizationWhat is it?• Search Engine Optimization (SEO) is the process of improving the visibility of a website or online content for search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. SEO optimization starts with keyword research and understanding online search trends within your target market.• Why This Matters: – 80% of American adults use the internet; 91% of those are using search engines – 90% of web viewers do NOT look past first page of search results. – Make your site/resources searchable garnering more qualified traffic and leads.• Social Media & SEO• What is Search Engine Optimization
  10. 10. Content curation Distribute Content Package E- Media Content Newsletters/M agazine Social Media Case Studies Press Extract/ Speaking Release Guest Create Content Circuit Blogging Co. News Article Pitch Research Inographic Trends Online PR Timely Topics Case Studies Byline Events: Best Practices Online & Live White Infographics Paper Associations/ Organizations Website/ Video/Audio Blog
  11. 11. Social Media
  12. 12. Social MediaWhere Should You Be?
  13. 13. State of Social Media <<insert title>> For Internal Use Only 01/14/13
  14. 14. <<insert title>> For Internal Use Only 01/14/13
  15. 15. <<insert title>> For Internal Use Only 01/14/13
  16. 16. <<insert title>> For Internal Use Only 01/14/13
  17. 17. Navigating Social MediaResearch
  18. 18. Looking at the conversation volume by day, we see an average of 600 conversations,mostly positive. This shows the public is very interested in the topic and extremelypassionate as well.
  19. 19. Media Spread
  20. 20. Themes CloudLooking only at industry conversations, competitors are mentioned frequently, however there are noconversations about your organization. Brands and products are mentioned so this presents a largeopportunity for your organization to be inserted into these conversations and take up “space”.
  21. 21. Best Practices• Integrate web design into social media profiles to ensure brand consistency• Develop a traffic referral strategy• Integrate social media into marketing, advertising & communications strategies• Calendarize posts and themes• Contribute, participate and interact• Respect your audience• Be factually correct• Cite sources• Add value• Be aware of laws & protect privacy
  22. 22. Calendarize posts & Themes • Editorial Calendar – Organization announcements – Awards – Milestones – Important school themes/dates – Trends & research – Resources – Events – Days of observance22
  23. 23. Social Media design23
  24. 24. The GLOBE Program Website
  25. 25. Referral Funnel
  26. 26. Facebook Design
  27. 27. Facebook Custom Tabs
  28. 28. Status updates - Facebook • Schedule posts • Update Ideas: – Interesting and applicable news • Ideal post days/times* – Inspirational quotes • How frequently? – Personal team photos/videos – Facebook EdgeRank – Fill in the blank – Space out posts – “Like” if you… – Pay attention to feeds – Question of the week • Ask for likes and shares! – Fact of the day – Photography/Videos • Share influencers’ updates – Testimonials – Events28
  29. 29. Network & Share - Facebook • Network with influential pages – Liking influential pages – Feature Liked pages – Tagging pages in posts – Sharing posts from influential pages • Liking/responding to fan responses/posts/messages • Direct messages29
  30. 30. Facebook Advertising• Inexpensive• Targeted• Quick turnaround• Increase Engagement• Increase Fan Base
  31. 31. Why linkedin? • Worlds largest professional network • Over 175 million members • Helps identify early investment opportunities – Advanced personal search – Company search • Establish thought leadership • Active, niche groups31
  32. 32. LinkedIn Design
  33. 33. LinkedIn Best Practices• Personal Profiles – Good for professional networking, thought leadership building, finding a job. • Optimized profile • Engaging in groups • Answering questions• Organization Profile – Complete info/images/videos – Update with important organization announcements, resources, events – Build out products/services tab – Ensure employees have optimized profiles – Promote open positions
  34. 34. LinkedIn groups • Proprietary – Center around topic, not company • Promote via inside out strategy – If topic already has group, consider joining & participating • Public – Identify “very active” groups relevant to your target market – Join and begin to participate35
  35. 35. LinkedIn for Research People Search • Keywords • Groups • Title • Relationship • Name • Seniority level • Company • Years of experience • Company size • Function • Fortune level • Language • Location • Interests • School • Recently joined LinkedIn • Industry36
  36. 36. LinkedIn for Research Company Search • Location • Are they hiring on LinkedIn • Industry • Narrow by relation w/ company • Company Size • # of LinkedIn followers • Fortune37
  37. 37. Twitter Design
  38. 38. Status updates - Twitter • Schedule posts w/ Tweetdeck • Update Ideas: – Interesting and applicable news • Tweriod – Inspirational quotes • How frequently? – Personal team photos/videos – Space out posts – Fill in the blank – Post often – “Like” if you… • Ask for retweets! – Question of the week – Fact of the day • Use Hashtags – Photography/Videos • Search – Testimonials • Hashtag Dictionary – “Follow Friday” • – Thanks for the retweet Trending – Multimedia39
  39. 39. Network & Share - Twitter • Follow influential Twitter users • Known influencers • Browse categories • As you connect/identify influencers – search and connect viaTwitter • Monitor relevant tweets • Tweetdeck • #Hashtags • Search • Retweet relevant tweets from influential users • RT@(Twitter Handle) – Tweet • Twitter lists40
  40. 40. YouTube Design
  41. 41. YouTube Best Practices• Optimizing a video • Video promotion – Keyword research – Inside out strategy • YouTube – Video distribution • Google – Citizen journalism article• Optimized playlists – Press release – Online conversation• Partner channel interaction – Social bookmarking – Subscribe – Feature • Networking – Like Videos – Subscriptions – Comment on videos – Comments – Video response – Video responses • Analytics
  42. 42. “Inside Out Strategy”
  43. 43. Tracking & Metrics
  44. 44. Analytics - Facebook45
  45. 45. Connect with CSG to learn more about Online strategic communications • www.csg-pr.com • www.fb.com/CommunicationsStrategyGroup • @CSG_PR • www.linkedin.com/company/communications-strategy-group • www.slideshare.net/CSGPR

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