The Marriage of Social Media, Marketing & Public Relations Justin Braun  Manager of Inbound Marketing
Agenda <ul><li>Who am I? </li></ul><ul><li>How did I get here? </li></ul><ul><li>What do I do? </li></ul><ul><li>What do I...
Who am I?
 
In my “free” time… <ul><li>Freelance writer and journalist </li></ul><ul><li>Session musician </li></ul><ul><li>Manage and...
I did everything. How did I get here?
While at Rollins
I write. What do I do?
Manager of Social Media and Inbound Marketing <ul><li>ActivEngage is the automotive industry's premium live chat and real-...
<ul><li>Typical day </li></ul><ul><li>Check the Social Media Profiles </li></ul><ul><ul><li>Respond to mentions, RT’s, com...
 
 
What do I know? There is a science to Social Media
Timing, length and links <ul><li>Timing of posts determines level of audience  engagement </li></ul><ul><li>People read di...
<ul><li>Customer Engagement is about creating, stimulating or influencing shopper behavior </li></ul>
Seed-nurturing through content <ul><li>Early-stage content  </li></ul><ul><ul><li>Establish  thought-leadership </li></ul>...
Social Media: a  pull strategy <ul><li>Curate content useful to industry peers and prospective clients </li></ul><ul><li>C...
What to measure <ul><li>Blog Analytics </li></ul><ul><ul><li>Unique visitors </li></ul></ul><ul><ul><li>Total visitors </l...
You cannot manage what you can’t  measure <ul><li>Engagement Rate  </li></ul><ul><ul><li># of Audience Interactions Per Po...
 
You will screw up - everyone does
Make the most of the situation
A negative reaction exacerbates things
What can you do? Hone your skills, find your niche, start today!
How to get a Job in  Social Media <ul><li>Establish an Online Presence </li></ul><ul><ul><li>Start blogging </li></ul></ul...
Know your influence <ul><li>Klout  -  measures influence based on your ability to drive action via Social Media </li></ul>...
Read  blogs ! <ul><li>Use Google Reader (or whatever method of RSS following you prefer) to follow industry and career-rel...
Social Media Intern Graphic Design Intern <ul><li>Email  [email_address] </li></ul><ul><ul><li>Resume </li></ul></ul><ul><...
 
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Rollins Communique Jbraun Inbound Marketing Presentation

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Justin JB Braun's presentation for the Rollins Communique Professional Networking Round Table Discussion.

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  • Timing varies between social profiles People skim, motivated to take action by different things, love lists! Sales pitches are a great way to fail. 3 stages of content creation for lead nurturing in the social sales funnel
  • Post every day Have calls to action Don’t post about you
  • Rollins Communique Jbraun Inbound Marketing Presentation

    1. 1. The Marriage of Social Media, Marketing & Public Relations Justin Braun Manager of Inbound Marketing
    2. 2. Agenda <ul><li>Who am I? </li></ul><ul><li>How did I get here? </li></ul><ul><li>What do I do? </li></ul><ul><li>What do I know? </li></ul><ul><li>What can you do? </li></ul>Text Number 32665 (FBOOK) Message Like activengage
    3. 3. Who am I?
    4. 5. In my “free” time… <ul><li>Freelance writer and journalist </li></ul><ul><li>Session musician </li></ul><ul><li>Manage and Perform in 3 local bands </li></ul><ul><li>“ We Got Hustle” </li></ul>
    5. 6. I did everything. How did I get here?
    6. 7. While at Rollins
    7. 8. I write. What do I do?
    8. 9. Manager of Social Media and Inbound Marketing <ul><li>ActivEngage is the automotive industry's premium live chat and real-time business analytics reporting solution for dealerships </li></ul>
    9. 10. <ul><li>Typical day </li></ul><ul><li>Check the Social Media Profiles </li></ul><ul><ul><li>Respond to mentions, RT’s, comments, likes and shares </li></ul></ul><ul><ul><li>Schedule posts & updates </li></ul></ul><ul><ul><li>Record analytics </li></ul></ul><ul><li>Publish a blog </li></ul><ul><ul><li>SEO Optimize copy and tags </li></ul></ul><ul><ul><li>Share on Social Media </li></ul></ul><ul><li>Write web content </li></ul><ul><ul><li>Website copy </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>White papers & ebooks </li></ul></ul><ul><ul><li>Marketing/advertising copy </li></ul></ul><ul><ul><li>Promotional collateral </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul>
    10. 13. What do I know? There is a science to Social Media
    11. 14. Timing, length and links <ul><li>Timing of posts determines level of audience engagement </li></ul><ul><li>People read differently on the internet </li></ul><ul><li>Internet users are turned off when you talk about yourself </li></ul>
    12. 15. <ul><li>Customer Engagement is about creating, stimulating or influencing shopper behavior </li></ul>
    13. 16. Seed-nurturing through content <ul><li>Early-stage content </li></ul><ul><ul><li>Establish thought-leadership </li></ul></ul><ul><li>Mid-stage content </li></ul><ul><ul><li>Discuss industry best practices </li></ul></ul><ul><li>Late-stage content </li></ul><ul><ul><li>Illustrate how your product or company is best-in-class </li></ul></ul>
    14. 17. Social Media: a pull strategy <ul><li>Curate content useful to industry peers and prospective clients </li></ul><ul><li>Create and share thought-leadership and best-practices content </li></ul><ul><li>Respond to audience engagement </li></ul><ul><ul><li>Provide more information/answer questions </li></ul></ul><ul><ul><li>Engage in sales process </li></ul></ul><ul><li>Make use of free tools </li></ul>
    15. 18. What to measure <ul><li>Blog Analytics </li></ul><ul><ul><li>Unique visitors </li></ul></ul><ul><ul><li>Total visitors </li></ul></ul><ul><ul><li>Time on website </li></ul></ul><ul><ul><li>Depth of visit </li></ul></ul><ul><ul><li>Click paths </li></ul></ul><ul><ul><li>Exit pages </li></ul></ul><ul><ul><li>Entrance page </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Referring URLs </li></ul></ul><ul><ul><li>Comments  </li></ul></ul><ul><li>Facebook Analytics </li></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Unique Page Views </li></ul></ul><ul><ul><li>Content Views </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Content Likes </li></ul></ul><ul><ul><li>Likes </li></ul></ul><ul><ul><li>Un-likes </li></ul></ul><ul><ul><li>Total Reach </li></ul></ul><ul><ul><li>Engaged Users </li></ul></ul><ul><ul><li>People talking about </li></ul></ul><ul><li>Twitter Analytics </li></ul><ul><ul><li># of Tweets per day </li></ul></ul><ul><ul><li>Tweet times </li></ul></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><li>ReTweets </li></ul></ul><ul><ul><li>Link Clicks </li></ul></ul>
    16. 19. You cannot manage what you can’t measure <ul><li>Engagement Rate </li></ul><ul><ul><li># of Audience Interactions Per Post </li></ul></ul><ul><li>Amplification </li></ul><ul><ul><li>Twitter: # of Retweets Per Tweet </li></ul></ul><ul><ul><li>Facebook, Google Plus: # of Shares Per Post </li></ul></ul><ul><ul><li>Blog, YouTube: # of Share Clicks Per Post/Video </li></ul></ul><ul><li>Economic Value </li></ul><ul><ul><li>Sum of Short and Long Term Revenue and Cost Savings </li></ul></ul><ul><ul><li>More Metrics </li></ul></ul>
    17. 21. You will screw up - everyone does
    18. 22. Make the most of the situation
    19. 23. A negative reaction exacerbates things
    20. 24. What can you do? Hone your skills, find your niche, start today!
    21. 25. How to get a Job in Social Media <ul><li>Establish an Online Presence </li></ul><ul><ul><li>Start blogging </li></ul></ul><ul><li>Be Proficient in All Social Channels </li></ul><ul><li>Be Creative and Relevant </li></ul><ul><li>Be a Professional </li></ul><ul><li>Know the Industry/Company </li></ul><ul><li>Network and Build Relationships </li></ul><ul><li>Be Familiar with Need-to-Know programs </li></ul><ul><ul><li>Photo/video editing </li></ul></ul><ul><ul><li>Basic HTML </li></ul></ul><ul><ul><li>Wordpress </li></ul></ul><ul><li>Help a business out Pro Bono </li></ul>
    22. 26. Know your influence <ul><li>Klout -  measures influence based on your ability to drive action via Social Media </li></ul><ul><ul><li>Try to raise your score as high as you can </li></ul></ul><ul><ul><li>Score could make or break an interview </li></ul></ul><ul><ul><li>High Klout scores help with networking </li></ul></ul>
    23. 27. Read blogs ! <ul><li>Use Google Reader (or whatever method of RSS following you prefer) to follow industry and career-relevant blogs </li></ul><ul><ul><li>HubSpot Inbound Internet Marketing Blog </li></ul></ul><ul><ul><li>Marketing Sherpa </li></ul></ul><ul><ul><li>Marketing Profs </li></ul></ul><ul><ul><li>SmartBrief </li></ul></ul><ul><ul><li>Social Media Examiner </li></ul></ul><ul><ul><li>Social Media Today </li></ul></ul><ul><ul><li>Inc.com </li></ul></ul>
    24. 28. Social Media Intern Graphic Design Intern <ul><li>Email [email_address] </li></ul><ul><ul><li>Resume </li></ul></ul><ul><ul><li>Writing or Design example </li></ul></ul>Connect with me @ activengage / justin.jb.braun

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