Social Media Strategy PRSA NCC


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A presentation on social media strategy and tools for PR professionals delivered to the PRSA NCC chapter in Washington DC December 4, 2009

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Social Media Strategy PRSA NCC

  1. 1. <ul><li>Social Media: </li></ul><ul><li>Moving Beyond Trial and Error </li></ul>
  2. 2. <ul><li>Who We Are: </li></ul><ul><li>PRESS feed is a social media newsroom that creates one space on your website where journalists and bloggers can find all your news and social media content. </li></ul><ul><li>Expansion Plus is a full service digital marketing & public relations agency located in Pasadena, California. </li></ul>
  3. 3. What is Social Media? <ul><li>Social Media is a term used to describe online platforms and tools that allow users to contribute to the content. </li></ul><ul><li>They can publish, save, tag and share content online </li></ul>
  4. 5. Traditional Media in Decline
  5. 6. Online News Today
  6. 7. Newspaper Circulation Drops Again <ul><li>Fall in Newspaper Sales Accelerates to Pass 7% NYTimes April 2009 </li></ul><ul><li>U.S. newspaper circulation fell another 11% in the six months through September 2009 </li></ul>
  7. 8. Where Are They Reading News? <ul><li>Yahoo News 33.3 million </li></ul><ul><li>MSNBC 30.2 </li></ul><ul><li> 29.8 </li></ul><ul><li>AOL News 20.6 </li></ul><ul><li>New York Times 17.4 </li></ul><ul><li>Google News 11.1 </li></ul><ul><li>ABC News 10.4 </li></ul><ul><li>USAToday 10.3 </li></ul><ul><li>CBS News 9.3 </li></ul><ul><li>Washington Post 8.6 </li></ul><ul><li>-Nielsen/Net Rating s </li></ul>
  8. 9. <ul><li>Listen </li></ul><ul><li>Share of Voice/messaging </li></ul><ul><li>Set Goals and Benchmarks </li></ul><ul><li>Find communities/bloggers that matter </li></ul><ul><li>Identify Influencers </li></ul><ul><li>Create a content strategy </li></ul><ul><li>Choose tools </li></ul><ul><li>Create and deliver content </li></ul><ul><li>Engage and facilitate conversations </li></ul><ul><li>Measure </li></ul>Strategy Steps
  9. 10.
  10. 11. Source Analysis
  11. 12.
  12. 13. Share of Voice <ul><li>Total mentions of a concept/brand/message </li></ul><ul><li>How many times were you mentioned </li></ul><ul><li>Positive/negative </li></ul><ul><li>Map your key messaging to the content of conversations </li></ul><ul><li>Where are these conversations and messages found </li></ul>
  13. 14. Set Goals and Benchmarks <ul><li>Share of conversation </li></ul><ul><li>Key messages </li></ul><ul><li>Positive/Negative ratio </li></ul><ul><li>Traffic </li></ul><ul><li>Time on site </li></ul><ul><li>Comments </li></ul><ul><li>Engagement </li></ul>
  14. 15. Find Communities and Bloggers <ul><li>Where are they talking about you? </li></ul><ul><li>Who is talking about you? </li></ul><ul><li>What communities already exist? </li></ul>
  15. 16. Tip from Coca Cola <ul><li>“Fish where the fish are” </li></ul>
  16. 17. The Right Influencers <ul><li>“ A Person Like Me ” </li></ul><ul><li>Now The Most Credible Spokesperson for Companies </li></ul><ul><li>Source - Edelman Trust Barometer </li></ul>
  17. 18. Level Of Trust
  18. 19. Tools <ul><li>RSS feeds </li></ul><ul><li>Google Reader </li></ul><ul><li>Technorati </li></ul><ul><li>IceRocket </li></ul><ul><li>AllTop </li></ul><ul><li>Blog Pulse </li></ul><ul><li>FiltrBox </li></ul><ul><li>Trackur </li></ul><ul><li>SM2 </li></ul><ul><li>eCairn Conversation </li></ul><ul><li>Radian6 </li></ul>
  19. 20. Ranking Influencers <ul><li>Look in the right group/community </li></ul><ul><li># Followers </li></ul><ul><li>ReTweets </li></ul><ul><li>Blog Traffic ( </li></ul><ul><li>Comment on the blog </li></ul><ul><li>Ranked on lists </li></ul><ul><li>Technorati authority/rank </li></ul>
  20. 21. Content Strategy <ul><li>Base it on your listening info </li></ul><ul><li>Bright ideas will pop up </li></ul><ul><li>Audit all existing content </li></ul><ul><li>What can be repurposed/digitized </li></ul><ul><li>Be a publisher of great content </li></ul><ul><li>Social media success depends on the quality of your content </li></ul>
  21. 22. Pull Marketing <ul><li>The world is fast moving from a push-based information delivery (where you send information via ads or emails) to a pull-based information delivery (where the subscriber accesses your information, as and when he wants). </li></ul><ul><li>. </li></ul>
  22. 23. Consumers In Control <ul><li>Consumers are rejecting obsolete interruptive advertising and flocking to interactive engagement marketing </li></ul>
  23. 24. Social Media Affects B2B Buying <ul><li>93.2% said they would research purchases online </li></ul><ul><li>Source: Enquiro </li></ul>
  24. 25. BtoB <ul><li>Word of mouth is the #1 influence on business purchase decisions </li></ul><ul><li>&quot;Business decision-makers most value communication channels that provide two-way dialog.&quot; </li></ul><ul><li>Source: Keller Fay Market Research </li></ul>
  25. 26. BtoB <ul><li>Top reasons for placing content on social networking sites </li></ul><ul><li>driving traffic (51%) </li></ul><ul><li>creating brand awareness (32%); </li></ul><ul><li>direct selling (25%) </li></ul><ul><li>influencing a purchase decision (15%) </li></ul>
  26. 27. Influencing Purchases <ul><li>Consumers and buyers prefer websites with peer-written product reviews. </li></ul><ul><li>- MarketingSherpa </li></ul>
  27. 28. Social Media Tools <ul><li>Press releases & articles- </li></ul><ul><li>Optimized for search </li></ul><ul><li>Social media format </li></ul><ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Videocasts </li></ul><ul><li>RSS (really simple syndication) </li></ul><ul><li>Socialize your web content – tagging bookmarking </li></ul><ul><li>Social Networks </li></ul><ul><li>Social Media News Sites </li></ul>
  28. 29. Tip from Coca Cola <ul><li>“ If I were given $500 000 extra budget I would spend it on SEO and video” </li></ul><ul><li>Anne Carelli </li></ul><ul><li>Digital Comm Manager Coca Cola </li></ul>
  29. 30. Syndicate Your Content <ul><li>Put your content in feeds </li></ul><ul><li>Add Share This Buttons </li></ul><ul><li>Use Follow Me Buttons </li></ul>
  30. 31. Make It Easy To Share <ul><li>Users can post and tag your content on social media sites like and digg. </li></ul><ul><li>These sites allow users to create a page of their favorite sites on a subject - a virtual library. They are showing up high in search rankings. </li></ul><ul><li>If your content makes it onto these well indexed and ranked pages it can bring you lots of traffic. </li></ul>
  31. 32. Reach Out Photo
  32. 33. From Dell Hell… <ul><li>The Dell Community has contributed: 8995 ideas, promoted 612994 times, 69980 comments </li></ul>
  33. 34.
  34. 35. Measurement <ul><li>Set measurable goals </li></ul><ul><li>Benchmark your current position </li></ul><ul><li>Measure changes </li></ul>
  35. 36. <ul><li>Establish a benchmark of the top blogs that mention you or link to you - measure changes </li></ul><ul><li>Establish current share of voice </li></ul><ul><li>How often is the brand mentioned relative to the competition </li></ul><ul><li>What is the current sentiment (positive vs negative) </li></ul><ul><li>How much positive consumer recommendation are they getting – this is the most trusted form of advertising online and this is what drives consumer behavior.  </li></ul><ul><li>Measure how this increases over time </li></ul>
  36. 37. <ul><li>Establish a unique URL – a landing page for each article/ press release/tweet </li></ul><ul><li>Drive the traffic to that URL </li></ul><ul><li>Use in house analytics to measure the # of people who visit this URL </li></ul>
  37. 38. <ul><li>House Social Media videos on a unique URL </li></ul><ul><li>Measure views on the site </li></ul><ul><li>Add the videos to YouTube and other video sharing sites </li></ul><ul><li>Measure the # of views on these sites </li></ul><ul><li>Measure engagement on this URL – comments, uploads etc </li></ul><ul><li>Track the search rankings of this URL for the relevant search terms </li></ul>
  38. 39. Join The Conversation <ul><li>With the new social media tools powered by RSS - blogs , podcasts, syndication of articles - your options are wide open. </li></ul>
  39. 40. Recommended Reading <ul><li> </li></ul>Read the book on line for free
  40. 41. Strategy whitepaper <ul><li>Download the free whitepaper at </li></ul>
  41. 42. Additional Reading <ul><li>Ebooks: </li></ul><ul><li>Web Sense by Sally Falkow . Effective Internet marketing strategies for entrepreneurs. </li></ul><ul><li>The Power of Good Content by Sally Falkow. Lean the secrets of how to write for the search engines and keep you r visitors coming back for more . </li></ul>Order online :
  42. 43. Copyright Notice <ul><li>All materials contained in these presentations are protected by United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Expansion Plus Inc. </li></ul><ul><li>The TIGER Symbol is a trademark and service mark owned by Hubbard College of Administration. L. RON HUBBARD and HUBBARD are trademarks and service marks owned by RTC and are used with permission. Grateful acknowledgment is made to L. Ron Hubbard Library for permission to reproduce selections from the copyrighted works of L. Ron Hubbard. </li></ul>