Social Media : The Future of PR


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A presentation about social media given at Comms Week Cal State Fullerton CA to PR students. Information on social media and why PR students need to learn social media as part of their PR course.

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Social Media : The Future of PR

  1. 1. The Future of PR Why every PR graduate needs to learn social media
  2. 2. Sally Falkow APR <ul><li>PR Trainer of the Year </li></ul><ul><li>Snr. Fellow: The Society for New Communication Research </li></ul><ul><li>AdAge 150 blog - Top 10 PR blog </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  3. 3. The Future of PR – 2010 edition Bulldog Reporter
  4. 4. PRSA Counselors Academy <ul><li>The top three issues for PR professionals in 2010: </li></ul><ul><li>1. Providing authentic strategic counseling to management/clients </li></ul><ul><li>2.  Mastering social media skills </li></ul><ul><li>3.  Demonstrating return on investment </li></ul>
  5. 5. State of Social Media Marketing
  6. 6. Top Ten Questions <ul><li>1. How do I measure social media return on investment? </li></ul><ul><li>2. What are the social media marketing best practices? </li></ul><ul><li>3. How do I best manage my time with social media? </li></ul><ul><li>4. How do I reach my target markets with social media? </li></ul><ul><li>5. How do I generate traffic and leads using social media? </li></ul><ul><li>6. How do I implement social media tactics? </li></ul><ul><li>7. What are the latest social media trends? </li></ul><ul><li>8. How do I get started? </li></ul><ul><li>9. How do I integrate my social media activities? </li></ul><ul><li>10. How do I evaluate the advantages and disadvantages of each platform? </li></ul>
  7. 7. A More Strategic Sequence <ul><li>What are the latest social media trends? </li></ul><ul><li>What are the social media marketing best practices? </li></ul><ul><li>How do I get started? </li></ul><ul><li>How do I integrate my social media activities? </li></ul><ul><li>How do I reach my target markets with social media? </li></ul><ul><li>How do I evaluate the advantages and disadvantages of each platform? </li></ul><ul><li>How do I best manage my time with social media? </li></ul><ul><li>How do I implement social media tactics? </li></ul><ul><li>How do I generate traffic and leads using social media? </li></ul><ul><li>How do I measure social media return on investment? </li></ul>
  8. 8. PR Trends <ul><li>Social Media is here to stay -it has to be included in your media plan for any PR campaign </li></ul><ul><li>One in thirteen of all people on the planet are now online (Universal McCann) </li></ul><ul><li>83% are active in some form of social media (Forrester Research) </li></ul><ul><li>Companies are hiring people with social media skills </li></ul>
  9. 9. What You Need to Know <ul><li>Understand search optimization for content like press releases, video, articles </li></ul><ul><li>How to do a social media press release </li></ul><ul><li>Content syndication online </li></ul><ul><li>How to find and work with bloggers </li></ul><ul><li>Basic HTML code so that you can add help bloggers and reporters take your content easily </li></ul><ul><li>Online video production, editing, uploading and sharing </li></ul><ul><li>Social Networking </li></ul><ul><li>Social News </li></ul><ul><li>Analytics </li></ul>
  10. 10. Best Practices <ul><li>Read Social Media Case Studies </li></ul><ul><li>Proactive Report </li></ul><ul><li>Social Media Today </li></ul><ul><li>Social Media Examiner </li></ul><ul><li> </li></ul><ul><li>Emarketer </li></ul>
  11. 11. How Do I Get Started? <ul><li>You need a social media strategy that aligns with your communications and business goals </li></ul>
  12. 12. Social Media Strategy <ul><li>Listen and learn </li></ul><ul><li>Measure your share of voice in the conversation </li></ul><ul><li>Set goals and benchmarks </li></ul><ul><li>Find relevant bloggers and communities </li></ul><ul><li>Identify Influencers </li></ul><ul><li>Develop Content Strategy </li></ul><ul><li>Evaluate platforms and pick the right tools </li></ul><ul><li>Create and deliver content </li></ul><ul><li>Engage. Participate in and facilitate conversations </li></ul><ul><li>Measure results </li></ul>
  13. 13. Start by Listening <ul><li>“ If we trust our customers, we can actively listen to what they’re saying. </li></ul><ul><li>We can build the right product for our customers, instead of finding the right customers for our products.” </li></ul><ul><li>Steven Covey </li></ul>
  14. 14. Establish Share of Voice <ul><li>How often is your brand mentioned in a particular conversation? </li></ul><ul><li>How do you rate against your competitors </li></ul>
  15. 15. 1. Share Of Voice + 2. Share Of Mind 3. Share Of Conversation Topic is Anti-aging
  16. 16. Content Analysis <ul><li>What are they saying </li></ul><ul><li>Positive /Negative/Neutral mention </li></ul><ul><li>Where are they saying it </li></ul><ul><li>Needs and wants </li></ul><ul><li>Interests </li></ul><ul><li>Need for information on a certain subject </li></ul><ul><li>Trends in the conversation </li></ul>
  17. 17. Set Goals, Baselines and Benchmarks
  18. 18. Find Communities & Bloggers
  19. 19. Identify the Influencers
  20. 20. Find Communities and Identify Influencers 600 Beauty Bloggers (US only) 26 in Head 106 in Magic Middle 460 in Long Tail Top 60 Map
  21. 21. Develop Your Content Strategy <ul><li>THINK LIKE A PUBLISHER – </li></ul><ul><li>YOU ARE THE MEDIA </li></ul><ul><li>Content Analysis – key messages </li></ul><ul><li>Audience Analysis – social technographics </li></ul><ul><li>Trends in Social Media </li></ul><ul><li>Content Audit – what do you have </li></ul><ul><li>What expertise do you have </li></ul><ul><li>Resources </li></ul><ul><li>Create an Editorial Calendar </li></ul>
  22. 22. Social Technographics
  23. 23. Growing by Leaps and Bounds
  24. 24. Analyze Your Customers
  25. 25. Pick the Right Channels <ul><li>Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off </li></ul><ul><li>True engagement means full engagement in the channels where you choose to invest </li></ul><ul><li>So make sure you pick correctly and wisely </li></ul>
  26. 26. Pick the Right Tools/Platforms <ul><li>Who is your audience? </li></ul><ul><li>Where are they having conversations? </li></ul><ul><li>Trends – Video, Facebook, Twitter </li></ul>
  27. 27. Syndicate the Content <ul><li>Add RSS Feeds </li></ul>
  28. 28. Socialize the Content
  29. 29. Content Sparks Conversations <ul><li>Focused on what you have heard </li></ul><ul><li>Based on audience needs, interests </li></ul><ul><li>Placed in the right channel </li></ul><ul><li>Monitored for responses </li></ul>
  30. 30. Engaging People <ul><li>The key finding is that those with the highest engagement factor also had the best financial results over the last year </li></ul><ul><li>Engagmentdb Study WetPaint/Altimeter </li></ul><ul><li>  </li></ul>
  31. 31. What Is Engagement? <ul><li>We’re not talking about a presence in the online social sphere </li></ul><ul><li>It’s not using these channels to broadcast messages </li></ul><ul><li>Engagement is a deep and meaningful social interaction with your stakeholders </li></ul><ul><li>Engagementdb Study Altimeter Group </li></ul>
  32. 32. What Shows Engagement? <ul><li>People talking about your brand/product/company </li></ul><ul><li>Saving and sharing content </li></ul><ul><li>Visit more frequently </li></ul><ul><li>Spend more time on blog or website </li></ul><ul><li>Subscribe </li></ul><ul><li>Have conversations with you </li></ul><ul><li>Make suggestions and give feedback </li></ul><ul><li>Post comments, opinions reviews </li></ul><ul><li>Recommending your company to their friends </li></ul><ul><li>Loyalty to your brand </li></ul>
  33. 33. Entrepreneur Hot 100 <ul><li>26 percent of these companies are active on Twitter </li></ul><ul><li>37 percent are on LinkedIn </li></ul><ul><li>11 percent have a Facebook page </li></ul><ul><li>Just over a half have a newsroom on their website </li></ul><ul><li>Only 7percent optimize their news content for search </li></ul><ul><li>Just 16% are actively engaging their customers </li></ul>
  34. 34. Inc 500 <ul><li>25 percent are active on Twitter </li></ul><ul><li>46 percent are on LinkedIn </li></ul><ul><li>31 percent have a Facebook Page </li></ul><ul><li>19% are engaging with customers </li></ul>
  35. 35. Fortune 100 <ul><li>54 percent have a Twitter feed </li></ul><ul><li>94 percent use it for news and announcements </li></ul><ul><li>47 percent are on LinkedIn </li></ul><ul><li>32 percent have a blog </li></ul><ul><li>44 percent have a Facebook page </li></ul><ul><li>Only 17% use all three </li></ul><ul><li>22% are actively engaging customers </li></ul>
  36. 36. CMO Engagement Gap <ul><li>The engagement gap refers to the difference between the influence of the Internet in consumer decision making and the amount of spending, and the effort, by corporations and organizations, trying to interact with and shape the thinking behind those decisions. </li></ul>
  37. 37. Key Measurement <ul><li>The move to quantify “customer affinity” and increase “customer advocacy” has become a new measure of effectiveness </li></ul><ul><li>CMO Council </li></ul>
  38. 38. Focus on the Bottom Line <ul><li>Most marketers and corporations are now looking to reduce costs in order to improve the bottom line </li></ul><ul><li>Current economic indicators point to a vital need for business revitalization through </li></ul><ul><li>better customer engagement and analytics </li></ul><ul><li>CMO Council </li></ul>
  39. 39. New Measure of ROI: Engagement <ul><li>There are thousands of social media channels, each with a slightly different value proposition </li></ul><ul><li>It’s a daunting task to objectively evaluate various marketing efforts across all social mediums </li></ul><ul><li>Engagement is the best criterion </li></ul><ul><li>The Wetpaint/Altimeter Group ENGAGEMENTdb Report </li></ul>
  40. 40. Engagement: The Lifebelt <ul><li>Companies that are both deeply and widely engaged in social media surpass their peers in terms of the two most meaningful financial performance metrics – revenue and profit – </li></ul><ul><li>by a significant difference. </li></ul><ul><li>Wet Paint/Altimeter Group </li></ul>
  41. 41. What is the Bottom Line? <ul><li> These highly engaged companies grew, on average , 18% in revenues over the last 12 months, compared to the least engaged companies who, on average , saw a decline of 6% in revenue during the same period </li></ul><ul><li>The same holds true for two other financial metrics, gross margin and net profit </li></ul><ul><li>WetPaint/Altimeter Group </li></ul>
  42. 45. Skin MD Natural Case Study
  43. 46. Situation <ul><li>Launching a new kind of lotion </li></ul><ul><li>New category </li></ul><ul><li>No awareness at all </li></ul>
  44. 47. Objectives <ul><li>The campaign aimed to reach consumers online through high search rankings on specific keywords and phrases, articles, blogs, newsgroups and forums. </li></ul><ul><li>Create a new search term – shielding lotion </li></ul><ul><li>Create awareness of the brand Skin MD Natural with dermatologists and the public </li></ul>
  45. 48. Customer Education
  46. 58. You Tube Videos
  47. 61. Payoff <ul><li>Over 400 bloggers talking about their products </li></ul><ul><li>Conversations in targeted forums and blogs </li></ul><ul><li>Increased traffic to the website </li></ul><ul><li>Product in over 5000 pharmacies across the US </li></ul><ul><li>Partners in many other countries </li></ul>
  48. 62. @sallyfalkow
  49. 63.
  50. 64. Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>