Why PR Graduates Should Master Social Media Strategy


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Every PR student needs to learn and master social media skills. Companies are looking for employees with these skills.

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Why PR Graduates Should Master Social Media Strategy

  1. 1. The Future of PRThe Future of PR Why every PR graduate needs to learn social media
  2. 2. Sally Falkow APRSally Falkow APR PR Trainer of the Year Snr. Fellow: The Society for New Communication Research AdAge 150 blog - Top 10 PR blog www.PRoactivereport.com www.Twitter.com/sallyfalkow
  3. 3. PRSA Counselors AcademyPRSA Counselors Academy The top three issues for PR professionals in 2010: 1. Providing authentic strategic counseling to management/clients 2. Mastering social media skills 3. Demonstrating return on investment
  4. 4. State ofState of Social MediaSocial Media MarketingMarketing
  5. 5. Top Ten QuestionsTop Ten Questions 1. How do I measure social media return on investment? 2. What are the social media marketing best practices? 3. How do I best manage my time with social media? 4. How do I reach my target markets with social media? 5. How do I generate traffic and leads using social media? 6. How do I implement social media tactics? 7. What are the latest social media trends? 8. How do I get started? 9. How do I integrate my social media activities? 10. How do I evaluate the advantages and disadvantages of each platform?
  6. 6. A More Strategic SequenceA More Strategic Sequence  What are the latest social media trends?  What are the social media marketing best practices?  How do I get started?  How do I integrate my social media activities?  How do I reach my target markets with social media?  How do I evaluate the advantages and disadvantages of each platform?  How do I best manage my time with social media?  How do I implement social media tactics?  How do I generate traffic and leads using social media?  How do I measure social media return on investment?
  7. 7. PR TrendsPR Trends Social Media is here to stay -it has to be included in your media plan for any PR campaign One in thirteen of all people on the planet are now online (Universal McCann) 83% are active in some form of social media (Forrester Research) Companies are hiring people with social media skills
  8. 8. What You Need to KnowWhat You Need to Know Understand search optimization for content like press releases, video, articles How to do a social media press release Content syndication online How to find and work with bloggers Basic HTML code so that you can add help bloggers and reporters take your content easily Online video production, editing, uploading and sharing Social Networking Social News Analytics
  9. 9. Best PracticesBest Practices Read Social Media Case Studies Proactive Report Social Media Today Social Media Examiner Econsultancy.com Emarketer
  10. 10. How Do I Get Started?How Do I Get Started? You need a social media strategy that aligns with your communications and business goals
  11. 11. Social Media StrategySocial Media Strategy Listen and learn Measure your share of voice in the conversation Set goals and benchmarks Find relevant bloggers and communities Identify Influencers Develop Content Strategy Evaluate platforms and pick the right tools Create and deliver content Engage. Participate in and facilitate conversations Measure results
  12. 12. Start by ListeningStart by Listening “If we trust our customers, we can actively listen to what they’re saying. We can build the right product for our customers, instead of finding the right customers for our products.” Steven Covey
  13. 13. Establish Share of VoiceEstablish Share of Voice How often is your brand mentioned in a particular conversation? How do you rate against your competitors
  14. 14. Share of Voice 0 20 40 60 80 100 Apr May May Jun Jul Jul Aug Sep Sep Lancome Clinique 837 960 Share of Voice lancome Clinique 1. Share Of Voice + 2. Share Of Mind Share of Mind 11 51 146 11 57 183 0 50 100 150 200 Influencers (13 total) Magic Middle (72 total) Long Tail (440 total) #ofInfluencers Lancôme Clinique 3. Share Of Conversation Topic is Anti-aging Share of Aging (# of conversations) 3326 119 114 Lancome Clinique Other Share of Aging 0 5 10 15 20 Apr Apr May May Jun Jun Jul Jul Aug Aug Aug Sep Sep Oct Lancome Clinique
  15. 15. Content AnalysisContent Analysis What are they saying Positive /Negative/Neutral mention Where are they saying it Needs and wants Interests Need for information on a certain subject Trends in the conversation
  16. 16. Set Goals, Baselines andSet Goals, Baselines and BenchmarksBenchmarks
  17. 17. Find Communities & BloggersFind Communities & Bloggers
  18. 18. Identify the InfluencersIdentify the Influencers
  19. 19. Find Communities and Identify Influencers 600 Beauty Bloggers (US only) 26 in Head 106 in Magic Middle 460 in Long Tail Top 60 Map
  20. 20. Develop Your Content StrategyDevelop Your Content Strategy THINK LIKE A PUBLISHER – YOU ARE THE MEDIA Content Analysis – key messages Audience Analysis – social technographics Trends in Social Media Content Audit – what do you have What expertise do you have Resources Create an Editorial Calendar
  21. 21. Social TechnographicsSocial Technographics
  22. 22. Growing by Leaps and BoundsGrowing by Leaps and Bounds
  23. 23. Analyze Your CustomersAnalyze Your Customers
  24. 24. Pick the Right ChannelsPick the Right Channels Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off True engagement means full engagement in the channels where you choose to invest So make sure you pick correctly and wisely
  25. 25. Pick the Right Tools/PlatformsPick the Right Tools/Platforms Who is your audience? Where are they having conversations? Trends – Video, Facebook, Twitter
  26. 26. Syndicate the ContentSyndicate the Content Add RSS Feeds
  27. 27. Socialize the ContentSocialize the Content
  28. 28. Content Sparks ConversationsContent Sparks Conversations Focused on what you have heard Based on audience needs, interests Placed in the right channel Monitored for responses
  29. 29. Engaging PeopleEngaging People The key finding is that those with the highest engagement factor also had the best financial results over the last year Engagmentdb Study WetPaint/Altimeter
  30. 30. What Is Engagement?What Is Engagement? We’re not talking about a presence in the online social sphere It’s not using these channels to broadcast messages Engagement is a deep and meaningful social interaction with your stakeholders Engagementdb Study Altimeter Group
  31. 31. What Shows Engagement?What Shows Engagement? People talking about your brand/product/company Saving and sharing content Visit more frequently Spend more time on blog or website Subscribe Have conversations with you Make suggestions and give feedback Post comments, opinions reviews Recommending your company to their friends Loyalty to your brand
  32. 32. Entrepreneur Hot 100Entrepreneur Hot 100 26 percent of these companies are active on Twitter 37 percent are on LinkedIn 11 percent have a Facebook page Just over a half have a newsroom on their website Only 7percent optimize their news content for search Just 16% are actively engaging their customers
  33. 33. Inc 500Inc 500 25 percent are active on Twitter 46 percent are on LinkedIn 31 percent have a Facebook Page 19% are engaging with customers
  34. 34. Fortune 100Fortune 100 54 percent have a Twitter feed 94 percent use it for news and announcements 47 percent are on LinkedIn 32 percent have a blog 44 percent have a Facebook page Only 17% use all three 22% are actively engaging customers
  35. 35. CMO Engagement GapCMO Engagement Gap 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.
  36. 36. Key MeasurementKey Measurement The move to quantify “customer affinity” and increase “customer advocacy” has become a new measure of effectiveness CMO Council
  37. 37. Focus on the Bottom LineFocus on the Bottom Line Most marketers and corporations are now looking to reduce costs in order to improve the bottom line Current economic indicators point to a vital need for business revitalization through better customer engagement and analytics CMO Council
  38. 38. New Measure of ROI:New Measure of ROI: EngagementEngagement There are thousands of social media channels, each with a slightly different value proposition It’s a daunting task to objectively evaluate various marketing efforts across all social mediums Engagement is the best criterion The Wetpaint/Altimeter Group ENGAGEMENTdb Report
  39. 39. Engagement: The LifebeltEngagement: The Lifebelt 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 – by a significant difference. Wet Paint/Altimeter Group
  40. 40. What is the Bottom Line?What is the Bottom Line? 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 The same holds true for two other financial metrics, gross margin and net profit WetPaint/Altimeter Group
  41. 41. Skin MD Natural Case StudySkin MD Natural Case Study
  42. 42. SituationSituation Launching a new kind of lotion New category No awareness at all
  43. 43. ObjectivesObjectives The campaign aimed to reach consumers online through high search rankings on specific keywords and phrases, articles, blogs, newsgroups and forums. Create a new search term – shielding lotion Create awareness of the brand Skin MD Natural with dermatologists and the public
  44. 44. Customer EducationCustomer Education
  45. 45. You Tube VideosYou Tube Videos
  46. 46. PayoffPayoff Over 400 bloggers talking about their products Conversations in targeted forums and blogs Increased traffic to the website Product in over 5000 pharmacies across the US Partners in many other countries
  47. 47. @sallyfalkow@sallyfalkow www.twitter.com/sallyfalkowwww.twitter.com/sallyfalkow
  48. 48. http://www.infocomgroup.net/prhttp://www.infocomgroup.net/pr trendstrends
  49. 49. ResourcesResources Expansionplus.com Press-feed.com Proactivereport.com sallyf@expansionplus.com