PRSA – Seattle February 17, 2010
Where Are the Opportunities to Extend Your Organization’s Social Media Awareness and Impact? <ul><li>Ignore </li></ul><ul>...
Core Principles  -  Our Philosophy on the Practice of Conversational Marketing <ul><li>Value   –  Don’t “Market”; Create a...
Social Media Works With Your Existing Marketing Efforts  …And Complements   Your Traditional Customer Touchpoints… Public ...
Social Media Management & Engagement - Our Recommended Program Lifecycle - Page  Brand Insights Channel Planning Branded C...
Social Media Success Stories [What makes for success? Hint: It’s all about two-way communication…] <ul><li>BaconSalt </li>...
Thank You. 311 ½ Occidental Avenue South, Suite 200 Seattle, WA 98104 206.453.1120  |  www.SpringCreekGroup.com http://www...
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PRSA - Seattle Luncheon - Spring Creek Group Social Media Methodology Overview

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Spring Creek Group Principal Clay McDaniel joined the Public Relations association PRSA for a luncheon and panel discussion about Social Media on February 17, 2010 in Seattle. At the request of several luncheon attendees, we are happy to provide the few slides Clay shared with the group.

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PRSA - Seattle Luncheon - Spring Creek Group Social Media Methodology Overview

  1. 1. PRSA – Seattle February 17, 2010
  2. 2. Where Are the Opportunities to Extend Your Organization’s Social Media Awareness and Impact? <ul><li>Ignore </li></ul><ul><li>Let anyone write anything </li></ul><ul><li>Don’t track metrics </li></ul><ul><li>Allow comps to post nasty comments </li></ul><ul><li>Don’t identify influencers </li></ul><ul><li>Watch </li></ul><ul><li>Keep an eye on customers </li></ul><ul><li>Track changes in customer perception </li></ul><ul><li>Monitor comps in space </li></ul><ul><li>Use social media to understand landscape </li></ul><ul><li>React </li></ul><ul><li>Respond to negative attacks </li></ul><ul><li>Correct factual errors </li></ul><ul><li>Stop comps from gaining share of voice </li></ul><ul><li>Compare competitors and analyze partners </li></ul><ul><li>Utilize a blog to complement “traditional” PR & Comm efforts </li></ul><ul><li>Engage </li></ul><ul><li>Provide resources for bloggers to get data images and quotes </li></ul><ul><li>Identify influencers </li></ul><ul><li>Create active competitive analysis strategy </li></ul><ul><li>Reach out to key bloggers </li></ul><ul><li>Leverage </li></ul><ul><li>Push stories to influencers and fans </li></ul><ul><li>Keep content current with news and info </li></ul><ul><li>Let community have first look at commercials and other creative </li></ul><ul><li>Drive </li></ul><ul><li>Run message and comment boards for customer groups </li></ul><ul><li>Maintain and grow thought-leadership presence where it matters most </li></ul><ul><li>Develop & drive industry blogs that put company in positive light </li></ul>Page
  3. 3. Core Principles - Our Philosophy on the Practice of Conversational Marketing <ul><li>Value – Don’t “Market”; Create and Publish Content that Adds Value - Assist, Inform, Entertain. </li></ul><ul><li>Ethics – Never Break or Even Bend “The Rules”… Most Importantly Understand Them, By Community and By Site. </li></ul><ul><li>Transparency – We Are Who We Say We Are at All Times. Personal and Professional Openness, and Clear Association with the Brand. </li></ul><ul><li>Authenticity – Consistent, Passionate Commitment to Your Market and Customers (not just your Brand). </li></ul><ul><li>Focus – Do The Right Things Well… And Let the Community Handle the Rest… </li></ul>Page
  4. 4. Social Media Works With Your Existing Marketing Efforts …And Complements Your Traditional Customer Touchpoints… Public Relations Customer Support Outbound Advertising Page
  5. 5. Social Media Management & Engagement - Our Recommended Program Lifecycle - Page Brand Insights Channel Planning Branded Channel Investments 2. Planning 3. Engagement 1. Listening / Learning
  6. 6. Social Media Success Stories [What makes for success? Hint: It’s all about two-way communication…] <ul><li>BaconSalt </li></ul><ul><li>Starbucks </li></ul><ul><li>TakoTruk </li></ul><ul><li>MollyMoon’s Ice Cream </li></ul><ul><li>Alaska Airlines </li></ul><ul><li>… and even more locals at… http://blog.seattlepi.com/thebigblog/archives/157088.asp </li></ul>
  7. 7. Thank You. 311 ½ Occidental Avenue South, Suite 200 Seattle, WA 98104 206.453.1120 | www.SpringCreekGroup.com http://www.twitter.com/SpringCreekGrp http ://www.facebook.com/SpringCreekGroup http://www.SpringCreekGroup.com/blog … Join / Follow / Read at… Page

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