Building a social media strategy - Presented for CFMA DFW, July 2011


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  • Engagement vs. Broadcasting
  • Personality has replaced the brand logo. Humanizing the brand is the true opportunity of Twitter.
  • PewResearchCenter -
  • Social Media Grows Among Business Journalists / informal survey by the Society of American Business Editors and Writers
  • In December 2010 Dell launched it’s Listening Command Center to monitor social networks for: -mentions of their brand -mentions of terms related to their brand Who needs a focus group when you have Twitter?
  • Case study: Kogi BBQ
  • Case study: Martell Home Builders … A biz that traditionally relied heavily on realtor’s to bring them customers. Through social media they are reaching consumers. They are engaging consumers through Twitter, Facebook, YouTube, blogging, but all roads lead back to the pitch. Today, 86% of their leads come directly from consumers.
  • Social media should enhance your visibility and lead potential customers to information on doing business with you.
  • The primary gift of social media to a brand is the opportunities to LISTEN. But there is no value to listening without the ability and agility to respond and act upon the data gathered.
  • Content Planning: What kind of content should you look to? Where should this content go? How can you facilitate your audience sharing your content?
  • Editorial Guidelines 30% useful information 30% engagement 30% conversation 10% self promotion
  • Remember your press releases can be social, can be rich with useful links, photos, videos that can be shared through social networks.
  • Crisis communications has to happen in real time.
  • It’s not always a big crisis, but they can be just as important.
  • Connecting The Dots Within The Organization: It’s not that everything revolves around social media. It’s that social media connects to and affects every department within a company.
  • These people are on the front line and they need to be calm, professional and agile.
  • We hire people we trust representing our business in the real world. The same should hold true in the virtual world.
  • Make it simple. Make it clear.
  • Look at your audience frequently: -know who they are -know what the need -know their concerns -know how they change
  • Look at yourself in the mirror often. I use Flipboard on the iPad as a mirror.
  • Building a social media strategy - Presented for CFMA DFW, July 2011

    1. 1. Building Your Social Media Strategy Victoria Harres @VictoriaHarres @PRNewswire #PRNewswire
    2. 2. What we’ll cover: <ul><li>The Social Media Revolution </li></ul><ul><li>Case studies </li></ul><ul><li>Steps forward </li></ul><ul><li>Content planning </li></ul><ul><li>Engagement guidelines </li></ul><ul><li>Crisis planning </li></ul><ul><li>Internal considerations </li></ul><ul><li>Management tools </li></ul><ul><li>Elements of a social media strategy </li></ul><ul><li>Resources </li></ul>
    3. 3. <ul><li>not your </li></ul><ul><li>grandfather’s </li></ul>social revolution
    4. 4. Broadcasting @VictoriaHarres @PRNewswire #PRNewswire
    5. 5. Engagement @VictoriaHarres @PRNewswire #PRNewswire
    6. 6. Pew Research Center, June 2011
    7. 7. <ul><li>80% Business journalists use Twitter </li></ul><ul><li>During their workday. </li></ul><ul><li>* </li></ul><ul><li>50% Business journalists are blogging. </li></ul><ul><li>* </li></ul><ul><li>>75% Business journalists use Facebook </li></ul><ul><li>and LinkedIn for job purposes. </li></ul>SABEW informal survey 2011
    8. 8. Dell Listening Command Center
    9. 9. Gatorade Mission Control
    10. 10. @VictoriaHarres @PRNewswire #PRNewswire
    11. 12. Gorilla Can Make You Human @VictoriaHarres @PRNewswire #PRNewswire
    12. 13. google+ linkedin slideshare facebook flickr twitter blog your website
    13. 14. foundation @VictoriaHarres @PRNewswire #PRNewswire
    14. 15. <ul><li>Listening </li></ul>Google + Google Alerts
    15. 16. ADV MKTG PR @VictoriaHarres @PRNewswire #PRNewswire
    16. 17. Editorial Guidelines demonstrate your expertise PR MKG CONVERSATION ENGAGEMENT USEFUL INFORMATION
    17. 18. <ul><li>Self Promotion </li></ul><ul><li>< 10 % </li></ul>@VictoriaHarres @PRNewswire #PRNewswire
    18. 19. <ul><li>Branding </li></ul><ul><li>humanizing </li></ul><ul><li>real-time communication </li></ul><ul><li>Real-time crisis management </li></ul><ul><li>Media Relations </li></ul><ul><li>journalists </li></ul><ul><li>bloggers </li></ul><ul><li>consumers </li></ul><ul><li>influencers </li></ul><ul><li>… anyone with Internet access. </li></ul>PR in web 2.0 Audience
    19. 20. <ul><li>Listening </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Blogs </li></ul><ul><li>Google+ </li></ul><ul><li>The Internet </li></ul>Marketing in web 2.0 <ul><li>Giving </li></ul><ul><li>Content </li></ul><ul><li>Information </li></ul><ul><li>Tips </li></ul><ul><li>Leads </li></ul>
    20. 21. <ul><li>1. Know who you’re </li></ul><ul><li>talking to! </li></ul><ul><li>2. Be clear and concise. </li></ul><ul><li>3. Leave no room for </li></ul><ul><li>interpretation. </li></ul>Engagement Guidelines
    21. 22. <ul><li>Crisis in Web 2.0 </li></ul><ul><li>Listen </li></ul><ul><li>& </li></ul><ul><li>Communicate </li></ul>@VictoriaHarres @PRNewswire #PRNewswire In real time!
    22. 23. A welcome customer tweet and the challenging road that got us there…
    24. 25. the internal rolodex * Who are your key contacts in each department or division? * Who can make the really big decisions? * Who holds the passwords? * Who in senior management will pick up a phone and call a client when needed?...after hours? * Who are your champions in the boardroom?
    25. 26. elements of a social team strategy Guidelines for team members * Engagement plan * Team schedule * Content strategy * Assignments and duties
    26. 27. <ul><li>* Who is the lead on what? </li></ul><ul><li>* Who is your lead listener? </li></ul><ul><li>* Who responds? Where and when? </li></ul><ul><li>* Who leads on marketing promotions? </li></ul><ul><li>* Who contributes what content where? </li></ul><ul><li>* Who makes the final call? </li></ul><ul><li>* What are the tools? </li></ul>sharing responsibilities
    27. 28. The Many Hats of a Social Media Manager <ul><li>Publisher </li></ul><ul><li>Editor </li></ul><ul><li>Copywriter </li></ul><ul><li>Customer Service Rep </li></ul><ul><li>Community Manager </li></ul><ul><li>Marketer </li></ul><ul><li>Crisis Communicator </li></ul><ul><li>PR </li></ul><ul><li>IR </li></ul><ul><li>CSR </li></ul><ul><li>Sales </li></ul><ul><li>Teacher </li></ul><ul><li>Host/Hostess </li></ul>@VictoriaHarres @PRNewswire #PRNewswire
    28. 29. FAITH @VictoriaHarres @PRNewswire #PRNewswire
    29. 30. employee guidelines = <ul><li>COMMON SENSE </li></ul><ul><li>+ </li></ul><ul><li>TRANSPARENCY </li></ul><ul><li>+ </li></ul><ul><li>GENERAL CORPORATE POLICIES </li></ul>
    30. 31. tools
    31. 32. Resources <ul><li>@PRNewswire </li></ul><ul><li>!/prnewswire </li></ul><ul><li>PR Newswire Knowledge Center </li></ul><ul><li>http:// /knowledge-center/ </li></ul><ul><li>PR Newswire Blog http:// /knowledge-center/ </li></ul><ul><li>Twitter Tools </li></ul><ul><li>http:// /PRNewswire </li></ul><ul><li>Content Marketing Institute </li></ul><ul><li>http:// / </li></ul><ul><li>* More resources provided in handout. </li></ul>
    32. 33. <ul><li>know your AUDIENCE </li></ul>@VictoriaHarres @PRNewswire #PRNewswire
    33. 34. Flipboard @VictoriaHarres @PRNewswire #PRNewswire
    34. 35. Building Your Social Media Strategy <ul><li>Survey the landscape (your audience/your industry) </li></ul><ul><li>Set reasonable goals </li></ul><ul><li>Decide on measures of success </li></ul><ul><li>Draft your content strategy </li></ul><ul><li>Tap your talent </li></ul><ul><li>Build clear guidelines for employees </li></ul><ul><li>Design a crisis flow chart </li></ul>
    35. 36. @dfwCFMA thank you! Image credits: Universal Pictures image of Alfred Hitchcock from The Birds. Victoria Harres @PRNewswire @VictoriaHarres [email_address]