PRSA Social Media Presentation


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  • Good morning. Thanks for coming to this session today on “Your Social Brand”My name is Mark Evans, and I’m a digital marketing, content and social media strategist. I write several blogs, including the corporate blog for Sysomos, which offers social media monitoring and analytics services.
  • Before we get started, I few housekeeping notes:If you’re on Twitter, my username is @markevansThe hashtag for the conference is #prsaiconThis presentation has been posted on SlideshareBefore we get started, a quick social media poll. How many people consider themselves social media savvy? How many people are comfortable with social media but looking to learn more? And how many people are just getting started?
  • In many of the presentations I’ve done on social media, I start with best practices and how to approach social media, and then show some real-world examples.But today, I’m going to change things around by showing you example of companies that are using social media well, companies that have not used it well, and an organization that stumbled but managed to make things right.
  • I know some of you might say Starbucks, Dairy Queen, Jet Blue or MacDonald’s but in my humble opinion, the world’s social successful social media brand is……
  • I’m conflicted about Mr. Bieber because, like me, he’s Canadian but I can’t say that I’m a big fan of his music. That said, Bieber and his people have leveraged social media as a key part of his becoming a global pop star. So, let’s take a look at his social media activity
  • Did you know that Bieber has the second most followers on Twitter, just behind Lady Gaga – 14.4M but ahead of Katy Perry (10.8M) and Barack Obama (10.5M). The only non-celebrity within the top-50 is Bill Gates.
  • Since the beginning, YouTube has been very good to Bieber. In fact, he was discovered after posting a video of himself busking in downtown Stratford, which is a small town about an hour outside Toronto. For Bieber, social media has a been a powerful way to let fans experience and share his music, and in a couple of minutes, I’ll show you how well he’s done.
  • Numbers don’t lie – and these numbers demonstrate Bieber’s huge social media footprint.
  • In the B2B marketplace, Cisco is doing an excellent job using social to engage and build relationships with customers. They even have some fun with social media as you’ll see in this video, which offers some Valentine’s Day tips for the men in the room.
  • Another good example is AJ Bombers, one of the most popular places to get a hamburger in Milwaukee. Anyone ever eaten AJ Bombers?What’s fascinating about AJ Bombers is how social media has become the way it has driven its marketing activities.
  • For example, it uses Foursquare to let customers check-in. To drive engagement, it rewards Foursquare users with things such as free cookies. What’s interesting is how they have localized their check-in. After picking up on the fact I’m from Canada, they’re encouraging me to try their poutine, which is french fries with gravy and cheese curds. Not exactly diet-friendly.
  • The “killer app” for AJ Bombers when it comes to social media is Twitter. It’s a vehicle to promote specials, its menu, answer questions, engage with customers and reach out to potential customers.
  • What did social media do for AJ Bombers?Front-page coverage in the Wall St. Journal
  • Finally, I want to show you an example of a company that stumbled using social media but showed how it is possible to recover…and come out looking good.
  • It started when Gloria Huang, a social media specialist for the American Red Cross, posted a tweet that accidently went on the Red Cross’s Twitter stream rather than her personal Twitter account.Now, this isn’t something I would post on Twitter but Gloria must like her Dogfish Head’s beer.
  • So what happened next is Gloria quickly apologized.
  • Then, the Red Cross stepped in with a tweet that made fun of the tweet as opposed to being alarmed about it.
  • And then something cool happened. Dogfish decided to embrace gettngslizzerd, Dogfish Head Brewery (hi, guys!) capitalized:they created a short URL, driving people to donate to the Red Cross.They even co-opted Huang’s #gettngslizzerd hashtag.
  • Dogfish encouraged people to make donations to the Red Cross. In the end, gettingslizzrd went from an embarassing mistake to a public relations coup.
  • So let’s take a look at the fundamentals of social media, starting with listening, which I see as the first step in the social media cycle. This epitomizes the walk before you run approach to social media.
  • So let’s take a look at the fundamentals of social media, starting with listening, which I see as the first step in the social media cycle. This epitomizes the walk before you run approach to social media.
  • So let’s take a look at the fundamentals of social media, starting with listening, which I see as the first step in the social media cycle. This epitomizes the walk before you run approach to social media.
  • So let’s take a look at the fundamentals of social media, starting with listening, which I see as the first step in the social media cycle. This epitomizes the walk before you run approach to social media.
  • Next is monitoring, which is a key part of knowing who’s talking about your company, brand, products and services.
  • What we’re looking to monitor is:Total activityWhere this activity is happeningSentiment – good, bad or neutralGenderWho are the influencers?
  • There are lots of different ways to monitor social media – free and paid.
  • There is a lot more focus on influencers as brands look to find people who have reach, credibility and large networks.
  • So what is influence?
  • There are a growing number of tools to discover and identify influencers. That said, it is still early days for influence tools.
  • A few things to keep in mind about influence. One the technology is still work in progress. Take a look at Justin Bieber’s influence “score” on Klout, one of the leading influence tools. Out of 100, Bieber is considered to be a 98, and he is most influential about religion and spirituality, family and South America.
  • The other to remember is there are different kinds of influencers:There are A-Listers who have large followingsPeople in the long tail who are influential but have a modest or small following within a specific nichePeople who suddenly become influential before fading into the background again
  • Here’s an example of how Sysomos MAP identifies influential bloggers using the query beer and craft brewing.
  • A “case study” of influence is action is AJ Bombers used social media to connect with Chris Brogan, who is a social media consultant and influential. Brogan posted a tweet wondering about a place to eat in Milwaukee. Joe Sorge, AJ Bombers’ owner, saw the tweet and suggested several places – all of which he owns.Brogan took up Sorge on his offer, and later did a video interview that he posted on his blog. Needless to say, AJ Bombers got a lot of mileage out of reaching out to Brogan.
  • There’s a lot of talk these days about social media ROI. Not surprisingly, companies want to get a better handle on what they’re actually getting for the dollars they spent on social media. After all, social media makes no sense if it’s not delivering benefits to the business.
  • The interesting thing about social media ROI is there are soft and hard metrics – some of which can be easier to measure than others. So let’s go through the different parts of the ROI process.What are the things you want to measure?
  • What are the metrics you want to use?
  • What tools are used to measure ROI?
  • How does social media ROI fit into the other things you’re doing? Maybe a campaign that involved social media was actually driven by an effective advertising campaign. You need to keep in mind other factors.
  • And the funny thing about ROI is some companies care or aren’t measuring it for now.
  • Finally, I want to finish things off with what I consider three fundamental parts to any social media effort – you need to do three things: educate, entertain and engage.
  • If you want more information and resources about social media, Sysomos has a variety of places you can go.
  • PRSA Social Media Presentation

    1. 1. “Your Social Brand”<br />Establishing, nurturing, monitoring and protecting your brand in a fast-moving world<br />
    2. 2. FYI<br />@markevans<br />#PRSAICon<br /> <br />
    3. 3.
    4. 4. The World’s Most Successful Social Media Brand is……<br />
    5. 5.
    6. 6. A Major Presence on Twitter<br />
    7. 7. Leverages YouTube to Engage Fans <br />
    8. 8. And He’s Huge on Facebook Too<br />
    9. 9. Bottom Line: Bieber Rules Social Media<br />@justinbieber<br />13.2M followers, featured on 525K lists<br /><br />35.5M “Likes”<br /><br />1.3M subscribers<br />77M channel views<br />357M videos watched<br />
    10. 10. Using Creativity and Humor to Sell Technology<br />
    11. 11.
    12. 12. A.J. Bombers: Home of Wisconsin’s Best Burgers<br />
    13. 13. Using Foursquare to Drive Check-ins…<br />And Free Cookies<br />
    14. 14. The Key Marketing Tool is Twitter<br />
    15. 15. “AJ Bombers was built by Twitter”<br />- Joe Sorge, owner, AJ Bombers<br />
    16. 16. What did social media do for AJ Bombers?<br />Front-page coverage in the Wall St. Journal<br />
    17. 17. How Not to Do Social Media<br />
    18. 18.
    19. 19. A tweet posted by Kenneth Cole during the political uprising in Egypt.<br />
    20. 20.
    21. 21. Gloria Huang, a Red Cross social media specialist<br />
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26. Listen<br />
    27. 27. What’s Being Said About Our Company, Brands and Products?<br />
    28. 28. What’s Being Said About Our Company, Brands and Products?<br />What’s Being Said About the Competition?<br />
    29. 29. What’s Being Said About Our Company, Brands and Products?<br />What’s Being Said About the Competition?<br />Where Are the Conversations Happening?<br />
    30. 30. Monitoring<br />
    31. 31. Social Media Monitoring<br />
    32. 32. Premium Tools<br />- Breath of coverage<br /><ul><li>Comprehensive databases
    33. 33. Accurate analysis
    34. 34. Customization
    35. 35. Support
    36. 36. Integration with CRM systems and dashboards
    37. 37. Real-time engagement</li></ul>Free Tools<br /><ul><li>No Cost
    38. 38. Readily Available
    39. 39. Good Way to Get Started</li></li></ul><li>“The next step is to figure out what the fans want and give it to them. We know a lot of kids want to see Justin in a movie and now we’re preparing for that.” – Scooter Braun, Bieber’s manager<br />
    40. 40. The Growing Role of Influence and Influencers<br />
    41. 41. What is Influence?<br />
    42. 42. How is Influence Defined?<br />“Influence is the ability to cause desirable and measurable actions and outcomes”<br />- Brian Solis<br />
    43. 43. Influence Tools<br />
    44. 44.
    45. 45. Not All Influencers Are the Same<br />
    46. 46. Identifying the Influencers<br />Query: “beer” AND “craft brewing”<br />
    47. 47. How to Connect and Engage With Influencers<br />Chris Brogan<br />
    48. 48. What About Social ROI?<br />
    49. 49. <ul><li>Leads
    50. 50. Sales
    51. 51. Brand Activity
    52. 52. Customer Service
    53. 53. SEO</li></li></ul><li><ul><li>Leads
    54. 54. Sales
    55. 55. Brand Activity
    56. 56. Customer Service
    57. 57. SEO
    58. 58. # of Followers
    59. 59. # of Likes
    60. 60. Total Activity
    61. 61. Sentiment</li></li></ul><li><ul><li>Leads
    62. 62. Sales
    63. 63. Brand Activity
    64. 64. Customer Service
    65. 65. SEO
    66. 66. # of Followers
    67. 67. # of Likes
    68. 68. Total Activity
    69. 69. Sentiment
    70. 70. Klout
    71. 71. Kred
    72. 72. PeerIndex
    73. 73. Appinions
    74. 74. Sysomos</li></li></ul><li><ul><li>Leads
    75. 75. Sales
    76. 76. Brand Activity
    77. 77. Customer Service
    78. 78. SEO
    79. 79. Advertising
    80. 80. Direct Mail
    81. 81. Newsletters
    82. 82. Media Relations
    83. 83. # of Followers
    84. 84. # of Likes
    85. 85. Total Activity
    86. 86. Sentiment
    87. 87. Klout
    88. 88. Kred
    89. 89. PeerIndex
    90. 90. Appinions
    91. 91. Sysomos</li></li></ul><li>"This is a restaurant built by social media.  This is the only way we know it.  We can't say what it would be like without it.”<br />- Joe Sorge, owner, A.J. Bombers Bar & Restaurant<br />“We don’t get a lot of pressure to justify [the return on investment]. [Social media] is s a very important customer-service element, and that’s enough for us.”<br />- Rick Maynard, manager of public affairs, KFC <br />
    92. 92. Delivering ValueThe Three E’s<br />
    93. 93.
    94. 94. The Art of the Soft Sell<br />
    95. 95. Takeaways<br />Listen<br />
    96. 96. Takeaways<br />Listen<br />Pick Your Spots<br />
    97. 97. Takeaways<br />Listen<br />Pick Your Spots<br />Be consistent and committed<br />
    98. 98. Takeaways<br />Listen<br />Pick Your Spots<br />Be consistent and committed<br />Be engaged<br />
    99. 99. Takeaways<br />Listen<br />Pick Your Spots<br />Be consistent and committed<br />Be engaged<br />Deliver value<br />
    100. 100. Takeaways<br />Listen<br />Pick Your Spots<br />Be consistent and committed<br />Be engaged<br />Deliver value<br />6. Remember, it’s about the customer, not you<br />
    101. 101.
    102. 102. Mark Evans<br /><br /><br />416-669-7028<br />Twitter: @markevans<br />