How PR & Social Media Can Work For You

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The Coffee Connections seminar was designed to give business owners and marketers the information they need to get noticed and stand out among their competitors. Second generation marketing executive, Roy DiMarco, moderated a panel of communications experts who discussed the progression of traditional PR to the new online PR -- Social Media -- and outlined specific tactics and techniques that will work for you and your company’s business goals.

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  • Public Relations: (JOHN DECKER IMAGE)Roy’s talking points……used to live in a silo…has evolved through the years …now reaches new platforms…Social Media is online PR
  • Don’tUse blurry photos, a photo of you with other people (this in
  • How PR & Social Media Can Work For You

    1. 1. Roy DiMarco  Today’s Moderator  HLD Communications President & CEO  Second-Generation Marketing Expert  Advertising Agency Council Past President  Serves on Island Harvest Board of Directors  LI Business News “50 Around 50” Award Recipient @roydimarco #THEcoffeeconnection
    2. 2. The Evolution of PR The Evolution of PR Social Media Is Online PR @roydimarco #THEcoffeeconnection
    3. 3. What does Social Media mean to you? @roydimarco #THEcoffeeconnection
    4. 4. The Power of Social Media  Be your own publisher  Control your own content  Distribute your content across multiple platforms  Engage with your audiences  Influence your audiences  Build relationships Reach more people, more quickly, than ever before! @roydimarco #THEcoffeeconnection
    5. 5. Social Media’s Impact on Businesses  53% use social media  88% say exposure is the biggest benefit  72% find that social media has an impact on their SEO results Source: Media Bistro @roydimarco #THEcoffeeconnection
    6. 6. Today’s Panel Liz Burke Public Relations Group Account Director Amanda Cunningham Public Relations Account Manager Ana Maria Raynes Social Media Director Gina DiMarco Social Media Account Manager #THEcoffeeconnection
    7. 7. Liz Burke  Group Account Director  Public Relations Professional  Content Marketer  Former Journalist  “Edward R. Murrow Award” Recipient @LizBurke7 #THEcoffeeconnection
    8. 8. Why Does a Company Need Public Relations? @LizBurke7 #THEcoffeeconnection
    9. 9. The Same Applies to Social Media  Elevates brand awareness  Increases engagement  Reaches target audiences  Promotes capabilities  Reinforces messaging  Debunks myths @LizBurke7 #THEcoffeeconnection
    10. 10. PR & Social Media Go Hand in Hand  Leverage Content to Increase Brand Exposure - Press Releases - LinkedIn - Twitter - Blogs PR @LizBurke7 SOCIAL #THEcoffeeconnection
    11. 11. You’re in the Driver’s Seat!  Be the author of your own story  Share ideas from your perspective  Don’t fear negative feedback @LizBurke7 #THEcoffeeconnection
    12. 12. Reacting to Controversial Topics @LizBurke7 #THEcoffeeconnection
    13. 13. Amanda Cunningham  Account Manager  Public Relations Professional  Content & Social Media Marketer @amandaxrose89 #THEcoffeeconnection
    14. 14. Connect the Dots  Extend the reach  In Social Media, your target audience can engage with news  Take your efforts a step further @amandaxrose89 #THEcoffeeconnection
    15. 15. @amandaxrose89 #THEcoffeeconnection
    16. 16. Think in Real Time  iPhone 5, 4S and 4 are the three most used cameras for sharing images on social media  Share instantaneously  Engage your audience & increase event traffic  Provide your audience with incentives @amandaxrose89 #THEcoffeeconnection
    17. 17. Engage in Real Time @amandaxrose89 #THEcoffeeconnection
    18. 18. Expand Your Visibility Followers: 105K @amandaxrose89 Followers: 2K #THEcoffeeconnection
    19. 19. New Opportunities  Connect with:  Target Audience  Existing Customers  Potential Customers  Reporters  most have a Twitter account  pitch story angles @amandaxrose89 #THEcoffeeconnection
    20. 20. Ana Maria Raynes  Social Media Director  Online Strategist  Featured in Glamour Magazine “Women on the Rise”  Appeared on FOX Strategy Room  Founder of “Smart Is Cool” alongside the nonprofit Girls Take Charge @StylinAna #THEcoffeeconnection
    21. 21. A closer look at Social Media @StylinAna #THEcoffeeconnection
    22. 22. Top Platforms  Facebook  Twitter  Google+  LinkedIn @StylinAna #THEcoffeeconnection
    23. 23. 2 2 @StylinAna > 1 #THEcoffeeconnection
    24. 24. > @StylinAna #THEcoffeeconnection
    25. 25. > @StylinAna #THEcoffeeconnection
    26. 26. Impact of Social Media  Fastest growing demographic on Twitter is the 55-64 year age bracket (has grown 79% since 2012)  70% of brands have a presence on Google+  More than 2 billion connections on Facebook between local businesses and people  More than 2.6 million companies have company LinkedIn pages Source: eMarketing Association @StylinAna #THEcoffeeconnection
    27. 27. Gina DiMarco  Social Media Account Manager  Third-Generation DiMarco in Marketing  Marketing Expert @GinaDiMarco #THEcoffeeconnection
    28. 28. acebook Top Tips @GinaDiMarco #THEcoffeeconnection
    29. 29. Tip #1 – Always Use an Image Image gets cut off on the Smartphone  More noticeable in newsfeeds  Size matters! 800 x 800 pixels  Smartphone-friendly @GinaDiMarco #THEcoffeeconnection
    30. 30. Tip #2 – Keep Posts Short  Keep your posts short 41 characters  Avoid “See More”  Posts between 100 and 150 characters see 60% more likes, comments and shares than longer posts (source: ShortStack) @GinaDiMarco #THEcoffeeconnection
    31. 31. Tip #3 – Engage With Your Audience  Respond to ALL comments  Only around 30% of brands respond to fan comments (source: Socialbakers.com)  Receive a comment  Click “LIKE”  Receive a question  Answer it @GinaDiMarco #THEcoffeeconnection
    32. 32. Twitter Top Tips @GinaDiMarco #THEcoffeeconnection
    33. 33. Tip #1 – Understand the Hashtag  Use before a relevant keyword or phrase to categorize Tweets and help them show more easily in Twitter Search  Helps you get in the conversation  Limit 2 per Tweet  Tweets with hashtags receive more engagement than those without @GinaDiMarco #THEcoffeeconnection
    34. 34. Tip #2 – Use the @ and # symbol appropriately  Use before the Twitter handle and hashtag  NO spaces @GinaDiMarco #THEcoffeeconnection
    35. 35. Tip #3 – Tweet as if you have 120 characters, not 140  Why keep it to 120? - It allows others to ReTweet (RT) your Tweet - When you ReTweet, you lose characters and your original tweet is altered  Remember, a “space” is considered a character! @GinaDiMarco #THEcoffeeconnection
    36. 36. Google+ Top Tips @GinaDiMarco #THEcoffeeconnection
    37. 37. Tip #1 – Use It!  Helps with SEO (search engine optimization)  Google loves Google: G+ is owned by Google  Increases visibility for nonbranded keywords  G+ posts are visible in Google search almost immediately  Allows for more direct and personal relationships  Contains quality content that is professional and informational @GinaDiMarco #THEcoffeeconnection
    38. 38. Tip #2 – Post In Communities What is a Google+ Community? Similar to a LinkedIn Group @GinaDiMarco #THEcoffeeconnection
    39. 39. 5,238 members  Reach larger audience  Allows you to engage with people who have the same interests  Increases engagement by 100% @GinaDiMarco #THEcoffeeconnection
    40. 40. Tip #3 – Don’t Post and Run Commentary  Don’t “link litter”  Add your commentary to your post; let people know why you’re sharing the post provide value Link to your blog  Participants engage and interact more on G+ than on any other social media platform @GinaDiMarco #THEcoffeeconnection
    41. 41. LinkedIn Top Tips @GinaDiMarco #THEcoffeeconnection
    42. 42. Tip #1 – Use a Professional Profile Photo Do’s  Current  Headshot  Professionally dressed  Smile  Good lighting @GinaDiMarco Don’ts  No picture  Blurry photos  “Selfie”  Crop others out  Multiperson shot (yes, this includes your kids and pets!) #THEcoffeeconnection
    43. 43. Tip #2 – Participate in Groups 438,432 group members  Join and participate in groups that are relevant to your business  By participating, you will help establish credibility and authority in your industry  Increases your reach – more exposure to a larger network within your industry @GinaDiMarco #THEcoffeeconnection
    44. 44. Tip #3 – Create a Company Page  76% of people go on LinkedIn to research people and companies (source: forbes.com) Blog post  Improves your SEO - a LinkedIn business page is well- indexed on search engines  Establish credibility - Promote your services, products, news, blog posts and events  Attract new talent…for FREE! @GinaDiMarco #THEcoffeeconnection
    45. 45. Social Media Boot Camp  First Social Media Boot Camp - Facebook on February 25th or 27th  Take today’s tips to the next level  Learn strategy #THEcoffeeconnection
    46. 46. Q&A #THEcoffeeconnection
    47. 47. THANK YOU! #THEcoffeeconnection

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