Week 2 Social Media


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This presentation discussed how to find industry leaders and connect with them to develop influential relationship and generate leads.

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Week 2 Social Media

  1. 1. WEEK 2BUILDING A SOCIAL PRESENCE joy@leverage-pr.com www.leverage-pr.com
  2. 2. JOY SCHOFFLERPRINCIPAL Joy Schoffler has spent her career launching high performing startups—helping them raise capital and achieve growth through creative publicity strategies. Leverage PR works with the leaders of the Crowdfunding industry, investment firms, and high potential startups. She has helped early-stage companies raise more than $20 million, make the Inc. 500 list, and secure Fortune 500 accounts. Joy developed the first of its kind publicity platform for Crowdfunding and growth phase companies—Crowd Builder which will be available in early 2013. Crowd Builder will allow companies to leverage the power of publicity to increase investor dollars, close new accounts, and grow their businesses. Joy is the Chair of the Publicity Committee for the CFPA. joy@leverage-pr.com www.leverage-pr.com
  3. 3. JILLIAN PEDERSENSOCIAL MEDIA MANAGER Jillian specializes in leading social media strategy to develop crucial business relationships and generate the potential consumers a business needs for growth by establishing clients as experts in their industry. Jillian has been active in the social media realm for years and keeps up-to-date by attending weekly webinars hosted by other industry leaders, reading books and Internet articles, as well as attending industry events. Jillian has contributed to multiple blogs with social media advice and spoken at webinars. Her accomplishments include growing startup followers on social services by the hundreds in a matter of days and generating ROI from new clients. jillian@leverage-pr.com joy@leverage-pr.com www.leverage-pr.com
  4. 4. WHY SOCIAL MEDIA MATTERSPRODUCE MONEY AND MEDIA ATTENTION • SEO • Customer Service • Lead Generation • Customer Loyalty • Reputation Management • ROI • Reach Journalists joy@leverage-pr.com www.leverage-pr.com
  5. 5. BUILDING TRUSTLET SOCIAL MEDIA DO THE WORK FOR YOU joy@leverage-pr.com www.leverage-pr.com
  6. 6. REPUTATION MANAGEMENTOVERCOMING NEGATIVE COMMENTSThe less web presence you have, the more negativecomments can affect your businessYour first impression is usually given by a search engine• Have a social presence to enhance online presence• Consistently manage social networks• Active social interaction increases positive results o Decreases loss of sales from negative content• Hold loyalty programs o Increase referrals joy@leverage-pr.com www.leverage-pr.com
  7. 7. MAKE YOUR LAUNCH COUNTGIVE SOMETHING TO TALK ABOUT • Seek out bloggers who write about product launches • Gather their contact information • Give them exclusive knowledge before it is released • Make sure your product is ready joy@leverage-pr.com www.leverage-pr.com
  8. 8. BUILDING YOUR NEW MEDIA LISTCONDUCTING RESEARCH• Start with what you know• Use search engines and social media sites to find industry influencers• Set up Google Alerts• Use services to help o Pitchrate.com o HARO o Freepublicity.com joy@leverage-pr.com www.leverage-pr.com
  9. 9. IDENTIFYING INFLUENCERSTARGETING THOUGHT LEADERSHIP Factors to determine who to follow • Number of followers • Number of retweets/shares/likes • Number of pingbacks • Number of comments, who is commenting, the nature of the comments • Frequency of updatesA Social Media Influencer is a person or business • Klout scoreentity that has a strong following and/orrelationship on a certain topic through one ormore social media channels. joy@leverage-pr.com www.leverage-pr.com
  10. 10. KLOUTMEASURING SOCIAL MEDIA INFLUENCE Companies give a lot of attention to influencers • Klout is a good tool but don’t weigh it too heavily • Not all thought leaders have a good Klout • Dig deeper by searching out their profiles • See if the have the qualities of an influencer joy@leverage-pr.com www.leverage-pr.com
  11. 11. GAINING INFLUENCER ATTENTIONBUILDING RELATIONSHIPSBest Practices• Create conversation• Mention them and reply to their tweets (@)• Retweet them• Congratulate accomplishments• Compliment them• Comment on their blog and Facebook page joy@leverage-pr.com www.leverage-pr.com
  12. 12. BEWARE OF COMPETITORSLOOK FOR AFFILIATES • Identify amount of vested interest • Are they run by a competitor? • Are they an agent representing a competitor? • Look at bias • Research the blogger and the blog • LinkedIn • Google • Read at least 5 articles joy@leverage-pr.com www.leverage-pr.com
  13. 13. LIST BUILDINGCOMPILING YOUR NEW MEDIA LISTFor each contact, create an entry that includes• Name of blog• Name of blogger• Affiliated website• Personal website• Email• Phone• Twitter handle• LinkedIn profile• Notes on the topic joy@leverage-pr.com www.leverage-pr.com
  14. 14. LIST BUILDINGTWITTER LISTSSegregate influencers for ease of contact• Create Twitter lists• Add Influencers to a list• Add target audiences to lists joy@leverage-pr.com www.leverage-pr.com
  15. 15. QUID PRO QUOUNDERSTANDING THE COIN OF THE REALMInfluencer success stems from:• How many people are talking about them• Who is talking about them• Page views• Mentions• Retweets• Subscribers• Comments• Likes• Connections joy@leverage-pr.com www.leverage-pr.com
  16. 16. QUID PRO QUOYOU MUST GIVE TO RECIEVE After you gain influencer attention, you must work to keep it • Post good content • Retweet good content • Favorite exceptional content • Participate in conversations • Backlinks Media Tip: Backlinks are especially important for reporters. Many of them are paid by the number of page views their story receives. If you have a journalist you really want to connect with read and comment on their stories with insights that they might find useful. Also offer help should they be interested in exploring a different angle to the story. joy@leverage-pr.com www.leverage-pr.com
  17. 17. Connect with us to learn more about Leveraging PR to grow your business! Questions? www.leverage-pr.com Joy@leverage-pr.com Subscribe to our blog for free tips: http://www.leverage-pr.com/blog/ 512-271-9489 We love to be “Liked” Growth Based Public @LeveragePR @JoyScoffler Relations Facebook.com/LeveragePR Place Logo Here, Otherwise Delete Box Leverage PR | ©Copyright 2012