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The Marriage of Social & PR
Making It Work for Your Brand
@MelCarson
I Live in Sunny Seattleā€¦.
Jeff Abel Photography
@MelCarson
A Little Backgroundā€¦.
@MelCarson
A Little Scene Settingā€¦.
@MelCarson
27% of Time on Social Media
@MelCarson
2016
Forrester 2012
@MelCarson
Context Matters
Microsoft Advertising
@MelCarson
Look At My Book on Forbes!!
Published At 11.13pm
150K
Per Year
@MelCarson
WARNING!
@MelCarson
@MelCarson
Rand Fishkin Moz.com
PR & Social = Inbound
@MelCarson
Bonfires = Social/Community
@MelCarson
Fireworks = PR & Events
@MelCarson
Brand Building Through PR & Social
ā€¢ Build a relationship to become
more trusted
ā€¢ Differentiate through an emotional
connection to become more
remarkable and unmistakable
ā€¢ Nurture loyal fans to become more
essential
**How Social Media Is Changing Brand Building ā€“ 2012
@MelCarson
@MelCarson
Multimedia Increases Impressions
Use Images
Use Video
Include Links
Be Tweetable
Render Properly
@MelCarson
Interesting Stories
Please
@MelCarson
Science of Great
Content
The DNA of successful
and enduring digital
content has FOUR
elements:
ā€¢ Authentic
ā€¢ Useful
ā€¢ Relevant
ā€¢ Actionable
@MelCarson
Science of Great
Content
Youā€™ll be roaring with joy when you see our latest
Cape Town & Safari deal! Click to watch our
stunning slideshow: http://g2d.com/RoaringDeal
Customer-centric
Emotion
Real-Time
Actionable
Measurable
Affordable
@MelCarson
Science of Great Content
Aspirational
We Take Care
of You
Something for
Everyone
Always fancied a
ā€œwee dramā€ on a
beautiful Scottish
Island filled with
coastal walks and
magnificent
wildlife? Leave
your rental car
keys behind on
this tour of 8 of
Scotlandā€™s finest
whisky distilleries.
ā€œLikeā€ and weā€™ll do
a little jig!
Product Detail
Call to Action
Personality
@MelCarson
Digital PR & Influencer Discovery
@MelCarson
Dollar Shave Club PR
@MelCarson
Dollar Shave Club PR
@MelCarson
Dollar Shave Club PR
@MelCarson
Google Alerts & Moat.com
@MelCarson
followerwonk
@MelCarson
socialbakers
@MelCarson
You Would Be Wiseā€¦
@MelCarson
Facebook ā€“ Add a URL
@MelCarson
YouTube ā€“ Add a URL
@MelCarson
Twitter ā€“ Add a URL
@MelCarson
Attribute Your Owned Media
Via Who?
@MelCarson
Attribute Your Owned Media
Via Who?
@MelCarson
Donā€™t Do This!
@MelCarson
Or This!
@MelCarson
http://www.af.mil/Portals/1/documents/SocialMediaGuide2013.pdf
Do This!
@MelCarson
Big Images Please!
@MelCarson
Where is the
Big Fat Image
in this Blog
Post?
Corporate Blog
@MelCarson
What Image
is Showing
Up When
Someone
LIKES?
Own The Image
@MelCarson
How To Think About ROI
ā€¢ Itā€™s not just about Awareness
ā€¢ Partnership with Media
ā€¢ You are Lowering Cost
ā€¢ You are creating Brand Affinity
ā€¢ You are Increasing Customer Spend
ā€¢ You are anticipating the Return On In-Action
@MelCarson
Be Agile
@MelCarson
Be Delightful
@MelCarson
Be Unexpected
www.DollarShaveClub.com
@MelCarson
Must
Readsā€¦.
@GregJarboe @AimClear @LeeOdden @LisaBuyer
@MelCarson
Thumbs Up To Your Happy
Union
Chicago | November 12ā€“16, 2012 | #SESCHI
Thank You!
Mel@DelightfulCommunications.com
@MelCarson

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Social Media & Digital PR - A Marriage Made in Heaven #SESSF