PRSA Tar Heel - February 2011 Lunch Presentation


Published on

"The Practical Side of Social Media" - collected slides from the panel discussion at the February 15th, 2011 lunch event for PRSA Tar Heel Chapter (Piedmont Triad, NC). Panelists included Stephanie Skordas, Sue Polinsky, Mark Tosczak, Kelley O'Brien, and Kevin Briody.

Published in: Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

PRSA Tar Heel - February 2011 Lunch Presentation

  1. 1. The Practical Side of Social Media – Panel & Discussion PRSA Tar Heel Chapter Piedmont Triad Region, NC February 15 th , 2011
  2. 2. But first… Join PRSA Tar Heel for our March Lunch, featuring a discussion on From Bunnies to Biden: Making Green PR Work Michelle Murray – Cree Erin Grohs – Fleishman-Hillard
  3. 3. Kevin Briody Director, Strategic Partnerships Ignite Social Media Driving Engagement on Facebook
  4. 4. Driving Engagement on Facebook <ul><li>96% of your fans never revisit your fan pages </li></ul><ul><li>Each minute users submit 650,000 comments </li></ul><ul><li>For every 200 comments, 199 of them are coming from fans commenting from the newsfeed page </li></ul><ul><li>Getting someone to become a fan is not enough. Without a strong, sustained effort at engagement, large fan numbers are meaningless at best and misleading at worst. </li></ul>
  5. 5. Facebook Engagement Tips <ul><li>Define your page’s fan value proposition </li></ul><ul><ul><li>Beyond liking your page once, why should they want you in their newsfeeds? </li></ul></ul><ul><li>Track the statistics that matter </li></ul><ul><ul><li>E.g. average post feedback rate, average daily opt-out rate. Spend less time on the big flashy total fan number. </li></ul></ul><ul><li>Build a consistent editorial calendar </li></ul><ul><ul><li>Include regular posts (max 3-5/week), relevant topics that match your value proposition, open-ended questions, etc. </li></ul></ul><ul><li>Test, measure, and optimize </li></ul><ul><ul><li>Rinse and repeat monthly. </li></ul></ul>
  6. 6. Facebook Engagement Tips <ul><li>Actively monitor and respond with helpful replies </li></ul><ul><ul><li>Have a policy, clear owners, and escalation paths. This is not a hobby assignment for your intern of the week! </li></ul></ul><ul><li>Fan acquisition tactics are key, but organic growth through engagement means long-term success </li></ul><ul><ul><li>Tactics might include creating a default landing tab with exclusive fan-only content, run promotions, etc. But focus on quality fans who will have a genuine interest in your brand, and invest more time on driving organic fan growth via a solid engagement plan. </li></ul></ul>
  7. 7. Nonprofit Social Media Play-By-Play <ul><li>The social media campaign batting order </li></ul>or Sue Polinsky Tar Heel Chapter / Piedmont Triad, NC
  8. 8. Social Media Batting Order for Nonprofits <ul><li>Spring Training </li></ul><ul><li>Social media accounts </li></ul><ul><li>Pregame </li></ul><ul><li>Webpages & images </li></ul><ul><li>Morning of Game </li></ul><ul><li>Blast & follow-up email, post-event survey </li></ul><ul><li>Intro of Team </li></ul><ul><li>Blog it. Twice. </li></ul><ul><li>Facebook invitations </li></ul><ul><li>Tweet it, schedule tweets </li></ul><ul><li>Use #hashtags </li></ul><ul><li>Update LinkedIn status </li></ul><ul><li>Hit a Home Run </li></ul><ul><li>Get them to your website </li></ul>Tar Heel Chapter / Piedmont Triad, NC
  9. 9. Be Ready to Catch Visitors at Your Website WEBSITE
  10. 10. Use Free and Low-cost Tools <ul><li>Use the free and low-cost tools and especially those that offer nonprofit discounts. </li></ul><ul><li>Learn how to manage the tools BEFORE you need them so you save your “hair pulling” for real emergencies. </li></ul><ul><li>Do not let your intern/volunteer do this for you . Learn how to do it. </li></ul><ul><li>Reserve and use a Gmail address for your social projects that is owned by the nonprofit. </li></ul><ul><li>GET WRITTEN DOCUMENTATION from the volunteers, interns, college students and friends who helped with this campaign. </li></ul>Tar Heel Chapter / Piedmont Triad, NC
  11. 11. Mark Tosczak Account Supervisor RLF Communications Content: Fuel for Engagement
  12. 12. Content: Fuel for Engagement <ul><li>Fuel for engagement </li></ul><ul><ul><li>People are much more likely to discuss your content than your “brand” </li></ul></ul><ul><ul><li>Gives people something to comment on, share and otherwise interact with socially </li></ul></ul><ul><li>Brand positioning/thought leadership </li></ul><ul><ul><li>Define who your target audience is, what problem your product/service solves, etc. </li></ul></ul><ul><ul><li>Establish your authority, expertise, build trust </li></ul></ul><ul><li>Primary tool for SEO </li></ul><ul><ul><li>Gives search engines something to index </li></ul></ul><ul><ul><li>Provides something for others to link to (3 rd party linking is an essential part of SEO) </li></ul></ul><ul><li>Move prospects through conversion process </li></ul><ul><ul><li>Naturally moves people from awareness, interest, desire, action </li></ul></ul>
  13. 13. Content Tactic 1: Creation <ul><li>Lots of types of content </li></ul><ul><ul><li>Blog posts, </li></ul></ul><ul><ul><li>Status updates (Twitter, FB) </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Emails/newsletters </li></ul></ul><ul><li>Be systematic </li></ul><ul><ul><li>Generate ideas </li></ul></ul><ul><ul><li>Assign deadlines </li></ul></ul><ul><ul><li>Build an editorial calendar </li></ul></ul><ul><ul><li>Make it somebody’s job </li></ul></ul><ul><li>No. 1 rule of good content: WIIFM </li></ul><ul><ul><li>What’s in it for me, the audience? </li></ul></ul>
  14. 14. Content Tactic 2: Curate <ul><li>Find good stuff </li></ul><ul><ul><li>Searches </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>Subscribe to email newsletters, blogs, etc. </li></ul></ul><ul><li>Share it </li></ul><ul><ul><li>Status updates, email newsletters, etc. </li></ul></ul><ul><ul><li>Use a URL shortener for easy tracking </li></ul></ul><ul><ul><li>(,, </li></ul></ul>
  15. 15. Content Tips <ul><li>Consistency is more important than volume </li></ul><ul><li>Start small, then grow as you have resources </li></ul><ul><li>Focus on what your audience wants (i.e. don’ t spend all your time talking about yourself) </li></ul><ul><li>Do start – Your competitors are either already doing this or will soon </li></ul>
  16. 16. Stephanie Skordas Communications Specialist Blue Cross Blue Shield of North Carolina President, PRSA Tar Heel Chapter Crowdsourcing/Q&A
  17. 17. Crowdsourcing/Q&A Tips <ul><li>My Starbucks Idea generated 70,000 ideas in first year </li></ul><ul><li>Splash sticks </li></ul><ul><li>Mobile payment via </li></ul><ul><li>Blackberry & iPhone apps </li></ul><ul><li>Free wi-fi </li></ul><ul><li>100 ideas have been </li></ul><ul><li>implemented (as of 10/2010) </li></ul>
  18. 18. Crowdsourcing/Q&A Tips <ul><li>Four good reasons to use crowdsourcing/Q&A: </li></ul><ul><li>Two-way dialogue </li></ul><ul><li>Market research </li></ul><ul><li>Personal branding </li></ul><ul><li>Reputation management </li></ul>
  19. 19. Sites to check out: <ul><li>LinkedIn Answers </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook Questions Yahoo Answers </li></ul><ul><li> </li></ul><ul><li>New kid on the block: Quora </li></ul>Crowdsourcing/Q&A Tips
  20. 20. Ask good questions! <ul><li>Pre-Grammy analysis by Meltwater Buzz had: </li></ul><ul><li>Cee Lo Green winning record of the year (He didn’t) </li></ul><ul><li>Eminem winning album of the year (He didn’t) </li></ul><ul><li>Justin Bieber winning best new artist (He didn’t) </li></ul><ul><li>Mentions don’t equal good results – Grammy voters are different than the music loving public. </li></ul>Crowdsourcing/Q&A Tips
  21. 21. Kelley O’Brien Interactive Media Specialist High Point Regional Health System B2B Social Media
  22. 22. B2B Social Media Usage Overview <ul><li>86% of B2B firms, compared to 82% using B2C firms. (White Horse Marketing survey, March 2010) </li></ul><ul><li>46% of B2B firms perceived social media as irrelevant </li></ul><ul><li>According to Forrester Research, B2B spending on interactive marketing is forecast to double in the next 5 years. </li></ul><ul><li>Only 50% of B2B marketers formally analyze metrics to judge ROI- but those find it more effective than traditional marketing. (AMR International Report on B2B marketing) </li></ul>
  23. 23. Starting #SM Campaigns for Existing Customers <ul><li>Identify your target audience </li></ul><ul><li>Listen to your brand via Google Alerts and searching social media sites with tools like Radian6 , or Social Mention </li></ul><ul><li>Create fan pages and social media accounts for your brand or campaign </li></ul><ul><li>Post your industry-related presentations, white papers, reports via SlideShare (Tweet it) </li></ul>
  24. 24. #SM for B2B- Continued <ul><li>Import your existing contacts into social media campaigns </li></ul><ul><li>In your direct mail targeting, include social media sign-ins </li></ul><ul><li>Repurpose content on social media sites and in e-newsletters </li></ul><ul><li>Stay on message- be consistent in all forums </li></ul><ul><li>People will be emailing via Facebook in the future, if they haven’t already started </li></ul>
  25. 25. Ideal #SM Vehicles for B2B <ul><li>LinkedIn Groups </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook (Sponsored Stories, Fan pages, ads) </li></ul><ul><li>Create your own social network or create a Ning account </li></ul><ul><li>Create your own wiki </li></ul><ul><li>Use Hootsuite Professional to monitor and disseminate </li></ul>
  26. 26. #SM Big Brand B2B Winners <ul><li>American Express Open Forum- created their own social forum for helping small businesses </li></ul><ul><li>Microsoft Advertising- An adCenter Community site and uses blogs, Twitter accounts, Facebook, videos, photos </li></ul>
  27. 27. Presenter Twitter Info <ul><li>Sue Polinsky - @suepolinsky </li></ul><ul><li>Kevin Briody - @kevinbriody </li></ul><ul><li>Stephanie Skordas - @stephskordas </li></ul><ul><li>Mark Tosczak - @MarkTzk </li></ul><ul><li>Kelley O ’Brien - @kelleyob </li></ul>
  28. 28. Links and Examples <ul><li>Links Mentioned </li></ul><ul><li> – Triad-area tech/social conference coming in fall 2011 </li></ul><ul><li> /makeover / - Free non-profit site makeover promotion </li></ul><ul><li>Facebook Examples: </li></ul><ul><li>REI: </li></ul><ul><li>First Ascent: </li></ul><ul><li>Oreo: </li></ul><ul><li>Bing: </li></ul><ul><li>Other Selected Examples & Resources: </li></ul><ul><li>Blue Asks You NC: / </li></ul><ul><li>Quora – ; LinkedIn – ; </li></ul>