Demystifying Social Media
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This document discusses demystifying social media. It begins with defining public relations and strategic relationship management. It then discusses what social media is and requires, including that it is interactive, time-intensive, and requires awareness and discipline. The document also discusses what social media is not, such as a standalone tool. It provides statistics on the importance of social media and considerations for whether it is right for a company. The document then discusses various social media tools and the importance of feedback and evaluation. It provides examples of how different organizations use social media to support their goals.
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Demystifying Social Media
- 1. Demystifying Social Media February 23, 2012 Bobbi Simmons, APR, Arlington/Roe & Co. President, Hoosier Chapter PRSA Myra S. Cocca, APR IronStrike Katie Gilmore Bingham Greenebaum Doll LLP
- 2. Bobbi Johnson Simmons, APR Arlington/Roe & Co. Twitter: @bobbiboomer LinkedIn: http://www.linkedin.com/pub/bobbi- simmons-apr/5/6a7/84a Website: www.arlingtonroe.com
- 3. Introduction First, One Step Back What Is Public Relations?
- 4. Public Relations Bobbi’s definition: • Public relations professionals are catalysts for achieving and maintaining positive, ethical, mutually respectful and rewarding relationships between an organization and its relevant publics.
- 5. Strategic Relationship Management Then Now • Business goals • PR goals • Target audiences • Key messages • Channels to reach them • Strategies to reach them • Tactics • Measurement • Adjust and do it again
- 6. Strategic Relationship Management Then Now • Business goals • Channels to reach them • PR goals dialog with them • Target audiences Microsoft Dynamics® Customer Relationship Management (CRM) expert, Matt Keenan, defines • Key messages Social CRM as: • Channels to reach them • “The process of enabling • Strategies to reach them collaboration and conversation • Tactics around your products, your services, and your organization.” • Measurement • Key messages • Adjust and do it again conversations
- 7. Business Handshake © Rob #7114165 A new way to be face to face with your most important people
- 8. Myra S. Cocca, APR IronStrike Twitter: @IronStrike LinkedIn: IronStrike Website: www.IronStrike.biz
- 9. “Quit counting fans, followers and blog subscribers like bottle caps. Think, instead, about what you’re hoping to achieve with and through the community that actually cares about what you’re doing.” Amber Naslund, Social Media Today
- 10. What social media is/requires Social media includes web-based and mobile technologies used to turn communication into an interactive dialogue. • One part of the marketing/PR mix; used for both internal and external communications • Strategic • Time-intensive • Discipline/awareness: social media policy
- 11. What social media isn’t • A stand-alone marketing tool (silver bullet) • Shoot from the hip
- 12. Importance of social media • An average Facebook user has 130 friends and likes 80 pages • 56% of consumers say that they are more likely to recommend a brand after becoming a Facebook fan • Each week on Facebook, more than 3.5 billion pieces of content are shared
- 13. Importance of social media • 34% of marketers have generated leads using Twitter • 55% of Twitter users access the platform via their mobile
- 14. But … • As a business or communications strategist, you must ask, “Is social media right for my company?” • Consider: – Audience(s) – Brand – Resources – Related, opportunity cost
- 15. Social media by the numbers • Out of the 6 billion people on the planet, 4.8 billion have a mobile device and only 4.2 billion own a toothbrush!! That’s a lot of opportunity!
- 16. Sampling, social media tools Externally Internally • Blogs • Digsby • Twitter • Skype • LinkedIn • Wikis • Facebook • Posterous • Yammer • Formulists + many more + many more
- 17. Feedback and evaluation • Some B2B marketers are spending millions of dollars each year on social media marketing YET • Nearly 30% of these users are not tracking the impact of this marketing
- 18. Feedback and evaluation Determining the effectiveness of social media • Tracking tools Google Analytics, Alerts, Campaign Tracker TweetDeck Bit.ly LinkedIn Analytics • Surveys (attitudes, perceptions, reputation) • Sales
- 19. Katie Gilmore Bingham Greenebaum Doll LLP Twitter: @BGDLegal LinkedIn: Bingham Greenebaum Doll LLP YouTube: BGDLegal Blog: blog.binghammchale.com
- 20. What does social need to do for you? • Goals for our marketing efforts – Showcase the legal knowledge of our attorneys – Tell the story of who we are – Abide by industry ethics requirements • Strategy: Content marketing • Social media: Evaluate tools to support the goals and strategy
- 21. How social supports our goals • Showcase knowledge: Merger announcement – Video – Press releases – Blog posts – Twitter – LinkedIn
- 22. How social supports our goals • Tell our story: Indiana Repertory Theatre – Blog about experiences – Twitter – LinkedIn – YouTube
- 23. More ways to use social • Promote articles, case studies, videos, guides and other content • Recognize client achievements • Highlight earned media coverage • Highlight leadership initiatives • Event coverage: Legislative Conference
- 24. Resources • PRSA, www.prsa.org • Mashable.com • Sproutsocial.com • Content Marketing Institute www.contentmarketinginstitute.com • Chris Brogan, www.chrisbrogan.com
- 26. Q&A
- 27. Thank you! Bobbi Simmons, APR bsimmons@arlingtonroe.com 317.554.8585 Myra Cocca, APR myra@IronStrike.biz 317.679.3039 Katie Gilmore KGilmore@bgdlegal.com 317. 968.5518
Editor's Notes
- This is Bobbi’s slide to use as a transition to Q&A.