- Lisa Buyer is a public relations professional and author based in Celebration, Florida. She covers topics related to search engine optimization, social media, and public relations. - The document provides information on why businesses should use social media and lists the major social media networks. It also discusses key statistics about social media usage. - Advice is given on developing customer personas and a social media strategy. The rest of the document outlines best practices for promoting and managing social media presence before, during, and after events.

3. @lisabuyer Facts
•I Live in Celebration, Florida
@lisabuyer

4. @lisabuyer Facts
•Traditional PR background
•Agency owner since 1996
•Author of Social PR Secrets
•Editor of SocialPRChat
•Column in Search Engine Watch
•Covers trending topics and news
related to Search, Social and
Public Relations

9. Opportunity – Why Social Media?
• Tell your story direct to prospects
• Attract media attention
• Brand it
• Get Visual
• Organic
• Customer service
• Reality: You might need to pay to play

10. Social Media Networks
• Facebook
• Twitter
• Google+
• LinkedIn
• Pinterest
• Instagram
• YouTube

13. Social Media Facts
• 72% of all internet users are now active on
social media
• 18-29 year olds have an 89% usage
• The 30-49 bracket sits at 72%
• 60 percent of 50 to 60 year olds are active on
social media
• In the 65 plus bracket, 43% are using social
media

14. Social Media Facts
• Time spent on Facebook per hour spent online
by country. Here are the top three. USA
citizens get the top gong at 16% followed by
the Aussies at 14 minutes and the Brits at 13
minutes.
• 71% of users access social media from a
mobile device.

15. 79% journalists
saying that images
increased the odds
of a story (press release) getting picked up.
That’s good PR!
@lisabuyer | #zenith2013

16. Readers are
4X more likely to engage
or comment on a blog post with a
good image.
That’s good PR!
@lisabuyer | #zenith2013

18. Define your customer persona
• Creators
• Critics
• Collectors
• Joiners.
• Spectators
• Inactives

19. Define your customer persona
• Creators
• These people develop blogs, articles, videos,
music, images, and art and upload them to social
media platforms. They people are the most
active social media content generators, but are
not the largest group.
• Conversationalists
• These people participate in group discussions,
engage in conversations and update their statuses.
They are likely to use Twitter, Facebook and
LinkedIn.

20. Define your customer persona
• Critics
• These people evaluate and comment on
content produced by the first two groups. They
post product ratings or reviews, comment on
blogs, and participate in discussion forums.

21. Define your customer persona
• Collectors
• These people upload and save favorites on
bookmarking sites, tag photos and subscribe to
RSS feeds to automatically receive blog updates.
They help organize and categorize online content.
• Joiners
• These people interact on social networks, but not
in active ways that fulfill any of the roles
above. They are the second largest group of social
media users.

22. Define your customer persona
• Spectators
• These people consume the content others
produce, but don’t add to it or necessarily
participate in any way. They also have been
called “lurkers,” and are the largest group of
social media users.
• Inactives
• These people use the Internet, but do not
participate on social media.

24. Strategy
• My primary goal for using social media is to
achieve?
– 1.
– 2.
– 3.

25. Strategy
• My primary goal for using social media is to
achieve?
– 1.
– 2.
– 3. Media or blogger attention!

26. Strategy
• The people I am trying to reach are?
– 1.
– 2.
– 3. Media/Bloggers (Suggest)

27. Strategy
• So that means I am going to do what?
– Immediately
– In the next 3 months
– In the next 6 months
– In the next 12 months

29. 29
Your BRAIN processes
images 60,000 times
quicker than text.
29

32. Visuals
• Story telling
• Behind the scenes
• More personal
• Reinforce your brand/event message
• Show them how awesome your event is
• Inspire with ideas
• Visual stories your attendees want to see/hear

40. Mobile platforms
• Slideshare
• Haiku Deck
• Rebel Mouse
• Twitter
• Facebook

42. Mobile Content
• Slides
• Short Headlines
• Font sizes
• Image with a headline
• First 100 characters most important
• Write for the RT or share

43. Mobile Friendly Events
• Have a #hashtag
• Encourage check in on Facebook, Foursquare,
Instagram
• Create Photo Opps
• Prompt to Follow, Share and Engage
• Offline Promos
– Invites
– Signs

46. Before an Event Check List
Create a media list and an influencer list
Have a set of strong visuals to accompany each
social media message
Optimize - Think about a hashtag to use before,
during and after
Hashtags allow people to follow event news,
especially those who could not attend
Announce your event via a press release, blog
post and be sure to have a version published on
your website – note optimized content (keywords)

47. Before an Event Check List
Create social media versions of the event that
link back to the full version on your website!
Tweet version
Facebook version
Pinterest version
Instagram
LinkedIn
Change all cover images to match event promo

48. Before an Event Check List
Create an editorial calendar/schedule
SlideShare - If you have images from a
previous event (last year’s event) – create a
story about the event in a PowerPoint and
upload to share with mobile user
YouTube – even if you don’t have videos, you
can create a slide show and upload it to a
YouTube channel a sa pre-event promo

52. Before an Event Check List
Encourage social media interactions and be
sure to monitor engage and acknowledge
RT
Mentions
Tags
Favorites
Create random acts of kindness to social
mentions to reward social media engagement

53. Before an Event Check List
Paid Social
Facebook Ads
Twitter Promoted Tweets
Take advantage of Social Media Event RSVP
Opportunities
Facebook Events – promote with Facebook Paid
RSVP sharing

54. During an Event Check List
Encourage the Check in with hashtags
Foursquare
Facebook
Instagram
Create Social Media-Photo opps
Encourage staff to also share via personal
social accounts – best brand advocates!

55. During an Event Check List
Have a strategy for during the event with the
intent to curate as much as possible to keep the
event alive after the event
YouTube videos interviews of guests
Favorite tweets
Dedicate a “social media reporter” to be live
tweeting and/or live blogging during the event
Report visual stories via Instagram

56. After an Event Check List
Write a recap press release/new story of the
event
Share any coverage from bloggers or industry
media
Include visuals with all social messaging
Report visual stories via Instagram
Create a Pinterest board recapping the event
and cross promote

65. Recap
• Be sure you are taking advantage of the
opportunities and have a strategy in place
• Optimize your social media messaging
• Use strong visuals ALWAYS
• Mobile users matter – be sure content is
mobile friendly
• Keep messages short and visual, LINK back to
your website or blog for full story

66. Recap
• Use social media to promote your event
BEFORE, DURING and AFTER
• The media is watching social media for story
ideas and sources –
• Measure what matters! Benchmark and
monitor analytics

70. Resources
• Photo credits:
• http://www.bizbash.com/
• http://www.haikudeck.com/
• Looking for more social media/PR training?
– Lisa Buyer is available for Social PR business
training and consulting
– http://thebuyergroup.com/
• Or see the next slide for more options!

71. More Social Media Training
• Lisa Buyer is affiliated with the following
social media and online marketing training
organizations
– http://bootcampdigital.com/
– http://www.onlinemarketinginstitute.org/
– http://sfimasummit.com/
– http://www.instantetraining.com/