Allie Danziger of Integrate Public Relations spoke to the CEO Network Group on 8/1/12 to discuss social media 101 for B2B service professionals.

3. Different Landscape.
Same Rules.

4. Online Media Today
Interactive
Direct Communication

5. Direct Communication
Message
Feedback

6. Vs. Indirect Communication
Your Message Their Message

7. Online Media Trends Today
Interactive
Direct Communication
Information is traveling FAST
Everyone has an opinion
Citizen Journalism
Networking
Messy and sometimes out of control

8. So where does that leave us?
Demand “Hyper-Transparency”
Lightening Speed
Dialogue is KEY
Competitors have the same tools

9. People are Getting Their
News Online
“What Facebook and Twitter mean for News,” Pew Research Center, 2012

10. Everyone is a member of the media
Build and disperse content with
today’s external audiences in mind.
Make sure that content is:
• Speaking to the audience’s interests-
not your own
• Branded and shareable
• Timely and thoughtful
• From one branded voice
• Promoted across appropriate
channels

12. LinkedIN

13. Tips for LinkedIN
• Claim your name
• Complete your profile

14. Make the most of your profile
Keyword-rich
120 Characters
Share business
activities with
those that care
Reconnect with
former
employers/colleagu
es

15. Make the most of your profile
Ask for
recommendations
Hyperlink to other
places they can
find you

16. Make the most of your profile

17. Tips for LinkedIN
• Claim your name
• Complete your profile
• Go public
• Join groups
• Participate in Q&A

18. Q&A

19. Q&A

20. Q&A

21. Q&A

22. Q&A

23. Tips for LinkedIN
• Claim your name
• Complete your profile
• Go public
• Join groups
• Participate in Q&A
• Personalize each connection
• Connections make warm leads
• Use for follow up
• Give & receive recommendations
• Follow customers & prospects

24. OWL.Y Links

25. OWL.Y Links

26. BLOG = Better Luck on Google
Title Tags = 66 characters
Utilize effective plugins
Link building
Human voice
Utilize multimedia

27. Blogging Checklist
a
a
a
a
a
a
a
a
a
a

28. Blog Content Ideas
• Current Events
• Industry Trends (and commentary)
• Top 10 List
• Frequently Asked Questions
• Review something
• Guest bloggers
• Expand on Twitter conversation
• Debunk a myth
• Tutorial
• Brainstorm
• Interesting stories about your company

29. Burson-Marsteller Fortune 100 Social Statistics Report for 2012

30. FACEBOOK
TRENDS
Burson-Marsteller Fortune 100 Social Statistics Report for 2012

31. Facebook Suggestions
• Interesting cover photo
• Posts that engage audiences
• Answer questions
• Short posts- direct for more information
• Claim your domain
• Track analytics to understand times
• Facebook ads- sometimes
• Content is KEY!

32. Facebook Suggestions
• Interesting cover photo
• Posts that engage audiences
• Answer questions
• Short posts- direct for more information
• Claim your domain
• Track analytics to understand times
• Facebook ads- sometimes
• Content is KEY!

33. Protect Your Privacy!
Edit privacy settings on Facebook so you know
WHAT you're sharing and with WHO you're
sharing that information with

37. Develop Content Strategy
Document

38. Engagement & Ongoing Monitoring

39. Engagement & Ongoing Monitoring

40. Engagement & Ongoing Monitoring

41. Engagement & Ongoing Monitoring

42. Imperial Sugar
Steviacane Launch
Goal: Launch a new stevia sweetener nation-wide and position as
flavorful
Strategy: Create online presence on limited budget
1. Facebook landing page
2. Blogger outreach program
3. Giveaway program via social media
Results: In a mere three months, Imperial Sugar gave away over
75,000 samples to Facebook users. Integrate Public Relations
garnered more than 52,000 active users on their Facebook page;
the social media page received over 7,000 likes and over 500
users posted positive feedback about the product on the page.

43. Goode Company BBQ
Goal: Increase sales in a short period of time to prove social media value
Strategy: Take advantage of Cyber Monday popularity and promote most
popular item, pecan pies
1. Social media plan
2. Blogger outreach plan
3. Launched 12-hour Cyber Monday Facebook promotion
Results: Increased Facebook fanbase by 147%, brought 80% of dissatisfied
customers back to the restaurant, secured 18 write-ups from local and
national bloggers with a reach of more than 130 million views and doubled
overall sales YOY.

44. Easter Seals Greater Houston
Goal: Create awareness and build buzz for the organization as a whole
Strategy: Develop Care2Spin™ city-wide initiative
1. Social media strategy
2. Traditional PR outreach
3. Planned and executed several branded events including a Hula Hoop Guinness World
Record Challenge
Results: Coverage on every major news outlet in Houston, live broadcasts
from local radio station La Raza & 1070 AM, interview with CEO Elise Hough
broadcast on 5 local radio stations, special segment on ABC News, feature on
Fox and CBS morning show, secured over $250,000 in sponsorships from
John Eagle Honda Houston, Cox Media Group, CultureMap, Cricket Wireless,
and the 99-Cent Store, raised $165,000.

46. It’s been a pleasure!
allie@integratePR.com
713.446.6377