Uploaded byAndrea Pecoraro
Social Media in Action
The document provides an overview of a presentation on social media in action given by Andrea Pecoraro of identitypr.com. It discusses case studies of social media strategies for companies like ADESA, Verizon Wireless, and BRU Fest Michigan. It also covers paid social media tools, skills to develop like using Google Analytics and Facebook Insights, and tips for preparing to work in social media such as networking and maintaining an active online presence.
Social Media in Action
- 1. Social Media inAction WSU New Media and Strategic Communication November 29, 2012 Andrea Pecoraro | identitypr.com | @andrea_pecs
- 2. WHAT WE’LL DISCUSS oProfessional social media in action o Case studies • ADESA • Verizon Wireless • BRU Fest Michigan o Paid social media tools o Cool tools to master o Preparing to succeed in the business world
- 3. SOCIAL MEDIA INACTION
- 4. IDENTITY: AN INTEGRATED PUBLICRELATIONS FIRM We have extensive experience in developing and driving internal and external strategic communications programs. We leverage our integrated operational model to build and execute programs that drive results. • Client Counsel • Blogger Relations Social • Client Counsel • Community Management Media Creative • Graphic Design • Creative Concepts • SM Training • Web Development • Monitoring, • e-Marketing Reporting, Strategic Analytics • SEO Communications Programs • • Media Relations Marketing • Client Counsel • Community Relations • Brand Discovery Media • Crisis Communications • Unique Brand Voice Brand Relations & • Media Training & Public • Brand Image • Focus Grouping Strategy Marketing Speaking • Copywriting & Editorial • Ideation Content Development
- 5. OUR PROCESS In everythingwe do we employ our proven process continuum of Discovery, Strategy, Planning, Execution and Measurement. Through understanding what success looks like, the long-term goal, the way to get there, and the best way to achieve it, we are able to track and measure results at every step along the way. Our teams are comprised of experts in their fields, all working in concert to provide the very best experience for our clients and to address their unique challenges and capitalize on their great opportunities.
- 6. SOCIAL MEDIA TEAMSPECIALTIES o Strategy development o Content creation o Monitoring o Channel management o Blogger relations o Innovative, creative programs o Customer service response o Recruiting o Analytics and reporting o Education and counseling o Social advertising o Crisis management
- 7. SOCIAL MEDIA PROGRAMSIN ACTION o Children’s Leukemia Foundation of Michigan (CLF) • Blog development and writing, BRU Fest and CRUSH Michigan social channel management, blogger relations, client counsel, media relations integration o Verizon Wireless in the Midwest • Twitter monitoring, PR manager Twitter activity analytics, blogger research and outreach, PAVE the Way Project, blog management, align PR with social media o ADESA • Blog writing, channel management, developing social brand, internal education, onsite content creation at events o Michigan First Credit Union • Customer service monitoring, support initiatives through social channel management, media relations integration o Identity • Showcase culture through social media, blog writing
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- 10. CASE STUDY: ADESA Challenge:ADESA, one of North America’s largest vehicle remarketing solution providers, wanted to change the way they communicate with their customers. Solution: Identity helped ADESA build an entire social media strategy from the ground up. To create the program, Identity coordinated customer focus groups and worked closely with senior leadership to identify opportunities and obstacles. The program launched with the unveiling of ADESA’s new blog, Overdrive, which serves as a place where the company’s auction customers can learn more about conferences, industry trends, technology updates and ADESA’s culture. Identity then created a presence for ADESA on social networks and integrated the channels across the company’s digital touchpoints. To help share the digital strategy with ADESA’s 11,000 employees throughout North America, the Identity team created a custom social media learning portal to educate employees on the dos and don’ts of social media. We also provided an outline of how employees could participate.
- 11. CASE STUDY: ADESA(CONT.) Outcome: One year after launch, Overdrive has published more than 100 pieces of content and garnered more than 80,000 views from around the world. The content was also syndicated by a major remarketing trade publication. Additionally, it became clear that ADESA was the first company in the remarketing space with a sound, multi-platform social media strategy.
- 12. CASE STUDY: ADESA(CONT.) ADESA Facebook Page Facebook.com/adesaauction Overdrive blog blog.adesa.com
- 13. VERIZON WIRELESS INACTION
- 14. CASE STUDY: VERIZONWIRELESS Challenge: Verizon Wireless PR managers in the Midwest Area (MWA) wanted to complement PR efforts with social media, but needed guidance on building, implementing and measuring a program. Solution: Identity developed a strategy outlining how the Midwest Area PR managers would build relationships with customers, media and bloggers on Twitter. Identity also designed social media training programs for specific area PR managers and a process for identifying and building relationships with lifestyle, technology and niche subject bloggers. The Identity team also helped launch a Verizon MWA blog to serve as a content hub for sharing positive news, guest posts from customers and bloggers, reviews and events.
- 15. CASE STUDY: VERIZONWIRELESS (CONT.) Outcome: Over the course of 24 months, the program has generated thousands of pieces of content and conversations across Twitter and on the blog related to Verizon Wireless products, services, community involvement and media/blogger activities that directly tie to the company’s PR and communications goals. Identity has also helped Verizon Wireless create new relationships with dozens of Midwest bloggers and social media users. Through those relationships and Identity’s guidance, the PR managers have helped customers interested in Verizon devices go deeper in the sales funnel, and many times, purchase a device after receiving recommendations and feedback from the PR managers. Identity now manages and drives the social media program for the entire Midwest Area (15 states).
- 16. CASE STUDY: VERIZONWIRELESS (CONT.) View the Twitter accounts of PR managers we directly support: Twitter.com/VZWmichelle Twitter.com/VZWandrea VZW Midwest Blog vzwmidwestarea.com
- 17. BRU FEST INACTION
- 18. CASE STUDY: BRUFEST Challenge: Children’s Leukemia Foundation of Michigan (CLF) challenged Identity with creating awareness and generating ticket sales through media relations and social media for a first-time event in June 2011. The main goal was to get approximately 1,000 guests to attend. At the time Identity was engaged, only six tickets were sold. Solution: Identity created a comprehensive outreach and awareness campaign through media relations and social media efforts. We identified relevant bloggers and organizations and partnered with them for ticket giveaways and story creation.
- 19. CASE STUDY: BRUFEST (CONT.) Outcome: Identity achieved the following results: o Exceeded BRU Fest attendee and donation goals o 47 print, TV, Web and e-newsletter placements o 518% increase in Facebook likes o 912% increase in Twitter followers o Garnered approximately 400 tweets including @BRUFestMI or #brufestmi According to CLF President & CEO Bill Seklar, this was the first time in his more than 25 years of overseeing and implementing fundraising events that printed invitations were not used, yet the event commanded record setting attendance. This campaign was also recognized as a finalist for PR Daily’s 2012 Digital PR & Social Media Awards in the “Best Social Media Campaign” category (Link: http://bit.ly/VG4Ral)
- 20. BRU FEST FACEBOOKADS SAMPLE AD DASHBOARD
- 21. BRU FEST FACEBOOKADS TARGET USERS o Gender o Location o Interests o Age o Likes STATS o Reach o Frequency o Actions o Click Through Rate o Clicks (CTR)
- 22. CASE STUDY: BRUFEST (CONT.) Watch the BRU Fest 2011 video recap: http://youtu.be/Y_zmgBWGQOc
- 23. PAID SOCIAL MEDIATOOLS
- 24. MONITORING SERVICES Free toolsare limited in the information they provide. They aren’t as customizable as paid services. Google Alerts only crawl a small portion of the Web and are not always real time. o Radian6 o Sysomos o Sprout Social o PageLever o ArgleSocial o SEOmoz (monitoring for social and SEO)
- 25. ANALYTICS Businesses want toknow how all of their activities are contributing to goals and objectives. For more complex companies, you can’t always see the connection without some sort of paid service. o Google Analytics (most popular and free) o Adobe Marketing Cloud (Formerly Omniture) o Spiral 16 SEO Tell you where your keywords rank, analyze your site and competitors o SEOmoz
- 26. FACEBOOK CONTESTS Against Facebookpromotional guidelines to host a contest directly from your page. You must use a third party source like Wildfire to host a contest. ADS AND PROMOTED POSTS o How many of you are on Facebook right now? o How many of you have parents, grandparents on Facebook? o So many businesses competing for your attention. To stand out and appear in users’ newsfeeds, you can purchase ads and promoted posts by age, gender, location, interests and likes.
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- 38. JOB SEARCHING TIPS oBuild a portfolio of varied, published writing o Get involved with leadership positions o Attend networking events and maintain relationships o Get hands-on experience • Internships • Volunteer • Student organizations and publications • Write your own blog • Professional, active presence on Twitter and LinkedIn o Tailor your resume to each job position posting and follow up on each job
- 39. LEARNING NEVER STOPS oSocial media evolves and changes every day o No two days or situations are the same o Continue professional development o Keep asking questions
- 40. OTHER ADVICE o Becomeinvolved in as much as possible o Network, network, network o Do multiple internships o Perform informational interviews o Write, write, write o Just as much as you write, read, read, read
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- 43. ANDREA PECORARO Social Media Strategist | Identity @andrea_pecs www.identitypr.com www.identitypr.com/blog
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Editor's Notes
- #8 Core things we do. Everyone has different needs. Risk management
- #11 Twitter 101 courses are not feasible with a lot of employees. Update it at any time.
- #15 In the industry for so long and the PR world has changed. Identity had to come up with a way to inject social media into mdwestpr activities, but educate senior professionals on technology.Challenge: Owned a specific geographic area. Had to figure how to figure out a way to monitor in certain areas.
- #25 Big companies are investing in these tools. Taking a significant amount of data and compiling it.There are people out there using Excel Spreadsheets with formulas. You have 1000 fans on Facebook, but what does that mean.
- #26 Big companies are investing in these tools. Taking a significant amount of data and compiling it.There are people out there using Excel Spreadsheets with formulas. You have 1000 fans on Facebook, but what does that mean.
- #27 How to influence a page rank on Google. Designing your website to appear high in search.Common to give away a gift card or Ipad by liking a photo or post. Facebook may turn down facebook page because doesn’t want to be liable.
- #37 Not onlinkedint, hindering yourself. Research companies and people withint the company. Business casual photo.