mastering social media prsa wdc

Mastering Social MediaMastering Social Media

One of the top three concerns for PR

practitioners in 2010

Sally Falkow APRSally Falkow APR

PR Trainer of the YearSnr. Fellow: The Society for New Communication Research

AdAge 150 blog - Top 10 PR blogwww.PRoactivereport.com

www.Twitter.com/sallyfalkow

PRSA Counselors AcademyPRSA Counselors Academy

The top three issues for PR professionals in 2010:

1. Providing authentic strategic counselingto management/clients

2.  Mastering social media skills3.  Demonstrating return on investment

State of State of Social Media Social Media MarketingMarketing

Top Ten QuestionsTop Ten Questions

1. How do I measure social media return on investment?

2. What are the social media marketing best practices?

3. How do I best manage my time with social media?

4. How do I reach my target markets with social media?

5. How do I generate traffic and leads using social media?

6. How do I implement social media tactics?

7. What are the latest social media trends?

8. How do I get started?

9. How do I integrate my social media activities?

10. How do I evaluate the advantages and disadvantages of each platform?

A More Strategic SequenceA More Strategic Sequence

What are the latest social media trends?

What are the social media marketing best practices?

How do I get started?

How do I integrate my social media activities?

How do I reach my target markets with social media?

How do I evaluate the advantages and disadvantages of each platform?

How do I best manage my time with social media?

How do I implement social media tactics?

How do I generate traffic and leads using social media?

How do I measure social media return on investment?

Latest Social Media TrendsLatest Social Media Trends

Find a reliable source of information

25 Women Who Rock Social Media

5 Guys Chris BroganLee OddenBrian SolisPaul GillinGuy Kawasaki

Best PracticesBest Practices

Read Social Media Case Studies

Proactive ReportSocial Media TodaySocial Media ExaminerEconsultancy.comEmarketer

How Do I Get Started?How Do I Get Started?

You need a social media strategy that aligns with your communications and business goals

Social Media AuditSocial Media Audit

Blog PostingBlog TrafficCommentsReplyingQuotedRepublishedTweetsRe-TweetsReachInfluenceLinksEngagement

Social Media StrategySocial Media Strategy

Listen and learnMeasure your share

of voice in the conversation

Set goals and benchmarks

Find relevant bloggers and communities

Identify Influencers

Develop Content Strategy

Evaluate platforms and pick the right tools

Create and deliver content

Engage. Participate in and facilitate conversations

Measure results

Start by ListeningStart by Listening

“If we trust our customers, we can actively listen to what they’re saying.

We can build the right product for our customers, instead of finding the right customers for our products.”

Steven Covey

Establish Share of VoiceEstablish Share of Voice

How often is your brand mentioned in a particular conversation?

How do you rate against your competitors

Share of Voice

0

20

40

60

80

100

Apr

May

May Ju

n

Jul

Jul

Aug

Sep

Sep

Lancome Clinique

837

960

Share of Voice

lancome Clinique

1. Share Of Voice

+

2. Share Of Mind

Share of Mind

11

51

146

11

57

183

0

50

100

150

200

Influencers (13 total) Magic Middle (72total)

Long Tail (440 total)

# o

f In

flu

en

ce

rs

Lancôme Clinique

3. Share Of ConversationTopic is Anti-aging

Share of Aging (# of conversations)

3326

119114

Lancome Clinique Other

Share of Aging

0

5

10

15

20

Apr

Apr

May

May Jun

Jun

Jul

Jul

Aug

Aug

Aug Sep

Sep Oct

Lancome Clinique

Content AnalysisContent Analysis

What are they sayingPositive /Negative/Neutral mentionWhere are they saying itNeeds and wantsInterestsNeed for information on a certain subjectTrends in the conversation

Set Goals, Baselines and Set Goals, Baselines and BenchmarksBenchmarks

Find Communities & BloggersFind Communities & Bloggers

Identify the InfluencersIdentify the Influencers

Find Communities and Identify Influencers

600 Beauty Bloggers (US only)

26 in Head

106 in Magic Middle

460 in Long Tail

Top 60 Map

Develop Your Content Develop Your Content StrategyStrategy

THINK LIKE A PUBLISHER – YOU ARE THE MEDIA

Content Analysis – key messagesAudience Analysis – social technographicsTrends in Social MediaContent Audit – what do you haveWhat expertise do you haveResourcesCreate an Editorial Calendar

Social TechnographicsSocial Technographics

Growing by Leaps and BoundsGrowing by Leaps and Bounds

Analyze Your CustomersAnalyze Your Customers

Pick the Right ChannelsPick the Right Channels

Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off

True engagement means full engagement in the channels where you choose to invest

So make sure you pick correctly and wisely

Pick the Right Tools/PlatformsPick the Right Tools/Platforms

Who is your audience?

Where are they having conversations?

Trends – Video, Facebook, Twitter

Syndicate the ContentSyndicate the Content

Add RSS Feeds

Socialize the ContentSocialize the Content

Content Sparks ConversationsContent Sparks Conversations

Focused on what you have heard

Based on audience needs, interests

Placed in the right channel

Monitored for responses

Engaging PeopleEngaging People

The key finding is that those with the highest engagement factor also had the best financial results over the last year

Engagmentdb Study WetPaint/Altimeter

What Is Engagement?What Is Engagement?

We’re not talking about a presence in the online social sphere

It’s not using these channels to broadcast messages

Engagement is a deep and meaningful social interaction with your stakeholders

Engagementdb Study Altimeter Group

What Shows Engagement?What Shows Engagement?

People talking about your brand/product/companySaving and sharing contentVisit more frequentlySpend more time on blog or websiteSubscribeHave conversations with youMake suggestions and give feedbackPost comments, opinions reviewsRecommending your company to their friendsLoyalty to your brand

Entrepreneur Hot 100Entrepreneur Hot 100

26 percent of these companies are active on Twitter

37 percent are on LinkedIn11 percent have a Facebook pageJust over a half have a newsroom on their

websiteOnly 7percent optimize their news content for

searchJust 16% are actively engaging their customers

Inc 500Inc 500

25 percent are active on Twitter46 percent are on LinkedIn31 percent have a Facebook Page19% are engaging with customers

Fortune 100Fortune 100

54 percent have a Twitter feed94 percent use it for news and

announcements47 percent are on LinkedIn32 percent have a blog44 percent have a Facebook pageOnly 17% use all three22% are actively engaging customers

CMO Engagement GapCMO Engagement Gap

The engagement gap refers to the difference between the influence of the Internet in consumer decision making and the amount of spending, and the effort, by corporations and organizations, trying to interact with and shape the thinking behind those decisions.

Key MeasurementKey Measurement

The move to quantify “customer affinity” and increase “customer advocacy” has become a new measure of effectiveness

CMO Council

Focus on the Bottom LineFocus on the Bottom Line

Most marketers and corporations are now looking to reduce costs in order to improve the bottom line

Current economic indicators point to a vital need for business revitalization throughbetter customer engagement and analytics

CMO Council

New Measure of ROI:New Measure of ROI:EngagementEngagement

There are thousands of social media channels, each with a slightly different value proposition

It’s a daunting task to objectively evaluate various marketing efforts across all social mediums Engagement is the best criterion

The Wetpaint/Altimeter Group ENGAGEMENTdb Report

Engagement: The LifebeltEngagement: The Lifebelt

Companies that are both deeply and widely engaged in social media surpass their peers in terms of the two most meaningful financial performance metrics – revenue and profit – by a significant difference.

Wet Paint/Altimeter Group

What is the Bottom Line?What is the Bottom Line?

These highly engaged companies grew, on average, 18% in revenues over the last 12 months, compared to the least engaged companies who, on average, saw a decline of 6% in revenue during the same period

The same holds true for two other financial metrics, gross margin and net profit

WetPaint/Altimeter Group

David’s New Rock and David’s New Rock and SlingSlingHow Service-now.com is beating GoliathHow Service-now.com is beating Goliath

Rhett Glauser – Service-now.com senior manager communications

Service-now.com two years agoService-now.com two years ago

Great product, visible CEO, early customer wins

Limited:◦Collateral◦tradeshow footprint◦webinar activity◦PR

Lead generation limited to cold calling and four industry events

No social media

SituationSituation

Competing against GoliathsThe Gmail of big business service desk

softwareSling = disruptive technologyStones = customer championsRapid growth

Campaign ResearchCampaign Research

Listening to prospective customersKnow the buyersKnow the competition Finding the ‘slings’ to make headway in

the marketIdentified market champions to tell their

story

social media

execbriefings

website

emailwhitepapers

press

analysts

salesprospecting

webinars

community

industryevents

regionalevents

list imports

wiki

onlinedemo

topical / demo

local user groups

sources of exposuresources of exposure

ITtoolbox

FY 10080706 09marketmarketredefinedredefined

ITSM providerITSM providerleadingleading

standardstandardITSMITSM

ITSMITSMorchestrateorchestrate

$1.8M

$8.8M

$13.9M

$28M

Current FY goal = $50M+

customerscustomerssolid productsolid product

entranceentrancemarketmarket

webinars

industryevents

Q3 ’09Q2 ’09Q1 ’09Q4 ’08Q3 ’08Q2 ’08Q1 ’08Q4 ’07

white papers

webregistration

Skin MD Natural Case StudySkin MD Natural Case Study

Situation Situation

Launching a new kind of lotion

New categoryNo awareness at

all

ObjectivesObjectives

The campaign aimed to reach consumers online through high search rankings on specific keywords and phrases, articles, blogs, newsgroups and forums.

Create a new search term – shielding lotion

Create awareness of the brand Skin MD Natural with dermatologists and the public

Customer EducationCustomer Education

You Tube VideosYou Tube Videos

PayoffPayoff

Over 400 bloggers talking about their productsConversations in targeted forums and blogsIncreased traffic to the websiteProduct in over 5000 pharmacies across the USPartners in many other countries

@sallyfalkow @sallyfalkow www.twitter.com/sallyfalkowwww.twitter.com/sallyfalkow

WhitepaperWhitepaper

Social Media Strategy Whitepaper

http://expansionplus.com/impr/social-media.html

ResourcesResources

Expansionplus.com

Press-feed.com

Proactivereport.com

sallyf@expansionplus.com