Download - PRSA Boston Social Media Summit 5 21 14
Third Annual Social Media Summit
May 21, 20148:00 a.m. to 3:00 p.m.
#PRSABOS @BentleyU, @prsaboston
Please follow and tweet your thanks to our sponsors:
@MyCorpSolutions
@BusinessWire
@PRNewswire
@Marketwired
@UpwardLabs
#PRSABOS @BentleyU,
@prsaboston
Please follow and tweet your thanks to our sponsors:
@RFBinder @RegisCollege_MA
@WeberShandwick @HollywdPR
@msl_group
@CallananKlein
Keynote Speaker
Victor LeeVice President,
Digital Marketing Hasbro
@vlee
Public relations people
should stop trying to do social
marketing!
We have just started.
~1620s~1890s~1920s~1994-2014
Status Updates - Then
Status Updates - Now
I like Snickers and poodles!!!
7.5M sites with like or
share button
4.5B average
daily likes
1.13 trillion
likes since launch
1.16% increase of negative posts when it rains out
Food Art - Then
Food Art - Now
1,500 posts eligible to appear on a user’s feed daily
Relationship Status - Then
Relationship Status - Now
Page interactions change by 225% when a relationship status
changes
Birthdays - Then
Birthdays - Now
720MM “Facebook 10th Bday” Video Look Backs Created. 50% of them
shared.
Photos - Then
250B uploaded loaded photos to
date
Photos - Now
350M daily uploaded photos
Facebook = 48% of all selfies
Videos - Then
1956 – 2000
VCR
Videos - Now
90% have under 5,000 views
4 billion views per
day
60 minutes per second
Breaking News - Then
Breaking News - Now
So how do you win in
social?
First understand…
Our lives aren’t told in bullet points• My name is Victor Lee• I was born in Boston• I have a ridiculous
knowledge of 80s music and one-hit wonders
• Put ketchup near me and I will punch you
We Live our Lives In Photos and Stories
Embrace
It Used To Be Simple
Ready, aim, fire
Social Changes Everything
Now the deer can fire back
A Social Age Love Story…
How To Win A Consumer In 10 Posts
#1: The Icebreaker
#2: Mutual Interest
#3: The One-Way Conversation
Because If It Is…
#4: Every Post Is Like The First Post
#5: Call Them Back
#6: Keep Them Smiling
#7: Brag About Them
#8: Grow With Them
#9: Show Commitment
#10: Don’t Forget The Beginning
MY PLEA TO YOU
It’s just the beginning. Co-author the future, define its legacy and drive its potential.
1.
Don’t regret a thing. Regret isn’t that you failed. It’s that you didn’t even try.
2.
THANKS
Internal Communications: Employees are your best
advocatesCheryl Wadsworth, ModeratorIron Mountain@cwadsworth29
Kristie HelmsState Street Bank@KristieHelms
Kristen GarveyEMC@KristenGarvey
Rick LacroixProgress Software@ricklacroix
Internal blog
Intranet
Iron Mountain Chatter
Being ‘Social’ at Iron Mountain
50EMC CONFIDENTIAL—INTERNAL USE ONLYEMC CONFIDENTIAL—INTERNAL USE ONLY
EMC: EMPLOYEES AS BRAND ADVOCATES
• Education
© Copyright 2014 EMC All Rights Reserved
51EMC CONFIDENTIAL—INTERNAL USE ONLYEMC CONFIDENTIAL—INTERNAL USE ONLY
Social Media Principles &
PolicySocial Voice
Social Media Monitoring
Social Media Content
Facebook Twitter
LinkedIn Weibo
Blogging
Social Media Risk
Management & Crisis Comms
Social Media Measurement
Becoming a Social Media
Influencer
Social Advertising
Influencer Marketing
Foundational Courses
Channels
Advanced Courses
Global Social Media Use
Community
CURRICULUM
© Copyright 2014 EMC All Rights Reserved
52EMC CONFIDENTIAL—INTERNAL USE ONLYEMC CONFIDENTIAL—INTERNAL USE ONLY
MAKING IT EASY TO SHARE
• Social Media Activation Kit for employees
© Copyright 2014 EMC All Rights Reserved
#PRSABOS @BentleyU, @prsaboston
Please follow and tweet your thanks to our sponsors:
@MyCorpSolutions
@BusinessWire
@PRNewswire
@Marketwired
@UpwardLabs
The Power of CEOs & Celebrities
Liz Brunner, ModeratorBrunner Communications@LizBrunner
Katie BurkeHubSpot@katieburkie@HubSpot
Emily BruttiOcean Spray @emilybrutti@oceansprayinc
JoJo GutfarbGoodwin Group@JoJoGutfarb@GoodwinGroupPR
Ocean Spray: The Power of the Celebrity
Maria Menounos & Healthy Holiday Cooking
Jimmy Fallon & #saucesingles
Matt Light, New England Patriots
Matt Light Foundation’s AFC Championship Raffle gets celebrities tweeting
Links You’ll Like:
• Ocean Spray website• Ocean Spray YouTube• Liz Brunner’s website• http://www.hubspot.com• Matt Light Foundation• Goodwin Group website
Social Media For Regulated Industries
Rob Bertsche, Moderator Prince Lobel @rbertsche
Jenna LebelLiberty Mutual
@JennaL15
Lily AlbinBoston Children’s
Hospital@LilyAlbin
Lisa LopezGenzyme
@GenzymeCorp
Sarah MolinariFidelity
@Fidelity@FidelityNews
Awareness
Service
Sales
80% of 18-49 year olds use socialnetworking sites several times per day
50% of web sales will be influenced bysocial media by 2015
72% of companies providecustomer care via social media
Social Media Will Add Value in Three Key Areas In 2014
65
Current LM Social Platforms
66
Pro
ven
Pro
vin
gTe
stin
g
Provides mass reach for high engagement with various forms of content and direct response capabilities
Fa
ceb
oo
kTw
itte
r
“Humanizes” brand through real-time marketing, brand-related updates, and engagements with influencers
Yo
uTu
be
Builds brand awareness through highly engaging videos, primarily Olympics campaign content
Go
og
le+
Builds SEO and relevance of LM through regularly updated brand content
Inst
ag
ram
Shares photos and short-form videos through behind-the-scenes and “humanized” content
Lin
ke
dIn
Promotes insurance content, brand partnerships and recruiting network
LM
Blo
g
Optimizes LM.com SEO by providing relevant home, auto, and insurance information
Links You’ll Like:
• Prince Lobel website• Boston Children’s Hospital website• Liberty Mutual website and Facebook page• Fidelity website• Genzyme YouTube channel and website
Lunch time!
Frozen desserts compliments of our friends at
Tweet a photo of you and a Yasso bar with the #PRSABos hashtag and
we will tweet the winner, and reveal your prize.
Engagement/Paid Media Panel
George Snell, ModeratorWeber Shandwick@HighTalk
Jeff PyattOutbrain
@jeffpyatt
Andres RoselloPTC
@andresrosello
Rob SheardBreville
@robsheard
Kate WillettViral Gains
@katijeanne
Links You’ll Like:
• Weber Shandwick website• PTC website• Breville website• Outbrain website• Viral Gains website
Consumer Panelists
Christine Koh, ModeratorOnline Media Writer/Consultant@bostonmamas
Peg MerzbacherPeapod@pjmerzbacher@peapoddelivers
Jarrod CohenKayem Foods@jarrodcohen @kayemfranks
Mike WattsYasso@MikeWatts82@eatyasso
Links You’ll Like:
• BostonMamas.com• Kayem Foods website• Peapod website, Facebook, Pinterest• Yasso website, Facebook, Instagram @teamyasso
Shameless Membership Plug
PRSA National is offering us a winning deal from May 22-June 5th ONLY:
1. FREE National initiation fee waived ($65)2. Free Section Dues Waived ($60)3. Free Boston Chapter Dues Waived ($60)
Tomorrow, visit www.prsa.org/joinus - use code: MD14 All new members who join during this time period are automatically entered to score Red Sox tickets.
for a chance to win
Continue the conversation with PRSA Boston:
• Young Professionals Network • Mentoring program – online signup/mentors needed• Independent Practitioners Network – 6 events/year• Monthly programs and hosting 2016 District Conference• Free national webinars and online resources via prsa.org• Events and job postings in “The Buzz” weekly• Accreditation for only $50 this year, the 50th Anniversary of the APR –
not too late to join the fall class!• $2,000 scholarship for undergraduate: apply online• Diane Davis Beacon Award• Summer Social, Holiday Party and Annual Meeting• Chat with us in our members’ Facebook Group, and @prsaboston
Thank you for attending… see you next year!