mastering social media prsa wdc
DESCRIPTION
Presentation on social media at the PRSA Western District conference in Palm Springs 2010TRANSCRIPT
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
