Allie Herzog walks conference attendees through Social Media 101 introductory information and through more advanced material including.. -best practices in social media -strategic content creation -tools the experts use -an organizational audit -how to calculate ROI -how to not let social media bog you down

1. Integrated Marketing Summit, Workshop III
December 3, 2010
Allie Herzog, President and Founder of integratePR

7. Reading vs. Wri.ng
Companies vs. Communi.es
Adver.sing vs. Word of Mouth
Informa.on vs. Opinion
Home pages vs. Blogs
Lectures vs. Conversa.ons
Encyclopedia vs. Wikipedia

8. Interac.ve
Direct communica.on
Informa.on is traveling FAST
Everyone has an opinion
Ci.zen Journalism
Networking
Messy and some.mes out of control

10. Telemarke.ng
Tradeshows
Direct Mail
Email Blasts
Print/TV/radio/web ads

11. SEO
Blogging
Social Media
Community Rela.ons

12. ?

15. 1. Determine Your Goals
2. Evaluate Your Resources
3. Understand Your Audience
4. Develop a Content Strategy Plan
5. Integrate Marke.ng Efforts
6. Create Amazing Content
7. Relinquish Control
8. Quality over Quan.ty
9. Keep Listening
10. Keep Learning

16. DETERMINE SOCIAL MEDIA GOALS!

17. EVALUATE YOUR RESOURCES!

18. UNDERSTAND YOUR AUDIENCE!
Age
Gender
Income level
Marital status
Need vs. luxury
Most appealing
What do they like?
Where do they get their informa.on?

19. UNDERSTAND YOUR AUDIENCE!

20. DEVELOP CONTENT STRATEGY PLAN!

21. INTEGRATE YOUR MARKETING EFFORTS!

22. INTEGRATE YOUR MARKETING EFFORTS!
Marketing Brand
awareness
Mix

23. INTEGRATE YOUR MARKETING EFFORTS!
Brand
awareness
Lead
genera.on
Marketing
Mix

24. INTEGRATE YOUR MARKETING EFFORTS!
Brand
awareness
Lead
genera.on
Customer
Marketing engagement
Mix

25. INTEGRATE YOUR MARKETING EFFORTS!
Brand
awareness
Lead
genera.on
Customer
Marketing engagement
Mix Customer
insight

26. INTEGRATE YOUR MARKETING EFFORTS!
Brand
awareness
Lead
genera.on
Customer
Marketing engagement
Mix Customer
insight
HR

27. INTEGRATE YOUR MARKETING EFFORTS!
Brand
awareness Lead
genera.on
Customer
engagement
Marketing Customer
Americans viewed ~3.6 Mix insight
billion video ads in July,
HR
with Hulu genera.ng the
Adver.sing
highest number of video
ad impressions at 783M.

28. INTEGRATE YOUR MARKETING EFFORTS!
Brand Lead
awareness genera.on
Customer
engagement
Marketing Customer
insight
Mix HR
Adver.sing
PR

29. INTEGRATE YOUR MARKETING EFFORTS!
Brand
awareness
Lead
genera.on
Customer
SEO Marketing engagement
PR
Mix Customer
insight
Adver.sing HR

30. INTEGRATE YOUR MARKETING EFFORTS!
Brand
awareness
Reputa.on Lead
management genera.on
SEO
Marketing Customer
engagement
Mix
Customer
PR
insight
Adver.sing HR

31. CREATE AMAZING CONTENT!

32. RELINQUISH CONTROL!

33. QUALITY OVER QUANTITY!

34. KEEP LISTENING!

35. KEEP LEARNING!

37. Facebook announced in July that the
50% of Facebook’s ac/ve users log on
Average user is connected to 80
number of members topped 500 million
to Facebook in any given day
community pages, groups and events

38. UNDERSTANDING FACEBOOK OPTIONS!
Facebook Profile
Facebook Group
Facebook Page
Facebook Places

39. UNDERSTANDING FACEBOOK OPTIONS!
Facebook Groups

40. UNDERSTANDING FACEBOOK OPTIONS!
Facebook Page

41. UNDERSTANDING FACEBOOK OPTIONS!
Facebook Places

42. FACEBOOK CONTENT!

43. BUSINESSES ON FACEBOOK!

44. PAGE CONFIGURATIONS!
• Custom FBML
• Side Naviga.on
• Custom Tabs
• Landing tab
• Custom apps

45. FACEBOOK CONTENT IDEAS!
Videos
Pictures
Discussions and ques.ons
Polls
Reviews
Contests
Coupons
Ask for Feedback
Call out most loyal fans

46. 77% of internet users
read blogs

47. BEFORE YOU START BLOGGING….!
• Choose a hos.ng plaeorm
• Determine features and func.onality
• Find a niche
• Enroll a team
• Develop an editorial calendar

48. BLOG= Better Luck On Google!
• Title Tags = 66 characters
• U.lize effec.ve plugins (Pla.num SEO, Yet
Another Related Posts Plugin, SEO Friendly
Images, etc.)
• Link building
• Human voice
• U.lize mul.media

49. BLOG DESIGN!
Company
information
Search box
RSS Feed
Email signup
Author
Social Networks
Keyword tags

50. BLOG CHECKLIST!
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51. BLOG CONTENT IDEAS!
Current Events
Industry Trends (and commentary)
Top 10 List
Frequently Asked Ques.ons
Review something
Guest bloggers
Expand on Twiier conversa.on
Debunk a myth
Tutorial
Brainstorm
Interes.ng stories about your company

52. Execu/ves from all Fortune 500
companies are LinkedIn members.
A new member joins LinkedIn
approximately every second, and about
half of our members are outside the U.S.

53. MAKE THE MOST OF YOUR PROFILE!
Keyword-rich
120 Characters
Share business
activities with
those that care
Reconnect with
former employers/
colleagues

54. MAKE THE MOST OF YOUR PROFILE!
Ask for
recommendat
ions
Hyperlink to
other places
they can find
you

55. MAKE THE MOST OF YOUR SUMMARY!
• Sell yourself
• Add personality
• Break text up
• Make it interes.ng
Keywords

57. LINKEDIN ANSWERS!

58. LINKEDIN CONTENT IDEAS!
Current projects
New hires
New business development
Industry exper.se
Recommend others

59. 38% of Twitter users are over 35
years old and make over $100K
Twitter now has 190 million
users tweeting 65 million
times a day
65% of Fortune 100 Executives
have active accounts on Twitter

60. TWITTER NORMS!
@Replies: Respond to or men.on another user
DM/Direct Message: Private message b/w two
users
RT/Retweet: Share someone else’s message
# ‐ Hash tag: Group conversa.ons together
URL Shortners: Shrink and track long hyperlinks

61. PROFILE CONFIGURATION!
• Claim brand username and varia.ons
• Custom Background
• Op.mize bio with keywords
• Logo or photo

62. FIND FOLLOWERS!
• Twiier.grader.com will show you the twiier elite
of your city
• Search.twiier.com will find people twee.ng
about specific words
• Look at who your followers are following
• Thought leaders and bloggers
• Follow hashtags at events and follow amer meet
in person

63. TWITTER CONTENT IDEAS!
Balance of promo.onal, informa.onal & engaging
Use resources
Listen & respond
Monitor your brand
News/Crisis informa.on
Jump into conversa.on
Tips
Company’s take on industry news
Behind the scenes coverage
Links to promo.ons, sales, coupons, etc

64. One‐half of Beresford respondents said
they considered informa/on shared on
their networks when making a decision.
Consumers Trust Real Friends and Virtual
Strangers the Most
Online user reviews have the biggest
influence on consumer electronics
purchases, with 43.7 percent of
purchases affected by word of mouth

65. GETTING STARTED!
• What groups to join?
• Create a new group?
• Who will moderate and manage?
• Who will par.cipate?
• Branding your page/content

66. COMMUNITY FORUM CONTENT IDEAS!
Common ques.ons
Common answers
Links
Files
Polls
Photos
BE HONEST ABOUT WHO YOU ARE!

67. 52% of 18‐34 year‐olds share videos weekly with
friends and colleagues
Every minute, 24 hours of video is uploaded to
YouTube

68. MORE THAN FUNNY CAT VIDEOS…!
• Video Sharing
• Engage with Audience
• Tell your Story Through True Voice
• SEO

70. SOME “MUST HAVES” FOR SUCCESS…!
Cannot be an amerthought
Op.mize for Search
Call to Ac.on
Speak from the Heart
Show Passion and Excitement

73. VIDEO CONTENT IDEAS!
Funny
Something unique
Behind the scenes look
Product reviews
Interviews
Video blog posts/commentary
How‐to’s
Respond to Crisis

74. The number of in‐store sales influenced by
web and online research accounted for 42
percent of total retail sales in 2009, and that
number is expected to grow to 53 percent by
2014

75. BENEFITS OF LOCATION BASED MARKETING!
• Deliver a coupon or a message to phone
• Local ads
• Detailed product informa.on when someone is
standing in front of the product
• Incen.ves for purchase, loyalty, interac.vity
• Provide addi.onal assistance
• Provide event, meet‐up and social opportuni.es
based on a physical loca.on
• Share loca.on with others in a social network

77. OPPORTUNITIES WITH LBS!
Claim your loca.on
“Mayorship Smayorship”
Short term specials
Monitor .ps
Promote your specials/benefits across other
social networking channels
Engage and build rela.onships with customers

78. GROUP COUPONING!

80. Integrated Marketing Summit, Workshop IV
December 3, 2010
Allie Herzog, President and Founder of integratePR

83. • Be consistent
• Find your niche
• Use images and mul.media
• Not too short, not too long
• Engage, ask ques.ons
• Reply to comments
• Reference and link to past ar.cles
• Search Engine Friendly posts

89. 43.7 percent of purchases are
affected by word of mouth

90. Make sure your key message is short,
to the point and easy to understand.

92. What will your audience rally behind
you on?
What do THEY really care about?

93. Let your brain take you wherever it
can.
“To raise new questions, new possibilities, to regard old
problems from a new angle requires a creative
imagination and marks the real advances in science.”
- Albert Einstein

96. Whatever that voice may be…

98. Listen
Find your Audience
Understand Audience Trends
Create Compelling Content
Monitor Conversa.ons
Manage Mul.ple Accounts
Track traffic/Measure Results

99. LISTENING PLATORMS

100. FIND YOUR AUDIENCE

101. GET TO KNOW YOUR AUDIENCE

102. CREATE COMPELLING CONTENT

103. MONITOR CONVERSATIONS

104. MANAGE MULTIPLE ACCOUNTS

105. TRACK TRAFFIC

106. CAN’T GO WITHOUT MENTIONING..

107. CONTENT OPTIMIZATION

109. • Have you secured your brand name across the
board?
• Relevant informa.on
• Keywords
• How does your X benefit your target audience
• Logo vs. Photo
• Custom landing pages
• Strategic number of followers/following

110. • Consistency of message and design across all
plaeorms
• Integrate messages/profiles
• Social media integra.on on blog and website

111. • Guest blog
• Physical promo.on of website
• Cross promo.on
• Twiieraw talking about you/your brand

112. • Do you share updates relevant to followers?
• Do your updates solicit conversa.ons?
• Too omen?
• Too salesy?
• Do you bait? (graphics, eBooks, whitepapers,
scripts, website themes, coupon codes, etc.)
• Ask for feedback offline.

115. • What are the goals of your social media?
• Decide right metrics to measure
• Understand the tools

116. • Create report of all benchmarks for each social
media tool
• Use a baseline as reference
• Add to this as you become more comfortable
and engaaged

117. Understand the
Metrics First!
What helped spike web traffic
What type of content drives
What Twitter content drove the surge in click
from Twitter?
the most mentions?
throughs?

118. GOOGLE ANALYTICS!
• Visits & Visitors
• Time on Page & Page on Site
• Bounce Rate
• Exit Rate
• Conversion Rate
• Engagement

123. BIT.LY!

124. TRACK BLOG EFFORTS!
• New visitors & .me on site
• RSS audience growth
• Audience engagement
• Inbound links

125. RICH MEDIA METRICS!

126. TWITTER METRICS!
The number of followers a user has
The number of unique references and cita/ons of the user in
Twiier
The frequency at which the user is uniquely retweeted
The frequency at which the user is uniquely retwee/ng other
people
The rela.ve frequency at which the user posts updates

127. SOCIAL MEDIA TRACKING!
• Friend/Fan Growth
• Fan Page Interac.on & Ac.vity
• Conversa.on & Engagement
• Traffic Driven to Site
• User Behavior on Site
• LinkedIn Specific Measurement

129. Take your Business Baseline…

130. Create an Ac/vity Timeline

131. Measure Social Media Ac/vity

132. Overlay All Timelines
activities
social data
web data
transactions
loyalty metrics
etc.

133. Look for Paaerns &
Prove the Rela/onship
How was this group
touched by SM?

134. CALCULATE THE VALUE OF A FAN!
Number of Fans x Posts/Day x 30 days = Impressions
Impressions / 1000 x $5 CPM = Monthly Earned
Media
MEM x 12 months = Annual Earned Media
AEM / Number of Fans = VALUE OF YOUR FAN!

135. CALCULATE THE VALUE OF A FAN!
12,014 Fans x 2.5 Posts/Day x 30 days = 901,050
901,050 / 1000 x $5 CPM = $4,505.25
$4,505.25 x 12 months = $54,063
$54,063 / 12,014 Fans =
Each fan is worth $4.50

138. 1. If you’re just gewng started, go slowly
2. Find monitoring tools that work for you and s.ck to them
3. Templates are some.mes ok
4. Your plans will keep you focused
5. Be realis.c in expecta.ons
6. Write in advance and file away
7. Don’t feel bad unsubscribing from feeds
8. Search constantly in twiier
9. Set a reminder for yourself to check in
10. Let others create the content for you
11. Communicate expecta.ons, people will understand
12. Pa.ence
13. Don’t go to sleep with emails in your inbox
14. Ask for outside help when it is needed
15. Unplug, otherwise you will get burnt out. I promise.

139. If you aren’t being
authentic, it’s a waste of
everyone’s time.

144. Map Your a Plan

145. Be Realistic

147. Unsubscribe

150. OPT

153. Empty Inbox

154. Let People Help

155. Unplug

157. Let’s Connect!