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Mastering Social Media One of the top three concerns for PR practitioners in 2010

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Sally Falkow APR <ul><li>PR Trainer of the Year </li></ul><ul><li>Snr. Fellow: The Society for New Communication Research </li></ul><ul><li>AdAge 150 blog - Top 10 PR blog </li></ul><ul><li>www.PRoactivereport.com </li></ul><ul><li>www.Twitter.com/sallyfalkow </li></ul>

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PRSA Counselors Academy <ul><li>The top three issues for PR professionals in 2010: </li></ul><ul><li>1. Providing authentic strategic counseling to management/clients </li></ul><ul><li>2. Mastering social media skills </li></ul><ul><li>3. Demonstrating return on investment </li></ul>

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State of Social Media Marketing

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Top Ten Questions <ul><li>1. How do I measure social media return on investment? </li></ul><ul><li>2. What are the social media marketing best practices? </li></ul><ul><li>3. How do I best manage my time with social media? </li></ul><ul><li>4. How do I reach my target markets with social media? </li></ul><ul><li>5. How do I generate traffic and leads using social media? </li></ul><ul><li>6. How do I implement social media tactics? </li></ul><ul><li>7. What are the latest social media trends? </li></ul><ul><li>8. How do I get started? </li></ul><ul><li>9. How do I integrate my social media activities? </li></ul><ul><li>10. How do I evaluate the advantages and disadvantages of each platform? </li></ul>

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A More Strategic Sequence <ul><li>What are the latest social media trends? </li></ul><ul><li>What are the social media marketing best practices? </li></ul><ul><li>How do I get started? </li></ul><ul><li>How do I integrate my social media activities? </li></ul><ul><li>How do I reach my target markets with social media? </li></ul><ul><li>How do I evaluate the advantages and disadvantages of each platform? </li></ul><ul><li>How do I best manage my time with social media? </li></ul><ul><li>How do I implement social media tactics? </li></ul><ul><li>How do I generate traffic and leads using social media? </li></ul><ul><li>How do I measure social media return on investment? </li></ul>

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Latest Social Media Trends <ul><li>Find a reliable source of information </li></ul><ul><li>25 Women Who Rock Social Media </li></ul><ul><li>5 Guys </li></ul><ul><li>Chris Brogan </li></ul><ul><li>Lee Odden </li></ul><ul><li>Brian Solis </li></ul><ul><li>Paul Gillin </li></ul><ul><li>Guy Kawasaki </li></ul>

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Best Practices <ul><li>Read Social Media Case Studies </li></ul><ul><li>Proactive Report </li></ul><ul><li>Social Media Today </li></ul><ul><li>Social Media Examiner </li></ul><ul><li>Econsultancy.com </li></ul><ul><li>Emarketer </li></ul>

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How Do I Get Started? <ul><li>You need a social media strategy that aligns with your communications and business goals </li></ul>

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Social Media Audit <ul><li>Blog Posting </li></ul><ul><li>Blog Traffic </li></ul><ul><li>Comments </li></ul><ul><li>Replying </li></ul><ul><li>Quoted </li></ul><ul><li>Republished </li></ul><ul><li>Tweets </li></ul><ul><li>Re-Tweets </li></ul><ul><li>Reach </li></ul><ul><li>Influence </li></ul><ul><li>Links </li></ul><ul><li>Engagement </li></ul>

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Social Media Strategy <ul><li>Listen and learn </li></ul><ul><li>Measure your share of voice in the conversation </li></ul><ul><li>Set goals and benchmarks </li></ul><ul><li>Find relevant bloggers and communities </li></ul><ul><li>Identify Influencers </li></ul><ul><li>Develop Content Strategy </li></ul><ul><li>Evaluate platforms and pick the right tools </li></ul><ul><li>Create and deliver content </li></ul><ul><li>Engage. Participate in and facilitate conversations </li></ul><ul><li>Measure results </li></ul>

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Start by Listening <ul><li>“ If we trust our customers, we can actively listen to what they’re saying. </li></ul><ul><li>We can build the right product for our customers, instead of finding the right customers for our products.” </li></ul><ul><li>Steven Covey </li></ul>

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Establish Share of Voice <ul><li>How often is your brand mentioned in a particular conversation? </li></ul><ul><li>How do you rate against your competitors </li></ul>

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1. Share Of Voice + 2. Share Of Mind 3. Share Of Conversation Topic is Anti-aging

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Content Analysis <ul><li>What are they saying </li></ul><ul><li>Positive /Negative/Neutral mention </li></ul><ul><li>Where are they saying it </li></ul><ul><li>Needs and wants </li></ul><ul><li>Interests </li></ul><ul><li>Need for information on a certain subject </li></ul><ul><li>Trends in the conversation </li></ul>

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Set Goals, Baselines and Benchmarks

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Find Communities & Bloggers

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Identify the Influencers

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Find Communities and Identify Influencers 600 Beauty Bloggers (US only) 26 in Head 106 in Magic Middle 460 in Long Tail Top 60 Map

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Develop Your Content Strategy <ul><li>THINK LIKE A PUBLISHER – </li></ul><ul><li>YOU ARE THE MEDIA </li></ul><ul><li>Content Analysis – key messages </li></ul><ul><li>Audience Analysis – social technographics </li></ul><ul><li>Trends in Social Media </li></ul><ul><li>Content Audit – what do you have </li></ul><ul><li>What expertise do you have </li></ul><ul><li>Resources </li></ul><ul><li>Create an Editorial Calendar </li></ul>

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Social Technographics

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Growing by Leaps and Bounds

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Analyze Your Customers

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Pick the Right Channels <ul><li>Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off </li></ul><ul><li>True engagement means full engagement in the channels where you choose to invest </li></ul><ul><li>So make sure you pick correctly and wisely </li></ul>

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Pick the Right Tools/Platforms <ul><li>Who is your audience? </li></ul><ul><li>Where are they having conversations? </li></ul><ul><li>Trends – Video, Facebook, Twitter </li></ul>

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Syndicate the Content <ul><li>Add RSS Feeds </li></ul>

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Socialize the Content

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Content Sparks Conversations <ul><li>Focused on what you have heard </li></ul><ul><li>Based on audience needs, interests </li></ul><ul><li>Placed in the right channel </li></ul><ul><li>Monitored for responses </li></ul>

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Engaging People <ul><li>The key finding is that those with the highest engagement factor also had the best financial results over the last year </li></ul><ul><li>Engagmentdb Study WetPaint/Altimeter </li></ul><ul><li> </li></ul>

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What Is Engagement? <ul><li>We’re not talking about a presence in the online social sphere </li></ul><ul><li>It’s not using these channels to broadcast messages </li></ul><ul><li>Engagement is a deep and meaningful social interaction with your stakeholders </li></ul><ul><li>Engagementdb Study Altimeter Group </li></ul>

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What Shows Engagement? <ul><li>People talking about your brand/product/company </li></ul><ul><li>Saving and sharing content </li></ul><ul><li>Visit more frequently </li></ul><ul><li>Spend more time on blog or website </li></ul><ul><li>Subscribe </li></ul><ul><li>Have conversations with you </li></ul><ul><li>Make suggestions and give feedback </li></ul><ul><li>Post comments, opinions reviews </li></ul><ul><li>Recommending your company to their friends </li></ul><ul><li>Loyalty to your brand </li></ul>

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Entrepreneur Hot 100 <ul><li>26 percent of these companies are active on Twitter </li></ul><ul><li>37 percent are on LinkedIn </li></ul><ul><li>11 percent have a Facebook page </li></ul><ul><li>Just over a half have a newsroom on their website </li></ul><ul><li>Only 7percent optimize their news content for search </li></ul><ul><li>Just 16% are actively engaging their customers </li></ul>

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Inc 500 <ul><li>25 percent are active on Twitter </li></ul><ul><li>46 percent are on LinkedIn </li></ul><ul><li>31 percent have a Facebook Page </li></ul><ul><li>19% are engaging with customers </li></ul>

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Fortune 100 <ul><li>54 percent have a Twitter feed </li></ul><ul><li>94 percent use it for news and announcements </li></ul><ul><li>47 percent are on LinkedIn </li></ul><ul><li>32 percent have a blog </li></ul><ul><li>44 percent have a Facebook page </li></ul><ul><li>Only 17% use all three </li></ul><ul><li>22% are actively engaging customers </li></ul>

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CMO Engagement Gap <ul><li>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. </li></ul>

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Key Measurement <ul><li>The move to quantify “customer affinity” and increase “customer advocacy” has become a new measure of effectiveness </li></ul><ul><li>CMO Council </li></ul>

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Focus on the Bottom Line <ul><li>Most marketers and corporations are now looking to reduce costs in order to improve the bottom line </li></ul><ul><li>Current economic indicators point to a vital need for business revitalization through </li></ul><ul><li>better customer engagement and analytics </li></ul><ul><li>CMO Council </li></ul>

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New Measure of ROI: Engagement <ul><li>There are thousands of social media channels, each with a slightly different value proposition </li></ul><ul><li>It’s a daunting task to objectively evaluate various marketing efforts across all social mediums </li></ul><ul><li>Engagement is the best criterion </li></ul><ul><li>The Wetpaint/Altimeter Group ENGAGEMENTdb Report </li></ul>

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Engagement: The Lifebelt <ul><li>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 – </li></ul><ul><li>by a significant difference. </li></ul><ul><li>Wet Paint/Altimeter Group </li></ul>

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What is the Bottom Line? <ul><li> 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 </li></ul><ul><li>The same holds true for two other financial metrics, gross margin and net profit </li></ul><ul><li>WetPaint/Altimeter Group </li></ul>

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David’s New Rock and Sling How Service-now.com is beating Goliath <ul><li>Rhett Glauser – Service-now.com senior manager communications </li></ul>

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Service-now.com two years ago <ul><li>Great product, visible CEO, early customer wins </li></ul><ul><li>Limited: </li></ul><ul><ul><li>Collateral </li></ul></ul><ul><ul><li>tradeshow footprint </li></ul></ul><ul><ul><li>webinar activity </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><li>Lead generation limited to cold calling and four industry events </li></ul><ul><li>No social media </li></ul>

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Situation <ul><li>Competing against Goliaths </li></ul><ul><li>The Gmail of big business service desk software </li></ul><ul><li>Sling = disruptive technology </li></ul><ul><li>Stones = customer champions </li></ul><ul><li>Rapid growth </li></ul>

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Campaign Research <ul><li>Listening to prospective customers </li></ul><ul><li>Know the buyers </li></ul><ul><li>Know the competition </li></ul><ul><li>Finding the ‘slings’ to make headway in the market </li></ul><ul><li>Identified market champions to tell their story </li></ul>

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sources of exposure social media exec briefings website email whitepapers press analysts sales prospecting webinars community industry events regional events list imports wiki online demo topical / demo local user groups ITtoolbox

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FY 10 08 07 06 09 $1.8M $8.8M $13.9M $28M Current FY goal = $50M+ customers solid product entrance market market redefined ITSM provider leading standard ITSM ITSM orchestrate

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webinars industry events Q3 ’09 Q2 ’09 Q1 ’09 Q4 ’08 Q3 ’08 Q2 ’08 Q1 ’08 Q4 ’07 white papers web registration

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Skin MD Natural Case Study

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Situation <ul><li>Launching a new kind of lotion </li></ul><ul><li>New category </li></ul><ul><li>No awareness at all </li></ul>

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Objectives <ul><li>The campaign aimed to reach consumers online through high search rankings on specific keywords and phrases, articles, blogs, newsgroups and forums. </li></ul><ul><li>Create a new search term – shielding lotion </li></ul><ul><li>Create awareness of the brand Skin MD Natural with dermatologists and the public </li></ul>

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Customer Education

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You Tube Videos

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Payoff <ul><li>Over 400 bloggers talking about their products </li></ul><ul><li>Conversations in targeted forums and blogs </li></ul><ul><li>Increased traffic to the website </li></ul><ul><li>Product in over 5000 pharmacies across the US </li></ul><ul><li>Partners in many other countries </li></ul>

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@sallyfalkow www.twitter.com/sallyfalkow

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Whitepaper <ul><li>Social Media Strategy Whitepaper </li></ul><ul><li>http://expansionplus.com/impr/social-media.html </li></ul>

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Resources <ul><li>Expansionplus.com </li></ul><ul><li>Press-feed.com </li></ul><ul><li>Proactivereport.com </li></ul><ul><li>[email_address] </li></ul>