Every PR student needs to learn and master social media skills. Companies are looking for employees with these skills.

1. The Future of PRThe Future of PR
Why every PR graduate
needs to learn social media

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

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

4. State ofState of
Social MediaSocial Media
MarketingMarketing

5. 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?

6. 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?

7. PR TrendsPR Trends
Social Media is here to stay -it has to be
included in your media plan for any PR
campaign
One in thirteen of all people on the planet
are now online (Universal McCann)
83% are active in some form of social
media (Forrester Research)
Companies are hiring people with social
media skills

8. What You Need to KnowWhat You Need to Know
Understand search optimization for content like
press releases, video, articles
How to do a social media press release
Content syndication online
How to find and work with bloggers
Basic HTML code so that you can add help
bloggers and reporters take your content easily
Online video production, editing, uploading and
sharing
Social Networking
Social News
Analytics

9. Best PracticesBest Practices
Read Social Media Case Studies
Proactive Report
Social Media Today
Social Media Examiner
Econsultancy.com
Emarketer

10. How Do I Get Started?How Do I Get Started?
You need a social
media strategy that
aligns with your
communications
and business goals

11. Social Media StrategySocial Media Strategy
Listen and learn
Measure 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

12. 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

13. Establish Share of VoiceEstablish Share of Voice
How often is your
brand mentioned
in a particular
conversation?
How do you rate
against your
competitors

14. Share of Voice
0
20
40
60
80
100
Apr
May
May
Jun
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 (72
total)
Long Tail (440 total)
#ofInfluencers
Lancôme Clinique
3. Share Of Conversation
Topic is Anti-aging
Share of Aging
(# of conversations)
3326
119
114
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

15. Content AnalysisContent Analysis
What are they saying
Positive /Negative/Neutral mention
Where are they saying it
Needs and wants
Interests
Need for information on a certain subject
Trends in the conversation

16. Set Goals, Baselines andSet Goals, Baselines and
BenchmarksBenchmarks

17. Find Communities & BloggersFind Communities & Bloggers

18. Identify the InfluencersIdentify the Influencers

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

20. Develop Your Content StrategyDevelop Your Content Strategy
THINK LIKE A PUBLISHER –
YOU ARE THE MEDIA
Content Analysis – key messages
Audience Analysis – social technographics
Trends in Social Media
Content Audit – what do you have
What expertise do you have
Resources
Create an Editorial Calendar

21. Social TechnographicsSocial Technographics

22. Growing by Leaps and BoundsGrowing by Leaps and Bounds

23. Analyze Your CustomersAnalyze Your Customers

24. 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

25. Pick the Right Tools/PlatformsPick the Right Tools/Platforms
Who is your
audience?
Where are they
having
conversations?
Trends – Video,
Facebook, Twitter

26. Syndicate the ContentSyndicate the Content
Add RSS Feeds

27. Socialize the ContentSocialize the Content

28. Content Sparks ConversationsContent Sparks Conversations
Focused on what
you have heard
Based on audience
needs, interests
Placed in the right
channel
Monitored for
responses

29. 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

30. 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

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

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

33. Inc 500Inc 500
25 percent are active on Twitter
46 percent are on LinkedIn
31 percent have a Facebook Page
19% are engaging with customers

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

35. 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.

36. Key MeasurementKey Measurement
The move to quantify “customer affinity”
and increase “customer advocacy” has
become a new measure of effectiveness
CMO Council

37. 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 through
better customer engagement and analytics
CMO Council

38. 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

39. 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

40. 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

44. Skin MD Natural Case StudySkin MD Natural Case Study

45. SituationSituation
Launching a new
kind of lotion
New category
No awareness at
all

46. 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

47. Customer EducationCustomer Education

57. You Tube VideosYou Tube Videos

60. PayoffPayoff
Over 400 bloggers talking about their
products
Conversations in targeted forums and
blogs
Increased traffic to the website
Product in over 5000 pharmacies across
the US
Partners in many other countries

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

62. http://www.infocomgroup.net/prhttp://www.infocomgroup.net/pr
trendstrends

63. ResourcesResources
Expansionplus.com
Press-feed.com
Proactivereport.com
sallyf@expansionplus.com