The document discusses social media strategies and personal branding. It recommends complementing traditional PR with social media to elevate communications and get measurable results. Key aspects include studying competitors, becoming an internal expert, educating others, and tying social media efforts to business goals. Personal branding is also discussed, noting that anyone online has a personal brand and should determine what they want to communicate and ensure their profiles are up to date.

1. Social Media Strategies
IABC / San Antonio / February 24, 2009

2. About
• PR guy for 25 years
• Social Media for the last 4 years
• Blogger with.... 4 blogs
• Journalist.... columnist “Express-News”
• Content producer

3. I eat my own dog food
• working directly clients
• working with Agencies
• I am my own client
• I’m on Twitter, FaceBook, LinkedIn, etc.

4. social
media
social
networking
Is this really “Social Media?”
social
computing

5. for the purpose of this presentation,
let’s go with....

6. The Social Web

7. what do you do?
Who’s in
the room?
are you personally online?
does your company have
social web policies in place?
are you involved in the Social Web at work?

8. Two Parts to Discussion
• Social Web strategies from the mind’s
eye of a PR / blogger and content
producer
• Personal branding in your company and
in your career

9. Two Core Principles
• #1. Does not substitute traditional PR;
complements and becomes part of your
overall communications strategy
• #2. Must tie to messaging, strategy,
metrics, business goals, etc
• end result is that you should combine PR /
Social Web to elevate communications
strategies and get measurable results

10. The Social Web:
• how do your customers / partners /
stakeholders / media, etc “socialize” in
relation to your company on the Internet

11. The Social Web
• You no longer control the message
• You can participate, contribute and
advance the conversation
• Engage with stakeholders

12. But we have a web site...
• static content does not lend itself to the
social web
• your “publics” are going to the social
web with or without you

13. Temporarily...
• Forget the social web and ask...
• what are we trying to achieve?
• how are our stakeholders changing the
way they communicate and interface
with our company?
• how can the social web potentially
grow or obliterate our company?

14. This has to start upstairs
• Senior Management must buy in
• Baby steps and trials generally work best
• The good news is that you can offer
metrics to prove your case

15. Where to start?
• Study your competition
• Monitor related industries
• Become your company’s internal expert
source
• Educate with baby steps
• Use analytics and measurability

16. static active
VS.
Web Site
Brochures
Press Releases
Trade Show Booth

17. How I’ve used the power of social web to get
media coverage, gain credibility and
demonstrate thought leadership as a pro-
active consumer of AT&T’s three screen
service offering

19. trade business/financial broadcast radio

21. Traditional PR
• Messaging
• Press Releases
• Outreach
• Pitches / Causes
photo of telephone by Alan Weinkrantz - shot @ SpaceCity near Moscow (c) 2008

22. Traditional Distribution

23. Going to the Social Web
• Complements PR efforts
• Gives your company or management a
human voice
• Impacts search results
• Lets you be “found”

24. YouTube -great way to pitch the media

25. Re-purposing content...
Industry leaders
demonstrate
N-trig technology

26. Industry leaders demonstrate
N-trig applications & product
differentiation

27. How To: How I watch Internet TV - U-verse and Internet TV

28. Building an Eco-System Through
Member Participation

29. Conversational tone simplifies messaging

30. Thought leadership in VoIP Security

32. The social web is a new way to
think about listening,
participating and building
community for your company
and its stakeholders

33. Part II
• Personal branding.... you are a brand

34. A personal brand?
•If you are online in
any way, you are
building your own
personal brand

35. But I’m not a soft drink
• Yes, you are like....
• Coke
• Apple
• Starbucks
• Ralph Lauren
• Nike

36. But I’m human
• So is....
• Michael Jordan
• Paris Hilton
• Tiger Woods
• Elvis Presley
• Mick Jagger

37. How I am branding Alan
• Social Networks
I’m a mini
• Blogging
broadcasting
• Journalism
network
• Self PR
• Photography
• Videos

38. My brand qualities
• Expert in PR / Social Media
• Focus on technology
• Connected in Israel
• Track record
• Having fun
• Human / Real

39. I “tweet,” engage in conversation,
give away information

40. My business blog demonstrates
expertise and helps clients and projects
I am involved in “be found”

41. Consumer facing blog covering AT&T positions
me as an authority in triple play services in
telecom

42. Branding You!
• Join a few networks
• Determine what you want to
communicate about yourself
• Make sure you have an up to date photo
• If you are on social networks, make sure
you have an up to date profile

43. Branding You
• Is there a company policy regarding
personal branding?
• Could you become or create a new
position for yourself as a company
evangelist?

44. Facebook connects me to
friends & business associates in
the U.S. and Israel

45. LinkedIn - business focused social
networking in the U.S. and Israel

46. Flickr photos....I always carry my
camera when I travel for fun or business

47. Monthly columnist for San Antonio
“Express-News” covering AT&T
and Social Media

48. I do interviews / reviews over at
Redbone Guitar Boutique

49. B.B. King, Tom Petty, The Who
in Concert

50. My “Conversations Series”
with San Antonio’s Social Media Superstars

51. Contact
• Alan Weinkrantz
• 210-820-3070
• alan@weinkrantz.com
• @alanweinkrantz - Twitter
• FaceBook, LinkedIn too!

52. Copy of presentation
• online today:
alanweinkrantz.typepad.com
• copy and share with others
• this is just what I believe and seems to
work
• your mileage may vary

53. Thank You
© 2009