The Coffee Connections seminar was designed to give business owners and marketers the information they need to get noticed and stand out among their competitors. Second generation marketing executive, Roy DiMarco, moderated a panel of communications experts who discussed the progression of traditional PR to the new online PR -- Social Media -- and outlined specific tactics and techniques that will work for you and your company’s business goals.
Your LinkedIn Makeover: Sociocosmos Presence Package
How PR & Social Media Can Work For You
1.
2. Roy DiMarco
Today’s Moderator
HLD Communications President & CEO
Second-Generation Marketing Expert
Advertising Agency Council Past President
Serves on Island Harvest Board of Directors
LI Business News “50 Around 50” Award Recipient
@roydimarco
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3. The Evolution of PR
The Evolution of PR
Social Media Is Online PR
@roydimarco
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4. What does Social Media
mean to you?
@roydimarco
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5. The Power of Social Media
Be your own publisher
Control your own content
Distribute your content across multiple platforms
Engage with your audiences
Influence your audiences
Build relationships
Reach more people, more quickly, than ever before!
@roydimarco
#THEcoffeeconnection
6. Social Media’s Impact on Businesses
53% use social media
88% say exposure is the biggest benefit
72% find that social media has an impact on their
SEO results
Source: Media Bistro
@roydimarco
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7. Today’s Panel
Liz Burke
Public Relations Group Account Director
Amanda Cunningham
Public Relations Account Manager
Ana Maria Raynes
Social Media Director
Gina DiMarco
Social Media Account Manager
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8. Liz Burke
Group Account Director
Public Relations Professional
Content Marketer
Former Journalist
“Edward R. Murrow Award” Recipient
@LizBurke7
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9. Why Does a Company Need
Public Relations?
@LizBurke7
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10. The Same Applies to Social Media
Elevates brand awareness
Increases engagement
Reaches target audiences
Promotes capabilities
Reinforces messaging
Debunks myths
@LizBurke7
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11. PR & Social Media Go Hand in Hand
Leverage Content to Increase Brand Exposure
- Press Releases
- LinkedIn
- Twitter
- Blogs
PR
@LizBurke7
SOCIAL
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12. You’re in the Driver’s Seat!
Be the author of your own story
Share ideas from your perspective
Don’t fear negative feedback
@LizBurke7
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14. Amanda Cunningham
Account Manager
Public Relations Professional
Content & Social Media Marketer
@amandaxrose89
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15. Connect the Dots
Extend the reach
In Social Media, your target audience can engage
with news
Take your efforts a step further
@amandaxrose89
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17. Think in Real Time
iPhone 5, 4S and 4 are the three most used
cameras for sharing images on social media
Share instantaneously
Engage your audience & increase event traffic
Provide your audience with incentives
@amandaxrose89
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20. New Opportunities
Connect with:
Target Audience
Existing Customers
Potential Customers
Reporters
most have a Twitter account
pitch story angles
@amandaxrose89
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21. Ana Maria Raynes
Social Media Director
Online Strategist
Featured in Glamour Magazine “Women on the
Rise”
Appeared on FOX Strategy Room
Founder of “Smart Is Cool” alongside the nonprofit
Girls Take Charge
@StylinAna
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22. A closer look at
Social Media
@StylinAna
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27. Impact of Social Media
Fastest growing demographic on Twitter is the 55-64
year age bracket (has grown 79% since 2012)
70% of brands have a presence on Google+
More than 2 billion connections on Facebook
between local businesses and people
More than 2.6 million companies have company
LinkedIn pages
Source: eMarketing Association
@StylinAna
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28. Gina DiMarco
Social Media Account Manager
Third-Generation DiMarco in Marketing
Marketing Expert
@GinaDiMarco
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30. Tip #1 – Always Use an Image
Image gets cut off
on the Smartphone
More noticeable
in newsfeeds
Size matters!
800 x 800 pixels
Smartphone-friendly
@GinaDiMarco
#THEcoffeeconnection
31. Tip #2 – Keep Posts Short
Keep your posts short
41 characters
Avoid “See More”
Posts between 100 and 150
characters see 60% more likes,
comments and shares than
longer posts
(source: ShortStack)
@GinaDiMarco
#THEcoffeeconnection
32. Tip #3 – Engage With Your Audience
Respond to ALL comments
Only around 30% of brands
respond to fan comments
(source: Socialbakers.com)
Receive a comment
Click “LIKE”
Receive a question
Answer it
@GinaDiMarco
#THEcoffeeconnection
34. Tip #1 – Understand the Hashtag
Use before a relevant keyword or
phrase to categorize Tweets and help
them show more easily in Twitter
Search
Helps you get in the conversation
Limit 2 per Tweet
Tweets with hashtags receive more
engagement than those without
@GinaDiMarco
#THEcoffeeconnection
35. Tip #2 – Use the @ and # symbol appropriately
Use before the Twitter
handle and hashtag
NO spaces
@GinaDiMarco
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36. Tip #3 – Tweet as if you have 120 characters, not 140
Why keep it to 120?
- It allows others to ReTweet (RT) your Tweet
- When you ReTweet, you lose characters and your
original tweet is altered
Remember, a “space” is considered a character!
@GinaDiMarco
#THEcoffeeconnection
38. Tip #1 – Use It!
Helps with SEO (search engine optimization)
Google loves Google: G+ is owned by Google
Increases visibility for nonbranded keywords
G+ posts are visible in Google search almost
immediately
Allows for more direct and personal relationships
Contains quality content that is professional and
informational
@GinaDiMarco
#THEcoffeeconnection
39. Tip #2 – Post In Communities
What is a Google+ Community?
Similar to a LinkedIn Group
@GinaDiMarco
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40. 5,238 members
Reach larger audience
Allows you to engage
with people who have
the same interests
Increases engagement
by 100%
@GinaDiMarco
#THEcoffeeconnection
41. Tip #3 – Don’t Post and Run
Commentary
Don’t “link litter”
Add your commentary to your
post; let people know why you’re
sharing the post provide value
Link to your blog
Participants engage and interact
more on G+ than on any other
social media platform
@GinaDiMarco
#THEcoffeeconnection
43. Tip #1 – Use a Professional Profile Photo
Do’s
Current
Headshot
Professionally dressed
Smile
Good lighting
@GinaDiMarco
Don’ts
No picture
Blurry photos
“Selfie”
Crop others out
Multiperson shot
(yes, this includes your kids and pets!)
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44. Tip #2 – Participate in Groups
438,432 group members
Join and participate in groups that are relevant to your business
By participating, you will help establish credibility and authority in your industry
Increases your reach – more exposure to a larger network within your industry
@GinaDiMarco
#THEcoffeeconnection
45. Tip #3 – Create a Company Page
76% of people go on LinkedIn to
research people and companies
(source: forbes.com)
Blog post
Improves your SEO
- a LinkedIn business page is
well- indexed on search engines
Establish credibility
- Promote your services, products, news,
blog posts and events
Attract new talent…for FREE!
@GinaDiMarco
#THEcoffeeconnection
46. Social Media Boot Camp
First Social Media Boot Camp
- Facebook on February 25th or 27th
Take today’s tips to the next level
Learn strategy
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Public Relations: (JOHN DECKER IMAGE)Roy’s talking points……used to live in a silo…has evolved through the years …now reaches new platforms…Social Media is online PR
Don’tUse blurry photos, a photo of you with other people (this in