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A glimpse at Communications Strategy Group (CSG)'s approach to Online PR, Social Media and Online Influencer Relations. Visit www.csg-pr.com to learn more.
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Social Media Summit
Erik KeithDirector, Online Strategywww.linkedin.com/in/erikkeith
A history of ingenuity, guidance and heart
• PR Redefined– Influencer Relations
• Content Curation• Six Practices
– Education– Financial & Professional Services– Consumer– Health & Wellness– Corporate Training & Talent Management– Tourism & Hospitality
• Metrics Driven• 25 Passionate, Hard Working Team Members
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Representative Clients
What we doPR/Media
Relations/Influencer Relations
Online PR & Social Media
Content Development
Competencies
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Strategy Influencer Relations
Content Curation Social Media & Digital PR
• Branding DNA• Communications
Planning• Competitive
Analysis• Crisis Prevention
and Management• Internal
Communications• Marketing Plan
Development• Message
Development• Media Training• Sponsorship and
Philanthropic Strategy
• Analyst Tours• Article Placement• Collateral Writing,
Design and Production
• Event Management
• Media Audit and Analysis
• Media Relations• Media Tours• Press Release
Writing and Distribution
• Research and Polling Services
• Speakers Bureau
• Articles• Blog Posts• Case Studies• eNewsletters• Infographics• Op-eds• Petitions• Podcasts• Photography• Presentations• Press Releases• SEO-Geared
Content Generation
• Surveys• Video• Webinars• White Papers
• Blogger Relations• Blogging/Guest
Blogging• Article Distribution• Event Promotion• Multimedia
Promotion• Online Conversation• Petitions• Press Release
Distribution• Reputation
Management• Social Bookmarking• Social Media Profile
Development & Management
• Webinar Promotion• Website Promotion• White Paper
Promotion
Benefits of engaging online
•Align with Specific Goals•Brand Awareness•Brand Loyalty•Cost Effective•Customer Relations•Engage at “Point of Need”•Increased Sales•Increased Website Authority (SEO)
•Increased Website Traffic
•Longevity of Online Content•Maintain/Grow Market Share•Measurable•Online Reputation Management•Proprietary Social Networks•Target Audience Insight•Targeted Reach•Thought Leadership•Viral Nature
Online PR
Online PR Overview
• Identify goal(s)• Identify target audience• Search engine
optimization (SEO)• Research online
behavior• Content & conversation
– Discussion forums– Hyperlocal social networks– Online Groups– Niche social networks– Social bookmarking
communities– Content focused
communities– Blogger relations
• Online Reputation Management
• Review sites• Wiki’s• Guest blogging• Measure, analyze &
adapt
Search Engine Optimization What is it?
• Search Engine Optimization (SEO) is the process of improving the visibility of a website or online content for search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. SEO optimization starts with keyword research and understanding online search trends within your target market.
• Why This Matters:– 80% of American adults use the internet; 91% of
those are using search engines– 90% of web viewers do NOT look past first page of
search results.– Make your site/resources searchable garnering
more qualified traffic and leads.
• Social Media & SEO• What is Search Engine Optimization
Inographic
Content curation
Article
Press Release
Infographics
Pitch
Byline
White Paper
Video/Audio
Package Package ContentContent
Distribute ContentDistribute Content
Media E-Newsletters/
Magazine
Website/Blog
Associations/Organizations
Online PR
Guest Blogging
Extract/Extract/Create ContentCreate Content
Co. NewsResearch
Trends Timely TopicsCase Studies
Best Practices
Social Media
Events: Online & Live
Case StudiesSpeaking Circuit
Social Media
Social MediaWhere Should You Be?
State of Social Media
04/08/23<<insert title>> For Internal Use Only
04/08/23<<insert title>> For Internal Use Only
04/08/23<<insert title>> For Internal Use Only
04/08/23<<insert title>> For Internal Use Only
Navigating Social MediaResearch
Looking at the conversation volume by day, we see an average of 600 conversations, mostly positive. This shows the public is very interested in the topic and extremely passionate as well.
Media Spread
Themes Cloud
Looking only at industry conversations, competitors are mentioned frequently, however there are no conversations about your organization. Brands and products are mentioned so this presents a large opportunity for your organization to be inserted into these conversations and take up “space”.
Best Practices
• Integrate web design into social media profiles to ensure brand consistency
• Develop a traffic referral strategy• Integrate social media into marketing,
advertising & communications strategies • Calendarize posts and themes• Contribute, participate and interact• Respect your audience• Be factually correct• Cite sources• Add value• Be aware of laws & protect privacy
Calendarize posts & Themes
• Editorial Calendar– Organization announcements– Awards– Milestones– Important school themes/dates– Trends & research– Resources– Events– Days of observance
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Social Media design
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The GLOBE Program Website
Referral Funnel
Facebook Design
Facebook Custom Tabs
Status updates - Facebook
• Schedule posts• Ideal post days/times*• How frequently?
– Facebook EdgeRank– Space out posts– Pay attention to feeds• Ask for likes and
shares!• Share influencers’
updates
• Update Ideas:– Interesting and applicable
news– Inspirational quotes– Personal team
photos/videos– Fill in the blank– “Like” if you…– Question of the week– Fact of the day– Photography/Videos– Testimonials– Events
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Network & Share - Facebook• Network with influential pages
– Liking influential pages– Feature Liked pages– Tagging pages in posts– Sharing posts from influential pages
• Liking/responding to fan responses/posts/messages
• Direct messages
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Facebook Advertising
• Inexpensive• Targeted• Quick turnaround• Increase Engagement• Increase Fan Base
Why linkedin?
• Worlds largest professional network• Over 175 million members • Helps identify early investment
opportunities– Advanced personal search– Company search
• Establish thought leadership• Active, niche groups
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LinkedIn Design
LinkedIn Best Practices• Personal Profiles
– Good for professional networking, thought leadership building, finding a job.
• Optimized profile• Engaging in groups• Answering questions
• Organization Profile– Complete info/images/videos– Update with important organization announcements,
resources, events– Build out products/services tab– Ensure employees have optimized profiles– Promote open positions
LinkedIn groups
• Proprietary– Center around topic, not company
• Promote via inside out strategy– If topic already has group, consider joining &
participating
• Public– Identify “very active” groups relevant to your
target market– Join and begin to participate
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LinkedIn for ResearchPeople Search
• Keywords• Title• Name• Company• Company size• Fortune level• Location• School• Industry
• Groups• Relationship• Seniority level• Years of experience• Function• Language• Interests• Recently joined
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• Location• Are they hiring on LinkedIn• Industry• Narrow by relation w/ company• Company Size• # of LinkedIn followers• Fortune
LinkedIn for ResearchCompany Search
Twitter Design
Status updates - Twitter
• Schedule posts w/ Tweetdeck
• Tweriod• How frequently?
– Space out posts– Post often• Ask for retweets!• Use Hashtags• Search• Hashtag Dictionary• Trending
• Update Ideas:– Interesting and applicable
news– Inspirational quotes– Personal team
photos/videos– Fill in the blank– “Like” if you…– Question of the week– Fact of the day– Photography/Videos– Testimonials– “Follow Friday”– Thanks for the retweet– Multimedia
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Network & Share - Twitter
• Follow influential Twitter users• Known influencers• Browse categories• As you connect/identify influencers – search and connect
viaTwitter
• Monitor relevant tweets• Tweetdeck• #Hashtags• Search
• Retweet relevant tweets from influential users• RT@(Twitter Handle) – Tweet
• Twitter lists
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YouTube Design
YouTube Best Practices
• Optimizing a video– Keyword research
• YouTube• Google
• Optimized playlists• Partner channel
interaction– Subscribe– Feature– Like Videos– Comment on videos– Video response
• Video promotion– Inside out strategy– Video distribution– Citizen journalism article– Press release– Online conversation– Social bookmarking
• Networking– Subscriptions– Comments– Video responses
• Analytics
“Inside Out Strategy”
Tracking & Metrics
Analytics - Facebook
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Connect with CSG to learn more about Online strategic communications
• www.csg-pr.com• www.fb.com/CommunicationsStrategyGroup• @CSG_PR• www.linkedin.com/company/communications-strategy-group• www.slideshare.net/CSGPR