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SOCIAL MEDIA: HOW TO BUILD BRANDS, FIND FOLLOWERS AND ATTRACT FANS
PR NEWS’ ONE-DAY BOOT CAMP FOR EMERGING PR STARS MARCH 18, 2013 CHRISTINE DE LA HUERTA VICE PRESIDENT, RBB PUBLIC RELATIONS @CMHUERTA @RBBPR #PRBOOTCAMP
#prbootcamp
INTRO
• We need to change the way we think about PR
• ALL PR elements can have an online component/counterpart
• Social is way of thinking, not a trick.
#prbootcamp
INTRO
Holistic Approach to Communications
Paid Media
Owned Media
(Includes Social)
Earned Media
Converged Media
#prbootcamp
INTRO - CONTENT
Content strategy first Content is King
• Tell a story • Visuals are more important than ever
#prbootcamp
PR & ONLINE TOOLS
TRADITIONAL
• Personnel announcement
• Op Ed
• Byline
• Photo and caption
• Media advisory
• Press release
ONLINE
• SEO article
• Twitter post
• Twitpic
• YouTube
• Flickr, Pins
• Blog post
• Contributions/ comments
• Forums
#prbootcamp
PR THEN & NOW
#prbootcamp
STORYTELLING
Create a story for memorable content • Creates loyalty • Extends lifetime value of customer
Proof: Facebook recently acquired Storylane
#prbootcamp
EVOLVING CONTENT STRATEGY • Fans/consumers want to be entertained:
• said they were
likely to engage with video posts
• highlighted posts with jokes, cartoons or memes
• Short and simple posts
• Advice, tips and practical information
37%
36%
#prbootcamp
EVOLVING CONTENT STRATEGY • Visuals are crucial to the social media experience
Friends on social media primarily enjoy looking at photo content
44% of fans are more likely to engage with photo posts from brands
#prbootcamp
HOW TO ENGAGE
Listen.
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Choose.
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Dive in.
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Obey. Do
• Be interesting • Share things that
excite you • Ask advice • Join the
conversation
Don’t • Talk about boring
stuff • Scream about
your product • Be a narcissist • Lie
#prbootcamp
Measure.
#prbootcamp
SOCIAL MEDIA APPROACH
• Listening • Monitoring • Auditing
• Roadmap • Planning • Resources • Policies • Processes
• Community Management • Content Marketing • Outreach & Engagement • PR Support • Media Buys
• Metrics • Analysis • Optimization
Objectives
Research
Strategy
Implementation
Measurement
#prbootcamp
PLATFORMS
Chris Chris Christine
Chris Christine Christine
#prbootcamp
#prbootcamp
Most powerful social site for B2B • A quarter of Fortune 500 CEOs are on LinkedIn, and less than 8% are on Facebook
LinkedIn profiles and company pages rank high on search engines
#prbootcamp
IN A NUTSHELL
Company profile Status updates Recommendations Introductions Answers Events Groups Recruitment Follow companies
#prbootcamp
LINKEDIN IS NOT
is NOT a glorified online resume
#prbootcamp
ANATOMY OF A PERSONAL PROFILE
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ANATOMY OF A COMPANY PAGE
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GROUP FEATURES
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PROVING ROI – GROUP STATISTICS TAB
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GO TO WWW.MARKETING.LINKEDIN.COM
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SEARCHING FOR GROUPS
• After you log in, hover your mouse over Groups in the navigation bar and click Groups Directory.
• From here, you can search for groups by keywords, categories and language.
#prbootcamp
SEARCHING FOR GROUPS
• Click on a Group to begin monitoring conversations. You can also join the group to contribute discussions.
• Some groups are private, and you will not be able to monitor their discussions unless you are approved to join.
#prbootcamp
MONITORING DISCUSSIONS
• Once in a Group, you can view the 20 latest discussions. • You can Like,
Comment and Flag posts as well.
• Each group also compiles the discussions with the most activity.
#prbootcamp
SHARING LINKS
• You can share links and begin discussions by filling out the form at the top of the Group next to your profile picture. • To share a link, click
Attach a link
• Click on your profile picture to follow up on discussions you’ve started, joined or are following.
#prbootcamp
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• #3 social network behind Facebook and Twitter
• 1 in 5 women in the U.S. use Pinterest
• Shoppers referred to a site from Pinterest are 10% more likely to buy
#prbootcamp
SOCIAL INFLUENCE ON PURCHASE
36%
19%
27%
18%
Source: Repinly.com
#prbootcamp
Food & DrinkOtherDIY & CraftsHome DécorWomen's FashionHair & BeautyWeddingsKidsMy LifeHumorTravelHolidays & Events
#prbootcamp
#prbootcamp
WHY PLAY?
The Stats The top 50 U.S. Sites are on Pinterest Growing faster than Twitter
• 11 million unique monthly visitors • Average user spends 98 minutes per month on the site
Produces more referral traffic than YouTube, reddit, LinkedIn and Google+ combined
• Cooking Light and Real Simple magazines report it as their #1 referral source for the magazines
Second to Facebook re: engagement and time spent on platform 80% of the pins are re-pins (viral quality) More women made a purchase based on a Pinterest recommendations than any other site; trust is higher than with any other social media platform (source: Blogher)
#prbootcamp
WHY PLAY?
Media are participating • Martha Stewart, Today Show, Wall Street Journal, etc. • Original and new content = new opportunities for pickup Sales driver Online wish list with easy-to-buy attribute • Link back to e-commerce channels • etsy.com is the most popular source for pins • One-two clicks Gift category (by price range/item type) Video pinning opportunities
#prbootcamp
Pinterest 101 Categorize your boards
@ to tag users
Size matters: 554 px wide, no limit on height
Use keywords to be search friendly
Add URL back to your site
Shared pin boards
• Contributors, you, your client, favorite bloggers, top evangelists Pin etiquette (be authentic, not offensive, crediting sources, “link with love” movement)
All user content is right protected (not for sale by Pinterest)
Be social. Re-pin, comment, like.
#prbootcamp
BEST PRACTICES: PIN IT LIKE YOU MEAN IT Provide value and be helpful
• Seasonal ideas, DIY project, cooking techniques • Brands to watch on Pinterest
• Whole Foods • Kate Spade • Nordstrom • Gap
Promote a lifestyle/leverage brand value • Not all about the product, complementary topics, create
interest • Whole Foods, ex. recycling, gardening • West Elm ex. experience with the brand
• Let others contribute • Peapod ex. stories from the road • Southwest Airlines ex. From the Window Seat in-flight stories
• Let personality of brand shine/company culture • TODAY Show anchor antics
#prbootcamp
BEST PRACTICES: PIN IT LIKE YOU MEAN IT Feature user generated content Collaborative boards
• Leverage customer testimonial, crowd source, suggestions and contributions from your customers
• GE’s Inspire me • Why Austin
• Leverage influencers and brand ambassadors • ex. Christine Martinez (one of the largest Pinners in the world)
live pinning from vacation • Maximize reach of offline activity
• McDonald’s board dedicated to Olympic restaurant construction • Coverage of events like Fashion Week (by bloggers, by brand
itself) • Find new customers and likes and dislikes of existing
customers
#prbootcamp
BEST PRACTICES: PIN IT LIKE YOU MEAN IT
Find out who’s pinning your brand • pinterest.com/source/brandwebsite
Engage and intersect • Interactive involvement – comment, like, re-pin • Activities and contests (evaluate rules and regulations per the site’s policy first)
• Seeing great success with pin-it-and-win-it type contests • Guess Jeans: pins by customers using product, most likes or repins, opp.
to enter sweepstakes • Saveur and McCormick: build own dream dinner party by pulling their
recipes • Pin-a-thons
#prbootcamp
BEST PRACTICES: PIN IT LIKE YOU MEAN IT Spread the word. Make it easy Secure your URL as soon as possible Add Pin It button to your website Cross-promote through other channels
• Use Facebook and Twitter to share pins Pin from various source vs. one specific site Diversify your boards = multiple board vs. single board on a single topic Follow influencers/influencer generated content
Tools Pinterest iPhone app Curalate Tweet deck like app for Pinterest (beta form) Pinpuff (to find out level of influence/clout of pinner)
#prbootcamp
ROI New analytics Consider:
• Number of re-pins
• Engagement • Followers • Traffic referral
to your website
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#prbootcamp
• 4 billion total photos uploaded
• 54% of top brands on the platform
• User demographics – 68% female – >40% ages 21-35 – 53% of users in U.S.
#prbootcamp
Show don’t tell 44 percent of online users are more likely to engage with photo posts from brands
#prbootcamp
Think outside the box • Urban Outfitters turned fans into models
#prbootcamp
Show, don’t tell. • Chef Matt Jennings has 800 Instagram photos
• Shows product in unique light • Match content to brand
• Miami Cocktail Co. promotes a lifestyle, not just a product
• Neiman Marcus #nmbeauty
#prbootcamp
Best Practices • Fit in • Show compelling content • Watch your frequency • Harness #hashtags – opportunities for extra exposure
• Be Social… Follow, comment, like What you need to know
• Mobile only • No admins, filter responsibly
Track engagement using statigr.am
#prbootcamp
REMEMBER…
Approach it like a conversation • Tell your brand’s story
Plan, plan, plan (strategy) Content matters; engagement matters
• Tell a story; Visuals can’t be an afterthought Set goals, measure, adjust Be human; remember this is “Social Media”