Upload
todd-van-hoosear
View
623
Download
0
Embed Size (px)
Citation preview
Essential Social Mediafor Independents and
Small Agencies
Todd Van HoosearFresh Ground / Boston
University#prsabos
March 28, 2013
What is Social Media?
• Social media is a set of channels, tools, philosophies and channels for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”
• Social media is not just a new way to communicate: it’s a new way to do business
• Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople.
3
Social Mediavs
Inbound Marketingvs
Social Marketingvs
Integrated PRvs
Social Business
http://www.flickr.com/photos/mkhmarketing/8585043300/
What Does This Mean For You?
• Where does your new business come from?• Who do you lose new business pitches to?• Why do you win new business pitches?• Who are your happiest clients?• Why are they so happy?• What keeps them up at night?• Who are their clients?• How do they win new business?• What social tools are they using?*
McKinsey and the Funnel
• Monitor social channels for trends, insights– Brand monitoring– Competitive intelligence
• Respond to developments online– Crisis management– Customer service
• Amplify current positive activity/tone– Referrals and recommendations– Fostering communities– Brand advocacy
• Lead changes in sentiment or behavior– Brand content awareness– Product launches– Targeted deals, offers– Customer inputhttp://www.mckinseyquarterly.com/Demystifying_social_media_2958
How Social/Digital Can Help (In Order of Difficulty)
1. Find & build community2. Keep up with the industry3. Engage and influence community4. Build a reputation5. Create evangelists6. Collaborate7. Drive traffic8. Collect customer/prospect information9. Close deals10.Change how you do business
Finding Resources
• Basic vs. Google vs. Boolean• Basic Operators– AND (implied by space in Google
Search)– OR– NOT (use – in Google Search)– * (wildcard)– “” (group phrase or skip synonyms)– site: (search site only)
A Few Other Listening Tools
• HootSuite• TweetDeck• CoTweet• Jive• Collective
Intellect• Lithium• Sysomos• Alterian SM2• Crimson Hexagon• Flipbook• Feedly
• Brandwatch• Spiral16• Spredfast• CustomScoop• Meltwater Buzz• SocialToo• Topsy• Trackur• UberVU• ViralHeat• Webtrends
Influencing
• The Cocktail Party Model (D.M. Scott)• Don’t pitch them right away• Paul Gillin’s Advice: Court Them–Make initial contact meaningful– Ask for advice– Take conversation offline– Treat bloggers like media
• “Listeners make the best conversationalists”
- Solis
Social Media’s Impact on Pitching
1. Makes it easier to reach some folks, but…
2. It’s created a lot more noise!3. It’s made everything public4. It’s shortened our attention span
http://thenextweb.com/media/2011/10/01/the-art-of-the-pitch-inspiring-media-relations/http://gawker.com/5949099/pr-dummies-how-not-to-pitch
http://www.vocus.com/invocus/media-blog/pitching-journalists-via-social-media-yay-or-nay/
Rand Fishkin’s Content Marketing Manifesto
http://www.slideshare.net/randfish/the-content-marketing-manifesto
I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers.
Todd’s Building Blocks of a Content Marketing Strategy
1. News2. Understanding of Customer3. Understanding of Competition4. Understanding of Industry5. Understanding of Influencers6. Opinions on Any and All of These7. Lack of Fear to be Different, Better
or Critical
Curation, Not Just Creation
• Content curation, or the reuse/repackaging of other people’s content, is becoming hugely popular
• You must be able to add value to that content: commentary, insight or more news
Facebook EdgeRank
http://socialfresh.com/facebook-edgerank-facts/
5 Things You Didn’t Know About EdgeRank
1. Typical post reaches only 17% of your fans
2. Average post lifespan is 3 hours
3. Comments are 4x valuable than likes
4. Affinity = everything5. GraphRank is subset of
EdgeRank
6 Keys to Sharable Content
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
From Monitoring to Action
• Establish a conversational workflow– A decision tree outlining how
conversations are treated and routed across the organization
– e.g., if the topic is this, then this person should respond; if the topic is that, then there’s no need to respond
Paid vs. Earned vs. Owned
• PAID = Money exchanged for space in magazine, newspaper or online site; for time on radio, TV and sometimes online channels
• EARNED = Coined by public relations professionals to differentiate from paid media
• OWNED = Print collateral, websites, blogs, social network content, video, podcasts, ebooks, etc.
Essential Social Mediafor Independents and
Small Agencies
Todd Van [email protected]
THANK YOU!
March 28, 2013