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The Practical Side of Social Media – Panel & Discussion PRSA Tar Heel Chapter Piedmont Triad Region, NC February 15 th , 2011

PRSA Tar Heel - February 2011 Lunch Presentation

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"The Practical Side of Social Media" - collected slides from the panel discussion at the February 15th, 2011 lunch event for PRSA Tar Heel Chapter (Piedmont Triad, NC). Panelists included Stephanie Skordas, Sue Polinsky, Mark Tosczak, Kelley O'Brien, and Kevin Briody.

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Page 1: PRSA Tar Heel - February 2011 Lunch Presentation

The Practical Side of Social Media – Panel & DiscussionPRSA Tar Heel ChapterPiedmont Triad Region, NCFebruary 15th, 2011

Page 2: PRSA Tar Heel - February 2011 Lunch Presentation

Tar Heel Chapter / Piedmont Triad, NC

But first…

Join PRSA Tar Heel for our March Lunch, featuring a discussion on

From Bunnies to Biden: Making Green PR Work

Michelle Murray – CreeErin Grohs – Fleishman-Hillard

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Tar Heel Chapter / Piedmont Triad, NC

Kevin BriodyDirector, Strategic PartnershipsIgnite Social Media

Driving Engagement on Facebook

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Tar Heel Chapter / Piedmont Triad, NC

Driving Engagement on Facebook

96% of your fans never revisit your fan pages

Each minute users submit 650,000 comments

For every 200 comments, 199 of them are coming from fans commenting from the newsfeed page

Getting someone to become a fan is not enough. Without a strong, sustained effort at engagement, large fan numbers are meaningless at best and misleading at worst.

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Tar Heel Chapter / Piedmont Triad, NC

Facebook Engagement Tips

Define your page’s fan value proposition– Beyond liking your page once, why should

they want you in their newsfeeds?

Track the statistics that matter– E.g. average post feedback rate, average

daily opt-out rate. Spend less time on the big flashy total fan number.

Build a consistent editorial calendar– Include regular posts (max 3-5/week),

relevant topics that match your value proposition, open-ended questions, etc.

Test, measure, and optimize– Rinse and repeat monthly.

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Tar Heel Chapter / Piedmont Triad, NC

Facebook Engagement Tips

Actively monitor and respond with helpful replies

– Have a policy, clear owners, and escalation paths. This is not a hobby assignment for your intern of the week!

Fan acquisition tactics are key, but organic growth through engagement means long-term success

– Tactics might include creating a default landing tab with exclusive fan-only content, run promotions, etc. But focus on quality fans who will have a genuine interest in your brand, and invest more time on driving organic fan growth via a solid engagement plan.

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Nonprofit Social Media Play-By-PlayThe social media campaign batting order

or

Sue Polinsky

Tar Heel Chapter / Piedmont Triad, NC

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Social Media Batting Order for NonprofitsSpring Training•Social media accountsPregame•Webpages & imagesMorning of Game•Blast & follow-up email, post-event surveyIntro of Team•Blog it. Twice.•Facebook invitations•Tweet it, schedule tweets•Use #hashtags•Update LinkedIn statusHit a Home Run•Get them to your website

Tar Heel Chapter / Piedmont Triad, NC

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Tar Heel Chapter / Piedmont Triad, NC

Be Ready to Catch Visitors at Your Website

WEBSITE

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Use Free and Low-cost ToolsUse the free and low-cost tools and especially those that offer nonprofit discounts.

Learn how to manage the tools BEFORE you need them so you save your “hair pulling” for real emergencies.

Do not let your intern/volunteer do this for you. Learn how to do it.

Reserve and use a Gmail address for your social projects that is owned by the nonprofit.

GET WRITTEN DOCUMENTATION from the volunteers, interns, college students and friends who helped with this campaign.

Tar Heel Chapter / Piedmont Triad, NC

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Tar Heel Chapter / Piedmont Triad, NC

Mark TosczakAccount SupervisorRLF Communications

Content: Fuel for Engagement

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Tar Heel Chapter / Piedmont Triad, NC

Content: Fuel for Engagement

Fuel for engagement– People are much more likely to discuss your content than your “brand”– Gives people something to comment on, share and otherwise interact with socially

Brand positioning/thought leadership– Define who your target audience is, what problem your product/service solves, etc.– Establish your authority, expertise, build trust

Primary tool for SEO– Gives search engines something to index– Provides something for others to link to (3rd party linking is an essential part of SEO)

Move prospects through conversion process– Naturally moves people from awareness, interest, desire, action

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Tar Heel Chapter / Piedmont Triad, NC

Content Tactic 1: Creation

Lots of types of content– Blog posts, – Status updates (Twitter, FB)– Videos– Podcasts– Emails/newsletters

Be systematic– Generate ideas– Assign deadlines– Build an editorial calendar– Make it somebody’s job

No. 1 rule of good content: WIIFM– What’s in it for me, the audience?

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Tar Heel Chapter / Piedmont Triad, NC

Content Tactic 2: Curate

Find good stuff– Searches– RSS feeds– Subscribe to email newsletters, blogs,

etc.

Share it– Status updates, email newsletters, etc.– Use a URL shortener for easy tracking– (bit.ly, ow.ly, budurl.com)

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Tar Heel Chapter / Piedmont Triad, NC

Content Tips

Consistency is more important than volume

Start small, then grow as you have resources

Focus on what your audience wants (i.e. don’t spend all your time talking about yourself)

Do start – Your competitors are either already doing this or will soon

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Tar Heel Chapter / Piedmont Triad, NC

Stephanie SkordasCommunications SpecialistBlue Cross Blue Shield of North CarolinaPresident, PRSA Tar Heel Chapter

Crowdsourcing/Q&A

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Tar Heel Chapter / Piedmont Triad, NC

Crowdsourcing/Q&A Tips

My Starbucks Idea generated 70,000 ideas in first year

•Splash sticks•Mobile payment via Blackberry & iPhone apps•Free wi-fi•100 ideas have been implemented (as of 10/2010)

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Tar Heel Chapter / Piedmont Triad, NC

Crowdsourcing/Q&A Tips

Four good reasons to use crowdsourcing/Q&A:•Two-way dialogue•Market research•Personal branding•Reputation management

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Sites to check out:LinkedIn AnswersTwitterFacebook QuestionsYahoo Answers Ask.com

New kid on the block: Quora

Crowdsourcing/Q&A Tips

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Ask good questions!• Pre-Grammy analysis by

Meltwater Buzz had: • Cee Lo Green winning record of

the year (He didn’t)• Eminem winning album of the

year (He didn’t)• Justin Bieber winning best new

artist (He didn’t)• Mentions don’t equal good

results – Grammy voters are different than the music loving public.

Crowdsourcing/Q&A Tips

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Tar Heel Chapter / Piedmont Triad, NC

Kelley O’BrienInteractive Media SpecialistHigh Point Regional Health System

B2B Social Media

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Tar Heel Chapter / Piedmont Triad, NC

B2B Social Media Usage Overview• 86% of B2B firms, compared to 82% using B2C firms.

(White Horse Marketing survey, March 2010)

• 46% of B2B firms perceived social media as irrelevant

• According to Forrester Research, B2B spending on interactive marketing is forecast to double in the next 5 years.

• Only 50% of B2B marketers formally analyze metrics to judge ROI- but those find it more effective than traditional marketing. (AMR International Report on B2B marketing)

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Tar Heel Chapter / Piedmont Triad, NC

Starting #SM Campaigns for Existing Customers

• Identify your target audience

• Listen to your brand via Google Alerts and searching social media sites with tools like Radian6, Salesforce.com or Social Mention

• Create fan pages and social media accounts for your brand or campaign

• Post your industry-related presentations, white papers, reports via SlideShare (Tweet it)

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Tar Heel Chapter / Piedmont Triad, NC

#SM for B2B- Continued• Import your existing contacts into social media campaigns

• In your direct mail targeting, include social media sign-ins

• Repurpose content on social media sites and in e-newsletters

• Stay on message- be consistent in all forums

• People will be emailing via Facebook in the future, if they haven’t already started

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Tar Heel Chapter / Piedmont Triad, NC

Ideal #SM Vehicles for B2B

• LinkedIn Groups• Twitter• Facebook (Sponsored Stories, Fan pages, ads)• Create your own social network or create a Ning

account• Create your own wiki• Use Hootsuite Professional to monitor and

disseminate

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Tar Heel Chapter / Piedmont Triad, NC

#SM Big Brand B2B Winners

• American Express Open Forum- created their own social forum for helping small businesses

• Microsoft Advertising- An adCenter Community site and uses blogs, Twitter accounts, Facebook, videos, photos

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Tar Heel Chapter / Piedmont Triad, NC

Presenter Twitter Info

Sue Polinsky - @suepolinskyKevin Briody - @kevinbriodyStephanie Skordas - @stephskordasMark Tosczak - @MarkTzkKelley O’Brien - @kelleyob

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Tar Heel Chapter / Piedmont Triad, NC

Links and Examples

Links Mentioned•http://www.convergesouth.com – Triad-area tech/social conference coming in fall 2011•http://www.techtriad.com/makeover/ - Free non-profit site makeover promotion

Facebook Examples:•REI: http://www.facebook.com/REI•First Ascent: http://www.facebook.com/FirstAscent •Oreo: http://www.facebook.com/oreo •Bing: http://www.facebook.com/bing

Other Selected Examples & Resources:•Blue Asks You NC: http://www.blueasksyounc.com/ •Quora – www.quora.com; LinkedIn – www.linkedin.com;