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Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
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PR News Boot Camp: Emerging PR Stars November 29, 2012
Social Media: How to Build Brands, Find Followers and Attract Fans
Presented By:
Jenifer Antonacci, Director, Portfolio Communications, [email protected] @JenAntonacci
Sandra Fathi, President, [email protected] @SandraFathi
Jenifer Antonacci
• Director, Portfolio Communications, Specialty Care BU, Pfizer Inc.– Currently leading product PR team in specialty care business– Also experienced in Media Relations, Internal Communications, Client
Communications
• Currently Membership Chair, Philly PRSA Chapter• Also on Executive Committee for the Leukemia & Lymphoma
Society Eastern PA Chapter Light The Night Walk
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Sandra Fathi
• President, Affect– Public Relations and Social Media Firm– Serving B2B Technology, Healthcare and Professional Services Clients
• Immediate Past-President, PRSA-NY• Past President, PRSA Technology Section• Sample Clients:
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Topics to Cover
• The content marketing revolution: How brands big and small use social media to reach millions
• Listening and engagement: The keys to social media• Which tools are right for you? Recommendations on
dashboards and measurement tools • Best practices and case studies: Brand success on Facebook,
Twitter, Google+, LinkedIn, YouTube, Pinterest and more• Using social media and other online tools to enhance your
media relations efforts• Do’s and don’ts: A day in the life of social media PR pros
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How Brands Use Social Media
• Build awareness• Educate constituents• Strengthen customer loyalty• Provide customer service• Conduct market research• Target media and key influencers• Generate leads• Generate revenue
Reputation
Make Money
Education
Save Money
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B2B Vs. B2C Brands
Business-to-Business Business-to-Consumer
Goals & Objectives Direct Tie to Business Goals Direct Tie to Marketing Goals
Fans & Followers Quality Over Quantity Quantity
Approach Strategic & Niche Strategic (or Not) & Broad
Measurement Clear ROI:Business Outcomes
Unclear ROI:Activity Over Outcomes
Focus Controlled Ride the Wave
$37 Billion in Annual Sales
$37 Billion in Annual Sales for All of
Mars Candy
Social Media in Regulated Environments (Pharma & Healthcare)
“Don’t just sell the drug, but help organize the community… The future is not just having the drug and then letting the patient and the doctor work it out, it’s having the website, organizing the patient groups, educating the families … supporting social networks to help with not just the marketing, but the management of the disease…”
— Jeff Bauer, Ph.D., Health Futurist and Medical Economist
Choosing the Right Channel(s) for Your Audience: A Stakeholder Perspective Model
Stakeholder Identification• Internal
brainstorming• Knowledge• Experience• Monitoring
Analysis• Test internal
assumptions• Direct:
Interviews, surveys
• Indirect: Third-party groups, monitoring
Develop Roadmap and Engage• Guidelines• Expectations
Ongoing Engagement• Feedback• Follow-up
Think & Plan Prepare & Engage Respond & MonitorModel derived from the AccountAbility AA1000ES Assurance Framework for Stakeholder Engagement
Case Study: text4baby (Johnson & Johnson)
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• Award-winning program reaching moms “one text at a time”
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Choosing the Right Channel(s) for Your Audience
• Who are we trying to reach?– Customers– Prospects– Employees– Shareholders
• Where do they hang out?
• What are the expectations of the community?– Business or Personal?
– Media– Analysts– Competitors– Community
Social Media Launch Checklist
Fundamentals Analytics and Insights
Content Mapping and
Planning
Content Creation and Syndication
Engagement
•Content Mgmt•SMR Online Newsroom•Webcast•E-mail Mktg•Podcasts•Videos•Social pages (e.g., SlideShare, YouTube)
•Brand protection•Catalog existing content•Content gap analysis•Editorial planning•Keyword dictionary•Identify channels•Train community mgr•Linking strategy
•Conversation blueprint•Regular listening•Influencer meme•Real time listening•Reporting
•Blogger outreach•Customer service response•Ambassador network•Community management
•Policy Development•Planning•Guidelines creation•Training & Education•Strategic partnering
The steps to responsible engagement
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Social Media Launch Checklist
Identify Target Audience Set Goals & Objectives Craft SM Messaging Document &
Creative Brief Determine Platforms, Channels &
Technology Create Social Media Workflow Plan Draft a SM Usage Policy Develop an Editorial Calendar Write & Implement Launch Plan
Download at techaffect.com/social-media-tip-sheets/
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Social Media Policies
You may already have one!• Employee Handbook
What to include in a dedicated SM Policy1. Encouraged Behavior2. Required Behavior3. Restricted Behavior4. Terms & Conditions
– Training Required– Executive Level– Personal Disclaimers– Legal Mumbo-Jumbo
Case Study: Social Media Policy Development
• Established through consensus meeting with senior leadership the importance of a social media policy: – To protect the company from the release of non-public or proprietary
information and/or unauthorized or inappropriate social media commentary or posts online
– To mitigate potential trouble for the company with government agencies, other companies, customers or the general public
– To strengthen the brand value of the company, its medications
• Create cross-functional team with members nominated by their management– Included Legal, Communications, Compliance, Safety, Regulatory,
Marketing, Medical, Clinical and IT&S
• Educated first – from C-suite to cross-functional team – then created policy and supporting guidances
Listening & Engagement
• Social tools allow companies to listen to, respond to and engage with stakeholders
• Effective listening must allow organizations to:– Gain profound insights into who their stakeholders are and their needs– Understand how their customers buy– Learn who influences the customers– How customers want to communicate and receive information
• Traditional tools include mentions, Likes and follower counts
Case Study: Preparing to Introduce a New Medicine
• Blueprint: The purpose of the Blueprint is to identify the language, channels and communities that stakeholders use to seek and share information about the disease and treatments online. – Provides an analysis of how frequently stakeholders are discussing certain therapies
and who is driving share of voice within patient communities– Also provides an overview of the patient experience from diagnosis through treatment.
• Bi-Annual Listening Report: The Listening Report provides ongoing perspective and strategy based on initial learnings identified within the Blueprint. – Allows us to understand how specific events or trends affect the conversation online,
including brand and competitor discussions
• Influencer Analysis: This analysis strategically and methodically measures influence across online channels specific to the disease state and treatments. – We have developed a list of online influencers = the one percent of people who are
driving the majority of conversations for the brand online based on reach, relevance and resonance
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Social Media Measurement
Holy Grail: Sales Data
6 Step Approach:1. Measure2. Track3. Trip4. Analyze5. Tweak6. Repeat
Social Media & Media Relations
• Approach online influencers the same way you approach traditional media
• Do your research so you know who you’re engaging and the forum in which you are participating
• Be prompt, factual, transparent– Take the time to understand the context of a situation before jumping
in– Stay on message and operate within your organization’s guidelines– Disclose relationships, representation, affiliation and intentions
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Social Media & Media Relations
• Finding Journalists on Social Media (Where they want to be found)
• Monitoring & Finding Queries• Engaging & Building Relationships• Pitching Best Practices• Finding the Story• Lighting the Fire
Lists
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Social Media Do’s & Don’ts
Do:• Provide Full Disclosure• Seek Opportunities for
Relevant Engagement• Respect the Rules of the
Community & the Individual• Become Valuable
Resource/Thought Leader• Quality Over Quantity (Value
over Noise)• Be a Great Aggregator• Bring Online Offline
Don’t• Release Confidential Info• Be a Social Spammer• Be a Robot (Repeat, Repeat)• Hijack Irrelevant Hashtags• Ignore the Environment• Be a Hater
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The Case: Industry Positioning & Media Relations
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The Case: Driving Awareness, Increasing Engagement
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The Case: Sales & Lead Generation
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The Case: B2B on Twitter
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The Case: Story Hijacking & Blog Commenting
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Thank you
Jenifer Antonacci, Director, Portfolio Communications, [email protected] @JenAntonacci
Sandra Fathi, President, [email protected] @SandraFathi
Questions?
Slides Available on Slideshare.net/sfathi