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About Us At Strategic Ink Public Relations, we are in the business of helping our clients communicate more effectively with their customers and stakeholders.
We do this using proven marketing communications, PR and social media tools.
Our team includes seasoned communications strategists, media relations professionals and social media experts that work hard to achieve client business objectives.
About Me! Tina Lange, APR
• Owner & Chief Strategist• 20 yrs. Communications,
PR and Marketing expertise in corporate and agency environments.
• Past president FPRA, Space Coast Chapter
• High-profile brand expertise: Boeing, Space Florida, FLORIDA TODAY
• Accredited in Public Relations (APR)
Outline • Tell us a little about you
• What’s a question you’d like answered today?
Topics to Discuss:• Why Social Media?• Which platforms are right for your business?• Discuss Handouts• Free graphics tools• Measurement• Q&A
Your #1 client…
YOU!Personal Business Lesson #1:
It is as important to work ON your business as IN it. Spend some piece of each day focusing on your brand (or having someone focus on it for you). This is easier to do when you are successful and busy versus when you’re desperate for customers/clients!
…and asking for help is OK!...
Why Promote? PR vs. Mktg.Companies truly need BOTH.
PR & Social Media:• Earned endorsement• More credibility, positions company as an authority• SM Allows you to be authentic, human and part of
real conversations
Marketing:• Paid promotion and endorsement• More messaging control• May come across less authentic, more “salesy”
The Marketing Comm. Toolbox…
• Website/Blog• News Releases• Marketing Collateral
(brand consistency)• Speaking Opps
(or teach a class!)• Op-Eds• Social Media • Feature Pitches (Ed Cals)• Custom Media Databases
• Annual Reports
• Strategic Volunteerism• Advertising• Fact Sheets• E-Newsletters• Annual Reports• Promotional Items• Editorial Boards • Trade Shows• Branded PowerPoints• Press Conferences
The FoundationNothing works well independently!
Communication Plan = Critical Step #1• Identify 2015 Target Audiences for All Segments• Develop Key Messages for Each• Identify 2015 PR/Marketing/Social Media
Strategies/Tactics• Include Current Business Plan – Exec Summary • Develop 2015 Planning Calendar for all
Communications Tools (events, newsletter publish dates, conferences, holidays/themes, etc. etc.)
Which Social MediaPlatforms & Why? Which social media platforms make sense for your business?
Top Platforms for Business Today:• Twitter, Facebook, LinkedIn, Instagram, Pinterest,
Tumblr• Google+… fading into obscurity!• YouTube… making no $ but still a great holding place
for your video.• Once you figure out your mix – don’t forget widgets!• Blogging – if you dive in, do it at least every 2 weeks!• When to pay for social?
There is incredible power and opportunity in strategic social media activity daily. (Magic of 2-way messaging!)
• Facebook – Local Stakeholders, Community Focus (video and photo are key) – 2-3x weekly
• Twitter – Legislators, Media, International – DAILY• LinkedIn – C-levels, Influencers, Community
Leaders (group discussions) – 2-3x weekly• YouTube – vlogs, video is #1 attractor• Google+, Instagram, Vine, Pinterest, Tumblr,
etc. etc. etc!
Which Social MediaPlatforms & Why?
Suggestions onSocial Media Twitter (Daily Posting)
• Grow your qualified following(Follows=Followers)
• LISTEN!(use and watch hashtags strategically)• Have your online shopping cart ready to go• Creative Banner Image, Enhance Profile• More photos/videos to engage followers• Don’t link to Facebook content – point to
website
Click-to-Tweet = if you want to push someone to tweet about your link – you can pre- package that message to make it easier on them – free.
Suggestions onSocial Media
Facebook: (2-3x/wk min)• Be conversational, local, friendly• No robo messaging or corporate spak• Use images, tags• Never ignore comments, beg for likes or post
inconsistent messaging• Facebook ZERO (organic reach) – almost there• Tweet tagged suggestions to reporters after
they run industry-related story – offer sources, new angles!
Suggestions onSocial Media
LinkedIn: (2-3x/wk min)• Regular Discussion Group Participation (remember
your target audiences!)
Then there’s: YouTube, Instagram, Pinterest, Tumblr, Vine
Other Thoughts:• Brand and Competitor tracking G-Alerts vs.
TalkWalker..• GeoFeedia – location-based, realtime social media
monitoring (ex: airport crisis)• Visuals (literal or created through descriptive text)
LinkedIn• 247M Users (107M in U.S.)• 2 New Users per Second!• 200 Countries, 20 Languages• 40% of Users Check In Daily
• Key Benefits:• Business Page• Discussion Groups• Connections Database
Initial Suggestions onSocial Media
Twitter• Grow your qualified following
(Follows=Followers)• Have your online shopping cart ready to go• Creative Banner Image, Enhance Profile• More photos/videos to engage followers• Suggest not linking to Facebook content –
website is #1
Facebook: Be conversational, local, friendlyLinkedIn: Regular Participation in GroupsGoogle+: SEOYouTube, Instagram, Pinterest, Vine!
Handout
WordSwag App
WordSwag App
Canva (“for work” coming this week!)
Don’t Forget Infographics!
Case Study: Tailored
MarComm Mix 1. BCA Communications Plan2. Fact Sheets (3)3. Press Releases (monthly)4. Increased Strategic Social Media Posts, Targeted
Follows5. Media Pitches/Op-Eds/Editorial Board6. Website Newsroom Counsel7. E-Newsletter 8. Infographics9. Annual Report10.Brochures/Rack Cards
How to MeasureBOTTOM LINE RESULTS =
12-MTH TREND!
Give it time!
Twitter Analytics
Facebook Analytics
LinkedIn Analytics
Questions?
How to Reach Us…
Web:www.StrategicInkPR.com
Twitter: @floridaPRjunkie@StrategicInkPR
Facebook: Strategic Ink Public Relations
LinkedIn:Tina Lange, APR
Your Website
Look at your website through the eyes of your customers/prospects. Then take a look at what your competition is doing.• Organic SEO• WordPress Platform Migration?• The importance of customer/client testimonials, case
studies, client logos
Get your site professionally done. This is your #1 stop for all customers and prospects. Make it reflect your vision!
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