PRSA Boston IPN Social Media DIscussion

Essential Social Mediafor Independents and

Small Agencies

Todd Van HoosearFresh Ground / Boston

University#prsabos

March 28, 2013

Who am I?

@vanhoosear

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?*

http://www.flickr.com/photos/squirmelia/5968201800/

* Did You

?

Tools Come Last…

Needs Come First

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)

Finding Influencers

• Reputation

• Reach• Relevance• Receptivit

y

13

Measuring Influence

R

Listen & Lurk

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

Engaging

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

Author Rank

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