Using Social Media as a PR Tool -- Slides from Duquesne University\'s Entrepreneur Growth Conference.

1. Why PR is More Important--and
More Affordable--Than Ever
Changing Your Future With
Social Media Tools & Online Networks
Jami Broom, Internet Marketing Strategist
Clicks Internet Marketing
www.ClicksInternetMarketing.com
www.Twitter.com/ClicksIM @ClicksIM
Presented by Jami Broom, Internet Marketing Strategist

2. Social Media
Presented by Jami Broom, Internet Marketing Strategist

3. Social Media & PR
Social Media
Costs:
Time
Presented by Jami Broom, Internet Marketing Strategist

4. Social Media & PR
Public Relations
•Building Relationships
•Establishing Trust with
Customers
•Working with the Media to
Generate “Buzz”
Presented by Jami Broom, Internet Marketing Strategist

5. Social Media & PR
Social Media = Reach
•Reach directly into the lives
of clients & customers
•Share information
•Build relationships
•Answer customer questions
•Keep people informed
about the industry
Presented by Jami Broom, Internet Marketing Strategist

6. Overview
•Types of Social Media
•Search: Being Found Online
•Tying It All Together
•Social Media Tools
•Setting Realistic Goals
•Return on Investment
•Tracking Tools
Presented by Jami Broom, Internet Marketing Strategist

7. Types of Social Media
Purpose Social Media Sites
Social Networking
Video Sharing
PowerPoint
Presentations
Bookmarking Sites
Photo Sharing
Presented by Jami Broom, Internet Marketing Strategist

8. Types of Social Media
How Can You Incorporate Social
Media onto Your Website?
•Blogs – Every website should have one!
•Podcasts – Streaming Media (Audio or Video)
•Twitter – “Follow Me”, or Display Tweets
•FaceBook – Display Status Updates, “Friend
Me”
Presented by Jami Broom, Internet Marketing Strategist

9. Social Media & Search
How are people finding
your business online?
Presented by Jami Broom, Internet Marketing Strategist

10. Social
Media &
Search
Urban Spoon
Twitter
FaceBook
Presented by Jami Broom, Internet Marketing Strategist

11. Tying It All Together
Re-tweet
Blog Post Social
Media
Publisher
Company
Website
Video
Presented by Jami Broom, Internet Marketing Strategist

12. Social Media
Tools
Tweet Deck
See all “friends”, direct
messages, and mentions
at once
Manage Multiple
Twitter, FaceBook
accounts at once
Presented by Jami Broom, Internet Marketing Strategist

13. TweetDeck - Manage multiple Twitter and FaceBook accounts from Mac,
PC, Linux, iPhone, or iPad - http://www.tweetdeck.com
Social
HootSuite – Schedule tweets, track statistics, manage FaceBook, Twitter,
Media and LinkedIn accounts from Mac, PC, Linux, iPhone, or iPad - http://hootsuite.com
Twellow – Site that enables you to search for people on Twitter by city and
Tools profile description - http://www.twellow.com
Echofon – Twitter app for iPhone, FireFox, Mac, & FaceBook -
http://www.echofon.com
Twhirl – A desktop Twitter client - http://www.twhirl.org
Twittelator – iPhone app for Twitter - http://www.stone.com/Twittelator
Twitter Buttons – Incorporate Twitter onto your website -
http://www.twitterbuttons.com
YouTube – YouTube allows you to “Auto-Share” so that anytime you upload
a video, it will publish to your Twitter, FaceBook – http://www.youtube.com
Rss Graffiti for FaceBook – Allows you to integrate your
organization’s “page” with Twitter - http://www.rssgraffiti.com
Presented by Jami Broom, Internet Marketing Strategist

14. Social Media Etiquette
People talk to People
Computers do not talk to People
Presented by Jami Broom, Internet Marketing Strategist

15. Social
Media
and ROI
Presented by Jami Broom, Internet Marketing Strategist

16. Social
Media Step One: Define Your Goals
and ROI Ask yourself:
• Are you trying to increase brand awareness?
•Do you want to increase relevant traffic to your
website?
•Are you trying to broaden your customer base?
•Do you want to improve your search engine rankings?
•Do you want to increase sales for a product or service?
Presented by Jami Broom, Internet Marketing Strategist

17. Social Media and Measuring ROI
Basic Metrics: Exposure
•How many fans?
•How many followers?
•Is Social Media increasing website traffic?
•Is Social Media generating links from other sites to
your website?
Presented by Jami Broom, Internet Marketing Strategist

18. Social Media and Measuring ROI
The quantity of “followers” or
“fans” you have does NOT
dictate how successful your
campaign is – the quality of
conversation does.
Presented by Jami Broom, Internet Marketing Strategist

19. Social Media and Measuring ROI
Advanced Metrics: Influence, Engagement
& Action
•Are people conversing with you or each other about
your product/service?
•How many “re-tweets” or “likes”?
•Are people leaving comments on your blog?
•Are sales increasing from social media?
Presented by Jami Broom, Internet Marketing Strategist

20. Measuring ROI of Social Media
Google Analytics – Free service from Google. See who comes to your website, from
where, referring websites, keywords used, length of visit, and conversions.
Feedburner.com – Free tool (owned by Google) to help you monitor blog traffic and
subscriber count.
Xinureturns.com -- Checks PageRank, Backlinks, Indexed Pages, Rankings and SEO
factors.
TwitterAnalyzer – Analyzes a variety of metrics including re-tweets, follower activity,
closest “friends”, and many more.
Bit.ly – URL shortener that allows you to track links and get real-time click data.
Presented by Jami Broom, Internet Marketing Strategist

21. Measuring ROI of Social Media
Engaging and Measuring --
•Coupons
•Surveys
•Contests/Giveaways
Presented by Jami Broom, Internet Marketing Strategist

22. Social
Media Chris Brogan - http://www.chrisbrogan.com/
@chrisbrogan
Bloggers
Outspoken Media - http://outspokenmedia.com/blog
@outspokenmedia, @lisabarone
Justin Kownacki - http://www.justinkownacki.com/
@justinkownacki
Mashable - http://mashable.com/
@mashable
Social Media Explorer -
http://www.socialmediaexplorer.com
@jasonfalls
Presented by Jami Broom, Internet Marketing Strategist

23. Social
Media in
Pittsburgh
PodCamp Pittsburgh
http://www.podcamppittsburgh.org
September 18th & 19th – Art Institute of
Pittsburgh – FREE Social Media Conference
Pittsburgh Tweet-Up
http://pghtweetup.com/
Meet local “Tweeps”
Presented by Jami Broom, Internet Marketing Strategist

24. Twitter
Social http://business.twitter.com/twitter101
Media http://mashable.com/2009/06/09/organize-twitter/
Resources http://oneforty.com/
FaceBook
http://www.facebook.com/advertising/?pages
http://facebookforbusiness.org/
Social Media Metrics Measurement & ROI
http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-
measurement-roi-key-statistics-resources
http://searchengineland.com/20-metrics-to-effectively-track-social-media-
campaigns-32096
Presented by Jami Broom, Internet Marketing Strategist

25. Clicks Internet Marketing
The best customer is already
searching for your product or service.
Let's make sure they find you.
www.ClicksInternetMarketing.com
@ClicksIM
412-250-7237
info@clickstomysite.com
Presented by Jami Broom, Internet Marketing Strategist