How social media has changed public relations and working with the media over all. Discuss the democratization of expertise (HARO, blogs, everyone’s a source…) and how businesses can leverage social media to obtain media coverage.

1. social media
as a part of
integrated
marketing
Presented by: Greg Linnemanstons, President, Weidert Group | gregl@weidert.com, @greglinn

2. Covering today:
Facts and myths associated with social media
Intro Traditional media vs. social media
Integrating social media with traditional marketing
Case study: Weidert Group
Case study: Hoffmaster

3. Social networking is a waste of time.
Social media is a legal minefield; negative
The Myths feedback is a threat.
Respectable businesses cannot communicate
through Twitter.
Social media is a replacement for traditional
media.
There is no ROI in social media or corporate
blogging.

4. LinkedIn has about 40 million users, up about
1/3 since January.
Twitter added 5 million users in March 2009.
The Facts
Social network usage higher (68%) than email
(65%) for the first time.
Mobile usage of social networks grew 260%
during 2008.
Twitter, blogs, LinkedIn and Facebook are the
top 4 social networks used by marketers.
Sources: comScore, 2009; Nielsen, 2009; LinkedIn, 2009

5. Emerging attitudes
77% of active web users read blogs
The Facts
More than 50% of marketers say they will increase
spending on social media
57% of early corporate adapters say it impacts
their business
85% of Americans believe companies should use
social media to interact with consumers
60% of journalists polled want a company to send
social media links
Sources: TEKgroup, 2009; Cone, 2008; Austin’s New Media Lab, 2008

6. Integrating
Social Media

7. Traditional media Social media
space defined by brand space defined by consumer
Integrating
social media brand in control consumer in control
one-way communication conversation
repeating message fluid, adaptive message
focused on the brand focused on consumer
company created content user-created content

8. Social media: a new set of tools
for your marketing toolbox
Opportunities for conversations with your
Integrating
social media
customers/fans
Realtime communication monitoring
Hear customer opinions, likes, dislikes
The COMMUNICATION ACCELERATOR
Reach the most intense consumers in an industry

9. Incorporating social media into
your marketing plan
Get your website right first
Integrating
social media
Learn the differences between traditional and
social media
Use social media to measure impact of traditional
media
Fully articulate brand character across a variety of
channels
Search for ways to cross-channel promote

10. Case Study:
Weidert Group

11. Simple steps, real change
Commit to new tools, tactics, attitudes
Weidert
Group New website, blog, e-newsletter, corporate
Facebook and Twitter pages
Expectations for all client-facing staff to become
active in SM
Commitment to using social media everyday

12. Home page
http://www.weidert.com

13. blog Share expert knowledge,
improve SEO by frequently
updating content to website

14. Share industry trends with a
monthly e-newsletter; links to
content on the blog
company
newsletter

15. PR drives SEO for Weidert
Press Group and clients through
Releases
SM press releases and
links to websites

16. Interactive contact page
Contact allows prospects to connect
through SM, experience staff
expertise and personality

17. Results
Unique visitors increased by 112% in the first
Weidert
month of the website launch
Group
The average length of visit has increased by nearly
4 minutes from February to April 2009
The average visits per day increased 442% from
February to April 2009
The use of social media releases has resulted in
more frequent company media placements

18. Case Study:
Hoffmaster

19. Integrating social media in a
mature industry
Created fictional passionate character as a parody
Hoffmaster subject
Produced YouTube videos to introduce character
story line
Introduced Twitter and Facebook to connect with
industry professionals
Integrated character and promoted SM
networking in advertising and collateral materials

20. Hoffmaster

21. Results
Hoffmaster Twitter account gained 336 followers
Hoffmaster in 1 month; over 50% restaurant operators
Facebook page acting as a prospect funnel
Over 1,000 YouTube views in 1 month
Resulted in trade show daily media placements
Provided a platform for ongoing viral campaign

22. Questions?