Social Media in Action
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A presentation made to the EMU PRSSA chapter on November 27, 2012 on what to expect in the social media profession through a look at programs and tools in action.
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Social Media in Action
- 1. SOCIAL MEDIA IN ACTION EMU PRSSA – November 27, 2012 JULI PETERSON | IDENTITYPR.COM | @juliennecarrots
- 2. WHAT WE’LL DISCUSS: •Professional social media in action •BRU Fest Michigan: An Integrated Communications Campaign •Cool tools to know •Preparing to succeed in the business world
- 4. IDENTITY: AN INTEGRATED PUBLIC RELATIONS FIRM We have extensive experience in developing and driving internal and external strategic communications programs. We leverage our integrated operational model to build and execute programs that drive results. • Client Counsel • Blogger Relations • Community Social Social • Client Counsel Media Creative Creative • Graphic Design • Management • SM Training Media • Creative Concepts • Web Development • Monitoring, • e-Marketing Reporting, Analytics Strategic Strategic • SEO Communications Communications Programs Programs • Client Counsel • Client Counsel • Brand Discovery Media Media • Unique Brand Brand Brand Relations & Relations & • • Media Relations Marketing Voice • Brand Image Strategy Strategy Marketing Marketing • Speaking • Focus Grouping • Editorial • Ideation • Advertising
- 5. OUR PROCESS Identity’s unique process combines the following elements into all of our strategic communications programs: DISCOVERY STRATEGY PLANNING EXECUTION MEASUREMEN T
- 6. SOCIAL MEDIA TEAM SPECIALTIES • Strategy development • Content creation • Monitoring • Channel management • Blogger relations • Innovative, creative brainstorming • Customer service response • Recruiting • Analytics and reporting • Education and counseling 6
- 7. SOCIAL MEDIA PROGRAMS IN ACTION • Children’s Leukemia Foundation of Michigan (CLF) o Blog development and writing, BRU Fest and CRUSH Michigan, client counsel, media relations integration • Verizon Wireless in the Midwest o Twitter monitoring, PR manager Twitter activity analytics, blogger research and outreach, PAVE the Way Project • ADESA o Blog writing, channel management, developing social brand • Michigan First Credit Union o Customer service monitoring, support initiatives through social channel management, media relations integration • Identity o Showcase culture through social media, blog writing 7
- 8. BRU FEST IN ACTION 8
- 9. BRU FEST MICHIGAN: AN INTEGRATED COMMUNICATIONS CAMPAIGN BRU Fest Michigan features Bell’s Brewery, Buffalo Wild Wings and Bagger Dave’s Legendary Burger Tavern at a fundraising event for Children’s Leukemia Foundation of Michigan, creating an experience to engage a younger demographic. 9
- 11. MEDIA OUTREACH • Press release • Event listings on local media websites • Live cooking segment with Bagger Dave’s Legendary Burger Tavern on FOX 2 • Blaine & Allyson in the Morning on 96.3 WDVD • Media drops to TV and news stations • Media alert and follow up calls day of event 11
- 13. FACEBOOK 13
- 14. FACEBOOK ADS SAMPLE AD DASHBOARD 14
- 15. FACEBOOK ADS 15
- 16. TWITTER Monitoring through TweetDeck, TweetChat and Twitter search, we located attendees, bloggers and media who were tweeting from the event. We responded and retweeted their tweets. 16
- 17. EVENT COVERAGE FACEBOOK INSTAGRAM TWITTER ON-SITE #BRUFestMI COMMAND CENTER 17
- 18. POST-EVENT REPORTING To evaluate the success of BRU Fest and the role traditional and social media efforts played, we provided the client with a post-event report including: • Amount raised and event attendance • Summary and clips of all media and online coverage • Website traffic from Google Analytics • Facebook Insights for 30 days • Facebook Ad performance • Hashtag mentions Data was compared to the same timeframe in 2011 to measure increased success. 18
- 19. COOL TOOLS TO KNOW 19
- 23. TWEETDECK 23
- 24. WORDPRESS 24
- 25. WORDPRESS 25
- 27. JOB SEARCH TIPS • Build a portfolio of varied, published writing. • Get involved with leadership positions. • Attend networking events and maintain relationships. • Get hands-on experience. o Internships o Volunteer o Student organizations and publications o Write your own blog o Professional, active presence on Twitter and LinkedIn • Tailor your resume to each job position posting and follow up on each job. 27
- 28. WORKPLACE CHALLENGES • Multitasking and prioritizing • Writing • Fast-paced environment • Confidence • Creativity 28
- 29. LEARNING NEVER STOPS • Social media evolves and changes every day. • No two days or situations are the same. • You will learn more in the first month than you will your entire college career. • Continue professional development. • Keep asking questions. 29
- 30. RESOURCES • Mashable www.mashable.com • Copyblogger www.copyblogger.com • ID Tags – Identity blog www.identitypr.com/blog • SpinSucks www.spinsucks.com • #HAPPO http://helpaprproout.com/ 30
- 32. PHOTO CREDITS o Slide 3 – Social media landscape, Buddy Media: http://www.businessinsider.com/social-media-marketing-landscape- complicated-2012-5 o Slide 8 – BRU Fest Website http://www.brumichigan.com o Slide 19 – Cool Tools To Know http://electronics.howstuffworks.com/how-to-tech/add-ram- laptop.htm o Slide 27 – Advice to Get Ahead http://withoutwax.tv/2011/05/10/my- finish-line/ 32
Notes de l'éditeur
- Developed integrated communications strategy that included both paid and earned media to create awareness of event to lead to event attendance and awareness about CLF.
- Traditional and social media efforts support and supplement each other Connect with different audiences
- Bloggers are the online equivalent of traditional media Ticket giveaways They about the event on their blog to generate awareness with relevant local audiences Provide on-site and post-event coverage
- Maintain page throughout year Increased frequency to 2-3 times per day Facebook ticket sweepstakes Share blogger coverage of BRU Fest Provided suggested messages to event sponsors for their page.
- Multitasking Monitoring multiple clients Crisis management Emails No two days are the same Prioritizing Writing Different styles Professional counsel Editing Blog voice Staying with the learning curve Changes and updates New platforms Services change with updates Confidence Be confident in your abilities Confident in your counsel to clients, even if they’re older Get used to talking to strangers online and in person Creativity Stay inspired Finding creativity in subjects you aren’t passionate about Attend stimulating professional events Read, write and see things outside your normal POV