The Coffee Connections seminar was designed to give business owners and marketers the information they need to get noticed and stand out among their competitors. Second generation marketing executive, Roy DiMarco, moderated a panel of communications experts who discussed the progression of traditional PR to the new online PR -- Social Media -- and outlined specific tactics and techniques that will work for you and your company’s business goals.

2. Roy DiMarco
 Today’s Moderator
 HLD Communications President & CEO
 Second-Generation Marketing Expert
 Advertising Agency Council Past President
 Serves on Island Harvest Board of Directors
 LI Business News “50 Around 50” Award Recipient
@roydimarco
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3. The Evolution of PR
The Evolution of PR
Social Media Is Online PR
@roydimarco
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4. What does Social Media
mean to you?
@roydimarco
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5. The Power of Social Media
 Be your own publisher
 Control your own content
 Distribute your content across multiple platforms
 Engage with your audiences
 Influence your audiences
 Build relationships
Reach more people, more quickly, than ever before!
@roydimarco
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6. Social Media’s Impact on Businesses
 53% use social media
 88% say exposure is the biggest benefit
 72% find that social media has an impact on their
SEO results
Source: Media Bistro
@roydimarco
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7. Today’s Panel
Liz Burke
Public Relations Group Account Director
Amanda Cunningham
Public Relations Account Manager
Ana Maria Raynes
Social Media Director
Gina DiMarco
Social Media Account Manager
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8. Liz Burke
 Group Account Director
 Public Relations Professional
 Content Marketer
 Former Journalist
 “Edward R. Murrow Award” Recipient
@LizBurke7
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9. Why Does a Company Need
Public Relations?
@LizBurke7
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10. The Same Applies to Social Media
 Elevates brand awareness
 Increases engagement
 Reaches target audiences
 Promotes capabilities
 Reinforces messaging
 Debunks myths
@LizBurke7
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11. PR & Social Media Go Hand in Hand
 Leverage Content to Increase Brand Exposure
- Press Releases
- LinkedIn
- Twitter
- Blogs
PR
@LizBurke7
SOCIAL
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12. You’re in the Driver’s Seat!
 Be the author of your own story
 Share ideas from your perspective
 Don’t fear negative feedback
@LizBurke7
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13. Reacting to Controversial Topics
@LizBurke7
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14. Amanda Cunningham
 Account Manager
 Public Relations Professional
 Content & Social Media Marketer
@amandaxrose89
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15. Connect the Dots
 Extend the reach
 In Social Media, your target audience can engage
with news
 Take your efforts a step further
@amandaxrose89
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16. @amandaxrose89
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17. Think in Real Time
 iPhone 5, 4S and 4 are the three most used
cameras for sharing images on social media
 Share instantaneously
 Engage your audience & increase event traffic
 Provide your audience with incentives
@amandaxrose89
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18. Engage in Real Time
@amandaxrose89
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19. Expand Your Visibility
Followers: 105K
@amandaxrose89
Followers: 2K
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20. New Opportunities
 Connect with:
 Target Audience
 Existing Customers
 Potential Customers
 Reporters
 most have a Twitter account
 pitch story angles
@amandaxrose89
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21. Ana Maria Raynes
 Social Media Director
 Online Strategist
 Featured in Glamour Magazine “Women on the
Rise”
 Appeared on FOX Strategy Room
 Founder of “Smart Is Cool” alongside the nonprofit
Girls Take Charge
@StylinAna
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22. A closer look at
Social Media
@StylinAna
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23. Top Platforms
 Facebook
 Twitter
 Google+
 LinkedIn
@StylinAna
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24. 2
2
@StylinAna
> 1
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25. >
@StylinAna
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26. >
@StylinAna
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27. Impact of Social Media
 Fastest growing demographic on Twitter is the 55-64
year age bracket (has grown 79% since 2012)
 70% of brands have a presence on Google+
 More than 2 billion connections on Facebook
between local businesses and people
 More than 2.6 million companies have company
LinkedIn pages
Source: eMarketing Association
@StylinAna
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28. Gina DiMarco
 Social Media Account Manager
 Third-Generation DiMarco in Marketing
 Marketing Expert
@GinaDiMarco
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29. acebook Top Tips
@GinaDiMarco
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30. Tip #1 – Always Use an Image
Image gets cut off
on the Smartphone
 More noticeable
in newsfeeds
 Size matters!
800 x 800 pixels
 Smartphone-friendly
@GinaDiMarco
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31. Tip #2 – Keep Posts Short
 Keep your posts short
41 characters
 Avoid “See More”
 Posts between 100 and 150
characters see 60% more likes,
comments and shares than
longer posts
(source: ShortStack)
@GinaDiMarco
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32. Tip #3 – Engage With Your Audience
 Respond to ALL comments
 Only around 30% of brands
respond to fan comments
(source: Socialbakers.com)
 Receive a comment
 Click “LIKE”
 Receive a question
 Answer it
@GinaDiMarco
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33. Twitter Top Tips
@GinaDiMarco
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34. Tip #1 – Understand the Hashtag
 Use before a relevant keyword or
phrase to categorize Tweets and help
them show more easily in Twitter
Search
 Helps you get in the conversation
 Limit 2 per Tweet
 Tweets with hashtags receive more
engagement than those without
@GinaDiMarco
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35. Tip #2 – Use the @ and # symbol appropriately
 Use before the Twitter
handle and hashtag
 NO spaces
@GinaDiMarco
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36. Tip #3 – Tweet as if you have 120 characters, not 140
 Why keep it to 120?
- It allows others to ReTweet (RT) your Tweet
- When you ReTweet, you lose characters and your
original tweet is altered
 Remember, a “space” is considered a character!
@GinaDiMarco
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37. Google+ Top Tips
@GinaDiMarco
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38. Tip #1 – Use It!
 Helps with SEO (search engine optimization)
 Google loves Google: G+ is owned by Google
 Increases visibility for nonbranded keywords
 G+ posts are visible in Google search almost
immediately
 Allows for more direct and personal relationships
 Contains quality content that is professional and
informational
@GinaDiMarco
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39. Tip #2 – Post In Communities
What is a Google+ Community?
Similar to a LinkedIn Group
@GinaDiMarco
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40. 5,238 members
 Reach larger audience
 Allows you to engage
with people who have
the same interests
 Increases engagement
by 100%
@GinaDiMarco
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41. Tip #3 – Don’t Post and Run
Commentary
 Don’t “link litter”
 Add your commentary to your
post; let people know why you’re
sharing the post provide value
Link to your blog
 Participants engage and interact
more on G+ than on any other
social media platform
@GinaDiMarco
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42. LinkedIn Top Tips
@GinaDiMarco
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43. Tip #1 – Use a Professional Profile Photo
Do’s
 Current
 Headshot
 Professionally dressed
 Smile
 Good lighting
@GinaDiMarco
Don’ts
 No picture
 Blurry photos
 “Selfie”
 Crop others out
 Multiperson shot
(yes, this includes your kids and pets!)
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44. Tip #2 – Participate in Groups
438,432 group members
 Join and participate in groups that are relevant to your business
 By participating, you will help establish credibility and authority in your industry
 Increases your reach – more exposure to a larger network within your industry
@GinaDiMarco
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45. Tip #3 – Create a Company Page
 76% of people go on LinkedIn to
research people and companies
(source: forbes.com)
Blog post
 Improves your SEO
- a LinkedIn business page is
well- indexed on search engines
 Establish credibility
- Promote your services, products, news,
blog posts and events
 Attract new talent…for FREE!
@GinaDiMarco
#THEcoffeeconnection

46. Social Media Boot Camp
 First Social Media Boot Camp
- Facebook on February 25th or 27th
 Take today’s tips to the next level
 Learn strategy
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47. Q&A
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48. THANK YOU!
#THEcoffeeconnection