SOCIAL MEDIA: HOW TO BUILD BRANDS, FIND FOLLOWERS AND ATTRACT FANS

Transcription

1 SOCIAL MEDIA: HOW TO BUILD BRANDS, FIND FOLLOWERS AND ATTRACT FANS PR NEWS ONE-DAY BOOT CAMP FOR EMERGING PR STARS MARCH 18, 2013 CHRISTINE DE LA HUERTA VICE PRESIDENT, RBB #PRBOOTCAMP

2 INTRO We need to change the way we think about PR ALL PR elements can have an online component/counterpart Social is way of thinking, not a trick.

3 INTRO Holistic Approach to Communications Paid Media Converged Media Owned Media (Includes Social) Earned Media

4 INTRO - CONTENT Content strategy first Content is King Tell a story Visuals are more important than ever

5 PR & ONLINE TOOLS TRADITIONAL Personnel announcement Op Ed Byline Photo and caption Media advisory Press release ONLINE SEO article Twitter post Twitpic Facebook YouTube Flickr, Pins Blog post Contributions/ comments Forums

6 PR THEN & NOW

7 STORYTELLING Create a story for memorable content Creates loyalty Extends lifetime value of customer Proof: Facebook recently acquired Storylane

8 EVOLVING CONTENT STRATEGY Fans/consumers want to be entertained: 37% said they were likely to engage with video posts 36% highlighted posts with jokes, cartoons or memes Short and simple posts Advice, tips and practical information

9 EVOLVING CONTENT STRATEGY Visuals are crucial to the social media experience 44% of fans are more likely to engage with photo posts from brands Friends on social media primarily enjoy looking at photo content

10 HOW TO ENGAGE Listen.

11 Choose.

12 Dive in.

13 Obey. Do Be interesting Share things that excite you Ask advice Join the conversation Don t Talk about boring stuff Scream about your product Be a narcissist Lie

14 Measure.

15 SOCIAL MEDIA APPROACH Measurement Metrics Analysis Optimization Research Listening Monitoring Auditing Objectives Implementation Community Management Content Marketing Outreach & Engagement PR Support Media Buys Strategy Roadmap Planning Resources Policies Processes

16 PLATFORMS Chris Chris Christine Chris Christine Christine

17 LINKEDIN

18 Most powerful social site for B2B A quarter of Fortune 500 CEOs are on LinkedIn, and less than 8% are on Facebook LinkedIn profiles and company pages rank high on search engines

19 IN A NUTSHELL Company profile Status updates Recommendations Introductions Answers Events Groups Recruitment Follow companies

20 LINKEDIN IS NOT is NOT a glorified online resume

21 ANATOMY OF A PERSONAL PROFILE

22 ANATOMY OF A COMPANY PAGE

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25 GROUP FEATURES

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27 PROVING ROI GROUP STATISTICS TAB

28 GO TO M

29 SEARCHING FOR GROUPS After you log in, hover your mouse over Groups in the navigation bar and click Groups Directory. From here, you can search for groups by keywords, categories and language.

30 SEARCHING FOR GROUPS Click on a Group to begin monitoring conversations. You can also join the group to contribute discussions. Some groups are private, and you will not be able to monitor their discussions unless you are approved to join.

31 MONITORING DISCUSSIONS Once in a Group, you can view the 20 latest discussions. You can Like, Comment and Flag posts as well. Each group also compiles the discussions with the most activity.

32 SHARING LINKS You can share links and begin discussions by filling out the form at the top of the Group next to your profile picture. To share a link, click Attach a link Click on your profile picture to follow up on discussions you ve started, joined or are following.

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34 #3 social network behind Facebook and Twitter 1 in 5 women in the U.S. use Pinterest Shoppers referred to a site from Pinterest are 10% more likely to buy

35 SOCIAL INFLUENCE ON PURCHASE 18% 36% 27% 19% Source: Repinly.com

36 Food & Drink Other DIY & Crafts Home Décor Women's Fashion Hair & Beauty Weddings Kids My Life Humor Travel Holidays & Events

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38 WHY PLAY? The Stats The top 50 U.S. Sites are on Pinterest Growing faster than Twitter 11 million unique monthly visitors Average user spends 98 minutes per month on the site Produces more referral traffic than YouTube, reddit, LinkedIn and Google+ combined Cooking Light and Real Simple magazines report it as their #1 referral source for the magazines Second to Facebook re: engagement and time spent on platform 80% of the pins are re-pins (viral quality) More women made a purchase based on a Pinterest recommendations than any other site; trust is higher than with any other social media platform (source: Blogher)

39 WHY PLAY? Media are participating Martha Stewart, Today Show, Wall Street Journal, etc. Original and new content = new opportunities for pickup Sales driver Online wish list with easy-to-buy attribute Link back to e-commerce channels etsy.com is the most popular source for pins One-two clicks Gift category (by price range/item type) Video pinning opportunities

40 Pinterest 101 Categorize your to tag users Size matters: 554 px wide, no limit on height Use keywords to be search friendly Add URL back to your site Shared pin boards Contributors, you, your client, favorite bloggers, top evangelists Pin etiquette (be authentic, not offensive, crediting sources, link with love movement) All user content is right protected (not for sale by Pinterest) Be social. Re-pin, comment, like.

41 BEST PRACTICES: PIN IT LIKE YOU MEAN IT Provide value and be helpful Seasonal ideas, DIY project, cooking techniques Brands to watch on Pinterest Whole Foods Kate Spade Nordstrom Gap Promote a lifestyle/leverage brand value Not all about the product, complementary topics, create interest Whole Foods, ex. recycling, gardening West Elm ex. experience with the brand Let others contribute Peapod ex. stories from the road Southwest Airlines ex. From the Window Seat in-flight stories Let personality of brand shine/company culture TODAY Show anchor antics

42 BEST PRACTICES: PIN IT LIKE YOU MEAN IT Feature user generated content Collaborative boards Leverage customer testimonial, crowd source, suggestions and contributions from your customers GE s Inspire me Why Austin Leverage influencers and brand ambassadors ex. Christine Martinez (one of the largest Pinners in the world) live pinning from vacation Maximize reach of offline activity McDonald s board dedicated to Olympic restaurant construction Coverage of events like Fashion Week (by bloggers, by brand itself) Find new customers and likes and dislikes of existing customers

43 BEST PRACTICES: PIN IT LIKE YOU MEAN IT Find out who s pinning your brand pinterest.com/source/brandwebsite Engage and intersect Interactive involvement comment, like, re-pin Activities and contests (evaluate rules and regulations per the site s policy first) Seeing great success with pin-it-and-win-it type contests Guess Jeans: pins by customers using product, most likes or repins, opp. to enter sweepstakes Saveur and McCormick: build own dream dinner party by pulling their recipes Pin-a-thons

44 BEST PRACTICES: PIN IT LIKE YOU MEAN IT Spread the word. Make it easy Secure your URL as soon as possible Add Pin It button to your website Cross-promote through other channels Use Facebook and Twitter to share pins Pin from various source vs. one specific site Diversify your boards = multiple board vs. single board on a single topic Follow influencers/influencer generated content Tools Pinterest iphone app Curalate Tweet deck like app for Pinterest (beta form) Pinpuff (to find out level of influence/clout of pinner)

45 ROI New analytics Consider: Number of re-pins Engagement Followers Traffic referral to your website

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47 4 billion total photos uploaded 54% of top brands on the platform User demographics 68% female >40% ages % of users in U.S.

48 Show don t tell 44 percent of online users are more likely to engage with photo posts from brands

49 Think outside the box Urban Outfitters turned fans into models

50 Show, don t tell. Chef Matt Jennings has 800 Instagram photos Shows product in unique light Match content to brand Miami Cocktail Co. promotes a lifestyle, not just a product Neiman Marcus #nmbeauty

51 Best Practices Fit in Show compelling content Watch your frequency Harness #hashtags opportunities for extra exposure Be Social Follow, comment, like What you need to know Mobile only No admins, filter responsibly Track engagement using statigr.am

52 REMEMBER Approach it like a conversation Tell your brand s story Plan, plan, plan (strategy) Content matters; engagement matters Tell a story; Visuals can t be an afterthought Set goals, measure, adjust Be human; remember this is Social Media

53 THANK YOU Questions? Contact