Social Media Integration & Measurement
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1 Social Media Integration & Measurement Stacey Krauss US Public Relations TerraCycle, the TerraCycle Logo, and Brigade are all Trademarks of TerraCycle Inc. TerraCycle used under, the license, TerraCycle Logo, and Brigade Toll-free are all Trademarks of TerraCycle Inc. used under license, Toll-free
2 TERRACYCLE'S HIGHLY ENGAGED SOCIAL NETWORKS 2 100,000+ Facebook Likes 35,000+ Twitter Followers 350,000+ Annual YouTube Views 650,000+ Monthly Newsletter Circulation 120,000+ Monthly Unique Visitors to Website Huge Engagement Rates on Social Networks: Of our ~100k FB fans: Facebook Posts Average: >100 Likes and Comments over 75% are Monthly Actives >18,800 Views per post Over 50% are Weekly Actives >50 Shares per post TerraCycle,, the TerraCycle Logo,, and and Brigade are are all all Trademarks of TerraCycle of Inc. Inc. used used under under license, license, Toll-free Toll-free 2
3 INTEGRATION OF SOCIAL MEDIA INTO ALL PHASES OF A PR CAMPAIGN: - BEFORE - DURING -AFTER TerraCycle,, the TerraCycle Logo,, and and Brigade are are all all Trademarks of TerraCycle of Inc. Inc. used used under under license, license, Toll-free Toll-free
4 INTEGRATING SOCIAL + TRADITIONAL BEFORE 4 BEFORE Research: Use Twitter and LinkedIn to research journalists before pitching. Connect: Like or Follow journalists you work with. Only Add Friend on Facebook if you work with them a lot. Schedule: Build a calendar of schedule messages for client.
5 SOCIAL MEDIA CALENDAR Setting up a calendar in advance helps to save time, get clearance from client in advance and keep you organized during high pressure moments of the campaign. Organized by phases of campaign. Can become archive or template for reporting or future campaigns. TerraCycle,, the TerraCycle Logo,, and and Brigade are are all all Trademarks of TerraCycle of Inc. Inc. used used under under license, license, Toll-free Toll-free
6 INTEGRATING TRADITIONAL PR DURING CAMPAIGN 6 DURING Press Release Distribution: Use various networks to distribute press release to wider audience at no cost. Build a Multimedia Release: Create a free multimedia release by building a Facebook tab with videos and photos that is available to anyone. Create opportunity for Cross-Promo Opps: Let journalist know you will tag them when you share the article on social networks and ask them to do the same. Add a Related Contest: Consider adding on a social media contest once earned media opps start to run out, can keep story relevant.
7 PROTECTING THE PLANET FOR BABY CONTEST Hits: 22 Impressions: 1,048,284 TerraCycle,, the TerraCycle Logo,, and and Brigade are are all all Trademarks of TerraCycle of Inc. Inc. used used under under license, license, Toll-free Toll-free
8 INTEGRATING TRADITIONAL PR AFTER CAMPAIGN 8 AFTER: Share your Stories: Media coverage is easy and effective content. Cross-Promotional Value: Tag journalists, outlets and brands whenever you post coverage to social media networks. They might return the favor. Public Praise is the Best Kind: Thank journos with a personalized tweet or recommendation on LinkedIn. Every Like Counts: Include social media metrics such as shares, likes, RTs, etc. in wrapup reports.
9 Give your Press hits more legs 9 TerraCycle,, the TerraCycle Logo,, and and Brigade are are all all Trademarks of TerraCycle of Inc. Inc. used used under under license, license, Toll-free Toll-free
10 INTEGRATING TRADITIONAL PR - ONGOING 10 ONGOING Stay On Top of Current Events: Following other companies and industry experts in your/your client s field can help generate leads and trend stories. ReTweet those New Journo Friends: Retweeting or Sharing related articles will help keep you top-of-mind. Content Sharing Opportunities: If you develop an online relationship with other experts and outlets in your industry, they may share your content with their followers.
11 SOCIAL MEDIA CROSS-PROMOTION 11 These are examples of cross promotional posts generated by TerraCycle s relationships with our clients and other environmental experts. By asking your media contacts or relevant non-profits, industry groups, professional associations, government groups or websites to repost your content, everyone wins without spending a dollar!
12 PLANNING AND MEASUREMENT TOOLS TerraCycle,, the TerraCycle Logo,, and and Brigade are are all all Trademarks of TerraCycle of Inc. Inc. used used under under license, license, Toll-free Toll-free
13 SOCIAL MEDIA TOOLS - PLANNING 13 Free Planning and Scheduling Tools HootSuite: Enables us to schedule posts for Twitter, Facebook and Google+ with one login up to a year in advance. Tracks history and hashtags. Facebook Scheduler Tool: Able to utilize all Facebook functionality (tags, links, video, pics etc.) in scheduled messages. Bit.ly Shortens links and tracks clicks.
14 SOCIAL MEDIA TOOLS MONITORING 14 Free Monitoring Tools Facebook Insights Most comprehensive monitoring available for Facebook. Statigram: Monitors total likes, likes per photo, most liked photo and provides growth charts.
15 SOCIAL MEDIA TOOLS MONITORING 15 MORE Free Monitoring Tools TwitterCounter: App created by Twitter that monitors quantitative growth on Twitter, including number of tweets, followers, unfollows, etc. Commune.it: Monitors qualitative engagement rates, identifies influencers and helps prioritize responses.
16 SOCIAL MEDIA REPORTING 16 What was your goal? Did you accomplish it? Prove it! We include as many varied measures of engagement in reporting as possible.
17 REPORTING TOOLS 17 Reporting Tools TerraCycle uses almost all of our planning and monitoring tools to help built reports, including TwitterCounter, Facebook Insights, YouTube Insights, Bit.ly and SumAll. SumAll: Capable of monitoring engagement across all social media networks and provides clear graphs for reporting.
18 KEY TAKEAWAYS Researching journalists on Twitter and LinkedIn can supplement media database information. 2. Connecting with journalists on social networks can help increase the reach of your press releases and pitches. 3. Press coverage doubles as social media content. 4. Social media contests can generate traditional PR opportunities. 5. Identify goals at the outset of a social media campaign and find the right tools to monitor, measure and report them. 6. Don t shortchange yourself! Include varied social media metrics in reports. THANK YOU!
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