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Social Media: How to Build Brands, Find Followers and Attract Fans (PR News Bootcamp)

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Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
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  • 1.PR News Boot Camp: Emerging PR Stars November 29, 2012Social Media: How to Build Brands, Find Followersand Attract Fans Presented By: Jenifer Antonacci, Director, Portfolio Communications, Pfizer [email protected] @JenAntonacci Sandra Fathi, President, Affect [email protected] @SandraFathi 0

2. Jenifer Antonacci Director, Portfolio Communications, Specialty Care BU, PfizerInc. Currently leading product PR team in specialty care business Also experienced in Media Relations, Internal Communications, Client Communications Currently Membership Chair, Philly PRSA Chapter Also on Executive Committee for the Leukemia & LymphomaSociety Eastern PA Chapter Light The Night Walk 3. Sandra Fathi President, Affect Public Relations and Social Media Firm Serving B2B Technology, Healthcare and Professional Services Clients Immediate Past-President, PRSA-NY Past President, PRSA Technology Section Sample Clients:2 4. Topics to Cover The content marketing revolution: How brands big and smalluse social media to reach millions Listening and engagement: The keys to social media Which tools are right for you? Recommendations ondashboards and measurement tools Best practices and case studies: Brand success onFacebook, Twitter, Google+, LinkedIn, YouTube, Pinterest andmore Using social media and other online tools to enhance yourmedia relations efforts Dos and donts: A day in the life of social media PR pros 3 5. How Brands Use Social Media Build awareness Reputation Educate constituents Strengthen customer loyalty Provide customer serviceSaveMake Conduct market researchMoneyMoney Target media and key influencers Generate leads Generate revenueEducation4 6. B2B Vs. B2C BrandsBusiness-to-BusinessBusiness-to-ConsumerGoals & Objectives Direct Tie to Business Goals Direct Tie to Marketing GoalsFans & Followers Quality Over QuantityQuantityApproach Strategic & NicheStrategic (or Not) & BroadMeasurementClear ROI: Unclear ROI: Business OutcomesActivity Over OutcomesFocusControlled Ride the Wave$37 Billion in$37 Billion inAnnual Sales Annual Sales for All of Mars Candy5 7. Social Media in Regulated Environments(Pharma & Healthcare)Dont just sell the drug, but help organize the communityThe future is not just having the drug and then letting thepatient and the doctor work it out, its having thewebsite, organizing the patient groups, educating thefamilies supporting social networks to help with not justthe marketing, but the management of the disease Jeff Bauer, Ph.D., Health Futurist and Medical Economist 8. Choosing the Right Channel(s) for Your Audience: A Stakeholder Perspective Model StakeholderAnalysisDevelopOngoing Identification Test internal Roadmap andEngagement Internal assumptions Engage Feedback brainstorming Direct: Guidelines Follow-up KnowledgeInterviews, surveys Expectations Experience Indirect: Third-party Monitoring groups, monitoringThink & PlanPrepare & Engage Respond & MonitorModel derived from the AccountAbility AA1000ES Assurance Framework for Stakeholder Engagement 9. Case Study: text4baby (Johnson & Johnson) Award-winningprogramreaching momsone text at atime8 10. Choosing the Right Channel(s) for Your Audience Who are we trying to reach? Customers Media Prospects Analysts Employees Competitors Shareholders Community Where do they hang out? What are the expectations of the community? Business or Personal?9 11. Social Media Launch ChecklistThe steps to responsible engagementContent ContentAnalytics andFundamentals Mapping and Creation and EngagementInsightsPlanningSyndicationPolicy Development ConversationBrand protection Content MgmtBlogger outreachPlanning blueprintCatalog existing content SMR OnlineCustomer serviceGuidelines creationRegular listening Content gap analysis NewsroomresponseTraining & Education Influencer meme Editorial planning Webcast Ambassador networkStrategic partnering Real time listening Keyword dictionary E-mail Mktg Community managementReporting Identify channelsPodcasts Train community mgrVideos Linking strategy Social pages (e.g., SlideShare, You Tube) 10 12. Social Media Launch Checklist Identify Target Audience Set Goals & Objectives Craft SM Messaging Document &Creative Brief Determine Platforms, Channels &Technology Create Social Media Workflow Plan Draft a SM Usage Policy Develop an Editorial Calendar Write & Implement Launch PlanDownload at techaffect.com/social-media-tip-sheets/11 13. Social Media PoliciesYou may already have one! Employee HandbookWhat to include in a dedicated SMPolicy1. Encouraged Behavior2. Required Behavior3. Restricted Behavior4. Terms & Conditions Training Required Executive Level Personal Disclaimers Legal Mumbo-Jumbo12 14. Case Study: Social Media Policy Development Established through consensus meeting with seniorleadership the importance of a social media policy: To protect the company from the release of non-public or proprietary information and/or unauthorized or inappropriate social media commentary or posts online To mitigate potential trouble for the company with government agencies, other companies, customers or the general public To strengthen the brand value of the company, its medications Create cross-functional team with members nominated bytheir management Included Legal, Communications, Compliance, Safety, Regulatory, Marketing, M edical, Clinical and IT&S Educated first from C-suite to cross-functional team thencreated policy and supporting guidances 15. Listening & Engagement Social tools allow companies to listen to, respond to andengage with stakeholders Effective listening must allow organizations to: Gain profound insights into who their stakeholders are and their needs Understand how their customers buy Learn who influences the customers How customers want to communicate and receive information Traditional tools include mentions, Likes and follower counts 16. Case Study: Preparing to Introduce a NewMedicine Blueprint: The purpose of the Blueprint is to identify thelanguage, channels and communities that stakeholders use to seek andshare information about the disease and treatments online. Provides an analysis of how frequently stakeholders are discussing certaintherapies and who is driving share of voice within patient communities Also provides an overview of the patient experience from diagnosis throughtreatment. Bi-Annual Listening Report: The Listening Report provides ongoingperspective and strategy based on initial learnings identified within theBlueprint. Allows us to understand how specific events or trends affect the conversationonline, including brand and competitor discussions Influencer Analysis: This analysis strategically and methodically measuresinfluence across online channels specific to the disease state andtreatments. We have developed a list of online influencers = the one percent of people whoare driving the majority of conversations for the brand online based onreach, relevance and resonance 17. Social Media Measurement6 Step Approach:1. Measure2. Track3. Trip4. Analyze5. Tweak6. RepeatHoly Grail:Sales Data 16 18. Social Media & Media Relations Approach online influencers the same way you approachtraditional media Do your research so you know who youre engaging and theforum in which you are participating Be prompt, factual, transparent Take the time to understand the context of a situation before jumping in Stay on message and operate within your organizations guidelines Disclose relationships, representation, affiliation and intentions 19. Social Media & Media Relations Finding Journalists on Social Media(Where they want to be found) Monitoring & Finding Queries Engaging & Building Relationships Pitching Best Practices Finding the Story Lighting the Fire18 20. Social Media Dos & DontsDo: Dont Provide Full Disclosure Release Confidential Info Seek Opportunities for RelevantEngagement Be a Social Spammer Respect the Rules of the Be a Robot (Repeat, Repeat)Community & the Individual Hijack Irrelevant Hashtags Become ValuableResource/Thought Leader Ignore the Environment Quality Over Quantity (Value Be a Haterover Noise) Be a Great Aggregator Bring Online Offline 19 21. The Case: Industry Positioning & Media Relations20 22. The Case: Driving Awareness, Increasing Engagement 21 23. The Case: Sales & Lead Generation22 24. The Case: B2B on Twitter 23 25. The Case: Story Hijacking & Blog Commenting24 26. Thank you Questions?Slides Available on Slideshare.net/sfathiJenifer Antonacci, Director, Portfolio Communications, [email protected] @JenAntonacciSandra Fathi, President, [email protected] @SandraFathi25

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