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Abraham&Harrison
Abraham Harrison, LLC: a global social media marketing & PR company
5 Continents, 12 Countries, 11 Languages, 1 Internet
Social Media Marketing and Online Public Relations
Global Word-of-Mouth Brand Promotion, Crisis Management & Reputation Defense
Abraham&Harrison
Who am I?•President and COO of Abraham & Harrison•Social media savantWhat have I done?•Internet analyst •Web strategy consultant Online brand promotion/protection Online community development Blogger outreach Blogger engagement Online reputation management•Avid Blogger•“Social media expert” for BBC World News, CNN Radio, Cnet’s Bnet
Abraham&HarrisonOur Distinction
We are 100% online media company, born of the internet, and living our lives in the world of social media.
•We are a well-practiced team of 35 professionals who live online social media day in and day out – not just thinking big ideas, but doing real operations.
•We have been doing this for years – we are not just another PR shop trying to quickly jump on the social media bandwagon, hoping to figure out the digital space on the
fly, making mistakes on your dime.• We know that big ideas are great, but that their power comes from excellent professional
execution.•We understand that there is far more to being a surgeon than reading how an operation is done; far more to being an engineer than having blueprints in your hands, and far more to being a chef
than being able to read a cookbook.
• Our confidence in our ability comes from not only our proven results but also from our established relationships, presence, and contacts in the social media sphere.
Abraham Harrison, LLC: a global social media marketing & PR company
5 Continents, 12 Countries, 11 Languages, 1 Internet
We activate thousands and reach millions every day we are on the job for our clients.
We execute real, large-scale social media campaigns globally – in any country, in any language you need
Not just creative ideas, but real action – operations with real results and measurable ROI
Abraham&HarrisonThe Evolution of Abraham & Harrison
• Three years ago Abraham PR collaborated with Mark Harrison with the goal of creating a company that:
Was global Enabled employees to live and work anywhere they wanted Operates smoothly around the clock across multiple time
zones in all parts of the world
• Now Abraham and Harrison: Has 22 full time employees across14 different time zones Offers services in 8 different languages Communicates effectively with all the different populations
on the Internet from snarky gamers to Ivy-League professors to Latino youth
Abraham&Harrison
Abraham Harrison, LLC: a global social media marketing & PR company
5 Continents, 12 Countries, 11 Languages, 1 Internet
Some of Our Clients:
Abraham&HarrisonThe History/Evolution of Social Media
Abraham&HarrisonCurrent and Emerging Trends
Mobile Blogging
Photo Blogging
Location-Awareness
Abraham&HarrisonThe Explosion of Gowalla and Foursquare:•What is it?
Website, iPhone app, social network
•What does it mean?Transparency: your network now knows
what you are doing, and where you are doing it
•What’s next?More enhanced reality, geo-friendly
mobile sitesBoth networks use geo tagging and mobile phone applications to allow users to share where they are and what they are doing
with their network of friends. The difference is Gowalla requires users to actually be in
the location they are talking about Foursquare does not.
VS.
Abraham&HarrisonHow you can listen:•Monitoring
What are they saying? What should we be thinking about
changing?How should we be responding?
•AnalysisWhat are the conversation trends
over time?Is the tone of conversation positive
or negative?Is the tone changing over time?Are the number of conversations
increasing or decreasing?
•InteractingCareful listening leads to more
meaningful and mutually beneficial interactions between you and your followers
Abraham&HarrisonHow you can Engage:•Blogger Outreach
Give bloggers relevant and interesting information to share with their readers
•Message Boards Allow you to follow
conversations Allow you to add input to
conversations Allow you to track
conversation trends
•Review Sites Allow you to specifically
see what people like/dislike about you
Allow you to collect information about things that you should change
Abraham&HarrisonHow you can Participate:• Facebook• Twitter• Youtube• LinkedIn• Wikipedia• Digg• Delicious
Corporate Blogs are a great way to communicate
with consumers
Corporate Blogs are a great way to communicate
with consumers
Abraham&HarrisonWhy Participate?•People are talking about you and your brand online
You can ignore or engage A reputation that has
taken years to build can be destroyed in minutes
Everyone is doing it, do you want to lose your competitive edge?
Social media allows companies to consistently build good will equity
“Social Media offers new opportunities to activate
brand enthusiasm.”
How do you Engage?•How committed do you need to get?•How automated can it be?•What vehicles are the best for my brand?
“Social Networking that matters is helping people archive their
goals. Doing it reliably and repeatability so that over time
people have an interest in helping you achieve your goals”
Abraham&HarrisonWhat Does Participation Look Like?
• Customer Support•Answer Questions•Solve Problems•Publicity•Reputation Defense•Correcting Mis-Information•Business Intelligence
Comcast on Twitter
Comcast on Twitter Adobe on
Delicious
Adobe on Delicious
H&R Block on Facebook
H&R Block on Facebook
Abraham&Harrison
• A blogo-sphere and Twitter-sphere of ghost towns • Many start off hot and heavy Then it all dies when the intern
in charge leaves Or companies get discouraged
when they don’t instantly have 5,000 followers
• Need to formalize process with HR
• It takes at least 6 months of steady labor
• It is essential to cross-pollinate Blogging and social networking • The person who does your
newsletter might not be the right person
• Your first successes will make it all worth while
The Problem With Ghost Towns
Abraham&HarrisonTo Blog Or Not To Blog, That is the Question
Are You Passionate about being online?
• If not, you have options…
Outsourcing to a company that understands effective Twitter strategy, blog content generation, Facebook pages, and the ins and outs of Social Media is always a viable option
Effective Social Media takes time and diligence. If you want to launch a successful campaign that will help to grow your company leaving it to the intern probably isn’t the best option
“Social Media is like opening a vineyard. It requires tilling, planting, growing, pruning, and
the harvest is generally far away”
Abraham&HarrisonSetting Measurable Goals so you can track your ROIWhat are your goals?
• Traffic?
• Visibility?
• SEO results?
• Reputation Management?
• “Owning” Google search results?
Social Media can help you do all these things, but it has to be based on utilizing Social Media as a tool to communicate.
Once you build relationships with your customers through Social Media vehicles the results will come.
Abraham&HarrisonWriting for Robots as well as HumansThe Value of Social Media in organic SEO and search results
• People aren’t the only ones searching for you on Twitter, Facebook, and Google
• There are robots: Google, Yahoo!, Bing, and many others
• Investing in social networking services expands your immediate influence amongst current, future and potential customers AND invests in all the spiders and bots monitoring content textually online
• What that means is you are expanding and fortifying your brand in search which is essential to:
Brand promotion Brand perception Intellectual property ownership online
• Over 80% of all the traffic to a mature web presence comes from organic searches online
• Are you writing and creating content for organic searches?
Well over ½ of your web
page’s visitors come from
Organic Searches
Abraham&HarrisonShow me the numbers…
Effective Reporting and ROI strategies
• Search results• Reporting tools Hootsuite Click throughs Unique visitors Page views Ad revenue Demographic data User mentions User insights
Abraham&HarrisonShow me the numbers…
Monitoring the buzz around campaign – SM2• Search results daily• Gathers data from all different online sources (blogs,
news sites, micro-blogs, social networking sites, etc.)• Completely related to SEO
Abraham&HarrisonShow me the numbers…
Monitoring the growth of Facebook and Twitter
• Facebook Insights
Demographics
Interaction Index
Number of Fans
Page views
Post Quality
Abraham&Harrison
Monitoring the growth of Twitter
• Number of Followers
• Reach of Tweets
Show me the numbers…
Abraham&HarrisonThe Social Media “Spike”
“70% of bloggers are organically talking about
brands on their blog”
“70% of bloggers are organically talking about
brands on their blog”
“38% of bloggers post brand or product reviews”
“38% of bloggers post brand or product reviews”
“Purpose-built Facebook Pages have generated more
than 5.3 Billion fans”
“Purpose-built Facebook Pages have generated more
than 5.3 Billion fans”
“On average there are over 1.3 million Tweets per hour”“On average there are over 1.3 million Tweets per hour”
“Community users remain customers 50% longer than
non-members”
“Community users remain customers 50% longer than
non-members”
“Community users spend on average
54% more”
“Community users spend on average
54% more”
“Customers report good experiences in forums more than twice as often as they
do via calls or mail”
“Customers report good experiences in forums more than twice as often as they
do via calls or mail”
Interactions Results
Abraham&Harrison
Please Contact Us:
Please Visit Our Blog & Our Site:
http://marketingconversation.com/
http://www.abrahamharrison.com/
Abraham Harrison, LLC: a global social media marketing & PR company
5 Continents, 12 Countries, 11 Languages, 1 Internet
Abraham&HarrisonAbraham&Harrison
+1.202.657.4769 (global)
Chris Abraham, President & COO – [email protected]
Mark Harrison, CEO – [email protected]
We would be delighted to offer an analysis of your current situation and how we can help raise your online visibility and protect and grow your brand name on the Web
Please Find Us: Twitter- chrisabraham
Facebook- http://www.facebook.com/abrahamharrison