1. Gina Luttrell @ginaluttrell www.ginaluttrellphd.com Using Social Media to Promote Your Business

2. Who am I? Gina Luttrell, Ph.D., @ginaluttrell, www.ginaluttrellphd.com Professor of Public Relations and Social Media at Eastern Michigan University 15 years as a PR practitioner Began teaching in 2007 My career has spanned large corporations to Non-profits Consult, research, present & conduct workshops to keep active and current in PR & SoMe PRSA-Detroit Member PRSSA Faculty Advisor, Eleanor Wright Chapter Upcoming book on Social Media and PR 3. Overview What is Social Media & Why is it Important? Conversation Channels Blogging Microblogging Social Networking Sites Photo sharing Video Analytics & Monitoring Tips Thank You & Questions 4. What is Social Media? Varied definitions Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Social media consists of various user-driven (inbound marketing) channels (e.g., Facebook, Twitter, blogs, YouTube). These channels represent a stark difference from the advertiser-driven (outbound marketing) push model. As the principal owner of the customer relationship in the firm, typically, the marketing department is responsible for managing these social media channels. Although some may argue that the customer relationship is everyones responsibility in the firm, the overarching responsibility rests with the marketing department as the champion for the customer. Cheryl Burgess Blue Focus Marketing Social media is digital content and interaction that is created by and between people. Sam Decker Mass Relevance Here is a link to 30 variations on a definition http://bit.ly/18xeWZZ 5. What is Social Media? Human Network Think of social media as an invitation to someones house Its personal, private, and you NEED TO BE INVITED! SM is the epitome of two-way communication Communicators have never before been able to connect with consumers on such personal levels 6. Why should you care? 7. SoMe is NOT MKTG In marketing we sell In SoMe we look to build relationships Thats why PR and SoMe go hand in hand PR should lead SoMe strategies When companies try to apply marketing or advertising principles to SoMe they fail Not there to promote your products I knowhard concept 8. Features of SoMe Sharing: allows you to send content to your social networks in batches. Profiles: allow you to position your expertise and qualifications to the social networks. The keywords in your profile(s) are vitally important. They have a strong impact on your search results. Pages: allow you to create specific content based on interest. This helps when you want to build targeted campaigns. Groups: allow you to engage with your current & potential clients based on their areas of interest. 9. Features of SoMe Search: allows you to find and rank specific keywords. Keywords are indexed by the search engines. Messages: allows you to privately engage with specific prospects. Events: allow you to promote events and see attendees to create follow up strategies. Voting/crowdsourcing: allows you to take the pulse of your marketplace. Applications: a wide variety exist to customize any aspect of your social strategy. Source Consumer Solutions, NY 10. Get on the Cluetrain The Cluetrain Manifest summarized ideals and basis of all interaction via social media Be authentic to stakeholders: talk like people, eliminate buzz words and overly technical terms; Have fun and laugh; and above all Listen H U M A N Network People on the other side of your computer, brand, website, podcast, video, blog, microblog, photosharing site 11. How SoMe Works The Circular Model of SoMe for Social Communication promotes listening S: Share Connect with users through sharing sites O: Optimize Listen & learn from conversations M: Monitor Tweetdeck, Hootsuite allow you to see conversations in real-time E: Engage So do it talk with customers! 12. Conversation Prism 13. Where to Begin? Social Media Audit Where are your customers? Thats where you need to be! 14. Tactics The following section are the tactics you will take to create the social media plan. You may or may not use all of the following social media tools in your plan. Remember, not all SM tools are right for every organization. You need to decide which ones are right for your organization. This will depend on resources meaning staff, money, and ability. 15. Blogging 16. Blogging Pick the right tool I like Wordpress Pick the right URL www.ginaluttrellphd.com Write about subject matter that you know about Join the conversation Follow other bloggers, influencers in your field Create an editorial calendar Blog 2-3 times per week Commitment Dont sell your products, talk around them 17. Blogging Attribute sources from other articles and photos If someone comments, comment back! Check your facts, dont just repost. Create social media policy MUST HAVE! http://ginaluttrellphd.com/social-media-policies/ Blog and for employees Tells both how to act on SM Short, more informal writing. 250-600 words Promote via Twitter Hashtags & bilty URLs 18. Blogging How many hours will be spent on blogging Break this down either by daily/weekly/monthly Include how many blogs will be written either daily/weekly/monthly Remember a good rule of thumb is one blog daily, three weekly Try to create an editorial calendar for your blog Short term objectives: Increase recognition Insert actions to be taken here (Example: X number of posts) Blog publication schedule Add RSS button Increase engagement Insert actions to be taken here (Example: Encourage comments, forum pages, etc) Key Metrics: Number of posts Audience growth unique and returns Conversation rate Conversions Subscribers Inbound links Technorati, Alltop, and other directory listings SEO Improvements 19. Microblogging 20. Microblogging Twitter most popular Choose the right @ name Follow key players in your industry 140 characters when sending tweets make sure your are only 55 characters. Want ppl to RT RT retweet # - hashtags group conversations @ginaluttrell DM direct message URL shorteners bitly (my fav) Analytics- see how many ppl clicked on your link 21. Microblogging Microblogging (Twitter)X hours daily/weekly/monthly Include which tools will be used to help with this activity Hootsuite, Tweetdeck Short term objectives: Compile list of company Twitter users Promote company blog post through corporate account Communicate support issues from social media to support team, ensure followup Build reputation Promote other social networking activities/sites through Twitter Key Metrics: How many Friends/Followers Velocity avg. of first and secondorder followers attracted per day since the account was established. (Could suggest using Twitreach.com to monitor this.) Social Capital influence of twitter followers Centralization how much influence (reach) is invested in a small number of followers Pages ranking on key terms from microblogging sites 22. Social Networking Sites 23. Social Networking Sites LinkedIn Business minded people Resume Connections/referrals Executive level search Link company blog Professional headshot Join groups Min 5, be active in at least 1 Get recommendations Answer questions become an expert 24. Social Networking Sites Facebook Choose good vanity URL, cant be changed Blurred lines btw personal & professional Post 2-3 times per week Use photos For analytics, utilize FB insight tools 25. Social Networking Sites Facebook fan page Insert strategy here Items like create a group, encourage interaction, create content Also, participate in others groups. List possible FB groups. LinkedIn Insert strategy here Items like create a group, encourage interaction, create content Also, participate in Q&A, other groups, etc Key Metrics: Referrals from social networks Building Friends on Social Networks 26. Video 27. Video Youtube largest video sharing site When setting up account try to use professional name Three categories: educate, inform or entertain Videos should be somewhat professional and somewhat lax Participate in the community Analytics Vimeo Can be closed and password protected 28. Video Online VideoX hours daily/weekly/monthly Short term objectives: Update videos on social video sites and link to core site Youtube Create video series for Youtube Create Youtube channel Vimeo Facebook Key Metrics: Referrals from social video sites Views of videos on social sites Pages ranking on key terms from Youtube 29. Photosharing 30. Photo Sharing Pinterest Instagram Flickr When setting up account try to use professional name Engage customers Have them post photos Run contests Show your product or service to potential customers Increase traffic to your website, Facebook page, blog or Twitter account 31. Photo Sharing Photo sharing hours daily/weekly/monthly Short term objectives: Encourage employees to share any interesting and marketing relevant photos from social marketing or sales events Take pictures of any relevant marketing events Utilize photo sharing sites to share images with links back to blog and core site Flickr Pinterest Boards http://mashable.com/2012/02/27/pinterest- marketing/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Masha ble+%28Mashable%29&utm_content=Google+Reader http://mashable.com/2012/02/25/pinterest-user-demographics/ http://pinterest.com/kendraramirez/companies-using-pinterest/ Facebook Photo Gallery Our blog Key Metrics: Referrals from photo sharing sites Views of photos on social sites Pages ranking on key terms from photo sharing sites 32. Analytics 33. Monitoring & Analytics www.googleanalytics.com www.googlealerts.com 50 analytics tools: http://bit.ly/18xpkRy Create your own analytics tool Provided you with a start within each slide 34. Tips The Circular Model of SoMe for Social Communication Be real, be you Dont sell Dont abuse the invitation to the party 35. Thank You! Questions? www.ginaluttrellphd.com @ginaluttrell