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The presentation we did for PRSA Fort Lauderdale about social media trends and best practices for PR.
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SOCIAL MEDIA AND INTERNET MARKETING
What You Need to Know About…
PRESENTATION OVERVIEW
Exults Company Overview
Social Media Trends
Social Media for PR
Examples of Successful Campaigns
Questions
Our DNA is made up of Pay Per Click (PPC), Search Engine Optimization (SEO), Web Design, & Social Media
SERVICES
Organic SEO promoteshigher rankingson Search Engineresult pages as awebsite establishesreferrals across theinternet.
ORGANIC SEO
Pay Per Click (PPC)offers the opportunityto distribute highlycontrolled messagesto consumers as theysearch for informationrelevant to Clientofferings. Adwords and Bing Ads are examples.
PAY PER CLICK
RETARGETING
Retargeted image ads automatically follow visitors to 3rd party websites after they have visited your website in the form of banner ads.
SOCIAL MEDIA 101
What is Social Media?A conversation
Components to a good conversation :- A balance of talking and listening- Sharing interesting topics & content- Providing useful information
- H.A.I.R.
SOCIAL MEDIA FUNNELSOCIAL MEDIA FUNNEL
Build a Relevant Audience
Build the trust
Sales
SOCIAL MEDIA OVERVIEW
Google+
0
200000000
400000000
600000000
800000000
1000000000
1200000000
1400000000
1600000000
Monthly Active Users on Social Media
SOCIAL MEDIA OVERVIEW
SOCIAL MEDIA STATISTICSThere are more than 33 billion pieces of
content shared each week on Facebook
The average number of Tweets per day is around 400 million.
73% of US adults use social media
114 billion minutes a month are spent on social media in the
U.S. alone
23% of Facebook users login at least 5
times per day
Facebook has over 1.23 billion active users in the U.S.
SOCIAL MEDIA TRENDS
Here is what to expect from social media in 2014
• Increased use of social media ads• More focus on Pinterest and Google+• Smarter goal setting for social media
SOCIAL MEDIA ADS
Most effective targeting for Facebook Ads
1. Email list targeting2. Website visitor targeting3. Lookalike email list4. Interests5. Sponsored stories
SOCIAL MEDIA ADS
Most effective uses for Facebook Ads
• Building a relevant audience• Driving traffic• Lead generation• Assisted conversions
SOCIAL MEDIA ADS
Other emerging social media ad types
• Twitter Ads• LinkedIn Ads• Reddit Ads
Coming soon…
• Promoted Pins• Instagram Ads• +Posts Ads
Why Pinterest matters…
• Fastest social media platform to 10 million users• Over 80% highly engaged female audience• Drives more traffic to publishers than Twitter, LinkedIn,
and Reddit combined• Pins live longer than most other social media posts• 69% of consumers who visited Pinterest found the
product that they would purchase compared to 17% for Facebook
http://www.pinterest.com/source/[YOURSITE.com]
GOOGLE+
Google+ may seem like a ghost town, but this is why it matters today…
• Getting content indexed• Google Authorship• SEO benefits
SOCIAL MEDIA & SEO
While we’re on the topic of social media & SEO….
• Social media get indexed• Google tracks social media signals• Titles should include important words
SOCIAL MEDIA FOR PR
Alter your PR material’s title/contentspecifically for social media
• Lists • Bold statements • Questions• Helpful
SOCIAL MEDIA FOR PR
Give the reader options to share…
• Like and +1 buttons• Floating share buttons• Pop-up share buttons• Incentives for sharing• Ask for sharing at the end
SOCIAL MEDIA FOR PR
Tell them what to say…
• Pre-loaded share buttons• Click to Tweet
SOCIAL MEDIA FOR PR
Set the images to share…
• Pin It buttons• Setting Facebook Open Graph images• Twitter Cards
SOCIAL MEDIA FOR PR
Give them extra incentives
• Share for a chance…• Share for an extra vote…• Join for free entry…• Comment for a chance…
SOCIAL MEDIA FOR PR
Create Pinterest-friendly images…
• Dominant colors• 2:3 aspect ratio• Less background• Enticing text• No faces
SOCIAL MEDIA FOR PR
Create Facebook-friendly images for links…
SOCIAL MEDIA FOR PR
Create Facebook images for engagement…
SOCIAL MEDIA FOR PR
Repurpose your press release…
• Informational image• Video• Slideshow• Podcast• Blog post
SOCIAL MEDIA FOR PR
Twitter tips and tricks• Create lists of people who re-tweet you • Create a list of influencers• Use the below tools– Topsy.com– Klout.com– Kred.com
SOCIAL MEDIA FOR PR
Twitter tips and tricksCreate a list of media members
SOCIAL MEDIA FOR PR
Twitter tips and tricksCreate a list for an upcoming event
SOCIAL MEDIA FOR PR
Twitter tips and tricksCreate alerts for relevant phrases and hashtags
(and interact)
SOCIAL MEDIA FOR PR
Twitter tips and tricks
• Think 120 characters for Retweets• Include a photo if relevant• Don’t forget to mention other users
SOCIAL MEDIA FOR PR
Twitter tips and tricks• Tweet link multiple times & stay active• Use below tools\– Buffer– Hootsuite or Sprout Social– Tweetdeck– Wordpress Plugins
SOCIAL MEDIA FOR PR
“Tweet Mob” Concept
• Find a group of influencers • Provide incentives or exclusives for sharing• Provide a prompt and details
SOCIAL MEDIA FOR PR
How the “Tweet Mob” Concept worked for Fillmore Miami Beach…
• Marketing interns reached out to South Florida-based music influencers on social media
• When they were going to announce a show, they reached out to the “Fill-mob” letting them know first
• Many times, they provided prompts, hashtags, and timing details
• Over time, “Fill-mob” members accrued points for free concert tickets or merchandise
SOCIAL MEDIA FOR PR
Interact in communities
• LinkedIn groups• Google+ communities• Facebook groups• Relevant hashtags
SOCIAL MEDIA FOR PR
Email building on social media…
• Exclusive content• Contests• PR Updates
SOCIAL MEDIA EXAMPLES
TEDxMiami“Guess The Speaker”
SOCIAL MEDIA EXAMPLES
Goals for the campaign (in order)
1. Drive awareness2. Build the email list3. Increase traffic to link
SOCIAL MEDIA EXAMPLES
How it worked…
• Facebook fans were encouraged to ‘guess the speaker’ via clues
• They must enter their email for a chance at a free t-shirt
• New contest was run every week leading up the event
QUESTIONS
Feel free to contact us with questions at…
Phone: (866) 999-4736 Email: Zach.Hoffman@exults.comTwitter: @exults
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