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How social media has changed public relations and working with the media over all. Discuss the democratization of expertise (HARO, blogs, everyone’s a source…) and how businesses can leverage social media to obtain media coverage.
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social media
as a part ofintegrated marketing
Presented by: Greg Linnemanstons, President, Weidert Group | [email protected], @greglinn
Covering today:
Facts and myths associated with social media
Traditional media vs. social media
Integrating social media with traditional marketing
Case study: Weidert Group
Case study: Hoffmaster
Intro
Social media is a legal minefield; negative feedback is a threat.The Myths
Respectable businesses cannot communicate through Twitter.
Social media is a replacement for traditional media.
There is no ROI in social media or corporate blogging.
Social networking is a waste of time.
Twitter added 5 million users in March 2009.
Social network usage higher (68%) than email (65%) for the first time.
Mobile usage of social networks grew 260% during 2008.
LinkedIn has about 40 million users, up about 1/3 since January.
Twitter, blogs, LinkedIn and Facebook are the top 4 social networks used by marketers.
The Facts
Sources: comScore, 2009; Nielsen, 2009; LinkedIn, 2009
Emerging attitudes77% of active web users read blogs
More than 50% of marketers say they will increase spending on social media
57% of early corporate adapters say it impacts their business
85% of Americans believe companies should use social media to interact with consumers
60% of journalists polled want a company to send social media links
The Facts
Sources: TEKgroup, 2009; Cone, 2008; Austin’s New Media Lab, 2008
IntegratingSocial Media
Traditional media
space defined by brand
brand in control
one-way communication
repeating message
focused on the brand
company created content
Social media
space defined by consumer
consumer in control
conversation
fluid, adaptive message
focused on consumer
user-created content
Integratingsocial media
Opportunities for conversations with your customers/fans
Realtime communication monitoring
Hear customer opinions, likes, dislikes
The COMMUNICATION ACCELERATOR
Reach the most intense consumers in an industry
Social media: a new set of tools for your marketing toolbox
Integratingsocial media
Get your website right first
Learn the differences between traditional and social media
Use social media to measure impact of traditional media
Fully articulate brand character across a variety of channels
Search for ways to cross-channel promote
Incorporating social media into your marketing plan
Integratingsocial media
Case Study: Weidert Group
Commit to new tools, tactics, attitudes
New website, blog, e-newsletter, corporate Facebook and Twitter pages
Expectations for all client-facing staff to become active in SM
Commitment to using social media everyday
Simple steps, real change
Weidert Group
blog Share expert knowledge, improve SEO by frequently updating content to website
companynewsletter
Share industry trends with a monthly e-newsletter; links to
content on the blog
PressReleases
PR drives SEO for Weidert Group and clients through
SM press releases andlinks to websites
Contact
Interactive contact pageallows prospects to connect
through SM, experience staff expertise and personality
Unique visitors increased by 112% in the first month of the website launch
The average length of visit has increased by nearly 4 minutes from February to April 2009
The average visits per day increased 442% from February to April 2009
The use of social media releases has resulted in more frequent company media placements
Results
Weidert Group
Case Study:Hoffmaster
Created fictional passionate character as a parody subject
Produced YouTube videos to introduce character story line
Introduced Twitter and Facebook to connect with industry professionals
Integrated character and promoted SM networking in advertising and collateral materials
Integrating social media in a mature industry
Hoffmaster
Hoffmaster
Hoffmaster Twitter account gained 336 followers in 1 month; over 50% restaurant operators
Facebook page acting as a prospect funnel
Over 1,000 YouTube views in 1 month
Resulted in trade show daily media placements
Provided a platform for ongoing viral campaign
Results
Hoffmaster
Questions?
