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Spring Creek Group Principal Clay McDaniel joined the Public Relations association PRSA for a luncheon and panel discussion about Social Media on February 17, 2010 in Seattle. At the request of several luncheon attendees, we are happy to provide the few slides Clay shared with the group.
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PRSA – Seattle
February 17, 2010
© 2010 Spring Creek Group, Content Rights Reserved
Where Are the Opportunities to Extend Your Organization’s Social Media Awareness and Impact?
Ignore
•Let anyone write anything•Don’t track metrics•Allow comps to post nasty comments•Don’t identify influencers
Watch
•Keep an eye on customers•Track changes in customer perception•Monitor comps in space•Use social media to understand landscape
React
•Respond to negative attacks•Correct factual errors•Stop comps from gaining share of voice•Compare competitors and analyze partners•Utilize a blog to complement “traditional” PR & Comm efforts
Engage
•Provide resources for bloggers to get data images and quotes•Identify influencers•Create active competitive analysis strategy•Reach out to key bloggers
Leverage
•Push stories to influencers and fans•Keep content current with news and info•Let community have first look at commercials and other creative
Drive
•Run message and comment boards for customer groups•Maintain and grow thought-leadership presence where it matters most•Develop & drive industry blogs that put company in positive light
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© 2010 Spring Creek Group, Content Rights Reserved
Core Principles - Our Philosophy on the Practice of Conversational Marketing
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1. Value – Don’t “Market”; Create and Publish Content that Adds Value - Assist, Inform, Entertain.
2. Ethics – Never Break or Even Bend “The Rules”… Most Importantly Understand Them, By Community and By Site.
3. Transparency – We Are Who We Say We Are at All Times. Personal and Professional Openness, and Clear Association with the Brand.
4. Authenticity – Consistent, Passionate Commitment to Your Market and Customers (not just your Brand).
5. Focus – Do The Right Things Well… And Let the Community Handle the Rest…
© 2010 Spring Creek Group, Content Rights Reserved
Social Media Works With Your Existing Marketing Efforts …And Complements Your Traditional Customer Touchpoints…
PublicRelations
Customer Support
Outbound Advertising
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© 2010 Spring Creek Group, Content Rights Reserved Page 5
Social Media Management & Engagement- Our Recommended Program Lifecycle -
Brand Insights Channel Planning Branded Channel Investments
2. Planning 3. Engagement
1. Listening / Learning
© 2010 Spring Creek Group, Content Rights Reserved
Social Media Success Stories[What makes for success? Hint: It’s all about two-way communication…]
• BaconSalt
• Starbucks
• TakoTruk
• MollyMoon’s Ice Cream
• Alaska Airlines
…and even more locals at… http://blog.seattlepi.com/thebigblog/archives/157088.asp
© 2010 Spring Creek Group, Content Rights Reserved
Thank You.
311 ½ Occidental Avenue South, Suite 200Seattle, WA 98104
206.453.1120 | www.SpringCreekGroup.com
http://www.twitter.com/SpringCreekGrp
http://www.facebook.com/SpringCreekGroup
http://www.SpringCreekGroup.com/blog
… Join / Follow / Read at…
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