Social Media Tools and Ideas for PR Geeks

#PRHowToby @ShaunaCausey 

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The Social Journey: Step By Step Progression

•Functions are disconnected – in silos•Marketing only through traditional channels•Customer support delivered through traditional channels•Ambivalent to online conversations about the brand•Social not on executive radar

•Functions are disconnected – in silos•Marketing only through traditional channels•Customer support delivered through traditional channels•Ambivalent to online conversations about the brand•Social not on executive radar

Traditional

Stage 1

•Mavericks break through, but still no formal teams in place•Lots of dabbling in social channels•Monitoring conversations in silos•Fractured tools, but proliferating•Advocate engagement in pockets•Lots of customer data with no connection

•Mavericks break through, but still no formal teams in place•Lots of dabbling in social channels•Monitoring conversations in silos•Fractured tools, but proliferating•Advocate engagement in pockets•Lots of customer data with no connection

Stage 2Dabbling in Silos

•Empowered team run by a proven leader•Focusing the channels, editing to amplify•Listening yields implications, but crisis causes confusion•Focused effort on training and education•Baseline framework for metrics•Tools consolidation

•Empowered team run by a proven leader•Focusing the channels, editing to amplify•Listening yields implications, but crisis causes confusion•Focused effort on training and education•Baseline framework for metrics•Tools consolidation

Stage 3Operationalizing

•Central team still exists, but more work pushed to business units•Channels yielding impactful results•Employees engaged and competent•Rigor in dashboards is moving executive numbers•Systems and tools are optimized•Execs are bought in

•Central team still exists, but more work pushed to business units•Channels yielding impactful results•Employees engaged and competent•Rigor in dashboards is moving executive numbers•Systems and tools are optimized•Execs are bought in

Stage 4Real Results

The Destination: The Fully Engaged Enterprise

• Bring products and services to market more quickly, with built-in demand.

• Manage risk and fiduciary responsibilities better, despite the uncertain times

• Differentiate on something other than price

• Get and retain the best talent

• Have more efficient research, development, marketing and support operations

Business Outcomes

• Breakthrough business results – increased revenue and loyalty

• Entire employee base has 360 view of the customer, can anticipate needs

• Customer engagement is part of the company DNA

• Brand dashboard ties to revenue

• Ideal mix of brand advocates (breadth and depth)

• Senior executives are leading with customer engagement

Organizational Impact

• “I trust you”• “I recommend you”• “I feel valued and

heard”• “You anticipate my

needs”• “That was my idea”• “You get me”• “You don’t make me

guess”• “I would never buy a

competitor’s products”

• “My life/family/hobby is better because of you”

Customer Evidence

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This is you

Thanks @Ethany, for this slide! 

This is you on Social Media

Thanks @Ethany, for this slide! 

Where should we focus?

• Twitter > 120 million users (many heavily engaged)

• Facebook > 500+ million active users – 2nd most visited website in U.S. (behind Google)

• YouTube > 85 million users per month

• LinkedIn• Blogs• Ustream/Livestream

>> Real time data from compete.com and Alexia 

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FacebookFacebook

Slideshare

Twitter

QuoraYouTube

Blog

IntersectPlancast

Increasing Your Network

Silver Bullet:Test your limits on how generous you can be.

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Nobody in this life gets exactly what they thought they’d get. 

But if you work really hard and you’re kind, amazing things will happen. ‐ Conan  

Make your profile pic a person

Just Ask

Keep it interesting

Mindcasting vs. Lifecasting

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Merging Personal and Professional

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Example: effective tone/voice

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Friendly tone

Easy to see who’s talking on behalf of the company

“How can I help?” Great customer service tone when people send constructive or 

negative comments

Apologizing the thanking customers

Add Video, Photos and Videos

User Engagement: Facebook• 45 million users update their statuses at least once/day 

• 10 million users become fans of Pages each day • 2 billion photos uploaded to the site each month • 14 million videos uploaded each month • 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week 

• 3 million events created each month • 45 million active user groups exist on the site*• 65 million active users currently accessing Facebook through their mobile devices.  

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This one is from a tile distributor

Mark Horvath

• @HardlyNormal on Twitter

• InvisiblePeople.tv has successfully used social media to share the stories of hundreds of homeless people living in America. 

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Homelessness and Social Media?

35http://www.cnn.com/2009/TECH/12/01/horvath.homeless.website/index.html

Video: Livestream

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Twitpoll

TwtQpon

Keyword Searches

Listening ToolsFREE•Search Engines•Google alerts•Twitter Search•Technorati•Socialmention.com•Techrigy (formerly Andiamo)•RSS Reader

PAID•Buzzlogic•Radian6•Nielsen – Buzzmetrics•Visible Technologies•Techrigy (formerly Andiamo)

November 3 2009

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Your Web Site

Movements Are the New Marketing Campaign

• TWITTER:• *Hootsuite.com*• Twibes• Twtpoll• Wefollow• Twibbon

• OTHERS:• *Google Alerts*• *Twitter Lists*• *Facebook Analytics*• Poll Anywhere• Slideshare• LinkedIn Groups

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VIDEO:YouTube channelFlip video Ustream

EVENTS:EventbritePinggPlancastTungle