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A presentation made to the EMU PRSSA chapter on November 27, 2012 on what to expect in the social media profession through a look at programs and tools in action.
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SOCIAL MEDIA IN ACTIONEMU PRSSA – November 27, 2012JULI PETERSON | IDENTITYPR.COM | @juliennecarrots
WHAT WE’LL DISCUSS:
•Professional social media in action
•BRU Fest Michigan: An Integrated Communications Campaign
•Cool tools to know
•Preparing to succeed in the business world
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http://www.flickr.com/photos/jesseshapins/4482198607
SOCIAL MEDIA IN ACTION
IDENTITY: AN INTEGRATED PUBLIC RELATIONS FIRM
CreativeCreativeSocialMediaSocialMedia
Media Relations &Marketing
Media Relations &Marketing
BrandStrategy
BrandStrategy
Strategic Communications
Programs
Strategic Communications
Programs
• Client Counsel• Graphic Design• Creative
Concepts• Web
Development• e-Marketing
• Client Counsel• Media
Relations• Marketing• Speaking• Editorial• Advertising
• Client Counsel• Blogger Relations
• Community• Management• SM Training• Monitoring,
Reporting,Analytics
• SEO
• Client Counsel• Brand Discovery
• Unique Brand Voice
• Brand Image• Focus Grouping
• Ideation
We have extensive experience in developing and driving internal and external strategic communications programs. We leverage our integrated operational model to build and execute programs that drive results.
OUR PROCESSIdentity’s unique process combines the following elements into all of our strategic communications programs:
DISCOVERY STRATEGY
PLANNING EXECUTION
MEASUREMENT
SOCIAL MEDIA TEAM SPECIALTIES• Strategy development• Content creation• Monitoring• Channel management• Blogger relations• Innovative, creative brainstorming• Customer service response• Recruiting• Analytics and reporting• Education and counseling
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SOCIAL MEDIA PROGRAMS IN ACTION• Children’s Leukemia Foundation of Michigan (CLF)
o Blog development and writing, BRU Fest and CRUSH Michigan, client counsel, media relations integration
• Verizon Wireless in the Midwesto Twitter monitoring, PR manager Twitter activity analytics,
blogger research and outreach, PAVE the Way Project• ADESA
o Blog writing, channel management, developing social brand
• Michigan First Credit Uniono Customer service monitoring, support initiatives through
social channel management, media relations integration• Identity
o Showcase culture through social media, blog writing
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BRU FEST IN ACTION
BRU FEST MICHIGAN:AN INTEGRATED COMMUNICATIONS CAMPAIGN
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BRU Fest Michigan features Bell’s Brewery, Buffalo Wild Wings and Bagger Dave’s Legendary Burger Tavern at a fundraising event for Children’s Leukemia Foundation of Michigan, creating an experience to engage a younger demographic.
INTEGRATED COMMUNICATIONS PROGRAM COMPONENTS
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MEDIA OUTREACH• Press release • Event listings on local
media websites• Live cooking segment with
Bagger Dave’s Legendary Burger Tavern on FOX 2
• Blaine & Allyson in the Morning on 96.3 WDVD
• Media drops to TV and news stations
• Media alert and follow up calls day of event
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BLOGGER OUTREACH
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FACEBOOK ADS
SAMPLE AD
DASHBOARD
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FACEBOOK ADS
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Monitoring through TweetDeck, TweetChat and Twitter search, we
located attendees, bloggers and media who were tweeting from the event. We responded and retweeted their
tweets.
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EVENT COVERAGE
ON-SITE #BRUFestMI COMMAND CENTER
POST-EVENT REPORTINGTo evaluate the success of BRU Fest and the role traditional and social media efforts played, we provided the client with a post-event report including:
• Amount raised and event attendance• Summary and clips of all media and online coverage• Website traffic from Google Analytics• Facebook Insights for 30 days• Facebook Ad performance • Hashtag mentions
Data was compared to the same timeframe in 2011 to measure increased success.
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COOL TOOLS TO KNOW
GOOGLE ANALYTICS
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GOOGLE ANALYTICS
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FACEBOOK INSIGHTS
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TWEETDECK
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WORDPRESS
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WORDPRESS
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PREPARE FOR SUCCESS
JOB SEARCH TIPS• Build a portfolio of varied, published writing.• Get involved with leadership positions.• Attend networking events and maintain
relationships.• Get hands-on experience.
o Internshipso Volunteero Student organizations and publicationso Write your own blogo Professional, active presence on Twitter and LinkedIn
• Tailor your resume to each job position posting and follow up on each job.
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WORKPLACE CHALLENGES
• Multitasking and prioritizing
• Writing
• Fast-paced environment
• Confidence
• Creativity
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LEARNING NEVER STOPS
• Social media evolves and changes every day.
• No two days or situations are the same.
• You will learn more in the first month than you will your entire college career.
• Continue professional development.
• Keep asking questions.
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• Mashable www.mashable.com
• Copyblogger www.copyblogger.com
• ID Tags – Identity blog www.identitypr.com/blog
• SpinSucks www.spinsucks.com
• #HAPPO http://helpaprproout.com/
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RESOURCES
QUESTIONS & DISCUSSION
PHOTO CREDITS
o Slide 3 – Social media landscape, Buddy Media: http://www.businessinsider.com/social-media-marketing-landscape-complicated-2012-5
o Slide 8 – BRU Fest Website http://www.brumichigan.com
o Slide 19 – Cool Tools To Know http://electronics.howstuffworks.com/how-to-tech/add-ram-laptop.htm
o Slide 27 – Advice to Get Ahead http://withoutwax.tv/2011/05/10/my-finish-line/
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