1. Social Media in Action
WSU New Media and Strategic Communication
November 29, 2012
Andrea Pecoraro | identitypr.com | @andrea_pecs
2. WHAT WE’LL DISCUSS
o Professional social media in action
o Case studies
• ADESA
• Verizon Wireless
• BRU Fest Michigan
o Paid social media tools
o Cool tools to master
o Preparing to succeed in the business world
4. IDENTITY:
AN INTEGRATED PUBLIC RELATIONS FIRM
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.
• Client Counsel
• Blogger Relations
Social • Client Counsel
• Community
Management Media Creative • Graphic Design
• Creative Concepts
• SM Training • Web Development
• Monitoring, • e-Marketing
Reporting, Strategic
Analytics
• SEO Communications
Programs •
•
Media Relations
Marketing
• Client Counsel • Community Relations
• Brand Discovery Media • Crisis Communications
• Unique Brand Voice Brand Relations & • Media Training & Public
• Brand Image
• Focus Grouping
Strategy Marketing
Speaking
• Copywriting & Editorial
• Ideation Content Development
5. OUR PROCESS
In everything we do we employ our proven process continuum of
Discovery, Strategy, Planning, Execution and Measurement. Through
understanding what success looks like, the long-term goal, the way to
get there, and the best way to achieve it, we are able to track and
measure results at every step along the way. Our teams are comprised
of experts in their fields, all working in concert to provide the very best
experience for our clients and to address their unique challenges and
capitalize on their great opportunities.
6. SOCIAL MEDIA TEAM SPECIALTIES
o Strategy development
o Content creation
o Monitoring
o Channel management
o Blogger relations
o Innovative, creative programs
o Customer service response
o Recruiting
o Analytics and reporting
o Education and counseling
o Social advertising
o Crisis management
7. SOCIAL MEDIA PROGRAMS IN ACTION
o Children’s Leukemia Foundation of Michigan (CLF)
• Blog development and writing, BRU Fest and CRUSH Michigan social channel
management, blogger relations, client counsel, media relations integration
o Verizon Wireless in the Midwest
• Twitter monitoring, PR manager Twitter activity analytics, blogger research and
outreach, PAVE the Way Project, blog management, align PR with social
media
o ADESA
• Blog writing, channel management, developing social brand, internal
education, onsite content creation at events
o Michigan First Credit Union
• Customer service monitoring, support initiatives through social channel
management, media relations integration
o Identity
• Showcase culture through social media, blog writing
10. CASE STUDY: ADESA
Challenge: ADESA, one of North America’s largest vehicle remarketing solution
providers, wanted to change the way they communicate with their customers.
Solution: Identity helped ADESA build an entire social media strategy from the
ground up. To create the program, Identity coordinated customer focus groups
and worked closely with senior leadership to identify opportunities and obstacles.
The program launched with the unveiling of ADESA’s new blog, Overdrive, which
serves as a place where the company’s auction customers can learn more about
conferences, industry trends, technology updates and ADESA’s culture. Identity
then created a presence for ADESA on social networks and integrated the
channels across the company’s digital touchpoints.
To help share the digital strategy with ADESA’s 11,000 employees throughout
North America, the Identity team created a custom social media learning portal
to educate employees on the dos and don’ts of social media. We also provided
an outline of how employees could participate.
11. CASE STUDY: ADESA (CONT.)
Outcome: One year after launch, Overdrive has published more than 100 pieces
of content and garnered more than 80,000 views from around the world. The
content was also syndicated by a major remarketing trade publication.
Additionally, it became clear that ADESA was the first company in the
remarketing space with a sound, multi-platform social media strategy.
12. CASE STUDY: ADESA (CONT.)
ADESA Facebook Page
Facebook.com/adesaauction
Overdrive blog
blog.adesa.com
14. CASE STUDY: VERIZON WIRELESS
Challenge: Verizon Wireless PR managers in the Midwest Area (MWA) wanted to
complement PR efforts with social media, but needed guidance on building,
implementing and measuring a program.
Solution: Identity developed a strategy outlining how the Midwest Area PR
managers would build relationships with customers, media and bloggers on
Twitter. Identity also designed social media training programs for specific area PR
managers and a process for identifying and building relationships with lifestyle,
technology and niche subject bloggers.
The Identity team also helped launch a Verizon MWA blog to serve as a content
hub for sharing positive news, guest posts from customers and bloggers, reviews
and events.
15. CASE STUDY: VERIZON WIRELESS (CONT.)
Outcome: Over the course of 24 months, the program has generated thousands
of pieces of content and conversations across Twitter and on the blog related to
Verizon Wireless products, services, community involvement and media/blogger
activities that directly tie to the company’s PR and communications goals.
Identity has also helped Verizon Wireless create new relationships with dozens of
Midwest bloggers and social media users.
Through those relationships and Identity’s guidance, the PR managers have
helped customers interested in Verizon devices go deeper in the sales funnel, and
many times, purchase a device after receiving recommendations and feedback
from the PR managers.
Identity now manages and drives the social media program for the entire
Midwest Area (15 states).
16. CASE STUDY: VERIZON WIRELESS (CONT.)
View the Twitter accounts of
PR managers we directly
support:
Twitter.com/VZWmichelle
Twitter.com/VZWandrea
VZW Midwest Blog
vzwmidwestarea.com
18. CASE STUDY: BRU FEST
Challenge: Children’s Leukemia Foundation of Michigan (CLF) challenged
Identity with creating awareness and generating ticket sales through media
relations and social media for a first-time event in June 2011. The main goal was
to get approximately 1,000 guests to attend. At the time Identity was engaged,
only six tickets were sold.
Solution: Identity created a comprehensive outreach and awareness campaign
through media relations and social media efforts. We identified relevant bloggers
and organizations and partnered with them for ticket giveaways and story
creation.
19. CASE STUDY: BRU FEST (CONT.)
Outcome: Identity achieved the following results:
o Exceeded BRU Fest attendee and donation goals
o 47 print, TV, Web and e-newsletter placements
o 518% increase in Facebook likes
o 912% increase in Twitter followers
o Garnered approximately 400 tweets including @BRUFestMI or #brufestmi
According to CLF President & CEO Bill Seklar, this was the first time in his more than
25 years of overseeing and implementing fundraising events that printed
invitations were not used, yet the event commanded record setting attendance.
This campaign was also recognized as a finalist for PR Daily’s 2012 Digital PR &
Social Media Awards in the “Best Social Media Campaign” category (Link:
http://bit.ly/VG4Ral)
21. BRU FEST FACEBOOK ADS
TARGET USERS o Gender
o Location o Interests
o Age o Likes
STATS
o Reach o Frequency
o Actions o Click Through Rate
o Clicks (CTR)
22. CASE STUDY: BRU FEST (CONT.)
Watch the BRU Fest 2011 video recap: http://youtu.be/Y_zmgBWGQOc
24. MONITORING SERVICES
Free tools are limited in the information they provide. They aren’t as customizable
as paid services.
Google Alerts only crawl a small portion of the Web and are not always real time.
o Radian6
o Sysomos
o Sprout Social
o PageLever
o ArgleSocial
o SEOmoz (monitoring for social and SEO)
25. ANALYTICS
Businesses want to know how all of their activities are contributing to goals and
objectives. For more complex companies, you can’t always see the connection
without some sort of paid service.
o Google Analytics (most popular and free)
o Adobe Marketing Cloud (Formerly Omniture)
o Spiral 16
SEO
Tell you where your keywords rank, analyze your site and competitors
o SEOmoz
26. FACEBOOK CONTESTS
Against Facebook promotional guidelines to host a contest directly from your
page. You must use a third party source like Wildfire to host a contest.
ADS AND PROMOTED POSTS
o How many of you are on Facebook right now?
o How many of you have parents, grandparents on Facebook?
o So many businesses competing for your attention.
To stand out and appear in users’ newsfeeds, you can purchase ads and
promoted posts by age, gender, location, interests and likes.
38. JOB SEARCHING TIPS
o Build a portfolio of varied, published writing
o Get involved with leadership positions
o Attend networking events and maintain relationships
o Get hands-on experience
• Internships
• Volunteer
• Student organizations and publications
• Write your own blog
• Professional, active presence on Twitter and LinkedIn
o Tailor your resume to each job position posting and follow up
on each job
39. LEARNING NEVER STOPS
o Social media evolves and changes every day
o No two days or situations are the same
o Continue professional development
o Keep asking questions
40. OTHER ADVICE
o Become involved in as much as possible
o Network, network, network
o Do multiple internships
o Perform informational interviews
o Write, write, write
o Just as much as you write, read, read, read
Core things we do. Everyone has different needs. Risk management
Twitter 101 courses are not feasible with a lot of employees. Update it at any time.
In the industry for so long and the PR world has changed. Identity had to come up with a way to inject social media into mdwestpr activities, but educate senior professionals on technology.Challenge: Owned a specific geographic area. Had to figure how to figure out a way to monitor in certain areas.
Big companies are investing in these tools. Taking a significant amount of data and compiling it.There are people out there using Excel Spreadsheets with formulas. You have 1000 fans on Facebook, but what does that mean.
Big companies are investing in these tools. Taking a significant amount of data and compiling it.There are people out there using Excel Spreadsheets with formulas. You have 1000 fans on Facebook, but what does that mean.
How to influence a page rank on Google. Designing your website to appear high in search.Common to give away a gift card or Ipad by liking a photo or post. Facebook may turn down facebook page because doesn’t want to be liable.
Not onlinkedint, hindering yourself. Research companies and people withint the company. Business casual photo.
