A glimpse at Communications Strategy Group (CSG)'s approach to Online PR, Social Media and Online Influencer Relations. Visit www.csg-pr.com to learn more.

1. Social Media Summit
Erik Keith
Director, Online Strategy
www.linkedin.com/in/erikkeith

2. A history of ingenuity, guidance and heart
• PR Redefined
– Influencer Relations
• Content Curation
• Six Practices
– Education
– Financial & Professional Services
– Consumer
– Health & Wellness
– Corporate Training & Talent Management
– Tourism & Hospitality
• Metrics Driven
• 25 Passionate, Hard Working Team Members
2

3. Representative Clients

4. What we do
PR/Media Content Development
Relations/Influencer
Relations
Online PR
& Social Media

5. Competencies
Strategy Influencer Content Curation Social Media &
Relations Digital PR
• Branding DNA • Analyst Tours • Articles • Blogger Relations
• Communications • Article Placement • Blog Posts • Blogging/Guest
Planning • Collateral Writing, • Case Studies Blogging
• Article Distribution
• Competitive Design and • eNewsletters
• Event Promotion
Analysis Production • Infographics • Multimedia
• Crisis Prevention • Event • Op-eds Promotion
and Management Management • Petitions • Online Conversation
• Internal • Media Audit and • Podcasts • Petitions
Communications Analysis • Photography • Press Release
• Marketing Plan • Media Relations • Presentations Distribution
• Reputation
Development • Media Tours • Press Releases
Management
• Message • Press Release • SEO-Geared • Social Bookmarking
Development Writing and Content • Social Media Profile
• Media Training Distribution Generation Development &
• Sponsorship and • Research and • Surveys Management
Philanthropic Polling Services • Video • Webinar Promotion
Strategy • Speakers Bureau • Webinars • Website Promotion
• White Papers • White Paper
Promotion
5

6. Benefits of engaging online
•Align with Specific Goals •Longevity of Online Content
•Brand Awareness •Maintain/Grow Market Share
•Brand Loyalty •Measurable
•Cost Effective •Online Reputation Management
•Customer Relations •Proprietary Social Networks
•Engage at “Point of Need” •Target Audience Insight
•Increased Sales •Targeted Reach
•Increased Website Authority (SEO) •Thought Leadership
•Increased Website Traffic •Viral Nature

7. Online PR

8. Online PR Overview
• Identify goal(s) • Online Reputation Management
• Identify target audience • Review sites
• Search engine optimization • Wiki’s
(SEO) • Guest blogging
• Research online behavior • Measure, analyze & adapt
• Content & conversation
– Discussion forums
– Hyperlocal social networks
– Online Groups
– Niche social networks
– Social bookmarking
communities
– Content focused communities
– Blogger relations

9. Search Engine Optimization
What is it?
• Search Engine Optimization (SEO) is the process of improving the
visibility of a website or online content for search engines via the "natural"
or un-paid ("organic" or "algorithmic") search results. SEO optimization
starts with keyword research and understanding online search trends
within your target market.
• Why This Matters:
– 80% of American adults use the internet; 91% of those are using
search engines
– 90% of web viewers do NOT look past first page of search results.
– Make your site/resources searchable garnering more qualified traffic
and leads.
• Social Media & SEO
• What is Search Engine Optimization

10. Content curation
Distribute Content
Package E-
Media
Content Newsletters/M
agazine
Social Media Case Studies
Press
Extract/ Speaking
Release
Guest Create Content Circuit
Blogging Co. News
Article Pitch
Research
Inographic
Trends Online PR
Timely Topics
Case Studies Byline
Events: Best Practices
Online & Live White
Infographics Paper Associations/
Organizations
Website/ Video/Audio
Blog

11. Social Media

12. Social Media
Where Should You Be?

13. State of Social Media
<<insert title>> For Internal Use Only 01/14/13

14. <<insert title>> For Internal Use Only 01/14/13

15. <<insert title>> For Internal Use Only 01/14/13

16. <<insert title>> For Internal Use Only 01/14/13

17. Navigating Social Media
Research

18. Looking at the conversation volume by day, we see an average of 600 conversations,
mostly positive. This shows the public is very interested in the topic and extremely
passionate as well.

19. Media Spread

20. Themes Cloud
Looking only at industry conversations, competitors are mentioned frequently, however there are no
conversations about your organization. Brands and products are mentioned so this presents a large
opportunity for your organization to be inserted into these conversations and take up “space”.

21. Best Practices
• Integrate web design into social media profiles to ensure brand
consistency
• Develop a traffic referral strategy
• Integrate social media into marketing, advertising &
communications strategies
• Calendarize posts and themes
• Contribute, participate and interact
• Respect your audience
• Be factually correct
• Cite sources
• Add value
• Be aware of laws & protect privacy

22. Calendarize posts & Themes
• Editorial Calendar
– Organization announcements
– Awards
– Milestones
– Important school themes/dates
– Trends & research
– Resources
– Events
– Days of observance
22

23. Social Media design
23

24. The GLOBE Program Website

25. Referral Funnel

26. Facebook Design

27. Facebook Custom Tabs

28. Status updates - Facebook
• Schedule posts • Update Ideas:
– Interesting and applicable news
• Ideal post days/times* – Inspirational quotes
• How frequently? – Personal team photos/videos
– Facebook EdgeRank – Fill in the blank
– Space out posts – “Like” if you…
– Pay attention to feeds – Question of the week
• Ask for likes and shares! – Fact of the day
– Photography/Videos
• Share influencers’ updates – Testimonials
– Events
28

29. Network & Share - Facebook
• Network with influential pages
– Liking influential pages
– Feature Liked pages
– Tagging pages in posts
– Sharing posts from influential pages
• Liking/responding to fan
responses/posts/messages
• Direct messages
29

30. Facebook Advertising
• Inexpensive
• Targeted
• Quick turnaround
• Increase Engagement
• Increase Fan Base

31. Why linkedin?
• Worlds largest professional network
• Over 175 million members
• Helps identify early investment opportunities
– Advanced personal search
– Company search
• Establish thought leadership
• Active, niche groups
31

32. LinkedIn Design

34. LinkedIn Best Practices
• Personal Profiles
– Good for professional networking, thought leadership building,
finding a job.
• Optimized profile
• Engaging in groups
• Answering questions
• Organization Profile
– Complete info/images/videos
– Update with important organization announcements, resources,
events
– Build out products/services tab
– Ensure employees have optimized profiles
– Promote open positions

35. LinkedIn groups
• Proprietary
– Center around topic, not company
• Promote via inside out strategy
– If topic already has group, consider joining & participating
• Public
– Identify “very active” groups relevant to your target market
– Join and begin to participate
35

36. LinkedIn for Research
People Search
• Keywords • Groups
• Title • Relationship
• Name • Seniority level
• Company • Years of experience
• Company size • Function
• Fortune level • Language
• Location • Interests
• School • Recently joined LinkedIn
• Industry
36

37. LinkedIn for Research
Company Search
• Location
• Are they hiring on LinkedIn
• Industry
• Narrow by relation w/ company
• Company Size
• # of LinkedIn followers
• Fortune
37

38. Twitter Design

39. Status updates - Twitter
• Schedule posts w/ Tweetdeck • Update Ideas:
– Interesting and applicable news
• Tweriod – Inspirational quotes
• How frequently? – Personal team photos/videos
– Space out posts – Fill in the blank
– Post often – “Like” if you…
• Ask for retweets! – Question of the week
– Fact of the day
• Use Hashtags – Photography/Videos
• Search – Testimonials
• Hashtag Dictionary – “Follow Friday”
• – Thanks for the retweet
Trending – Multimedia
39

40. Network & Share - Twitter
• Follow influential Twitter users
• Known influencers
• Browse categories
• As you connect/identify influencers – search and connect viaTwitter
• Monitor relevant tweets
• Tweetdeck
• #Hashtags
• Search
• Retweet relevant tweets from influential users
• RT@(Twitter Handle) – Tweet
• Twitter lists
40

41. YouTube Design

42. YouTube Best Practices
• Optimizing a video • Video promotion
– Keyword research – Inside out strategy
• YouTube – Video distribution
• Google – Citizen journalism article
• Optimized playlists – Press release
– Online conversation
• Partner channel interaction
– Social bookmarking
– Subscribe
– Feature • Networking
– Like Videos – Subscriptions
– Comment on videos – Comments
– Video response – Video responses
• Analytics

43. “Inside Out Strategy”

44. Tracking & Metrics

45. Analytics - Facebook
45

46. Connect with CSG to learn more about Online strategic
communications
• www.csg-pr.com
• www.fb.com/CommunicationsStrategyGroup
• @CSG_PR
• www.linkedin.com/company/communications-strategy-group
• www.slideshare.net/CSGPR