Best practice tips and tricks from Mel Carson speaking at SES San Francisco in September 2013 on social media and digital PR, how to set up a team, how social media and digital PR fit into the inbound marketing mix, and why your business needs to be less siloed in it's approach to amplifying brand messages through PR and use social media and digital as an effective channel to create meaningful connections with consumers in a digital age.

1. The Marriage of Social & PR
Making It Work for Your Brand
@MelCarson

2. I Live in Sunny Seattle….
Jeff Abel Photography

3. @MelCarson
A Little Background….

4. @MelCarson
A Little Scene Setting….

5. @MelCarson
27% of Time on Social Media

6. @MelCarson
2016
Forrester 2012

7. @MelCarson
Context Matters
Microsoft Advertising

8. @MelCarson
Look At My Book on Forbes!!
Published At 11.13pm
150K
Per Year

9. @MelCarson
WARNING!

10. @MelCarson

11. @MelCarson
Rand Fishkin Moz.com
PR & Social = Inbound

12. @MelCarson
Bonfires = Social/Community

13. @MelCarson
Fireworks = PR & Events

14. @MelCarson
Brand Building Through PR & Social
• Build a relationship to become
more trusted
• Differentiate through an emotional
connection to become more
remarkable and unmistakable
• Nurture loyal fans to become more
essential
**How Social Media Is Changing Brand Building – 2012

15. @MelCarson

16. @MelCarson
Multimedia Increases Impressions
Use Images
Use Video
Include Links
Be Tweetable
Render Properly

17. @MelCarson
Interesting Stories
Please

18. @MelCarson
Science of Great
Content
The DNA of successful
and enduring digital
content has FOUR
elements:
• Authentic
• Useful
• Relevant
• Actionable

19. @MelCarson
Science of Great
Content
You’ll be roaring with joy when you see our latest
Cape Town & Safari deal! Click to watch our
stunning slideshow: http://g2d.com/RoaringDeal
Customer-centric
Emotion
Real-Time
Actionable
Measurable
Affordable

20. @MelCarson
Science of Great Content
Aspirational
We Take Care
of You
Something for
Everyone
Always fancied a
“wee dram” on a
beautiful Scottish
Island filled with
coastal walks and
magnificent
wildlife? Leave
your rental car
keys behind on
this tour of 8 of
Scotland’s finest
whisky distilleries.
“Like” and we’ll do
a little jig!
Product Detail
Call to Action
Personality

21. @MelCarson
Digital PR & Influencer Discovery

22. @MelCarson
Dollar Shave Club PR

23. @MelCarson
Dollar Shave Club PR

24. @MelCarson
Dollar Shave Club PR

25. @MelCarson
Google Alerts & Moat.com

26. @MelCarson
followerwonk

27. @MelCarson
socialbakers

28. @MelCarson
You Would Be Wise…

29. @MelCarson
Facebook – Add a URL

30. @MelCarson
YouTube – Add a URL

31. @MelCarson
Twitter – Add a URL

32. @MelCarson
Attribute Your Owned Media
Via Who?

33. @MelCarson
Attribute Your Owned Media
Via Who?

34. @MelCarson
Don’t Do This!

35. @MelCarson
Or This!

36. @MelCarson
http://www.af.mil/Portals/1/documents/SocialMediaGuide2013.pdf
Do This!

37. @MelCarson
Big Images Please!

38. @MelCarson
Where is the
Big Fat Image
in this Blog
Post?
Corporate Blog

39. @MelCarson
What Image
is Showing
Up When
Someone
LIKES?
Own The Image

40. @MelCarson
How To Think About ROI
• It’s not just about Awareness
• Partnership with Media
• You are Lowering Cost
• You are creating Brand Affinity
• You are Increasing Customer Spend
• You are anticipating the Return On In-Action

41. @MelCarson
Be Agile

42. @MelCarson
Be Delightful

43. @MelCarson
Be Unexpected
www.DollarShaveClub.com

44. @MelCarson
Must
Reads….
@GregJarboe @AimClear @LeeOdden @LisaBuyer

45. @MelCarson
Thumbs Up To Your Happy
Union

46. Chicago | November 12–16, 2012 | #SESCHI
Thank You!
Mel@DelightfulCommunications.com
@MelCarson