The Marriage of Social Media, Marketing & Public RelationsJustin Braun Manager of Inbound Marketing

Agenda

•Who am I?

•How did I get here?

•What do I do?

•What do I know?

•What can you do?

Text Number 32665 (FBOOK)

Message Like

activengage

Who am I?

In my “free” time…• Freelance writer and

journalist

• Session musician

• Manage and Perform in 3 local bands

“We Got Hustle”

I did everything.

How did I get here?

While at Rollins

I write.

What do I do?

Manager of Social Mediaand Inbound Marketing

• ActivEngage is the automotive industry's premium live chat and real-time business analytics reporting solution for dealerships

Typical day• Check the Social Media

Profiles▫ Respond to mentions, RT’s,

comments, likes and shares

▫ Schedule posts & updates▫ Record analytics

• Publish a blog▫ SEO Optimize copy and

tags▫ Share on Social Media

• Write web content▫ Website copy▫ Blogs▫ White papers & ebooks▫ Marketing/advertising

copy▫ Promotional collateral▫ Press Releases

What do I know?

There is a science to Social Media

Timing, length and links

•Timing of posts determines level of audience engagement

•People read differently on the internet

•Internet users are turned off when you talk about yourself

Customer Engagement is about creating, stimulating or influencing shopper behavior

Seed-nurturing through content•Early-stage content

▫Establish thought-leadership•Mid-stage content

▫Discuss industry best practices•Late-stage content

▫Illustrate how your product or company is best-in-class

Social Media: a pull strategy• Curate content useful to industry peers and

prospective clients

• Create and share thought-leadership and best-practices content

• Respond to audience engagement▫Provide more information/answer questions▫Engage in sales process

• Make use of free tools

What to measure• Blog Analytics

▫ Unique visitors▫ Total visitors▫ Time on website▫ Depth of visit▫ Click paths▫ Exit pages▫ Entrance page▫ Keywords▫ Referring URLs▫ Comments 

• Facebook Analytics▫ Page Views ▫ Unique Page Views ▫ Content Views ▫ Comments▫ Content Likes▫ Likes▫ Un-likes ▫ Total Reach ▫ Engaged Users ▫ People talking

about

• Twitter Analytics▫ # of Tweets per

day▫ Tweet times ▫ Mentions ▫ ReTweets ▫ Link Clicks

You cannot manage what you can’t measure•Engagement Rate

▫# of Audience Interactions Per Post•Amplification

▫Twitter: # of Retweets Per Tweet▫Facebook, Google Plus: # of Shares Per Post▫Blog, YouTube: # of Share Clicks Per

Post/Video•Economic Value

▫Sum of Short and Long Term Revenue and Cost Savings

More Metrics

October 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Total Per Month Average Per Day Engagement

Blog New post? yes yes yes Yes yes yes yes yesVisits 2 3 16 13 4 8 5 3 2 28 35 41 22 23 5 6 15 23 17 37 20 16 1 13 15 20 14 21 4 2 12 4462 day change 1 13 -3 -9 4 -3 -2 -1 26 7 6 -19 1 -18 1 9 8 -6 20 -17 -4 -15 12 2 5 -6 7 -17 -2 10 0Absolute Unique Visits 2 2 15 13 4 8 5 3 2 25 33 37 20 21 4 5 13 17 16 35 19 16 1 13 13 17 12 21 4 2 12 4102 day change 0 13 -2 -9 4 -3 -2 -1 23 8 4 -17 1 -17 1 8 4 -1 19 -16 -3 -15 12 0 4 -5 9 -17 -2 10Comments 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 22 day change 0 1 -1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 -1 0 0 0 0 0 0 0 0 0 0 0Page Views 2 3 24 14 4 13 7 3 3 43 41 57 36 39 6 8 21 33 23 52 24 17 1 19 22 26 19 30 5 2 19 6162 day change 1 21 -10 -10 9 -6 -4 0 40 -2 16 -21 3 -33 2 13 12 -10 29 -28 -7 -16 18 3 4 -7 11 -25 -3 17

92%FacebookToday's Views 30 43 52 57 69 40 32 51 45 73 57 82 65 48 43 51 73 92 100 100 88 46 32 41 71 86 79 88 73 88 120 20152 day change 13 9 5 12 -29 -8 19 -6 28 -16 25 -17 -17 -5 8 22 19 8 0 -12 -42 -14 9 30 15 -7 9 -15 15 32 3.00Today's Content Views 17 13 169 222 40 21 20 15 8 374 164 165 171 163 22 19 242 363 231 386 185 20 10 30 365 330 357 269 38 27 438 48942 day change -4 156 53 -182 -19 -1 -5 -7 366 -210 1 6 -8 -141 -3 223 121 -132 155 -201 -165 -10 20 335 -35 27 -88 -231 -11 411 14.03Today's Comments 0 0 1 3 0 0 0 0 0 2 2 1 2 3 0 0 0 1 1 1 0 0 0 0 2 1 3 0 0 0 0 232 day change 0 1 2 -3 0 0 0 0 2 0 -1 1 1 -3 0 0 1 0 0 -1 0 0 0 2 -1 2 -3 0 0 0 0.00Today's Likes (content) 0 1 3 3 0 0 0 0 0 8 4 2 2 3 0 0 6 5 4 5 1 0 0 1 3 4 6 6 0 0 2 692 day change 1 6 2 -5 9 -5 -4 -4 8 -4 -2 0 1 -3 0 6 -1 -1 1 -4 -1 0 1 2 1 2 0 -6 0 2 0.07New "Likes" 7 7 7 9 4 13 8 4 4 8 16 8 9 3 15 14 22 41 18 2 5 3 5 6 14 4 3 9 2 2 9 281Un-likes 0 1 0 3 0 1 1 0 0 0 1 11 0 2 1 0 0 2 0 0 0 0 0 0 0 2 0 1 1 0 1 28Day's Gain 7 6 7 6 4 12 7 4 4 8 15 -3 9 1 14 14 22 39 18 2 5 3 5 6 14 2 3 8 1 2 8 253Unique Page Views 16 19 17 18 20 19 21 24 19 22 25 21 16 16 18 19 23 34 34 37 29 18 16 22 34 30 23 25 13 16 30 694Total Reach 0 0 164 224 6 0 0 0 0 510 175 150 166 149 0 0 228 579 185 627 164 0 0 0 652 421 467 379 0 0 324 5570Engaged Users 7 6 1 0 0 0 0 45 11 3 12 6 0 0 27 40 9 38 4 0 0 0 18 25 46 38 0 0 9 345People talking about 2 3 0 0 0 0 0 6 2 1 3 1 0 0 5 7 2 6 0 0 0 0 4 2 6 2 0 0 1 53

7%Twitter# of Tweets 0 0 9 10 0 0 0 0 0 18 14 15 9 14 0 0 14 17 15 15 14 0 0 5 19 15 4 11 0 0 11 229Tweet times 11, 12, 1, 2, 3, 4, 5, 6, 79:20, 10:20, 11, 12, 2:30, 2:52, 3:15, 3:45, 4:15, 5:15 9:52, 10, 10:30, 11, 11:30, 12, 12:40, 1:05, 1:40, 2:15, 2:50, 3:10, 3:20, 4:05, 4:40, 5:15, 5:20, 6,10, 10:30, 11, 11:30, 12, 12:40, 1:15, 1:53, 2:20, 3, 3:40, 4:20, 5, 5:409:45, 10, 10:30, 11, 11:30, 12:30, 2, 2:30, 3, 3:30, 4, 4:30, 5, 5:30, 610, 10:15, 12, 12:30, 1:05, 1:40, 2:20, 3, 3:30,10, 10:30, 11:30, 11:55, 12:20, 12:50, 1:30, 2:15, 2:55, 3:25, 4:05, 4:40, 5:30, 6:109:25, 10, 10:40, 11:15, 12, 12:35, 1:10, 1:50, 2:20, 3:00, 3:35, 4:05, 4:40, 5:20, 9, 9:35, 9:40, 10,10:20, 11, 11:40, 12:10, 12:25, 12:45, 1:25, 2, 2:40, 3:20, 4, 4:40, 5:209:30, 10:15, 10:50, 11, 11:25, 11:40, 12, 12:40, 1:20, 2, 2:40, 3:20, 4, 4:40, 5:2010, 10:30, 11, 11:30, 12, 12:30, 1, 1:20, 1:40, 2:20, 3, 3:40, 4:20, 5, 5:409:38, 10:08, 10:40, 0 0 0 9:30, 10:10, Today's mentions 0 0 3 2 0 0 6 1 2 10 2 7 14 6 1 0 1 2 7 3 15 0 0 2 8 5 10 4 1 0 1 1132 day change 0 3 -1 -2 0 6 -5 1 8 -8 5 7 -8 -5 -1 1 1 5 -4 12 -15 0 2 6 -3 5 -6 -3 -1 1 0.033333333Today's RTs 0 0 0 0 0 0 0 0 0 2 1 3 3 4 0 0 0 2 3 2 3 0 0 1 3 2 2 2 0 0 0 332 day change 0 0 0 0 0 0 0 0 2 -1 2 0 1 -4 0 0 2 1 -1 1 -3 0 1 2 -1 0 0 -2 0 0 0Today's Link Clicks 0 0 6 8 1 1 2 1 0 32 8 36 5 7 0 0 12 20 18 26 9 5 2 2 8 19 12 24 5 2 6 2772 day change 0 6 2 -7 0 1 -1 -1 32 -24 28 -31 2 -7 0 12 8 -2 8 -17 -4 -3 0 6 11 -7 12 -19 -3 4 0.2Engagement 100% 100% 100% #DIV/0! 800% 200% 200% 244% 79% 307% 244% 121% 100% 0% 93% 141% 187% 207% 193% 500% 200% 100% 100% 173% 600% 273% 600% 200% 64%

185%YoutubeTotal Views 2 2 31 10 5 3 3 1 2 11 1 3 4 9 0 1 1 24 6 7 1 0 1 3 2 2 7 3 1 1 5 152

You will screw up - everyone does

Make the most of the situation

A negative reaction exacerbates things

What can you do?

Hone your skills, find your niche, start today!

How to get a Job in Social Media• Establish an Online Presence

▫ Start blogging• Be Proficient in All Social

Channels• Be Creative and Relevant• Be a Professional• Know the Industry/Company• Network and Build

Relationships• Be Familiar with Need-to-

Know programs▫ Photo/video editing▫ Basic HTML▫ Wordpress

• Help a business out Pro Bono

Know your influence

•Klout -  measures influence based on your ability to drive action via Social Media▫Try to raise your score as high as you can▫Score could make or break an interview▫High Klout scores help with networking

Read blogs!•Use Google Reader (or whatever method

of RSS following you prefer) to follow industry and career-relevant blogs▫HubSpot Inbound Internet Marketing Blog▫Marketing Sherpa▫Marketing Profs▫SmartBrief▫Social Media Examiner▫Social Media Today▫Inc.com

Social Media InternGraphic Design Intern•Email Jbraun@activengage.com

▫Resume▫Writing or Design example

Connect with me@activengage

/justin.jb.braun