Using Social Media PR: Building Your Brand Online for the Lawrence Chamber of Commerce

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360⁰ Management SeriesIvy Tech Corporate College and

Lawrence Chamber of Commerce

Building Your Brand Online

Rodger D. Johnson, MAInbound Marketing Certified

AGENDA: Best Practices in …

1. Blogging

2. LinkedIn

3. Facebook

4. Twitter

5. Social Media Revolution

Corporate Blogging

1. What Is Corporate Blogging?

2. Why Is Corporate Blogging Important?

3. What Are the Elements of a Corporate Blog?

4. What do You Need to get Started?

WHAT IS A CORPORATE BLOG

A corporate weblog is published and used by an organization to reach its organizational goals.

Blogging for your business means that you’re honestly communicating with customers and clients about the company, its products and services, as well as providing helpful content your customers can use.

Corporate blogging gives people reading it insight into the personality of your organization. It humanizes your brand. And it connects customers to customers and employees. People like being connected to other people.

BLOG HIGHLIGHTS:1. Lists contributing authors2. Focuses on travel-related information, tips

a) Packing tipsb) Information for business travelersc) Things to do

3. Connects readers to Best Western social networks4. Interactive with polls and contests

Why Is Corporate Blogging Important

5 Reasons Why Corporate Blogs Are Important:1. Optimizes content search2. Lead generation3. Relationship building4. Education5. Conversion

Blogging helps people find yourbusiness online easier. Done well, itsets the foundation for more trust, keyto stronger relationships. Additionally,education makes the company a thoughtleader. And it helps bring in morebusiness.

Blog Highlights:

1. Every post uses keywords to optimize content for search.

2. Educates people with diabetes and caregivers about.

diabetes-related issues; health, lifestyle, and diet.

3. Helps build relationships by pointing people to authoritative

diabetes social communities online.

What Are the Elements of a Corporate Blog

Search


Masthead


Navigation


Content Providers


Content for your readers


A way for readers to share content and comments


Blog Description

LinkedIn

1. Your Personal Profile2. LinkedIn Facts3. Strategy Tips

Your Personal Profile: Part 1

Vital Information

Your Picture

Status Update


Summary

Specialties

Your Blog Feed


Work History

Groups

LinkedIn Facts

1. As of November 2010 the network has grown to over 85 million LinkedIn members across the globe.

2. LinkedIn also launched Company Pages to help businesses of all sizes attract new customers using trusted, professional product and service recommendations.

3. Writing for the Poynter Institute, Sree Sreenivasan makes the point that “LinkedIn is the most useful of the lot when it comes to making professional connections.”

LinkedIn Strategy Tips

1. Answer questions posted on LinkedIn.2. Create your own LinkedIn group and share relevant content. 3. *Use LinkedIn's DirectAds. 4. Integrate LinkedIn Into your marketing.5. Join groups. 6. Personalize the URL. 7. Email marketing.8. Add a picture to the profile.9. Link to executive’s profile.10. Post news.

* DirectAds require additional expense and work much like Google AdSense or PPC

FACEBOOK

1. Fan Page Overview2. Engagement Strategies3. Best Practices

Fan Page Overview

Fan Page Overview

Brand

Fan Page Overview

Page Summary

Fan Page Overview

Information

Fan Page Overview

Friends in Common

Fan Page Overview

Total Fans of the Page

Fan Page Overview

Recent Activity

Fan Page Overview

Layers to expand your Fan Page

Fan Page Overview

Wall Activity

Fan Page Overview

Member Activity

Fan Page Overview

Advertising

Facts and Business Benefits

Facts:

1. More than 500 million active users.2. 50% of active users log on to Facebook in any given day.3. Average user has 130 friends.4. People spend over 700 billion minutes per month on

Facebook.5. Average user is connected to 80 community pages,

groups and events. 6. More than 30 billion pieces of content (web links, news

stories, blog posts, notes, photo albums, etc.) shared each month.

Facts and Business Benefits

Benefits:

1. Branding2. Customer Engagement3. Drive Web Traffic4. Reputation Management5. New Customer Acquisition6. Lead Generation7. Viral Marketing8. Customer Feedback 9. Targeted and Measurable

Advertising

Facts:

1. More than 500 million active users.2. 50% of active users log on to Facebook

in any given day.3. Average user has 130 friends.4. People spend over 700 billion minutes

per month on Facebook.5. Average user is connected to 80

community pages, groups and events. 6. More than 30 billion pieces of content

(web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

Engagement Strategies

1. Set community expectations.2. Provide cohesive branding.3. Be relevant and timely.4. Live authenticity.5. Participate in dialog.6. Enable fan page member to interact.7. Foster advocacy.8. Solicit a call to action.

“Customers are people first” – Kyle Lacy, CEO Brandswag

TWITTER

1. What is Twitter2. Twitter Account Overview3. 8 Twitter Strategies4. New Twitter research

What is Twitter

1. Twitter is a public instant messaging device with a timeline that can be searched and indexed by Google.

2. Messages are Tweets and can be sent or received from Twitter, online third-party applications or a smart phone.

3. Tweets in Twitter are 140 characters in length.4. There are followers – those people who like what you tweet –

and then there is the act of following. This is the act of becoming a follower.

5. By following a person or brand on Twitter, you subscribe to that person’s stream of messages. They appear in you Twitter stream.

Twitter Account Overview


Public tweet


Public tweet stream


Trends


Who to Follow


Followers and the Following


Your recent Twitter activity


Twitter tool bar

8 Twitter Strategies

1. Help people.2. Create a dialog with your followers.3. Share good stuff.4. Be the first to share new and relevant information.5. Monitor conversations.6. Pick a niche.7. Link back to your website or blog.8. Build community.

Making Twitter Work for You

Exposure

Attention

Motivation


Motivation is triggered by emotion.


Engaging in the conversation is the most important thing to do.

Making Twitter Work for YouTwitter Engagement Facts

• Research says as the number of Twitter followers increases, the amount of conversation decreases.

• More followers a Twitter account has there will be a greater number of links shared. Whereas the less followers a Twitter account has, the less number of links will be shared.

• Tweets with pictures get higher retweet rate, than Tweets without pictures.


There is a direct correlation between the number of links you share and the number of followers you attract.


Followers increase with these words:1. Official2. Founder3. Speaker4. Expert5. Guru6. Author


Identifying yourself authoritatively will increase the likelihood that people will trust and follow you.


The tone and type of message you tweet increases or decreases your engagement on Twitter.


6 Types of Twitter Messages that Engage:

1. Positive2. Learning3. Media4. Work related5. Constructive6. Self-reference


• Stop talking about yourself, or don’t talk about yourself when you start Tweeting

• Talk and promote other material and people. Celebrate.

• Everyone listens to WIIFM; the most popular radio station on the planet.


• There is a direct correlation between a decline in followers and the amount of negative remarks you tweet.

• There is a direct correlation between a decline in followers and the frequency of your self-promotion.

• There is a direct correlation between increasing the number of followers you have online and the ways you tweet to help in a crisis.


• The number of tweets your produce will not necessary increase the amount of followers you attract.

• You MUST share good stuff. • You MUST space your tweets throughout

the day.• Don’t crowd out your own content.


• Sentences with simple noun and verb construction get tweeted more than sentences laden with adverbs and adjectives.

• Find a hook for your readers.• 10 Marketing Strategies Zombies Teach

Us.• Please RT is less effective than Please

Retweet. • Latter generates 3x more retweets.


If Snooki can understand your tweet, then your consumer will understand your tweet.


If Snooki can understand your tweet, then your consumer will understand your tweet.

Always remember to include a call to action. Tell your followers what to do next.

Social Media Revolution1. Where do you begin.2. What pitfalls you should avoid.3. Social Media Disasters4. How to make social media work for

you.

Where do you begin.

To Start:1. Find your niche. What are you passionate about and on what can you

intelligently create content? 2. Find methods and tools your customers are using, and use them.3. Have a genuine, honest interest in building relationships with your customers.

What Next:4. How will you measure results? 5. How long are you willing to give it a try? 6. What’s your willingness to experiment, take risks, and adjust your plans?

Where do you begin.

Recommendations:

1. Find a blogging platform2. Start a Twitter account3. Start a LinkedIn profile

10 Ways to Kill Social Media

before You Start

1. Always ignore negative feedback.2. Write headlines that deliver zero value.3. Create content that has zero value.4. Horde your content and share it with no one.5. Spend all your time blogging at the expense of other social activities.6. Be self-absorbed, pompous even, and promote only your stuff.7. Be slow to respond, or don’t respond at all.8. Create no strategic direction and apply the Nike principle: Just Do It.9. Put your teenage son or daughter in charge.10. Think it’s irrelevant, and watch your business become irrelevant too.

Author InformationBy trade, I am a public relations counselor and manage author accounts in the marketing services division of Author Solutions. A leaders in social PR, I was instrumental in launching a global social media campaign for a Fortune 100 medical device and biotech leader in diabetes care, served the Hoosier Chapter of PRSA as its social media chair and have served on the boards of several non-profits. Before moving into social PR, I directed marketing communications for a wealth management company.

An Indiana University graduate, I hold a Master of Arts in Applied Communication and a Certificate in Public Relations. Additionally, I earned an inbound marketing certification from a lead online marketing communications company.

CONTACT INFORMATION

Phone: (317) 908-5850Blog: www.getsocialpr.comTwitter: @getsocialpr

Using Social Media PR: Building Your Brand Online for the Lawrence Chamber of Commerce

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