communications strategy group: online pr & social media strategy

Social Media Summit

Erik KeithDirector, Online Strategywww.linkedin.com/in/erikkeith

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

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Representative Clients

What we doPR/Media

Relations/Influencer Relations

Online PR & Social Media

Content Development

Competencies

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Strategy Influencer Relations

Content Curation Social Media & Digital PR

• Branding DNA• Communications

Planning• Competitive

Analysis• Crisis Prevention

and Management• Internal

Communications• Marketing Plan

Development• Message

Development• Media Training• Sponsorship and

Philanthropic Strategy

• Analyst Tours• Article Placement• Collateral Writing,

Design and Production

• Event Management

• Media Audit and Analysis

• Media Relations• Media Tours• Press Release

Writing and Distribution

• Research and Polling Services

• Speakers Bureau

• Articles• Blog Posts• Case Studies• eNewsletters• Infographics• Op-eds• Petitions• Podcasts• Photography• Presentations• Press Releases• SEO-Geared

Content Generation

• Surveys• Video• Webinars• White Papers

• Blogger Relations• Blogging/Guest

Blogging• Article Distribution• Event Promotion• Multimedia

Promotion• Online Conversation• Petitions• Press Release

Distribution• Reputation

Management• Social Bookmarking• Social Media Profile

Development & Management

• Webinar Promotion• Website Promotion• White Paper

Promotion

Benefits of engaging online

•Align with Specific Goals•Brand Awareness•Brand Loyalty•Cost Effective•Customer Relations•Engage at “Point of Need”•Increased Sales•Increased Website Authority (SEO)

•Increased Website Traffic

•Longevity of Online Content•Maintain/Grow Market Share•Measurable•Online Reputation Management•Proprietary Social Networks•Target Audience Insight•Targeted Reach•Thought Leadership•Viral Nature

Online PR

Online PR Overview

• Identify goal(s)• Identify target audience• Search engine

optimization (SEO)• Research online

behavior• Content & conversation

– Discussion forums– Hyperlocal social networks– Online Groups– Niche social networks– Social bookmarking

communities– Content focused

communities– Blogger relations

• Online Reputation Management

• Review sites• Wiki’s• Guest blogging• Measure, analyze &

adapt

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

Inographic

Content curation

Article

Press Release

Infographics

Pitch

Byline

White Paper

Video/Audio

Package Package ContentContent

Distribute ContentDistribute Content

Media E-Newsletters/

Magazine

Website/Blog

Associations/Organizations

Online PR

Guest Blogging

Extract/Extract/Create ContentCreate Content

Co. NewsResearch

Trends Timely TopicsCase Studies

Best Practices

Social Media

Events: Online & Live

Case StudiesSpeaking Circuit

Social Media

Social MediaWhere Should You Be?

State of Social Media

04/08/23<<insert title>> For Internal Use Only

04/08/23<<insert title>> For Internal Use Only

04/08/23<<insert title>> For Internal Use Only

04/08/23<<insert title>> For Internal Use Only

Navigating Social MediaResearch

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.

Media Spread

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”.

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

Calendarize posts & Themes

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

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Social Media design

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The GLOBE Program Website

Referral Funnel

Facebook Design

Facebook Custom Tabs

Status updates - Facebook

• Schedule posts• Ideal post days/times*• How frequently?

– Facebook EdgeRank– Space out posts– Pay attention to feeds• Ask for likes and

shares!• Share influencers’

updates

• Update Ideas:– Interesting and applicable

news– Inspirational quotes– Personal team

photos/videos– Fill in the blank– “Like” if you…– Question of the week– Fact of the day– Photography/Videos– Testimonials– Events

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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

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Facebook Advertising

• Inexpensive• Targeted• Quick turnaround• Increase Engagement• Increase Fan Base

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

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LinkedIn Design

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

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

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LinkedIn for ResearchPeople Search

• Keywords• Title• Name• Company• Company size• Fortune level• Location• School• Industry

• Groups• Relationship• Seniority level• Years of experience• Function• Language• Interests• Recently joined

LinkedIn

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

LinkedIn for ResearchCompany Search

Twitter Design

Status updates - Twitter

• Schedule posts w/ Tweetdeck

• Tweriod• How frequently?

– Space out posts– Post often• Ask for retweets!• Use Hashtags• Search• Hashtag Dictionary• Trending

• Update Ideas:– Interesting and applicable

news– Inspirational quotes– Personal team

photos/videos– Fill in the blank– “Like” if you…– Question of the week– Fact of the day– Photography/Videos– Testimonials– “Follow Friday”– Thanks for the retweet– Multimedia

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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

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YouTube Design

YouTube Best Practices

• Optimizing a video– Keyword research

• YouTube• Google

• Optimized playlists• Partner channel

interaction– Subscribe– Feature– Like Videos– Comment on videos– Video response

• Video promotion– Inside out strategy– Video distribution– Citizen journalism article– Press release– Online conversation– Social bookmarking

• Networking– Subscriptions– Comments– Video responses

• Analytics

“Inside Out Strategy”

Tracking & Metrics

Analytics - Facebook

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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