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SOCIAL MEDIA: HOW TO BUILD BRANDS, FIND FOLLOWERS AND ATTRACT FANS

PR NEWS’ ONE-DAY BOOT CAMP FOR EMERGING PR STARS MARCH 18, 2013 CHRISTINE DE LA HUERTA VICE PRESIDENT, RBB PUBLIC RELATIONS @CMHUERTA @RBBPR #PRBOOTCAMP

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INTRO

• We need to change the way we think about PR

• ALL PR elements can have an online component/counterpart

• Social is way of thinking, not a trick.

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INTRO

Holistic Approach to Communications

Paid Media

Owned Media

(Includes Social)

Earned Media

Converged Media

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INTRO - CONTENT

Content strategy first Content is King

• Tell a story • Visuals are more important than ever

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PR & ONLINE TOOLS

TRADITIONAL

• Personnel announcement

• Op Ed

• Byline

• Photo and caption

• Media advisory

• Press release

ONLINE

• SEO article

• Twitter post

• Twitpic

• Facebook

• YouTube

• Flickr, Pins

• Blog post

• Contributions/ comments

• Forums

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PR THEN & NOW

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STORYTELLING

Create a story for memorable content • Creates loyalty • Extends lifetime value of customer

Proof: Facebook recently acquired Storylane

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EVOLVING CONTENT STRATEGY • Fans/consumers want to be entertained:

• said they were

likely to engage with video posts

• highlighted posts with jokes, cartoons or memes

• Short and simple posts

• Advice, tips and practical information

37%

36%

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EVOLVING CONTENT STRATEGY • Visuals are crucial to the social media experience

Friends on social media primarily enjoy looking at photo content

44% of fans are more likely to engage with photo posts from brands

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HOW TO ENGAGE

Listen.

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Choose.

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Dive in.

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Obey. Do

• Be interesting • Share things that

excite you • Ask advice • Join the

conversation

Don’t • Talk about boring

stuff • Scream about

your product • Be a narcissist • Lie

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Measure.

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SOCIAL MEDIA APPROACH

• Listening • Monitoring • Auditing

• Roadmap • Planning • Resources • Policies • Processes

• Community Management • Content Marketing • Outreach & Engagement • PR Support • Media Buys

• Metrics • Analysis • Optimization

Objectives

Research

Strategy

Implementation

Measurement

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PLATFORMS

Chris Chris Christine

Chris Christine Christine

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LINKEDIN

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Most powerful social site for B2B • A quarter of Fortune 500 CEOs are on LinkedIn, and less than 8% are on Facebook

LinkedIn profiles and company pages rank high on search engines

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IN A NUTSHELL

Company profile Status updates Recommendations Introductions Answers Events Groups Recruitment Follow companies

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LINKEDIN IS NOT

is NOT a glorified online resume

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ANATOMY OF A PERSONAL PROFILE

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ANATOMY OF A COMPANY PAGE

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GROUP FEATURES

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PROVING ROI – GROUP STATISTICS TAB

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GO TO WWW.MARKETING.LINKEDIN.COM

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SEARCHING FOR GROUPS

• After you log in, hover your mouse over Groups in the navigation bar and click Groups Directory.

• From here, you can search for groups by keywords, categories and language.

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SEARCHING FOR GROUPS

• Click on a Group to begin monitoring conversations. You can also join the group to contribute discussions.

• Some groups are private, and you will not be able to monitor their discussions unless you are approved to join.

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MONITORING DISCUSSIONS

• Once in a Group, you can view the 20 latest discussions. • You can Like,

Comment and Flag posts as well.

• Each group also compiles the discussions with the most activity.

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SHARING LINKS

• You can share links and begin discussions by filling out the form at the top of the Group next to your profile picture. • To share a link, click

Attach a link

• Click on your profile picture to follow up on discussions you’ve started, joined or are following.

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• #3 social network behind Facebook and Twitter

• 1 in 5 women in the U.S. use Pinterest

• Shoppers referred to a site from Pinterest are 10% more likely to buy

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SOCIAL INFLUENCE ON PURCHASE

36%

19%

27%

18%

Source: Repinly.com

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Food & DrinkOtherDIY & CraftsHome DécorWomen's FashionHair & BeautyWeddingsKidsMy LifeHumorTravelHolidays & Events

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WHY PLAY?

The Stats The top 50 U.S. Sites are on Pinterest Growing faster than Twitter

• 11 million unique monthly visitors • Average user spends 98 minutes per month on the site

Produces more referral traffic than YouTube, reddit, LinkedIn and Google+ combined

• Cooking Light and Real Simple magazines report it as their #1 referral source for the magazines

Second to Facebook re: engagement and time spent on platform 80% of the pins are re-pins (viral quality) More women made a purchase based on a Pinterest recommendations than any other site; trust is higher than with any other social media platform (source: Blogher)

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WHY PLAY?

Media are participating • Martha Stewart, Today Show, Wall Street Journal, etc. • Original and new content = new opportunities for pickup Sales driver Online wish list with easy-to-buy attribute • Link back to e-commerce channels • etsy.com is the most popular source for pins • One-two clicks Gift category (by price range/item type) Video pinning opportunities

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Pinterest 101 Categorize your boards

@ to tag users

Size matters: 554 px wide, no limit on height

Use keywords to be search friendly

Add URL back to your site

Shared pin boards

• Contributors, you, your client, favorite bloggers, top evangelists Pin etiquette (be authentic, not offensive, crediting sources, “link with love” movement)

All user content is right protected (not for sale by Pinterest)

Be social. Re-pin, comment, like.

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BEST PRACTICES: PIN IT LIKE YOU MEAN IT Provide value and be helpful

• Seasonal ideas, DIY project, cooking techniques • Brands to watch on Pinterest

• Whole Foods • Kate Spade • Nordstrom • Gap

Promote a lifestyle/leverage brand value • Not all about the product, complementary topics, create

interest • Whole Foods, ex. recycling, gardening • West Elm ex. experience with the brand

• Let others contribute • Peapod ex. stories from the road • Southwest Airlines ex. From the Window Seat in-flight stories

• Let personality of brand shine/company culture • TODAY Show anchor antics

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BEST PRACTICES: PIN IT LIKE YOU MEAN IT Feature user generated content Collaborative boards

• Leverage customer testimonial, crowd source, suggestions and contributions from your customers

• GE’s Inspire me • Why Austin

• Leverage influencers and brand ambassadors • ex. Christine Martinez (one of the largest Pinners in the world)

live pinning from vacation • Maximize reach of offline activity

• McDonald’s board dedicated to Olympic restaurant construction • Coverage of events like Fashion Week (by bloggers, by brand

itself) • Find new customers and likes and dislikes of existing

customers

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BEST PRACTICES: PIN IT LIKE YOU MEAN IT

Find out who’s pinning your brand • pinterest.com/source/brandwebsite

Engage and intersect • Interactive involvement – comment, like, re-pin • Activities and contests (evaluate rules and regulations per the site’s policy first)

• Seeing great success with pin-it-and-win-it type contests • Guess Jeans: pins by customers using product, most likes or repins, opp.

to enter sweepstakes • Saveur and McCormick: build own dream dinner party by pulling their

recipes • Pin-a-thons

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BEST PRACTICES: PIN IT LIKE YOU MEAN IT Spread the word. Make it easy Secure your URL as soon as possible Add Pin It button to your website Cross-promote through other channels

• Use Facebook and Twitter to share pins Pin from various source vs. one specific site Diversify your boards = multiple board vs. single board on a single topic Follow influencers/influencer generated content

Tools Pinterest iPhone app Curalate Tweet deck like app for Pinterest (beta form) Pinpuff (to find out level of influence/clout of pinner)

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ROI New analytics Consider:

• Number of re-pins

• Engagement • Followers • Traffic referral

to your website

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• 4 billion total photos uploaded

• 54% of top brands on the platform

• User demographics – 68% female – >40% ages 21-35 – 53% of users in U.S.

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Show don’t tell 44 percent of online users are more likely to engage with photo posts from brands

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Think outside the box • Urban Outfitters turned fans into models

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Show, don’t tell. • Chef Matt Jennings has 800 Instagram photos

• Shows product in unique light • Match content to brand

• Miami Cocktail Co. promotes a lifestyle, not just a product

• Neiman Marcus #nmbeauty

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Best Practices • Fit in • Show compelling content • Watch your frequency • Harness #hashtags – opportunities for extra exposure

• Be Social… Follow, comment, like What you need to know

• Mobile only • No admins, filter responsibly

Track engagement using statigr.am

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REMEMBER…

Approach it like a conversation • Tell your brand’s story

Plan, plan, plan (strategy) Content matters; engagement matters

• Tell a story; Visuals can’t be an afterthought Set goals, measure, adjust Be human; remember this is “Social Media”

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THANK YOU

Questions? • Contact christine.delahuerta@rbbpr.com • www.rbbpr.com