stanford social media presentation

BLAZE

Communication SPARKING SUCCESS

Social Media for Real-time Engagement

2BLAZE Communication SPARKING SUCCESS


DefinitionSocial Media is a real-time approach to

communications and engagement

Not a tool or technology


How Things Have ChangedPublic Relations Society of America (PRSA) is

developing a new definition of “public relations” More appropriate for the 21st century Crowdsourcing

Suggestions from the public, PR professionals, academics, students

Three definitions under consideration


How Things Have Changed (cont’d)

The web puts power in consumer’s hands

Consumer can easily find information

Marketing key to customer engagement

Sales becoming a tactical function


You are Now The Media

Immediacy has changed news cycle

Anyone can be editor, photographer, reporter

Easier than ever for PR professionals to connect with their audiences


Today’s Media RelationshipsPR/reporter relationship has changed

Reporters seek information/sources online Many have blogs and are active on

Twitter

PR professionals have better access

Easier to gather information about potential stories


It’s a Two-Way StreetSocial media means the communication is now

a conversation

Benefit from invaluable feedback

Refine strategies and tactics

Make deeper connections with target audiences


No More 9-5 News Social media never stops

Consumers can connect at any time

PR pros need to host the party: Maintain conversation Make new introductions Facilitate constant engagement

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BLAZE Communication SPARKING SUCCESS

Getting Started with Social Media

11BLAZE Communication

SPARKING SUCCESS

Listen What is your audience saying about your industry? What are they saying about your company? What are their worries? What questions are they are asking?

Understand your audience; build relationships that cater to their needs.

Tools: Hootsuite, Beevolve, Keyword Discovery, WordTracker

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AssessShould you join every social network?

Where is your audience? Where do they participate in social media? Where should you spend your time?

Influential bloggers – their social media choices and blogroll

Tools – Google Alerts, Google BlogSearch, Sysomos, Radian6, Technorati, Trackur, Tweetdeck

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Engage Develop SMART goals, a plan/content calendar

Monitor influentials

Comment, be controversial, encourage conversation – NOW

Give Share expertise freely Make a name for yourself as useful

and knowledgeable Credit and share sources

Post “magnetic” content

Tools: SproutSocial, Buzzlogic, Lithium

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Measurehttp://www.youtube.com/watch?v=sx74jrzBRsU

Tools: Radian 6, Sprout Social, Wildfire

http://www.youtube.com/watch?v=sx74jrzBRsU



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Refine/ImproveAnalyze the results of your measurement.

What does it mean?

Make changes - strategy, messaging etc. - and measure again

Fail fast!

Continuous pursuit of excellence

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Content is KingContent can:

Showcase your company as an industry

thought leader Get you covered in the media Generate a huge amount of interest for

your company Support SEO and lead generation goals

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Content is King (cont’d)

People absorb information in different ways Variety Include interactive elements Use video

Make content magnetic. Think storytelling Strong, compelling idea. Create

conversation around relevant brand experience

Focus on human experience - fundamentally social. Reflects and expands people’s vision of themselves

Tag it – Bitly

Tools: Letterpop, Writer Access

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Use Video Information recall: 10% oral, 35% visual, 65%

oral/visual Well received on the web, from YouTube to

Facebook to blogs 50,400 hours of new video uploaded every day

to YouTube; upload to as many video hosting sites as you can – Vimeo, Squidoo

People pass along memorable videos on their personal social media accounts. Your goal: go viral

http://www.youtube.com/watch?v=5BDiDmSotqs



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Use Video Highlight your personality. Be more than a faceless

company or brand. Reflect your brand aspiration, engage around its promise

Be entertaining and creative – no talking heads

Be quick and to the point — keep it under 2 mins, 3 mins max. People don’t have time

Quality doesn’t have to outdo Hollywood. People get the concept of mobile video

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The Importance of Blogging A must for social media – highly credible

Platform to share expertise

SNCR finding – for executives blogs are the third most important tool used in decision making

Engage by encouraging comments blogs get shared, syndicated

Great way to build relationships with your audience and media

Long shelf life

Improves SEO rankings, use keywords

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Social Proofing“A psychological phenomenon where people assume that the actions of others reflect the correct behavior for a given situation… driven by the assumption that the surrounding people possess more information about the situation.” Wikipedia

People are wired to learn from the actions of others – huge driver of consumer behavior

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Social Proofing (cont’d)

Digital PR = Social Proofing

Leverage! Gaining endorsements? Getting tons of buzz?

Create a digital marketing newsroom

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Social Media NewsroomMake it easy for journalists/bloggers to find you

Provide Clear Media Contact Info at the Top: Email address, phone number, Twitter

handle etc.

Don’t clutter your page with tons of information

Include links to other pages and expand

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Tips“Free” but don’t discount the time commitment

Go deep, not broad

Don’t try and sell - be authentic and informative

Blog, Blog, Blog

Incorporate social media links

Always explore and embrace new technologies

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Beverley BirdFounder and principal of Blaze Communication

25 years in PR, marcom, social media Worked alongside tech titans Steve Jobs and Bill

Gates Ran domestic and int’l communications programs

for Microsoft, Schlumberger and Applied Materials Worked at marketing agencies and several

startups Focus on integrated programs that ensure brand

consistency, generate leads and improve ROI

BA (Hons) French, University of Lancaster, UK

stanford social media presentation

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