4. @lisabuyer Facts
•Traditional PR background
•Agency owner since 1996
•Author of Social PR Secrets
•Editor of SocialPRChat
•Column in Search Engine Watch
•Covers trending topics and news
related to Search, Social and
Public Relations
9. Opportunity – Why Social Media?
• Tell your story direct to prospects
• Attract media attention
• Brand it
• Get Visual
• Organic
• Customer service
• Reality: You might need to pay to play
10. Social Media Networks
• Facebook
• Twitter
• Google+
• LinkedIn
• Pinterest
• Instagram
• YouTube
13. Social Media Facts
• 72% of all internet users are now active on
social media
• 18-29 year olds have an 89% usage
• The 30-49 bracket sits at 72%
• 60 percent of 50 to 60 year olds are active on
social media
• In the 65 plus bracket, 43% are using social
media
14. Social Media Facts
• Time spent on Facebook per hour spent online
by country. Here are the top three. USA
citizens get the top gong at 16% followed by
the Aussies at 14 minutes and the Brits at 13
minutes.
• 71% of users access social media from a
mobile device.
15. 79% journalists
saying that images
increased the odds
of a story (press release) getting picked up.
That’s good PR!
@lisabuyer | #zenith2013
16. Readers are
4X more likely to engage
or comment on a blog post with a
good image.
That’s good PR!
@lisabuyer | #zenith2013
18. Define your customer persona
• Creators
• Critics
• Collectors
• Joiners.
• Spectators
• Inactives
19. Define your customer persona
• Creators
• These people develop blogs, articles, videos,
music, images, and art and upload them to social
media platforms. They people are the most
active social media content generators, but are
not the largest group.
• Conversationalists
• These people participate in group discussions,
engage in conversations and update their statuses.
They are likely to use Twitter, Facebook and
LinkedIn.
20. Define your customer persona
• Critics
• These people evaluate and comment on
content produced by the first two groups. They
post product ratings or reviews, comment on
blogs, and participate in discussion forums.
21. Define your customer persona
• Collectors
• These people upload and save favorites on
bookmarking sites, tag photos and subscribe to
RSS feeds to automatically receive blog updates.
They help organize and categorize online content.
• Joiners
• These people interact on social networks, but not
in active ways that fulfill any of the roles
above. They are the second largest group of social
media users.
22. Define your customer persona
• Spectators
• These people consume the content others
produce, but don’t add to it or necessarily
participate in any way. They also have been
called “lurkers,” and are the largest group of
social media users.
• Inactives
• These people use the Internet, but do not
participate on social media.
32. Visuals
• Story telling
• Behind the scenes
• More personal
• Reinforce your brand/event message
• Show them how awesome your event is
• Inspire with ideas
• Visual stories your attendees want to see/hear
42. Mobile Content
• Slides
• Short Headlines
• Font sizes
• Image with a headline
• First 100 characters most important
• Write for the RT or share
43. Mobile Friendly Events
• Have a #hashtag
• Encourage check in on Facebook, Foursquare,
Instagram
• Create Photo Opps
• Prompt to Follow, Share and Engage
• Offline Promos
– Invites
– Signs
46. Before an Event Check List
Create a media list and an influencer list
Have a set of strong visuals to accompany each
social media message
Optimize - Think about a hashtag to use before,
during and after
Hashtags allow people to follow event news,
especially those who could not attend
Announce your event via a press release, blog
post and be sure to have a version published on
your website – note optimized content (keywords)
47. Before an Event Check List
Create social media versions of the event that
link back to the full version on your website!
Tweet version
Facebook version
Pinterest version
Instagram
LinkedIn
Change all cover images to match event promo
48. Before an Event Check List
Create an editorial calendar/schedule
SlideShare - If you have images from a
previous event (last year’s event) – create a
story about the event in a PowerPoint and
upload to share with mobile user
YouTube – even if you don’t have videos, you
can create a slide show and upload it to a
YouTube channel a sa pre-event promo
52. Before an Event Check List
Encourage social media interactions and be
sure to monitor engage and acknowledge
RT
Mentions
Tags
Favorites
Create random acts of kindness to social
mentions to reward social media engagement
53. Before an Event Check List
Paid Social
Facebook Ads
Twitter Promoted Tweets
Take advantage of Social Media Event RSVP
Opportunities
Facebook Events – promote with Facebook Paid
RSVP sharing
54. During an Event Check List
Encourage the Check in with hashtags
Foursquare
Facebook
Instagram
Create Social Media-Photo opps
Encourage staff to also share via personal
social accounts – best brand advocates!
55. During an Event Check List
Have a strategy for during the event with the
intent to curate as much as possible to keep the
event alive after the event
YouTube videos interviews of guests
Favorite tweets
Dedicate a “social media reporter” to be live
tweeting and/or live blogging during the event
Report visual stories via Instagram
56. After an Event Check List
Write a recap press release/new story of the
event
Share any coverage from bloggers or industry
media
Include visuals with all social messaging
Report visual stories via Instagram
Create a Pinterest board recapping the event
and cross promote
65. Recap
• Be sure you are taking advantage of the
opportunities and have a strategy in place
• Optimize your social media messaging
• Use strong visuals ALWAYS
• Mobile users matter – be sure content is
mobile friendly
• Keep messages short and visual, LINK back to
your website or blog for full story
66. Recap
• Use social media to promote your event
BEFORE, DURING and AFTER
• The media is watching social media for story
ideas and sources –
• Measure what matters! Benchmark and
monitor analytics
70. Resources
• Photo credits:
• http://www.bizbash.com/
• http://www.haikudeck.com/
• Looking for more social media/PR training?
– Lisa Buyer is available for Social PR business
training and consulting
– http://thebuyergroup.com/
• Or see the next slide for more options!
71. More Social Media Training
• Lisa Buyer is affiliated with the following
social media and online marketing training
organizations
– http://bootcampdigital.com/
– http://www.onlinemarketinginstitute.org/
– http://sfimasummit.com/
– http://www.instantetraining.com/