Erin Grohs is a managing supervisor in Fleishman-Hillard’s Raleigh office andcurrently works with clients to execute global strategic communications programs.She has worked with top-tier business and industry press publications, as well as anumber of high-profile consumer and shelter publications. In addition to strategiccommunications and media relations, she has helped set and execute social mediastrategy for clients in the furniture and design industry, as well as currently helpingclients manage their online reputations. She is a member of the FH Public Affairs,Energy and Sustainability practice groups, and is a former blogger for the FH OutFront practice group’s blog, Out Front Blog.

Erin has helped successfully execute a variety of events, including PresidentObama’s visit to LED lighting specialist Cree in June 2011 and the opening of the firstZoës Kitchen in Raleigh. Additionally, she served as the project lead for various hiringand manufacturing events attended by federal, state and local offices, including theplanning and execution of a community event in Garner, N.C., for Fleishman-Hillardclient ConAgra Foods. The event featured elected officials as speakers, a dedicationceremony, and hosted more than 2,000 ConAgra employees and Garner citizens.

Before joining Fleishman-Hillard, Erin was an account manager at a technologypublic relations firm, specializing in hi-tech start-ups and clients in thetelecommunications and enterprise technology fields. She also worked as a publicrelations specialist in the corporate communications department for Weichert,Realtors®, one of the nation’s largest privately-owned real estate companies. Whilethere, she developed and executed a variety of media strategies to maintain andincrease positive news coverage, including writing and pitching national news stories,as well as maintaining relationships with industry, trade and top-tier media outlets.

A New Jersey native, Erin holds a bachelor’s degree in communications, with aminor in political science, from Rutgers University.

Erin GrohsManaging SupervisorFleishman-Hillard, Inc.

4350 Lassiter at North Hills, Suite 260Raleigh, NC 27609-5739

919.457.0751erin.grohs@fleishman.comwww.fleishmanhillard.com

2011 WithIt Professional Conference 2125 Eastchester Drive Suite 103 • High Point, NC 27265 • 336.882.9372 • www.withit.org

facebook

twi,er

youtubeengagement

social

website

blog

metrics mobile

applica6ons

microsite

monitoring

brand

content

discussion

google

op6miza6on

payperclickuserexperience

digg

flipcam

streamingvideo

opensource

analy6cs

farmville

foursquare

gowalla

backlinks

traffic

conversionrate

transparency

organic

reddit

iPhone

android

hulu

huffingtonpost

value

thoughtleadership

demograph

ics

network

microblogging

community

html

@ml

css

rss

feedreaderavatar

instantmessage

text

chat

wordofmouth

forumfollowers

meetups

peer‐to‐peerprofi

le

url

3gwidget

wikipedia

crawl

yahoo

archive

aggregate

alerts

usersinterface

sharing

onlinecomment

craigslist

flickr

hashtag

joomlalinkedin

hyperlink

podcast real‐6me

skype

vlog tweetdeck

78%ofconsumerstrustpeerrecommenda2ons

Only14%trustadver2sements

Socialmediaisthe#1ac2vityonline

96%ofMillennialshavejoinedasocialnetwork

IfFacebookwereacountryitwouldbethethirdlargestintheworld

ThefastestgrowinggrouponFacebookis55‐65year‐oldwomen

22%oftweetsmen2onabrand

One‐fiLhofthosetweetsshareanopinionaboutthebrand

InU.S.households,womenaccountfor80%ofallspendingdecisions,especially

big2cketitems…

…likehomefurnishings,wherewomenmake94%ofthedecisions

54%ofTwi,erusersarefemale

Mosttwi,erusersarebetweentheagesof30and49

Socialmediacanbeusedasatoolfor:

BrandAwarenessLeadGenera2onCustomerService

AdvocacyandLoyalty

SocialMediaisameansofcommunica6on

It’snotjustinforma6on,it’s

aboutinterac6on

GuidingPrinciples

Listen Engage Lead

Focusonrela2onships

GetCrea2veMeasureandlearn

ImportantFocusAreas

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Therearedifferentgroupsofmeasurements

•  Sitetraffic•  Bouncerate•  Uniquevisitors

•  Fans•  Followers•  Interac6ons

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WebsiteMetrics CommunityMeasurements

Conversa2onAnalysis

Thereareplentyoftoolsformeasurement

FreeTools

Subscrip2onsServices

•  Googlealerts•  Socialmen6on.com•  Icerocket.com•  Search.twi,er.com

•  Radian6•  Cymfony•  BuzzMetrics•  AlterianSM2

Facebook

Createapage

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Mapoutcontentfornextfewmonths

Buildcustomtabsasneeded(promo2ons,contact…)

GetcustomizedURLaLerreachingnecessary25fans

Allowcommunitypos2ngforincreasedengagement

ReviewFacebookInsightsasyougo

Twi,er

Createanaccount

Filloutprofileinforma2onwithlinks

Designabackground

Mapoutcontentfornextfewmonths

Usecommonsearchtermsandhashtags

Trackshortenedlinks

RegisteraccountwithdirectorieslikeWefollow.com

Remainconsistentwithpos2ng

Blogs

Evenifyoudon’thaveablog,engagewithbloggers

  Commentonposts

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Iden2fybloggersimportanttoyou

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SocialMediacommuni6eswon’tgrowontheirown

Pagesandaccountshavetobepromotedbothwithintheirrespec2vepla\ormsand

elsewhere

Examples of Cross-Platform Promotion

Hyperlinkedimagesonyourwebsite

Emailsignatures

Pressreleaselinks

Addressesandiconsinprintedcollateral

Linksonbusinesscards

Men2onofaccountsduringsalesmee2ngs&pitches

Don’tforgetaboutsocialmediaadver2sing

Itcanhelpbuildcommunityquickly

•  Payperclick•  Targetbyregion,interest,gender,age,etc.

•  Sponsoredtweets•  Sponsoredhashtags•  Adsinthird‐partytools

•  Bannerads•  Sponsoredposts•  Giveawayposts•  Targetfocusedcommuni6es

Facebook Twiier Blogs

Social Media Advertising: Company X

•  Usedmarketresearchtodetermineaddemographics•  Createdadusingcurrentmarke6ngcollateral•  Budgetof$5,000•  Dailycontentupdatesincludingvideo,photos,interviewsandmediacoverage•  Increasedfansfrom140to1,500inlessthanthreemonths

Online Reputation Management: Company Y

•  Usingsocialmediatoolstolistentocustomers,engageandmi6gatenega6vecommentary•  Radian6tomeasureandrateconversa6on•  Increasingposi6veconversa6onviaTwi,erandFacebook•  Quicklyaddressingnega6vereviews•  Biweeklymonitoringandengagementreports

A Little Bit of Everything: Company Z

•  Facebookpresencefromzeroto1200“likes”•  Morethan380followersonTwi,er•  Socialmediachannelstopromotemajorevents•  $1200adcampaignresultedin2,000pageclicksand7millionimpressions•  Onlinereputa6onmanagementandcustomerserviceresponseviasocialmediachannels•  Biweeklymonitoringandengagementreports

If you walk away with nothing else…

Socialmediaisaboutconnec2ngwithyourconsumers,notblas2ngthemwithinforma2on

Capitalizeonexis2ngcommuni2eswhenbuildingyourown

Socialmediaallowsforbrandawareness,customerserviceandleadgenera2on

Ques6ons?

Erin Grohs

Managing Supervisor, Fleishman-Hillard

erin.grohs@fleishman.com

919.457.0751