Maneuvering the Maze of Social Media Trends

CSPRC Spectrum Conference 2013

Jill Hampton

Jill Hampton

Web Producer – KTVI/KPLR TV@JillSTL

jill.hampton@tvstl.comstlouishampton@yahoo.com

My Mantra

Timely~

Consistent~

Relevant

My Mantra

Consistent~

Relevant~

Timely

Evaluate

• Just like any other public relations campaign – create a marketing plan

• Use the plan to take stock of what you have, where you want to go, and how you will get there

Evaluate>> Current situation

What are current numbers & tools?Strengths & weaknesses

>> Develop a theme

>> Identify your audience

>> Develop message(s)

>> Communication vehicleHow will you deliver message(s)?

>> Set measurable & reasonable goals

>> Key players

>> Develop a timeline

>> Set a budget

>> Evaluation criteria

Sample Plan>> Current situation

We have a monthly networking event. We would like to get more people to attend and made of aware of our neighborhood and its restaurants.

What are current numbers?20 people attend each month. Most of them are the same people each time.

Strengths & weaknessesS - The people who attend are loyal and good evangelists of our message.W – We would like new people to attend.

Sample Plan>> Develop a theme

“Come to our monthly networking and learn more about our neighborhood.”

>> Identify your audience- Primary audience – young people who may want to move to our neighborhood.- Secondary audience – residents who have not attended an event before.

>> Develop your message(s)- Primary audience – have you been to our neighborhood?- Secondary audience – have you been to one of our events?

Sample Plan>> Communication vehicle

How will you deliver message(s)?- Facebook – Regular postings of event information & creation of event listing.- Twitter – Regular tweets about event.- Email – Email newsletter to all signed up about the event.- Pinterest – Pins of our locations.- Blog – Article about each event – with photos of happy people.

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Sample Plan>> Set measurable and reasonable goals

Increase regular attendance to 40 people per event, from 20.See at least 5 new people at each event.Increase email newsletter list by 10% each month over the next year.

>> Key playersJill – web/marketingRestaurant ownersNeighborhood residentsNeighborhood association board members

Sample Plan>> Develop a timeline

Send out email newsletter the third Monday of each month.Collect “prizes” from businesses at beginning of each month.

>> Set a budgetWe can spend $20/month on Facebook advertising.

>> Evaluation criteriaEmail newsletter clicks on event.Number of people registered with Facebook event.Number of people registered with EventBrite.Number of people who attend event.

Evaluate

• Set clear goals – annual AND specific social media campaigns

• Page views & unique visitors = $$$

• All roads lead to the main goal

• Everything you do gets checked against your goal – will it bring eyeballs to your site?

Evaluate• What tools do you want to

include?

FacebookTwitterGoogle+YouTubePinterestInstagramVineTumblrPathBonfyre

“Have you seen

YouTube?We should

use it!”

Evaluate• What content do you

already create?

WebsiteIntranetBlogPress releasesPresentationsInterviews

Case studiesWhite papersEmailsPDFsArticles

Evaluate“I don’t know what it is or how it works – but I

think you should use it like this …”

• Check out a new social media tool like you would a new event format, venue or software – ask your PR friends

• PR is a small world. We all know a lot of people in this business. We know a lot of things. We’re pretty honest with each other.

Evaluate

• Are you on Twitter?YOU SHOULD BE!

PRO TIP - Learn how to use Twitter lists – and start following people and subscribing to other lists.

Evaluate• If you are not already using HootSuite or TweetDeck … start now!

HootSuite & TweetDeck help you keep an eye ondifferent lists at once – plus scheduling!

• If you do not know how to use the tabs on your browser … start now!

Tabs will help you organize your computerscreen.

• If you do not already use more than one browser … start now!With more than one browser you can log intomultiple accounts at once – more than oneinstance.

Evaluate• Be a copycat!

• Look for examples everywhere.

• Look at lots of …

– white papers– websites– Facebook pages– Twitter accounts– Pinterest pages– YouTube accounts– magazines– other events

Evaluate• Now – evaluate your people. Take stock in what you

have and what tasks each can accomplish.

• Look for unexpected treasures – - Your receptionist might take fabulous

pictures and love to help with people posts for you.

- The accountant might have a great Pinterest account and can help with yours, too.

- Your super fan might always find the most interesting person at an event.

Evaluate

Pro Tip – Don’t dismiss the super fan. After vetting, you might find them very useful evangelists for your cause. They can find things to help you – articles about you, topics of interest, interesting stories … and much more.Plus – they will share your content with all of their friends with enthusiasm. (we all live for the RT!)

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Evaluate• Take a look at the numbers … although you probably

have all along.

• Look at Facebook posts … shares, likes, comments.

• Look at Twitter RTs and replies.

• Statigram for Instagram.

• Ask other people what tools they really like.

• How did the numbers add up at the end?

Evaluate• Assess each tool

How much you can handle with it?How much help you can *reasonably* expect from those helping you (if you have any).

• If a tool is not meeting your needs – dump it!

• When ROI diminishes - evaluate your options at that moment and see when and if it’s time to drop it or re-tool it.

• If your tools are working well and you feel ready to expand – try something new. There will ALWAYS be something new.

• Trying new things will help you learn more about them – you might find something better – you will stay engaged.

Maintain Energy

• It’s hard to keep the momentum going. Thankfully, the internet and all facets of it are always changing, moving, growing.

It’s organic and ever-changing.

• It will never be the same … it will never stop.

Maintain Energy• Always look for new and different ideas – just as you are

for all other portions of your public relations.

• Keep a steady stream of ideas coming in.Sign up for trade newsletters.Regularly look through websites for inspiration.Keep an eye on competitors.Keep on eye on counterparts in other markets.Share ideas with friends.Be a lurker – it’s ok … on Twitter, Facebook,

Instagram, Google+, etc.

Maintain Energy• Ask for Twitter handles and Facebook accounts – and

share and ask for RTs. Post pictures – and reciprocate.

PRO TIP – Sign up for online webinars. Many of them are free and if you cannot attend, many of them will either post the video later, post the Power Point, or email you a white paper after the event.

All those free online webinars are sponsored and they want to keep in touch with you. They will keep sending you things after the event … like more white papers.

Maintain Energy• Back to that copycat idea.

• Some things go crazy in one market and flop in another.

• If it sparks your interest, it will likely spark your audience’s also.

• It’s good to get creative. When you see something that makes you look closer, see if you can work it for your org.

Maintain Energy• Play!

• Use your social media to be playful with your audience.

• Try one of these …PollSurveyPhoto ContestMost Shared post or pinTriviaFacebook acquisition - WooBox

Maintain Energy• Keep yourself sane by planning ahead.

Make an editorial calendar.Take time to work on several at once.

• Use your HootSuite or TweetDeck to schedule as much as possible.

• Create a project management system for your social media so it fits the flow of your daily work and it doesn’t seem like a chore.

• If it seems like a chore … change that.

A side note now …… everything is about PEOPLE!

Your storiesYour photosYour pins

• Always use the photo with the person in it.Pictures with people in them will get more clicks.Basic generic clipart graphics will get the fewestclicks.

• Humanize your posts … and your communication … as much as possible.

Maintain Energy

• Remember … everything goes back to your goal = more page views.

• Keep the momentum going to keep the eyeballs coming – and staying.

• Keeping the momentum going will keep your site fresh … and keep people coming back for more.

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Social Media BandwagonEnticement

“I bribe well with food – both ways …”

• I once gave out boxes of raisins to remind the ladies at my employer about the upcoming blood drive.

• We currently give out “The Clicky” to the reporter who gets the most page views on a story each week.

• Never be too good to bribe people. :-)

• A little healthy competition is good. Publicly post who is doing better. Encourage the others to also participate – and be part of the fun.

Social Media BandwagonMake It Easy

• Start off small and work up to larger things.

• Ask for small amounts and work toward a goal of more – but you don’t have to let them know that.

• They will always think it’s harder than it is.

• Once they get the hang, ask for a small bit more.

• When they get positive feedback – they will appreciate your attention and will be proud to give more.

• Heap the praise! Let them know you noticed what they are doing.

Social Media BandwagonMake it professional

“The quality doesn’t have to be good – it’s ‘just the web’ …”

Back in the day … websites were novel just to exist and audiences had low expectations.

Social Media Bandwagon

• An executive producer said 10 years ago – “they must not be legitimate, because they don’t have a website.”

• It’s the expectation now - everyone has a website – and social media.

Social Media Bandwagon

• Yes, we all laugh at silly cat pictures … but we no longer live in the day of accepting bad videos (unless of course it’s that cat).

Social Media Bandwagon

When your employees and audience see aquality product they will want to be part of it.

“Look worthy, not needy.”

Myths

• Younger people are “computer experts”.

• You can make something go viral.

• You *must* have a smart phone to run social media.

• There are “social media experts” out there.

Thank you!

Please feel free to ask questions … @JillSTL