Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid...

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Erin Grohs is a managing supervisor in Fleishman-Hillard’s Raleigh office and currently works with clients to execute global strategic communications programs. She has worked with top-tier business and industry press publications, as well as a number of high-profile consumer and shelter publications. In addition to strategic communications and media relations, she has helped set and execute social media strategy for clients in the furniture and design industry, as well as currently helping clients 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 Out Front practice group’s blog, Out Front Blog. Erin has helped successfully execute a variety of events, including President Obama’s visit to LED lighting specialist Cree in June 2011 and the opening of the first Zoës Kitchen in Raleigh. Additionally, she served as the project lead for various hiring and manufacturing events attended by federal, state and local offices, including the planning and execution of a community event in Garner, N.C., for Fleishman-Hillard client ConAgra Foods. The event featured elected officials as speakers, a dedication ceremony, and hosted more than 2,000 ConAgra employees and Garner citizens. Before joining Fleishman-Hillard, Erin was an account manager at a technology public relations firm, specializing in hi-tech start-ups and clients in the telecommunications and enterprise technology fields. She also worked as a public relations specialist in the corporate communications department for Weichert, Realtors®, one of the nation’s largest privately-owned real estate companies. While there, she developed and executed a variety of media strategies to maintain and increase 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 a minor in political science, from Rutgers University. Erin Grohs Managing Supervisor Fleishman-Hillard, Inc. 4350 Lassiter at North Hills, Suite 260 Raleigh, NC 27609-5739 919.457.0751 [email protected] www.fleishmanhillard.com 2011 WithIt Professional Conference 2125 Eastchester Drive Suite 103 • High Point, NC 27265 • 336.882.9372 • www.withit.org

Transcript of Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid...

Page 1: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

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

[email protected]

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

Page 2: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

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

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78%ofconsumerstrustpeerrecommenda2ons

Only14%trustadver2sements

Socialmediaisthe#1ac2vityonline

96%ofMillennialshavejoinedasocialnetwork

IfFacebookwereacountryitwouldbethethirdlargestintheworld

ThefastestgrowinggrouponFacebookis55‐65year‐oldwomen

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22%oftweetsmen2onabrand

One‐fiLhofthosetweetsshareanopinionaboutthebrand

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InU.S.households,womenaccountfor80%ofallspendingdecisions,especially

big2cketitems…

…likehomefurnishings,wherewomenmake94%ofthedecisions

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54%ofTwi,erusersarefemale

Mosttwi,erusersarebetweentheagesof30and49

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Socialmediacanbeusedasatoolfor:

BrandAwarenessLeadGenera2onCustomerService

AdvocacyandLoyalty

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SocialMediaisameansofcommunica6on

It’snotjustinforma6on,it’s

aboutinterac6on

Page 9: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community
Page 10: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

GuidingPrinciples

Listen Engage Lead

Focusonrela2onships

GetCrea2veMeasureandlearn

Page 11: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

ImportantFocusAreas

  QualityContent

  EngagingLandingPages

  Ac2vityengagementonaregularbasis

  Outreachtoexis2ngcommuni2es

  Cross‐pla\ormpromo2on

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Page 13: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

Therearedifferentgroupsofmeasurements

•  Sitetraffic•  Bouncerate•  Uniquevisitors

•  Fans•  Followers•  Interac6ons

•  Volumeofmen6ons•  Sen6ment•  Influenceriden6fica6on

WebsiteMetrics CommunityMeasurements

Conversa2onAnalysis

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Thereareplentyoftoolsformeasurement

FreeTools

Subscrip2onsServices

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

•  Radian6•  Cymfony•  BuzzMetrics•  AlterianSM2

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Page 16: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

Facebook

Createapage

Filloutprofileinforma2onwithlinks

Mapoutcontentfornextfewmonths

Buildcustomtabsasneeded(promo2ons,contact…)

GetcustomizedURLaLerreachingnecessary25fans

Allowcommunitypos2ngforincreasedengagement

ReviewFacebookInsightsasyougo

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Twi,er

Createanaccount

Filloutprofileinforma2onwithlinks

Designabackground

Mapoutcontentfornextfewmonths

Usecommonsearchtermsandhashtags

Trackshortenedlinks

RegisteraccountwithdirectorieslikeWefollow.com

Remainconsistentwithpos2ng

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Blogs

Evenifyoudon’thaveablog,engagewithbloggers

  Commentonposts

  Buildrela2onships

  Reachouttothemwithpromo2onsandstories

  Offerthemgiveawaysforconteststhatappealtotheirreaders

Iden2fybloggersimportanttoyou

  DIYblogs

  ConsumerandConstruc2onblogs

  Designandfurniture

  Localandregionalblogs

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Page 20: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

SocialMediacommuni6eswon’tgrowontheirown

Pagesandaccountshavetobepromotedbothwithintheirrespec2vepla\ormsand

elsewhere

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Examples of Cross-Platform Promotion

Hyperlinkedimagesonyourwebsite

Emailsignatures

Pressreleaselinks

Addressesandiconsinprintedcollateral

Linksonbusinesscards

Men2onofaccountsduringsalesmee2ngs&pitches

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Don’tforgetaboutsocialmediaadver2sing

Itcanhelpbuildcommunityquickly

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

•  Sponsoredtweets•  Sponsoredhashtags•  Adsinthird‐partytools

•  Bannerads•  Sponsoredposts•  Giveawayposts•  Targetfocusedcommuni6es

Facebook Twiier Blogs

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Page 24: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

Social Media Advertising: Company X

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

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Online Reputation Management: Company Y

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

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A Little Bit of Everything: Company Z

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

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If you walk away with nothing else…

Socialmediaisaboutconnec2ngwithyourconsumers,notblas2ngthemwithinforma2on

Capitalizeonexis2ngcommuni2eswhenbuildingyourown

Socialmediaallowsforbrandawareness,customerserviceandleadgenera2on

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Ques6ons?

Page 29: Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid hulu huffington post alue aphics thought leadership network microblogging community

Erin Grohs

Managing Supervisor, Fleishman-Hillard

[email protected]

919.457.0751