Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid...
Transcript of Erin Grohs - WithIt€¦ · backlinks traffic conversion rate transparency anic reddit iPhone oid...
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
2011 WithIt Professional Conference 2125 Eastchester Drive Suite 103 • High Point, NC 27265 • 336.882.9372 • www.withit.org
twi,er
youtubeengagement
social
website
blog
metrics mobile
applica6ons
microsite
monitoring
brand
content
discussion
op6miza6on
payperclickuserexperience
digg
flipcam
streamingvideo
opensource
analy6cs
farmville
foursquare
gowalla
backlinks
traffic
conversionrate
transparency
organic
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
QualityContent
EngagingLandingPages
Ac2vityengagementonaregularbasis
Outreachtoexis2ngcommuni2es
Cross‐pla\ormpromo2on
Therearedifferentgroupsofmeasurements
• Sitetraffic• Bouncerate• Uniquevisitors
• Fans• Followers• Interac6ons
• Volumeofmen6ons• Sen6ment• Influenceriden6fica6on
WebsiteMetrics CommunityMeasurements
Conversa2onAnalysis
Thereareplentyoftoolsformeasurement
FreeTools
Subscrip2onsServices
• Googlealerts• Socialmen6on.com• Icerocket.com• Search.twi,er.com
• Radian6• Cymfony• BuzzMetrics• AlterianSM2
Createapage
Filloutprofileinforma2onwithlinks
Mapoutcontentfornextfewmonths
Buildcustomtabsasneeded(promo2ons,contact…)
GetcustomizedURLaLerreachingnecessary25fans
Allowcommunitypos2ngforincreasedengagement
ReviewFacebookInsightsasyougo
Twi,er
Createanaccount
Filloutprofileinforma2onwithlinks
Designabackground
Mapoutcontentfornextfewmonths
Usecommonsearchtermsandhashtags
Trackshortenedlinks
RegisteraccountwithdirectorieslikeWefollow.com
Remainconsistentwithpos2ng
Blogs
Evenifyoudon’thaveablog,engagewithbloggers
Commentonposts
Buildrela2onships
Reachouttothemwithpromo2onsandstories
Offerthemgiveawaysforconteststhatappealtotheirreaders
Iden2fybloggersimportanttoyou
DIYblogs
ConsumerandConstruc2onblogs
Designandfurniture
Localandregionalblogs
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?