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How to Promote Events with Social Media and Public Relations презентация
Содержание
- 3. @lisabuyer Facts I Live in Celebration, Florida @lisabuyer
- 4. @lisabuyer Facts Traditional PR background Agency
- 9. Opportunity – Why Social Media? Tell
- 10. Social Media Networks Facebook Twitter Google+ LinkedIn Pinterest Instagram YouTube
- 13. Social Media Facts 72% of all internet
- 14. Social Media Facts Time spent on Facebook
- 15. 79% journalists saying that images
- 16. Readers are 4X more
- 18. Define your customer persona Creators Critics Collectors Joiners. Spectators Inactives
- 19. Define your customer persona Creators These people
- 20. Define your customer persona Critics These people
- 21. Define your customer persona Collectors These people
- 22. Define your customer persona Spectators These people
- 24. Strategy My primary goal for using social media is to achieve? 1. 2. 3.
- 25. Strategy My primary goal for using social
- 26. Strategy The people I am trying to
- 27. Strategy So that means I am going
- 29. Your BRAIN processes images 60,000 times quicker than text.
- 32. Visuals Story telling Behind the scenes More
- 40. Mobile platforms Slideshare Haiku Deck Rebel Mouse Twitter Facebook
- 42. Mobile Content Slides Short Headlines Font
- 43. Mobile Friendly Events Have a #hashtag Encourage
- 46. Before an Event Check List Create
- 47. Before an Event Check List Create
- 48. Before an Event Check List Create
- 52. Before an Event Check List Encourage
- 53. Before an Event Check List Paid
- 54. During an Event Check List Encourage
- 55. During an Event Check List Have
- 56. After an Event Check List Write
- 65. Recap Be sure you are taking advantage
- 66. Recap Use social media to promote your
- 70. Resources Photo credits: http://www.bizbash.com/ http://www.haikudeck.com/ Looking
- 71. More Social Media Training Lisa Buyer is
@lisabuyer Facts I Live in Celebration, Florida @lisabuyer
Слайд 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
Column in Search Engine Watch
Covers trending topics and news related to Search, Social and Public Relations
Слайд 9Opportunity – 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
Brand it
Get Visual
Organic
Customer service
Reality: You might need to pay to play
Слайд 13Social 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
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
Слайд 14Social 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.
71% of users access social media from a mobile device.
Слайд 15
79% journalists
saying that images
increased the odds
of a story
(press release) getting picked up.
That’s good PR!
That’s good PR!
@lisabuyer | #zenith2013
Слайд 16
Readers are
4X more likely to engage or comment on
a blog post with a
good image.
That’s good PR!
good image.
That’s good PR!
@lisabuyer | #zenith2013
Слайд 19Define 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.
Conversationalists
These people participate in group discussions, engage in conversations and update their statuses. They are likely to use Twitter, Facebook and LinkedIn.
Слайд 20Define 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.
Слайд 21Define 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.
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.
Слайд 22Define 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.
Inactives
These people use the Internet, but do not participate on social media.
Слайд 25Strategy
My primary goal for using social media is to achieve?
1.
2.
3.
Media or blogger attention!
Слайд 27Strategy
So that means I am going to do what?
Immediately
In the next
3 months
In the next 6 months
In the next 12 months
In the next 6 months
In the next 12 months
Слайд 32Visuals
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
Inspire with ideas
Visual stories your attendees want to see/hear
Слайд 42Mobile Content
Slides
Short Headlines
Font sizes
Image with a headline
First 100 characters
most important
Write for the RT or share
Write for the RT or share
Слайд 43Mobile 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
Prompt to Follow, Share and Engage
Offline Promos
Invites
Signs
Слайд 46Before 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)
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)
Слайд 47Before 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
Tweet version
Facebook version
Pinterest version
Change all cover images to match event promo
Слайд 48Before 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
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
Слайд 52Before 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
RT
Mentions
Tags
Favorites
Create random acts of kindness to social mentions to reward social media engagement
Слайд 53Before 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
Facebook Events – promote with Facebook Paid
RSVP sharing
Слайд 54During 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!
Encourage staff to also share via personal social accounts – best brand advocates!
Слайд 55During 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
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
Слайд 56After 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
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
Слайд 65Recap
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
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
Слайд 66Recap
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
Measure what matters! Benchmark and monitor analytics
Слайд 70Resources
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!
http://thebuyergroup.com/
Or see the next slide for more options!
Слайд 71More 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/
http://bootcampdigital.com/
http://www.onlinemarketinginstitute.org/
http://sfimasummit.com/
http://www.instantetraining.com/
