PMG University - Leveraging the Latest Social Platforms
I attended PMG's (People Making Good PR) Conference this past fall and learned how to leverage a variety of social tools to increase positive public relations. Tips and tricks are below!
SPEAKER: Kate Pain
@katepaine66
kate@StandingOutOnline.com
802-735-2029
COMPANY LINKEDIN PAGES:
Encourage employees to like page
Develop team as brand ambassadors
Encourage staff to post, share, and comment to their page and network
Motivate employees to write/publish articles on LinkedIn
PERSONAL PAGE/BRAND:
Should be ‘strong’ profiles
Should complement company’s page
Align personal brand with company brand
Need both to be an effective brand ambassador
DRIVE B2B ENGAGEMENT WITH PUBLISHED CONTENT:
Repurpose company blog
Hand sell that content for a week after posting
Ask select people to amplify your content
Ask your team to share it with their network
OTHER NOTES:
LinkedIn tag line = SEO
Check out Sophisticated Marketers Guide
LinkedIn now offers native video:
Not a live stream
Need 1-10 minutes of content
Company should be posting consistently – determine what is doable
Page should be 80% sharing content, 20% original content
Personal page: 3x week posts
E-Newsletters
MEASURE:
Open-rate (healthy rate – 25%)
Click-through rate (healthy rate – 2-5%)
E-mail list
VOICE OF COMPANY:
People are most likely to respond if there is personality in newsletter
Have a real person introduce the email
CONTENT:
20% about company, 80% about community/world
talk about what audience is doing
people respond well to curated lists, ex. ’10 Things You Need To Know’ wrap up sent every Friday
call to action
SENDING:
Pick a time and send consistently
Establish benchmarks
Keep consistent with other posting – don’t create a backlog of information
Post consistently weekly and then short/one time emails for events, etc.
NEWSLETTER ADS:
Costs less than traditional advertising
Effective – if it’s a good newsletter
Should be in the middle of letter
One ad per email
SUBJECT LINE OPTIONS:
Personal
Sensationalist
Authentic
Be consistent
Subject lines with emojis have a 12% increased open-rate
WAYS TO SIGN UP:
Lead magnet/offers
Social media
Paid posts
Share email
Timed pop-up: most effective
EMAIL TOOLS:
Mail Chimp: robust metrics, list segments
Tiny letter
Getreview.com
Retargeting: ads
Automation
Slack
Curator
Trillow: blog calendar
Google Analytics
MEASURING PR IMPACTS:
Total number of press hits
Mentions in top targets
NEED A PLAN:
Identify key stakeholders
Determine business objectives
Set holistic KPIs
Configure your tools
DATA FROM ANALYTICS:
Audience: who are the customers?
Acquisition: where did they come from?
Behavior: what did they do on the website?
Conversions: his did they convert?
LINK TAGGING:
Extra info in urls that are shared
Helps tell the campaign in analytics
Allows you to see what aspects of the campaign worked
Analytic help canter – link tagging tool
Essential for sending links out
GOOGLE INTELLIGENCE:
App – ask specifically what information you want from Google Analytics
GOOGLE SURVEYS:
Inexpensive tool for market research
SPEAKER:
Paul DiGiovanni
Group SRC
MARKETING ON REDDIT:
Create a username that represents the brand
Find relevant communicators
Start small:
Answer questions/vote
Don’t post till you’re ready
Search your company – what are people saying
Identify trends in community
Ethical/honest brand marketing
PROMOTIONAL SUBMISSIONS:
Create content for community
Show how you used community’s feedback to influence your business
AMA
Photos/videos
Contests/giveaways
Develop own subreddit – do they need a niche group?
KEYTAKEAWAYS:
Best used as a listening tool
Live Social Video
SPEAKER:
Anthony Quintano
Need a goal: WHY do you need to live stream?
Facebook is the biggest live platform
Don’t use Instagram live
CHALLENGES:
Quality phone camera – iphone 6 or better
Wifi/cell service
Number of people in the area
People need to know when to tune in - should be consistent
Test in advance
Donate button can be added on non-profit pages
You can post live in specific groups