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Marijean Jaggers of Standing Partnership shares six ways to use social media to build your brand and your business.

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Page 1: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Six Ways to Use Social Mediato Promote Your Brand

and Your Business

Created by

Marijean Jaggersfor

Standing Partnership

Page 2: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Page 3: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Table of Contents

• Overview of the Social Media Landscape• Before You Begin• Elements of a Digital Communications Plan• The Six Ways to Use Social Media (to promote your

brand and your business)• Scheduling the Steps• Executing the Campaign

Page 4: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Why Integrate Social Media?

• Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent.

http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

Page 5: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Why Integrate Social Media?

• Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines).

• Serves as a tool for internal collaboration and knowledge sharing.

• Allows direct conversation and relationship building with your community.

• Serves as a platform for thought leadership.• Provides instant feedback.• Builds relationships.

5

Page 6: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Page 7: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Social Media Continuum of Tools

PublishConnect Listen Engage

Page 8: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Focus Efforts on a Few

The “Big Three”

“Extras” to consider

Page 9: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Before You Begin

• Identify Brand• Determine Parameters• Define Goals

Page 10: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Identify Your Brand

• Who are you? • What business are you in? • What people do you serve? • What are the special needs of the people you serve? • With whom are you competing? • What makes you different from those competitors? • What’s the benefit? What unique benefit does a client

derive from your service?

Page 11: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Identify Your Brand

Page 12: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Identify Your Brand

1What is the ONE THING that you can address with authority?

Page 13: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Define Parameters

• Who will manage the community?• Who will contribute?• What are the rules of engagement?

Page 14: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Define S.M.A.R.T. Goals

• Specific• Measurable• Actionable• Realistically high• Time-bound

Page 15: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

The Six Ways to Use Social Media

1. Create and Maintain Infrastructure

2. Listen

3. Publish

4. Connect

5. Engage

6. Evaluate

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Page 16: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

ONE: Develop Infrastructure

• Web site• Blog• Both?

Page 17: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Create and Maintain Infrastructure

Page 18: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

TWO: Listen

• What are your customers saying about you?

• How do you KNOW?• How can you answer customers’

questions before you’re even asked?

Page 19: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

TWO: Listen

• The quickest way to monitor content on the Web is to use a feed reader.

Page 20: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

TWO: Listen -- Tools

Page 21: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

THREE: Publish

• “Neither a press release nor a full-page ad in The New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.”

— Robert Scoble and Shel Israel

“Naked Conversations”

Page 22: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

A word about blogging.

Page 23: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

FOUR: Connect

• Find people like you• Read lots of content• Learn who makes up

your network

Page 24: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

FOUR: Connect -- LinkedIn

Page 25: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

FOUR: Connect -- Facebook

Page 26: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

FOUR: Connect -- Twitter

Page 27: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

A word about Twitter.

Page 28: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

FIVE: Engage

• Reward fans• Be helpful• Connect your network• Endorse others• Produce frequent,

quality content• Create meaningful,

long-lasting relationships

Page 29: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

SIX: Evaluate and Celebrate Success

• Define Goals

• Measure Progress

• Celebrate Success

https://www.google.com/analytics

Page 30: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

The Six Ways to Use Social Media

1. Create and Maintain Infrastructure

2. Listen

3. Publish

4. Connect

5. Engage

6. Evaluate

6

Page 31: SMCCville Six Ways To Use Social Media

public relations • strategic communications • issues management

standing together. moving forward.

standingunder

Thank You

Questions?

www.standingpr.com/blog

http://www.google.com/profiles/marijean.jaggers