Posts Tagged ‘social media monitoring’


Influencer Marketing: Tips from PRSA St. Louis Tech Day 2012

Monday, November 26th, 2012
Flickr Image: quinn.anya

Flickr Image: quinn.anya

According to Wikipedia, influencer marketing is “a form of marketing that has emerged from a variety of recent practices and studies, in which focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers.”

Key decision-makers operate within communities of influencers. Influencers may or may not be actual buyers, they are not always obvious, and typically are a neutral party – which is why they are such an invaluable asset as their potential to affect sales is immense.

We’ve all heard (and probably participated in) conversations about blogger relations, disclosure and transparency.  Bloggers are just one class of influencers, though, so the first step in Influencer Marketing is seeking out and identifying  those and other influencers.

At a recent PRSA St. Louis half-day event, Erin (Eschen) Maloney from Perficient explained that 92 percent of people trust recommendations of friends, family, word-of-mouth, above all forms of advertising, which is why influencers matter. She went on to say that 13.4 percent of U.S. adults create 80 percent of the content that influences people, and that is why we must find them.

An influencer must be credible. That doesn’t necessarily equate to a lot of followers, a high job role, frequent posts, or even being famous in real life. Influence cannot be reflected by a single metric, and influence does not equal popularity.

So how do you find the influencers that matter to your organization? Maloney advised that there is no one tool or score that can do this for you. You must roll-up your sleeves and dig-in. You can use Klout and Kred (she likes Kred better) as a beginning point, but you may also use Google, Twitter, WeFollow, Twellow, Alltop, LinkedIn groups, Facebook pages, Listorious, RSS feeds and more. (We here at BurrellesLuce prefer our Social Media Monitoring Solution, Engage121). This step is the core foundation of your program. It is time consuming and there is no substitute for hard work here. 

Once you’ve identified key influencers who are active, relevant and timely, then what? You listen. Yes, you stop and listen for a while. It takes listening, Amanda Maksymiw says, to gain “a solid understanding on who they are and what they are interested in. Connect with them on the relevant social networks, subscribe to their newsletters or blogs, and absorb everything you can: the main point is to be quiet here and learn.” Only after this step, can you begin to engage with them.

Author and speaker Alexandra Levit was recently quoted as saying, “Uncovering the top influencers in one’s field requires old-fashioned research. Read the trades, go to industry events and, of course, check out Twitter, Facebook, etc.  Then, gradually develop a relationship with the influencers by asking questions and citing their content.” 

Those of us, who have a background in PR and media relations, know that building relationships takes time and effort.  Do you have any tips to add?

BurrellesLuce Product Demonstration: Social Media Managment With BurrellesLuce WorkFlow

Tuesday, October 16th, 2012

BurrellesLuce Product Demonstration Registration: Social Media Management With BurrellesLuce WorkFlowBurrellesLuce Product Demonstration: Social Media Management With BurrellesLuce WorkFlow.

When: Thursday, October 18, 2012

Time: 2:00 p.m. EDT

Register Now!

Connecting and engaging with your social communities of interest can be a challenge. But it doesn’t have to be with the BurrellesLuce Social Media Monitoring software solution*. Whether you are an existing Engage121 user or looking to leverage a social media monitoring tool for the first time, you’ll learn to use all the features and benefits of Engage121 and more effectively take control of your social media efforts.

Join Tressa Robbins, vice president of Media Outreach and Social Media Solutions at BurrellesLuce and Jack Monson, vice president at Engage121, for this instructional product demonstration, “Social Media Management with BurrellesLuce WorkFlow.”

Register Now!

During this live product demonstration you will learn how to:

  • Listen and provide basic reporting on your social efforts.
  • Upload, track, and engage friends and followers on Twitter and Facebook — or another service.
  • Create a one-to-one relationship with your customers.
  • Influence key business metrics using SocialFlow and Traackr, increase traffic to outlets, and build sales.
  • Promote real-time social media campaigns and interactive content to your audience, including messages, and realize the power of fanlets, polls, and contests.

And more…

Space is limited. Sign up now for this free product webinar, “Social Media Management with BurrellesLuce WorkFlow.If we are unable to accept your registration, an on-demand presentation will be available for review after the event by contacting your account manager.

*Powered by Engage121. Engage121 provides marketing and communications professionals with social media software solutions. 

Gaining Insights – Following the 2011 PRSA International Conference

Friday, October 14th, 2011

Colleen Flood*

prsa-logoThe 2011 International PRSA Conference kicks off in Florida tomorrow through Tuesday, October 18th.  Will you be there? Join Johna Burke, senior vice president, BurrellesLuce, for a workshop on ROI and Storytelling in the Digital Age. And to help get you thinking about storytelling, read the October 2011 BurrellesLuce newsletter in our free resource library.

For those of us not attending this year, myself included, there are ways to experience the conference without being there in person. 

Here are just a few of the ways I plan to capitalize on what surely will be an educational week of professional development:

  • Twitter:  Follow the hashtag #PRSAICON to check out tweets from sessions Twitter users are attending.  There’s sure to be live tweeting.  I know the BurrellesLuce team of @gojohnab, @tressalynne, @cldegoede and @_laurenshapiro_ attending the conference will be tweeting under this hashtag.  You may also want to follow the Twitter handles of some of the conference’s speakers. I also set up a column in my BurrellesLuce social media monitoring tool (Engage121) to keep tabs on all these tweets.
  • ComPRehension Blog: This is the official blog of PRSA and will be updated with conferences blog posts, podcasts, interviews and other news related to the conference.
  • Flickr:  Another source I will check out is the 2011 PRSA International photo stream on Flickr to view event photos.
  • Facebook:  While their doesn’t appear to  be an official page setup for the conference, I still plan to monitor PRSA’s Facebook fan page for interesting tidbits, along with some of the local Florida chapters.

I look forward to “listening” to the conference from New Jersey…How are you going to make the most of your virtual, conference experience this year?

***

*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce 

A Listening Exercise – Gaining Information and Encouraging Action from Your Social Media Communities

Monday, June 13th, 2011
Flickr Image: Sebastian Fritzon

Flickr Image: Sebastian Fritzon

Valerie Simon

Listening, as I define it, is not a passive exercise. Listening is not a matter of simply hearing words. Listening requires a concentrated method of digesting the information, and using that information to take action. So like any exercise program, I’ll recommend you do a quick check up before starting to strengthen your listening efforts.

Check Up
Take a quick pulse: Review your business objectives and marketing plan. Keep in mind that social media participation should be integrated with your overall communications plan.

Set Goals:  What business objectives will your social media participation help you to achieve?

  • Sales
  • Donations
  • Event attendance
  • Customer Service (response/retention/loyalty)
  • Brand Awareness
  • Crowd sourcing/ product development
  • Membership/Admissions
  • Communications amongst different stakeholders
  • Recruitment
  • Thought leadership

Warm Ups
Who are you trying to reach? Consider what social media channels will be most beneficial for your organization. Stretch. Extend beyond Facebook and Twitter. Consider Flickr, YouYube, Tumblr, LinkedIn and seek out forums and blogs with strong communities.  BurrellesLuce offers several tools to help get you warmed up quickly, including ContactsPlus™, which helps you to identify new blogs by matching up a current release with those bloggers who are writing on similar topics, and Social Media Monitoring and Engagement solution, Engage121, which enables you to explore what is being said across social media channels and effectively build and manage your online communities.

Speed
Are you planning/prepared to provide immediate responses? The W Hotels “Whatever/Whenever” promise may well be on its way to becoming the standard, rather than the exception, in customer service. Social media allows stories to break and quickly spread at any time of day. I encourage those using BurrellesLuce’s Social Media Monitoring and Engagement solution, to experiment with setting up alerts using filters such as Klout rank or sentiment to sift through the noise and make sure that they are advised of critical information whenever it breaks. Of course a quick, well thought out and efficient response across all channels is critical.

Strength
Do some heavy lifting, err, searching. Investigate the current conversations being said about you, your competitors and the industry. Identify recurring themes and study trends. Review sentiment and compare how the conversations vary across different platforms. Identify key influencers and pay attention to the language and tone. What topics evoke passionate responses?

Flexibility
Don’t get stuck monitoring the same keywords you have always deemed important. As you study industry trends and influencers, adjust your searches accordingly. Begin listening to your communities even when they are not actively speaking about “relevant” topics. What do they care about? Consider what new topics or audiences may be interested in your organization.

Endurance
Set yourself up to succeed over the long term. Put in place a structure to collect the data that will allow you to learn from both your communities and your own social behaviors. There are a myriad of ways to measure social media buzz, sentiment, link tracking, share of voice, fans and followers, geo-location check-ins… slow down and take another pulse check. Review business objectives and consider what metrics can best indicate whether your activity is supporting those business objectives. As you embark upon this listening exercise, look at the data in a number of different ways.

Cool Down
Evaluate all of the data you have collected and all your new knowledge regarding trends and influencers. Go back to your business goals and consider how you will align your social media activity to meet those goals. What channels are best suited for your organization? Where should your voice be heard? Where can you build a strong community that will offer business results? Participating in social media will require an investment of time, so consider the time and resources you can devote. 

Prepare to Play
Listening exercise complete, you are ready for the big game… engagement. But that, my friends, is another post!

What would you add to your listening exercise? What activities are included in your daily listening routine? Share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

How to Become an Influencer: Lessons from the 2010 PRSA Counselors Academy Spring Conference

Monday, June 7th, 2010

(L to R) BurrellesLuce's Colleen Flood, Paula Whittington, Johna Burke, and Debbie Friez at the 2010 PRSA Counselors Academy“We should all become influencers, and move away from pitching,” said Brian Solis at the PRSA Counselors Academy Spring Conference in Asheville, NC. He suggested that you can start by writing your press release in 120 characters, so there is room for others to re-tweet it. This was just one of the great insights I picked-up at the conference.

Keeping with this theme, I am offering some of the other best tips (under 120 characters or at least 140) I learned.

Blogging and Social Media

  • Use your #blog to showcase expertise in particular areas so you can win business. (@bgindra)
  • Lesson learned-get the video on 1 take, even if you have to record it several times. It’s easier than editing on computer. (@jaybaer)
  • Google wants to provide multi-media search results, so post some video. (@jaybaer)
  • Digital is not about knowing the answer; it’s finding the answer. (@jaybaer)
  • 4 degrees is the new 6 degrees of separation thanks to #SM. (@Brianna)

Engagement

  • Give people something to talk about to help elevate the brand. (@kalbritton) Example is @lenovo photography contest.
  • Every company has a 1% Group of core active customers…you need to engage them. (@jaybaer)

Green Initiatives

  • The grammar of green: Clear, Credible, Consistent & Compliance.
  • Praise companies for doing what is right with being #green instead of looking at all the bad things they have done.

Messaging

  • The new KISS: Keep it simple & share. (@briansolis)
  • QR (Quick Response) codes are great for sharing information, like at a trade show or games.

Strategy

  • The new CEO = Chief Editorial Officer. (@briansolis)
  • Don’t give community management to an intern.
  • Every company should have a social media crisis plan. (@jaybaer)
  • Set goals and objectives before you start social media monitoring.
  • Interesting way of looking at the #SM conversations – what are people saying about my company & is it in the right context & with the right influencers?

For more great information from this conference, checkout, my BurrellesLuce colleague, Colleen Flood’s latest Fresh Ideas post, “Are You Shifting Marketing and PR Plans Based on Hispanic Demographic Trends?,” as well as the PRSay blog, Jay Baer’s blog and others.

Have you learned some new ideas you can share from a recent industry event? What do you think makes an influencer?