Social Media Marketing and digital PR

1. Social Media Marketing and digital PR Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Social Media Marketing and Online Public Relations Global Word-of-Mouth Brand Promotion, Crisis Management & Reputation Defense

2. <ul><li>Who am I? </li></ul><ul><li>President and COO of Abraham & Harrison </li></ul><ul><li>Social media savant </li></ul><ul><li>What have I done? </li></ul><ul><li>Internet analyst </li></ul><ul><li>Web strategy consultant </li></ul><ul><li>Online brand promotion/protection </li></ul><ul><li>Online community development </li></ul><ul><li>Blogger outreach </li></ul><ul><li>Blogger engagement </li></ul><ul><li>Online reputation management </li></ul><ul><li>Avid Blogger </li></ul><ul><li>“ Social media expert” for BBC World News, CNN Radio, Cnet’s Bnet </li></ul> <ul><li>Who am I? </li></ul><ul><li>President and COO of Abraham & Harrison </li></ul><ul><li>Social media savant </li></ul><ul><li>What have I done? </li></ul><ul><li>Internet analyst </li></ul><ul><li>Web strategy consultant </li></ul><ul><li>Online brand promotion/protection </li></ul><ul><li>Online community development </li></ul><ul><li>Blogger outreach </li></ul><ul><li>Blogger engagement </li></ul><ul><li>Online reputation management </li></ul><ul><li>Avid Blogger </li></ul><ul><li>“ Social media expert” for BBC World News, CNN Radio, Cnet’s Bnet </li></ul>

3. Our Distinction We are 100% online media company, born of the internet, and living our lives in the world of social media. <ul><li>We are a well-practiced team of 35 professionals who live online social media day in and day out – </li></ul><ul><li>not just thinking big ideas, but doing real operations. </li></ul><ul><li>We have been doing this for years – we are not just another PR shop trying to quickly </li></ul><ul><li>jump on the social media bandwagon, hoping to figure out the digital space on the fly, </li></ul><ul><li>making mistakes on your dime. </li></ul><ul><li>We know that big ideas are great, but that their power comes from excellent professional execution. </li></ul><ul><li>We understand that there is far more to being a surgeon than reading how an operation is done; </li></ul><ul><li>far more to being an engineer than having blueprints in your hands, and far more to being a chef than </li></ul><ul><li>being able to read a cookbook. </li></ul><ul><li>Our confidence in our ability comes from not only our proven results but also from our established relationships, </li></ul><ul><li>presence, and contacts in the social media sphere. </li></ul>Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet We activate thousands and reach millions every day we are on the job for our clients. We execute real, large-scale social media campaigns globally – in any country, in any language you need Not just creative ideas, but real action – operations with real results and measurable ROI Our Distinction We are 100% online media company, born of the internet, and living our lives in the world of social media. <ul><li>We are a well-practiced team of 35 professionals who live online social media day in and day out – </li></ul><ul><li>not just thinking big ideas, but doing real operations. </li></ul><ul><li>We have been doing this for years – we are not just another PR shop trying to quickly </li></ul><ul><li>jump on the social media bandwagon, hoping to figure out the digital space on the fly, </li></ul><ul><li>making mistakes on your dime. </li></ul><ul><li>We know that big ideas are great, but that their power comes from excellent professional execution. </li></ul><ul><li>We understand that there is far more to being a surgeon than reading how an operation is done; </li></ul><ul><li>far more to being an engineer than having blueprints in your hands, and far more to being a chef than </li></ul><ul><li>being able to read a cookbook. </li></ul><ul><li>Our confidence in our ability comes from not only our proven results but also from our established relationships, </li></ul><ul><li>presence, and contacts in the social media sphere. </li></ul>Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet We activate thousands and reach millions every day we are on the job for our clients. We execute real, large-scale social media campaigns globally – in any country, in any language you need Not just creative ideas, but real action – operations with real results and measurable ROI

4. The Evolution of Abraham & Harrison <ul><li>Three years ago Abraham PR collaborated with Mark Harrison with the goal of creating a company that: </li></ul><ul><ul><li>Was global </li></ul></ul><ul><ul><li>Enabled employees to live and work anywhere they wanted </li></ul></ul><ul><ul><li>Operates smoothly around the clock across multiple time zones in all parts of the world </li></ul></ul><ul><ul><li>Now Abraham and Harrison: </li></ul></ul><ul><ul><ul><li>Has 22 full time employees across14 different time zones </li></ul></ul></ul><ul><ul><ul><li>Offers services in 8 different languages </li></ul></ul></ul><ul><ul><ul><li>Communicates effectively with all the different populations on the Internet from snarky gamers to Ivy-League professors to Latino youth </li></ul></ul></ul> The Evolution of Abraham & Harrison <ul><li>Three years ago Abraham PR collaborated with Mark Harrison with the goal of creating a company that: </li></ul><ul><ul><li>Was global </li></ul></ul><ul><ul><li>Enabled employees to live and work anywhere they wanted </li></ul></ul><ul><ul><li>Operates smoothly around the clock across multiple time zones in all parts of the world </li></ul></ul><ul><ul><li>Now Abraham and Harrison: </li></ul></ul><ul><ul><ul><li>Has 22 full time employees across14 different time zones </li></ul></ul></ul><ul><ul><ul><li>Offers services in 8 different languages </li></ul></ul></ul><ul><ul><ul><li>Communicates effectively with all the different populations on the Internet from snarky gamers to Ivy-League professors to Latino youth </li></ul></ul></ul>

5. Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Some of Our Clients: Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Some of Our Clients:

6. The History/Evolution of Social Media

7. Current and Emerging Trends Mobile Blogging Photo Blogging Location-Awareness Current and Emerging Trends Mobile Blogging Photo Blogging Location-Awareness

8. <ul><li>The Explosion of Gowalla and Foursquare: </li></ul><ul><li>What is it? </li></ul><ul><ul><li>Website, iPhone app, social network </li></ul></ul><ul><li>What does it mean? </li></ul><ul><ul><li>Transparency: your network now knows what you are doing, and where you are doing it </li></ul></ul><ul><li>What’s next? </li></ul><ul><ul><li>More enhanced reality, geo-friendly mobile sites </li></ul></ul>Both networks use geo tagging and mobile phone applications to allow users to share where they are and what they are doing with their network of friends. The difference is Gowalla requires users to actually be in the location they are talking about Foursquare does not. VS. <ul><li>The Explosion of Gowalla and Foursquare: </li></ul><ul><li>What is it? </li></ul><ul><ul><li>Website, iPhone app, social network </li></ul></ul><ul><li>What does it mean? </li></ul><ul><ul><li>Transparency: your network now knows what you are doing, and where you are doing it </li></ul></ul><ul><li>What’s next? </li></ul><ul><ul><li>More enhanced reality, geo-friendly mobile sites </li></ul></ul>Both networks use geo tagging and mobile phone applications to allow users to share where they are and what they are doing with their network of friends. The difference is Gowalla requires users to actually be in the location they are talking about Foursquare does not. VS.

9. <ul><li>How you can listen: </li></ul><ul><li>Monitoring </li></ul><ul><ul><li>What are they saying? </li></ul></ul><ul><ul><li>What should we be thinking about changing? </li></ul></ul><ul><ul><li>How should we be responding? </li></ul></ul><ul><li>Analysis </li></ul><ul><ul><li>What are the conversation trends over time? </li></ul></ul><ul><ul><li>Is the tone of conversation positive or negative? </li></ul></ul><ul><ul><li>Is the tone changing over time? </li></ul></ul><ul><ul><li>Are the number of conversations increasing or decreasing? </li></ul></ul><ul><li>Interacting </li></ul><ul><ul><li>Careful listening leads to more meaningful and mutually beneficial interactions between you and your followers </li></ul></ul> <ul><li>How you can listen: </li></ul><ul><li>Monitoring </li></ul><ul><ul><li>What are they saying? </li></ul></ul><ul><ul><li>What should we be thinking about changing? </li></ul></ul><ul><ul><li>How should we be responding? </li></ul></ul><ul><li>Analysis </li></ul><ul><ul><li>What are the conversation trends over time? </li></ul></ul><ul><ul><li>Is the tone of conversation positive or negative? </li></ul></ul><ul><ul><li>Is the tone changing over time? </li></ul></ul><ul><ul><li>Are the number of conversations increasing or decreasing? </li></ul></ul><ul><li>Interacting </li></ul><ul><ul><li>Careful listening leads to more meaningful and mutually beneficial interactions between you and your followers </li></ul></ul>

10. . <ul><li>How you can Engage: </li></ul><ul><li>Blogger Outreach </li></ul><ul><ul><li>Give bloggers relevant and interesting information to share with their readers </li></ul></ul><ul><li>Message Boards </li></ul><ul><ul><li>Allow you to follow conversations </li></ul></ul><ul><ul><li>Allow you to add input to conversations </li></ul></ul><ul><ul><li>Allow you to track conversation trends </li></ul></ul><ul><li>Review Sites </li></ul><ul><ul><li>Allow you to specifically see what people like/dislike about you </li></ul></ul><ul><ul><li>Allow you to collect information about things that you should change </li></ul></ul>

11. . <ul><li>How you can Participate: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Wikipedia </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>Delicious </li></ul></ul>Corporate Blogs are a great way to communicate with consumers

12. . <ul><li>Why Participate? </li></ul><ul><li>People are talking about you and your brand online </li></ul><ul><ul><li>You can ignore or engage </li></ul></ul><ul><ul><li>A reputation that has taken years to build can be destroyed in minutes </li></ul></ul><ul><ul><li>Everyone is doing it, do you want to lose your competitive edge? </li></ul></ul><ul><ul><li>Social media allows companies to consistently build good will equity </li></ul></ul><ul><ul><li>How do you Engage? </li></ul></ul><ul><ul><li>How committed do you need to get? </li></ul></ul><ul><ul><li>How automated can it be? </li></ul></ul><ul><ul><li>What vehicles are the best for my brand? </li></ul></ul>“ Social Media offers new opportunities to activate brand enthusiasm.” “ Social Networking that matters is helping people archive their goals.  Doing it reliably and repeatability so that over time people have an interest in helping you achieve your goals”

13. . <ul><li>What Does Participation Look Like? </li></ul><ul><ul><li>Customer Support </li></ul></ul><ul><ul><li>Answer Questions </li></ul></ul><ul><ul><li>Solve Problems </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Reputation Defense </li></ul></ul><ul><ul><li>Correcting Mis-Information </li></ul></ul><ul><ul><li>Business Intelligence </li></ul></ul>Comcast on Twitter Adobe on Delicious H&R Block on Facebook

14. . <ul><ul><li>A blogo-sphere and Twitter-sphere of ghost towns </li></ul></ul><ul><ul><ul><li>Many start off hot and heavy </li></ul></ul></ul><ul><ul><ul><li>Then it all dies when the intern in charge leaves </li></ul></ul></ul><ul><ul><ul><li>Or companies get discouraged when they don’t instantly have 5,000 followers </li></ul></ul></ul><ul><ul><ul><li>Need to formalize process with HR </li></ul></ul></ul><ul><ul><ul><li>It takes at least 6 months of steady labor </li></ul></ul></ul><ul><ul><ul><li>It is essential to cross-pollinate </li></ul></ul></ul><ul><ul><ul><li>Blogging and social networking </li></ul></ul></ul><ul><ul><ul><li>The person who does your newsletter might not be the right person </li></ul></ul></ul><ul><ul><ul><li>Your first successes will make it all worth while </li></ul></ul></ul>The Problem With Ghost Towns

15. . To Blog Or Not To Blog, That is the Question <ul><ul><li>Are You Passionate about being online? </li></ul></ul><ul><ul><ul><li>If not, you have options… </li></ul></ul></ul><ul><ul><ul><li>Outsourcing to a company that understands effective Twitter strategy, blog content generation, Facebook pages, and the ins and outs of Social Media is always a viable option </li></ul></ul></ul><ul><ul><ul><li>Effective Social Media takes time and diligence. If you want to launch a successful campaign that will help to grow your company leaving it to the intern probably isn’t the best option </li></ul></ul></ul>“ Social Media is like opening a vineyard. It requires tilling, planting, growing, pruning, and the harvest is generally far away”

16. . Setting Measurable Goals so you can track your ROI <ul><ul><li>What are your goals? </li></ul></ul><ul><ul><ul><li>Traffic? </li></ul></ul></ul><ul><ul><ul><li>Visibility? </li></ul></ul></ul><ul><ul><ul><li>SEO results? </li></ul></ul></ul><ul><ul><ul><li>Reputation Management? </li></ul></ul></ul><ul><ul><ul><li>“ Owning” Google search results? </li></ul></ul></ul><ul><ul><ul><li>Social Media can help you do all these things, but it has to be based on utilizing Social Media as a tool to communicate. </li></ul></ul></ul><ul><ul><ul><li>Once you build relationships with your customers through Social Media vehicles the results will come. </li></ul></ul></ul>

17. . Writing for Robots as well as Humans <ul><ul><li>The Value of Social Media in organic SEO and search results </li></ul></ul><ul><li>People aren’t the only ones searching for you on Twitter, Facebook, and Google </li></ul><ul><li>There are robots: Google, Yahoo!, Bing, and many others </li></ul><ul><li>Investing in social networking services expands your immediate influence amongst current, future and potential customers AND invests in all the spiders and bots monitoring content textually online </li></ul><ul><li>What that means is you are expanding and fortifying your brand in search which is essential to: </li></ul><ul><ul><li>Brand promotion </li></ul></ul><ul><ul><li>Brand perception </li></ul></ul><ul><ul><li>Intellectual property ownership online </li></ul></ul><ul><ul><li>Over 80% of all the traffic to a mature web presence comes from organic searches online </li></ul></ul><ul><ul><li>Are you writing and creating content for organic searches? </li></ul></ul>Well over ½ of your web page’s visitors come from Organic Searches

18. . Show me the numbers… <ul><ul><li>Effective Reporting and ROI strategies </li></ul></ul><ul><ul><ul><li>Search results </li></ul></ul></ul><ul><ul><ul><li>Reporting tools </li></ul></ul></ul><ul><ul><ul><li>Hootsuite </li></ul></ul></ul><ul><ul><ul><li>Click throughs </li></ul></ul></ul><ul><ul><ul><li>Unique visitors </li></ul></ul></ul><ul><ul><ul><li>Page views </li></ul></ul></ul><ul><ul><ul><li>Ad revenue </li></ul></ul></ul><ul><ul><ul><li>Demographic data </li></ul></ul></ul><ul><ul><ul><li>User mentions </li></ul></ul></ul><ul><ul><ul><li>User insights </li></ul></ul></ul>

19. . Show me the numbers… <ul><ul><li>Monitoring the buzz around campaign – SM2 </li></ul></ul><ul><ul><ul><li>Search results daily </li></ul></ul></ul><ul><ul><ul><li>Gathers data from all different online sources (blogs, news sites, micro-blogs, social networking sites, etc.) </li></ul></ul></ul><ul><ul><ul><li>Completely related to SEO </li></ul></ul></ul>

20. . Show me the numbers… <ul><ul><li>Monitoring the growth of Facebook and Twitter </li></ul></ul><ul><ul><ul><li>Facebook Insights </li></ul></ul></ul><ul><ul><ul><ul><li>Demographics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Interaction Index </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Number of Fans </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Page views </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Post Quality </li></ul></ul></ul></ul>

21. . <ul><ul><li>Monitoring the growth of Twitter </li></ul></ul><ul><ul><ul><li>Number of Followers </li></ul></ul></ul><ul><ul><ul><li>Reach of Tweets </li></ul></ul></ul>Show me the numbers…

22. . The Social Media “Spike” “ 70% of bloggers are organically talking about brands on their blog” “ 38% of bloggers post brand or product reviews” “ Purpose-built Facebook Pages have generated more than 5.3 Billion fans” “ On average there are over 1.3 million Tweets per hour” “ Community users remain customers 50% longer than non-members” “ Community users spend on average 54% more” “ Customers report good experiences in forums more than twice as often as they do via calls or mail” Interactions Results

23. . Please Contact Us: Please Visit Our Blog & Our Site: http://marketingconversation.com/ http://www.abrahamharrison .com/ Abraham Harrison, LLC: a global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Abraham & Harrison +1.202.657.4769 (global) Chris Abraham, President & COO – chris.abraham@abrahamharrison.com Mark Harrison, CEO – mark.harrison@abrahamharrison.com We would be delighted to offer an analysis of your current situation and how we can help raise your online visibility and protect and grow your brand name on the Web Please Find Us: Twitter- chrisabraham Facebook- http://www.facebook.com/abrahamharrison