Leveraging Social to Engage Members & Elevate the Profession Saturday, Sept. 30, 2017

BUILD A CRITICAL MASS FIRST You can’t recruit & engage if no one’s listening Spread the word using every possible venue & outlet Make announcements at events and general meetings Add social icons to your website Add links to social accounts on invitations, emails, newsletters Don’t forget recruitment materials & marketing materials

KNOW YOUR AUDIENCE You know who your members and potential members are, BUT… Do you know where they “hang out” What channels do they use? What kind of content are they looking for? What time of day are they likely to be on? Not sure? ASK THEM!

NOT ALL SOCIAL SITES ARE CREATED EQUAL Which suit your audience & your goals Facebook is often used to connect with friends & share Professionals come together to network & learn on LinkedIn Just because it exists doesn't mean you have to be there

CONNECT OFFLINE & ONLINE Making them aware of presence online can start offline Create awareness offline of what they can expect online Urge them to extend their networking using your social Integrate it into your overall strategy

CROWDSOURCE CONTENT A large following wont last long if you’re not putting out relevant content We’re busy! Get a team together. Leverage National’s content as well as others

AUTOMATE THE PROCESS PLAN! Create a social media calendar Save time and resources by using a social media management tool Hootsuite is a great, free tool

#AkronPRSA SO…. WHAT WORKS? Take the conversation to Twitter via branded hashtag Tweet during lunch & learns Twitter chats with an expert #AkronPRSA

SO…. WHAT WORKS? Curate likeable, shareable content for Facebook Events #MentorMonday Facebook Live

SO…. WHAT WORKS? Value of membership & networking via LinkedIn Watch more than 50 free webinars through PRSA national Exclusive discounts on conferences Network with local and national members Access PR news, research & case studies

One Content to Rule All Content Saturday, Sept. 30, 2017

One Content to Rule All Content

One Content to Rule All Content What I saw vs. what you saw I was observing you while you watched this reel, here’s what I saw.

One Content to Rule All Content What You saw Pretty pictures Flashing lights Lots of networking Whiskey? Something intuitive to us all. We have been traditionally watching and influenced by TV for nearly 70 years. That’s three generations of couch potatoes!

One Content to Rule All Content What I Saw Immediate Attention shift Consistent engagement 100% audience participation I obviously knew this since I wrote ahead of time. I’ve been observing how people browse Facebook and the majority of them react the same.

One Content to Rule All Content And this means what…? A presentation vs. social media Seeing a moving image = complete attention & engagement Attention span is lessening, movement is growing Presentation vs. social •Regardless of the speaker, a story is MUCH easier to follow. •Scroll. Scroll. Scroll. STOP. Imagine yourself on social media, how many of you stop to watch a Buzzfeed video “If Disney Princes were real”? Everyone can relate to this because we all grew up with Disney all around us. The importance of video marketing - complete attention = complete engagement As our brains are exposed to more things to focus on every day, the use of moving pictures is more relevant than ever.

One Content to Rule All Content How has PRSA Pittsburgh taken advantage of this? Board Member spotlights Major Event recaps Cover minor events Building YouTube account Board Member Spotlights •These introduce the board, makes us human and more approachable at events. •gives members a better look at what the organization is planning by hearing our background •It’s also a great tool for recruiting future board members! (who wouldn’t rather watch a video than read a description?!) Major event recaps - •I shouldn’t have to explain this one •Creating content for our members to share their experiences •Used for promotion of future events (great for members unfamiliar with events) (great for hype) Covering Minor Events •Used in year-end recap •Shows off other smaller events board hosts YouTube Account •Presence on the largest video sharing site in the world - creates a professional image •Additional SEO gain

One Content to Rule All Content The Proof is in the Pudding Average engaged users 11 vs. 19 +73% Average reach per post 109 vs. 484 +344% Average of general content Regular posts Engagement - number of unique people that click through, comment, like or share the post

One Content to Rule All Content How do I get started? Start 2018 off right! Incentives? Isn’t this costly? Mutually beneficial! Start with a “Multimedia Lead/call it what you like” position Volunteer opportunity to work with the best of the best in the PR/marketing in your region With the advancement of technology, good video content is cheaper to get your hands on! A good setup can be purchased for less than $1000, I’d Recommend requiring personal equipment Receive help for good content AND get to know video/photo professionals - an area that every brand/agency needs to get to know

One Content to Rule All Content Time to Start Producing!