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

2. 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, s, newsletters
Don’t forget recruitment materials & marketing materials

3. 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!

4. 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

5. 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

6. 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

7. 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

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

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

10. 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

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

12. One Content to Rule All Content

13. 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.

14. 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!

15. 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.

16. 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.

17. 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

18. 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

19. 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

20. One Content to Rule All Content
Time to Start Producing!