I’ve been asked to speak at one of NCLR’s workshops about social media. My presentation is about the importance of truly understanding communications, marketing, and PR in order to be able to use social media more effectively.
Below are my presentation notes: (PowerPoint presentation will be posted on the next blog post)
WELCOME SLIDE: I would like to welcome all the lideres tonight. It’s so nice to see such bright Latinos. My name is Adriana Gallegos, and I’m originally from Albuquerque, NM but I have been living in Washington, DC for the past seven years. My background is in Communications and PR. For undergraduate I studied broadcast journalism at the University of New Mexico, and then got a Masters in PR and Communications from Georgetown University. For the past seven years I’ve been working in PR and marketing assisting governments, nonprofits and corporations with a variety of campaigns. However for the past two years I’ve been using social media to create a network of followers or fans to support certain campaigns that I’ve worked on. Social media seems like it’s fun and easy to use but there is a strategy on how to use it, and that’s what I’ll be teaching you today. My background in PR, marketing, and communications has helped me on how to use social media more effectively.
SECOND SLIDE: Could someone tell me the goal of one of his or her current or past projects?
THIRD SLIDE: PUT YOU TO THE TEST
1. What is the first step?
FIFTH SLIDE: The answer is Review - First you need to know what is being said about your brand or issue. You want to read all the reviews, forums, Web sites, blogs, Facebook and Twitter to get a good sense of what the environment is like for your issue. Is there a lot of buzz? Is it negative or positive? What are the areas that you most need to focus on?
2. What is the next step?
SEVENTH SLIDE: The answer is Research.
Once you know what the online environment is like for your issue or company you want to really research your TARGET AUDIENCE to see if they’re even on social media. It’s important to know your audiences likes, dislikes, and interests. It’s also a good opportunity to survey them to see what social media tools they use most. For example, if you’re working on a campaign that targets low-income senior citizens most of them are probably not using social media.
Also, during this time you’ll need to come up with guidelines on how to interact with others online. What can and can’t be said, how to answer certain inquires, and who should be in charge of social media.
You’ll also will need to come up with an online profile-what tone, style, image do you want others to know you by…trendy, grassroots..etc.
3. What is the third step?
NINTH SLIDE: The answer is Respond. You can now start in social media. Create your own Facebook page, Twitter account or use whatever other social media tool you think is necessary to achieve your goal. At this time you won’t be generating content, just asking those online who are discussing your topic to join your conversation by becoming a fan or follower.
4. What is the fourth step?
ELEVENTH SLIDE: The answer is Record. Generate content that is informative. Make sure that your posts end with a “call to action” asking the fans or followers to do something that will help you eventually achieve your overall goal.
What is the last step?
THIRTEENTH SLIDE: The answer is Redirect. You want to direct your fans or followers to your Web site. Your Web site is like asking someone to come stop by your store or company. It’s the most important tool, considered a virtual sales person.
FOURTEENTH SLIDE: The 5 Rs: