Takeaways from the Social Media Leadership Awards #SMLA13

On December 9th and 10th, Tracy Dabakis, Erica Nardello and Eric Spector, members of our PR and Social Media team, traveled (in lots of snow!) west on Market to attend the Social Media Leadership Awards‘ Best Practices Conference. Held at the Wharton School at the University of Pennsylvania, our LevLaners learned from some of the industry’s best and most innovative about using social strategies for customer service and community creation/management, and overall best practices. Check out the top takeaways from the conference below. If you were in attendance at #SMLA13, let us know what you found most valuable in the comments below!

The Power of Social Media

The common thread of every presenter’s story was, of course, how powerful social media can be and how it explicitly positively impacted their company, no matter the industry.

Jennifer Sengupta, Manager of Social Media at National Geographic Education, stressed the importance of knowing your audience. Once she was able to create two separate social media plans for Nat Geo Education’s Facebook and Twitter, Jennifer saw the brand’s overall social engagement increase 3300%. Prior to this, Nat Geo Education’s social presence was “sporadic at best”, and entirely self promotional. Jennifer explained that social media works best when it’s used as an engagement tool, not a marketing tool. Amanda Hite, Co-founder of BTC Revolutions, suggested that by engaging brand enthusiasts, they become natural ambassadors and can do more than an entire marketing team, which is exactly what she did when promoting No Kid Hungry‘s Giving Tuesday campaign. The power of social media is essentially word of mouth, as users place more trust in their peers than brands, and can ultimately smell ingenuity from the first tweet.

Steve Wick, Founder and CEO of FanNewscast, mentioned that in 2011, time spent on social media surpassed all of dot-com. Read that again. Time spent on social media surpassed all of dot-com. This fact is the sole reason why Wick and his associates have invested all of their efforts into social media and native advertising, which was another popular topic for the Social Business panel. Wick has seen a trend shift to native advertising, specifically in-stream advertising. Nearly all of the panelists mentioned native advertising and personalization as “the next big thing” and the trend to look out for in 2014.

For several years (and many years to come), the be-all and end-all of social media is Facebook. Lou Kerner, Co-founder of The Social Internet Fund, put it this way: “Facebook is the second internet. Anything that happens off of Facebook, will then come to Facebook.” This rings true for users who share their photos and thoughts on the site daily as well as advertisers. Kerner and Wix both predicted a shift in ad dollars from display to Facebook in order to reach consumers where they are (nod to the native and in-stream advertising discussed earlier). It’s no secret that Facebook has the ability to target you brand’s ads to the Nth degree based on consumers online behavior. Most consumers aren’t aware that Facebook is also working with several companies to collect your offline buying habits and personality, which will intensify the capabilities of Facebook advertising, making “traditional” digital display outdated and ineffective.

The Integration (and Separation) of Social Media and PR

The moderator of the Social Media for Customer Service panel, The Wharton School’s Sr. Director of New Media Stefan Frank, pointed out that 50-75% of social media managers are still part of larger PR and communications teams. From proactive blogger relations to crisis management, PR and social media teams work collaboratively as close partners, even if they are not one intertwined team. Those who work with or serve as part of social media teams will not be surprised by this, but the fact of the matter is that this can be both an asset and a detriment to social media strategies, if not managed properly. While many PR strategies focus on specifically-worded answers to customer inquiries or problems, the canned response is met with disdain in the social sphere.

Still, that doesn’t mean that elements of traditional PR fall by the wayside in a technologically modern world. As Bianca Buckridee, VP of Social Media Operations for JPMorgan Chase, explained during the panel, it’s crucial for PR teams to communicate with social media teams regarding buzzworthy events (from both a content strategy perspective and community management perspective), as well as anticipating and planning for positive and negative reactions across different media. This doesn’t mean latching onto one canned response for the duration of an event, however. Brian Mook, AVP Social Media at Barclaycard US, said that his team often crafts several different ways to communicate the same message, so that customers don’t lash out about being served the same response repeatedly. It seems like a no-brainer, but you might be shocked to see how few brands actually utilize this simple tactic. In fact, those varied and personalized responses are the primary way in which social media and PR strategies diverge when it comes to customer service. Buckridee emphasized that at JPMorgan Chase, they have (and use) brand and conversation guidelines for customer service issues, but the most important thing is that their team members’ personalities shine through. They, after all, are the voice of the brand for each customer – and that voice needs to have a human touch. Personalized responses may sometimes require a little background research (and almost-daily coaching and education to determine which responses work best), but the pay-off of having a happy customer is so worth it.

In fact, The Wharton School’s Frank pointed out that, “You can delight people the most in a crisis because they expect to be let down.” But what do social teams need to do before and during crises in order to delight, rather than dismay? As Dennis Stoutenburgh, Co-Founder of Social Strategy1, explains, it’s about using social media tools to anticipate reactions or issues and to communicate with the larger team to proactively reach out or to provide valuable reactions to those issues. “Social care can be the early warning system that helps to create a good coordinated effort.” Once an issue has reached crisis-level, American Airlines’ Sr. Analyst, Social Communications Katy Phillips, emphasizes three things: honesty about the situation and what it means for customers, delivering timely updates, and (perhaps most surprisingly) knowing when to let the crisis go.

As David Berkowitz, CMO at MRY, put it in a later panel on content and communities, “Real-time marketing [or response, for that matter] is too late.” That’s exactly what the day’s #SMLA13 sessions were all about: the need to anticipate, predict, and respond in strategic, delightful ways for customers and stakeholders, alike.

What was your favorite part of the conference? Did anything surprise you? Share your comments below!

Ryan Howard, Billie Jean King and Michael Vick walk into a park…

When the Fairmount Park Conservancy first dreamed up the Hunting Park Revitalization Project, it was exactly that, a dream and an ambitious one at that. But that’s the great thing about the Conservancy. They dream up the ways the City could be and the ways the City should be, and they make it a reality. The Conservancy fully believes that parks can be a catalyst for positive change in communities and the lives of those who surround them. This mission led the organization to dream up, plan, secure funding for and launch the Hunting Park Revitalization Project, a multi-million dollar, long term endeavor to restore the 87-acre Hunting Park in North Philadelphia.

Since the project’s start in 2009, LevLane has been working to promote the good work happening in the park through media relations and event management. Some highlights from the project have been dedicating a new baseball field with Ryan Howard, new tennis courts with Billie Jean King, a community garden, two new playgrounds, weekly farmers’ market, improved park lighting, a healthy concessions initiative and most recently, dedicating the crown jewel of the park, the brand new Team Vick Field with Michael Vick and Ron Jaworski.

The dedication of Team Vick Field was more than just the excitement of having both 7’s in Hunting Park, it represented the revival of a once-divided community. Joined through the Hunting Park United community group, residents and friends alike were finally able to watch their championship Pop Warner youth football team run around on a field with turf (and without broken glass and dirt).

Through aggressive media relations, the Hunting Park football field dedication and in turn, the Fairmount Park’s Conservancy’s tireless effort in Hunting Park, was covered in more than 50 print, broadcast and online stories that garnered more than 58 million media impressions. Touch. Down.

Here’s a sample of the media hits we’re most proud of:

Philadelphia Inquirer

 

Philadelphia Inquirer

 

Philadelphia Daily News

 

Philadelphia Tribune

 

Comcast SportsNet

 

KYW 1060

To keep up with the Hunting Park Revitalization Project, check out the Fairmount Park Conservancy’s website. Photo credits belong to Albert Yee.

 

Takeaways from PR News’ #digitalpr Summit

On October 16, three LevLaners took a trip up north to that “other city” for  a day of learning at PR News’ Digital PR Summit. Emily Verna, Public Relations Account Manager and Erica Nardello, Social Media Manager were joined by Scott Tattar, SVP of Public Relations and CSR to learn about social media, reputation management, SEO, measurement, and leadership. Ms. Nardello, our social media wiz-kid, recapped the summit and identified the key takeaways for the rest of us. So, without further ado, take it away Erica.

Yesterday, I joined two of my fellow LevLane-rs for a little learning about social media, reputation management, SEO, measurement, and leadership at PR News’ Digital PR Summit in New York City. After searching the Grand Hyatt’s digital agenda and map to find our conference location, we briefly considered trying to join the Super Bowl’s planning meeting before grabbing a quick muffin and our seats in the ballroom. For the most part, the speakers had great experiences to share and insights from which we could all learn. The most important takeaways for me, as a Social Media Manager in an agency, can be found below, in both narrative and infographic. This conference recap is not exhaustive, obviously – I want to be “at the table, not on the menu,” as American Traffic Solutions‘ SVP of Public Affairs and Marketing Communications Charlie Territo so eloquently put it. If you were in attendance for #digitalpr, I’d love to know what you found most valuable. Let me know in the comments!

How to Measure and Communicate Social Media ROI

In this session, EVP, BurrellesLuce Johna Burke cited a rather groundbreaking statistic from Nielsen: In the past, brands had to communicate messages 3-6 times in order for them to really sink in with consumers. Later, that number increased to 8 times. Today, with the message, platform, and product clutter that defines our lives, brands must reach millennials 23 times in order for brand messages to resonate. Whoa.

Get Your Messages in Front of the Right Followers on Twitter

One of my favorite quotes of the day came from Brooke Primero, SVP, PR & Marketing for the Academy of Country Music. She said, “The kiss of death in social media is being a 9-5, Monday-Friday brand.” No matter what brand you’re promoting, social activity doesn’t sleep and it certainly doesn’t stop because it’s 6:30PM on a Tuesday. The Academy of Country Music’s biggest push of the year is for a 3-hour awards event once a year. That’s it. So they focused their efforts on building that brand during the rest of the year via social channels. In 2011, they announced their award nominees on TV, reaching 3 million people, according to CBS. In 2012, they took to Twitter to announce the nominees and reached 14.2 million people. Those are some pretty amazing statistics, but the Academy of Country Music didn’t stop there. They engaged with key influencers to grow across Twitter and gave them behind the scenes access to content to take them from influencers to brand ambassadors.

How to Engage with the Internet’s Passionate Communities

If there’s one thing I learned during this session, it’s this: some people just don’t get reddit. Half of this session was spent listening to the great brand integration stories about reddit, and the other half of the session was spent trying to explain what reddit is. My life, in that moment, was r/reddit. Still, it was interesting to hear Marta Gossage, community operations manager, and Victoria Taylor, director of communications, distinguish reddit from other social platforms: Platforms like Facebook and Twitter show off your “frontstage behavior” (the way you want to portray yourself to the world), while platforms like reddit show off your “backstage behavior” (the way you think and feel when you’re eating potato chips by the fistful in your sweatpants, reading the AMA with a guy who lost 300+ pounds through extreme starvation). reddit seems to be a much more authentic platform in that way – and redditors keep it that way. At the table we shared in the back, Gossage described reddit as having its own immune system. If there’s a foreign body in there, the community reacts strongly to defend its territory (…er, place on the interwebz). Plus, if all else fails for you on reddit, you can always end a post with “…and here’s a picture of my cat” to help you get your footing.

How to Use Instagram, Pinterest, and Vine for Digital Storytelling

If you’ve been trying to figure out how to build a brand presence on one of the more visual social platforms, this was a great session for you. Amanda Junker, digital director for Shape Magazine, spelled out how to drive better results and greater brand relevancy through SEO on Pinterest. Her tips? Display the “Pin It” button prominently on your web properties, verify brand accounts, complete the “About” profile section, name all pinned graphics appropriately, and create boards that capture long-tail searches. She also recommended infogr.am, which I used to create the infographic below. After her part was over, Allison Robins, Director of Global Public Relations at Zumba Fitness, stepped up to discuss Instagram’s power and limits. According to Robins, Instagram is not the best pltofrms for brands focused on ROI, conversions, and sales. Instead, it’s better for brand and relationship building. And if you’ve been wondering how to upload pre-recorded videos to Vine, Doug Simon, President & CEO, D S Simon Productions, was your guy. Simply edit your video in a program like Final Cut and convert it to an H.264 mp4 file, compress it, email it to yourself, then upload it to Instagram or Vine. It’s that easy!

Building, Motivating, and Managing Your Digital Dream Team

Hands-down, this was the most valuable part of the day for me. Gemma Craven, EVP, NY group director, Social@Ogilvy, explained exactly how the growth of digital and social has shaped the creation and make-up of agency and client teams. Some of these teams may be as large as 20 people, handling digital and social creative, strategy, community management, analytics and listening, production, and more. More than metrics, more than C-suite buy-in, this is what I feel is the most important piece of the digital and social puzzle for agencies and brands today.

Did anything surprise you?

Erica’s recap and full infographic can also be found on her blog, ‘ello.

LevLane PR and Scott Tattar honored at PRSA Pepperpots

At the Public Relations Society of America  Philadelphia Chapter’s annual Pepperpot Awards Dinner, held December 5 in Center City Philadelphia’s Arts Ballroom, LevLane Senior VP/Dir of Public Relations & Corporate Social Responsibility Scott Tattar was presented the Society’s DeAnn White Award for Excellence in Community Service, honoring the Philadelphia PRSA member who has best utilized his or her professional and personal expertise to further community service and volunteerism.

A 30-year public relations veteran, Tattar was instrumental, in 2007, in establishing LevLane’s Corporate Social Responsibility (CSR) practice, the Philadelphia region’s first. It has gone on to develop goodwill initiatives for clients including the Philadelphia Streets Dept., Taco Bell, the Fairmount Park Conservancy and others. Tattar is also a regular lecturer on the topic of CSR at Temple University and at the 4A’s Institute for Advanced Studies.

The PR team also walked away with two Pepperpot awards for their work with clients Beneficial Bank and the Fairmount Park Conservancy. The team received the Pepperpot in the Public Service category for the Beneficial School Challenge and the Pepperpot in the Development or Fundraising category for Fairmount Park Conservancy’s Hunting Park Revitalization Project.

Pinterest

I open Pinterest and the first things I see are a blueberry salad, a collage of sea otters and a wedding gown. Comments read “great idea!”, “adorable!” and “my style!” I scroll down. The emphasis on hip inspiration is apparent.

After browsing through the “pinboard” for five minutes, I’m not surprised to read comScore’s reports that out of over 10 million registered users, 50% are mothers and 28% have a household income of $100k+. So am I eager to make an account for myself? No—I’m not dying to “pin” photos of Leonardo DiCaprio or golden retriever puppies. Am I going to totally ignore Pinterest? Absolutely not.

Pinterest is the fastest growing social media site. It’s a great way to draw attention to your business, especially if you have a female demographic.
The trick is figuring out how to use Pinterest as a marketing tool. Whole Foods seems to have the right idea. After creating their brand account in July 2011, the organic grocery store has gained over 50,000 followers. Images on the Whole Foods Pinterest page speak to the values of the company. With boards for dinner recipes, fitness inspiration and recycling ideas, they’ve built up a brand image and gained loyalty from trendy moms everywhere.

They say, “A picture is worth a thousand words.” This rings especially true to brands looking to connect emotionally with the consumer. Text posts on Facebook and Twitter are about selling products. But images on the simple boards of Pinterest let businesses create a connection.

After all, Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find interesting.” Text posts get you some one-time purchasers, but images get you brand enthusiasts.

Pepperpots: We’re Feeling Pretty Good!

The LevLane PR Team is feeling pretty good after the 2011 PRSA Pepperpot Awards last night.

The team took home 3 Pepperpots and 2 Ladles!! We received Pepperpots for:
1) Feature Story: the Reliance Standard By-Lined Article
2) Audio Visual Programs: the BLOCS EITC How-To Guide
3) Special Events & Observances: the Philly Spring Cleanup.

We received Ladles for:
1) Editorial & Op-Ed Columns: the BLOCS Back to School Op-Ed
2) Speeches: Kathryn Ott Lovell’s Centennial Celebration Remarks

Congratulations to the LevLane PR Team!

Newsroom Content Advisory

We’ve been having conversations around the LevLane office about posting content to company newsrooms without infringing on copyrights. After some internal debate and discussion with legal counsel, we’ve come up with some do’s and don’ts for posting content to company newsrooms.

Whether we update your newsroom or not, we wanted to make sure we shared these best practices with you.

The ideal way to post news to your newsroom is to include the title of the article, date, news outlet and a link to the full article where it originates online. You may craft your own language that explains the content of the full piece, but should not directly lift any copy from the article and place it on your website.

Below is an example of what this might look like:

You can also access the Prudential Newsroom here. Notice that Prudential writes its own short blurb about the article rather than lifting from the actual piece.

Another good example is Microsoft In The News:

Microsoft does not include original language about the piece, but instead links directly to the original source.

It is not recommended that you copy and paste content from the original source onto your website. Doing this may infringe on copyright laws. Below is an example of how you SHOULD NOT post news to your newsroom:

Just some food for thought to help make your newsroom the best it can be.