 Paul will help you address the six key pain points of social media marketing:
1) Selling it to the organization
2) Choosing tools and tactics
3) Creating compelling content
4) Search engine visibility and traffic growth
5) Indentifying and engaging online influencers
6) Measuring results
Paul was previously founding editor-in-chief of TechTarget, one of the most successful new media entities to emerge on the Internet. Prior to that, he was editor-in-chief and executive editor of the technology weekly Computerworld for 15 years.
 His critically acclaimed 2007 book, The New Influencers, chronicles the changes in markets being driven by the new breed of bloggers and podcasters. Among the more than 100 positive published reviewers of The New Influencers were The Wall Street Journal, The San Jose Mercury News and the BBC. The book was also awarded a silver medal in the business category by Foreword magazine. His latest book, Secrets of Social Media Marketing, is a practical guide to implementing the best practices of successful publishers and marketers.
He is an accomplished speaker with a 15-year track record of success addressing audiences of all sizes. Paul is known for demystifying complex concepts with a style that is passionate, supportive and funny. His presentations combine wit, historical perspective and insight gained from a lifetime of experience with media and technology.
Many of his speaking engagements today involve explaining and evangelizing social and online media to skeptical business executives. Often, it's the marketers who invite him to come in and speak to their bosses in plain English, demonstrating the power and opportunity of these new channels. His prep process includes a detailed interview with the organizers several weeks before the presentation. At your option, he submits a draft presentation for your comment and approval and revise as necessary to meet your needs.
Topics:
Secrets of social media marketing
Social media marketing, in its many forms, has taken the business world by storm. The compelling speed, cost–effectiveness, and customer engagement benefits of social media campaigns are rewriting the rules of marketing. But so much is happening so fast that it's impossible to keep track of all the options. The good news is that you don't have to boil the ocean. Effective social media campaigns require a disciplined approach to setting strategy, choosing tools and building customer affinity. Stay focused and you'll be fine. Best practices are already emerging. In his new book, Secrets of Social Media Marketing, Paul Gillin outlines nearly 100 tips from early innovators, covering everything from technology selection to results tracking to ROI. In a presentation rich with examples, vignettes and video clips, he shares insights on how to simplify choices and build effective campaigns.
Social Media Marketing: Where to Begin?
PR professionals are being bombarded by new ways to reach influencers. New technologies and services explode on the scene and then fade from view. It’s hard enough just to keep up with the options, much less make intelligent choices.
Don’t be paralyzed by choice. You can put social media to work for you right now by analyzing your strategy and narrowing your options. The key is to match the media to the objective and to use a mix of channels to reach the right influencers.
This presentation provides an overview of social media channels with a strengths/weaknesses analysis of each. This practical analysis is combined with ample case studies and real-world examples of how PR pros are already leveraging social media to reach a new class of influencers.
The New Influencers: How Social Media are Revolutionizing Media and Markets
Social media will profoundly disrupt the media and marketing industries by changing economic and influence models that have existed for generations. Today, some bloggers and social news sites generate more traffic than big-name mainstream media, and they do it at a tiny fraction of the cost. Their highly outsourced publishing structure is a new style of journalism and their approach to building audience and awareness is unlike anything ever done in traditional media. This will have far-reaching ramifications for established institutions. We are in the early stages of a shift that will shake the business and media worlds to the core. Paul Gillin’s keynote presentation will explore these disruptive forces, as well as the goals and motivations of the new influencers and look ahead to the changes they have initiated. He’ll point to numerous examples of how the new influencers are already affecting markets and offer guidance for media and marketing professionals who are trying to cope with the impact.
Understanding the New Influencers: Promise and Perils of the Blogosphere
Not long ago, you could count on your fingers and toes the number of people who shaped public opinion about your company. No more. Today, a new class of opinion leaders has emerged in an electronic free-for-all called the blogosphere. Bloggers, podcasters and micro-site publishers present both an opportunity and a problem for marketers. These new influencers can quickly shape opinions about your company by spreading information and opinions through the power of the hyperlink. Their power can be devastating, but it can also be a valuable source of insight and low-cost viral marketing. You can understand and influence the blogosphere, even turn it to your advantage. Learn how this new media channel works and how to harness it to establish new connections to your customers and the traditional media. Understand the risks of inaction and learn about the first steps you should take to become a player in this emerging media world.
Coping With a World Where Messages Don't Matter
Social media like blogs, podcasts and social networks are creating new centers of influence, and that has enormous implications for the public relations profession. The motivations and goals of bloggers and online group leaders differ markedly from those of journalists. Connecting and engaging with these new influencers requires new strategies and tools. Author Paul Gillin describes the insights he gained from talking to scores of bloggers and podcasters in researching his new book, The New Influencers. He offers perspective on the behavioral and ethical standards that are evolving online and offers recommendations for how PR professionals can tap new media to become influencers themselves.
It’s A Bottoms-Up World -- Deal With It
Traditional marketing has been all about delivering a message for the top and spreading it through as many channels as possible. That worked well in an age when mass media dominated the communications landscape, but the world has changed. Today, messages begin at the bottom and percolate up. The mass media relies on tips and insights from bloggers to determine its priorities. An ad campaign is no longer considered successful until the intended audience gives it their blessing. Informal networks of customers band together to tell businesses what they want. This new dynamic is enormously powerful if you accept its value and permit it to guide your strategy. It's enormously threatening if you deny the voice of the newly empowered customer and insist on shouting messages they no longer want to hear. This presentation offers examples of the influence of the newly empowered customer and provides marketers with guidelines for listening and adapting to a market in which customers now have the ability – and the will - to speak.
Customer Service Is the New Game-Changer
Not long ago, businesses-customer engagement was limited other almost entirely to the point-of-sale and the call center. Today, the dynamics have changed completely. Customers are armed with blogs, Facebook groups, recommendation engines and social shopping sites. They willingly share their good and bad experiences with each other and without the permission and involvement of the companies they do business with. Customers increasingly control the brand and image of the companies they do business with. This is a little scary, but also exhilarating. While businesses can no longer control what customers say about them in open forums, they can improve their reputation and customer loyalty by becoming involved in those conversations. This requires speed, transparency and a willingness to listen. The payoff is vastly better feedback, improved competitive intelligence and innovative customer ideas for new products and services. By taking the lead in online customer engagement, customer service organizations can enhance their value to the organization and pave the way toward a new kind of seller/buyer partnership.
Paul Gillin defines the new dynamics of the customer-empowered market and advises on tactics and tools that customer service managers can use to leverage online relationships.
Putting Social Media to Work for Public Health
The burgeoning world of social media presents exciting new opportunities for health care companies to communicate directly with key constituents in ways that were unimaginable just a few years ago. When consumers need healthcare advice, they now go immediately to the Web. While advisory websites are brimming with information, not all of it is reliable or accurate. Trust is an elusive quality in the world of consumer-generated media, and public health organizations have an increasingly important role to play in public awareness. In essence, we are all now publishers. Intermediaries are no longer necessary to take a message directly to the public. Social media is a fast and inexpensive way to spread information and social networks offer the prospect of gaining immediate insight into customer and patient needs and creating long-term relationships that transcend doctor visits or hospital stays. Using examples from consumer, business-to-business and the public health sector, Paul Gillin provides strategic insight into how public health organizations can benefit from using these new tools to engage with their constituents.
At the conclusion of this session, participants will:
· Understand the major varieties of social media and their applications
· Gain ideas for applying these new tools to the public health sector
· Understand the rapid changes going on in the traditional media world and how
control is shifting to consumers, businesses and nonprofit organizations. |