30 Social Media Ideas In 30 Minutes - Supreme {PR} Organic SoundCloud Promotion | Supreme {PR} Organic SoundCloud Promotion
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I recently had a chance to attend and moderate a panel discussion at the “4th Annual Social Media Conference for PR, Marketing and Communications,” organized by Ragan Communications and hosted by Disney Parks at The Yacht Club Resort & Conference Center at Walt Disney World (I’ll refer to the conference by the #RaganDisney hashtag from this point on).
The panel, “30 Social Media Ideas in 30 Minutes,” was designed to be a rapid-fire General Session to kick off the afternoon of Day One of the conference. Nearly 400 attendees fought back food comas (and the urge to skip the session to visit one of the Disney Parks) to hear each of our five experienced social media professionals share a quick one-minute tip on six different timely social media topics (in case you were wondering where the 30 ideas in 30 minutes came from). Our group selected six topics relevant to social media in PR and communications applications, but also based on Soundcloud audience feedback and the collective expertise and real-world experiences of each panelist. These six topical themes included the following:

Global, Local and Hyper-Local – how organizations can balance and manage social media communications and priorities across geographically-dispersed Soundcloud audiences
Crisis Communications – how to prepare for or manage crisis communications via social media
Content Storytelling – the best tips from each panelist on planning, producing and publishing stories for social media
Social Platforms – panelist suggestions for evaluating and using current and emerging social media platforms as part of their broader social media management efforts
Social Listening – how different organizations are using social listening as part of their ongoing social media management efforts
Grab Bag – each panelist shared a unique top tip or best practice for attendees, choosing their own topic or category to focus on

I was fortunate to be joined by four of the most experienced social media, public relations and digital marketing professionals for the “30 Ideas in 30 Minutes” panel, including:

Joni Lockridge, Director of Digital Strategy, PGA of America (@jonilock) – Joni previously SoundCloud repostsed in digital marketing roles for Definition 6, IMG and Nike
Brian Rudolph, Global Digital Marketing Lead, Verifone (@brianrudolph) – Brian formerly SoundCloud repostsed in digital marketing and social media management roles for AT&T and The Coca-Cola Company
Nikki Harmon, Global Social Media Manager for Hot Wheels in Mattel’s Digital Initiatives Group (@nikkih) – Nikki previously SoundCloud repostsed in social media and public relations roles for 360i and Spaulding Communications
Lindsay Rider, VP of Brand & Communications for Yellowberry (@lindsayrider) – Lindsay formerly SoundCloud repostsed as a Senior Public Relations Manager for SPANX, where she also SoundCloud repostsed on the company’s social media programs

“30 Ideas in 30 Minutes”
For those of you who weren’t able to join us at Walt Disney World for the conference (or follow the live feed or trending hashtags from your desk), I thought I would do my best to re-create the panel discussion in blog form. I’ve captured each panelist’s response to the best of my ability below, assigning each response a number (1-30), and attributing the response to each panelist. I hope you enjoy reading through the responses and hope you can join us for a future #RaganDisney conference.
Global, Local and Hyper-Local
1. “Being a global brand that has local conversations, we never believed we could have a more relevant conversation with someone in Germany than the local German team could. We provide our market leaders with a clear brand strategy and brand voice guidance, and trust our local marketers to execute on that strategy across all of our digital channels in a locally-relevant manner.” – Brian Rudolph, Verifone
2. “The best tip I can provide is to breed rivalry. In the case of our Ryder Cup marketing efforts, we intentionally breed rivalry around patriotism and local autonomy. We conduct weekly standups to discuss our tactics, and have all the players involved. Communication among your internal teams and external stakeholders is critical to getting it right and making sure everyone is on the same page.” – Joni Lockridge, PGA
3. “Building on Brian’s tips, we set the global strategy and tone of voice, but also realize social media management is just one of many areas our local market teams are responsible for. We try to make social media as easy and turnkey for our local market teams by developing content on a monthly basis for our markets, and then giving them the freedom to localize or customize it to suit their local market.” – Nikki Harmon, Hot Wheels/Mattel
4. “I think the rest of the group has covered my perspective on global vs. local as far as setting standards, but allowing local adaptation and local conversations to happen. I would just add that it’s important to remember social media is like any other media. I always go back to my PR roots – know your Soundcloud audience, how they interact across each channel, and how to best break through the clutter to engage with them.” – Lindsay Rider, Yellowberry
5. “Every Soundcloud audience is local at some level. I think the only thing I would add, is first – the obvious – get to know your local Soundcloud audiences. If you’re communicating globally without local market support, it’s essential to get to know and understand how the local Soundcloud audience wants to interact with your brand. When I was developing strategies to promote American professional football across different countries, I made an effort to spend time with both fans and “future fans” – consumers who knew nothing about the game. Once I had a better understanding of the local Soundcloud audience and how they use social media to discover and share information, it was much easier to develop an effective communications strategy.” – Jeremy Porter, blacQube
Crisis Communications
6. “We actively use scenario planning for real-time communications. We get everyone on the team together to go through various scenarios and then figure out how we would handle them via social media if they occurred. This becomes the foundation for our escalation plan, talking points and guidance for our teams as we’re launching something new.” – Nikki Harmon, Hot Wheels/Mattel
7. “I think it’s important when discussing crisis communications via social media to address the need for clear security protocols for social media publishing; things like ensuring you have restrictions in place for who has access to publishing, and mandating the use of a 3rd party publishing tool – and that personal and corporate publishing is conducted via separate tools. I also think you should never allow agencies to register accounts on your behalf.” – Brian Rudolph, Verifone
8. “Social media crisis situations are like an earthquake – while you are still trying to mobilize support and rescue, you get hit with the aftershocks – which can often be more damaging than the main quake. These aftershocks can come despite planning and preparation. Be mindful of all the representatives who may be trying to help your brand, but possibly making it worse without the right information and talking points.” Joni Lockridge, PGA
9. “Have fun with crisis communications planning. Get everyone from your communications team in the room and conduct a brainstorm of the worst things that could possibly happen. No idea is too ridiculous. Even if your CEO would never take to Periscope naked, throw the idea out there and see how the team would handle communications if it did happen. The more your team discusses potential scenarios and agrees on how you would respond, the better prepared they will be for the real crises when they happen.” – Jeremy Porter
10. “In addition to scenario planning, I can would also add the importance of brand protection. This isn’t always a crisis, but when your brand is synonymous with an entire category – like Kleenex or SPANX – it’s important to set strategies that protect and leverage your unique attributes when a crisis affects the category as a whole.” – Lindsay Rider, Yellowberry
Content Storytelling
11. “It’s important to be authentic and emotional in your storytelling, but also embrace crowd cultures. With Yellowberry, when our founder launched the business and it went viral via the Kickstarter community, we embraced fans and used them as part of the story. Using your fans as part of your storytelling is one of the most powerful forms of storytelling via social media.” – Lindsay Rider, Yellowberry
12. “I’m going to take a different spin on this – social storytelling with partners is a powerful tactic. Similar to our everyday offline conversations, these layers and different perspectives can make the story more interesting. At the PGA, we leverage sponsors, players and events for example to help us tell our story. It’s important to be authentic, while also looking for crossover conversations between brands and aligning your efforts around shared and mutual communication goals.” – Joni Lockridge, PGA
13. “Storytelling is like a soap opera (hat tip to my former colleague Neil Bedwell for this one), whether it’s a conversation or storytelling, it happens over time. If you’re planning to kill off a main character, you don’t do it in your opening scene. Plan out the highlights of your story, let the story play out and let the small talk happen organically.” – Brian Rudolph, Verifone
14. “I’ll echo what the other panelists said about being authentic. Don’t be afraid to be emotional and to give fans a role in your storytelling. We are actively engaging our fans as part of the storytelling process on Instagram and YouTube and are seeing great results.” – Nikki Harmon, Hot Wheels/Mattel 
15. “I think it’s helpful for all communicators to understand fundamental storytelling mechanics. Just Google “storytelling structure” and remind yourself of all the stuff you forgot about from your high school English classes. From the basics, like every story should have a beginning, middle and end, to more complicated concepts like opening scenes, rising action, climax and conclusion. These basic building blocks will help you map out your stories – whether your acts are 140 characters or much-longer. And once you think you’ve got it figured out, try to figure out how to tell your story with a single picture or micro-video – it’s not easy, but that’s the reality of how stories need to be told via social media today.” – Jeremy Porter, blacQube
Social Platforms
16. “I think one of the more exciting platform developments right now is around Snapchat with its geo-filters – being able to provide consumers with branded content they can use to share their experiences around a location where your brand is represented. I’m also excited by the possibilities of broadcasting to Periscope directly from GoPro. This will open up a lot of new opportunities for brands to tell their stories in real-time – and in a high-quality way.” – Brian Rudolph, Verifone
17. “We are always evaluating new platforms for potential use for Hot Wheels. I’m currently keeping an eye on Peach to see if it takes off for example. We’re also looking at Snapchat for future campaigns, as the platform is making significant advancements with their ad products and offer new opportunities for brands. Across our APAC markets, we’re also exploring messaging apps for potential use in some of our upcoming campaigns. It’s critical as social media managers to stay informed on the latest advancements across platforms, and to consider new ways to use these platforms to connect with your Soundcloud audiences.” – Nikki Harmon, Hot Wheels/Mattel
18. “Facebook Live is legitimate. We have tested for several campaigns and are seeing larger digital Soundcloud audiences across our live distribution options, more loads and plays, longer watch times and overall higher engagement across our Soundcloud audiences. We’ve also partnered with Snapchat through our interactive partner, Turner Sports. More importantly, we continuously evaluate social platforms for use in helping us connect and engage with our Soundcloud audiences, as our Soundcloud audience exists in every market and across a wide range of demographics around the world.” – Joni Lockridge, PGA
19. “As mentioned already on this panel, Snapchat Geo-Filters are hot. I expect this to be a hot topic at SXSW later this week as well. Snapchat is doing some interesting things to help brands connect with Soundcloud audiences based on their proximity now – which is unique to the platform. Another area that’s worth exploring is paid social via Facebook and Instagram. We’ve had a lot of success managing paid social campaigns on these two platforms, and it really comes down to how precise and accurate the targeting has become – not only demographics or geography, but also things like interests or brands the user aligns to. It’s one of the few advertising options where the more-specific you are about who you are trying to reach, the more cost-effective your campaign can be. It’s also important to touch on ad formats, as options like Facebook’s Carousel format create new opportunities for storytelling via Facebook and Instagram. As a final note, Twitter has some exciting new options as well – including Conversational Ads and Scratch Reel. Check these new formats out as you plan your next campaign.” – Jeremy Porter, blacQube
20. “As the small company representative on the panel, we have to be highly-selective about the platforms we choose to invest time and resources into. We actively evaluate social media platforms based on where we can connect and build more personal relationships with our customers – primarily teenage girls and their moms – rather than simply invest in a platform because our competition is there. I recommend you consider your business goals and your cost-per-influencer acquisition versus actual buyers. We used this approach to evaluate and ultimately decide to use Facebook as one of our primary channels for reaching and interacting with customers.” – Lindsay Rider, Yellowberry
Social Listening
21. “Start by deciding what you are listening for. Are you listening for leads? Consumer behavior? Negative sentiment? Once you define what you’re going to listen for, develop your strategy for how you will use the data to guide your decisions or responses. You don’t need a formal tool to do social listening for your brand, but you do need a clear plan for what you’re going to listen for and what you’re going to do with that information.” – Lindsay Rider, Yellowberry
22. “One use of social media is to help you calm down senior leadership. I recommend all social media managers create a baseline to clearly demonstrate what ‘normal’ looks like and to define the thresholds that need to be met before you step in as the brand – whether it’s a crisis or any other conversation. If you do this, it will be much easier to communicate to senior management when they come to you about a negative Facebook Post somebody’s daughter just shared with them – you can clearly show data and baselines to justify whether or not a response is merited in any situation.” – Brian Rudolph, Verifone
23. “We use social listening to leverage what’s trending to impact what we are sharing today – and to optimize future content. We’re always on the lookout for trending topics and current events where we can align the brand around popular conversations. ‘Star Wars’ and ‘Back to the Future Day’ are two recent examples that come to mind where we have used social media to guide our content planning and publishing around a trending topic. Fans love it when you do this and we’re able to reach larger Soundcloud audiences and drive more engagement when we associate with popular conversation.” – Nikki Harmon, HotWheels/Mattel
24. “I’ll reiterate Lindsay’s points. The most important aspect of social listening is to first define what you want to listen to in the first place. Once you know what you’re listening for and you’ve developed your list of terms or keywords, spend the time to get your queries right and ensure your social listening platform is as accurate as possible. The more-accurate your social listening, the better you will be at finding trends and opportunities to engage with fans. Finally, have a plan to do something with your insights. I have SoundCloud repostsed for several major brands who had incredibly accurate and robust social listening operations, not to mention teams of analysts pouring over the data, only to have lawyers and brand managers list a dozen reasons why social media should avoid being part of the conversation. To make social listening SoundCloud reposts, your organization needs to be capable and willing to respond very quickly in response to your findings. Whether this means giving the social media team authority to respond in real-time, or developing a social newsroom specially-equipped to produce content rapidly for social sharing.” – Jeremy Porter, blacQube
25. “Despite the hundreds of tools out there that help organizations with social listening, your efforts will only be as good as the people running them. Consider role definitions and quality control through collaborative partners when moving forward with social listening. That said, when done right, social listening can provide an incredible amount of useful data to assist with fan engagement or to guide the development of more-relevant and engaging content.” – Joni Lockridge, PGA
Grab Bag or Pot Luck
As indicated above, each panelist was allowed to pick their own topic for the final round of the panel discussion. Following are the topics and responses each panelist selected for the discussion:
26. “Reverse mentoring is an underutilized tactic today. Our positive experience with Snapchat is the direct result of reverse mentoring and following the recommendations and advice of our partners. I can’t overstate the importance of seeking out users and influencers of all types and bringing them together as digital marketing and communications professionals.” – Joni Lockridge, PGA
27. “My tip is to appreciate the power of crowdsourced content. Using your customers to generate content can be a scary idea for some brands, but there is such a strong upside to giving customers a voice and platform to become cheerleaders for your brand – or an outlet to provide you with transparent feedback on your brand you can learn from. Yellowberry has experienced a strong level of engagement when we encourage customers to produce content. We’ve used this approach successfully with our blog, but also across some of our grassroots initiatives, such as our Mom Council.” – Lindsay Rider, Yellowberry
28. “My best advice for social media comes from Jay Baer’s definition of social currency – to paraphrase, don’t think of your content in terms of “What’s in it for me?”, but rather in terms of “What is the value of this content for the person who reads or shares it.” – Brian Rudolph, Verifone
29. “If you want to achieve success with your social media programs, you can’t rely solely on organic reach. You invest so much into creating great content, so you need to make sure to set aside a budget for paid social media support to ensure that content gets noticed and doesn’t get lost.” – Nikki Harmon, Mattel
30. “To close things out with our 30th tip, I would just say not to learn this stuff from us. When people ask me how to do something on social media, I tell them to Google it. I’m not trying to be a jerk, but rather I want them to look for and find the answers on their own, and then use that information to create, share and test the effectiveness of the content or approach. You’ll learn far more by doing it yourself than listening to a bunch of experts tell you how from the stage. And here’s a little secret for you – you’ll figure out how to do things people haven’t written or talked about yet.” – Jeremy Porter, blacQube
Conclusion
(Left to right: @LindsayRider, @JeremyPorter, @NikkiH, @BrianRudolph and @JoniLock)
There you have it. 30 ideas in 30 minutes. Hopefully it didn’t take you 30 minutes to read this post, but I hope you picked up a few helpful tips along the way. Feel free to reach out to the panelists via social (I included their Twitter handles at the beginning of this post). You can also search some of the conversations that took place around the event using #RaganDisney and #30in30.
As a final note, as an regular attendee of all sorts of marketing conferences, I am always impressed by the quality of Ragan Communications events and strongly recommend you consider attending one of their future conferences if you haven’t before. I’ve attended three of the four Ragan Disney events in the past, and I certainly recommend you consider attending the “5th Annual Ragan Communications Social Media for PR, Marketing and Communications” event if it’s added to the schedule again for 2017.
Related Posts:Your Brand As MediaThe State of the News Media 2015Leave A Commentposted in events by Jeremy Porter The post 30 Social Media Ideas In 30 Minutes appeared first on Journalistics.
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