PR 20/20: Paul Roetzer Presents at 2011 Midwest Social Media Summit

 

Pictured: Paul Roetzer of PR 20/20

On Thursday November 17, 2011, Paul Roetzer, founder and CEO of PR 20/20 presented Give Your Customers The Content They Crave at the initial Midwest Social Media Summit.

Roetzer is also the author of the new book, The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms.

In addition to Roetzer's presentation, the daylong event included social media experts from a variety of industries, including:

Joe Pulizzi, founder and Chief Content Officer for Junta42. Pulizzi says:

• Find out where you can be the leading expert in your field (fields are crowded and they're getting more crowded).
• Heed the Big 6 social media sites in 2012:

1. Facebook. Customer retention tool.
2. LinkedIn. Professional networking.
3. Twitter. Follow searches.
4. YouTube. By 2013, 90 percent of smartphones/tablets will be video.
5. Google+. Fastest-growing social network site ever, yet, "the jury is still out."
6. Slideshare. The "YouTube for PowerPoint presentations." Underutilized-only 20% of businesses using site. 

• Figure out ways for your company to use video storytelling. 
• Create a Chief Content Officer (CCO) position at your company.
• Focus on what you can do with the resources you have.
• Journalism is the most important profession to be in now.
• There is no "silver bullet" for social media success.
• You can no longer separate your personal and business life.

Mary Henige, director of social media and communications, General Motors Co. Henige says that social media allows GM to bypass traditional media (not that we don't need it).

GM's social media strategy:

• Humanizes the company. 
• Builds relationships with its customers.
• Involves listening and engaging with its audience.
• Utilizes Radian 6 as a social media metrics tool.

By listening and engaging with it's audience, GM:

• Builds confidence and trust.
• Creates awareness of, and strengthens its brand.
• Helps sell vehicles by increasing consideration.
• Engages and empowers employee advocates.
• Captures and channels feedback to improve their business.

"Be who you are respectfully," says Henige. "Publish once, then share the content."

Personal branding within companies is a growing trend. Here's an excellent example from GM:

Chevy Malibu engineer, Suzy Cody not only helped design the new Malibu, but she's also a roller derby queen in her Michigan hometown. How cool is it to know some interesting facts about the people who designed your car? 

What's next at GM in regards to social media? Henige says a lot more focused video and content. She also says brands will become even more engaging.

Panel Discussions included:

Going Mobile:

• If you're not using mobile, then you're losing business today.
• There's no formula for mobile. Find what works best for you.
• Design for mobile (don't just shrink your website to mobile).

How to Use Social Media in Hiring:

• Today, 73% of 18-3 year-olds are finding jobs using social media.
• Social media should be the #1 focus when it comes to hiring.
• Companies need to be incredibly transparent in the age of social media.

If you missed the premiere, 2011 Midwest Social Media Summit, plan to experience the 2012 event; and capture your competitive advantage.