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The Basic Course - Tom Garrity

The Basic Course - Tom Garrity

Mark Lautman

August 07, 2020
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  1. Tom Garrity
    The Garrity Group Public Relations
    Web: Garritypr.com
    Social: @Garritypr
    Email: [email protected]
    Phone: 505-898-8689
    Leveraging Social Media & Research
    for Economic Development

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  2. The Garrity Group
    Established 1997
    Pre-2008 Western US Focus
    Post 2008 New Mexico Focus
    Practice Areas:
    Media Relations, Social/Digital, Issue
    Management, Crisis Communication,
    Community Relations, Training/Planning

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  3. TGG’s Four Step Process

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  5. But first, some perception perspective

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  6. 2020 Survey
    • 408 Adults Surveyed
    • January 21-30, 2020
    • 95% level of confidence
    • Statewide
    • Mirrors the Census
    • First survey in 2011

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  7. 50%
    Entities with more than 50% can engage
    in proactive discussions right away!
    Entities with less than 50% need to
    provide two defensive points before
    sharing positive talking points.

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  8. GPS 2020

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  9. GPS 2020

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  10. GPS 2020

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  11. GPS 2020

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  12. GPS 2020

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  13. Perception Pairings…

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  14. Industries and Professions
    THE PAIRINGS!
    -- RULES --
    People Connect to People
    People don’t connect to buildings or institutions
    Industries and Institutions should leverage strengths
    of relevant professions

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  15. GOOD Pairings
    • Small Business
    • Farm & Ranch
    • National Laboratories
    • Renewable Energy
    • Universities/Community Colleges

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  16. Beneficial Pairings
    Schools Teachers
    Labs Scientists
    Local Banks Accountants
    Medical System Doctors

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  17. Troubled Pairings
    Lawyers with Courts/Justice System
    Business Owners and
    Out of State Businesses
    State and Federal Government Leaders

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  18. Trusted Sources vs.
    Accessed Sources

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  19. News New Mexicans Access

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  20. Ineffective organizations are
    trying to connect everywhere
    instead of where there is capacity.
    Be relevant, realistic and
    reputable

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  21. Social Media Cs
    Cool: TickTok, SnapChat
    Capacity: FaceBook, Instagram
    Controversy: Twitter
    Connect: Linkedin

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  22. Social Posting and Listening
    Meltwater
    Hootsuite
    Later
    Buffer
    TweetReach
    Brandwatch
    Awario
    Critical Mention

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  23. March 2020
    2.6b monthly active users
    2.6b daily active users
    96% mobile daily active users

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  24. 330M monthly active users
    145M daily active users
    22% of US adults use twitter
    66% are male & 34% are female

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  25. 2B unique visitors monthly
    5B videos watch each day
    73% of US adults use YouTube
    78% are male & 68% are female
    50m creators

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  26. 360 Monthly Active Users
    218M average daily active users
    73% of users are 18-24 years
    3B snaps created daily

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  27. 675M members
    310M active monthly users
    47% use monthly
    B2B Most Active (jobs & leads)
    There are 87 million Millennials on LinkedIn
    11 million in decision-making positions.

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  28. 6/10 users actively look for industry insights.
    280 billion feed updates are viewed annually.
    LinkedIn makes up more than 50% of all
    social traffic to B2B websites & blogs.

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  29. LinkedIn Publishing Platform
    Join Groups
    Create Groups
    Build Voice & Credibility
    Ways to Engage on LinkedIn

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  31. Essential Tools
    (page 22)
    • Advertising – Traditional, Digital
    • Publicity – News releases, social/digital
    • Promo Material – Brochure, Website, Flyer
    • Direct Mail – Printed, Electronic, Image,
    informational, celebratory
    • Personal Selling – Branding is the sum of all
    experiences, does your personal & work brand
    align or are they in conflict?

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  32. Tom’s Tools
    • Target/Media List – Prospects, Supporters,
    Traditional & Digital Media
    • Editorial & Content Calendar – Themes, trade
    shows and events/outreach; LinkedIn
    • Tools – Website, Brochure (print/digital),
    Content and Images
    • Success stories – They have credibility

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  33. [email protected]
    LinkedIn: tomgpr
    Twitter:@tom_garrity
    Website: garritypr.com
    Leveraging Social
    Media & Research
    for Economic
    Development
    Where to find me

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