Post on 20-Jan-2016
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Lessons Learned
The Evolution of Digital Snippets
Prepared on November 12, 2008 for:
Talk is Cheap 2.0, Centennial College Unconference
By Kevin de Kock
Welcome
• In this session we want to share our experiences with the Social Media Press Release at Ford
• Who are we:• Kevin de Kock – Director of Operations• Zoe Siskos – Analyst: Influencer Relations• Rob Clark – Analyst: Metrics• Jamie Allen – Analyst: Technology
Introduction
• What is a Social Media Press Release (SMPR a.k.a. SMNR or SMR)
“..used to help digital content creators tell their stories, not just a place where you tell your stories to content creators”
• http://www.siliconvalleywatcher.com/mt/archives/2006/02/die_press_relea.php
• http://www.pr-squared.com/2006/05/the_social_media_press_release.html• http://www.socialmediarelease.org/2007/10/17/the-future-of-the-social-
media-release-is-in-your-hands/• http://socialmediagroup.com/2007/10/11/another-take-on-the-social-media-
press-release/• http://socialmediagroup.com/2008/04/28/social-media-press-releases-your-
secret-weapon/• http://www.radicaltrust.ca/2008/10/03/smpr-year-two/
Digital Snippets
• What is it?• a source of content for online influencers to reuse on
their own blogs/forums etc.• support a company or product narrative
• What it’s NOT• a blog• a digital version of a traditional press release• a place to host a discussion about the product
• http://socialmediagroup.com/2008/01/21/the-social-media-press-release-digital-snippets/
• http://socialmediagroup.com/2008/01/28/digital-snippets-how-it-works/
Implementation
http://ford.digitalsnippets.com/
What Works
• Content, Content, Content• Fresh• Exclusive• Topical
• Outreach• Just because you build it doesn't mean they'll
come• But once they do, they usually come back
• Keep it current• Post often• Link love
What Doesn’t
• Not following the guidelines in the previous slide• Making the SMPR too granular
The Debate
• http://3i.wildfirestrategy.com/2008/04/23/smprs-whos-paying-attention-who-should-be/
• http://www.henshall.com/stuart/2007/10/15/blogger-
relations-vs-social-media-news-release-smnr/
• http://search.twitter.com/search?q=jspepper+smnr
• http://search.twitter.com/search?q=jspepper+smr
Free-For-All
• Questions, comments, heckling encouraged
What Next
• The introduction of ds2.0, the next iteration of Digital Snippets
• Major client about to launch on ds2.0• Ford planning to migrate to ds2.0 in ‘09• SEC Reg. FD
• http://www.irwebreport.com/daily/2008/07/30/sec-oks-websites-and-blogs-for-reg-fd/
• http://socialmediagroup.com/2008/07/30/sec-regfd-and-the-smpr/