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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/