The Conversation - An Introduction to Social Media

120

description

What is social media? How can your organization effectively use social media tools including Facebook, Twitter, blogs, and YouTube to gain a competitive advantage and win new customers and donors? Learn how to join the conversation online and use social media to reach influencers that will spread your message to their communities. Tactica is pleased release an update to The Conversation - An Introduction to Social Media - an introductory seminar exploring the power of social media by Kevin Glasier. Social media is one of the fastest growing categories on the web and it offers unlimited potential for public relations and marketing professionals. This presentation provides: • A definition of social media; • 10 keys to social media success; • an overview of social media tools; and • social media myths. The updated presentation was given to The Certified Management Accountants of Manitoba and at Going Barefoot – a conference for non-profit communicators.

Transcript of The Conversation - An Introduction to Social Media

Page 2: The Conversation - An Introduction to Social Media

You’re almost an expert.

“No profession stands to influence social media more than public relations.”

Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media

INTRODUCTION

Page 3: The Conversation - An Introduction to Social Media

Outlineo Social media defined 20:00

o 10 keys to social media success 30:00

o Social media tools 20:00

o 3 take away messages 2:00

o Q & A 3:00

INTRODUCTION

Page 4: The Conversation - An Introduction to Social Media

What is social media?Social media is a

conversation online.

Look who’s talking:o your customerso your donorso your volunteerso your employeeso your investorso your criticso your fanso your competition.... o anyone who has internet

access and an opinion.

SOCIAL MEDIA DEFINED

Page 5: The Conversation - An Introduction to Social Media

The social media conversationThe conversation is not:

o controlledo organizedo “on message”

The conversation is:o organico complexo speaks in a human voice

Social media is not a strategy or a tactic – it’s simply a channel.

SOCIAL MEDIA DEFINED

Page 6: The Conversation - An Introduction to Social Media

The conversation is powered byo Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related:

o Podcastso Real Simple Syndication (RSS)

SOCIAL MEDIA DEFINED

Page 7: The Conversation - An Introduction to Social Media

Social media is changing our worldThe power to define and control a brand

is shifting from corporations and institutionsto individuals and communities.

SOCIAL MEDIA DEFINED

Page 8: The Conversation - An Introduction to Social Media

Small markets are the new mass market

“It is about putting the ‘public’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.”

Brian Solis, The Social Media Manifesto

SOCIAL MEDIA DEFINED

Page 9: The Conversation - An Introduction to Social Media

Word of Mouth is the Future of Marketing

Marketers can effectively use social media byinfluencing the conversation.

One way to do this is by delivering great customer service experiences.

SOCIAL MEDIA DEFINED

Page 10: The Conversation - An Introduction to Social Media

ZAPPOS – Customer service is centralo Zappos, an online shoe retailer,

makes customer service central with a focus on “making personal and emotional connections.”

o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)

o Use Twitter to promote their brando Website displays any public tweets

mentioning of their brando CEO has over 400,000 followerso 430 employees on Twitter

o $1billion in sales last year and their expanding into new product categories

CASE STUDY

Page 11: The Conversation - An Introduction to Social Media

Social media influences peopleo 91% say consumer reviews are the #1 aid to buying

decisions - JC Williams Group

o 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa

o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research

o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent

* Slide courtesy of Digital Influence Group

SOCIAL MEDIA DEFINED

Page 12: The Conversation - An Introduction to Social Media

People are using social mediaSocial media sites are the fastest-growing category on the

web, doubling their traffic over the last year.

o 73% of active online users have read a blogo 45% have started their own blogo 57% have joined a social networko 55% have uploaded photoso 83% have watched video clips

Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day

SOCIAL MEDIA DEFINED

Page 13: The Conversation - An Introduction to Social Media

Canadians are using social mediao 40% of Canadian internet users have visited a

community or social networking site

o 22% of Canadians over 60

o 50% of Internet users under 30

o 25% of users 25-29 do so daily

o 43% English speaking Canadians and 24% of French speaking Canadians visit these sites

Canada Online, The Internet, Media and Emerging Technologoes

SOCIAL MEDIA DEFINED

Page 14: The Conversation - An Introduction to Social Media

Reasons Canadians use social media

SOCIAL MEDIA DEFINED

• Younger users (under 45) and women use these sites for socializing

• Older users use these sites to obtain and share information

• Youth (12-17) use these sites for entertainment

Page 15: The Conversation - An Introduction to Social Media

Top social networking sites (Canada)

SOCIAL MEDIA DEFINED

Page 16: The Conversation - An Introduction to Social Media

Social media marketing is growing

SOCIAL MEDIA DEFINED

Page 17: The Conversation - An Introduction to Social Media

Leveraging social mediaSocial media can help you in

all stages of marketing, self-promotion, public relations, and customer service:

o researcho strategic planningo implementationo evaluation

SOCIAL MEDIA DEFINED

Page 18: The Conversation - An Introduction to Social Media

Social media is practicalo Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower

SOCIAL MEDIA DEFINED

Page 19: The Conversation - An Introduction to Social Media

What’s the ROI on social media?

"What's the ROI for putting on your pants every morning? But it's still important to your business."

Scott Monty, Digital Communications Manager at Ford

SOCIAL MEDIA DEFINED

Page 20: The Conversation - An Introduction to Social Media

Social media is measurableReach

o Website visits / viewso volume of reviews

and commentso Incoming links

Action & Insighto Sales inquirieso New businesso Customer satisfaction

and loyaltyo Marketing efficiency

Engagement & Influenceo Sentiment of reviews

and commentso Brand affinityo Commenter

authority/influenceo Time spento Favourites / Friends / Fanso Viral forwardso Number of downloads

SOCIAL MEDIA DEFINED

Source: The Digital Influence Group, Measuring the Influence of Social Media

Page 21: The Conversation - An Introduction to Social Media

Social Media is not freeResources required for

social media may include:

o Strategic consultationo Trainingo Creating contento Integrating toolso Distributing contento Relationship managemento Measuring value

SOCIAL MEDIA DEFINED

Page 22: The Conversation - An Introduction to Social Media

10 KEYSTO SOCIAL MEDIA

SUCCESS

KEYS TO SUCCESS

Page 23: The Conversation - An Introduction to Social Media

1. Experiment with social mediao Experiment personally

before professionally

o Try a variety of social media tools

o Be yourself, make some friends, and share

KEYS TO SUCCESS

Page 24: The Conversation - An Introduction to Social Media

2. Make a plan1. Discovery

(people, competition, and search engines)

3. Skills(identify internal resources and gaps)

5. Maintenance(monitor and adapt)

2. Strategy(opportunities, objectives)

4. Execution(tools, integration, policies, and process)

KEYS TO SUCCESS

Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789

Page 25: The Conversation - An Introduction to Social Media

H & R Block – Multi-tier Social Media Approach

CASE STUDY

o YouTubeo MySpaceo Facebooko Twittero EHarmonyo “Digits” (their own online

community)o Virtual communities –

Second Life

Source: http://www.podtech.net/home/5209/h-block-social-media-programs-success

Page 26: The Conversation - An Introduction to Social Media

H & R Block – Clear GoalsCASE STUDY

Leveraged core goals across all networks:

1.Reinforce their brand as tax experts

2.Deliver on advocacy positioning of the brand

3.Present the brand as being innovative

oThrough “unexpected and meaningful interactions with consumers”

Page 27: The Conversation - An Introduction to Social Media

H & R Block – ObservationsCASE STUDY

o Be community appropriateand relevant (interacting on Second Life is different than YouTube)

o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?

Page 28: The Conversation - An Introduction to Social Media

H & R Block – Measuring ROICASE STUDY

1. Brand Perceptiono Evaluated brand metrics

through a brand tracking study

2. Engagemento 600,000 YouTube viewso 1 million unique visits to

their community site

3. Word of Moutho Increased online mentions

in blogs, forums, and other social media

Page 29: The Conversation - An Introduction to Social Media

3. Listeno Find where your

audience is participating and indentify the influencers

o Read industry blogs (including comments)

o Google your company name & your competition

o Find tools that can help you listen

KEYS TO SUCCESS

Page 30: The Conversation - An Introduction to Social Media

Crowd Sourcing – Submit, Discuss, Voteo Tap into the wisdom of the

crowd to access a wider talent pool and gain customer insight

o Companies that use crowd sourcing include:o Starbucks (MyStarbucks)o Dell (Ideastorm)o DuPonto Netflixo Wikipediao iStockphoto.como Threadless.como Mechanical Turk (Amazon)

KEYS TO SUCCESS

Page 31: The Conversation - An Introduction to Social Media

Crowd Sourcing – Help name our baby

Amelia

KEYS TO SUCCESS

Arlington

Page 32: The Conversation - An Introduction to Social Media

Wisdom of the Crowd says: Amelia by default

KEYS TO SUCCESS

56 unanimous responses in under 4 minutes from YouBeMom.com

Page 33: The Conversation - An Introduction to Social Media

Chevy – ChevyApprentice.comCASE STUDY

o Chevy contest asks people to create a winning commercial for the Tahoe SUV

o Website gives people online tools to make their own commercials including the ability to customize text

Page 34: The Conversation - An Introduction to Social Media

Chevy – ChevyApprentice.comCASE STUDY

oUsers subvert contest with ads slamming the Tahoe brand

oChevy eventually removes the website displaying videos critical of their product

oMany parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)

Page 35: The Conversation - An Introduction to Social Media

Chevy – ChevyApprentice.comCASE STUDY

Lessons learned:

oBe careful when you ask for …. user generated content can’t be controlled

o If you’re going to ask people their opinions be prepared to have a conversation

Page 36: The Conversation - An Introduction to Social Media

4. Be transparent & honest o Avoid puffery

(people will ignore it)

o Avoid evasion and lying(people won’t ignore it)

o Companies have watched their biggest screw-up's rise to the top 10 of a Google search

o Admit your mistakes right away

KEYS TO SUCCESS

Page 37: The Conversation - An Introduction to Social Media

Belkin – Fake Customer Reviews

CASE STUDY

o Belkin employee busted offering payment for fake positive product reviews

o Belkin president claims it’s an isolated incident

o Influential tech blogs expose a larger cover up and name more employees involved

Page 38: The Conversation - An Introduction to Social Media

5. Share your contento Don’t be afraid to share.

Corporations, like people, need to share information to get the value out of social media

o Make your content easy to share

o Incorporate tools that promote sharing:o Share This, RSS feeds,

Email a friend

KEYS TO SUCCESS

Page 39: The Conversation - An Introduction to Social Media

6. Be personal and act like a persono Don't shout. Don't

broadcast. Don’t brag.

o Speak like yourself – not a corporate marketing shill or press secretary

o Personify your brand – give people something they can relate to.

KEYS TO SUCCESS

Page 40: The Conversation - An Introduction to Social Media

NASA Mars Phoenix roverCASE STUDY

Page 41: The Conversation - An Introduction to Social Media

7. Contribute in a meaningful way o Think like a contributor,

not a marketer

o Consider what is relevant to the community before contributing

o Don’t promote your product on every post

o Win friends by promoting other people’s content if it interests you

KEYS TO SUCCESS

Page 42: The Conversation - An Introduction to Social Media

8. See criticism as an opportunityo Don’t try to delete or

remove criticism (it will just make it worse)

o Listen to your detractors

o Admit your shortcomings

o Work openly towards an explanation and legitimate solution

KEYS TO SUCCESS

Page 43: The Conversation - An Introduction to Social Media

9. Be proactive o Don’t wait until you

have a campaign to launch - start planning and listening now

o Build relationships so they’re ready when you need them

KEYS TO SUCCESS

Page 44: The Conversation - An Introduction to Social Media

10. Accept you can’t do it all yourselfo You need buy in from

everyone in the organization

o Convince your CEO that social media is relevant to your organization

o Get your communications team together, discuss the options, then divide and conquer

KEYS TO SUCCESS

Page 45: The Conversation - An Introduction to Social Media

Summary 10 Keys to Success1. Experiment with social media2. Make a plan3. Listen4. Be transparent & honest 5. Share your content6. Be personal and act like a

person7. Contribute in a meaningful

way 8. See criticism as an

opportunity9. Be proactive 10. Accept you can’t do it all

yourself

KEYS TO SUCCESS

Page 46: The Conversation - An Introduction to Social Media

THE TOOLS

SOCIAL MEDIA

TOOLS

Page 47: The Conversation - An Introduction to Social Media

Social media toolso Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related:

o Podcastso Real Simple Syndication (RSS)o Social Media Press Release

THE TOOLS

Page 48: The Conversation - An Introduction to Social Media

Social networking siteso People and organizations

connect and interact with friends, colleagues and fans.

o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.

o There are niche social networks for just about everything.

THE TOOLS

Page 49: The Conversation - An Introduction to Social Media

Social networking siteso create online profiles

o share photos, video, and audio, links

o send private message and instant message

o learn more about people and organizations

o Follow brands, celebrities, and gain your own fans

THE TOOLS

Page 50: The Conversation - An Introduction to Social Media

Linked In – Professional Social Networko Contains profiles of Fortune

500 executives and leading entrepreneurso average individual salary

on LinkedIn is $109,000

o On LinkedIn your can:o Post a profile and resumeo Connect with colleagueso Share professional

recommendationso Find jobso Forums to demonstrate

expertise and find answers

THE TOOLS

Page 51: The Conversation - An Introduction to Social Media

Facebooko Fastest growing social

network in Canada and the world (200 million members)

o Powerful tools to engage and understand your audience:o Brand pageso Custom applicationso Targeted advertisingo Audience insights/metricso Opinion polls

THE TOOLS

Page 52: The Conversation - An Introduction to Social Media

Facebook Pageso Your brand’s homepage

on Facebook. o Allow you to post photos,

videos, events and other messages.

o Users interact with you byo Becoming fanso Commenting on your postso Participating in discussionso Post photos to your page

o Fans see your page updates in their newsfeed

THE TOOLS

Page 53: The Conversation - An Introduction to Social Media

Facebook Advertisingo Facebook ads give you

the ability to advertise directly to specific demographic groups

o This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now

THE TOOLS

Page 54: The Conversation - An Introduction to Social Media

Facebook Advertising - Targetingo Locationo Ageo Sexo Keywords (appear in your

users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages

THE TOOLS

Page 55: The Conversation - An Introduction to Social Media

Facebook Advertising - Placement

THE TOOLS

Page 56: The Conversation - An Introduction to Social Media

Facebook Advertising – DesignWhat you need:o Ad message

(title and body)

o Image(make it compelling)

o Destination URL (where you want the ad to take people)

o Social actions (optional)

THE TOOLS

Page 57: The Conversation - An Introduction to Social Media

Facebook Advertising – Social Actionso Social actions show

related stories about a user’s friends alongside your ad.

o People can vote whether they like or dislike your ad.

THE TOOLS

Page 58: The Conversation - An Introduction to Social Media

Facebook Advertising – Pricingo Very affordable and easy

to control your budget

o You can specify a daily budget

o Schedule specific dates for your ad to run

o Pay for clicks (CPC) or impressions (CPM)

THE TOOLS

Page 59: The Conversation - An Introduction to Social Media

Facebook Advertising – Analyticso Facebook Insights

provides information about your ad campaign:o Track ad performance

with real-time reportingo Gain demographic and

psychographic insights about people that view or take action on your ad

o Use this information to identify how you can improve your campaign to maximize your results

THE TOOLS

Page 60: The Conversation - An Introduction to Social Media

Facebook Advertising – Recommendationso Identify clear goals for

your ado Know who you’re trying

to reacho Ensure ad headline, copy

and image is relevanto Experiment to get it righto Monitor your campaign

and adjusto Know when to quit

THE TOOLS

Page 61: The Conversation - An Introduction to Social Media

Facebook Applicationso Applications are

entertainment and productivity tools that run within facebooko Give users a unique ways

to interact with your brand by developing your own applications, or add existing applications, to your page

o When fans use your applications social stories are created that appear in their friends news feed and link back to your page

THE TOOLS

Page 62: The Conversation - An Introduction to Social Media

Facebook ApplicationsTHE TOOLS

Page 63: The Conversation - An Introduction to Social Media

Facebook ConnectAdd social capabilities to

your website by integrating with Facebook:o Users log in to your

website with their facebook identity

o You can access their profile information to learn more about them and deliver targeted content

o Publish information back to their friends’ streams on Facebook to bring their friend to your website

THE TOOLS

Page 64: The Conversation - An Introduction to Social Media

Social networking sitesDoo establish a presence on the

social networks your customers and colleagues use

o create a page to promote your brand

o point your fans to your company blog or contest

o encourage a discussion and participate frequently

o explore targeted advertising opportunities

Don’to create a page and fail to

maintain it

o try a hard sell approach

o censor comments

o spam your fans/friends with frequent private messages – you’ll drive them away

o post false information

THE TOOLS

Page 65: The Conversation - An Introduction to Social Media

Blogso A blog is a website with

regular entries of commentary or news

o Blogs serve to establish your company as transparent, relevant, active, and expert.

THE TOOLS

Page 66: The Conversation - An Introduction to Social Media

Blogso engage in dialogue with your

customers

o improve your search engine visibility

o promote product launches and events

o gain expert status by providing useful tips

THE TOOLS

Page 67: The Conversation - An Introduction to Social Media

BlogsDoo post on a regular schedule

o encourage conversation by asking questions

o respond to people that comment on your posts

o use a few bloggers from your company for more viewpoints

Don’to write press releases – be real

about why something is exciting

o let complaints go unanswered

o make users register to comment – they won’t bother

o delete fair but critical comments

THE TOOLS

Page 68: The Conversation - An Introduction to Social Media

Microbloggingo Microblogs are blogs

limited to a sentence or two (about 140 characters)

o People use microblogging to promote themselves, share content and follow friends, celebrities and brands

o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community

THE TOOLS

Page 69: The Conversation - An Introduction to Social Media

TwitterTwitter can help you:

o share timely informationo promote useful content

including resources, contests, deals, etc.(not just your own)

o personify your brando connect with your customers

and develop leadso build credibility and influenceo listen to consumer buzzo research competitorso network and learn from

experts in your field

THE TOOLS

Page 70: The Conversation - An Introduction to Social Media

Twitter in Churcho Churches useTwitter to:

o Ask questionso Share insightso Highlight contento Hype events

o Trinity Church uses Twitter to tell Passion of Christ

o Westwinds Church experiments with Twitter during services

o Distracting or Enriching?

CASE STUDY

Page 71: The Conversation - An Introduction to Social Media

Charity: Water – From Twitter to Africao September 08: Twitter founder

Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.

o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well

o The "social media birthday" was born; asking for donations from online friends to celebrate your birthday

CASE STUDY

Page 72: The Conversation - An Introduction to Social Media

Charity: Water - $250,000 raisedo January 09: Tweets begin

promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:

o 202 real-life meetups across the globe, hosted by volunteers

o $250,000 USD raised at these events

o 55 wells are planned across Africa & India

CASE STUDY

Page 73: The Conversation - An Introduction to Social Media

Charity: Water – Breakthrough Exposureo April 09: The first "well that

Twitter built" is dug

o April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support

o Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity

CASE STUDY

Page 74: The Conversation - An Introduction to Social Media

Charity: Water – Phase 2o Social media campaign

expands:

o Staff post Twitter updates delivering the results of donations

o Website hosts videos of drilling progress made in Africa

o A driller tweets live from Central African Republic

o Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater

o Facebook Causes page with over $61,000 donated

CASE STUDY

Page 75: The Conversation - An Introduction to Social Media

MicrobloggingDoo find and share useful content

o pose questions and reply to others

o keep it fun - put a friendly face on your brand

o promote sales, deals, news, updates, and build buzz for big releases or events

o know what people are saying about your brand

Don’to sound like a press release –

you’re in a social space

o spam with constant links to your company website, either in tweets or private messages

o post useless information – do people really care what you had for lunch?

THE TOOLS

Page 76: The Conversation - An Introduction to Social Media

Video sharingTHE TOOLS

o Video sharing sites let you upload videos and share them with people.

o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.

Page 77: The Conversation - An Introduction to Social Media

Video sharingTHE TOOLS

o helps you gain exposure and direct traffic back to your website

o sparks interest without a hard-sell

o videos can be low-fi and cheap to produce - immediacy and content is more important than quality.

o videos can be a place to showcase your leadership in a field, and spread customer testimonials

Page 78: The Conversation - An Introduction to Social Media

Blendtec – Will it Blend?CASE STUDY

o Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign

o Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout

o Launched the website WillitBlend.com and a YouTube channel

http://www.youtube.com/blendtec

Page 79: The Conversation - An Introduction to Social Media

Blendtec – ROICASE STUDY

o Videos went viral generating “millions of dollars in brand recognition”o Channel Views: 3,469,098o Subscribers: 183,949

o Online Blendtec blender sales increased 500%

o The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre

Page 80: The Conversation - An Introduction to Social Media

Blendtec – Will it Blend?CASE STUDY

Lessons learned:

o Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch)

o Experiment – the idea might not have worked, but what could they lose?

Page 81: The Conversation - An Introduction to Social Media

Video sharingTHE TOOLS

Doo be informative, useful, or

entertaining

o create a summary and detailed description

o post video replies to others

o allow commenting and participate in the conversation

o save bandwidth costs on your website by hosting videos on YouTube

Don’to just upload infomercials

o be afraid to experiment until you find a formula that works.

o pull down other people’s videos showcasing your product for copyright infringement

o make your video longer than it needs to be – keep it concise and entertaining

Page 82: The Conversation - An Introduction to Social Media

Social news & bookmarkingo Social bookmarking sites

allow users to save, share, organize, comment on and search webpage bookmarks.

o Community votes on your submissions so they either rise to the top or drop to the bottom.

THE TOOLS

Page 83: The Conversation - An Introduction to Social Media

Social news & bookmarkingDoo link to relevant articles about

news in your field(not just your own content)

o make friends with other bookmarkers in a legitimate way.

o respect the terms of serviceo (reddit allows self-promotion,

digg does not)

Don’to spam by consistently

bookmarking your own material

o cheat by tagging your bookmarks with irrelevant popular keywords

o open multiple accounts and vote for yourself – you’ll be exposed

THE TOOLS

Page 84: The Conversation - An Introduction to Social Media

Photo sharingTHE TOOLS

o Photo sharing sites give you a place to upload and organize your photos

o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.

Page 85: The Conversation - An Introduction to Social Media

Photo sharingTHE TOOLS

o detail the launch of a new product, from initial sketches to the launch party

o promote special events, charitable campaigns, and awards ceremonies

o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative

Page 86: The Conversation - An Introduction to Social Media

Photo sharingTHE TOOLS

Doo tag your photos with relevant

keywords

o use your web site address or brand name as your Flickr screen name

o upload quality photos of your products/services, and things related to your business

o link prominently from your web site to your Flickr photostream

Don’to stuff linked keywords into

your photo descriptions or comments

o plaster your URL all over the photos you upload

o discourage people from using your photos (as long as they provide attribution such as a link back to your website)

Page 87: The Conversation - An Introduction to Social Media

Message Boards / Internet Forumso An Internet forum, or

message board, is a bulletin board system in the form of a discussion site

o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads

THE TOOLS

Page 88: The Conversation - An Introduction to Social Media

Message Boards / Internet ForumsDo o keep the message board

active by regularly participating in the conversation

o collect minimal information during registration

o keep focus and attract users by clearly identifying your community purpose and target audience

o promote popular discussions throughout your website

Don’to build it and expect people to

start participating without encouragement and seeding

o forget to moderate - spammers and trolls will drive users away

o censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it.

THE TOOLS

Page 89: The Conversation - An Introduction to Social Media

Wikis / ReferenceTHE TOOLS

o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools

o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it

Page 90: The Conversation - An Introduction to Social Media

Wikis / ReferenceTHE TOOLS

Do o find references to your

organization and have inaccuracies updated

o read the terms of use to ensure you are allowed to edit an entry about you

o research competition

o use wikis to collaborate with your team

Don’to rely on social reference

websites to be accurate

o spam or overtly advertising – it could get you banned

o use it for Search Engine Optimization (Wikipedia prevents search engines from following links)

o Don’t sabotage competitor’s entries about competitors (You could get caught)

Page 91: The Conversation - An Introduction to Social Media

Virtual realityo Internet-based 3D virtual

worlds like Second Life reimagine our world with all its potential for commerce and branding

o people interact through characters called avatars

o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another

THE TOOLS

Page 92: The Conversation - An Introduction to Social Media

Virtual realityo hold media conferences in

Second Life to generate buzz (World Bank reports in world)

o create and sell branded products accompanied by coupons and advertising for real-world stores

o purchase land, build stores, and open for business

o publish streams of audio or video on people’s properties

THE TOOLS

Page 93: The Conversation - An Introduction to Social Media

Virtual realityDo o Use it to generate publicity

publicity for real world activities

o find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated!

o be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds.

THE TOOLS

Don’t o just try to recreate your real-

world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there.

o be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother.

Page 94: The Conversation - An Introduction to Social Media

Podcasts (Personal On-Demand Broadcast)

THE TOOLS

o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.

o Podcasts can be simple recordings of conversations, presentations, or interviews

o They’re a chance to provide build an audience around your brand or message.

Page 95: The Conversation - An Introduction to Social Media

Podcasts (Personal On-Demand Broadcast)

THE TOOLS

Do’s

o come up with a format (form, topic, and duration)

o prepare don’t script (or you’ll sound stiff)

o use a good microphone (but no need to over produce)

o promote your podcast on your website and podcast directories

Dont’s

o worry about length

o invest in a lot of equipment – simple tools and software are all you need to get going

o leave too much time between podcasts – it could prevent you from building an audience

Page 96: The Conversation - An Introduction to Social Media

Really Simple Syndication (RSS)

THE TOOLS

o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers.

o an effective way to distribute your content and lead users back to your website

Page 97: The Conversation - An Introduction to Social Media

Really Simple Syndication (RSS)

THE TOOLS

Page 98: The Conversation - An Introduction to Social Media

Really Simple Syndication (RSS)

THE TOOLS

Don’t o offer RSS feeds for your

website’s blog, news, events, and podcasts

o subscribe to RSS feeds relevant to your industry or interests

o include a title and description only so subscribers need to visit your site for the full story

o track your subscribers

Don’t o spam your subscribers by

including excessive advertising in your RSS feed

o go overboard – limit RSS feeds to content frequently updated

o freak out when a splogger hijacks your content – this could actually help your search engine rank

Page 99: The Conversation - An Introduction to Social Media

Social media press releaseTHE TOOLS

Page 100: The Conversation - An Introduction to Social Media

3 TAKE AWAYMESSAGES

5 TAKE AWAY MESSAGES

Page 101: The Conversation - An Introduction to Social Media

3 take away messages1. Word of Mouth peer-to-

peer discussions are more influential than the mass media

2. Participate by enabling and feeding the conversation(follow the 10 keys to success)

3. Be transparent & honest

3 TAKE AWAY MESSAGES

Page 103: The Conversation - An Introduction to Social Media

Useful Resourceso PR 2.0

BrianSolis.com

o Social Media Today socialmediatoday.com

o Social Media Trader socialmediatrader.com

o Web Strategy by Jeremiah web-strategist.com/blog

o Online Marketing Blog toprankblog.com

o Groundswell Blog blogs.forrester.com/groundswell

o Chris Brogan chrisbrogan.com

o Micropersuasion micropersuasion.com

o Six Pixels of Separation twistimage.com/blog

o PR Squared pr-squared.com

REFERENCES

Page 105: The Conversation - An Introduction to Social Media

SOCIAL MEDIA

MYTHS

THE MYTHS

Page 106: The Conversation - An Introduction to Social Media

“Social media is just a fad – it will go away.”

THE MYTHS

Page 107: The Conversation - An Introduction to Social Media

“Social media is inexpensive.”

THE MYTHS

Page 108: The Conversation - An Introduction to Social Media

“If we put our content online we’re just giving our

expertise away for free!”

THE MYTHS

Page 109: The Conversation - An Introduction to Social Media

“We can’t measure social media results.”

THE MYTHS

Page 110: The Conversation - An Introduction to Social Media

“Social media might work for certain industries and business

models but it won’t work for

us.”

THE MYTHS

Page 111: The Conversation - An Introduction to Social Media

“Tell the programmers to setup that social media thing….and get them to make it viral while

they’re at it!”

THE MYTHS

Page 112: The Conversation - An Introduction to Social Media

“YouTube is that site for funny cat videos – you’ll cheapen

our brand by putting our video on there!”

THE MYTHS

Page 113: The Conversation - An Introduction to Social Media

“I’ve started a Facebook page so I’ve got social media

covered!”

THE MYTHS

Page 114: The Conversation - An Introduction to Social Media

“If we just delete all negative comments no one will see

them.”

THE MYTHS

Page 115: The Conversation - An Introduction to Social Media

“No seriously, I don’t think anyone will notice if we

delete those negative comments.”

THE MYTHS

Page 116: The Conversation - An Introduction to Social Media

“If we build it they will come.”

THE MYTHS

Page 117: The Conversation - An Introduction to Social Media

“Social media is for kids.”

THE MYTHS

Page 118: The Conversation - An Introduction to Social Media

“We have to figure this all out before we start using social

media.”

THE MYTHS

Page 119: The Conversation - An Introduction to Social Media

“Social Media is hard.”

THE MYTHS

Page 120: The Conversation - An Introduction to Social Media

“Social Media is easy.”

THE MYTHS