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The Evolving Art Of Social Media In PR & Marketing
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The Evolving Art of Social MediaThe Evolving Art of Social Mediain PR & Marketingin PR & Marketing
Ken Peterson, Communications DirectorKen Peterson, Communications DirectorMonterey Bay AquariumMonterey Bay Aquarium
September 15, 2009September 15, 2009
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Where are We Going?Where are We Going?
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Decline & FragmentationDecline & Fragmentation
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Network News ViewersNetwork News Viewers
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Where Is Everybody?Where Is Everybody?
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Example: FacebookExample: Facebook
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Example: TwitterExample: TwitterJanuary 2008 – 150,000 usersSummer 2009 – c. 20 million users
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Social Media: What We’re DoingSocial Media: What We’re Doing
Engaging (on many platforms)Engaging (on many platforms)
Encouraging (conversation by our Encouraging (conversation by our communities)communities)
Including (in marketing/PR strategies)Including (in marketing/PR strategies)
Exploring (new opportunities as Exploring (new opportunities as channels emerge)channels emerge)
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Why We’re ActiveWhy We’re Active
People are already therePeople are already there
Commitment to customer service Commitment to customer service
Extend & continue the visitExtend & continue the visit
Drive visitation (?)Drive visitation (?)
Help to fulfill our missionHelp to fulfill our mission
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Where? Rating ServicesWhere? Rating Services
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Yelp/TripAdvisor
Sep-08
Sep-09
Tool: Free business accounts for tracking, feedback
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Where? Blogs & FlickrWhere? Blogs & Flickr
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Blogs Flickr
Sep-08
Sep-09
Tools: Feedback, promotions, contestsTools: Feedback, promotions, contests
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Where? YouTubeWhere? YouTube
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YouTube
Sep-08
Sep-09
Tools: Create content, “favorite” others’ videosTools: Create content, “favorite” others’ videos
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Who’s Telling Our Story?Who’s Telling Our Story?
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YouTube
Sep-08
Sep-09
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Where? FacebookWhere? Facebook
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Facebook Fans
Sep-08
Apr-09
Jun-09
Sep-09
Tools: Multiple accounts, promotional campaignTools: Multiple accounts, promotional campaign
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Facebook Campaign:Facebook Campaign:The Secret Lives of SeahorsesThe Secret Lives of Seahorses
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Where? TwitterWhere? Twitter
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Twitter Followers
Sep-08
Apr-09
Jun-09
Sep-09
Tools: Multiple accounts, varied topicsTools: Multiple accounts, varied topics
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• TweetDeck: www.tweetdeck.com. Desktop dashboard tool to track your tweets, those of folks you’re following, topics of interest, folks who retweet you.
• Twinfluence: www.twinfluence.com. Learn how influential you are, compared with others.
Tracking TwitterTracking Twitter
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Web 2.0 Adoption CurveWeb 2.0 Adoption Curve(courtesy Christopher Rollyson, www.GlobalHumanCapital.com)(courtesy Christopher Rollyson, www.GlobalHumanCapital.com)
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• Mashable: www.mashable.com. Blog focused on social media and Web 2.0 news +how-to info
• B.J. Fogg: www.bjfogg.com. Expert in “persuasion technology”: how to use new media to influence people
• DIOSA Communications: www.diosacommunications.com. Web 2.0 marketing & social media training for nonprofits
• Groundswell: www.forrester.com/Groundswell. Website, bestseller, blog on business use of social media
ResourcesResources
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Questions?Questions?
Ken PetersonKen Peterson
Communications DirectorCommunications Director
Monterey Bay AquariumMonterey Bay Aquarium
[email protected]@mbayaq.org
831-648-4922831-648-4922
Twitter: @aquakenTwitter: @aquaken