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BLAZE Communication                        SPARKING SUCCESSSocial Media for Real-time Engagement
BLAZE Communication          3          SPARKING SUCCESS
BLAZE Communication                     4                                  SPARKING SUCCESSDefinition Social Media is a r...
BLAZE Communication                        5                                     SPARKING SUCCESSHow Things Have Changed ...
BLAZE Communication                       6                                 SPARKING SUCCESSHow Things Have Changed       ...
BLAZE Communication                  7                               SPARKING SUCCESSYou are Now The Media Immediacy has ...
BLAZE Communication                       8                                     SPARKING SUCCESSToday’s Media Relationship...
BLAZE Communication                     9                                  SPARKING SUCCESSIt’s a Two-Way Street Social m...
BLAZE Communication                       10                                    SPARKING SUCCESSNo More 9-5 News Social m...
BLAZE Communication            11               SPARKING SUCCESSGetting Started with    Social Media
BLAZE Communication                        12                                      SPARKING SUCCESSListen  What is your a...
BLAZE Communication                    13                                 SPARKING SUCCESSAssess Should you join every so...
BLAZE Communication                         14                                         SPARKING SUCCESSEngage Develop SMA...
BLAZE Communication                   15                                SPARKING SUCCESSMeasurehttp://www.youtube.com/watc...
BLAZE Communication                16                               SPARKING SUCCESSRefine/Improve Analyze the results of...
BLAZE Communication                       17                                    SPARKING SUCCESSContent is King Content c...
BLAZE Communication                        18                                       SPARKING SUCCESSContent is King       ...
BLAZE Communication                        19                                      SPARKING SUCCESSContent is King        ...
BLAZE Communication                       20                                     SPARKING SUCCESSContent is King          ...
BLAZE Communication                        21                                        SPARKING SUCCESSThe Importance of Blo...
BLAZE Communication                     22                                  SPARKING SUCCESSSocial Proofing―A psychologica...
BLAZE Communication                        23                                      SPARKING SUCCESSSocial Proofing        ...
BLAZE Communication           24           SPARKING SUCCESS
BLAZE Communication                        25                                     SPARKING SUCCESSSocial Media Newsroom M...
BLAZE Communication                      26                                   SPARKING SUCCESSTips ―Free‖ but don’t disco...
BLAZE Communication          27          SPARKING SUCCESS
BLAZE Communication                       28                                  SPARKING SUCCESSBeverley Bird Founder and p...
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Stanford social media presentation

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How to get started in social media. Learn how social media works with public relations and how you can use it to manage your brand and public persona.

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Transcript of "Stanford social media presentation"

  1. 1. BLAZE Communication SPARKING SUCCESSSocial Media for Real-time Engagement
  2. 2. BLAZE Communication 3 SPARKING SUCCESS
  3. 3. BLAZE Communication 4 SPARKING SUCCESSDefinition Social Media is a real-time approach to communications and engagement Not a tool or technology
  4. 4. BLAZE Communication 5 SPARKING SUCCESSHow Things Have Changed Public Relations Society of America (PRSA) is developing a new definition of ―public relations‖  More appropriate for the 21st century  Crowdsourcing  Suggestions from the public, PR professionals, academics, students  Three definitions under consideration
  5. 5. BLAZE Communication 6 SPARKING SUCCESSHow Things Have Changed (cont’d) The web puts power in consumer’s hands Consumer can easily find information Marketing key to customer engagement Sales becoming a tactical function
  6. 6. BLAZE Communication 7 SPARKING SUCCESSYou are Now The Media Immediacy has changed news cycle Anyone can be editor, photographer, reporter Easier than ever for PR professionals to connect with their audiences
  7. 7. BLAZE Communication 8 SPARKING SUCCESSToday’s Media Relationships PR/reporter relationship has changed  Reporters seek information/sources online  Many have blogs and are active on Twitter PR professionals have better access Easier to gather information about potential stories
  8. 8. BLAZE Communication 9 SPARKING SUCCESSIt’s a Two-Way Street Social media means the communication is now a conversation Benefit from invaluable feedback Refine strategies and tactics Make deeper connections with target audiences
  9. 9. BLAZE Communication 10 SPARKING SUCCESSNo More 9-5 News Social media never stops Consumers can connect at any time PR pros need to host the party:  Maintain conversation  Make new introductions  Facilitate constant engagement
  10. 10. BLAZE Communication 11 SPARKING SUCCESSGetting Started with Social Media
  11. 11. BLAZE Communication 12 SPARKING SUCCESSListen  What is your audience saying about your industry?  What are they saying about your company?  What are their worries?  What questions are they are asking? Understand your audience; build relationships that cater to their needs. Tools: Hootsuite, Beevolve, Keyword Discovery, WordTracker
  12. 12. BLAZE Communication 13 SPARKING SUCCESSAssess Should you join every social network? Where is your audience? Where do they participate in social media? Where should you spend your time? Influential bloggers – their social media choices and blogroll Tools – Google Alerts, Google BlogSearch, Sysomos, Radian6, Technora ti, Trackur, Tweetdeck
  13. 13. BLAZE Communication 14 SPARKING SUCCESSEngage Develop SMART goals, a plan/content calendar Monitor influentials Comment, be controversial, encourage conversation – NOW Give  Share expertise freely  Make a name for yourself as useful and knowledgeable  Credit and share sources Post ―magnetic‖ content Tools: SproutSocial, Buzzlogic, Lithium
  14. 14. BLAZE Communication 15 SPARKING SUCCESSMeasurehttp://www.youtube.com/watch?v=sx74jrzBRsUTools: Radian 6, SproutSocial, Wildfire
  15. 15. BLAZE Communication 16 SPARKING SUCCESSRefine/Improve Analyze the results of your measurement. What does it mean? Make changes - strategy, messaging etc. - and measure again Fail fast! Continuous pursuit of excellence
  16. 16. BLAZE Communication 17 SPARKING SUCCESSContent is King Content can:  Showcase your company as an industry thought leader  Get you covered in the media  Generate a huge amount of interest for your company  Support SEO and lead generation goals
  17. 17. BLAZE Communication 18 SPARKING SUCCESSContent is King (cont’d) People absorb information in different ways  Variety  Include interactive elements  Use video Make content magnetic. Think storytelling  Strong, compelling idea. Create conversation around relevant brand experience  Focus on human experience - fundamentally social. Reflects and expands people’s vision of themselves Tag it – Bitly Tools: Letterpop, Writer Access
  18. 18. BLAZE Communication 19 SPARKING SUCCESSContent is King (cont’d) Use Video  Information recall: 10% oral, 35% visual, 65% oral/visual  Well received on the web, from YouTube to Facebook to blogs  50,400 hours of new video uploaded every day to YouTube; upload to as many video hosting sites as you can – Vimeo, Squidoo  People pass along memorable videos on their personal social media accounts. Your goal: go viral  http://www.youtube.com/watch?v=5BDiDmSotqs
  19. 19. BLAZE Communication 20 SPARKING SUCCESSContent is King (cont’d) Use Video  Highlight your personality. Be more than a faceless company or brand. Reflect your brand aspiration, engage around its promise  Be entertaining and creative – no talking heads  Be quick and to the point — keep it under 2 mins, 3 mins max. People don’t have time  Quality doesn’t have to outdo Hollywood. People get the concept of mobile video
  20. 20. BLAZE Communication 21 SPARKING SUCCESSThe Importance of Blogging A must for social media – highly credible Platform to share expertise SNCR finding – for executives blogs are the third most important tool used in decision making Engage by encouraging comments blogs get shared, syndicated Great way to build relationships with your audience and media Long shelf life Improves SEO rankings, use keywords
  21. 21. BLAZE Communication 22 SPARKING SUCCESSSocial Proofing―A psychological phenomenon where peopleassume that the actions of others reflect thecorrect behavior for a given situation…driven by the assumption that thesurrounding people possess moreinformation about the situation.‖WikipediaPeople are wired to learn from the actionsof others – huge driver of consumerbehavior
  22. 22. BLAZE Communication 23 SPARKING SUCCESSSocial Proofing (cont’d) Digital PR = Social Proofing Leverage!  Gaining endorsements?  Getting tons of buzz? Create a digital marketing newsroom
  23. 23. BLAZE Communication 24 SPARKING SUCCESS
  24. 24. BLAZE Communication 25 SPARKING SUCCESSSocial Media Newsroom Make it easy for journalists/bloggers to find you Provide Clear Media Contact Info at the Top:  Email address, phone number, Twitter handle etc. Don’t clutter your page with tons of information Include links to other pages and expand
  25. 25. BLAZE Communication 26 SPARKING SUCCESSTips ―Free‖ but don’t discount the time commitment Go deep, not broad Don’t try and sell - be authentic and informative Blog, Blog, Blog Incorporate social media links Always explore and embrace new technologies
  26. 26. BLAZE Communication 27 SPARKING SUCCESS
  27. 27. BLAZE Communication 28 SPARKING SUCCESSBeverley Bird Founder and principal of Blaze Communication 25 years in PR, marcom, social media  Worked alongside tech titans Steve Jobs and Bill Gates  Ran domestic and int’l communications programs for Microsoft, Schlumberger and Applied Materials  Worked at marketing agencies and several startups  Focus on integrated programs that ensure brand consistency, generate leads and improve ROI BA (Hons) French, University of Lancaster, UK
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