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October 24_White Paper Overview_Social Media Info
 

October 24_White Paper Overview_Social Media Info

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    October 24_White Paper Overview_Social Media Info October 24_White Paper Overview_Social Media Info Presentation Transcript

    • JOURNALISM 370 October 24, 2011
    • MEDIA KIT OVERVIEW
      • You will turn in a media kit for your client.
      • A pitch letter is required.
      • A press release is required.
      • A memo explaining your process will be required.
      • Everything else is up to you.
    • MEDIA KIT OVERVIEW
      • Class presentations focus on your client and client’s event.
      • This is your chance to host a press conference.
      • This is your chance to explain why you did what you did.
      • This is your chance to field questions.
      • Presentations should not exceed ten minutes.
    • MEDIA KIT GRADING
      • Your press release will be worth 200 points.
      • Every other component of your media kit will be worth 100 points.
      • Your presentation will be worth 100 points.
      • Your score will reflect 25% of your final class grade.
      • Class presentations are the week of November 7.
      • Your media kit is due Monday, November 14 at 5 p.m.
      • You’re welcome to get this done earlier.
    • MEDIA KIT GRADING
      • Same grading rules apply.
      • Did you follow format?
      • Grammar.
      • Solid lead.
      • Your writing reflects your methodology.
      • Presentation
      • Slide visibility and flow.
      • How did you present your client?
      • How well was your client researched?
      • How did you handle questioning?
    • FINAL WHITE PAPER
      • White papers help companies explain and define their brand.
      • What are they doing well?
      • What are they doing differently than others?
      • What have they learned that can help people?
    • FINAL WHITE PAPER
      • Your white paper will explain what you learned in class this quarter and how it applies to your career. Good white papers will include the following components:
      • Textbook materials
      • In class discussions
      • Material I covered outside of class
      • Guest speakers
      • Working with a real client
    • FINAL WHITE PAPER HOW WILL I GRADE YOU?
      • Was it comprehensive?
      • Did you take the material and apply it to your future career or the client you worked with during the quarter?
      • Organization
        • Is it easy to follow?
        • Can I glance at the document and quickly find information on a subject matter?
        • This should be your Cliff Notes guide for future reference.
      • Grammar
    • FINAL WHITE PAPER IN CLASS ASSIGNMENT
      • Email three examples of white papers you like and why you like them.
      • Send them to [email_address] by the start of class Monday, October 31, 2011.
      • Search company websites and some of the blogs mentioned in class.
    • IF THERE IS ONE THING YOU REMEMBER FROM THIS PRESENTATION, WHAT IS IT?   Social media is a valuable tool in any marketing campaign. It is not the entire toolbox.
    • SOCIAL MEDIA OVERVIEW
      • There are five themes you or a client should be aware of before ever creating a social media presence:
      • This is a marathon, not a sprint.
        • For every Ted Williams viral bonanza, there are millions of Ed Williams videos nobody every sees. Social media is a long term investment.
    • SOCIAL MEDIA OVERVIEW
      • 2. Content is king.
        • Finding that content isn’t easy.
        • You will swing and miss.
        • Once you find the kingworthy content, measured results aren’t a matter of if, but when.
    • SOCIAL MEDIA OVERVIEW
      • 3. Be transparent
        • It’s not the lie. It’s the cover up.
        • It’s not a matter of if you get caught; it’s when.
        • How you apologize is almost as important as what you do wrong.
    • SOCIAL MEDIA OVERVIEW
      • 4. It’s OK for people to think you’re not any good.
        • It's been 5+ weeks since @ aepohio cut branches down that were lying on our power lines. They still have not cleaned up our yard. Unreal.
        • @ marksubel Gosh Mark, drop me a note @ capratimiller@aep.com & I'll put you in touch with someone you can discuss the matter with.
        • Just want to say thanks to @ aepohio for quickly resolving our concern from last week. Very professional & courteous. Thanks @ aepohio
    • SOCIAL MEDIA OVERVIEW
      • 5. The biggest mistake you can make is not being there.
        • 650 million people are going to be on Facebook.
        • A new person joins LinkedIn every second.
        • Twitter still sees triple digit growth.
    • SOCIAL MEDIA RESEARCH
      • How many people are searching for your product through Google?
      • How is your product seen on Twitter?
      • How is your product seen on Facebook?
      • How is your product seen on YouTube?
      • How much time can you devote?
        • 30-60 minutes of Facebook.
        • 1-2 hours on Twitter.
        • As much time as it takes to write a good blog post.
    • BLOGGING AS A SOCIAL MEDIA FOUNDATION
      • Blogging is like a good stock: it should grow in time.
      • Blogging offers reasons to post on Twitter and Facebook.
      • Blogs force you to stay fresh and relevant.
      • Blogging can make you an authority.
      • Blogging helps with SEO.
        • Link Building
        • Internal Traffic
    • SOCIAL MEDIA CREATING A FAN BASE
      • Have a good offline product
        • If you sell a bad product with terrible customer service, it doesn’t matter how cool your Facebook page is.
        • If you have a product people like and have loyalty towards, results will follow
          • Zappos shoes has 90,000 followers.
          • Crocs have 232,000 followers.
          • Nike has millions of followers.
    • SOCIAL MEDIA CREATING A FAN BASE
      • Start small.
        • You have 10 friends.
        • Your 10 friends probably have five friends interested in the same kind of item.
    • SOCIAL MEDIA CREATING A FAN BASE
      • Follow bloggers relevant to the industry
        • www.technorati.com
        • www.wordpress.com
        • www.blogged.com
        • Each of these bloggers will have a Twitter handle, a LinkedIn profile and a Facebook page. Follow those folks.
        • Each of these bloggers will have a list of bloggers they like. Like those folks.
    • SOCIAL MEDIA CREATING A FANBASE
      • How do you get followers on Twitter to follow you?
        • Follow people you’re genuinely interested in. Chances are, they will follow you back.
        • Follow people based on industry and area; they are more likely to follow you back.
          • www.wefollow.com
          • www.twellow.com
          • www.nearbytweets.com
        • Follow lists.
        • Follow friends of friends.
        • @reply as often as you tweet. This is a conversation.
    • SOCIAL MEDIA CREATING A FANBASE
      • Get out, talk to people and make yourself an expert:
        • Answer questions on Yahoo answers
        • Answer questions on Quora.
        • Answer questions on LinkedIn.
        • Answer questions on Twitter.
        • Start commenting on influential blogs.
        • Ask people if you can guest post on said blogs.
    • SOCIAL MEDIA CREATING A FAN BASE
      • Integrate social media into overall marketing campaign.
        • Explain Facebook presence on website.
        • Document social media presence in all current forms of outreach.
        • Tell people why they should follow your page/handle.
    • SOCIAL MEDIA WHY SHOULD THEY FOLLOW US IN THE FIRST PLACE?
      • Contests
      • Questions
      • Poll questions/survey
      • Coupons
      • News
    • WHY ARE PEOPLE FUSSY ABOUT SOCIAL MEDIA?
      • People will say bad things about me.
        • They already are.
        • You have the ability to hear those concerns.
        • You have a power to remedy those situations.
    • WHY ARE PEOPLE FUSSY ABOUT SOCIAL MEDIA?
      • People will say things that are too private.
        • You can create privacy guidelines because you respect people ’s privacy.
        • You can move the conversation offline.
        • You have to monitor your page.
    • CREATING A SOCIAL MEDIA PLAN
      • Develop a schedule to publish content.
      • Make sure it ’s realistic.
      • Follow the map.
    • STUDY THE MAP.
      • Plan
      • Do
      • Study
      • Act