SOCIAL MEDIA FOR  POSITIVELY CLEVELAND 12/16/08
<ul><li>Web 2.0 overview </li></ul><ul><li>Why is it important? </li></ul><ul><li>Guidelines and applications </li></ul><u...
 
18% 25% 12% 25% 48% 44%
Projected growth of CGM <ul><li>Spending on social media and  </li></ul><ul><li>“conversational marketing”  </li></ul><ul>...
Communications landscape <ul><li>New sources of information and influence </li></ul><ul><li>We are no longer in control </...
Continuing evolution <ul><li>Lines blurring between: </li></ul><ul><li>Converging marketing disciplines </li></ul><ul><li>...
<ul><li>Social media is even more important in the travel, tourism and hospitality business </li></ul>
<ul><li>Social media even more important in the travel, tourism and hospitality business! </li></ul>
Social media guidelines <ul><li>This has become part of how we do business  </li></ul><ul><li>Balance emphasis on social m...
Basic social media strategy <ul><li>Listen to the conversation </li></ul><ul><li>Review and analyze learnings </li></ul><u...
Top 10 reasons to monitor social media <ul><li>Complaints – catching something early shows responsiveness  </li></ul><ul><...
Top 10 reasons to monitor social media <ul><li>Influencers – easy to identify via social media </li></ul><ul><li>Crises – ...
 
Social search <ul><li>Aggregators </li></ul><ul><ul><li>Del.icio.us ,  Shadows ,  Yahoo's MyWeb ,  Furl ,  Digg </li></ul>...
Blogs <ul><li>Every niche and destination has online influencers </li></ul><ul><li>Online buzz about a site or brand is pr...
The big picture
The big picture
Blogger relations best practices I <ul><li>Subscribe to the blog’s RSS feed or e-mails </li></ul><ul><li>Read your target ...
Blogger relations best practices II <ul><li>Don't pressure bloggers or ask them to write </li></ul><ul><li>Respect their b...
Why blog? <ul><li>Blogging nets invaluable insights </li></ul><ul><ul><li>Serves as a home base for all social media activ...
 
Top social networking sites <ul><li>Myspace </li></ul><ul><li>Facebook </li></ul><ul><li>Flickr </li></ul><ul><li>LinkedIn...
Niche social sites <ul><li>Tripadvisor </li></ul><ul><li>IgoUgo </li></ul><ul><li>Virtualtourist.com </li></ul><ul><li>Cho...
Social networking fundamentals <ul><li>Profile </li></ul><ul><li>Content </li></ul><ul><li>Contacts/friends </li></ul><ul>...
Online reputation management <ul><li>Google is your true home page </li></ul><ul><li>Show your best face online </li></ul>...
Personal brand management <ul><li>How are you connecting? </li></ul><ul><li>How much is too much? </li></ul><ul><li>Define...
CASE STUDIES
Experience Columbus <ul><li>Launch of edgy new destination marketing campaign </li></ul><ul><li>Goal: get local ambassador...
Caminito Argentinean Steakhouse <ul><li>Single-location restaurant in Northampton, Mass </li></ul><ul><li>The Prime Cuts B...
GETTING STARTED
Joining the conversation: Listen <ul><li>Observe online communities where your brand is actively discussed </li></ul><ul><...
Joining the conversation: Engage I. Listen IV. Evaluate III. Contribute II. Participate
<ul><li>Create content </li></ul><ul><li>Make it easy for people to connect to you </li></ul><ul><li>Participate in larger...
<ul><li>Blogs:  Blogpulse, Google, IceRocket, Technorati </li></ul><ul><li>Podcasts:  Digg </li></ul><ul><li>Twitter:  Sum...
Emerging PR2.0 resources <ul><li>Blogger relations: engage with influential bloggers  </li></ul><ul><ul><ul><li>Targeted o...
Benefits of social media <ul><li>Deeper relationships with visitors/guests </li></ul><ul><li>Increased awareness for brand...
<ul><li>Join – and really maximize – LinkedIn and Facebook </li></ul><ul><li>Use RSS feeds to bring your news to you daily...
QUESTIONS? [email_address] @LaraK on Twitter Blog at  www.larakretler.com 614-383-1618 (w) 937-271-9151 (c)
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Social Media overview for Positively Cleveland

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A presentation about social media for the Positively Cleveland marketing communications team

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  • Transcript of "Social Media overview for Positively Cleveland"

    1. 1. SOCIAL MEDIA FOR POSITIVELY CLEVELAND 12/16/08
    2. 2. <ul><li>Web 2.0 overview </li></ul><ul><li>Why is it important? </li></ul><ul><li>Guidelines and applications </li></ul><ul><li>Case studies </li></ul><ul><li>Key takeaways </li></ul>TODAY’S DISCUSSION
    3. 4. 18% 25% 12% 25% 48% 44%
    4. 5. Projected growth of CGM <ul><li>Spending on social media and </li></ul><ul><li>“conversational marketing” </li></ul><ul><li>– albeit still in their nascent stage – </li></ul><ul><li>will surpass traditional marketing spend </li></ul><ul><li>by the end of 2012 </li></ul><ul><li>- TWI Surveys, Inc </li></ul>
    5. 6. Communications landscape <ul><li>New sources of information and influence </li></ul><ul><li>We are no longer in control </li></ul><ul><li>Authenticity and openness are essential </li></ul><ul><li>Business conduct must be ethical and transparent </li></ul><ul><li>Social media/Web 2.0/CGM is here to stay </li></ul>
    6. 7. Continuing evolution <ul><li>Lines blurring between: </li></ul><ul><li>Converging marketing disciplines </li></ul><ul><li>Online/offline reputation management </li></ul><ul><li>Public and private communications </li></ul><ul><li>“ Pros vs. Joes” (journalists and bloggers vs. anyone with a computer) </li></ul>
    7. 8. <ul><li>Social media is even more important in the travel, tourism and hospitality business </li></ul>
    8. 9. <ul><li>Social media even more important in the travel, tourism and hospitality business! </li></ul>
    9. 10. Social media guidelines <ul><li>This has become part of how we do business </li></ul><ul><li>Balance emphasis on social media with expertise in content </li></ul><ul><li>Incorporate social media strategies and tools the way we would any other </li></ul><ul><li>Deliver the right message to the right audience via the right medium </li></ul><ul><li>Unique opportunity to listen to, learn from and influence the consumer-led conversation </li></ul><ul><li>At the end of the day, it’s still about telling our stories! </li></ul>
    10. 11. Basic social media strategy <ul><li>Listen to the conversation </li></ul><ul><li>Review and analyze learnings </li></ul><ul><li>Engage if and when it makes sense </li></ul><ul><li>Monitor and adjust </li></ul><ul><li>Measure results </li></ul>
    11. 12. Top 10 reasons to monitor social media <ul><li>Complaints – catching something early shows responsiveness </li></ul><ul><li>Compliments – capture and share via Del.icio.us </li></ul><ul><li>Expressed need – monitor key words, offer assistance </li></ul><ul><li>Competitors – reach out to customers proactively </li></ul><ul><li>Crowds – watch for trends, spikes </li></ul>
    12. 13. Top 10 reasons to monitor social media <ul><li>Influencers – easy to identify via social media </li></ul><ul><li>Crises – watch for triggers </li></ul><ul><li>ROI – measure impact of efforts over time </li></ul><ul><li>Audit – analyze sum of online communications </li></ul><ul><li>Threads – conversations across different platforms </li></ul>
    13. 15. Social search <ul><li>Aggregators </li></ul><ul><ul><li>Del.icio.us , Shadows , Yahoo's MyWeb , Furl , Digg </li></ul></ul><ul><li>Collaborative directories </li></ul><ul><ul><li>Prefound , Zimbio , Wikipedia </li></ul></ul><ul><li>Taggregators </li></ul><ul><ul><li>Technorati , Rojo , Bloglines </li></ul></ul><ul><li>Social Q & A sites </li></ul><ul><ul><li>Yahoo Answers , Google Answers </li></ul></ul>
    14. 16. Blogs <ul><li>Every niche and destination has online influencers </li></ul><ul><li>Online buzz about a site or brand is priceless </li></ul><ul><li>Blogs deliver invaluable market research </li></ul><ul><li>Blogs can create a community of brand ambassadors </li></ul><ul><li>But… you do need a thick skin and/or a sense of humor at times </li></ul>
    15. 17. The big picture
    16. 18. The big picture
    17. 19. Blogger relations best practices I <ul><li>Subscribe to the blog’s RSS feed or e-mails </li></ul><ul><li>Read your target blogs and their comments </li></ul><ul><li>Join in the dialogue by commenting appropriately </li></ul><ul><li>Develop a relationship with the blogger around other topics besides what you want to pitch </li></ul><ul><li>Never send form pitch letters or news releases </li></ul>
    18. 20. Blogger relations best practices II <ul><li>Don't pressure bloggers or ask them to write </li></ul><ul><li>Respect their blog and their time </li></ul><ul><li>Search the blog for content related to the story you are pitching </li></ul><ul><li>Offer the blogger topic suggestions only if you’re sure they’re on target </li></ul><ul><li>If you can’t do blogger relations right, don’t do it </li></ul>
    19. 21. Why blog? <ul><li>Blogging nets invaluable insights </li></ul><ul><ul><li>Serves as a home base for all social media activity </li></ul></ul><ul><ul><li>Facilitates two-way conversation </li></ul></ul><ul><ul><li>Helps you interact with bloggers more effectively </li></ul></ul><ul><ul><li>Delivers search engine optimization benefits </li></ul></ul><ul><ul><li>Acts as powerful market research tool </li></ul></ul><ul><ul><li>Gives voice and personality to your brand </li></ul></ul>
    20. 23. Top social networking sites <ul><li>Myspace </li></ul><ul><li>Facebook </li></ul><ul><li>Flickr </li></ul><ul><li>LinkedIn </li></ul><ul><li>Fastest growing: Twitter, Tagged, Ning </li></ul>
    21. 24. Niche social sites <ul><li>Tripadvisor </li></ul><ul><li>IgoUgo </li></ul><ul><li>Virtualtourist.com </li></ul><ul><li>Chowhound </li></ul><ul><li>Guidespot </li></ul><ul><li>GoSeeTell </li></ul><ul><li>Yelp </li></ul><ul><li>MyTravelGuide </li></ul><ul><li>RealTravel </li></ul><ul><li>Epinions </li></ul><ul><li>DontGoThere.org </li></ul>
    22. 25. Social networking fundamentals <ul><li>Profile </li></ul><ul><li>Content </li></ul><ul><li>Contacts/friends </li></ul><ul><li>Search </li></ul><ul><ul><li>Know your key words/search terms </li></ul></ul><ul><ul><li>Know where to search (e.g., Twitter searches on Summize.com) </li></ul></ul><ul><li>Etiquette/best practices: 70/20/10 </li></ul><ul><li>Other functionalities vary by site </li></ul>
    23. 26. Online reputation management <ul><li>Google is your true home page </li></ul><ul><li>Show your best face online </li></ul><ul><ul><ul><li>Check entries on Wikipedia, travel Web sites </li></ul></ul></ul><ul><ul><ul><li>Monitor and participate in blogs and message boards </li></ul></ul></ul><ul><li>Respond when it makes sense </li></ul><ul><ul><li>Reach out and fix problems where possible </li></ul></ul>
    24. 27. Personal brand management <ul><li>How are you connecting? </li></ul><ul><li>How much is too much? </li></ul><ul><li>Define role and value of social media for you as well as your brand </li></ul><ul><li>Know that what you say online to one person, one time … you’re saying to everyone, all the time </li></ul>
    25. 28. CASE STUDIES
    26. 29. Experience Columbus <ul><li>Launch of edgy new destination marketing campaign </li></ul><ul><li>Goal: get local ambassadors talking and engaged </li></ul><ul><li>Hosted blogger event 7/31 </li></ul><ul><li>Invited 50 and 35 bloggers attended – all 35 blogged </li></ul><ul><li>Results: overwhelming response, BUT not all positive about new ads! </li></ul><ul><li>“ The campaign may not have received four-star reviews. But Experience Columbus certainly did.” ~Advergirl </li></ul><ul><li>Results saved online at http://delicious.com/LaraK/ExperienceColumbus </li></ul>
    27. 30. Caminito Argentinean Steakhouse <ul><li>Single-location restaurant in Northampton, Mass </li></ul><ul><li>The Prime Cuts Blog shares cooking and kitchen tips, tricks, recipes and more </li></ul><ul><li>Prime Cuts TV channel on YouTube and Viddler for weekly/bi-weekly how-to videos </li></ul><ul><li>Social monitoring and response program </li></ul><ul><li>Active on Yelp.com; encourages visitors to leave reviews there </li></ul><ul><li>Presence on MySpace , Upcoming , Facebook , Twitter , Plurk , FriendFeed , LinkedIn and Flickr </li></ul><ul><li>Results: 30% increase in sales when competitors are flat or down </li></ul>
    28. 31. GETTING STARTED
    29. 32. Joining the conversation: Listen <ul><li>Observe online communities where your brand is actively discussed </li></ul><ul><li>Participate in conversations as if with someone in real life whom you respect </li></ul><ul><li>Pay attention to how community members interact with each other </li></ul><ul><li>Reach out to people as a person NOT as a marketer or communicator </li></ul>
    30. 33. Joining the conversation: Engage I. Listen IV. Evaluate III. Contribute II. Participate
    31. 34. <ul><li>Create content </li></ul><ul><li>Make it easy for people to connect to you </li></ul><ul><li>Participate in larger conversations </li></ul><ul><li>Integrate into social networks </li></ul><ul><li>Provide a valuable application </li></ul><ul><li>Build relationships on and off-line </li></ul><ul><li>Remember: 70/20/10 </li></ul>Contribute to the community
    32. 35. <ul><li>Blogs: Blogpulse, Google, IceRocket, Technorati </li></ul><ul><li>Podcasts: Digg </li></ul><ul><li>Twitter: Summize, Twittergrader </li></ul><ul><li>Tags: Del.icio.us </li></ul><ul><li>YouTube and Flickr: Rankings/counters on-site </li></ul><ul><li>Forums: Board Tracker </li></ul><ul><li>Web Stats: Compete, Alexa, Google Analytics </li></ul><ul><li>Wikipedia Edits: Wikiscanner, wired.reddit </li></ul><ul><li>Paid Services: Radian 6, CustomScoop, Nielsen Buzz Logic, Cyber Alert, Andiamo Systems </li></ul>Measurement tools
    33. 36. Emerging PR2.0 resources <ul><li>Blogger relations: engage with influential bloggers </li></ul><ul><ul><ul><li>Targeted outreach via comments, trackbacks, tagging </li></ul></ul></ul><ul><li>Microblogging/micro pitching </li></ul><ul><ul><ul><li>Twitter, Friendfeed, Ning socnets </li></ul></ul></ul><ul><li>Strategic use of social bookmarking sites </li></ul><ul><ul><ul><li>Delicious, StumbleUpon, Digg </li></ul></ul></ul><ul><li>Online content placements </li></ul><ul><ul><ul><li>Yahoo, Google, AOL </li></ul></ul></ul><ul><li>Social media news releases </li></ul><ul><ul><ul><li>PitchEngine, PRweb </li></ul></ul></ul><ul><li>News release SEO tools </li></ul><ul><ul><ul><li>HubSpot’s pressreleasegrader.com </li></ul></ul></ul>
    34. 37. Benefits of social media <ul><li>Deeper relationships with visitors/guests </li></ul><ul><li>Increased awareness for brand </li></ul><ul><li>Better communication with audiences </li></ul><ul><li>Broadening of professional network </li></ul><ul><li>Search engine prominence </li></ul><ul><li>Increased web or blog traffic </li></ul>
    35. 38. <ul><li>Join – and really maximize – LinkedIn and Facebook </li></ul><ul><li>Use RSS feeds to bring your news to you daily </li></ul><ul><li>Join Technorati – aka blog central </li></ul><ul><li>Start a del.icio.us page for your brand and/or yourself </li></ul><ul><li>Read travel blogs and join relevant socnets/communities </li></ul><ul><li>Join Twitter and try microblogging (70/20/10) </li></ul><ul><li>Expand social media monitoring/listening program </li></ul>Seven things to take away
    36. 39. QUESTIONS? [email_address] @LaraK on Twitter Blog at www.larakretler.com 614-383-1618 (w) 937-271-9151 (c)
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