Your SlideShare is downloading. ×
Social Media overview for Positively Cleveland
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Social Media overview for Positively Cleveland

1,188
views

Published on

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

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

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,188
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
17
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Transcript

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