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  • 1. Director of Search – Robert Henslee
    Social Media
    Are you easily found on the internet ?
    Realize the power of Search Marketing using Social Media !!!
    Http://www.DirectorofSearch.com
    Client – Toyota USA
  • 2. You’re almost an expert.
    “No profession stands to influence social media more than public relations.” Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media
    INTRODUCTION
  • 3. Outline
    Social media defined20:00
    10 keys to social media success30:00
    Social media tools20:00
    3 take away messages 2:00
    Q & A 3:00
    INTRODUCTION
  • 4. What is social media?
    Social media is a conversation online.
    Look who’s talking:
    your customers
    your donors
    your volunteers
    your employees
    your investors
    your critics
    your fans
    your competition....
    anyone who has internet access and an opinion.
    SOCIAL MEDIA DEFINED
  • 5. The social media conversation
    The conversation is not:
    controlled
    organized
    “on message”
    The conversation is:
    organic
    complex
    speaks in a human voice
    Social media is not a strategy or a tactic – it’s simply a channel.
    SOCIAL MEDIA DEFINED
  • 6. The conversation is powered by
    Social Networks
    News & Bookmarking
    Blogs
    Microblogging
    Video Sharing
    Photo Sharing
    Message boards
    Wikis
    Virtual Reality
    Social Gaming
    Related:
    Podcasts
    Real Simple Syndication (RSS)
    SOCIAL MEDIA DEFINED
  • 7. Social media is changing our world
    The power to define and control a brand is shifting from corporations and institutionsto individuals and communities.
    SOCIAL MEDIA DEFINED
  • 8. Small markets are the new mass market
    “It is about putting the ‘public’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.”
    Brian Solis, The Social Media Manifesto
    SOCIAL MEDIA DEFINED
  • 9. Word of Mouth is the Future of Marketing
    Marketers can effectively use social media by
    influencing the conversation.
    One way to do this is by delivering
    great customer service experiences.
    SOCIAL MEDIA DEFINED
  • 10. ZAPPOS – Customer service is central
    Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.”
    Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)
    Use Twitter to promote their brand
    Website displays any public tweets mentioning of their brand
    CEO has over 400,000 followers
    430 employees on Twitter
    $1billion in sales last year and their expanding into new product categories
    CASE STUDY
  • 11. Social media influences people
    91% say consumer reviews are the #1 aid to buying decisions- JC Williams Group
    87% trust a friend’s recommendation over critic’s review - Marketing Sherpa
    3 times more likely to trust peer opinions over advertising for purchasing decisions- Jupiter Research
    1 word-of-mouth conversation has impact of 200 TV ads- BuzzAgent
    * Slide courtesy of Digital Influence Group
    SOCIAL MEDIA DEFINED
  • 12. People are using social media
    Social media sites are the fastest-growing category on the web, doubling their traffic over the last year.
    73% of active online users have read a blog
    45% have started their own blog
    57% have joined a social network
    55% have uploaded photos
    83% have watched video clips
    Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
    SOCIAL MEDIA DEFINED
  • 13. Canadians are using social media
    40% of Canadian internet users have visited a community or social networking site
    22% of Canadians over 60
    50% of Internet users under 30
    25% of users 25-29 do so daily
    43% English speaking Canadians and 24% of French speaking Canadians visit these sites
    Canada Online, The Internet, Media and Emerging Technologoes
    SOCIAL MEDIA DEFINED
  • 14. Reasons Canadians use social media
    • Younger users (under 45) and women use these sites for socializing
    • 15. Older users use these sites to obtain and share information
    • 16. Youth (12-17) use these sites for entertainment
    SOCIAL MEDIA DEFINED
  • 17. Top social networking sites (Canada)
    SOCIAL MEDIA DEFINED
  • 18. Social media marketing is growing
    SOCIAL MEDIA DEFINED
  • 19. Leveraging social media
    Social media can help you in all stages of marketing, self-promotion, public relations, and customer service:
    research
    strategic planning
    implementation
    evaluation
    SOCIAL MEDIA DEFINED
  • 20. Social media is practical
    Learn what people are saying about you
    Create buzz for events & campaigns
    Increase brand exposure
    Identify and recruit influencers to spread your message
    Find new opportunities and customers
    Support your products and services
    Improve your search engine visibility
    Gain competitive intelligence
    Get your message out fast
    Retain clients by establishing a personal relationship
    Be an industry leader – not a follower
    SOCIAL MEDIA DEFINED
  • 21. What’s the ROI on social media?
    "What's the ROI for putting on your pants every morning? But it's still important to your business."
    Scott Monty, Digital Communications Manager at Ford
    SOCIAL MEDIA DEFINED
  • 22. Social media is measurable
    Reach
    Website visits / views
    volume of reviews and comments
    Incoming links
    Action & Insight
    Sales inquiries
    New business
    Customer satisfaction and loyalty
    Marketing efficiency
    Engagement & Influence
    Sentiment of reviews and comments
    Brand affinity
    Commenter authority/influence
    Time spent
    Favourites / Friends / Fans
    Viral forwards
    Number of downloads
    SOCIAL MEDIA DEFINED
    Source: The Digital Influence Group, Measuring the Influence of Social Media
  • 23. Social Media is not free
    Resources required for social media may include:
    Strategic consultation
    Training
    Creating content
    Integrating tools
    Distributing content
    Relationship management
    Measuring value
    SOCIAL MEDIA DEFINED
  • 24. 10 Keysto Social Media success
    KEYS TO SUCCESS
  • 25. 1. Experiment with social media
    Experiment personally before professionally
    Try a variety of social media tools
    Be yourself, make some friends, and share
    KEYS TO SUCCESS
  • 26. 2. Make a plan
    1. Discovery(people, competition, and search engines)
    3. Skills(identify internal resources and gaps)
    5. Maintenance(monitor and adapt)
    2. Strategy(opportunities, objectives)
    4. Execution(tools, integration, policies, and process)
    KEYS TO SUCCESS
    Source: 5 Phases of Social Media Marketing
    http://socialcomputingjournal.com/viewcolumn.cfm?colid=789
  • 27. H & R Block – Multi-tier Social Media Approach
    YouTube
    MySpace
    Facebook
    Twitter
    EHarmony
    “Digits” (their own online community)
    Virtual communities – Second Life
    Source: http://www.podtech.net/home/5209/h-block-social-media-programs-success
    CASE STUDY
  • 28. H & R Block – Clear Goals
    Leveraged core goals across all networks:
    Reinforce their brand as tax experts
    Deliver on advocacy positioning of the brand
    Present the brand as being innovative
    Through “unexpected and meaningful interactions with consumers”
    CASE STUDY
  • 29. H & R Block – Observations
    Be community appropriateand relevant(interacting on Second Life is different than YouTube)
    It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?
    CASE STUDY
  • 30. H & R Block – Measuring ROI
    Brand Perception
    Evaluated brand metrics through a brand tracking study
    Engagement
    600,000 YouTube views
    1 million unique visits to their community site
    Word of Mouth
    Increased online mentions in blogs, forums, and other social media
    CASE STUDY
  • 31. 3. Listen
    Find where your audience is participating and indentify the influencers
    Read industry blogs (including comments)
    Google your company name & your competition
    Find tools that can help you listen
    KEYS TO SUCCESS
  • 32. Crowd Sourcing – Submit, Discuss, Vote
    Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight
    Companies that use crowd sourcing include:
    Starbucks (MyStarbucks)
    Dell (Ideastorm)
    DuPont
    Netflix
    Wikipedia
    iStockphoto.com
    Threadless.com
    Mechanical Turk (Amazon)
    KEYS TO SUCCESS
  • 33. Crowd Sourcing – Help name our baby
    Amelia
    Arlington
    KEYS TO SUCCESS
  • 34. Wisdom of the Crowd says: Amelia bydefault
    56 unanimous responses in under 4 minutes from YouBeMom.com
    KEYS TO SUCCESS
  • 35. Chevy – ChevyApprentice.com
    Chevy contest asks people to create a winning commercial for the Tahoe SUV
    Website gives people online tools to make their own commercials including the ability to customize text
    CASE STUDY
  • 36. Chevy – ChevyApprentice.com
    Users subvert contest with ads slamming the Tahoe brand
    Chevy eventually removes the website displaying videos critical of their product
    Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)
    CASE STUDY
  • 37. Chevy – ChevyApprentice.com
    Lessons learned:
    Be careful when you ask for …. user generated content can’t be controlled
    If you’re going to ask people their opinions be prepared to have a conversation
    CASE STUDY
  • 38. 4. Be transparent & honest
    Avoid puffery(people will ignore it)
    Avoid evasion and lying(people won’t ignore it)
    Companies have watched their biggest screw-up's rise to the top 10 of a Google search
    Admit your mistakes right away
    KEYS TO SUCCESS
  • 39. Belkin – Fake Customer Reviews
    Belkin employee busted offering payment for fake positive product reviews
    Belkin president claims it’s an isolated incident
    Influential tech blogs expose a larger cover up and name more employees involved
    CASE STUDY
  • 40. 5. Share your content
    Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
    Make your content easy to share
    Incorporate tools that promote sharing:
    Share This, RSS feeds, Email a friend
    KEYS TO SUCCESS
  • 41. 6. Be personal and act like a person
    Don't shout. Don't broadcast. Don’t brag.
    Speak like yourself – not a corporate marketing shill or press secretary
    Personify your brand – give people something they can relate to.
    KEYS TO SUCCESS
  • 42. NASA Mars Phoenix rover
    CASE STUDY
  • 43. 7. Contribute in a meaningful way
    Think like a contributor, not a marketer
    Consider what is relevant to the community before contributing
    Don’t promote your product on every post
    Win friends by promoting other people’s content if it interests you
    KEYS TO SUCCESS
  • 44. 8. See criticism as an opportunity
    Don’t try to delete or remove criticism (it will just make it worse)
    Listen to your detractors
    Admit your shortcomings
    Work openly towards an explanation and legitimate solution
    KEYS TO SUCCESS
  • 45. 9. Be proactive
    Don’t wait until you have a campaign to launch - start planning and listening now
    Build relationships so they’re ready when you need them
    KEYS TO SUCCESS
  • 46. 10. Accept you can’t do it all yourself
    You need buy in from everyone in the organization
    Convince your CEO that social media is relevant to your organization
    Get your communications team together, discuss the options, then divide and conquer
    KEYS TO SUCCESS
  • 47. Summary 10 Keys to Success
    Experiment with social media
    Make a plan
    Listen
    Be transparent & honest
    Share your content
    Be personal and act like a person
    Contribute in a meaningful way
    See criticism as an opportunity
    Be proactive
    Accept you can’t do it all yourself
    KEYS TO SUCCESS
  • 48. Social mediatools
    THE TOOLS
  • 49. Social media tools
    Social Networks
    News & Bookmarking
    Blogs
    Microblogging
    Video Sharing
    Photo Sharing
    Message boards
    Wikis
    Virtual Reality
    Social Gaming
    Related:
    Podcasts
    Real Simple Syndication (RSS)
    Social Media Press Release
    THE TOOLS
  • 50. Social networking sites
    People and organizations connect and interact with friends, colleagues and fans.
    Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.
    There are niche social networks for just about everything.
    THE TOOLS
  • 51. Social networking sites
    create online profiles
    share photos, video, and audio, links
    send private message and instant message
    learn more about people and organizations
    Follow brands, celebrities,and gain your own fans
    THE TOOLS
  • 52. Linked In – Professional Social Network
    Contains profiles of Fortune 500 executives and leading entrepreneurs
    average individual salary on LinkedIn is $109,000
    On LinkedIn your can:
    Post a profile and resume
    Connect with colleagues
    Share professional recommendations
    Find jobs
    Forums to demonstrate expertise and find answers
    THE TOOLS
  • 53. Facebook
    Fastest growing social network in Canada and the world (200 million members)
    Powerful tools to engage and understand your audience:
    Brand pages
    Custom applications
    Targeted advertising
    Audience insights/metrics
    Opinion polls
    THE TOOLS
  • 54. Facebook Pages
    Your brand’s homepage on Facebook.
    Allow you to post photos, videos, events and other messages.
    Users interact with you by
    Becoming fans
    Commenting on your posts
    Participating in discussions
    Post photos to your page
    Fans see your page updates in their newsfeed
    THE TOOLS
  • 55. Facebook Advertising
    Facebook ads give you the ability to advertise directly to specific demographic groups
    This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
    THE TOOLS
  • 56. Facebook Advertising - Targeting
    Location
    Age
    Sex
    Keywords (appear in your users profile)
    Education
    Workplace
    Relationship status
    Relationship interests
    Languages
    THE TOOLS
  • 57. Facebook Advertising - Placement
    THE TOOLS
  • 58. Facebook Advertising – Design
    What you need:
    Ad message (title and body)
    Image(make it compelling)
    Destination URL (where you want the ad to take people)
    Social actions (optional)
    THE TOOLS
  • 59. Facebook Advertising – Social Actions
    Social actions show related stories about a user’s friends alongside your ad.
    People can vote whether they like or dislike your ad.
    THE TOOLS
  • 60. Facebook Advertising – Pricing
    Very affordable and easy to control your budget
    You can specify a daily budget
    Schedule specific dates for your ad to run
    Pay for clicks (CPC) or impressions (CPM)
    THE TOOLS
  • 61. Facebook Advertising – Analytics
    Facebook Insights provides information about your ad campaign:
    Track ad performance with real-time reporting
    Gain demographic and psychographic insights about people that view or take action on your ad
    Use this information to identify how you can improve your campaign to maximize your results
    THE TOOLS
  • 62. Facebook Advertising – Recommendations
    Identify clear goals for your ad
    Know who you’re trying to reach
    Ensure ad headline, copy and image is relevant
    Experiment to get it right
    Monitor your campaign and adjust
    Know when to quit
    THE TOOLS
  • 63. Facebook Applications
    Applications are entertainment and productivity tools that run within facebook
    Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page
    When fans use your applications social stories are created that appear in their friends news feed and link back to your page
    THE TOOLS
  • 64. Facebook Applications
    THE TOOLS
  • 65. Facebook Connect
    Add social capabilities to your website by integrating with Facebook:
    Users log in to your website with their facebook identity
    You can access their profile information to learn more about them and deliver targeted content
    Publish information back to their friends’ streams on Facebook to bring their friend to your website
    THE TOOLS
  • 66. Social networking sites
    Do
    establish a presence on the social networks your customers and colleagues use
    create a page to promote your brand
    point your fans to your company blog or contest
    encourage a discussion and participate frequently
    explore targeted advertising opportunities
    Don’t
    create a page and fail to maintain it
    try a hard sell approach
    censor comments
    spam your fans/friends with frequent private messages – you’ll drive them away
    post false information
    THE TOOLS
  • 67. Blogs
    A blog is a website with regular entries of commentary or news
    Blogs serve to establish your company as transparent, relevant, active, and expert.
    THE TOOLS
  • 68. Blogs
    engage in dialogue with your customers
    improve your search engine visibility
    promote product launches and events
    gain expert status by providing useful tips
    THE TOOLS
  • 69. Blogs
    Do
    post on a regular schedule
    encourage conversation by asking questions
    respond to people that comment on your posts
    use a few bloggers from your company for more viewpoints
    Don’t
    write press releases – be real about why something is exciting
    let complaints go unanswered
    make users register to comment – they won’t bother
    delete fair but critical comments
    THE TOOLS
  • 70. Microblogging
    Microblogs are blogs limited to a sentence or two (about 140 characters)
    People use microblogging to promote themselves, share content and follow friends, celebrities and brands
    Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
    THE TOOLS
  • 71. Twitter
    Twitter can help you:
    share timely information
    promote useful content including resources, contests, deals, etc.(not just your own)
    personify your brand
    connect with your customers and develop leads
    build credibility and influence
    listen to consumer buzz
    research competitors
    network and learn from experts in your field
    THE TOOLS
  • 72. Twitter in Church
    Churches useTwitter to:
    Ask questions
    Share insights
    Highlight content
    Hype events
    Trinity Church uses Twitter to tell Passion of Christ
    Westwinds Church experiments with Twitter during services
    Distracting or Enriching?
    CASE STUDY
  • 73. Charity: Water – From Twitter to Africa
    September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.
    Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well
    The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
    CASE STUDY
  • 74. Charity: Water - $250,000 raised
    January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water:
    202 real-life meetupsacross the globe, hosted by volunteers
    $250,000 USD raised at these events
    55 wells are planned across Africa & India
    CASE STUDY
  • 75. Charity: Water – Breakthrough Exposure
    April 09: The first "well that Twitter built" is dug
    April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support
    Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity
    CASE STUDY
  • 76. Charity: Water – Phase 2
    Social media campaign expands:
    Staff post Twitter updates delivering the results of donations
    Website hosts videos of drilling progress made in Africa
    A driller tweets live from Central African Republic
    Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater
    Facebook Causes page with over $61,000 donated
    CASE STUDY
  • 77. Microblogging
    Do
    find and share useful content
    pose questions and reply to others
    keep it fun - put a friendly face on your brand
    promote sales, deals, news, updates, and build buzz for big releases or events
    know what people are saying about your brand
    Don’t
    sound like a press release – you’re in a social space
    spam with constant links to your company website, either in tweets or private messages
    post useless information – do people really care what you had for lunch?
    THE TOOLS
  • 78. Video sharing
    Video sharing sites let you upload videos and share them with people.
    They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
    THE TOOLS
  • 79. Video sharing
    helps you gain exposure and direct traffic back to your website
    sparks interest without a hard-sell
    videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
    videos can be a place to showcase your leadership in a field, and spread customer testimonials
    THE TOOLS
  • 80. Blendtec – Will it Blend?
    Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign
    Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout
    Launched the website WillitBlend.com and a YouTube channel
    http://www.youtube.com/blendtec
    CASE STUDY
  • 81. Blendtec – ROI
    Videos went viral generating “millions of dollars in brand recognition”
    Channel Views: 3,469,098
    Subscribers: 183,949
    Online Blendtec blender sales increased 500%
    The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
    CASE STUDY
  • 82. Blendtec – Will it Blend?
    Lessons learned:
    Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch)
    Experiment – the idea might not have worked, but what could they lose?
    CASE STUDY
  • 83. Video sharing
    Do
    be informative, useful, or entertaining
    create a summary and detailed description
    post video replies to others
    allow commenting and participate in the conversation
    save bandwidth costs on your website by hosting videos on YouTube
    Don’t
    just upload infomercials
    be afraid to experiment until you find a formula that works.
    pull down other people’s videos showcasing your product for copyright infringement
    make your video longer than it needs to be – keep it concise and entertaining
    THE TOOLS
  • 84. Social news & bookmarking
    Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks.
    Community votes on your submissions so they either rise to the top or drop to the bottom.
    THE TOOLS
  • 85. Social news & bookmarking
    Do
    link to relevant articles about news in your field(not just your own content)
    make friends with other bookmarkers in a legitimate way.
    respect the terms of service
    (reddit allows self-promotion, digg does not)
    Don’t
    spam by consistently bookmarking your own material
    cheat by tagging your bookmarks with irrelevant popular keywords
    open multiple accounts and vote for yourself – you’ll be exposed
    THE TOOLS
  • 86. Photo sharing
    Photo sharing sites give you a place to upload and organize your photos
    You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
    THE TOOLS
  • 87. Photo sharing
    detail the launch of a new product, from initial sketches to the launch party
    promote special events, charitable campaigns, and awards ceremonies
    provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
    THE TOOLS
  • 88. Photo sharing
    Do
    tag your photos with relevant keywords
    use your web site address or brand name as your Flickr screen name
    upload quality photos of your products/services, and things related to your business
    link prominently from your web site to your Flickr photostream
    Don’t
    stuff linked keywords into your photo descriptions or comments
    plaster your URL all over the photos you upload
    discourage people from using your photos (as long as they provide attribution such as a link back to your website)
    THE TOOLS
  • 89. Message Boards / Internet Forums
    An Internet forum, or message board, is a bulletin board system in the form of a discussion site
    conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
    THE TOOLS
  • 90. Message Boards / Internet Forums
    Do
    keep the message board active by regularly participating in the conversation
    collect minimal information during registration
    keep focus and attract users by clearly identifying your community purpose and target audience
    promote popular discussions throughout your website
    Don’t
    build it and expect people to start participating without encouragement and seeding
    forget to moderate - spammers and trolls will drive users away
    censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it.
    THE TOOLS
  • 91. Wikis / Reference
    A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools
    Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
    THE TOOLS
  • 92. Wikis / Reference
    Do
    find references to your organization and have inaccuracies updated
    read the terms of use to ensure you are allowed to edit an entry about you
    research competition
    use wikis to collaborate with your team
    Don’t
    rely on social reference websites to be accurate
    spam or overtly advertising – it could get you banned
    use it for Search Engine Optimization (Wikipedia prevents search engines from following links)
    Don’t sabotage competitor’s entries about competitors (You could get caught)
    THE TOOLS
  • 93. Virtual reality
    Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding
    people interact through characters called avatars
    residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another
    THE TOOLS
  • 94. Virtual reality
    hold media conferences in Second Life to generate buzz (World Bank reports in world)
    create and sell branded products accompanied by coupons and advertising for real-world stores
    purchase land, build stores, and open for business
    publish streams of audio or video on people’s properties
    THE TOOLS
  • 95. Virtual reality
    Do
    Use it to generate publicity publicity for real world activities
    find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated!
    be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds.
    Don’t
    just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there.
    be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother.
    THE TOOLS
  • 96. Podcasts (Personal On-Demand Broadcast)
    A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.
    Podcasts can be simple recordings of conversations, presentations, or interviews
    They’re a chance to provide build an audience around your brand or message.
    THE TOOLS
  • 97. Podcasts (Personal On-Demand Broadcast)
    Do’s
    come up with a format (form, topic, and duration)
    prepare don’t script (or you’ll sound stiff)
    use a good microphone (but no need to over produce)
    promote your podcast on your website and podcast directories
    Dont’s
    worry about length
    invest in a lot of equipment – simple tools and software are all you need to get going
    leave too much time between podcasts – it could prevent you from building an audience
    THE TOOLS
  • 98. Really Simple Syndication (RSS)
    RSS is a way for content publishers to make blog entries, newsheadlines, events, podcasts and other content available to subscribers.
    an effective way to distribute your content and lead users back to your website
    THE TOOLS
  • 99. Really Simple Syndication (RSS)
    THE TOOLS
  • 100. Really Simple Syndication (RSS)
    Don’t
    offer RSS feeds for your website’s blog, news, events, and podcasts
    subscribe to RSS feeds relevant to your industry or interests
    include a title and description only so subscribers need to visit your site for the full story
    track your subscribers
    Don’t
    spam your subscribers by including excessive advertising in your RSS feed
    go overboard – limit RSS feeds to content frequently updated
    freak out when a splogger hijacks your content – this could actually help your search engine rank
    THE TOOLS
  • 101. Social media press release
    THE TOOLS
  • 102. 3 Take awaymessages
    5 TAKE AWAY MESSAGES
  • 103. 3 take away messages
    Word of Mouth peer-to-peer discussions are more influential than the mass media
    Participate by enabling and feeding the conversation(follow the 10 keys to success)
    Be transparent & honest
    3 TAKE AWAY MESSAGES
  • 104. Useful Resources
    PR 2.0 BrianSolis.com
    Social Media Today socialmediatoday.com
    Social Media Trader socialmediatrader.com
    Web Strategy by Jeremiah web-strategist.com/blog
    Online Marketing Blog toprankblog.com
    Groundswell Blog blogs.forrester.com/groundswell
    Chris Brogan chrisbrogan.com
    Micropersuasionmicropersuasion.com
    Six Pixels of Separation twistimage.com/blog
    PR Squared pr-squared.com
    REFERENCES
  • 105. Inspiration Credits
    Social media Is....slideshare.net/leewhite/social-media-is
    What the F**K is social mediaslideshare.net/mzkagan/what-the-fk-social-media
    The Social Media Manifestobriansolis.com/2007/06/future-of-communications-manifesto-for.html
    Groundswell Blogblogs.forrester.com/groundswell/2007/12/the-post-method.html
    Shannon Paul's Blogveryofficialblog.com
    Measuring the influence of social mediaslideshare.net/DigitalInfluence/business-impact-of-social-media
    INSPIRATION & CREDITS
  • 106. Social Media MYTHS
    THE MYTHS
  • 107. “Social media is just a fad – it will go away.”
    THE MYTHS
  • 108. “Social media is inexpensive.”
    THE MYTHS
  • 109. “If we put our content online we’re just giving our expertise away for free!”
    THE MYTHS
  • 110. “We can’t measure social media results.”
    THE MYTHS
  • 111. “Social media might work for certain industries and business models but it won’t work for us.”
    THE MYTHS
  • 112. “Tell the programmers to setup that social media thing….and get them to make it viral while they’re at it!”
    THE MYTHS
  • 113. “YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”
    THE MYTHS
  • 114. “I’ve started a Facebook page so I’ve got social media covered!”
    THE MYTHS
  • 115. “If we just delete all negative comments no one will see them.”
    THE MYTHS
  • 116. “No seriously, I don’t think anyone will notice if we delete those negative comments.”
    THE MYTHS
  • 117. “If we build it they will come.”
    THE MYTHS
  • 118. “Social media is for kids.”
    THE MYTHS
  • 119. “We have to figure this all out before we start using social media.”
    THE MYTHS
  • 120. “Social Media is hard.”
    THE MYTHS
  • 121. “Social Media is easy.”
    THE MYTHS