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