Social Media Club Louisville Bootcamp 4-14-09

Social Media Boot Camp For Advertising, Marketing & Public Relations Social Media Club Louisville April 14, 2009| Frazier International History Museum

Agenda •Listening •Leveraging Social Networks •Blogging •Measurement •Web Video •Tools •Blogger Relations

Takeaways •Understand The Basic Tools Better •See The Strategic Approach •Sign Up For Google Alerts, RSS, Twitter •Add More Advanced Tools To Your Arsenal

Social Media Users

Social Media Mechanisms •Blogs •Instant Messaging/Chat/Microblogging •Social Networks •News Aggregators •Bookmarking Sites •User-Generated Video, Photos, Audio •Collaborative Creation & Feedback

It Starts With Listening •People are talking about you. Why aren’t you? •Trusted brands can ask questions and expect answers. •Enthusiastic fans will market for you.

Learning to Listen • How to find conversations about your brand • The difference between monitoring and measurement • How to participate/respond meaningfully • How to mine information for the company good • How to apply audience intelligence across the organization

Finding Conversations Free Monitoring ▪Google Alerts (http://www.google.com/alerts) ▪Twitter Search (http://search.twitter.com) (RSS) ▪Technorati (http://www.technorati.com) ▪Bloglines (http://www.bloglines.com) (RSS) ▪Icerocket (http://www.icerocket.com) (RSS) ▪Others (MySpace, Facebook)

Google Alerts

Twitter Search

BloglinesSearch

Paid Monitoring & Measurement Radian6 (http://www.radian6.com) Scout Labs (http://www.scoutlabs.com) Evolve24 (http://www.evolve24.com) Techrigy (http://www.techrigy.com) Vibemetrix (http://www.vibemetrix.com) BrandWatch (http://www.brandwatch.net) K.D. Paine & Partners (http://www.kdpaine.com) Nielsen Online (http://www.nielsen-online.com) Cymfony (http://www.cymfony.com) Collective Intellect (http://www.collectiveintellect.com) MotiveQuest (http://www.motivequest.com)

Radian6

What Am I Looking For? Actionable (Monitoring) ▪Conversations ▪Mentions (Positive & Negative) Measuring ▪Number of conversations/mentions ▪Sentiment & Tone ▪Competitors ▪Influencers (Comments, Subscribers, Audience)

Monitoring vs. Measurement Monitoring is: Watching and/or listening to conversations in order to determine course of action Measurement is: Quantifying or qualifying conversations to establish success, failure or comparison

Participating Meaningfully Respond rapidly (bad and good) Saying “I don’t know” is good, so long as you find out and respond Let social settings be your guide Provide Value = Earn Credibility + Consistency Over Time = Earned Trust Earned Trust = Influence

Mining for Information How To Get There Earn credibility and trust Ask for permission Don’t be a broken record Say “Please,” “I’m Sorry,” and “Thank You.”

Mining for Information Examples Input On New Products Idea Gathering For New Products/Improvements Gather Responses To Policy Changes or Positions Gauge Reactions To Company Decisions Before Made

Applying Intelligence Learn to trust your consumers Gather learnings then do something with them Champion the consumer up the ladder Empower employees to utilize social media Make everyone responsible for company reputation Start by listening and participating internally

It Gets Better With Participation •Content is king for a reason. •Providing relevant content energizes your fans. •Energetic fans will market for you.

blog|bläg| noun •A regularly updated website with content organized in reverse chronological order •A contraction of the term “web log”

A few blogs (no, not all blogs are political)

? Why Have a Blog?

Over 56 millionAmericans read blogs regularly Pew Internet & American Life Project http://www.pewinternet.org/PPF/r/130/press_release.asp

Benefits of blogging Blogs allow you to tell yourstories Blogs give your organization a human voice Blogs open up a clear line of communication between you and your supporters (and potential supporters) They allow you to build more direct relationships Blogs are easy Blogs are search engine friendly

Image by Will Lion http://flickr.com/photos/will-lion/3131228673/

How to: start blogging Blogging/editorial policy Comment policy

How to: fail at blogging • Don’t be open, transparent and authentic • Give blogging responsibilities to people who aren’t passionate about your organization and your work • Don’t trust your staff to represent the organization on the web • Don’t allow comments or don’t pay attention to the comments that you get • Regurgitate press releases instead of writing interesting and useful content • Forget to feed and nurture your blog

Comment Policies • Know what you want & what you don’t want so you can be clear in your hopes and expectations for commenters • Ask for what you want and reward folks who give it to you • Power to the people (or down with legalese) • Moderation is your friend • Having a sense of humor never hurts

Editorial Policies • Why are we participating? • What’s the tone we want to convey? • Would I say this standing in the middle of a packed Freedom Hall? • Organization participation and personal participation (ask nicely)

Remember • Be useful • Be informative • Be interesting

Resources Blogging Blogs wordpress.com consuminglouisville.com blogger.com treehugger.com movabletype.com skipalunch.com google.com/analytics lifehacker.com register.com imamuseum.org/blog haveamint.com engadget.com dooce.com seriouseats.com

Blogger Outreach • How to identify relevant blogs • How to differentiate between them • How outreach is different (and the same) • Why outreach isn’t enough

Finding The Right Blogs •Technorati (www.technorati.com) •Google Blog Search (blogsearch.google.com) •Bloglines (www.bloglines.com) •Old Fashioned Google Search (www.google.com) •Look At Blogrolls Of Those You Find

Searching

Which Are Better?  Traffic  Bookmarks  RSS Subscribers  Blog Honors  Comments  Twitter Followers

Determining Traffic  Alexa.com

Determining Traffic  Compete.com

Determining Traffic  Quantcast.com  Best, but opt-in for bloggers

What Makes It Better? •RSS Subscribers •Comments •Bookmarks •Blog Honors •Twitter Followers

Postrank  Subscribe to Feeds  Add Postrank Plug-ins (www.postrank.com)  Shows relative influence

Postrank  Now Has Community Managed Topic Lists  Ranks Blogs, Not Posts  Watch The Time Frame

Bad Blogger Outreach

Good Blogger Outreach Subject header: “Opening myself up to your pointed criticism!” Hey Kevin, I’m the social media guy for Beam Global and long-time admirer. We’ve just launched a campaign (hoping to soon call it a “movement” though now that I think about that, I need a thesaurus) that I’d love your feedback on if you can spare a moment or two. Figured since you’re a marketing big shot who gets Web 2.0, it might raise your eyebrows. Jim Beam is spending its budget this year marketing people who exhibit the brand persona, not the brand itself. (Bear with me, dude. It’ll make sense in a sec.) We’ve found an initial group of people who exhibit true character, integrity, perseverance through struggle, etc., (The Stuff Inside) and we’re marketing them — helping them because it’s the right thing to do. We’re walking the talk. One such subject is even a comedy troupe you might enjoy called Summer of Tears. Good videos. Social Media Release: http://www.thestuffinside.com/socialmediarelease/ Site: http://www.thestuffinside.com I developed the social media strategies. Beam’s being kinda brave changing the way they market themselves. I’d just love to get your feedback on it all. Thanks for the time, man. Jason

Good Blogger Outreach Five shiny stars for this pitch from Jason. Let’s review what makes it work: Personalized- says he’s long-time fan (and how can I disprove that, right?) His subject header is brilliant: “Opening myself up to your pointed criticism.” That makes me feel like he wants my critique not my gratuitous plug. Big difference. Totally caught my attention, and I scan e-mail at best. Low key. Jokes. Calls me “marketing big shot.” Sounds like an e-mail. Not a press release. Uses words like “thanks for the time, man.” Learn from this, dear PR people. Especially you 1.0 PR people that are still sending bloggers press releases. That is so 2002.

Blogger Outreach Reminders Bloggers Are No Different Than Media The Problem Is We’ve Been Treating Media Wrong Technology Has Lulled Our Industry Into Laziness Bloggers React The Way Media Should Have (All Jason’s Opinion)

It’s More Than Outreach Focus On The Relationship NOT The Release Stop Using Blasts And BCCs Aim For Quality Not Quantity The Old Culling & Editing Lists Is Now Participating Read blogs Comment when compelled Interact on social networks

Leveraging Social Networks •Understand Each Has Its Own Social Norms •Participation And Providing Value Are Key •Know Which Ones Make Sense For Your Brand

 History  Demographic Makeup  Why It’s Hot  Facebook vs. MySpace  How Marketing There Differs  Does It Makes Sense

 52.5% are 35+  10.5 MM Men, 35-54 on Facebook  26.4% of all users are women, 35-64  30.2% of all users make $100K or more  87.3% white; 9% black; 1.5% Asian; 2.2 other  Is your audience there?

 52.6% are 25-54  14 MM are 45-64 (20%)  25.2% of all users are men, 25-54  27.5% of all users are women, 25-54  82% white; 12% black; 1.3% Asian; 2.4 other  Is your audience there?

Facebook Ernst & Young Adidas Jeep WeSeed

MySpace Rock Bottom Brewery H&R Block Jeep Bigelow Tea

But There’s More Than Just The Big Boys •YouTube •Ning Communities •Twitter •Popular Blogs •Digg •Louisville Mojo •Tip’d •Forums/Message Boards

Measuring Social Media •Begins with Trust and Transparency •Build Upon the Framework of Social Media Measurement

Create Benchmarks First  Social Sites  Search Engine Rankings and Referrals  ROI Benchmarks

Framework for Measuring Social Media  Attention – Traffic to Your Content  Participation – Engagement and Interaction to your Content  Authority – Rankings and Inbound Links  Influence

Measuring the Effects of Social Media

Traffic  Visits to Your Website  Page Views  Facebook Brand Pages  Community Pages

Interaction  Comments  Downloading  Voting  Reviews  Tagging  Content Creation

Sales Income that is generated due to social channels.

Leads

Search Marketing  Increase in Search Rankings  Inbound Links  Traffic via Pay-Per-Click

Brand Metrics  Brand Advocates  Recommendations

Customer Engagement  Conversations  Website Traffic  Downloading  Subscriptions  Sentiment  Shared Content

Retention  Return Visits  Brand Advocates

Profits

The Future Is Collaboration •Engaged customers are your best R&D. •Being a partner is better than being a supplier. •Collaborative partners will market for you.

Internal Changes Nothing •Listening – Employees want a voice and to be heard •Participating – Providing them with access, information and empowering them to share breeds loyalty •Collaborating – Embracing employees as stakeholders and collaborators is a proven business model

Social Media Club Louisville Bootcamp 4-14-09

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