Social Media E Book

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  • 1. SOCIAL MEDIA 101 ©Red Shoes PR, Inc.
  • 2. OUTLINE 1.  What is Social Media? 2.  Why You Should Care 3.  Forms of Social Media   Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking 4.  Managing & Using Social Media 2
  • 3. OUTLINE 1.  What is Social Media? 2.  Why You Should Care 3.  Forms of Social Media   Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking 4.  Managing & Using Social Media 3
  • 4. WHAT IS SOCIAL MEDIA?   Internet-based tools used for sharing and discussing information among people   Activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.   Information depends on the varied perspectives and quot;buildingquot; of shared meaning among communities Wikipedia 4
  • 5. SOCIAL MEDIA IN PLAIN ENGLISH 5 http://www.youtube.com/watch?v=MpIOClX1jPE
  • 6. SOCIAL MEDIA = NETWORKING Think of Social Media as a typical networking happy hour event…   Everyone is looking to network and meet others   Everyone has something to sell but you can’t be pushy   Listen to what others have to say   Ask them about themselves and their business   Inform them about what you do and what you offer   Tell others about them 6
  • 7. SOCIAL MEDIA: BUILDING RELATIONSHIPS   Ability to start and/or continue the conversation online before or after an event   Learn more about the person   Stay in touch easier and more personally   Real-time status updates 7
  • 8. WEB 1.0 INFORMATION GATHERING 8
  • 9. WEB 2.0 INTERACTIVE 9
  • 10. OUTLINE 1.  What is Social Media? 2.  Why You Should Care 3.  Forms of Social Media   Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking 4.  Managing & Using Social Media 10
  • 11. WHY YOU SHOULD CARE 1.  Shift in power from large companies to individuals 2.  Social media is not just online 3.  Transparency 4.  Many forms 5.  Decentralized and real-time 11
  • 12. SEO   Keyword research lays foundation   According to Hubspot.com, the best keywords are relevant to your business, searched often and non-competitive   Done correctly, research will involve an investment of time and money   Once keywords are identified, they should be seeded in blog posts, tags, releases, page titles, site copy (one every 150 words)   Keyword research is continuous as competition 12 and available space continues to shift
  • 13. CASE STUDY 1 99DESIGNS.COM   99Designs.com   Site matching freelance designers with those seeking affordable, fast work   Allowscompanies/individuals to post projects and designers submit design work.   Cuts out the middle-man   Users can rate and comment on designs to help companies/individuals make a decision   Components: creative brief, name fee, solicit designs, pick from offered creative 13
  • 14. CASE STUDY 2 PEPSI CO. & FRIENDFEED   Pepsi is rolling out a new brand identity   To introduce the new brand they sent a package to 25 influential bloggers   Set up a Pepsi Cooler FriendFeed room where Pepsi reps held and monitored discussions around the new look   Pro: Pepsi understood the power of social media   Con: they monitored comments, defeating the purpose of social media 14
  • 15. CASE STUDY 3 MO MARKETING   SHIFTCommunications promoted Canadian Club Whiskey’s new campaign virally   Blog - http://www.pr-squared.com/2008/10/ mo_marketing.html   Microsite - http://www.movember.com/   Facebook app - http://apps.facebook.com/ccmovember/   “CreatingFacebook applications is not the type of service you’d normally expect from a PR agency. Yet as our industry evolves, small-scale application development projects like this one may become one of a host of advanced services that we’d never expected to tackle,” Todd Defren 15
  • 16. OUTLINE 1.  What is Social Media? 2.  Why You Should Care 3.  Forms of Social Media   Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking 4.  Managing & Using Social Media 16
  • 17. FORMS OF SOCIAL MEDIA   Video Sharing   Photo Sharing   File Sharing   Blogs   Micro Blogs   Social Networking   Social Bookmarking 17
  • 18. VIDEO, PHOTO & FILE SHARING   Web sites that allow videos, photos & files to be posted and shared   Typically free   User-Generated   Terms: viral video, tags, comments, internet celebrities 18
  • 19. VIRAL VIDEO EXAMPLE 19 http://www.youtube.com/watch?v=qg1ckCkm8YI
  • 20. PHOTO SHARING EXAMPLE 20
  • 21. FILE SHARING EXAMPLE 21
  • 22. BLOGS   Web site   Platforms: Blogger.com, Blogspot.com, Wordpress.org   Maintained by an individual or an organization   Share content (written, images, video, etc.) in reverse- chronological order through “posts”   Types: social, corporate, genre (fashion, political, travel, etc.)   Informally written typically using acronyms   Typically allow comments   Terms: blogosphere, internet celebrities, blogger relations 22
  • 23. BLOG EXAMPLES 23
  • 24. BLOG EXAMPLES 24
  • 25. INTERNET CELEBRITY: MARIO ARMANDO LAVANDEIRA, JR. •  Salary = over $800,000/yr 25 •  Stands for Blogger rights
  • 26. DOS & DON'TS OF BLOGGING Do Don’t   Follow other blogs   Write long posts daily   Block comments   Post comments on   Push your blog/ other blogs company on other   Include an RSS feed blogs   Include photos &   Plagiarize video   Update 2-3 times/   Ignore comments on week your blog   Promote other blogs 26
  • 27. MICRO BLOGS   Mini Blog maintained my multiple authors   Updates: 140 characters or less   Usedfor file and information sharing and gathering   Topics: political, social, professional   Platforms: Twitter.com, Yammer.com, Pownce.com 27
  • 28. MICRO BLOG EXAMPLES 28
  • 29. MICRO BLOG EXAMPLES 29
  • 30. SOCIAL NETWORKING SITES   Onlinecommunities of like-minded people   Purpose   Social: stay in touch, build relationships   Professional: network, build clientele, find jobs, post jobs   Components: photos, profile, status, messaging, events, groups, network webs   Platforms: Facebook.com, Myspace.com, Linkedin.com 30
  • 31. FACEBOOK EXAMPLE 31
  • 32. LINKEDIN EXAMPLE 32
  • 33. SOCIAL BOOKMARKING SITES   Web site   Used to store, organize, search and manage bookmarks   Can be shared publicly or privately   Store using tags instead of traditional folders   Sites can be ranked based on how many times a site has been bookmarked by users   Keywords: tags, tagging   Platforms: del.icio.us, digg, reddit 33
  • 34. STUMBLEUPON EXAMPLE 34
  • 35. REDDIT EXAMPLE 35
  • 36. OUTLINE 1.  What is Social Media? 2.  Why You Should Care 3.  Forms of Social Media   Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking 4.  Managing & Using Social Media 36
  • 37. ELEMENTS OF SOCIAL MEDIA Equal Elements Monitor Participate Publish 37
  • 38. STEP 1: MONITOR   Set up an RSS feed   RSS: Really Simple Syndication   Google Reader 38
  • 39. GOOGLE READER SET-UP   www.google.com/reader   Log-in to Google email or create new one   Begin subscribing to blogs 39
  • 40. STEP 1: MONITOR CONT…   Sitesto monitor when beginning to formulate strategy   Twitter   Facebook   LinkedIn   FriendFeed   Stumbleupon   del.icio.us   Reddit   Digg   Flickr   Blogs (Technorati)   Many more… 40
  • 41. STEP 2: PARTICIPATE   Determine strategy   Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking   Begin setting up accounts on selected social media sites   Determine username   Ex: JessDennis, RedShoesPR, LisaRedShoesPR   Check availability of your username: www.usernamecheck.com 41
  • 42. WWW.USERNAMECHECK.COM 42
  • 43. STEP 3: PUBLISH   Share content through social media   Start your blog   Set up microblog accounts   Create a facebook page   Set up a flickr account   Tag important sites on digg and del.icio.us 43
  • 44. BLOGGING   Use a platform such as Typepad.com   Donot use Blogger.com, Blogspot.com, wordpress.org   Blog 2-3 times/week   Blog Search Engines: Technorati or Google Blog Search   Be an active blogger, post comments to other blogs 44
  • 45. BEST PRACTICES   Usernamesshould be personal and could include company name   Use a photo of yourself for profiles, not a logo   Following people   Share information   Rule of thumb: do not update more than every 15min on twitter 45
  • 46. SOURCES http://en.wikipedia.org/wiki/Social_media http://www.movember.com/ http://www.youtube.com/watch? http://apps.facebook.com/ccmovember/ v=MpIOClX1jPE http://www.yammer.com/ http://www.hubspot.com/ http://www.stumbleupon.com/ http://www.twitter.com/ http://delicious.com/ http://www.pownce.com/ http://www.slideshare.net/ http://www.facebook.com/ http://en.wikipedia.org/wiki/File_sharing http://digg.com/ http://en.wikipedia.org/wiki/ http://technorati.com/ Photo_sharing http://www.youtube.com/ http://en.wikipedia.org/wiki/ http://www.linkedin.com/ Video_sharing http://flickr.com/ http://en.wikipedia.org/wiki/Will_it_blend http://99designs.com/ http://www.youtube.com/watch? v=qg1ckCkm8YI http://friendfeed.com/ http://www.blendtec.com/ http://friendfeed.com/search?q=pepsi +coolerhttp://www.pr-squared.com/ 2008/10/mo_marketing.html 46
  • 47. SOURCES http://flickr.com/search/?q=red+shoes+pr https://www.blogger.com/start http://wordpress.org/ http://en.wikipedia.org/wiki/Blogs http://www.chrisbrogan.com/ http://www.marketingovercoffee.com/ http://perezhilton.com/ http://www.yammer.com/ http://www.myspace.com/ http://reddit.com/ http://www.google.com/reader/ http://www.usernamecheck.com http://www.tinyurl.com/ http://www.youtube.com/watch? v=MpIOClX1jPE http://www.youtube.com/watch? v=qg1ckCkm8YI 47