OWU Socmed Pres 11 3 09

SOCIAL MEDIA AND MARKETING 2.0 11/3/2009

OVERVIEW
Who am I?
Social Media
Business applications
Personal branding 2.0
Key takeaways

PR professional since 1991
Avid social Internet user since 1994
Online community builder since 1998
Blogger since 2001
Professional blog at www.larakretler.com
Social media lead at Fahlgren Mortine PR
Frequent speaker and interviewee about business applications for the social Web
ABOUT LARA KRETLER

SOCIAL EXPLOSION
Six out of top 10 websites are social sites
Six out of 10 Internet users view consumer generated content

Food for Thought
Facebook earns 600,000 new members per day and
700 million photos and 4 million videos per month
Twitter gains 18 million new users each year, with 4
million tweets sent daily
More than 900,000 blogs posts are put up every day
More than 1 billion YouTube videos are watched daily and 20 hours of video uploaded every minute
250,000 virtual goods are made daily in Second Life, with users sending 1,250 virtual text messages per second
$5.5 billion US is spent on virtual goods each year. Facebook gifts alone make $70 million annually
Flickr has 73 million visitors a month who upload 700 million photos
Mobile social network subscribers reached 92.5 million by the end of 2008 and will rise to 641-873 million by 2013 (up to 132 million annually)
More than 2.3 trillion SMS text messages were sent across major markets worldwide in 2008
BY THE NUMBERS

Food for Thought THEN VS. NOW

TRADITIONAL COMMUNICATIONS

TODAY’S MODEL

BENEFITS OF SOCIAL MEDIA
Build deeper relationships and communities
Increase awareness for your brand
Broaden your network
Achieve search engine prominence (SEO)
Increase your web or blog traffic
Break through clutter to reach journalists
Bypass media to get straight to consumers
Empower fans to become viral ambassadors for your brand

BUSINESS APPLICATIONS

SOCIAL MEDIA PHILOSOPHY
At Fahlgren, social media is a PR-led, cross-functional practice
We incorporate social media monitoring holistically into all of our public relations efforts
We utilize social applications and “PR 2.0” tools on our clients’ behalf to reach out to both traditional and new media
We develop programs that help our clients make use of social networking sites, tools and applications to reach consumers and influencers directly

SOCIAL MEDIA MONITORING
SMORE (Social Media Opportunity Research & Evaluation): Preliminary social media audit completed for all clients
SMORE results drive three possible outcomes:
Additional deep dive social media audit
Immediate social media program recommendations
Ongoing social media monitoring only

TRAINING & EDUCATION
Social media 101
Social networking 101
PR2.0 – using “social PR” best practices
Deep dives into specific tools – Twitter, Delicious, social search
Social media monitoring
Blogger outreach 101
Blogging for business
Successful blog commenting
Using LinkedIn for sales prospecting
B2B social media best practices

PR 2.0 BEST PRACTICES
Blogger relations: engaging with influencers
Targeted outreach via comments, trackbacks, tagging
Microblogging/micro pitching
Twitter, Friendfeed, Ning socnets
Expert source placements
LinkedIn Answers, HARO
Strategic use of social bookmarking sites
Delicious, StumbleUpon, Digg
Online content placements
Yahoo, Google, AOL
Social media news releases
PitchEngine, PRweb
SEO for news releases
HubSpot’s pressreleasegrader.com

SOCIAL MEDIA APPROACH
Listen to the conversation
Review and analyze learnings
Engage if and when it makes sense
Monitor and adjust
Measure results

SOCIAL MEDIA STRATEGY: LISTEN
Comprehensive, customized Web 2.0 monitoring
Blogs
Discussion boards and forums
Social networking sites (Facebook, Myspace)
Microblogging/lifestreams (Twitter, Friendfeed)
Photo sharing (Flickr)
Video sharing sites (Youtube, Viddler)
Social search/sharing & tagging sites (Delicious, Digg, StumbleUpon)
Strategic analysis and program development

SOCIAL MEDIA STRATEGY: ENGAGE
Blog design, content development and promotion
FahlgrenMortine, Redemtech, Liebert
Blogger/blog commenter/social media training
Emerson Network Power, Ansell
Blogger/influencer identification and outreach
Experience Columbus, Morton’s, Balloon Time, Ohio Film Office, Pert Plus, Elmer’s Glue Crew
Social networking campaigns
PRSA Central Ohio, Emerson/Liebert, Good Samaritan Dayton, Elmer’s Glue Crew, Pert Plus
Online community development
Ansell’s SafetyCommunity.com, Cardinal Health CMP/CareFusion

70 | 20 | 10
FORMULA FOR SUCCESS

INTEGRATED SOCIAL MEDIA PROGRAM

Tom Peters invented personal branding in a 1997 Fast Company article:
“ Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
THE BRAND CALLED YOU

What will differentiate you?
Think about:
Three things you are good at
Three things you are known for
Three things you are passionate about
Three things other people think you’re good at
FINDING YOUR NICHE

An interconnected online footprint of relevant:
Content
Photos
Video
Audio
found by Googling your name
PERSONAL BRAND 2.0

Google results present your personal brand – the good, the bad and the ugly
You can either accept and manage that or ignore it…
GOOGLE IS YOUR HOME PAGE

BUT YOU WILL BE GOOGLED

“ If you don’t brand yourself, Google will brand you.”
SHERRY BECK PAPROCKI, AUTHOR:

“Everything you do now ends up in your permanent record. The best plan is to overload Google with a long tail of good stuff and to always act as if you’re on Candid Camera, because you are.”
SETH GODIN, MASTER MARKETER:

WHAT’S WORTH THAN NEGATIVE SEARCH RESULTS IN GOOGLE?
No results at all
“Not being online today is akin to not existing.” ~Alena Tugend, NYT

THE GOOD NEWS?
Google wants to help you manage your personal brand
Google profiles launched this year at http://www.google.com/profiles
Google profile results have begun to show up at the bottom of U.S. name-query search pages
Over time, as people begin to fill them out, profiles will become the top result for your name

SAMPLE GOOGLE PROFILE

MORE GOOD NEWS
Google loves social media
Blogs
Social networks
Any other sites with tons of inbound links (e.g., traditional media sites)
Content on social sites rises to the top of Google
This all happens pretty fast

SOCIAL MEDIA STRATEGY
Ensure a consistent, positive image on:
Blogs
Discussion boards and forums
Social networking sites (Facebook, Myspace)
Microblogging/lifestreams (Twitter, Friendfeed)
Photo sharing (Flickr)
Video sharing sites (Youtube, Viddler)
Social search/sharing & tagging sites (Delicious, Digg)

SOME IDEAS
Start a blog
Serves as a home base for all social media activity
Facilitates two-way conversation
Powerful SEO tool
Showcases your niche and differentiates you from everyone else
Gives voice to your personal brand
Lends credibility and authority to your job search, career or hobbies

BLOGGING 101
How do I start a blog?
Free tools like Wordpress or Blogger
Write at least weekly
Represent your personal brand well; be unique but authentic
Be consistent, clear and concise
Build community
Comment on other blogs
Share links
Incorporate blog into other social networks

SOCIAL NETWORKS
Facebook
Twitter
LinkedIn
Flickr
Youtube
Delicious
Majelly
Speakersite

SOCIAL NETWORKING 101
Maximize your profile
Share meaningful content
Think 70/20/10
Add relevant contacts/followers
Explore the search function
See what else is there

FACEBOOK TIPS
Check your privacy settings
Open up or lock down all or part of your profile
Control your Wall content
Turn tagging settings off for both photos and pictures
You wouldn’t want your friends tagging you in a picture of you doing something stupid, would you?

Create and share useful content
Answer questions, offer advice
Provide tips and info
Showcase your expertise to gain credibility
Be a good Netizen – respond to broader queries
Add value to get and keep followers
Be human, memorable and likeable
Follow 70/20/10 rule
Build relationships on and off-line
CONTRIBUTE TO THE COMMUNITY

GETTING STARTED

Social media monitoring
www.Whostalkin.com for just about everything
www.Socialmention.com for just about everything
www.Summize.com for Twitter
Check your name availability
http://namechk.com/
www.CheckUserNames.com
Personal branding resources
http://delicious.com/LaraK/personalbrand
USEFUL TOOLS

Dan Schwebel, Gen Y personal branding expert and author
How to build a powerful brand to achieve career success
Discover your brand
Create your brand
Communicate your brand
Maintain your brand
Personalbrandingbook.com
NEW BOOK: ME 2.0

ONGOING ORM
How are you connecting?
How much is too much?
Define role and value of social media for you personally
Know that what you say online to one person, one time … you’re saying to everyone, all the time
Social media can get you hired – but it can also get you fired!

Create your Google profile and set up Google alerts for your name
Start a Twitter account (think: 70/20/10); follow people in the Columbus area and your industry/field
Build a robust profile on LinkedIn. Answer questions and ask for recommendations to boost your credibility
Join Facebook or overhaul your existing account to ensure it enhances your personal brand
Open a Flickr account and upload photos
Create a Delicious page to share links and resources
KEY TAKEAWAYS

QUESTIONS? LET’S CONNECT Lara Kretler @LaraK on Twitter [email_address] 614-383-1618 or 937-271-9151 www.fahlgrenmortine.com www.larakretler.com

OWU Socmed Pres 11 3 09

by Lara Kretler

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OWU Socmed Pres 11 3 09 Presentation Transcript