Kathleen Holmlund on social media, Brand Journalism workshop 14-15th April 2011

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Brand Journalism workshop 14-15th April 2011 was an international event organized by Media education CEE

Brand Journalism workshop 14-15th April 2011 was an international event organized by Media education CEE

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  • 1. Communications in theDigital Era of Social Media Kathleen Holmlund Strategic Communications Counsel at News Strategies™ @PupaKat
  • 2. Communications in the Digital Era of Social MediaQuestions?•  What it social media?•  Why should I be using it?•  How much will it cost? or rather: How much time is it going to take?•  Is it safe? I’m scared!!!•  How can incorporate this into my existing marketing and communications mix?•  Which platforms should I be using?•  How do I use these platforms and engage effectively on them?•  How do you grow your “followers” and “likes” and the level of interactions on these platforms?•  How do you measure results and ROI?
  • 3. Communications in the Digital Era of Social MediaWhat is social media?
  • 4. Communications in the Digital Era of Social MediaWikipedia says:Social media are media for social interaction, usinghighly accessible and scalable communicationtechniques.Social media is the use of web-based and mobiletechnologies to turn communication into interactivedialogue.
  • 5. Communications in the Digital Era of Social Media
  • 6. Communications in the Digital Era of Social Media
  • 7. Communications in the Digital Era of Social MediaSocial Interaction + Technology = Social Media
  • 8. Communications in the Digital Era of Social Media The style of discourse has nowchanged to engagement, interaction, listening and immediate and transparent online conversations.
  • 9. Communications in the Digital Era of Social MediaWho is Today’s Media?•  Mainstream papers, magazines, TV, radio, cable•  Blogs, social media, forums• Online news services• Online news aggregators• Maybe someone you never heard of ...• Lines have become blurred between pure journalism, entertainment and opinion
  • 10. Communications in the Digital Era of Social MediaWho is a Journalist?•  Trained, experienced reporter•  Blogger, with or without experience•  Celebrity, notable, attorney•  Someone with absolutely no skills or experience in journalism•  Your customer
  • 11. Communications in the Digital Era of Social MediaWhy should I use social media?Whether you are a for-profit or non-profitorganization we are all having to get ourmessage across in a competitive world ofGoogleability where an objective is toboth participate and manage (not“control”) conversations about the visibilityand brand of your organization in the vastonline environment . . .
  • 12. Communications in the Digital Era of Social MediaIn the digital era, organizations can enhance oreven bypass mainstream media outreachopportunities to communicate their informationand messaging, their way, directly andeffectively, to their audience through socialmedia channels.
  • 13. Communications in the Digital Era of Social MediaHow much will it cost? Where do I start? Hmmm, how long is a piece of string? It all goes back to strategy basics:   What is your communications goal?   How will you know that you have achieved it?   When would you like to achieve that goal?   How realistic is the goal given your resources, etc…   What are the challenges in achieving this goal?
  • 14. Communications in the Digital Era of Social MediaWhich platforms should I be using?•  Which ones are you most comfortable with?•  Which ones are your employees, customers, suppliers using?•  Which ones are your potential customers using?•  What resources do you have at your disposal?
  • 15. Communications in the Digital Era of Social MediaHow does it fit in with my current marketing mix? These are additional tools in your marketing mix. You will want to ensure consistent messaging across all your platforms. The difference now is that we are moving from purely “push” PR style promotional messaging to a more engaging and conversational “pull” style.
  • 16. Communications in the Digital Era of Social MediaHow do I measure social media?
  • 17. Communications in the Digital Era of Social MediaHow do I engage effectively on these platforms?•  Social Media is a conversation•  Be active and responsive•  Be personal and authentic•  Encourage sharing•  Make social media an organization-wide activity•  Bonus: love what you do
  • 18. Communications in the Digital Era of Social MediaLinks to useful social media tools  Tweetdeck (handles Twitter mainly but also FB)  HootSuite (handles Twitter, FB, and LinkedIn updates)  MarketMeSuite (handles Twitter and FB, and particularly effective for people needing to handle multiple accounts. More so than TweetDeck and HootSuite, I have found as it separates the accounts better)  Social Mention (Real-time social media search and analysis. A Google Alerts for social media)  Google Analytics and Woopra for website stats (Woopra provides real-time stats and also has an iPhone app)  Sprout Social for social media stats and analytics  Social Media Wordpress Plugins: AddThis, Digg Digg, Leenk.me
  • 19. Communications in the Digital Era of Social Media Links to useful social media resources   Rules of Social Media Engagement – by Brian Solis   Online Database of Social Media Policies   56 Social Media Infographics   Online Marketing Infographic   Which SM platforms are best for which marketing outcomes – Very helpful infographicTime-saving resources•  Egg Timer – Useful countdown timer•  LetMeWork and SecretGeek – SW to help block time-wasting sites