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NNPA Mid Winter Conf. - Social Media
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NNPA Mid Winter Conf. - Social Media


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How and Why Small Community News Paper Publishers should leverage social media for their businesses and integrate it into their full compliment of media. Part 2 of 3 for the NNPA Social Media Academy.

How and Why Small Community News Paper Publishers should leverage social media for their businesses and integrate it into their full compliment of media. Part 2 of 3 for the NNPA Social Media Academy.

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  • I use the analogy of fishing. If you want to catch a lot of fish, you can’t fish in the pond with a bamboo pole. You have to fish in the ocean and cast a wide net. Your have a specific target however, and to hit the bullseye requires a more focused strategy.
  • BP Oil spill; Shirley Sherrod & Agricultural Secretary Tom Vilsack
  • Transcript

    • 1. How to Get Social…Again
      Presented by
      Kevin McFall
      VP, Global Business Development
      NNPA Mid-Winter Conference 2011
    • 2. Part 2 of 3 the Social Media Academy
      How to Integrate Social Media into Your Websites and Connect it to Your Print Product
      Connecting to the platforms
      Empowering your audience to share
      Now that you’ve built it, how do you leverage it?
      Developing an Audience
      Knowing the Rules of Engagement
      Which Social Content Matters?
    • 3. The Basics of getting your site social
      Empowering your users to share and push content from your site to social media
      “Share This”
      Email to a friendTweet this to Twitter
      Like this Or Recommend this to Facebook
      Buzz to Yahoo! Buzz or Google Buzz
      Comments and Ratings
    • 4. Its All About the Content
    • 5. Facebook Connect & Likes
    • 6. Getting Tweets to and from
    • 7. Best Practice Examples - WaPo
    • 8. Best Practice Examples -Washington Informer on Facebook
    • 9. USAToday on Twitter
    • 10. DevelopingAn Audience
    • 11. Video and Photo Sharing Sites
      Where is your audience?
      Where do you need to be?
      Where is Social Media?
      Review sites
      Social Networking
    • 12. Who Must You Have in Your Audience?
      Ad Hocs
    • 13. Passionates
      Passionates are people who care deeply about topics that are too niche to impact the mainstream zeitgeist. But within those areas of interest, they are acknowledged, respected, and taken seriously — even if their audiences are relatively small.  These are often “the original bloggers.”  Folks who care enough to create.
    • 14. Influencers
      Influencers are people who have large groups of followers, across different online strata.  They almost always started out as Passionates but have “crossed over” into a more mainstream role.  They are the tastemakers.  Sometimes they are part of the modern media but this is actually fairly rare.  The authority that an Influencer gained (while still a Passionate) has eclipsed traditional media’s credibility.
    • 15. Ad-Hocs
      Ad-Hocsare everyday folks.  They deserve attention, too — though that is very hard to scale.  By being patient and proactive with as many folks as possible, a brand marketer gains grassroots respect that is eventually noticed by bigger fish. 
    • 16. Cutting through the NOISE…
      What social media matters?
    • 17. The Top 10 Conversations
      To Listen for
      in Social Media
      What should a company listen for?
      How should we respond or engage?
      How can we monitor it all?
    • 18. #10 -
      The Complaint
    • 19. #9 -
      The Compliment
    • 20. #8 - The Problem
    • 21. The Question / Inquiry
      #7 -
    • 22. #6 – The Campaign Impact
    • 23. #5 - The Crisis
      Shirley Sherrod & Tom Vilsack
      Toyota Recalls
      BP Oil Spill
    • 24. #4 - The Competitor
    • 25. The Crowd
      #3 -
    • 26. #2 - The Influencer
    • 27. The Point of Need
      #1 -
      WE ARE
    • 28. Review of The Top 10 Conversations To Listen For…
      The Point of Need
      The Influencer
      The Crowd
      The Competitors
      The Crisis
      The Campaign Effect
      The Inquiry/Question
      The Customer Problem
      The Compliment
      The Complaint
    • 29. Monitoring Social Media
      How to Determine Who, What and Where to Engage
    • 30. Social Media Policies
      Create a policy to outline marketing and PR campaign best practices, employee rules, customer support responses, etc.
      Be transparent in all communications, never misrepresenting.
      Post meaningful commentary, using common sense Include who can participate, what the workflow and approval processes are, what the
      Avoid activity surrounding crisis and company confidential issues
    • 31. Social Media Monitoring
      Know what’s being said. Catch the buzz about your brand.
      Relevant Keywords & Topics
      Influence – Reach, expertise, credibility
      Sentiment - Positive, Neutral or Negative
      Volume of Buzz
      How to catch the Buzz:
      Search – Google Alerts, Twitter Advanced, Bing
      Cision Social Media Monitoring
      Hootsuite, Tweetdeck, etc.
    • 32. Cision Social Media
      Monitor all forms of social media, including blogs, top video- and image-sharing sites, forums, opinion sites, and micro-blogs like Twitter - all filtered by country and media type.
      Receive daily social media reports to see the most viral posts related to your brands and track the volume of buzz around keywords tied to your campaigns.
      Track the viral success of each story with constantly updated influencer metrics.
      Quickly sort your results by influencer scores, comment count, unique commenters and publish date.
      Set up custom email alerts and search terms to automatically sort and manage your social media coverage.
    • 33. Rules of engagement
      Engage: The Complete Guide for Brands and
      Businesses to Build, Cultivate, and Measure
      Success in the New Web
    • 34. Excerpts from 21 Key Rules of Engagement
      1: Discover all relevant communities of interest and observe the choices, challenges, impressions, and wants of the people within each network
      2: Participate where your presence is advantageous and mandatory, don’t just participate anywhere and everywhere or solely in your own domains (Facebook Brand Page, Twitter conversations related to your brand, etc.)
      7: Observe the behavioral cultures within each network and adjust your outreach accordingly
    • 35. Excerpts from 21 Key Rules of Engagement Cont’d.
      9: Become a true participant in each community you wish to activate, move beyond marketing and sales
      10: Don’t speak at audiences through canned messages, introduce value, insight and direction through each engagement
      21: Give back, reciprocate and recognize notable contributions from participants in your communities
    • 36. Q & A
      Kevin McFall
      On Twitter: @JournoPR3point0
      Office: +1.312.873.6534
    • 37. Social Media Resources
      Sites to keep up with latest trends:
      Setting up a blog:
      Sites for specific Social Media platforms: (SM Tools)
      TweetMeme (Twitter)
      Facebook Developers (FBk)
      Monitoring Tools:
      Google Alerts
      Hootsuite, TweetDeck