Navigating Web 2.0 for the Workplace Sarah Evans Director of Communications email@example.com Twitter: PRsarahevans Skype: Prsarahelizabeth AIM: Prsarahelizabeth LinkedIn: http://www.linkedin.com/in/prsarahevans
YouTube - More than 100M video uploads, daily
Facebook -200M active users
Twitter -3 million + posts per day
Blogs - 133M indexed by Technorati since 2002
News bookmarking sites -“regular” people shaping news THEY deem important (e.g. Digg, Delicious)
Hashtag: #nav20 Go to: http://search.twitter.com Type in: #nav20
Customer support forums
IDEASTORM (grew out of negative response)
Community driven ratings and reviews
Drilled down to where their audience is
CDC – Swine Flu
Social media enhances communication and serves as ANOTHER way to engage.
A few of the “terms” and why they matter
Want it now
I’m a part of something
You’re not hiding
Someone heard me
Join in/have fun
Find the talkers
Your plan starts here.
Who are you?
Connector: knows lots of people
Maven: trusted expert who seeks to pass knowledge along
Salesman: charismatic people skills with powerful negotiation skills
Who do you want to communicate with?
Clients, like-minded people, friends
What are you looking to gain?
Increased brand visibility, build a large network
Who is going to be “your” face? What is going to be “your” voice?
Do you have a beloved leader or employee already identified with your brand?
Online name and imagery
If this person(s) went away tomorrow would your online presence remain?
Likeable and rationale
“ Gets” social media
Communications/PR background (if appropriate)
Identity: Colonel Tribune “Humanization of the Tribune and engaging bloggers/readers in their territory on their terms.” Twitter Facebook Tribune.com flickr
So, what’s the ROI?
“ The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.” – Jason Falls, director of social media for Doe-Anderson
You CAN, however, think about NEW metrics!
What are your CONVERSATION goals?
Incoming traffic from links
Number of people subscribed to RSS
Track backs or linked conversations
Increase in anything
Think ROE – Return on Engagement
Public Service Announcement: Secure your brand! Disclaimer: I’m a partner on the site.
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