PRSA Travel and Tourism KeynotePresentation Transcript
What's Next in Innovation:
Social Media in 2010 and Beyond
It is busy online.
1 in every 3 online Americans is a conversationalist,
someone who updates their status on a social
networking site such as Facebook or posts updates on
Twitter at least once weekly.!
- Forrester Research !
1 in 3 online Americans updates their online status at least once weekly. Forrester
31 MILLION U.S. Internet
users will write blogs in
2010, more than 104
MILLION will read them.
- eMarketer, April 2010
31M in the U.S. will write blogs in 2010. eMarketer
• Portable = “I can take it with me.”
• Personalized = “I can customize.”
• Participatory = “I can join in.”
Credit: Pew Internet Research, “U.S. Relationship with News”
February 10, 2010 @ 4:00 a.m.
Direct messaged (DM)
Cell phone rings
Jen Preston (@nyt_jenpreston)
social media editor, New York Times
5 new (and viable)
in 4 hours.
This was my goal in action.
So, what’s your goal?
What’s next? It’s not about the
“next” Twitter or “Foursquare.”
It is about bringing structure,
focus and strategy to the idea
1. Know what you want to accomplish.
(This is your goal, your strategy!)
2. Identify the businesses’ social media structure
• Often seen in large multi
national companies (e.g. HP ,
• Business units are given
individual freedom to deploy
as they see fit, yet a common
experience is shared amongst
• Requires constant
communication from all
teams to be coordinated
• Requires considerable cultural
and executive buy in, as well
as dedicated staff.
3. Integrate into an existing business plan
(e.g. marketing and communications)
• It doesn’t have to be a turf war.
• This is ANOTHER part of your outreach.
• Add metrics (even if this is a benchmark year)
– High level metrics:
• Goal: Foster dialogue; Measure: Share of voice, Audience
• Goal: Promote advocacy; Measure: Active advocates,
Advocate influence, etc
– Mid-level metrics:
• # of clicks
• Retweets, “Likes”
• Online sentiment
4. Establish social media policy
(Or integrate with existing communications policy.)
• Identify who can say what, when
• Know when you will/will not respond
• Crisis communications
• Exit strategy
• Do employees need training?
• Examples of appropriate social media use
versus abusing time online
5. Examine your workflow, change as necessary.
• It’s not about working more, but
• Creates a process, a system…a habit!
• Eliminates confusion
• Break down tasks
6. It might not be a fit for you if...
• Your staff totals one and you are currently
responsible for all communications
• In a highly regulated profession with legal
• Don’t feel comfortable or can’t get buy-in
• Not sure if your consumers are on social
media or want to be interacted with via
Creating tactics not around
the tools, but those which
are flexible (i.e. not platform
dependant) and able
Find an opportunity to
showcase what you do best.
Hijack a conversation and
offer an opportunity for
others to share
Meet a need in an
ASK them what they want!
GIVE them what they want!
Don’t underestimate mainstream
or traditional media
Generate A LOT of
Do it for a good cause
Give freely, give often
Share, acknowledge, give
Sarah Evans, Sevans Strategy
Tools and Resources
• Oneforty – A list of all third-party applications ( • Bit.ly – URL shortener (http://bit.ly)
http://oneforty.com) • J.mp – A shorter version of bit.ly (they are one and the same…
• Tweetdeck – Third-party application to manage Twitter simply a shorter version of its predecessor) (http://j.mp)
accounts (http://tweetdeck.com) • Google Reader – RSS aggregator (http://google.com/reader)
• Search.Twitter.com – Twitter search (http://search.twitter.com) • Google Alerts – Aggregates online mentions (
• Twellow – Identify people to follow based off of details in their http://google.com/alerts)
Twitter bio (http://twellow.com) • Addict-o-matic – Digital dashboard (http://addictomatic.com)
• WeFollow – Identify people to follow based off of how they • Blog Pulse – Supplement to Google Alerts to find mentions in
classify themselves (http://wefollow.com) blog posts (http://blogpulse.com)
• Tweetphoto – Photo sharing service (http://tweetphoto.com) • Quarkbase – Overview of monthly web visits and other analytics
• WTHashtag – Top resource for tracking hashtag mentions (http://quarkbase.com)
(http://wthashtag.com) • Board Tracker – Find brand mentions on online forums and
• Twitalyzer – Most sophisticated Twitter analytics tool ( discussion boards (http://boardtracker.com)
http://twitalyzer.com) • Pitchengine – Social media release platform (
• Listorious – Aggregator of Twitter lists (http://listorious.com) http://pitchengine.com)
• Flowtown – Import current email addresses, locate social • HelpAReporter – Free media opportunity network (
networks (http://flowtown.com) http://helpareporter.com)
• Flavors.me – Aggregate online profiles in one place ( • SocialMention – Analytics and sentiment (
• Help a Reporter Out – Media opportunities ( • Twellohood – Find people tweeting by location (
• Pitchengine – Social media release and newsroom ( • Mail Chimp – Email campaign platform (http://mailchimp.com)
• Knowem – Find where your name is available and secure it
• Alexa – Find details about your Web site and audience (