SOCIAL MEDIA BOOTCAMP Sarah Evans @PRsarahevans firstname.lastname@example.org www.sevansstrategy.comHashtag: #SocialIRL @PRsarahevans @benasmith
Today’s Topics:• Key social network • Case studies overview• PR and marketing in • Influencers social• HOW TO: Social Media • Monitoring News Releases• Blogger Relations • Analytics and ROI• Recommendations for • Exercises and your business activitiesHashtag: #SocialIRL @PRsarahevans @benasmith
Business concepts to think about• Workflow• Strategy• Tactic• Cost• Innovation• Policy and training• Authority/responsibility• Voice and identity
Channels for interacting, using accessible publishing techniques. Social media use web-based technologies to transform and broadcast media monologues allow the creation and exchange of user-generated content.” -Wikipedia WHAT IS IT?Hashtag: #SocialIRL @PRsarahevans @benasmith
Social media is another tool.Hashtag: #SocialIRL @PRsarahevans @benasmith
Just like this. • Community outreach • Marketing • Public relations • Crisis communications • Fundraising • Personal • Customer serviceHashtag: #SocialIRL @PRsarahevans @benasmith
Billions of page viewsImage courtesy of @Jess3, March 2010
95% of online shoppers conduct research before making a decision 60% of online shoppers always or often use search engines (Credit: Compete Online Shopper Intelligence Study)Hashtag: #SocialIRL @PRsarahevans @benasmith
MY DISCLAIMER: 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 implications• Don’t feel comfortable or can’t get buy-in from executives• Not sure if your consumers are on social media or want to be interacted with via social media
Know what you want to accomplish. (This is your goal, your strategy!) • • • • • • • • Hashtag: #SocialIRL @PRsarahevans @benasmith
3 STOP Exercise Time. , minutes What is/are your goal(s)? Goal 1: To _______ (verb) (other parts of your sentence) (measureable outcome) by (date).Hashtag: #SocialIRL @PRsarahevans @benasmith
What social media users want • Think about: – What platforms you want to use – Who is there – How they want to be reached – What you want them to do
Keep in mind as we review these networks:• ACTION: You see something you like or have a thought• Ask: Do I want to write, audio, video, etc…• Ask: Should it go out now or later?• Identify which platform(s)• Does it need supporting information (link to more info?) – Don’t forget to shorten the URL.
Basic TermsTweet Posting a message to Twitter@ + name The command which allows tweets to be sent; proceeds username (i.e. @journchat)Following You choose to receive someones updatesFollowers People who choose to receive your updatesDirect Message Private message sent between two peopleBlock Preventing someone from reading your updatesFavorites A public area to save your favorite tweetsFail Whale When too many people are tweeting!Hashtag The # next to a word allows for conversation tracking (#tweetup) http://search.twitter.comTweetup A face-to-face gathering of those who tweet
It’s all about the retweet.Hashtag: #SocialIRL @PRsarahevans @benasmith
@RSHotel AWESOME friends in @Mashable post! @KeithBurtis @Chrisbrogan @jessicarandazza http://bit.ly/9GnCBm Best Practice! • Shares an article where Twitter followers are mentioned • Recognizes others • Includes a shortened URL for tracking purposes and ease • Leave enough characters to retweetHashtag: #SocialIRL @PRsarahevans @benasmith
@mattroyse 10 iPhone Apps to Manage Your Job Search on the Go http://ow.ly/1o3L5u Best Practice! • Good informa?on • Promo?ng someone else’s blog • Shortened URL for tracking purposes • “ Top 10” posts typically garner a lot of aJen?on Hashtag: #SocialIRL @PRsarahevans @benasmith
Twitter: Promoting your presence• Add your Twitter ID to your email signature, website and resume• Download a Twitter application for your Blackberry or iPhone• Send an email to friends, family and co-workers with your Twitter ID and see if they are on Twitter• Embed a Twitter widget on your blog or website• Start a hashtag• Join a hashtag• Put together RSS feeds for your favorite topics on Twitter http://search.twitter.com• When you comment on blog posts, include your Twitter ID• Add your Twitter ID to your Facebook and LinkedIn accounts
Twitter: Various Tactics• Follow• Lists• DMs• Replies• Contests• Discounts/deals• Polls/questions/surveys• Sponsored tweets• Repurpose content• Sponsor: Top trending topic $$$
What happened?• When Conan left NBC, he started a Twitter account, posting his first few public statements since leaving the network, quickly incurring 1.8 million followers. Leading up to the premier, O’Brien ran a Twitter campaign where fans got to vote on who his first guest should be.• As part of his Twitter campaign, TBS bought the #conanreturns promoted trend on Twitter to help further the conversation. – Currently Promoted Trends are in beta, but are rumored to cost "tens of thousands" of dollars per day.• Conan O’Brien’s new talk show that debuted on TBS in Nov. 2010 pulled in 4,155,000 viewers overall, outdoing both Leno and Letterman, with 2,451,000 between the ages of 18-34. The median viewer age was just 30 years old. (lostremote.com)
What worked?• Conan O’Brien used social media to go after his Gen-Y target demographic, a younger demographic than Leno or Letterman.• TBS took advantage of sponsored social media opportunities to help drive the viral conversation.
What can you learn from this?• Promoted hashtags/trends or sponsored tweets are tactics. While these can be a good investment, make sure that your target demographic matches that of the social media platform you’re promoting on.• Fans can be receptive to integrated social media advertising if done correctly.
HOW are you going to use it?(Let’s hear from those who already do.)
Basic TermsStatus update Answering the question “what are you doing” on your profile page@ + name The command which allows updates to mention and tag your friends and fan pages; proceeds usernameWall Your profile pageFriend People you let into your networkFriend request Asking someone to let you be their “friend”Tag Labeling people in photosNote A public area to post ideas, information (similar to a blog)Comment Posting a thought or comment in response to something someone has posted on their wallLike A “like” button. Clicking on it implies you like or agree with something someone has posted on their wall.Poke Clicking the “poke” button alerts someone you’ve poked them. Kind of like, “notice me.”
What happened?• During a time of mass chaos in Egypt where millions are cut off from the Internet and the country has erupted in violence, fashion designer and major brand Kenneth Cole issues a tweet – playfully insinuating that the Cairo uproar is a result of the release of their new spring collection.• The result: an estimated 1,500 negative tweets per hour and the emergence of a Twitter spoof account @KennethColePR
What worked/didn’t work?• Shows insensitivity, negating the seriousness of situation in Cairo by trying to use it as a marketing opportunity.• Using the #Cairo hashtag opened up the tweet to readers outside @KennethCole fans, serving as a catalyst to increase the damage of this tweet.• Kenneth Cole appears to be personally responsible for this tweet, per his initials and the bio that states “Thoughts that end in –KC are from me personally; others are behind the seams insights from my inspiring associates.”
What can you learn from this?• Be careful what you tweet. Once it’s out there, you can’t take it back.• Don’t make light of serious situations on social media, show sensitivity and respect.
Location-based Apps: Various Tactics• Specials/deals/discounts• Badges/stamps• Mayorship• Check ins• Analyze audience and habits• More than physical locations (e.g. TV)
Social Media 101 Guides• Getting started with Facebook http://slidesha.re/eqIS7n• Getting started with Foursquare http://slidesha.re/dRhOGJ• Getting started with LinkedIn http://slidesha.re/fNVrVR• Getting started with Twitter http://slidesha.re/hlL3ea
Other platforms and tactics to consider• Email distribution and e-blasts• Niche social networks• Photo sharing (Flickr, Instagram)• Video sharing (YouTube, Vimeo)• Live streaming (Ustream, Watchitoo)• Discussion boards and forums
Who is this dude?• Old Spice launched a series of television ads introducing viewers to a shirtless and suave Isaiah Mustafa, who embodies all that is man – “Wear Old Spice, or youre not a real man.”• Old Spice targeted young adults and used social media to repost the ads on different social media outlets across the web.• To increase two-way communication, Old Spice created 200+ short videos responding to comments/questions directed at "the Old Spice guy" via Twitter, Facebook and other social networking sites.• The appeal of these customized responses led to thousands of questions from excited social media users who hoped the Old Spice guy would answer their questions.• The Old Spice Twitter account accumulated tens of thousands of new followers and the YouTube videos amassed hundreds of thousands of views.
What worked?• Old Spice took a traditional medium, television advertising, and maximized the impact by leveraging two-way communication – they weren’t just talking “at” their audiences through their ads, they were talking “with” them by responding to their questions/comments and showing they were listening.• Old Spice created an integrated marketing campaign that appealed to the Gen-Y audience (both male and female) dominating social media platforms.• The Old Spice brand was not “shoved down viewers’ throats” like a spammy commercial.
What can you learn from this?• Look for ways to build two-way communication with followers.• Social media is not about talking “at” audiences, it’s about engaging “with” them.If you need a break from me, watch this:http://www.youtube.com/watch? v=owGykVbfgUE
7 STOP Exercise Time. , minutes Let’s practice: At your table…You just came across news that lists your profession as the number one profession in the United States. You have a community that would appreciate knowing this. How would you share that information via social networks, specifically your blog, Twitter and Facebook? Write out the following: 1) Your 140-character message (Twitter) 2) Your 160-character message (Facebook) 3) The headline of your blog post
Using Social Media as part of your PR outreach
In the U.S. our relationship with news is: PORTABLE, PERSONALIZED & PARTICIPATORY (PEW Research)Hashtag: #SocialIRL @PRsarahevans @benasmith
Ultimate result? 5 new (and viable)business inquires in 4 hours.
Connecting with media• Find out where they “live” online (some journalists have personal outlets in addition to their day job)• Read, watch and/or listen to their blog, column, site• Comment and respond when appropriate• Monitor citizen and hyperlocal journalists – Patch.com – CNN iReport• Participate in online industry chats – #journchat – #PR20chat• Create or join Facebook groups – Social journalism (Craig Kannally) – Rocket engine (Maybe created by you?)
TACTIC: Set up a Twitter dashboard to identify opportunitieshJp://prsarahevans.com/2010/01/how‐to‐set‐up‐a‐free‐online‐monitoring‐system/
What is a social media release? A new format of writing press releases thatincorporates web-based tools for people to share and discuss the information of the release with one another.
Straight from the expert.• You cannot make a press release social. - Associated Press (AP) format is not conversational or social. - If you start by opening Microsoft Word, youre probably missing the point.• Share buttons do not make a press release social. - Just because you have the option to share a link to a bunch of text, doesnt mean you should.• Multimedia does not make a press release social, it makes it more engaging. - I applaud those people who take the time to make their content more engaging and the services that enable them to do it (affordably).• Social means it should be living and in real-time. - It shouldnt "die" once you send it out through a wire service with no ability to edit, add to or create conversations.
SEO for Social Media Releases• Hotlink and bold critical words (and phrases)• Use a keyword search tool• Ensure that keywords are not too far apart from one another in the headline• Update the quotes regularly so it resurfaces in search engines• Don’t use jargon• Anchor text appropriately hJp://mashable.com/2008/11/04/how‐to‐make‐press‐releases‐seo‐friendly/
Things I wish someone would have told me: Anchor Text and SMR1. To rank higher in search results, use the keyword(s) you are trying to rank for2. Link to relevant pages for the product/service that youre talking about - not always home page3. Set links to open up in a new tab/window so youre not pushing people away from your content4. Research Google Trends and Insights for what people are looking for right nowKeyword tools: Google AdWords, Wordstream, Wordpot
Design, manufacture and service of aircra1 should link back to hJp://www.utc.pw.com PraJ and Whitney is a world leader in the design, manufacture and service of aircra1 engines, space propulsion systems and industrial gas turbines. Industrial gas turbines should link back to Space propulsion systems should link back to speciﬁc services or overview page speciﬁc services or overview page
51% Get News From People They Follow’ (Pew Survey)Hashtag: #SocialIRL @PRsarahevans @benasmith
Case Study:Community-driven storiesHow a Facebook Photo Went International Courtesy of Jason Kintzler, Pitchengine @jasonkintzler
What happened?• Received about 300 comments in a little over an hour• Verified authenticity of photo• Post shared and reposted by thousands of people via Facebook and Twitter• Contacted LOCAL news first
“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.” (Credit: Forrester)Hashtag: #SocialIRL @PRsarahevans @benasmith
Results• Most viewed story ever in the MTN group (Montana Television Network) with a total of over 350K. • Shared on Facebook more than 10K times the first day.• Picked up by all major news networks and was read in all 50 states and 136 countries.
Didnt take a producer to determinewhat was newsworthy, it took a few hundred people.
Why blog?• Generates content• Establishes expertise• Businesses who regularly update their blog generate more leads (Hubspot)• Anyone can do it – levels the playing field• Offers a place for people to engage (comments)• Helps your search ranking• Gives you information to share via social networks
So, what do you post? And when?What to post? Suggested routine• Added commentary or • Develop an editorial calendar insight on local or • Assign blogging national issue responsibilities• Guest post opportunities • 1 to 2 blog posts per week from other experts or • Check comments 1 to 2 clients times, daily• Trends or industry • Share blog posts via other insights social networks (as appropriate)• Reblog/post content (as • Share blog posts in appropriate) appropriate business• Do not repurpose memos communications (repurpose or press releases as blog content) posts
Blogging tips• Know in advance what • Use descriptive titles for you want to write about your posts (e.g. editorial calendar) • Include images (or• Be authentic other interactive media)• Create original content • Link to other related• Your post is not a press posts release • Promote one another’s• Use language your posts audience uses • Leave comments on• Share about timely and other blogs relevant events • Respond to comments on your posts
Do you or will you review products on your blog? TOOL: FTC Disclosure Whitepaper http://www.slideshare.net/PRsarahevans/ftc
It takes, on average, five activities to draw an audience to your site. -State of the Blogosphere 2009
Becoming a content or subject matter expert through blogging
Who is @problogger?• In the past decade, Darren Rowse of Problogger.net has become the “go to” on the topic of blogging, helping others with their blogging skills, sharing exeriences and promoting the blogging medium.• What started with a personal blogging hobby in 2002 transformed into an income-generating, fully-fledged business as a full time blogger or “ProBlogger.”• Rowse ranks forth on Google search engines for the keyword “blogging,” has 118,000+ Twitter followers and 20,000+ Facebook fans.
What worked?• Darren jumped on the blogging bandwagon early and carved out a niche teaching others how to generate income through blogging.• Darren constantly creates new content – whether it’s on his blog, his problogger.com blogger community, Twitter or other social media assets.
What can you learn from him?• When creating content for a blog or other social media account, identify a need or look for ways to benefit/help out your key audiences.• Use an editorial calendar to keep track and schedule content creation.
How do you find them?• Research, research and more research – Search engines – Blog rolls – Sevans Strategy uses Cision – Social searches
How do you connect with them?• First: HAVE A STORY that matters to them and their audience• Read their blog• Write a kick a$$ pitch• Include a Twitter pitch• Get creative: vitch• Create a package and offer assets• What else?
What is a “good” pitch?• Timely• Targeted• NOT generic, form letter or BCC:• Personal
EXAMPLE from HARO• “We are looking for suggestions for 5 awesome, unique experiences fathers can give their daughters. These adventures/ experiences should be under $100, realistic and most of all fun for BOTH of them.• Dad’s should not have to turn in their ‘man card’ in order to enjoy this! So Libby Liu’s or American Doll outings are out!• The goal is to deepen the father/daughter bond without being too girly.”
What happened?• In 2009, SHIFT Communications helped to launch MobileSphere’s Slydial, a free service that allows users to leave a voicemail message on someone else’s cellphone — without actually ringing them.• Targeting the blogger community, the team created unique angles and pitches for each and every blogger based on their reader community, developed a social media news release with catchy video content.• In one month of outreach, the Slydial service was covered in 381 blog posts (the results of SHIFT’s blogger relations combined with the viral effect of initial high-profile posts), including TechCrunch, Perez Hilton, U.S. News & World Report: Dave’s Download, GearCrave and ShinyShiny.
What worked?• SHIFT personalized blog posts and looked for an interesting angle that would appeal to each blogger.• A social media news release was used to provide additional content in addition to the pitch.
What can you learn from SHIFT?• Blogger outreach takes a lot of preparation time – it’s not just writing a news release and blasting it out. It’s about identifying and researching the appropriate audiences to reach out to, creating unique story angles and building relationships beforehand.• Before reaching out to bloggers, think about what’s in it for them or in it for their readers and make sure that what you’re sending out is newsworthy.
EXERCISE TIME! At your table--Write a social media release headline and a targeted pitch to a well known FEMALE blogger who talks about balancing motherhood and a career. She often writes about her TRAVELS for work and the adventures with her children’s CARPOOL.Your product: a new device that changes atire with the push of a button…no strength needed.
Who is Scoble? What is Quora?• Robert Scoble, arguably one of the most influential social media bloggers, initially embraced his usage of Quora, calling it “the biggest blogging innovation in 10 years.” Scoble’s recommendations helped bring massive discovery to the site and its potential use as a crowdsourcing tool for bloggers/journos. In the process, Scoble gained more than 18,000 followers on Quora and people looked to him as a thought leader on the subject and a superuser.• Scoble later blogged publicly about the way his responses were treated on the site – comparing it to more of a Wikipedia than a blogging tool, creating a massive wave of social media conversation on the topic, an increase in negative sentiment and ultimately influencing the way people viewed Quora.
What worked/didn’t work?• One of the most highly regarded social media/tech influencers latched onto a site, became a superuser and essentially influenced thousands of others to join and use the site while creating massive social media conversations.• While Scoble helped others to uncover the site, his endorsement changed and his messaging couldn’t be controlled, influencing sentiment of how others viewed Quora.
What can you learn?• You can’t always control messaging – not in the media or with online influencers• Despite the negative sentiment, Quora continues to be a hot topic and is highly used.
How do you monitor? <for free>• Set up Google Alerts• Think about every term you need to monitor as part of your communications and public relations efforts. This may include: – You – The company name – Company CEO and/or executive team – Company spokespeople – Competitors – Highly visible employees – Key stakeholders/shareholders/investors• Google Alerts may not pick up every mention of your keywords.• Use Nielsen’s BlogPulse - http://blogpulse.com
How do you monitor? <cont>• Set up Tweetdeck to manage syndication, schedule tweets and gather Twitter analytics. http://tweetdeck.com• Set up Twitalyzer. It’s the most sophisticated Twitter analytics tool available. http://twitalyzer.com• Monitor BlogPulse.com for additional online mentions
9 Ideas to Measure R.O.E.1. Use a URL shortener like bit.ly to show how much traffic you are driving and from where.2. Follow your tweets and retweets on Twitter to see how far they travel http://tweetreach.com/3. Track positive, negative and neutral along with # of comments posted on your sites4. Don’t make it all a numbers game. a goal of “X number of fans” won’t prove anything5. # of RSS subscribers and your repeat traffic (demonstrates loyalty)6. Develop specific tactics which improve your ranking on popular search engines7. Track number of SMR views8. Determine your “share of conversation” vs. your competitors http://bit.ly/Gjxgg9. Read this: “Calculating the ROI of blogging” http://bit.ly/Z6xqP
Questions? Sarah Evans Sevans Strategy @PRsarahevanssarah@sevansstrategy.com