Your SlideShare is downloading. ×

Social IRL: Atlanta


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


    Hashtag: #SocialIRL
  • 2. Today’s Topics:
    Key social network overview
    PR and marketing in social
    HOW TO: Social Media News Releases
    Blogger Relations
    Recommendations for your business
    Case studies
    Crisis/Issue Management
    Analytics and ROI
    Exercises and activities
    Hashtag: #SocialIRL
  • 3. Business concepts to think about
    Policy and training
    Voice and identity
  • 4. Social media is another tool.
    Hashtag: #SocialIRL
  • 5. Just like this.
    Community outreach
    Public relations
    Crisis communications
    Customer service
    Hashtag: #SocialIRL
  • 6. Billions of page views
    Image courtesy of @Jess3, March 2010
  • 7. 95% of online shoppers conduct research before making a decision60% of online shoppers always or oftenuse search engines(Credit: Compete Online Shopper Intelligence Study)
    Hashtag: #SocialIRL
  • 8. Image courtesy of @Jess3, August 2010
  • 9. Know what you want to accomplish.(This is your goal, your strategy!)
    Build business/make money
    Establish brand as an expert
    Customer service hub
    Connect with people talking about travel
    Spy on a competitor
    Meet bloggers and journalists
    Hashtag: #SocialIRL
  • 10. 3 minutes
    STOP, Exercise Time.What is/are your goal(s)?
    Goal 1: To _______ (verb) (other parts of your sentence) (measureable outcome) by (date).
    Hashtag: #SocialIRL
  • 11. 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
  • 12. Twitter 101Twitter in 15 Minutes
    Hashtag: #SocialIRL
  • 13. It’s all about the retweet.
    Hashtag: #SocialIRL
  • 14. Basic Terms
    @ + name
    Direct Message
    Fail Whale
    Posting a message
    A way to aggregate Twitter accounts
    Allows tweets to be sent; proceeds username
    You choose to receive someone's updates
    People who choose to receive your updates
    Private message sent between two people
    Preventing someone from reading your updates
    A public area to save your favorite tweets
    When too many people are tweeting!
    The # next to a word allows for conversation tracking
    A face-to-face meetup of people who tweet
  • 15. Anatomy of a Profilevia
  • 16. Anatomy of a “tweet”via
    Twitter ID and Registered Account Name
    140 character message
  • 17. It’s all about the retweet.
    Opportunity for additional RTs
  • 18. @RSHotel AWESOME friends in @Mashable post! @KeithBurtis @Chrisbrogan @jessicarandazza
    Best Practice!
    • Shares an article where Twitter followers are mentioned
    • 19. Recognizes others
    • 20. Includes a shortened URL for tracking purposes and ease
    • 21. Leave enough characters to retweet
    Hashtag: #SocialIRL
  • 22. @mattroyse 10 iPhone Apps to Manage Your Job Search on the Go
    Best Practice!
    • Good information
    • 23. Promoting someone else’s blog
    • 24. Shortened URL for tracking purposes
    • 25. “Top 10” posts typically garner a lot of attention
    Hashtag: #SocialIRL
  • 26. Best practices, tips
    There are MANY different uses for Twitter:
    Community management
    Co-brand employees and company
    Connect with journalists
    What are you building? Community vs. audience
    If community:
    Share, give first
    Be cautious with your “asks”
    Provide valuable information
    Think about what is RT-worthy
    News and information valuable
  • 27. Twitter: Promoting your presence
    • Add your Twitter ID to your email signature, website and resume
    • 28. Download a Twitter application for your Blackberry or iPhone
    • 29. Send an email to friends, family and co-workers with your Twitter ID and see if they are on Twitter
    • 30. Embed a Twitter widget on your blog or website
    • 31. Start a hashtag
    • 32. Join a hashtag
    • 33. Put together RSS feeds for your favorite topics on Twitter
    • 34. When you comment on blog posts, include your Twitter ID
    • 35. Add your Twitter ID to your Facebook and LinkedIn accounts
  • Twitter: Various Tactics
    Sponsored tweets
    Repurpose content
    Sponsor: Top trending topic $$$
  • 36. HOW are you going to use it?(Let’s hear from those who already do.)
  • 37. Team Coco
  • 38. 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. (
  • 39. 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.
  • 40. 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.
  • 41. TOOLS: Twitter Clients
    Brizzly(browser based)
    Tweetie(Mac only)
    Hashtag: #SocialIRL
  • 42. TOOLS: Twitter Hashtags
    Hashtag: #SocialIRL
  • 43. TOOLS: Find People to Follow on Twitter
    FollowFriday Ranking
    Hashtag: #SocialIRL
  • 44. TOOLS: Scheduling Tweets
  • 45. TOOLS: Twitter Monitoring
    NutshellMail(daily email digest)
    Twilert(Like Google Alerts)
    Social Mention
  • 46. Facebook 101
  • 47. Basic Terms
    Status update
    @ + name
    Friend request
    Short status update
    Tag your friends and fan pages; proceeds username
    Public place to post information
    A connection
    An ask to connect
    Private communication between one or more users (do not have to be connected to message)
    Create and promote events
    A reminder that people have communicated with you
    Similar to a blog post
    A message you post publicly
    A way to signify you read something without commenting
    Let someone know you’re thinking of them
  • 48. It’s all about the “like.”
  • 49. What does a fan page do?
    Share news, information, links, photos, videos
    Status updates
    Message all fans
    Customize ads
    Fan interaction
  • 50. Facebook: Various Tactics
    Fan page
    Personal page
    NEW groups
    Sponsored fan posts
    Status updates
    Interact (“like,” “comment)
  • 51. Practical business tips for engaging via Facebook
    Member of the week
    Ask questions/get feedback
    “Get to know” the community manager
    Post upcoming events
    Host a meetup
    Look for other, similar groups/pages and engage
    Exclusive content
    Member photos, videos, etc…
  • 52. TOOLS: Facebook Clients and an App
    Friendly (iPad)
    Tweedeck and Seesmic
  • 53. TOOLS: How to Create a Fanpage
    “Ultimate” tutorial
  • 54. When your use of social media goes wrong…
  • 55. 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
  • 56. 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.”
  • 57. What can you learn from this?
    Be careful what you post online. 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. (Remember “Motrin Moms”?)
  • 58. Foursquare 101
  • 59. Basic Terms
    Alert network you are in a new place
    A reward for being a frequent visitor to a particular location
    “Social” honors for completing different location tasks or check-in accomplishments
  • 60. Location-based application
    Mobile-based network
    Share where you are
    See who else is there
    Explore what’s around you
    Get discounts and rewards at favorite businesses
    Competitive (mayorships, badges)
    Follow trends
  • 61. Location-based Apps: Various Tactics
    Check ins
    Analyze audience and habits
    More than physical locations (e.g. TV)
  • 62.
  • 63. Goal
  • 64. Social Media 101 Guides
    Getting started with Facebook
    Getting started with Foursquare
    Getting started with LinkedIn
    Getting started with Twitter
  • 65. YouTube 101
  • 66. Web and mobile options
  • 67.
  • 68.
  • 69.
  • 70.
  • 71. Practical Business Uses for YouTube
    Create a company “news” station
    Upload presentations
    Create short videos of tips
    Encourage consumers and fans to create videos around products they’re passionate about
    Post consumer review videos
    Interview experts
    Engage with new communities on YouTube by posting and monitoring comments
    Introduce your leadership team to a wider audience
    Post links to your videos on other networks
    Create “how to” videos
    Address customer service or common product questions
    Embed videos on your blog or website
    Post videos for bloggers and journalists working on a story
  • 72. Livestream platforms Ustream and Watchitoo
  • 73. 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
    Discount/coupons (Groupon)
    Mobile app development
  • 74. When innovation works…
  • 75. 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 you're 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.
  • 76. 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.
  • 77. 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:
  • 78. 7 minutes
    STOP, Exercise Time.Let’s practice: At your table…
    THIS JUST IN! Your company’s productwas selected as the BEST product in your region. You have active social networks and a community that MAY enjoy learning this.
    How would you share that information via social networks, specifically Twitter and Facebook?
    Write out the following:
    Your 140-character message (Twitter)
    Your 160-character message (Facebook)
  • 79. Using Social Media as part of your PR outreach
  • 80. In the U.S. our relationship with news is: PORTABLE, PERSONALIZED & PARTICIPATORY(PEW Research)
    Hashtag: #SocialIRL
  • 81. February 10, 2010 @ 4:00 a.m.
  • 82. Twitter(4:01 a.m.)
  • 83. Searched(4:02 a.m.)
  • 84. Responded(4:07 a.m.)
  • 85. Informed(4:15 a.m.)
  • 86. Direct messaged (DM)(4:25 a.m.)
  • 87. CNN iReport(5:00 a.m.)
  • 88. Cell phone rings(5:04 a.m.)
  • 89. Jen Preston (@nyt_jenpreston) social media editor, New York Times
  • 90. Directs people to MY feed(5:10 a.m.)
  • 91. Article goes live(5:15 a.m.)
  • 92. Front page,
  • 93. Cell phone rings AGAIN(6:15 a.m.)
  • 94. Katie Hawkins-Gear, associate producer, CNN iReport
  • 95. Directs people to MY iReport(6:30 a.m.)
  • 96. Updated report with quote(6:40 a.m.)
  • 97. Front page, a.m.)
  • 98. Resulted in:(as of 3:42 p.m. February 10)
  • 99. Ultimate result?5 new (and viable) business inquires in 4 hours.
  • 100. 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
    CNN iReport
    Participate in online industry chats
    Create or join Facebook groups
    Social journalism (Craig Kannally)
    Rocket engine (Maybe created by you?)
    Connecting with media
  • 101. TACTIC: Set up a Twitter dashboard to identify opportunities
  • 102. Social Media Release (SMR)
  • 103. What is a social media release? A new format of writing press releases that incorporates web-based tools for people to share and discuss the information of the release with one another.
  • 104. 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, you're 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, doesn't 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 shouldn't "die" once you send it out through a wire service with no ability to edit, add to or create conversations. 
  • 105.
  • 106. Social Newsroom
  • 107. 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
    SEO for Social Media Releases
  • 108. Things I wish someone would have told me:Anchor Text and SMR
    To rank higher in search results, use the keyword(s) you are trying to rank for
    Link to relevant pages for the product/service that you're talking about - not always home page
    Set links to open up in a new tab/window so you're not pushing people away from your content
    Research Google Trends and Insights for what people are looking for right now
    Keyword tools: Google AdWords, Wordstream, Wordpot
  • 109. Design, manufacture and service of aircraft should link back to
    Pratt and Whitney is a world leader in the design, manufacture and service of aircraft engines, space propulsion systemsand industrial gas turbines.
    Industrial gas turbines should link back to specific services or overview page
    Space propulsion systems should link back to specific services or overview page
  • 110. 51% Get News From 'People They Follow’(Pew Survey)
    Hashtag: #SocialIRL
  • 111. Case Study:Community-driven stories
    How a Facebook Photo Went InternationalCourtesy of Jason Kintzler, Pitchengine@jasonkintzler
  • 112.
  • 113. 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
  • 114. “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
  • 115. 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.
  • 116. Didn't take a producer to determine what was newsworthy, it took a few hundred people.
  • 117. “The Bison That Got Away”
  • 118. Blogging and Blogger Relations
  • 119.
  • 120. 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
  • 121. So, what do you post? And when?
    What to post?
    Added commentary or insight on local or national issue
    Guest post opportunities from other experts or clients
    Trends or industry insights
    Reblog/post content (as appropriate)
    Do not repurpose memos or press releases as blog posts
    Suggested routine
    Develop an editorial calendar
    Assign blogging responsibilities
    1 to 2 blog posts per week
    Check comments 1 to 2 times, daily
    Share blog posts via other social networks (as appropriate)
    Share blog posts in appropriate business communications (repurpose content)
  • 122. Blogging tips
    Know in advance what you want to write about (e.g. editorial calendar)
    Be authentic
    Create original content
    Your post is not a press release
    Use language your audience uses
    Share about timely and relevant events
    Use descriptive titles for your posts
    Include images (or other interactive media)
    Link to other related posts
    Promote one another’s posts
    Leave comments on other blogs
    Respond to comments on your posts
  • 123. Do you or will you review products on your blog?
    TOOL: FTC Disclosure Whitepaper
  • 124. It takes, on average, five activities to draw an audience to your site.-State of the Blogosphere 2009
  • 125. Create a tactic grid
  • 126. Becoming a content or subject matter expert through blogging
  • 127. Who is @problogger?
    In the past decade, Darren Rowse of 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.
  • 128. 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.comblogger community, Twitter or other social media assets.
  • 129. 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.
  • 130. Blogger Relations
  • 131. How do you find them?
    Research, research and more research
    Search engines
    Blog rolls
    Sevans Strategy uses Cision
    Social searches
  • 132. 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?
  • 133. What is a “good” pitch?
    NOT generic, form letter or BCC:
  • 134. 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.”
  • 135.
  • 136. 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 a tire with the push of a button…no strength needed.
  • 137. Influencers
  • 138. Influencers
    Who are they?
    What do they do?
    Where do they live?
    Are they important? Why?
  • 139. Who are “they?”
    They’re the “talkers” not the “walkers”
    Subject matter experts
    Everyday people
    Targeted networks
  • 140. Influencers
    What do they do?
    Where do they live?
    Are they important? Why?
  • 141. When the “right” one notices you…
  • 142. 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.
  • 143. 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.
  • 144. 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.
  • 145. Issues and Issue Managementin Social Media
  • 146. What are the biggest challenges in implementing a social media campaign?
    Trial and error
  • 147. How do companies address the challenges?
    Address issues up front with leaders
    It’s a risk
    Worst case scenario
    Best case scenario
    Learning opportunity
    Engage the use of digital PR/AD firms to assist
    Think about it like a great news opportunity: timely, relevant
    Are you the first?
    Social media itself is newsworthy
  • 148. Issue Management?
    Think: Crisis management, but online
  • 149. Red Cross PR Recovery on Rogue Tweet
  • 150. Red Cross PR Recovery on Rogue Tweet
  • 151. What worked:
    The Red Cross responded rapidly to keep the situation under control and also responded on the same platform where the mistake was made – Twitter (unlike your usual crisis response where the CEO holds a press conference, news releases and statements are issued, etc.).
    The Red Cross proactively reached out to Mashable, the top social media news outlet, to share the story and to make sure that the facts were known, resulting in a positive headline and story that was shared more than 3,000 times online and liked by nearly 800 people on Facebook – “Red Cross Does PR Disaster Recovery on Rogue Tweet.”
    While not appropriate in every situation, the Red Cross used humor to calm the situation, taking the situation out of crisis mode.
    Workflow and process for use of social media accounts by employees.
    Be proactive, especially when it comes to social media.Ignoring a situation will cause it to escalate.
    Corporate speak and jargon aren’t always appropriate—know your audience.
    Red Cross PR Recovery on Rogue Tweet
  • 152. Issues Management Best Practices
    The first 30 minutes matters
    Pre-crafted landing or static pages created for various scenarios
    Pre-crafted messages (already approved) for various scenarios
    Who is responsible for monitoring during off hours?
    What will/won’t you respond to?
    Don’t overextend platforms (how many places will you respond)
    Leave room for the one-up (don’t have CEO as first face online)
    Think like a traditional PR person during a crisis
  • 153. Social Monitoring, Analytics and Reporting
  • 154. 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:
    The company name
    Company CEO and/or executive team
    Company spokespeople
    Highly visible employees
    Key stakeholders/shareholders/investors
    Google Alerts may not pick up every mention of your keywords.
    Use Nielsen’s BlogPulse -
  • 155. How do you monitor? <cont>
    Set up Tweetdeck to manage syndication, schedule tweets and gather Twitter analytics.
    Set up Twitalyzer. It’s the most sophisticated Twitter analytics tool available.
    Monitor for additional online mentions
  • 156. EXAMPLE: Monitoring ReportMy favorite tools: Alterian, Radian6, ViralHeat
  • 157.
  • 158.
  • 159. 9 Ideas to Measure R.O.E.
    Use a URL shortener like to show how much traffic you are driving and from where.
    Follow your tweets and retweets on Twitter to see how far they travel
    Track positive, negative and neutral along with # of comments posted on your sites
    Don’t make it all a numbers game. a goal of “X number of fans” won’t prove anything
    # of RSS subscribers and your repeat traffic (demonstrates loyalty)
    Develop specific tactics which improve your ranking on popular search engines
    Track number of SMR views
    Determine your “share of conversation” vs. your competitors
    Read this: “Calculating the ROI of blogging”
  • 160. Questions?
    Sarah Evans
    Sevans Strategy