SOCIAL MEDIA BOOTCAMPSarah Evans@PRsarahevanssarah@sevansstrategy.comwww.sevansstrategy.com Hashtag: #SocialIRL @PRsarahevans @benasmith
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 Influencers Crisis/Issue Management Monitoring Analytics and ROI Exercises and activities Hashtag: #SocialIRL @PRsarahevans @benasmith
Business concepts to think about Workflow Strategy Tactical Cost Innovation Policy and training Authority/responsibility Voice and identity
Social media is another tool. Hashtag: #SocialIRL @PRsarahevans @benasmith
Just like this. Community outreach Marketing Public relations Crisis communications Fundraising Personal Customer service Hashtag: #SocialIRL @PRsarahevans @benasmith
Billions of page views Image courtesy of @Jess3, March 2010
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 @PRsarahevans @benasmith
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 Listen/lurk Spy on a competitor Meet bloggers and journalists Other Hashtag: #SocialIRL @PRsarahevans @benasmith
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 @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
Twitter 101Twitter in 15 Minuteshttp://www.slideshare.net/PRsarahevans/twitter-in-15-minutes Hashtag: #SocialIRL @PRsarahevans @benasmith
It’s all about the retweet. Hashtag: #SocialIRL @PRsarahevans @benasmith
Basic Terms Tweet Lists @ + name Follow Followers Direct Message Block Favorites Fail Whale Hashtag Tweetup 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
“Top 10” posts typically garner a lot of attention
Hashtag: #SocialIRL @PRsarahevans @benasmith
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
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.
Basic Terms Status update @ + name Wall Friend Friend request Messages Events Notifications Note Comment Like Poke 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
What does a fan page do? Share news, information, links, photos, videos Status updates Message all fans Customize ads Fan interaction
Facebook: Various Tactics Fan page Personal page NEW groups Sponsored fan posts Ads Status updates Photos Videos Tags Messages Questions Interact (“like,” “comment)
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…
TOOLS: Facebook Clients and an App Friendly (iPad) Tweedeck and Seesmic Fishbowl HyperAlertshttp://www.hyperalerts.no/
TOOLS: How to Create a Fanpage “Ultimate” tutorialhttp://fbml-templates.net/2010/10/how-to-make-a-facebook-fan-page-ultimate-guide/
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 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”?)
Basic Terms Check-in Mayor Badge 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
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
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 Facebookhttp://slidesha.re/eqIS7n Getting started with Foursquarehttp://slidesha.re/dRhOGJ Getting started with LinkedIn http://slidesha.re/fNVrVR Getting started with Twitter http://slidesha.re/hlL3ea
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
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
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.
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 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)
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.
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?) Connecting with media
TACTIC: Set up a Twitter dashboard to identify opportunities http://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 that incorporates 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, 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.
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 http://mashable.com/2008/11/04/how-to-make-press-releases-seo-friendly/
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
Design, manufacture and service of aircraft should link back to http://www.utc.pw.com 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
51% Get News From 'People They Follow’(Pew Survey) Hashtag: #SocialIRL @PRsarahevans @benasmith
Case Study:Community-driven stories How a Facebook Photo Went InternationalCourtesy 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.
Didn't take a producer to determine what 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? 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)
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
Do you or will you review products on your blog? TOOL: FTC Disclosure Whitepaperhttp://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.comblogger 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.”
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.
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.
What are the biggest challenges in implementing a social media campaign? Time Money Tactics Fast-paced Expectations Trial and error
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? Best? Social media itself is newsworthy
Issue Management? Think: Crisis management, but online
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. Takeaways: 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
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
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. Use a URL shortener like bit.ly to show how much traffic you are driving and from where. Follow your tweets and retweets on Twitter to see how far they travel http://tweetreach.com/ 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 http://bit.ly/Gjxgg Read this: “Calculating the ROI of blogging” http://bit.ly/Z6xqP
Questions? Sarah Evans Sevans Strategy @PRsarahevans firstname.lastname@example.org