Social Media Training: Advanced practice bootcamp

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The social media training bootcamp for PR University. This is the advanced practice class.

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Social Media Training: Advanced practice bootcamp

  1. 1. Social Media Advanced Practice
  2. 2. Strategy Recap <ul><li>Set Goals </li></ul><ul><li>Listen </li></ul><ul><li>Find Communities </li></ul><ul><li>Find Influencers </li></ul><ul><li>Content Strategy </li></ul><ul><li>Pick Tools </li></ul><ul><li>Deliver Content </li></ul><ul><li>Engage </li></ul><ul><li>Facilitate </li></ul><ul><li>Measure </li></ul>
  3. 3. What we will cover today <ul><li>Social Media Press Releases </li></ul><ul><li>Social Media Sites </li></ul><ul><li>Syndicating content with RSS Feeds </li></ul><ul><li>Facebook </li></ul><ul><li>Blogger Relations </li></ul><ul><li>Twitter </li></ul><ul><li>Video </li></ul><ul><li>Social Media Newsrooms </li></ul>
  4. 4. Who is your audience for news? <ul><li>News Engines </li></ul><ul><li>Search Engines </li></ul><ul><li>Journalists </li></ul><ul><li>Bloggers </li></ul><ul><li>The Public </li></ul>
  5. 5. Google Universal
  6. 6. How To Optimize Your Releases <ul><li>Firstly, key word research needs to be done. </li></ul><ul><li>Tool: Nichebot </li></ul>
  7. 7. Sample of Keyword Research
  8. 8. Keywords <ul><li>You need to choose one main keyword or phrase and one or two minor keywords or phrases </li></ul><ul><li>Write the release with these words in mind. </li></ul><ul><li>Focus on the main keyword or phrase. </li></ul>
  9. 9. Headlines <ul><li>Google indexes 65 characters of the headline </li></ul><ul><li>Yahoo News indexed 85 characters with spaces </li></ul>
  10. 10. Headline Example <ul><li>“ Dry Skin Study On Shielding Lotion Takes Beauty Beyond Skin Deep For Healthy, Youthful Skin” </li></ul>
  11. 11. Headline Example <ul><li>Seventh Generation, the Environmental Working Group and Dr. Alan Greene Conduct Educational Event about Chemicals and Our Children </li></ul><ul><li>130 characters </li></ul>
  12. 12. <ul><li>How Harmful Chemicals Are Affecting Our Children 50 characters </li></ul><ul><li>Seventh Generation, Environmental Working Group and Dr. Alan Greene address the issue of harmful chemicals in consumer products </li></ul>
  13. 15. Add Social Elements on Your Site
  14. 16. <ul><li>Syndicate the content </li></ul><ul><li>The Social Power of RSS </li></ul>
  15. 17. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  16. 18. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  17. 19. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want
  18. 20. Digg
  19. 21. Stumble Upon
  20. 22. Kirtsy
  21. 23. Newsvine
  22. 24. Propeller
  23. 25. Hugg
  24. 26. C2NN
  25. 28. FaceBook <ul><li>Forrester predicted FB would achieve the same number of registered users as MySpace in Q4 of 2008, or early 2009 </li></ul><ul><li>More of a lifestyle play </li></ul>
  26. 29. FB demographics <ul><li>* Over 55,000 regional, work-related, collegiate, and high school networks * More than half of Facebook users are outside of college * The fastest growing demographic is those 25 years old and older * Maintain 85 percent market share of 4-year U.S. universities </li></ul>
  27. 30. User Engagement <ul><li>Sixth-most trafficked site in the United States (comScore) * More than 65 billion page views per month * More than half of active users return daily * People spend an average of 20 minutes on the site daily (comScore) </li></ul>
  28. 31. What You Can Do with Facebook <ul><li>Increase awareness and reach </li></ul><ul><li>Target distinct markets </li></ul><ul><li>Test market </li></ul><ul><li>Forge relationships </li></ul>
  29. 32. Applications <ul><li>No. 1 photo sharing application on the Web (comScore) * Photo application draws more than twice as much traffic as the next three sites combined (comScore) * More than 14 million photos uploaded daily * More than 6 million active user groups on the site </li></ul>
  30. 33. International Use <ul><li>* Canada has the most users outside of the United States, with more than 7 million active users * The U.K. is the third largest country with more than 7 million active users * Remaining top 10 countries in order of active users (outside of the U.S., Canada and UK): Australia, Turkey, Sweden, Norway, South Africa, France, Hong Kong </li></ul>
  31. 34. How to Use Facebook <ul><li>1. Put up a strong profile </li></ul><ul><li>Reach out to others in your space </li></ul><ul><li>Build your relationships through common friends </li></ul><ul><li>Create a page </li></ul><ul><li>Start a group </li></ul><ul><li>Use notes and photos </li></ul><ul><li>Hold a Facebook Event </li></ul>
  32. 35. Jeep Page
  33. 36. <ul><li>85 000 fans </li></ul><ul><li>Almost 4000 fan photos </li></ul><ul><li>More than 80 fan videos </li></ul><ul><li>650 discussion topics in the forums </li></ul>
  34. 37. Victoria Secret page
  35. 38. <ul><li>An engaged and active community </li></ul><ul><li>Over I million fans </li></ul><ul><li>12,000 wall posts </li></ul><ul><li>1200 discussion topics </li></ul>
  36. 39. Crest campaign
  37. 40. <ul><li>P.& G. invited Facebook members in 20 college campus networks to become “fans” </li></ul><ul><li>It attracted 14,000 fans </li></ul>
  38. 41. Vancouver Dine Around <ul><li>2008 6604 members </li></ul><ul><li>2009 Starts in Feb already 5500 members </li></ul><ul><li>Created an active community that is very engaged </li></ul><ul><li>Got excellent insights into their demographic </li></ul><ul><li>Have an engaged audince to market to </li></ul>
  39. 42. Small Business - Photography <ul><li>Wedding photography </li></ul><ul><li>Portraits of graduating seniors </li></ul><ul><li>Targets families with upper income bracket </li></ul><ul><li>Uses the birthday feature to email gift cards for a portrait </li></ul><ul><li>Reaches seniors directly </li></ul>
  40. 44. Results over 6 months <ul><li>75% of students are introduced via Facebook </li></ul><ul><li>No ads or direct mail anymore </li></ul>
  41. 45. Lessons <ul><li>Know your audience - Facebook does not make sense for every business </li></ul><ul><li>Be a member of the community – not an advertiser </li></ul><ul><li>Use the tools to maximum advantage. Use the apps to best forward your goals and allow others to promote your work easily </li></ul><ul><li>Engage – create a community around your page </li></ul>
  42. 46. Campaign for Target Back to School <ul><li>“ Our attitude had to be that we were taking advantage of an environment that already exists ; we aren’t there so much to tell a story, but to put on a party, giving the students a platform for social interaction .” </li></ul><ul><li>Mauro Cavalletti, Creative Directory at AKQA. </li></ul>
  43. 47. Campaign Don’ts <ul><li>Infringe on copyright or intellectual property </li></ul><ul><li>Pretend to be someone you’re not </li></ul><ul><li>Violate users privacy </li></ul><ul><li>Flout the accepted rules of user engagement </li></ul>
  44. 48. MySpace <ul><li>The largest Social Network in North America It’s media site, primarily aimed at youth, giving them the opportunity to relate to brands and bands, as well as self-express. </li></ul><ul><li>Expect to see more TV and video networks to integrate and work with MySpace </li></ul><ul><li>This is the new generation that Generation X was to MTV. </li></ul>
  45. 49. Stats <ul><li>MySpace has more than 110 million monthly active users around the globe · 85% of MySpace users are of voting age (18 or older) · 1 in 4 Americans is on MySpace </li></ul><ul><li>in the UK it’s as common to have a MySpace as it is to own a dog </li></ul>
  46. 51. Jeep Campaign <ul><li>MySpace is known for promoting emerging musical artists </li></ul><ul><li>One of the top selling points of the new Compass -- a powerful stereo system </li></ul><ul><li>300 live musical concerts were set up throughout the country </li></ul><ul><li>Data could only be found on the MySpace page </li></ul>
  47. 52. <ul><li>Fans could track the tour, listen to artists, and find out more about each artist via the MySpace page </li></ul><ul><li>Artists performed out of the Jeep Compass by folding down the seats and hooking up their guitars to sound systems </li></ul><ul><li>This resulted in over 12,000 friends, over 258 comments, over 12 forums, and over 1.3M clicks </li></ul><ul><li>There was also significant traffic driven to the main Jeep Compass site </li></ul>
  48. 53. Blogger Relations
  49. 54. Blogger Relations - Wrong <ul><li>Not every public relations firm is an expert in dealing with bloggers. </li></ul><ul><li>Some are waking up to the blogging phenomenon but just guessing at the influencers </li></ul><ul><li>They’re simply adding blogger e-mail addresses to their distribution lists, without taking the time needed to see what it is each blogger covers, learning their focus areas, or personalizing an angle. </li></ul>
  50. 55. Who to “Relate” to and With <ul><li>Others are aggressively hustling the top two to five names and ignoring the second layer - which creates stress for those pursued, and resentment for those who are ignored. </li></ul><ul><li>Find the right bloggers </li></ul>
  51. 56. Finding Bloggers <ul><li>Paid tools – Radian 6, Ecairn Conversation, Buzz Logic </li></ul><ul><li>Free tools – Google Blogsearch, Ice Rocket, Technorati, BlogPulse </li></ul>
  52. 57. Identify the influencers <ul><li>Google Blog Search(keyword/brand names) Find posts </li></ul><ul><li>Also check Ice Rocket </li></ul><ul><li>Check ranking in Technorati </li></ul><ul><li>Check Authority </li></ul><ul><li>Check back links in Yahoo Site Explorer </li></ul><ul><li>Check traffic in Alexa and Compete </li></ul>
  53. 61. Create a ranked list
  54. 62. Read Their Blogs!!!!!!!! <ul><li>Do your homework </li></ul><ul><li>Find a post that is relevant </li></ul><ul><li>Leave a comment – a pertinent comment </li></ul><ul><li>Repeat </li></ul><ul><li>See if they are on Twitter </li></ul><ul><li>Follow them </li></ul><ul><li>Reply to tweets </li></ul>
  55. 64. Build relationships
  56. 65. <ul><li>Then… </li></ul><ul><li>Offer them some content that is useful for their blog </li></ul><ul><li>Don’t always make it about your client </li></ul><ul><li>Be a resource for them </li></ul>
  57. 66. Face time <ul><li>Meet in person if possible. </li></ul>
  58. 67. Twitter
  59. 68. Presence Application <ul><li>There is a killer on the loose under the covers of instant messaging, and no, it isn't malicious; </li></ul><ul><li>It's a killer application that has the potential to revolutionize the way companies collaborate and communicate. </li></ul><ul><li>The killer app is  presence </li></ul>
  60. 69. <ul><li>&quot;In the future, presence will be the underlying [network] capability, and IM will just be one of the apps that takes advantage of that.“ </li></ul><ul><li>Source: Nemertes Research . </li></ul>
  61. 70. Top Ten PR Tips <ul><li>Be a good Twitter Citizen </li></ul><ul><li>Send Direct Messages Faster </li></ul><ul><li>Twitter Karma –follow status </li></ul><ul><li>Gauge topic traction – Tweetscan </li></ul><ul><li>Stats and Data Mining – TweetStats </li></ul><ul><li>Fast News Alert – subscribe to feeds </li></ul><ul><li>Put your Twitter stream on your blog. </li></ul>
  62. 72. Get Started <ul><li>Set up account </li></ul><ul><li>Look at top 100 </li></ul><ul><li>Find top PR people </li></ul><ul><li> Decide who to follow </li></ul><ul><li>Start tweeting regularly </li></ul>
  63. 73. Something of Value <ul><li>What has my attention </li></ul><ul><li>What am I thinking about </li></ul><ul><li>What interesting article have I just read </li></ul><ul><li>Rather than - what am I doing </li></ul>
  64. 74. Case Studies <ul><li>Zappos </li></ul><ul><li>Wine Library </li></ul><ul><li>Whole Foods </li></ul><ul><li>Dell </li></ul><ul><li>Jet Blue </li></ul><ul><li>ComCast </li></ul><ul><li>HRBlock </li></ul>
  65. 75. Video
  66. 76. <ul><li>Online video has continued to grow </li></ul><ul><li>Jan 2008 saw YouTube’s traffic up to 31.3% of all online video’s viewed in the United States, up from 28.3% in September 2007 </li></ul>
  67. 77. 2nd largest search engine <ul><li>YouTube runs neck and neck with Yahoo as the second largest search engine </li></ul><ul><li>People go to YouTube and search for videos on the subject they are interested in </li></ul>
  68. 78. YouTube Channel
  69. 82. <ul><li>YouTube Channels are an excellent way to create a branded online entity for video content </li></ul><ul><li> Take advantage of the YouTube traffic (estimated 200 million video clips shown every day) </li></ul>
  70. 84. Custom Design <ul><li>Custom design the channel so it interfaces seamlessly with your existing web presence </li></ul>
  71. 85. Host on Your Own Site <ul><li>You want your own look and feel in the player </li></ul><ul><li>With YouTube player there is no way to auto start or do a URL redirect to your sales page </li></ul><ul><li>There is no way to do tracking links so you can track from where your visitors are coming </li></ul><ul><li>YouTube puts search boxes in the video that takes visitors away from your website </li></ul><ul><li>You have no control over the video you produced. </li></ul>
  72. 88. Veeple Advantages <ul><li>Currently free </li></ul><ul><li>Host your video </li></ul><ul><li>No cost per view charges </li></ul><ul><li>You can add interactivity </li></ul><ul><li>Measurement – analytics provided </li></ul>
  73. 89. Social Media Newsroom <ul><li>Aggregate all your social media content </li></ul><ul><li>in one place </li></ul>

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