September 29, 2009 Webinar presentation for Ragan Communications members. Geared toward corporate communicators.

1. The Power of Conversation Developing a Social Media Strategy That Works Scott Meis | Sr. Project & Social Media Director September 29, 2009

2. The Power of Conversation 2 Carolyn Grisko & Associates Inc. Chicago-based strategic communications firm working with a variety of corporate, government and nonprofit clients. www.grisko.com

4. Management

5. 5 Step Strategy

6. Measurement

7. Selling the C-Suite

8. Case Studies

10. The Power of Conversation 5 Can Quickly Result in This…

11. The Power of Conversation 6 Why People Are Attracted to Social Media People trust “a person like me” more than authority figures from business, government and media Seek ongoing dialogue and relationships, not one-way advertisements Trust, transparency, openness, honesty Source: icrossing 2008 study

12. The Power of Conversation 7 Current Online Trends 3,000 Google searches each second 33 minutes of video added to YouTube every second Over 300million Facebook users 19 million Twitter users Share! Connect! Comment! Engage!

13. The Power of Conversation 8 People Listen – The Domestic Diva Case Study Nov. 12, 2008 blog post from influential Mommy blogger about daughter in need of kidney. 196 comments, flurry of tweets Nov. 26, 2008 announcement of living donor found. 146 comments

14. The Power of Conversation 9 People Listen – #Eric Heart Transplant May 2009 – Former CNN reporter Veronica De La Cruz launches effort to raise money for brother’s heart transplant. 1 day example – 1,250 hashtag tweets Over $850,000 raised by May 28

15. The Power of Conversation 10 People Converse - Twitter Constant Conversation on Twitter

16. The Power of Conversation 11 People Watch – United Breaks Guitars Video

18. Mayo social media tools used to share video

19. Featured on Good Morning America, leveraged traditional media

21. The Power of Conversation 14 Why You Would Use Social Media Increase Traffic Build Brand Awareness Improve Search Engine Rankings Reputation Management Increase Sales Thought Leadership / Recruitment Customer Service

22. The Power of Conversation 15 Brand Awareness Example - Starbucks

23. The Power of Conversation 16 News Generation Example Listening and monitoring leads to blog comment calling attention to Facebook page Quick reply on Facebook results in series of blog posts focused on issue Use social media to Be The Media

24. The Power of Conversation 17 How Do I Find Time to Manage Social Media? Start Small - Integrate, adjust, create routine Divide Tasks - Listening & monitoring, engagement & community management, content production, reporting & analysis Engage Staff – Create policy, guidelines, foster participation to enhance outreach

25. The Power of Conversation 18 What It Will Take Conduct a thorough internal analysis Do you have top level and employee buy-in? PR/Marketing staff member that can commit to being a Social Media Manager, better yet, a Social Media Team? Commitment and desire to engage? PASSION! At least 1-2 hours to devote each day? Small content creation budget? Time and patience – it WILL NOT happen overnight.

26. The Power of Conversation 19 What It Will Take - Graph from Beth Kanter

27. The Power of Conversation 20 Start By Listening Get Busy Monitoring! Google Alerts Google Reader SocialMention, Twitter Search, Technorati

30. The Power of Conversation 23 Define Your Strategy Listen, find communities & influencers Develop content plan Be consistent and integrate Engage and facilitate Analyze, measure and ADAPT frequently

31. The Power of Conversation 24 Choose Your Tools Is your target audience already talking to one another? Focus on building long-term relationships Remember: - People meet in different online spaces - They comment, share and influence - They want to be part of the process

32. The Power of Conversation 25 With or Without You . . . ...the conversations are going to take place. Are you going to engage and embrace? Smartly save time, money, staff by connecting with brand enthusiasts to build lasting relationships?

33. The Power of Conversation 26 Is Social Media Measurable? Yes! By setting benchmarks and goals Quantitative: Web analytics (referral links), Facebook Insights, YouTube Insight, Twitter Stats & Analysis Qualitative: Comment sentiment (Radian6), feedback, support increase, engagement increase, survey trends

34. The Power of Conversation 27 More Specifically… Attention(unique users, page views, content views) Engagement(time spent, comments, wall posts, comment length) Authority (trackbacks, inbound links, mentions, shares, embeds) Influence (search visibility, subscribers, fans, followers) Sentiment (negative, neutral, positive)

35. The Power of Conversation 28 How to Sell Leadership on Social Media Case Studies Efficiency of Online Communications Proactive Crisis Response Mechanism Start Small, Measure & Benchmark Use a Consultant

36. The Power of Conversation 29 How to Sell Leadership on Social Media

37. The Power of Conversation 30 How to Sell Leadership on Social Media

38. The Power of Conversation 31 How to Sell Leadership on Social Media

40. Four employees monitor and engage through the channel at any given time

42. #inpdxhashtagstreamlines conversation for easy response. Also launched TwisitorCenter

44. The Power of Conversation 35 The Big Takeaway 10 Steps to Get Going TODAY Start listening. Google alerts and Google Reader, Twitter search or Tweetlater, protect your brand Assess your needs, purpose and capacity to engage in social media

45. The Power of Conversation 36 The Big Takeaway 10 Steps to Get Going TODAY 3. Identify a team to spearhead, sell leadership, create social media policy 4. Identify target audience, set objectives, define your strategy, choose your tools(POST Strategy)

46. The Power of Conversation 37 The Big Takeaway 10 Steps to Get Going TODAY 5. Start with focus on existing influencers and community 6. Establish a Facebook page 7. Start a blog on Wordpress

47. The Power of Conversation 38 The Big Takeaway 10 Steps to Get Going TODAY 8. Create Twitter and Flickr accounts 9. Start a YouTube channel, search and comment on videos you like, purchase a FlipHD camera

48. The Power of Conversation 39 The Big BIG Takeaway 10 Steps to Get Going TODAY 10. Measure monthly, track & analyze trends, adapt Get going! Be patient and stay active.

49. The Power of Conversation 40 Questions & Comments Scott Meis smeis@grisko.com 312-335-0100 www.grisko.com Suggested Reading:Resources – The New Community Rules , Groundswell, Free Social Media GuidesGreat Trend Sites – Mashable, Social Media TodayMy Blog - Social Media Snippets