Digital Immersion Workshop for PRSA

Digital Immersion Workshop: Social Media for PR & Marketing Professionals Prepared for PRSANY June 25, 2009 Sandra Fathi President, Affect Strategies Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Agenda I » PR Meets Web: PR 2.0 » Actively Listening & » Blogs, Blogging & Commenting Monitoring » Wordpress » RSS Readers » RSS Feeds » Google Alerts » Blog Search Engines » Social Media Measurement » Microblogging Tools » Twitter » Yammer Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Agenda II » Social Networks » Bookmarking, Tagging & » LinkedIn Recommendations » MySpace » Delicious » Facebook » Digg » Video & Photo Sharing » AllTop » Flickr » StumbleUpon » YouTube » Vimeo » SchoolTube Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

PR & Marketing Meets Web » New Tools » Same Strategic Approach » New Rules » Same Business Insight » New Avenues » Same Core Skills » New Target Audiences » Same (If Not More) Value » New Language » New Influencers » New Measurement » New Timelines Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Blogs & Blogging » Type of website » Regular entries/updates » Usually allows comments/interaction with visitors » May include text, pictures, video (vlogs), audio (podcasts) etc. » Types: » Personal » Corporate » News » Blog Search Engines: Bloglines, BlogScope, Technorati Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Blog On Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

WordPress: Blog Platform Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

WordPress.com Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

WordPress.com » Free Service: Only requires email address » 3 GB of hosting (about 2500 pictures) » Customizable template designs » Spam filter » Integrated analytics (stats) Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Technorati: Blog Search Engine Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Alltop: News Aggregator (Human Intervention) Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

AllTop: Blog Magazine Rack Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Wordpress: Blogs on Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Microblogging » Blogging in short form » Similar to texting » Ability to send and receive messages » Ability to follow and be followed » Archive information » Multiple delivery mechanisms » Conversations and interactivity Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Twitter Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Microblogging: Twitter Image Source: Caroline-Middlebrook.com Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Twitter Profile Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Yammer Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

A Little Birdie is Born » Side project of Jack Dorsey’s in March 2006 while at Obvious » Prototype within 2 weeks » Public launch in Aug 2006 co- Twitter co-founders Evan Williams, Jack » Twitter Inc. May 2007 Dorsey, and Biz Stone. Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

10 Reasons to Tweet 1. Generate Awareness 2. Seek & Create Media Opportunities 3. Foster Customer Loyalty 4. Launch Viral Marketing Campaigns 5. Manage Reputations 6. Promote Products and Services 7. Network with Customers 8. Extend Event Participation 9. Monitor Trends & Breaking News 10. Recruiting Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

The Basics Tweet: Message – 140 Characters Twitter Handle: @sandrafathi Retweet (RT): Resending a message from someone else to your followers Message: Direct message (private) from one Twitterer to another Nudge: Prompt someone to Tweet Hashtag: #eventname Easy search for events/topic Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Twitter Program Building Blocks 1. Goals & Objectives Strategy 2. Benchmarks for Success 3. Message Themes 4. Tool Identification/Implementation 5. Twitter Usage Policy 6. Training 7. Promotional Plan Development 8. Content Identification/Development 9. Tweet Generation 10. Twitter Monitoring 11. Engagement 12. Measurement Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

WeFollow.com: #Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Home Depot on Twitter Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

TweetDeck: Desktop Application Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Twitterverse Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Twitter Guides Brian Solis: PR 2.0 http://www.briansolis.com/2008/10/twitter-tools-for-community-and.htm Pistachio Consulting: Twitter for Business http://www.pistacioconsulting.com Affect Strategies: 10 Reasons Why You Need to Tweet http://www.affectstrategies.com/main.php?page=pr_twitter Caroline Middlebrook: The Big Juicy Twitter Guide http://www.caroline-middlebrook.com/blog/twitter-guide/ Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

RSS: Really Simple Syndication “RSS is a family of Web feed formats used to publish frequently updated works – such as blog entries, news headlines, audio, and video – in a standardized format. An RSS document (which is called a "feed", "web feed“, or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship.” -Wikipedia Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

RSS Readers “They benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place.” RSS feeds can be read using software called an "RSS reader", "feed reader", or "aggregator", which can be web-based or desktop-based.” -Wikipedia Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Bloglines Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Google Reader Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Feeding Frenzy Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

FriendFeed Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Googleverse Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Google Alerts Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Google Adwords: Gardening in Texas Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Google Adwords: Plant Nursery NYC Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Google Adwords: Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Google Groups: Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Yahoo Groups: Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

DNA 13: Reputation Monitoring Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

TNS Cymfony: Reputation Monitoring Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Radian6: Reputation Monitoring Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Yahoo Pipes: Monitoring Aggregator Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

LinkedIn Updates Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

LinkedIn Groups: Discussions, News, Jobs & More Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

LinkedIn Applications Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

LinkedIn Polls Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

LinkedIn: Q&A Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

LinkedIn: Gardening Groups Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Lowes on Facebook Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Home Depot on Facebook Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

MySpace: Individual Profiles Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Facebook User Profile, Groups & Pages 1. Facebook Pages are visible to everyone – so even someone without a user profile can view a Facebook Page. 2. Facebook Pages can have an unlimited number of fans – individual users can only have up to 5,000 friends. 3. Facebook Pages allows you to send updates to all ‘fans’ at once. (Individual users cannot.) 4. Facebook Pages allows users to become a ‘fan’ without confirmation. (Individual user profiles have to accept friend requests.) Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Facebook Pages: 8 Ways to Enrich a FB Page 1. News-feeds & Mini-feed – to populate the page with important industry news as well as news from company 2. Photos – photos of products, people and activities at company. 3. Videos – videos of product demos or positioning videos. 4. Events – invitations to events that company is participating in or organizing such as tradeshows, conferences and webinars. 5. Notes – Facebook’s Notes application is akin to a blogging tool. This can be connected to an existing blog or be updated independently. 6. Discussion Board- this is a place for users (or ‘fans’) to talk about Absolute or its products and upcoming events. Administrators can provide feedback and participate in the conversation as well as delete any posts they do not deem appropriate. 7. Wall/Reviews – these are public comments that are visible to everyone who visits the Facebook Page made by users. 8. Additional Applications – we will review and make recommendations for additional applications that may be appropriate for Absolute. Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Create Your Own Community: Ning.com Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Nings on Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Twitter Traffic Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Twitter vs. Facebook vs. YouTube vs. LinkedIn Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Flickr: Photo & File Sharing Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Flickr Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Flickr: William Stern Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Creative Commons: John Mayer Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Why Use Flickr? 1. Flickr shows up in SEO results. It’s another way to ‘own’ your brand content. 2. Extend your advertising. Encourage the public to utilize company photos on blogs and websites. 3. Steer public and members of the media to use correct images and logos. A quick image search on Google brings up photos that people have taken of old logos, product shots and out-of-date executive photos. If you had an image bank on Flickr, it could displace those results. 4. Enable easy resizing/reformatting of images. Flickr provides these capabilities automatically to every image uploaded – the user does not need to have any photo editing software. 5. Offer visual user manuals/solutions. Flickr can be used to hold screen shots or images for configuration. Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

YouTube Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

You Tubed Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Vimeo: Video Sharing Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Vimeo: Free vs. Pro Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

SchoolTube: Video Sharing Vertical Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Sharing, Recommending & Bookmarking Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Mahoney’s Encourages Sharing of Content Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Filing System: Delicious Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Trends & Intelligence: Delicious Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Delicious: Social Bookmarking Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

StumbleUpon: Indexing & Bookmarking Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Personal Assistant: Common Craft Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Closing Thoughts Set goals and objectives Build a strategy Know your audience, know yourself Fish where the fish are Master one platform at a time Bring your online connections offline & vice versa Measure, tweak, repeat Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

Contact Information & Resources: Sandra Fathi sfathi@affectstrategies.com twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi web: www.affectstrategies.com blog: www.techaffect.com Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

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Digital Immersion Workshop for PRSA

by Sandra Fathi on Jun 26, 2009

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Digital Immersion Workshop for PRSA — Presentation Transcript