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  • 1. Social Media Optimization: Putting the Relations back in PR Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com http://www.flickr.com/photos/olsenweb/977617117/
  • 2. www.redbullartofcan.com 2008 1929 Have things changed so much?
  • 3. What we’ll talk about... • Traditional PR strategies with a 2.0 twist • Four pillars of Social Media success • Keeping it sustainable Tying traditional strategy and new tools together
  • 4. Traditional (old) Media
  • 5. Social (new) Media
  • 6. Feel overwhelmed? (me too) http://www.flickr.com/photos/rmx/312837476/
  • 7. Find your happy place
  • 8. It’s all about the conversation
  • 9. Let’s go back to 1923
  • 10. Making friends with the ‘enemies of soap’
  • 11. It’s all about the Commotion http://www.flickr.com/photos/spotrick/1661694268
  • 12. Listening to a sculptor named Brenda Putnam
  • 13. The (new) Art of Listening What are they saying to you? www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 14. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  • 15. Addictive and essential Google Reader: www.google.com/reader
  • 16. An idea is born
  • 17. Strategizing for a soap carving phenomena
  • 18. Who is your audience? http://www.flickr.com/photos/jim-in-times-square/222291503/
  • 19. Speak to your audience’s motivations Material 1. 2. 3. 4. 5. Cash Discounts Volunteers get free admission Linkbacks to your site Promotion* Social 1. Networking 2. Socialization 3. Identity 4. Certification / validation 5. Professional / Development 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion http://www.schipul.com/en/art/?562 Ideological 1. 2. 3. 4. 5. Belief in a cause Long-term political goal Religious / spiritual Self-actualization Art
  • 20. Building community for a strong campaign http://www.flickr.com/photos/wallyg/451875425/
  • 21. The (new) Art of Community Building Showing love in the Blogosphere • Link love is a form of currency • Share brain candy - even on other sites • Promote others within community Easy as:
  • 22. The (new) Art of Community Building Facebook - Not just for college kids • Fan pages grow camaraderie • Share your knowledge • Create buzz for events / campaigns • Ridiculously good brand exposure with Facebook ads www.facebook.com
  • 23. The (new) Art of Community Building Twitter includes others in ongoing dialogue www.twitter.com
  • 24. Promoting the Big Event, generating the buzz
  • 25. The (new) Art of Promotion Let your community contribute their voice www.youtube.com www.flickr.com http://del.icio.us
  • 26. The (new) Art of Promotion Badging - let others make your brand their own • Make your brand portable • Encourage personal interaction with your campaigns • Grow your organization through your audience’s networks
  • 27. The Four Pillars of Social Media campaigns http://www.flickr.com/photos/96dpi/2119924191/
  • 28. 1. Consulting • Define your objectives • Survey within and without • Drive home importance of participation • Walk through Social Media etiquette
  • 29. 2. Training • Use those student interns for their knowledge! • Search for team members already engaged and passionate • Make sure things are right in the offline world too • Patience, patience, patience
  • 30. 3. Recruiting • Identify your current players and turn them into Social Media rock stars • Recruit those that know and can show you how • Stay humble • Be as transparent as possible
  • 31. 4. Promoting • Disclosure is essential • Reach out to your communities • Get ready to connect • It’s not all about you • Get busy with the ‘invite friends’ button
  • 32. Let’s review... • Empower your PR strategy with Social Media • 4 Pillars of Social Media success • Keep it simple, keep it sustainable Putting the relations back into PR
  • 33. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul