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ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
ADMSP Introduction to Social Media Tutorial
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ADMSP Introduction to Social Media Tutorial

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This tutorial was prepared for our Social Media Specialists at ADMSP/Linking Public, Inc. …

This tutorial was prepared for our Social Media Specialists at ADMSP/Linking Public, Inc.

You can find them at:

www.linkingpublic.org

To learn about our community project, join us at www.admsp.org

Visit us at: www.altosdelmarsculpturepark.com

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  1. INTRODUCTION THE POWER OF THE CONVERSATION! An Introduction to Social Media... “No profession stands to influence social media more than public relations.” Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media Thursday, September 17, 2009
  2. SOCIAL MEDIA DEFINED What is social media? Social media is a conversation online. Look who’s talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion. Thursday, September 17, 2009
  3. SOCIAL MEDIA DEFINED The social media conversation The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel. Thursday, September 17, 2009
  4. SOCIAL MEDIA DEFINED The conversation is powered by o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) Thursday, September 17, 2009
  5. SOCIAL MEDIA DEFINED Social media is changing our world The power to define and control a brand is shifting from corporations and institutions to individuals and communities. Thursday, September 17, 2009
  6. SOCIAL MEDIA DEFINED Small markets are the new mass market “It is about putting the ‘public’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.” Brian Solis, The Social Media Manifesto Thursday, September 17, 2009
  7. SOCIAL MEDIA DEFINED Word of Mouth is the Future of Marketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering Thursday, September 17, 2009
  8. CASE STUDY ZAPPOS – Customer service is central o Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.” o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre) o Use Twitter to promote their brand o Website displays any public tweets mentioning of their brand o CEO has over 400,000 followers o 430 employees on Twitter o $1billion in sales last year and their expanding into new product categories Thursday, September 17, 2009
  9. SOCIAL MEDIA DEFINED Social media influences people o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group Thursday, September 17, 2009
  10. SOCIAL MEDIA DEFINED People are using social media Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day Thursday, September 17, 2009
  11. SOCIAL MEDIA DEFINED Top social networking sites Thursday, September 17, 2009
  12. SOCIAL MEDIA DEFINED Social media marketing is Thursday, September 17, 2009
  13. SOCIAL MEDIA DEFINED Leveraging social media Social media can help you in all stages of marketing, self-promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation Thursday, September 17, 2009
  14. SOCIAL MEDIA DEFINED Social media is practical o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship o Be an industry leader – not a follower Thursday, September 17, 2009
  15. SOCIAL MEDIA DEFINED Social media is measurable Reach Engagement & Influence o Website visits / views o Sentiment of reviews o volume of reviews and comments and comments o Brand affinity o Incoming links o Commenter authority/ influence Action & Insight o Time spent o Sales inquiries o Favourites / Friends / Fans o New business o Viral forwards o Customer satisfaction o Number of downloads and loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media Thursday, September 17, 2009
  16. SOCIAL MEDIA DEFINED Social Media is real work! Resources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value Thursday, September 17, 2009
  17. KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS Thursday, September 17, 2009
  18. KEYS TO SUCCESS 1. Experiment with social media o Experiment “personally” not professionally o Try a variety of social media tools o Be yourself, make some friends, and share Thursday, September 17, 2009
  19. KEYS TO SUCCESS 2. Make a plan 1. Discovery 2. Strategy (people, competition, and (opportunities, search engines) objectives) 3. Skills 4. Execution (identify internal (tools, integration, resources and gaps) policies, and process) 5. Maintenance (monitor and adapt) Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789 Thursday, September 17, 2009
  20. CASE STUDY H & R Block – Multi-tier Social Media o YouTube o MySpace o Facebook o Twitter o EHarmony o “Digits” (their own online community) o Virtual communities – Second Life Source: http://www.podtech.net/home/ 5209/h-block-social-media-programs- success Thursday, September 17, 2009
  21. CASE STUDY H & R Block – Clear Goals Leveraged core goals across all networks: 1.Reinforce their brand as tax experts 2.Deliver on advocacy positioning of the brand 3.Present the brand as being innovative o Through “unexpected and meaningful interactions with consumers” Thursday, September 17, 2009
  22. CASE STUDY H & R Block – Observations o Be community appropriate and relevant (interacting on Second Life is different than YouTube) o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it? Thursday, September 17, 2009
  23. CASE STUDY H & R Block – Metrics 1. Brand Perception o Evaluated brand metrics through a brand tracking study 2. Engagement o 600,000 YouTube views o 1 million unique visits to their community site 3. Word of Mouth o Increased online mentions in blogs, forums, and other social media Thursday, September 17, 2009
  24. KEYS TO SUCCESS 3. Listen o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen Thursday, September 17, 2009
  25. KEYS TO SUCCESS Crowd Sourcing – Submit, Discuss, Vote o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight o Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon) Thursday, September 17, 2009
  26. KEYS TO SUCCESS Crowd Sourcing – Help name our baby Amelia Arlington Thursday, September 17, 2009
  27. KEYS TO SUCCESS Wisdom of the Crowd says: Amelia 56 unanimous responses in under 4 minutes from YouBeMom.com Thursday, September 17, 2009
  28. CASE STUDY Chevy – ChevyApprentice.com o Chevy contest asks people to create a winning commercial for the Tahoe SUV o Website gives people online tools to make their own commercials including the ability to customize text Thursday, September 17, 2009
  29. CASE STUDY Chevy – ChevyApprentice.com o Users subvert contest with ads slamming the Tahoe brand o Chevy eventually removes the website displaying videos critical of their product o Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube) Thursday, September 17, 2009
  30. CASE STUDY Chevy – ChevyApprentice.com Lessons learned: o Be careful when you ask for …. user generated content can’t be controlled o If you’re going to ask people their opinions be prepared to have a conversation Thursday, September 17, 2009
  31. KEYS TO SUCCESS 4. Be transparent & honest o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away Thursday, September 17, 2009
  32. CASE STUDY Belkin – Fake Customer Reviews o Belkin employee busted offering payment for fake positive product reviews o Belkin president claims it’s an isolated incident o Influential tech blogs expose a larger cover up and name more employees involved Thursday, September 17, 2009
  33. KEYS TO SUCCESS 5. Share your content o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend Thursday, September 17, 2009
  34. KEYS TO SUCCESS 6. Be personal and act like a person o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to. Thursday, September 17, 2009
  35. CASE STUDY NASA Mars Phoenix rover Thursday, September 17, 2009
  36. KEYS TO SUCCESS 7. Contribute in a meaningful way o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you Thursday, September 17, 2009
  37. KEYS TO SUCCESS 8. See criticism as an opportunity o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution Thursday, September 17, 2009
  38. KEYS TO SUCCESS 9. Be proactive o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them Thursday, September 17, 2009
  39. KEYS TO SUCCESS 10. Accept you can’t do it all yourself, it’s a team e!ort o Get your communications team together, discuss the options, then divide and conquer Thursday, September 17, 2009
  40. KEYS TO SUCCESS Summary 10 Keys to Success 1. Experiment with social media 2. Make a plan 3. Listen 4. Be transparent & honest 5. Share your content 6. Be personal and act like a person 7. Contribute in a meaningful way 8. See criticism as an opportunity 9. Be proactive 10. Accept you can’t do it all yourself Thursday, September 17, 2009
  41. THE TOOLS SOCIAL MEDIA TOOLS Thursday, September 17, 2009
  42. THE TOOLS Social media tools o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release Thursday, September 17, 2009
  43. THE TOOLS Social networking sites o People and organizations connect and interact with friends, colleagues and fans. o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning. o There are niche social networks for just about everything. Thursday, September 17, 2009
  44. THE TOOLS Social networking sites o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o Follow brands, celebrities, and gain your own fans Thursday, September 17, 2009
  45. THE TOOLS Linked In – Professional Social Network o Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000 o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers Thursday, September 17, 2009
  46. THE TOOLS Facebook o Fastest growing social network in Canada and the world (200 million members) o Powerful tools to engage and understand your audience: o Brand pages o Custom applications o Targeted advertising o Audience insights/metrics o Opinion polls Thursday, September 17, 2009
  47. THE TOOLS Facebook Pages o Your brand’s homepage on Facebook. o Allow you to post photos, videos, events and other messages. o Users interact with you by o Becoming fans o Commenting on your posts o Participating in discussions o Post photos to your page o Fans see your page updates in their newsfeed Thursday, September 17, 2009
  48. THE TOOLS Facebook Advertising o Facebook ads give you the ability to advertise directly to specific demographic groups o This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now Thursday, September 17, 2009
  49. THE TOOLS Facebook Advertising - Targeting o Location o Age o Sex o Keywords (appear in your users profile) o Education o Workplace o Relationship status o Relationship interests o Languages Thursday, September 17, 2009
  50. THE TOOLS Facebook Advertising - Placement Thursday, September 17, 2009
  51. THE TOOLS Facebook Advertising – Design What you need: o Ad message (title and body) o Image (make it compelling) o Destination URL (where you want the ad to take people) o Social actions (optional) Thursday, September 17, 2009
  52. THE TOOLS Facebook Advertising – Social Actions o Social actions show related stories about a user’s friends alongside your ad. o People can vote whether they like or dislike your ad. Thursday, September 17, 2009
  53. THE TOOLS Facebook Advertising – Pricing o Very affordable and easy to control your budget o You can specify a daily budget o Schedule specific dates for your ad to run o Pay for clicks (CPC) or impressions (CPM) Thursday, September 17, 2009
  54. THE TOOLS Facebook Advertising – Analytics o Facebook Insights provides information about your ad campaign: o Track ad performance with real-time reporting o Gain demographic and psychographic insights about people that view or take action on your ad o Use this information to identify how you can improve your campaign to maximize your results Thursday, September 17, 2009
  55. THE TOOLS Facebook Advertising – Recommendations o Identify clear goals for your ad o Know who you’re trying to reach o Ensure ad headline, copy and image is relevant o Experiment to get it right o Monitor your campaign and adjust o Know when to quit Thursday, September 17, 2009
  56. THE TOOLS Facebook Applications o Applications are entertainment and productivity tools that run within facebook o Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page o When fans use your applications social stories are created that appear in their friends news feed and link back to your page Thursday, September 17, 2009
  57. THE TOOLS Facebook Applications Thursday, September 17, 2009
  58. THE TOOLS Facebook Connect Add social capabilities to your website by integrating with Facebook: o Users log in to your website with their facebook identity o You can access their profile information to learn more about them and deliver targeted content o Publish information back to their friends’ streams on Facebook to bring their friend to your website Thursday, September 17, 2009
  59. THE TOOLS Social networking sites Do Don’t o establish a presence on the o create a page and fail to social networks your customers maintain it and colleagues use o try a hard sell approach o create a page to promote your brand o censor comments o point your fans to your o spam your fans/friends with company blog or contest frequent private messages – you’ll drive them away o encourage a discussion and participate frequently o post false information o explore targeted advertising opportunities Thursday, September 17, 2009
  60. THE TOOLS Blogs o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert. Thursday, September 17, 2009
  61. THE TOOLS Blogs o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips Thursday, September 17, 2009
  62. THE TOOLS Blogs Do Don’t o post on a regular schedule o write press releases – be real about why something is exciting o encourage conversation by asking questions o let complaints go unanswered o respond to people that o make users register to comment on your posts comment – they won’t bother o use a few bloggers from your o delete fair but critical comments company for more viewpoints Thursday, September 17, 2009
  63. THE TOOLS Microblogging o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community Thursday, September 17, 2009
  64. THE TOOLS Twitter Twitter can help you: o share timely information o promote useful content including resources, contests, deals, etc. (not just your own) o personify your brand o connect with your customers and develop leads o build credibility and influence o listen to consumer buzz o research competitors o network and learn from experts in your field Thursday, September 17, 2009
  65. CASE STUDY Twitter in Church o Churches useTwitter to: o Ask questions o Share insights o Highlight content o Hype events o Trinity Church uses Twitter to tell Passion of Christ o Westwinds Church experiments with Twitter during services o Distracting or Enriching? Thursday, September 17, 2009
  66. CASE STUDY Charity: Water – From Twitter to Africa o September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia. o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well o The "social media birthday" was born; asking for donations from online friends to celebrate your birthday Thursday, September 17, 2009
  67. CASE STUDY Charity: Water - $250,000 raised o January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: o 202 real-life meetups across the globe, hosted by volunteers o $250,000 USD raised at these events o 55 wells are planned across Africa & India Thursday, September 17, 2009
  68. CASE STUDY Charity: Water – Breakthrough Exposure o April 09: The first "well that Twitter built" is dug o April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support o Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity Thursday, September 17, 2009
  69. CASE STUDY Charity: Water – Phase 2 o Social media campaign expands: o Staff post Twitter updates delivering the results of donations o Website hosts videos of drilling progress made in Africa o A driller tweets live from Central African Republic o Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/ charitywater o Facebook Causes page with over $61,000 donated Thursday, September 17, 2009
  70. THE TOOLS Microblogging Do Don’t o find and share useful content o sound like a press release – you’re in a social space o pose questions and reply to others o spam with constant links to your company website, either in o keep it fun - put a friendly face tweets or private messages on your brand o post useless information – do o promote sales, deals, news, people really care what you had updates, and build buzz for big for lunch? releases or events o know what people are saying about your brand Thursday, September 17, 2009
  71. THE TOOLS Video sharing o Video sharing sites let you upload videos and share them with people. o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization. Thursday, September 17, 2009
  72. THE TOOLS Video sharing o helps you gain exposure and direct traffic back to your website o sparks interest without a hard- sell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials Thursday, September 17, 2009
  73. CASE STUDY Blendtec – Will it Blend? o Blendtec was a faceless B2B/ B2C blender manufacturer that couldn’t afford a traditional marketing campaign o Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout o Launched the website WillitBlend.com and a YouTube channel http://www.youtube.com/blendtec Thursday, September 17, 2009
  74. CASE STUDY Blendtec – ROI o Videos went viral generating “millions of dollars in brand recognition” o Channel Views: 3,469,098 o Subscribers: 183,949 o Online Blendtec blender sales increased 500% o The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre Thursday, September 17, 2009
  75. CASE STUDY Blendtec – Will it Blend? Lessons learned: o Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) o Experiment – the idea might not have worked, but what could they lose? Thursday, September 17, 2009
  76. THE TOOLS Video sharing Do Don’t o be informative, useful, or o just upload infomercials entertaining o be afraid to experiment until o create a summary and detailed you find a formula that works. description o pull down other people’s o post video replies to others videos showcasing your product for copyright o allow commenting and infringement participate in the conversation o make your video longer than it o save bandwidth costs on your needs to be – keep it concise website by hosting videos on and entertaining YouTube Thursday, September 17, 2009
  77. THE TOOLS Social news & bookmarking o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks. o Community votes on your submissions so they either rise to the top or drop to the bottom. Thursday, September 17, 2009
  78. THE TOOLS Social news & bookmarking Do Don’t o link to relevant articles about o spam by consistently news in your field bookmarking your own material (not just your own content) o cheat by tagging your o make friends with other bookmarks with irrelevant bookmarkers in a legitimate popular keywords way. o open multiple accounts and o respect the terms of service vote for yourself – you’ll be o (reddit allows self-promotion, exposed digg does not) Thursday, September 17, 2009
  79. THE TOOLS Photo sharing o Photo sharing sites give you a place to upload and organize your photos o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos. Thursday, September 17, 2009
  80. THE TOOLS Photo sharing o detail the launch of a new product, from initial sketches to the launch party o promote special events, charitable campaigns, and awards ceremonies o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative Thursday, September 17, 2009
  81. THE TOOLS Photo sharing Do Don’t o tag your photos with relevant o stuff linked keywords into keywords your photo descriptions or comments o use your web site address or brand name as your Flickr o plaster your URL all over the screen name photos you upload o upload quality photos of your o discourage people from products/services, and things using your photos (as long as related to your business they provide attribution such as a link back to your website) o link prominently from your web site to your Flickr photostream Thursday, September 17, 2009
  82. THE TOOLS Message Boards / Internet Forums o An Internet forum, or message board, is a bulletin board system in the form of a discussion site o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads Thursday, September 17, 2009
  83. THE TOOLS Message Boards / Internet Forums Do Don’t o keep the message board active o build it and expect people to by regularly participating in start participating without the conversation encouragement and seeding o collect minimal information o forget to moderate - spammers during registration and trolls will drive users away o keep focus and attract users by o censor or allow militant clearly identifying your moderators to take too much community purpose and target control over the conversation. audience You want to encourage open discussion, not stifle it. o promote popular discussions throughout your website Thursday, September 17, 2009
  84. THE TOOLS Wikis / Reference o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it Thursday, September 17, 2009
  85. THE TOOLS Wikis / Reference Do Don’t o find references to your o rely on social reference organization and have websites to be accurate inaccuracies updated o spam or overtly advertising – it o read the terms of use to could get you banned ensure you are allowed to edit an entry about you o use it for Search Engine Optimization (Wikipedia prevents o research competition search engines from following links) o use wikis to collaborate with your team o Don’t sabotage competitor’s entries about competitors (You could get caught) Thursday, September 17, 2009
  86. THE TOOLS Virtual reality o Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding o people interact through characters called avatars o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another Thursday, September 17, 2009
  87. THE TOOLS Virtual reality o hold media conferences in Second Life to generate buzz (World Bank reports in world) o create and sell branded products accompanied by coupons and advertising for real-world stores o purchase land, build stores, and open for business o publish streams of audio or video on people’s properties Thursday, September 17, 2009
  88. THE TOOLS Virtual reality Do Don’t o Use it to generate publicity o just try to recreate your real- publicity for real world world brand experience – activities leverage the possibilities of the o find experts to imagine and virtual world since fantasy is manage your brand presence in what brought people are there. this virtual world, or do thorough research – it’s complicated! o be afraid to site this one out. o be inventive – for example, If your audience isn’t there and when someone drinks your you don’t have a vision to product, you may create a script create a meaningful experience that makes people dance, turn don’t bother. into a cute animal, or speak only in song for 30 seconds. Thursday, September 17, 2009
  89. THE TOOLS Podcasts (Personal On-Demand Broadcast) o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. o Podcasts can be simple recordings of conversations, presentations, or interviews o They’re a chance to provide build an audience around your brand or message. Thursday, September 17, 2009
  90. THE TOOLS Podcasts (Personal On-Demand Broadcast) Do’s Dont’s o come up with a format (form, o worry about length topic, and duration) o invest in a lot of equipment – o prepare don’t script (or you’ll simple tools and software are sound stiff) all you need to get going o use a good microphone (but o leave too much time between no need to over produce) podcasts – it could prevent you from building an audience o promote your podcast on your website and podcast directories Thursday, September 17, 2009
  91. THE TOOLS Really Simple Syndication (RSS) o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. o an effective way to distribute your content and lead users back to your website Thursday, September 17, 2009
  92. THE TOOLS Really Simple Syndication (RSS) Thursday, September 17, 2009
  93. THE TOOLS Really Simple Syndication (RSS) Don’t Don’t o offer RSS feeds for your o spam your subscribers by website’s blog, news, events, including excessive advertising and podcasts in your RSS feed o subscribe to RSS feeds o go overboard – limit RSS feeds relevant to your industry or to content frequently updated interests o freak out when a splogger o include a title and description hijacks your content – this could only so subscribers need to visit actually help your search your site for the full story engine rank o track your subscribers Thursday, September 17, 2009
  94. THE TOOLS Social media press release Thursday, September 17, 2009
  95. 5 TAKE AWAY MESSAGES 3 TAKE AWAY MESSAGES Thursday, September 17, 2009
  96. 4 TAKE AWAY MESSAGES 4 take away messages 1. Word of Mouth peer-to- peer discussions are more influential than the mass media 2. Participate by enabling and feeding the conversation (follow the 10 keys to success) 3. Engage by listening and replying to conversation 4. Be transparent & honest Thursday, September 17, 2009

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