The Evolving Art of Social Media in PR & Marketing Ken Peterson, Communications Director Monterey Bay Aquarium September 15, 2009

Where are We Going?

Decline & Fragmentation

Network News Viewers

Where Is Everybody?

Example: Facebook

Example: Twitter January 2008 – 150,000 users Summer 2009 – c. 20 million users

Engaging (on many platforms) Encouraging (conversation by our communities) Including (in marketing/PR strategies) Exploring (new opportunities as channels emerge) Social Media: What We’re Doing

Engaging (on many platforms)

Encouraging (conversation by our communities)

Including (in marketing/PR strategies)

Exploring (new opportunities as channels emerge)

People are already there Commitment to customer service Extend & continue the visit Drive visitation (?) Help to fulfill our mission Why We’re Active

People are already there

Commitment to customer service

Extend & continue the visit

Drive visitation (?)

Help to fulfill our mission

Where? Rating Services Tool: Free business accounts for tracking, feedback

Where? Blogs & Flickr Tools: Feedback, promotions, contests

Where? YouTube Tools: Create content, “favorite” others’ videos

Who’s Telling Our Story?

Where? Facebook Tools: Multiple accounts, promotional campaign

Facebook Campaign: The Secret Lives of Seahorses

Where? Twitter Tools: Multiple accounts, varied topics

TweetDeck: www.tweetdeck.com . Desktop dashboard tool to track your tweets, those of folks you’re following, topics of interest, folks who retweet you. Twinfluence: www.twinfluence.com . Learn how influential you are, compared with others. Tracking Twitter

TweetDeck: www.tweetdeck.com .

Desktop dashboard tool to track your

tweets, those of folks you’re following,

topics of interest, folks who retweet you.

Twinfluence: www.twinfluence.com .

Learn how influential you are,

compared with others.

Web 2.0 Adoption Curve (courtesy Christopher Rollyson, www.GlobalHumanCapital.com)

Mashable: www.mashable.com . Blog focused on social media and Web 2.0 news +how-to info B.J. Fogg: www.bjfogg.com . Expert in “persuasion technology”: how to use new media to influence people DIOSA Communications: www.diosacommunications.com . Web 2.0 marketing & social media training for nonprofits Groundswell : www.forrester.com/Groundswell . Website, bestseller, blog on business use of social media Resources

Mashable: www.mashable.com . Blog focused on

social media and Web 2.0 news +how-to info

B.J. Fogg: www.bjfogg.com . Expert in “persuasion

technology”: how to use new media to influence people

DIOSA Communications: www.diosacommunications.com .

Web 2.0 marketing & social media training for nonprofits

Groundswell : www.forrester.com/Groundswell . Website,

bestseller, blog on business use of social media

Questions? Ken Peterson Communications Director Monterey Bay Aquarium [email_address] 831-648-4922 Twitter: @aquaken

Ken Peterson

Communications Director

Monterey Bay Aquarium

[email_address]

831-648-4922

Twitter: @aquaken