The Social Web  transforming traditional outreach   Caroline Cummings [email_address]
Ubiquitous
What is Social Media? technology -- build shared meaning -- The use of electronic tools for the purpose of sharing and dis...
Power of Social Media…
The Evolution of the Web… Web 1.0 get noise <ul><li>read content </li></ul><ul><li>paid content </li></ul><ul><li>move to ...
New Buzz… <ul><li>“ The customer is now a collaborator.” </li></ul>“ One person can make change – quickly!” “ TV attracts ...
Differs from Traditional Media? Source: Wikipedia … depends on interactions between people as the discussion and integrati...
For Brand Survival… Traditional Media Social Media VS Customer Collaborator Talk to Talk with Selling Sharing Voice = Comp...
Citizen Journalists
Rise of Citizen Journalism <ul><li>The act of citizens playing an active role in the process of collecting, reporting, ana...
Citizen Journalism – it’s not new <ul><li>Thomas Paine </li></ul><ul><li>Pamphlets : </li></ul><ul><li>Common Sense   (177...
Citizen Journalism – it’s not new 1963   Abraham Zapruder Assassination of JFK 1991   George Holliday Rodney King Beating
Citizen Marketers
A New Breed of Marketers Citizen Marketers Customer evangelists who generate media (primarily online) on behalf of product...
Embrace the Citizen Journalist/Marketer
Examples of Social Media Tools photo sharing video sharing social networking + microblogging user generated and monitored ...
Ubiquitous
 
Makes it Easy to Share
Geek Talk Going Mainstream… <ul><li>RSS </li></ul><ul><li>XML </li></ul><ul><li>Aggregation  </li></ul><ul><li>Ajax </li><...
Marketing profs must embrace the geek talk!
A closer look
 
A Closer Look… <ul><li>RSS …really simple syndication   </li></ul>XML  = Extensible Markup Language | helps information sy...
Old Way of Getting Info Online… you find it
New Way of Getting Info Online… you subscribe to it
RSS Reader Aggregation : making a collection of feeds available in one spot
The Social Browser
The Social Web Browser Easily integrates social tools into the browser “ for the social media addict”
Data Aggregation
Widgets <ul><li>a mini application that can add functionality </li></ul><ul><li>to your Web page, blog, social profile etc...
Widgets | make money Google’s AdSense Widget
Wikis <ul><li>A page or collection of Web pages that anyone with access can contribute or modify content </li></ul>Ward Cu...
Power of wikis 2,581,574 articles and growing every day… 100,000 articles
Why social media is important?
To view this video visit:  http://garyvaynerchuk.com/2008/10/08/you-down-with-roiyeah-you-know-me/
Deepen Brand Relationships Via Social Media <ul><li>93%  say a company should have presence in social media </li></ul><ul>...
Why Important? <ul><li>Monitor your brand and reputation online </li></ul><ul><li>Monitor others brands/reputations </li><...
Reach Challenging Markets <ul><li>Men   </li></ul><ul><ul><li>2x as likely as women </li></ul></ul><ul><li>Men/Women 18-34...
Social Media Case Study
Goodwill of Greater Washington
<ul><li>Purpose : </li></ul><ul><li>Intelligently raise its brand </li></ul><ul><li>Educate new communities about its miss...
Social Media Tools
<ul><li>Direct Mail </li></ul><ul><li>Flyer distribution </li></ul><ul><li>In-store signage </li></ul>Traditional Tools
<ul><li>Blog : </li></ul><ul><li>600 readers/week </li></ul><ul><li>25% retention rate </li></ul><ul><li>3% conversion (on...
Empowering their market
The  Golden  Age  of  PR
A Marriage Made in the Web! PR Professionals Social Media
Why Good For PR and Marketing Professionals? <ul><li>A perfect fit… </li></ul><ul><ul><ul><li>Establishing relationships a...
<ul><li>Social Media News Release : </li></ul>Give Your Press Release a New Life! Die! Press release! Die! Die! Die!  By T...
pr-squared.com get template for free!
reader subscribes core facts additional info –  added over time
recent updates photo update video update quotes
suggest tags share addt’l resources join conversation Make it easy to link to other SMNRs
Benefits of SMNR <ul><li>Optimized for  search   </li></ul><ul><li>Optimized for  conversation   </li></ul><ul><li>Optimiz...
Tracking Ford Focus SMNR Lives on…
How do I measure it?
Free tools for measuring social media <ul><li>Technorati  (# of links, authority) </li></ul><ul><li>Del.icio.us, Digg  (qu...
Staying connected
Staying Connected Online… <ul><li>Network </li></ul><ul><li>Recruit </li></ul><ul><li>Research </li></ul><ul><li>Promote <...
Monitoring online… <ul><li>Monitor </li></ul><ul><li>Learn </li></ul><ul><li>Compare </li></ul><ul><li>Respond </li></ul>w...
Staying Connected to Me… iamcarolina caroline cummings eugene linkedin.com/in/carolinecummings carolinecummings.wordpress....
Trends…
Media Trends <ul><li>People have the power, not business </li></ul><ul><li>Hyper-target marketing  (1-1 marketing) </li></...
Now what ?
Book recommendations… positioning, message delivery and reputation management are in the hands of the people -  where anyo...
Getting Your Feet Wet <ul><li>Make a plan! </li></ul><ul><li>Set-up Google Alerts </li></ul><ul><li>Set-up iGoogle and/or ...
The Social Web  transforming traditional outreach   Caroline Cummings [email_address]
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Social Media Overview

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This presentation to to provide an overview of how traditional outreach on the Web is shifting due to social media/new media. It shows how traditional media is experiencing a paradigm shift and how we must change with the times if we want to reach challenging markets and participate in the online conversation.

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Social Media Overview

  1. 1. The Social Web transforming traditional outreach Caroline Cummings [email_address]
  2. 2. Ubiquitous
  3. 3. What is Social Media? technology -- build shared meaning -- The use of electronic tools for the purpose of sharing and discussing information and experiences with others… social interaction pictures audio video words
  4. 4. Power of Social Media…
  5. 5. The Evolution of the Web… Web 1.0 get noise <ul><li>read content </li></ul><ul><li>paid content </li></ul><ul><li>move to digital </li></ul><ul><li>static sites </li></ul><ul><li>push content </li></ul><ul><li>eCommerce </li></ul>Web 2.0 make noise <ul><li>user generated </li></ul><ul><li>interactivity/sharing </li></ul><ul><li>connectivity </li></ul><ul><li>pull content/free </li></ul><ul><li>social networking </li></ul><ul><li>streaming audio </li></ul><ul><li>streaming video </li></ul>Web 3.0 filter noise <ul><li>contextual info </li></ul><ul><li>less clutter </li></ul><ul><li>ads as content </li></ul><ul><li>… TBD… </li></ul>
  6. 6. New Buzz… <ul><li>“ The customer is now a collaborator.” </li></ul>“ One person can make change – quickly!” “ TV attracts watchers, online video attracts users.” “ Journalism students know more than professors.” “ Anyone CAN become famous now.”
  7. 7. Differs from Traditional Media? Source: Wikipedia … depends on interactions between people as the discussion and integration of words building shared meaning. … it’s not finite… technology is the conduit
  8. 8. For Brand Survival… Traditional Media Social Media VS Customer Collaborator Talk to Talk with Selling Sharing Voice = Company Voice = Citizen More expensive Less expensive Prof media outlets User generated content Push marketing Pull marketing Broader market Targeted markets Static content Evolving content One-sided Multiple opinions Short lived Long life
  9. 9. Citizen Journalists
  10. 10. Rise of Citizen Journalism <ul><li>The act of citizens playing an active role in the process of collecting, reporting, analyzing and disseminating news and information </li></ul>2.4 million search results on Google (Sept 08) “ citizen journalism ” “ citizen journalist ” 4.9 million (as of Mar 09)
  11. 11. Citizen Journalism – it’s not new <ul><li>Thomas Paine </li></ul><ul><li>Pamphlets : </li></ul><ul><li>Common Sense (1776) </li></ul><ul><li>The American Crisis (1776 - 1783) </li></ul><ul><li>Agrarian Justice (1795) </li></ul><ul><li>…… </li></ul>The Father of the American Revolution Suggestion: “ We The Media ” Gillmor read free: oreilly.com
  12. 12. Citizen Journalism – it’s not new 1963 Abraham Zapruder Assassination of JFK 1991 George Holliday Rodney King Beating
  13. 13. Citizen Marketers
  14. 14. A New Breed of Marketers Citizen Marketers Customer evangelists who generate media (primarily online) on behalf of products, services, companies, or people who generate inspiration.
  15. 15. Embrace the Citizen Journalist/Marketer
  16. 16. Examples of Social Media Tools photo sharing video sharing social networking + microblogging user generated and monitored encyclopedia up-to-date friends/ family activity social news sites blogging tools
  17. 17. Ubiquitous
  18. 19. Makes it Easy to Share
  19. 20. Geek Talk Going Mainstream… <ul><li>RSS </li></ul><ul><li>XML </li></ul><ul><li>Aggregation </li></ul><ul><li>Ajax </li></ul><ul><li>APIs </li></ul><ul><li>Widgets </li></ul><ul><li>Badges </li></ul>Screen Scraping Permalinks Trackbacks Mash-ups Link Exchange Lifestreaming JavaScript
  20. 21. Marketing profs must embrace the geek talk!
  21. 22. A closer look
  22. 24. A Closer Look… <ul><li>RSS …really simple syndication </li></ul>XML = Extensible Markup Language | helps information systems share data <ul><ul><li>An XML feed that streamlines content syndication </li></ul></ul><ul><ul><li>A way to subscribe to Web sites, and elements of Web sites, that you'd like to receive on an ongoing basis. </li></ul></ul>
  23. 25. Old Way of Getting Info Online… you find it
  24. 26. New Way of Getting Info Online… you subscribe to it
  25. 27. RSS Reader Aggregation : making a collection of feeds available in one spot
  26. 28. The Social Browser
  27. 29. The Social Web Browser Easily integrates social tools into the browser “ for the social media addict”
  28. 30. Data Aggregation
  29. 31. Widgets <ul><li>a mini application that can add functionality </li></ul><ul><li>to your Web page, blog, social profile etc. </li></ul>YouTube’s Video Embedding Widget
  30. 32. Widgets | make money Google’s AdSense Widget
  31. 33. Wikis <ul><li>A page or collection of Web pages that anyone with access can contribute or modify content </li></ul>Ward Cunningham
  32. 34. Power of wikis 2,581,574 articles and growing every day… 100,000 articles
  33. 35. Why social media is important?
  34. 36. To view this video visit: http://garyvaynerchuk.com/2008/10/08/you-down-with-roiyeah-you-know-me/
  35. 37. Deepen Brand Relationships Via Social Media <ul><li>93% say a company should have presence in social media </li></ul><ul><li>85% say a company should use it to interact w/them </li></ul><ul><li>Almost 60% of Americans interact with a brand on a social media site </li></ul><ul><li>56% feel a stronger connection to brands when use social media </li></ul>Will Work 4 Free! strategy and communications agency Sept 08
  36. 38. Why Important? <ul><li>Monitor your brand and reputation online </li></ul><ul><li>Monitor others brands/reputations </li></ul><ul><li>Interact with your consumers </li></ul><ul><ul><li>Transparency is paramount! </li></ul></ul><ul><li>Expand your reach </li></ul><ul><li>Track ROI better </li></ul><ul><li>Because the Internet is where exchange happens! </li></ul>
  37. 39. Reach Challenging Markets <ul><li>Men </li></ul><ul><ul><li>2x as likely as women </li></ul></ul><ul><li>Men/Women 18-34 yrs </li></ul><ul><ul><li>33% want companies to market to them via social media </li></ul></ul><ul><li>Wealthiest households </li></ul><ul><ul><li>33% want companies to market to them via social media </li></ul></ul>
  38. 40. Social Media Case Study
  39. 41. Goodwill of Greater Washington
  40. 42. <ul><li>Purpose : </li></ul><ul><li>Intelligently raise its brand </li></ul><ul><li>Educate new communities about its mission </li></ul><ul><li>Create new sources of income </li></ul><ul><li>- Metro region effort </li></ul><ul><li>- Charitable organization </li></ul>Goodwill of Greater Washington <ul><li>Market : </li></ul><ul><li>Young professional women who love vintage & inexpensive fashion </li></ul>
  41. 43. Social Media Tools
  42. 44. <ul><li>Direct Mail </li></ul><ul><li>Flyer distribution </li></ul><ul><li>In-store signage </li></ul>Traditional Tools
  43. 45. <ul><li>Blog : </li></ul><ul><li>600 readers/week </li></ul><ul><li>25% retention rate </li></ul><ul><li>3% conversion (online shoppers) </li></ul><ul><li>Reasons : </li></ul><ul><li>Reaching a hard to reach demographic (W = 18-24 yrs) </li></ul><ul><li>Not “advertising”- creating a conversation. </li></ul><ul><li>Being transparent </li></ul><ul><li>Building trust among young professional women </li></ul><ul><ul><li>Sharing vintage and contemporary fashion tips </li></ul></ul>Early Results (90 days)
  44. 46. Empowering their market
  45. 47. The Golden Age of PR
  46. 48. A Marriage Made in the Web! PR Professionals Social Media
  47. 49. Why Good For PR and Marketing Professionals? <ul><li>A perfect fit… </li></ul><ul><ul><ul><li>Establishing relationships and maintaining 2-way comms </li></ul></ul></ul><ul><li>It’s a hot topic of conversation </li></ul><ul><ul><ul><li>Everyone is a PR/marketing “expert” </li></ul></ul></ul><ul><li>Consumers are now more savvy than ever </li></ul><ul><ul><ul><li>Traditional advertising must change with the times… </li></ul></ul></ul><ul><li>Budgets are shifting </li></ul><ul><ul><ul><li>Moving from big spending on one ad to long-term authentic comms – more viral in nature </li></ul></ul></ul><ul><li>Reputation has never been more important </li></ul><ul><ul><ul><li>Just as important as monitoring the balance sheet! </li></ul></ul></ul>
  48. 50. <ul><li>Social Media News Release : </li></ul>Give Your Press Release a New Life! Die! Press release! Die! Die! Die! By Tom Foremski - February 27, 2006 Link multimedia and social media capabilities of the Web to make releases more reader friendly and useful.
  49. 51. pr-squared.com get template for free!
  50. 52. reader subscribes core facts additional info – added over time
  51. 53. recent updates photo update video update quotes
  52. 54. suggest tags share addt’l resources join conversation Make it easy to link to other SMNRs
  53. 55. Benefits of SMNR <ul><li>Optimized for search </li></ul><ul><li>Optimized for conversation </li></ul><ul><li>Optimized for sharing </li></ul><ul><li>Tells the entire story through multimedia </li></ul><ul><li>Provides context on complicated stories </li></ul><ul><li>Makes a better impression , visually, than a wire release </li></ul><ul><li>Lives on … </li></ul>
  54. 56. Tracking Ford Focus SMNR Lives on…
  55. 57. How do I measure it?
  56. 58. Free tools for measuring social media <ul><li>Technorati (# of links, authority) </li></ul><ul><li>Del.icio.us, Digg (quality and type of coverage) </li></ul><ul><li>Google Analytics (site statistics) </li></ul><ul><li>Flickr (photo views) </li></ul><ul><li>Feedburner (subscribers) </li></ul><ul><li>Google Blog Search (what citizens are saying) </li></ul><ul><li>Yahoo Pipes (manage RSS) </li></ul><ul><li>Compete , Alexa (traffic) </li></ul><ul><li>Quantcast (types of users, ratings, demographics) </li></ul>
  57. 59. Staying connected
  58. 60. Staying Connected Online… <ul><li>Network </li></ul><ul><li>Recruit </li></ul><ul><li>Research </li></ul><ul><li>Promote </li></ul><ul><li>Ask </li></ul>www.linkedin.com
  59. 61. Monitoring online… <ul><li>Monitor </li></ul><ul><li>Learn </li></ul><ul><li>Compare </li></ul><ul><li>Respond </li></ul>www.google.com/alerts Social Media
  60. 62. Staying Connected to Me… iamcarolina caroline cummings eugene linkedin.com/in/carolinecummings carolinecummings.wordpress.com Things that make ya go hmmm
  61. 63. Trends…
  62. 64. Media Trends <ul><li>People have the power, not business </li></ul><ul><li>Hyper-target marketing (1-1 marketing) </li></ul><ul><li>IPTV (Internet Protocol Television) </li></ul><ul><li>Mobile technologies </li></ul><ul><li>Ads as content </li></ul><ul><li>Gaming and advertising </li></ul><ul><li>Contextualized Internet experience (Web 3.0) </li></ul>
  63. 65. Now what ?
  64. 66. Book recommendations… positioning, message delivery and reputation management are in the hands of the people - where anyone can be a publisher or broadcaster. grassroots journalism, but the people, for the people…examining their impact the viral nature of social media and how it’s changing the way people form groups and exist within them. B. McConnell, J. Huba D. Gillmor C. Shirky
  65. 67. Getting Your Feet Wet <ul><li>Make a plan! </li></ul><ul><li>Set-up Google Alerts </li></ul><ul><li>Set-up iGoogle and/or Google Reader </li></ul><ul><li>Subscribe to 3 RSS feeds </li></ul><ul><li>Start a blog (link to blogs) </li></ul><ul><li>Respond to blogs </li></ul><ul><li>Embed videos in your blog </li></ul><ul><li>Track media trends </li></ul><ul><li>Post videos to YouTube </li></ul><ul><li>Subscribe to a podcast </li></ul><ul><li>Create/Join Facebook Pages </li></ul><ul><li>Utilize free online communities </li></ul><ul><ul><li>Google Groups, Ning, etc. </li></ul></ul><ul><li>Download social browser </li></ul>
  66. 68. The Social Web transforming traditional outreach Caroline Cummings [email_address]
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