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 discussing information and experiences with others… social interaction pictures audio video words

Power of Social Media…

The Evolution of the Web… Web 1.0 get noise read content paid content move to digital static sites push content eCommerce Web 2.0 make noise user generated interactivity/sharing connectivity pull content/free social networking streaming audio streaming video Web 3.0 filter noise contextual info less clutter ads as content … TBD…

read content

paid content

move to digital

static sites

push content

eCommerce

user generated

interactivity/sharing

connectivity

pull content/free

social networking

streaming audio

streaming video

contextual info

less clutter

ads as content

… TBD…

New Buzz… “ The customer is now a collaborator.” “ One person can make change – quickly!” “ TV attracts watchers, online video attracts users.” “ Journalism students know more than professors.” “ Anyone CAN become famous now.”

“ The customer is now a collaborator.”

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

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

Citizen Journalists

Rise of Citizen Journalism The act of citizens playing an active role in the process of collecting, reporting, analyzing and disseminating news and information 2.4 million search results on Google (Sept 08) “ citizen journalism ” “ citizen journalist ” 4.9 million (as of Mar 09)

The act of citizens playing an active role in the process of collecting, reporting, analyzing and disseminating news and information

Citizen Journalism – it’s not new Thomas Paine Pamphlets : Common Sense (1776) The American Crisis (1776 - 1783) Agrarian Justice (1795) …… The Father of the American Revolution Suggestion: “ We The Media ” Gillmor read free: oreilly.com

Thomas Paine

Pamphlets :

Common Sense (1776)

The American Crisis (1776 - 1783)

Agrarian Justice (1795)

……

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 products, services, companies, or people who generate inspiration.

Embrace the Citizen Journalist/Marketer

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

Ubiquitous

Makes it Easy to Share

Geek Talk Going Mainstream… RSS XML Aggregation Ajax APIs Widgets Badges Screen Scraping Permalinks Trackbacks Mash-ups Link Exchange Lifestreaming JavaScript

RSS

XML

Aggregation

Ajax

APIs

Widgets

Badges

Marketing profs must embrace the geek talk!

A closer look

A Closer Look… RSS …really simple syndication XML = Extensible Markup Language | helps information systems share data An XML feed that streamlines content syndication A way to subscribe to Web sites, and elements of Web sites, that you'd like to receive on an ongoing basis.

RSS …really simple syndication

An XML feed that streamlines content syndication

A way to subscribe to Web sites, and elements of Web sites, that you'd like to receive on an ongoing basis.

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 a mini application that can add functionality to your Web page, blog, social profile etc. YouTube’s Video Embedding Widget

a mini application that can add functionality

to your Web page, blog, social profile etc.

Widgets | make money Google’s AdSense Widget

Wikis A page or collection of Web pages that anyone with access can contribute or modify content Ward Cunningham

A page or collection of Web pages that anyone with access can contribute or modify content

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 93% say a company should have presence in social media 85% say a company should use it to interact w/them Almost 60% of Americans interact with a brand on a social media site 56% feel a stronger connection to brands when use social media Will Work 4 Free! strategy and communications agency Sept 08

93% say a company should have presence in social media

85% say a company should use it to interact w/them

Almost 60% of Americans interact with a brand on a social media site

56% feel a stronger connection to brands when use social media

Why Important? Monitor your brand and reputation online Monitor others brands/reputations Interact with your consumers Transparency is paramount! Expand your reach Track ROI better Because the Internet is where exchange happens!

Monitor your brand and reputation online

Monitor others brands/reputations

Interact with your consumers

Transparency is paramount!

Expand your reach

Track ROI better

Because the Internet is where exchange happens!

Reach Challenging Markets Men 2x as likely as women Men/Women 18-34 yrs 33% want companies to market to them via social media Wealthiest households 33% want companies to market to them via social media

Men

2x as likely as women

Men/Women 18-34 yrs

33% want companies to market to them via social media

Wealthiest households

33% want companies to market to them via social media

Social Media Case Study

Goodwill of Greater Washington

Purpose : Intelligently raise its brand Educate new communities about its mission Create new sources of income - Metro region effort - Charitable organization Goodwill of Greater Washington Market : Young professional women who love vintage & inexpensive fashion

Purpose :

Intelligently raise its brand

Educate new communities about its mission

Create new sources of income

- Metro region effort

- Charitable organization

Market :

Young professional women who love vintage & inexpensive fashion

Social Media Tools

Direct Mail Flyer distribution In-store signage Traditional Tools

Direct Mail

Flyer distribution

In-store signage

Blog : 600 readers/week 25% retention rate 3% conversion (online shoppers) Reasons : Reaching a hard to reach demographic (W = 18-24 yrs) Not “advertising”- creating a conversation. Being transparent Building trust among young professional women Sharing vintage and contemporary fashion tips Early Results (90 days)

Blog :

600 readers/week

25% retention rate

3% conversion (online shoppers)

Reasons :

Reaching a hard to reach demographic (W = 18-24 yrs)

Not “advertising”- creating a conversation.

Being transparent

Building trust among young professional women

Sharing vintage and contemporary fashion tips

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? A perfect fit… Establishing relationships and maintaining 2-way comms It’s a hot topic of conversation Everyone is a PR/marketing “expert” Consumers are now more savvy than ever Traditional advertising must change with the times… Budgets are shifting Moving from big spending on one ad to long-term authentic comms – more viral in nature Reputation has never been more important Just as important as monitoring the balance sheet!

A perfect fit…

Establishing relationships and maintaining 2-way comms

It’s a hot topic of conversation

Everyone is a PR/marketing “expert”

Consumers are now more savvy than ever

Traditional advertising must change with the times…

Budgets are shifting

Moving from big spending on one ad to long-term authentic comms – more viral in nature

Reputation has never been more important

Just as important as monitoring the balance sheet!

Social Media News Release : 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.

Social Media News Release :

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 Optimized for search Optimized for conversation Optimized for sharing Tells the entire story through multimedia Provides context on complicated stories Makes a better impression , visually, than a wire release Lives on …

Optimized for search

Optimized for conversation

Optimized for sharing

Tells the entire story through multimedia

Provides context on complicated stories

Makes a better impression , visually, than a wire release

Lives on …

Tracking Ford Focus SMNR Lives on…

How do I measure it?

Free tools for measuring social media Technorati (# of links, authority) Del.icio.us, Digg (quality and type of coverage) Google Analytics (site statistics) Flickr (photo views) Feedburner (subscribers) Google Blog Search (what citizens are saying) Yahoo Pipes (manage RSS) Compete , Alexa (traffic) Quantcast (types of users, ratings, demographics)

Technorati (# of links, authority)

Del.icio.us, Digg (quality and type of coverage)

Google Analytics (site statistics)

Flickr (photo views)

Feedburner (subscribers)

Google Blog Search (what citizens are saying)

Yahoo Pipes (manage RSS)

Compete , Alexa (traffic)

Quantcast (types of users, ratings, demographics)

Staying connected

Staying Connected Online… Network Recruit Research Promote Ask www.linkedin.com

Network

Recruit

Research

Promote

Ask

Monitoring online… Monitor Learn Compare Respond www.google.com/alerts Social Media

Monitor

Learn

Compare

Respond

Staying Connected to Me… iamcarolina caroline cummings eugene linkedin.com/in/carolinecummings carolinecummings.wordpress.com Things that make ya go hmmm

Trends…

Media Trends People have the power, not business Hyper-target marketing (1-1 marketing) IPTV (Internet Protocol Television) Mobile technologies Ads as content Gaming and advertising Contextualized Internet experience (Web 3.0)

People have the power, not business

Hyper-target marketing (1-1 marketing)

IPTV (Internet Protocol Television)

Mobile technologies

Ads as content

Gaming and advertising

Contextualized Internet experience (Web 3.0)

Now what ?

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

Getting Your Feet Wet Make a plan! Set-up Google Alerts Set-up iGoogle and/or Google Reader Subscribe to 3 RSS feeds Start a blog (link to blogs) Respond to blogs Embed videos in your blog Track media trends Post videos to YouTube Subscribe to a podcast Create/Join Facebook Pages Utilize free online communities Google Groups, Ning, etc. Download social browser

Make a plan!

Set-up Google Alerts

Set-up iGoogle and/or Google Reader

Subscribe to 3 RSS feeds

Start a blog (link to blogs)

Respond to blogs

Embed videos in your blog

Track media trends

Post videos to YouTube

Subscribe to a podcast

Create/Join Facebook Pages

Utilize free online communities

Google Groups, Ning, etc.

Download social browser

The Social Web transforming traditional outreach Caroline Cummings [email_address]