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Recap of Carrie Fox's presentation to the Arts & Humanities Council of Montgomery County.

Recap of Carrie Fox's presentation to the Arts & Humanities Council of Montgomery County.

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  • So, kick off with the most important question. You’re here today because (hopefully) you already have a Facebook page and a Twitter profile. Maybe you also have a YouTube presence, a company blog, or a Flick page. But it’s the WHY and the HOW that I want to focus on today. Why are you on those channels and HOW are you using them to engage your audience? What does Social Media Mean to you?
  • Pretty cool, right? I’m showing you this not to say that you should try to do something this grand, because I understand your budgets may not allow, but whatever you do, your objective in developing a powerful social media strategy should be to push the way we use media. Implement new tools to give people a new way to see and share your story. (Now, tactically, you can and should think about if there are ways to leverage mobile phones to help tell your story: -Make content mobile friendly -Incorporate QR codes And of course, any content you push out should be tested on a phone, as it is where most people will go to read it, especially if they’re on the go.)
  • The red pump project. Rock the red pump. Challenge of securing 500 bloggers to talk about Women and Girls Naitonal HIV?AIDS Awareness Day. All traffic directed back to Rock the Red Pump’s social media platforms. Build name recognition for this non profit, by tying in a national effort.
  • Own your voice. Allow people to follow you through an experience.
  • Own your voice. Allow people to follow you through an experience.
  • So, kick off with the most important question. You’re here today because (hopefully) you already have a Facebook page and a Twitter profile. Maybe you also have a YouTube presence, a company blog, or a Flick page. But it’s the WHY and the HOW that I want to focus on today. Why are you on those channels and HOW are you using them to engage your audience? What does Social Media Mean to you?

Transcript

  • 1. February 25, 2010 Hosted by Arts and humanities council of Montgomery county Presented by Carrie Fox of C.fox Communications Follow the convo #creativemoco
  • 2. kicking up social media presentation recap FOR MORE DETAILS, check out www.cfoxcommunications.typepad www.Twitter.com/Cfoxcomm www.facebook.com/cfoxcomm
  • 3. What Does Social Media Mean to You? Social Media = Digital Communications
  • 4. i-Ad Outside of the box social and mobile media Click here to watch
  • 5. The Tools
  • 6. A MIX ‘N MATCH APPROACH
  • 7. Three key phrases to kick start your social media efforts: 1. Use Calculated Experimentation 2. Find Your Authentic Voice 3. Be “REMARK”able
  • 8.
    • 1. Use Calculated Experimentation
    • Push the way tools are used.
    • Give people multiple ways to connect and share your story.
  • 9. Facebook
    • Users interact with over 900 million objects
    • Average user is connected to 80 community pages, groups, and events
    • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month
    • 35 million people are updating their status today
  • 10. Facebook: Case Study CALCULATED EXPERIMENTATION
  • 11. CALCULATED EXPERIMENTATION
  • 12.
    • 2. Find Your Authentic Voice
    • Be human. The human voice can’t be faked.
    • Spend time researching keywords that make the most sense for you.
    • Realize that sometimes your customers or staff may capture your voice even better than you can.
  • 13. AUTHENTIC VOICE
  • 14. AUTHENTIC VOICE
  • 15. An Authentic Voice on Corporate Blog AUTHENTIC VOICE
  • 16. An Authentic Voice on Corporate Blog AUTHENTIC VOICE
  • 17.
    • 3. Be REMARKable
    • Give people a reason to post comments and share.
    • Voice an opinion.
    • But, be calculated in your experiment. Don’t
    • lose sight of your brand attributes in the process.
  • 18. tips for becoming REMARKable: Have a Blog? Get All Employees Engaged in Posting Develop a competition to get employees developing new content. Employees that can achieve the most trackbacks win a day off or free lunch. Limit the moderation of comments. Defeats the purpose of conversation if you have someone moderating what can and can not be said. Host a Contest Facebook or YouTube contests offer a near guaranteed way for organizations to acquire new fans, especially if the prize is a sought after product, if it is something that money can’t buy, or if it is of high value. Join a Twitter Chat
  • 19. YouTube: Case Study BE REMARKABLE
  • 20. … becoming REMARKable: Find Your “Voices Of Influence” Follow them on Twitter, respond to their tweets when appropriate and ask them to RT or share your info when it is in line with their cause. Used Mixed Media Linking to a photo on Twitter, especially with teaser text will draw additional traffic back to your site, up your RTs and your followers. Ask Nicely Asking your followers to “Please RT” works. Just use it sparingly. Ask Questions That Matter. WIIFM.
  • 21. BE REMARKABLE
  • 22. Putting it all into action
  • 23.
    • Steps to a Successful Digital Communications Plan
    • Identify the specific audience to reach
    • Set goals and objectives that can be measured
    • Develop a strategy for reaching those goals with the intended audience
    • Figure out which mix of tactics, and which tools, will support and execute your strategy
    • Put proper measurement tools in place and ID what events and outcomes to analyze
    • Identify individuals and resources necessary to implement
    • Identify your circles of influence and involve them in your efforts
    • Plan for success and what it will take to scale when you succeed
    • 9. Develop campaigns that have power to live from year to year
  • 24. Push pull Outreach: Optimized: Wire Service Press Release Networking Newsroom Pitching Social Media RSS Feeds Media Coverage Finding balance in your efforts
  • 25.
    • Hootsuite
    • TweetDeck
    • IceRocket
    • Export.ly
    • Radian6
    • Google Analytics
    • Facebook Insights
    } } Monitor + Analyze
  • 26.
    • leadING an internal meeting on
    • social media strategy:
    • What are we trying to achieve via a social network?
    • What will we provide of value that our fans cannot find on our website?
    • What reason(s) will we offer to bring them back on a regular basis?
    • What reason(s) will we offer to share our cause with their networks?
    • How much time can we reasonably devote to social media per week?
    • How can we include our fans/followers in the process? (hosting a video contest, inviting testimonials, etc.)
  • 27. RESOURCE GUIDE
  • 28. WRITING FOR PEOPLE VS. WRITING FOR ROBOTS: How to Optimize a Press Release for Search Follow these tips for press release SEO success. 1. Think about two or three keyword phrases you want to target. Consider which search terms people would use to find your release. There are many free sites available to help you research the most commonly searched for variations of these terms. 2. Write a concise, clear headline under 22 words. Because search engines rely heavily on page titles when determining rankings, the headline of a press release is the single most important factor in press release optimization. Search engines don’t understand puns or plays on word, so your headline should be straightforward enough to be indexed properly and should contain the keyword phrases most important to the message of your release. In order to be indexed in Google News, your title should be between 2 and 22 words. Additionally, Google SERPs often limit titles displayed to roughly 67 characters, so your most important news should be in the first 67 letters and spaces of your headline. 3. Consider including a subheadline. While the subhead is not included in the title tag and therefore has a less significant role in press release SEO, its early placement in the body of the release makes it a great place to incorporate additional keyword phrases not included in your headline. 4. Focus your keywords in the first two paragraphs. Search engines place a disproportionate amount of importance on the content early in your release, specifically, in the headline, subhead and first two paragraphs. Make sure to use the two or three keywords you want to target as often as you can within this space. 5. Link early, deeply and descriptively. Hyperlinks and anchor text are the currency of SEO and press release optimization. Links help search engines associate the content of a release to other sites, which helps the ranking of the release. As with using keywords, linking is most effective in the first few paragraphs, where search engine spiders focus the most. It is also particularly effective to use “deep” links to specific pages in your website, rather than only linking to the homepage. This boosts the ranking of that page as well as the site as a whole. Finally, don’t discount the importance of the anchor text you use to link. Descriptive anchor text tells search engines more about what you are linking to and why it is relevant to your news. Try not to settle for text such as “click here” whenever possible. 6. Include multimedia whenever possible. Not only does multimedia make your release stand out to reporters and readers, embedded images increase the reach of your release in search engines. Google Images receives a massive amount of search traffic and actually drives readers back to your release. To optimize an image, make sure it has a clear file name which accurately describes the image and incorporates a keyword. Also include a descriptive caption for any multimedia asset you include. Don’t forget to include your logo with your release, as it is the image most likely to come up if someone searches directly for your brand name. http://www.businesswire.com/portal/site/home/how-to-optimize-press-release-for-search/
  • 29.
    • Tips to Ensure Community Engagement via
    • Social Networks:
    • A tight deadline always spurs action online.
    • The best campaigns cross-pollinate. Use Facebook, direct mail, Twitter and email blasts in a tightly integrated fashion. Remember the mix ‘n match approach.
    • Be clear in your ask. As opposed to showing first-time Facebook fan page visitors the default “Wall” tab (which has no clear call to action), create a pseudo “New Fan” landing page that includes three simple buttons:
      • “ Click ‘Like’ above to join the conversation!”
      • “ Join the Cause”
      • “ Take Action”
      • Think from the end user’s perspective. WIIFM.
  • 30. Useful Web Resources All Facebook: The Unofficial Facebook Resource http://www.allfacebook.com/ C.Fox Communications Shop Talk Blog http://cfoxcommunications.typepad.com/ Google Alerts http://www.google.com/alerts Google Analytics http://www.google.com/analytics/ HashTags.org http://hashtags.org/ Hoot Suite (Twitter) http://hootsuite.com/ IceRocket http://www.icerocket.com/ Mashable http://mashable.com/ Media on Twitter http://mediaontwitter.com/ Only Wire http://onlywire.com/ Pitch Engine http://www.pitchengine.com/ Posterous https://posterous.com/ Technorati http://technorati.com/ The Washington Post’s Local Blog Directory http://projects.washingtonpost.com/local-blog-directory/ TweetDeck (Twitter) http://www.tweetdeck.com/ WordPress.com http://wordpress.com/ WordPress.org http://wordpress.org/
  • 31. Dc area arts bloggers For a list of additional highly regarded DC area blogs, check out Ctystream.com/2011/01/best-of-dc-blogs.html A Parent in Silver Spring http://aparentinsilverspring.com/ Bethesda Actually http://www.bethesdaactually.com/ Daily Campello Art News http://dcartnews.blogspot.com/ DC Arts Beat http://www.dcartsbeat.com/ DCist http://dcist.com/ Free in DC http://www.freeindc.blogspot.com/ Greater Greater Washington http://greatergreaterwashington.org/ Greg’s List DC http://gregslistdc.com/ Silver Spring Speaks http://silverspringspeaks.blogspot.com/ TBD Blogs http://www.tbd.com/blogs/ USA Today Blogs http://www.usatoday.com/blog-index.htm Washington City Paper Arts Desk http://www.washingtoncitypaper.com/blogs/artsdesk/ Washington Post Arts Post Blog http://voices.washingtonpost.com/arts-post/ Patch http://patch.com
  • 32. Twitter Chats Interested in finding more Twitter chats? A detailed and comprehensive list can be found on C.Fox’s blog . #artchat Discussion about the future of humanity inspired by artists' leadership. Wednesday, 9 PM #femsocent Weekly chat focusing women social entrepreneurs and those interested in making connections to support ideas that solve problems and provide opportunities for community growth. Wednesday, 3-4PM #journchat Conversation between journalists, bloggers and public relations folks Monday, 8-9 PM #SMBiz Open chat session where small businesses of every kind can meet, network and ask all kinds of questions in any of the aforementioned areas Tuesday, 8-9 PM #wjchat A weekly Twitter chat for web journalists. We share experiences, skills, tech, tips and tricks Wednesday, 8-11 PM
  • 33. Decoding the Language of Social Media @Reply A Twitter update (a tweet) that is directed to another user in reply to their update. Direct Message (DM) It is the function of the Twitter service that enables you to send a private message (direct message) to a person you are following. Embedding The act of adding code to a website so that a video or photo can be displayed while it’s being hosted at another site. Followers/Following A follower is someone who subscribes to your updates. On the Twitter website "following" someone means you will see their messages in your own personal timeline. #FollowFriday Used to call attention to a user's favorite followers and favorite people on Twitter. When you tweet a FF message, you are recommending that your followers also check out the people you mention in your post. When you send a FollowFriday message, you include #followfriday in your update so it can be searched for using that hash tag. Hashtag A word or phrase preceded by a “#”commonly used to show that a tweet, a Twitter message, is related to an event or conference. You can make your own or use an established one!. Popular hashtags include: #arts #artsculture #music #dance HootSuite HootSuite is a web-based Twitter client. With HootSuite, you can manage multiple Twitter profiles, pre-schedule tweets, and view metrics. This service is subscription-based. ReTweet Abbreviated as RT, retweet is used on Twitter to show you are tweeting something that was posted by another user. The format is RT @username where username is the Twitter name of the person you are retweeting. TinyUrl.com A free URL shortening service Twitter Chat A pre-arranged chat that happens on Twitter through the use of Twitter updates (called tweets) that include a predefined hashtag to link those tweets together in a virtual conversation.
  • 34. Free Press Release Distribution options PitchEngine.com - Enables users to create and share their own content, including images, videos and attachments. ClickPress.com – Distributes to sites like Google News and Topix.net. Express-Press-Release.com – Free distribution company with offices in 12 states. Free-Press-Release.com – Easy press release distribution for free, more features for paid accounts. Free-Press-Release-Center.info – Distributes your release, offers a web page with one keyword link to your site. I-Newswire.com – Distribution to sites and search engines. NewswireToday.com – All the usual free distribution tools, premium service includes logo, product picture and more. PR.com – Not only will they distribute your press releases, but you can also set up a full company profile. PRBuzz.com – Completely free distribution to search engines, news sites, and blogs. PRCompass.com – Distribute your press release with a free or paid version, others can vote it up ala Digg style. PRUrgent.com – Distributes your release and offers downloadable samples for you to work with. Press-Base.com – Submit your release for free and get on their front page and the category of your choice. PRLeap.com – Distribution to search engines, newswires, and RSS feeds. PRLog.org – Free distribution to Google News and other search engines. TheOpenPress.com – Gives free distribution for plain formatted releases, fees for HTML-coded releases. And many more! Check out http://mashable.com/2007/10/20/press-releases/ for other resources.
  • 35. Since starting C.Fox Communications in 2004, Carrie Fox has provided strategic communications counsel, media relations, training and writing services to organizations large and small.  She is a member of WWPR, PRSA and The National Association of Professional Women; sits on the Board of educational arts non-profit Class Acts Arts; and is a regular guest lecturer at American University.  In 2010, she was honored with the Emerging Leader Award by Washington Women in Public Relations. Follow her on Twitter @carriefox. C.Fox Communications is an award-winning woman-owned business based in Montgomery County which serves mission-driven organizations through the development and implementation of smart PR and marketing strategies. To us, mission-driven means an organization that can say, “What we do, we do for the good of others.” We look for organizations like that and we tell their stories - through media relations, message development, media training, social media and strategy. C.Fox represents a wide range of for-profit and non-profit enterprises in a variety of industries, including environmental, education, health and wellness, and support services, as well as membership associations, embassies, and international non‐governmental organizations. The agency is also listed as an approved vendor by the General Services Administration (GSA). Learn more about C.Fox Communications at cfoxcommunications.com or follow the agency on Twitter @cfoxcomm .
  • 36. Contact Carrie @carriefox and @cfoxcomm [email_address] 301-585-5034 facebook.com/cfoxcommunications cfoxcommunications.com carriefoxpr Thank you! cfoxcommunications.typepad.com
  • 37. $30K In Pro Bono Services Could Be Yours. But you can’t win if you don’t apply! “ At C.Fox we know that there are a vast number of organizations that do incredible work, but whose limited budgets prevent them from taking their story to the next level. Through the it Award, we recognize the good works of one non-profit each year by collaborating with them to strengthen their communications – internal, external, or both – in creative ways.“ C.Fox Communications is now accepting applications for its inspired thought Award (the it Award): up to $30,000 worth of pro bono public relations and marketing services for the most worthy applicant. Services offered through the award can include: strategy, writing/messaging, media relations, branding, and social media. To win the 2011 it Award, a non-profit must demonstrate a mission-driven nature to its work and a particular need for public relations or marketing services. All United States-based non-profits of 10 or more full-time employees are eligible to apply. The deadline for submissions is March 4, 2011 and there is no entry fee. The organization that wins the it Award will have the opportunity to redeem services between April and December of 2011. The winner will be announced on April 4, 2011. Learn more and apply at www.cfoxcommunications.com/probono Grant From C.Fox