Getting Started in Social Media
Michael Clark Ed Nicholson
Mitchell Com unications Group
m Tyson Foods, Inc.
W has tim for this m
ho e ess?

TV Shows
Quick Cultural Check
•Lost
•Am erican Idol
•Grey’ Anatom
s y
•ER
•Survivor
•ESPN
•One hour of new (local or netw
s ork)
•Tw ½hour com
o edy show s
•At least one hour of other TV

Lifestyle Quick Lifestyle/ Cultural Check
•Dr. or Dentist
•W aited at Restaurant
•Stuck in Traffic
•Kids’ sporting event
•Conference calls w here you w half-listening
ere

Technology Quick Lifestyle/ Cultural Check
• artphone (iPhone, Blackberry Storm etc.)
Sm ,
•
Laptop w W at hom
ith iFi e
•
Text messaging
•
Use social media?

Paul Revere
Com unity builder
m
•Had built the credibility to
com unicate w people along the
m ith
route… w not just a rider-by shouting
as
w arnings
• riders by the end of the night.
40
•
Tools have evolved through history
•
One isn’replaced by the next
t
•BooksNew spapersRadioT
VStatic W ebSocial Web

The tools w ill continue to e v olv e
Relationships and reputations transcend
and survive technology changes.
The re ’s continuity in community .

Media & Social Media
Today it’ about com
s pleting the
cycle of com unications
m
• as one-w
W ay.
•Today there’ a dem
s and
for authenticity,
transparency.
•Credibility is m uch greater
nowthan ever.

CommUniverse™
Employees
*CBOs
Public
Regulatory agencies
ORGANIZATION
Community leaders
*NGOs
Influencers
Elected officials
Media - Bloggers
Customers
*CBOs – community based organizations, and grassroots groups
*NGOs – non-governmental organizations, and national groups
© 2009 Mitchell Communications Group. All rights reserved

S ocial me dia us e r numbe rs are re aching critical
mas s
M than 150 175 200 M Active Users
ore M
Worldwide. 850 million photos per month.
M than 4 billion m
ore inutes are spent on Facebook
each day (worldwide)
ONE BILLION View a Day
s
15 hours of content loaded every minute
10% bandw idth
5-6 million accounts
3 billion images online
35 million accounts

S ocial me dia us ag e continuing to ris e
Percentage of tim online using social netw
e orking tools:
2007— 12%
2009— 51%

S ocial Me dia---Not jus t for kids and g e e ks any more

Te chnolog y is be coming e as ie r to us e
Rem ber the first tim you used a w
em e ebsite or email? Intimidated?
Today’ tools are so m
s uch m user-friendly.
ore
Technology advances the speed of the cycle of com unications
m
W orking DOS
Image Capture
April 2002

How to us e s ocial me dia
• No one rig ht w ay .
• Many w rong w ay s .

Steps to Being Part of the Conversation
• Listening
–M onitoring
– Consum online content
ing
– Gaining a feel for the conversation
• Engaging Gaining Credibility
– Becom visible in the com unity
ing m
• Com enting
m
• Actively using Twitter
• Beginning to create a blog
• Creating content that adds value
• Leading
– Creating sought-after content
– Becom a recognized thought leader
ing
– Helping le ad the conversation

Listening— Twitter Search

Listening---Tweetbeep

Listening— Google
Alerts

Listening— Google Alerts

Lis te ning —Ne w me dia s e arch

Social media monitoring –Seesm - Tw
ic eetdeck

Engaging – Commenting

Engaging and Leading Tyson Foods— Hunger Blog

Tools – YouTube

Ty s on Foods S ocial Me dia – Twitte r

w w
w .pitchengine.com Free social media release
service

Mitchell Com unications Group Social M
m edia

RS S —conte nt de liv e re d to y our doors te p

RS S —conte nt de liv e re d to y our doors te p

RS S —conte nt de liv e re d to y our doors te p

RS S —conte nt de liv e re d to y our doors te p v ia Goog le Re ade r

Recent notable use of social networking tools
The Obam Cam
a paign
Com castCares
Best Buy CM O
Flight 1540
Sharing M ayo Clinic

S haring S torie s —May o Clinic

Opinions
Opinions
• The rules are different— Can’rely solely on
t
traditional media tactics for success in these
channels.
• Good strategy is still essential. These media are just
added tools to the ones w ve been using for years.
e’
• Takes tim to build credibility and com unity. Can’
e m t
buy your w in. Have to be an active participant.
ay

Opinions
Opinions
Opinions
Opinions
• There’ a reason they call it Social M
s edia.
• A lot of people w phenom
ith enal m ass m arketing
skills understand the m edia part— they just don’get
t
the social part, yet.
• Social netw orking tools are generally not effective
one-w channels. They’ not good vehicles to
ay re
push m essages unless the m essages have great
content. M add value.
ust
• The real potential in the use of social netw orking
tools is in creating and participating in com unity.
m

Opinions
Opinions
• Agencies can’develop com unity for clients. Clients have to be
t m
part of the process w hen it happens.
• W agencies can do:
hat
– Help create strategy.
– Help create content.
– W alongside as participants in the conversation. Use their
alk
credibility to support.
– Provide counsel
• You can’“ t control the message” (you never really could). But you
can influence it.
– You can control w you say.
hat
– Saying nothing speaks pretty loudly som etim .
es

Tips for Getting Started
Tips for Ge tting S tarte d
• Sign up for the tools
• Facebook www.facebook.com
• Linkedin www.linkedin.com
• Twitter http://twitter.com
• MySpace www.myspace.com

Tips for Getting Started

Tips for Getting Started
•

Tips for Getting Started
•

Tips for Getting Started

Tips for Getting Started
• Create an avatar (photo preferable, but not necessary, if
another image is used)
• Create an interesting, accurate bio that includes your location
• Follow or invite at least ten others—Friends on FB, “Follow” on
Twitter, Contacts on LinkedIn. 30 is preferable
• Create at least one status update or Tweet each day for 3 days
(no less).
•Use a mobile device if you can--SMS (text); iPhoneTweetie
BlackberryTwitterberry
• Use a desktop ap for TwitterSeesmic Desktop or Tweetdeck

Useful links
• Facebook—Getting Started Guide
• Lessons from a New Kid on the Twitter Block
• 10 Easy Steps for Twitter Beginners
• Why Facebook—Mari Smith (excellent blog on FB)
•
• RSS in Plain English
• Social Media in Plain English
• http://delicious.com/ederdn Ed’s SM bookmarks

Tips for Getting Started http://de licious .com/e de rdn
•

Tips for Getting Started — Accounts to followon Twitter
•http://twitter.com /clarknw ark
•http://twitter.com itchCom Group
/M m
•http://twitter.com /ederdn
•http://twitter.com /TysonFoods
•https://tw itter.com /arkmoore
•https://tw itter.com /Barb_G
•http://twitter.com /LT
•http://twitter.com /Ghidotti
•http://twitter.com /nprnew s
•http://twitter.com /GuyKaw asaki
•http://twitter.com /jow yang
•http://tw itter.com /shel
•http://tw itter.com /robertjholland
•http://tw itter.com /LesPotter
•http://tw itter.com /archanaverm a

Conne ct w ith us
Michael Clark
michael@mitchcommgroup.com
http://twitter.com/clarknwark
http://www.mitchcommgroup.com/
Ed Nicholson
ed.nicholson@tyson.com
http://twitter.com/ederdn
http://twitter.com/TysonFoods
http://hungerrelief.tyson.com