Introduction to Social Media The League of Agricultural Communicators by Doug Lacombe, MBA July 6, 2009

The League of Agricultural Communicators

by Doug Lacombe, MBA

July 6, 2009

Your speaker: DOUG LACOMBE, MBA Doug has 20 years media and marketing experience with a concentration in Internet communications. Now setting up communicatto , a communications consultancy that guides organizations towards integrated communications in a digital world.

DOUG LACOMBE, MBA

Doug has 20 years media and marketing experience with a concentration in Internet communications.

Now setting up communicatto , a communications consultancy that guides organizations towards integrated communications in a digital world.

multiple products, messages, targets, media social media fits into some integrated campaigns, but not all

social media fits into some integrated campaigns, but not all

What is social media? “ Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.” Joe Thornley, President and CEO Thornley-Fallis Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation. Doug Lacombe, President and CEO communicatto

“ Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.” Joe Thornley, President and CEO Thornley-Fallis

Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation. Doug Lacombe, President and CEO communicatto

Definition continued The Three Cs (or more) Content Collaboration Community Other “Cs” include conversation, consistency, commerce, communication, and context.

The Three Cs (or more)

Content

Collaboration

Community

Other “Cs” include conversation, consistency, commerce, communication, and context.

Impact of social media

Societal implications

Shift happens Disintermediation http://www.youtube.com/watch?v=XbjtWh3d4Tw Did you know? http://www.youtube.com/watch?v=cL9Wu2kWwSY

Disintermediation

http://www.youtube.com/watch?v=XbjtWh3d4Tw

Did you know?

http://www.youtube.com/watch?v=cL9Wu2kWwSY

Services and platforms Don’t fall in love with the gizmos

Don’t fall in love with the gizmos

Types of social media

Social media “mix”

Video didn’t kill radio Website Newsletter News releases Photos MSM Earned/Paid Self-publishing Videos Events Social media

Integrated platform

Blog-centric approach

Social media etiquette Don’t be a d-bag

Don’t be a d-bag

Social media etiquette Cocktail party metaphor Generosity Attribute, credit, share and forward (RT) Dialog not broadcast Ratios: 3-1-1, 80/20 Twitter: No auto-DMs, ever No “CMJ” Strongly consider no auto-follows Profile and bio important; photo if possible, name(s), web link

Cocktail party metaphor

Generosity

Attribute, credit, share and forward (RT)

Dialog not broadcast

Ratios: 3-1-1, 80/20

Twitter:

No auto-DMs, ever

No “CMJ”

Strongly consider no auto-follows

Profile and bio important; photo if possible, name(s), web link

According to Hoyle http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html http://www.chrisbrogan.com/etiquette-in-the-age-of-social-media/

http://digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html

http://www.chrisbrogan.com/etiquette-in-the-age-of-social-media/

Social media & crisis Preparing for the worst

Preparing for the worst

Crisis, definition An unanticipated event or disclosure that threatens your organization’s reputation (Shel Holtz, ABC)

An unanticipated event or disclosure that threatens your organization’s reputation

(Shel Holtz, ABC)

Crisis examples OLD SCHOOL NEW SCHOOL

Crisis preparedness Playbook Quarterback Identified spokespeople Lists, lists, lists Staff/execs, home #s Media contacts Stakeholders, authorities E-mail lists Websites and services, usernames and passwords Photographer/cameraman/podcaster War room, venues, conference site Content “in the can” Run scenarios Run drills

Playbook

Quarterback

Identified spokespeople

Lists, lists, lists

Staff/execs, home #s

Media contacts

Stakeholders, authorities

E-mail lists

Websites and services, usernames and passwords

Photographer/cameraman/podcaster

War room, venues, conference site

Content “in the can”

Run scenarios

Run drills

Measurement & metrics Lies, damn lies, & statistics

Lies, damn lies, & statistics

Google Analytics

Facebook Insights

Twitter Grader

Wordpress

Commercial solutions AND MANY MANY MORE!

Now what? Making your move

Making your move

Next steps Reserve your organization’s name! http://www.namechk.com Start monitoring http://google.ca/alerts , commercial options Dip your toes in - low risk lurking Liberate some content (YouTube?) Start a Twitter account Create social media guidelines & policy Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans

Reserve your organization’s name! http://www.namechk.com

Start monitoring http://google.ca/alerts , commercial options

Dip your toes in - low risk lurking

Liberate some content (YouTube?)

Start a Twitter account

Create social media guidelines & policy

Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans

Questions?

Doug Lacombe, MBA [email_address] www .communicatto. com 403.988.0791