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Social Media Strategies for Powerful Communications

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Teleseminar I presented for PRSA on the topic of the book I co-authored with Paul Argenti, "Digital Strategies for Powerful Corporate Communications," which is being published by McGraw-Hill in August …

Teleseminar I presented for PRSA on the topic of the book I co-authored with Paul Argenti, "Digital Strategies for Powerful Corporate Communications," which is being published by McGraw-Hill in August 2009.

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    • 1. Social Media Strategies for Powerful Communications PRSA Teleseminar June 2, 2009 Courtney Barnes
    • 2.
      • Blogs/Microblogs
      • Social Networks
      • Video-Sharing Platforms
      • Search Engines
      • Monitoring Services
      • Aggregators
      Social Media Strategies for Powerful Communications
    • 3.  
    • 4.
      • Blog (n.):
      • Short for Web log;
      • A Web page that is maintained by an individual or group for public consumption;
      • Defining characteristics include frequent updates, tone and content that reflect the author’s views, and the ability for readers to post comments.
      • Blog (v.):
      • To author a blog.
      Social Media Strategies for Powerful Communications
    • 5.
      • Uses:
      • Media Relations
      • Marketing
      • Internal Communications
      • Stakeholder Engagement
      • Monitoring Organizations’ Reputation
      Social Media Strategies for Powerful Communications: Blogs
    • 6.
      • Internal vs. External
      • Ownership vs. Participation
      Social Media Strategies for Powerful Communications: Blogs
      • Regardless, blogs are a way to “get found” and “be heard” by your key stakeholders:
      • Clients
      • Your/your clients’ customers
      • Employees
      • Communities
      • Investors
      • Partners
    • 7. Social Media Strategies for Powerful Communications: Blogs Source: Forrester Research
    • 8.
      • Getting started: Read
      • Search for relevant blogs
        • Technorati.com
        • BlogSearch.Google.com
      • Read and subscribe via RSS (Really Simple Syndication)
        • Aggregates everything into one location (Web browser or desktop)
        • Lets you consumer content according to your preferences
      Social Media Strategies for Powerful Communications: Blogs
    • 9.
      • Getting started: Comment
      • Contribute to the conversation by commenting
      • Increase the value of post by adding useful info/links/etc.
      • Benefits:
        • Engages community
        • Increases your visibility
        • Increases links back to your blog/Web site
      Social Media Strategies for Powerful Communications
    • 10.
      • Getting Started: Write
      • Find the right blogging software for you
        • WordPress, Typepad
        • Get your own domain (blog.yourcompany.com versus blog.wordpress.com)
        • Should allow for RSS/social media integration
      • Get analytics: Software should allow you to track:
        • Traffic
        • RSS/email subscriptions
        • Visitors, leads generated
        • SEO keyword rank
      • Create content that draws in target readers
      Social Media Strategies for Powerful Communications: Blogs
    • 11. Social Media Strategies for Powerful Communications: Blogs
      • Getting Started: Write (continued)
      • Establish a frequency (at least twice a week)
      • Topic ideas:
        • Ideas/trends
        • Lists
        • News
        • Commentary
      • Promote on social media sites:
        • Digg
        • StumbleUpon
        • Reddit
        • Facebook
    • 12.
      • Microblog:
      • A form of blogging in which posts are usually limited to 140 characters
      Social Media Strategies for Powerful Communications: Microblogs
    • 13. Social Media Strategies for Powerful Communications: Social Networks
    • 14. Social Media Strategies for Powerful Communications: Social Networks    Crowd-Sourcing   Professional    Social   Recruitment   Personal Networking   Marketing  Private/Internal    Free Ning LinkedIn Facebook
    • 15.
      • Ning:
      • Password-protected
      • Internal audiences
      • Facebook:
      • Recruitment
      • Current/potential students
      • Marketing
      Social Media Strategies for Powerful Communications: Social Networks
      • LinkedIn:
      • Professional
      • Manage personal contacts/groups
      • Targeted marketing opportunities
      • Crowd-Sourcing
      • Social
      • Solicits ideas/participation
    • 16.  
    • 17.  
    • 18.  
    • 19.
      • LinkedIn + Stakeholders
      • Create professional groups for different audiences
      • Share presentations using the SlideShare application
      • Promote clients/employees’ books using the Reading List application
      • Track what’s being Twittered about your brand via the Company Buzz app
      • Use LinkedIn Polls to deliver a co-branded poll to specific segments of LinkedIn audience
      • Disseminate proprietary research via the site’s whitepaper distribution program
      Social Media Strategies for Powerful Communications: Social Networks
    • 20. Social Media Strategies for Powerful Communications: Crowdsourcing Crowdsourcing: Enabling your customers to play an active role in creating a new product or service, or in some cases, solving a business challenge for your company.
    • 21.
      • Crowdsourcing + stakeholders:
      • Employees/Clients
        • Ideas for research/development
        • Inter-department collaboration
        • Event planning
        • Problem-Solving
      Social Media Strategies for Powerful Communications: Crowdsourcing
    • 22. Social Media Strategies for Powerful Communications: Video
    • 23.
      • Opportunities for using Web video:
      • Product demonstrations
      • Speeches/presentations
      • Virtual tours
      • Customer testimonials
      Social Media Strategies for Powerful Communications: Video
    • 24.
      • Search engines (Google, Yahoo, etc.) use algorithms to “crawl” the Web for information based on a user’s keyword searches
      • Social media content can (and should) be optimized for search:
        • Tag keywords that are likely to be searched
        • Embed hyperlinks
        • Use keywords in URLs
        • Use multimedia content
      Social Media Strategies for Powerful Communications: Search Engines
    • 25.
      • Free Keyword Recommendation Services
          • Google AdWords Keyword Tool: https: //adwords . google . com/select/KeywordToolExternal
          • Wordtracker Keywords: http: //freekeywords . wordtracker .com/
          • Microsoft adCenter Labs Keyword Forecast: http: //adlab .msn.com/Keyword-Forecast/
          • Trellian Search Term Suggestion Tool: http://www. keyworddiscovery .com/search.html
          • Google Suggest: http://www. google .com/support/bin/answer. py ?answer=106230&hl=en
          • Google Trends: www.google.com/trends
      Social Media Strategies for Powerful Communications: Search Engines
    • 26.  
    • 27. Social Media Strategies for Powerful Communications: Monitoring
      • Like search engines, but for specific digital platforms
      • Helps identify the most influential individuals and audiences
      • Blogs:
      • Technorati
      • Google Blog Search
      • BlogPulse
      • Twitter:
      • TweetScan
      • TwitDir
      • TwitterSearch
      • TwitterVision
      • TweeterBoard
    • 28.
      • So many platforms, so little time
      • Organize your online activities via various aggregation tools that present info from all sites in one location
      • Lots of options:
        • RSS feeds: Google Alerts
        • iGoogle
        • FriendFeed
      Social Media Strategies for Powerful Communications: Aggregators
    • 29.  
    • 30. Social Media Strategies for Powerful Communications: Aggregators
    • 31.
      • Blogs: Corporate, personal
      • Microblogs: Twitter, Jaiku, Plurk
      • Wikis: Wikipedia, Plurk
      • Social Networks: Facebook, MySpace, Bebo, Eons, LinkedIn, Flickr
      • Podcasts: iTunes, PodcastAlley, Podcast.com, PodcastDirectory, Podseek
      • Social Bookmarking: StumbleUpon, del.icio.us
      • Social News: Digg, Mixx, Reddit
      • Ratings: Yelp, epinions
      Social Media Strategies for Powerful Communications: Summary
    • 32. Social Media Strategies for Powerful Communications: Questions? Courtney Barnes [email_address] www.thinkcomllc.com