Social Media Strategies for Powerful Communications

1,592 views

Published on

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.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,592
On SlideShare
0
From Embeds
0
Number of Embeds
25
Actions
Shares
0
Downloads
85
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • Social Media Strategies for Powerful Communications

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

    ×