INTRODUCTION“No profession stands to influence social media more than public relations.” Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media
SOCIAL MEDIA DEFINEDSocial media is a conversation online. Look who’s talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
SOCIAL MEDIA DEFINEDThe conversation is not: o controlled o organized o “on message”The conversation is: o organic o complex o speaks in a human voiceSocial media is not a strategy or a tactic – it’s simply a channel.
SOCIAL MEDIA DEFINEDThe power to define and control a brand is shifting from corporations and institutions to individuals and communities.
SOCIAL MEDIA DEFINEDWord of Mouth is the Future of Marketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.
CASE STUDYo Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.”o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)o Use Twitter to promote their brand o Website displays any public tweets mentioning of their brand o CEO has over 400,000 followers o 430 employees on Twittero $1billion in sales last year and their expanding into new product categories
SOCIAL MEDIA DEFINEDSocial media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
SOCIAL MEDIA DEFINEDSocial media can help you in all stages of marketing, self- promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation
SOCIAL MEDIA DEFINEDo Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower
KEYS TO SUCCESSo Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share
KEYS TO SUCCESS1. Discovery 2. Strategy (people, competition, and (opportunities, objectives) search engines) 4. Execution3. Skills (tools, integration, policies, (identify internal resources and process) and gaps)5. Maintenance (monitor and adapt)Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
KEYS TO SUCCESSo Find where your audience is participating and indentify the influencerso Read industry blogs (including comments)o Google your company name & your competitiono Find tools that can help you listen
KEYS TO SUCCESSo Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw-ups rise to the top 10 of a Google searcho Admit your mistakes right away
KEYS TO SUCCESSo Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social mediao Make your content easy to shareo Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
KEYS TO SUCCESSo Dont shout. Dont broadcast. Don’t brag.o Speak like yourself – not a corporate marketing shill or press secretaryo Personify your brand – give people something they can relate to.
KEYS TO SUCCESSo Think like a contributor, not a marketero Consider what is relevant to the community before contributingo Don’t promote your product on every posto Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESSo Don’t try to delete or remove criticism (it will just make it worse)o Listen to your detractorso Admit your shortcomingso Work openly towards an explanation and legitimate solution
KEYS TO SUCCESSo Don’t wait until you have a campaign to launch - start planning and listening nowo Build relationships so they’re ready when you need them
KEYS TO SUCCESSo You need buy in from everyone in the organizationo Convince your CEO that social media is relevant to your organizationo Get your communications team together, discuss the options, then divide and conquer
THE TOOLSo Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
THE TOOLSo People and organizations connect and interact with friends, colleagues and fans.o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.o There are niche social networks for just about everything.
THE TOOLSo Create online profileso Share photos, video, and audio, linkso Send private message and instant messageo Learn more about people and organizationso Follow brands, celebrities, and gain your own fans
THE TOOLSo Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers
THE TOOLSo Fastest growing social network in Canada and the world (200 million members)o Powerful tools to engage and understand your audience: o Brand pages o Custom applications o Targeted advertising o Audience insights/metrics o Opinion polls
THE TOOLSo Your brand’s homepage on Facebook.o Allow you to post photos, videos, events and other messages.o Users interact with you by o Becoming fans o Commenting on your posts o Participating in discussions o Post photos to your pageo Fans see your page updates in their newsfeed
THE TOOLSo Facebook ads give you the ability to advertise directly to specific demographic groupso This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
THE TOOLSo Locationo Ageo Sexo Keywords (appear in your users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
THE TOOLSWhat you need:o Ad message (title and body)o Image (make it compelling)o Destination URL (where you want the ad to take people)o Social actions (optional)
THE TOOLSo Social actions show related stories about a user’s friends alongside your ad.o People can vote whether they like or dislike your ad.
THE TOOLSo Very affordable and easy to control your budgeto You can specify a daily budgeto Schedule specific dates for your ad to runo Pay for clicks (CPC) or impressions (CPM)
THE TOOLSo Facebook Insights provides information about your ad campaign: o Track ad performance with real-time reporting o Gain demographic and psychographic insights about people that view or take action on your ado Use this information to identify how you can improve your campaign to maximize your results
THE TOOLSo Applications are entertainment and productivity tools that run within facebook o Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page o When fans use your applications social stories are created that appear in their friends news feed and link back to your page
THE TOOLSAdd social capabilities to your website by integrating with Facebook: o Users log in to your website with their facebook identity o You can access their profile information to learn more about them and deliver targeted content o Publish information back to their friends’ streams on Facebook to bring their friend to your website
THE TOOLSDo Don’to Establish a presence on the social o Create a page and fail to maintain it networks your customers and colleagues use o Try a hard sell approacho Create a page to promote your brand o Censor commentso Point your fans to your company blog or o Spam your fans/friends with frequent contest private messages – you’ll drive them awayo Encourage a discussion and participate frequently o Post false informationo Explore targeted advertising opportunities
THE TOOLSo A blog is a website with regular entries of commentary or newso Blogs serve to establish your company as transparent, relevant, active, an d expert.
THE TOOLSo Engage in dialogue with your customerso Improve your search engine visibilityo Promote product launches and eventso Gain expert status by providing useful tips
THE TOOLSDo Don’to Post on a regular schedule o Write press releases – be real about why something is excitingo Encourage conversation by asking questions o Let complaints go unansweredo Respond to people that o Make users register to comment – comment on your posts they won’t bothero Use a few bloggers from your o Delete fair but critical comments company for more viewpoints
THE TOOLSo Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
THE TOOLSTwitter can help you:o Share timely informationo Promote useful content including resources, contests, deals, etc. (Not just your own)o Personify your brando Connect with your customers and develop leadso Build credibility and influenceo Listen to consumer buzzo Research competitorso Network and learn from experts in your field
CASE STUDYo Churches useTwitter to: o Ask questions o Share insights o Highlight content o Hype eventso Trinity Church uses Twitter to tell Passion of Christo Westwinds Church experiments with Twitter during serviceso Distracting or Enriching?
CASE STUDYo September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a wello The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
CASE STUDYo Social media campaign expands: o Staff post Twitter updates delivering the results of donations o Website hosts videos of drilling progress made in Africa o A driller tweets live from Central African Republic o Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater o Facebook Causes page with over $61,000 donated
THE TOOLSDo Don’to Find and share useful content o Sound like a press release – you’re in a social spaceo Pose questions and reply to others o Spam with constant links to youro Keep it fun - put a friendly face on company website, either in tweets or your brand private messageso Promote o Post useless information – do sales, deals, news, updates, and people really care what you had for build buzz for big releases or events lunch?o Know what people are saying about your brand
THE TOOLSo Video sharing sites let you upload videos and share them with people.o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
THE TOOLSo Helps you gain exposure and direct traffic back to your websiteo Sparks interest without a hard-sello Videos can be low-fi and cheap to produce - immediacy and content is more important than quality.o Videos can be a place to showcase your leadership in a field, and spread customer testimonials
THE TOOLSDo Don’to Be informative, useful, or entertaining o Just upload infomercialso Create a summary and detailed o Be afraid to experiment until you find a description formula that works.o Post video replies to others o Pull down other people’s videos showcasing your product for copyrighto Allow commenting and participate in the infringement conversation o Make your video longer than it needs too Save bandwidth costs on your website by be – keep it concise and entertaining hosting videos on youtube
THE TOOLSo Social bookmarking sites allow users to save, share, organize, comm ent on and search webpage bookmarks.o Community votes on your submissions so they either rise to the top or drop to the bottom.
THE TOOLSDo Don’to Link to relevant articles about o Spam by consistently news in your field bookmarking your own material (not just your own content) o Cheat by tagging youro Make friends with other bookmarks with irrelevant popular bookmarkers in a legitimate way. keywordso Respect the terms of service o Open multiple accounts and vote o (Reddit allows self- for yourself – you’ll be exposed promotion, digg does not)
THE TOOLSo Photo sharing sites give you a place to upload and organize your photoso You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
THE TOOLSo Detail the launch of a new product, from initial sketches to the launch partyo Promote special events, charitable campaigns, and awards ceremonieso Provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
THE TOOLSDo Don’to Tag your photos with relevant o Stuff linked keywords into your keywords photo descriptions or commentso Use your web site address or o Plaster your URL all over the brand name as your flickr screen photos you upload name o Discourage people from usingo Upload quality photos of your your photos (as long as they products/services, and things provide attribution such as a link related to your business back to your website)o Link prominently from your web site to your flickr photostream
THE TOOLSo An Internet forum, or message board, is a bulletin board system in the form of a discussion siteo conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
THE TOOLSDo Don’to keep the message board active by o build it and expect people to regularly participating in the start participating without conversation encouragement and seedingo collect minimal information o forget to moderate - spammers during registration and trolls will drive users awayo keep focus and attract users by o censor or allow militant clearly identifying your moderators to take too much community purpose and target control over the conversation. audience You want to encourage open discussion, not stifle it.o promote popular discussions throughout your website
THE TOOLSo A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration toolso Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
3 TAKE AWAY MESSAGES1. Word of Mouth peer-to- peer discussions are more influential than the mass media2. Participate by enabling and feeding the conversation (follow the 10 keys to success)3. Be transparent & honest