Public Relations Association of Mississippi
November 10, 2008




Weaving the Social Web
Embracing the Rock Star Communica...
“For a slender figure, reach for a Lucky instead of a sweet”


Selling cigarettes to women
Easter Parade,
       5th Avenue
             1929



Selling cigarettes to women using ‘Big Think’
What we’ll talk about...

  • PR stories (then and now)


  • Social Media tools


  • 4 Pillars of Social Media success
 ...
The steps for a successful PR campaign

     •Research

     •Strategic Planning

     •Implementation

     •Evaluation

...
Let’s go back to 1923
Making friends with the ‘enemies of soap’
Let the children carve Ivory




                   http://www.flickr.com/photos/jim-in-times-square/222291503/
http://flickr.com/photos/eschipul/430975967/
And back to... 2008
    (like, a few months ago)
Red Bull soars with Art of Can




http://flickr.com/photos/coda/8875179/   http://flickr.com/photos/coda/8875186/




     ...
BARTENDERS        COMMUNITY
www.flickr.com/photos/laughingsquid/253927535/




          http://flickr.com/photos/crispyfrie...
Product becomes works of art


                               http://flickr.com/photos/mlehet/1968214584/
So how did they do it?
Step 1. Research
Bernays:
Listens to a sculptor named Brenda Putnam
Red Bull:
Listens to their best sales people

                                     http://flickr.com/photos/sterlingely/set...
The (new) Art of Listening

What are they saying to you?

                               www,technorati.com/watchlist
    ...
Blogpulse Conversation Tracker: www.blogpulse.com/conversation
An idea is born
Step 2. Strategic Planning
Bernays:
Strategizes for a soap explosion (minus the bubbles)
Red Bull:
   Plans a Red Bull bartender / artist LoveFest

http://flickr.com/photos/theshizniz/2399720915/
3. Implement the PR action plan
                                  http://flickr.com/photos/notionscapital/2493066577/
Bernays:
Builds Community for strong presence

                                       http://www.flickr.com/photos/wallyg/4...
Bernays builds community

Communities and schools compete together


• Schools formed own
  teams

• Communities competed
...
Bernays builds community

Celebrity judges for soap sculptures

  • Top architects, artists
    and curators called to
   ...
Bernays builds community

Newspapers and communities sponsor entrants

 • Free ads announcing
  contest in national
  pape...
www.redbullartofcan.com




Red Bull:
Reaches out to grow teams and Community
The (new) Art of Community Building

Showing love in the Blogosphere

• Link love is a form of
  currency

• Share brain c...
It’s all about the Commotion




http://www.flickr.com/photos/spotrick/1661694268
Promoting the Big Event, generating the buzz
The (old) Art of Promotion

Broadcasting the message on paper and waves

• HUGE global write ups

• Free ads / radio spots...
The (new) Art of Promotion

Let your community contribute their voice


                             www.youtube.com




 ...
4. Evaluate your PR campaign
Ivory soap carving campaign outcome

Campaign longevity - over 50 years




                          http://www.ivory.com...
Ivory soap carving campaign outcome

Carving soap on the Internet




http://www.youtube.com/watch?v=iouyusCpw0s




     ...
Schwaklakk Soap Carving Day - March 8th
www.schwaklakk.com

                                 http://flickr.com/photos/80328...
Red Bull Art of Can campaign outcome

1,305,920 Red Bull Art of Can views




                      http://www.youtube.com...
Red Bull Art of Can campaign outcome

Brand visibility galore - 10,000s photos on Flickr
                                 ...
Red Bull Art of Can campaign outcome

Follow the Micro-Blogging buzz

                                     www.tweetscan.c...
Let’s take a quick breather!
Traditional (old) Media
Social (new) Media
Feel
overwhelmed?
    (me too)




               http://www.flickr.com/photos/rmx/312837476/
Social Media is a conversation...
... and groups you know are already participating!
But how do they do it?
User Generated Content rocks!
But what makes
a Blog a Blog?
A rather dry Blogging checklist

• Transparency
                                                                         B...
Blogging = PEOPLE!
Create your Personal Brand

• Keep it consistent EVERYWHERE


• Create an Avatar


• Add important links / personal
  bran...
Let’s Get Blogging!

• Set up a fast template
  Blog


• Start simple - match
  branding graphics later


• 5 posts before...
Let’s get Blogging!

Wordpress Template Sites

                       http://topwpthemes.com/



                         ...
Let’s get Blogging!

Tumblr - Art of the Uber-Simple




                        http://dallasmarketing.tumblr.com/
Let’s look at some
Real Live Business Blogs
Company Blogs
Boeing B2B Flight Test Journal
www.boeing.com/commercial/777family
Thought Leader Blog
Event marketing company shares the love
www.eventmarketing.zvents.com
CEO Blog
GM grooves on the online community’s input

                                        ‘After years of reading
              ...
5 great ways YOU (yes, you)
can use a Blog for your business
1. Establish an online presence on the cheap




Caroline Collective
www.carolinecollective.cc
2. Look brilliant, be adored by many




Crowdspring - crowd source graphic design Blog
http://blog.crowdspring.com
3. Support, give back and build your Community




Houston Artist Relief Blog -- HAA artist outreach
www.haahelps.com
4. Promote and extend conferences and event life




Mom 2.0 Summit
www.mom2summit.com
5. Run a viral marketing multimedia campaign

                              www.arttheheartofhouston.com




        www.h...
Tracking your Blog’s success
Strategy, strategy, strategy
What is Success?

• Define your goals ahead of time:
                                                   www.intensedebate.c...
How do you know it’s working?
• Define your goals ahead of time:


  • Newsletter sign up

                         www.mai...
Blogging power at work, donate to: www.brennanshouston.com
Stick with your strategy and tweak as needed

• High traffic time?


• Post topics particularly hot?


• Who are your top r...
Tracking your success....

  Statistics are available, numbers work...




Google Analytics (free and track your PPC)
www....
Tracking your success....

 Stats just a click away...




Built-in Blog utility traffic meters
www.typepad.com // www.word...
Tracking your success....

 Learn about your RSS subscribers




Feedburner (free)
www.feedburner.com
VISUALIZATION!! Tell a story with Blog visuals.
Visualization tools

Embed rich media for higher readership

• Use other free online social networks to
  host or discover...
Visualization tools

Create your own Rich content

• Jing (www.jingproject.com/) - free
  desktop image and video recorder...
Bling Bling
for your Blog
Badges of honor - make your brand portable

• Let your visitors take your brand
                                      http...
Make your life easier: Windows Live Writer




                  http://windowslivewriter.spaces.live.com/
They are already
   talking about you...
but what are they saying?
Tracking the online conversation...

Track the conversation and find out!

                                        www,tech...
Tracking the online conversation...

Further online Reputation Management




  Google Trends search:
  www.google.com/tre...
Tracking the online conversation...

How do you compare to your competition?




                                         ...
Find something less-than-great
  about your business online?
Deal with it! NOW!
Tracking the online conversation...

Timeliness and sincerity mean everything

• Draft response strategy beforehand


• If...
Let’s take a quick breather!
Social Media Tools

Podcasts - How an iPod makes you smart

• Low-tech recorded online
  ‘radio shows’


• Amazing knowled...
Arts Houston interviews, music, readings
www.artshouston.com/podcast
Duct Tape Marketing podcast
www.ducttapemarketing.com/podcast
Social Media Tools

RSS - Monitor the Commotion

                     How does it all work?
IceRocket - Prolific vs. Influential = 2 different things
www.icerocket.com
Pageflakes - personalized online data center
www.pageflakes.com
Addictive and essential Google Reader: www.google.com/reader
Social Media Tools

Online video - no popcorn required

• Tell your story


• Keep members in the loop


• Share knowledge...
Artists promote Orange Show awesomeness
www.vimeo.com/49438
Let’s talk photos
 www.flickr.com




http://www.flickr.com/photos/rhaaga/2384045113/
Mobile: http://m.flickr.com
Web: www.flickr.com
More than just pretty faces and scenery
Sharing memories and generating buzz




                            http://flickr....
You already might have a following on Flickr!
http://flickr.com/photos/billtex48/2178056762/
Do more with less...

Spread the Flickr love and look cool doing it




        http://bighugelabs.com/flickr/
Social Media Tools

Social Networks - Connective and effective

• Leverage existing networks


• Reach out to audience in ...
Social Networks - Connective and Effective
Facebook - not just for college kids

• Group pages grow
  camaraderie


• Shar...
Mobile: http://m.facebook.com
       Web: www.facebook.com




1. Access messages
2. Update status
3. Use FB like a phone ...
Social Networks - Connective and Effective
MySpace - not just for the music crowd

• Go where your people
  are


• Events...
Social Networks - Connective and Effective
Social Powerpoint-ing with Slideshare

• Share


• Learn


• Be famous


• Find...
All a-Twitter
www.twitter.com
In 140 characters or less...

What are you doing right now?



                                              www.twitter.c...
Mobile: http://m.twitter.com
Web: www.twitter.com
The (new) Art of Community Building

How can you use Twitter?

• Share your brain candy and link love

• Promote community...
Want to know who is talking about you on Twitter?

Follow the Micro-Blogging buzz

                                       ...
Do more with less...

Feed your Tweets into other sites
Cool Twitter links and resources

• Tweetscan - www.tweetscan.com

• TwitPic - www.twitpic.com

• Brightkite - www.brightk...
Let’s take a quick break....
What’s your motivation?
A rubber raft in the middle of the ocean




      http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
3 Motivations
  1.   Material

  2.   Social

  3.   Ideological



                Read more: http://www.schipul.com/en/a...
3 Motivations
         Material                      Social                           Ideological
1. Cash                 ...
1. Material Incentives

                                                • Pay this, get that. Done.


                    ...
2. Social Incentives

                                                 • Incredibly complex


                            ...
3. Ideological


                                               • Time-triggered, not time bound


                       ...
4 Pillars of a Strong
Social Media Campaign
A brief look at the 4 Pillars of Social Media Success

•Consulting

•Training

•Recruiting **

•Promoting
                ...
1. Consulting


• What are your goals?

• Survey within and without

• Participation is key

• Make sure things are right
...
2. Training


• Social Media etiquette school

• Use those student interns for
  knowledge sharing!

• Play nice with othe...
3. Recruit

             • Identify your current in-house
               Social Media rock stars

             • Recruit t...
4. Promoting



• Disclosure is essential

• Reach out to your communities

• It’s not all about you

• Get busy with the
...
It’s all connected - be consistent, keep it simple
Quickie Social Media To-Do’s

1. Read blogs
   (find them on www.technorati.com)


2. Set up an RSS Feed Reader
   (www.goo...
Thanks for participating today!

Ed Schipul


CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com...
Weaving the Social Web - Social Media Marketing with a PR twist
Weaving the Social Web - Social Media Marketing with a PR twist
Upcoming SlideShare
Loading in...5
×

Weaving the Social Web - Social Media Marketing with a PR twist

26,890

Published on

Published in: Technology, Design
2 Comments
5 Likes
Statistics
Notes
  • صور كابات جديده I

    فساتين هنديه بـ اللون الاسود  I

    تشكيله لعيون البنات I

    فساتين من تصميم Nidal-Zihad 2009  I

    حلقان من الذهب الاصفر  I

    شنط صيف 2009 Iاحزمه
    روعه
    I


    ساعات لاحلى بنات Iأخر
    موضة الفساتين
    I

    فساتين زفاف ضيقه I

    ازياء للمحجبات 2009  I

    ازياء كول للبنات  I

    فساتين افراح هاني البحيري I

    احذية صيف 2009 لمحبّات الكعب العآلي  I

    جمال الذهبي .. احذيه لـ الصبايا  I 

    تسريحات و مكياج عرايس 2009 I

    مكياج للعرائس I

    فساتين زفاف فخمه جدا I

    أزياء و فساتين سهرة 2009 جديدة  I

    أزياء و فساتين سهرة 2009 جديدة  I

    كبكات وخواتم رجاليه  I




    [صور] إطارات براويز اطفال Psd تصاميم جاهزة I

    اجمل صور طبيعية خلفيات شاشة فيستا Green Vista Wallpapers  


    صور بنات I

    اجمل صورI

    صور مساجد I

    صور صورة الكعبه I

    صور سيارات 2009 Audi R8 سيارات اودي 2009

    صور رومانسية I

    خلفيات روعه Iفن
    الرسم على الكتب I 

    خلفياتI

    صور غروب صور شروق الشمس غاية الجمال I

    خلفيات روعة I

    صور انمي ياباني anime  I 

    صور ماسنجر I

    صور صقور جارحة I

    صور انمي  I

    صور كرتون Iخلفيات
    بالالوان(البنفسجي) I

    صور بنات صغار | اكبر مكتبة صور بنات صغار | في الانترنت كله موقع صور
    I

    صور اطفال منوعة حلوة I

    صور اطفال أطفال روعة اطفال جديدة I

    صور سيارات مضحكة مضحكه I

    صور حيونات منوعة منوعه I

    صور خلفيات بنات صور بنات رائعة I

    صور خلفيات ميكي ماوس Mickey Mosue  

    صور اطفال كرتون  I

    صور ورود و زهور جذابه جداً  I

    صور قلوب مجروحه قلوب مطعونة جريحة جديدة I

    [صور قلوب] I

    صور كلاب وقطط جميلة جداً ومضحكة  I

    صور قلوب معبرة معبره  I

    صور ورود و ازهار  I

    صور القمر  I

    صور باربي  I

    صور رمزيه رمزية  I

    صور رومنسيه I

    صور  I

    صور حب صور رومانسيه قلوب صور  I

    صور iPhone و صور iPod خلفيات عددها 199 صورة خلفيات ايبود واي فون
     [new]
    صور انمي صور كرتونية مضحكة  صور
    سيارات  I

    صور للماسنجر  I

    موقع صور  I

    صور اولاد  I

    صور جوال I

    صور متحركة  I

    صور متحركه  I

    خلفيات لسطح المكتب  I

    صور كرتونية  I

    صور بنات صغار  I

    مناظر رائعة من حائل  I

    خلفيات psd  باربي
     I

    خلفيات 2007 I

    خلفيات شاشه  I

    خلفيات جميله  I

    احلى خلفيات  I

    خلفيات كرتون  I

    خلفيات للكمبيوتر  I

    خلفيات شاشة  I

    خلفيات الجوال I

    خلفيات جميلة  I

    خلفيات سيارات  I

    خلفيات للجوال I

    خلفيات متحركة I

    صور سيارات جديدة
    I

    صور مشاهير مضحكه I

    خلفيات مميزة  I

    خلفيات منوعة I

    خلفيات وندوز  I

    أحلى خلفيات I

    خلفيات حلوة I

    خلفيات جوال I

    خلفيات رائعة  I

    خلفيات شاشات  I

    خلفيات الكمبيوتر I

    خلفيات طبيعيه I

    خلفيات خيالية I

    خلفيات جاهزه I

    صور باربي للتلوين I

    خلفيات لشاشة الكمبيوتر I

    خلفيات 2009 I

    خلفيات جديده I

    خلفيات حلوه I

    خلفيات طبيعه  I

    خلفيات وصور  I

    خلفيات xp

    صور عيون تبكي  I

    صور التعايش بين الحيوانات  I

    صور هندية صور جميلة من الهند بنات الهند روعة  I


    [صور] صور جميلة  I

    صور متحركة اجمل صور متحركة animated GIF images  صور
    رومانسيات جديدة خيال روعه 2009  I

    صور حوريه من البحر I

    صور ازهار I

    صور عيون للتصميم I

    صور دموع I

    صورة بنت سعودية تشرب خمر I

    صور قصر الملك عبدالله I

    صور اروع الورود النادرة I

    صور جوال موبايل خلفيات شاشة الجوال رهيبة Wallpapers for Mobile Phones
     صور
    العاب جميلة ورائعة خلفيات شاشة Games wallpapers 2009  انمي
    افلام كرتون صور كرتون خلفيات شاشة Toons Wallpapers

    صور نوافير رائعة رائعه  I

    صور ميكي ماوس I

    صور سيارات مرسيدس 2009 Mercedes-Benz C 63 AMG  صور
    قلوب رومانسية - رومنسية  I

    Bmw بي ام دبليو 2009  خلفيات
    حزينه I

    خلفيات حزينه I

    خلفيات فيكتور I

    خلفيات vista  خلفيات
    سطح المكتب  صور
    انمي 2009

    صور سيارات همر Hummer موديل 2009 Hummer GeigerCars H2 GT  خلفيات
    اسلامية  I

    صور بنوتات  I

    صور دباديب I

    خلفيات كمبيوتر I

    صور تصاميم بنات I

    صور حلوه I

    صور اطفال I

    صور ورود I

    صور أطفال I

    صور حزينه I

    اجمل طيور I

    خلفيات جديدة I

    صور بنات رسوم I

    صور تلوين I

    خلفيات طبيعية I

    صور انمي خيال I

    صور عصافير I

    صور عيون I

    كتاب سنه منتديات حوارات نقاشات جاده فضائح جرائم مواضيع عامه ترحيب سياحه سفر طب صحه عالم حواء وظائف حياه اسريه قصص روايات شعر قصائد نثر خواطر نكت طرائف العاب الغاز قروبات رياضه تحميل برامج مسنجر تحميل برامج ماسنجر توبيكات خطب محاضرات اناشيد تصميم جرافيكس صور خلفيات مقاطع صوتيه برامج نوكيا مسجات رسائل وسائط ثيمات ارشيف العاب ماريو مركز تحميل صور صور حب رسائل حب صور انمي تحميل الماسنجر صور قلوب نكت 2009 صور حلوه صور حلوة مسجات حب تحميل ماسنجر فساتين youtube صور رومنسية خلفيات صور بنات ارشيف توبيكات ملونه مكياج مريام فارس فساتين سهره صور للمسن توبيكات حب
    كاس القارات 2009


    دليل مواقع
    مركز تحميل
    زهران
    زهران
    منتديات
    العاب
    دليل مواقع







    العاب ماريو<font> 
    </font>

     صور انمي



     صور قلوب



     صور حلوه


    مسجات حب


    تحميل ماسنجر



     رسايل حب


    youtube<font>
    </font>

    صور رومنسيه


    رسائل الحب


    www.youtube.com

    خلفيات

     صور مرعبة

    رسائل حب قصيرة

    نكت 2009
    صور

    ازياء 2009

    زهير مراد

    سكس

    صور كرتون
     صور رومنسية

    صور حزينه

    فساتين سهرات

    باربي

    خلفيات متحركة

    صور عيون

    اكسسوارات
    تحميل
    نغمات mp3
    برامج
    n70

     مسجات<font>
    </font>

    صور انمي رومانسيه

    صور انمي خليجي

    صوررفيف<font> </font>

    صور شباب روعه

    ثيم سنوات الضياع<font>
    </font>

    ثيمات متحركه<font>
    </font>

    ثيمات ورود جميله

    توبيكات حامد زيد<font>
    </font>

    توبيكات جديده
    <font> </font>توبيكات
    ملونه جديده<font>
    </font>

     توبيكات ملونه<font> </font>

    صور



    msnصور
    للمسن<font>
    </font>

    مسجات صداقه وحب<font>
    </font>

    مسجات مساء الخير<font>
    </font>

    مسجات نجاح<font>
    </font>

    مسجات للصباح<font>
    </font>

    مسجات وداع وفراق
    مسجات تصبح على خير<font>
    </font>

    مسجات شوق وعتاب<font>
    </font>

    رسائل غرام<font>  </font>مسجات
    سنوات الضياع<font> 
    </font>

    مسجات حزن وعتاب<font> 
    </font>

    صور رومانسيه<font> </font>صور
    حب

    مسجات حب وغرام<font> 
    </font>

    مسجات رومنسيه
    <u>

     دليل <font>
     </font>سياحه وسفرطب
    وصحه

     الحياه الزوجيه

    وضائف
     تصاميم فوتوشوب

    صور<font>مقاطع
    فيديوجوال</font>


    ثيمات العاب

    نغمات بلوتوث <font>

    جورجي</font></u><font>
    </font><font><u>

    جزيره الكنز

    توم سوير

    سلام دانك

    قصه مسلسل سنوات الضياع</u></font><font>
    </font><font>
    <u>

    قصه مسلسل نور

    مكياج انوار النصار

    مكياج ديانا كرازون

    مكياج رانيا ابوسعود

    مكياج حنان دشتي
    مكياج 2009

    مكياج نجلاء النعيمي

    مكياج حياة التميمي

    مكياج منى حرافشه

    مكياج مريام فارس

    ميك اب 2009

    فساتين 2009

    فساتين سهره قصيره

    فساتين سواريه روعه<font>
    فساتين سهرات </font></u></font>

    برامج
    ماسنجر<font>
    </font>

    <font>

     توبيكات خالد
    عبدالرحمن
    توبيكات محمد
    عبده
     توبيكات هبال
    توبيكات حامد زيد 
    توبيكات عبدالمجيد عبدالله 
    توبيكات ناصر الفراعنه 
    صور للمسن
    توبيكات حب

    توبيكات نوال 2009</font>

    </body>

    </html>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  •    Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
26,890
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
219
Comments
2
Likes
5
Embeds 0
No embeds

No notes for slide

Weaving the Social Web - Social Media Marketing with a PR twist

  1. 1. Public Relations Association of Mississippi November 10, 2008 Weaving the Social Web Embracing the Rock Star Communicator’s Toolset Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com http://www.flickr.com/photos/restlessglobetrotter/2132076796/
  2. 2. “For a slender figure, reach for a Lucky instead of a sweet” Selling cigarettes to women
  3. 3. Easter Parade, 5th Avenue 1929 Selling cigarettes to women using ‘Big Think’
  4. 4. What we’ll talk about... • PR stories (then and now) • Social Media tools • 4 Pillars of Social Media success http://www.flickr.com/photos/jkgroove/116773990/ • 3 Motivations of People Growing Community through online Communication
  5. 5. The steps for a successful PR campaign •Research •Strategic Planning •Implementation •Evaluation Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
  6. 6. Let’s go back to 1923
  7. 7. Making friends with the ‘enemies of soap’
  8. 8. Let the children carve Ivory http://www.flickr.com/photos/jim-in-times-square/222291503/
  9. 9. http://flickr.com/photos/eschipul/430975967/
  10. 10. And back to... 2008 (like, a few months ago)
  11. 11. Red Bull soars with Art of Can http://flickr.com/photos/coda/8875179/ http://flickr.com/photos/coda/8875186/ http://flickr.com/photos/14922438@N00/305566359/
  12. 12. BARTENDERS COMMUNITY www.flickr.com/photos/laughingsquid/253927535/ http://flickr.com/photos/crispyfried/2517882139/ http://flickr.com/photos/edwardleger/2148495301/
  13. 13. Product becomes works of art http://flickr.com/photos/mlehet/1968214584/
  14. 14. So how did they do it?
  15. 15. Step 1. Research
  16. 16. Bernays: Listens to a sculptor named Brenda Putnam
  17. 17. Red Bull: Listens to their best sales people http://flickr.com/photos/sterlingely/sets/1750464/
  18. 18. The (new) Art of Listening What are they saying to you? www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  19. 19. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  20. 20. An idea is born
  21. 21. Step 2. Strategic Planning
  22. 22. Bernays: Strategizes for a soap explosion (minus the bubbles)
  23. 23. Red Bull: Plans a Red Bull bartender / artist LoveFest http://flickr.com/photos/theshizniz/2399720915/
  24. 24. 3. Implement the PR action plan http://flickr.com/photos/notionscapital/2493066577/
  25. 25. Bernays: Builds Community for strong presence http://www.flickr.com/photos/wallyg/451875425/
  26. 26. Bernays builds community Communities and schools compete together • Schools formed own teams • Communities competed against each other’s best teams • Local artists collaborated
  27. 27. Bernays builds community Celebrity judges for soap sculptures • Top architects, artists and curators called to judge • Organizational board made up of heavy hitters in various industries • Museums and galleries called on for http://flickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00 participation and support
  28. 28. Bernays builds community Newspapers and communities sponsor entrants • Free ads announcing contest in national papers • Sponsorships for travel and entry costs of local winners • Donations of soap and tools to schools and art groups
  29. 29. www.redbullartofcan.com Red Bull: Reaches out to grow teams and Community
  30. 30. The (new) Art of Community Building Showing love in the Blogosphere • Link love is a form of currency • Share brain candy - • Promote others within community Easy as:
  31. 31. It’s all about the Commotion http://www.flickr.com/photos/spotrick/1661694268
  32. 32. Promoting the Big Event, generating the buzz
  33. 33. The (old) Art of Promotion Broadcasting the message on paper and waves • HUGE global write ups • Free ads / radio spots • Vocal support from various organizations: • Parenting • Community • Arts • Architecture
  34. 34. The (new) Art of Promotion Let your community contribute their voice www.youtube.com www.flickr.com http://del.icio.us
  35. 35. 4. Evaluate your PR campaign
  36. 36. Ivory soap carving campaign outcome Campaign longevity - over 50 years http://www.ivory.com/PureFun.htm
  37. 37. Ivory soap carving campaign outcome Carving soap on the Internet http://www.youtube.com/watch?v=iouyusCpw0s http://www.youtube.com/watch?v=hyRnALkQMLk&feature=related
  38. 38. Schwaklakk Soap Carving Day - March 8th www.schwaklakk.com http://flickr.com/photos/8032818@N08/2323370112/
  39. 39. Red Bull Art of Can campaign outcome 1,305,920 Red Bull Art of Can views http://www.youtube.com/watch?v=d-HGLA6SvfQ
  40. 40. Red Bull Art of Can campaign outcome Brand visibility galore - 10,000s photos on Flickr http://flickr.com/photos/officebox/1184751975/ http://flickr.com/photos/marcel_patti/2406780315/in/pool-83404792@N00
  41. 41. Red Bull Art of Can campaign outcome Follow the Micro-Blogging buzz www.tweetscan.com www.summize.com www.twitscoop.com
  42. 42. Let’s take a quick breather!
  43. 43. Traditional (old) Media
  44. 44. Social (new) Media
  45. 45. Feel overwhelmed? (me too) http://www.flickr.com/photos/rmx/312837476/
  46. 46. Social Media is a conversation...
  47. 47. ... and groups you know are already participating!
  48. 48. But how do they do it?
  49. 49. User Generated Content rocks!
  50. 50. But what makes a Blog a Blog?
  51. 51. A rather dry Blogging checklist • Transparency Bored • Conversational tone • Genuine passion for a subject • Feedback mechanisms http://www.flickr.com/photos/dcassaa/1331767481/ • Community participation and interaction • Knowledge sharing
  52. 52. Blogging = PEOPLE!
  53. 53. Create your Personal Brand • Keep it consistent EVERYWHERE • Create an Avatar • Add important links / personal brands to your email footers • Promote your employee Personal Brands (www.schipul.com/ happykatie) Happykatie!
  54. 54. Let’s Get Blogging! • Set up a fast template Blog • Start simple - match branding graphics later • 5 posts before ‘launch’ www.typepad.com www.blogger.com www.wordpress.com
  55. 55. Let’s get Blogging! Wordpress Template Sites http://topwpthemes.com/ http://www.nattywp.com/ http://www.wpthemespot.com/
  56. 56. Let’s get Blogging! Tumblr - Art of the Uber-Simple http://dallasmarketing.tumblr.com/
  57. 57. Let’s look at some Real Live Business Blogs
  58. 58. Company Blogs
  59. 59. Boeing B2B Flight Test Journal www.boeing.com/commercial/777family
  60. 60. Thought Leader Blog
  61. 61. Event marketing company shares the love www.eventmarketing.zvents.com
  62. 62. CEO Blog
  63. 63. GM grooves on the online community’s input ‘After years of reading and reacting to the automotive press, I finally get to put the shoe on the other foot. In the age of the Internet, anyone can be a ‘journalist’.’ ~Bob Lutz FastLane Blog - GM’s Bob Lutz http://fastlane.gmblogs.com/archives/bob_lutz
  64. 64. 5 great ways YOU (yes, you) can use a Blog for your business
  65. 65. 1. Establish an online presence on the cheap Caroline Collective www.carolinecollective.cc
  66. 66. 2. Look brilliant, be adored by many Crowdspring - crowd source graphic design Blog http://blog.crowdspring.com
  67. 67. 3. Support, give back and build your Community Houston Artist Relief Blog -- HAA artist outreach www.haahelps.com
  68. 68. 4. Promote and extend conferences and event life Mom 2.0 Summit www.mom2summit.com
  69. 69. 5. Run a viral marketing multimedia campaign www.arttheheartofhouston.com www.haablog.com
  70. 70. Tracking your Blog’s success
  71. 71. Strategy, strategy, strategy
  72. 72. What is Success? • Define your goals ahead of time: www.intensedebate.com • Hits to your Web site / special landing page • Number of comments or link outs • Links from Influencers • Answers to online polls www.polldaddy.com
  73. 73. How do you know it’s working? • Define your goals ahead of time: • Newsletter sign up www.mailchimp.com • Raised funds (www.chipin.com) • Number of ‘favorites’ or ratings • Trackbacks from other Blogs
  74. 74. Blogging power at work, donate to: www.brennanshouston.com
  75. 75. Stick with your strategy and tweak as needed • High traffic time? • Post topics particularly hot? • Who are your top referrers? • How are they consuming your info? http://www.flickr.com/photos/8136496@N05/2327243497/
  76. 76. Tracking your success.... Statistics are available, numbers work... Google Analytics (free and track your PPC) www.google.com/analytics
  77. 77. Tracking your success.... Stats just a click away... Built-in Blog utility traffic meters www.typepad.com // www.wordpress.com
  78. 78. Tracking your success.... Learn about your RSS subscribers Feedburner (free) www.feedburner.com
  79. 79. VISUALIZATION!! Tell a story with Blog visuals.
  80. 80. Visualization tools Embed rich media for higher readership • Use other free online social networks to host or discover Rich Media: • Video: • www.youtube.com • www.vimeo.com • Photos: • www.flickr.com • Audio: • www.seeqpod.com
  81. 81. Visualization tools Create your own Rich content • Jing (www.jingproject.com/) - free desktop image and video recorder • Picasa (www.picasa.google.com) - edit images and video with easy uploads • ComicLife (http://plasq.com/comiclife/) - have fun with your images and graphics
  82. 82. Bling Bling for your Blog
  83. 83. Badges of honor - make your brand portable • Let your visitors take your brand http://www.librarything.com/extras.php with them http://www.flickr.com/badge.gne • Easily embedded / shared graphics that show interests or affiliation • Cooler than a boring logo and much more interactive
  84. 84. Make your life easier: Windows Live Writer http://windowslivewriter.spaces.live.com/
  85. 85. They are already talking about you... but what are they saying?
  86. 86. Tracking the online conversation... Track the conversation and find out! www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  87. 87. Tracking the online conversation... Further online Reputation Management Google Trends search: www.google.com/trends Technorati search: www.technorati.com
  88. 88. Tracking the online conversation... How do you compare to your competition? www.blogpulse.com Great visuals to track you and your competition’s online activity and Buzz
  89. 89. Find something less-than-great about your business online?
  90. 90. Deal with it! NOW!
  91. 91. Tracking the online conversation... Timeliness and sincerity mean everything • Draft response strategy beforehand • If you need to say you’re sorry: mean it and back it up with visible action! • A crisis is NOT the time to start a Blog • Respond personally and publicly
  92. 92. Let’s take a quick breather!
  93. 93. Social Media Tools Podcasts - How an iPod makes you smart • Low-tech recorded online ‘radio shows’ • Amazing knowledge sharing • Listen wherever you want http://www.flickr.com/photos/ollyhart/123420044/
  94. 94. Arts Houston interviews, music, readings www.artshouston.com/podcast
  95. 95. Duct Tape Marketing podcast www.ducttapemarketing.com/podcast
  96. 96. Social Media Tools RSS - Monitor the Commotion How does it all work?
  97. 97. IceRocket - Prolific vs. Influential = 2 different things www.icerocket.com
  98. 98. Pageflakes - personalized online data center www.pageflakes.com
  99. 99. Addictive and essential Google Reader: www.google.com/reader
  100. 100. Social Media Tools Online video - no popcorn required • Tell your story • Keep members in the loop • Share knowledge • Be genuine http://www.youtube.com/watch?v=RkBdNBQNlRk&feature=related
  101. 101. Artists promote Orange Show awesomeness www.vimeo.com/49438
  102. 102. Let’s talk photos www.flickr.com http://www.flickr.com/photos/rhaaga/2384045113/
  103. 103. Mobile: http://m.flickr.com Web: www.flickr.com
  104. 104. More than just pretty faces and scenery Sharing memories and generating buzz http://flickr.com/groups/oih/
  105. 105. You already might have a following on Flickr! http://flickr.com/photos/billtex48/2178056762/
  106. 106. Do more with less... Spread the Flickr love and look cool doing it http://bighugelabs.com/flickr/
  107. 107. Social Media Tools Social Networks - Connective and effective • Leverage existing networks • Reach out to audience in a familiar and comfortable environment • Evangelize your organization
  108. 108. Social Networks - Connective and Effective Facebook - not just for college kids • Group pages grow camaraderie • Share your knowledge with: - Facebook apps - ‘Share’ feature - News feed • Great event planning and buzz generation http://www.new.facebook.com/group.php?gid=19149921502 www.facebook.com
  109. 109. Mobile: http://m.facebook.com Web: www.facebook.com 1. Access messages 2. Update status 3. Use FB like a phone book 4. Upload photos and videos
  110. 110. Social Networks - Connective and Effective MySpace - not just for the music crowd • Go where your people are • Events, RSS feeds, friend bulletins, great ways to communicate http://www.myspace.com/orangeshoworg www.myspace.com
  111. 111. Social Networks - Connective and Effective Social Powerpoint-ing with Slideshare • Share • Learn • Be famous • Find other brains like you www.slideshare.net www.slideshare.net Find Ed’s presentations at www.slideshare.net/eschipul
  112. 112. All a-Twitter www.twitter.com
  113. 113. In 140 characters or less... What are you doing right now? www.twitter.com www.twitter.com/dsilverman
  114. 114. Mobile: http://m.twitter.com Web: www.twitter.com
  115. 115. The (new) Art of Community Building How can you use Twitter? • Share your brain candy and link love • Promote community and friends’ events and news • (secondarily) Promote your events, content and news • Give live outline of events or presentations • Tell your friends where the speed traps are :) • Say thank you!
  116. 116. Want to know who is talking about you on Twitter? Follow the Micro-Blogging buzz www.tweetscan.com www.summize.com www.twitscoop.com
  117. 117. Do more with less... Feed your Tweets into other sites
  118. 118. Cool Twitter links and resources • Tweetscan - www.tweetscan.com • TwitPic - www.twitpic.com • Brightkite - www.brightkite.com • Twittervision - www.twittervision.com • Twitter Directory - www.twitdir.com • Twitter Buzz - http://twitterbuzz.com/ • TwitterHolic - http://www.twitterholic.com/
  119. 119. Let’s take a quick break....
  120. 120. What’s your motivation?
  121. 121. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  122. 122. 3 Motivations 1. Material 2. Social 3. Ideological Read more: http://www.schipul.com/en/art/?562
  123. 123. 3 Motivations Material Social Ideological 1. Cash 1. Networking 1. Belief in a cause 2. Discounts 2. Socialization 2. Long-term political goal 3. Volunteers get free 3. Identity 3. Religious / spiritual admission 4. Certification / validation 4. Self-actualization 4. Linkbacks to your site 5. Professional / Development 5. Art 5. Promotion* 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion http://www.schipul.com/en/art/?562
  124. 124. 1. Material Incentives • Pay this, get that. Done. • Time-value of $$ • Transparency matters! • Keep it small and simple Photo credit: http://www.flickr.com/photos/ thegreentrilby/93788893/
  125. 125. 2. Social Incentives • Incredibly complex • Bunch of introverts • All we need is love Photo credit: http://www.flickr.com/photos/ barackobamadotcom/2214065098/
  126. 126. 3. Ideological • Time-triggered, not time bound • Keep an eye on ethics • Search engines powerful ideologue connectors Julia Butterfly Photo credit: http://www.cathedralgrove.se
  127. 127. 4 Pillars of a Strong Social Media Campaign
  128. 128. A brief look at the 4 Pillars of Social Media Success •Consulting •Training •Recruiting ** •Promoting http://www.flickr.com/photos/96dpi/2119924191/
  129. 129. 1. Consulting • What are your goals? • Survey within and without • Participation is key • Make sure things are right in the offline world too
  130. 130. 2. Training • Social Media etiquette school • Use those student interns for knowledge sharing! • Play nice with others on your own for practice • Patience, patience, patience
  131. 131. 3. Recruit • Identify your current in-house Social Media rock stars • Recruit those that know and can show you how • Stay humble • Be as transparent as possible
  132. 132. 4. Promoting • Disclosure is essential • Reach out to your communities • It’s not all about you • Get busy with the ‘invite friends’ button
  133. 133. It’s all connected - be consistent, keep it simple
  134. 134. Quickie Social Media To-Do’s 1. Read blogs (find them on www.technorati.com) 2. Set up an RSS Feed Reader (www.google.com/reader) 3. Join Facebook (www.facebook.com) 4. Join Flickr (www.flickr.com) 5. Track the buzz about you (www.google.com/alerts)
  135. 135. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×