<ul><li>SOCIAL MEDIA OUTREACH </li></ul><ul><li>PRESENTATION TO THE WEB STRATEGY GROUP </li></ul><ul><li>BY HOWARD GREENST...
<ul><li>EVERYTHING I NEEDED TO KNOW ABOUT SOCIAL MEDIA OUTREACH I LEARNED FROM ROCK AND ROLL* </li></ul>OR *All album art ...
“ Welcome to the Jungle”
“ They Call Me The Wanderer” <ul><li>As Social Media professionals, we must join, test, learn, and participate in communit...
“ Teach Your Children Well”
“ Instant Karma’s Gonna Get You” <ul><li>Outreach to Bloggers and Influencers:  Bloggers and Social Network Participants a...
“ I’ve got a brand new pair of rollerskates…you’ve got …” <ul><li>PR, Corporate Communications,  Advertisers all want to g...
“ If I Should Call You Up, Invest a Dime”  <ul><li>Blogger Sean Bohan asked:  “Are you paying forward into Social Media’s ...
“ WHO Are You? Who? Who?” Photo by Shel Israel
“ You Look Like a Fine Upstanding Young Man” <ul><li>Why is Frank a good example?  </li></ul><ul><ul><li>His #1 Job is to ...
“ They Call Me the Seeker…I’ve Been Searching Low and High” <ul><li>Find The Bloggers and Influencers you want to pay atte...
“ I know I got a bad reputation” <ul><li>What is Whuffie?  According to Tara Hunt:  </li></ul><ul><ul><li>The sum of the  ...
“ I've Got To Keep On Keepin' On, You Know That Big Wheel Keeps Spinning Around” <ul><li>Once you’ve gained Whuffie, what ...
“ Call Me, Call Me, Any, Any Time” <ul><li>Blogger and FastCompany.TV creator Robert Scoble:  </li></ul><ul><ul><li>If you...
Beggar’s Banquet <ul><li>Some sites are looking for exclusives </li></ul><ul><ul><li>For example, Techcrunch </li></ul></u...
“ The Secret of My Success” <ul><li>Case Study: For WEtv, a Cable Network </li></ul><ul><ul><li>Public Service Campaign In...
“ How Do You Measure - Measure A Year?” <ul><li>Measured using Omniture reports to find referrers, blog references, measur...
“ And in the end…”
Thank you <ul><li>“ I want to thank u falettin me be mice elf, again”  </li></ul><ul><li>- Sly and the Family Stone </li><...
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Everything I Needed to know about Social Media Influencer Outreach I Learned from Rock and Roll

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  • Transcript of "Everything I Needed to know about Social Media Influencer Outreach I Learned from Rock and Roll"

    1. 1. <ul><li>SOCIAL MEDIA OUTREACH </li></ul><ul><li>PRESENTATION TO THE WEB STRATEGY GROUP </li></ul><ul><li>BY HOWARD GREENSTEIN </li></ul><ul><li>PRESIDENT </li></ul><ul><li>THE HARBROOKE GROUP, INC. </li></ul>PUT YOUR MESSAGE WHERE YOUR MOUTH IS: STRATEGIES TO TURN CONSUMERS INTO ADVOCATES
    2. 2. <ul><li>EVERYTHING I NEEDED TO KNOW ABOUT SOCIAL MEDIA OUTREACH I LEARNED FROM ROCK AND ROLL* </li></ul>OR *All album art © respective owners, please don’t sue me.
    3. 3. “ Welcome to the Jungle”
    4. 4. “ They Call Me The Wanderer” <ul><li>As Social Media professionals, we must join, test, learn, and participate in communities, networks, and new technologies </li></ul><ul><li>It is our job to know this stuff before our clients do </li></ul>
    5. 5. “ Teach Your Children Well”
    6. 6. “ Instant Karma’s Gonna Get You” <ul><li>Outreach to Bloggers and Influencers: Bloggers and Social Network Participants are Humans </li></ul><ul><li>They have needs and wants </li></ul><ul><ul><li>Audience and Attention </li></ul></ul><ul><ul><li>Traffic and people to engage in their communities </li></ul></ul><ul><ul><li>People click on their ads </li></ul></ul><ul><ul><li>R-E-S-P-E-C-T (just a little bit) </li></ul></ul>
    7. 7. “ I’ve got a brand new pair of rollerskates…you’ve got …” <ul><li>PR, Corporate Communications, Advertisers all want to get people to pay attention to their message as well: </li></ul>
    8. 8. “ If I Should Call You Up, Invest a Dime” <ul><li>Blogger Sean Bohan asked: “Are you paying forward into Social Media’s equivalent of a 401k (relationships) by being an active participant? </li></ul><ul><li>What are you doing to give back to your community online, before you need something from them? </li></ul>http://www.seanbohan.com/2008/09/23/outreach-is-networking-for-your-social-media-efforts/
    9. 9. “ WHO Are You? Who? Who?” Photo by Shel Israel
    10. 10. “ You Look Like a Fine Upstanding Young Man” <ul><li>Why is Frank a good example? </li></ul><ul><ul><li>His #1 Job is to help people </li></ul></ul><ul><ul><li>Online all the time doing it </li></ul></ul><ul><ul><li>Advocates for the customer internally </li></ul></ul><ul><ul><li>Is friendly and approachable in person or online </li></ul></ul><ul><ul><li>Could probably get almost anyone to help him if he asked </li></ul></ul><ul><ul><li>He has major Whuffie </li></ul></ul>
    11. 11. “ They Call Me the Seeker…I’ve Been Searching Low and High” <ul><li>Find The Bloggers and Influencers you want to pay attention to you </li></ul><ul><li>Subscribe to their blogs via RSS </li></ul><ul><li>Look for relevant posts, and comment on </li></ul><ul><li>USE YOUR REAL NAME/Affiliation! </li></ul><ul><li>Subscribe and follow them on Twitter, Friend Feed, etc. </li></ul><ul><li>If you have a blog, quote their blog posts and link to them </li></ul>
    12. 12. “ I know I got a bad reputation” <ul><li>What is Whuffie? According to Tara Hunt: </li></ul><ul><ul><li>The sum of the reputation , influence , bridging capital and bonding capital, access to ideas and talent, access to resources, potential access to further resources, saved up favors , accomplishments (resumes, awards, articles, etc.) and the Whuffie of those who you have relationships with. </li></ul></ul><ul><li>“ So, you can gain Whuffie through being nice, networked or notable.” </li></ul><ul><li>Source: http://www.horsepigcow.com/2008/08/05/you-cant-eat-whuffie-but-its-getting-harder-to-eat-without-it/ </li></ul>
    13. 13. “ I've Got To Keep On Keepin' On, You Know That Big Wheel Keeps Spinning Around” <ul><li>Once you’ve gained Whuffie, what next? Keep doing it. </li></ul><ul><ul><li>Social Media isn’t like a campaign – you don’t turn it on or off based on quarterly spending targets or impression counts </li></ul></ul><ul><ul><li>If you treat customers amazingly well, then turn that off what happens? They’ll find somewhere else to go. </li></ul></ul><ul><li>Then, learn to follow directions! </li></ul>
    14. 14. “ Call Me, Call Me, Any, Any Time” <ul><li>Blogger and FastCompany.TV creator Robert Scoble: </li></ul><ul><ul><li>If you really have a killer product and a killer service I don’t care how you get ahold of me. Call me day or night at +1-425-205-1921. Email me at scobleizer@gmail.com. Or camp out on my front lawn. It doesn’t matter. If you are as good as SmugMug, I’ll make time for you. If you are a me too product, though, that doesn’t solve a real problem or doesn’t thrill its customers, I’ll see through that and I’ll be less likely to call. </li></ul></ul><ul><ul><li>Some exceptions? I hate Facebook and Twitter direct messages. I can’t answer those, so don’t even try. </li></ul></ul><ul><ul><li>http://scobleizer.com/2008/08/13/pr/ </li></ul></ul>
    15. 15. Beggar’s Banquet <ul><li>Some sites are looking for exclusives </li></ul><ul><ul><li>For example, Techcrunch </li></ul></ul><ul><ul><li>Also, sites of major print/media outlets </li></ul></ul><ul><li>Not every blogger or social media advocate will pay attention to you </li></ul><ul><ul><li>Well, Instant Karma is gonna get them too. </li></ul></ul><ul><ul><li>How can you help someone else in the space? </li></ul></ul>
    16. 16. “ The Secret of My Success” <ul><li>Case Study: For WEtv, a Cable Network </li></ul><ul><ul><li>Public Service Campaign In conjunction with on-air campaign: WE Vote 08 </li></ul></ul><ul><ul><li>Facebook app </li></ul></ul><ul><ul><ul><li>Added popular friends with personal notes to encourage adding, even though this was “yet another application” </li></ul></ul></ul><ul><ul><li>Blog – got other bloggers to pay attention, some by interviewing them for the blog </li></ul></ul><ul><ul><li>Created a Twitter account: @WEVote08 </li></ul></ul><ul><ul><ul><li>Reached out to popular and relevant Twitterati </li></ul></ul></ul><ul><ul><ul><li>In-Person Tweetups in several cities </li></ul></ul></ul><ul><ul><li>Blog Badges </li></ul></ul>
    17. 17. “ How Do You Measure - Measure A Year?” <ul><li>Measured using Omniture reports to find referrers, blog references, measure or approximate their traffic </li></ul><ul><ul><li>Able to see how many badges are being served – like a small ad network – and where - Somewhat </li></ul></ul><ul><li>Found references to campaign on other sites, blogs and forums using Radian 6 searches and Google searches </li></ul><ul><li>Kept a dashboard for the client to track these mentions, sites, tweets, pictures from Flickr accounts </li></ul><ul><li>Able to provide some stats at the conference – this is ongoing… </li></ul>
    18. 18. “ And in the end…”
    19. 19. Thank you <ul><li>“ I want to thank u falettin me be mice elf, again” </li></ul><ul><li>- Sly and the Family Stone </li></ul><ul><ul><li>Contact: [email_address] </li></ul></ul><ul><ul><li>Site: Harbrooke.com </li></ul></ul><ul><ul><li>Blog: howardgreenstein.com/blog </li></ul></ul><ul><ul><li>Phone +1 646 652 7270 </li></ul></ul><ul><ul><li>Skype/Twitter: HowardGr </li></ul></ul>

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