Leveraging Social Media in Your
  Communications Outreach
      IAP2 Regional Conference
              06.11.09
          ...
What gives me the right?




52 25             5
Marqui “pay bloggers” program
Launched an ethical debate in the blogosphere

    ● Twenty bloggers, three-month contracts
...
Results? Oh, yes…
More than 200 pieces of press
Exposing Myth #1
Maslow’s Hierarchy was wrong

 Social connection is more
   foundational to our well- being than
   food, water and shelte...
A brief history of marketing
Social media in perspective:
  Awareness, engagement
Social media in perspective:
  Brand, messaging, sales
Social media in perspective:
Community, choice, confusion
A brief history of social media
2004 - the Year of the Political Blog
2005 - the Year of the Media Blog
FF>> 2009 - collaboration at the
  highest levels of government
Social Media + Government = BFF

   55% of the entire adult population--went online in
      2008 to get involved in the p...
Listening… first step in making
       social connections
Exposing Myth #2
Infrastructure Cost is Falling
     Everyone is online - not just ‘kids’




                                Source: Pew I...
The aging of social media
       participants
You might be surprised to know…


Largest age group on Twitter in Feb. 2009 ...
Infrastructure Cost is Falling
                                 Social media interactions




 Data from Forrester Researc...
Infrastructure Cost is Falling
 What kinds of social media do people use?




                                Source: Univ...
A brief brain fact
This is your brain
This is your brain when stressed




                       Source: Marsha Shenkman
Exposing Myth #3
Social media is not about tools
       and technology…
Social media is about human
interaction and social connections
And it’s about building efficiency
       and effectiveness…




                        Source: MixtMedia
…and (BTW) how ‘bout those
      Digital Natives?

93% use the Internet
97% game online, on consoles, on handhelds
75% tex...
Some key insights
Learn to let go




                  Source: Seth Goldstein
Be sensible
Stand roughly there
Plan your escape
Open the switchboard
Avoid excessive verbosity
Advertise socially
Measure your influence
…In other words…
Best practices based on Lessons Learned:

•   Mission drives everything, clarity is crucial
•   Let polic...
A brief primer on search
B. L. O. G…
Getting into the magic “F”
Google (all search engine) spiders love:


Relevant Keywords
   • Content should be optimized f...
Search: refining over time




                                70.6%
                    Source: Comscore, Dec. 2008
Anatomy of a search result


Excerpt
from page
containing
keyword
Anatomy of a search result




More from
same site
Anatomy of a search result




Other sites,
relevant
results
Anatomy of a search result


Images,
video, news
push down
organic
                                QuickTime™ and a
      ...
How is your brain feeling?
Did you know?
A visit with social media tools
Think of it as a house

                                    Facebook
YouTube
Flickr


LinkedIN

                          ...
Your blog: your living room

Thought leadership, humanize your organization,
   invite people to visit and engage on your ...
Twitter: your front yard

Make connections locally, news source, amplify your
  messages to like-minded people, invite peo...
The Cost of Customers is Falling
         Constituent interaction




                              Source: InternetNews 1...
The Cost of Customers is Falling
       Open platform for innovation
LinkedIN: your study or office

 Find resources, recruit, ask work- or tool-related
    questions on the most business-cen...
Facebook: your family room

Connect with friends and family, amplify your
  activities, create and nurture “fans,”
  acces...
Flickr/YouTube: your media room

  Extend your message in multimedia - boost your
     search results
And now a word about ethics…
“Ethics is what you do
when no one is looking.”
             George Bernard Shaw
Today, someone is always looking…
Three Rules to Remember

Rule #1: Use common sense

Rule #2: When in doubt, don’t

Rule #3: If all else fails, refer to
 r...
Doris Lee’s Common Sense Rule:
Becomes Managing Your Online Reputation…
Case in Point: Dumb and Dumber
Patrick Doyle’s Response:
in Medium, an Apology, Reflects Disgust
Prepare all employees

Your employee handbook needs updating:

   ● Covers social media

   ● Covers IM - anything written...
Honesty: it’s Simple

Honesty of Relationship: You say who
you're speaking for

Honesty of Opinion: You say what you
belie...
Honesty of Relationship
You say who you're speaking for…
Honesty of Relationship
You say who you're speaking for…
Honesty of Opinion
You say what you believe…
Honesty of Identity
You never obscure your identity…
The social web is self-cleansing

     Bloggers and social media participants govern themselves -
        witness this wee...
Memes come and go quickly
So… Step away from the keyboard
Your word is your brand

● Now, more than ever, your word is all you have

● Trust is built through communication and
  co...
What your lawyers will say
KNOW THE RISKS

RULES OF eDISCOVERY
   ● eMail, blog posts and even IM get reviewed in
     the...
What your lawyers will say
THE MAJOR RISKS ARE AS FOLLOWS…



   1. Harassment issues
   2. Confidential information
   3....
Infrastructure Cost is Falling
       Basic rule of engagement

        Don’t “do” social media until:

             You u...
How is your brain feeling?
A brief strategy discussion
Five Phases of social media readiness

      Phase 1: Discovery

      Phase 2: Strategy

      Phase 3: Skill Building

 ...
Discovery
What is your online reputation today?

   ● How do we want it to change?

   ● What are the issues that are hot?...
Strategy
How do we support the mission in social
  media?

   ● From discovery: what do we want to change?
       • How is...
Skill Building
Who/where are our social media experts inside
  the organization?

   ● Leadership skills
   ● Communicatio...
Implementation
Pulling the team from around the organization to
   launch

    ●   Reliance on IT for infrastructure
     ...
Maintenance
Holding hands, course corrections, trial and
  error

   ● Weekly checkins
      • One hour meetings - discuss...
Is your brain full?
Now I’m Listening…

          Janet Johnson
   janet@janetleejohnson.com
 Blog: www.janetleejohnson.com
    Twitter: @jane...
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Iap2 Conference

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Presentation to the Northwest chapter of the IAP2 in Bend, OR. An overview of social media. With many thanks - and credits - to the original presentation by Seth Goldstein, Socialmedia.com.

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Transcript of "Iap2 Conference"

  1. 1. Leveraging Social Media in Your Communications Outreach IAP2 Regional Conference 06.11.09 #IAP209
  2. 2. What gives me the right? 52 25 5
  3. 3. Marqui “pay bloggers” program Launched an ethical debate in the blogosphere ● Twenty bloggers, three-month contracts ● Established readership, wrote about development ● Post once per week, mention Marqui, flag your post ● $800 / month, we’ll publish everything
  4. 4. Results? Oh, yes… More than 200 pieces of press
  5. 5. Exposing Myth #1
  6. 6. Maslow’s Hierarchy was wrong Social connection is more foundational to our well- being than food, water and shelter Emotions are the primary shapers of our experience and trust
  7. 7. A brief history of marketing
  8. 8. Social media in perspective: Awareness, engagement
  9. 9. Social media in perspective: Brand, messaging, sales
  10. 10. Social media in perspective: Community, choice, confusion
  11. 11. A brief history of social media
  12. 12. 2004 - the Year of the Political Blog
  13. 13. 2005 - the Year of the Media Blog
  14. 14. FF>> 2009 - collaboration at the highest levels of government
  15. 15. Social Media + Government = BFF 55% of the entire adult population--went online in 2008 to get involved in the political process or to get news and information about the election. 33% Shared the information they found - seniors were especially engaged in sharing with friends and family Source: Pew Internet
  16. 16. Listening… first step in making social connections
  17. 17. Exposing Myth #2
  18. 18. Infrastructure Cost is Falling Everyone is online - not just ‘kids’ Source: Pew Internet
  19. 19. The aging of social media participants You might be surprised to know… Largest age group on Twitter in Feb. 2009 was 35-49 Comprising almost 42% percent of the site’s audience Source: Nielsenwire
  20. 20. Infrastructure Cost is Falling Social media interactions Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.
  21. 21. Infrastructure Cost is Falling What kinds of social media do people use? Source: Universal McCann
  22. 22. A brief brain fact
  23. 23. This is your brain
  24. 24. This is your brain when stressed Source: Marsha Shenkman
  25. 25. Exposing Myth #3
  26. 26. Social media is not about tools and technology…
  27. 27. Social media is about human interaction and social connections
  28. 28. And it’s about building efficiency and effectiveness… Source: MixtMedia
  29. 29. …and (BTW) how ‘bout those Digital Natives? 93% use the Internet 97% game online, on consoles, on handhelds 75% text message 75% use social networks 28% have their own blogs 41% send pictures from their phones
  30. 30. Some key insights
  31. 31. Learn to let go Source: Seth Goldstein
  32. 32. Be sensible
  33. 33. Stand roughly there
  34. 34. Plan your escape
  35. 35. Open the switchboard
  36. 36. Avoid excessive verbosity
  37. 37. Advertise socially
  38. 38. Measure your influence
  39. 39. …In other words… Best practices based on Lessons Learned: • Mission drives everything, clarity is crucial • Let policy guide, but not paralyze you • Know the environment • Consider a pilot as a proof in concept • Secure the support of senior leaders • Create internal, cross functional alignment • Roll out, don’t launch • Keep listening, and let what you hear inform your participation Source: MixtMedia
  40. 40. A brief primer on search
  41. 41. B. L. O. G…
  42. 42. Getting into the magic “F” Google (all search engine) spiders love: Relevant Keywords • Content should be optimized for search Fresh Content • Good sites are updated frequently • This is where blogs and social media help Lots of Links • The key to SEM, SEO and SEMPR
  43. 43. Search: refining over time 70.6% Source: Comscore, Dec. 2008
  44. 44. Anatomy of a search result Excerpt from page containing keyword
  45. 45. Anatomy of a search result More from same site
  46. 46. Anatomy of a search result Other sites, relevant results
  47. 47. Anatomy of a search result Images, video, news push down organic QuickTime™ and a decompressor are needed to see this picture. results
  48. 48. How is your brain feeling?
  49. 49. Did you know?
  50. 50. A visit with social media tools
  51. 51. Think of it as a house Facebook YouTube Flickr LinkedIN Blog Twitter
  52. 52. Your blog: your living room Thought leadership, humanize your organization, invite people to visit and engage on your terms
  53. 53. Twitter: your front yard Make connections locally, news source, amplify your messages to like-minded people, invite people “in”
  54. 54. The Cost of Customers is Falling Constituent interaction Source: InternetNews 12/10/08
  55. 55. The Cost of Customers is Falling Open platform for innovation
  56. 56. LinkedIN: your study or office Find resources, recruit, ask work- or tool-related questions on the most business-centric social site
  57. 57. Facebook: your family room Connect with friends and family, amplify your activities, create and nurture “fans,” access a highly targeted ad platform
  58. 58. Flickr/YouTube: your media room Extend your message in multimedia - boost your search results
  59. 59. And now a word about ethics…
  60. 60. “Ethics is what you do when no one is looking.” George Bernard Shaw
  61. 61. Today, someone is always looking…
  62. 62. Three Rules to Remember Rule #1: Use common sense Rule #2: When in doubt, don’t Rule #3: If all else fails, refer to rule #1
  63. 63. Doris Lee’s Common Sense Rule:
  64. 64. Becomes Managing Your Online Reputation…
  65. 65. Case in Point: Dumb and Dumber
  66. 66. Patrick Doyle’s Response: in Medium, an Apology, Reflects Disgust
  67. 67. Prepare all employees Your employee handbook needs updating: ● Covers social media ● Covers IM - anything written to a screen can be used in discovery ● Explicit responsibilities as Brand Ambassadors, during and after business hours
  68. 68. Honesty: it’s Simple Honesty of Relationship: You say who you're speaking for Honesty of Opinion: You say what you believe Honesty of Identity: You never obscure your identity
  69. 69. Honesty of Relationship You say who you're speaking for…
  70. 70. Honesty of Relationship You say who you're speaking for…
  71. 71. Honesty of Opinion You say what you believe…
  72. 72. Honesty of Identity You never obscure your identity…
  73. 73. The social web is self-cleansing Bloggers and social media participants govern themselves - witness this week’s Facebook kerfuffle ● Announced new privacy policy on 2/15 ● Lasted two days ● Completely trashed in the blogosphere
  74. 74. Memes come and go quickly
  75. 75. So… Step away from the keyboard
  76. 76. Your word is your brand ● Now, more than ever, your word is all you have ● Trust is built through communication and collaboration and participation ● “Whuffie” is real - you have to give to get
  77. 77. What your lawyers will say KNOW THE RISKS RULES OF eDISCOVERY ● eMail, blog posts and even IM get reviewed in the case of any court discussion ● Blogs must be monitored regularly • Every eight hours
  78. 78. What your lawyers will say THE MAJOR RISKS ARE AS FOLLOWS… 1. Harassment issues 2. Confidential information 3. Privacy issues 4. Disparagement issues
  79. 79. Infrastructure Cost is Falling Basic rule of engagement Don’t “do” social media until: You understand why… You understand how… You understand where…
  80. 80. How is your brain feeling?
  81. 81. A brief strategy discussion
  82. 82. Five Phases of social media readiness Phase 1: Discovery Phase 2: Strategy Phase 3: Skill Building Phase 4: Implementation Phase 5: Maintenance
  83. 83. Discovery What is your online reputation today? ● How do we want it to change? ● What are the issues that are hot? ● How can we align your events and issues with conversations happening today?
  84. 84. Strategy How do we support the mission in social media? ● From discovery: what do we want to change? • How is the mission reflected today? ● How do we support our objectives? ● Leadership team willingness: at what level is the support for social media? • Driven by leadership • Driven by communications • Driven by constituents
  85. 85. Skill Building Who/where are our social media experts inside the organization? ● Leadership skills ● Communication skills • Subject matter experts (SME’s) • Conversation management experts ● Measurement skills • Setting the baseline through discovery • Monthly reports - via internal or external methods – Engagement – Awareness – Amplification – Issue resolution
  86. 86. Implementation Pulling the team from around the organization to launch ● Reliance on IT for infrastructure • If not, external agencies can set up third-party sites ● Media plan/readiness • Your expertise will be critical here • Boosters and fans ● Trial phase - three months recommended • Start small - with one focused platform • Roll out to other platforms based on readiness, strategy – Twitter – Facebook – YouTube
  87. 87. Maintenance Holding hands, course corrections, trial and error ● Weekly checkins • One hour meetings - discuss recommendations ● Trial phase - three months recommended • Listen for chatter, watch reactions, ensure constant improvements • Measure results
  88. 88. Is your brain full?
  89. 89. Now I’m Listening… Janet Johnson janet@janetleejohnson.com Blog: www.janetleejohnson.com Twitter: @janetleejohnson 503.807.8964
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