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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.

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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    Iap2 Conference Iap2 Conference Presentation Transcript

    • Leveraging Social Media in Your Communications Outreach IAP2 Regional Conference 06.11.09 #IAP209
    • What gives me the right? 52 25 5
    • 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
    • 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 shelter Emotions are the primary shapers of our experience and trust
    • 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 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
    • Listening… first step in making social connections
    • Exposing Myth #2
    • Infrastructure Cost is Falling Everyone is online - not just ‘kids’ Source: Pew Internet
    • 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
    • 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.
    • Infrastructure Cost is Falling What kinds of social media do people use? Source: Universal McCann
    • 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% text message 75% use social networks 28% have their own blogs 41% send pictures from their phones
    • 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 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
    • 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 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
    • 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 decompressor are needed to see this picture. results
    • How is your brain feeling?
    • Did you know?
    • A visit with social media tools
    • Think of it as a house Facebook YouTube Flickr LinkedIN Blog Twitter
    • Your blog: your living room Thought leadership, humanize your organization, invite people to visit and engage on your terms
    • Twitter: your front yard Make connections locally, news source, amplify your messages to like-minded people, invite people “in”
    • The Cost of Customers is Falling Constituent interaction Source: InternetNews 12/10/08
    • 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-centric social site
    • Facebook: your family room Connect with friends and family, amplify your activities, create and nurture “fans,” access a highly targeted ad platform
    • 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 rule #1
    • 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 to a screen can be used in discovery ● Explicit responsibilities as Brand Ambassadors, during and after business hours
    • 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
    • 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 week’s Facebook kerfuffle ● Announced new privacy policy on 2/15 ● Lasted two days ● Completely trashed in the blogosphere
    • 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 collaboration and participation ● “Whuffie” is real - you have to give to get
    • 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
    • What your lawyers will say THE MAJOR RISKS ARE AS FOLLOWS… 1. Harassment issues 2. Confidential information 3. Privacy issues 4. Disparagement issues
    • Infrastructure Cost is Falling Basic rule of engagement Don’t “do” social media until: You understand why… You understand how… You understand where…
    • 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 Phase 4: Implementation Phase 5: Maintenance
    • 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?
    • 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
    • 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
    • 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
    • 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
    • Is your brain full?
    • Now I’m Listening… Janet Johnson janet@janetleejohnson.com Blog: www.janetleejohnson.com Twitter: @janetleejohnson 503.807.8964