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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,

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,

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  • 1. Leveraging Social Media in Your Communications Outreach IAP2 Regional Conference 06.11.09 #IAP209
  • 2. What gives me the right? 52 25 5
  • 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. Results? Oh, yes… More than 200 pieces of press
  • 5. Exposing Myth #1
  • 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. A brief history of marketing
  • 8. Social media in perspective: Awareness, engagement
  • 9. Social media in perspective: Brand, messaging, sales
  • 10. Social media in perspective: Community, choice, confusion
  • 11. A brief history of social media
  • 12. 2004 - the Year of the Political Blog
  • 13. 2005 - the Year of the Media Blog
  • 14. FF>> 2009 - collaboration at the highest levels of government
  • 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. Listening… first step in making social connections
  • 17. Exposing Myth #2
  • 18. Infrastructure Cost is Falling Everyone is online - not just ‘kids’ Source: Pew Internet
  • 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. Infrastructure Cost is Falling Social media interactions Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see
  • 21. Infrastructure Cost is Falling What kinds of social media do people use? Source: Universal McCann
  • 22. A brief brain fact
  • 23. This is your brain
  • 24. This is your brain when stressed Source: Marsha Shenkman
  • 25. Exposing Myth #3
  • 26. Social media is not about tools and technology…
  • 27. Social media is about human interaction and social connections
  • 28. And it’s about building efficiency and effectiveness… Source: MixtMedia
  • 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. Some key insights
  • 31. Learn to let go Source: Seth Goldstein
  • 32. Be sensible
  • 33. Stand roughly there
  • 34. Plan your escape
  • 35. Open the switchboard
  • 36. Avoid excessive verbosity
  • 37. Advertise socially
  • 38. Measure your influence
  • 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. A brief primer on search
  • 41. B. L. O. G…
  • 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. Search: refining over time 70.6% Source: Comscore, Dec. 2008
  • 44. Anatomy of a search result Excerpt from page containing keyword
  • 45. Anatomy of a search result More from same site
  • 46. Anatomy of a search result Other sites, relevant results
  • 47. Anatomy of a search result Images, video, news push down organic QuickTime™ and a decompressor are needed to see this picture. results
  • 48. How is your brain feeling?
  • 49. Did you know?
  • 50. A visit with social media tools
  • 51. Think of it as a house Facebook YouTube Flickr LinkedIN Blog Twitter
  • 52. Your blog: your living room Thought leadership, humanize your organization, invite people to visit and engage on your terms
  • 53. Twitter: your front yard Make connections locally, news source, amplify your messages to like-minded people, invite people “in”
  • 54. The Cost of Customers is Falling Constituent interaction Source: InternetNews 12/10/08
  • 55. The Cost of Customers is Falling Open platform for innovation
  • 56. LinkedIN: your study or office Find resources, recruit, ask work- or tool-related questions on the most business-centric social site
  • 57. Facebook: your family room Connect with friends and family, amplify your activities, create and nurture “fans,” access a highly targeted ad platform
  • 58. Flickr/YouTube: your media room Extend your message in multimedia - boost your search results
  • 59. And now a word about ethics…
  • 60. “Ethics is what you do when no one is looking.” George Bernard Shaw
  • 61. Today, someone is always looking…
  • 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. Doris Lee’s Common Sense Rule:
  • 64. Becomes Managing Your Online Reputation…
  • 65. Case in Point: Dumb and Dumber
  • 66. Patrick Doyle’s Response: in Medium, an Apology, Reflects Disgust
  • 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. 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. Honesty of Relationship You say who you're speaking for…
  • 70. Honesty of Relationship You say who you're speaking for…
  • 71. Honesty of Opinion You say what you believe…
  • 72. Honesty of Identity You never obscure your identity…
  • 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. Memes come and go quickly
  • 75. So… Step away from the keyboard
  • 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. 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. What your lawyers will say THE MAJOR RISKS ARE AS FOLLOWS… 1. Harassment issues 2. Confidential information 3. Privacy issues 4. Disparagement issues
  • 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. How is your brain feeling?
  • 81. A brief strategy discussion
  • 82. Five Phases of social media readiness Phase 1: Discovery Phase 2: Strategy Phase 3: Skill Building Phase 4: Implementation Phase 5: Maintenance
  • 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. 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. 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. 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. 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. Is your brain full?
  • 89. Now I’m Listening… Janet Johnson Blog: Twitter: @janetleejohnson 503.807.8964