Your SlideShare is downloading. ×
Iap2 Conference
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Iap2 Conference


Published on

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,

Published in: Technology, Business

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 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