PR Divas Workshop

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Notes from the PR Divas social media workshop in San Francisco

Notes from the PR Divas social media workshop in San Francisco

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Transcript

  • 1. PR Divas
    • Social Media Workshop
    • Janet Fouts
  • 2. When should you start?
  • 3. Building buzz
    • Starts slowly
    • Frequency
    • Big hits
    • Sharing and re-sharing
    • Page Rank
    • Influence
  • 4. Cause and effect
  • 5. Do we have to be everywhere?
  • 6. What are your goals?
    • what will you measure?
    • take benchmarks
    • share goals with the team
    • try, listen, adjust, repeat
  • 7. What to measure
    • return on engagement
    • relationships
    • referrals
    • evangelism
    • sales
    • traffic to a website
    • product perception
    • brand recognition
    • response time
  • 8. In order to influence anyone you must first understand their point of view. Listen first.
  • 9. Listen up
    • Google Alerts
    • Social Mention
    • Lazy Feed
    • Nutshell Mail
    • Trackur
    • SM2
    • Radian 6
    • Attensity
    JanetFouts.com/listen
  • 10. Listen for the good
    • Industry news
    • Professional development
    • Leverage points
    • Kudos
    • Customer relations
  • 11.  
  • 12. Create a system for listening
    • Set up email addresses
    • Where can you share information?
    • Schedule time to read and report
    • separate email address for hot buttons
  • 13. You can’t control it
  • 14. Mistkaes happen
    • 8.25.2010, in discussing that state of the city’s South Bank arts precinct, London Mayoral advisor Steve Norris commented in the media... “the National Theatre should have a Compulsory Demolition Order”.
  • 15. The theatre responds
  • 16. The people respond
    • @DisAgg – And to think I’d thought about unfollowing @NationalTheatre for them being bland. Best. Tweet. Ever.
    • @johnfoley – Have to say I found that errant @NationalTheatre tweet to be refreshingly human.
    • @jmc_fire – To be honest, I thought the @nationaltheatre c-word tweet was less offensive than their selective tweeting of good feedback on their shows.
  • 17. The theatre responds
  • 18. Response
    • @sarahmade – Oh the poor employee at the @NationalTheatre who got their accounts mixed up. Hack? Yeah right. #cringe
    • @andytfield – To be honest. The fact @NationalTheatre can’t admit that someone said that shows everything that’s wrong with that organisation.
    • @joannahc – Between @catbinlady ‘s tweets and @NationalTheatre pretending they got hacked, today is a rather amusing Twitter day.
  • 19. Capozzola.com
  • 20. Bury it with love
    • Mobilize your fan base
    • Do NOT fake responses or pay for them
    • Be honest and open
    • Reach out on a personal level
    • say you’re sorry
    • Let it go
  • 21. The Box
    • Define the product
    • Define the market
    • Locate possible resources
    • Identify key concepts and keywords
    • Set up listening tools
  • 22.
    • What does it do?
    • What’s the message?
    • What’s the timeline?
    • Ongoing or quick hit?
    Define the product
  • 23. Define the Market
    • Who wants it?
    • Who needs it?
    • Who are the competitors?
    • Who are they talking to?
  • 24. Concepts and Keywords
    • Messaging
    • What is the competition saying?
    • Keyword evaluation tools
  • 25. Locate resources
    • Images
    • Written content
    • Audio and video
    • People
    • Budget
    • Time
  • 26. Find your networks
    • Usual suspects
    • Forums
    • LinkedIn/Google/Yahoo groups
  • 27. Twitter
    • YES you need to use it
    • NO you don’t HAVE to tweet
  • 28. What’s Twitter again?
    • Micro-blogging
    • Communications hub
    • Buzz building
    • Team building
    • Crowd sourcing
    • Fund-raising
    • SEO
  • 29. Setting up accounts
    • Avatars
    • Bio with appropriate links
    • Watch your branding
    • Start basic and add on
  • 30. Listen, engage, repeat
    • Broadcasting vs engaging
    • 80/20 rule
    • pre-loaded vs real-time
    • Me too
    • Self promotion
  • 31. Doing it right
  • 32. Twitter setup
    • Avatars need to be square or scaleable
    • 200x200 works well
    • Backgrounds are additional real estate too
  • 33.  
  • 34.  
  • 35.  
  • 36. Set up a Twitter Acct
    • Finding your people
    • Creating a voice
    • Generating buzz
    • 80/20 rule
    • Your turn, let’s do this!
  • 37. Facebook
    • Huge market
    • It’s all about the relationship your fans have with their friends
    • Facebook Profile or Fan page?
    • Standard pages are boring boring boring
  • 38. Building a Facebook page
    • Personal
    • Fan Page
    • Business Fan Page
    • Groups
    • Community Pages
  • 39. Build your fan page
    • Start with the basics
    • Build out
    • custom FBML
    • Interaction not reaction
  • 40.  
  • 41.  
  • 42.  
  • 43.  
  • 44. Build a Fan page
    • Just get started
    • tour of features
    • applications
    • from basic to overwrought
  • 45. Who’s gonna do it?
    • Just You
    • Your team
    • The CEO
    • Volunteers
    • Other staff?
  • 46. Efficiency matters
    • BEWARE the social media black hole
    • Tools can save you
  • 47. Team tagging
  • 48.  
  • 49. Editorial calendar
    • Regular topics
    • Event announcements and timing
    • Delegate
    • Leave room for surprises
  • 50. Objective Marketer
    • Schedule posts
    • Great reporting
    • A&B testing
    • Landing pages
    • Post to Facebook or Twitter
    • Rss Feeds
    • Youtube
  • 51. Market performance
  • 52. Schedule and delegate
  • 53.  
  • 54. Co-tweet
    • Workgroups
    • Unified inbox
    • Groups and permissions
    • Delegate
    • Twitter focused
  • 55. Co-tweet
  • 56. Blip TV
    • Total potential audience
    • Shares with iTunes, YouTube, Tivo and Boxee
    • TV and Computer audiences
    • Video looks fantastic
    • Auto distribution but not simultaneous
  • 57. Gist
    • Social CRM
    • Cross your emails with your social connections
    • Prioritize on the fly
    • Multiple networks
  • 58.  
  • 59.  
  • 60.  
  • 61. Hired guns
    • You can buy 1,000 followers for $100
    • You can’t make them care
  • 62. Going virtual
    • Virtual admins
    • Offshore vs local
    • Can it be delegated?
    • Can it be chunked?
  • 63. Ask me anything
    • [email_address]
    • @Jfouts
    • SocialMediaCoachingCenter.com
    • Janet Fouts.com
    • 408.216.7423