INTRODUCTION

SOCIAL MEDIA DEFINED
Social media is a
conversation online.
Look who’s talking:
o your customers
o your employees
o your investors
o your critics
o your fans
o your competition....
o anyone who has internet
access and an opinion.

SOCIAL MEDIA DEFINED
The conversation is not:
o controlled
o organized
o “on message”
The conversation is:
o organic
o complex
o speaks in a human voice
Social media is not a
strategy or a tactic –
it’s simply a channel.

SOCIAL MEDIA DEFINED
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release

SOCIAL MEDIA DEFINED
The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.

SOCIAL MEDIA DEFINED
o 91% say consumer reviews are the #1 aid to buying
decisions - JC Williams Group
o 87% trust a friend’s recommendation over critic’s
review - Marketing Sherpa
o 3 times more likely to trust peer opinions over
advertising for purchasing decisions - Jupiter Research
o 1 word-of-mouth conversation has impact of
200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group

SOCIAL MEDIA DEFINED
Social media sites are the fastest-growing category on the
web, doubling their traffic over the last year.
o 73% of active online users have read a blog
o 45% have started their own blog
o 39% subscribe to an RSS feed
o 57% have joined a social network
o 55% have uploaded photos
o 83% have watched video clips
Universal McCann’s Comparative Study on Social Media Trends,
April 2008. 17,000 respondents from 29 countries, *using internet
at least every other day

SOCIAL MEDIA DEFINED
Social media can help you in all stages of your PR
campaign:
o research
o strategic planning
o implementation
o evaluation

SOCIAL MEDIA DEFINED
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower

SOCIAL MEDIA DEFINED
Reach Engagement & Influence
o Website visits / views o Sentiment of
o volume of reviews/comments
reviews/comments o Brand affinity
o Incoming links o Commenter
authority/influence
Action & Insight o Time spent
o Sales inquiries o Favourites / Friends / Fans
o New business o Viral forwards
o Customer Satisfaction / o Number of downloads
loyalty
o Marketing efficiency
Source: The Digital Influence Group, Measuring the Influence of Social Media

KEYS TO SUCCESS
10 KEYS
TO SOCIAL MEDIA
SUCCESS

KEYS TO SUCCESS
o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share

KEYS TO SUCCESS
o Spend time upfront
planning how you will
use social media
o Think POST:
o People
o Objectives
o Strategy
o Technology

KEYS TO SUCCESS
o Find where your
audience is participating
and indentify the
influencers
o Read industry blogs
(including comments)
o Google your company
name & your competition
o Find tools that can help
you listen

KEYS TO SUCCESS
o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched
their biggest screw-up's
rise to the top 10 of a
Google search
o Admit your mistakes
right away

KEYS TO SUCCESS
o Don’t be afraid to share.
Corporations, like people,
need to share information
to get the value out of
social media
o Make your content easy
to share
o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend

KEYS TO SUCCESS
o Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself – not
a corporate marketing
shill or press secretary
o Personify your brand –
give people something
they can relate to.

CASE STUDY

KEYS TO SUCCESS
o Think like a contributor,
not a marketer
o Consider what is relevant
to the community before
contributing
o Don’t promote your
product on every post
o Win friends by promoting
other people’s content if
it interests you

KEYS TO SUCCESS
o Don’t try to delete or
remove criticism (it will
just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
explanation and
legitimate solution

KEYS TO SUCCESS
o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships so
they’re ready when you
need them

KEYS TO SUCCESS
o You need buy in from
everyone in the
organization
o Convince your CEO that
social media is relevant to
your organization
o Get your communications
team together, discuss
the options, then divide
and conquer

THE TOOLS
SOCIAL MEDIA
TOOLS

THE TOOLS
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release

THE TOOLS
o People and organizations
connect and interact
with friends, colleagues
and fans.
o Facebook and MySpace
pages provide a micro
site for your business
within the social
framework.

THE TOOLS
o create online profiles
o share photos, video, and
audio, links
o send private message and
instant message
o learn more about people and
organizations
o join groups and gain fans

THE TOOLS
Do Don’t
o create a page to promote your o create a page and fail to
brand maintain it
o point your fans to your o try a hard sell approach
company blog or contest
o censor comments
o encourage a discussion and
participate frequently o spam your fans/friends with
frequent private messages –
o explore targeted advertising you’ll drive them away
opportunities
o post false information

THE TOOLS
o Social bookmarking sites
allow users to save,
share, organize,
comment on and search
webpage bookmarks
o Community votes on
your submissions so they
either rise to the top or
drop to the bottom

THE TOOLS
Do Don’t
o link to relevant articles about o spam by consistently
news in your field bookmarking your own
(not just your own content) material
o make friends with other o cheat by tagging your
bookmarkers in a legitimate bookmarks with irrelevant
way popular keywords
o respect the terms of service o open multiple accounts and
o (reddit allows self-promotion, vote for yourself – you’ll be
digg does not) exposed

THE TOOLS
o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert

THE TOOLS
o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches
and events
o gain expert status by
providing useful tips

THE TOOLS
Do Don’t
o post on a regular schedule o write press releases – be real
about why something is
o encourage conversation by exciting
asking questions
o let complaints go unanswered
o respond to customers'
questions and concerns o make users register to
comment – they won’t bother
o use a few bloggers from your
company for more viewpoints o delete fair but critical
comments
o post product reviews from
customers or industry experts

THE TOOLS
o Microblogs are blogs
limited to a sentence or
two (about 140
characters)
o People use microblogging
to follow their friends
o Companies use it to
market their product or
services by giving them
a voice/identity.

THE TOOLS
o promote contests
o share timely information
o spread useful links
o personify your brand
o build credibility and influence
o follow competitors

THE TOOLS
Do’s Don'ts
o sound like someone who just o sound like a press release
happens to work at your
company o spam with constant links to
your company website, either
o put a friendly face on your in tweets or private messages
product
o pose and answer questions
o announce sales, deals, news,
updates, and build buzz for
big releases or events

THE TOOLS
o Video sharing sites let
you upload videos and
share them with people.
o They’re a perfect
repository for video
blogs, taped seminars,
witty Power Points,
commercials, how-to’s
and a behind-the-scene
look at your organization.

THE TOOLS
o helps you gain exposure and
direct traffic back to your
website
o sparks interest without a
hard-sell
o videos can be low-fi and
cheap to produce -
immediacy and content is more
important than quality.
o videos can be a place to
showcase your leadership in
a field, and spread customer
testimonials

THE TOOLS
Do Don’t
o be informative, useful, or o just upload infomercials
entertaining
o be afraid to experiment until
o create a summary and find a formula that works.
detailed description
o pull down other people’s
o post video replies to others videos showcasing your
product for copyright
o allow commenting and infringement
participate in the conversation
o make your video longer than it
o save bandwidth costs on your needs to be – keep it concise
website by hosting videos on and entertaining
YouTube

THE TOOLS
o Photo sharing sites give
you a place to upload
and organize your
photos
o You can invite friends to
check out your photos
and people can find your
photos by searching for
the keywords (tags) you
apply to your photos.

THE TOOLS
o detail the launch of a new
product, from initial sketches
to the launch party
o promote special events,
charitable campaigns, and
awards ceremonies
o provide an inside look at your
organization, making it appear
glamorous, busy, fun, or
innovative

THE TOOLS
Do Don’t
o tag your photos with relevant o stuff linked keywords into
keywords your photo descriptions or
comments
o use your web site address or
brand name as your Flickr o plaster your URL all over the
screen name photos you upload
o upload quality photos of your o discourage people from
products/services, and things using your photos (as long
related to your business as they provide attribution such
as a link back to your website)
o link prominently from your web
site to your Flickr photostream

THE TOOLS
o An Internet forum, or
message board, is a
bulletin board system in
the form of a discussion
site
o conversation takes place
between registered
members who post
topics (threads) and
make public comments
(posts) on those threads

THE TOOLS
Do Don’t
o keep the message board active o build it and expect people to
by regularly participating in start participating without
the conversation encouragement and seeding
o collect minimal information o forget to moderate -
during registration spammers and trolls will drive
users away
o keep focus and attract users by
clearly identifying your o censor or allow militant
community purpose and moderators to take too much
target audience control over the conversation.
You want to encourage open
o promote popular discussions discussion, not stifle it.
throughout your website

THE TOOLS
o A podcast is a series of audio
or video files which is
distributed by syndicated
download to your computer, for
use on an MP3 player or
computer.
o Podcasts can be simple
recordings of conversations,
presentations, or interviews
o They’re a chance to provide
build an audience around
your brand or message.

THE TOOLS
Do’s Dont’s
o come up with a format (form, o worry about length
topic, and duration)
o invest in a lot of equipment –
o prepare don’t script (or you’ll simple tools and software are
sound stiff) all you need to get going
o use a good microphone (but o leave too much time
no need to over produce) between podcasts – it could
prevent you from building an
o promote your podcast on audience
your website and podcast
directories

THE TOOLS
o RSS is a way for content
publishers to make blog
entries, news headlines,
events, podcasts and
other content available to
subscribers.
o an effective way to
distribute your content
and lead users back to
your website

THE TOOLS

THE TOOLS
Don’t Don’t
o offer RSS feeds for your o spam your subscribers by
website’s blog, news, events, including excessive advertising
and podcasts in your RSS feed
o subscribe to RSS feeds o go overboard – limit RSS feeds
relevant to your industry or to content frequently updated
interests
o freak out when a splogger
o include a title and description hijacks your content – this
only so subscribers need to could actually help your search
visit your site for the full story engine rank
o track your subscribers

THE TOOLS

THE MYTHS
SOCIAL MEDIA
MYTHS

THE MYTHS
“Social media is just a fad
– it will go away.”

THE MYTHS
“Social media is
inexpensive.”

THE MYTHS
“If we put our content online
we’re just giving our
expertise away for free!”

THE MYTHS
“Social media might work for
certain industries and business models
but it won’t work for us.”

THE MYTHS
“Tell the programmers to set up that
social media thing….and get them to
make it viral while they’re at it!”

THE MYTHS
“YouTube is that site for funny
cat videos – you’ll cheapen
our brand by putting
our video on there!”

THE MYTHS
“I’ve started a Facebook page so I’ve
got social media covered!”

THE MYTHS
“If we just delete all negative comments
no one will see them.”

THE MYTHS
“No seriously, I don’t think
anyone will notice if we
delete those negative comments.”

THE MYTHS
“If we build it they will come.”

THE MYTHS
“Social media is for kids.”

THE MYTHS
“We can’t measure
social media results.”

THE MYTHS
“We have to figure this all out before
we start using social media.”

THE MYTHS
“Social Media is hard.”

THE MYTHS
“Social Media is easy.”

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SOCIAL MEDIA
MARKETING

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