The Strategist and Social Media Kami Watson Huyse, APR “ Strategy ” by Joey Gangoza, Flickr

The More Things Change…

The More They Stay the Same

On Junior Staff… agilliam Says: October 12, 2008 at 9:33 am “ I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me). ”

agilliam Says: October 12, 2008 at 9:33 am

“ I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me). ”

Corporate Control is a Myth “ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” Joe Ragan, Newsradio As quoted in “Groundswell” by Charlene Li and Josh Bernoff

“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”

Joe Ragan, Newsradio

As quoted in “Groundswell” by Charlene Li and Josh Bernoff

10 Risks of Engagement From Communication Overtones, Kami Huyse

People Are Talking Photo by Chen , Flickr

Are You Listening? Photo by Niclas Lindh , Flickr

Social Anthropology

Listen (Research) Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. Paid Tools: Radian 6, DIY Dashboard and others

Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc.

Paid Tools: Radian 6, DIY Dashboard and others

The Connected Corporation From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv

Participate (Planning) Join Comment Cross link Build relationships

Join

Comment

Cross link

Build relationships

Social Etiquette 1. Transparency 2. Privacy 3. Disclosure 4. Truthfulness 5. Credit David Scott Meerman, The New Rules of Marketing and PR

1. Transparency

2. Privacy

3. Disclosure

4. Truthfulness

5. Credit

One Bloggers View

Some Advice “ To his credit one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bloggers?’ And I said, "Tell me you looked up my stats on Alexa. Tell me you picked me because you *think* I may be influential. Tell me that you know mombloggers get pitched to all the time but that you'd *pretty please* like me to listen to you. Just don't bullshit me by telling me 'you read my blog.' I know you don't. ” - Stefania Pomponi Butler, founder and owner of the CityMama™ and Kimchi Mamas

POST Process

P eople Image by Samantha Campbell, Flickr

Define Your Stakeholder

Technographics: Women 55+ Data from Forrester Research Technographics ® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com., http://tinyurl.com/2vv3dv

O bjectives

Measureable Objectives From Communication Overtones, Triad of Measurement, http://twurl.nl/p4uq4j

Contribute (Implement) Content Values/Culture Experiences Resources

Content

Values/Culture

Experiences

Resources

S trategy

“ Ask not what your [community] can do for you, but what you can do for your [community]”

From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r

Common Strategies

The Face of an Organization The Passionate Enthusiast The Inspired Inventor The Smart Listener The Likeable Hero The Underdog From Personality Not Included , by Rohit Bhargava

The Passionate Enthusiast

The Inspired Inventor

The Smart Listener

The Likeable Hero

The Underdog

Example: eDrug Search

@netsolcares

NetSol Evaluation

Rubbermaid/Newell

Rubbermaid/Newell

Rubbermaid/Newell

T actics and Tools

Seven Types of Social Media From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz

Hot Online Communities Facebook Twitter LinkedIn Plaxo Ning BlogHer Kirtsy Digg

Facebook

Twitter

LinkedIn

Plaxo

Ning

BlogHer

Kirtsy

Digg

Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr

10 Blogging Tactics From “10 Ways to Improve Your Corporate Blog,” Communication Overtones, http://twurl.nl/bjjju2

Beyond Blogs Viral video Podcasting Specialized communities Advisory groups Ratings tools Existing communities Tie-ins with events or happenings VIP events

Viral video

Podcasting

Specialized communities

Advisory groups

Ratings tools

Existing communities

Tie-ins with events or happenings

VIP events

A Word About Ethics Astroturfing Misrepresentation Intellectual Property Pay-per-Post Sponsored posts

Astroturfing

Misrepresentation

Intellectual Property

Pay-per-Post

Sponsored posts

Free Measurement Tools Technorati (number of links, “authority”) Del.icio.us (quality and type of coverage) Google Analytics (site statistics) Veoh (video views on all platforms) Flickr (photo views) Feedburner (subscribers) Google Blog Search (Poor man’s clipping service) Yahoo Pipes (manage RSS) Compete , Alexa (traffic) Quantcast (ratings and demographics)

Technorati (number of links, “authority”)

Del.icio.us (quality and type of coverage)

Google Analytics (site statistics)

Veoh (video views on all platforms)

Flickr (photo views)

Feedburner (subscribers)

Google Blog Search (Poor man’s clipping service)

Yahoo Pipes (manage RSS)

Compete , Alexa (traffic)

Quantcast (ratings and demographics)

Paid Measurement Tools The DIY Dashboard ( link ) Radian6 ( link ) BuzzLogic ( link ) Jeremiah’s List ( link )

The DIY Dashboard ( link )

Radian6 ( link )

BuzzLogic ( link )

Jeremiah’s List ( link )

More Measurement Resources Kami’s Measurement Tag Jeremiah’s list of monitoring tools Free and Low-Cost Ways to Measure Book: Measuring Public Relationships , Katie Paine Calculating the ROI of Blogging , Charlene Li Constantin Basturea’s ROI tag Jeremiah Owyang’s Social Media Tag Trinity of Analytics , Avinash Kaushik Institute for Public Relations , Measurement

Kami’s Measurement Tag

Jeremiah’s list of monitoring tools

Free and Low-Cost Ways to Measure

Book: Measuring Public Relationships , Katie Paine

Calculating the ROI of Blogging , Charlene Li

Constantin Basturea’s ROI tag

Jeremiah Owyang’s Social Media Tag

Trinity of Analytics , Avinash Kaushik

Institute for Public Relations , Measurement

BIBLIOGRAPHY Naked Conversations , Robert Scoble and Shel Israel The New Rules of Marketing and PR , David Scott Meerman Now is Gone , Geoff Livingston Measuring Public Relationships: The Data-Driven Communicators Guide to Success , KD Paine (purchase at www.measureofsuccess.com ) Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back , Rohit Bhargava Groundswell , Charlene Li and Josh Bernoff

Naked Conversations , Robert Scoble and Shel Israel

The New Rules of Marketing and PR , David Scott Meerman

Now is Gone , Geoff Livingston

Measuring Public Relationships: The Data-Driven Communicators Guide to Success , KD Paine (purchase at www.measureofsuccess.com )

Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back , Rohit Bhargava

Groundswell , Charlene Li and Josh Bernoff

Resources myprpro.com/resource-links

myprpro.com/resource-links

Kami Watson Huyse, APR Phone: (713) 568-5750 E-mail: [email_address] Twitter: kamichat Blog: Communication Overtones Web site: www.myprpro.com

Kami Watson Huyse, APR

Phone: (713) 568-5750

E-mail: [email_address]

Twitter: kamichat

Blog: Communication Overtones

Web site: www.myprpro.com