Social Media
7 ways to engage talk leaders and readers

How i Use it
My online brand...
• 4 years
• 1,000+ posts
• 2,000 subscribers
• 40,000 Google listings
• 100 technorati authority

How i Use it
You have
to try this!
Adoption Boredom
Trial
Abandonment
My online life...
del.icio.us

about Social Media

Social Media
How people use technologies to get the things
they need from other people rather than
traditional institutions (like businesses and media).
News Shopping Advice Tools Networking Entertainment
Social media is technology agnostic.

How People Use Social Media
How We Build content: How We Use content:
collecT coNNecT
WaTcH
coMMeNT coNTRiBUTe leaRN
acT
cReaTe cHaNGe

How Brands and agencies Use Social Media
STRATEGY
VALUE TO VALUE TO
CLIENT CUSTOMER
• What do we need to accomplish?
• How will people ENGAGE with what we do?
Why will they be interested enough to participate?
Folklore at crispin, Porter & Bogusky:
Alex Bogusky doesn’t want to see scripts anymore.
“Don’t show me a script, show me the press release.”

7 Ways to Use Social Media

1 observe and listen to Build Relevance
Where to find insights: What an insight looks like:
• How does your audience talk about the brand?
• What is their core definition of who you are?
• What other interests do they share?
• How do they use social media?
PoSiTiVe
YoUR Mini is a brand of “People like Me”:
BUY oNe BRaNd BUY loTS
• A club
• A truly unique choice
• A brand I’m passionate about,
talk about and buy again
NeGaTiVe

digital ethnography
How we’re connected:
What we’re talking about:
What we save (and share):
What we’re paying attention to: del.icio.us
What enchants and engages us:

2 Reach out to online Talk leaders
The 5 commandments of Talking
to Bloggers and Talk leaders:
1 Get to know your target
2 Be relevant or unexpected
3 Deconstruct content
4 Create fresh kinds of access • unexpected
• exclusive
• rewarding
5 Provide exclusives

3 Teach Storytelling
old Role: dialing for Placements
Follow up Create content
Distribute content
“I’m proud of this work.
And I’m trying to get it out there.
Will you post it?”
New Role:
create an Tell an empower
engagement authentic social
strategy story spokespeople
“Drive one.”

4 Refresh Traditional Tools

4 Refresh Traditional Tools

4 Refresh Traditional Tools
Socializing our approach
From: To:
Excite Engage
Immediate Recall and
Experience Retell
Access Serve Up
Inform Enable
Educate Intrigue

5 Budget to Solve Problems
They missed the
appointment
adVocaTe
It doesn’t work
PERSONALIZED
I sat on hold URGENT aMBaSSadoR
for 2 hours! SOLUTIONS
FaN
This sucks
They screw their
customers

6 Prioritize engagement early & often
Traditional approach:
Product
Idea
od
nt
Pr
uc t
Develop me
Produ
ct Package
YoU caMe iN HeRe
Market Strategy
Stor y
o and talked to people here
coNSUMeR

6 Prioritize engagement early & often
Social approach:
Product
Idea
od so they have
nt
Pr
uc t
Develop me ownership here
Produ
ct Package
engage people here
Market Strategy
Stor y
o listen to people here
YoU caMe iN HeRe
coNSUMeR

7 Rewrite the crisis Plan
Listening to and talking through social media when controversy hits
Find windows into what talk leaders are saying
before the story reaches a mass audience
Empower brand trustees who know the
mediums and speak passionately
Plan ahead by establishing a credible online
“people” voice

it is as hard as you think
. . . and many clients aren’t
ready for it.

People Talking about companies
Brand People
• What our customer wants
• What our competitors don’t offer

People creating and Telling Brand Stories
Brand authenticity People
• Aligned message
• Clear story

People inside and outside are Storytellers
New Relationship Model
CONSUMER COMMUNITY
SHaRed
PaSSioN
BRAND
Source: The Open Brand, by Kelly Mooney

What else do you want to know?
ologie.com/PRSa
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