Martin Waxman Pcto09 Social Media 101 2009


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Martin Waxman Pcto09 Social Media 101 2009

  1. 1. Social Media 101 - PodCamp Toronto 2009 Martin Waxman, APR President Palette Public Relations Inc. February 2009 © 2009 Palette Public Relations Inc. All Rights Reserved.
  2. 2. The blogosphere – a view from above
  3. 3. A long time ago in a galaxy far away… Canada circa 2005
  4. 4. How did we practice PR? <ul><li>We tried to build relationships with influencers </li></ul><ul><li>We listened to our clients/organizations and came up with a communications plan </li></ul><ul><li>We developed messages and media materials </li></ul><ul><li>We created stories that we believed would resonate with our audiences/influencers </li></ul><ul><li>We distributed materials and pitched media (print and broadcast) </li></ul><ul><li>We monitored and evaluated results </li></ul>
  5. 5. So what changed? A lot of people became reporters… and got very, very ‘social…’
  6. 6. What is social media? <ul><li>It’s similar to MSM (mainstream media) </li></ul><ul><ul><li>Influencers spread stories to an audience you want to reach </li></ul></ul><ul><li>It’s different from MSM in that there are even less checks and balances and anyone can do it </li></ul><ul><ul><li>Facts? What facts? </li></ul></ul><ul><li>It can leap across traditional country borders in a single bound </li></ul><ul><ul><li>Link to MW article for International Public Relations Association: </li></ul></ul>
  7. 7. Meet the new boss… <ul><li>Social media uses many of the same tools as MSM, except it’s mostly DIY (Giovanni Rodriguez) </li></ul><ul><li>Cost of entry low, or practically non-existent </li></ul><ul><ul><li>Can use free online sites to set up a blog, Twitter, join a social community </li></ul></ul><ul><li>Two way, more conversational, long-term commitment </li></ul><ul><li>Word spreads fast online; need to stay connected </li></ul><ul><li>Tag to be search-engine-relevant </li></ul>
  8. 8. Now vs Then   Forums, bulletin boards and café culture (e.g. cup of coffee with friends) WWSharing Writing and publishing Blogging Radio/audio Podcast TV Video Actual communities Virtual communities Instant messaging/telegram Micro-blogging
  9. 9. The glue Real Simple Syndication RSS = subscribing
  10. 10. Blogger relations <ul><li>Similar to conventional media relations </li></ul><ul><li>Important to be transparent, honest, credible and conversational </li></ul><ul><li>Don’t just pitch – build a relationship </li></ul><ul><li>Join the community </li></ul><ul><li>Never, ever spam a journalist </li></ul><ul><li>Use Social Media News Release to distribute information </li></ul><ul><ul><li>Similar to traditional news release but with added features – links, visuals, video, audio, quotes </li></ul></ul><ul><li>Consider social media newsroom on your website as useful media resource </li></ul>
  11. 11. Podcasts <ul><li>Pre-recorded, downloadable audio shows </li></ul><ul><li>Self-produced using free software </li></ul><ul><li>Like blogs, can cover virtually any topic </li></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Beauty/fashion </li></ul></ul><ul><ul><li>Cars </li></ul></ul><ul><ul><li>Sports </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Cooking </li></ul></ul><ul><ul><li>Shopping </li></ul></ul><ul><ul><li>You name it </li></ul></ul><ul><li>Industry examples: </li></ul><ul><ul><li>Inside PR </li></ul></ul><ul><ul><li>For Immediate Release </li></ul></ul>
  12. 12. Video <ul><li>l </li></ul>
  13. 13. Virtual communities White label community
  14. 14. WWSharing
  15. 15. The microsphere <ul><li>Telling your story in 140 characters or less </li></ul><ul><li>Like Facebook updates, IM </li></ul><ul><li>You follow and are followed </li></ul><ul><li>Index by hashtags </li></ul><ul><li>So many apps/widgets: twitterberry, tweetdeck, twirl, tweme, twitterholic, qwitter </li></ul><ul><li> – monitor what’s being said </li></ul><ul><li>Twittionary – Wiki glossary of things Twitter </li></ul>
  16. 16. Search & measurement <ul><li>How do you find the things you’re looking for? </li></ul><ul><li>And when you do, how do you determine ROI? Whether you’ve reached your influencers and had an impact on perceptions, behaviour? </li></ul><ul><li>No definitive measurement tool…yet </li></ul>
  17. 18. Jumping in <ul><li>Develop a social media strategy and then use the right tools that help achieve your objective </li></ul><ul><ul><li>Not everyone needs to be a blogger, video producer, podcaster </li></ul></ul><ul><ul><li>Don’t get caught up in the shiny, pretty things </li></ul></ul><ul><li>Become part of a community that means something to you </li></ul><ul><ul><li>Try it out </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>All it takes is a bit of clicking, patience and time </li></ul></ul><ul><li>Test and learn, repeat </li></ul><ul><li>Don’t get lost in the traffic jam </li></ul><ul><ul><li>if your head is swimming, you’re probably headed in the right direction; you will get there </li></ul></ul>
  18. 19. Questions? Contact: Martin Waxman [email_address] Blog: Twitter: @martinwaxman
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