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Martin Waxman Pcto09 Social Media 101 2009

Martin Waxman Pcto09 Social Media 101 2009






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    Martin Waxman Pcto09 Social Media 101 2009 Martin Waxman Pcto09 Social Media 101 2009 Presentation Transcript

    • Social Media 101 - PodCamp Toronto 2009 Martin Waxman, APR President Palette Public Relations Inc. February 2009 © 2009 Palette Public Relations Inc. All Rights Reserved.
    • The blogosphere – a view from above
    • A long time ago in a galaxy far away… Canada circa 2005
    • How did we practice PR?
      • We tried to build relationships with influencers
      • We listened to our clients/organizations and came up with a communications plan
      • We developed messages and media materials
      • We created stories that we believed would resonate with our audiences/influencers
      • We distributed materials and pitched media (print and broadcast)
      • We monitored and evaluated results
    • So what changed? A lot of people became reporters… and got very, very ‘social…’
    • What is social media?
      • It’s similar to MSM (mainstream media)
        • Influencers spread stories to an audience you want to reach
      • It’s different from MSM in that there are even less checks and balances and anyone can do it
        • Facts? What facts?
      • It can leap across traditional country borders in a single bound
        • Link to MW article for International Public Relations Association: http://www.ipra.org/detail.asp?articleid=902
    • Meet the new boss…
      • Social media uses many of the same tools as MSM, except it’s mostly DIY (Giovanni Rodriguez)
      • Cost of entry low, or practically non-existent
        • Can use free online sites to set up a blog, Twitter, join a social community
      • Two way, more conversational, long-term commitment
      • Word spreads fast online; need to stay connected
      • Tag to be search-engine-relevant
    • 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
    • The glue Real Simple Syndication RSS = subscribing
    • Blogger relations
      • Similar to conventional media relations
      • Important to be transparent, honest, credible and conversational
      • Don’t just pitch – build a relationship
      • Join the community
      • Never, ever spam a journalist
      • Use Social Media News Release to distribute information
        • Similar to traditional news release but with added features – links, visuals, video, audio, quotes
      • Consider social media newsroom on your website as useful media resource
    • Podcasts
      • Pre-recorded, downloadable audio shows
      • Self-produced using free software
      • Like blogs, can cover virtually any topic
        • PR
        • Politics
        • Beauty/fashion
        • Cars
        • Sports
        • Entertainment
        • Cooking
        • Shopping
        • You name it
      • Industry examples:
        • Inside PR
        • For Immediate Release
    • Video
      • l
    • Virtual communities White label community
    • WWSharing delicious.com
    • The microsphere
      • Telling your story in 140 characters or less
      • Like Facebook updates, IM
      • You follow and are followed
      • Index by hashtags
      • So many apps/widgets: twitterberry, tweetdeck, twirl, tweme, twitterholic, qwitter
      • Search.twitter.com – monitor what’s being said
      • Twittionary – Wiki glossary of things Twitter
    • Search & measurement
      • How do you find the things you’re looking for?
      • And when you do, how do you determine ROI? Whether you’ve reached your influencers and had an impact on perceptions, behaviour?
      • No definitive measurement tool…yet
    • Jumping in
      • Develop a social media strategy and then use the right tools that help achieve your objective
        • Not everyone needs to be a blogger, video producer, podcaster
        • Don’t get caught up in the shiny, pretty things
      • Become part of a community that means something to you
        • Try it out
        • Ask questions
        • All it takes is a bit of clicking, patience and time
      • Test and learn, repeat
      • Don’t get lost in the traffic jam
        • if your head is swimming, you’re probably headed in the right direction; you will get there
    • Questions? Contact: Martin Waxman [email_address] Blog: www.martinspalette.blogspot.com Twitter: @martinwaxman