• For an individual, the value is in the community• For a brand, the value is in harnessing the community
• Social media is about a change in behavior• A convergence, where online stopped being about websites and started being about experiences
• Social media is having the disruptive impact that TV did. But on an accelerated timeline. – Eric Mower
TRADITIONAL MEDIA SOCIAL MEDIASpace defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way, brand speaking Two way / a conversation Repeating the message Adapting the message Focused on the brand Focused on the consumer Entertaining Involving Brand created content User created content / Co-creation
• Facebook is after people through the social graph.
Wall and Tab Content• There are two steps to a successful page. • Wall content • Tab content
June 2011 Sample Content Calendar (Not final) Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 10 things that make . Welcome our process unique #105 6 7 8 9 10 11Cooking with Olive Oil Foods from Chile Things that can be done Recipe 10 things that make Appetizer ideas in 2-hours our process unique . Things you didn’t #9 know about our process12 13 14 15 16 17 18Cooking with Olive Oil Things you didn’t Things that can be done Recipe 10 things that make Appetizer ideas know about our in 2-hours our process unique process #8 Simple appetizers19 20 21 22 23 24 25Cooking with Olive Oil Things that can be done Recipe 10 things that make Appetizer ideas Things you didn’t in 2-hours our process unique #7 know about our process26 27 28 29 30 1 2Cooking with Olive Oil Things you didn’t Things that can be done Recipe 10 things that make Appetizer ideas know about our in 2-hours our process unique process #6
Groups• Connect with industry experts• Follow and share topical news• Expand your business network• You can connect to people in the same group • 16
Company Page• LinkedIn offers the ability to “Follow” a company. Who is following yours?
• LinkedIn offers ppc advertising to targeted professionals.
Top 10 Tips for Using LinkedIn 1. Complete your profile to 100% 2. Describe specific work experiences in your profile 3. Choose your public URL and share it on your email signatures 4. Build your network 5. Give and get recommendations from trusted colleagues – or presenters you like J 6. Find answers or provide them 7. Join relevant groups 8. Participate in groups 9. Follow your customer’s page to get updates 10. Visit www.learn.linkedin.com for more tools
• Twitter sounds ridiculous.• “We came across the word "twitter," and it was just perfect. The definition was "a short burst of inconsequential information," and "chirps from birds." And that’s exactly what the product was.” —Jack Dorsey
• According to Twitter, there are 110 million tweets a day (we’re not updating the chart, lets agree it still grows)
• Microblogging was responsible for a change in the expectation of response.• It caused brands to rethink the speed of response. And the immediacy of response.
• Facebook used to have a static news feed that wasn’t updated as-it-happened.
• It caused LinkedIn to redesign.• Before Twitter, social networks didn’t ask “what’s on your mind”, “what are you working on”…etc.
• Some brands have set up Twitter feeds specifically for customer service.
• We’re going to talk about how you can use it.• First, sign up at Twitter.com (or log in)• Find people to follow.
• Twitter is the Canary in the coal mine of a crisis.• If a crisis is going to come, it will come with chirping birds.• And be re-tweeted.
• Now, decide how you’re going to use it.• Are you going to promote?• Are you going to respond?• Do you need a content calendar?
Summary• Twitter is ridiculous, but you don’t have to post.• It changed the way people interact with brands.• 110 million posts a day.• You can find the smart people using some of the techniques in this presentation, and follow them.• Think of it as subscribing to a smart person’s thoughts.
• Three kinds of video User Generated Quick-Post Professional
• There are hundreds of places to post videos online• We’re going to talk about YouTube.
• Help people who are looking for our content to find our content.• Video should contain a detailed description of the video and anything relevant to the video.• YouTube allows infinite amount of tags, so add as many as possible.
• YouTube channel.• A YouTube channel offers the ability to post videos we create, and videos created by people in one place.
Summary• Video is being created more and more.• Video is the best way to show off the emotion of the brand and and involvement of fans.• YouTube is one of the best places to show off video.• Assignment: create a personal YouTube Channel.
Social Media Content inStrategic Communications: 10 Tips
The key insight: Content matters most.• The magic wand rule: Social media offer new ways to talk, not new things to say. A blog is not a magic wand to make a dullard clever or a bore interesting.• Social media can differ from normal PR, corporate communications, or institutional web pages: • Speed and nimbleness: Social media move faster. • Voice: People expect social media to be livelier. • Reach: Younger audiences rely on social media.• If you can t or won t be faster or livelier – why bother?
1. Know why you re creating content.• Content created for strategic communications must be driven by clear, specific communications goals. (That s true for all strategic communications.)• If you can t write down your goals for content, they’re probably not clear and probably not specific. (That s also true for all strategic communications.)• When contemplating content for social media, create these same written goals – and specify why using social media will create added value.
2. Know who is creating content.• Creators of content are individuals, they should always sign articles.• Individuals are especially important in social media, where content thrives or falters on the power of voice.• Ideally, a strong individual will create your social media content. He or she must. . .
3. Know your best social media voice.• Journalistic• Institutional• Funny• Scholarly• Informative
4. Know what type of content you have.• News and web aggregation.• Commentary-driven.• Echo-chamber content from other strategic communications vehicles.• Comment-enabled.• Interviews.
5. Know for whom you re creating content.• Who will watch, read, listen to the content.• Do you want them comment? Pro-tip: ask for comments if you want comments.• Do you want them share it? Where?
6. Know what will trigger content.• Identify specific events that will trigger social media posts – • Media stories. • Other web posts. • News about the brand. • Events. • Other communications that can be repurposed.
7. Know when you will post content.• Create a content calendar to schedule content.• Fill in the holes with timely posts.• Core posting patterns can be regular, but it is more important to create content when there is a story to tell.• Test different times of the day to deliver content.
8. Know your strategic fit.• Will your content link to your main website – and vice versa?• How will you cross-link between media? • Will you link to other social media? • Will you tweet all blog posts automatically? • Will you tweet in the morning and at night?• Who will respond to stakeholder comments or questions? The content creator or someone else?
9. Know your approval processes.• Craft and vet approval processes before launch of content.• Make sure the approval process balances interests that can be competing.
10. Measure.• Create content for people but make sure it is clear what you want them to do.• How will they find it?• Who are they?• Know before hitting “post” what will be measured and then it can be measured.