What is Social Media and Why Should I Care? by Pete Codella, APR for the Las Vegas BYU Management Society Sept. 30, 2008

Presentation Outline The marketing and public relations industry of today Social media — what it is and how you can use it for business Case studies Q&A

The marketing and public relations industry of today

Social media — what it is and how you can use it for business

Case studies

Q&A

Observations A new press release is distributed every 12 seconds Do you think the media reads all of them? Today, journalists gather information online

A new press release is distributed every 12 seconds

Do you think the media reads all of them?

Today, journalists gather information online

Observations Technology introduced tools to bypass traditional media gatekeepers Self publish — say hello to my little friend, Google Content is king

Technology introduced tools to bypass traditional media gatekeepers

Self publish — say hello to my little friend, Google

Content is king

Social Media Defines various activities that integrate technology, social interaction, and the display of words, pictures, video and audio.

New Rules Before: Press releases Audience = press, media, journalists Goal = media placement or bust Now: News releases Audience = everyone Goal = SEO tool Media coverage is a bonus The New Rules of Marketing & PR By David Meerman Scott hear David Scott speak at IABC/Las Vegas on Oct. 6 go to IABCLasVegas.com

Before:

Press releases

Audience = press, media, journalists

Goal = media placement or bust

Now:

News releases

Audience = everyone

Goal = SEO tool

Media coverage is a bonus

Old vs. New Media Old: Books Newspaper Radio Television New: Internet Forums and message boards Weblogs Vlogs (video blogs) Podcasts Wikis Pictures and video Mobile applications

Old:

Books

Newspaper

Radio

Television

New:

Internet

Forums and message boards

Weblogs

Vlogs (video blogs)

Podcasts

Wikis

Pictures and video

Mobile applications

Social Media Technologies Email Instant messaging Blogs Picture-sharing Vlogs (video blogs) Wall-postings Music-sharing Crowdsourcing

Email

Instant messaging

Blogs

Picture-sharing

Vlogs (video blogs)

Wall-postings

Music-sharing

Crowdsourcing

Social Media Applications Blogger, WordPress, Movable Type – blogs Facebook, LinkedIn – professional social networking MySpace – social networking Mybloglog, Plaxo – social network aggregation platforms Digg, Del.icio.us, NewsVine, Reddit, StumbleUpon – tagging Google Groups – reference, social networking Flickr – photo sharing Last.fm, Pandora – personal music Twitter, Jaiku, Pownce, Yammer – social networking and microblogging Wikipedia – crowdsourcing reference YouTube – social networking and video sharing Second Life – virtual reality

Blogger, WordPress, Movable Type – blogs

Facebook, LinkedIn – professional social networking

MySpace – social networking

Mybloglog, Plaxo – social network aggregation platforms

Digg, Del.icio.us, NewsVine, Reddit, StumbleUpon – tagging

Google Groups – reference, social networking

Flickr – photo sharing

Last.fm, Pandora – personal music

Twitter, Jaiku, Pownce, Yammer – social networking and microblogging

Wikipedia – crowdsourcing reference

YouTube – social networking and video sharing

Second Life – virtual reality

Some Stats Global online advertising expenditures are expected to exceed $80 billion by 2011 1996 = only five communication mediums 2008 = more than 30 different mediums have been identified It’s no longer “prime time,” but “my time.”

Global online advertising expenditures are expected to exceed $80 billion by 2011

1996 = only five communication mediums

2008 = more than 30 different mediums have been identified

Entertainment vs. Communitainment Social media used for networking, interactive discussions, community User generated content: Blogs - an estimated 100k new ones daily (authority = Technorati) Discussions Photo and video sharing

Social media used for networking, interactive discussions, community

User generated content:

Blogs - an estimated 100k new ones daily (authority = Technorati)

Discussions

Photo and video sharing

Word of Mouth 83% trusted the opinion of family/friends 75% review in newspaper, magazine or on TV 69% information on manufacturer’s website Source: Forrester, 2006 Q3 Media & Marketing Online Survey Family, friends and acquaintances are the best information/referral source.

83% trusted the opinion of family/friends

75% review in newspaper, magazine or on TV

69% information on manufacturer’s website

Source: Forrester, 2006 Q3 Media & Marketing Online Survey

Social Media Pros and Cons News cycle never ends Comments made at a high-brow political rally in California will be heard by the people of West Virginia 51% of Internet users will turn to blogs to gather information and communicate about politics. Source: Technorati, 5/19/08 Lack of restraint with technology; different from face-to-face communication Ambiguity of personal and professional profiles

News cycle never ends

Comments made at a high-brow political rally in California will be heard by the people of West Virginia 51% of Internet users will turn to blogs to gather information and communicate about politics. Source: Technorati, 5/19/08

Lack of restraint with technology; different from face-to-face communication

Ambiguity of personal and professional profiles

Social Media Business Considerations Excellent search placement tool Requires frequency and consistency Commitment to authenticity and transparency Be strategic!

Excellent search placement tool

Requires frequency and consistency

Commitment to authenticity and transparency

Be strategic!

What issue will you solve? Apply social media tools to solve a business problem Outline goals and objectives; long-term outcome Be clear about time/expense involved Measure success Gather employee resources, then get decision maker buy-in

Apply social media tools to solve a business problem

Outline goals and objectives; long-term outcome

Be clear about time/expense involved

Measure success

Gather employee resources, then get decision maker buy-in

Demonstrate Value Using two important metrics: Exposure Engagement

Using two important metrics:

Exposure

Engagement

Exposure Impressions Clicks/Visits Page views Referrers/Sources New vs. returning Frequency There are many free tools that measure exposure.

Impressions

Clicks/Visits

Page views

Referrers/Sources

New vs. returning

Frequency

Engagement Pages per visit Time on site Reading blogs Participating in discussions; commenting Viewing videos/photos Uploading content Telling friends Inquiries/Registrations Transactions

Pages per visit

Time on site

Reading blogs

Participating in discussions; commenting

Viewing videos/photos

Uploading content

Telling friends

Inquiries/Registrations

Transactions

The value of engagement? Priceless!

Priceless!

Good Public Relations Focused on listening in order to facilitate conversation Interpreter for management Fosters a brand experience Not just about communication, but changing behavior

Focused on listening in order to facilitate conversation

Interpreter for management

Fosters a brand experience

Not just about communication, but changing behavior

Online Tools Includes three key elements: Web site: it begins with a good Web site Consider the Google search results page as your home page Your goal = control the Google Golden Triangle (see next slide) Social Media: leverage networks and relationships using existing social networks Internet Marketing: work with affiliate networks, pay-per-click, search advertising, online media relations

Includes three key elements:

Web site: it begins with a good Web site Consider the Google search results page as your home page Your goal = control the Google Golden Triangle (see next slide)

Social Media: leverage networks and relationships using existing social networks

Internet Marketing: work with affiliate networks, pay-per-click, search advertising, online media relations

The Google Golden Triangle

Your Website Social Media Web 2.0 Strategy Maximum Impact Internet Marketing

Marketing Success Measured not by how broad your reach is, but by how deep your network is. Relationships are key!

What to Track Key employees/public figures Company name Hot industry sites Company URL(s) Product/Service names Product/Service URL(s) Your competitors Employee activity Newsgroups Blog comments

Key employees/public figures

Company name

Hot industry sites

Company URL(s)

Product/Service names

Product/Service URL(s)

Your competitors

Employee activity

Newsgroups

Blog comments

Blog Measurement Dominance/Visibility of your brand Type of interaction Nature of discussion Sentiment Key messages Positioning

Dominance/Visibility of your brand

Type of interaction

Nature of discussion

Sentiment

Key messages

Positioning

How to Track – Best Tools Alexa Andiamo Blogpulse BoardTracker Compete CustomScoop CyberAlert Delicious Digg FeedBurner Google Alerts Google Analytics IceRocket Measure Map Technorati Tweeterboard Wikiscanner Xinu YouTube Zoominfo … see handout

Alexa

Andiamo

Blogpulse

BoardTracker

Compete

CustomScoop

CyberAlert

Delicious

Digg

FeedBurner

Google Alerts

Google Analytics

IceRocket

Measure Map

Technorati

Tweeterboard

Wikiscanner

Xinu

YouTube

Zoominfo

Use an RSS Reader RSS is Really Simple Syndication. It’s the technology used to distribute online information. Subscribing to an RSS feed is like tuning your TV to a specific channel. I recommend FeedDemon by NewsGator. You can also customize your Google home page by subscribing to specific RSS feeds. … examples

Case Studies How companies have used social media with good, and bad, results…

MyStarbucksIdea.com

Social Media Examples See Peter Kim’s blog: BeingPeterKim.com for a continuously updated list of social media marketing examples Link posted on PeteCodella.com on Sept. 15 titled Marketing through social media tools Includes 226 brands as of Sept. 14

See Peter Kim’s blog: BeingPeterKim.com for a continuously updated list of social media marketing examples

Link posted on PeteCodella.com on Sept. 15 titled Marketing through social media tools

Includes 226 brands as of Sept. 14

Use an Online Newsroom Las Vegas advertising agency – Star7 – uses NewsCactus online newsroom solution to secure top organic search placement Provides second site, in addition to main Web site; good strategy Like a blog, but doesn’t require comment moderation; utilizes RSS and incorporates social media bookmarks

Las Vegas advertising agency – Star7 – uses NewsCactus online newsroom solution to secure top organic search placement

Provides second site, in addition to main Web site; good strategy

Like a blog, but doesn’t require comment moderation; utilizes RSS and incorporates social media bookmarks

Moderation Policy = The Delete-O-Meter

More Ideas Company directory — use links to MySpace, Facebook, LinkedIn; build your own Contribute to Wikipedia (crowdsourcing) Blog just for recruiting — Honeywell Time-limited blog — announcing new health benefits Video blog — interviews with executives; promote events, define the brand Yammer — enterprise-wide microblog

Company directory — use links to MySpace, Facebook, LinkedIn; build your own

Contribute to Wikipedia (crowdsourcing)

Blog just for recruiting — Honeywell

Time-limited blog — announcing new health benefits

Video blog — interviews with executives; promote events, define the brand

Yammer — enterprise-wide microblog

Resources PDFs available on my site: Internet Monitoring Tools Blog logs a culture change (Coca-Cola) NewsCactus white paper on social media Wal-Mart flog (fake blog) Another world (about Second Life) How do blogs measure up? Visit news.codellamarketing.com to access this presentation and PDF articles. Look for today’s news release about this seminar.

PDFs available on my site:

Internet Monitoring Tools

Blog logs a culture change (Coca-Cola)

NewsCactus white paper on social media

Wal-Mart flog (fake blog)

Another world (about Second Life)

How do blogs measure up?

A.P.A. Ask Pete Anything

Ask Pete Anything

My Information Pete Codella, APR Accredited in Public Relations 702.255.8765 [email_address] 2007 Communicator of the Year International Association of Business Communicators/Las Vegas

Thank You! CodellaMarketing.com