Social Media 101

Social Media 101
A presentation for members and friends ofAccess Development and theBYU Management Society Salt Lake Chapter
by Pete Codella, APR
October 20, 2009

My information
Pete Codella, APR (Accredited in Public Relations)President of Codella MarketingFounder of NewsCactus
Pete@CodellaMarketing.com
@Codella
801.448.7383
TXT prpete to 50500
for my SMS business card
by Contxts.com

Note taking
Slides will be published at . . .
News.CodellaMarketing.com

Defining social media
It’s about conversation — being social
Media because it resembles traditional published content

Social media is
The same as:
User-generated content (UGC)
Consumer-generated media (CGM)
New media, digital media
Social interaction through technology

It’s mainstream

The conversation’s online

History
Internet
E-mail
Listservs
Discussion boardsand forums
Mobile phones

Next
Web blogs, known as blogs — the next generation of social media

Multimedia sharing
Picture and video sharing sites

Social networking
Facebook
LinkedIn
MySpace
Plaxo

Blurring lines
Personal vs. professional profile
Privacy and brand implications
Communitainment, not entertainment

Multiple channel communication
Traditional media versus new media
Media gatekeepers are less important
Develop a strategy for each channel

Microsites
Now a main Web site is augmented by many more microsites
Blog
Newsroom
YouTube
Facebook
Twitter
Flickr

Web Site
Blog
Newsroom
SocialMedia
InternetMarketing
Web strategy

Distributed content
MainSite

Online strategy
What are your goals and objectives?
Use tools to help accomplish goals

The age of enlightenment

A revolutionary shift
Say hello to the Internet Press
Utilize social media toself-publish
It’s about engagement,a multi-way conversation

The golden child
Social media has proven to be most effective at search placement
Search placement lingo:
search engine optimization
search engine marketing
inbound marketing
social media optimization

Social media tools
RSS (really simple syndication)
Blogging and microblogging
Online newsroom
Social (virtual) networking
Multimedia sharing
Wikis

Who’s your daddy?
Your main Web site is no longer your home page
Google Search is

The Google
Golden Triangle

Eye tracking

Search lottery
10 chances to place in Google’s top 10 search results
Get as many tickets to the search lottery as possible

Content is king
Copywriting for the Web
Think like the person doing the search
Have a strategy for incorporating keywords
Use behind-the-scenes keywords and descriptions

Who’s driving?
We, the people
Think TiVo
Empowered consumers
90% don’t watch commercials
It’s my time, not prime time

Syndicate like Oprah
Use Really Simple Syndication (RSS) to distribute your content
Publish niche RSS feeds
Newsroom
Blog(s)
Industry news

Internet TV
Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009

Old approach : push
Advertising
Direct mail
Mass distribution — fax, e-mail

New approach : pull
Really Simple Syndication (RSS)
Blogging and microblogging
Discussion boards, forums, social networks

Why social media?
Listen
Connect
Educate
Reassure
Interact
It’s about engagement

Peer networks are trusted
78% of consumers trust peer recommendations
Only 14% trust advertisements

Virtual drives analog
1 out of 8 couples married in the U.S. in 2008 met via social media

Changing demographics
By 2010 Generation Y will outnumber Baby Boomers
96% of them have joined a social network

Media users
Years to reach 50 million users:
Radio = 38 years
TV = 13 years
Internet = 4 years
iPod = 3 years
Facebook added 100 million users in less than 9 months
iPhone applications hit 1 billionin 9 months

Blogging for business
Be a thought leader
Engage with key constituents
Provide commentary, news and information
An unpolished, straightforward and honest approach

Blog features
A strategy for incorporating keywords
RSS
Social media sharing
Links to other online properties

Online newsroom features
A microsite that features your press releases
A strategy for incorporating keywords
RSS
Social media sharing
Links to other online properties

Press release distribution
Send directly to journalists
Publish online on your own
Use a news wire service

Blogs vs. newsrooms
Both have search benefits – keywords and frequency
Comment management
New or existing content

Social media foundation

Social networking
LinkedIn
Facebook
MySpace
Plaxo
Squidoo
Second Life

CodellaMarketing.com
Redirectnow.com
Social networking

The power of Facebook
Some Web users’ home page
email, instant messaging, photo and video sharing
4:39 per user per month (June 2009)
adoption increasing at more than 700% from previous year
#1 social network in the U.S.

The power of Facebook

More than 1.5 million pieces of content — Web links, news stories, blog posts, notes, photos, etc. — are shared on Facebook daily

Facebook’s newest demographic
The fastest growing segment on Facebook is 55 to 65 year-old females

Country of Facebook
If Facebook were a country it would be the world’s fourth largest, between the United States and Indonesia

Facebook fan pages

YouTube for search
The Internet’s #1 search engine for children
#2 search engine worldwide
Search for your keywords then build a campaign to utilize those searches

Multimedia sharing

Presentation sharing

What’s with Twitter?
1,382% growth year-over-year as of Feb. 2009
More than 7 million unique visitors in Feb. 2009
55% of users haven’t tweeted

Twitter’s following
Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama

Inbound marketing
Twitter usually drives 25% of traffic to my Web site and blog each month
Use short URL services that provide statistics
Bit.ly
Snurl.com

Hashtags
#smcslc is the hashtag for the Social Media Club of Salt Lake City
Search for keywords and hashtags

Twitter tools

Podcasting
Any online broadcast of audio or video
Relatively limited competition
Power in multimedia

Tagging and bookmarking
Delicious
Digg
StumbleUpon

Third-party sites
Fast Company
Squidoo
SlideShare

Know what’s being said
Google alerts
RSS feeds for searches on blogs and social media sites
Subscribe to a monitoring service

Organizing feeds

Crisis situations
Social media fuels the fire – informs the masses, unifies opposition – happens fast

Domino’s Pizza

Motrin moms

Iran’s student revolution

The Guardian’s gag order

How to succeed
Act less like traditional advertisers and more like party planners, aggregators and content providers

Reputation management
Social media exposes you to significant risks, including damage to a company’s reputation
You should have an Internet reputation risk management plan

Influence not control
You can influence and counteract how your organization is portrayed in social media
Participate on the same platforms
Honestly represent your best interests

Steer, guide, participate

Social media engagement
Elements of a good policy
Focus on people and behavior, not tools
Encourage professional behavior
Don’t say bad things about the company or its competition
Don’t engage in sexual harassment
Don’t share trade secrets or insider information
Don’t use curse words

Key takeaways
New technology has forever changed the way we communicate
Utilize social media tools to secure top search placement
Embrace your inner publisher
Create and use an Internetreputation risk managementplan

Questions
Questions, comments anddiscussion

Three requests
Provide written feedback
Check out the NewsCactus online newsroom software
Support the Social Media Club of Salt Lake Citysmcslc.org

My information
Pete Codella, APR (Accredited in Public Relations)President of Codella MarketingFounder of NewsCactus
Pete@CodellaMarketing.com
@Codella
801.448.7383
TXT prpete to 50500
for my SMS business card
by Contxts.com