Social Media 101<br />A presentation for members and friends ofAccess Development and theBYU Management Society Salt Lake ...
My information<br />Pete Codella, APR (Accredited in Public Relations)President of Codella MarketingFounder of NewsCactus<...
Note taking<br />Slides will be published at . . .<br />News.CodellaMarketing.com<br />
Defining social media<br />It’s about conversation — being social<br />Media because it resembles traditional published co...
Social media is<br />The same as:<br />User-generated content (UGC)<br />Consumer-generated media (CGM)<br />New media, di...
It’s mainstream<br />
The conversation’s online<br />
History<br />Internet<br />E-mail<br />Listservs<br />Discussion boardsand forums<br />Mobile phones<br />
Next<br />Web blogs, known as blogs — the next generation of social media<br />
Multimedia sharing<br />Picture and video sharing sites<br />
Social networking<br />Facebook<br />LinkedIn<br />MySpace<br />Plaxo<br />
Blurring lines<br />Personal vs. professional profile<br />Privacy and brand implications<br />Communitainment, not entert...
Multiple channel communication<br />Traditional media versus new media<br />Media gatekeepers are less important<br />Deve...
Microsites<br />Now a main Web site is augmented by many more microsites<br />Blog<br />Newsroom<br />YouTube<br />Faceboo...
Web Site<br />Blog<br />Newsroom<br />SocialMedia<br />InternetMarketing<br />Web strategy<br />
Distributed content<br />MainSite<br />
Online strategy<br />What are your goals and objectives?<br />Use tools to help accomplish goals<br />
The age of enlightenment<br />
A revolutionary shift<br />Say hello to the Internet Press<br />Utilize social media toself-publish<br />It’s about engage...
The golden child<br />Social media has proven to be most effective at search placement<br />Search placement lingo:<br />s...
Social media tools<br />RSS (really simple syndication)<br />Blogging and microblogging<br />Online newsroom<br />Social (...
Who’s your daddy?<br />Your main Web site is no longer your home page<br />Google Search is<br />
The Google<br />Golden Triangle<br />
Eye tracking<br />
Search lottery<br />10 chances to place in Google’s top 10 search results<br />Get as many tickets to the search lottery a...
Content is king<br />Copywriting for the Web<br />Think like the person doing the search<br />Have a strategy for incorpor...
Who’s driving?<br />We, the people<br />Think TiVo<br />Empowered consumers<br />90% don’t watch commercials<br />It’s my ...
Syndicate like Oprah<br />Use Really Simple Syndication (RSS) to distribute your content<br />Publish niche RSS feeds<br /...
Internet TV<br />Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009<br />
Old approach : push<br />Advertising<br />Direct mail<br />Mass distribution — fax, e-mail<br />
New approach : pull<br />Really Simple Syndication (RSS)<br />Blogging and microblogging<br />Discussion boards, forums, s...
Why social media?<br />Listen<br />Connect<br />Educate<br />Reassure<br />Interact<br />It’s about engagement<br />
Peer networks are trusted<br />78% of consumers trust peer recommendations<br />Only 14% trust advertisements<br />
Virtual drives analog<br />1 out of 8 couples married in the U.S. in 2008 met via social media<br />
Changing demographics<br />By 2010 Generation Y will outnumber Baby Boomers<br />96% of them have joined a social network<...
Media users<br />Years to reach 50 million users:<br />Radio = 38 years<br />TV = 13 years<br />Internet = 4 years<br />iP...
Blogging for business<br />Be a thought leader<br />Engage with key constituents<br />Provide commentary, news and informa...
Blog features<br />A strategy for incorporating keywords<br />RSS<br />Social media sharing<br />Links to other online pro...
Online newsroom features<br />A microsite that features your press releases<br />A strategy for incorporating keywords<br ...
Press release distribution<br />Send directly to journalists<br />Publish online on your own<br />Use a news wire service<...
Blogs vs. newsrooms<br />Both have search benefits – keywords and frequency<br />Comment management<br />New or existing c...
Social media foundation<br />
Social networking<br />LinkedIn<br />Facebook<br />MySpace<br />Plaxo<br />Squidoo<br />Second Life<br />
CodellaMarketing.com<br />Redirectnow.com<br />Social networking<br />
The power of Facebook<br />Some Web users’ home page<br />email, instant messaging, photo and video sharing<br />4:39 per ...
The power of Facebook<br /><ul><li>More than 1.5 million pieces of content — Web links, news stories, blog posts, notes, p...
Country of Facebook<br />If Facebook were a country it would be the world’s fourth largest, between the United States and ...
Facebook fan pages<br />
YouTube for search<br />The Internet’s #1 search engine for children<br />#2 search engine worldwide<br />Search for your ...
Multimedia sharing<br />
Presentation sharing<br />
What’s with Twitter?<br />1,382% growth year-over-year as of Feb. 2009<br />More than 7 million unique visitors in Feb. 20...
Twitter’s following<br />Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ire...
Inbound marketing<br />Twitter usually drives 25% of traffic to my Web site and blog each month<br />Use short URL service...
Hashtags<br />#smcslc is the hashtag for the Social Media Club of Salt Lake City<br />Search for keywords and hashtags<br />
Twitter tools<br />
Podcasting<br />Any online broadcast of audio or video<br />Relatively limited competition<br />Power in multimedia<br />
Tagging and bookmarking<br />Delicious<br />Digg<br />StumbleUpon<br />
Third-party sites<br />Fast Company<br />Squidoo<br />SlideShare<br />
Know what’s being said<br />Google alerts<br />RSS feeds for searches on blogs and social media sites<br />Subscribe to a ...
Organizing feeds<br />
Crisis situations<br />Social media fuels the fire – informs the masses, unifies opposition – happens fast<br />
Domino’s Pizza<br />
Motrin moms<br />
Iran’s student revolution<br />
The Guardian’s gag order<br />
How to succeed<br />Act less like traditional advertisers and more like party planners, aggregators and content providers<...
Reputation management<br />Social media exposes you to significant risks, including damage to a company’s reputation<br />...
Influence not control<br />You can influence and counteract how your organization is portrayed in social media<br />Partic...
Steer, guide, participate<br />
Social media engagement<br />Elements of a good policy<br />Focus on people and behavior, not tools<br />Encourage profess...
Key takeaways<br />New technology has forever changed the way we communicate<br />Utilize social media tools to secure top...
Questions<br />Questions, comments anddiscussion<br />
Three requests<br />Provide written feedback<br />Check out the NewsCactus online newsroom software<br />Support the Socia...
My information<br />Pete Codella, APR (Accredited in Public Relations)President of Codella MarketingFounder of NewsCactus<...
Social Media 101
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Social Media 101

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An overview of social media - the history of the Web, social media tools of the day, tips and tools for publishing online.

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Social Media 101

  1. 1. Social Media 101<br />A presentation for members and friends ofAccess Development and theBYU Management Society Salt Lake Chapter<br />by Pete Codella, APR<br />October 20, 2009<br />
  2. 2. My information<br />Pete Codella, APR (Accredited in Public Relations)President of Codella MarketingFounder of NewsCactus<br />Pete@CodellaMarketing.com<br />@Codella<br />801.448.7383<br />TXT prpete to 50500<br />for my SMS business card<br />by Contxts.com<br />
  3. 3. Note taking<br />Slides will be published at . . .<br />News.CodellaMarketing.com<br />
  4. 4. Defining social media<br />It’s about conversation — being social<br />Media because it resembles traditional published content <br />
  5. 5. Social media is<br />The same as:<br />User-generated content (UGC)<br />Consumer-generated media (CGM)<br />New media, digital media<br />Social interaction through technology<br />
  6. 6. It’s mainstream<br />
  7. 7. The conversation’s online<br />
  8. 8. History<br />Internet<br />E-mail<br />Listservs<br />Discussion boardsand forums<br />Mobile phones<br />
  9. 9. Next<br />Web blogs, known as blogs — the next generation of social media<br />
  10. 10. Multimedia sharing<br />Picture and video sharing sites<br />
  11. 11. Social networking<br />Facebook<br />LinkedIn<br />MySpace<br />Plaxo<br />
  12. 12. Blurring lines<br />Personal vs. professional profile<br />Privacy and brand implications<br />Communitainment, not entertainment<br />
  13. 13. Multiple channel communication<br />Traditional media versus new media<br />Media gatekeepers are less important<br />Develop a strategy for each channel<br />
  14. 14. Microsites<br />Now a main Web site is augmented by many more microsites<br />Blog<br />Newsroom<br />YouTube<br />Facebook<br />Twitter<br />Flickr<br />
  15. 15. Web Site<br />Blog<br />Newsroom<br />SocialMedia<br />InternetMarketing<br />Web strategy<br />
  16. 16. Distributed content<br />MainSite<br />
  17. 17. Online strategy<br />What are your goals and objectives?<br />Use tools to help accomplish goals<br />
  18. 18. The age of enlightenment<br />
  19. 19. A revolutionary shift<br />Say hello to the Internet Press<br />Utilize social media toself-publish<br />It’s about engagement,a multi-way conversation<br />
  20. 20. The golden child<br />Social media has proven to be most effective at search placement<br />Search placement lingo:<br />search engine optimization<br />search engine marketing<br />inbound marketing<br />social media optimization<br />
  21. 21. Social media tools<br />RSS (really simple syndication)<br />Blogging and microblogging<br />Online newsroom<br />Social (virtual) networking<br />Multimedia sharing<br />Wikis<br />
  22. 22. Who’s your daddy?<br />Your main Web site is no longer your home page<br />Google Search is<br />
  23. 23. The Google<br />Golden Triangle<br />
  24. 24. Eye tracking<br />
  25. 25. Search lottery<br />10 chances to place in Google’s top 10 search results<br />Get as many tickets to the search lottery as possible<br />
  26. 26. Content is king<br />Copywriting for the Web<br />Think like the person doing the search<br />Have a strategy for incorporating keywords<br />Use behind-the-scenes keywords and descriptions<br />
  27. 27. Who’s driving?<br />We, the people<br />Think TiVo<br />Empowered consumers<br />90% don’t watch commercials<br />It’s my time, not prime time<br />
  28. 28. Syndicate like Oprah<br />Use Really Simple Syndication (RSS) to distribute your content<br />Publish niche RSS feeds<br />Newsroom<br />Blog(s)<br />Industry news<br />
  29. 29. Internet TV<br />Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009<br />
  30. 30. Old approach : push<br />Advertising<br />Direct mail<br />Mass distribution — fax, e-mail<br />
  31. 31. New approach : pull<br />Really Simple Syndication (RSS)<br />Blogging and microblogging<br />Discussion boards, forums, social networks<br />
  32. 32. Why social media?<br />Listen<br />Connect<br />Educate<br />Reassure<br />Interact<br />It’s about engagement<br />
  33. 33. Peer networks are trusted<br />78% of consumers trust peer recommendations<br />Only 14% trust advertisements<br />
  34. 34. Virtual drives analog<br />1 out of 8 couples married in the U.S. in 2008 met via social media<br />
  35. 35. Changing demographics<br />By 2010 Generation Y will outnumber Baby Boomers<br />96% of them have joined a social network<br />
  36. 36. Media users<br />Years to reach 50 million users:<br />Radio = 38 years<br />TV = 13 years<br />Internet = 4 years<br />iPod = 3 years<br />Facebook added 100 million users in less than 9 months<br />iPhone applications hit 1 billionin 9 months<br />
  37. 37. Blogging for business<br />Be a thought leader<br />Engage with key constituents<br />Provide commentary, news and information<br />An unpolished, straightforward and honest approach<br />
  38. 38. Blog features<br />A strategy for incorporating keywords<br />RSS<br />Social media sharing<br />Links to other online properties<br />
  39. 39. Online newsroom features<br />A microsite that features your press releases<br />A strategy for incorporating keywords<br />RSS<br />Social media sharing<br />Links to other online properties<br />
  40. 40. Press release distribution<br />Send directly to journalists<br />Publish online on your own<br />Use a news wire service<br />
  41. 41. Blogs vs. newsrooms<br />Both have search benefits – keywords and frequency<br />Comment management<br />New or existing content<br />
  42. 42. Social media foundation<br />
  43. 43. Social networking<br />LinkedIn<br />Facebook<br />MySpace<br />Plaxo<br />Squidoo<br />Second Life<br />
  44. 44. CodellaMarketing.com<br />Redirectnow.com<br />Social networking<br />
  45. 45. The power of Facebook<br />Some Web users’ home page<br />email, instant messaging, photo and video sharing<br />4:39 per user per month (June 2009)<br />adoption increasing at more than 700% from previous year<br />#1 social network in the U.S.<br />
  46. 46. The power of Facebook<br /><ul><li>More than 1.5 million pieces of content — Web links, news stories, blog posts, notes, photos, etc. — are shared on Facebook daily</li></li></ul><li>Facebook’s newest demographic<br />The fastest growing segment on Facebook is 55 to 65 year-old females<br />
  47. 47. Country of Facebook<br />If Facebook were a country it would be the world’s fourth largest, between the United States and Indonesia<br />
  48. 48. Facebook fan pages<br />
  49. 49. YouTube for search<br />The Internet’s #1 search engine for children<br />#2 search engine worldwide<br />Search for your keywords then build a campaign to utilize those searches<br />
  50. 50. Multimedia sharing<br />
  51. 51. Presentation sharing<br />
  52. 52. What’s with Twitter?<br />1,382% growth year-over-year as of Feb. 2009<br />More than 7 million unique visitors in Feb. 2009<br />55% of users haven’t tweeted<br />
  53. 53. Twitter’s following<br />Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama<br />
  54. 54. Inbound marketing<br />Twitter usually drives 25% of traffic to my Web site and blog each month<br />Use short URL services that provide statistics<br />Bit.ly<br />Snurl.com<br />
  55. 55. Hashtags<br />#smcslc is the hashtag for the Social Media Club of Salt Lake City<br />Search for keywords and hashtags<br />
  56. 56. Twitter tools<br />
  57. 57. Podcasting<br />Any online broadcast of audio or video<br />Relatively limited competition<br />Power in multimedia<br />
  58. 58. Tagging and bookmarking<br />Delicious<br />Digg<br />StumbleUpon<br />
  59. 59. Third-party sites<br />Fast Company<br />Squidoo<br />SlideShare<br />
  60. 60. Know what’s being said<br />Google alerts<br />RSS feeds for searches on blogs and social media sites<br />Subscribe to a monitoring service<br />
  61. 61. Organizing feeds<br />
  62. 62. Crisis situations<br />Social media fuels the fire – informs the masses, unifies opposition – happens fast<br />
  63. 63. Domino’s Pizza<br />
  64. 64. Motrin moms<br />
  65. 65. Iran’s student revolution<br />
  66. 66. The Guardian’s gag order<br />
  67. 67. How to succeed<br />Act less like traditional advertisers and more like party planners, aggregators and content providers<br />
  68. 68. Reputation management<br />Social media exposes you to significant risks, including damage to a company’s reputation<br />You should have an Internet reputation risk management plan <br />
  69. 69. Influence not control<br />You can influence and counteract how your organization is portrayed in social media<br />Participate on the same platforms<br />Honestly represent your best interests<br />
  70. 70. Steer, guide, participate<br />
  71. 71. Social media engagement<br />Elements of a good policy<br />Focus on people and behavior, not tools<br />Encourage professional behavior<br />Don’t say bad things about the company or its competition<br />Don’t engage in sexual harassment<br />Don’t share trade secrets or insider information<br />Don’t use curse words<br />
  72. 72. Key takeaways<br />New technology has forever changed the way we communicate<br />Utilize social media tools to secure top search placement<br />Embrace your inner publisher<br />Create and use an Internetreputation risk managementplan<br />
  73. 73. Questions<br />Questions, comments anddiscussion<br />
  74. 74. Three requests<br />Provide written feedback<br />Check out the NewsCactus online newsroom software<br />Support the Social Media Club of Salt Lake Citysmcslc.org<br />
  75. 75. My information<br />Pete Codella, APR (Accredited in Public Relations)President of Codella MarketingFounder of NewsCactus<br />Pete@CodellaMarketing.com<br />@Codella<br />801.448.7383<br />TXT prpete to 50500<br />for my SMS business card<br />by Contxts.com<br />
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