Social Media Crash Course Paul Gillin IABC World Conference June 10, 2009
Agenda <ul><li>Definitions and concepts </li></ul><ul><li>The new media world </li></ul><ul><li>Factors driving change </l...
Big Media is Dying <ul><li>Decline in circulation of top 10 newspapers in 2008: 635,000  </li></ul><ul><li>Average age of ...
2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net )
Epic Collapse
What’s Changed <ul><li>Cheap technology </li></ul><ul><li>Fast networks </li></ul><ul><li>Google </li></ul><ul><li>“ The L...
New Media Rules <ul><li>New voices are gaining influence </li></ul><ul><li>Marketers are becoming publishers </li></ul><ul...
Traditional communications
New reality
What is Web 2.0? <ul><li>According to Wired magazine: </li></ul><ul><li>Participation </li></ul><ul><li>Openness </li></ul...
The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
Tools at Your Disposal <ul><li>Discussion forums – tactical and impersonal </li></ul><ul><li>Blogs – The online equivalent...
Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
New Influencers are  Passionate – Both Pro and Con Source: Sean Moffitt, BuzzCanuck Desire to Influence  Others Brand Enga...
Start By Listening Use these tools to mine online conversations and identify prospective customers and communities that ar...
A Case Study: Motrin Moms
Influence Inversion Courtesy Digitas
What Should J&J Do?
Conversations Go Mainstream
Business Blogging
What is a blog? <ul><li>“ A user-generated website where entries are made in journal style and displayed in a reverse chro...
Why so popular? <ul><li>Cheap and easy to create and update </li></ul><ul><li>Have distinct personal voice </li></ul><ul><...
What are blogs good for? <ul><li>Timely, frequently updated information </li></ul><ul><li>Multiple media types </li></ul><...
Speed Advantage
What are they bad for? <ul><li>Random access </li></ul><ul><li>Design flexibility </li></ul><ul><li>Sectional organization...
International flavor Source: Technorati, April, 2007
Title/Subtitle √ d Headline Subheads Fixed pages RSS feed Search Keywor ds
The 7 types of business blogs <ul><li>CEO blog </li></ul>
The 7 types of business blogs <ul><li>Executive </li></ul><ul><li>blogs </li></ul>
The 7 types of business blogs <ul><li>Group </li></ul><ul><li>blog </li></ul>
The 7 types of business blogs <ul><li>Employee </li></ul><ul><li>blogs </li></ul>
The 7 types of business blogs <ul><li>Advocacy </li></ul><ul><li>blog </li></ul>
The 7 types of business blogs <ul><li>Promotional </li></ul><ul><li>blog </li></ul>
The 7 types of business blogs <ul><li>Advice </li></ul><ul><li>blog </li></ul>
Grass-roots promotion
Blogging success factors <ul><li>A clear, preferably narrow focus </li></ul><ul><li>Frequent updates </li></ul><ul><li>Mix...
Topic selection <ul><li>Read mainstream media and other bloggers and comment upon them </li></ul><ul><li>Frame events in a...
Decision Time <ul><li>You’re a major maker of industrial chemicals whose products are used in household cooking utensils. ...
Maximizing Visibility
25% of SEO is On-Page Visible Source: Hubspot <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </l...
25% of SEO is On-Page Invisible <ul><li>Description </li></ul>Keywords Alt Images Source: Hubspot
75% of SEO is Word-of-Mouth
Tricks of the trade <ul><li>Encourage and respond to comments </li></ul><ul><li>Comment elsewhere </li></ul><ul><li>Play r...
Traffic strategies <ul><li>Link internally </li></ul><ul><li>Use consistent domains </li></ul><ul><li>Ask for “link love” ...
Tracking success <ul><li>Traffic – unique visitors vs. page views </li></ul><ul><li>Technorati rankings </li></ul><ul><li>...
Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 1...
 
Growing Scope
Social Networks
How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV /...
Essential Elements Profile Friends Groups
New Kids On The Block
Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
<ul><li>Niche markets are: </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Engaged </li></ul><ul><li>Responsive </li></u...
New Concepts <ul><li>Friend </li></ul><ul><li>Friend in Common </li></ul><ul><li>Follower </li></ul><ul><li>Profile </li><...
Facebook Essentials About Me About Others Interests
Cultivate Community
LinkedIn is All Business Profiles are essential Efficient contact management Recommendations cement relationships
Unique Features Advice is social capital Company research Six degrees of connection
Twitter Appeal
Immediacy & Personality The Office on Twitter Dell Outlet on Twitter
Twitter Essentials Discovery Shared dialogue Conversational efficiency
The New Newspaper?
Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Sup...
Engagement Tactics <ul><li>Invite them into the club </li></ul><ul><li>Offer links or small promotions </li></ul><ul><li>U...
Conversation Enablers Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers
Decision Time II <ul><li>You’re an enterprise technology company whose products are vital to corporate customers but are s...
Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alon...
Success Takes Time <ul><li>Daily visits 3X to 4X week 14 average </li></ul><ul><li>Consider spinoffs </li></ul>53+ <ul><li...
Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluen...
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Social media crash course: Tools in practice

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There are dozens of social media tools available to communicators, but just a handful are emerging as the most effective means to reach constituents and influence markets. This seminar is a hands-on, intensive look at three top options: blogs, social networks and microblogs like Twitter. Participants will gain insight into how they can optimize the use of these tools to achieve different business objectives.

In this session, you will:

Examine the critical success factors in business blogging, including monitoring, voice, promotion and search engine optimization
Evaluate social networks and their applications in business
Explore the Twitter phenomenon and how microblogs can complement other social media tools

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  • Social media crash course: Tools in practice

    1. 1. Social Media Crash Course Paul Gillin IABC World Conference June 10, 2009
    2. 2. Agenda <ul><li>Definitions and concepts </li></ul><ul><li>The new media world </li></ul><ul><li>Factors driving change </li></ul><ul><li>Types of social media </li></ul><ul><li>Matching platform to need </li></ul><ul><li>Blog structure and elements </li></ul><ul><li>Culture of social media </li></ul><ul><li>Building awareness and traffic </li></ul><ul><li>Tracking performance </li></ul><ul><li>Social network concepts </li></ul><ul><li>Types of social networks </li></ul><ul><li>Assessing relevance to your objectives </li></ul><ul><li>Spotlight on Facebook </li></ul><ul><li>Spotlight on Twitter </li></ul>
    3. 3. Big Media is Dying <ul><li>Decline in circulation of top 10 newspapers in 2008: 635,000 </li></ul><ul><li>Average age of daily newspaper reader in US: 57 </li></ul><ul><li>Reduction in US newsroom staffs since 2001: 25% </li></ul><ul><li>Magazine newsstand sales growth, US, 2008: -12% </li></ul><ul><li>In 2009: -22% </li></ul><ul><li>Growth in NBC prime time audience, 2008: -14.3% </li></ul><ul><li>Age of average network evening news viewer: 63 </li></ul><ul><li>Percent of time teenagers spend with television, compared to their parents: 60 </li></ul><ul><li>Percent they spend online: 600 </li></ul><ul><li>Growth in Twitter membership, 2/08 - 2/09: 1,400% </li></ul>Percent of Americans who say Daily Show and Colbert Report are replacing traditional news outlets: 33
    4. 4. 2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net )
    5. 5. Epic Collapse
    6. 6. What’s Changed <ul><li>Cheap technology </li></ul><ul><li>Fast networks </li></ul><ul><li>Google </li></ul><ul><li>“ The Long Tail” </li></ul>Source: Pew Research It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.
    7. 7. New Media Rules <ul><li>New voices are gaining influence </li></ul><ul><li>Marketers are becoming publishers </li></ul><ul><li>You can now control the message </li></ul><ul><li>Use all means at your disposal </li></ul><ul><li>It’s cheap if you know the tricks </li></ul>
    8. 8. Traditional communications
    9. 9. New reality
    10. 10. What is Web 2.0? <ul><li>According to Wired magazine: </li></ul><ul><li>Participation </li></ul><ul><li>Openness </li></ul><ul><li>Conversation </li></ul><ul><li>Community </li></ul><ul><li>Connectedness </li></ul>
    11. 11. The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
    12. 12. Tools at Your Disposal <ul><li>Discussion forums – tactical and impersonal </li></ul><ul><li>Blogs – The online equivalent to publications </li></ul><ul><li>Microblogs – Short, fast and frequent </li></ul><ul><li>Podcasts – Add depth, lose interactivity </li></ul><ul><li>Social networks – Listening posts </li></ul><ul><li>Social bookmarking sites – Drive awareness </li></ul><ul><li>Online video – Flexible but complex </li></ul><ul><li>Search engines – Your traffic engine </li></ul>
    13. 13. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
    14. 14. New Influencers are Passionate – Both Pro and Con Source: Sean Moffitt, BuzzCanuck Desire to Influence Others Brand Engagement Passive Active Reject Favor Traditional Influencers Authoritative 3 rd parties, community leaders, press, gov’t. Haters Lovers Critics Enthusiasts Skeptics Mainstream Dismissers Followers
    15. 15. Start By Listening Use these tools to mine online conversations and identify prospective customers and communities that are receptive to your message
    16. 16. A Case Study: Motrin Moms
    17. 17. Influence Inversion Courtesy Digitas
    18. 18. What Should J&J Do?
    19. 19. Conversations Go Mainstream
    20. 20. Business Blogging
    21. 21. What is a blog? <ul><li>“ A user-generated website where entries are made in journal style and displayed in a reverse chronological order.” – Wikipedia.org </li></ul><ul><li>“ A personal online journal that is frequently updated and intended for general public consumption” – whatis.com </li></ul><ul><li>“ A way to display information” – P Gillin </li></ul>
    22. 22. Why so popular? <ul><li>Cheap and easy to create and update </li></ul><ul><li>Have distinct personal voice </li></ul><ul><li>Can quickly build traffic through reciprocal links </li></ul><ul><li>Excellent search engine performance </li></ul><ul><li>Modest revenue opportunity </li></ul><ul><li>Simple way to keep notes </li></ul>
    23. 23. What are blogs good for? <ul><li>Timely, frequently updated information </li></ul><ul><li>Multiple media types </li></ul><ul><li>Single voice </li></ul><ul><li>Fixed display </li></ul><ul><li>Flexible organization </li></ul><ul><li>Search engine performance </li></ul>
    24. 24. Speed Advantage
    25. 25. What are they bad for? <ul><li>Random access </li></ul><ul><li>Design flexibility </li></ul><ul><li>Sectional organization </li></ul><ul><li>Multiple voices </li></ul><ul><li>Navigation-intensive sites </li></ul>
    26. 26. International flavor Source: Technorati, April, 2007
    27. 27. Title/Subtitle √ d Headline Subheads Fixed pages RSS feed Search Keywor ds
    28. 28. The 7 types of business blogs <ul><li>CEO blog </li></ul>
    29. 29. The 7 types of business blogs <ul><li>Executive </li></ul><ul><li>blogs </li></ul>
    30. 30. The 7 types of business blogs <ul><li>Group </li></ul><ul><li>blog </li></ul>
    31. 31. The 7 types of business blogs <ul><li>Employee </li></ul><ul><li>blogs </li></ul>
    32. 32. The 7 types of business blogs <ul><li>Advocacy </li></ul><ul><li>blog </li></ul>
    33. 33. The 7 types of business blogs <ul><li>Promotional </li></ul><ul><li>blog </li></ul>
    34. 34. The 7 types of business blogs <ul><li>Advice </li></ul><ul><li>blog </li></ul>
    35. 35. Grass-roots promotion
    36. 36. Blogging success factors <ul><li>A clear, preferably narrow focus </li></ul><ul><li>Frequent updates </li></ul><ul><li>Mix of short, long, light, heavy content </li></ul><ul><li>Aggressive links to other bloggers </li></ul><ul><li>Comments and trackbacks </li></ul><ul><li>Mixed media </li></ul><ul><li>Educate and discover </li></ul><ul><li>Personality </li></ul><ul><li>Prompt for comments </li></ul>
    37. 37. Topic selection <ul><li>Read mainstream media and other bloggers and comment upon them </li></ul><ul><li>Frame events in a new context that reflects your analysis </li></ul><ul><li>Be offbeat and original </li></ul><ul><li>Packaging works: top 10 lists, predictions, best & worst, quick hits </li></ul>
    38. 38. Decision Time <ul><li>You’re a major maker of industrial chemicals whose products are used in household cooking utensils. </li></ul><ul><li>A spurious story has emerged that claims that your products cause cancer. </li></ul><ul><li>Your critics are spreading the word on blogs and the mainstream media is taking notice. </li></ul><ul><li>What can you do? </li></ul>
    39. 39. Maximizing Visibility
    40. 40. 25% of SEO is On-Page Visible Source: Hubspot <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>Page Text </li></ul><ul><ul><li>Bold </li></ul></ul>
    41. 41. 25% of SEO is On-Page Invisible <ul><li>Description </li></ul>Keywords Alt Images Source: Hubspot
    42. 42. 75% of SEO is Word-of-Mouth
    43. 43. Tricks of the trade <ul><li>Encourage and respond to comments </li></ul><ul><li>Comment elsewhere </li></ul><ul><li>Play reporter </li></ul><ul><li>Serialize </li></ul><ul><li>Use themes </li></ul><ul><li>Give stuff away </li></ul><ul><li>Complement with photos, podcasts & video </li></ul>
    44. 44. Traffic strategies <ul><li>Link internally </li></ul><ul><li>Use consistent domains </li></ul><ul><li>Ask for “link love” </li></ul><ul><li>Promote outbound links </li></ul><ul><li>File a site map </li></ul><ul><li>Register on bookmarking sites </li></ul>
    45. 45. Tracking success <ul><li>Traffic – unique visitors vs. page views </li></ul><ul><li>Technorati rankings </li></ul><ul><li>RSS subscriptions </li></ul><ul><li>Google linkto: and allinanchor: </li></ul><ul><li>De.licio.us and Technorati tags </li></ul><ul><li>Trackbacks </li></ul>
    46. 46. Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
    47. 48. Growing Scope
    48. 49. Social Networks
    49. 50. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
    50. 51. Essential Elements Profile Friends Groups
    51. 52. New Kids On The Block
    52. 53. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
    53. 54. <ul><li>Niche markets are: </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Engaged </li></ul><ul><li>Responsive </li></ul><ul><li>Helpful </li></ul><ul><li>Spenders </li></ul>
    54. 55. New Concepts <ul><li>Friend </li></ul><ul><li>Friend in Common </li></ul><ul><li>Follower </li></ul><ul><li>Profile </li></ul><ul><li>Group </li></ul><ul><li>News Feed </li></ul><ul><li>Poke </li></ul><ul><li>Wall </li></ul><ul><li>Connection </li></ul><ul><li>Answer </li></ul><ul><li>App </li></ul><ul><li>Hash tag </li></ul>
    55. 56. Facebook Essentials About Me About Others Interests
    56. 57. Cultivate Community
    57. 58. LinkedIn is All Business Profiles are essential Efficient contact management Recommendations cement relationships
    58. 59. Unique Features Advice is social capital Company research Six degrees of connection
    59. 60. Twitter Appeal
    60. 61. Immediacy & Personality The Office on Twitter Dell Outlet on Twitter
    61. 62. Twitter Essentials Discovery Shared dialogue Conversational efficiency
    62. 63. The New Newspaper?
    63. 64. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
    64. 65. Engagement Tactics <ul><li>Invite them into the club </li></ul><ul><li>Offer links or small promotions </li></ul><ul><li>Use discounts, giveaways, contests, free trials </li></ul><ul><li>Never edit or censor what they say </li></ul><ul><li>Consider affiliate programs </li></ul>
    65. 66. Conversation Enablers Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers
    66. 67. Decision Time II <ul><li>You’re an enterprise technology company whose products are vital to corporate customers but are seen as dated and “boring.” </li></ul><ul><li>You need to recruit young technology professionals to develop your technology and spread the word about its value </li></ul><ul><li>What can you do? </li></ul>
    67. 68. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
    68. 69. Success Takes Time <ul><li>Daily visits 3X to 4X week 14 average </li></ul><ul><li>Consider spinoffs </li></ul>53+ <ul><li>Make top 10 results for targeted queries </li></ul><ul><li>Traffic becomes self-sustaining </li></ul>40-52 <ul><li>Gain search traction </li></ul><ul><li>Generate inbound links </li></ul>14-39 <ul><li>Build awareness </li></ul><ul><li>Show steady growth </li></ul>1-13 Goal Week
    69. 70. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com

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