Online Social Media: Guide to Outlets Stephanie Brown Interactive Public Relations Specialist Constructive Communication, Inc.

Stephanie Brown

Interactive Public Relations Specialist

Constructive Communication, Inc.

Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.

Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.

Facts 2/3 of the global internet population visit social networks Visiting social sites is the 4 th most popular online activity, ahead of personal email Social media is democratizing communications and is word of mouth on steroids

2/3 of the global internet population visit social networks

Visiting social sites is the 4 th most popular online activity, ahead of personal email

Social media is democratizing communications and is word of mouth on steroids

Facts Social media is the biggest shift since the industrial revolution. By 2010, Gen Y will outnumber Baby Boomers 96% of Gen Y are on a social network Social media is the #1 activity on the web

Social media is the biggest shift since the industrial revolution.

By 2010, Gen Y will outnumber Baby Boomers

96% of Gen Y are on a social network

Social media is the #1 activity on the web

Facts 1 out of 8 couples married in the U.S. last year met via social media If Facebook were a country, it would be the fourth largest! 1 in 6 higher education students are enrolled in online courses

1 out of 8 couples married in the U.S. last year met via social media

If Facebook were a country, it would be the fourth largest!

1 in 6 higher education students are enrolled in online courses

Facts 78% of consumers trust peer recommendations…only 14% trust advertisements. What is being said about your brand online? 18% of TV ads generate positive ROI, 90% of people that can TiVo ads, do. 24 of the 25 largest newspapers are experiencing record declines in circulation

78% of consumers trust peer recommendations…only 14% trust advertisements. What is being said about your brand online?

18% of TV ads generate positive ROI, 90% of people that can TiVo ads, do.

24 of the 25 largest newspapers are experiencing record declines in circulation

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! iPod Application downloads: 1 billion in 9 months! In the future, we won’t search for news and products….they will find us

Radio: 38 years

TV: 13 years

Internet: 4 years

iPod: 3 years

Facebook: added 100 million users in less than 9 months!

iPod Application downloads: 1 billion in 9 months!

In the future, we won’t search for news and products….they will find us

Cision Study Journalists file 48 stories a week for the 24-by-7 online news cycle; they are interacting with 26 sources though they only meet in person with 4 Reporters said their most useful interactions with PR professionals continue to be based on personal relationships. Cision recently found that 85 percent of its clients are on Facebook, with more than a third on LinkedIn, and more than half using social networks for business.

Journalists file 48 stories a week for the 24-by-7 online news cycle; they are interacting with 26 sources though they only meet in person with 4

Reporters said their most useful interactions with PR professionals continue to be based on personal relationships.

Cision recently found that 85 percent of its clients are on Facebook, with more than a third on LinkedIn, and more than half using social networks for business.

Wikipedia

Build up history of reliability Always use credible sources and footnote Straight facts, not opinion! Cite often! 684 million yearly visitors 75,000 active contributors working on 13 million articles in 250 languages Studies show it’s more accurate than Encyclopedia Britannica! 78 percent of articles are non-English. Wikipedia

Build up history of reliability

Always use credible sources and footnote

Straight facts, not opinion! Cite often!

684 million yearly visitors

75,000 active contributors working on 13 million articles in 250 languages

Studies show it’s more accurate than Encyclopedia Britannica!

78 percent of articles are non-English.

2.5 million articles in English and growing Improve search but keep it neutral Requires content to be in HTML format Monitor regularly in case of issues Use for professional use Wikipedia community is passionate about quality It is an open-ended project, a work in progress Wikipedia

2.5 million articles in English and growing

Improve search but keep it neutral

Requires content to be in HTML format

Monitor regularly in case of issues

Use for professional use

Wikipedia community is passionate about quality

It is an open-ended project, a work in progress

Wikis

Used to communicate internally and externally, often called a “sharepoint” Go in and edit and contribute just like Wikipedia Ongoing process of collaboration Intranet and knowledge management systems All users edit any page or create new pages Wikis

Used to communicate internally and externally, often called a “sharepoint”

Go in and edit and contribute just like Wikipedia

Ongoing process of collaboration

Intranet and knowledge management systems

All users edit any page or create new pages

Facebook

140 million active users, growing every day 2nd most trafficked site in world Average user has 100 friends 2.6 billion minutes are spent each day More than 4 million users become fans daily Users share more than 1 billion forms of content each week Site membership grew 85 percent in 2008 Facebook

140 million active users, growing every day

2nd most trafficked site in world

Average user has 100 friends

2.6 billion minutes are spent each day

More than 4 million users become fans daily

Users share more than 1 billion forms of content each week

Site membership grew 85 percent in 2008

Facebook Suggest fan pages rather than groups Use as a snapshot of internal culture/life Often for personal rather than professional use 85% are 18-24, 55-65 year old females is fastest growing age group #2 site behind Google 5 billion minutes spent on Facebook each day! If Facebook were a country, it would be the 8 th most populated in the world, ahead of Japan

Suggest fan pages rather than groups

Use as a snapshot of internal culture/life

Often for personal rather than professional use

85% are 18-24, 55-65 year old females is fastest growing age group

#2 site behind Google

5 billion minutes spent on Facebook each day!

If Facebook were a country, it would be the 8 th most populated in the world, ahead of Japan

Results: ACI has tripled the applications for scholarships since creating their Facebook group. They met their goal and share the link on emails, website and newsletters .

MySpace

Oldest social networking site 43 million users More than half of MySpace users are 35+ 8 million artists and bands Has many bugs and hackers Not user-friendly Declining significantly in popularity Recently laid off employees and declared itself as a start-up due to decline in users MySpace

Oldest social networking site

43 million users

More than half of MySpace users are 35+

8 million artists and bands

Has many bugs and hackers

Not user-friendly

Declining significantly in popularity

Recently laid off employees and declared itself as a start-up due to decline in users

Online Forums

Online Forums Monitor and be aware of what is out there Check out Ask Yahoo and Vark.com Also, on Ning, there are a couple of AEC groups that are becoming popular

Monitor and be aware of what is out there

Check out Ask Yahoo and Vark.com

Also, on Ning, there are a couple of AEC groups that are becoming popular

LinkedIn

Professional relationships and networking 30 million experienced professionals from 150 industries Average: Male, 41, makes $100k Use Answers section and join Groups Contribute to the conversations! LinkedIn profile is similar to a resume Can post jobs within groups or in Job section 80% of companies are using LinkedIn as their primary tool to find employees! LinkedIn

Professional relationships and networking

30 million experienced professionals from 150 industries

Average: Male, 41, makes $100k

Use Answers section and join Groups

Contribute to the conversations!

LinkedIn profile is similar to a resume

Can post jobs within groups or in Job section

80% of companies are using LinkedIn as their primary tool to find employees!

LinkedIn Some reporters now use the Answers section Add a personal note when adding connections Paste email footer in the bottom of LinkedIn messages Linkedin Keywords, March 2009: 807 Architecture 1,083 Construction 3,945 Engineering

Some reporters now use the Answers section

Add a personal note when adding connections

Paste email footer in the bottom of LinkedIn messages

Linkedin Keywords, March 2009:

807 Architecture

1,083 Construction

3,945 Engineering

Twitter

Concept of microblogging: 140 characters Asks: What are you doing? Twitter messages: 3 million/day Total Users: 1 million Follow many people and be followed Search.twitter.com is a great monitoring tool Join in the conversation and retweet often Answer question immediately Employees are your best PR tool, let them talk but give them boundaries Twitter

Concept of microblogging: 140 characters

Asks: What are you doing?

Twitter messages: 3 million/day

Total Users: 1 million

Follow many people and be followed

Search.twitter.com is a great monitoring tool

Join in the conversation and retweet often

Answer question immediately

Employees are your best PR tool, let them talk but give them boundaries

Twitter If someone is talking to you, respond Be sure to add bio, photo and URL in profile section Change design background colors and upload your company logo Decide if you are going to be the company or an employee Write in headlines! TwitterGrader.com

If someone is talking to you, respond

Be sure to add bio, photo and URL in profile section

Change design background colors and upload your company logo

Decide if you are going to be the company or an employee

Write in headlines!

TwitterGrader.com

Twitter Search.Twitter.com= your secret weapon. Use advanced search to narrow! Use hashtags to facilitate conversations Embed Twitter in your website/email signature Follow and be followed! Quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company

Search.Twitter.com= your secret weapon. Use advanced search to narrow!

Use hashtags to facilitate conversations

Embed Twitter in your website/email signature

Follow and be followed!

Quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company

Twitter Use Twitter to talk to reporters When users are angry, meet their needs Think in terms of the passion you create HootSuite lets you manage many accounts Better for B2B= Technical info is not easily found online whereas B2B info is easy to find Use keyword-rich tweets Ask what your audience wants and deliver Replaced email as a way to introduce and start dialogue

Use Twitter to talk to reporters

When users are angry, meet their needs

Think in terms of the passion you create

HootSuite lets you manage many accounts

Better for B2B= Technical info is not easily found online whereas B2B info is easy to find

Use keyword-rich tweets

Ask what your audience wants and deliver

Replaced email as a way to introduce and start dialogue

1,382% is the growth rate from January to February 2009 3 million tweets per day!

1,382% is the growth rate from January to February 2009

3 million tweets per day!

Blogs

There are approximately 200 million blogs and 346 million people who read blogs Blogger.com or Wordpress.com are free Use Google Analytics, Technorati to measure Use keywords so target audience can find Add pictures, videos, short and long articles Blogs have readerships that are larger than daily newspapers Blogs

There are approximately 200 million blogs and 346 million people who read blogs

Blogger.com or Wordpress.com are free

Use Google Analytics, Technorati to measure

Use keywords so target audience can find

Add pictures, videos, short and long articles

Blogs have readerships that are larger than daily newspapers

Blogs People find most blogs through organic search. Readers are searchers! Use keywords wisely. Title blog wisely Build and initiate relationships Have good tagline and name Employee blogs are 5 times more credible than CEO blogs Tell a Story Create a Policy for Employees Measure results Most popular blogs have 50k-100k views a day

People find most blogs through organic search. Readers are searchers!

Use keywords wisely. Title blog wisely

Build and initiate relationships

Have good tagline and name

Employee blogs are 5 times more credible than CEO blogs

Tell a Story

Create a Policy for Employees

Measure results

Most popular blogs have 50k-100k views a day

Blogs Identify employees who are genuinely enthusiastic about the opportunity to blog Passionate about their work/product Enjoy sharing with others Risk takers Goal oriented and ambitious Have a sense of humor Receptive to feedback Doesn’t have to have great writing skills

Identify employees who are genuinely enthusiastic about the opportunity to blog

Passionate about their work/product

Enjoy sharing with others

Risk takers

Goal oriented and ambitious

Have a sense of humor

Receptive to feedback

Doesn’t have to have great writing skills

March 2009: 43,000 visits, 120,000 page views from people in 60 countries. More than 1,000 comments posted

Technorati

Technorati Highlight and distribute online conversation Introduce millions to social media content Information source for your blog Monitor authority and what is being said about your company

Highlight and distribute online conversation

Introduce millions to social media content

Information source for your blog

Monitor authority and what is being said about your company

Technorati

Digg

Share content from anywhere on the web Influential professionals who are active online Similar to Digg is Redditt, StumbleUpon, Squidoo and Knol…all are sharing content Digg

Share content from anywhere on the web

Influential professionals who are active online

Similar to Digg is Redditt, StumbleUpon, Squidoo and Knol…all are sharing content

Flickr

Flickr By June 2009, hosted more than 3.6 billion images, roughly one photo per every 2 people on the planet Online photo management Control who can see, who can organize Share photos Improve chances of someone finding you Reporters might come here to find pictures of your company

By June 2009, hosted more than 3.6 billion images, roughly one photo per every 2 people on the planet

Online photo management

Control who can see, who can organize

Share photos

Improve chances of someone finding you

Reporters might come here to find pictures of your company

YouTube Record. Then Share

More than 142 million U.S. users watch an average of 80 videos per month Americans spend a total of 558 million hours watching online videos online each month Online views can grow sales by 500% People like to see videos, so share Need to monitor 412.3 years is the length of time it would take to view every YouTube video 13 hours is the amount of video uploaded every minute YouTube

More than 142 million U.S. users watch an average of 80 videos per month

Americans spend a total of 558 million hours watching online videos online each month

Online views can grow sales by 500%

People like to see videos, so share

Need to monitor

412.3 years is the length of time it would take to view every YouTube video

13 hours is the amount of video uploaded every minute

YouTube is the 2 nd largest search engine in the world!

Delicious

Delicious Social bookmark sharing Allows users to tag, save, manage and share web pages from a centralized source. With emphasis on the power of the community, Delicious improves how people discover, remember and share on the Internet.

Social bookmark sharing

Allows users to tag, save, manage and share web pages from a centralized source.

With emphasis on the power of the community, Delicious improves how people discover, remember and share on the Internet.

Podcasts

Podcasts=Broadcasts Audio or File Sharing Example: iTunes More useful for B2B than B2C, but does not have a high success rate Podcasts

Podcasts=Broadcasts

Audio or File Sharing

Example: iTunes

More useful for B2B than B2C, but does not have a high success rate

Podcasts

RSS- Really Simple Syndication

Used within the next 12 months by 63% of consumer product marketers 65% media and communications marketers 37% financial service marketing 38% equipment companies Google Reader Improves search Rich Site Summary RSS- Really Simple Syndication

Used within the next 12 months by 63% of consumer product marketers

65% media and communications marketers

37% financial service marketing

38% equipment companies

Google Reader

Improves search

Rich Site Summary

Search Engine Optimization

42% of search users click the top ranking link 8% click the second ranking link 40% of SEO campaigns aware of their ROI achieve returns in excess of 500% Search Engine Optimization

42% of search users click the top ranking link

8% click the second ranking link

40% of SEO campaigns aware of their ROI achieve returns in excess of 500%

Google AdWords

Adwords.google.com Partnered with thousands of outlets to sponsor keywords on sites (i.e., New York Times ) Google has 77% of market share of search 65% begin research on search engines 68% of all Internet users never click on ads Less than 1/6 of online users drive 80% of advertising clicks Google AdWords

Adwords.google.com

Partnered with thousands of outlets to sponsor keywords on sites (i.e., New York Times )

Google has 77% of market share of search

65% begin research on search engines

68% of all Internet users never click on ads

Less than 1/6 of online users drive 80% of advertising clicks

Steps to getting started: research keywords set up AdWords campaigns write your ad copy create your landing pages manage bids and budget Google AdWords

Steps to getting started:

research keywords

set up AdWords campaigns

write your ad copy

create your landing pages

manage bids and budget

Google Alerts

Sign up to receive a daily email about a topic or keyword Monitor what is being said about your company Go to google.com, then go to top right, click “more”, then click on “even more” and top left is the alerts button Google Alerts

Sign up to receive a daily email about a topic or keyword

Monitor what is being said about your company

Go to google.com, then go to top right, click “more”, then click on “even more” and top left is the alerts button

The World Wide Toolbox Gaming Productivity Applications Aggregators Rich Site Summary (RSS) Search Mobile Interpersonal Social Networking Publish Photo Sharing Audio Video Microblogging Live Casting Virtual Worlds

Gaming

Productivity Applications

Aggregators

Rich Site Summary (RSS)

Search

Mobile

Interpersonal

Social Networking

Publish

Photo Sharing

Audio

Video

Microblogging

Live Casting

Virtual Worlds

Tips Target a specific audience- meet their needs Be a thought leader Be authentic and transparent Create lots of links Encourage people to contact you Participate Make it easy to find you Respond to any issues, questions or complaints

Target a specific audience- meet their needs

Be a thought leader

Be authentic and transparent

Create lots of links

Encourage people to contact you

Participate

Make it easy to find you

Respond to any issues, questions or complaints

Thought leadership Be a thought leader through E-books, newsletters, whitepapers Solve buyer problems Provide free content without registration Understand and write for your audience Creating buyer personas and studying target audience helps to know what they want

Be a thought leader through E-books, newsletters, whitepapers

Solve buyer problems

Provide free content without registration

Understand and write for your audience

Creating buyer personas and studying target audience helps to know what they want

Thank you! Kimberly Kayler [email_address] 614.873.6707 Stephanie Brown [email_address] 513.469.0030