The Conversation - An Introduction to Social Media

INTRODUCTION “No profession stands to influence social media more than public relations.” Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media

INTRODUCTION o Social media defined 20:00 o 10 keys to social media success 30:00 o Social media tools 20:00 o 3 take away messages 2:00 o Q&A 3:00

SOCIAL MEDIA DEFINED Social media is a conversation online. Look who’s talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.

SOCIAL MEDIA DEFINED The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it‟s simply a channel.

SOCIAL MEDIA DEFINED o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS)

SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.

SOCIAL MEDIA DEFINED “It is about putting the „public‟ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.” Brian Solis, The Social Media Manifesto

SOCIAL MEDIA DEFINED Word of Mouth is the Future of Marketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.

CASE STUDY o Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.” o Divert marketing budget to customer service (they outsource marketing to their customers; they don‟t outsource their call centre) o Use Twitter to promote their brand o Website displays any public tweets mentioning of their brand o CEO has over 400,000 followers o 430 employees on Twitter o $1billion in sales last year and their expanding into new product categories

SOCIAL MEDIA DEFINED o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend’s recommendation over critic‟s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group

SOCIAL MEDIA DEFINED Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day

SOCIAL MEDIA DEFINED o 40% of Canadian internet users have visited a community or social networking site o 22% of Canadians over 60 o 50% of Internet users under 30 o 25% of users 25-29 do so daily o 43% English speaking Canadians and 24% of French speaking Canadians visit these sites Canada Online, The Internet, Media and Emerging Technologoes

SOCIAL MEDIA DEFINED • Younger users (under 45) and women use these sites for socializing • Older users use these sites to obtain and share information • Youth (12-17) use these sites for entertainment

SOCIAL MEDIA DEFINED

SOCIAL MEDIA DEFINED Social media can help you in all stages of marketing, self- promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation

SOCIAL MEDIA DEFINED o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship Be an industry leader – not a follower o

SOCIAL MEDIA DEFINED quot;What's the ROI for putting on your pants every morning? But it's still important to your business.quot; Scott Monty, Digital Communications Manager at Ford

SOCIAL MEDIA DEFINED Reach Engagement & Influence o Website visits / views o Sentiment of reviews and comments o volume of reviews o Brand affinity and comments o Incoming links o Commenter authority/influence o Time spent Action & Insight o Favourites / Friends / Fans o Sales inquiries o Viral forwards o New business o Number of downloads o Customer satisfaction and loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media

SOCIAL MEDIA DEFINED Resources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value

KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS

KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share

KEYS TO SUCCESS 1. Discovery 2. Strategy (people, competition, (opportunities, and search engines) objectives) 3. Skills 4. Execution (identify internal (tools, integration, resources and gaps) policies, and process) 5. Maintenance (monitor and adapt) Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

CASE STUDY o YouTube o MySpace o Facebook o Twitter o EHarmony “Digits” (their own online o community) o Virtual communities – Second Life Source: http://www.podtech.net/home/5209/h- block-social-media-programs-success

CASE STUDY Leveraged core goals across all networks: 1.Reinforce their brand as tax experts 2.Deliver on advocacy positioning of the brand 3.Present the brand as being innovative o Through “unexpected and meaningful interactions with consumers”

CASE STUDY o Be community appropriate and relevant (interacting on Second Life is different than YouTube) o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?

CASE STUDY 1. Brand Perception o Evaluated brand metrics through a brand tracking study 2. Engagement o 600,000 YouTube views o 1 million unique visits to their community site 3. Word of Mouth o Increased online mentions in blogs, forums, and other social media

KEYS TO SUCCESS o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen

KEYS TO SUCCESS o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight o Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)

KEYS TO SUCCESS Amelia Arlington

KEYS TO SUCCESS 56 unanimous responses in under 4 minutes from YouBeMom.com

CASE STUDY o Chevy contest asks people to create a winning commercial for the Tahoe SUV o Website gives people online tools to make their own commercials including the ability to customize text

CASE STUDY o Users subvert contest with ads slamming the Tahoe brand o Chevy eventually removes the website displaying videos critical of their product o Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)

CASE STUDY Lessons learned: o Be careful when you ask for …. user generated content can‟t be controlled o If you‟re going to ask people their opinions be prepared to have a conversation

KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away

CASE STUDY o Belkin employee busted offering payment for fake positive product reviews o Belkin president claims it‟s an isolated incident o Influential tech blogs expose a larger cover up and name more employees involved

KEYS TO SUCCESS o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend

KEYS TO SUCCESS o Don't shout. Don't broadcast. Don‟t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.

CASE STUDY

KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you

KEYS TO SUCCESS o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution

KEYS TO SUCCESS o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they‟re ready when you need them

KEYS TO SUCCESS o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer

KEYS TO SUCCESS 1. Experiment with social media 2. Make a plan 3. Listen 4. Be transparent & honest 5. Share your content 6. Be personal and act like a person 7. Contribute in a meaningful way 8. See criticism as an opportunity 9. Be proactive Accept you can‟t do it all 10. yourself

THE TOOLS SOCIAL MEDIA TOOLS

THE TOOLS o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release

THE TOOLS o People and organizations connect and interact with friends, colleagues and fans. o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning. o There are niche social networks for just about everything.

THE TOOLS o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o Follow brands, celebrities, and gain your own fans

THE TOOLS o Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000 o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers

THE TOOLS o Fastest growing social network in Canada and the world (200 million members) o Powerful tools to engage and understand your audience: o Brand pages o Custom applications o Targeted advertising o Audience insights/metrics o Opinion polls

THE TOOLS o Your brand‟s homepage on Facebook. o Allow you to post photos, videos, events and other messages. o Users interact with you by o Becoming fans o Commenting on your posts o Participating in discussions o Post photos to your page o Fans see your page updates in their newsfeed

THE TOOLS o Facebook ads give you the ability to advertise directly to specific demographic groups o This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now

THE TOOLS o Location o Age o Sex o Keywords (appear in your users profile) o Education o Workplace o Relationship status o Relationship interests o Languages

THE TOOLS

THE TOOLS What you need: o Ad message (title and body) o Image (make it compelling) o Destination URL (where you want the ad to take people) o Social actions (optional)

THE TOOLS o Social actions show related stories about a user‟s friends alongside your ad. o People can vote whether they like or dislike your ad.

THE TOOLS o Very affordable and easy to control your budget o You can specify a daily budget o Schedule specific dates for your ad to run o Pay for clicks (CPC) or impressions (CPM)

THE TOOLS o Facebook Insights provides information about your ad campaign: o Track ad performance with real-time reporting o Gain demographic and psychographic insights about people that view or take action on your ad o Use this information to identify how you can improve your campaign to maximize your results

THE TOOLS o Identify clear goals for your ad o Know who you‟re trying to reach o Ensure ad headline, copy and image is relevant o Experiment to get it right o Monitor your campaign and adjust o Know when to quit

THE TOOLS o Applications are entertainment and productivity tools that run within facebook o Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page o When fans use your applications social stories are created that appear in their friends news feed and link back to your page

THE TOOLS

THE TOOLS Add social capabilities to your website by integrating with Facebook: o Users log in to your website with their facebook identity o You can access their profile information to learn more about them and deliver targeted content o Publish information back to their friends‟ streams on Facebook to bring their friend to your website

THE TOOLS Don’t Do o establish a presence on the o create a page and fail to social networks your maintain it customers and colleagues use o try a hard sell approach o create a page to promote your brand o censor comments o point your fans to your o spam your fans/friends with company blog or contest frequent private messages – you‟ll drive them away o encourage a discussion and participate frequently o post false information o explore targeted advertising opportunities

THE TOOLS o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert.

THE TOOLS o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips

THE TOOLS Don’t Do o write press releases – be real o post on a regular schedule about why something is exciting o encourage conversation by asking questions o let complaints go unanswered o respond to people that o make users register to comment on your posts comment – they won‟t bother o use a few bloggers from your o delete fair but critical company for more viewpoints comments

THE TOOLS o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community

THE TOOLS Twitter can help you: o share timely information o promote useful content including resources, contests, deals, etc. (not just your own) o personify your brand o connect with your customers and develop leads o build credibility and influence o listen to consumer buzz o research competitors o network and learn from experts in your field

CASE STUDY o Churches useTwitter to: o Ask questions o Share insights o Highlight content o Hype events o Trinity Church uses Twitter to tell Passion of Christ o Westwinds Church experiments with Twitter during services o Distracting or Enriching?

CASE STUDY o September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia. o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well o The quot;social media birthdayquot; was born; asking for donations from online friends to celebrate your birthday

CASE STUDY o January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: o 202 real-life meetups across the globe, hosted by volunteers o $250,000 USD raised at these events o 55 wells are planned across Africa & India

CASE STUDY o April 09: The first quot;well that Twitter builtquot; is dug o April 09: Actor Hugh quot;Wolverinequot; Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support o Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity

CASE STUDY o Social media campaign expands: o Staff post Twitter updates delivering the results of donations o Website hosts videos of drilling progress made in Africa o A driller tweets live from Central African Republic o Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charity water o Facebook Causes page with over $61,000 donated

THE TOOLS Don’t Do o sound like a press release – o find and share useful content you‟re in a social space o pose questions and reply to o spam with constant links to others your company website, either in tweets or private messages o keep it fun - put a friendly face on your brand o post useless information – do people really care what you o promote sales, deals, news, had for lunch? updates, and build buzz for big releases or events o know what people are saying about your brand

THE TOOLS o Video sharing sites let you upload videos and share them with people. o They‟re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.

THE TOOLS o helps you gain exposure and direct traffic back to your website o sparks interest without a hard-sell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials

CASE STUDY o Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaign o Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailout o Launched the website WillitBlend.com and a YouTube channel http://www.youtube.com/blendtec

CASE STUDY o Videos went viral generating “millions of dollars in brand recognition” o Channel Views: 3,469,098 o Subscribers: 183,949 o Online Blendtec blender sales increased 500% o The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre

CASE STUDY Lessons learned: o Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch) o Experiment – the idea might not have worked, but what could they lose?

THE TOOLS Don’t Do o be informative, useful, or o just upload infomercials entertaining o be afraid to experiment until o create a summary and you find a formula that works. detailed description o pull down other people’s o post video replies to others videos showcasing your product for copyright infringement o allow commenting and participate in the conversation o make your video longer than it needs to be – keep it concise o save bandwidth costs on your and entertaining website by hosting videos on YouTube

THE TOOLS o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks. o Community votes on your submissions so they either rise to the top or drop to the bottom.

THE TOOLS Don’t Do o link to relevant articles about o spam by consistently news in your field bookmarking your own (not just your own content) material o make friends with other o cheat by tagging your bookmarkers in a legitimate bookmarks with irrelevant way. popular keywords o respect the terms of service o open multiple accounts and vote for yourself – you‟ll be o (reddit allows self-promotion, exposed digg does not)

THE TOOLS o Photo sharing sites give you a place to upload and organize your photos o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.

THE TOOLS o detail the launch of a new product, from initial sketches to the launch party o promote special events, charitable campaigns, and awards ceremonies o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative

THE TOOLS Don’t Do o tag your photos with relevant o stuff linked keywords into keywords your photo descriptions or comments o use your web site address or o plaster your URL all over the brand name as your Flickr screen name photos you upload o upload quality photos of your o discourage people from products/services, and things using your photos (as long related to your business as they provide attribution such as a link back to your website) o link prominently from your web site to your Flickr photostream

THE TOOLS o An Internet forum, or message board, is a bulletin board system in the form of a discussion site o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads

THE TOOLS Don’t Do o keep the message board active o build it and expect people to by regularly participating in start participating without the conversation encouragement and seeding o collect minimal information o forget to moderate - during registration spammers and trolls will drive users away o keep focus and attract users by o censor or allow militant clearly identifying your community purpose and moderators to take too much target audience control over the conversation. You want to encourage open discussion, not stifle it. o promote popular discussions throughout your website

THE TOOLS o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it

THE TOOLS Don’t Do o find references to your o rely on social reference organization and have websites to be accurate inaccuracies updated o spam or overtly advertising – o read the terms of use to it could get you banned ensure you are allowed to edit an entry about you o use it for Search Engine Optimization (Wikipedia o research competition prevents search engines from following links) o use wikis to collaborate with o Don‟t sabotage competitor‟s your team entries about competitors (You could get caught)

THE TOOLS o Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding o people interact through characters called avatars o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another

THE TOOLS o hold media conferences in Second Life to generate buzz (World Bank reports in world) o create and sell branded products accompanied by coupons and advertising for real-world stores o purchase land, build stores, and open for business o publish streams of audio or video on people‟s properties

THE TOOLS Don’t Do o Use it to generate publicity o just try to recreate your real- world brand experience – publicity for real world activities leverage the possibilities of the virtual world since fantasy is o find experts to imagine and what brought people are there. manage your brand presence in this virtual world, or do thorough research – it‟s o be afraid to site this one out. If your audience isn‟t there and complicated! you don‟t have a vision to o be inventive – for example, create a meaningful when someone drinks your experience don‟t bother. product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds.

THE TOOLS o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. o Podcasts can be simple recordings of conversations, presentations, or interviews o They‟re a chance to provide build an audience around your brand or message.

THE TOOLS Do’s Dont’s o come up with a format (form, o worry about length topic, and duration) o invest in a lot of equipment – o prepare don’t script (or you‟ll simple tools and software are sound stiff) all you need to get going o use a good microphone (but o leave too much time between podcasts – it could no need to over produce) prevent you from building an audience o promote your podcast on your website and podcast directories

THE TOOLS o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. o an effective way to distribute your content and lead users back to your website

THE TOOLS

THE TOOLS Don’t Don’t o offer RSS feeds for your o spam your subscribers by website‟s blog, news, events, including excessive advertising and podcasts in your RSS feed o go overboard – limit RSS feeds o subscribe to RSS feeds relevant to your industry or to content frequently updated interests o freak out when a splogger hijacks your content – this o include a title and description only so subscribers need to could actually help your search visit your site for the full story engine rank o track your subscribers

THE TOOLS

5 TAKE AWAY MESSAGES 3 TAKE AWAY MESSAGES

3 TAKE AWAY MESSAGES 1. Word of Mouth peer-to- peer discussions are more influential than the mass media 2. Participate by enabling and feeding the conversation (follow the 10 keys to success) 3. Be transparent & honest

REFERENCES o PR 2.0 o Groundswell Blog BrianSolis.com blogs.forrester.com/groundswell o Chris Brogan o Social Media Today chrisbrogan.com socialmediatoday.com o Micropersuasion o Social Media Trader micropersuasion.com socialmediatrader.com o Six Pixels of Separation o Web Strategy by Jeremiah twistimage.com/blog web-strategist.com/blog o PR Squared o Online Marketing Blog pr-squared.com toprankblog.com

INSPIRATION & CREDITS o Social media Is.... o Groundswell Blog slideshare.net/leewhite/social blogs.forrester.com/groundsw -media-is ell/2007/12/the-post- method.html o What the F**K is social o Shannon Paul's Blog media slideshare.net/mzkagan/what veryofficialblog.com -the-fk-social-media o Measuring the influence of o The Social Media Manifesto social media briansolis.com/2007/06/future slideshare.net/DigitalInfluenc -of-communications- e/business-impact-of-social- manifesto-for.html media

THE MYTHS SOCIAL MEDIA MYTHS

THE MYTHS “Social media is just a fad – it will go away.”

THE MYTHS “Social media is inexpensive.”

THE MYTHS “If we put our content online we‟re just giving our expertise away for free!”

THE MYTHS “We can’t measure social media results.”

THE MYTHS “Social media might work for certain industries and business models but it won’t work for us.”

THE MYTHS “Tell the programmers to setup that social media thing….and get them to make it viral while they‟re at it!”

THE MYTHS “YouTube is that site for funny cat videos – you‟ll cheapen our brand by putting our video on there!”

THE MYTHS “I‟ve started a Facebook page so I‟ve got social media covered!”

THE MYTHS “If we just delete all negative comments no one will see them.”

THE MYTHS “No seriously, I don’t think anyone will notice if we delete those negative comments.”

THE MYTHS “If we build it they will come.”

THE MYTHS “Social media is for kids.”

THE MYTHS “We have to figure this all out before we start using social media.”

THE MYTHS “Social Media is hard.”

THE MYTHS “Social Media is easy.”

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The Conversation - An Introduction to Social Media

by Tactica Interactive on Nov 19, 2008

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