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“We can't open this up to our employees, it will pull them away from work." "What about legal implications? The FDA regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable." "We lose control of our brand." Sound Familiar?
Quick, that's a corporate executive talking about what? Blogging? Twitter? Facebook? LinkedIn? Sound Familiar?
The year is 1997 and that's a conversation about email. A Trip Through Time
We won’t have time to check email because we spent a lot of time faxing, reading & writing memos and on the phone. Email reduced our dependencies on these communication channels. Today with the flood of email we all receive, no one has time to Tweet. Done right, Twitter and other social networks reduce the amount of email you send, just as email reduced the number of memos we all typed. Other Parallels
Email is purely a social application and a way to distribute get-rich-quick-scams and pornography. The same thing is said about social media every day. We've all become pretty good at sifting through the garbage and using email as a key part of our work environment. Other Parallels Other Parallels
Email is a fad and a disruptive element that new college grads want. Just like email, Twitter, LinkedIn Groups, Facebook and other social networks have fundamental benefits over other forms of communication. Other Parallels Other Parallels
What is a Social Network? An online meeting place for consumers and influencers to create, share and interact with content.
Why Social Networks Matter 47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available; 45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; 22% said they would read or write a product review on a blog. --BrandWeek
Facebook is a social media tool that connects people with friends and others who work, study and live around them.
Facebook is made up of many networks, each based around a company, region, or school. Join the networks that reflect your real-life communities to learn more about the people who work, live, or study around you.
Facebook and Chamber Goals
Listen! Your competitors, vendors, customers and prospects are talking about you, right now.
If you do NOT have a profile, you need to sign up and create one.
LinkedIn is free to join. With a basic account:
Build a professional network of unlimited size Find and reconnect with colleagues and classmates Request and provide recommendations Request up to 5 Introductions at a time Search for and view profiles of other LinkedIn users
If you do have a profile, you need to optimize it.
Once Columbus Chamber group created on LinkedIn, join and invite all employees & friends to join
YouTube www.youtube.com About
YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience.
YouTube allows people to easily upload and share video clips on www.YouTube.com and across the Internet through websites, mobile devices, blogs, and email.
Video is one of the fastest growing social media tools
YouTube shows over 100 million videos each day
In the US, 13.5 billion videos are watched online each month
In October 2008, 77% of the total U.S. Internet audience viewed online videos.
Create more videos and promote the videos on YouTube Channel
http://www.youtube.com/columbuschamber Working on more ways to get more exposure with new and existing videos Ideas for testimonials, etc. Link to these from other social networks (Twitter, LinkedIn, Facebook)
Set Clear Goals There are three kinds of people in the world: those who can count, and those who can’t
Set Clear Goals Can’t measure “more buzz” Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% Take baseline metrics before campaign starts SEO metrics, social media metrics Break metrics down into quantifiable goals Mentions in blogs, social networks, links to the site… You can quantify metrics
Determine the Hook Set goals before determining the “hook” Questionnaire to determine need – what gets the participants excited? Examples: free sample, white paper, video, online calculator/application, stunt
Determine Distribution Plan Earn your way into distribution Avoid using the word “free” Look for specialized networks or “celebrity” bloggers that don’t often get pitched Rate the value of each participant and determine the pitch
Determine Distribution Plan Think in terms of most efficient coverage Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn and build a presence on targeted social networks Great Content + Great Distribution=Great Word of Mouth
Case Study: Shizuka New York Located in midtown Manhattan Cosmetology & skin care with “Eastern holistic knowledge” Featured in international media, including Marie Claire, Shape, Vogue, and Harpers Bazaar
Shizuka New York Following Word of Mouth program: Mention on Jay Leno Mention on CNN Home page of CNN.com E! “The Soup” The Hollywood Reporter Featured on the Today Show
We Set Clear Goals Branding and awareness Increased site traffic New clients
Used that Compelling Hook Highlighting “Bird Poop Facials”
Determined the Best Distribution Plan SEO Press Release Blogger Outreach Video Social Networks
Blogger Outreach Identify bloggers in key categories: Already talking Skin care Pop culture News of the weird
Blogger Outreach Read the blog! Clearly identify who you are Tailor your message Provide only relevant content Ask yourself again before you hit “send”
Video Spoof interview produced Uploaded to YouTube Embedded in press release Sent to bloggers
Video The YouTube Geisha Facial video – 20,000+ views
Web Results Ice Rocket Web results were at 3,960 at the beginning of May and are now up to 20,700
Summary Create a great hook, you can’t fake it Funny Useful Outrageous Taboo Find the right mix of complementary channels Measure results
Get Social Today Attendance and enthusiasm are half the game Dedicate time to making this work Bring wine Seek first to understand, then to be understood The conversation is going on right now, the only decision is if you will be involved
Questions & Comments Bill Balderaz email@example.com www.webbedmarketing.com Twitter: @bbalderaz