October 24_White Paper Overview_Social Media Info


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October 24_White Paper Overview_Social Media Info

  1. 1. JOURNALISM 370 October 24, 2011
  2. 2. MEDIA KIT OVERVIEW <ul><li>You will turn in a media kit for your client. </li></ul><ul><li>A pitch letter is required. </li></ul><ul><li>A press release is required. </li></ul><ul><li>A memo explaining your process will be required. </li></ul><ul><li>Everything else is up to you. </li></ul>
  3. 3. MEDIA KIT OVERVIEW <ul><li>Class presentations focus on your client and client’s event. </li></ul><ul><li>This is your chance to host a press conference. </li></ul><ul><li>This is your chance to explain why you did what you did. </li></ul><ul><li>This is your chance to field questions. </li></ul><ul><li>Presentations should not exceed ten minutes. </li></ul>
  4. 4. MEDIA KIT GRADING <ul><li>Your press release will be worth 200 points. </li></ul><ul><li>Every other component of your media kit will be worth 100 points. </li></ul><ul><li>Your presentation will be worth 100 points. </li></ul><ul><li>Your score will reflect 25% of your final class grade. </li></ul><ul><li>Class presentations are the week of November 7. </li></ul><ul><li>Your media kit is due Monday, November 14 at 5 p.m. </li></ul><ul><li>You’re welcome to get this done earlier. </li></ul>
  5. 5. MEDIA KIT GRADING <ul><li>Same grading rules apply. </li></ul><ul><li>Did you follow format? </li></ul><ul><li>Grammar. </li></ul><ul><li>Solid lead. </li></ul><ul><li>Your writing reflects your methodology. </li></ul><ul><li>Presentation </li></ul><ul><li>Slide visibility and flow. </li></ul><ul><li>How did you present your client? </li></ul><ul><li>How well was your client researched? </li></ul><ul><li>How did you handle questioning? </li></ul>
  6. 6. FINAL WHITE PAPER <ul><li>White papers help companies explain and define their brand. </li></ul><ul><li>What are they doing well? </li></ul><ul><li>What are they doing differently than others? </li></ul><ul><li>What have they learned that can help people? </li></ul>
  7. 7. FINAL WHITE PAPER <ul><li>Your white paper will explain what you learned in class this quarter and how it applies to your career. Good white papers will include the following components: </li></ul><ul><li>Textbook materials </li></ul><ul><li>In class discussions </li></ul><ul><li>Material I covered outside of class </li></ul><ul><li>Guest speakers </li></ul><ul><li>Working with a real client </li></ul>
  8. 8. FINAL WHITE PAPER HOW WILL I GRADE YOU? <ul><li>Was it comprehensive? </li></ul><ul><li>Did you take the material and apply it to your future career or the client you worked with during the quarter? </li></ul><ul><li>Organization </li></ul><ul><ul><li>Is it easy to follow? </li></ul></ul><ul><ul><li>Can I glance at the document and quickly find information on a subject matter? </li></ul></ul><ul><ul><li>This should be your Cliff Notes guide for future reference. </li></ul></ul><ul><li>Grammar </li></ul>
  9. 9. FINAL WHITE PAPER IN CLASS ASSIGNMENT <ul><li>Email three examples of white papers you like and why you like them. </li></ul><ul><li>Send them to [email_address] by the start of class Monday, October 31, 2011. </li></ul><ul><li>Search company websites and some of the blogs mentioned in class. </li></ul>
  10. 10. IF THERE IS ONE THING YOU REMEMBER FROM THIS PRESENTATION, WHAT IS IT?   Social media is a valuable tool in any marketing campaign. It is not the entire toolbox.
  11. 11. SOCIAL MEDIA OVERVIEW <ul><li>There are five themes you or a client should be aware of before ever creating a social media presence: </li></ul><ul><li>This is a marathon, not a sprint. </li></ul><ul><ul><li>For every Ted Williams viral bonanza, there are millions of Ed Williams videos nobody every sees. Social media is a long term investment. </li></ul></ul>
  12. 12. SOCIAL MEDIA OVERVIEW <ul><li>2. Content is king. </li></ul><ul><ul><li>Finding that content isn’t easy. </li></ul></ul><ul><ul><li>You will swing and miss. </li></ul></ul><ul><ul><li>Once you find the kingworthy content, measured results aren’t a matter of if, but when. </li></ul></ul>
  13. 13. SOCIAL MEDIA OVERVIEW <ul><li>3. Be transparent </li></ul><ul><ul><li>It’s not the lie. It’s the cover up. </li></ul></ul><ul><ul><li>It’s not a matter of if you get caught; it’s when. </li></ul></ul><ul><ul><li>How you apologize is almost as important as what you do wrong. </li></ul></ul>
  14. 14. SOCIAL MEDIA OVERVIEW <ul><li>4. It’s OK for people to think you’re not any good. </li></ul><ul><ul><li>It's been 5+ weeks since @ aepohio cut branches down that were lying on our power lines. They still have not cleaned up our yard. Unreal. </li></ul></ul><ul><ul><li>@ marksubel Gosh Mark, drop me a note @ capratimiller@aep.com & I'll put you in touch with someone you can discuss the matter with. </li></ul></ul><ul><ul><li>Just want to say thanks to @ aepohio for quickly resolving our concern from last week. Very professional & courteous. Thanks @ aepohio </li></ul></ul>
  15. 15. SOCIAL MEDIA OVERVIEW <ul><li>5. The biggest mistake you can make is not being there. </li></ul><ul><ul><li>650 million people are going to be on Facebook. </li></ul></ul><ul><ul><li>A new person joins LinkedIn every second. </li></ul></ul><ul><ul><li>Twitter still sees triple digit growth. </li></ul></ul>
  16. 16. SOCIAL MEDIA RESEARCH <ul><li>How many people are searching for your product through Google? </li></ul><ul><li>How is your product seen on Twitter? </li></ul><ul><li>How is your product seen on Facebook? </li></ul><ul><li>How is your product seen on YouTube? </li></ul><ul><li>How much time can you devote? </li></ul><ul><ul><li>30-60 minutes of Facebook. </li></ul></ul><ul><ul><li>1-2 hours on Twitter. </li></ul></ul><ul><ul><li>As much time as it takes to write a good blog post. </li></ul></ul>
  17. 17. BLOGGING AS A SOCIAL MEDIA FOUNDATION <ul><li>Blogging is like a good stock: it should grow in time. </li></ul><ul><li>Blogging offers reasons to post on Twitter and Facebook. </li></ul><ul><li>Blogs force you to stay fresh and relevant. </li></ul><ul><li>Blogging can make you an authority. </li></ul><ul><li>Blogging helps with SEO. </li></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><li>Internal Traffic </li></ul></ul>
  18. 18. SOCIAL MEDIA CREATING A FAN BASE <ul><li>Have a good offline product </li></ul><ul><ul><li>If you sell a bad product with terrible customer service, it doesn’t matter how cool your Facebook page is. </li></ul></ul><ul><ul><li>If you have a product people like and have loyalty towards, results will follow </li></ul></ul><ul><ul><ul><li>Zappos shoes has 90,000 followers. </li></ul></ul></ul><ul><ul><ul><li>Crocs have 232,000 followers. </li></ul></ul></ul><ul><ul><ul><li>Nike has millions of followers. </li></ul></ul></ul>
  19. 19. SOCIAL MEDIA CREATING A FAN BASE <ul><li>Start small. </li></ul><ul><ul><li>You have 10 friends. </li></ul></ul><ul><ul><li>Your 10 friends probably have five friends interested in the same kind of item. </li></ul></ul>
  20. 20. SOCIAL MEDIA CREATING A FAN BASE <ul><li>Follow bloggers relevant to the industry </li></ul><ul><ul><li>www.technorati.com </li></ul></ul><ul><ul><li>www.wordpress.com </li></ul></ul><ul><ul><li>www.blogged.com </li></ul></ul><ul><ul><li>Each of these bloggers will have a Twitter handle, a LinkedIn profile and a Facebook page. Follow those folks. </li></ul></ul><ul><ul><li>Each of these bloggers will have a list of bloggers they like. Like those folks. </li></ul></ul><ul><li> </li></ul>
  21. 21. SOCIAL MEDIA CREATING A FANBASE <ul><li>How do you get followers on Twitter to follow you? </li></ul><ul><ul><li>Follow people you’re genuinely interested in. Chances are, they will follow you back. </li></ul></ul><ul><ul><li>Follow people based on industry and area; they are more likely to follow you back. </li></ul></ul><ul><ul><ul><li>www.wefollow.com </li></ul></ul></ul><ul><ul><ul><li>www.twellow.com </li></ul></ul></ul><ul><ul><ul><li>www.nearbytweets.com </li></ul></ul></ul><ul><ul><li>Follow lists. </li></ul></ul><ul><ul><li>Follow friends of friends. </li></ul></ul><ul><ul><li>@reply as often as you tweet. This is a conversation. </li></ul></ul><ul><li> </li></ul>
  22. 22. SOCIAL MEDIA CREATING A FANBASE <ul><li>Get out, talk to people and make yourself an expert: </li></ul><ul><ul><li>Answer questions on Yahoo answers </li></ul></ul><ul><ul><li>Answer questions on Quora. </li></ul></ul><ul><ul><li>Answer questions on LinkedIn. </li></ul></ul><ul><ul><li>Answer questions on Twitter. </li></ul></ul><ul><ul><li>Start commenting on influential blogs. </li></ul></ul><ul><ul><li>Ask people if you can guest post on said blogs. </li></ul></ul>
  23. 23. SOCIAL MEDIA CREATING A FAN BASE <ul><li>Integrate social media into overall marketing campaign. </li></ul><ul><ul><li>Explain Facebook presence on website. </li></ul></ul><ul><ul><li>Document social media presence in all current forms of outreach. </li></ul></ul><ul><ul><li>Tell people why they should follow your page/handle. </li></ul></ul>
  24. 24. SOCIAL MEDIA WHY SHOULD THEY FOLLOW US IN THE FIRST PLACE? <ul><li>Contests </li></ul><ul><li>Questions </li></ul><ul><li>Poll questions/survey </li></ul><ul><li>Coupons </li></ul><ul><li>News </li></ul>
  25. 25. WHY ARE PEOPLE FUSSY ABOUT SOCIAL MEDIA? <ul><li>People will say bad things about me. </li></ul><ul><ul><li>They already are. </li></ul></ul><ul><ul><li>You have the ability to hear those concerns. </li></ul></ul><ul><ul><li>You have a power to remedy those situations. </li></ul></ul>
  26. 26. WHY ARE PEOPLE FUSSY ABOUT SOCIAL MEDIA? <ul><li>People will say things that are too private. </li></ul><ul><ul><li>You can create privacy guidelines because you respect people ’s privacy. </li></ul></ul><ul><ul><li>You can move the conversation offline. </li></ul></ul><ul><ul><li>You have to monitor your page. </li></ul></ul>
  27. 27. CREATING A SOCIAL MEDIA PLAN <ul><li>Develop a schedule to publish content. </li></ul><ul><li>Make sure it ’s realistic. </li></ul><ul><li>Follow the map. </li></ul>
  28. 28. STUDY THE MAP. <ul><li>Plan </li></ul><ul><li>Do </li></ul><ul><li>Study </li></ul><ul><li>Act </li></ul>