Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

De-Spookifying Social Media


Published on

Spooked by social media? Worried that there’s a trick to having your organization participate on social networking sites? Then, the Mississippi Beach chapter of the Public Relations Association of Mississippi has a treat for you.

PRAM-Mississippi Beach will hold an afternoon seminar Thursday, Oct. 29, in Biloxi to help you “De-Spookify Social Media.” Workshop leader Kellye Crane, APR, will discuss why marketing efforts should incorporate social media and how to apply this information into everyday business models. She will also share ideas on how to boost business with various social media tools.

De-Spookifying Social Media

  1. 1. De-Spookifying Social Media Kellye Crane 10/29/2009
  2. 2. Is this scary? Image by Brian Solis,, Flickr
  3. 3. Not the answer
  4. 4. Getting down to brass tacks
  5. 5. New to Social Media?
  6. 6. The SOCIAL in Social Media
  7. 7. What is mainstream media?
  8. 8. Source: survey by the Pew Research Center for the People & the Press, December 2008
  9. 9. “Now visited by over two-thirds (67 percent) of the global online population, “Member Communities,” which includes both social networks and blogs, has become the fourth most popular online category – ahead of personal email” -The Nielsen Company's “Global Faces and Networked Places,” content/uploads/2009/03/nielsen_globalfaces_mar09.pdf
  10. 10. Is PR dead?
  11. 11. Here Lies Messaging
  12. 12. Of consumers participating in social media, those exposed to a brand’s influenced social media spent 20% more time online compared with those exposed only to social media relevant to a brand’s category. -GroupM Search and comScore, Inc. Consideration-and-Consumption
  13. 13. Company Benefits New influentials Build Relationships Earned media Gain customer and market insights Google friendly
  14. 14. If that’s not enough…. 70 Percent of Journalists Use Social Networks to Assist in Reporting (up from 42% last year) Source: Survey from Middleberg Communications and the Society for New Communications Research (SNCR), reported in PRWeek
  15. 15. Getting Started
  16. 16. Avoid GMOOT (Get Me One of Those)
  17. 17. Strategy
  18. 18. People Are Talking Photo by Chen, Flickr
  19. 19. Are You Listening? Photo by Niclas Lindh, Flickr
  20. 20. Listen (Research) • Free tools: Technorati, Google Blogs, Twitter search/Tweetbeep RSS feeds loaded into Google Reader, etc. • Paid Tools: Radian 6, Filtrbox, Scoutlabs, etc.
  21. 21. Boring Company?
  22. 22. 5Ws: Define Your Stakeholder Who ? What ? Where ? When/How ? Why ?
  23. 23. The Social Technographics ™ Ladder Publish a blog Publish your own Web pages Creators Creators Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Critics Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Joiners Visit social networking sites Read blogs Watch video from other users Spectators Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above Groups include people participating in at least © Forrester Research Inc. one of the activities monthly.
  24. 24.
  25. 25. What to Say? • Share links • Amplify others • Give tips • Be a resource • Show expertise
  26. 26. Etiquette • Converse, don’t just broadcast • Be transparent/ authentic • It’s not about collecting people, it’s connecting
  27. 27. Social Anthropology
  28. 28. through/1248823389.html
  29. 29. Social Media Outposts • No more static Web site-only approach • Create a collection of Outposts, with one serving as Home Base • Outposts build on each other
  30. 30. Twitter grew 1,551% between June 2008 and June 2009 Source: data for June 2009 From David Griner, Luckie & Company, tutorial - Slide 3 (used with permission)
  31. 31. In fact, Twitter grew 43% with the addition of just one user. From David Griner, Luckie & Company, tutorial - Slide 4 (used with permission)
  32. 32. From David Griner, Luckie & Company, tutorial - Slide 5 (used with permission)
  33. 33. Who to follow? • Import contacts from other networks (Gmail, Yahoo, AOL) • Search by name • Find someone with similar interests and see who they follow • Tools like, • “Return follow” someone who follows you (with caveat)
  34. 34. Twitter Glossary • Tweet • @replies • Retweet (RT) • Direct Message (DM) • Twitter tools • #Hashtags • h/t • Tweetup
  35. 35. Tweetdeck
  36. 36. Twitter Search
  37. 37. Ask Questions
  38. 38.
  39. 39. From Connie Bensen, Community Strategist, - Slide 2 (used with
  40. 40. Facebook Contextual Ads
  41. 41. Still with me?
  42. 42. Video
  43. 43.
  44. 44. Finding Time
  45. 45. To blog or not to blog?
  46. 46. Build a Blog Website
  47. 47. A Word About Ethics • Astroturfing • Misrepresentation • Intellectual Property • Pay-per-Post • Sponsored posts
  48. 48. Automating with RSS Resources: RSS in Plain English ; Google Reader for Beginners
  49. 49. Social Media News Room (SMNR)
  50. 50. SMNR Tool
  51. 51. Influencer Relations Press, Analysts, Bloggers…
  52. 52. Influencer Relations
  53. 53. Avoid the tricks
  54. 54. Off Target Target’s e-mail response: “Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.”
  55. 55. Enjoy the treats
  56. 56. JTA Tactics • Launch a purpose-built, multi-media web site to highlight the coaster • Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts • Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts • Invite the American Coaster Enthusiasts to be VIP partners in opening the ride
  57. 57. JTA Results: Actions • In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. • With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. • Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. Link to Full Case Study:
  58. 58. Analytics
  59. 59. Survey Sentiment
  60. 60. Crisis?
  61. 61.
  62. 62. What’s Next?
  63. 63. Kellye Crane E-mail: Twitter: KellyeCrane Blog: Solo PR Pro Web site: