De-Spookifying Social Media


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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.

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  • Today we’ll be getting down to brass tacks
  • It’s about people and connections – just in new formats.
  • The Memphis Commercial Appeal looks like a blog, Huffington Post looks like a newspaper – the lines have blurred
  • “Mainstream Media” is no longer mainstream.
  • No, but…
  • “Messaging” – meaning repeating the same talking points over and over – is dead. But social media is content-driven communications= Who does that better than pr?
  • No gatekeepersDemocratization of marketing – no longer about a 1 mil super bowl adFreedom from boring Brochures - Ebooks, podcasts, webinars
  • Interruption vs. permission marketing
  • Getting going sometimes feels slow, as you work to build relationships and community
  • Also known as “shiny object syndrome”
  • Strategy drives all corporate communicationsWhat are the objectives?How can the company achieve its objectives?Which tools will best address those needs?Does social media fit into the plan?
  • Who is the customer/stakeholder?What is their need?Where are they hanging outonline, see tool?How can you meet their needs online? Info, tools, assistance, customer serviceFind your audience where they already areIt’s not about you – speak with your community about things they care aboutWhy would they choose to interact with the company in social networks?
  • Duncan Page added a blog to his business website and was surprised to find an article about how to use woven wire fencing to build a horse paddock attracted more than 1,500 views alone. The result: traffic, media coverage, and an 850% increase in sales leads.
  • Anatomy of a Twitter home page – reviewingthe different sections
  • Once you have some tweets, then start by following a few of your friends-Spammers (including those of the adult entertainment variety) discovered Twitter around the same time Oprah did. Look at each follower to make sure they’re someone you’d want to follow back.Following allows that person to DM you
  • Tweet is the verbh/t = hat tipTweetup = a local meet-up (no invites required)
  • Facebook Fan Box
  • ApplicationsGroupsQ&A
  • All links from this presentation can be found on this Delicious page
  • Organize clips for clients, provide background on an announcement, etc.
  • -Blog commenting is important to do, but blogging requires time and a commitment to producing content on a regular basis. -It’s a highly effective way to demonstrate your abilities-If you choose not to blog right now, there are alternatives/intermediate steps:PosterousGuest PostFacebook Notes
  • Home page is the blog, additional pages offer information about servicesBuilt on ThesisA blog can replace a Web site, or the two can be merged
  • ObjectivesLaunch of roller coaster/water ride, Journey to AtlantisBuild relationships with the online coaster community, Build awareness for the early opening of Journey to Atlantis, Drive visitation to SeaWorld San Antonio by pass holders to try Journey to AtlantisJTA StrategiesProvide information/Make assests available to coaster enthusiastsBuild long-term relationships with coaster enthusiast influentials
  • Results: InterestThe Website received 78,264 visits and 170,644 page views from May through August 2007. The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date.  Flickr photos have been viewed 102,101 times to date.Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider. The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.Results: AttitudesThe coverage was largely positive in tone, with some expected negativity about ride intensityThe American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. These riders later left positive comments on YouTube videosACE invited SeaWorld San Antonio to attend its annual meeting in 2008Robert Niles, Theme Park Insider
  • Respond…QuicklyAuthoritativelyTruthfullyStrategicallyAuthentically
  • Policy examples – use for inspiration
  • 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: