OWU Socmed Pres 11 3 09


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A presentation for the Ohio Wesleyan University's Wolthemade Lecture series.

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OWU Socmed Pres 11 3 09

  1. 1. SOCIAL MEDIA AND MARKETING 2.0 11/3/2009
  2. 2. OVERVIEW <ul><li>Who am I? </li></ul><ul><li>Social Media </li></ul><ul><li>Business applications </li></ul><ul><li>Personal branding 2.0 </li></ul><ul><li>Key takeaways </li></ul>
  3. 3. <ul><li>PR professional since 1991 </li></ul><ul><li>Avid social Internet user since 1994 </li></ul><ul><li>Online community builder since 1998 </li></ul><ul><li>Blogger since 2001 </li></ul><ul><li>Professional blog at www.larakretler.com </li></ul><ul><li>Social media lead at Fahlgren Mortine PR </li></ul><ul><li>Frequent speaker and interviewee about business applications for the social Web </li></ul>ABOUT LARA KRETLER
  4. 4. SOCIAL EXPLOSION <ul><li>Six out of top 10 websites are social sites </li></ul><ul><li>Six out of 10 Internet users view consumer generated content </li></ul>
  5. 6. Food for Thought <ul><ul><li>Facebook earns 600,000 new members per day and </li></ul></ul><ul><ul><ul><li>700 million photos and 4 million videos per month </li></ul></ul></ul><ul><ul><li>Twitter gains 18 million new users each year, with 4 </li></ul></ul><ul><ul><ul><li>million tweets sent daily </li></ul></ul></ul><ul><ul><li>More than 900,000 blogs posts are put up every day </li></ul></ul><ul><ul><li>More than 1 billion YouTube videos are watched daily and 20 hours of video uploaded every minute </li></ul></ul><ul><ul><li>250,000 virtual goods are made daily in Second Life, with users sending 1,250 virtual text messages per second </li></ul></ul><ul><ul><li>$5.5 billion US is spent on virtual goods each year. Facebook gifts alone make $70 million annually </li></ul></ul><ul><ul><li>Flickr has 73 million visitors a month who upload 700 million photos </li></ul></ul><ul><ul><li>Mobile social network subscribers reached 92.5 million by the end of 2008 and will rise to 641-873 million by 2013 (up to 132 million annually) </li></ul></ul><ul><ul><li>More than 2.3 trillion SMS text messages were sent across major markets worldwide in 2008 </li></ul></ul>BY THE NUMBERS
  6. 7. Food for Thought THEN VS. NOW
  9. 10. BENEFITS OF SOCIAL MEDIA <ul><li>Build deeper relationships and communities </li></ul><ul><li>Increase awareness for your brand </li></ul><ul><li>Broaden your network </li></ul><ul><li>Achieve search engine prominence (SEO) </li></ul><ul><li>Increase your web or blog traffic </li></ul><ul><li>Break through clutter to reach journalists </li></ul><ul><li>Bypass media to get straight to consumers </li></ul><ul><li>Empower fans to become viral ambassadors for your brand </li></ul>
  11. 12. SOCIAL MEDIA PHILOSOPHY <ul><li>At Fahlgren, social media is a PR-led, cross-functional practice </li></ul><ul><li>We incorporate social media monitoring holistically into all of our public relations efforts </li></ul><ul><li>We utilize social applications and “PR 2.0” tools on our clients’ behalf to reach out to both traditional and new media </li></ul><ul><li>We develop programs that help our clients make use of social networking sites, tools and applications to reach consumers and influencers directly </li></ul>
  12. 13. SOCIAL MEDIA MONITORING <ul><li>SMORE (Social Media Opportunity Research & Evaluation): Preliminary social media audit completed for all clients </li></ul><ul><li>SMORE results drive three possible outcomes: </li></ul><ul><ul><li>Additional deep dive social media audit </li></ul></ul><ul><ul><li>Immediate social media program recommendations </li></ul></ul><ul><ul><li>Ongoing social media monitoring only </li></ul></ul>
  13. 14. TRAINING & EDUCATION <ul><li>Social media 101 </li></ul><ul><li>Social networking 101 </li></ul><ul><li>PR2.0 – using “social PR” best practices </li></ul><ul><li>Deep dives into specific tools – Twitter, Delicious, social search </li></ul><ul><li>Social media monitoring </li></ul><ul><li>Blogger outreach 101 </li></ul><ul><li>Blogging for business </li></ul><ul><li>Successful blog commenting </li></ul><ul><li>Using LinkedIn for sales prospecting </li></ul><ul><li>B2B social media best practices </li></ul>
  14. 15. PR 2.0 BEST PRACTICES <ul><li>Blogger relations: engaging with influencers </li></ul><ul><ul><ul><li>Targeted outreach via comments, trackbacks, tagging </li></ul></ul></ul><ul><li>Microblogging/micro pitching </li></ul><ul><ul><ul><li>Twitter, Friendfeed, Ning socnets </li></ul></ul></ul><ul><li>Expert source placements </li></ul><ul><ul><ul><li>LinkedIn Answers, HARO </li></ul></ul></ul><ul><li>Strategic use of social bookmarking sites </li></ul><ul><ul><ul><li>Delicious, StumbleUpon, Digg </li></ul></ul></ul><ul><li>Online content placements </li></ul><ul><ul><ul><li>Yahoo, Google, AOL </li></ul></ul></ul><ul><li>Social media news releases </li></ul><ul><ul><ul><li>PitchEngine, PRweb </li></ul></ul></ul><ul><li>SEO for news releases </li></ul><ul><ul><ul><li>HubSpot’s pressreleasegrader.com </li></ul></ul></ul>
  15. 16. SOCIAL MEDIA APPROACH <ul><li>Listen to the conversation </li></ul><ul><li>Review and analyze learnings </li></ul><ul><li>Engage if and when it makes sense </li></ul><ul><li>Monitor and adjust </li></ul><ul><li>Measure results </li></ul>
  16. 17. SOCIAL MEDIA STRATEGY: LISTEN <ul><li>Comprehensive, customized Web 2.0 monitoring </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Discussion boards and forums </li></ul></ul><ul><ul><li>Social networking sites (Facebook, Myspace) </li></ul></ul><ul><ul><li>Microblogging/lifestreams (Twitter, Friendfeed) </li></ul></ul><ul><ul><li>Photo sharing (Flickr) </li></ul></ul><ul><ul><li>Video sharing sites (Youtube, Viddler) </li></ul></ul><ul><ul><li>Social search/sharing & tagging sites (Delicious, Digg, StumbleUpon) </li></ul></ul><ul><li>Strategic analysis and program development </li></ul>
  17. 18. SOCIAL MEDIA STRATEGY: ENGAGE <ul><li>Blog design, content development and promotion </li></ul><ul><ul><ul><li>FahlgrenMortine, Redemtech, Liebert </li></ul></ul></ul><ul><li>Blogger/blog commenter/social media training </li></ul><ul><ul><ul><li>Emerson Network Power, Ansell </li></ul></ul></ul><ul><li>Blogger/influencer identification and outreach </li></ul><ul><ul><ul><li>Experience Columbus, Morton’s, Balloon Time, Ohio Film Office, Pert Plus, Elmer’s Glue Crew </li></ul></ul></ul><ul><li>Social networking campaigns </li></ul><ul><ul><ul><li>PRSA Central Ohio, Emerson/Liebert, Good Samaritan Dayton, Elmer’s Glue Crew, Pert Plus </li></ul></ul></ul><ul><li>Online community development </li></ul><ul><ul><ul><li>Ansell’s SafetyCommunity.com, Cardinal Health CMP/CareFusion </li></ul></ul></ul>
  18. 19. <ul><li>70 | 20 | 10 </li></ul>FORMULA FOR SUCCESS
  20. 21. <ul><li>Tom Peters invented personal branding in a 1997 Fast Company article: </li></ul><ul><li>“ Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” </li></ul>THE BRAND CALLED YOU
  21. 22. <ul><li>What will differentiate you? </li></ul><ul><li>Think about: </li></ul><ul><ul><li>Three things you are good at </li></ul></ul><ul><ul><li>Three things you are known for </li></ul></ul><ul><ul><li>Three things you are passionate about </li></ul></ul><ul><ul><li>Three things other people think you’re good at </li></ul></ul>FINDING YOUR NICHE
  22. 23. <ul><li>An interconnected online footprint of relevant: </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Audio </li></ul></ul><ul><li>found by Googling your name </li></ul>PERSONAL BRAND 2.0
  23. 24. <ul><li>Google results present your personal brand – the good, the bad and the ugly </li></ul><ul><li>You can either accept and manage that or ignore it… </li></ul>GOOGLE IS YOUR HOME PAGE
  25. 26. <ul><li>“ If you don’t brand yourself, Google will brand you.” </li></ul>SHERRY BECK PAPROCKI, AUTHOR:
  26. 27. <ul><li>“Everything you do now ends up in your permanent record. The best plan is to overload Google with a long tail of good stuff and to always act as if you’re on Candid Camera, because you are.” </li></ul>SETH GODIN, MASTER MARKETER:
  27. 28. WHAT’S WORTH THAN NEGATIVE SEARCH RESULTS IN GOOGLE? <ul><li>No results at all </li></ul><ul><li>“Not being online today is akin to not existing.” ~Alena Tugend, NYT </li></ul>
  28. 29. THE GOOD NEWS? <ul><li>Google wants to help you manage your personal brand </li></ul><ul><li>Google profiles launched this year at http://www.google.com/profiles </li></ul><ul><li>Google profile results have begun to show up at the bottom of U.S. name-query search pages </li></ul><ul><li>Over time, as people begin to fill them out, profiles will become the top result for your name </li></ul>
  30. 31. MORE GOOD NEWS <ul><li>Google loves social media </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Any other sites with tons of inbound links (e.g., traditional media sites) </li></ul></ul><ul><li>Content on social sites rises to the top of Google </li></ul><ul><li>This all happens pretty fast </li></ul>
  31. 32. SOCIAL MEDIA STRATEGY <ul><li>Ensure a consistent, positive image on: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Discussion boards and forums </li></ul></ul><ul><ul><li>Social networking sites (Facebook, Myspace) </li></ul></ul><ul><ul><li>Microblogging/lifestreams (Twitter, Friendfeed) </li></ul></ul><ul><ul><li>Photo sharing (Flickr) </li></ul></ul><ul><ul><li>Video sharing sites (Youtube, Viddler) </li></ul></ul><ul><ul><li>Social search/sharing & tagging sites (Delicious, Digg) </li></ul></ul>
  32. 33. SOME IDEAS <ul><li>Start a blog </li></ul><ul><ul><li>Serves as a home base for all social media activity </li></ul></ul><ul><ul><li>Facilitates two-way conversation </li></ul></ul><ul><ul><li>Powerful SEO tool </li></ul></ul><ul><ul><li>Showcases your niche and differentiates you from everyone else </li></ul></ul><ul><ul><li>Gives voice to your personal brand </li></ul></ul><ul><ul><li>Lends credibility and authority to your job search, career or hobbies </li></ul></ul>
  33. 34. BLOGGING 101 <ul><li>How do I start a blog? </li></ul><ul><ul><li>Free tools like Wordpress or Blogger </li></ul></ul><ul><ul><li>Write at least weekly </li></ul></ul><ul><ul><li>Represent your personal brand well; be unique but authentic </li></ul></ul><ul><ul><li>Be consistent, clear and concise </li></ul></ul><ul><ul><li>Build community </li></ul></ul><ul><ul><ul><li>Comment on other blogs </li></ul></ul></ul><ul><ul><ul><li>Share links </li></ul></ul></ul><ul><ul><ul><li>Incorporate blog into other social networks </li></ul></ul></ul>
  34. 35. SOCIAL NETWORKS <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>Youtube </li></ul><ul><li>Delicious </li></ul><ul><li>Majelly </li></ul><ul><li>Speakersite </li></ul>
  35. 36. SOCIAL NETWORKING 101 <ul><li>Maximize your profile </li></ul><ul><li>Share meaningful content </li></ul><ul><ul><li>Think 70/20/10 </li></ul></ul><ul><li>Add relevant contacts/followers </li></ul><ul><li>Explore the search function </li></ul><ul><li>See what else is there </li></ul>
  36. 37. FACEBOOK TIPS <ul><li>Check your privacy settings </li></ul><ul><ul><li>Open up or lock down all or part of your profile </li></ul></ul><ul><li>Control your Wall content </li></ul><ul><ul><li>Turn tagging settings off for both photos and pictures </li></ul></ul><ul><ul><li>You wouldn’t want your friends tagging you in a picture of you doing something stupid, would you? </li></ul></ul>
  37. 38. <ul><li>Create and share useful content </li></ul><ul><li>Answer questions, offer advice </li></ul><ul><ul><li>Provide tips and info </li></ul></ul><ul><ul><li>Showcase your expertise to gain credibility </li></ul></ul><ul><ul><li>Be a good Netizen – respond to broader queries </li></ul></ul><ul><ul><li>Add value to get and keep followers </li></ul></ul><ul><li>Be human, memorable and likeable </li></ul><ul><li>Follow 70/20/10 rule </li></ul><ul><li>Build relationships on and off-line </li></ul>CONTRIBUTE TO THE COMMUNITY
  39. 40. <ul><li>Social media monitoring </li></ul><ul><ul><li>www.Whostalkin.com for just about everything </li></ul></ul><ul><ul><li>www.Socialmention.com for just about everything </li></ul></ul><ul><ul><li>www.Summize.com for Twitter </li></ul></ul><ul><li>Check your name availability </li></ul><ul><ul><li>http://namechk.com/ </li></ul></ul><ul><ul><li>www.CheckUserNames.com </li></ul></ul><ul><li>Personal branding resources </li></ul><ul><ul><li>http://delicious.com/LaraK/personalbrand </li></ul></ul>USEFUL TOOLS
  40. 41. <ul><li>Dan Schwebel, Gen Y personal branding expert and author </li></ul><ul><li>How to build a powerful brand to achieve career success </li></ul><ul><ul><li>Discover your brand </li></ul></ul><ul><ul><li>Create your brand </li></ul></ul><ul><ul><li>Communicate your brand </li></ul></ul><ul><ul><li>Maintain your brand </li></ul></ul><ul><li>Personalbrandingbook.com </li></ul>NEW BOOK: ME 2.0
  41. 42. ONGOING ORM <ul><li>How are you connecting? </li></ul><ul><li>How much is too much? </li></ul><ul><li>Define role and value of social media for you personally </li></ul><ul><li>Know that what you say online to one person, one time … you’re saying to everyone, all the time </li></ul><ul><li>Social media can get you hired – but it can also get you fired! </li></ul>
  42. 43. <ul><li>Create your Google profile and set up Google alerts for your name </li></ul><ul><li>Start a Twitter account (think: 70/20/10); follow people in the Columbus area and your industry/field </li></ul><ul><li>Build a robust profile on LinkedIn. Answer questions and ask for recommendations to boost your credibility </li></ul><ul><li>Join Facebook or overhaul your existing account to ensure it enhances your personal brand </li></ul><ul><li>Open a Flickr account and upload photos </li></ul><ul><li>Create a Delicious page to share links and resources </li></ul>KEY TAKEAWAYS
  43. 44. QUESTIONS? LET’S CONNECT Lara Kretler @LaraK on Twitter [email_address] 614-383-1618 or 937-271-9151 www.fahlgrenmortine.com www.larakretler.com