NNPA Mid Winter Conf. - Social Media


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How and Why Small Community News Paper Publishers should leverage social media for their businesses and integrate it into their full compliment of media. Part 2 of 3 for the NNPA Social Media Academy.

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  • I use the analogy of fishing. If you want to catch a lot of fish, you can’t fish in the pond with a bamboo pole. You have to fish in the ocean and cast a wide net. Your have a specific target however, and to hit the bullseye requires a more focused strategy.
  • BP Oil spill; Shirley Sherrod & Agricultural Secretary Tom Vilsack
  • NNPA Mid Winter Conf. - Social Media

    1. 1. How to Get Social…Again<br />Presented by<br />Kevin McFall<br />VP, Global Business Development <br />NNPA Mid-Winter Conference 2011 <br />
    2. 2. Part 2 of 3 the Social Media Academy<br />How to Integrate Social Media into Your Websites and Connect it to Your Print Product<br />Connecting to the platforms<br />Empowering your audience to share<br />Now that you’ve built it, how do you leverage it?<br />Developing an Audience<br />Knowing the Rules of Engagement <br />Which Social Content Matters?<br />
    3. 3. The Basics of getting your site social<br />Empowering your users to share and push content from your site to social media<br />“Share This”<br />Email to a friendTweet this to Twitter<br />Like this Or Recommend this to Facebook<br />Buzz to Yahoo! Buzz or Google Buzz<br />Comments and Ratings<br />
    4. 4. Its All About the Content<br />
    5. 5. Facebook Connect & Likes<br />
    6. 6. Getting Tweets to and from<br />
    7. 7. Best Practice Examples - WaPo<br />
    8. 8. Best Practice Examples -Washington Informer on Facebook<br />
    9. 9. USAToday on Twitter<br />
    10. 10. DevelopingAn Audience<br />
    11. 11. Video and Photo Sharing Sites<br />Blogs<br />Where is your audience?<br />Where do you need to be?<br />Where is Social Media?<br />Wikis<br />Forums<br />Microblogs<br />Review sites<br />Social Networking<br />11<br />
    12. 12. Who Must You Have in Your Audience?<br />Passionates<br />Influencers<br />Ad Hocs<br />
    13. 13. Passionates<br />Passionates are people who care deeply about topics that are too niche to impact the mainstream zeitgeist. But within those areas of interest, they are acknowledged, respected, and taken seriously — even if their audiences are relatively small.  These are often “the original bloggers.”  Folks who care enough to create.<br />
    14. 14. Influencers<br />Influencers are people who have large groups of followers, across different online strata.  They almost always started out as Passionates but have “crossed over” into a more mainstream role.  They are the tastemakers.  Sometimes they are part of the modern media but this is actually fairly rare.  The authority that an Influencer gained (while still a Passionate) has eclipsed traditional media’s credibility.<br />
    15. 15. Ad-Hocs<br />Ad-Hocsare everyday folks.  They deserve attention, too — though that is very hard to scale.  By being patient and proactive with as many folks as possible, a brand marketer gains grassroots respect that is eventually noticed by bigger fish. <br />
    16. 16. Cutting through the NOISE…<br />What social media matters?<br />
    17. 17. The Top 10 Conversations <br />To Listen for <br />in Social Media<br />What should a company listen for?<br />How should we respond or engage?<br />How can we monitor it all?<br />
    18. 18. #10 - <br />The Complaint<br />
    19. 19. #9 - <br />The Compliment<br />
    20. 20. #8 - The Problem<br />
    21. 21. The Question / Inquiry<br />#7 - <br />
    22. 22. #6 – The Campaign Impact <br />2<br />
    23. 23. #5 - The Crisis<br />Tiger<br />Woods<br />Shirley Sherrod & Tom Vilsack<br />Toyota Recalls<br />BP Oil Spill<br />
    24. 24. #4 - The Competitor<br />
    25. 25. The Crowd<br />#3 - <br />
    26. 26. #2 - The Influencer<br />
    27. 27. The Point of Need<br />#1 - <br />WE ARE <br />HAITI<br />
    28. 28. Review of The Top 10 Conversations To Listen For…<br />The Point of Need<br />The Influencer<br />The Crowd<br />The Competitors<br />The Crisis<br />The Campaign Effect<br />The Inquiry/Question<br />The Customer Problem<br />The Compliment<br />The Complaint<br />
    29. 29. Monitoring Social Media<br />How to Determine Who, What and Where to Engage<br />
    30. 30. Social Media Policies<br />Create a policy to outline marketing and PR campaign best practices, employee rules, customer support responses, etc.<br />Be transparent in all communications, never misrepresenting.<br />Post meaningful commentary, using common sense Include who can participate, what the workflow and approval processes are, what the <br />Avoid activity surrounding crisis and company confidential issues<br />
    31. 31. Social Media Monitoring<br />Know what’s being said. Catch the buzz about your brand.<br />Relevant Keywords & Topics<br />Influence – Reach, expertise, credibility<br />Sentiment - Positive, Neutral or Negative<br />Volume of Buzz<br />How to catch the Buzz:<br />Search – Google Alerts, Twitter Advanced, Bing<br />Dashboards<br />Cision Social Media Monitoring<br />Hootsuite, Tweetdeck, etc.<br />
    32. 32. Cision Social Media<br />Monitor all forms of social media, including blogs, top video- and image-sharing sites, forums, opinion sites, and micro-blogs like Twitter - all filtered by country and media type.<br />Receive daily social media reports to see the most viral posts related to your brands and track the volume of buzz around keywords tied to your campaigns.<br />Track the viral success of each story with constantly updated influencer metrics.<br />Quickly sort your results by influencer scores, comment count, unique commenters and publish date. <br />Set up custom email alerts and search terms to automatically sort and manage your social media coverage.<br />
    33. 33. Rules of engagement<br />Engage: The Complete Guide for Brands and<br />Businesses to Build, Cultivate, and Measure <br />Success in the New Web<br />
    34. 34. Excerpts from 21 Key Rules of Engagement<br />1: Discover all relevant communities of interest and observe the choices, challenges, impressions, and wants of the people within each network<br />2: Participate where your presence is advantageous and mandatory, don’t just participate anywhere and everywhere or solely in your own domains (Facebook Brand Page, Twitter conversations related to your brand, etc.)<br />7: Observe the behavioral cultures within each network and adjust your outreach accordingly<br />
    35. 35. Excerpts from 21 Key Rules of Engagement Cont’d.<br />9: Become a true participant in each community you wish to activate, move beyond marketing and sales<br />10: Don’t speak at audiences through canned messages, introduce value, insight and direction through each engagement<br />21: Give back, reciprocate and recognize notable contributions from participants in your communities<br />
    36. 36. Q & A<br />Kevin McFall<br />Email: Kevin.McFall@Cision.com<br />On Twitter: @JournoPR3point0<br />Office: +1.312.873.6534<br />
    37. 37. Social Media Resources<br />Sites to keep up with latest trends:<br />Mashable.com<br />TechCrunch<br />Setting up a blog:<br />Blogger.com<br />Posterous.com<br />WordPress.org<br />Sites for specific Social Media platforms:<br />OneForty.com (SM Tools)<br />TweetMeme (Twitter)<br />Facebook Developers (FBk)<br />Monitoring Tools:<br />Google Alerts<br />Hootsuite, TweetDeck<br />