Social IRL Bootcamp


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Social IRL Bootcamp

  1. 1. Sarah Evans @PRsarahevans #socialIRL
  2. 2. What you will leave with today: **Subject to change.** •  Social media goal(s) •  Ideas for social media workflow •  Outline of social media tactics •  A better understanding of “how to” use the tools available to you •  Exercises and activities applicable to your clients or profession
  3. 3. Social media is another tool.
  4. 4. Just like this. •  Community outreach •  Public relations •  Crisis communications •  Fundraising •  Personal •  Customer service
  5. 5. Channels for interacting, using accessible publishing techniques. Social media use web-based technologies to transform and broadcast media monologues allow the creation and exchange of user-generated content.” -Wikipedia WHAT IS IT?
  6. 6. 51% Get News From 'People They Follow’ (Pew Survey)
  7. 7. “Shareable Moments” #socialIRL Image courtesy of
  8. 8.   nteed!   Guara 5 minutes (or less) of Shareable Moments (Tag #socialIRL)
  9. 9. “The overwhelming majority of Americans (92%) use multiple platforms to get their daily news.” (Source: Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism)
  10. 10. Americans spend 57 minutes a day getting news from traditional media (same as in 2000) and AN ADDITIONAL 13 minutes each day consuming news on the web. (This doesn’t include mobile.) Pew Research Center, September 2010
  11. 11. 95% of online shoppers conduct research before making a decision 60% of online shoppers always or often use search engines (Credit: Compete Online Shopper Intelligence Study)
  12. 12. The average social network user is 37 years old. (It’s 44 on Linkedin.) (Credit: Pingdom)
  13. 13. 79% of the 100 largest Fortune 500 use Twitter, Facebook, YouTube or blogs to communicate with customers, with Twitter as the platform of choice. (Credit: Burson-Marsteller Fortune Global 100 Social Media Study)
  14. 14. “1 in every 3 online Americans is a conversationalist, someone who updates their status on a social networking site such as Facebook or posts updates on Twitter at least once weekly.” (Credit: Forrester)
  15. 15. Billions of pageviews Image courtesy of @Jess3, March 2010
  16. 16. The Geosocial Universe Image courtesy of @Jess3, August 2010
  17. 17. In the U.S. our relationship with news is: PORTABLE, PERSONALIZED & PARTICIPATORY
  18. 18. Know what you want to accomplish. (This is your goal, your strategy!) •  •  •  •  •  •  •  • 
  19. 19. 3   minutes   STOP Exercise Time. , What is/are your goal(s)? Goal 1: To _______ (verb) (audience) (measureable outcome) by (date).
  20. 20. Quick overview on the “Big 3”: Twitter, Blogs and Facebook
  21. 21. Understand the communities Social   Privacy   Time   Content   Monitor   investment   genera4on   Microblogs   Very  high   Varies   High   Moderate   Yes   Facebook   High   Varies   High   Moderate   Yes   Photo/Video   Moderate   Varies   Moderate   Very  high   Yes   Blogs  and   Moderate   Very  low   Very  high   Very  high   Yes   forums   Loca4on-­‐ Varies   Low   Low   Low   Yes   based  
  22. 22. What are you doing? Engaging, customer service, some promotion, listening, producing content…
  23. 23. Twitter Initial Twitter outreach Suggested routine •  Find people to follow You share, too! •  Observe how others in your communities or tribes interact •  Spend more time replying to, retweeting (RT) or mentioning (@twitterID) those you hope to interact with •  Ask questions which encourage response and allow people to talk about themselves •  Share helpful news, tips and resources •  Watch and listen
  24. 24. It’s all about the retweet.
  25. 25. @RSHotel AWESOME friends in @Mashable post! @KeithBurtis @Chrisbrogan @jessicarandazza Best Practice! • Shares an article where Twitter followers are mentioned • Recognizes others • Includes a shortened URL for tracking purposes and ease • Leave enough characters to retweet
  26. 26. @mattroyse 10 iPhone Apps to Manage Your Job Search on the Go Best Practice! • Good  informa;on   • Promo;ng  someone  else’s  blog   • Shortened  URL  for  tracking  purposes   • “ Top  10”  posts  typically  garner  a  lot  of  aJen;on  
  27. 27. State of the Blogosphere: 2009 •  The blogosphere continues to be dominated by male, affluent and educated bloggers •  Bloggers use Twitter far more than the average person and microblogging is changing blogging habits •  More bloggers are making money, but most don’t make any •  Most bloggers are “hobbyists” and are driven by personal fulfilment rather than financial gain.
  28. 28. Blog What to post? Suggested routine •  Added commentary or •  1 to 2 blog posts per insight on national week issue •  Check comments 1 to 2 •  Guest post times, daily opportunities from member hospitals •  Share blog posts via •  Reblog/post content (as other social networks appropriate) (as appropriate) •  Do not repurpose memos or press releases as blog posts
  29. 29. Blogging tips •  Know in advance what •  Use descriptive titles for you want to write about your posts (e.g. editorial calendar) •  Include images (or •  Be authentic other interactive media) •  Create original content •  Link to other related •  Your post is not a press posts release •  Promote one another’s •  Use language your posts audience uses •  Leave comments on •  Share about timely and other blogs relevant events •  Respond to comments on your posts
  30. 30. It takes, on average, five activities to draw an audience to your site. -State of the Blogosphere 2009
  31. 31. Create a tactic grid
  32. 32. What about pitching bloggers? Dual roles: Bloggers pitching bloggers
  33. 33. Facebook What to post? Suggested routine •  Check out who is talking •  A suggested routine about health care on outline is in the your social networks “Training” packet. and respond to them •  Post links and commentary to essential articles •  Congratulate a contributor or partnering hospital on an accomplishment
  34. 34. It’s all about the “like.”
  35. 35. Today's Fan Note: On CNN and * "Avatar" director James Cameron is on "Larry King Live' TONIGHT at 9 ET * VBS.TV on Meet the bulletproof clothing tailor * Go inside the Tea Party movement, Tomorrow 6 am ET Watch director James Cameron… Best Practice! • Example  of  a  Facebook  “note.”     • Special  message  for  fans  of  CNN,  exclusive  content   • Posted  the  note  on  their  Fan  Page  wall   • Generated  hundreds  of  comments  
  36. 36. 7   minutes   STOP Exercise Time. , Let’s practice: Teams of 3 You just came across breaking news that lists your profession as the number one profession in the United States. You have a community that would appreciate knowing this. How would you share that information via Twitter, your blog and Facebook? Write out the following: 1)  Your 140-character message (Twitter) 2)  Your 160-character message (Facebook) 3)  The headline of your blog post
  37. 37. Random Fact: The median age of a Facebook user is 26. 15-MINUTE BREAK
  38. 38. What role does social media play in your organization? Q&A Segment You ask, I’ll share.
  39. 39. 60% of B2B don't have a staff member who is dedicated to social media marketing. Less than half (46%) of B2C lacked a full time social media staff member.
  40. 40. It might not be a fit for you if... •  Your staff totals one and you are currently responsible for all communications •  In a highly regulated profession with legal implications •  Don’t feel comfortable or can’t get buy-in from executives •  Not sure if your consumers are on social media or want to be interacted with via social media
  41. 41. EXERCISE: ‘How can we integrate social media content generation into our current work?’
  42. 42. 5   minutes   STOP Exercise Time. , Let’s practice: By yourself I’m going to share a copy of a chart in the next slide. I want you to make a similar one. Left column: Top communication vehicles you currently use + add 1 or 2 social media platforms you already or would like to use Top column: Your company’s mission statements, focus, brand sentiment or goals
  43. 43. Content Generation TOOL   Advocate   Enhance   Cost-­‐ Research  and   Educa4onal   Image   effec4ve   analysis   forums   Programs   TwiIer   Facebook   Web  site   Blog   Flickr   YouTube  
  44. 44. Random Fact: 35% of Twitter users live in urban areas. 10-MINUTE BREAK
  45. 45. Before we populate the tool you just created, it’s time for more Q&A. Ask anything about 1) Content generation; or 2) Engagement
  46. 46. TOOL   Advocate   Enhance   Cost-­‐ Research  and   Educa4onal   Image   effec4ve   analysis   forums   Programs   TwiIer   Hashtag  support  #   Follow  XXXX   Weekly  live   Aggregated   Promote   chat   TwiJer  feed  of   programs     XXXXXX   Facebook   Share  news  and   Fan  XXXXXX   User-­‐ informa;on     generated   content   Web  site   Link  to   Transcript  of   Streamline  and   online   weekly  live   present  info   accounts   chat   Blog   Personal  commentary   Guest  posts   Aggregate   content   Flickr   Events   Recap  events   Charts  and   graphs   YouTube   Keynotes   Video  recap   Video   response/ tes;monials  
  47. 47. TIPS for Aggregation and Information Overload •  RSS feeds •  Google Reader •  Alltop •  Apps •  Mobile alerts
  48. 48. Random Fact: 10% of internet users in households earning more than $75,000 tweet. 10-MINUTE BREAK
  49. 49. EXERCISE: Engage + Content (Teams of 3 or 4) Through online monitoring (or listening) you notice a trend in conversations praising your organization. 1.  What do you do? 2.  How do you respond? 3.  How do you share the information? 4.  What is your plan to engage?
  50. 50. Think: •  Portable = “I can take it with me.” •  Personalized = “I can customize.” •  Participatory = “I can join in.” Credit: Pew Internet Research, “U.S. Relationship with News”
  51. 51. What’s next? It’s not about the “next” Twitter or “Foursquare.” It is about bringing structure, focus and strategy to the idea of social.
  52. 52. Identify the businesses’ social media structure •  Often seen in large multi national companies (e.g. HP , IBM) •  Business units are given individual freedom to deploy as they see fit, yet a common experience is shared amongst all units •  Requires constant communication from all teams to be coordinated •  Requires considerable cultural and executive buy in, as well as dedicated staff. This  is  the  brainchild  of  Jeremiah  Owyang  (@jowyang).  He  shares  five  models  at  www.web-­‐  
  53. 53. Integrate into an existing business plan (e.g. marketing and communications) •  It doesn’t have to be a turf war. •  This is ANOTHER part of your outreach. •  Add metrics (even if this is a benchmark year) –  High level metrics: •  Goal: Foster dialogue; Measure: Share of voice, Audience Engagement •  Goal: Promote advocacy; Measure: Active advocates, Advocate influence, etc –  Mid-level metrics: •  # of clicks •  Retweets, “Likes” •  Comments •  Online sentiment
  54. 54. Establish social media policy (Or integrate with existing communications policy.) •  Identify who can say what, when and where •  Know when you will/will not respond •  Crisis communications •  Sustainability •  Exit strategy •  Do employees need training? •  Examples of appropriate social media use versus abusing time online
  55. 55. Examine your workflow, change as necessary. •  It’s not about working more, but working better •  Creates a process, a system…a habit! •  Eliminates confusion •  Break down tasks –  Listen –  Respond –  Delegate
  56. 56. Integrate listening Get serious about online observation (even if you’re not going to participate) •  Niche networks: Do you have a private or niche network? •  Trending topics: Make a national trend local based off of conversations
  57. 57. What social media users want •  Think about: –  What platforms you want to use –  Who is there –  How they want to be reached –  What you want them to do
  58. 58. "After six solicitations a year, the likelihood for long-term loyalty diminishes significantly.” -George Rubanenko, Blackbaud
  59. 59. How do you monitor? <for free> •  Set up Google Alerts •  Think about every term you need to monitor as part of your communications and public relations efforts. This may include: –  You –  The company name –  Company CEO and/or executive team –  Company spokespeople –  Competitors –  Highly visible employees –  Key stakeholders/shareholders/investors •  Google Alerts may not pick up every mention of your keywords. •  Use Nielsen’s BlogPulse -
  60. 60. How do you monitor? •  Track social networks •  Set up Tweetdeck to manage syndication, schedule tweets and gather Twitter analytics. •  Set up Twitalyzer. It’s the most sophisticated Twitter analytics tool available.
  61. 61. Tools and Resources •  Oneforty – A list of all third-party applications ( • – URL shortener ( • – A shorter version of (they are one and the same… •  Tweetdeck – Third-party application to manage Twitter simply a shorter version of its predecessor) ( accounts ( •  Google Reader – RSS aggregator ( • – Twitter search ( •  Google Alerts – Aggregates online mentions ( •  Twellow – Identify people to follow based off of details in their Twitter bio ( •  Addict-o-matic – Digital dashboard ( •  WeFollow – Identify people to follow based off of how they •  Blog Pulse – Supplement to Google Alerts to find mentions in classify themselves ( blog posts ( •  Tweetphoto – Photo sharing service ( •  Quarkbase – Overview of monthly web visits and other analytics •  WTHashtag – Top resource for tracking hashtag mentions ( ( •  Board Tracker – Find brand mentions on online forums and •  Twitalyzer – Most sophisticated Twitter analytics tool ( discussion boards ( •  Pitchengine – Social media release platform ( •  Listorious – Aggregator of Twitter lists ( •  Flowtown – Import current email addresses, locate social •  HelpAReporter – Free media opportunity network ( networks ( • – Aggregate online profiles in one place ( •  SocialMention – Analytics and sentiment ( •  Help a Reporter Out – Media opportunities ( •  Twellohood – Find people tweeting by location ( •  Pitchengine – Social media release and newsroom ( •  Mail Chimp – Email campaign platform ( •  Knowem – Find where your name is available and secure it ( •  Alexa – Find details about your Web site and audience (