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Influencer Relations on the Social Web


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This presentation accompanies the lecture, exercises and interactive workshop that is part of the SFU PR Certificate Program, for semesters in 2011.

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Influencer Relations on the Social Web

  1. 1. Influencer Relations on the Social Web<br />taught by Natasha Netschay Davies<br />@NatashaNDavies<br />
  2. 2. Today’s Agenda<br />What are Social Media Relations?<br />What is a social influencer?<br />Today’s top social networks<br />Finding & identifying influencers<br />Monitoring the Social Web <br />
  3. 3. What are Social Media Relations?<br />Make a connection with:<br />Stakeholders: Media, analysts, investors, industry<br />Influencers: Tweeters, bloggers, social groups, brands, associations, competitors<br />How? <br />... by participating in a conversation <br />…with a tweet, a post on a wall, a comment on a blog, a comment in a group<br />…emailing a blog author<br />…appropriate messaging for each type of social network<br />
  4. 4. What are Social Media Relations?<br />More than one-way, more than 2 people<br />Web 2.0<br />Participatory Sites <br />Social Networking <br />Collaborate<br />USG = User Generated Content<br />
  5. 5. Social Media Characteristics<br />Different technologies have created different Web 2.0 sites. They are:<br />Usually unofficial<br />Volunteer-run<br />More honest, less credible?<br />New rules demand transparency<br /> <br />
  6. 6. Fear of social media<br />
  7. 7. Evolution of Social Media<br />BlogsWiki technologies ex: <br /> Social Networks: YouTube, Facebook,<br />Flickr Social Share News: Digg, <br />Delicious, StumbleUponMicroblog: Twitter, StockTwits<br /> Social Web Social Commerce <br />Social Relationship Management “SRM”<br />
  8. 8. Use of social media<br />79% of Fortune 100 are present and listening, using at least of one of main social platforms to communicate with their customers.<br />72% of social media users say that after an online search, they communicate with others about a product or service with face-to-face communication<br />more than 4 out of 5 people are activein creating, participating or reading some form of social content<br />
  9. 9. Current numbers<br />500 million Facebook users<br />145 million Twitter users Tweet & ReTweet<br />3 million people are checking-in on FourSquare<br />
  10. 10. Social Media relations involves:<br />Community development<br />Modify messaging to suit medium: tweet, wall post, group thread, comments, images, videos<br />Find and participate in conversations<br />Redirect to more resources<br />Develop campaigns<br />Inform/Announcement (link to news release)<br />Highlights from news release – quote, fact, results % (link to news release)<br />Share industry insight…on a new product, on a challenge<br />Provide industry resources to current issues/challenges (link to whitepaper)<br />
  11. 11. Today’s top social networks & trends<br />Guest blogging/posting - blog outreach programs <br />Twitter – listening, conversing, redirecting, pitching, news bites<br />Facebook – Company Page, Group Page, Events, Panels<br />YouTube – channels, comments <br />Reputation management<br />Monitoring misinformation<br />
  12. 12. Social Media Networking<br />Blogger Relations<br />Influencer Relations<br />Social Web Relations<br />Social Media Relations<br />
  13. 13. What is an online influencer?<br />Are using a social platform that has reached “critical mass” (ex: Twitter)<br />Has a following (subscribers, followers, likes, friends, faves, check ins)<br />Has engagement on their profile (comments, conversations, mentions)<br />Can be an individual, group, brand, company, cause <br />
  14. 14. Types of influencers <br />Bloggers<br />Tweeter Feeds<br />Social Networks: Facebook, YouTube, Flickr, Ning, Bebo, MySpace<br />How do you find them?How do you know if they are influential?How do you “rate” them?<br />
  15. 15. Developing an Influencer Outreach Plan<br />Research influencers (bloggers, Twitter feeds, Facebook)<br />Develop messages for each type of influencer<br />Adapt media materials to suit the social platform<br />Outreach<br />Monitor, Listen, Follow up<br />
  16. 16. Blogs<br />A type of web site that publishes a variety ofcontent including: <br />News / Journalism<br />Analysis<br />Personal Diary (amateurish, popular with teens)<br />Personal commentary / thoughts / opinions /insight<br />Links to other media<br />
  17. 17. Blogs: Distinguishing features<br />Casual personal writing style/voice; chatty, brief, to the point <br />Run by one person; or a group sharing a similar view<br />Includes links to other blogs/articles/sites<br />Most recent entry always top of page<br />Interactive (comments, instant feeds, trackbacks, categories, archives, search)<br />Niche audiences<br />How are they different from official news sites? <br />Unedited, not fact checked<br />Unaccountable, credible?<br />
  18. 18. Corporate Blog <br />Industry news: what’s the competition doing? Talk about it, honestly; link to it. <br />Express opinions and write editorials – cause controversy or something to chat about<br />Include tips and tricks about your products<br />Use social news about your company as it “humanizes” your company<br />Don’t reprint press releases – summarize them, offer more details <br />
  19. 19. Exercise: Blogger Relations<br />Finding influential bloggers<br />Pitching bloggers Treat bloggers like the press: pitch to them in a lighter wayTarget industry blogs and consumer opinion blogs<br />
  20. 20. Blogger Relations:TELUS Case Study<br />Introduced self and client<br />Highlighted why blogger should be interested/how pitch is relevant to the blog: “As your blog covers smart grid news, you may be interested in some findings from IDC’s white paper on the subject.”<br />Provided supporting details: stats from report, links to more info<br />Offered interview opp w/TELUS Intl VP, list topics he can speak to<br />
  21. 21. Blogger Relations:TELUS Case Study<br />Results:<br />17 stories on leading industry blogs and websites<br /><ul><li> 25 tweets on these articles, with URLs linking back to the stories</li></li></ul><li>Twitter, tweets, tweeple<br />Twitter is a form of microblogging. You have only 140 characters per “tweet.”<br /> <br />Why use Twitter?<br />Pitch to journalists/govt/funders/customers<br />Follow your community (research)<br />Share your news<br />Snap commentary (communicate/participate)<br />
  22. 22. Does media prefer Twitter?<br />“I’ve stopped accepting email pitches. Please follow me on Twitter and pitch in 140 characters or less.”<br />Dennis Howlett, media, technology analyst, blogger<br />How many journalists feel this way? <br />How many bloggers? <br />Ask your media list how they prefer to receive pitches<br />
  23. 23. Tweeting: when, why, how<br />Your tweetstream is your organization’s live newsline:<br />Give the inside scoop<br />Immediate reaction to industry news<br />Build interest, suspense to upcoming announcement<br />What is your team is up to? Where are you? <br />Live-tweeting = conference coverage (hashtags); sharing of ideas <br />
  24. 24. Exercise: Twitter Relations<br />Set up account<br />Find people<br /><br />Follow each other<br />Follow me @NatashaNDavies<br />
  25. 25. Twitter 101: Broadcast and announce<br />Tweets were<br />focused on<br />raising<br />awareness<br />of the Daffodil<br />Day event<br />
  26. 26. Twitter 301:Response to spontaneous tweets<br />
  27. 27. Twitter: Broadcast and announce<br />Airport Type: Airport competing with neighbouring airports<br />Stakeholder: Travellers<br />Objective: Provide info to travellers<br />Tactic: Broadcast and announce<br />Content: Weather conditions, delays<br />
  28. 28. Facebook Uses <br />Company Page <br />Advisory councils<br />Blog, study, research pages<br />Petitions<br />Mascots Pages <br />Group <br />Fundraising, recruiting<br />
  29. 29. Finding Influencers on Facebook<br />Search by clubs, groups, organizations, associations, governments, generations, interests.<br /> <br />Invite them to your Page/Group/Event by sending them an email, posting on their wall, or FB invite.<br />Befriend industry orgs, industry experts, bloggers, tweeters etc. via your Facebook profile(s ).<br />
  30. 30. Community Development: CCS<br />
  31. 31. How is a SMNR different than a news release:<br />Update or reminder memo<br />Get right to the point<br />Write in simple, straightforward sentences<br />200 words should be the maximum (summary/abstract)<br />Don't try to cram in too much information; LINK to it!<br />Headline / Subject Line MUST have gist of story<br />To the point – keep header under 60 characters<br />Links to related stories, or further background information; other media stories<br />Links to multimedia (audio, video, buttons to access in languages)<br />Add subheads<br />
  32. 32. SMNR Template<br />
  33. 33. Monitoring<br />Monitor conversations/news that provide opportunity to participate or respond <br />On mainstream news (comment on news stories)<br />In Twitter strings, on trending topics<br />On Facebook Walls<br />In social groups/channels<br />
  34. 34. Outreach results<br />A tweet, blog mention, submitted link = easier to attain than coverage in traditional media <br />More viral and immortal compared to print media<br />A news release may or may not get traditional media coverage<br />A fact, a quote, or a digital connection can live longer, remain searchable/archiveable<br />ROI: Builds YOUR influence overtime<br />@mentions<br />Retweets<br />Comment approval<br />Comments on comments<br />Wall discussions<br />Monitor competition tweets/ FB posts<br /> <br />
  35. 35. Social Web Hotline<br /><br />@NatashaNDavies<br />@PeakCo<br />