Digital Immersion Workshop for PRSA

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Digital Immersion Workshop given on 6/25/2009 at PRSA on behalf of PRSA NY. Covers Social Media for Public Relations and Marketing Professionals.

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  • The notes and links from this presentation are available here: http://www.techaffect.com/2009/06/26/slides-from-digital-immersion-workshop-625-for-prsa-ny/
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Digital Immersion Workshop for PRSA

  1. 1. Digital Immersion Workshop: Social Media for PR & Marketing Professionals Prepared for PRSANY June 25, 2009 Sandra Fathi President, Affect Strategies Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  2. 2. Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  3. 3. Agenda I » PR Meets Web: PR 2.0 » Actively Listening & » Blogs, Blogging & Commenting Monitoring » Wordpress » RSS Readers » RSS Feeds » Google Alerts » Blog Search Engines » Social Media Measurement » Microblogging Tools » Twitter » Yammer Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  4. 4. Agenda II » Social Networks » Bookmarking, Tagging & » LinkedIn Recommendations » MySpace » Delicious » Facebook » Digg » Video & Photo Sharing » AllTop » Flickr » StumbleUpon » YouTube » Vimeo » SchoolTube Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  5. 5. PR & Marketing Meets Web » New Tools » Same Strategic Approach » New Rules » Same Business Insight » New Avenues » Same Core Skills » New Target Audiences » Same (If Not More) Value » New Language » New Influencers » New Measurement » New Timelines Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  6. 6. Blogs & Blogging » Type of website » Regular entries/updates » Usually allows comments/interaction with visitors » May include text, pictures, video (vlogs), audio (podcasts) etc. » Types: » Personal » Corporate » News » Blog Search Engines: Bloglines, BlogScope, Technorati Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  7. 7. Blog On Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  8. 8. WordPress: Blog Platform Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  9. 9. WordPress.com Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  10. 10. WordPress.com » Free Service: Only requires email address » 3 GB of hosting (about 2500 pictures) » Customizable template designs » Spam filter » Integrated analytics (stats) Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  11. 11. Technorati: Blog Search Engine Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  12. 12. Alltop: News Aggregator (Human Intervention) Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  13. 13. AllTop: Blog Magazine Rack Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  14. 14. Wordpress: Blogs on Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  15. 15. Microblogging » Blogging in short form » Similar to texting » Ability to send and receive messages » Ability to follow and be followed » Archive information » Multiple delivery mechanisms » Conversations and interactivity Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  16. 16. Twitter Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  17. 17. Microblogging: Twitter Image Source: Caroline-Middlebrook.com Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  18. 18. Twitter Profile Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  19. 19. Yammer Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  20. 20. A Little Birdie is Born » Side project of Jack Dorsey’s in March 2006 while at Obvious » Prototype within 2 weeks » Public launch in Aug 2006 co- Twitter co-founders Evan Williams, Jack » Twitter Inc. May 2007 Dorsey, and Biz Stone. Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  21. 21. 10 Reasons to Tweet 1. Generate Awareness 2. Seek & Create Media Opportunities 3. Foster Customer Loyalty 4. Launch Viral Marketing Campaigns 5. Manage Reputations 6. Promote Products and Services 7. Network with Customers 8. Extend Event Participation 9. Monitor Trends & Breaking News 10. Recruiting Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  22. 22. The Basics Tweet: Message – 140 Characters Twitter Handle: @sandrafathi Retweet (RT): Resending a message from someone else to your followers Message: Direct message (private) from one Twitterer to another Nudge: Prompt someone to Tweet Hashtag: #eventname Easy search for events/topic Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  23. 23. Twitter Program Building Blocks 1. Goals & Objectives Strategy 2. Benchmarks for Success 3. Message Themes 4. Tool Identification/Implementation 5. Twitter Usage Policy 6. Training 7. Promotional Plan Development 8. Content Identification/Development 9. Tweet Generation 10. Twitter Monitoring 11. Engagement 12. Measurement Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  24. 24. WeFollow.com: #Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  25. 25. Home Depot on Twitter Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  26. 26. TweetDeck: Desktop Application Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  27. 27. Twitterverse Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  28. 28. Twitter Guides Brian Solis: PR 2.0 http://www.briansolis.com/2008/10/twitter-tools-for-community-and.htm Pistachio Consulting: Twitter for Business http://www.pistacioconsulting.com Affect Strategies: 10 Reasons Why You Need to Tweet http://www.affectstrategies.com/main.php?page=pr_twitter Caroline Middlebrook: The Big Juicy Twitter Guide http://www.caroline-middlebrook.com/blog/twitter-guide/ Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  29. 29. RSS: Really Simple Syndication “RSS is a family of Web feed formats used to publish frequently updated works – such as blog entries, news headlines, audio, and video – in a standardized format. An RSS document (which is called a "feed", "web feed“, or "channel") includes full or summarized text, plus metadata such as publishing dates and authorship.” -Wikipedia Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  30. 30. RSS Readers “They benefit readers who want to subscribe to timely updates from favored websites or to aggregate feeds from many sites into one place.” RSS feeds can be read using software called an "RSS reader", "feed reader", or "aggregator", which can be web-based or desktop-based.” -Wikipedia Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  31. 31. Bloglines Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  32. 32. Bloglines Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  33. 33. Google Reader Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  34. 34. Feeding Frenzy Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  35. 35. FriendFeed Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  36. 36. Googleverse Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  37. 37. Google Alerts Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  38. 38. Google Adwords: Gardening in Texas Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  39. 39. Google Adwords: Plant Nursery NYC Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  40. 40. Google Adwords: Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  41. 41. Google Groups: Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  42. 42. Yahoo Groups: Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  43. 43. DNA 13: Reputation Monitoring Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  44. 44. TNS Cymfony: Reputation Monitoring Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  45. 45. Radian6: Reputation Monitoring Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  46. 46. Yahoo Pipes: Monitoring Aggregator Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  47. 47. LinkedIn Updates Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  48. 48. LinkedIn Groups: Discussions, News, Jobs & More Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  49. 49. LinkedIn Applications Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  50. 50. LinkedIn Polls Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  51. 51. LinkedIn: Q&A Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  52. 52. LinkedIn: Gardening Groups Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  53. 53. Lowes on Facebook Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  54. 54. Home Depot on Facebook Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  55. 55. MySpace: Individual Profiles Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  56. 56. Facebook User Profile, Groups & Pages 1. Facebook Pages are visible to everyone – so even someone without a user profile can view a Facebook Page. 2. Facebook Pages can have an unlimited number of fans – individual users can only have up to 5,000 friends. 3. Facebook Pages allows you to send updates to all ‘fans’ at once. (Individual users cannot.) 4. Facebook Pages allows users to become a ‘fan’ without confirmation. (Individual user profiles have to accept friend requests.) Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  57. 57. Facebook Pages: 8 Ways to Enrich a FB Page 1. News-feeds & Mini-feed – to populate the page with important industry news as well as news from company 2. Photos – photos of products, people and activities at company. 3. Videos – videos of product demos or positioning videos. 4. Events – invitations to events that company is participating in or organizing such as tradeshows, conferences and webinars. 5. Notes – Facebook’s Notes application is akin to a blogging tool. This can be connected to an existing blog or be updated independently. 6. Discussion Board- this is a place for users (or ‘fans’) to talk about Absolute or its products and upcoming events. Administrators can provide feedback and participate in the conversation as well as delete any posts they do not deem appropriate. 7. Wall/Reviews – these are public comments that are visible to everyone who visits the Facebook Page made by users. 8. Additional Applications – we will review and make recommendations for additional applications that may be appropriate for Absolute. Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  58. 58. Create Your Own Community: Ning.com Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  59. 59. Nings on Gardening Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  60. 60. Twitter Traffic Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  61. 61. Twitter vs. Facebook vs. YouTube vs. LinkedIn Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  62. 62. Flickr: Photo & File Sharing Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  63. 63. Flickr Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  64. 64. Flickr: William Stern Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  65. 65. Creative Commons: John Mayer Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  66. 66. Why Use Flickr? 1. Flickr shows up in SEO results. It’s another way to ‘own’ your brand content. 2. Extend your advertising. Encourage the public to utilize company photos on blogs and websites. 3. Steer public and members of the media to use correct images and logos. A quick image search on Google brings up photos that people have taken of old logos, product shots and out-of-date executive photos. If you had an image bank on Flickr, it could displace those results. 4. Enable easy resizing/reformatting of images. Flickr provides these capabilities automatically to every image uploaded – the user does not need to have any photo editing software. 5. Offer visual user manuals/solutions. Flickr can be used to hold screen shots or images for configuration. Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  67. 67. YouTube Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  68. 68. You Tubed Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  69. 69. Vimeo: Video Sharing Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  70. 70. Vimeo: Free vs. Pro Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  71. 71. SchoolTube: Video Sharing Vertical Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  72. 72. Sharing, Recommending & Bookmarking Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  73. 73. Mahoney’s Encourages Sharing of Content Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  74. 74. Filing System: Delicious Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  75. 75. Trends & Intelligence: Delicious Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  76. 76. Delicious: Social Bookmarking Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  77. 77. StumbleUpon: Indexing & Bookmarking Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  78. 78. StumbleUpon: Indexing & Bookmarking Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  79. 79. Personal Assistant: Common Craft Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  80. 80. Closing Thoughts Set goals and objectives Build a strategy Know your audience, know yourself Fish where the fish are Master one platform at a time Bring your online connections offline & vice versa Measure, tweak, repeat Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009
  81. 81. Contact Information & Resources: Sandra Fathi sfathi@affectstrategies.com twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi web: www.affectstrategies.com blog: www.techaffect.com Affect Strategies PROPRIETARY & CONFIDENTIAL 6/26/2009

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