Ws 6

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Ws 6

  1. 1. Social Media Optimization: Putting the Relations back in PR Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com http://www.flickr.com/photos/olsenweb/977617117/
  2. 2. www.redbullartofcan.com 2008 1929 Have things changed so much?
  3. 3. What we’ll talk about... • Traditional PR strategies with a 2.0 twist • Four pillars of Social Media success • Keeping it sustainable Tying traditional strategy and new tools together
  4. 4. Traditional (old) Media
  5. 5. Social (new) Media
  6. 6. Feel overwhelmed? (me too) http://www.flickr.com/photos/rmx/312837476/
  7. 7. Find your happy place
  8. 8. It’s all about the conversation
  9. 9. Let’s go back to 1923
  10. 10. Making friends with the ‘enemies of soap’
  11. 11. It’s all about the Commotion http://www.flickr.com/photos/spotrick/1661694268
  12. 12. Listening to a sculptor named Brenda Putnam
  13. 13. The (new) Art of Listening What are they saying to you? www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  14. 14. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  15. 15. Addictive and essential Google Reader: www.google.com/reader
  16. 16. An idea is born
  17. 17. Strategizing for a soap carving phenomena
  18. 18. Who is your audience? http://www.flickr.com/photos/jim-in-times-square/222291503/
  19. 19. Speak to your audience’s motivations Material 1. 2. 3. 4. 5. Cash Discounts Volunteers get free admission Linkbacks to your site Promotion* Social 1. Networking 2. Socialization 3. Identity 4. Certification / validation 5. Professional / Development 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion http://www.schipul.com/en/art/?562 Ideological 1. 2. 3. 4. 5. Belief in a cause Long-term political goal Religious / spiritual Self-actualization Art
  20. 20. Building community for a strong campaign http://www.flickr.com/photos/wallyg/451875425/
  21. 21. The (new) Art of Community Building Showing love in the Blogosphere • Link love is a form of currency • Share brain candy - even on other sites • Promote others within community Easy as:
  22. 22. The (new) Art of Community Building Facebook - Not just for college kids • Fan pages grow camaraderie • Share your knowledge • Create buzz for events / campaigns • Ridiculously good brand exposure with Facebook ads www.facebook.com
  23. 23. The (new) Art of Community Building Twitter includes others in ongoing dialogue www.twitter.com
  24. 24. Promoting the Big Event, generating the buzz
  25. 25. The (new) Art of Promotion Let your community contribute their voice www.youtube.com www.flickr.com http://del.icio.us
  26. 26. The (new) Art of Promotion Badging - let others make your brand their own • Make your brand portable • Encourage personal interaction with your campaigns • Grow your organization through your audience’s networks
  27. 27. The Four Pillars of Social Media campaigns http://www.flickr.com/photos/96dpi/2119924191/
  28. 28. 1. Consulting • Define your objectives • Survey within and without • Drive home importance of participation • Walk through Social Media etiquette
  29. 29. 2. Training • Use those student interns for their knowledge! • Search for team members already engaged and passionate • Make sure things are right in the offline world too • Patience, patience, patience
  30. 30. 3. Recruiting • Identify your current players and turn them into Social Media rock stars • Recruit those that know and can show you how • Stay humble • Be as transparent as possible
  31. 31. 4. Promoting • Disclosure is essential • Reach out to your communities • Get ready to connect • It’s not all about you • Get busy with the ‘invite friends’ button
  32. 32. Let’s review... • Empower your PR strategy with Social Media • 4 Pillars of Social Media success • Keep it simple, keep it sustainable Putting the relations back into PR
  33. 33. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul

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