PR Divas Workshop

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Notes from the PR Divas social media workshop in San Francisco

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PR Divas Workshop

  1. 1. PR Divas <ul><li>Social Media Workshop </li></ul><ul><li>Janet Fouts </li></ul>
  2. 2. When should you start?
  3. 3. Building buzz <ul><li>Starts slowly </li></ul><ul><li>Frequency </li></ul><ul><li>Big hits </li></ul><ul><li>Sharing and re-sharing </li></ul><ul><li>Page Rank </li></ul><ul><li>Influence </li></ul>
  4. 4. Cause and effect
  5. 5. Do we have to be everywhere?
  6. 6. What are your goals? <ul><li>what will you measure? </li></ul><ul><li>take benchmarks </li></ul><ul><li>share goals with the team </li></ul><ul><li>try, listen, adjust, repeat </li></ul>
  7. 7. What to measure <ul><li>return on engagement </li></ul><ul><li>relationships </li></ul><ul><li>referrals </li></ul><ul><li>evangelism </li></ul><ul><li>sales </li></ul><ul><li>traffic to a website </li></ul><ul><li>product perception </li></ul><ul><li>brand recognition </li></ul><ul><li>response time </li></ul>
  8. 8. In order to influence anyone you must first understand their point of view. Listen first.
  9. 9. Listen up <ul><li>Google Alerts </li></ul><ul><li>Social Mention </li></ul><ul><li>Lazy Feed </li></ul><ul><li>Nutshell Mail </li></ul><ul><li>Trackur </li></ul><ul><li>SM2 </li></ul><ul><li>Radian 6 </li></ul><ul><li>Attensity </li></ul>JanetFouts.com/listen
  10. 10. Listen for the good <ul><li>Industry news </li></ul><ul><li>Professional development </li></ul><ul><li>Leverage points </li></ul><ul><li>Kudos </li></ul><ul><li>Customer relations </li></ul>
  11. 12. Create a system for listening <ul><li>Set up email addresses </li></ul><ul><li>Where can you share information? </li></ul><ul><li>Schedule time to read and report </li></ul><ul><li>separate email address for hot buttons </li></ul>
  12. 13. You can’t control it
  13. 14. Mistkaes happen <ul><li>8.25.2010, in discussing that state of the city’s South Bank arts precinct, London Mayoral advisor Steve Norris commented in the media... “the National Theatre should have a Compulsory Demolition Order”. </li></ul>
  14. 15. The theatre responds
  15. 16. The people respond <ul><li>@DisAgg – And to think I’d thought about unfollowing @NationalTheatre for them being bland. Best. Tweet. Ever. </li></ul><ul><li>@johnfoley – Have to say I found that errant @NationalTheatre tweet to be refreshingly human. </li></ul><ul><li>@jmc_fire – To be honest, I thought the @nationaltheatre c-word tweet was less offensive than their selective tweeting of good feedback on their shows. </li></ul>
  16. 17. The theatre responds
  17. 18. Response <ul><li>@sarahmade – Oh the poor employee at the @NationalTheatre who got their accounts mixed up. Hack? Yeah right. #cringe </li></ul><ul><li>@andytfield – To be honest. The fact @NationalTheatre can’t admit that someone said that shows everything that’s wrong with that organisation. </li></ul><ul><li>@joannahc – Between @catbinlady ‘s tweets and @NationalTheatre pretending they got hacked, today is a rather amusing Twitter day. </li></ul>
  18. 19. Capozzola.com
  19. 20. Bury it with love <ul><li>Mobilize your fan base </li></ul><ul><li>Do NOT fake responses or pay for them </li></ul><ul><li>Be honest and open </li></ul><ul><li>Reach out on a personal level </li></ul><ul><li>say you’re sorry </li></ul><ul><li>Let it go </li></ul>
  20. 21. The Box <ul><li>Define the product </li></ul><ul><li>Define the market </li></ul><ul><li>Locate possible resources </li></ul><ul><li>Identify key concepts and keywords </li></ul><ul><li>Set up listening tools </li></ul>
  21. 22. <ul><li>What does it do? </li></ul><ul><li>What’s the message? </li></ul><ul><li>What’s the timeline? </li></ul><ul><li>Ongoing or quick hit? </li></ul>Define the product
  22. 23. Define the Market <ul><li>Who wants it? </li></ul><ul><li>Who needs it? </li></ul><ul><li>Who are the competitors? </li></ul><ul><li>Who are they talking to? </li></ul>
  23. 24. Concepts and Keywords <ul><li>Messaging </li></ul><ul><li>What is the competition saying? </li></ul><ul><li>Keyword evaluation tools </li></ul>
  24. 25. Locate resources <ul><li>Images </li></ul><ul><li>Written content </li></ul><ul><li>Audio and video </li></ul><ul><li>People </li></ul><ul><li>Budget </li></ul><ul><li>Time </li></ul>
  25. 26. Find your networks <ul><li>Usual suspects </li></ul><ul><li>Forums </li></ul><ul><li>LinkedIn/Google/Yahoo groups </li></ul>
  26. 27. Twitter <ul><li>YES you need to use it </li></ul><ul><li>NO you don’t HAVE to tweet </li></ul>
  27. 28. What’s Twitter again? <ul><li>Micro-blogging </li></ul><ul><li>Communications hub </li></ul><ul><li>Buzz building </li></ul><ul><li>Team building </li></ul><ul><li>Crowd sourcing </li></ul><ul><li>Fund-raising </li></ul><ul><li>SEO </li></ul>
  28. 29. Setting up accounts <ul><li>Avatars </li></ul><ul><li>Bio with appropriate links </li></ul><ul><li>Watch your branding </li></ul><ul><li>Start basic and add on </li></ul>
  29. 30. Listen, engage, repeat <ul><li>Broadcasting vs engaging </li></ul><ul><li>80/20 rule </li></ul><ul><li>pre-loaded vs real-time </li></ul><ul><li>Me too </li></ul><ul><li>Self promotion </li></ul>
  30. 31. Doing it right
  31. 32. Twitter setup <ul><li>Avatars need to be square or scaleable </li></ul><ul><li>200x200 works well </li></ul><ul><li>Backgrounds are additional real estate too </li></ul>
  32. 36. Set up a Twitter Acct <ul><li>Finding your people </li></ul><ul><li>Creating a voice </li></ul><ul><li>Generating buzz </li></ul><ul><li>80/20 rule </li></ul><ul><li>Your turn, let’s do this! </li></ul>
  33. 37. Facebook <ul><li>Huge market </li></ul><ul><li>It’s all about the relationship your fans have with their friends </li></ul><ul><li>Facebook Profile or Fan page? </li></ul><ul><li>Standard pages are boring boring boring </li></ul>
  34. 38. Building a Facebook page <ul><li>Personal </li></ul><ul><li>Fan Page </li></ul><ul><li>Business Fan Page </li></ul><ul><li>Groups </li></ul><ul><li>Community Pages </li></ul>
  35. 39. Build your fan page <ul><li>Start with the basics </li></ul><ul><li>Build out </li></ul><ul><li>custom FBML </li></ul><ul><li>Interaction not reaction </li></ul>
  36. 44. Build a Fan page <ul><li>Just get started </li></ul><ul><li>tour of features </li></ul><ul><li>applications </li></ul><ul><li>from basic to overwrought </li></ul>
  37. 45. Who’s gonna do it? <ul><li>Just You </li></ul><ul><li>Your team </li></ul><ul><li>The CEO </li></ul><ul><li>Volunteers </li></ul><ul><li>Other staff? </li></ul>
  38. 46. Efficiency matters <ul><li>BEWARE the social media black hole </li></ul><ul><li>Tools can save you </li></ul>
  39. 47. Team tagging
  40. 49. Editorial calendar <ul><li>Regular topics </li></ul><ul><li>Event announcements and timing </li></ul><ul><li>Delegate </li></ul><ul><li>Leave room for surprises </li></ul>
  41. 50. Objective Marketer <ul><li>Schedule posts </li></ul><ul><li>Great reporting </li></ul><ul><li>A&B testing </li></ul><ul><li>Landing pages </li></ul><ul><li>Post to Facebook or Twitter </li></ul><ul><li>Rss Feeds </li></ul><ul><li>Youtube </li></ul>
  42. 51. Market performance
  43. 52. Schedule and delegate
  44. 54. Co-tweet <ul><li>Workgroups </li></ul><ul><li>Unified inbox </li></ul><ul><li>Groups and permissions </li></ul><ul><li>Delegate </li></ul><ul><li>Twitter focused </li></ul>
  45. 55. Co-tweet
  46. 56. Blip TV <ul><li>Total potential audience </li></ul><ul><li>Shares with iTunes, YouTube, Tivo and Boxee </li></ul><ul><li>TV and Computer audiences </li></ul><ul><li>Video looks fantastic </li></ul><ul><li>Auto distribution but not simultaneous </li></ul>
  47. 57. Gist <ul><li>Social CRM </li></ul><ul><li>Cross your emails with your social connections </li></ul><ul><li>Prioritize on the fly </li></ul><ul><li>Multiple networks </li></ul>
  48. 61. Hired guns <ul><li>You can buy 1,000 followers for $100 </li></ul><ul><li>You can’t make them care </li></ul>
  49. 62. Going virtual <ul><li>Virtual admins </li></ul><ul><li>Offshore vs local </li></ul><ul><li>Can it be delegated? </li></ul><ul><li>Can it be chunked? </li></ul>
  50. 63. Ask me anything <ul><li>[email_address] </li></ul><ul><li>@Jfouts </li></ul><ul><li>SocialMediaCoachingCenter.com </li></ul><ul><li>Janet Fouts.com </li></ul><ul><li>408.216.7423 </li></ul>

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