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Communicating with Social Media

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Communicating with Social Media

  1. 1. “It’s a different language: Communicating with Social Media” PRSA Southwest Missouri Chapter October 8, 2009
  2. 2. Conversations that build relationships between companies and stakeholders. 2
  3. 3. Conversations that build relationships between companies and stakeholders. 3
  4. 4. Conversations that build relationships between companies and stakeholders. 4
  5. 5. Conversations that build relationships between companies and stakeholders. 5
  6. 6. Blogs Message Boards Microblogs USER-GENERATED CONTENT Photos Mass Videos Niche MULTI-MEDIA SOCIAL SHARING NETWORKS Podcasts Corporate 6
  7. 7. 3 Step Social Media Strategy 7
  9. 9. Step 1: Listen & Learn • Discover: Find conversations currently taking place about your company and category • Quantitative analysis • Qualitative analysis • Monitor: Learn the rules of engagement • Understand what’s being said about your company and category • React if/when necessary 9
  10. 10. VIDEO Google video, Yahoo, Youtube, Grouper, Break, Dailymotion, Metacafe BLOGS/ BOARDS Boardreader, Google alerts, Live, Technorati, Icerocket TWITTER Twemes, Tweetscan, Dittes, Telewebber, Terraminds DIY SERVICES
  11. 11. Step 2: Plan • Social media policy 11
  12. 12. 12
  13. 13. Step 2: Plan • Social media policy • Reactionary engagement plan 13
  14. 14. 14
  15. 15. Build-A-Bear Workshop “The good news is that shortly • Monitoring caught blog story after posting my piece I heard from Dave on (1.4M visitors monthly) about Finnegan, Build-A-Bear’s "Chief InBearmation Officer." privacy practices Kitschy executive designations aside, you’ve got to be impressed by a company that respondsIn one day, it spread to other • so quickly, directly, and receptively to criticism; I am, high traffic sites anyway.” (; The Consumerist) • Sent a response directly to Denise Howell, high profile attorney/tech blogger • Outreach resulted in a positive follow-up blog post 15
  16. 16. Step 2: Plan • Social media policy • Reactionary engagement plan • Proactive engagement plan 16
  17. 17. Step 3: Engage 17
  18. 18. Lee Fit Ambassadors • Identified 28 bloggers to approach based on 3 criteria: • Content: Was the blogger writing about fashion for everyday women? • Engagement: How do her readers respond? Did she acquire multiple comments each time she posted? • Influence: Did she have solid site traffic? What was their Technorati Authority and Rank? 18
  19. 19. Outreach Transparency Previous contact Suggest, don’t demand Be human 19
  20. 20. Response “What an amazing opportunity, I appreciate 1. Momma’s Review the offer - and accept!” 2. A Mommy Story 3. Intricate Art 4. Posh Glam 5. Cool Moms Rule 6. Your Style Star aren't kidding - what an awesome “WOW! you 7. thing! I defintely want to be a part of this.” All American Mommy 8. Domestic Chicky 9. Karla’s Krazy Life 10. Workout Mommy 11. Mommy Goggles 12. Mom’s Favorite Stuff 13. Savvy Housewife and I am interested in taking part. “Sounds like fun, 14. Mamanista way to help other women get a firsthand point of What a great 15. Therapeutic Reviews and Giveaways specific jeans - and finding a good pair is the bane of view on some 16. The Domestic Diva every woman's existence (particularly the mommy with the 17. Blissfully Domestic with. *laugh*).” muffin top to contend 18. Mommin’ it Up 19. Motherhood Uncensored 20. Sarcastic Mom 20
  21. 21. Output Reviews with product shots 21
  22. 22. Output Product give aways to readers 22
  23. 23. Output Above and beyond Transparency Link to Lee National Denim Day mention Link to LNDD site Video forward Technorati Authority: 124 Technorati Rank: 19,000 23
  24. 24. Blue Bunny sweeps • Objectives: • Develop and establish relationships with respected mommy bloggers • Drive awareness of our brand through Mommy Bloggers • Strategy: Mommy Bloggers create and execute their own program that features Blue Bunny as the prize 24
  25. 25. Blue Bunny sweeps Colleen Katie Kelcey Christine Lucretia 25
  26. 26. Classy Mommy • Had readers enter by: • Leaving a comment on her post • Joining the Classy Mommy Facebook fan page and leaving a comment on post saying so • RT the give away on Twitter and include Classy Mommy 26
  27. 27. Output • 6,000+ contest entrants = quality brand engagement • 20 winners (bloggers) who have become brand advocates • Blue Bunny Twitter followers grew 30% 27
  28. 28. Output “I get contacted by a lot of PR folks and Jordan was one of the most professional. Got back to me right away with information and very easy to work with.” 28
  29. 29. Blogger outreach insights • Know the bloggers you're working with and pitch to them accordingly. This means knowing their names, their children's names, ages and genders, and the kinds of things they like and dislike. • Be prepared to compensate bloggers for their time, either with product in the case of a review, or with cash if you're asking for consultation or involvement in a large initiative. • Bloggers don't want to receive press releases, but they DO want to partner with companies and provide value. • Not all bloggers are alike. Some love doing product reviews, others will only do them rarely or not at all. 29
  30. 30. Blog with integrity • Represents standards that we actively encourage our bloggers to adhere to if they choose to post about our clients. • Signatories agree to disclose their material relationships, policies and business practices. 30
  31. 31. New FTC guidance • Guide: an administrative interpretation of the law. • “...endorsements by consumers, experts, organizations, and celebrities.” • “...the post of a blogger who receives cash or in- kind payment to review a product is considered an endorsement.” 31
  32. 32. Encourage disclosure “In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge [] we encourage the bloggers we work with to fully disclose that the products they are reviewing and/or giving away were provided to them at no charge by XXXXX.” 32
  33. 33. 3-Day Ambassadors • Objective: Engage evangelists -- walkers, survivors and fans -- and encourage word of mouth, RFIs, registrations • Strategy: • Social media extension of a media relations idea • Ask them to help • Give them content to share 33
  34. 34. Fundraising push 34
  35. 35. Authority: 38 Rank: 88,000 “I asked 25 people to make donations of $12.20 to get me to the $1000 mark. This is what happened on Twitter after that.” 35
  36. 36. 3-Day campaign ROI 36
  37. 37. March of Dimes Moms • Objective: Engage the growing number of moms online and position the March of Dimes as a resource for women • Strategy: Approach women bloggers; ask them to donate a post per month 37
  38. 38. Outreach Transparency Connect quickly Other MOD Moms Suggest, don’t demand Be human 38
  39. 39. “Last week I became a March of Dimes Mom... I am so honored to be able to give back to the community that did SO much for Mike and me when we were dealing with Madeline’s gestation and hospitalization. Once a month I’ll be blogging about the issues that Mike, Madeline, and I deal with due to prematurity. You know…pretty much like I already do!” 39
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  42. 42. “You’re in a new place. The bad news: There are no maps. The good news? You are the mapmaker.” Shoshana Zuboff, former Harvard B-School Prof and author of The Support Economy 42
  43. 43. Jeff Risley