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Social Media 101 Webinar


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Julie Minevich
Social Media Strategist

Raquel Ortiz
Director of Public Relations

Published in: Technology
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Social Media 101 Webinar

  1. 1. Social Media 101 Lunch and Learn April 14, 2010
  2. 2. TODAY’S AGENDA <ul><li>Introductions </li></ul><ul><li>Social Media </li></ul><ul><ul><li>The Big Players: Facts and Tips </li></ul></ul><ul><ul><li>Myths </li></ul></ul><ul><ul><li>Quantifying Involvement </li></ul></ul><ul><ul><li>What’s Next </li></ul></ul><ul><li>Integration of Offline and Online Media </li></ul><ul><li>Question and Answer </li></ul>Amplify Public Affairs, LLC ~
  3. 3. TODAY’S SPEAKERS <ul><li>Raquel Ortiz </li></ul><ul><li>Director, Public Relations </li></ul>Amplify Public Affairs, LLC ~ Julie Minevich Social Media Strategist
  4. 4. The Shift Amplify Public Affairs, LLC ~ WEB 1.0 WEB 2.0 <ul><li>Passive relationship for individuals towards company and organizations </li></ul><ul><li>Outbound (Push) Marketing </li></ul><ul><li>One Directional </li></ul><ul><li>High cost of entry to produce and publish content </li></ul><ul><li>Active relationship for individuals towards company and organizations </li></ul><ul><li>Inbound (Pull) Marketing </li></ul><ul><li>Bi/Multi-Directional </li></ul><ul><li>Low cost of entry to produce and publish content </li></ul>
  5. 5. WHY SOCIAL MEDIA? <ul><li>Add stickiness to your site </li></ul><ul><li>Facilitate viral “marketing” (word of mouth) </li></ul><ul><li>Build a community of loyal advocates who can be activated quickly </li></ul><ul><li>Better respond to dissatisfied allies and correct mis-information rapidly </li></ul>Amplify Public Affairs, LLC ~
  6. 6. BLOGS <ul><li>Term derived from “web blog” </li></ul><ul><li>Evolved from offline publications </li></ul><ul><li>Have the ability to give your message or organization a “personality” with which individuals can identify </li></ul><ul><li>VLOG – video blogging </li></ul>Amplify Public Affairs, LLC ~
  7. 7. TIPS FOR SUCCESS: BLOGS <ul><li>Determine whether you have the resources (both people and time) to commit </li></ul><ul><li>Determine who will blog. Unless there is one strong personality, it can help to have a variety of people from your organization </li></ul><ul><li>Like an offline publication, have an editorial calendar </li></ul><ul><li>Integrate social media elements into blog design and push blog posts out to social media profiles </li></ul>Amplify Public Affairs, LLC ~
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  9. 9. SOCIAL NETWORKING - FACEBOOK <ul><li>Founded in 2004 and first began as a way to connect Harvard students </li></ul><ul><li>Currently: More than 400 million active users </li></ul><ul><li>Goal: To connect the entire world </li></ul><ul><li>People connect with those they know offline </li></ul><ul><li>Individuals share information about themselves, current events, organizations they support, etc. </li></ul>Amplify Public Affairs, LLC ~
  10. 10. TIPS FOR SUCCESS: FACEBOOK <ul><li>Great opportunity to create a community </li></ul><ul><li>Ask for input </li></ul><ul><li>Allow “fans” to add content </li></ul>Amplify Public Affairs, LLC ~
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  12. 12. MICROBLOGGING - TWITTER <ul><li>Launched in 2006 </li></ul><ul><li>Consists of “status updates” that are 140 characters long </li></ul><ul><li>People connect with others who they may or MAY NOT know offline. </li></ul><ul><li>Has been used with great success by celebs, politicians, those in crisis </li></ul>Amplify Public Affairs, LLC ~
  13. 13. TIPS FOR SUCCESS: TWITTER <ul><li>Add a profile picture, change your background and text/link colors </li></ul><ul><li>Make sure your profile description is keyword-rich </li></ul><ul><li>Search for topics of interest and follow people who are discussing those topics </li></ul><ul><li>Reach out to influentials and engage users </li></ul><ul><li>Don’t be afraid to “interrupt” or “jump in to” conversations </li></ul>Amplify Public Affairs, LLC ~
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  15. 15. SOCIAL VIDEO SHARING - YOUTUBE <ul><li>Created by former PayPal employees in 2005; bought by Google in 2006 </li></ul><ul><li>1 billion videos served on YouTube in one day. </li></ul><ul><li>Average length of a YouTube video is 4 minutes and 12 seconds. </li></ul><ul><li>20-to-35-year-old bloggers constitute 57% of those who embed videos </li></ul>Amplify Public Affairs, LLC ~
  16. 16. TIPS FOR SUCCESS: YOUTUBE <ul><li>Keep it short </li></ul><ul><ul><li>Can break longer topics into shorter videos and tie together with a “playlist” </li></ul></ul><ul><li>Great for targeting a younger audience </li></ul><ul><li>Provides ability to archive and spread offline events </li></ul>Amplify Public Affairs, LLC ~
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  18. 18. SOCIAL PHOTO SHARING – FLICKR <ul><li>Launched in 2004; acquired by Yahoo in 2005 </li></ul><ul><li>4 billion photos hosted by Flickr (as of October 2009) </li></ul><ul><li>Ability to upload photos added in 2005 </li></ul><ul><li>2.5 billion photos uploaded each month to Facebook </li></ul>Amplify Public Affairs, LLC ~ SOCIAL PHOTO SHARING – FACEBOOK
  19. 19. TIPS FOR SUCCESS: PHOTO SHARING <ul><li>Opportunity for user engagement </li></ul><ul><ul><li>Contest </li></ul></ul><ul><li>Use “tagging” feature to identify those in the pictures </li></ul>Amplify Public Affairs, LLC ~
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  21. 21. SOCIAL MEDIA FOR EVENTS Amplify Public Affairs, LLC ~
  22. 22. OVERALL TIPS FOR SUCCESS <ul><li>Don’t try to do everything and be everywhere right away.  </li></ul><ul><li>Keep content fresh. </li></ul><ul><li>Be consistent across platforms. </li></ul><ul><li>Be honest, transparent, and on your best behavior at all times. </li></ul><ul><li>Go where your audience is. </li></ul><ul><li>Engage, engage, engage! </li></ul>Amplify Public Affairs, LLC ~
  23. 23. SOCIAL MEDIA MYTHS <ul><li>“Social media is just for kids” </li></ul><ul><li>“Social media is not a possibility in a highly-regulated industry like health care” </li></ul><ul><li>“There isn’t a way to measure social media” </li></ul>Amplify Public Affairs, LLC ~
  24. 24. Tips for Quantifying Social Media <ul><li>Integrate call-to-actions in social media activity </li></ul><ul><ul><li>For example: Sign up for our newsletter </li></ul></ul><ul><ul><li>How much would that e-mail acquisition cost your organization using “traditional” methods </li></ul></ul><ul><li>Create a snapshot before you start </li></ul><ul><ul><li>Is there year-over-year growth? </li></ul></ul><ul><li>Use trackable links to document new constituent sources </li></ul>Amplify Public Affairs, LLC ~
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  27. 28. WHAT’S NEXT? <ul><li>GEO-LOCATION </li></ul><ul><li>MOBILE CAMPAIGNS </li></ul>Amplify Public Affairs, LLC ~ Source: Madison Guy on Flickr Source:
  28. 29. Integrating Social Media with Traditional Media April 2010
  29. 30. <ul><li>Social media is a means towards an end </li></ul><ul><li>Make sure tactics support you goals, such as: </li></ul><ul><ul><li>increasing donations </li></ul></ul><ul><ul><li>recruiting new members </li></ul></ul><ul><ul><li>influencing public opinion </li></ul></ul><ul><ul><li>driving action on an issue </li></ul></ul><ul><li>Approach media holistically – consider online and offline tactics as part of broader communications strategy </li></ul>
  30. 31. New PR World <ul><li>Embrace the “public” in PR; social media has provided new opportunities to reach consumers directly without filter of the media </li></ul><ul><li>Organizations and companies serving as “publishers” of their own content through digital news releases, online news rooms, blogs, social networking sites, etc </li></ul><ul><li>Don’t worry about staying “on message” as much, PR today is about two-way communication; having a dialogue with your constituents </li></ul>
  31. 32. <ul><li>This provides two new opportunities to generate editorial coverage: </li></ul><ul><ul><li>Cyclical – reporters follow blogs, etc for early trends, interesting stories and report on them, thus generating more interest from bloggers who cover the story and then generate more interest from reporters </li></ul></ul><ul><ul><li>Bottom-up – information spreads virally online, generating buzz and grabbing the attention of traditional media </li></ul></ul>
  32. 33. Ex. Facebook “What Color is Your Bra” <ul><li>Facebook e-mail started circulating that asked women to post the color of their bra as their Facebook status to support breast cancer awareness </li></ul><ul><li>Became an online sensation, reaping benefits for the Susan G. Komen Foundation </li></ul>
  33. 34. <ul><li>Results: </li></ul><ul><ul><li>Thousands of media impressions generated for SGKF, including CNN, Washington Post, ABC News and Huffington Post </li></ul></ul><ul><ul><li>Spread virally on Twitter, reaching thousands more people </li></ul></ul><ul><ul><li>By midday was ranked number 11 on Google Trends. </li></ul></ul><ul><ul><li>On launch day SGKF had exactly 135 Facebook fans, by 5 p.m. that evening they had 135,000 Facebook fans </li></ul></ul><ul><ul><li>SGKF also reported an increase in donations </li></ul></ul>
  34. 35. Traditional Media Is Still Important <ul><li>Know who covers your issues (online and offline) and invest the time to build those relationships </li></ul><ul><li>Utilize social media to get to know and to reach reporters: </li></ul><ul><ul><li>Look up journalists’ recent articles, get a sense of their writing style </li></ul></ul><ul><ul><li>If they have blogs offer insightful (not self-serving) comments on their posts; demonstrate your expertise, thought-leadership </li></ul></ul><ul><ul><li>Connect and keep up with them on social networking sites </li></ul></ul><ul><li>Use new media to gain more mileage from existing materials that will generate mainstream media coverage </li></ul>
  35. 36. IFAW Gift for Animals <ul><li>Developed online videos that highlighted the amount of money people spend on ordinary items (tickets to a Cubs game) and how that same amount can save an animal’s life (feed an orphaned bear cub) </li></ul><ul><li>Videos went on IFAW’s YouTube Channel, on the Gift for Animals Web site and were also the focus of a digital news release </li></ul><ul><li>Results: </li></ul><ul><ul><li>Picked up by national and international media outlets </li></ul></ul><ul><ul><li>Featured on </li></ul></ul><ul><ul><li>Included as one of the “12 Days of Christmas Gifts” on </li></ul></ul><ul><ul><li>Donations increased from the previous year, during recession </li></ul></ul>
  36. 37. Amplify Public Affairs, LLC ~
  37. 38. Gift for Animals Digital News Release Amplify Public Affairs, LLC ~
  38. 40. Summary <ul><li>Make sure any tactic supports your goals </li></ul><ul><li>Understand how social media fits into the new world of PR and adapt accordingly </li></ul><ul><li>Recycle: Explore opportunities to repurpose materials and gain more mileage from them </li></ul><ul><li>Embrace the unknown, relinquish some control of the message and let your supporters evangelize on your behalf </li></ul>
  39. 41. QUESTIONS?