The Strategist and Social Media Kami Watson Huyse, APR “ Strategy ” by Joey Gangoza, Flickr
The More Things Change…
The More They Stay the Same
On Junior Staff… <ul><li>agilliam  Says:  October 12, 2008 at 9:33 am   </li></ul><ul><li>“ I find it interesting that soc...
 
Corporate Control is a Myth <ul><li>“ You can’t take something off of the Internet.  That’s like trying to take pee out of...
10 Risks of Engagement From Communication Overtones, Kami Huyse
People Are Talking Photo by  Chen , Flickr
Are You Listening? Photo by  Niclas Lindh , Flickr
Social Anthropology
Listen  (Research) <ul><li>Free tools:  Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. </l...
The Connected Corporation From “The 5 Competencies of the Connected Corporation,” Communication Overtones,  http://twurl.n...
Participate  (Planning) <ul><li>Join </li></ul><ul><li>Comment </li></ul><ul><li>Cross link </li></ul><ul><li>Build relati...
 
Social Etiquette  <ul><li>1. Transparency </li></ul><ul><li>2. Privacy </li></ul><ul><li>3. Disclosure </li></ul><ul><li>4...
 
One Bloggers View
Some Advice “ To his credit one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bl...
POST Process
P eople Image by Samantha Campbell, Flickr
Define Your Stakeholder
Technographics: Women 55+ Data from Forrester Research Technographics ®  surveys, 2008. For further details on the Social ...
 
O bjectives
Measureable Objectives From Communication Overtones, Triad of Measurement,  http://twurl.nl/p4uq4j
Contribute  (Implement) <ul><li>Content </li></ul><ul><li>Values/Culture </li></ul><ul><li>Experiences </li></ul><ul><li>R...
S trategy
“ Ask not what your [community] can do for you, but what you can do for your [community]”
From Communication Overtones, “Setting Relational Objectives,”  http://twurl.nl/1y7p7r
Common Strategies
The Face of an Organization <ul><li>The Passionate Enthusiast </li></ul><ul><li>The Inspired Inventor </li></ul><ul><li>Th...
Example: eDrug Search
@netsolcares
NetSol Evaluation
 
Rubbermaid/Newell
Rubbermaid/Newell
Rubbermaid/Newell
T actics and Tools
Seven Types of Social Media From “The 7 Categories of Social Media,” Communication Overtones,  http://twurl.nl/7bvhzz
Hot Online Communities <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Plaxo </li>...
Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
10 Blogging Tactics From “10 Ways to Improve Your Corporate Blog,” Communication Overtones,  http://twurl.nl/bjjju2
Beyond Blogs <ul><li>Viral video </li></ul><ul><li>Podcasting </li></ul><ul><li>Specialized communities </li></ul><ul><li>...
A Word About Ethics <ul><li>Astroturfing </li></ul><ul><li>Misrepresentation </li></ul><ul><li>Intellectual Property </li>...
Free Measurement Tools <ul><li>Technorati  (number of links, “authority”) </li></ul><ul><li>Del.icio.us  (quality and type...
Paid Measurement Tools <ul><li>The DIY Dashboard ( link ) </li></ul><ul><li>Radian6 ( link ) </li></ul><ul><li>BuzzLogic (...
More Measurement Resources <ul><li>Kami’s Measurement Tag </li></ul><ul><li>Jeremiah’s list  of monitoring tools </li></ul...
BIBLIOGRAPHY <ul><ul><li>Naked Conversations , Robert Scoble and Shel Israel </li></ul></ul><ul><ul><li>The New Rules of M...
Resources <ul><li>myprpro.com/resource-links </li></ul>
<ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (713) 568-5750 </li></ul><ul><li>E-mail:  [email_address] </li></u...
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The Strategist And Social Media Teleseminar

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While the public relations landscape seems to change at rapid speed, there are certain things that never change. With the exploding growth of social media, the need for strategic thinking has never been more important. Find out how to manage a social media campaign. Learn how your insight and deep understanding of strategy, paired with the skills and enthusiasm of technically savvy junior pros, can result in social media success.

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  • The Strategist And Social Media Teleseminar

    1. The Strategist and Social Media Kami Watson Huyse, APR “ Strategy ” by Joey Gangoza, Flickr
    2. The More Things Change…
    3. The More They Stay the Same
    4. On Junior Staff… <ul><li>agilliam Says: October 12, 2008 at 9:33 am </li></ul><ul><li>“ I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me). ” </li></ul>
    5.  
    6. Corporate Control is a Myth <ul><li>“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” </li></ul><ul><li>Joe Ragan, Newsradio </li></ul><ul><li>As quoted in “Groundswell” by Charlene Li and Josh Bernoff </li></ul>
    7. 10 Risks of Engagement From Communication Overtones, Kami Huyse
    8. People Are Talking Photo by Chen , Flickr
    9. Are You Listening? Photo by Niclas Lindh , Flickr
    10. Social Anthropology
    11. Listen (Research) <ul><li>Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc. </li></ul><ul><li>Paid Tools: Radian 6, DIY Dashboard and others </li></ul>
    12. The Connected Corporation From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv
    13. Participate (Planning) <ul><li>Join </li></ul><ul><li>Comment </li></ul><ul><li>Cross link </li></ul><ul><li>Build relationships </li></ul>
    14.  
    15. Social Etiquette <ul><li>1. Transparency </li></ul><ul><li>2. Privacy </li></ul><ul><li>3. Disclosure </li></ul><ul><li>4. Truthfulness </li></ul><ul><li>5. Credit </li></ul>David Scott Meerman, The New Rules of Marketing and PR
    16.  
    17. One Bloggers View
    18. Some Advice “ To his credit one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bloggers?’ And I said, &quot;Tell me you looked up my stats on Alexa. Tell me you picked me because you *think* I may be influential. Tell me that you know mombloggers get pitched to all the time but that you'd *pretty please* like me to listen to you.  Just don't bullshit me by telling me 'you read my blog.' I know you don't. ” - Stefania Pomponi Butler, founder and owner of the CityMama™ and Kimchi Mamas
    19. POST Process
    20. P eople Image by Samantha Campbell, Flickr
    21. Define Your Stakeholder
    22. Technographics: Women 55+ Data from Forrester Research Technographics ® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com., http://tinyurl.com/2vv3dv
    23.  
    24. O bjectives
    25. Measureable Objectives From Communication Overtones, Triad of Measurement, http://twurl.nl/p4uq4j
    26. Contribute (Implement) <ul><li>Content </li></ul><ul><li>Values/Culture </li></ul><ul><li>Experiences </li></ul><ul><li>Resources </li></ul>
    27. S trategy
    28. “ Ask not what your [community] can do for you, but what you can do for your [community]”
    29. From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
    30. Common Strategies
    31. The Face of an Organization <ul><li>The Passionate Enthusiast </li></ul><ul><li>The Inspired Inventor </li></ul><ul><li>The Smart Listener </li></ul><ul><li>The Likeable Hero </li></ul><ul><li>The Underdog </li></ul>From Personality Not Included , by Rohit Bhargava
    32. Example: eDrug Search
    33. @netsolcares
    34. NetSol Evaluation
    35.  
    36. Rubbermaid/Newell
    37. Rubbermaid/Newell
    38. Rubbermaid/Newell
    39. T actics and Tools
    40. Seven Types of Social Media From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz
    41. Hot Online Communities <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Plaxo </li></ul><ul><li>Ning </li></ul><ul><li>BlogHer </li></ul><ul><li>Kirtsy </li></ul><ul><li>Digg </li></ul>
    42. Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
    43. 10 Blogging Tactics From “10 Ways to Improve Your Corporate Blog,” Communication Overtones, http://twurl.nl/bjjju2
    44. Beyond Blogs <ul><li>Viral video </li></ul><ul><li>Podcasting </li></ul><ul><li>Specialized communities </li></ul><ul><li>Advisory groups </li></ul><ul><li>Ratings tools </li></ul><ul><li>Existing communities </li></ul><ul><li>Tie-ins with events or happenings </li></ul><ul><li>VIP events </li></ul>
    45. A Word About Ethics <ul><li>Astroturfing </li></ul><ul><li>Misrepresentation </li></ul><ul><li>Intellectual Property </li></ul><ul><li>Pay-per-Post </li></ul><ul><li>Sponsored posts </li></ul>
    46. Free Measurement Tools <ul><li>Technorati (number of links, “authority”) </li></ul><ul><li>Del.icio.us (quality and type of coverage) </li></ul><ul><li>Google Analytics (site statistics) </li></ul><ul><li>Veoh (video views on all platforms) </li></ul><ul><li>Flickr (photo views) </li></ul><ul><li>Feedburner (subscribers) </li></ul><ul><li>Google Blog Search (Poor man’s clipping service) </li></ul><ul><li>Yahoo Pipes (manage RSS) </li></ul><ul><li>Compete , Alexa (traffic) </li></ul><ul><li>Quantcast (ratings and demographics) </li></ul>
    47. Paid Measurement Tools <ul><li>The DIY Dashboard ( link ) </li></ul><ul><li>Radian6 ( link ) </li></ul><ul><li>BuzzLogic ( link ) </li></ul><ul><li>Jeremiah’s List ( link ) </li></ul>
    48. More Measurement Resources <ul><li>Kami’s Measurement Tag </li></ul><ul><li>Jeremiah’s list of monitoring tools </li></ul><ul><li>Free and Low-Cost Ways to Measure </li></ul><ul><li>Book: Measuring Public Relationships , Katie Paine </li></ul><ul><li>Calculating the ROI of Blogging , Charlene Li </li></ul><ul><li>Constantin Basturea’s ROI tag </li></ul><ul><li>Jeremiah Owyang’s Social Media Tag </li></ul><ul><li>Trinity of Analytics , Avinash Kaushik </li></ul><ul><li>Institute for Public Relations , Measurement </li></ul>
    49. BIBLIOGRAPHY <ul><ul><li>Naked Conversations , Robert Scoble and Shel Israel </li></ul></ul><ul><ul><li>The New Rules of Marketing and PR , David Scott Meerman </li></ul></ul><ul><ul><li>Now is Gone , Geoff Livingston </li></ul></ul><ul><ul><li>Measuring Public Relationships: The Data-Driven Communicators Guide to Success , KD Paine (purchase at www.measureofsuccess.com ) </li></ul></ul><ul><ul><li>Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back , Rohit Bhargava </li></ul></ul><ul><ul><li>Groundswell , Charlene Li and Josh Bernoff </li></ul></ul>
    50. Resources <ul><li>myprpro.com/resource-links </li></ul>
    51. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (713) 568-5750 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Twitter: kamichat </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: www.myprpro.com </li></ul>

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