INTRODUCTION“No profession stands to influence social media more than public relations.” Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media
INTRODUCTIONo Social media defined 20:00o 10 keys to social media success 30:00o Social media tools 20:00o 3 take away messages 2:00o Q&A 3:00
SOCIAL MEDIA DEFINEDSocial media is a conversation online. Look who’s talking: o your customers o your donors o your volunteers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
SOCIAL MEDIA DEFINEDThe conversation is not: o controlled o organized o “on message”The conversation is: o organic o complex o speaks in a human voiceSocial media is not a strategy or a tactic – it‟s simply a channel.
SOCIAL MEDIA DEFINEDo Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related: o Podcasts o Real Simple Syndication (RSS)
SOCIAL MEDIA DEFINEDThe power to define and control a brand is shifting from corporations and institutions to individuals and communities.
SOCIAL MEDIA DEFINED“It is about putting the „public‟ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.” Brian Solis, The Social Media Manifesto
SOCIAL MEDIA DEFINEDWord of Mouth is the Future ofMarketing Marketers can effectively use social media by influencing the conversation. One way to do this is by delivering great customer service experiences.
CASE STUDYo Zappos, an online shoe retailer, makes customer service central with a focus on “making personal and emotional connections.”o Divert marketing budget to customer service (they outsource marketing to their customers; they don‟t outsource their call centre)o Use Twitter to promote their brand o Website displays any public tweets mentioning of their brand o CEO has over 400,000 followers o 430 employees on Twittero $1billion in sales last year and their expanding into new product
SOCIAL MEDIA DEFINEDo 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Groupo 87% trust a friend’s recommendation over critic‟s review - Marketing Sherpao 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Researcho 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
SOCIAL MEDIA DEFINEDSocial media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
SOCIAL MEDIA DEFINEDo 40% of Canadian internet users have visited a community or social networking siteo 22% of Canadians over 60o 50% of Internet users under 30o 25% of users 25-29 do so dailyo 43% English speaking Canadians and 24% of French speaking Canadians visit these sites Canada Online, The Internet, Media and Emerging Technologoes
SOCIAL MEDIA DEFINED• Younger users (under 45) and women use these sites for socializing• Older users use these sites to obtain and share information• Youth (12-17) use these sites for entertainment
SOCIAL MEDIA DEFINEDSocial media can help you in all stages of marketing, self- promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation
SOCIAL MEDIA DEFINEDo Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower
SOCIAL MEDIA DEFINED"Whats the ROI for putting on your pants every morning? But its still important to your business." Scott Monty, Digital Communications Manager at Ford
SOCIAL MEDIA DEFINEDReach Engagement & Influence o Website visits / views o Sentiment of reviews o volume of reviews and comments and comments o Brand affinity o Incoming links o Commenter authority/influenceAction & Insight o Time spent o Sales inquiries o Favourites / Friends / Fans o New business o Viral forwards o Customer satisfaction o Number of downloads and loyalty o Marketing efficiencySource: The Digital Influence Group, Measuring the Influence of Social Media
SOCIAL MEDIA DEFINEDResources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value
KEYS TO SUCCESSo Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share
KEYS TO SUCCESS1. Discovery 2. Strategy (people, competition, an (opportunities, objective d search engines) s)3. Skills 4. Execution (identify internal (tools, integration, polici resources and gaps) es, and process)5. Maintenance (monitor and adapt)Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
CASE STUDYo YouTubeo MySpaceo Facebooko Twittero EHarmonyo “Digits” (their own online community)o Virtual communities – Second LifeSource: http://www.podtech.net/home/5209/h- block-social-media-programs-success
CASE STUDYLeveraged core goals across all networks: 1.Reinforce their brand as tax experts 2.Deliver on advocacy positioning of the brand 3.Present the brand as being innovativeo Through “unexpected and meaningful interactions with consumers”
CASE STUDYo Be community appropriate and relevant (interacting on Second Life is different than YouTube)o It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?
CASE STUDY1. Brand Perception o Evaluated brand metrics through a brand tracking study2. Engagement o 600,000 YouTube views o 1 million unique visits to their community site3. Word of Mouth o Increased online mentions in blogs, forums, and other social media
KEYS TO SUCCESSo Find where your audience is participating and indentify the influencerso Read industry blogs (including comments)o Google your company name & your competitiono Find tools that can help you listen
KEYS TO SUCCESSo Tap into the wisdom of the crowd to access a wider talent pool and gain customer insighto Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)
KEYS TO SUCCESS56 unanimous responses in under 4 minutes from YouBeMom.com
CASE STUDYo Chevy contest asks people to create a winning commercial for the Tahoe SUVo Website gives people online tools to make their own commercials including the ability to customize text
CASE STUDYo Users subvert contest with ads slamming the Tahoe brando Chevy eventually removes the website displaying videos critical of their producto Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)
CASE STUDYLessons learned:o Be careful when you ask for …. user generated content can‟t be controlledo If you‟re going to ask people their opinions be prepared to have a conversation
KEYS TO SUCCESSo Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw-ups rise to the top 10 of a Google searcho Admit your mistakes right away
CASE STUDYo Belkin employee busted offering payment for fake positive product reviewso Belkin president claims it‟s an isolated incidento Influential tech blogs expose a larger cover up and name more employees involved
KEYS TO SUCCESSo Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social mediao Make your content easy to shareo Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
KEYS TO SUCCESSo Dont shout. Dont broadcast. Don‟t brag.o Speak like yourself – not a corporate marketing shill or press secretaryo Personify your brand – give people something they can relate to.
KEYS TO SUCCESSo Think like a contributor, not a marketero Consider what is relevant to the community before contributingo Don’t promote your product on every posto Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESSo Don’t try to delete or remove criticism (it will just make it worse)o Listen to your detractorso Admit your shortcomingso Work openly towards an explanation and legitimate solution
KEYS TO SUCCESSo Don’t wait until you have a campaign to launch - start planning and listening nowo Build relationships so they‟re ready when you need them
KEYS TO SUCCESSo You need buy in from everyone in the organizationo Convince your CEO that social media is relevant to your organizationo Get your communications team together, discuss the options, then divide and conquer
KEYS TO SUCCESS1. Experiment with social media2. Make a plan3. Listen4. Be transparent & honest5. Share your content6. Be personal and act like a person7. Contribute in a meaningful way8. See criticism as an opportunity9. Be proactive10. Accept you can‟t do it all yourself
THE TOOLSo Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
THE TOOLSo People and organizations connect and interact with friends, colleagues and fans.o Popular social networks include Facebook and MySpace, Linkedin, beb o, and Ning.o There are niche social networks for just about everything.
THE TOOLSo create online profileso share photos, video, and audio, linkso send private message and instant messageo learn more about people and organizationso Follow brands, celebrities, and gain your own fans
THE TOOLSo Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers
THE TOOLSo Fastest growing social network in Canada and the world (200 million members)o Powerful tools to engage and understand your audience: o Brand pages o Custom applications o Targeted advertising o Audience insights/metrics o Opinion polls
THE TOOLSo Your brand‟s homepage on Facebook.o Allow you to post photos, videos, events and other messages.o Users interact with you by o Becoming fans o Commenting on your posts o Participating in discussions o Post photos to your pageo Fans see your page updates in their newsfeed
THE TOOLSo Facebook ads give you the ability to advertise directly to specific demographic groupso This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
THE TOOLSo Locationo Ageo Sexo Keywords (appear in your users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
THE TOOLSWhat you need:o Ad message (title and body)o Image (make it compelling)o Destination URL (where you want the ad to take people)o Social actions (optional)
THE TOOLSo Social actions show related stories about a user‟s friends alongside your ad.o People can vote whether they like or dislike your ad.
THE TOOLSo Very affordable and easy to control your budgeto You can specify a daily budgeto Schedule specific dates for your ad to runo Pay for clicks (CPC) or impressions (CPM)
THE TOOLSo Facebook Insights provides information about your ad campaign: o Track ad performance with real-time reporting o Gain demographic and psychographic insights about people that view or take action on your ado Use this information to identify how you can improve your campaign to maximize your results
THE TOOLSo Identify clear goals for your ado Know who you‟re trying to reacho Ensure ad headline, copy and image is relevanto Experiment to get it righto Monitor your campaign and adjusto Know when to quit
THE TOOLSo Applications are entertainment and productivity tools that run within facebook o Give users a unique ways to interact with your brand by developing your own applications, or add existing applications, to your page o When fans use your applications social stories are created that appear in their friends news feed and link back to your page
THE TOOLSAdd social capabilities to your website by integrating with Facebook: o Users log in to your website with their facebook identity o You can access their profile information to learn more about them and deliver targeted content o Publish information back to their friends‟ streams on Facebook to bring their friend to your website
THE TOOLSDo Don’to establish a presence on the o create a page and fail to social networks your maintain it customers and colleagues use o try a hard sell approacho create a page to promote your brand o censor commentso point your fans to your o spam your fans/friends with company blog or contest frequent private messages – you‟ll drive them awayo encourage a discussion and participate frequently o post false informationo explore targeted advertising opportunities
THE TOOLSo A blog is a website with regular entries of commentary or newso Blogs serve to establish your company as transparent, relevant, ac tive, and expert.
THE TOOLSo engage in dialogue with your customerso improve your search engine visibilityo promote product launches and eventso gain expert status by providing useful tips
THE TOOLSDo Don’to post on a regular schedule o write press releases – be real about why something iso encourage conversation by exciting asking questions o let complaints go unansweredo respond to people that comment on your posts o make users register to comment – they won‟t bothero use a few bloggers from your company for more viewpoints o delete fair but critical comments
THE TOOLSo Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
THE TOOLSTwitter can help you:o share timely informationo promote useful content including resources, contests, deals, etc. (not just your own)o personify your brando connect with your customers and develop leadso build credibility and influenceo listen to consumer buzzo research competitorso network and learn from experts in your field
CASE STUDYo Churches useTwitter to: o Ask questions o Share insights o Highlight content o Hype eventso Trinity Church uses Twitter to tell Passion of Christo Westwinds Church experiments with Twitter during serviceso Distracting or Enriching?
CASE STUDYo September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a wello The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
CASE STUDYo January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: o 202 real-life meetups across the globe, hosted by volunteers o $250,000 USD raised at these events o 55 wells are planned across Africa & India
CASE STUDYo April 09: The first "well that Twitter built" is dugo April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should supporto Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrests radio show, providing huge exposure for the charity
CASE STUDYo Social media campaign expands: o Staff post Twitter updates delivering the results of donations o Website hosts videos of drilling progress made in Africa o A driller tweets live from Central African Republic o Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charity water o Facebook Causes page with over $61,000 donated
THE TOOLSDo Don’to find and share useful content o sound like a press release – you‟re in a social spaceo pose questions and reply to others o spam with constant links to your company website, eithero keep it fun - put a friendly face in tweets or private messages on your brand o post useless information –o promote do people really care what you sales, deals, news, updates, a had for lunch? nd build buzz for big releases or eventso know what people are saying about your brand
THE TOOLSo Video sharing sites let you upload videos and share them with people.o They‟re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, ho w-to’s and a behind-the- scene look at your organization.
THE TOOLSo helps you gain exposure and direct traffic back to your websiteo sparks interest without a hard-sello videos can be low-fi and cheap to produce - immediacy and content is more important than quality.o videos can be a place to showcase your leadership in a field, and spread customer testimonials
CASE STUDYo Blendtec was a faceless B2B/B2C blender manufacturer that couldn’t afford a traditional marketing campaigno Published low-cost videos of CEO blending everything from iPhones, hockey pucks to the financial bailouto Launched the website WillitBlend.com and a YouTube channelhttp://www.youtube.com/blendtec
CASE STUDYo Videos went viral generating “millions of dollars in brand recognition” o Channel Views: 3,469,098 o Subscribers: 183,949o Online Blendtec blender sales increased 500%o The videos have made over $50,000 in ad revenue turning the marketing department into a profit centre
CASE STUDYLessons learned:o Be entertaining and keep it relevant to your brand (the videos promote the durability of their blenders without an overt sales pitch)o Experiment – the idea might not have worked, but what could they lose?
THE TOOLSDo Don’to be informative, useful, or o just upload infomercials entertaining o be afraid to experiment untilo create a summary and you find a formula that works. detailed description o pull down other people’so post video replies to others videos showcasing your product for copyrighto allow commenting and infringement participate in the conversation o make your video longer than ito save bandwidth costs on your needs to be – keep it concise website by hosting videos on and entertaining YouTube
THE TOOLSo Social bookmarking sites allow users to save, share, organize, c omment on and search webpage bookmarks.o Community votes on your submissions so they either rise to the top or drop to the bottom.
THE TOOLSDo Don’to link to relevant articles about o spam by consistently news in your field bookmarking your own (not just your own content) materialo make friends with other o cheat by tagging your bookmarkers in a legitimate bookmarks with irrelevant way. popular keywordso respect the terms of service o open multiple accounts and o (reddit allows self- vote for yourself – you‟ll be promotion, digg does not) exposed
THE TOOLSo Photo sharing sites give you a place to upload and organize your photoso You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
THE TOOLSo detail the launch of a new product, from initial sketches to the launch partyo promote special events, charitable campaigns, and awards ceremonieso provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
THE TOOLSDo Don’to tag your photos with relevant o stuff linked keywords into keywords your photo descriptions or commentso use your web site address or brand name as your Flickr o plaster your URL all over the screen name photos you uploado upload quality photos of your o discourage people from products/services, and things using your photos (as long related to your business as they provide attribution such as a link back to your website)o link prominently from your web site to your Flickr photostream
THE TOOLSo An Internet forum, or message board, is a bulletin board system in the form of a discussion siteo conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
THE TOOLSDo Don’to keep the message board active o build it and expect people to by regularly participating in start participating without the conversation encouragement and seedingo collect minimal information o forget to moderate - during registration spammers and trolls will drive users awayo keep focus and attract users by clearly identifying your o censor or allow militant community purpose and moderators to take too much target audience control over the conversation. You want to encourage openo promote popular discussions discussion, not stifle it. throughout your website
THE TOOLSo A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration toolso Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
THE TOOLSo Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and brandingo people interact through characters called avatarso residents explore, meet other residents, socialize, participa te in individual and group activities, and create and trade items and services with one another
THE TOOLSo hold media conferences in Second Life to generate buzz (World Bank reports in world)o create and sell branded products accompanied by coupons and advertising for real-world storeso purchase land, build stores, and open for businesso publish streams of audio or video on people‟s properties
THE TOOLSDo Don’to Use it to generate publicity o just try to recreate your real- publicity for real world world brand experience – activities leverage the possibilities of theo find experts to imagine and virtual world since fantasy is manage your brand presence what brought people are there. in this virtual world, or do thorough research – it‟s o be afraid to site this one out. complicated! If your audience isn‟t there ando be inventive – for you don‟t have a vision to example, when someone create a meaningful drinks your product, you may experience don‟t bother. create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds.
THE TOOLSo A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.o Podcasts can be simple recordings of conversations, presentations , or interviewso They‟re a chance to provide build an audience around your brand or message.
THE TOOLSDo’s Dont’so come up with a format o worry about length (form, topic, and duration) o invest in a lot of equipment –o prepare don’t script (or you‟ll simple tools and software are sound stiff) all you need to get goingo use a good microphone (but o leave too much time no need to over produce) between podcasts – it could prevent you from building ano promote your podcast on audience your website and podcast directories
THE TOOLSo RSS is a way for content publishers to make blog entries, news headlines, events, podc asts and other content available to subscribers.o an effective way to distribute your content and lead users back to your website
THE TOOLSDon’t Don’to offer RSS feeds for your o spam your subscribers by website‟s including excessive advertising blog, news, events, and in your RSS feed podcasts o go overboard – limit RSS feedso subscribe to RSS feeds to content frequently updated relevant to your industry or interests o freak out when a splogger hijacks your content – thiso include a title and description could actually help your search only so subscribers need to engine rank visit your site for the full storyo track your subscribers
3 TAKE AWAY MESSAGES1. Word of Mouth peer-to- peer discussions are more influential than the mass media2. Participate by enabling and feeding the conversation (follow the 10 keys to success)3. Be transparent & honest
REFERENCESo PR 2.0 o Groundswell Blog BrianSolis.com blogs.forrester.com/groundswello Social Media Today o Chris Brogan socialmediatoday.com chrisbrogan.como Social Media Trader o Micropersuasion socialmediatrader.com micropersuasion.como Web Strategy by Jeremiah o Six Pixels of Separation web-strategist.com/blog twistimage.com/blogo Online Marketing Blog o PR Squared toprankblog.com pr-squared.com
INSPIRATION & CREDITSo Social media Is.... o Groundswell Blog slideshare.net/leewhite/social blogs.forrester.com/groundsw -media-is ell/2007/12/the-post- method.htmlo What the F**K is social media o Shannon Pauls Blog slideshare.net/mzkagan/what veryofficialblog.com -the-fk-social-media o Measuring the influence ofo The Social Media Manifesto social media briansolis.com/2007/06/future slideshare.net/DigitalInfluenc -of-communications- e/business-impact-of-social- manifesto-for.html media