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PRSA Central Iowa: Unraveling Social Media


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Presentation given to the Central Iowa PRSA chapter in January 2009.

Published in: Technology, Business

PRSA Central Iowa: Unraveling Social Media

  1. UNRAVELING SOCIAL MEDIA Nathan T. Wright / Lava Row
  2. JOIN THE CONVERSATION ON TWITTER Send your thoughts, questions and commentary to @nathantwright Use the #PRSAiowa hashtag
  3. What is social media? <ul><li>Blogs, social networks, podcasts, message boards, micro-sharing, lifestreams, etc. </li></ul><ul><li>People having conversations online </li></ul><ul><li>A shift from broadcast to peer-to-peer </li></ul><ul><li>Evolution of human communication </li></ul><ul><li>Disruptive to every industry </li></ul><ul><li>Hundreds of new tools & technologies </li></ul>
  8. Source:
  9. The people who truly deface our neighborhoods are the companies that scrawl giant slogans across buildings and buses … They expect to be able to shout their message in your face from every available surface but you’re never allowed to answer back. Well, they started the fight and the wall is the weapon of choice to hit them back. - Banksy
  10. Why is this important? COMPANY Customers & Potential Customers
  11. Where to start? Listen. <ul><li>Use an RSS reader to track mentions of company name, competitors, relevant topics </li></ul><ul><li>Listen for specific issues or concepts (ex: “Target bullseye ad”) </li></ul><ul><li>Listening leads to customer insight, reputation management and opportunities to join conversations </li></ul>
  12. Photo: Target’s bullseye ad
  16. Ready to join the conversation? <ul><li>Add value. </li></ul><ul><li>Be transparent, honest and human. </li></ul><ul><li>Don’t scream or over-promote. </li></ul><ul><li>No astroturfing . </li></ul>
  17. Templeton Rye jumps in
  18. is first in Google search results for Balanced Immune Health
  20. Blogger outreach <ul><li>DON’T buy a list of unsolicited names </li></ul><ul><li>DO personalize your message </li></ul><ul><li>DO be relevant to what they blog about </li></ul><ul><li>DON’T offer payment </li></ul><ul><li>DON’T force positive reviews </li></ul><ul><li>DO form a relationship first (if possible) </li></ul>
  21. The digital, shareable press release (SMPR)
  22. Twitter!
  23. Twitter Explained: <ul><li>An online, 24/7 cocktail party </li></ul><ul><li>Syndicated consciousness </li></ul><ul><li>Twitter fills in the gaps </li></ul><ul><li>Powerful in geographic pockets ( hyperlocal ) </li></ul><ul><li>Tweeps gather in real life – “tweetups” </li></ul><ul><li>Great way to connect w/ local and national media </li></ul><ul><li>Best focus group ever </li></ul>
  24. Twitter + Memes = Twemes!
  25. Frivolous or Powerful? Susan Reynolds’ Frozen Pea Friday
  26. LOLcats 500,000+ page views daily
  30. FAILdogs
  31. the LOLrus
  32. LOLhamsters
  33. LOLcats featured on Jones Soda packaging in October 2008
  34. gets ripped off The power of connectivity between consumers & brands
  35. gets ripped off The power of connectivity between consumers & brands
  37. SmartyPig says “thank you” to Des Moines tweeps with a digital scavenger hunt
  38. twitter: @nathantwright 515-554-0502 [email_address]