CMA2012: Social Media Bootcamp


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A presentation by Shana Glickfield made to CEO's of US manufacturing associations at their summer leadership conference.

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CMA2012: Social Media Bootcamp

  1. 1. What You Need to Know About Social Media
  2. 2. What is Social Media?
  3. 3. Why Use Social Media?• Brand management• Crisis Management• Media Relations• Thought Leadership• Search Engine Optimization• Low cost / ROI• Building community• Humanizing
  4. 4. Who is Listening?• Journalists• Bloggers• Amplifiers• Customers• Stakeholders• Policymakers
  5. 5. Define Success!• Set goals: • Web page clicks • Newsletter sign ups • Fundraising dollars • Event attendance• Quality over quantity
  6. 6. Sample Blog
  7. 7. Sample Blog
  8. 8. Writing for Social Web
  9. 9. Blogger Relations• Create lists via search and blogroll• Consider authority of blog• Build relationships before the crisis• Don’t send press releases• Do share exclusives!
  10. 10. What is Twitter?
  11. 11. What is Twitter?
  12. 12. What Industries is Twitter Impacting?• Journalism – Miracle on the Hudson• Entertainment – Opening Night• Education – Collaboration• Government – Twitter Townhall, CDC• PR – Weinergate• Politics – Arab Spring
  13. 13. Twitter Terms•Tweet - A short update of what you are doing in 140 characters.•Followers - People who are subscribed of your updates or fondly known asTweets.•Following - People you are interested for following by subscribing to theirupdates or tweets.•Direct Message (DM) - Sending a Direct Message to your followers.•At (@) - You can use this when you are referring him/her in your updates.You can prefix their username with @ to display his/her Twitter account in theupdate.•Re-Tweet (RT) - You can relay a tweet or update by a Twitterer or Tweeterto everyone who are following you.•Hashtag (#) - When you want to tell something specific about some issue orsubject, you can prefix your subject with #.•Tweet - Up - When a group of Twitterers or Tweeters arranges a meetingfor a social interaction or for some bloggers meet and so on.•Source:
  14. 14. Why Use Twitter?• Share news and information• Get feedback• Connect with others (humanizing)• Network from your desk!• Mobilize around issues/legislation• Shorter and faster than blogging• Build presence in case of crisis
  15. 15. Things to Consider• Who owns your tweets?• What if you switch jobs?• What disclaimers do you need?• Can you humanize your work account?
  16. 16.
  17. 17. What is Facebook?
  18. 18. Why Use Facebook?• Visibility• Maintaining Contacts• Promoting brand/products/issue• Your friends, colleagues, business partners,affiliates, voters, and amplifiers are there.
  19. 19. Online Video
  20. 20. The 5 W’s of Online VideoWho? - YOU!What? - Keep it simple. Bio’s, events,interviews.Where? - YouTube, your homepage, yournewsletterWhen? - Viewers can watch whenever. Alwayscatch media moments!Why? - Powerful, inexpensive, engaging.
  21. 21. Get started
  22. 22. Use URL Shorteners
  23. 23. Next Steps3) Network–Facebook–Twitter–YouTube4) Conversation–Consistency–Quality–Transparency
  24. 24. What You’re REALLY Doing• Increasing qualified website traffic• Building relationships• Establishing a record of expertise
  25. 25. Multiple Channels YourWebsite
  26. 26. Questions?Shana OR @BeekeeperGroup202-540-8787 ext.201