A few tips for earned media, owned media, and paid media

1. Brian Groth’sQuick Guide to Social Media http://Twitter.com/BrianGroth http://BrianGroth.wordpress.com May 2010

2. Overall Guidance: Earned Media (Earned Media=Facebook, Twitter, YouTube, Fickr, Foursquare, etc.) Be yourself: A real picture of you or the team behind the service’s online profile (such as http://Twitter.com/BrianGroth) Use your own voice; don’t speak like a press-release Remember that this is relationship marketing Think of your strategy: Social media efforts are long term Focus on your target segmentation Solve the real needs of your community (people on different services have different needs) Amplify existing efforts (leverage your owned media) Be cost efficient (think of your ROI) 2

3. Overall Guidance: Earned Media Communicate: No hard sales – support your customer, create something fun, etc. Listen and share – it’s a two-way thing, not a one-way channel for your message Let your customer be the hero/celebrity Follow/”friend” your customers Acquire customers/friends/fans/followers: Share good, but relevant content Reward followers with special offers Re-tweet/like/share what your influentials in your industry say Get your content shared/re-tweeted: Name a follower or two in a tweet or comment Give away stuff for re-tweeting/sharing your comment Share breaking news Use http://bit.ly to shorten URLs (& track them) 3

4. Overall Guidance: Earned Media Drive traffic to your site Share the same content multiple times (1 per major time-zone) Pitch ideas to your community, asking for feedback Have your profile point to your site or blog Create unique metadata for your tweets (once released) Listen: Read the comments on your Facebook wall, your blog, etc. Create Twitter lists to follow/listen to influentials Use TweetDeck, Seesmic, or other always-on tools to participate Use these same tools, plus Twitter Search, http://twitterfall.com/, or others to track your brand 4

5. Overall Guidance: Earned Media 5 My Profile Examples: http://twitter.com/BrianGroth http://www.linkedin.com/in/bgroth http://social.zune.net/member/bigbree1967 http://www.slideshare.net/BrianGroth http://foursquare.com/user/briangroth http://digg.com/users/briangroth http://www.facebook.com/pages/Brian-Groth/119407968090116 http://grothadventures.spaces.live.com/ http://cid-817ed2a8693b5fc7.profile.live.com/ http://blogs.msdn.com/bgroth/

6. Overall Guidance: Owned Media (Owned media = your own web site, like www.BrianGroth.com) This is your web site with your message Include your own blog, regularly updated (like http://BrianGroth.wordpress.com) Reuse content from your social media via Twitter @Anywhere, Facebook Open Graph, Messenger Connect, and embedded YouTube videos 6 http://briangroth.wordpress.com/ http://www.briangroth. com/

7. Overall Guidance: Paid Media (Paid Media = advertisements) Use ads to drive traffic to your owned and/or earned media, depending on your strategy Have the ad (image or text) match the tone-of-voice of the site you’re directing people to 7 Example of a theoretical banner ad Search ad

8. Useful Links Know your Social Currency: http://www.fastcompany.com/magazine/145/next-tech-five-steps-to-social-currency.html Twitter for Marketing: http://holykaw.alltop.com/how-to-use-twitter-for-marketing Facebook for Marketing: http://bagtheweb.com/b/fHWj3h Facebook Page: http://www.marismith.com/how-to-add-a-custom-landing-tab-to-your-facebook-fan-page/ Good blog posting: http://www.copyblogger.com/blog-content-checklist/ Words and phrases for Twitter: http://www.slideshare.net/HubSpot/the-science-of-retweets-with-dan-zarrella