A social media primer for PR and communications people looking for a way in to the social web. Contents: 1. Spot the difference between social networks, social media and social web 2. How many people are using it and what they are doing there 3. Connect, content & conversation - a little framework to start thinking in 4. Facebook - The Very Unofficial Architecture League Table 2010 5. Useful links for more free stuff!

1. For PRs & Comms people
who want to do it
on the social web
A quick intro to the new rules by those lovely people at we do communications

2. A little intro
Hi there PR & communications type people,
It always helps to have a nice little primer on the social web. To get yourself up to speed. Spark off some
conversation in your business. Or even steal bits to make your own - so you can get some internal buy-in.
So here it is. Hope you like it!
This presentation was given by me in January 2010 to the Dutch Architecture PR Group - a great
bunch of PR & communications people in the Architecture industry in the Netherlands. There’s a little
specific stuff about Architecture but exactly the same basic rules apply for any PR or comms person
wanting to do it on the social web.
Feel free to use the text as if it were your own. If you do use it, we would like you to credit us. I bought the
photographic images - it’s your call what you do there. If you use the the graphics - please include my
name and we do communications on the slide.
If you go to the back page, there’s links to some useful free stuff - online channels & things for PRs &
comms people. Enjoy!
Steve Seager
Strategy & PR Director
we do communications
Our website: http://www.wedocommunications.com/
Steve’s Blog: http://steveseager.typepad.com/
Steve on Twitter: http://twitter.com/steveseager
Steve on Linkedin: http://nl.linkedin.com/in/steveseager

3. Just so we are talking about the same stuff...what is this thing
called the social web?

4. social
web
The whole interconnected
webby thing! Some call it web
2.0. It’s everything from Google
media & search engines to SEO,
applications & devices
People creating, sharing &
talking about pix, videos, Skype
Delicious
networks
even services & products
iPhone
The places people connect in Scribd
around common interests Technorati
RSS
Hyves LinkedIn YouTube Digg
Slideshare
Facebook Google docs
Architizer Twitter
Blogs
ShareThis
‘interactive’ websites

5. Glad that’s cleared up!
Let’s get started...

6. People often think it’s
about tools & technology.
SEO

7. Many still think it’s not a real
business tool.

8. You may have even tried it yourself.
A bit.
But it’s not working out for your business.
Just yet.

9. So you might think it doesn’t apply to you.
So you might think
it doesn’t apply
to you.

10. But there’s a few people using social
<pause while I clear my throat>
media that think differently. That’s...

11. 400 million in Europe
227 million in North America
2.5 billion in Asia. (wow!)
ld er!
oro
35
s are
eep
s ep
the
2%
of
PS
6
Stats from comscore / Nielsen 2009

12. 93% of them believe that businesses
(that’s you!) should be there too.
Cone PR Agency, Business and social media study 2008

13. That’s sweet.
But why should I care?

14. 70% use social media to find info about
companies or products
63% use social media to research a
specific product or service before buying
78% of people trust other people’s
recommendations in social media
Edelman / Nielsen 2009: North American / European survey

15. Hm.
But most people doing business online have a
website & some advertising, right?
Interesting.

16. 26% trust a company’s own corporate
communications
24% trust or believe a
brand’s own website
13% trust corporate advertising
Edelman Global Trust Barometer 2009 / Marketing Sherpa 2009

17. We understand.
Statistics sometimes aren’t
all they appear.
But one thing is for sure.

18. People seem to trust the social web
for information about your business a hell of a lot more
than traditional marketing & communications channels!

19. So what’s it all about?
What are these new rules?

20. In short...
You gotta connect.
Publish content you & your people share a passion for.
And engage in a conversation about that content.

21. So how are our Architect friends getting
along at connecting?
Let’s have a quick peek at one channel.
Just for fun.
It’s not a competition or anything.

22. Very Unofficial Architecture League Table January 2010
Jurgen Mayer H 53 fans
Rem Koolhaas 327 fans
Fuksas 2,000 fans
Norman Foster 3,500 fans
Architecture Group 12,836 fans

23. That’s pretty respectable, don’t you think?
What about the next steps: publishing content
and a little conversation?

24. Very Unofficial Architecture League Table January 2010
Jurgen Mayer H 53 fans Zero discussions posted
Rem Koolhaas 327 fans 5 posts in 2.5 years
Fuksas 2,000 fans Zero discussions posted
Norman Foster 3,500 fans 5 posts in 1.5 years
Architecture Group 12,836 fans 89 discussions posted

25. Hm.
I smell a link.
I’ll leave you to draw your own conclusions.
I guess the real question is...

26. If we can connect...why no conversation?
We all know Architects have loads of great content to
publish: thoughts, ideas, images, lovely downloadables,
stories & more.
So why isn’t it happening?

27. Could it be that after years of traditional marketing & PR, we
are just too used to broadcasting our message?
Could it be that Architects (or PRs?) are shy, after all?
Or is it slightly more sinister?
Is it because, in social media...

28. They talk back!
First, a quick stats blast
1. There are currently more than 402,380,474 European consumers online
2. Internet consumption will overtake TV consumption by June 2010
3. Time spent by consumers on social networks is growing 3X the overall Internet rate
4. Social media is written SOCIAL media.

29. No-one likes to be criticised.
But you never know, they may like what you say.
They might be itching to learn from you.
They might be dying to know you better.
They might love your philosophy.

30. And a little conversation can go a long way
PS - see our case studies at the end of this presentation to find out who’s doing it on the social web!

31. To finish off, here’s a neat framework to understand the core
differences between social media & traditional media.

32. Traditional Media
VS
Social Media

33. Traditional Media
Passive audience
In traditional media, you have all the control.
Mass communications
One message fits all.
One way communication
You talk. They listen.
Buy attention & trust
Your advertising pays for their media, so they listen.

34. Social Media
Active audience
In social media, you don’t have control. You have influence. Thru
conversation.
Targeted communications
You are speaking to real individuals. Target niches.
Conversation
They talk. You Listen. You talk. They listen. (Repeat!)
Earn attention & trust
They can leave anytime. You better add value to the conversation!

35. Good luck! See you soon!
A little plug for our business...
We help you sell your ideas, products & services on the social web.
We do lots of content creation & online PR & marketing. We do SEO, &
design & deliver word of mouth campaigns, blogs & blogger pitches, influencer
campaigns for thought leadership, stuff like that.
We do training - web 2.0 re-boots for business leaders (directors & senior
management) to help get their online strategy sorted. And hands-on workshops for
marketing, PR & communications people to help them make it happen.
And we love crunching business problems. We’ve helped quite a few businesses
(in B2B & B2C) figure out how they can use this social web thing to their
(competitive!) advantage.
Download our company presentation on our website to find out more. You’ll find it
at....http://www.wedocommunications.com/

36. More free stuff...
http://delicious.com/MichielGaas/CASESTUDY
Case studies from my business partner, Michiel Gaasterland, Marketer & Client services type guy - on how businesses
are using social media - and getting results!
http://michielgaasterland.blogspot.com/
Michiel again. His blog. Lots of practical info here.
http://pressitt.com/
Our favourite (FREE!) social media release people. Think targeted. Rewrite your press release accordingly. Add
keywords. Stick some images, links & quotes on it - send it!
http://www.free-press-release.com/ & http://www.prlog.org/
If you are not quite ready to go for a social media release, at least publish your press release online. For Free! Add
keywords, link it back to your site!
http://www.scribd.com/
Scribd is to .pdfs what YouTube is to videos. Architects have sexy .pdfs. Stick it online. Add keywords, links & publish!
http://www.slideshare.net/
Just like the above, but for presentations.
http://twitter.com/
As if you didn’t already know - once you publish stuff in scribd & slideshare you should Tweet it! Let everyone know!
Google Reader & the guy to follow for dead practical tips on stuff!
Get a Google reader account. It’s v v easy. And follow Chris Brogan to get started. He has loads of practical tips on
how to get started. His more recent stuff is a bit self promotional but his earlier stuff is absolute gold dust!