There are dozens of social media tools available to communicators, but just a handful are emerging as the most effective means to reach constituents and influence markets. This seminar is a hands-on, intensive look at three top options: blogs, social networks and microblogs like Twitter. Participants will gain insight into how they can optimize the use of these tools to achieve different business objectives. In this session, you will: Examine the critical success factors in business blogging, including monitoring, voice, promotion and search engine optimization Evaluate social networks and their applications in business Explore the Twitter phenomenon and how microblogs can complement other social media tools

1. Social Media Crash Course Paul Gillin IABC World Conference June 10, 2009

4. 2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net )

5. Epic Collapse

8. Traditional communications

9. New reality

11. The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies

13. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang

14. New Influencers are Passionate – Both Pro and Con Source: Sean Moffitt, BuzzCanuck Desire to Influence Others Brand Engagement Passive Active Reject Favor Traditional Influencers Authoritative 3 rd parties, community leaders, press, gov’t. Haters Lovers Critics Enthusiasts Skeptics Mainstream Dismissers Followers

15. Start By Listening Use these tools to mine online conversations and identify prospective customers and communities that are receptive to your message

16. A Case Study: Motrin Moms

17. Influence Inversion Courtesy Digitas

18. What Should J&J Do?

19. Conversations Go Mainstream

20. Business Blogging

24. Speed Advantage

26. International flavor Source: Technorati, April, 2007

27. Title/Subtitle √ d Headline Subheads Fixed pages RSS feed Search Keywor ds

35. Grass-roots promotion

39. Maximizing Visibility

42. 75% of SEO is Word-of-Mouth

46. Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000

48. Growing Scope

49. Social Networks

50. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson

51. Essential Elements Profile Friends Groups

52. New Kids On The Block

53. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians

56. Facebook Essentials About Me About Others Interests

57. Cultivate Community

58. LinkedIn is All Business Profiles are essential Efficient contact management Recommendations cement relationships

59. Unique Features Advice is social capital Company research Six degrees of connection

60. Twitter Appeal

61. Immediacy & Personality The Office on Twitter Dell Outlet on Twitter

62. Twitter Essentials Discovery Shared dialogue Conversational efficiency

63. The New Newspaper?

64. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle

66. Conversation Enablers Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers

68. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video

70. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com