Social media for businesses by Strategic Advisers, LLC
•Download as PPTX, PDF•
0 likes•96 views
Presentation on social media for business by Jay Fossett and Pat Crowley of Strategic Advisers, LLC, a PR and government relations consulting firm in Fort Mitchell, Kentucky.
More Related Content
Similar to Social media for businesses by Strategic Advisers, LLC
Similar to Social media for businesses by Strategic Advisers, LLC (20)
Recently uploaded
Recently uploaded (20)
Social media for businesses by Strategic Advisers, LLC
- 1. Social media for today’s businesses and organizations
- 2. Brief history of PR, advertising, and marketing
- 3. Expanding to the airwaves
- 4. What 19th and 20th century media have in common?
- 6. What exactly is “social media”? Trendy term to describe a new type of mass media that is primarily found online. Also known as: New media Digital media Digital public relations
- 7. 21st century social media is more than a two-way street
- 8. It’s more like a traffic circle Social bookmarking sites Web sites Video/photo sharing sites Crowdsourcing Social networking sites User reviews Blogs
- 9. Key to creating messagesin a digital world Transparency Brand image v. how the product really works Relevance Social media isn’t for all products or companies Brevity Important in age of information overload
- 10. Digital public relations Tactics can businesses and organizations use to communicate with its social-media audiences
- 11. Tell a good story
- 12. Groupon: telling and sharing stories
- 13. Create emotional and personal connections The Kevin Murphy story Kevin Murphy grew up in a rough neighborhood in New York, Mentioned over and over again in the film, “Goodfellas.” By age 15, he was working in an Italian Deli. Worked hard, kept his mouth shut. Next to the deli was a building with the windows soaped over so you could not see inside. The two buildings were connected in back. One day, the owner asked Kevin’s mother if he could work late, real late. She said fine, as long he got home OK. She left, the owner opened the door to the next building and Kevin saw it was filled with card tables, craps tables, the works. One hour later, the characters were right out of a “Sopranos” episode .“It’s 1969, I’m 16 years old. I cleaned their ashtrays, got them their beers and sandwiches. For that, they’re tipping me like you would not believe, $125, $150 a night. Kevin’s father drove a truck for the New York Times. His mother had 11 tumors throughout her life. At one point, his father was on strike for 126 days. “We were always struggling.” Many times, Kevin’s earnings went to support the family. * * *
- 15. How social media has changed the PR business News reporters and media outlets want more than words in today’s digital world Know all the tools in the toolbox The newest feature: the interactive media release Traditional news reporters no longer primary audience Blogs and websites need steady stream of content Media releases have more credibility when blogged by someone with influence
- 17. How do you develop social media content? Create you own content Hire an agency to create your content Use content developed by others on the web http://www.vidopp.com/
- 18. Silly, yet widely watched
Editor's Notes
- These days, everyone is trying to figure out how to connect with other people. It used to be simple: place some ads in whatever newspaper, magazine, or television program that most suited your product and your audience.We are now experiencing a fundamental shift in the way that messages are sent to audiences and people interact with each other.Market slide:For most of human history, the only way to interact with people was to go and meet them; it was all about face-to-face communication. If you wanted to sell a product, you went to the local marketplace, where you would set up a stand. Newspaper slide:By 1900, newspapers and magazines had revolutionized the way we communicated. We could communicate to many more people over a vast geographical area.During the first 60 years of 20th century, newspapers and periodicals dominated our lives – this would be the primary source of information and news and advertising.
- In the 1920s, a new information source started attracting people’s attention – the radio. Suddenly, you could listen to another person 100 miles away, and most importantly, you could get the latest information instantaneously. So for the next 30-40 years, radio and newspapers were the primary sources of information.The1950s saw the rise of another media source, the television, which would grow in popularity and influence for the next 40 years.
- Throughout the history of advertising up until the late 1990s, advertising meant one thing:Creating a one-way piece of communications about a brand and putting it on a particular media channel, usually adjacent to a piece of real content – a news article or news broadcast or television show.The business or the organization spoke directly to the consumer or audience through its messages – whether they were paid advertisements or news articles – but consumers had no voice of their own.
- It seems like the Internet has been around forever but really, it’s only a little more than 15 years old. If you think about it, the Internet is now in puberty.In 1995, the internet was geeky place that had little relevance to most people. However, by 1998, the phenomenon had reached critical mass and has caught everyone one’s attention. It still wasn’t used much in the early days because much of the infrastructure was not in place.However, by 2004, the Internet revolutionized how we approach information. Now, many people were creating web sites and exploring web applications. For the first time in our history, we were being exposed to more information than we could consume. This was also the year that a new phenomenon started taking off – social networking – initially pushed by blogs, an easy, simple, and affordable way to people to share their ideas.By 2007, the Web had surpassed television as most people’s primary source of information – not to mention killing more and more newspapers each year.Social networks also supplanted blogs as a more active way for people to share what they care about with others.
- Today, brands and companies – and their marketing, advertising, and PR agencies – aren’t in control of the fundamental exchanges of messages like in the past. Consumers are in control of what media they consume and when, and more and more, they are in control of what other consumers think about brands. Brand messaging is no longer a one-way street and there are many more options for consumers than in the past, which were:ListenDon’t listenBuyDon’t buyIn today’s era of social media and consumer control, consumers aren’t just consumers; they are producers, they’re critics, and they’re creatives.
- Social media are the various forms of user generated content and the collection of websites and applications that enable people to interact and share information online.Video – Youtube/Flickr/PicassaSocial networking – Facebook, Twitter Blogs – Wordpress, Blogger, TumblrUser reviews – Amazon, Angie’s ListCrowdsourcing – WikipediaSocial bookmarking sites – StumbleuponConsumers are in control of what media they consume and when, and more and more, they are in control of what other consumers think about brands. Brand messaging is no longer a one-way street and there are many more options for consumers than in the past, which were:ListenDon’t listenBuyDon’t buyIn today’s era of social media and consumer control, consumers aren’t just consumers; they are producers, they’re critics, and they’re creatives. As one PR marketing person calls them, “they are people who were formerly known as the audience.”
- Transparency:In the past, advertisers could – at least to some extent – control their image in the eyes the consumer. Today, advertisers live in a transparent world. The dissonance between a company or brand’s image and the reality of how the product works and how it does business is clear for everyone to see.The entire brand experience – from product packaging and retail presence to customer service and communications – is subject to the scrutiny and is part of an ever-evolving public conversation. Customer service is key here.Relevance:Social media must be relevant. You cannot do social media marketing without a plan, just because everyone seems to be doing it. All marketing involves knowing your audience and tailoring your product or promotions to this targeted audience. P&G knows that women and mothers are their primary audience.Real marketing experts know when to use traditional media, social media, or even word of mouth to promote a product or company.Brevity:This is particularly important at a time when we are being bombarded with information. Brevity comes from good writing – whether it’s website content, a web video, or a Groupon email.
- Key ways that you develop social-network followers is:By being entertaining and interestingCreating connectionsCaring about your audiences and their causes
- Tell good stories.From earliest days of our civilization, through Biblical times, through the Industrial Age into the Information Age – whether its old media or new media -- there is a common theme to all human experience: storytelling.Today – whatever format or media you use, whether it is a website or web video – storytelling is the key to meaningful brand identity. People don’t buy products, they buy stories.Today, the challenge is telling a story across multiple platforms and trying to involve the consumer in that story.Then, you need to give people a chance to share that story with others – often through links to social media outlets.
- Groupon – based out of Chicago – has been growing at an astounding rate: last year it’s revenues grew by 22,000 percent to $713 million.Now employees almost 1,000 editorial staff members, including 500 editors and writers – more than the Chicago Tribune across the Chicago River.Notice the first part of the story, designed to hook in the reader.Share the Groupon through Twitter, Facebook, and email.
- Pepsi Refresh ProjectUnilever has done this with Dove evolution project, which promotes self-esteem in young women.P&G has done it with some of their products.
- PR is now coming at us from 360 degrees, on multiple platformsRemember all those blogs and websites need a steady stream of content.Rather than pitching a dwindling band of reporters to get clients’ views across, good PR companies are now writing a lot of op-eds on their clients’ behalf and placing them on sites like the Huffington Post and more localized blogs.
- Gary Vay –ner - chuckOne of the most successful video blogger on the Internet – Wine Library TV. Built this from his parents liquor store, which he rebranded as the Wine Library.With an unconventional, often irreverent commentary on wine, he attracts 80,000 viewers a day. His viewers call themselves Vayniacs.Since February 2006, he has created more than 1,000 video blogs on wine. He also writes a blog, has a Facebook page, has written two books on social media, does a radio show call Wine and Web, started a media consulting company, and has appeared numerous times on TV, radio, and in newspapers and magazines.By the way, business at his wine store has picked up.
- Tips for creating content:Pick your social communities wisely – ones that are suited to your business or organization.Content must be interesting or entertaining – again that is story telling.It must be relevant and updated on a regular basis.Engage your community – have conversations with your online friends.
- This video has more than 40 million hits on Youtube since it posted a little over a month ago.Social media Andrew Grantham – who made the video and does the voiceovers -- has his own Facebook page and Youtube page.The star – Clark Griswold, the dog – has his own Facebook page, which lists him as an entertainer. He actually responds to posts.Links of the Facebook page:A link to a t-shirt company whose proceeds go the SPCA.A link to Purina “Beggin Time” video of a bulldog and man rapping to Hammertime in parachute pants.You can’t make this up. This is social media folks.