The document provides tips on developing an effective social media strategy and presence. It discusses setting goals, finding relevant communities and influencers, developing a content strategy, engaging audiences on various social media sites like Facebook, Twitter, blogs and YouTube. Specific tips are provided on techniques like search engine optimization for press releases, building relationships with bloggers, using hashtags and metrics to track engagement on Twitter, and hosting videos on your own site for more control.

1. Social Media Advanced Practice

2. Strategy Recap Set Goals Listen Find Communities Find Influencers Content Strategy Pick Tools Deliver Content Engage Facilitate Measure

3. What we will cover today Social Media Press Releases Social Media Sites Syndicating content with RSS Feeds Facebook Blogger Relations Twitter Video Social Media Newsrooms

4. Who is your audience for news? News Engines Search Engines Journalists Bloggers The Public

5. Google Universal

6. How To Optimize Your Releases Firstly, key word research needs to be done. Tool: Nichebot

7. Sample of Keyword Research

8. Keywords You need to choose one main keyword or phrase and one or two minor keywords or phrases Write the release with these words in mind. Focus on the main keyword or phrase.

9. Headlines Google indexes 65 characters of the headline Yahoo News indexed 85 characters with spaces

10. Headline Example “ Dry Skin Study On Shielding Lotion Takes Beauty Beyond Skin Deep For Healthy, Youthful Skin”

11. Headline Example Seventh Generation, the Environmental Working Group and Dr. Alan Greene Conduct Educational Event about Chemicals and Our Children 130 characters

12. How Harmful Chemicals Are Affecting Our Children 50 characters Seventh Generation, Environmental Working Group and Dr. Alan Greene address the issue of harmful chemicals in consumer products

15. Add Social Elements on Your Site

16. Syndicate the content The Social Power of RSS

17. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

18. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

19. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

20. Digg

21. Stumble Upon

22. Kirtsy

23. Newsvine

24. Propeller

25. Hugg

26. C2NN

28. FaceBook Forrester predicted FB would achieve the same number of registered users as MySpace in Q4 of 2008, or early 2009 More of a lifestyle play

29. FB demographics * Over 55,000 regional, work-related, collegiate, and high school networks * More than half of Facebook users are outside of college * The fastest growing demographic is those 25 years old and older * Maintain 85 percent market share of 4-year U.S. universities

30. User Engagement Sixth-most trafficked site in the United States (comScore) * More than 65 billion page views per month * More than half of active users return daily * People spend an average of 20 minutes on the site daily (comScore)

31. What You Can Do with Facebook Increase awareness and reach Target distinct markets Test market Forge relationships

32. Applications No. 1 photo sharing application on the Web (comScore) * Photo application draws more than twice as much traffic as the next three sites combined (comScore) * More than 14 million photos uploaded daily * More than 6 million active user groups on the site

33. International Use * Canada has the most users outside of the United States, with more than 7 million active users * The U.K. is the third largest country with more than 7 million active users * Remaining top 10 countries in order of active users (outside of the U.S., Canada and UK): Australia, Turkey, Sweden, Norway, South Africa, France, Hong Kong

34. How to Use Facebook 1. Put up a strong profile Reach out to others in your space Build your relationships through common friends Create a page Start a group Use notes and photos Hold a Facebook Event

35. Jeep Page

36. 85 000 fans Almost 4000 fan photos More than 80 fan videos 650 discussion topics in the forums

37. Victoria Secret page

38. An engaged and active community Over I million fans 12,000 wall posts 1200 discussion topics

39. Crest campaign

40. P.& G. invited Facebook members in 20 college campus networks to become “fans” It attracted 14,000 fans

41. Vancouver Dine Around 2008 6604 members 2009 Starts in Feb already 5500 members Created an active community that is very engaged Got excellent insights into their demographic Have an engaged audince to market to

42. Small Business - Photography Wedding photography Portraits of graduating seniors Targets families with upper income bracket Uses the birthday feature to email gift cards for a portrait Reaches seniors directly

44. Results over 6 months 75% of students are introduced via Facebook No ads or direct mail anymore

45. Lessons Know your audience - Facebook does not make sense for every business Be a member of the community – not an advertiser Use the tools to maximum advantage. Use the apps to best forward your goals and allow others to promote your work easily Engage – create a community around your page

46. Campaign for Target Back to School “ Our attitude had to be that we were taking advantage of an environment that already exists ; we aren’t there so much to tell a story, but to put on a party, giving the students a platform for social interaction .” Mauro Cavalletti, Creative Directory at AKQA.

47. Campaign Don’ts Infringe on copyright or intellectual property Pretend to be someone you’re not Violate users privacy Flout the accepted rules of user engagement

48. MySpace The largest Social Network in North America It’s media site, primarily aimed at youth, giving them the opportunity to relate to brands and bands, as well as self-express. Expect to see more TV and video networks to integrate and work with MySpace This is the new generation that Generation X was to MTV.

49. Stats MySpace has more than 110 million monthly active users around the globe · 85% of MySpace users are of voting age (18 or older) · 1 in 4 Americans is on MySpace in the UK it’s as common to have a MySpace as it is to own a dog

51. Jeep Campaign MySpace is known for promoting emerging musical artists One of the top selling points of the new Compass -- a powerful stereo system 300 live musical concerts were set up throughout the country Data could only be found on the MySpace page

52. Fans could track the tour, listen to artists, and find out more about each artist via the MySpace page Artists performed out of the Jeep Compass by folding down the seats and hooking up their guitars to sound systems This resulted in over 12,000 friends, over 258 comments, over 12 forums, and over 1.3M clicks There was also significant traffic driven to the main Jeep Compass site

53. Blogger Relations

54. Blogger Relations - Wrong Not every public relations firm is an expert in dealing with bloggers. Some are waking up to the blogging phenomenon but just guessing at the influencers They’re simply adding blogger e-mail addresses to their distribution lists, without taking the time needed to see what it is each blogger covers, learning their focus areas, or personalizing an angle.

55. Who to “Relate” to and With Others are aggressively hustling the top two to five names and ignoring the second layer - which creates stress for those pursued, and resentment for those who are ignored. Find the right bloggers

56. Finding Bloggers Paid tools – Radian 6, Ecairn Conversation, Buzz Logic Free tools – Google Blogsearch, Ice Rocket, Technorati, BlogPulse

57. Identify the influencers Google Blog Search(keyword/brand names) Find posts Also check Ice Rocket Check ranking in Technorati Check Authority Check back links in Yahoo Site Explorer Check traffic in Alexa and Compete

61. Create a ranked list

62. Read Their Blogs!!!!!!!! Do your homework Find a post that is relevant Leave a comment – a pertinent comment Repeat See if they are on Twitter Follow them Reply to tweets

64. Build relationships

65. Then… Offer them some content that is useful for their blog Don’t always make it about your client Be a resource for them

66. Face time Meet in person if possible.

67. Twitter

68. Presence Application There is a killer on the loose under the covers of instant messaging, and no, it isn't malicious; It's a killer application that has the potential to revolutionize the way companies collaborate and communicate. The killer app is presence

69. "In the future, presence will be the underlying [network] capability, and IM will just be one of the apps that takes advantage of that.“ Source: Nemertes Research .

70. Top Ten PR Tips Be a good Twitter Citizen Send Direct Messages Faster Twitter Karma –follow status Gauge topic traction – Tweetscan Stats and Data Mining – TweetStats Fast News Alert – subscribe to feeds Put your Twitter stream on your blog.

72. Get Started Set up account Look at top 100 Find top PR people Decide who to follow Start tweeting regularly

73. Something of Value What has my attention What am I thinking about What interesting article have I just read Rather than - what am I doing

74. Case Studies Zappos Wine Library Whole Foods Dell Jet Blue ComCast HRBlock

75. Video

76. Online video has continued to grow Jan 2008 saw YouTube’s traffic up to 31.3% of all online video’s viewed in the United States, up from 28.3% in September 2007

77. 2nd largest search engine YouTube runs neck and neck with Yahoo as the second largest search engine People go to YouTube and search for videos on the subject they are interested in

78. YouTube Channel

82. YouTube Channels are an excellent way to create a branded online entity for video content Take advantage of the YouTube traffic (estimated 200 million video clips shown every day)

84. Custom Design Custom design the channel so it interfaces seamlessly with your existing web presence

85. Host on Your Own Site You want your own look and feel in the player With YouTube player there is no way to auto start or do a URL redirect to your sales page There is no way to do tracking links so you can track from where your visitors are coming YouTube puts search boxes in the video that takes visitors away from your website You have no control over the video you produced.

88. Veeple Advantages Currently free Host your video No cost per view charges You can add interactivity Measurement – analytics provided

89. Social Media Newsroom Aggregate all your social media content in one place