Online Social Media:
Guide to Outlets
Stephanie Brown
Interactive Public Relations Specialist
Constructive Communication, ...
Social media is an umbrella term that
defines the various activities that integrate
technology, social interaction, and th...
Facts
• 2/3 of the global internet population visit
social networks
• Visiting social sites is the 4th
most popular
online...
Facts
• Social media is the biggest shift since the
industrial revolution.
• By 2010, Gen Y will outnumber Baby
Boomers
• ...
Facts
• 1 out of 8 couples married in the U.S. last
year met via social media
• If Facebook were a country, it would be
th...
Facts
• 78% of consumers trust peer
recommendations…only 14% trust
advertisements. What is being said about
your brand onl...
Years to reach 50 million users
• Radio: 38 years
• TV: 13 years
• Internet: 4 years
• iPod: 3 years
• Facebook: added 100...
Cision Study
• Journalists file 48 stories a week for the 24-
by-7 online news cycle; they are interacting
with 26 sources...
Wikipedia
• Build up history of reliability
• Always use credible sources and footnote
• Straight facts, not opinion! Cite often!
• ...
• 2.5 million articles in English and growing
• Improve search but keep it neutral
• Requires content to be in HTML format...
Wikis
• Used to communicate internally and
externally, often called a “sharepoint”
• Go in and edit and contribute just like
Wik...
Facebook
• 140 million active users, growing every day
• 2nd most trafficked site in world
• Average user has 100 friends
• 2.6 bil...
Facebook
• Suggest fan pages rather than groups
• Use as a snapshot of internal culture/life
• Often for personal rather t...
Results: ACI has tripled the
applications for scholarships
since creating their Facebook
group. They met their goal
and sh...
MySpace
• Oldest social networking site
• 43 million users
• More than half of MySpace users are 35+
• 8 million artists and bands...
Online Forums
Online Forums
• Monitor and be aware of what is out there
• Check out Ask Yahoo and Vark.com
• Also, on Ning, there are a ...
LinkedIn
• Professional relationships and networking
• 30 million experienced professionals from
150 industries
• Average: Male, 41...
LinkedIn
• Some reporters now use the Answers
section
• Add a personal note when adding
connections
• Paste email footer i...
Twitter
• Concept of microblogging: 140 characters
• Asks: What are you doing?
• Twitter messages: 3 million/day
• Total Users: 1 ...
Twitter
• If someone is talking to you, respond
• Be sure to add bio, photo and URL in
profile section
• Change design bac...
Twitter
• Search.Twitter.com= your secret weapon.
Use advanced search to narrow!
• Use hashtags to facilitate conversation...
Twitter
• Use Twitter to talk to reporters
• When users are angry, meet their needs
• Think in terms of the passion you cr...
•1,382% is the growth rate
from January to February
2009
•3 million tweets per day!
Blogs
• There are approximately 200 million blogs
and 346 million people who read blogs
• Blogger.com or Wordpress.com are free
...
Blogs
• People find most blogs through organic search.
Readers are searchers!
• Use keywords wisely. Title blog wisely
• B...
Blogs
• Identify employees who are genuinely
enthusiastic about the opportunity to blog
• Passionate about their work/prod...
March 2009: 43,000
visits, 120,000 page
views from people in
60 countries.
More than 1,000
comments posted
Technorati
Technorati
• Highlight and distribute online conversation
• Introduce millions to social media content
• Information sourc...
Technorati
Digg
• Share content from anywhere on the web
• Influential professionals who are active
online
• Similar to Digg is Redditt, S...
Flickr
Flickr
• By June 2009, hosted more than 3.6
billion images, roughly one photo per
every 2 people on the planet
• Online ph...
YouTube
Record. Then Share
• More than 142 million U.S. users watch an
average of 80 videos per month
• Americans spend a total of 558 million hours
...
YouTube is the 2nd
largest search engine in the world!
Delicious
Delicious
• Social bookmark sharing
• Allows users to tag, save, manage and
share web pages from a centralized
source.
• W...
Podcasts
• Podcasts=Broadcasts
• Audio or File Sharing
• Example: iTunes
• More useful for B2B than B2C, but does
not have a high s...
Podcasts
RSS- Really Simple Syndication
• Used within the next 12 months by 63% of
consumer product marketers
• 65% media and communications marketers
• 37% finan...
Search Engine Optimization
• 42% of search users click the top
ranking link
• 8% click the second ranking link
• 40% of SEO campaigns aware of their
...
Google AdWords
• Adwords.google.com
• Partnered with thousands of outlets to sponsor
keywords on sites (i.e., New York Times)
• Google ha...
Steps to getting started:
• research keywords
• set up AdWords campaigns
• write your ad copy
• create your landing pages
...
Google Alerts
• Sign up to receive a daily email about a topic
or keyword
• Monitor what is being said about your
company
• Go to google...
The World Wide Toolbox
• Gaming
• Productivity Applications
• Aggregators
• Rich Site Summary (RSS)
• Search
• Mobile
• In...
Tips
• Target a specific audience- meet their needs
• Be a thought leader
• Be authentic and transparent
• Create lots of ...
Thought leadership
• Be a thought leader through E-books,
newsletters, whitepapers
• Solve buyer problems
• Provide free c...
Thank you!
Kimberly Kayler
kkayler@constructivecommunication.com
614.873.6707
Stephanie Brown
sbrown@constructivecommunica...
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
Online Social Media Guide to Outlets for SMPS
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Online Social Media Guide to Outlets for SMPS

  1. 1. Online Social Media: Guide to Outlets Stephanie Brown Interactive Public Relations Specialist Constructive Communication, Inc.
  2. 2. Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.
  3. 3. Facts • 2/3 of the global internet population visit social networks • Visiting social sites is the 4th most popular online activity, ahead of personal email • Social media is democratizing communications and is word of mouth on steroids
  4. 4. Facts • Social media is the biggest shift since the industrial revolution. • By 2010, Gen Y will outnumber Baby Boomers • 96% of Gen Y are on a social network • Social media is the #1 activity on the web
  5. 5. Facts • 1 out of 8 couples married in the U.S. last year met via social media • If Facebook were a country, it would be the fourth largest! • 1 in 6 higher education students are enrolled in online courses
  6. 6. Facts • 78% of consumers trust peer recommendations…only 14% trust advertisements. What is being said about your brand online? • 18% of TV ads generate positive ROI, 90% of people that can TiVo ads, do. • 24 of the 25 largest newspapers are experiencing record declines in circulation
  7. 7. Years to reach 50 million users • Radio: 38 years • TV: 13 years • Internet: 4 years • iPod: 3 years • Facebook: added 100 million users in less than 9 months! • iPod Application downloads: 1 billion in 9 months! • In the future, we won’t search for news and products….they will find us
  8. 8. Cision Study • Journalists file 48 stories a week for the 24- by-7 online news cycle; they are interacting with 26 sources though they only meet in person with 4 • Reporters said their most useful interactions with PR professionals continue to be based on personal relationships. • Cision recently found that 85 percent of its clients are on Facebook, with more than a third on LinkedIn, and more than half using social networks for business.
  9. 9. Wikipedia
  10. 10. • Build up history of reliability • Always use credible sources and footnote • Straight facts, not opinion! Cite often! • 684 million yearly visitors • 75,000 active contributors working on 13 million articles in 250 languages • Studies show it’s more accurate than Encyclopedia Britannica! • 78 percent of articles are non-English. Wikipedia
  11. 11. • 2.5 million articles in English and growing • Improve search but keep it neutral • Requires content to be in HTML format • Monitor regularly in case of issues • Use for professional use • Wikipedia community is passionate about quality • It is an open-ended project, a work in progress Wikipedia
  12. 12. Wikis
  13. 13. • Used to communicate internally and externally, often called a “sharepoint” • Go in and edit and contribute just like Wikipedia • Ongoing process of collaboration • Intranet and knowledge management systems • All users edit any page or create new pages Wikis
  14. 14. Facebook
  15. 15. • 140 million active users, growing every day • 2nd most trafficked site in world • Average user has 100 friends • 2.6 billion minutes are spent each day • More than 4 million users become fans daily • Users share more than 1 billion forms of content each week • Site membership grew 85 percent in 2008 Facebook
  16. 16. Facebook • Suggest fan pages rather than groups • Use as a snapshot of internal culture/life • Often for personal rather than professional use • 85% are 18-24, 55-65 year old females is fastest growing age group • #2 site behind Google • 5 billion minutes spent on Facebook each day! • If Facebook were a country, it would be the 8th most populated in the world, ahead of Japan
  17. 17. Results: ACI has tripled the applications for scholarships since creating their Facebook group. They met their goal and share the link on emails, website and newsletters.
  18. 18. MySpace
  19. 19. • Oldest social networking site • 43 million users • More than half of MySpace users are 35+ • 8 million artists and bands • Has many bugs and hackers • Not user-friendly • Declining significantly in popularity • Recently laid off employees and declared itself as a start-up due to decline in users MySpace
  20. 20. Online Forums
  21. 21. Online Forums • Monitor and be aware of what is out there • Check out Ask Yahoo and Vark.com • Also, on Ning, there are a couple of AEC groups that are becoming popular
  22. 22. LinkedIn
  23. 23. • Professional relationships and networking • 30 million experienced professionals from 150 industries • Average: Male, 41, makes $100k • Use Answers section and join Groups • Contribute to the conversations! • LinkedIn profile is similar to a resume • Can post jobs within groups or in Job section • 80% of companies are using LinkedIn as their primary tool to find employees! LinkedIn
  24. 24. LinkedIn • Some reporters now use the Answers section • Add a personal note when adding connections • Paste email footer in the bottom of LinkedIn messages • Linkedin Keywords, March 2009: • 807 Architecture • 1,083 Construction • 3,945 Engineering
  25. 25. Twitter
  26. 26. • Concept of microblogging: 140 characters • Asks: What are you doing? • Twitter messages: 3 million/day • Total Users: 1 million • Follow many people and be followed • Search.twitter.com is a great monitoring tool • Join in the conversation and retweet often • Answer question immediately • Employees are your best PR tool, let them talk but give them boundaries Twitter
  27. 27. Twitter • If someone is talking to you, respond • Be sure to add bio, photo and URL in profile section • Change design background colors and upload your company logo • Decide if you are going to be the company or an employee • Write in headlines! • TwitterGrader.com
  28. 28. Twitter • Search.Twitter.com= your secret weapon. Use advanced search to narrow! • Use hashtags to facilitate conversations • Embed Twitter in your website/email signature • Follow and be followed! • Quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company
  29. 29. Twitter • Use Twitter to talk to reporters • When users are angry, meet their needs • Think in terms of the passion you create • HootSuite lets you manage many accounts • Better for B2B= Technical info is not easily found online whereas B2B info is easy to find • Use keyword-rich tweets • Ask what your audience wants and deliver • Replaced email as a way to introduce and start dialogue
  30. 30. •1,382% is the growth rate from January to February 2009 •3 million tweets per day!
  31. 31. Blogs
  32. 32. • There are approximately 200 million blogs and 346 million people who read blogs • Blogger.com or Wordpress.com are free • Use Google Analytics, Technorati to measure • Use keywords so target audience can find • Add pictures, videos, short and long articles • Blogs have readerships that are larger than daily newspapers Blogs
  33. 33. Blogs • People find most blogs through organic search. Readers are searchers! • Use keywords wisely. Title blog wisely • Build and initiate relationships • Have good tagline and name • Employee blogs are 5 times more credible than CEO blogs • Tell a Story • Create a Policy for Employees • Measure results • Most popular blogs have 50k-100k views a day
  34. 34. Blogs • Identify employees who are genuinely enthusiastic about the opportunity to blog • Passionate about their work/product • Enjoy sharing with others • Risk takers • Goal oriented and ambitious • Have a sense of humor • Receptive to feedback • Doesn’t have to have great writing skills
  35. 35. March 2009: 43,000 visits, 120,000 page views from people in 60 countries. More than 1,000 comments posted
  36. 36. Technorati
  37. 37. Technorati • Highlight and distribute online conversation • Introduce millions to social media content • Information source for your blog • Monitor authority and what is being said about your company
  38. 38. Technorati
  39. 39. Digg
  40. 40. • Share content from anywhere on the web • Influential professionals who are active online • Similar to Digg is Redditt, StumbleUpon, Squidoo and Knol…all are sharing content Digg
  41. 41. Flickr
  42. 42. Flickr • By June 2009, hosted more than 3.6 billion images, roughly one photo per every 2 people on the planet • Online photo management • Control who can see, who can organize • Share photos • Improve chances of someone finding you • Reporters might come here to find pictures of your company
  43. 43. YouTube Record. Then Share
  44. 44. • More than 142 million U.S. users watch an average of 80 videos per month • Americans spend a total of 558 million hours watching online videos online each month • Online views can grow sales by 500% • People like to see videos, so share • Need to monitor • 412.3 years is the length of time it would take to view every YouTube video • 13 hours is the amount of video uploaded every minute YouTube
  45. 45. YouTube is the 2nd largest search engine in the world!
  46. 46. Delicious
  47. 47. Delicious • Social bookmark sharing • Allows users to tag, save, manage and share web pages from a centralized source. • With emphasis on the power of the community, Delicious improves how people discover, remember and share on the Internet.
  48. 48. Podcasts
  49. 49. • Podcasts=Broadcasts • Audio or File Sharing • Example: iTunes • More useful for B2B than B2C, but does not have a high success rate Podcasts
  50. 50. Podcasts
  51. 51. RSS- Really Simple Syndication
  52. 52. • Used within the next 12 months by 63% of consumer product marketers • 65% media and communications marketers • 37% financial service marketing • 38% equipment companies • Google Reader • Improves search • Rich Site Summary RSS- Really Simple Syndication
  53. 53. Search Engine Optimization
  54. 54. • 42% of search users click the top ranking link • 8% click the second ranking link • 40% of SEO campaigns aware of their ROI achieve returns in excess of 500% Search Engine Optimization
  55. 55. Google AdWords
  56. 56. • Adwords.google.com • Partnered with thousands of outlets to sponsor keywords on sites (i.e., New York Times) • Google has 77% of market share of search • 65% begin research on search engines • 68% of all Internet users never click on ads • Less than 1/6 of online users drive 80% of advertising clicks Google AdWords
  57. 57. Steps to getting started: • research keywords • set up AdWords campaigns • write your ad copy • create your landing pages • manage bids and budget Google AdWords
  58. 58. Google Alerts
  59. 59. • Sign up to receive a daily email about a topic or keyword • Monitor what is being said about your company • Go to google.com, then go to top right, click “more”, then click on “even more” and top left is the alerts button Google Alerts
  60. 60. The World Wide Toolbox • Gaming • Productivity Applications • Aggregators • Rich Site Summary (RSS) • Search • Mobile • Interpersonal • Social Networking • Publish • Photo Sharing • Audio • Video • Microblogging • Live Casting • Virtual Worlds
  61. 61. Tips • Target a specific audience- meet their needs • Be a thought leader • Be authentic and transparent • Create lots of links • Encourage people to contact you • Participate • Make it easy to find you • Respond to any issues, questions or complaints
  62. 62. Thought leadership • Be a thought leader through E-books, newsletters, whitepapers • Solve buyer problems • Provide free content without registration • Understand and write for your audience • Creating buyer personas and studying target audience helps to know what they want
  63. 63. Thank you! Kimberly Kayler kkayler@constructivecommunication.com 614.873.6707 Stephanie Brown sbrown@constructivecommunication.com 513.469.0030

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