Dear Socmed, It's Me - A Nobody

1. Dear Socmed, it’s me – A nobody. ! A Social Media for PR Training for Iris Indonesia Prepared by Nena Brodjonegoro – November 2011

2. Today’s Special Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

3. my typical day! ? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

4. my typical life! Plan my travel? Stay in touch with my friends? Find a new job? Find new place to eat? Find out about the traﬃc? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

5. global perspec=ve Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

6. From discussion forums to microblogging pla@orms Blogs leading in Asia compared to other parts of the world Blogs leading in Asia compared to other parts of the world with China on top with 42% of internet users write their own blogs Changing consumer focus from crea=on to sharing/reac=on (up 1%‐14% in various ac=vi=es) Changing consumer focus from crea=on to sharing/reac=on (up 1%‐14% in various ac=vi=es) Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. global perspective Shi> towards real‐=me updates

7. THE WORLD: 6 BILLION PEOPLE And more than 250,000,000 are using Facebook connect every month. In Jun 2011, there are 750,000,000 monthly active users in Facebook, compared to only 500,000,000 the previous year During the average 20 minute in 2010, there are 1,587,000 wall posts, 2,716,000 photos uploaded and 10,208,000 comments posted There are 100,000,000 users on LinkedIn There are 20,000,000 Google+ users Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. Until Mar 2011, there are 200,000,000 users on Twitter

8. Credit: Hanny Kusumawa=, Raconteur Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

9. the next BIG thing Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

10. “ “ “ Social media is user‐generated content on the internet. It’s created with free or inexpensive technology, is easy to update, and can reach a niche audience or millions. It can be mere words in a blog, but also user‐ generated videos, photos, and audio. It can be interac=ve with unﬁltered comments from visitors. And as user‐generated content, it does away with controls associated with tradi=onal media – and most of all, it removes the need for big media. Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. “ social media is… Forms of electronic communica=on (as Web sites for social networking and microblogging) through which users create online communi=es to share informa=on, ideas, personal messages, and other content (as videos)

11. Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

12. web 2.0?! “…is the business revolu0on in the computer industry caused by the move to the internet as pla7orm, and an a9empt to understand the rules for success on that new pla7orm. Chief among those rules is this: Build applica0ons that harness network eﬀects to get be9er the more people use them. (This is what I've elsewhere called "harnessing collec0ve intelligence.")” – O’Reilly Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

13. “…is the realiza0on that the Web changed everything, inser0ng people equally into the process of tradi0onal inﬂuence.” ‐ Solis pr 2.0?! Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

14. “Value driven‐marke0ng where consumers play the key role of crea0ng the value through co‐ crea0on of product and service” ‐ Kotler marke=ng 3.0?! Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

15. So, what are the key words?? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

16. the rules of marke=ng Marke=ng means adver=sing (and branding) masses eal to the Adver=sing needs to app Adver=sing relies on interrup=ng people to get them to pay a^en=on to a m essage Adver=sing is exclusi Adver=sing is one‐way: company to consumer vely based on campa igns that had a limite d life Crea=vity is the most important component of adver=sing It is more important for th e ad agency to win adver =sing awards than for th win new customers e client to Adver=sing and PR are separate disciplines run by diﬀerent people with separate goals, strategies, and measurement criteria Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

17. the rules of PR h the media get ink and air=me is throug The only way to Companies communicate to journalists via press release Only a handful of reporte rs and editors will see the actual press release Companies have to have significant news before they can write a press release urnalists a rgon is okay because jo Ja ll understand it You’re not supposed to send a release unless it includes quotes from third par=es, such as customers, analysts, and experts The only way buyers learn about the press release’s content is if the media wrote a story abou t it The only way to meas ure the effec=veness of press releases is t hrough clip books PR and marke=ng are separate disciplines run by different people with separate goals, strategies,, and measurement techniques Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

18. Published in Woman’s Day Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

21. Social media disaster can strike even when you’re not marketing in social media! ! Respond quickly and humbly! ! Clarify how a poor decision was reached! ! Show that you’re learning from the experience and committed to do better! Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

23. The cofﬁn campaign. Does it work?? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

24. People are smarter than they are before. PR is about reputation building & management – and it is public People tend to tune out to advertising in conventional media due to clutter or lack of free time PEOPLE TRUST PEOPLE – even those they don’t know You can now communicate directly to your consumers Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

25. Chris Anderson’s The Long Tail Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

26. People want par=cipa=on, not propaganda is about terrup=on, marke=ng way in dience needs Instead of causing one‐ precise moment your au st the delivering content at ju it Mainstream marke=ng to th e masses  a strategy of re aching vast numbers of underserved a udiences via the web the new rules of marke=ng & pr st adver=sing Marke=ng is more than ju PR is for more than just mainstream media audience You are what you pu blish ty, not spin ople want authen=ci Pe PR ≠ boss seeing your company on TV. PR = buyers seeing your company on the web M ≠ agency wins aw ards, M = organiza= on wins business Drive people into the purchasing p rocess with great online con tent PR is now P again, thanks to the internet Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

27. WHY? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

28. Social media is not a magic pill Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

29. Objec=ve, objec=ve, objec=ve. Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

30. Web log – weblog – blog Web sites designed to let you easily update or change content and allow readers to post their own opinions or reac=ons Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

31. social networking services Facilitate exchange of personal informa=on and media to groups of friends and family. Now has features to support business. •  Full networks – Facebook, MySpace, Friendster •  Microblogging – Twitter, Plurk •  Professional networks – LinkedIn •  Other specialty networks – DeviantArt Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

32. social media sharing services Facilitate pos=ng and commen=ng on videos and podcasts (audio) •  Video – YouTube, Vimeo •  Photos – Flickr, Photobucket, Picasa •  Audio – Podcast Alley Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

33. social news & bookmarking services Users can “vote” on the value of the pos=ngs on these peer‐ based lists of recommended ar=cles from news sites, blogs, or web pages Similar to private bookmarks for your favorite sites on your computer – but this is publicly viewable lists of sites that others have recommended •  Recommendation services – StumbleUpon, Delicious •  Social shopping – Kaboodle, ThisNext •  Social news – Digg, Reddit Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

34. loca=on based service These services (can) bring people together in real space rather than in cyberspace •  FourSquare, Gowalla •  Other GPS apps •  Meet-ups and tweet-ups Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

35. community building services Comment‐ and content‐sharing sites, previously there were forums, message boards, Yahoo! And Google groups. •  Community building sites for multiple sharing features such as Ning •  Wikis such as Wikipedia •  Review sites such as TripAdvisor and Yelp to solicit consumer views Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

36. Objec=ve, objec=ve, objec=ve. Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

37. Increase sales of your new product? Get people to donate? What is your client’s ultimate objective? Increase brand presence? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. Invite people to join your movement?

38. What do you want to gain from a social media plan? What’s your current business model and how can social media impact What does your business oﬀer that people want to discuss? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. that? From: Ignite Social Media

39. More =ghtly formed Regional / interest communi=es Lots of intersec=ng communi=es / groups Lots of intersec=ng communi=es / groups Lots of gathering events There are many more general blogs compared to speciﬁc‐topic blogs Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

40. Credit: salingsilang.com Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

42. how do we behave? Average tweets per day: 1,293,131 tweets Total tweets in 6 months: 234,057,721 tweets Average tweet/hour: 53,880 tweets Peak =me: 17.00‐22.00, Wed & Fri a “low‐day” Top 5 ci=es: JKT, YOG, SBY, SMG, MDN 39,168,140 FB accounts 2nd largest FB user, a>er USA Top 3 FB page: Dahsyat, Mario Teguh, OVJ Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

43. 5,331,093 listed blog Appr. 25 new blogs registered every 24 hours Top 5 blog category: general, personal, computer&internet, knowledge, hobby Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

44. cut how to through the clu^er? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

45. be RELEVANT Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

46. law of the party!! Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

48. be RELEVANT Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

49. Monitor what people are talking about What topics are interes=ng for them What they’re saying about you Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. What do they want from you?

50. ingful story e interesDng and mean Provid about your brand Share knowledge and educate your crowd ut sha o sDngy abo Don’t be to informaDon Provide info rm doesn’t get e aDon that the crowd lsewhere lue Provide added va to the crowd by joining the conversaDon ring Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. Give good ans wer to “What ’s in it for me?”‐quesDo n

53. RIGHT tap into the audience Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

54. Identifying your target market = think niche! “high-income couples within 20 miles of your destination who visit wine and classical music sites” Focus your resources on one niche, and after you succeeded, invest your profits in the next niche Influence the influentials Specify your message to the needs and wants of your specific target market Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

56. RIGHT say things the Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. way

57. “What’s the goal?” “What problems do you solve for your buyers?” Clearly defined business goals Content that effec=vely drives ac=on The ac=on is easy to find Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

58. be PERSONAL Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

59. Don’t be intrusive! Listen & talk back Appreciate & let them know Do crowdsourcing Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

60. developing strategy Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

61. GAIN CURRENT BUSINESS MODEL & SOCIAL ATTRACTIVE BUSINESS OFFER Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected. END!

62. People Objec=ves • Who are you? • Who is your audience? • Who is your compeDDon? • Goals based on preliminary quesDons • Business goals ? Strategies Technologies • How to engage the audience • How to measure success • Channels • Monitoring and management tools Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

63. ON LINE OFF Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

64. 75,000 ideas submitted 50 ideas implemented until 2010 is it really that great? Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

65. Intel’s 2011 campaign The Sartorialist Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

68. social advergame Snezana SwasD Brodjonegoro 2011. Intellectual property right is protected.

70. Snezana Swasti Brodjonegoro (Nena) snezanasb@gmail.com 0811 858 421 http://laquesta.wordpress.com/ @snezanasb