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A presentation I gave to the PRSA chapter of SW Missouri
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“It’s a different language: Communicating with Social Media”
PRSA Southwest Missouri Chapter
October 8, 2009
Conversations that build relationships between companies and stakeholders.
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Conversations that build relationships between companies and stakeholders.
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Conversations that build relationships between companies and stakeholders.
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Conversations that build relationships between companies and stakeholders.
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USER-GENERATED CONTENT
SOCIALNETWORKS
MULTI-MEDIASHARING
BlogsMessage Boards Microblogs
Corporate
Niche
Mass
Podcasts
Videos
Photos
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3 Step
Social Media Strategy
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LISTEN & LEARNPLANENGAGE
Step 1: Listen & Learn
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• Discover: Find conversations currently taking place about your company and category
• Quantitative analysis
• Qualitative analysis
• Monitor: Learn the rules of engagement
• Understand what’s being said about your company and category
• React if/when necessary
Google video, Yahoo, Youtube, Grouper, Break, Dailymotion,
Metacafe
VIDEO
Boardreader, Google alerts, Live, Technorati, Icerocket
BLOGS/BOARDS
Twemes, Tweetscan, Dittes, Telewebber, Terraminds
DIY SERVICES
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Step 2: Plan
• Social media policy
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Step 2: Plan
• Social media policy
• Reactionary engagement plan
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• Monitoring caught blog story on ZDNET.com (1.4M visitors monthly) about privacy practices
• In one day, it spread to other high traffic sites (BoingBoing.net; The Consumerist)
• Sent a response directly to Denise Howell, high profile attorney/tech blogger
• Outreach resulted in a positive follow-up blog post
“The good news is that shortly after posting my piece I heard from Dave
Finnegan, Build-A-Bear’s "Chief InBearmation Officer." Kitschy executive designations aside, you’ve got to be
impressed by a company that responds so quickly, directly, and receptively to criticism; I am,
anyway.”
Build-A-Bear Workshop
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Step 2: Plan
• Social media policy
• Reactionary engagement plan
• Proactive engagement plan
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Step 3: Engage
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Lee Fit Ambassadors
• Identified 28 bloggers to approach based on 3 criteria:
• Content: Was the blogger writing about fashion for everyday women?
• Engagement: How do her readers respond? Did she acquire multiple comments each time she posted?
• Influence: Did she have solid site traffic? What was their Technorati Authority and Rank?
Outreach
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Transparency
Previous contact
Suggest, don’t demand
Be human
1. Momma’s Review www.mommasreview.com
2. A Mommy Story www.amommystoryreviews.blogspot.com
3. Intricate Art www.intricateart.com
4. Posh Glam www.poshglam.com
5. Cool Moms Rule www.coolmomsrule.blogspot.com
6. Your Style Star www.yourstylestar.com
7. All American Mommy www.allamericanmommy.blogspot.com
8. Domestic Chicky www.domestic-chicky.com
9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com
10. Workout Mommy www.workoutmommy.com
11. Mommy Goggles www.mommygoggles.com
12. Mom’s Favorite Stuff www.momsfavoritestuff.com
13. Savvy Housewife www.savvyhousewife.com
14. Mamanista www.mamanista.com
15. Therapeutic Reviews and Giveaways www.themomreviews.com
16. The Domestic Diva www.thedomesticdiva.org
17. Blissfully Domestic www.blissfullydomestic.com
18. Mommin’ it Up www.momminitup.com
19. Motherhood Uncensored www.motherhooduncensored.typepad.com
20. Sarcastic Mom www.sarcasticmom.com
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Response“What an amazing opportunity, I appreciate
the offer - and accept!”
“WOW! you aren't kidding - what an awesome thing! I defintely want to be a part of this.”
“Sounds like fun, and I am interested in taking part. What a great way to help other women get a firsthand point of
view on some specific jeans - and finding a good pair is the bane of every woman's existence (particularly the mommy with the
muffin top to contend with. *laugh*).”
Output
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Reviews with product shots
Output
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Product give aways to readers
Output
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Above and beyond
Transparency
Link to Lee.com
Lee National Denim Day mention
Link to LNDD site
Video forward
Technorati Authority: 124Technorati Rank: 19,000
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Blue Bunny sweeps
• Objectives:
• Develop and establish relationships with respected mommy bloggers
• Drive awareness of our brand through Mommy Bloggers
• Strategy: Mommy Bloggers create and execute their own program that features Blue Bunny as the prize
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Colleen
Katie
Kelcey
ChristineLucretia
Blue Bunny sweeps
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Classy Mommy
• Had readers enter by:
• Leaving a comment on her post
• Joining the Classy Mommy Facebook fan page and leaving a comment on post saying so
• RT the give away on Twitter and include Classy Mommy
Output
• 6,000+ contest entrants = quality brand engagement
• 20 winners (bloggers) who have become brand advocates
• Blue Bunny Twitter followers grew 30%
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Output
“I get contacted by a lot of PR folks and Jordan was one of the most professional. Got back to me right away with information and very easy to work with.”
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Blogger outreach insights
• Know the bloggers you're working with and pitch to them accordingly. This means knowing their names, their children's names, ages and genders, and the kinds of things they like and dislike.
• Be prepared to compensate bloggers for their time, either with product in the case of a review, or with cash if you're asking for consultation or involvement in a large initiative.
• Bloggers don't want to receive press releases, but they DO want to partner with companies and provide value.
• Not all bloggers are alike. Some love doing product reviews, others will only do them rarely or not at all.
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Blog with integrity
• Represents standards that we actively encourage our bloggers to adhere to if they choose to post about our clients.
• Signatories agree to disclose their material relationships, policies and business practices.
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New FTC guidance
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• Guide: an administrative interpretation of the law.
• “...endorsements by consumers, experts, organizations, and celebrities.”
• “...the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement.”
Encourage disclosure
“In accordance with FTC guidelines and in the spirit of the Blog With Integrity pledge
[http://www.blogwithintegrity.com] we encourage the bloggers we work with to fully disclose that the products they are
reviewing and/or giving away were provided to them at no charge by XXXXX.”
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3-Day Ambassadors
• Objective: Engage evangelists -- walkers, survivors and fans -- and encourage word of mouth, RFIs, registrations
• Strategy:
• Social media extension of a media relations idea
• Ask them to help
• Give them content to share
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Fundraising push
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Authority: 38Rank: 88,000
“I asked 25 people to make donations of $12.20 to get me to the $1000 mark. This is what happened on Twitter after that.”
3-Day campaign ROI
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March of Dimes Moms
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• Objective: Engage the growing number of moms online and position the March of Dimes as a resource for women
• Strategy: Approach women bloggers; ask them to donate a post per month
Outreach
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Transparency
Connect quickly
Suggest, don’t demand
Be human
Other MOD Moms
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“Last week I became a March of Dimes Mom... I am so honored to be able to give back to the community that did SO much for Mike and me when we were dealing
with Madeline’s gestation and hospitalization. Once a month I’ll be blogging about the issues that Mike, Madeline, and I deal
with due to prematurity. You know…pretty much like I already do!”
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“You’re in a new place. The bad news: There are no maps. The good news? You are the mapmaker.”
Shoshana Zuboff, former Harvard B-School Prof and author of The Support Economy
Jeff [email protected]/risleyranchdelicious.com/risleyranch
