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An Introduction to Social Media
You’re almost an expert.
“No profession stands to influence social media more than public relations.”
Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media
INTRODUCTION
What is social media?Social media is a conversation online.
Look who’s talking:o your customerso your donorso your volunteerso your employeeso your investorso your criticso your fanso your competition.... o anyone who has internet access and an
opinion.
SOCIAL MEDIA DEFINED
The social media conversationThe conversation is not:
o controlledo organizedo “on message”
The conversation is:o organico complexo speaks in a human voice
Social media is not a strategy or a tactic – it’s simply a channel.
SOCIAL MEDIA DEFINED
Social media is changing our world
The power to define and control a brand is shifting from corporations and institutionsto individuals and communities.
SOCIAL MEDIA DEFINED
Word of Mouth is the Future of Marketing
Marketers can effectively use social media byinfluencing the conversation.
One way to do this is by delivering great customer service experiences.
SOCIAL MEDIA DEFINED
ZAPPOS – Customer service is centralo Zappos, an online shoe retailer, makes customer
service central with a focus on “making personal and emotional connections.”
o Divert marketing budget to customer service (they outsource marketing to their customers; they don’t outsource their call centre)
o Use Twitter to promote their brando Website displays any public tweets mentioning of their
brando CEO has over 400,000 followerso 430 employees on Twitter
o $1billion in sales last year and their expanding into new product categories
CASE STUDY
People are using social mediaSocial media sites are the fastest-growing category on the web,
doubling their traffic over the last year.
o 73% of active online users have read a blogo 45% have started their own blogo 57% have joined a social networko 55% have uploaded photoso 83% have watched video clips
Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
SOCIAL MEDIA DEFINED
Leveraging social mediaSocial media can help you in
all stages of marketing, self-promotion, public relations, and customer service:
o researcho strategic planningo implementationo evaluation
SOCIAL MEDIA DEFINED
Social media is practicalo Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower
SOCIAL MEDIA DEFINED
10 KEYSTO SOCIAL MEDIA
SUCCESS
KEYS TO SUCCESS
1. Experiment with social mediao Experiment personally
before professionally
o Try a variety of social media tools
o Be yourself, make some friends, and share
KEYS TO SUCCESS
2. Make a plan1. Discovery
(people, competition, and search engines)
3. Skills(identify internal resources and gaps)
5. Maintenance(monitor and adapt)
2. Strategy(opportunities, objectives)
4. Execution(tools, integration, policies, and process)
KEYS TO SUCCESS
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
3. Listeno Find where your audience is
participating and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your competition
o Find tools that can help you listen
KEYS TO SUCCESS
4. Be transparent & honest o Avoid puffery
(people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
KEYS TO SUCCESS
5. Share your contento Don’t be afraid to share.
Corporations, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:o Share This, RSS feeds, Email a
friend
KEYS TO SUCCESS
6. Be personal and act like a persono Don't shout. Don't
broadcast. Don’t brag.
o Speak like yourself – not a corporate marketing shill or press secretary
o Personify your brand – give people something they can relate to.
KEYS TO SUCCESS
7. Contribute in a meaningful way o Think like a contributor, not a
marketer
o Consider what is relevant to the community before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESS
8. See criticism as an opportunityo Don’t try to delete or
remove criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation and legitimate solution
KEYS TO SUCCESS
9. Be proactive o Don’t wait until you have a
campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
KEYS TO SUCCESS
10. Accept you can’t do it all yourselfo You need buy in from everyone in
the organization
o Convince your CEO that social media is relevant to your organization
o Get your communications team together, discuss the options, then divide and conquer
KEYS TO SUCCESS
THE TOOLS
SOCIAL MEDIA
TOOLS
Social media toolso Social Networkso News & Bookmarkingo Blogso Microbloggingo Video Sharingo Photo Sharingo Message boardso Wikiso Virtual Realityo Social Gamingo Related:
o Podcastso Real Simple Syndication (RSS)o Social Media Press Release
THE TOOLS
Social networking siteso People and organizations
connect and interact with friends, colleagues and fans.
o Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.
o There are niche social networks for just about everything.
THE TOOLS
Social networking siteso Create online profiles
o Share photos, video, and audio, links
o Send private message and instant message
o Learn more about people and organizations
o Follow brands, celebrities, and gain your own fans
THE TOOLS
Linked In – Professional Social Network
o Contains profiles of Fortune 500 executives and leading entrepreneurso average individual salary on LinkedIn is
$109,000
o On LinkedIn your can:o Post a profile and resumeo Connect with colleagueso Share professional recommendationso Find jobso Forums to demonstrate expertise and
find answers
THE TOOLS
Facebooko Fastest growing social network in
Canada and the world (200 million members)
o Powerful tools to engage and understand your audience:o Brand pageso Custom applicationso Targeted advertisingo Audience insights/metricso Opinion polls
THE TOOLS
Facebook Pageso Your brand’s homepage on
Facebook. o Allow you to post photos,
videos, events and other messages.
o Users interact with you byo Becoming fanso Commenting on your postso Participating in discussionso Post photos to your page
o Fans see your page updates in their newsfeed
THE TOOLS
Facebook Advertisingo Facebook ads give you the
ability to advertise directly to specific demographic groups
o This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now
THE TOOLS
Facebook Advertising - Targetingo Locationo Ageo Sexo Keywords (appear in your
users profile)o Educationo Workplaceo Relationship statuso Relationship interestso Languages
THE TOOLS
Facebook Advertising - Placement
THE TOOLS
Facebook Advertising – DesignWhat you need:o Ad message
(title and body)
o Image(make it compelling)
o Destination URL (where you want the ad to take people)
o Social actions (optional)
THE TOOLS
Facebook Advertising – Social Actions
o Social actions show related stories about a user’s friends alongside your ad.
o People can vote whether they like or dislike your ad.
THE TOOLS
Facebook Advertising – Pricingo Very affordable and easy to
control your budget
o You can specify a daily budget
o Schedule specific dates for your ad to run
o Pay for clicks (CPC) or impressions (CPM)
THE TOOLS
Facebook Advertising – Analyticso Facebook Insights provides
information about your ad campaign:o Track ad performance with real-time
reportingo Gain demographic and
psychographic insights about people that view or take action on your ad
o Use this information to identify how you can improve your campaign to maximize your results
THE TOOLS
Facebook Applicationso Applications are entertainment
and productivity tools that run within facebooko Give users a unique ways to
interact with your brand by developing your own applications, or add existing applications, to your page
o When fans use your applications social stories are created that appear in their friends news feed and link back to your page
THE TOOLS
Facebook Applications
THE TOOLS
Facebook ConnectAdd social capabilities to
your website by integrating with Facebook:o Users log in to your website
with their facebook identityo You can access their profile
information to learn more about them and deliver targeted content
o Publish information back to their friends’ streams on Facebook to bring their friend to your website
THE TOOLS
Social networking sitesDoo Establish a presence on the social
networks your customers and colleagues use
o Create a page to promote your brand
o Point your fans to your company blog or contest
o Encourage a discussion and participate frequently
o Explore targeted advertising opportunities
Don’to Create a page and fail to maintain it
o Try a hard sell approach
o Censor comments
o Spam your fans/friends with frequent private messages – you’ll drive them away
o Post false information
THE TOOLS
Blogso A blog is a website with regular
entries of commentary or news
o Blogs serve to establish your company as transparent, relevant, active, and expert.
THE TOOLS
Blogso Engage in dialogue with your
customers
o Improve your search engine visibility
o Promote product launches and events
o Gain expert status by providing useful tips
THE TOOLS
BlogsDoo Post on a regular schedule
o Encourage conversation by asking questions
o Respond to people that comment on your posts
o Use a few bloggers from your company for more viewpoints
Don’to Write press releases – be real
about why something is exciting
o Let complaints go unanswered
o Make users register to comment – they won’t bother
o Delete fair but critical comments
THE TOOLS
Microbloggingo Microblogs are blogs limited
to a sentence or two (about 140 characters)
o People use microblogging to promote themselves, share content and follow friends, celebrities and brands
o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
THE TOOLS
TwitterTwitter can help you:
o Share timely informationo Promote useful content including
resources, contests, deals, etc.(Not just your own)
o Personify your brando Connect with your customers and
develop leadso Build credibility and influenceo Listen to consumer buzzo Research competitorso Network and learn from experts in your
field
THE TOOLS
Twitter in Churcho Churches useTwitter to:
o Ask questionso Share insightso Highlight contento Hype events
o Trinity Church uses Twitter to tell Passion of Christ
o Westwinds Church experiments with Twitter during services
o Distracting or Enriching?
CASE STUDY
Charity: Water – From Twitter to Africa
o September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia.
o Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well
o The "social media birthday" was born; asking for donations from online friends to celebrate your birthday
CASE STUDY
Charity: Water – Phase 2o Social media campaign expands:
o Staff post Twitter updates delivering the results of donations
o Website hosts videos of drilling progress made in Africa
o A driller tweets live from Central African Republic
o Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater
o Facebook Causes page with over $61,000 donated
CASE STUDY
MicrobloggingDoo Find and share useful content
o Pose questions and reply to others
o Keep it fun - put a friendly face on your brand
o Promote sales, deals, news, updates, and build buzz for big releases or events
o Know what people are saying about your brand
Don’to Sound like a press release – you’re
in a social space
o Spam with constant links to your company website, either in tweets or private messages
o Post useless information – do people really care what you had for lunch?
THE TOOLS
Video sharing
THE TOOLS
o Video sharing sites let you upload videos and share them with people.
o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
Video sharing
THE TOOLS
o Helps you gain exposure and direct traffic back to your website
o Sparks interest without a hard-sell
o Videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
o Videos can be a place to showcase your leadership in a field, and spread customer testimonials
Video sharing
THE TOOLS
Doo Be informative, useful, or entertaining
o Create a summary and detailed description
o Post video replies to others
o Allow commenting and participate in the conversation
o Save bandwidth costs on your website by hosting videos on youtube
Don’to Just upload infomercials
o Be afraid to experiment until you find a formula that works.
o Pull down other people’s videos showcasing your product for copyright infringement
o Make your video longer than it needs to be – keep it concise and entertaining
Social news & bookmarkingo Social bookmarking sites allow
users to save, share, organize, comment on and search webpage bookmarks.
o Community votes on your submissions so they either rise to the top or drop to the bottom.
THE TOOLS
Social news & bookmarkingDoo Link to relevant articles about
news in your field(not just your own content)
o Make friends with other bookmarkers in a legitimate way.
o Respect the terms of serviceo (Reddit allows self-promotion,
digg does not)
Don’to Spam by consistently
bookmarking your own material
o Cheat by tagging your bookmarks with irrelevant popular keywords
o Open multiple accounts and vote for yourself – you’ll be exposed
THE TOOLS
Photo sharing
THE TOOLS
o Photo sharing sites give you a place to upload and organize your photos
o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
Photo sharing
THE TOOLS
o Detail the launch of a new product, from initial sketches to the launch party
o Promote special events, charitable campaigns, and awards ceremonies
o Provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
Photo sharing
THE TOOLS
Doo Tag your photos with relevant
keywords
o Use your web site address or brand name as your flickr screen name
o Upload quality photos of your products/services, and things related to your business
o Link prominently from your web site to your flickr photostream
Don’to Stuff linked keywords into your
photo descriptions or comments
o Plaster your URL all over the photos you upload
o Discourage people from using your photos (as long as they provide attribution such as a link back to your website)
Message Boards / Internet Forums
o An Internet forum, or message board, is a bulletin board system in the form of a discussion site
o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
THE TOOLS
Message Boards / Internet ForumsDo o keep the message board active
by regularly participating in the conversation
o collect minimal information during registration
o keep focus and attract users by clearly identifying your community purpose and target audience
o promote popular discussions throughout your website
Don’to build it and expect people to
start participating without encouragement and seeding
o forget to moderate - spammers and trolls will drive users away
o censor or allow militant moderators to take too much control over the conversation. You want to encourage open discussion, not stifle it.
THE TOOLS
Wikis / Reference
THE TOOLS
o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools
o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
Wikis / Reference
THE TOOLS
Do o find references to your
organization and have inaccuracies updated
o read the terms of use to ensure you are allowed to edit an entry about you
o research competition
o use wikis to collaborate with your team
Don’to rely on social reference
websites to be accurate
o spam or overtly advertising – it could get you banned
o use it for Search Engine Optimization (Wikipedia prevents search engines from following links)
o Don’t sabotage competitor’s entries about competitors (You could get caught)
3 TAKE AWAYMESSAGES
5 TAKE AWAY MESSAGES
3 take away messages1. Word of Mouth peer-to-
peer discussions are more influential than the mass media
2. Participate by enabling and feeding the conversation(follow the 10 keys to success)
3. Be transparent & honest
3 TAKE AWAY MESSAGES
SOCIAL MEDIA
MYTHS
THE MYTHS
“Social Media is easy.”
THE MYTHS
The End
END
