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Presented to PR Indies on May 5, 2009
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Social Media 101:Joining the Conversation
Where do you start?
First: Jump in personally
• Familiarize yourself with the applications and their unique terminology
• Practice and experiment before you put your corporate image and brand out there
Second (or simultaneously): Listen
• Monitor your company’s name, tagline and key industry phrases to determine goals
• What is being said? How does this relate to your goals?
– Questions? (Customer service)– Looking for discounts? (Sales)– Looking for more information?
(Product specs, how-to resources)
• Where is it being said?– Focus your efforts in the social
media sites prevalent to your audience
Listening tools with notifications
Comprehensive option: news, blogs, video, groups
Flickr, YouTube, Digg, del.icio.us, Twitter, blogs, news
Blog comments
Listening tools through manual search
http://search.twitter.com
Track names, key words, phrases in Twitter
Track people on Twitter by name or category
Third: Narrow down your choices
• Be selective. Based on your research, narrow down your choices.
• Choose one or two social media tools to launch in support of your brand.
• You don’t have to be everywhere, but be present somewhere.
Fourth: Engage Your Audience
• Focus on the human touch
• Let your company’s personality show through
• People connect with people
Forrester Research: Six Categories
• Creators• Critics• Collectors• Joiners• Spectators• Inactives
Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
Creators: 18% on online U.S. adults
• Publish blogs• Upload videos• Upload music• Write and post online
articles
Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
Discussion: How do you engage Creators?
• Facebook: Allow and encourage fans to upload their own photos and videos.
• LinkedIn Group: Encourage members to start and lead discussion threads.
• Twitter: If your customer mentions you, follow them. And when appropriate, retweet them. Biggest compliments you can pay.
• Blogs: Comment on their blog entries when they mention you. Ask them to be a guest blogger for your blog.
• YouTube: Consider a YouTube competition and ask for submissions.
Critics: 25% on online U.S. adults
• Post ratings/reviews of products/services
• Comment on blogs and online forums
• Contribute to wikis
Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
Discussion: How do you engage Critics?
• Facebook: Upload applications such as “Reviews” and “Poll.” Also encourage testimonials directly on the Wall. Wall postings now can be “liked” or “disliked” by fans.
• LinkedIn Group: Start discussion threads and ask for opinions and feedback from members.
• Twitter: Survey followers. Share results in a follow-up tweet.
• Blogs: Encourage comments. Respond to and thank those that leave comments.
• YouTube: Point your customers to your videos and ask them to “favorite” them.
Collectors: 12% on online U.S. adults
• Use RSS feeds to aggregate information important to them
• Save URLs, add tags or vote for sites on Digg and Del.icio.us
Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
Discussion: How do you engage Collectors?
• Facebook: Post relevant content that is fun, entertaining or educational on your Wall, i.e., events, articles, photos, vidoes.
• LinkedIn Group: Share professional or educational resources, i.e., links to industry trend articles, how-to information, unusual ways to use your product or services.
• Twitter: Provide links to valuable resources. Point to resources on your Web site or other external sources that are relevant.
• Blogs: Add a “share this” widget or button to each blog post for easy social bookmarking and tagging.
• YouTube: Encourage sharing of your videos.
Joiners: 25% on online U.S. adults
• Maintain profile(s) on social networking site(s)
• Visit social networking sites
Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
Discussion: How do you engage Joiners?
Get the word out where you are in social media.
• Facebook: Invite your customers to be fans. Let them know your page exists. Post link everywhere, i.e., Web site, business cards, e-mail signature, print literature.
• LinkedIn Group: Ditto.
• Twitter: Ditto.
• Blogs: Ditto.
• YouTube: Ditto.
Spectators: 48% on online U.S. adults
• Read blogs and online forums
• Watch videos• Listen to podcasts• Read ratings/reviews
Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
Discussion: How do you engage Spectators?
• Like Joiners, let them know where you are in social media.
• Like Collectors, share as much information for them to gawk at as you can.
• Key is frequent, fresh content to keep them coming back for more.
• Let your company’s personality come through.
• Don’t let every message be about you or be a direct sell. Make it meaningful to them.
Inactives: 44% on online U.S. adults
• Keep in mind that some customers cannot be reached in social media — they are not there
• Keep up traditional marketing efforts too
Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
Trends and Best Practices
• Convergence of professional and social
• Building a credible presence in social media
• Acknowledging the conversation where it happens
• Using the name and face of a real person
• Authenticity/transparency
• Regular and frequent updates
Successes
• Facebook– UW-Stout
• Twitter: – @delloutlet– @wholefoods– @southwestair
• Blog– Turkey Hill Dairy
http://icecreamjournal.turkeyhill.com
• YouTube/Video– BlendTec
http://www.willitblend.com
Pitfalls
• Domino’s Pizza• FedEx• New hire
• Tips:– Don’t be afraid of negative
comments– Acknowledge problems
where they happen– Nothing is private– Incorporate SM into your
crisis communications plan
Other social media sites and resources
• Flickr• Digg• del.icio.us• Library Thing• Slideshare• Twitterfeed• Add This• Share This• Twit This
Contact
Laura Short
University Relations Specialist
http://twitter.com/laurashort
http://digg.com/users/shortdigs/history
http://www.linkedin.com/in/laurashort