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Notes from the PR Divas social media workshop in San Francisco
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PR DivasSocial Media Workshop
Janet Fouts
When should you start?
Building buzz
• Starts slowly
• Frequency
• Big hits
• Sharing and re-sharing
• Page Rank
• Influence
Cause and effect
Do we have to be everywhere?
What are your goals?What are your goals?
•what will you measure?•take benchmarks•share goals with the team•try, listen, adjust, repeat
•what will you measure?•take benchmarks•share goals with the team•try, listen, adjust, repeat
What to measure
• return on engagement
• relationships
• referrals
• evangelism
• sales
• traffic to a website
• product perception
• brand recognition
• response time
In order to influence
anyone you must first
understand their point
of view.
Listen first.
Listen up• Google Alerts
• Social Mention
• Lazy Feed
• Nutshell Mail
• Trackur
• SM2
• Radian 6
• Attensity
JanetFouts.com/listen
Listen for the good
• Industry news
• Professional development
• Leverage points
• Kudos
• Customer relations
Create a system for listening
• Set up email addresses
• Where can you share information?
• Schedule time to read and report
• separate email address for hot buttons
You can’t control it
Mistkaes happen
• 8.25.2010, in discussing that state of the city’s South Bank arts precinct, London Mayoral advisor Steve Norris commented in the media...
“the National Theatre should have a Compulsory Demolition Order”.
The theatre responds
The people respond
@DisAgg – And to think I’d thought about unfollowing @NationalTheatre for them being bland. Best. Tweet. Ever.
@johnfoley – Have to say I found that errant @NationalTheatre tweet to be refreshingly human.
@jmc_fire – To be honest, I thought the @nationaltheatre c-word tweet was less offensive than their selective tweeting of good feedback on their shows.
The theatre responds
Response@sarahmade – Oh the poor employee at the @NationalTheatre who got their accounts mixed up. Hack? Yeah right. #cringe
@andytfield – To be honest. The fact @NationalTheatre can’t admit that someone said that shows everything that’s wrong with that organisation.
@joannahc – Between @catbinlady ‘s tweets and @NationalTheatre pretending they got hacked, today is a rather amusing Twitter day.
Capozzola.com
Bury it with love
• Mobilize your fan base
• Do NOT fake responses or pay for them
• Be honest and open
• Reach out on a personal level
• say you’re sorry
• Let it go
The Box
• Define the product
• Define the market
• Locate possible resources
• Identify key concepts and keywords
• Set up listening tools
• What does it do?
• What’s the message?
• What’s the timeline?
• Ongoing or quick hit?
Define the product
Define the Market
• Who wants it?
• Who needs it?
• Who are the competitors?
• Who are they talking to?
Concepts and Keywords
• Messaging
• What is the competition saying?
• Keyword evaluation tools
Locate resources
• Images
• Written content
• Audio and video
• People
• Budget
• Time
Find your networks
• Usual suspects
• Forums
• LinkedIn/Google/Yahoo groups
• YES you need to use it
• NO you don’t HAVE to tweet
What’s Twitter again?
• Micro-blogging Micro-blogging
Communications hubCommunications hub
• Buzz building Buzz building
• Team buildingTeam building
Crowd sourcingCrowd sourcing
• Fund-raisingFund-raising
SEOSEO
Setting up accounts
• Avatars
• Bio with appropriate links
• Watch your branding
• Start basic and add on
Listen, engage, repeat
• Broadcasting vs engaging
• 80/20 rule
• pre-loaded vs real-time
• Me too
• Self promotion
Doing it right
Twitter setup
• Avatars need to be square or scaleable
• 200x200 works well
• Backgrounds are additional real estate too
Set up a Twitter Acct
• Finding your people
• Creating a voice
• Generating buzz
• 80/20 rule
• Your turn, let’s do this!
• Huge market
• It’s all about the relationship your fans have with their friends
• Facebook Profile or Fan page?
• Standard pages are boring boring boring
Building a Facebook page
• Personal
• Fan Page
• Business Fan Page
• Groups
• Community Pages
Build your fan page
• Start with the basics
• Build out
• custom FBML
• Interaction not reaction
Build a Fan page
• Just get started
• tour of features
• applications
• from basic to overwrought
Who’s gonna do it?
• Just You
• Your team
• The CEO
• Volunteers
• Other staff?
Efficiency matters
• BEWARE the social media black hole
• Tools can save you
Team tagging
Editorial calendar
• Regular topics
• Event announcements and timing
• Delegate
• Leave room for surprises
Objective Marketer
• Schedule posts
• Great reporting
• A&B testing
• Landing pages
• Post to Facebook or Twitter
• Rss Feeds
• Youtube
Market performance
Schedule and delegate
Co-tweet
• Workgroups
• Unified inbox
• Groups and permissions
• Delegate
• Twitter focused
Co-tweet
Blip TV
• Total potential audience
• Shares with iTunes, YouTube, Tivo and Boxee
• TV and Computer audiences
• Video looks fantastic
• Auto distribution but not simultaneous
Gist
• Social CRM
• Cross your emails with your social connections
• Prioritize on the fly
• Multiple networks
Hired guns• You can buy 1,000 followers for $100
• You can’t make them care
Going virtual
• Virtual admins
• Offshore vs local
• Can it be delegated?
• Can it be chunked?
Ask me anything
• @Jfouts
• SocialMediaCoachingCenter.com
• Janet Fouts.com
• 408.216.7423
