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Social Media Club Louisville's April boot camp for marketing, advertising and public relations presentation.
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Social Media Boot Camp
For Advertising, Marketing & Public Relations
Social Media Club Louisville
April 14, 2009| Frazier International History Museum
Agenda
•Listening
•Blogging
•Web Video
•Blogger Relations
•Leveraging Social Networks
•Measurement
•Tools
Takeaways
•Understand The Basic Tools Better
•See The Strategic Approach
•Sign Up For Google Alerts, RSS, Twitter
•Add More Advanced Tools To Your Arsenal
Social Media Users
Social MediaMechanisms•Blogs
•Instant Messaging/Chat/Microblogging
•Social Networks
•News Aggregators
•Bookmarking Sites
•User-Generated Video, Photos, Audio
•Collaborative Creation & Feedback
•People are talking about you. Why aren’t you?
•Trusted brands can ask questions and expect answers.
•Enthusiastic fans will market for you.
It Starts With Listening
• How to find conversations about your brand
• The difference between monitoring and measurement
• How to participate/respond meaningfully
• How to mine information for the company good
• How to apply audience intelligence across the organization
Learning to Listen
Free Monitoring
▪ Google Alerts (http://www.google.com/alerts)
▪ Twitter Search (http://search.twitter.com) (RSS)
▪ Technorati (http://www.technorati.com)
▪ Bloglines (http://www.bloglines.com) (RSS)
▪ Icerocket (http://www.icerocket.com) (RSS)
▪ Others (MySpace, Facebook)
Finding Conversations
Google Alerts
Twitter Search
Bloglines Search
Radian6 (http://www.radian6.com) Scout Labs (http://www.scoutlabs.com) Evolve24 (http://www.evolve24.com) Techrigy (http://www.techrigy.com) Vibemetrix (http://www.vibemetrix.com) BrandWatch (http://www.brandwatch.net) K.D. Paine & Partners (http://www.kdpaine.com) Nielsen Online (http://www.nielsen-online.com) Cymfony (http://www.cymfony.com) Collective Intellect (http://www.collectiveintellect.com) MotiveQuest (http://www.motivequest.com)
Paid Monitoring & Measurement
Radian6
Actionable (Monitoring)▪ Conversations▪ Mentions (Positive & Negative)
Measuring▪ Number of conversations/mentions▪ Sentiment & Tone▪ Competitors▪ Influencers (Comments, Subscribers, Audience)
What Am I Looking For?
Monitoring vs. Measurement
Monitoring is:
Watching and/or listening to conversations in order to determine course of action
Measurement is:
Quantifying or qualifying conversations to establish success, failure or comparison
Participating Meaningfully
Respond rapidly (bad and good)
Saying “I don’t know” is good, so long as you find out and respond
Let social settings be your guide
Provide Value = Earn Credibility + Consistency Over Time = Earned Trust
Earned Trust = Influence
Mining for Information
How To Get There
Earn credibility and trust
Ask for permission
Don’t be a broken record
Say “Please,” “I’m Sorry,” and “Thank You.”
Mining for Information
Examples
Input On New Products
Idea Gathering For New Products/Improvements
Gather Responses To Policy Changes or Positions
Gauge Reactions To Company Decisions Before Made
Applying Intelligence
Learn to trust your consumers
Gather learnings then do something with them
Champion the consumer up the ladder
Empower employees to utilize social media
Make everyone responsible for company reputation
Start by listening and participating internally
It Gets Better With Participation
•Content is king for a reason.
•Providing relevant content energizes your fans.
•Energetic fans will market for you.
blog |bläg|noun
•A regularly updated website with content organized in reverse chronological order
•A contraction of the term “web log”
A few blogs(no, not all blogs are political)
?Why Have a Blog?
Over 56
million Americans read blogs regularly
Pew Internet & American Life Project http://www.pewinternet.org/PPF/r/130/press_release.asp
Benefits of blogging
Blogs allow you to tell your stories
Blogs give your organization a human voice
Blogs open up a clear line of communication between you and your supporters (and potential supporters)
They allow you to build more direct relationships
Blogs are easy
Blogs are search engine friendly
Image by Will Lion http://flickr.com/photos/will-lion/3131228673/
How to: start blogging
Blogging/editorial policy
Comment policy
How to: fail at blogging• Don’t be open, transparent and authentic
• Give blogging responsibilities to people who aren’t passionate about your organization and your work
• Don’t trust your staff to represent the organization on the web
• Don’t allow comments or don’t pay attention to the comments that you get
• Regurgitate press releases instead of writing interesting and useful content
• Forget to feed and nurture your blog
Comment Policies
• Know what you want & what you don’t want so you can be clear in your hopes and expectations for commenters
• Ask for what you want and reward folks who give it to you
• Power to the people (or down with legalese)
• Moderation is your friend
• Having a sense of humor never hurts
Editorial Policies
• Why are we participating?
• What’s the tone we want to convey?
• Would I say this standing in the middle of a packed Freedom Hall?
• Organization participation and personal participation (ask nicely)
Remember
• Be useful
• Be informative
• Be interesting
Resources
Bloggingwordpress.com
blogger.commovabletype.com
google.com/analyticsregister.com
haveamint.com
Blogsconsuminglouisville.c
omtreehugger.comskipalunch.comlifehacker.com
imamuseum.org/blogengadget.com
dooce.comseriouseats.com
Blogger Outreach
• How to identify relevant blogs
• How to differentiate between them
• How outreach is different (and the same)
• Why outreach isn’t enough
Finding The Right Blogs
• Technorati (www.technorati.com)
• Google Blog Search (blogsearch.google.com)
• Bloglines (www.bloglines.com)
• Old Fashioned Google Search (www.google.com)
• Look At Blogrolls Of Those You Find
Searching
Which Are Better?
Traffic
RSS Subscribers
Comments
Bookmarks
Blog Honors
Twitter Followers
Determining Traffic Alexa.com
Determining Traffic Compete.com
Determining Traffic Quantcast.com
Best, but opt-infor bloggers
• RSS Subscribers
• Comments
• Bookmarks
• Blog Honors
• Twitter Followers
What Makes It Better?
Postrank Subscribe to Feeds
Add Postrank Plug-ins (www.postrank.com)
Shows relative influence
Postrank Now Has Community Managed Topic Lists
Ranks Blogs, Not Posts
Watch The Time Frame
Bad Blogger Outreach
Good Blogger OutreachSubject header: “Opening myself up to your pointed criticism!”
Hey Kevin,
I’m the social media guy for Beam Global and long-time admirer. We’ve just launched a campaign (hoping to soon call it a “movement” though now that I think about that, I need a thesaurus) that I’d love your feedback on if you can spare a moment or two. Figured since you’re a marketing big shot who gets Web 2.0, it might raise your eyebrows.
Jim Beam is spending its budget this year marketing people who exhibit the brand persona, not the brand itself. (Bear with me, dude. It’ll make sense in a sec.) We’ve found an initial group of people who exhibit true character, integrity, perseverance through struggle, etc., (The Stuff Inside) and we’re marketing them — helping them because it’s the right thing to do. We’re walking the talk. One such subject is even a comedy troupe you might enjoy called Summer of Tears. Good videos.
Social Media Release: http://www.thestuffinside.com/socialmediarelease/Site: http://www.thestuffinside.com
I developed the social media strategies. Beam’s being kinda brave changing the way they market themselves. I’d just love to get your feedback on it all.
Thanks for the time, man.
Jason
Good Blogger Outreach
Five shiny stars for this pitch from Jason. Let’s review what makes it work:
Personalized- says he’s long-time fan (and how can I disprove that, right?)
His subject header is brilliant: “Opening myself up to your pointed criticism.” That makes me feel like he wants my critique not my gratuitous plug. Big difference. Totally caught my attention, and I scan e-mail at best.
Low key. Jokes. Calls me “marketing big shot.”
Sounds like an e-mail. Not a press release. Uses words like “thanks for the time, man.”
Learn from this, dear PR people. Especially you 1.0 PR people that are still sending bloggers press releases. That is so 2002.
Bloggers Are No Different Than Media
The Problem Is We’ve Been Treating Media Wrong
Technology Has Lulled Our Industry Into Laziness
Bloggers React The Way Media Should Have
(All Jason’s Opinion)
Blogger Outreach Reminders
Focus On The Relationship NOT The Release
Stop Using Blasts And BCCs
Aim For Quality Not Quantity
The Old Culling & Editing Lists Is Now Participating
Read blogs
Comment when compelled
Interact on social networks
It’s More Than Outreach
• Understand Each Has Its Own Social Norms
• Participation And Providing Value Are Key
• Know Which Ones Make Sense For Your Brand
LeveragingSocial Networks
History
Demographic Makeup
Why It’s Hot
Facebook vs. MySpace
How Marketing There Differs
Does It Makes Sense
52.5% are 35+
10.5 MM Men, 35-54 on Facebook
26.4% of all users are women, 35-64
30.2% of all users make $100K or more
87.3% white; 9% black; 1.5% Asian; 2.2 other
Is your audience there?
52.6% are 25-54
14 MM are 45-64 (20%)
25.2% of all users are men, 25-54
27.5% of all users are women, 25-54
82% white; 12% black; 1.3% Asian; 2.4 other
Is your audience there?
Adidas Ernst & Young
Jeep WeSeed
MySpace
H&R Block Rock Bottom Brewery
Jeep Bigelow Tea
• YouTube
• Digg
• Tip’d
But There’s MoreThan Just The Big Boys
• Ning Communities
• Popular Blogs
• Louisville Mojo
• Forums/Message Boards
Measuring Social Media
•Begins with Trust and Transparency
•Build Upon the Framework of Social Media Measurement
Create Benchmarks First
Social Sites
Search Engine Rankings and Referrals
ROI Benchmarks
Framework for Measuring Social Media
Attention – Traffic to Your Content
Participation – Engagement and Interaction to your Content
Authority – Rankings and Inbound Links
Influence
Measuring the Effects of Social Media
TrafficVisits to Your Website
Page Views
Facebook Brand Pages
Community Pages
InteractionComments
Downloading
Voting
Reviews
Tagging
Content Creation
SalesIncome that is generated due to social channels.
Leads
Search MarketingIncrease in Search Rankings
Inbound Links
Traffic via Pay-Per-Click
Brand MetricsBrand Advocates
Recommendations
Customer EngagementConversations
Website Traffic
Downloading
Subscriptions
Sentiment
Shared Content
RetentionReturn Visits
Brand Advocates
Profits
• Engaged customers are your best R&D.
• Being a partner is better than being a supplier.
• Collaborative partners will market for you.
The Future Is Collaboration
Internal Changes Nothing
•Listening – Employees want a voice and to be heard
•Participating – Providing them with access, information and empowering them to share breeds loyalty
•Collaborating – Embracing employees as stakeholders and collaborators is a proven business model
Social Media ClubProvides Answers
SMCLouisville.org | [email protected]
Michelle Jones | OnAPathMedia.com | [email protected] |@michellej
David Finch| DavidSFinch.com | [email protected] | @davidfinch
Brendan Jackson | cre8.com | [email protected] | @jackbr4
Jason Falls | SocialMediaExplorer.com| [email protected] | @jasonfalls
Photo by Aaron Marshall
