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?

Facebook

Adidas Ernst & Young

Jeep WeSeed

MySpace

H&R Block Rock Bottom Brewery

Jeep Bigelow Tea

• YouTube

• Twitter

• 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 | smclouisville@gmail.com

Michelle Jones | OnAPathMedia.com | info@onapathmedia.com |@michellej

David Finch| DavidSFinch.com | dsfinch@gmail.com | @davidfinch

Brendan Jackson | cre8.com | brendanj@cre8.com | @jackbr4

Jason Falls | SocialMediaExplorer.com| jfalls@doeanderson.com | @jasonfalls

Photo by Aaron Marshall