Building Your Consulting Business with Social Media Buzz

Kami Watson Huyse, APRKellye Crane

The More Things Change

The More They Stay the Same

The SOCIALin Social Media

You cant take something off of the Internet. Thats like trying to take pee out of a swimming pool.Joe Ragan, NewsradioAs quoted in Groundswell by Charlene Li and Josh Bernoff

Image by Brian Solis, http://tinyurl.com/6ex3fx, FlickrIs this scary?

Not the answer

Social Media Benefits:Build relationshipsSupport networkLead generationAdvance skill setUnparalleled learning opportunitiesRaise visibilityIncreased awareness of you and your servicesDemonstrate expertiseOpportunities to show thought leadership

Going PublicCome out from behind the curtain

Find your voice/ niche/point of view

The SWARMEncouraging BuzzBuildEavesdropEchoSocialize

Google Profilegoogle.com/profiles/me

LinkedInOnline resumeConnectionsRecommendationsVanity URLStatus updatesApplicationsGroupsQ&A

Twitter

Who to follow?Search other networks (Gmail, Yahoo, AOL)Find someone with similar interests and see who they followTools like MrTweet.net, Twellow.comReturn follow someone who follows you (with caveat)@skydiver, @kamichat, @KellyeCrane

What to Say?Share linksAmplify othersGive tipsBe a resourceShow expertise

Facebook

Additional OutpostsDelicious.com Slideshare.com

Video sharing (YouTube, Vimeo, etc.) Backtype.com

delicious.com/KellyeCrane/tools

Blog CommentingGet on the radar of key influencersShowcase critical thinking abilitiesUse RSS to keep track of blog updates for commentEmail, Google Reader, NewsGator, Bloglines, etc.Resources: RSS in Plain English Google Reader for Beginners

To blog or not to blog?Intermediate stepsGuest PostPROpenMic.comFacebook NotesTwitter

Content: Editorial MissionPhoto by Dai, Flickr

Blog Editorial MissionCommunication Overtones is dedicated to finding and sharing the best communication strategies and tactics to connect and build relationships with stakeholders - both online and off - because great communication is the high note, or overtone, to a great company

Blog ContentTarget your passionsRe-purpose content already createdGet inspired by others

Build a Blog Website

Blogging MechanicsPlatformWordpress.org Wordpress.com Typepad.com Blogger.com Ready-made themes availableFree: http://wordpress.org/extend/themes/lightword Paid: http://www.justskins.com/themes/wordpress-themes Many more (Google Wordpress theme gallery)

Finding Time

Benefits of Social NetworkingNew influentialsFeedback loopEarned mediaGoogle friendlyLaunching point

Shared vs. Broadcast14501906187619281991

10 Opportunity CostsCompetitive disadvantageRumors and innuendoNo crisis platform Employees talkOpportunities missedSilence equals guiltLost search benefitDefined by othersNo early warningNo direct channel

This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebaus new book about how our sex-obsessed culture damages girls.Amy Jussel, Founder Executive Director, Shaping Youth

Off TargetTargets e-mail response:

Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.

Off TargetTargets response to the New York Times:We do not work with bloggers currently, said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. But we have made exceptions, Ms. von Walter said. And we are reviewing the policy and may adjust it.

Feedback Loop

The Connected CorporationFrom The 5 Competencies of the Connected Corporation, Communication Overtones, http://twurl.nl/ojcxsv

5Ws: Define Your Stakeholder

The Social Technographics LadderGroups include people participating in at least one of the activities monthly. Forrester Research Inc.

Measureable ObjectivesFrom Communication Overtones, Triad of Measurement, http://twurl.nl/p4uq4j

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ObjectivesLaunch of roller coaster/water ride, Journey to AtlantisBuild relationships with the online coaster communityBuild awareness for the early opening of Journey to AtlantisDrive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis

JTA StrategiesProvide informationMake assets available to coaster enthusiastsBuild long-term relationships with coaster enthusiast influentials

JTA TacticsLaunch a purpose-built, multi-media web site to highlight the coasterOutreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiastsBuild relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocastsInvite the American Coaster Enthusiasts to be VIP partners in opening the ride

JTA Results: InterestThe Website received 78,264 visits and 170,644 page views from May through August 2007. The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. Flickr photos have been viewed 102,101 times to date.Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider. The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.

JTA Results: AttitudesThe coverage was largely positive in tone, with some expected negativity about ride intensityThe American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. These riders later left positive comments on YouTube videosACE invited SeaWorld San Antonio to attend its annual meeting in 2008Robert Niles, Theme Park Insider

JTA Results: ActionsIn guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue.

Link to Full Case Study: http://tinyurl.com/JTAROI

A Word About EthicsAstroturfingMisrepresentationIntellectual PropertyPay-per-PostSponsored posts

Tools

Video

Analytics

Survey Sentiment

Facebook Tools

Social Media News Room (SMNR)

SMNR Tool

SMNR Tool

Monitoring

Blogger|Media Relations

Blogger|Media Relations

Blogger|Media Relations

Blogger|Media Relations

Blogger|Media Relations

More Measurement ToolsGoogle Blog Search (Poor mans clipping service)Twitter Search (related discussions)Technorati (number of links, authority)Google Analytics (site statistics)TubeMogul (video views on all platforms)Facebook Insights (automatic on business pages)Feedburner (subscribers)Compete, Alexa (traffic)Quantcast (demographics)

Client Community ToolsNingFriendFeedTwibesFacebook PagesYammerLinkedIn Groups

Suggested ReadingNaked Conversations, Robert Scoble and Shel IsraelThe New Rules of Marketing and PR, David Meerman ScottNow is Gone, Geoff LivingstonMeasuring Public Relationships: The Data-Driven Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit BhargavaGroundswell, Charlene Li and Josh Bernoff

Kami Watson Huyse, APRPhone: (713) 568-5750E-mail: kami@myprpro.comTwitter: kamichatBlog: Communication OvertonesWeb site: www.myprpro.com

Kellye CranePhone: (404) 892-6020E-mail: kellye@cranecom.com Twitter: KellyeCraneBlog: Solo PR ProWeb site: www.cranecom.com

**Social Media and NetworkingPowerful tools + Easy to use = Everyone can create content

*Its about people and connections just in new formats.*For independents, the segments of our lives already overlap. Social media crosses all boundaries.

*You probably already have a Facebook account. Some of you may have other accounts like MySpace. Its been said, but it bears repeating: Its important to keep in mind that all of the information on the Web is public and can be discovered. **Many tactics used to promote your PR business will carry over into your client work. ***Social Media is tailor-made for PR consultants. You can gain access to influencers and achieve the same level of visibility as the big guys it levels the playing field.

**Start with the foundation and work your way up. *As independents, one of the goals is to legitimize our businesses perception is reality.

Build a social media hive, with a collection of outposts that tie back to the main hiveMutually beneficialCross pollinatingSocial, 2-way**First step. Create your own Web presence in 5 minutes. Well indexed (obviously), can include links to your existing Web site and Outposts as you build them for increased visibility and SEO. *Google profiles provides an excellent benefit for those with easily misspelled names***-Recent changes have made it rank highly on Google- Usually hits first page. Worth joining to gain bio visibility, even with a small number of followers. -Bio characters are limited, so use them wisely. Dont be so clever that you forget your elevator pitch of what you do.-Dont be shy - upload a photo from the get-go. Use picnik.com to tweak

***-Important to learn the mores of Facebook before you need to know them for a client -Can use groups to separate your friends from work colleagues-Use applications like Notes, Networked Blogs for a richer experience-Explain: Groups, Biz Pages, Fan Pages, Groups and Profile**Organize clips for their clients**-Blogging requires time and a commitment to producing content on a regular basis. -Its a highly effective way to demonstrate your abilities-If you choose not to blog right now, there are alternatives/intermediate steps***Link to others content

*Home page is the blog, additional pages offer information about servicesBuilt on ThesisA blog can replace a Web site, or the two can be mergedGo to

*-Domain name-Recommend new blogs go with Wordpress***Building on what youre doing for your own business, your clients will have special considerations**People are talking anywayInfluence mediaReach stakeholders directlyBecome findableClosed-environment pass

One-to-oneOne-to-manyMany-to-Many*Making the case to your clients.*Competitive disadvantage: More companies are incorporating social media into their communications arsenal every day. If your competitor does this before you and does it well, they will enjoy a significant bump in perception. Rumors and innuendo: Some of the most harmful attacks a company could encounter include out-of-control rumors and false information. Rumors are much easier to correct when caught early. Being in social networks is a quick way to set the record straight. No platform to respond in crisis: When there is an outcry in social media channels, a pre-existing presence in social networks give you an advantage. Employees talk: With 35% of people that use the Internet saying that they use social networking sites, it is a given that a large percentage of employees have one or more social profiles. Moreover, It is likely that they will occasionally talk about their job. By giving these employees guidelines, companies can harness positive word of mouth, avoid inappropriate comments and have reasonable consequences in place. Opportunities missed: One of the unintended benefits for companies that participate in online social communities and blogs are the opportunities that unexpectedly present themselves. Just by participating, a company sets itself up to be recognized in a positive manner by the community. These are as important to consider as the downsides (negative comments, etc.). Silence can equal guilt: By not being present in social networks, it would take an unacceptable period of time to respond appropriately, causing a company to seem silent when it simply is out of touch. In social networks, response must happen in hours vs. days. Lost search benefit, search engine optimization: Regularly updated information, such as a blog or news site, would help to raise the profile of a company in search engines. And as it has been said, Google is the new corporate homepage. Defined by others: The issues important to a company and which impact its overall reputation will be defined by others if you don't take a leadership position. No early warning: Monitoring social media channels often reveals potential problems that could break out into a broader media audience. By not being involved, companies are missing out on this early warning system. No direct channel: Social media provides a means by which you can reach out directly to your stakeholders without having to rely on the media to deliver the message. It is an important part of modern communications planning.

******Listening is just as important as talkingInterruption vs. permission marketing*Connected or In The Loop: An ability to cater to an heightened customer expectation for a company to listen and respond in real time Nimble: A process in place to incrementally release anticipated information, instead of waiting for everything to be perfect Responsive: The ability to accelerate solutions to customer problems Organized: Tightly integrated internal collaboration to bypass antiquated bureaucracy Accountable: Accountability by internal players to both the business objectives of the company and the needs of the stakeholder

*Who is the customer/stakeholder?What is their need?Where are they hanging out online, see tool?How can you meet their needs online? Info, tools, assistance, customer serviceWhy would they choose to interact with the company in social networks?

*From Groundswell. Find your audience

Technographics Delicious/Enterprise **Interest: How interested are people in [insert name, thing, company] AnalyticsAttitude: What attitudes do people hold about [insert name, thing, company] SurveysAction: What actions, that matter from a business perspective do people take as a result of your campaign. Sales, Attendance, Leads (ROI and Business Performance measures)*************Insights

*-Web 2.0 has created a new group of online influencers - forcing an evolution in the practice of PR. The Social Media News Releases and Newsrooms are an often discussed new tactic. By delivering rich media in an easy-to-use format, you make it easy to cover your client for traditional and non-traditional media alike.***Large number of paid tools available to monitor **********