1. How to Get SocialAgain
Presented by
Kevin McFall
VP, Global Business Development
NNPA Mid-Winter Conference 2011

2. Part 2 of 3 the Social Media Academy
How to Integrate Social Media into Your Websites and Connect it to Your Print Product
Connecting to the platforms
Empowering your audience to share
Now that youve built it, how do you leverage it?
Developing an Audience
Knowing the Rules of Engagement
Which Social Content Matters?

3. The Basics of getting your site social
Empowering your users to share and push content from your site to social media
Share This
Email to a friendTweet this to Twitter
Like this Or Recommend this to Facebook
Buzz to Yahoo! Buzz or Google Buzz
Comments and Ratings

4. Its All About the Content

5. Facebook Connect & Likes

6. Getting Tweets to and from

7. Best Practice Examples - WaPo

8. Best Practice Examples -Washington Informer on Facebook

9. USAToday on Twitter

10. DevelopingAn Audience

11. Video and Photo Sharing Sites
Blogs
Where is your audience?
Where do you need to be?
Where is Social Media?
Wikis
Forums
Microblogs
Review sites
Social Networking
11

12. Who Must You Have in Your Audience?
Passionates
Influencers
Ad Hocs

13. Passionates
Passionates are people who care deeply about topics that are too niche to impact the mainstream zeitgeist. But within those areas of interest, they are acknowledged, respected, and taken seriously even if their audiences are relatively small. These are often the original bloggers. Folks who care enough to create.

14. Influencers
Influencers are people who have large groups of followers, across different online strata. They almost always started out as Passionates but have crossed over into a more mainstream role. They are the tastemakers. Sometimes they are part of the modern media but this is actually fairly rare. The authority that an Influencer gained (while still a Passionate) has eclipsed traditional medias credibility.

15. Ad-Hocs
Ad-Hocsare everyday folks. They deserve attention, too though that is very hard to scale. By being patient and proactive with as many folks as possible, a brand marketer gains grassroots respect that is eventually noticed by bigger fish.

16. Cutting through the NOISE
What social media matters?

17. The Top 10 Conversations
To Listen for
in Social Media
What should a company listen for?
How should we respond or engage?
How can we monitor it all?

18. #10 -
The Complaint

19. #9 -
The Compliment

20. #8 - The Problem

21. The Question / Inquiry
#7 -

22. #6 The Campaign Impact
2

23. #5 - The Crisis
Tiger
Woods
Shirley Sherrod & Tom Vilsack
Toyota Recalls
BP Oil Spill

24. #4 - The Competitor

25. The Crowd
#3 -

26. #2 - The Influencer

27. The Point of Need
#1 -
WE ARE
HAITI

28. Review of The Top 10 Conversations To Listen For
The Point of Need
The Influencer
The Crowd
The Competitors
The Crisis
The Campaign Effect
The Inquiry/Question
The Customer Problem
The Compliment
The Complaint

29. Monitoring Social Media
How to Determine Who, What and Where to Engage

30. Social Media Policies
Create a policy to outline marketing and PR campaign best practices, employee rules, customer support responses, etc.
Be transparent in all communications, never misrepresenting.
Post meaningful commentary, using common sense Include who can participate, what the workflow and approval processes are, what the
Avoid activity surrounding crisis and company confidential issues

31. Social Media Monitoring
Know whats being said. Catch the buzz about your brand.
Relevant Keywords & Topics
Influence Reach, expertise, credibility
Sentiment - Positive, Neutral or Negative
Volume of Buzz
How to catch the Buzz:
Search Google Alerts, Twitter Advanced, Bing
Dashboards
Cision Social Media Monitoring
Hootsuite, Tweetdeck, etc.

32. Cision Social Media
Monitor all forms of social media, including blogs, top video- and image-sharing sites, forums, opinion sites, and micro-blogs like Twitter - all filtered by country and media type.
Receive daily social media reports to see the most viral posts related to your brands and track the volume of buzz around keywords tied to your campaigns.
Track the viral success of each story with constantly updated influencer metrics.
Quickly sort your results by influencer scores, comment count, unique commenters and publish date.
Set up custom email alerts and search terms to automatically sort and manage your social media coverage.

33. Rules of engagement
Engage: The Complete Guide for Brands and
Businesses to Build, Cultivate, and Measure
Success in the New Web

34. Excerpts from 21 Key Rules of Engagement
1: Discover all relevant communities of interest and observe the choices, challenges, impressions, and wants of the people within each network
2: Participate where your presence is advantageous and mandatory, dont just participate anywhere and everywhere or solely in your own domains (Facebook Brand Page, Twitter conversations related to your brand, etc.)
7: Observe the behavioral cultures within each network and adjust your outreach accordingly

35. Excerpts from 21 Key Rules of Engagement Contd.
9: Become a true participant in each community you wish to activate, move beyond marketing and sales
10: Dont speak at audiences through canned messages, introduce value, insight and direction through each engagement
21: Give back, reciprocate and recognize notable contributions from participants in your communities

36. Q & A
Kevin McFall
Email: Kevin.McFall@Cision.com
On Twitter: @JournoPR3point0
Office: +1.312.873.6534

37. Social Media Resources
Sites to keep up with latest trends:
Mashable.com
TechCrunch
Setting up a blog:
Blogger.com
Posterous.com
WordPress.org
Sites for specific Social Media platforms:
OneForty.com (SM Tools)
TweetMeme (Twitter)
Facebook Developers (FBk)
Monitoring Tools:
Google Alerts
Hootsuite, TweetDeck