Social Media Training: Advanced practice bootcamp
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Social Media Advanced Practice
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The social media training bootcamp for PR University. This is the advanced practice class.
Transcript of Social Media Training: Advanced practice bootcamp
Social Media
Advanced Practice
Strategy Recap• Set Goals• Listen• Find Communities• Find Influencers• Content Strategy• Pick Tools• Deliver Content• Engage• Facilitate• Measure
What we will cover today
• Social Media Press Releases• Social Media Sites• Syndicating content with RSS Feeds• Facebook• Blogger Relations• Twitter• Video• Social Media Newsrooms
Who is your audience for news?
News Engines
Search Engines
Journalists
Bloggers
The Public
Google Universal
How To Optimize Your Releases
• Firstly, key word research needs to be done.
• Tool: Nichebot
Sample of Keyword ResearchSearch Term
Searches per day
Google Competition¹
Investor awareness 0 2,020,000 Investor awareness index 0 1,760,000 Investor hub 44 2,000,000 Institutional investor 19 2,700,000 The intelligent investor 16 6,990,000 Investor connect 14 10,100,000 Stock picks 2,490 12,400,000 Stock market predictions 781 2,200,000 Stock market investing 123 27,000,000 Stock market trading 105 40,600,000 Stock market prediction 80 2,290,000 Investing in the stock market 60 25,900,000 Stock ratings 15 27,600,000 Stock rating 13 129,000,000 Investing in shares 3 15,200,000
Keywords
• You need to choose one main keyword or phrase and one or two minor keywords or phrases
• Write the release with these words in mind.
• Focus on the main keyword or phrase.
Headlines
Google indexes 65 characters of the headline
Yahoo News indexed 85 characters with spaces
Headline Example
• “Dry Skin Study On Shielding Lotion Takes Beauty Beyond Skin Deep For Healthy, Youthful Skin”
Headline Example
Seventh Generation, the Environmental Working Group and Dr. Alan Greene Conduct Educational Event about Chemicals and Our Children
130 characters
How Harmful Chemicals Are Affecting Our Children 50 charactersSeventh Generation, Environmental Working Group and Dr. Alan Greene address the issue of harmful chemicals in consumer products
Add Social Elements on Your Site
Syndicate the contentThe Social Power of RSS
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Publisher creates the RSS file and places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to the feed and retrieve its content whenever they want
Digg
Stumble Upon
Kirtsy
Newsvine
Propeller
Hugg
C2NN
• Forrester predicted FB would achieve the same number of registered users as MySpace in Q4 of 2008, or early 2009
• More of a lifestyle play
FB demographics
* Over 55,000 regional, work-related, collegiate, and high school networks* More than half of Facebook users are outside of college* The fastest growing demographic is those 25 years old and older* Maintain 85 percent market share of 4-year U.S. universities
User Engagement
• Sixth-most trafficked site in the United States (comScore)* More than 65 billion page views per month* More than half of active users return daily* People spend an average of 20 minutes on the site daily (comScore)
What You Can Do with Facebook
• Increase awareness and reach• Target distinct markets• Test market• Forge relationships
Applications
• No. 1 photo sharing application on the Web (comScore)* Photo application draws more than twice as much traffic as the next three sites combined (comScore)* More than 14 million photos uploaded daily* More than 6 million active user groups on the site
International Use
• * Canada has the most users outside of the United States, with more than 7 million active users* The U.K. is the third largest country with more than 7 million active users* Remaining top 10 countries in order of active users (outside of the U.S., Canada and UK): Australia, Turkey, Sweden, Norway, South Africa, France, Hong Kong
How to Use Facebook
1. Put up a strong profile2. Reach out to others in your space3. Build your relationships through common
friends4. Create a page5. Start a group6. Use notes and photos7. Hold a Facebook Event
Jeep Page
85 000 fansAlmost 4000 fan photosMore than 80 fan videos650 discussion topics in the forums
Victoria Secret page
An engaged and active communityOver I million fans12,000 wall posts1200 discussion topics
Crest campaign
• P.& G. invited Facebook members in 20 college campus networks to become “fans”
• It attracted 14,000 fans
Vancouver Dine Around
• 2008 6604 members• 2009 Starts in Feb already 5500 members• Created an active community that is very
engaged• Got excellent insights into their demographic• Have an engaged audince to market to
Small Business - Photography
• Wedding photography• Portraits of graduating seniors• Targets families with upper income bracket• Uses the birthday feature to email gift cards
for a portrait• Reaches seniors directly
Results over 6 months
• 75% of students are introduced via Facebook• No ads or direct mail anymore
Lessons
• Know your audience - Facebook does not make sense for every business
• Be a member of the community – not an advertiser
• Use the tools to maximum advantage. Use the apps to best forward your goals and allow others to promote your work easily
• Engage – create a community around your page
Campaign for Target Back to School
“Our attitude had to be that we were taking advantage of an environment that already exists; we aren’t there so much to tell a story, but to put on a party, giving the students a platform for social interaction.”
Mauro Cavalletti, Creative Directory at AKQA.
Campaign Don’ts
• Infringe on copyright or intellectual property• Pretend to be someone you’re not• Violate users privacy• Flout the accepted rules of user engagement
MySpace
The largest Social Network in North America It’s media site, primarily aimed at youth, giving them the opportunity to relate to brands and bands, as well as self-express.
Expect to see more TV and video networks to integrate and work with MySpace
This is the new generation that Generation X was to MTV.
Stats
• MySpace has more than 110 million monthly active usersaround the globe· 85% of MySpace users are of voting age (18 or older)· 1 in 4 Americans is on MySpace
• in the UK it’s as common tohave a MySpace as it is to own a dog
Jeep Campaign
MySpace is known for promoting emerging musical artistsOne of the top selling points of the new Compass -- a powerful stereo system300 live musical concerts were set up throughout the countryData could only be found on the MySpace page
Fans could track the tour, listen to artists, and find out more about each artist via the MySpace pageArtists performed out of the Jeep Compass by folding down the seats and hooking up their guitars to sound systems This resulted in over 12,000 friends, over 258 comments, over 12 forums, and over 1.3M clicksThere was also significant traffic driven to the main Jeep Compass site
Blogger Relations
Blogger Relations - Wrong
Not every public relations firm is an expert in dealing with bloggers. Some are waking up to the blogging phenomenon but just guessing at the influencers
They’re simply adding blogger e-mail addresses to their distribution lists, without taking the time needed to see what it is each blogger covers, learning their focus areas, or personalizing an angle.
Who to “Relate” to and With
Others are aggressively hustling the top two to five names and ignoring the second layer - which creates stress for those pursued, and resentment for those who are ignored.
Find the right bloggers
Finding Bloggers
Paid tools – Radian 6, Ecairn Conversation, Buzz Logic
Free tools – Google Blogsearch, Ice Rocket, Technorati, BlogPulse
Identify the influencers
Google Blog Search(keyword/brand names) Find postsAlso check Ice RocketCheck ranking in TechnoratiCheck AuthorityCheck back links in Yahoo Site ExplorerCheck traffic in Alexa and Compete
Create a ranked list
Read Their Blogs!!!!!!!!
Do your homeworkFind a post that is relevantLeave a comment – a pertinent commentRepeatSee if they are on TwitterFollow themReply to tweets
Build relationships
Then…
Offer them some content that is useful for their blog Don’t always make it about your client Be a resource for them
Face time
Meet in person if possible.
Presence Application
There is a killer on the loose under the covers of instant messaging, and no, it isn't malicious; It's a killer application that has the potential to revolutionize the way companies collaborate and communicate.
The killer app is presence
"In the future, presence will be the underlying [network] capability, and IM will just be one of the apps that takes advantage of that.“
Source: Nemertes Research.
Top Ten PR Tips
1. Be a good Twitter Citizen2. Send Direct Messages Faster3. Twitter Karma –follow status4. Gauge topic traction – Tweetscan5. Stats and Data Mining – TweetStats6. Fast News Alert – subscribe to feeds7. Put your Twitter stream on your blog.
Get Started
Set up accountLook at top 100Find top PR people Decide who to followStart tweeting regularly
Something of Value
What has my attention What am I thinking aboutWhat interesting article have I just read
Rather than - what am I doing
Case Studies
• Zappos• Wine Library• Whole Foods• Dell• Jet Blue• ComCast• HRBlock
Video
Online video has continued to grow
Jan 2008 saw YouTube’s traffic up to 31.3% of all online video’s viewed in the United States, up from 28.3% in September 2007
2nd largest search engine
YouTube runs neck and neck with Yahoo as the second largest search engine
People go to YouTube and search for videos on the subject they are interested in
YouTube Channel
YouTube Channels are an excellent way to create a branded online entity for video content Take advantage of the YouTube traffic (estimated 200 million video clips shown every day)
Custom Design
Custom design the channel so it interfaces seamlessly with your existing web presence
Host on Your Own Site
You want your own look and feel in the playerWith YouTube player there is no way to auto start or do a URL redirect to your sales pageThere is no way to do tracking links so you can track from where your visitors are comingYouTube puts search boxes in the video that takes visitors away from your websiteYou have no control over the video you produced.
Veeple Advantages
• Currently free• Host your video• No cost per view charges• You can add interactivity• Measurement – analytics provided
Social Media Newsroom
Aggregate all your social media content in one place
