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The Conversation: An Introduction to Social Media

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<a href="http://tactica.ca">Tactica Communications</a> explores:

Social media
10 keys to social media success
Social media tools
Social media myths

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  • Duncan McMonagle chastised class for using the term “vast”.“Nothing is vast except for the universe”
  • Good example – Anthropomorphizing a product:The Phoenix Mars Lander is a great example of PR for NASA – by following the day-to-day activities of Mars Phoenix, written adorably in the first person as if the robot is a personality on an adventure on a strange, exciting, lonely world, people’s imagination is captivated and they begin to care about a NASA product the NASA brand. This social PR translates into public interest in science and the space agency will have a stronger public support base come funding time.Good example – Social service delivery:Twitter is quickly becoming one of the best tools for citizen reporting in emergencies, due to its ability to get messages to users' friends and family and provide evacuation updates—even when cell networks are overloaded. The 140-character limit means they take up a tiny amount of bandwidth, and travelling over the internet means they can cue up until there’s a gap in the network, instead of crashing the beleaguered cell system. The Red Cross channel lets them push information during a mass evacuation. Cellphone customers can sign up for Twitter ‘on the fly’ and evacuees can text ‘FOLLOW REDCROSS’ to 40404, and sign up for updates. The messages include information about where the shelters are, distribution sites, and other contact info. Disaster victims can communicate back to Red Cross by texting ‘FOLLOW SAFEANDWELL’ to 40404, the Safe and Well inbound communications line for Red Cross, with their location and emergency details.Bad example: Disturbing the FantasyIn August a fan started tweeting in character as Don Draper, the protagonist of Mad Men - a popular show on AMC. Other users took on personas of other characters, and quickly built up following of fans eager to spy on this extension of the show’s fantasy. No one realized it wasn’t AMC doing the tweeting, and the company was praised for their excellent use of social media. AMC, seemingly angry over the free advertising, overreacted and had their lawyers issue cease-and-desist orders. The Twitter profiles disappeared.“Fans of the show, including traditional media as well as bloggers and other Twitterers, were outraged and blasted AMC for their short-sightedness.\'Its legal maneuvering may go down as the single worst use (misuse) of social media,\' wrote Adrants.com. After word got out that these were fan-generated Tweets, people didn't care because social media is about fun. It's about participating with a brand (and each other) in a fun way, even if it's unofficial. But AMC just didn't understand that” and missed a huge opportunity to put this enthusiastic micro-blogger on the payroll to continue generating buzz.speakmediablog.com/2008/08/amc-issu es-take-down-on-twitter.htmlMore examples: http://online.wsj.com/article/SB122461906719455335.html
  • You can send your photo galleries out to people via email, and other members of the photo site can find you by search and comment on your photos. Search engines follow the links from your photos to your website and back again, increasing your positioning.You can detail the launch of a new product, from initial sketches to the launch party. Special events, ribbon cuttings, charitable campaigns, building relocations, awards ceremonies, talks given by CEOs…all are fodder for presenting an active picture of your brand.You can provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative. People can find you by the tags you apply to your photos, and you’ll gain a following of interested people and show up well in search results for your niche, positioning your company as leaders in your field.
  • Second Life has its own economy revolving around the Linden dollar. Residents sell products (that they develop within the game) and services.The Linden Dollar - exchangeable for US dollars or other currencies on market-based currency exchanges.Linden Lab reports that the Second Life economy generated US$3,596,674 in economic activity during the month of September 2005,[1] and as of September 2006 Second Life was reported to have a GDP of $64 Million.[2] A Virtual Economy Analyst at the Metastat statistics bureau in Second Life estimated Second Life's 2007 GDP will be between $ 500 million and $ 600 million, about nine times that of 2006. This data is of 23 February, 2007.

Presentation Transcript

  1. Slide 2: INTRODUCTION “No profession stands to influence social media more than public relations.” Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media
  2. Slide 3: INTRODUCTION o Social media defined 10:00 o 10 keys to social media success 15:00 o Social media tools 10:00 o Social media myths 10:00 o 3 take away messages 2:00 o Inspiration, Credits & References 0:00
  3. Slide 4: SOCIAL MEDIA DEFINED Social media is a conversation online. Look who’s talking: o your customers o your employees o your investors o your critics o your fans o your competition.... o anyone who has internet access and an opinion.
  4. Slide 5: SOCIAL MEDIA DEFINED The conversation is not: o controlled o organized o “on message” The conversation is: o organic o complex o speaks in a human voice Social media is not a strategy or a tactic – it’s simply a channel.
  5. Slide 6: SOCIAL MEDIA DEFINED o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
  6. Slide 7: SOCIAL MEDIA DEFINED The power to define and control a brand is shifting from corporations and institutions to individuals and communities.
  7. Slide 8: SOCIAL MEDIA DEFINED It is about putting the “public” back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool. Brian Solis, The Social Media Manifesto
  8. Slide 9: SOCIAL MEDIA DEFINED o 91% say consumer reviews are the #1 aid to buying decisions - JC Williams Group o 87% trust a friend’s recommendation over critic’s review - Marketing Sherpa o 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research o 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent * Slide courtesy of Digital Influence Group
  9. Slide 10: SOCIAL MEDIA DEFINED Social media sites are the fastest-growing category on the web, doubling their traffic over the last year. o 73% of active online users have read a blog o 45% have started their own blog o 39% subscribe to an RSS feed o 57% have joined a social network o 55% have uploaded photos o 83% have watched video clips Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
  10. Slide 11: SOCIAL MEDIA DEFINED o 40% of Canadian internet users have visited a community or social networking site o 22% of Canadians over 60 o 50% of Internet users under 30 o 25% of users 25-29 do so daily o 43% English speaking Canadians and 24% of French speaking Canadians visit these sites
  11. Slide 12: SOCIAL MEDIA DEFINED • Younger users (under 45) and women use these sites for socializing • Older users use these sites to obtain and share information • Youth (12-17) use these sites for entertainment
  12. Slide 13: SOCIAL MEDIA DEFINED
  13. Slide 14: SOCIAL MEDIA DEFINED Social media can help you in all stages of your PR campaign: o research o strategic planning o implementation o evaluation
  14. Slide 15: SOCIAL MEDIA DEFINED o Learn what people are saying about you o Create buzz for events & campaigns o Increase brand exposure o Identify and recruit influencers to spread your message o Find new opportunities and customers o Support your products and services o Improve your search engine visibility o Gain competitive intelligence o Get your message out fast o Retain clients by establishing a personal relationship o Be an industry leader – not a follower
  15. Slide 16: SOCIAL MEDIA DEFINED Reach Engagement & Influence o Website visits / views o Sentiment of o volume of reviews/comments reviews/comments o Brand affinity o Incoming links o Commenter authority/influence Action & Insight o Time spent o Sales inquiries o Favourites / Friends / Fans o New business o Viral forwards o Customer Satisfaction / o Number of downloads loyalty o Marketing efficiency Source: The Digital Influence Group, Measuring the Influence of Social Media
  16. Slide 17: KEYS TO SUCCESS 10 KEYS TO SOCIAL MEDIA SUCCESS
  17. Slide 18: KEYS TO SUCCESS o Experiment personally before professionally o Try a variety of social media tools o Be yourself, make some friends, and share
  18. Slide 19: KEYS TO SUCCESS o Spend time upfront planning how you will use social media o Think POST: o People o Objectives o Strategy o Technology
  19. Slide 20: KEYS TO SUCCESS o Find where your audience is participating and indentify the influencers o Read industry blogs (including comments) o Google your company name & your competition o Find tools that can help you listen
  20. Slide 21: KEYS TO SUCCESS o Avoid puffery (people will ignore it) o Avoid evasion and lying (people won’t ignore it) o Companies have watched their biggest screw-up's rise to the top 10 of a Google search o Admit your mistakes right away
  21. Slide 22: KEYS TO SUCCESS o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media o Make your content easy to share o Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
  22. Slide 23: KEYS TO SUCCESS o Don't shout. Don't broadcast. Don’t brag. o Speak like yourself – not a corporate marketing shill or press secretary o Personify your brand – give people something they can relate to.
  23. Slide 24: CASE STUDY
  24. Slide 25: KEYS TO SUCCESS o Think like a contributor, not a marketer o Consider what is relevant to the community before contributing o Don’t promote your product on every post o Win friends by promoting other people’s content if it interests you
  25. Slide 26: KEYS TO SUCCESS o Don’t try to delete or remove criticism (it will just make it worse) o Listen to your detractors o Admit your shortcomings o Work openly towards an explanation and legitimate solution
  26. Slide 27: KEYS TO SUCCESS o Don’t wait until you have a campaign to launch - start planning and listening now o Build relationships so they’re ready when you need them
  27. Slide 28: KEYS TO SUCCESS o You need buy in from everyone in the organization o Convince your CEO that social media is relevant to your organization o Get your communications team together, discuss the options, then divide and conquer
  28. Slide 29: THE TOOLS SOCIAL MEDIA TOOLS
  29. Slide 30: THE TOOLS o Social Networks o News & Bookmarking o Blogs o Microblogging o Video Sharing o Photo Sharing o Message boards o Wikis o Virtual Reality o Social Gaming o Related: o Podcasts o Real Simple Syndication (RSS) o Social Media Press Release
  30. Slide 31: THE TOOLS o People and organizations connect and interact with friends, colleagues and fans. o Facebook and MySpace pages provide a micro site for your business within the social framework.
  31. Slide 32: THE TOOLS o create online profiles o share photos, video, and audio, links o send private message and instant message o learn more about people and organizations o join groups and gain fans
  32. Slide 33: THE TOOLS Do Don’t o create a page to promote your o create a page and fail to brand maintain it o point your fans to your o try a hard sell approach company blog or contest o censor comments o encourage a discussion and participate frequently o spam your fans/friends with frequent private messages – o explore targeted advertising you’ll drive them away opportunities o post false information
  33. Slide 34: THE TOOLS o Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks o Community votes on your submissions so they either rise to the top or drop to the bottom
  34. Slide 35: THE TOOLS Do Don’t o link to relevant articles about o spam by consistently news in your field bookmarking your own (not just your own content) material o make friends with other o cheat by tagging your bookmarkers in a legitimate bookmarks with irrelevant way popular keywords o respect the terms of service o open multiple accounts and o (reddit allows self-promotion, vote for yourself – you’ll be digg does not) exposed
  35. Slide 36: THE TOOLS o A blog is a website with regular entries of commentary or news o Blogs serve to establish your company as transparent, relevant, active, and expert
  36. Slide 37: THE TOOLS o engage in dialogue with your customers o improve your search engine visibility o promote product launches and events o gain expert status by providing useful tips
  37. Slide 38: THE TOOLS Do Don’t o post on a regular schedule o write press releases – be real about why something is o encourage conversation by exciting asking questions o let complaints go unanswered o respond to customers' questions and concerns o make users register to comment – they won’t bother o use a few bloggers from your company for more viewpoints o delete fair but critical comments o post product reviews from customers or industry experts
  38. Slide 39: THE TOOLS o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to follow their friends o Companies use it to market their product or services by giving them a voice/identity.
  39. Slide 40: THE TOOLS o promote contests o share timely information o spread useful links o personify your brand o build credibility and influence o follow competitors
  40. Slide 41: THE TOOLS Do’s Don'ts o sound like someone who just o sound like a press release happens to work at your company o spam with constant links to your company website, either o put a friendly face on your in tweets or private messages product o pose and answer questions o announce sales, deals, news, updates, and build buzz for big releases or events
  41. Slide 42: THE TOOLS o Video sharing sites let you upload videos and share them with people. o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
  42. Slide 43: THE TOOLS o helps you gain exposure and direct traffic back to your website o sparks interest without a hard-sell o videos can be low-fi and cheap to produce - immediacy and content is more important than quality. o videos can be a place to showcase your leadership in a field, and spread customer testimonials
  43. Slide 44: THE TOOLS Do Don’t o be informative, useful, or o just upload infomercials entertaining o be afraid to experiment until o create a summary and find a formula that works. detailed description o pull down other people’s o post video replies to others videos showcasing your product for copyright o allow commenting and infringement participate in the conversation o make your video longer than it o save bandwidth costs on your needs to be – keep it concise website by hosting videos on and entertaining YouTube
  44. Slide 45: THE TOOLS o Photo sharing sites give you a place to upload and organize your photos o You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.
  45. Slide 46: THE TOOLS o detail the launch of a new product, from initial sketches to the launch party o promote special events, charitable campaigns, and awards ceremonies o provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative
  46. Slide 47: THE TOOLS Do Don’t o tag your photos with relevant o stuff linked keywords into keywords your photo descriptions or comments o use your web site address or brand name as your Flickr o plaster your URL all over the screen name photos you upload o upload quality photos of your o discourage people from products/services, and things using your photos (as long related to your business as they provide attribution such as a link back to your o link prominently from your web website) site to your Flickr photostream
  47. Slide 48: THE TOOLS o An Internet forum, or message board, is a bulletin board system in the form of a discussion site o conversation takes place between registered members who post topics (threads) and make public comments (posts) on those threads
  48. Slide 49: THE TOOLS Do Don’t o keep the message board o build it and expect people to active by regularly start participating without participating in the encouragement and seeding conversation o forget to moderate - o collect minimal information spammers and trolls will drive during registration users away o keep focus and attract users o censor or allow militant by clearly identifying your moderators to take too much community purpose and control over the conversation. target audience You want to encourage open discussion, not stifle it. o promote popular discussions throughout your website
  49. Slide 50: THE TOOLS o A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools o Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it
  50. Slide 51: THE TOOLS Do Don’t o find references to your o rely on social reference organization and have websites to be accurate inaccuracies updated o spam or overtly advertising – o read the terms of use to it could get you banned ensure you are allowed to edit an entry about you o use it for Search Engine Optimization (Wikipedia o research competition prevents search engines from following links) o use wikis to collaborate with o Don’t sabotage competitor’s your team entries about competitors (You could get caught)
  51. Slide 52: THE TOOLS o Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding o people interact through characters called avatars o residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another
  52. Slide 53: THE TOOLS o hold media conferences in Second Life to generate buzz (World Bank reports in world) o create and sell branded products accompanied by coupons and advertising for real-world stores o purchase land, build stores, and open for business o publish streams of audio or video on people’s properties
  53. Slide 54: THE TOOLS Do Don’t o Use it to generate publicity o just try to recreate your real- publicity for real world world brand experience – activities leverage the possibilities of the o find experts to imagine and virtual world since fantasy is manage your brand presence what brought people are there. in this virtual world, or do thorough research – it’s o be afraid to site this one out. complicated If your audience isn’t there and o be inventive – for example, you don’t have a vision to when someone drinks your create a meaningful product, you may create a experience don’t bother. script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds
  54. Slide 55: THE TOOLS o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. o Podcasts can be simple recordings of conversations, presentations, or interviews o They’re a chance to provide build an audience around your brand or message.
  55. Slide 56: THE TOOLS Do’s Dont’s o come up with a format (form, o worry about length topic, and duration) o invest in a lot of equipment – o prepare don’t script (or you’ll simple tools and software are sound stiff) all you need to get going o use a good microphone (but o leave too much time no need to over produce) between podcasts – it could prevent you from building an o promote your podcast on audience your website and podcast directories
  56. Slide 57: THE TOOLS o RSS is a way for content publishers to make blog entries, news headlines, events, podcasts and other content available to subscribers. o an effective way to distribute your content and lead users back to your website
  57. Slide 58: THE TOOLS
  58. Slide 59: THE TOOLS Don’t Don’t o offer RSS feeds for your o spam your subscribers by website’s blog, news, events, including excessive advertising and podcasts in your RSS feed o subscribe to RSS feeds o go overboard – limit RSS relevant to your industry or feeds to content frequently interests updated o include a title and description o freak out when a splogger only so subscribers need to hijacks your content – this visit your site for the full story could actually help your search engine rank o track your subscribers
  59. Slide 60: THE TOOLS
  60. Slide 61: THE MYTHS SOCIAL MEDIA MYTHS
  61. Slide 62: THE MYTHS “Social media is just a fad – it will go away.”
  62. Slide 63: THE MYTHS “Social media is inexpensive.”
  63. Slide 64: THE MYTHS “If we put our content online we’re just giving our expertise away for free!”
  64. Slide 65: THE MYTHS “Social media might work for certain industries and business models but it won’t work for us.”
  65. Slide 66: THE MYTHS “Tell the programmers to set up that social media thing….and get them to make it viral while they’re at it!”
  66. Slide 67: THE MYTHS “YouTube is that site for funny cat videos – you’ll cheapen our brand by putting our video on there!”
  67. Slide 68: THE MYTHS “I’ve started a Facebook page so I’ve got social media covered!”
  68. Slide 69: THE MYTHS “If we just delete all negative comments no one will see them.”
  69. Slide 70: THE MYTHS “No seriously, I don’t think anyone will notice if we delete those negative comments.”
  70. Slide 71: THE MYTHS “If we build it they will come.”
  71. Slide 72: THE MYTHS “Social media is for kids.”
  72. Slide 73: THE MYTHS “We can’t measure social media results.”
  73. Slide 74: THE MYTHS “We have to figure this all out before we start using social media.”
  74. Slide 75: THE MYTHS “Social Media is hard.”
  75. Slide 76: THE MYTHS “Social Media is easy.”
  76. Slide 77: 5 TAKE AWAY MESSAGES 3 TAKE AWAY MESSAGES
  77. Slide 78: 3 TAKE AWAY MESSAGES 1. Peer-to-peer discussions are more influential than the mass media 2. Participate by enabling and feeding the conversation (follow the 10 keys to success) 3. Be transparent & honest
  78. Slide 79: Q&A USEFUL RESOURCES INSPIRATION & CREDITS
  79. Slide 80: USEFUL RESOURCES o PR 2.0 o Groundswell Blog BrianSolis.com blogs.forrester.com/groundswel l o Social Media Today socialmediatoday.com o Chris Brogan chrisbrogan.com o Social Media Trader socialmediatrader.com o Micropersuasion micropersuasion.com o Web Strategy by Jeremiah web-strategist.com/blog o Six Pixels of Separation twistimage.com/blog o Online Marketing Blog toprankblog.com o PR Squared pr-squared.com
  80. Slide 81: INSPIRATION & CREDITS o Social media Is.... o Groundswell Blog slideshare.net/leewhite/social-media-is blogs.forrester.com/groundswel o What the F**K is social o Shannon Paul's Blog media veryofficialblog.com slideshare.net/mzkagan/what-the-fk-social-media o Measuring the influence of o The Social Media Manifesto social media briansolis.com/2007/06/future-of-communications-manifesto-for.h slideshare.net/DigitalInfluence/b

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