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26/07/10Klieon C. JohnSocial Media 4 PR INDEX: EVERYONES DOING IT... SO SHOULD YOU! Slide 2 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Simple Definition: Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. Slide 3 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Social Media Networking is : The use of multimedia content to interact freely and continuously with individuals or mass audiences via universally accessible, personalized web applications. Limitations are few. Familiarity is inconsequential. Reach is global. - Klieon C. John Yes, emails are considered Social Media! Slide 4 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 5 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 6 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Microblogging: Twitter (140 character) Bookmarking: Digg Video: Youtube Photo Sharing: Flickr Search: Google Slide 7 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Professional: Linkedin Pure Social: Facebook Forums: barbadosforum.com Regional/Community Gadget/Reviews: Amazon.com Slide 8 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 9 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 10 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Recreation: Slide 11 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Business Slide 12 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Research Slide 13 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Information: News, query Slide 14 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Information: News, query Slide 15 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 16 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: FIRST: Understand the paradigm shift SM advertising is not limited to a 4x4 anymore.... Manual viral advertising Possible via relationship created (its all in the PR!) Traditional ads are merely a condiment...the relationship comes FIRST! Slide 17 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Mashable (on twitter advertising): (Traditional) Advertising Alone Wont Do the Trick. Despite the eager hopes of corporate communicators and brand managers who might be looking for the path of least resistance, promoted tweets are no silver bullet. They, and whatever future developments roll out in the months ahead, are but one instrument in a symphony of Twitter engagement tools. Used in coordination with sustained, value-driven engagement, they will certainly help to amplify messaging. Made to stand alone, however, they will unquestionably fail in a marketplace that values continuous personal interaction. Slide 18 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Thus: SM Advertising takes work and time!!!! Anyone can put an Ad in the papers... SM requires a relationship before people can believe what you say! Slide 19 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: IF WE AINT MAKING DOLLARS WE AINT MAKING SENSE! Difficult to quantify Lots of numbers that dont directly translate to ROI. Social Media Today: 84% of companies do not bother to measure SM ROI Most closely reflected in qualitative analysis of relationship btwn org and publics. Use quantitative data from metrics to qualify ROI. SEE INDEX FOR RESOURCES Slide 20 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: There is not enough ROI for figuring out ROI. It is an intellectually bankrupt exercise. -Andres McAfee, Harvard Business School. Slide 21 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: MONITORING: Content monitors I SPY WITH MY LITTLE EYE... Slide 22 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 23 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 24 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 25 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 26 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 27 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 28 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 29 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 30 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: DONT!!! Nestles BIG mistake JUST CUZ ITS CYBER SPACE DOESNT MEAN ITS NOT PERSONAL! Slide 31 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 32 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 33 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 34 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 35 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 36 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 37 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Lesson: DONT FORGET TO Slide 38 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: OVERKILL!!!... If you build it they will come Slide 39 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Dont force it on themchoice is key Remember, youre in MY house! Slide 40 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Not every space is appropriate for a particular promotion. Be familiar with which spaces have useful features. Learn the language and culture: Twitter Peak times: 6:30-9:00 am, 12:00-2:00 pm, 4:30-10:00 pm, 11:00 = #twitterafterdark Slide 41 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 42 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 43 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Engage audience Know their habits. Young people like to make silly vids etc LESSON: SPEAK THEIR LANGUAGE Slide 44 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Listen, converseFULLticipate! The Coca-Cola Story Slide 45 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: What did Coca-Cola do well? Shared controlallow fans to adopt the page Lesson: LAY OUT THE WELCOME MAT Slide 46 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: SM is NOW make sure response is fast (theyre not waiting on you!) Slide 47 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: LETS THINK OUTSIDE THE BOX! Free design of SM spaces allows limitless opportunities. ANY idea can be supported by an SM space. Provides reach and opportunities that are not offered by traditional media e.g hashtag promotions, RT offers, etc. Slide 48 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Nobody is out of reach! EVERY market you can possibly imagine can be found through Social Media! Slide 49 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 50 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Slide 51 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Social media is: -More qualitative than quantitative -More about connecting than converting -More about reforming than replacing traditional media/marketing methods. Source: Eric Anderson, Only Three Social Media Metrics that Matter. http://www.slideshare.net/WhiteHorseAgency/only-three-social-media-metrics-that-matter Slide 52 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Social media Results take some time Engage- DO NOT FORCE Be: GENUINE, APPROACHABLE, AVAILABLE. PROMISE=DELIVER Slide 53 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: THANKS AND SEE YOU ONLINE!!!! Slide 54 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Types of Social Media: http://microgeist.com/2009/04/the-10-types-of-social-media- sites-you-need-to-be-on-and-why/ http://microgeist.com/2009/04/the-10-types-of-social-media- sites-you-need-to-be-on-and-why/ E-Book on Social Media: http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_S ocial_Media_iCrossing_ebook.pdf http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_S ocial_Media_iCrossing_ebook.pdf Social Media examples: http://www.barbadosforum.com/ http://www.barbadosforum.com/ http://www.engadget.com/ http://www.engadget.com/ www.facebook.com www.facebook.com www.twitter.com www.twitter.com www.myspace.com www.myspace.com http://www.reverbnation.com/ http://www.reverbnation.com/ www.youtube.com www.youtube.com www.foursquare.com www.foursquare.com Slide 55 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: General articles of interest http://www.socialmediatoday.com/suzannevara/152281/16-ways-avoid-self- destruction-social-media http://www.socialmediatoday.com/suzannevara/152281/16-ways-avoid-self- destruction-social-media http://samswebguide.com/?s=blog http://samswebguide.com/?s=blog http://samswebguide.com/2010/07/13/60-amazing-blogging-social-media- statistics-facts-revealed/ http://samswebguide.com/2010/07/13/60-amazing-blogging-social-media- statistics-facts-revealed/ http://samswebguide.com/2010/07/10/powerful-secrets-for-engaging-your-blogs- readers-get-them-reading-clicking-now/ http://samswebguide.com/2010/07/10/powerful-secrets-for-engaging-your-blogs- readers-get-them-reading-clicking-now/ http://samswebguide.com/2010/06/27/5-great-ways-to-promote-your-blog/ http://samswebguide.com/2010/06/27/5-great-ways-to-promote-your-blog/ http://samswebguide.com/2010/06/24/26-major-google-search-engine-ranking- factors-every-blogger-should-know/ http://samswebguide.com/2010/06/24/26-major-google-search-engine-ranking- factors-every-blogger-should-know/ http://samswebguide.com/2010/06/12/17-killer-techniques-for-driving-massive- search-engine-traffic-to-your-blog/ http://samswebguide.com/2010/06/12/17-killer-techniques-for-driving-massive- search-engine-traffic-to-your-blog/ http://samswebguide.com/2010/06/07/how-to-develop-that-problogger-frame-of- mind/ http://samswebguide.com/2010/06/07/how-to-develop-that-problogger-frame-of- mind/ http://samswebguide.com/2010/06/07/how-to-develop-that-problogger-frame-of- mind/ http://samswebguide.com/2010/06/07/how-to-develop-that-problogger-frame-of- mind/ Slide 56 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: General articles of interest http://mashable.com/2010/07/05/social-media-resources-recap-6/ http://mashable.com/2010/07/05/social-media-resources-recap-6/ http://www.openforum.com/idea-hub/topics/technology/article/how-to-become- a-savvier-networker-online-ben-parr http://www.openforum.com/idea-hub/topics/technology/article/how-to-become- a-savvier-networker-online-ben-parr http://www.stumbleupon.com/su/1EUN1C/www.socialmediatoday.com/SMC/2072 09 http://www.stumbleupon.com/su/1EUN1C/www.socialmediatoday.com/SMC/2072 09 http://socialmediatoday.com/SMC/207260?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://socialmediatoday.com/SMC/207260?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://socialmediatoday.com/SMC/207276?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://socialmediatoday.com/SMC/207276?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://www.socialmediatoday.com/SMC/207857 http://www.socialmediatoday.com/SMC/207857 http://socialmediatoday.com/SMC/206728?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://socialmediatoday.com/SMC/206728?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://www.jeffbullas.com/2010/06/14/starbucks-and-the-4-keys-to-social-media- engagement/?utm_medium=twitter&utm_source=twitterfeed http://www.jeffbullas.com/2010/06/14/starbucks-and-the-4-keys-to-social-media- engagement/?utm_medium=twitter&utm_source=twitterfeed http://procreativemarketing.wordpress.com/2010/07/26/made-for-you- customizing-your-content/ http://procreativemarketing.wordpress.com/2010/07/26/made-for-you- customizing-your-content/ http://mashable.com/2010/02/22/twitter-50-million-tweets/ http://mashable.com/2010/02/22/twitter-50-million-tweets/ Slide 57 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Case studies: http://www.startup-review.com/blog/facebook-case-study-offline- behavior-drives-online-usage.php http://www.startup-review.com/blog/facebook-case-study-offline- behavior-drives-online-usage.php http://mashable.com/2009/06/16/killer-facebook-fan-pages/ http://mashable.com/2009/06/16/killer-facebook-fan-pages/ http://researchaccess.com/2010/06/social-media-research-using- facebook-for-survey-invitations-and-market-research/ http://researchaccess.com/2010/06/social-media-research-using- facebook-for-survey-invitations-and-market-research/ http://megbuttonblog.wordpress.com/2010/05/22/nestles- mistake/ http://megbuttonblog.wordpress.com/2010/05/22/nestles- mistake/ http://www.jamaica- gleaner.com/gleaner/20100530/auto/auto1.html http://www.jamaica- gleaner.com/gleaner/20100530/auto/auto1.html Some Social Media Definitions: http://www.google.com/search?hl=en&rls=com.microsoft:en- US&defl=en&q=define:Social+media&sa=X&ei=uG5QTMCzGMH9 8Abl6bHBAQ&ved=0CBYQkAE http://www.google.com/search?hl=en&rls=com.microsoft:en- US&defl=en&q=define:Social+media&sa=X&ei=uG5QTMCzGMH9 8Abl6bHBAQ&ved=0CBYQkAE Slide 58 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: ROI http://www.doshdosh.com/social-media-networking- and-roi/ http://www.doshdosh.com/social-media-networking- and-roi/ http://mashable.com/2009/10/27/social-media-roi/ http://mashable.com/2009/10/27/social-media-roi/ http://www.briansolis.com/2010/02/roi-how-to- measure-return-on-investment-in-social-media/ http://www.briansolis.com/2010/02/roi-how-to- measure-return-on-investment-in-social-media/ http://www.briansolis.com/2010/07/social-media-is- measured-by-the-sum-of-its-parts/ http://www.briansolis.com/2010/07/social-media-is- measured-by-the-sum-of-its-parts/ http://blogs.forrester.com/augie_ray/10-07-19- roi_social_media_marketing_more_dollars_and_cents http://blogs.forrester.com/augie_ray/10-07-19- roi_social_media_marketing_more_dollars_and_cents http://adage.com/digital/article?article_id=134878 http://adage.com/digital/article?article_id=134878 Slide 59 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Innovations Youtubes Life in a Day movie project: http://www.dubaimoves.com/11810/youtube-life-in-a-day- competition/ http://www.dubaimoves.com/11810/youtube-life-in-a-day- competition/ Oldest Tweeter dies at 104: http://mashable.com/2010/07/28/oldest-twitter-user-dies/ http://mashable.com/2010/07/28/oldest-twitter-user-dies/ http://mashable.com/2010/04/08/social-media-real-world-action/ http://mashable.com/2010/04/08/social-media-real-world-action/ A Glossary of terms you need to familiarize yourself with: http://www.creativemediafarm.com/information/glossary http://www.creativemediafarm.com/information/glossary Social Media Content Monitoring tools: www.collecta.comwww.collecta.com www.huitesuite.com www.huitesuite.com Slide 60 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Social Media metrics tools www.hootsuite.com www.hootsuite.com www.wordpress.com (all WP blogs have metrics tools) www.wordpress.com http://www.backtype.com/ http://www.backtype.com/ http://www.socialmediatoday.com/SMC/62067 http://www.socialmediatoday.com/SMC/62067 http://www.slideshare.net/WhiteHorseAgency /only-three-social-media-metrics-that-matter http://www.slideshare.net/WhiteHorseAgency /only-three-social-media-metrics-that-matter http://measurementcamp.wikidot.com/tools- for-measurement http://measurementcamp.wikidot.com/tools- for-measurement Slide 61 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Helpful blogs and websites (These are all SM influencers) http://www.socialmediatoday.com/ http://www.socialmediatoday.com/ http://twitter.com/socialmedia2day http://twitter.com/socialmedia2day www.mashable.com www.mashable.com http://twitter.com/mashable http://twitter.com/mashable www.samswebguide.com www.samswebguide.com http://twitter.com/vascellari http://twitter.com/vascellari http://www.andreavascellari.com/blog/ http://www.andreavascellari.com/blog/ http://www.socialmediaexplorer.com/ http://www.socialmediaexplorer.com/ Slide 62 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Social Media Advertising: http://mashable.com/2010/04/14/twitter-advertising-strategies/ http://mashable.com/2009/12/28/social-media-business-strategy/