prepare for-next-step-in-social-media
DESCRIPTION
ATRANSCRIPT
![Page 1: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/1.jpg)
H&H Web Management Round Tableou d ab eJune, 2010
![Page 2: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/2.jpg)
People search
![Page 3: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/3.jpg)
And so do journalists"I h i d 25 000 il t it h th l t t"I have received over 25,000 email story pitches over the last two years. Products. Solutions. Tech innovations, etc.
H lt d i t i ?How many resulted in stories?
None.
I go to the web and search for information on the topic I want to do a story on.”
David Meerman ScottEdit f E C t t M i d P ti M k ti M iEditor of E-Content Magazine and Pragmatic Marketing Magazine#1 Best-Selling author of The New Rules of Marketing and PR.
![Page 4: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/4.jpg)
This is where people click
![Page 5: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/5.jpg)
From portals >search engines >social media
![Page 6: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/6.jpg)
85% f fi i l i f i l d 50 tili i i l
They also use social media85% of financial services professionals under 50 are utilizing social media LederMark Communications
58% of institutional investors and sell-side analysts in the US and Europe believe new media will become more important in helping p p p gthem make investment decisionsBrunswick Group
![Page 7: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/7.jpg)
The channels journalists analysts and The channels journalists, analysts and investors use
Wikipedia 75 %LinkedIn 24 %LinkedIn 24 %Other 22 %YouTube 19 %YouTube 19 %Facebook 11 %Twitter 6 %e 6 %iTunes 6 %Digg 5 %ggFlickr 2 %Scribd 2 %Technorati 2 %Slideshare 1 %
Source: Hallvarsson & Halvarsson Webranking 2010
![Page 8: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/8.jpg)
People want a conversationPeople want a conversation– at least with each other…
![Page 9: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/9.jpg)
About you!
![Page 10: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/10.jpg)
Conversations are going on hereConversations are going on here
![Page 11: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/11.jpg)
When people converse, we should listen
![Page 12: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/12.jpg)
Two reasons one should be serious about Two reasons one should be serious about social media
People search and what comes up in Google is often contentPeople search and what comes up in Google is often content from social media
P l i l di t t i f ti di tlPeople use social media to get information directly
![Page 13: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/13.jpg)
But 5 % of listed companies in Sweden But 5 % of listed companies in Sweden have reputation problems
![Page 14: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/14.jpg)
TradedoublerBlBlog
Blog
![Page 15: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/15.jpg)
NordeaBl /fBlog/forum
![Page 16: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/16.jpg)
EniroF b kFacebook
![Page 17: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/17.jpg)
![Page 18: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/18.jpg)
Bah, we willmiss the concert!concert!
![Page 19: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/19.jpg)
Ok let himOk, let him tell the world how bad we
are…
![Page 20: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/20.jpg)
![Page 21: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/21.jpg)
![Page 22: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/22.jpg)
Google likes social mediaG d i k d i i l i h i URL dGood at using keywords in titles, in anchor texts, in URLs and in meta data
Good at using search engine friendly permalinks
Encourage people to share and link to social objectsg p p j
Frequently updated
Hi h ffiHigh traffic
![Page 23: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/23.jpg)
![Page 24: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/24.jpg)
The corporate sphere
![Page 25: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/25.jpg)
Google is like an onion
![Page 26: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/26.jpg)
Several different SERPs*
Logged in
*Search Engine Result Page
![Page 27: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/27.jpg)
![Page 28: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/28.jpg)
Content
![Page 29: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/29.jpg)
![Page 30: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/30.jpg)
B i bl i h hOff site estatesOn sitePromotion
Basic blueprint the corporate sphere
NewsletterRelevant share options
Off site estatesOn sitePromotion
Images
Social NewsroomArticlecore
keyword
p
PR Services
RSS
Movies
Our Blogs
keyword
Search friendly permalinksRSS
RSS
Notifications
Presentations
Our RSSTrackbacks
Notifications
Documents
LinkedIn Group
Other BlogsRelated articles within
ke ord cl sterRSS
NotificationsPodcasts
Other Blogs
Wikipedia
keyword clusterRSSApplications
Dominant
![Page 31: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/31.jpg)
How others have doneHow others have done
![Page 32: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/32.jpg)
35% f F t 500 i h T itt t35% of Fortune 500 companies have a Twitter accountThe Center for Marketing Research at the University of Massachusetts Dartmouth
79% of the top 100 companies in the Fortune Global 500 index are79% of the top 100 companies in the Fortune Global 500 index are using at least one of the most popular social media platforms: Twitter, Facebook, YouTube or their own corporate blogs, , p gBurson-Marsteller Fortune Global 100 Social Media Study
![Page 33: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/33.jpg)
![Page 34: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/34.jpg)
![Page 35: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/35.jpg)
97 % more inbound links for companies 97 % more inbound links for companies that blog
Source: Hubspot
![Page 36: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/36.jpg)
434 % more indexed pages for companies 434 % more indexed pages for companies that blog
Source: Hubspot
![Page 37: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/37.jpg)
![Page 38: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/38.jpg)
![Page 39: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/39.jpg)
Shareability is important44% f th i li th t th ibilit44% of those consuming news online says that the possibility to share news through email or social networks is an important factor when choosing among different news sourcesimportant factor when choosing among different news sources
It’s the next most important factor for 18 – 29 years old. Most important is links to related materialimportant is links to related material.
![Page 40: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/40.jpg)
People do share – and the news finds them75% f l di li t th b il75% of people reading news online get the news by e-mail or social networks
52% share news
51% of people using social networks get news every day from people they are connected with
Source: Pew Internet & American Life Project
![Page 41: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/41.jpg)
![Page 42: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/42.jpg)
![Page 43: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/43.jpg)
![Page 44: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/44.jpg)
Vid b tVideos aboutResearch
New products
E tEvents
Education
Corporate Social Responsibility
![Page 45: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/45.jpg)
![Page 46: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/46.jpg)
P d t b tPodcasts aboutTips & tricks about photography
Inspiration & knowledge from photographers
Ab t K d k’ k tiAbout Kodak’s own marketing
Financial information / Investor relations
Research & Innovation
![Page 47: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/47.jpg)
![Page 48: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/48.jpg)
![Page 49: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/49.jpg)
![Page 50: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/50.jpg)
Twitter is social media is news media+85% f th t di t i T itt+85% of the trending topics on Twitter are news
An average tweet that is retweeted reach 1000 users. No matter how many follower the original user have
Mid-distance to all people on Twitter is four stepsSource: Haewoon Kwak, Changyun Lee, Hosung Park och Sue Moon
![Page 51: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/51.jpg)
Twitter is social media is news media
![Page 52: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/52.jpg)
Does your bossstill think this is mumbo jumbo?j
![Page 53: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/53.jpg)
Traditional measuring
![Page 54: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/54.jpg)
New measuring
![Page 55: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/55.jpg)
New measuring++
Traditional measuring=
Results by social media effortsResults by social media efforts
![Page 56: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/56.jpg)
![Page 57: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/57.jpg)
Where to start?
![Page 58: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/58.jpg)
Start to monitor now
![Page 59: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/59.jpg)
Then ask yourself six simple questions
11. What’s our overall objective?
2 How do I support that with the work I’m doing?2. How do I support that with the work I m doing?
3. How do I measure success in the work I’m doing?g
4. Then – what are my objectives?
5. What need does my target group and stakeholders have?
6. Then – what does the brief look like?
![Page 60: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/60.jpg)
Then fire up the rocket & start being Then fire up the rocket & start being creative
![Page 61: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/61.jpg)
Time to act!
![Page 62: Prepare for-next-step-in-social-media](https://reader036.vdocuments.site/reader036/viewer/2022081403/554c24f8b4c90513198b4860/html5/thumbnails/62.jpg)