SOCIAL MEDIA 4 PR EVERYONES DOING IT SO

SOCIAL MEDIA 4 PR EVERYONE’S DOING IT. . . SO SHOULD YOU! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

WHAT IS SOCIAL MEDIA? �Simple Definition: Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. 26/07/10 Klieon C. John Social Media 4 PR INDEX:

WHAT IS SOCIAL MEDIA? 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! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Here’s a typical SM network 26/07/10 Klieon C. John Social Media 4 PR INDEX:

We all want to be the red dot! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

TYPES OF SM �Microblogging: �Bookmarking: �Video: �Photo Digg Youtube Sharing: Flickr �Search: 26/07/10 Twitter (140 character) Google Klieon C. John Social Media 4 PR INDEX:

TYPES OF SM �Professional: �Pure Linkedin Social: Facebook �Forums: barbadosforum. com �Regional/Community �Gadget/Reviews: 26/07/10 Amazon. com Klieon C. John Social Media 4 PR INDEX:

So how many SM Networks are we talking about here? 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Don’t forget these! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

USES OF SOCIAL MEDIA �Recreation: 26/07/10 Klieon C. John Social Media 4 PR INDEX:

USES OF SOCIAL MEDIA �Business 26/07/10 Klieon C. John Social Media 4 PR INDEX:

USES OF SOCIAL MEDIA �Research 26/07/10 Klieon C. John Social Media 4 PR INDEX:

USES OF SOCIAL MEDIA �Information: 26/07/10 News, query Klieon C. John Social Media 4 PR INDEX:

USES OF SOCIAL MEDIA �Information: 26/07/10 News, query Klieon C. John Social Media 4 PR INDEX:

USES OF SOCIAL MEDIA: Information 26/07/10 Klieon C. John Social Media 4 PR INDEX:

ADVERTISING � FIRST: Understand the paradigm shift SM advertising is not limited to a 4 x 4 anymore. . Manual viral advertising Possible via relationship created (it’s all in the PR!) Traditional ads are merely a condiment. . . the relationship comes FIRST! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Advertising � Mashable (on twitter advertising): “(Traditional) Advertising Alone Won’t 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. ” 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Advertising �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! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

ROI • Difficult to quantify IF WE AIN’T MAKING DOLLARS WE AIN’T MAKING SENSE! • Lots of numbers that don’t 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 26/07/10 Klieon C. John Social Media 4 PR INDEX:

ROI “There is not enough ROI for figuring out ROI. It is an intellectually bankrupt exercise. ” -Andres Mc. Afee, Harvard Business School. 26/07/10 Klieon C. John Social Media 4 PR INDEX:

� MONITORING: 26/07/10 Content monitors Klieon C. John Social Media 4 PR IS M P EY Y L Y W E. ITT IT. . LE H SOCIAL MEDIA MANAGEMENT INDEX:

SOCIAL MEDIA MANAGEMENT: Monitoring 26/07/10 Klieon C. John Social Media 4 PR INDEX:

SOCIAL MEDIA MANAGEMENT: Monitoring: Metrics tools 26/07/10 Klieon C. John Social Media 4 PR INDEX:

SOCIAL MEDIA MANAGEMENT: Monitoring: Metrics tools 26/07/10 Klieon C. John Social Media 4 PR INDEX:

SOCIAL MEDIA MANAGEMENT: Monitoring: Metrics tools 26/07/10 Klieon C. John Social Media 4 PR INDEX:

SOCIAL MEDIA MANAGEMENT: Results/Evaluation 26/07/10 Klieon C. John Social Media 4 PR INDEX:

RESULTS/EVALUATION 26/07/10 Klieon C. John Social Media 4 PR INDEX:

RESULTS/EVALUATION 26/07/10 Klieon C. John Social Media 4 PR INDEX:

RESULTS/EVALUATION 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DOs and DONT’S of SM DON’T!!! Nestle’s BIG mistake JUST CUZ IT’S CYBER SPACE DOESN’T MEAN IT’S NOT PERSONAL! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DON’T 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DON’T 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DON’T 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DON’T 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DON’T 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DON’T 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DON’T �Lesson: DON’T FORGET TO 26/07/10 Klieon C. John Social Media 4 PR INDEX:

DON’T � OVERKILL!!!. . . 26/07/10 If you build it they will come Klieon C. John Social Media 4 PR INDEX:

DON’T �Don’t force it on them…choice is key you’re , r e b m Reme house! 26/07/10 Klieon C. John in MY Social Media 4 PR INDEX:

DOs: Learn your Space! � 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 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Dos: Pringles 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Dos: Pringles 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Dos: Pringles. What went well? �Engage audience �Know their habits. Young people like to make silly vids etc �LESSON: 26/07/10 SPEAK THEIR LANGUAGE Klieon C. John Social Media 4 PR INDEX:

DOs � Listen, converse…FULLticipate! The Coca-Cola Story 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Dos: Coca-Cola. What went well? �What did Coca-Cola do well? �Shared control…allow fans to adopt the page �Lesson: 26/07/10 LAY OUT THE WELCOME MAT Klieon C. John Social Media 4 PR INDEX:

Dos: Be NOW � SM is NOW… make sure response is fast (they’re not waiting on you!) 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INNOVATIONS/OPPORTUNITIES ! E H ET SID T U KO IN TH S ’ T LE X BO 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. 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INNOVATIONS/OPPORTUNITIES Nobody is out of reach! EVERY market you can possibly imagine can be found through Social Media! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INNOVATIONS/OPPORTUNITIES 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INNOVATIONS/OPPORTUNITIES 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Final thoughts: �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/White. Horse. Agency/only-three-social-media-metrics-that-matter 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Final Thoughts �Social media Results take some time �Engage- DO NOT FORCE �Be: GENUINE, APPROACHABLE, AVAILABLE. �PROMISE=DELIVER 26/07/10 Klieon C. John Social Media 4 PR INDEX:

THANK YOU! THANKS AND SEE YOU ONLINE!!!! 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INDEX � � � Types of Social Media: 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/e. Books/What_is_Social _Media_i. Crossing_ebook. pdf Social Media examples: http: //www. barbadosforum. com/ http: //www. engadget. com/ www. facebook. com www. twitter. com www. myspace. com http: //www. reverbnation. com/ www. youtube. com www. foursquare. com 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INDEX General articles of interest � http: //www. socialmediatoday. com/suzannevara/152281/16 -ways-avoid-selfdestruction-social-media � http: //samswebguide. com/? s=blog � http: //samswebguide. com/2010/07/13/60 -amazing-blogging-social-media-statisticsfacts-revealed/ � http: //samswebguide. com/2010/07/10/powerful-secrets-for-engaging-your-blogsreaders-get-them-reading-clicking-now/ � 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-factorsevery-blogger-should-know/ � http: //samswebguide. com/2010/06/12/17 -killer-techniques-for-driving-massive-searchengine-traffic-to-your-blog/ � http: //samswebguide. com/2010/06/07/how-to-develop-that-problogger-frame-of-mind/ 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INDEX � � � General articles of interest http: //mashable. com/2010/07/05/social-media-resources-recap-6/ http: //www. openforum. com/idea-hub/topics/technology/article/how-to-become-asavvier-networker-online-ben-parr http: //www. stumbleupon. com/su/1 EUN 1 C/www. socialmediatoday. com/SMC/207209 http: //socialmediatoday. com/SMC/207260? utm_source=feedburner&utm_medium=twi tter&utm_campaign=Social+Media+Today+%28 all+posts%29 http: //socialmediatoday. com/SMC/207276? utm_source=feedburner&utm_medium=twi tter&utm_campaign=Social+Media+Today+%28 all+posts%29 http: //www. socialmediatoday. com/SMC/207857 http: //socialmediatoday. com/SMC/206728? utm_source=feedburner&utm_medium=twi tter&utm_campaign=Social+Media+Today+%28 all+posts%29 http: //www. jeffbullas. com/2010/06/14/starbucks-and-the-4 -keys-to-social-mediaengagement/? utm_medium=twitter&utm_source=twitterfeed http: //procreativemarketing. wordpress. com/2010/07/26/made-for-you-customizingyour-content/ http: //mashable. com/2010/02/22/twitter-50 -million-tweets/ 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INDEX � � � � Case studies: http: //www. startup-review. com/blog/facebook-case-study-offlinebehavior-drives-online-usage. php http: //mashable. com/2009/06/16/killer-facebook-fan-pages/ http: //researchaccess. com/2010/06/social-media-research-usingfacebook-for-survey-invitations-and-market-research/ http: //megbuttonblog. wordpress. com/2010/05/22/nestles-mistake/ http: //www. jamaica-gleaner. com/gleaner/20100530/auto 1. 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=u. G 5 QTMCz. GMH 98 Abl 6 b. HBAQ&ved=0 CBYQk. AE 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INDEX ROI � http: //www. dosh. com/social-media-networking-androi/ � http: //mashable. com/2009/10/27/social-media-roi/ � http: //www. briansolis. com/2010/02/roi-how-to-measurereturn-on-investment-in-social-media/ � http: //www. briansolis. com/2010/07/social-media-ismeasured-by-the-sum-of-its-parts/ � 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 � 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INDEX � � Innovations Youtube’s “Life in a Day” movie project: http: //www. dubaimoves. com/11810/youtube-life-in-a-daycompetition/ Oldest Tweeter dies at 104: http: //mashable. com/2010/07/28/oldesttwitter-user-dies/ 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 � Social Media Content Monitoring tools: www. collecta. com www. huitesuite. com � � 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INDEX � Social Media metrics tools � www. hootsuite. com � www. wordpress. com (all WP blogs have metrics tools) � http: //www. backtype. com/ � http: //www. socialmediatoday. com/SMC/62067 � http: //www. slideshare. net/White. Horse. Agency/onl y-three-social-media-metrics-that-matter � http: //measurementcamp. wikidot. com/tools-formeasurement 26/07/10 Klieon C. John Social Media 4 PR INDEX:

INDEX � Helpful blogs and websites (These are all SM influencers) � http: //www. socialmediatoday. com/ � http: //twitter. com/socialmedia 2 day � www. mashable. com � http: //twitter. com/mashable � www. samswebguide. com � http: //twitter. com/vascellari � http: //www. andreavascellari. com/blog/ � http: //www. socialmediaexplorer. com/ 26/07/10 Klieon C. John Social Media 4 PR INDEX:

Index �Social Media Advertising: http: //mashable. com/2010/04/14/twitter-advertising-strategies/ http: //mashable. com/2009/12/28/social-media-business-strategy/ 26/07/10 Klieon C. John Social Media 4 PR INDEX: