Social Media (Library)

Social Media Workshop Click to editNUSsubtitle style Master Libraries 21 May 2012
By Robin 5/20/12 Low
What is social media?

Social Media is a group of online media which has the following characteristics.
1. 2. 3. 4. 5.
Participation Networks Two-way communication Connectivity Open source

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change has occurred in the A radical advertising and marketing World of
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http://www.facebook.com/DMacademy http://www.facebook.com/catwisdom http://www.linkedin.com/in/robinlow88 http://blog.newsocialmediabrand.com/ http://life-in-boston.blogspot.com/ http://reviewsguru.blogspot.com/ http://satsugaicat.blogspot.com/ http://www.slideshare.net/robinlow http://www.slideshare.net/dmediaacademy http://twitter.com/robin_low http://twitter.com/satsugaicat http://sgsocialmedia.blogspot.com/ http://www.scribd.com/robinlow88 http://blog.unleashyourbranding.com/
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Hi Im Robin Low http://www.facebook.com/socialhub
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things people want from
social media

I want I want me I want I want I want
a Facebook Page bloggers to write about a twitter account a YouTube Channel a Flickr Group
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what do you want from
social media?
List on board
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how some companies start
media
Hold
social
Engage PR companines media / social events, invite bloggers, tweeps. Send press release to bloggers. Send samples to bloggers. Expect blogs to be written by the people they engage.
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media
Blog
social
Engage Social Media Gurus / Companies for them Tweet for them Manage their Fan Pages Manages their groups Podcast their events / news.
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media
Buy
social
Engage Advertising Agencies Ads on all forms of media to promote blog. Pay for banners. Pay bloggers to blog about them. Focus on blogs to drive specific events and traffic to their company.
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unrealistic
I
goals
want bloggers to say good things about me. I dont want any bad comments or feedback. I want a lot of traffic and fans within a short period. I want statistics for impressions, and reach, on every platform.
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what are your

List
goals
on social media?
on board
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results
Unproductive
social media effort, slow and
ineffective. Staff untrained, uninterested and uninvolved. Lack of social media awareness amongst staff. Lack of social media policies. Cannot deal with any form of crisis.
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Reasons not to outsource

You know your company best and social media is about transparent truthful communication and the willingness to engage. Authenticity is important. You cant outsource your voice. With the fast turn around time needed, it is more efficient to have direct communications.
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hindrance to
social media
Inertia a great barrier to social media, if you dont start now, you will never find the time to start it. Risk Adverse afraid of negative feedbacks? Conversations will happen with or without you. Lack of knowledge dont know where to start. Resistant to change scared of new technology. Lack of empowerment need a lot of approval cut through the bureaucracy.
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hindrances
List
to social media
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objections to
social media
Recruiters will poach staff. Its just a fad. We dont have time. We dont want employees wasting time. LinkedIn is for people who are looking for jobs. My target audience is not on Facebook.
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Consumers are not listening anymore
Interruptive marketing has seen its day

Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
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The Audience is creating
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pd f
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The Audience is selecting
Time Shift technology
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The Audience is changing
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advancements of
digital media
Consumers control the online environment so brands need to think about facilitating usercreated actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction.
Source: http://china.seekingalpha.com/article/30979
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Conversations
and conversations !
Markets are conversing Markets are getting smarter, more informed, more organized. People in networked markets have know that they get far better information and support from each other than from vendors. The networked market know more than companies do about the products. Companies that assume online markets are the same markets used to watch their ads on TV are kidding themselves. Companies that dont realize their markets are now networked person-to-person, getting smarter as a results and deeply joined in conversation are missing their best opportunity. Companies can now communicate with their markets directly. If they blow it, it could be their last chance. Companies that do not belong to a community of discourse will die.
(http://www.cluetrain.com/#manifesto)
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With or without you
the conversations will happen ! For a better control of your brand, you must participate in the conversations
Reply to topics you know, share information and build relationships. 5/20/12
Importance of
1.
social
mediacommunication allows feedback, comments 2 way

2.
Generate massive amounts of traffic get attention and links Viral propagation Word of Mouth marketing (Invite friends to promote) Networking create community / supporters Branding Search engine visibility Low cost / high returns Compliments marketing efforts use with advertisements and PR Market research / customer feedback Crisis Management resolve things before they become a crisis New Communication Channel Less effort with community sharing / help
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3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
brand
building & management
Social Media is fast becoming an important tool for managing your brand. As more people use the social media platform to share their opinions, it is important to engage and correct any misconception on your company over the social media sphere.
Click to edit of mouth issubtitle style Word Master key.

A supporter can easily sway opinions and view of their followers for their cause.
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trends
1.
to take note
Increase in mobile devices Internet is not restricted to home / Office. Increase in Internet Penetration Even matured folks (above 50) are getting online. Increase in Social Media Penetration Even matured folks are getting on Facebook / YouTube / Flickr to connect with family. Online Networking / Offline Meetings for niche groups on the rise. Money spent on Social Media engagement will exceed USD$8 Billion in 2012
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2.
3.
4.
5.
DISCOVER THE AVENTIS ADVANTAGE!
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cambridge university flickr
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university of sheffield youtube
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university of warwick
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stanford
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harvard
https://foursquare.com/unive 5/20/12
MIT
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sunway u
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university of michigan
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Facebook: https://www.facebook.com/NUSLibraries Good Engagement https://www.twitter.com/NUSLibraries Relative frequent tweets and engagement http://www.youtube.com/nuslibraries Not much views, long videos, not a lot of tags and keywords
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Facebook: http://blog.nus.edu.sg/linus/ Blog - once a week?
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"Internet is not a broadcast medium"
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web 2.0
Web 1.0 Static Web 2.0 Dynamic, collaborative and interactive Read & Write Participate Multi-Directional
Read only Broadcast Uni-directional
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library 2.0 ?
Properties? Transition within library on how its services are delivered? Application of concepts and technologies of web 2.0 applied to services and collection? User participation and feedback? Streaming videos / audio ? Podcasts?
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library 2.0 services?

Library 1.0 Svcs & Apps Mailing list, List Servs Controlled Classifications Selective Dissemination of information Library 2.0 Svcs & Apps Wikis, Blogs Tagging Personalization of information
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library 2.0?
More
interactive and fully accessible. Focus on facilitation of information transfer and information literacy, rather than providing controlled access. Keep pace with information seeking behavior of communities with innovative, conceptual and physical changes.
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librarian 1.0
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librarian 2.0
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Social Media Workshop Masterclass

Click to edit Master subtitle style
Session 2
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Session 2: Blogging
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I believe in the bloggers and their ideas.

They are my friends and will tell me the truth, unlike advertisements.
Source: http://china.seekingalpha.com/article/30979
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blogs
Blogs
are ineffective when used as a corporate platform for marketing, schilling, pitching, or broadcasting promotional messages. Lack of seriousness and understanding towards blogs are hard to overcome. But blogs are good way to increase interaction and collaboration between peers, customers and prospects.
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blog
Your
blog is your hub for demonstrating expertise, sharing vision, listening to and responding to customers, communicating progress, curating relevant market and trend information, and hosting dialogues to further companys values and principles. It creates a voice for readers to connect. It defines your online persona
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blog
Blogs
with a focus of keywords that can intentionally or unintentionally contribute to a valuable search engine optimization (SEO) infrastructure that ranks your brand and ideas higher in search results for related search topic searches.
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HBR
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Case: DELL HELL
In
2005, Dell didnt have a blog. But one of their customers did
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Dell Hell on Google

If
you search for Dell Hell in Google, that guys post is the first result. As a result, Dell got negative press coverage in the New York Times and Wall Street Journal.
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dell couldnt
back
fight
Dell didnt have a blog, so they were unable to communicate with the angry blogosphere.
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But there was a happy ending. Dell set up their own blog.
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Happy Ending
In the age of customers empowered by blogs and social media, Dell has leapt from worst to first." Jeff Jarvis, Businessweek. First step: Dell dispatched technicians to reach out to complaining bloggers and solve their problems, earning pleasantly surprised buzz in return.
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Dells new blog
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measurable
results
Dell saw a 27 point decrease in negative blog posts, from 49 percent at the peak ofDell Hellto the current 22 percent. Cost would have been hundreds of millions for similar ad campaign.
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Michael Dell: "A company this size is not going to be about a couple of people coming up with ideas. It's going to be about millions of people and harnessing the power of those ideas."
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No social media presence = no control!
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Start now. Change is here!

The big boys: Coke, P&G Google
Decades and billions on $0 on ads marketing, branding and advertising
Yet Google is leading Internet brand!
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NUS Libraries blog
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challenges faced?
List
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Blogging and
SEO
Embedding keywords in blogs is one of the best ways to improve search engine rankings. Link building from your blogs to your main business webpage will help business page rank better. Blogging & RSS feeds are now seen as better alternatives to mass mailing and newsletters.
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blogging
basics
Blogging is a low-cost, high-results tool for competitive differentiation, marketing, customer relations management, media contacts, and sales. Plus, the software platform is much simpler than whats required for websites, so any business can afford to set up and maintain a blog. And now blogging is getting more and more popular: Blog search engine Technorati was tracking more than 112 million blogs since 2007.
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for bloggers:
simple tips 1. Blog what you care about. If you don't care about the subject, it shows. 2. Let your character show through your writing, don't let it restrain you. 3. Experiment with different formats; some like to write short posts, and post often, for eg. Andrew Sullivan. Some prefer more sporadic posting, but write long posts, like Glenn Greenwald, who posts a 2000-word essay on a daily basis. Neither is wrong, both grab their own audiences, and both deliver quality writing and content. 5/20/12
simple tips
for bloggers:
4. Develop your own style of writing, and stick to it. 5. Don't be too bothered with lack of comments or interaction, but be sure to respond quickly to comments left by your readers. 6. And really, blog what you care about.
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Blogging Types
18 Types of Blog Posts Instructional - Instructional posts tell people how to do something. Informational - This is one of the more common blog post types where you simply give information on a topic. This is the crux of successful sites like wikipedia Reviews - Another highly searched for term on the web is review - I know everytime Im considering buying a new product that I head to Google and DISCOVER THE AVENTIS ADVANTAGE! 5/20/12 search for a review on it first.
Blogging Types
Reviews - Another highly searched for term on the web is review - I know every time Im considering buying a new product that I head to Google and search for a review on it first. Lists - Posts with content like The Top Ten ways to., 7 Reasons why. 5 Favourite ., 53 mistakes that bloggers make when. are easy to write and very popular with readers and with getting links from other bloggers. Interviews - Sometimes when youve run out of insightful things to say it might be a good idea to let someone else do the talking in an interview (or a guest post).
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Blogging Types
Case Studies - Case studies dont have to be on other websites of course - there are many opportunities to do case studies in different niches. Profiles - Profile posts are similar to case studies but focus in on a particular person. Link Posts - The good old link post is a favourite of many bloggers and is simply a matter of finding a quality post on another site or blog and linking up to it either with an explanation of why youre linking up, a comment on your take on the topic and/or a quote from the post.
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Blogging Types
Problem Posts - This is similar to a review post (above) but focusses more upon the negatives of a product or service. Contrasting two options - Write a post contrasting two products, services or approaches that outlines the positives and negatives of each choice. Rant - Rants are great for starting discussion and causing a little controversy - they can also be quite fun if you do it in the right spirit.
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Blogging Types
Inspirational - On the flip side to the angry rant, are inspirational and motivational pieces. Research - Research posts can take a lot of time but they can also be well worth it if you come up with interesting conclusions that inspire people to link up to you. Collation Posts - These are a strange combination of research and link posts. In them you pick a topic that you think your readers will find helpful and then research what others have said about it.
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Blogging Types
Prediction and Review Posts - We see a lot of these at the end and start of the year where people do their year in review posts and look at the year ahead and predict what developments might happen in their niche in the coming months. Debate - Debates do well on blogs and can either in an organised fashion between two people, between a blogger and all comers or even between a blogger and themselves
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Blogging Types
Satirical - One of the reasons I got into blogging was that I stumbled across a couple of bloggers who were writing in a satirical form and taking pot shots at politicians. Memes and Projects - write a post that somehow involves your readers and gets them to replicate it in some way. Start a poll, an award, ask your readers to submit a post/link or run a survey or quiz. Read more on memes.
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blog
preliminaries
Before you blog here are the few things you need to consider: 1) You need to understand why you want to use a blog. Don't do it because it's the latest Internet trend (notice I did not say fad") or just because everyone else is doing it. For example, are you using the blog as a marketing channel, or will it be more for 5/20/12 company news and updates?
blog
(cont)
preliminaries
Online retailer Bluefly uses their blog specifically for marketing purposes. The company asserts their blog has had a positive effect on sales, even stating that visitors who click to the blog have been more likely to make a purchase than those who visit Bluefly directly."
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blog
preliminaries (cont)
However do not just broadcast. Remember in Social Media, 2 way communication is key, and reader can just ignore your blog and not read it. Even though it may be to increase sales or enhance branding, blogs primarily should be used to increase awareness of the industry rather than doing a hard sell. It is also good to blog instructional and informational blogs about your industry. It enhances the fact that you are an expert and 5/20/12
blog
2) Consider its core message. What are you going to write about? What topics will be covered? What "tone" will you give the blog? Should it be humorous and informal, or more straightforward and informational? The way you write will be determined by the audience you're attempting to target. Obviously, when writing any blog your primary consideration needs to be your readers, at least the readers you hope to attract. They will have the most bearing on the nature of the content and the way it's presented. 5/20/12
blog
3) Determine who is going to write it. The best person for the job would be someone inside the company. One Internet retailer, Stone Creek Coffee, uses employees to write entries for the blog.
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blog
You might consider following Stonyfield Farms lead and hire a full-time person to write your blog. Stonyfield has four blogs written by a fulltime employee. The company has become a model example of how small businesses can use a blog for marketing purposes. The blogger will inject their own personality, so it's incumbent upon you to find a writer who understands what makes your company tick and can accurately reflect its persona.
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blog
4) Determine whether they are prepared to engage the conversation without attempting to control the communication. Using the comments option built into most blog platforms readers can respond to what you have said. Their responses may not always be kind. Not every organization is prepared for such raw unedited content to show up on their blog. 5/20/12
blog
Before your company makes the decision to deploy a blog, it must be willing to accept the good with the bad and have a plan for addressing those less than congratulatory comments if and when they occur. Most comments won't be of the negative variety. Many will come in the form of questions, while others will have a positive spin to be sure. From a PR standpoint, blogs can serve you well as they lend credence to the notion that you do value what your customers and others have to say. They put a human face on your company that no other form of Internet communication can. 5/20/12
blog
If you are going to interact with the people who comment on your posts, make you you use the same medium to resolve the issues. Simply censoring and ignoring negative feedback will only further show the companys lack of customer support. If a customer has a bad experience, try to solve in transparently in the replies to show your willingness to interact.
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blog
5) Determine a company blogging policy and establish posting guidelines. Simple Guidelines to follow: I will be accurate. When I make a mistake, I will correct it as quickly as possible. I will post only on the following topics: (List your topics), and I will respond to comments and emails quickly. 5/20/12
blog
6) Monitor what is being said about your company and your industry. There are a number of reasons to do this, the most obvious being to find out how people view your company. You may find no one is talking about you at all, or that what is being said has negative connotations (or positive for that matter). If you are not being talked about, even to a small degree, a blog can help change that. If your company is being viewed negatively, you can use a blog to challenge misperceptions. 5/20/12
blog
In addition, monitoring your industry helps you to know what is being said about your competitors. Observing industry trends might help you find a niche worth exploiting or a marketing avenue others are overlooking. A lot of online tools have been created to assist you, Google.com, BlogPulse.com, Bloglines.com, Technorati.com, PubSub.com, and IceRocket.com just to name a few.
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blog
7) Decide on a blog platform. This is not difficult as many good platforms are available. If your blog is going to be self-standing separate from your company website, Typepad.com is a good solution. If you want to include it inside your overall website structure, Movable Type or WordPress are good options. (One platform not recommended for business purposes is Blogger.com. Though many small businesses use it, the platform lacks some of the most elemental features included in others, such 5/20/12
blog
8) Determine ways to market your blog. If the blog has marketing ramifications, getting the attention of search engines is vital. There are a variety of ways to do that, including submitting the blog to a number of search engines and blog directories.
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blog
9) Optimize your blog for search engine. Remember, you want people to read your blog, and the best way to do so is to have a search engine optimized blog. Using the search function on Google Adwords, you can find out what people are searching for on the topic that you are going to write. If you topic is very specific, when a person uses the search engine to search for the exact terms, your blog or article would most likely come out and be highly ranked.
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blog
Decide whether you want to use the most popular adwords which you may compete with many of the other articles and blogs out there, or the less popular and more specific adwords.. If you have the keywords in your title, first paragraph, body and conclusion of your blog, as well as the meta tags, it is very possible that your article would be highly ranked when people key in the exact phrase.
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blog
10) Develop a plan to track statistics. This is an area where bloggers have not traditionally paid much attention. However, when using blogs for marketing purposes, it is vital to know the effect they are having on your bottom line. Blogs are just like any other website in that their effect should be tracked in terms of unique visitors, page views, and conversion rates. Be sure to know your keywords. Blogs can help customers find your business when they are searching on Google or other sites. It is important to know what words customers use to find you via search engines, and what words show up in 5/20/12
blog
etiquette
There are a few things in the blogging community that are commonly frowned upon, the following are good rules to follow when you are blogging. People become very courageous behind their computer screens. Really, it doesnt take a whole lot to be considerate. A good rule of thumb is to treat other peoples blogs like you would treat your own. Be nice, be respectful and be considerate. 5/20/12
blog
etiquette
Do not treat your opinion with gospel truth. Do not invoke personal attacks. When you comment on someone elses blog, theres usually a line under name and email for a link to your blog or website Dont spam. Do not side track from topic. Never post someone elses words on your own blog, unless you have specific written permission.
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blog
etiquette (cont)
Its ok to disagree with bloggers or those who drop comments, but do be respectful. Respond to commenters. Everything you write is on display for the world to see. If you dont want to the world knowing something, dont post it. Cite references. Punctuate and capitalize.
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blog
etiquette (cont)
Thou shall own up to thy mistakes. Do not use aliases or shadow identities. Resize your blog images. What happens on the wiki stays on the wiki. It's wonderful how blogs and wikis can provide you with new knowledge, insight, and perspective, and you should certainly carry what you learn with you when you leave your computer.
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leave blog comments

7 reasons to
Consistently leaving high quality comments on other blogs is a great way to market and grow your own blog (and your personal brand). Here are some reasons why you should leave comments on blogs. 1.) Link Building Every comment you leave will be a link to your blog which will help with your (Search Engine Optimization) SEO efforts. The theory goes build as many links as possible from high quality sources and your SEO will improve.
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2.) Attract Attention If you are leaving comments on a bigger more established blog, there is a very good chance you will attract the attention of the blogger. Use this exposure to pitch guest post ideas, or gain attention of the blogger by posting about one of your articles 3.) Disagree or Add to the Post If you are able to disagree or add to a post, this will increase your profile as a subject matter expert. Adding quality comments arguing against or extending the original post. When disagreeing, use facts and other information to support your point of view. You dont want to come across as a troll when you attack someone you disagree with, but you should rather bring someone round to your side of the argument with 5/20/12 quality analysis.
4) Extending the Conversation Leaving comments extends the conversation, it helps to build a community on your favourite blog, and if you are conversing a lot, your profile can only increase. 5.) Give the Blogger some Support When a blog is new, it feels like you are posting into a void, no-one is leaving comments or giving you feedback. If you come across a new blog give them a little boost by leaving them a comment, tell them you like their work and give support on their posts.
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6.) Increase your Profile Selecting high profile blogs in your niche, and adding valuable content can increase your profile to the readers of that blog, who in turn may visit your own blog and hopefully become one of your readers. 7.) Make New Friends Lastly, leaving a comment is just like saying hello in the real world, it can be the start of a beautiful new relationship, say hello today instead of skulking in the background.
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google
page ranking
Long Tail Versus Short Tail Keywords Keywords can be split into two main groups, short tail keywords and long tail keywords, or broad keywords and narrow keywords. The term long tail was coined by Chris Anderson and is used to describe the strategy of targeting lesscompetitive niche markets rather than the hugely competitive broad keywords. A long tail keyword is something like Small Business Web Design while a short wail keyword is something like Web Design.
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google
page ranking
(cont)
When you compare the two keywords, Web Design has about 30 times as many competitors as Small Business Web Design but Web Design also gets far more searches each month. A small number of broad terms such as Web Design and Marketing account for a large proportion of searches but an equally large proportion of the searches are made up of millions of more specific search queries such as Small Business Web Design. This search distribution can be understood through the following graph.
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google
page ranking (cont) reverse

Adwords
Benefiting from the long tail You may be wondering why anybody would want to target hundreds or thousands of keywords which bring only small traffic. Well the answer is simply that there is less competition so you can rank on the first page of Google for long tail keywords far easier than ranking for short tail keywords. Yes, they dont bring a lot of traffic separately but if you target lots of long tail keywords you can get lots of easy traffic. Not everybody is capable of ranking highly for highly competitive keywords but anybody can rank for long 5/20/12 tail keywords.
google
Adwords In Google AdWords, you can search for the keywords which you are interested in targeting, and Google AdWords will show you the frequency which people search for it. The more popular the search, the more expensive it is. However, you are not really paying using Reverse AdWords method, you are merely finding out what people are searching for and giving them the information in the form of a blog. Using long tail keywords in your blog, making sure the whole keyword appears in your title, first paragraph, several times in the body and in the conclusion, will definitely help your blog in Google ranking for the specific topic.
Just add a link back to your webpage at the end of your blog, and you are officially adding value to your customers or prospects, rather than spamming them with ads. This is a much less offensive way to promote your products and services and in the long run, there will be many different long tail keywords that will somehow lead to your blog and your webpage.
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page ranking (cont) reverse
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9 ways to increase blog content

1)
visibility for your best
Recommend Blog Posts About Similar Topics

If your reader was interested enough to click through to your blog post on, it stands to reason that your reader might like to read the other content you've written on the subject. That's why it's a great idea to include links to related blog posts you've written on the subject in the bottom of your blog posts, as Search Engine Land has done on its site.
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You'll notice they not only include links to the titles of blog posts that relate to mobile marketing and search engine strategy, but they also link to their blog topic tags on paid search marketing, mobile marketing, and search marketing for those who might like to browse the entirety of their blog archives. You can make this related content module a feature of your blog design, or simply 5/20/12 include it in plain text at the bottom of each blog
2) Republish Successful Blog Posts in Social Media
You may already use social media to achieve visibility for your blog posts when you first publish them -- so why not continue to promote them via your social media accounts well after their initial publish date, too? This is easy to do with automated social media publishing tools.
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3) Create a blog bundle and share related posts in a blog

Creating
a "blog bundle," or a compilation of your best blog posts on a particular subject, can be used for a quick lead generation offer and to gain more visibility for your best blog posts. Include links throughout the offer that lead back to other blog posts. For example, if I were to create a blog bundle about SEO, it's possible I'd talk tangentially about paid search. It would be helpful to reference and link to other paid search blog posts within the blog bundle offer. You might say, "To learn more about how paid search can help your organic search strategy, read this blog post about integrating a paid and organic strategy," with a link back to that blog post. 5/20/12
3) Create a blog bundle and share related posts in a blog
This strategy not only lets you leverage your best blog content as a lead generation offer while simultaneously getting more eyes on those blog posts, but it also gives you ample opportunity to drive visitors back to your blog through relevant internal linking opportunities.
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4) Create Inbound & Internal Links for More Search Engine Visibility
The
linking opportunities don't end with your lead generation offers; it's crucial to grow your inbound and internal links within blog posts to increase blog post visibility in search engines. Think about how users find your blog -- it's not just through email alerts to subscribers and social media links. If you're optimizing your content, you'll get found in search engines for years to come! Increase that visibility by naturally acquiring inbound links for your most important blog posts -- through guest blogging opportunities, polite requests to industry connections, and graciously linking to other people's content.
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4) Create Inbound & Internal Links for More Search Engine Visibility
Bolster
the impact of those internal links by implementing a savvy internal linking strategy to help bolster organic visibility of important blog posts even further. Aside from the SEO value you'll get from internal linking, continually referencing your old blog content within the context of new blog posts helps you continually drive new traffic to them. Not only is this more useful for the reader, but it also helps us to drive more traffic to blog posts that have long since been archived.
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5) Update & Republish Old Blog Posts

You
now know -- from your social media republishing research in tip #2 -- which blog posts were the most successful. But are they all still up-to-date? If your best blog posts are months or years old, it's possible the information contained therein is outdated -- especially if you work in a fast-changing industry. So why not save yourself the time of writing a new post from scratch and get more leverage out of those evergreen blog posts by updating the content and republishing it to5/20/12 your
5) Update & Republish Old Blog Posts version of the blog post offered an The new
updated information, more explanation, and highlighted new product functionality, etc. When updating and republishing blog content, rather than creating a new draft, just change the date from the original publish date to the current one so readers don't think they've stumbled across outdated content and so you aren't publishing what search engines consider duplicate content. Share the new post in social media, and if your blog comments automatically turn off after a certain timeframe, enable new comments again since you'll be getting new traffic to the blog post.
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6) Recommend the Most Popular Blog Posts

You're
getting new, unique traffic to your blog every day. Don't you think those new visitors would like to read some of your blog's oldies but goodies? Make use of one of the simplest ways to resurface old blog content -- a blog post recommendation widget. These modules can be built into your blog's design, and automatically recommend the blog posts that were the most popular. Just be sure you're vigilant about updating old but popular blog content (refer to tip #5) so you don't drive visitors to pages with incorrect or outdated information!
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7) Use Blog Content in Email Marketing Campaigns / Newsletters

One
of the most common reasons marketers fail at lead nurturing is a lack of suitable content. Use your blog to simultaneously feed your lead nurturing content arsenal and generate more visibility for past blog posts. Pick your best, most comprehensive blog posts that address your prospects' pain points, and include them in your lead nurturing content map.
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Just
be sure to include calls-to-action in all of your posts so traffic that converts from the email / newsletters can reconvert on the blog! Give your sales team an arsenal of evergreen, educational posts that address common pain points they hear when speaking to prospects. When they uncover a serious pain point, they're equipped to verbally explain the solution and send a personalized email with a link to the blog post that explains the solution in more
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7) Use Blog Content in Email Marketing Campaigns / Newsletters
8) Include Blog Posts in Your Resource Center

Kill
two birds with one stone, and highlight your best blog posts in your resource center. We advise against including the entirety of your blog content in your resource center, since search engines might ding you for duplicate content. Instead, write an original abstract that explains what the post is about, and direct the reader to the full post on your blog.
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9) Reference Your Blog Content in Q&A Forums

Just
as your how-to and explanatory blog posts are useful content for your sales organization, they can be repurposed on Q&A forums and social networks like Quora or LinkedIn Answers where users crowdsource answers to industry questions.
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stanford
blog
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TUSB
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princeton library
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Public Library
http://bestofpublib.wor 5/20/12 dpress.com/
daring librarian
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Click to edit Master subtitle style Session 3
Effective use of platforms
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Session 3: Media Sharing
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youtube
Video Sharing
Youtube is gaining popularity and the number of visitors daily increased tremendously daily in the past few years. Used once by amateur video makers for fun, it now hosts innumerable marketing strategies. Opening an account and uploading a video with YouTube is not only easy its free! A little time, effort, and creativity is enough to pave your way to success in using YouTube for your social media efforts in your company.
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benefits of
YouTube
1. Cost free - Unlike other means of advertising, YouTube videos are shown for free. There is no required budget for your campaign and not cost per click.. 2. Global audience - YouTube marketing takes your website global. It is viewed by people all over the world. 3. Viral effect - Interesting YouTube videos that evoke any kind of positive response from viewers are usually shared by viewers with their friends and family members. As a result, soon your popularity increases with minimum effort on your video. You simply have to upload a good video and your job is 5/20/12
benefits of
YouTube
4. Search Engine Optimization (SEO). When your YouTube video is viewed, your message is not only shown to your viewers, Google and other search engines will pick up this information and through your keywords and links, it will help your video be searched and ranked on the search engines results. 5. Create your followers and audience. When you consistently have great videos/podcasts, more and more people will follow you. You can start a channel and be a superstar. YouTubes server.
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benefits of
YouTube
6. Show off your services / products. YouTube is a great channel as it has great traffic. Think of being in a large mall in a large city near public transportation, there is great traffic. If you have a great product or service, why not show it in a video? 7. Embed in your blogs and webpages without using your servers bandwidth. Youtube is a pretty robust service, and it can host videos that are easily embedded into your blogs or webpage. Whats even better is all the bandwidth of viewing the videos is on YouTubes server.
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networking on
YouTube
On YouTube, you can link up with other people who are posting videos on your industry. Similar to blogs, linking to other video, commenting on them may get your videos noticed more. YouTube allows people to connect and share ideas like other Social Media applications and getting to know more people in your industry is always a benefit. You should not see them as competitors as everyone is sharing information to show competence and expert in the industry. Adding a Favorite to that video can also help link your profile to that video. You may also get noticed by the video poster who may link up with you.
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playlists
Besides relying on generic search on YouTube or Google to get to your video, you can also start playlists to chain videos that are related together. This is very effective in driving traffic when your playlist links very similar videos that have high traffic to your video. You are facilitating the search for the topic, and increasing the visibility of your video at the same time. Online videos are a truly fantastic way to promote your business and get more traffic without spending a great deal of money. But remember that your video submissions can actually help you improve your existing marketing strategy and develop new product ideas.
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playlists (cont)
Having a playlist to link your YouTube videos connected with popular videos similar to yours is a good way to get traffic to your videos. When you search for a video, a playlist may show up, and even if your video was not picked in the search, if your playlist with the popular video is picked, your video may be next in line to be viewed.
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playlists (cont)
TIP: Pick quality videos similar to your videos with a lot of views. Chain together a list of similar video with same keywords as your video and create a playlist. Pick a good video with a lot of views and place your video after the best and most viewed video for the highest visibility. NOTE: You can have a maximum of 200 videos on your playlist and 500 videos on your favourites.
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Blendtec used YouTube channel to Podcast one of the most popular programs on Youtube with 350,000 subscribers. (Jan 2010)
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Jeff Dunhams Achmed the Dead Terrorist is one of the most popular YouTube video and it has 126 Million hits in Jan 2011!
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Well, it does not take a genius to figure out that if you have 160 million views on your video, you are going to be a star no matter what.
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cebu airlines
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JetBlue legroom
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The truth now is YouTube is gaining so much popularity now, that even traditional TV Channels cannot compete with it there is so much word of mouth marketing when it comes to YouTube. Many people spend hours a day watching videos on YouTube, and it why should you not have a video on YouTube giving people the information they want to find which may lead to more brand awareness of your company.
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photo
sharing
There are a few popular photo sharing sites, and as of 2008, in popularity and number of members, they are ranked as such 1. http://www.flickr.com, 2. http://www.picasaweb.google.com 3. http://www.photobucket.com 4. http://www.webshots.com 5. http://www.deviantart.com 6. http://photo.makorsha.net
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benefits of
photo
sharing
With digital cameras gaining much popularity, more and more people have digital photos stored on their computers. The days of lugging heavy photo album books are diminishing. With todays technology, anyone can send photos to anywhere in the world. You don't have to use a first class stamp to send photos that may or may not get there when you want them to.
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benefits of
photo sharing
Online photo sharing is ideal, especially for those who are far apart. People are able to save photos to a web site and share photos of different events that some of their friends and relatives weren't able to see.
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how can online photo sharing benefit
your library?
For library, you can show off achievements, architecture, events and update alumnus on the improvements made on campus. You can even try to get Alumni to share old photos to have some historic information and sharing school traditions and culture. Search engines look at the content and, if you have provided them with the appropriate information, will use it in search results.
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how can online photo sharing benefit
your library?
In addition to tagging images you can use registration with the sites as an opportunity for developing inbound links to your website to help with SEO (Search Engine Optimisation) It is very easy to sign up on the sites in the first place and most of them will offer a free membership that allows you to post images subject to a monthly and total upload limit. (Flickr)
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To optimize and effectively use
photo sharing
Fill in your profile Make sure you fill in your profile. Flickr allows you to describe you and your business, including keyword rich links back to your website, blog or even social media profiles. Use your best photos Don't use any old photos you have, carefully select your best photos or get a professional photographer to take your photos. Use descriptive titles, descriptions and tags Make sure you have unique descriptive titles, descriptions and tags for each image. Good descriptions, titles and tags will lead to your photos being shown in search engine results (SEO) and increasing the footprint of your business on the Internet.
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photo sharing your own Join and Post to relevant groups, even create group (cont)very best photos to. This Find relevant groups you can post your
will increase the number of people who will see your picture and possibly comment on it. If you can't find a group start your own. Network Comment on other people's photos and collect favorite photos to expand your network and increase the number people seeing your photos. Add some of these people to your contact list and invite them to your group. Make friends with people in the same industry and share ideas and news. Add a license to your photos Flickr allows you to add different usage licenses to your photos. You can share your photos with the world allowing people to freely use 5/20/12
photo sharing (cont)

Get your vanity url that describes your business You can purchase vanity url. It is easier to remember and increases click through rates from search engine results. Showcase your photos in with social media Encourage people to visit your Flickr page via Facebook, twitter and your blogs, don't forget about other ways of promoting your Flickr page including flyers, email signatures and even business cards. Make contacts Like Facebook and Linkedin, you can build a network of contacts with similar interests as you. You can then stay abreast of what they are publishing and push your photos 5/20/12 out more people.
Great group to share photos with, network and experience. Start a discussion, and get more people to join and share 5/20/12 photos.
other images sharing
examples
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flickr
groups
Why use only your photos when there are other people who have taken photos of your products or services? In a group, you can search for people who have taken photos on your products and invite them to join our group. This is a good way to get photos of people using your product or services taken by other people.
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flickr
groups
(cont)
The purpose of this is to build a community. As with marketing, one of the easiest way of getting people to go is to try to connect with others who have been there and hopefully make them an advocate and an evangelist or at least recommend it to their friends. Hence, starting this group is very important, and managing it is equally important.
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flickr
groups
(cont)
First Search for your products or related terms after 5/20/12 you set up your group.
flickr
groups
(cont)
Find nice photos and invite them to your group.
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flickr
groups
(cont)
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media
sharing
tips
To have your media found, do the following: Tagging with keywords - for each photo/video. Name your photos - a good name will help search engine display your photo under image search
Describe your photos a good description really helps the media to be discovered. Embed it with keywords to help SEO
Watermark your media so people can find out about you if it is embedded on some other sites. 5/20/12
social media
optimization
Getting noticed: SMO the new SEO The center of any social media program is the social object.
What is a social object?
Abstract objects that trigger and host dialogues and activities (Photos, videos, text) Content or media that can induce reactions in a network
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social objects getting
noticed
Social objects can be a source of engagement or discourse. Uploading content guarantees that it will have a place to reside online. Visibility and the socialization of the content are not guaranteed.
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what is social media

It
optimization?
is the deliberate act to align keywords with social objects to improve the association of your content with the individuals performing the search within specific social networks as well as traditional search and real-time/social search engines.
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how to optimization?
Tags,
facilitate
social media
description, and keywords collectively contribute to the discoverability of social content.

Titles Description Tags Content distribution Links (Likes and shares)
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library
humour
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slideshare
Besides producing content and sharing information on your blogs, sharing photos and videos, you can also share slides.
Slideshare can be used as business tool if your company has lots of information you want to share through slides. Like photos and videos, slides can also be embedded into your blog! 5/20/12
benefits of
slideshare
SlideShare can be used effectively as a powerful marketing tool if you execute these basic tips:
Place your name and/or company name in the slide title that you enter into the title bar after you upload it, or before. For example: Brand New WorldBrand Infiltration" This will optimize your business name in the search engines, just like placing a title tag on each of your web
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benefits of
slideshare
Break your large presentation into into several smaller presentations. Each one treated like a chapter in the larger theme. Make each presentation a stand-alone with it's own title, subject, and keywords. This gives you several smaller presentations to optimize for on more targeted and specific keywords, which casts a much wider net on the web. Think of it as creating several specialized micro sites. Create your documents in PowerPoint or Keynote and convert to PPT, and then export them to PDF and post on the web as it's own domain, plus post 5/20/12
benefits of
Place links to your SlideShare channel on every blog and site and social media channel you have. Share info on Facebook and Twitter. Blogger and SlideShare both have very easy Widgets that allow you to plug your SlideShare channel into your blog post using an RSS feed for automatic updating. Use as many appropriate keywords in the SlideShare keyword bar as you can. Think of this as meta-keywords on your 5/20/12 site.
slideshare (cont)
benefits of
Write a good and focused description of your presentation. Think of this as your metadescription tags. You can easily embed a video from YouTube into any one of your slides once it's imported. Publish often. Use a eye grabbing graphic or image on your title page. It's just like creating an effective ad. You 5/20/12 need to entice your audience.
slideshare (cont)
benefits of
slideshare (cont)
Use a provocative or attention getting title. Or state a big benefit. But ALWAYS speak the truth and don't deceive. Use the last slide or two to provide your bio, contact info, links, call to action, offer, tagline or unique selling proposition. Provide great value, information, tips, how to, insights, etc. The more you can help or inform people, the more traffic you will get.
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benefits of
slideshare (cont)
Create your company brochure/presentation in PPT and post on SlideShare. Blog and Twitter about your new SlideShare presentations, and provide a link directly to them by cutting and pasting the URL.
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What else can you share
on slideshare?
There must be tons of information you want to share with customers of your company, for example you can share: Customer Service FAQ Marketing presentation of products and services New product launch presentation Companys annual report presentation Tips on getting to the premises (for hotels and tourist destinations) Best practices Other information to display expertise in field/industry 5/20/12
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facebook
Social Networking
Facebook continues to make a series of evolutionary moves in recent months, rather than react to the news, lets take a holistic look at where the company is headed.
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fact
More than 800 million active users 50% of our active users log on to Facebook in any given day People spend over 1 trillion minutes per month on Facebook Average user is connected to 80 community pages, groups and events. Average user creates 90 pieces of content each month. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week People on Facebook install 20 million applications every day. Every month, more than 250 million people engage with Facebook on external websites. More than two million Websites have integrated with Facebook, including over 80 of comScores U.S. Top 100 websites and hald of comScores Global Top 100 Websites.
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International Growth
More than 70 translations available on the site About 70% of Facebook users are outside the United States Over 300,000 users helped translate the site through the translations application
Mobile
There are more than 200 million active users currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users. There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products
http://www.facebook.com/terms.php?ref=pf#!/press/info.php?statistics
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Facebook usage statistics by country July 2008 July 2011

Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Country USA Indonesia UK India Turkey Mexico Philippines France Brazil Italy Germany Canada Argentina Colombia Spain Malaysia Thailand Australia Taiwan Venezuela Number of Facebook users July 2008 27,811,560 209,760 11,171,540 711,520 3,464,640 1,042,820 162,640 2,461,140 119,080 491,100 618,080 9,621,820 417,980 2,412,000 695,900 450,580 114,180 3,217,380 71,340 966,700 Number of Facebook users July 2009 69,378,980 6,496,960 18,711,160 3,236,140 12,382,320 3,644,400 2,719,560 10,781,480 1,015,400 10,218,400 3,136,680 11,961,020 4,906,220 5,760,300 5,773,200 1,995,040 697,340 6,053,560 685,460 3,578,740 Number of Facebook users July 2010 125,881,220 25,912,960 26,543,600 10,547,240 22,552,540 12,978,440 14,600,300 18,942,220 4,757,200 16,647,260 9,949,760 15,497,900 10,542,040 10,226,820 10,610,080 7,317,520 4,216,760 9,009,660 6,745,160 6,686,300 Number of Facebook users July 2011 12 month growth % 151,350,260 38,860,460 29,880,860 29,475,740 29,459,200 26,770,300 25,307,800 22,713,240 21,239,380 19,806,660 19,459,280 16,597,760 15,642,240 14,631,600 14,409,960 11,221,040 10,612,380 10,419,100 9,932,740 20.23% 49.97% 12.57% 179.46% 30.62% 106.27% 73.34% 19.91% 346.47% 18.98% 95.58% 7.10% 48.38% 43.07% 35.81% 53.34% 151.67% 15.64% 47.26% 35.79%
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users for the
Singapore 2011
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The age demographics of Facebook users in Singapore are as follows:
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The sex demographics of Facebook users in Singapore are as follows:
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evolving to a platform not just a
social network
Facebook isnt a social network, its really a communications platform in fact, when you look closely, its not unlike an operating system on the web. Early innovations such as the instant messaging tool, then the applications platform that allowed 3rd party developers arent unlike what Microsoft offers to consumers. What separates them from others is the social news feed which aggregates what others in your network are doing.
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so how do you start to leverage on
facebook?
Being big and new poses great challenge.
Facebook is not easy to understand as there is constant innovation and changes done all the time, to leverage on it, you need to understand it.
The continued innovation spurred by the elusive business model, this is a very challenging scenario for any company in growth. However, you can never understand ever, without first trying it out physically for yourself. If millions of people are already on Facebook, arent you curious about what draws them there if you are not already using it for 5/20/12 yourself?
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Big Brands
When
Coke and many other big brands finally decided to participate in social media, many found that they already have Facebook Pages. The forward thinking companies realizes that its greatest networking opportunity was to empower the duo that started their page to continue to run the page with collaboration with the Coke team.
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Remember, in Social Media, most successful campaigns are word of mouth campaigns. Facebook is one of the most impressive user acquisition channels on the Internet and most users spend more than 20 minutes per visit. Even when it is almost impossible to broadcast to everyone on Facebook at the same time, there is nothing preventing you from trying to reach out to everyone relevant to your business.
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A Network is a group of people that are part of a common workplace, geographical location, or a school. This is a formal affiliation as defined or approved by Facebook, and typically you need to have an email address to participate. A Group is a collection of people similar to a Network, except its user-defined and members can be selected, invited, or simply join to participate. An Event is a time- and or location-specific occurrence, that also may have a collection of associated individuals who have RSVP to attend.
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Networks, Groups, and Events.
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Fan Page vs. Profile page

Facebook Profile Page 5000 friends limit Need friend Authorization No mass messaging Friends send you message to join games Can be tagged With phone authentification can get username No insights Share Video, Photos Use RSS, Flickr, YouTube and Picasa by default Extensive information can be input (personal information) Facebook Fan Page No Limit No Authorization required Can click to message all fans No messages to join games Cannot be tagged Needs at least 25 fans to get username Insights of where comments are from Share Video, Photos Need applications to use RSS, Flickr, YouTube and Picasa Minimal information can be input. (Mostly just webpage and company info) 5/20/12
facebook brand
likes
will be important for your
Brands will be tripling down on Facebook advertising in 2011, and the process for acquiring Facebook Likes has evolved to accommodate this increase in demand. Instead of doing A/B testing between two photos to see which generates more Facebook Likes, the savvier brands and agencies are leveraging technology that can simultaneously deploy 10,000+ ad variations to yield the lowest CPA (cost per acquisition) of those Likes.
http://mashable.com/2010/12/21/a 5/20/12
facebook
checklist
page
Your Facebook page should contain all or most of these: Links to your blog posts Links to related articles (whether theyre yours or not) Videos Photos Discussions
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effectively using
facebook
On Facebook, you should simply look at simply conduct activities that would engage your fans. Facebook Pages need attention! People are used to passive marketing. In the old days, you could pay a magazine or billboard company to create an ad for you. Then you sat back and waited for sales to hopefully pour in. But those days are gone. Whether its you or someone else at your company, you need to dedicate someone to social media strategy.
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effectively using
facebook
The aim of Facebook fan page is to celebrate your customers, provide them a place to interact and spread your brand to their friends. As a social media platform, selling and offers are frowned upon like spam, and will become a big turn off for many people. Cleverly sculpted messages which include these information can sometimes be seen as informative and it is essential that your fan page provide more valuable than your sales5/20/12 pitch.
effectively using
facebook
When you start a campaign, you need a plan right? Have a Facebook Goal: Create awareness of our brand on Facebook Get 10,000 Likes by year-end Have at least 5 comments or shared items each week Make Facebook one of the top 3 referrers of traffic to our site Get 5,000 fans by year-end Get 2,000 entries to our Facebook contest
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facebook
Facebook Group Can send out bulk invite
fan pages vs groups

Facebook Fan Page There is a limit to how many invites you can send
Fans can also send out bulk invite There is a limit to how many invites they can send No mass messaging No username No visitor statistics No promotion Visible to unregistered Facebook Users Proper Facebook username. (i.e. facebook.com/yourbrand) Visitor statistics Promotion with social ads
A limit to what you can customize Can add additional tabs, FBML
** Only differences are shown, similarities not highlighted 5/20/12
Facebook - Groups & Public Profiles

Groups Meant for informal use Retain individual's ID Able to send messages No ability to publish to feed No messaging after 5k Members may upload media No customisation or apps Only pic on avatar No friendly URL No Stats tracking Public Profile Personality or business Posted as official ID Can't send message Publish to Feed No limitations on fans Limited posting from fans Notes, Reviews & Apps Some ability to customize SEO friendly, custom URL Stats via Insights Dashboard Can be found via search engines
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successful universities
on
facebook
University of Cambridge University of Oxford (Good example) - iTunes App Harvard
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NUSL
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NLB
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billy graham
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twitter
With twitter gaining popularity, number of users greatly increased after celebrities began to use this social media platform. Many people are only beginning to realize the true value in it.
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twitter
What is Microblogging? Micro blogging is a form of multimedia blogging that allows users to send brief text updates or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, digital audio or the web. What is Twitter? Created by Jack Dorsey back in 2006, Twitter is DISCOVER THE AVENTIS ADVANTAGE! 5/20/12
Twitter is a fun way of communication with social media, and I believe it is here to stay. Twitter also makes the user think creatively before he sends out the message as it is limited to 140 characters, making it a lot more interesting than the long rants you find on blogs you find.
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reasons to use
Twitter
Networking - You can find all sorts of people both locally and internationally on twitter, and following the right group of people, and allowing people to follow you, can allow you to build up a strong network of people that share similar interests. On Twitter, you can NETWORK and NETWORK FAST. You can sometimes rely on the expertise of these people and as they come from varied backgrounds, having these people in your network is definitely great if you need to seek advice on a topic you do not understand. Networks Social media allows networks that 5/20/12 share common interests to form and communicate
reasons to use
Twitter
Updated news Speed of news on twitter almost unbelievable. Being on twitter, the news show up real time and unlike restricted by news source, the current events you get from twitter is varied and may give you a very balanced or skewed views on a certain topic. Real time Connectivity Social media thrives on connecting people, allowing people to share their experiences on the web and add their comments and links to related topics.
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how are
Generally, a hashtag is a great way to increase your Tweet visibility. However they should only be used if your Tweet adds value to the topic (so dont insert # sign before each word). Remember, that hashtags are tracked by people, so dont waste their time by [I #eat #ice-cream #now] type of messages (this is also likely to rip off your followers). As an example, here are a couple of cases when using a hashtag makes sense: @robin_low: There is now 21,000 confirmed 5/20/12 #H1N1 cases in #Singapore.
hashtags used?
how are
hashtags used?
To categorize your Tweets based on a particular topic or for a particular purpose - e.g. #followfriday is a fun tradition to recommend your friends (and the whole universe) new people to follow: @followfriday: #Followfriday Follow these interesting Singapore Tweeps: @belindaang @doingd @satsugaicat,
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how are
Hashtags are widely used to live-blog an event. This makes following an event much easier. It is recommended to set your hashtags before starting to live-blog: @SocialMediaWF: Speaker Brian Solis is up next to talk about leveraging Twitter in Business for Branding #SMWF Hashtag etiquette is still evolving, so let good social manners be your guide. Tag only those updates that you feel will add significant value to the conversation. One hashtag is best two5/20/12 are DISCOVER THE AVENTIS ADVANTAGE!
hashtags used? (cont)
here are some commonly
used #hashtags:
#humor: Some jokes, some spam, and a few jokes that include vulgar language/topics. #howto: All questions, limited how-to tutorials and links listed. #Photography: Photography-related. #news: Pulls ALL news stories that are Tweeted. Fine for a general World news, but you can't filter out stories on a single news subject.
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here are some commonly
used #hashtags:
#recipes: Recipes of all types, with relevant links listed. Not categorized any further, though. #tech: Random information, not sure if most of it is tech-related, or not. #Singapore: Singapore related news or events. #Tips: Tips, Instructions, Information. #Jobs: Job postings. #RedSox: About Boston Red Sox #Tweetup: About a Twitter event, usually followed by country, or #SGTweetup
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leveraging twitter as a
business tool
Like the past when presence on the web is important, the presence on Twitter and other Social Networking platforms is very essential. Your presence on Twitter is also part of your brand and choosing the right name for your twitter account now becomes essential as it is your "face" on social networking.
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do's and don'ts
on
Twitter Etiquette.
Do not tweet continuously. Sending lots of tweets in a short period of time is just annoying. Do not use DM autoresponders. It does get rather annoying when someone DMs you a thank you and some other important DMs get covered up to several pages later. Do not beg for retweets. If your content is good, other Twitter users will retweet it.
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twitter
do's and don'ts
on
twitter
Do use CAPS to help other tweeps understand your message. VIDEO: www.youtube.com/xxxxxx. IMPORTANT: MJ has died! Do not autotweet. Do not follow the "join to get 400 followers." Do not overuse the HASHTAGs. Hashtags can be extremely useful but they're frequently abused by spammers, marketers and applications.
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do's and don'ts
on
twitter
Do not use random characters with numbers behind for your user name. If you have just started an account, it is not too late to change it now. Do not tweet nothing but things to sell or squeeze pages. This is 'social' media. Just as nobody likes the person who is constantly puts links to squeezpages or clickbank stuff. Provide value with your tweets. Do not overfollow or autofollow. If you have 500 followers but are following 5,000 people, something is wrong.
5/20/12
do's and don'ts
on
twitter
Do not sell out. Tweeting a message for a company for a chance to win a free laptop may be a good deal for the company, but by tweeting marketing messages for compensation (or a chance at compensation), you send the message that you're easily bought and sold. Think before you tweet. 140 characters is not a lot, sending 3 tweets to make 1 message just does not cut it. Do not send just a link without a description. With 5/20/12 url shorteners, who the hell knows what you are
5/20/12
tweetups
An organized or impromptu gathering of people that use Twitter. (A meet up of people that 'tweet' using Twitter.)
Why? Because you are able to gather with online friends, meet new contacts to enhance your career, and have a few drinks.
5/20/12
twitter
applications
Following are lists of useful Twitter Applications.
http://tweetdeck.com/beta/
Tweetdeck is a personal browser for staying in touch with whats happening now, connecting you with your contacts across Twitter, Facebook and more. Its free and allows you to view people you are interested in separate windows.
5/20/12
twitter
applications
http://www.twaitter.com/ Many businesses are starting to discover the enormous potential that Twitter provides to both market their products and have more personal contact with their customers. Send personalized messages to your followers at times of your choosing (ex: promotions or coupon codes) Avoid having to have personnel send tweets at scheduled times. Have your business or blog RSS feed automatically fed to Twitter at specified times Upload files of mass personalized messages to your customers to be sent times of your choosing * Subject to Twitter.com use limits
5/20/12
twitter
applications
http://www.itweetreply.com/ A service that automatically send you an email every time somebody "@" replies or mentions you on twitter.
5/20/12
twitter
applications
http://www.wefollow.com A site that allows you to list yourself under several descriptions and allow you to find people whom you may be interested to follow. Groups people according to their interests.
5/20/12
twitter
applications
http://www.tweepi.com Tweepi - the first and only Twitter Follow Management with stats... Great for managing and understanding your followers! Tweepi allows you to clean up your Twitter account from spammers and deadbeat users, as well as make sure you follow tweeps who deserve to be followed.
5/20/12
twitter
applications
http://www.itweet.net A very user friendly site to help you with your daily tweets.
5/20/12
twitter
applications
http://hootsuite.com/ Allows you to manage multiple accounts. Offer team workflows. Track Statistics. Enable Multi Column View Tab Layout Feed your Rss
5/20/12
twitter
applications
http://www.tweetlater.com Auto-follow new followers and send autowelcome messages. Schedule tweets.
5/20/12
twitter
applications
http://untweeps.com/ Lists Tweeps you are following who have not updated in 30, 60, or 90 days. Unfollow them with one click.
5/20/12
twitter
applications
http://tweetake.com/ Tweetake Tweetake allows you to back-up your followers, people you are following and Tweets with just one click. Great backup tool!
5/20/12
twitter
applications
http://twitpic.com/ Twitpic Share your photos on Twitter
5/20/12
twitter
applications
http://www.hashdictionary.com/ Hash Dictionary The hashtag dictionary for Twitter. Update your own hashtags wiki style.
5/20/12
twitter
applications
http://www.twtvite.com/ Twtvite Twtvite is an event manager tool that helps you organize Tweetups and make meaningful connections through social media.
5/20/12
things to
note
on Twitter
You can find out which applications you are using on Twitter, and you can manage permissions
5/20/12
advanced twitter
search
http://search.twitter.com/advanced
5/20/12
advanced twitter
search
Advanced Twitter search allows you to filter out noise and hone into the specifics you want to know about what people are talking right now!
5/20/12
word
search
social media = will find tweets containing both "social" and "media" "social media" = will find tweets containing the exact phrase "social media" social OR media = will find tweets containing "social" OR "media" (or both) social -media = will find tweets containing "social" but NOT "media" #socialmedia = will find tweets containing the hashtag "#socialmedia"
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people
search
from:robin_low = will find tweets from the person robin_low to:dmediaacademy - will find tweets to the person "dmediaacademy to:guykawasaki OR to:mashable = will find tweets to the person "guykawasaki",OR to the person "mashable @satsugaicat will find tweets referencing the person "@satsugaicat"
5/20/12
places
search
wickedcool" near:boston = will find tweets containing the exact phrase "wickedcool", that are sent near boston" facebook near:singapore within:10mi = will find tweets containing "facebook", that are sent within "10 miles" of singapore"
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date
search
No this will not find you dates, but google wave since:2010-12-23 will find tweets containing the exact phrase google wave, that have been sent since the date 2010-12-23 (year-month-day) windows 7 until:2011-1-11 will find tweets containing the exact phrase windows 7, that have been sent up until the date 2011-11-11 (year-monthday) But Twitter does not cache a lot of historical data, and searching dates too long ago will yield nothing.
5/20/12
attitude
search
movie:) = will find tweets containing the word "movie", with a positive attitude Food :( = will find tweets containing the word "food", with a negative attitude
5/20/12
other
search
linkedin filter:links = will find tweets containing the word "linkedin", and linking to URLs Social Media source:Tweetdeck = will find tweets containing the word "Social Media", and entered via Tweetdeck beer? = will find questions with the word "beer"
5/20/12
quora
Quora is a Q&A platform that enables anyone to ask or answer a question. Users can follow people, questions and topics. If you dont find a topic of interest, you can create new topics. The crowdsourced voting feature is advantageous for people hoping to be seen as experts in a certain area. All answers can be voted up or down. If you are truly a knowledgeable source on a particular subject, chances are that youll rise to the top as a subject matter expert.
5/20/12
benefits
of quora
Brand managers and product managers to use quora to generate ideas for improvements and innovations. Large organization can use quora to crowdsource within the organization itself for new solutions to old problems. On Quora that you can interact with a person working for that company (if the company is on Quora), rather than an impersonal FAQ on a website or automated telephone system
5/20/12
5/20/12
how small business can benefit from
location based deals

Besides checking into a location and earning badges, QR Codes can be used for marketing, rewards and also encouraging check ins.
5/20/12
putting
QR Codes
to Work
A Quick Response (QR) code is a two-dimensional code that can be scanned by smartphone cameras to automatically pull up text, photos, videos, music and URLs. These codes have become mobile-friendly ways to point people in the offline space to online resources. While already popular in Japan, consumers in the United States are just now becoming more familiar with QR codes and what to do with them.
5/20/12
putting
QR Codes
to Work
* On business cards: A fast and simple way to use QR codes for your own professional purposes is to place them on business cards. Generate a barcode that directs scanners to your online resume, small business Facebook Page or your website to help new contacts find you or your business faster. * On marketing materials: On your fliers, brochures, programs, handouts, whitepapers and a myriad of other materials in your media kit. Add QR codes to direct viewers to a particular how-to video, or images, get them to follow you on Twitter, or point them to a mobile-friendly landing page that promotes a new campaign.
5/20/12
putting
QR Codes
to Work
* In storefront windows: Google is sending out QR code window decals to top local businesses with Google Place Pages. If they dont send you one, steal the idea and generate your own QR code. You can use this code to encourage Fousquare checkins, point scanners to your Facebook profile, or simply invite customers to share memories in photo, video or text form.
5/20/12
putting
QR Codes
to Work
* For freebies: If you really want people to pay attention to your QR codes, make them good for something fun. Say youve placed a QR code decal in your storefront window, why not reward those who scan it with 10% off their purchase or a free pastry? Give them something small to thank them for their patronage. Simply create a custom QR code for the freebie you want to offer. You could even get creative and hide the QR code offers online, like on your Facebook page or website, or somewhere inside your store.
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google+
http://blog.newsocialmed
5/20/12
google+
Design: It looks and feels like a Google product, all white and clean looking. Even the Google+ application looks clean. Usability: Google+ is not like Google Wave, filled with tons of things you can do. Its essentially simple and clean.
5/20/12
google+ vs facebook
5/20/12
google+ vs facebook
5/20/12
google+ vs facebook
5/20/12
google+
features
Well, its a Google product, so you will expect it to integrate with your Chrome browser, Gmail and Google search engine.
google+ mobile
- Home (Stream) - Nothing new, like Facebook news Feeds. - Huddle - Huddle is basically a group-texting feature for the Circles you create. - Photo - The photo editor is essentially Facebook photos but with a photo editor. Its quick and well-organized, making it a welcome addition to Google+. - Profile - Google+ Profiles essentially port the existing data on your Google Profile. Nothing new here. - Circles - Much easier to use than Facebook friend list or Twitter lists. Drag and drop feature is fantastic! - Notifications - Tells you updates which may concern you. 5/20/12 Similar to Facebook Updates. http://blog.newsocialmed
google+ web
2 more features more than tablet app. - Hangouts - Hangouts is one of the more innovative concepts of Google+, its a cool approach to getting users to accept group video chat. The camera switching feature (it changes whos on camera based on whos talking) is far superior to having multiple video feeds open at the same time. That said, it will require users checking their Google+ streams every day for potential chats to join. This is indeed better the Skype! - Sparks - Google created a recommendation engine! Its designed to augment Google+, and if it works as Google designed it, it will create winners and losers in the publishing world, making Google +1 buttons actually matter. http://blog.newsocialmed
5/20/12
what I
like --
google+
Circles: The drag and drop feature using HTML5 is indeed great and user friendly. Instead of mass conversations happening, Google puts the communication back in the different overlapping circle of friends. It makes a lot of sharing more relevant, targeted, and your friends will feel less "spammed" as the information is more relevant to them. Hangout: The video chat thing is indeed awesome. It will be a killer app if there is critical mass, but I feel that it might become a novelty as I've done several chats, and could not get friends to "Hang out" even with 500+ friends. Spark: Content discovery through the "+1" is a very cool thing. Just like Facebook Likes, but for Google, it can recommend you things as well as you log in your Google Profile and use the search.
5/20/12
tips to get G+
started
1) Start by finding people you know 2) Then find people you don't know. (Simply type their names in the "Find People" box and you can follow these famous people. 3) Get your circles organized. (Segment your friends, overlap is ok) 4) Fill in your Google Profile 5) Follow some folks from Google?
5/20/12
tips to get G+
started
6) Comment and interact with the interesting content. 7) Set up Sparks. (Will help you get interesting content you like) 8) Join Hangouts 9) Check out Suggestions, add them to different circles as you wish. 10) View the different stream and circles to get different content. 11) Create a GPlus account (go to gplus.to) 12) Invite friends and family.
5/20/12
the
growth of the +1
5/20/12
what companies want to see in

Engagement
G+
and reach of each post: Comments, +1s, shares per post, shares per post with comments and impressions Engagement and reach of +1s on the brands site: Total +1s, +1s with comments and impressions Engagement and reach of each Hangout: Comments, +1s, shares and views Circle follower growth over time
5/20/12

Follower
G+
demographics: Breakdown by age, gender, geography and affiliation (occupation, industry, interests, etc.) Site referral traffic: How users are getting to the brand site through Google+ and what actions they take while there Account referral traffic: How users get to the brand profile and what actions they take while there Mobile referral traffic: How users are interacting with the brand page on the Google+ mobile app
5/20/12
G+
With Google Places, it would be ideal to have venue information, such as maps and ratings, available on the brands Google+ profile page. This would allow community managers to read, write and share reviews straight from Google+.
5/20/12
use personal business

Although
google+
profile to build your
Google+ has brand pages, there is much to be learn in small town social media where everybody knows everybodys business. The most effective social media marketing embraces these values. And just like in a small town, a reputation for trustworthiness and helpfulness online can build lifetime customer loyalty.
5/20/12
everybody
knows everybodys business
Google+
makes building and maintaining relationships easy. Using its powerful search you can find others talking about the topics your business interests cover. Its notifications let you know when people are talking to or about you. And circles allow you to find the right conversations at the right time.
5/20/12
everybody
Once
looks out
for one another
people get into mutual circles on Google+, the community bonds get tight quickly. Have a question or need help with a project? Youre sure to find someone willing to help. And if you show yourself to be a helpful resource, people will recommend you, share your posts, include you in share circles that gain you new followers.
5/20/12
trust is important
A
lot of network building goes on in Google+, due to the ease of recommending someone (just type + and a persons name, and their name becomes a link to their profile, and people can add them to their circles with one click). So being trustworthy is crucial. People who recommend you are putting their own reputation on the line.
5/20/12
Helping others
following
Nothing
to grow your own
gets people recommended to others or placed in a shared circle on Google+ faster than a reputation for helpfulness. The ease of sharing on Google+, and the huge reach that such sharing can have, makes such a reputation viral.
5/20/12
All of those tasks can be done via a Google+ brand page. Thats why its important to make sure youve done all the basics to make your brand page accessible and welcoming to visitors. But you can hyper-extend the power of your small town business approach with an influential personal profile.
5/20/12
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why should you go
personal
Personal profiles can circle anyone. Brand pages cant (until a person has first circled them). Following others by adding them to your circles is one of the quickest ways to gain a following for yourself. Personal profiles are welcomed more easily than brands. If a person is friendly & engaging and helpful, & it turns out that person is connected to a brand, people are more likely to transfer their warm & fuzzy feelings to that brand. Personal profiles can spend more time being personal. While brand pages certainly should try to be human, personal profiles have less pressure on them to get the message out. So when the message is shared, it seems more natural and is accepted more easily.
5/20/12
how to use a personal profile to build your
brand page
Brand As
pages dont have wallets, people do.
long as youre building credibility for your company, dont sweat too much where its happening, whether on your site, your brand page, or your personal profile.
5/20/12
1. make your clear on your profiles about tab.

Do
brand affiliation
more than just have your brand in the employment section. The Introduction section of your About tab is a natural place to talk about your business and what it does. It also acts as a search keyword in Google+s internal search, so as your profile gains influence, it becomes one more way for your brand to be found online. But more importantly, as people come to know and like you on Google+, they will come to associate your company (favorably) with you.
5/20/12
2. post about your brands always about your brand.

Your
topics, but not
objective here is to establish yourself as a credible authority in the areas your brand touches on. Remember that more people are going to end up being interested in your business because of youthan from any hard selling you do. So if your brand is a travel broker, in your personal postings talk about travel, give travel tips, share web content and other Google+ posts that are about travel (but not necessarily your company). Help people who are talking about taking a trip. 5/20/12
3. share naturally.
Guy
links to your brand, but do it
Kawasaki says that he keeps his selfpromotion posts to under 5%. I would definitely advise keeping your businesspromoting posts few compared to your other posts. Theres always a fine line between naturally sharing what youre about and spamming.
5/20/12
3. share naturally.
But
links to your brand, but do it
I think you can post more brand links than Kawasakis 5% if youre sharing them more organically. For example, share a link to a helpful blog post on your companys blog as part of a post about a larger topic. Also dont be shy about sharing a link to your companys resources in a comment thread if the resource would be truly helpful to someone in the discussion.
5/20/12
4. create and share a shared circle that includes your brand page.
Find
some great people and pages on Google+ who arent competitors but who share things related to your brands topics. Put them in a circle and from time to time share that circle in a post, explaining why its a valuable follow. Your followers can add the circle to their circles with one easy click. Now heres the trick: include your brand page in the shared circle. Only do it if your brand page truly relates to the topic of your shared circle. (To share a circle in a post, on your circles tab click the circle, then click the shared circle icon that appears where the circle was.)
5/20/12
social
commerce
According to a recent COMScore report, 23% of Twitter users follow businesses to find special deals, promotions, or sales. 14% of Twitter users reported taking to the stream to find and share product reviews and opinions. A study that showed 25% of consumers connected to brands on Facebook did so to receive discounts. But heres where things get interesting, in the same report, comScore found that Facebook and Twitter visitors spend 1.5x more online than average Internet users. There can be an opportunity here Commerce.
5/20/12
social
commerce
Starbucks set out to increase traffic in stores around the country through a free pastry program shared through social networks. The coffee company says that social media contributed to 1 million customers visiting local stores in one day. But, this is just the beginning. Recently, Gap ran a special promotion through FourSquare where anyone who checked-in to any store, for one day, would receive 25% off the total purchase. The offer extended to Twitter and Facebook, but in those cases, users were asked to print a coupon.
http://www.briansolis.com/2010/09/the-decline-of-asocial-shopping-and-the-rise-ofsocial-commerce/
5/20/12
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social
commerce
While social media may be slow to drive sales through ads, it is seen that when consumers think of it as a deal from their friends, and not an advertisement, then, the take up rate is much higher. Consumers on social media tend to have a mindset of socializing and not buying and most ads do not work, however, if it becomes a social activity, then the perception is now completely different.
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5/20/12
enlightened
engagement
Enlightened engagement, to me, represents much more than responding, it also represents the capacity to introduce value into the stream and also to connect the dots among all potential consumers and influencers. Remember, while its important to cultivate an existing community, the bigger part of the story is who youre not connected to.
5/20/12
enlightened
engagement
Through experience, we learn more about the very people were trying to reach and compel. Understand your influencers: - Which products and services do I deliver to which communities? - How do I price and promote these products to best service community needs? - How will I best position these products within existing and new channels to maximize brand presence?
5/20/12
enlightened
engagement
Social commerce and social business also require a fifth P, where people earn an official representation in the marketing, service and commerce mix. Without connecting the Last Mile of personalization packaged in empathy, we are not able to activate the social effect in and around commerce. As a result of listening, learning, and adapting, we develop more relevant commerce strategies. Through enlightened engagement, we can spark sales and also social shopping, collaboration, and communication.
5/20/12
inception
Through explicit listening and interpretation as well as through the implicit analysis and leverage of collective intelligence. We can get better at implanting ideas into people. Over time, the combination of manual and semantic analysis partnered with the resolve to continually earn relevance within the community (through online influencers) and foster social shopping that extends from the desktop to mobile to the real world.
5/20/12
old spice
In July 2010, Old Spice guy is a successful campaign that engages the numerous people on the Internet using Reddit, Twitter and YouTube. The Old Spice guy recorded his video responses in rapid succession, an amazing feat in itself that cannot be truly appreciated if youve never been in front of a camera. His answers were a key mix of coolness and the stuff Internet memes are made of. The actual brand Old Spice was never shoved down viewers throats. Most importantly, all of it was incredibly fun to watch.
5/20/12
old spice
Old Spices invited us all to participate in their marketing campaign. Its something that we all preach and that we know is a key element to any successful campaign:participation. And yet, Old Spice was the first to have their branded character interact with us all. Why didnt Geico ever do that? Or any other company with a well-branded 5/20/12 character?
old spice
P&G conducted a survey that and found that the vast majority of male body wash is actually purchased by women. That survey caused the creation of Old Spice Man. The marketing character offers a stunning dose of masculine eye-candy to appeal to the female audience that apparently makes most of the body wash purchasing decisions, while still also giving the subtle message to men that if they just used Old Spice body wash, they too could be as suave and masculine as Old Spice Man.
5/20/12
old spice
Identifying and targeting the market in that way was brilliant marketing in the first place. But, this week the Old Spice Man marketing campaign took its game to a whole new level with viral Web videos and custom video responses to customer comments and questions posted through social networking sites like Facebook and Twitter. The Old Spice Man proposed for one customer, flirted with Alyssa Milano, and had some sage advice for President Obama.
5/20/12
old spice
The people behind the Old Spice Man social media marketing campaign is Procter & Gamble ad agency Weiden + Kennedy. They have a firm grasp on how to embrace social networking to engage customers, rather than simply using social networks as another platform for the same, tired marketing customers are already exposed to everywhere else.
5/20/12
old spice
There is unquestionably value in engaging customers and establishing an interactive sense of community. It may be intangible, or at least more difficult to quantify, but the companies that are the most successful with social networking and Web 2.0 are the companies that have created a an online forum to involve customers and foster brand loyalty through the relationship that is created.
5/20/12
old spice
The Old Spice Man did not offer any product discounts, or overtly instruct viewers to rush out and buy Old Spice body wash, but the suggestion was there. What is more important from a marketing standpoint is that the Old Spice brand caught the viewer's attention. Next time those viewers are in a store, they might find themselves considering a purchase of Old Spice body wash and not really even be conscious of why.
5/20/12
old spice
The primary marketing lesson is this: be creative. Don't try to take traditional print and broadcast ads and simply regurgitate them on the Web. Consider the unique benefits that social networking provides, and capitalize on them to engage customers and foster brand loyalty in a whole new way.
5/20/12
5/20/12
community
manager
Social platforms are now "listening stations" for organizations. "Every network has an underlying purpose" and motivations for such network creation. The role of the community manager is to hold the collective vision, create and manage relationships and manage collaborative processes.
5/20/12
community
manager
Basically, a community manager should have big eyes and small mouth. 5/20/12
the four
tenets
of the community manager
In the following, Im not going to list out all my findings, but it was clear there were 4 number of Tenets, or beliefs that each role holds. In nearly all the job descriptions, the following beliefs were spelled out as requirements for the role. -- Jeremiah Owyang
http://www.web-strategist.com/blog/2007/11/25/thefour-tenets-of-the-community-manager/ 5/20/12
1) A Community Advocate
As a community advocate, the community managers primary role is to represent the customer. This includes listening, which results in monitoring, and being active in understanding what customers are saying in both the corporate community as well as external websites. Secondly, they engage customers by responding to their requests and needs or just conversations, both in private and in public.
5/20/12
2) Brand Evangelist
In this evangelistic role (it goes both ways) the community manager will promote events, products and upgrades to customers by using traditional marketing tactics and conversational discussions. As proven as a trusted member of the community (tenet 1) the individual has a higher degree of trust and will offer good products.
5/20/12
3) Savvy Communication Skills, Shapes Editorial
This tenet, which is both editorial planning and mediation serves the individual well. The community manager should first be very familiar with the tools of communication, from forums, to blogs, to podcasts, to twitter, and then understand the language and jargon that is used in the community. This individual is also responsible for mediating disputes within the community, and will lean on advocates, and embrace detractors and sometimes removing them completely. Importantly, the role is responsible for the editorial strategy and planning within the community, and will work with many internal stakeholders to identify content, plan, publish, and follow up.
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4) Gathers Community Input for Future Product and Services
Perhaps the most strategic of all tenets, community managers are responsible for gathering the requirements of the community in a responsible way and presenting it to product teams. This may involve formal product requirements methods from surveys to focus groups, to facilitating the relationships between product teams and customers. The opportunity to build better products and services through this real-time live focus group are ripe, in many cases, customer communities have been waiting for a chance to give feedback.
5/20/12
2 questions to ask
1) For the initiative you want to start -- does the library want it? 2) For the service you want to provide (or build) -- is it easier to be accessed elsewhere?
If the organization is interested in engaging Students in Social Media, please bear in mind: What works for someone may not work for you. But feel free to consider all the best practices by other organizations around the world. 5/20/12
10 tips for Aspiring Community Managers

1. Be an Expert and Evangelist of Your Product or Company 2. Love The Product and Company, But Be the Users Advocate 3. Work on Your Communication Skills 4. Blog and Have a Social Presence 5. Be Authentic
5/20/12
10 tips for Aspiring Community Managers

6. Be Multi-Skilled and Prioritize Your Platforms Strategically 7. Listen, Add Value and Build Relationships 8. Engage Online and Off 9. Think Like an Entrepreneur and Be Quick to Adapt 10. Empower Your Colleagues to Be Community Builders
5/20/12

Session 4
By Robin 5/20/12 Low
5/20/12
POST
P is for People: Who are you trying to reach? Whos your audience? Where do they hang out? Whats the best way to reach them? O is for Objectives: What exactly are you trying to achieve? Increase in sales? Brand repositioning? Better customer service? And how will you measure your success?
5/20/12
POST
S
is for Strategy: How will relationships with your customers change? What will be expected of you as a company? How will you handle negative comments? T is for Technology: So now you know who, why and how, you should have a good idea of what to use. Wikis? Facebook? Twitter? Flickr?
5/20/12
Session 4: Strategies
5/20/12
golden
rules
in a 2 way street -- speak, listen
Communication
and learn Other people are allowed to have opinions Give before receiving Be truthful with your messages
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5/20/12
Product Price Place
4P - 5P
of marketing mix
Promotion
- How do people affect the perceived value of the product or service. People that influence that value can include employees, management, consumers and online influencers. You will see that the marketing mix will vary by product or service, but there are some elements you will keep consistent across your brand.
PEOPLE
social media
loop
simple
Liste n
Listen to customer service / customer care has to say about your products and services. Then listen on forums and other social media channels on what customers have to say about your brand.
5/20/12
social media
simple loop
Liste n
React
React to questions and find the right channels to respond to the comments.
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social media
simple loop
Liste n
React
Prepar e
With common questions and answers, you can start planning your social media engagement plan.
5/20/12
social media
Pro-Act Liste n React
simple loop
Prepar e
With a social media plan in place, steps and policies can be put in place to proactively monitor and post answers before questions are even asked.
5/20/12
social media
Pro-Act Liste n React
simple loop
Prepar e
Feedbac k After having your Facebook, Twitter, and YouTube accounts setup, now it is time to monitor the hits and understand the best 5/20/12
listen
Before you can begin formulating great plans, you firstly need to listen. Before your company can be a part of those conversations, you need to know what people are already talking about so you can determine how you can best contribute. Setting up some tools to monitor conversations is easy. The difficult part is finding the right keywords that will 5/20/12
Listen (cont)
Here are some tools to get you started:
Social Media Firehose: Kingsley Joseph used Yahoo Pipes to create one RSS feed that aggregates results from Flickr, Digg, YouTube, FriendFeed and other social media sites. http://pipes.yahoo.com/update_maker/social_media_fire_ho
Latest Blog Mentions Pipe: This is another Yahoo Pipe that will aggregate brand references across several major blog search engines, including Technorati, Icerocket and Google Blog Search. http://pipes.yahoo.com/pipes/pipe.info?_id=bFH0.Di32xGnP
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Listen (cont)
Alltop: This website aggregates the top posts from the top blogs around the world. Because it divides the blogs into categories by topic, its also a great place to begin building your list of relevant blogs to read. http://alltop.com/ Be as specific as possible so that your searches return fewer results more relevant to your brand. This will take some time, but once youve discovered which keywords yield the results youre looking for, you will discover a host of blogs, twitter profiles and videos relevant to your 5/20/12 industry. Well use those results below as we
prepare
Social media platforms help facilitate conversations between individuals, not companies. Once you have a sense of what people are talking about, its time to identify the appropriate people inside your organization to participate.
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Prepare (cont)
Find the People People want to have conversations with company representatives who are experts in their area, who are passionate about their work and who are empowered to act on the feedback they receive from the community. If you want to focus on the marketing vertical, then look to your marketing team. The same is true if you want to participate in social media platforms devoted to product development, engineering or package design. Part of this process should be to provide the proper training 5/20/12 for these
Prepare (cont)
Set Rules of Engagement Make sure your company has a social media policy in place that offers guidelines to your employees on the appropriate way to engage in online conversations. Microsofts Channel 9 Doctrine (next page) is a good place to start. (This can serve as a good reference)
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CHANNEL 9 DOCTRINE
Channel 9 is all about the conversation. Channel 9 should inspire Microsoft and our customers to talk in an honest and human voice. Channel 9 is not a marketing tool, not a PR tool, not a lead generation tool. Be a human being. Channel 9 is a place for us to be ourselves, to share who we are, and for us to learn who our customers are. Learn by listening. When our customers speak, learn from them. Don't get defensive, don't argue for the sake of argument. Listen and take what benefits you to heart. Be smart. Think before you speak, there are some conversations which have no benefit other than to reinforce stereotypes or create negative situations.
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CHANNEL 9 DOCTRINE
Marketing has no place on Channel 9. When we spend money on Channel 9 the goal is to surprise and delight, not to promote or preach. Don't shock the system. Lasting change only happens in baby steps. Know when to turn the mic off. There are some topics which will only result in problems when you discuss them. This has nothing to do with censorship, but with working within the reality of the system that exists in our world today. You will not change anything by taking on legal or financial issues, you will only shock the system, spook the passengers, and create a negative situation. Don't be a jerk. Nobody likes mean people. Commit to the conversation. Don't stop listening just because 5/20/12 you are busy. Don't stop participating because you don't agree
Prepare (cont)
Define Your Strategy Social media programs should be done professionally otherwise it can be wasted time and probably bad-looking for a bad attempt. A strategy can let you examine your strengths and weaknesses and leverage on your strengths and focus on a few points of interests. Social media is comprised of many different platforms. Rather than trying to participate in all of them, begin with one or two that seem to make the most sense. Having an engagement strategy will help to determine how much time employees will devote to social media communications, what will be the focus areas for 5/20/12
Prepare (cont)
The keyword here is focus. Without focus, you may spend a lot of time on too broad of a spectrum of information to have conversations about. Setting focus areas and limiting your engagement is important as you dont want your employees to spend too much time engaging in areas which benefit too little. There are some brands who publish their strategies for a few reasons. As, these programs are designed to reach customers, partners, and colleagues in an open and transparent way, why not share with them in public? Secondly, by showing these companies are sophisticated in their approach, they demonstrate thought leadership. Lastly, by opening up for a public dialog, theres so much 5/20/12
know what you want to
accomplish
Develop a social media marketing plan for a specific goal or purpose. This will help you pick which site to use and how to measure success.
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decide on purpose of social media and
companys position
Social media is not a pure sales medium, decide on what you company would want to use it for. Your social media presence is more for online branding, educating your customers and engaging the public.
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decide on which
platform to
use
There are many different social media platforms to use, which one fits your company best? Find where your niche and audience are located and which platforms they are on and engage them there. Tip: Engage in 3 4 platforms. Cross marketing between the platforms creates multiple touch points.
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decide on how your managed
social media
will be
Who will be in charge of the Twitter account and Facebook Pages? Find out the rules needed for management to be comfortable. Find different roles for people with different comfort levels and skill sets.
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develop social media
policies
Decide on what can be said and what cant be said and integrate it into your HR policies. Set up staff training around your social media policy to create awareness amongst all staff.
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staff empowerment
Trust your staff Get everyone involved Amplify word of mouth Everyone has their networks Find comfort levels Find comfort niche Allocate time and resource Give rewards.
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everyone participate their accord
by their strengths.
If you regularly Blog, podcast, tweet Write review, post replies Tag objects, use RSS Update your profile Read blogs Do nothing of the above Your profile is Creator Critic Collector Joiner Spectator Inactive
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technographics
Technographics, from Groundswell, http://tinyurl.com/2vv3dv
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new objectives
Profile Creato r Critic Collect or Joiner Specta tor Inactiv e Goal Amply word of mouth Product development Market research Public relations Canary in Coalmine Get started Tools Blogs / Twitter Wikis RSS Social Network Brand monitoring Search
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The company also has to decide which portions of the Social Media are for internal use, and which are for partners and customers. All the employees are then trained to do searches on Social Media, follow conversations, make conversations, observe their digital footprints, and make Social Media part of their work life.
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web 2.0,
Web 2.0
change
Traditional Method Create an Event Build a Website Interruptive Advertisements 1 way broadcast Synthetic Stay private in your domain
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Create a relationship Build a Community Integrative Marketing 2 Way communication Organic Growth Being Everywhere
social media at IBM -
beyond
blogging
IBM discovered that if they were not on Social Media, others would define who you are. And their brand image was far from desirable. And after research, direct marketing was still the most trusted source of information, and IBM decided to move from mass communication to communicating with the masses on Social Media. By empowering employees, employees become the brand, given a voice to say things about the company and the products.
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http://www.slideshare.net/adamclyde/social-media-at-ibm
social media at IBM -
beyond blogging
There are some great advice given: Its not just for big companies. 2.Let your business model be your starting point. 3.Trust your employees. 4.Work the culture from inside out. 5.Dont think top down.
1.
I feel that this advice is very sound and it does not only apply to companies. Pick a strategy that suit your company and in Social Media, you need to put empowerment and trust in the forefront, through proper training and encouraging bottoms up initiatives, you may be surprised what more can be DISCOVER THE AVENTIS ADVANTAGE! 5/20/12
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Lack of engagement is one of the biggest problems we have today in getting more students through the college and university system, Madan said. If we dont tackle the engagement problem collectively, were not going to get more people through the system. And one of the great promises of social media in higher education is about promoting engagement.
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understanding
goals of social media
What is social media used for?
Student Engagement?
There is no incentive in most universities for engaging with social media or even for faculty to engage their students, said King, president of Transformation Education LLC, a group of educational advisors based in New Jersey. We have to start with the professor first, and we have to look to the institution.
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facebook app for
library?
http://angelakille.wordpress.com/2007/07/20/library-facebookapplications/
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understanding
goals of social media
What is social media used for?

Alumni Engagement? Prospective Engagement? Recruitment? Branding?
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technology
today
In just a few short years the web has increasingly become a 24/7 open marketplace for knowledge generation and exchange of ideas, dominated by new forms of social media and open access. While these changes have been hailed as potentially transformative influences on education, many questions remain about how higher education faculty members engage with these new practices and potentially disruptive technologies.
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Session 4: Engage
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The satisfaction effect
Source: http://www.churchofthecustomer.com
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The new paradigm
Attention
Engagement
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engage
Start leaving comments on blogs, uploading images to Flickr and videos on Youtube, building a community on Twitter or Facebook or whatever else that strategy entails that helps further the discussion and illustrates your companys commitment to developing these online relationships. It might also be useful for employees to create a social media editorial calendar so that its easier to structure time to participate. You never know what might happen, as this example from Blendtec
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engage
(cont)
Go to where your stakeholders gather. If you are sincere about engagement, search forums, blogs, twitter, Facebook and LinkedIn about your products and industry. Reply to questions you can answer and offer information and tips. Social Media is about building relationships and trust. When people know you, they will come to your Facebook fanpage and blogs, and support your products and services.
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go
offline
As social media is simply a group of tools that help facilitate conversations, but theres really no replacement for face-to-face interaction. Run events and invite friends and followers to meet up and network. Participate in local events on Social Media, increase your local profile by sponsoring some. Use trade shows and other events as opportunities to build even stronger relationships with the members of your online community. This could be in the form of an exclusive session, an informal breakfast or even 5/20/12
go
offline
Record videos on these events and post the videos up on Youtube and share the videos with the participants. Share the pictures, put them in your blogs, and inform the people you meet at the trade shows or events about your blog, Facebook pages and Twitter account and get more fans and followers.
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social media
corporate culture
Make social media part of corporate culture. Like emails in the past, web 2.0 tools and application are fast gaining popularity and they can be used in a corporation to enhance communications and improve productivity. Internal blogs Internal Wiki (FAQ) Twitter communications LinkedIn group and conversations
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corporate
knowledge
blog
More companies are training staff to use blogs to update project statuses instead of using email communication. Security level of blogs can be set up to allow specific people to read and update. No need to update new team members for project. No need to forward emails for people who want updates. Comments can be added, information updated and posts amended. New hires can view history and learn. Tabs and key words can link past projects and knowledge, so lessons learned in projects can be 5/20/12 passed on and not lost after project.
corporate wide use of
twitter
Twitter can easily replace instant communication in a corporation. For sourcing ideas and information, Twitter is a much better platform Allows mobile updates Easy search with #hashtags Crowd source ideas from cloud + other employees Easy relay of messages via RT
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questions
What factors play the most significant role in faculty adoption of social media to support teaching and learning? faculty to carry this on their own rather than IT is sponsoring a workshop?
Getting
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questions
The focus on the instructional level rather on the technological level Does the use of social media to support personal learning seem to be a pre-cursor for more meaningful and effective pedagogical (holistic science of education) use? Do we need experience / reflection with the full buffet of social media tools in order to develop a "new media literacy?"
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Session 4: Understanding your audiences online behaviour
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#1: know where your audience time
spend their
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The study found Internet users spend 21.3% of their time on social networking sites. This report shows a much smaller percentage of time spent on Internet portals like Yahoo!
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Your online customers are spending significant amounts of time on social networks. While the average person might only spend 15-30 minutes per day, many people spend multiple hours each week. Your strategic marketing plan should include a steady dose of social media along with email and other marketing strategies that reach your target audience.
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#2: find content that will your audience
resonate with
It is important for marketers to become skilled at engaging in conversations about hot cultural topics seen in the entertainment industry.
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The top two sites visited while watching TV are the social sites Facebook and YouTube. This paints an interesting picture of people watching YouTube videos while also watching a TV program. It suggests that people want to be engaged.
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What if your brand became a trusted thought leader on a hot cultural topic?
What if you could build a massive audience by tapping into the things you and your target audience both care about? Thats what can happen as you become a student of culture and your audiences preferences and interests.
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#3: focus on facebookits where students
spend most of their online social time
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When compared with other social media platforms, Facebook has achieved an even more impressive percentage of mindshare. Facebook captures 14.6% of Internet users time compared to a combined 2% for all other social networking sites. Facebook also captures 16% of all page views.
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The rise of Twitter and LinkedIn as the second and third most visited social networking sites is evidenced by another comScore graphic. Equally revealing are the rapid decline of MySpace and the ascendance of Google+ and Pinterest.
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To highlight the engagement issue even more, comScore shows how Facebook keeps the average user onsite for 7 hours each month. Tumblr and Pinterest have also successfully engaged their users by keeping them onsite for more than an hour each.
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If
your goal is to engage your customers through social networks, you would be wise to invest in Facebook (and keep your eye on Pinterest, and maybe Tumblr, depending on your demographic); Even though Facebooks engagement numbers are impressive, if your customers are spending their time on LinkedIn or Twitter, thats where you should be; If youre buying online ads, consider the power of Facebooks display network.
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#4: take
video seriously
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Of the 43.5 billion videos viewed in December 2011, over half of those were on Google properties (21.9 billion), primarily YouTube. With the advent of long-form video content online through vendors like Netflix and Hulu, theres been an increase in how long users will watch a video from 5 minutes to nearly 6 minutes. This may open the door for marketers looking to produce edutainment videos
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#5: importance of
mobile apps
PQ Media found that 100 million U.S. users access the Internet through smartphones, with 60% of those being business endusers. comScore determined that 8% of all Internet traffic comes from mobile devices. The time spent on social networks through mobile devices is relatively low (around 5%), but the numbers are still significant. For example, Facebook found that 423 million unique visitors accessed their site in December 2011 through mobile
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Be
sure your website is mobileoptimized; Create content that is easy to consume and respond to via mobile devices (shorter responses are better); Make sure to develop a mobile strategy.
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smartphone
shoppers
Source: Nielsen Smartphone Analytics, December 2011 IOS & ANDROID
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tablets
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phone apps?
Book expiring & Reservation confirmed?

Tweet? (capture info?) SMS (capture phone #) Facebook App (capture info) Book / barcode app (to check if book in bookstore is available in library?)
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Session 4: Measurement and Evaluation
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measure
success
Unlike other campaigns, measuring social media success begins by asking more questions: Did we learn something about our customers that we didnt know before? Did our customers learn something about us? Were we able to engage our customers in new conversations? Do our employees have an effective new tool for external feedback and reputation 5/20/12 management?
measure
success
Using a tool like Trendpedia - a blog search engine that allows you to both track and graph topics as well as compare terms- to help benchmark your company against your competitors by running the exact same search and parameters before and after your engagement begins. For Twitter, when you use URL shorteners, you can track the number of visits, and where they are from. Another useful tool is Hootsuite, where tracking can be automated. For Facebook and Twitter, you can also find out the best time ADVANTAGE! DISCOVER THE AVENTISto get responses from friends and 5/20/12 followers and plan your important messages to
measuring
ROI
A direct result of not tying activity to an end game, the ability to know what it is we want to measure before we engage. Doing so, allows us to define a strategy and a tactical plan to support activity that helps us reach our goals and objectives.
-- Brian Solis, author and principal of the FurtureWorks agency
5/20/12
Popularity
Many companies engage in social media, and most like to use some form of popularity matrix to measure ROI. Words like engagement, participation, and involvement became key terms for defining online interactions with consumers. Trust and affinity are used to measure the core group of followers. Of all these matrixes, you could measure the improvement in customer service. Both in terms of the increased ability for people to rate and review products, as well as the opportunity for customer service teams to engage and provide proactive response.
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Measuring success
Inability to measure ROI, lack of budget funding, and management resistance are barriers to companies implementing social media campaigns, and it is a great way of getting budget slashed.
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Ive seen multimillion-dollar print

and television advertising initiatives get the green light because CMOs understood the media and Ive seen $10,000 social-media efforts scratched because execs didnt get it.
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questions
What are we measuring and why? What does success look like? How will we know when we get there? Are there milestones on the way? Who else benefits from our work and how do they measure success?
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Tips
Know Your End Game: As Brian Solis said defining your end game is necessary in order to be able to quantify results. Know what are you trying to accomplish and how you want to try keep track of it all. Define Your Metrics: What metrics do you need to track to quantify results: Leads, Registration, Sales?
5/20/12
katie delahaye paine
5/20/12
results, then work backward: defining goals and objectives.

start with the
Measure things that happen faster because of social networks.
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what are your

objectives?
What are the organizations key goals? What are the departments key goals? What do you want to accomplish with measurement report?
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what audience are you

targeting?
Students? Media? Governments? Investors? Thought leaders? Communities? International community?
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relationship audience affect your organization?

how does good

with
More attendance? More sales? More prospects? Decrease complains? Increase awareness? Increase preference? Reduce complains?
5/20/12
set
priorities
audience
Prioritize
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determine
benchmark
Competitors
ranking Industry benchmarks Yourself over time Last years results Last quarters numbers
5/20/12
select
measurement
tool
-- sales, leads, traffic, comments, likes, etc. (influencer relations) Share of voice vs competitor Spokepersons visibility Audience reached Prominence of coverage Dominance of coverage Degree of positive discussions
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Tips
Check Your Tracking: I cant tell you how often a new client doesnt have the right pixel/cookie set on the right confirmation page. If your success metric is sales make sure youre not just tracking leads. This requires testing. Set Expectations: Benchmarking is great way for you and your CMO to have realistic expectations from a campaign. Fireclick and Coremetrics are two tools that can provide benchmarks based on industry averages related to conversion rates, cart abandonment, and other valuable data. They also allow you to pull data from a specific vertical.
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Gather Intelligence
Google Analytics: Google Analytics is the defacto analytics system in most companies. You can track visits, page views, bounce rates, etc. Be sure, if sales are a key metric, that the ecommerce portion is activated.
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Gather Intelligence
Coremetrics: Coremetrics Analytics provides the website
analytics features you need to successfully acquire, convert, and retain high-value visitors and customers. * Marketing optimization: gain a 3D view of your marketing programs effectiveness across channels and over time, including which programs drive new visitors, trigger action, and influence visitor behavior. * Merchandising: increase initiation and decrease abandonment of key activities by automatically mapping product and promotional categories to website analytics reports * Content analysis: improve site navigation, content, and tools by knowing the value of page real estate and promotional effectiveness based on site goals
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Gather Intelligence
Radian6: The Radian6 flexible dashboard enables monitoring all forms of social media with real-time, relevant results. Smoothly uncover influencers, track and measure engagement and determine which conversations are having an impact online. Radian6 provides Web Analytics and CRM Integration.
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Gather Intelligence
Hitwise: Hitwise Search Intelligence is an industryleading keyword research tool. It provides extensive insights on how people have searched for products and services across all major search engines and includes paid and organic breakdowns. It may be a little expensive, but they are worth what you pay for.
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Gather Intelligence
Omniture: Omniture has many great products but they are often complicated and hard to use. SiteCatalyst, Discover and DigitalPulse are some of their products that even allows you to track mobile customers transaction data and many other analysis.
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Gather Intelligence
Brantology: Brantology is an independent business and brand online intelligence service provider that combines technology, processes and trained staff to monitor your social media reach. (The main difference is they have a human vetting all your data)
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Key Metrics
5/20/12
Understand Numbers
Spotting Trends: Sometimes business get excited about high sales numbers while completely ignoring the fact they overspent to get those numbers. Trends are a great way to spot deltas which often provide indicators of the health of campaign. Sample key trends are: number of prospects number of transactions changes in repeat users number of user referrals uplift in other marketing channels
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Look beyond your distributed sites

With the amount of distribution sources available in social media always take time to see if elements of your campaign have been distributed beyond the initial sites you targeted. It will allow you to spot new opportunities to expand your campaigns.
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Cross-channel cannibalization
Cross-channel cannibalization is when the marketing costs/efforts of one marketing channel are not considered because a different marketing channel is being given credit for them. This impacts both budget allocation and proper allocation of costs. Since social media buzz often serves to uplift other marketing efforts they are most impacted by improper allocation. For example, a social media click originating from a Twitter focused campaign refers a customer to the site but a coupon affiliate closes the sale by providing a coupon to the customer.
5/20/12
Cross-channel cannibalization
In a last cookie in system only the affiliate in this example would get credit for the sale. In an ideal world both the first and last referrer of a customer would be cookied so that you would know which channel is referring new customers and which is closing them, thus properly giving credit to both channels and minimizing cannibalization. Awareness of the complexities of tracking multi-channel efforts is key in order to properly coordinate award of credit to all involved channels.
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Embrace the Numbers

They help spot costs and inefficiencies you could avoid; help identify opportunities you could be missing; and often determine which budgets will be renewed. The dollar signs are there, you just have to know where to look.
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5/20/12
Develop your social media plan

Session 5 Click to edit Master subtitle style
5/20/12
who
Is
owns social media?
it advertising, PR, marketing communications or customer service? Who owns the conversations?
Conversations
can map directly to specific departments within the company, thus requiring the participation from everyone.
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policies
and
guidelines
Approach? Dont talk in private. Dont ask for private information. Dont directly refer them to other customers. If you dont know the answer, ask, Always respond quickly and follow up. Apologize for delays or misunderstanding
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policies
and
guidelines
What do you have to do? Be curious, proactive and helpful Search for questions where people / groups gather. (Linkedin, Twitter, Forums, Quora) Be transparent Share knowledge and give options
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define
scope
of engagement
Stick
to the area of your expertise. Post meaningful, respectful comments. (NO SPAM!) Think before posting, but respond in a timely manner. Respect proprietary information, content and confidentiality. Disagree respectfully and keep it appropriate and polite.
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rules
Be
of engagement
transparent Write what you know Perception is reality Be Judicious 2 way communication Give value Know your responsibility Be a thought leader Own up to mistakes Dont trash competition
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moderation
Delete
guidelines
spam it is ok to delete links to other sites and spam.
Intel
Content Anonymous Content Registered Content The good, the bad but not the ugly
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developing
Unique

a plan
to each company Listening is required to decide on:

Volume -- Relevant network Sentiments -- Reach Perceptions -- Share of voice Themes / trend -- Departments participating State of social affairs
Current accounts and activities Competitive intelligence
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social media
Executive
plan outline
summary
Provide tight, organized and high level summary of intentions, tactics, and metrics supported by observations and analysis.
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social media
Purpose
plan outline
Distill sense of purpose so that it resonates with the team.

Brand (everything revolves around it) Players (Stakeholders, influencers, champions, etc) Platform (Mobile, Blogs, Social Networks, Events) Channels (Aggregation, crowd-sourced, SMO, SEO, Curation, Participation/Engagement, Promotion) Emotions (Empathy, recognition, reciprocation, core values, resolution, empowerment, humanization, value)
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social media
plan outline
The challenge and opportunity
Based on existing data, identify and communicate challenges and opportunities.
Situation

Analysis
Company Analysis Competitor Analysis Departments involved Brand personality

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social media
plan outline
Company Analysis

Goals Mission Core Values Culture Strengths Weaknesses
Relevant Networks Current activity Share of voice State of digital footprint
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social media
plan outline
Competitor Analysis

Market position Strengths Weaknesses Current activities and sentiments Digital Footprint Share of voice
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social media
plan outline
Departments involved

Service Marketing Product Development PR
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social media
plan outline
Brand personality
Brand attribute
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social media
plan outline
Market segmentation

Customer analysis Segment 1 Description Challenges Values driver Social networks and interest Decision process Sentiments Perception
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social media
Review
plan outline
the 4Ps of the social marketing mix
Place (Distribution of social objects, relevant networks and communities for participation) Participation (social object, network, engagement strategy) Purpose (aligns corresponding cause, value, and intent we bring to the conversation) Promotion (how to promote each program within and around each network and object, plan for logistics and budget required)
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social media
plan outline
Strategies
by network, community and blog categories

Network A Recommended activities Social objects necessary Resources required Roles and responsibilities Budget Goals and expectations (projections) Network B
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social media
plan outline
Conclusion

Possibilities Potential
5/20/12
social media plan

1. 2. 3. 4. 5. 6. 7. 8.
outline
Executive summary Purpose Challenge and opportunity Situation Analysis Market Segmentation Review 4 Ps of social marketing mix Strategy by Network, Community and Blog Conclusion
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Real Time Marketing and Public Engagement

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Increase in Social Media Spending
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Increase in Integration of Social Media with other business functions.
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Increase in use of Social Media Analytic Tools.
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what is at
risk?
Companies will spend more on social media marketing in 2012, however, many executive still do not understand social media marketing. Social media sites are matured, and cost a lot more than before. Top social media agencies are in demand and charge top dollars. There is a higher risk for failures as it cost more in terms of dollars and the total cost to the company. Businesses need a clear plan & strategy more than ever!
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successful social media
implementation
A key to social media success is integration with other corporate activities. This is however not easy, but on the bright side there are already companies who have done it successfully.
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real time
TMZ, a new upstart celebrity media news service managed to break the news of Michael Jacksons death, Tiger Woods incident and Britneys breakup. When news outlets across America are shrinking dramatically, TMZ was able to grow from zero to $25 million between 2005 and 2008. Google now understands the importance of real time and in late 2009, real time results are finally included in web searches.
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real time
marketing
In an emerging real-time business environment, where public disclosure is no longer dictated by the mass media, size is no longer a decisive advantage. Speed and agility win. Now, more than at any other time in history, speed and agility are decisive competitive advantages.
5/20/12
breaks guitar
united
5/20/12
united
breaks guitar
Carrol flew United Airlines with his band, his guitar ended up broken at the hand of employees, and the airline offered no compensation. He responded by creating a music video about the experience. Now, United is feeling the wrath of citizen journalism, the social web, and the millions of airline travelers who can identify with Carrolls experience. 10 days - more than 30 unique placements accruing a total of 3.2 million views and 5/20/12 14,000 comments.
united
breaks guitar
United is aware of the video, and reportedly called Carrol to apologize and tell him they intend to learn from the experience. But the bigger story is the video itself and United is likely to continue to suffer from social media backlash for many more weeks to come as the new songs come out.
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united
breaks guitar
The experience was written on Carrols blog. In the spring of 2008, Sons of Maxwell were traveling to Nebraska for a one-week tour and my Taylor guitar was witnessed being thrown by United Airlines baggage handlers in Chicago. I discovered later that the $3500 guitar was severely damaged. They didnt deny the experience occurred but for nine months the various people I communicated with put the responsibility for dealing with the damage on everyone other than themselves and finally said they would do nothing to compensate me for my loss. So I promised the last person to finally say no to compensation (Ms. Irlweg) that I would write and produce three songs about my experience with United Airlines and make videos for each to be viewed online by anyone in the world. United: Song 1 is the first of those songs. United: Song 2 has been written and video production is underway. United: Song 3 is 5/20/12 I coming.
united
breaks guitar
All 3 songs are out on various video sharing sites. Combined totals of all sites exceed 20 million hits, with the original video getting almost 10 million hits on YouTube alone. This song was a hit because Dave was able to speak to media in real time and conducting dozens of interviews a day while the story was hot.
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united
breaks guitar
5/20/12
united
breaks guitar
After United repeatedly declined to reimburse him for the damage, he wrote a now-famous song decrying their customer service and their brand. It was funny, justified and smart. The damage to United's brand was undeniable. Chris Ayres of The Times Online in the U.K claimed the Carroll mishap actually cost United $180 million, or 10 percent of its market cap: "..within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more 5/20/12 than 51,000 replacement guitars."
taylor
guitars
Bob, the owner of Taylor Guitars made a video about proper care and handling of Guitars and shot many videos once the decision was made. Within 4 days of United Breaks Guitars, Taylor Guitars video was up, leveraging on the popularity of Dave Carrolls video. In the end, it was a big leap for Taylor Guitars and it did created a lot of awareness with quick decisive action on a low budget.
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united
breaks guitar
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why real time
matters?
The Internet has fundamentally changed the pace of business, compressing time, space, and rewarding speed. Just like driving across America without road signs and using only a map. Having the latest map is very important. Saving time is the key advantage of the Internet. The consumer understands that a quick search on Google, compared to driving to a physical store is global and instantaneous.
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You have to act quickly to news. If you are not first, you are late.
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real-time law of
distribution
When you start the conversation, you are recognized as someone who is plugged into the marketplace of ideas. If you talk about an idea early, you naturally get more exposure because the threads of conversation stem from what you have said. If youre in late you get lost in the cacophony. With a new product, if you are first to market in a hot category your initial momentum may give you an advantage for 5/20/12 many years.
distribution
If youre an early adopter on a social media platform, you build a larger following than those who join later. If youre first to engage the market, people notice and your offering gains valuable attention. If you react and connect with customers as their concerns arise, they see you as thoughtful and caring.
real-time law of
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trends
You can plan marketing calendars a few months in advance. Seasonal sales, holiday sales and special events can all be planned for way ahead of time. There are many trends you can rely on, but the market is always very saturated and competition is high to get basic attention of the consumers.
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megatrends
When you think about the World Cup 2010, what do you think of? I've asked this question to many people around the world the question, "Who won the world cup in 2010?" I get the answers, "Holland, Spain... Germany??"
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paul?
However, when I ask this question, "Do you know about Paul the Octopus?" Everyone seem to know about this psychic octopus!
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paul
The phenomena of the psychic octopus seemed to catch the attention of hundreds of millions world wide, and before every match, people will search for videos on the octopus and see his prediction.
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microtrends
If any company had leveraged on this micro trend, just by posting a video of an octopus picking up their company's devices and products over the competitor, the chance of this video going viral is much higher as during that period that span about 10 days, there is a huge trend to search for Paul the Octopus on Google and on Youtube. 5/20/12
microtrends
Bruins Fan kicking a pillar in a toilet at TD Garden in Boston A fan was videoed vandalizing a toilet, and when news reported it, the video went viral with over 100,000 hits in a few days.
http://www.viddler.com/explore/Barstoolsports/vi deos/51/
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microtrends
Bruins replied with a video, NEVER DISRESPECT THE GARDEN AND DEFINITELY DO NOT POST IT ONLINE. It relied on a trend and it got a lot of views as well.
http://video.bruins.nhl.com/videocenter/console? catid=1062&id=82659
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looking out of
trends
Even when you want to leverage on trends, how do you spot one?
1)
Controversy In the height of a crisis, there comes opportunity.
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exercise
: trends
What are the local trends and how do you relate it to audience?
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lebron commercials
Lebron James left Cleveland and made a controversial Nike Ad which led to a public outcry. Many people leveraged on it, including Cleveland Fans, South Park and more. However, releasing it at the right time, right before the LeBron returning to play against Cleveland for the first time created massive views for a video. 1 Million hits in less than 1 week.
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looking out of
trends
(cont)
2) Check Twitter Trends!
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twitter
generally interested in now. Twitter trends show you what people are
Incorporating it into a blog the right keywords can drive easy search traffic.
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tips to leverage on
1.
twitter
Upload a blog post with a title very similar to the trending term ideally you want your title to be an exact match of the trending term or at least at the beginning of your title tag. 2.Make sure its pinged to Google blog search, youll probably have this set up by default but its important to be indexed early. 3.Point a few links in its direction, they dont have to be particularly high quality, perhaps from your twitter account or from a couple of popular blogs you know get spider-ed often and ideally have their links followed
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tips to leverage on
twitter
Make sure you have plenty of internal links pointing at the page if you have a really complex page rank sculpting system in place the pages getting cached that day might not encourage the bots to spider the page youre hoping to slingshot into the rankings. 5.All the usual SEO best practice tips apply, key phrase in url, h1 etc. But youre blogs already set up like that right?
4.
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looking out of
trends
(cont)
3) Help in Disasters Disasters and tragedies get a lot of attention. Offering to support in causes to help raise funds can get both attention and display corporate social responsibility. Some companies get on searches when they have a small amount of sales to support the disaster relief effort and sometimes get on mainstream media as well.
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Viral Video.
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youtube
Videos are still the best way to captivate an audience. Today with broadband technology, a great video can captivate the attention of many for hours. The audience YouTube reaches today exceeds all TV station, and it is still growing. The following are the YouTube Statistics.
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other videos
Video of homeless man with a radio voice ~ 8 MILLION viewers?
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pros
Compared to regular TV, YouTube is asynchronous and has a chance for viral distribution. YouTube allows consumer interaction and feedback. YouTube can allow a larger audience than traditional TV
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cons
Fewer than 20% of YouTube videos achieve 500 views. Only 4% of videos exceed 10,000 views or more. Your video can become easily copied and spoofed. (which may end up being a viral video)
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strategies
It is clear that uploading to YouTube is not enough. Overlooking a YouTube distribution strategy clouds the brand message outreach and loses itself among the 20 hours of video uploaded per minute.
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strategies
Neglecting trivial marketing strategy points such as distribution devalue the effectiveness of social media campaigns and diminish what would otherwise be a great opportunity to connect.
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public
engagement
Today, many companies understand the importance of the digital medium, and many of their customers are influenced by it. Influencers like well known tweeps, prominent bloggers and podcasters are in demand, and companies are trying to get them to review products. It has come a full circle as traditional media reporters have also started blogging.
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public
engagement
(cont)
More important than other, the Internet has empowered the consumers and given them a voice. Not only do companies need to worry about reporters, like they do in the past, they now have to be good at engaging the public. Monitoring conversations before they become a crisis is becoming an important part of business, and most companies now engage in business intelligence
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engage your users

Facebook strategies Getting information from my social media friends, recommended blogs and Facebook Marketing Bible, I have compiled some good examples of strategies on Facebook Pages.
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facebook page
tabs
Tab applications allow Pages to run flash or display other types of rich content to users. Through creative use of tab applications, Pages can encourage Liking, run contests, solicit content contribution, present games and provide a more dynamic experience for users. Reordering tabs and setting default landing tabs help keep Pages fresh. Most importantly, by replicating or refining the functionality of an external website in a tab app, admins can create valuable standalone Page users will want to share with friends.
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facebook page
tabs
YouTube Facebook page is more than just information on the wall and people commenting on it. Top Videos, Life In A Day, and YouTube Play tabs are all great tab examples of what you could actually do to make it interactive with videos. By showing the best of its sites content, getting users involved, and creatively driving Likes, YouTube has become the 5th largest Page on Facebook with 25 million Likes
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community focused
page
There are a few community focused pages that I like. Many of them are well managed and fans are encouraged to post and interact. One of them with very good house rules and tons of users is Coca-Cola. Their walls seemed to be filled with praises and likes, with loads of comments from strangers!
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house
rules
Coke makes it clear to Facebook users in its House Rules tab, This is your Fan Page and we encourage you to leave comments, photos, videos, and links here. However, we will review all comments and will remove any that are inappropriate or offensive. The Pages default landing tab is the wall which displays user posts, and it uses its About Me section to link to the House Rules tab which describes its moderation policy.
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discussions and fan
highlights.
Coke has another thing going well for them responding to complains and commenting on user content. This makes users feel that someone from Coca-Cola is listening and cares about their opinons, inspiring users to submit high quality content.
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communicating with
fans
Many public figures are on Facebook, and most of them have lots of followers. Some of them do not use Facebook much, while others do not seem authentic when responding and posting. Intimacy is particularly effective for Pages representing public figures since it can make users feel like they are friends with someone they admire.
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lady gaga
Lady Gaga seems to have a way of posting to allow you to feel the more human side of her and feel that she is your friend. Lady Gaga is the most popular living celebrity on Facebook, yet she still makes each of her 25 million fans feel special. She posts photos many locations, giving fans a look at her everyday life. These updates have greater impact on Facebook than on Twitter or her website because they comes with thousands of comments from fans as well.
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lady gaga
Lady Gaga shows gratitude and often thanks her fans, or she refers to them as little monsters. This validation and making fans feel part of a group often compel fans to obey requests to vote for Lady Gaga in polls, click links, buy music, and follow other calls to action. Extremely great way to use Social Media indeed to mobilize crowds!
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new rules,
new mindset
With the pace of business increasing, being fast is just not enough. With events unfolding faster than ever, being nimble and real-time oriented is a very important competitive edge. Your company will look clueless when crisis hits. One broken guitar which your employees cause may rock your world. Social media are tools, but real-time is a mindset.
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real time
mindset
Smaller companies and new startups have this advantage. This is a good way to beat the Goliaths. Bigger companies have to work at it. For the organization to react to real-time, Leaders have to embrace and empower the individuals in the organization. And ask this question: How can we deliver value faster?
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convergence
Today, the way people consume media has changed greatly. People can consume news from various different mediums and the information we get are getting faster. News no longer just happen once a day. News does not wait a week for the PR team to come out with a good angle. The timetable is gone, if you dont react to real time, the story will move on without you.
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convergence
Social media becomes a source for News. People take picture and tell stories, and sometimes stories break from non-reporters. News covers stories from blogs, and videos that become popular, incidents which people care about, and conversely, people share news as well. This cycle repeats itself, and spreads further and faster than it ever did before.
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convergence
News is being consumed differently, with tablet devices and other 3G devices, people get their books, news and other medium on the go, not just from physical prints and from their computers. Print circulation is down but online and application subscription on 3G devices is on the rise. Traditional advertising is on a steep decline but digital advertising is on a sharp rise.
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realtime
product development.
When United Breaks Guitars was released on July 6, 2009, Calton Cases, a specialist maker of highly durable instrument cases for professional musicians, seized the moment and within mere days, produced a new product on the market the Dave Carroll Travelers edition Guitar case.
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realtime
product development.
It is great to be able to make decisions fast and leverage on a current trend and deliver products. Ive seen many companies developing products fast and making huge profits. Superbowl Champion Apparel Even before the final game is played, these shirts are already prepared, and as soon as the final whistle is blown, sales begin.
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realtime
product development strategies
Everyone knows that being first in the market creates lots of opportunities and risk. A company can look at the news and come out with a new product everyday just by looking at the trends that are happening. But what would guarantee a market for such products? A good way to have fast products with reasonable research done is with crowdsourcing.
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crowdsourcing
"the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call."
-- Jeff Howe, crowdsourcing.com
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crowdsourcing
Crowdsource is not opensource, it is not collaborative product development which no one owns the IP. Is it possible now to quickly ask the public what they like before manufacturing the product? -- YES
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case: stylefactory
StyleFactory is an e-commerce site based in New York City for furniture design that brings newer European, Scandinavian and American designs, normally found in a boutique setting, to an online market. The company uses social media in really creative ways, crowdsourcing opinions to decide which products should be made. Online democracy is essential to StyleFactorys production and sales experience. The My Factory section offers a mix of renderings and finished products that community members can vote make it or drop it, then share their opinions via Facebook and Twitter.
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case: stylefactory
StyleFactory also utilizes the methods behind group buying that have made companies like GroupOn and LivingSocial wildly successful. The most popular products go into the Buy section, and once enough people have promised to buy the object, it goes into production. The trick is, the product wont be made unless a certain number of people commit to the purchase. With products like furniture its vital to achieve a minimum order to guarantee a good price or to make it feasible to make the product in the first place. StyleFactorys Buy section brings people together to fulfill those minimum orders.
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benefits of crowdsourcing
Strategic crowdsourcing can positively grow your business and community. Crowdsourcing to effectively outsource more detailed processes so the business can stay focused on building the core brand of the organization. Crowdsourcing is an easy way to satisfy consumers' demands to be heard and to get free feedback at very little expense that is impossible to get otherwise
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3 tips on crowdsourcing
Ask the right questions. Bad questions yield bad answers. 2)Probe deep. Many people like to give politically correct answers or surface thoughts. You need to ask questions that will reveal their inner motivations. 3)Not a crowdsource without a crowd. You do not have to crowdsource on your own website if you do not have traffic.
1)
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more crowdsourcing examples

Through a platform dubbed IdeaStorm, Dell Inc. invites users to post ideas and either promote or demote each other's suggestions. Highly rated ideas get pushed to the top of the site. Since IdeaStorm's inception in February 2007, according to Edwards, Dell has gone to market with more than 80 user-generated suggestions, including reinstating Windows XP as an alternative to Vista on its consumer PCs. "The crowd has spoken, and Dell is delivering," he says.
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more crowdsourcing examples

Netflix Inc. has staged a contest that's open through 2011 for people to improve upon its current tool that predicts how much a viewer is going to like a given movie based on his stated preferences. Winners can earn anywhere from $50,000 to the grand prize of $1 million.
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crowd
control
"When you open the floodgates, anyone can hop on there and talk about anything," "There may be people who don't like the brand or are unhappy with the stock performance."
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crowd
control
The audience who's participating may not be very diverse, trending toward the upscale, educated, technically savvy crowd. Companies need to be careful not to let these narrow groups overly sway their decision-making.
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crowd
control
Private community A good way to crowd control is to limit the number of voices to be heard. If you want to focus on specific niches in your customer base to develop products for them, why not only include them in your crowdsourcing? There are a lot of software out there that allows companies to create private social networks for customer, partner and developer relationshipbuilding and have threaded discussion and poll functionality for information-gathering.
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crowd
control
It's a good idea to focus the discussion around one area and clearly define what you're trying to achieve and what the community is all about. "The dialogue you get will only be as intelligent as the wisdom of the crowd,"
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dell
crowd control
Dell has decided to install Linux on its PCs as a result of high demand for the open-source operating system on IdeaStorm. "The suggestion got multiple thousands of votes, but Dell had to be careful that it wasn't just 10,000 Linux enthusiasts who don't represent the mass market," he says. "You can't let the crowd drive your entire product or service line."
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crowd
wisdom
The crowd is not necessarily a source of wisdom. Quite the opposite. Popularity is not a reliable standard of taste or quality, as we know from the substance and tone of anonymous comments. The real utility of the crowd is its repository of information.
-- Prof. Robert Brown 5/20/12
crowdsourcing examples
Wikipedia is a great example of crowdsourcing. The free online encyclopedia that anybody can add to or edit. Wikipedia has grown rapidly since 2001 into one of the largest reference web sites. Television has discovered corwdsourcing. During live broadcasts, programs like American Idol and Britians Got Talent get audiences to evaluate performers by calling a special phone number to vote.
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crowdsourcing benefits
When people help you answer a question via crowdsourcing, they feel a sense of ownership. Participation turns spectators into supporters.
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finding the right crowd

Crowdsourcing has potential to generate instant results and meaningful data for you to use immediately. While organizations are discovering that crowdsourcing produces much faster outcomes than traditional methods, they may not know where to look. Here are some tasks you may want to consider outsourcing:
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finding the right crowd

Generate a wide variety of solutions or answers to a question Generate submissions to a contest Generate interest in an event or meetup Tap a large number of expert opinions quickly Encourage people to vote or rank a list of items in a poll Solicit suggestions from supporters Solicit donations of time or money to a worthy cause
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The Twitter Test

(crowdsource answer for question) What are your reasons for using Twitter?
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things to get
crowdsourcing going
You gotta give.
For crowdsourcing information, a good way to get participation is to offer a reward. For example, if you want people to give feedback on how to improve your service at a hotel, perhaps offering free rooms to the best 3 suggestions every month and publishing the results will encourage feedback.
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those
surveys again
Back to email surveys. Everytime I book a flight online or stay at a hotel who has my email address, I get a survey. I never do any surveys, and I feel that they are time consuming and a lazy way for the hotel to get feedback. Surveys might benefit the companies, but often, they are ignored and sometimes they piss off the customers.
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those
surveys again
So in the world of Web 2.0, how should you get data?
Firstly, for a customer-centric view of the situation, whenever you request something, you should think: How does it benefit the customer? and not Whats in it for me?
If you really care about customer service.
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those
surveys again
Sometimes, I feel that the survey can be smartly built into real time communications. After an email of the booking confirmation is received, a reply can be sent to ask some questions to better customer serve the customer or get to the customers needs. When the guest check in or interact with concierge, one or 2 questions can be asked and recorded real time. Leaving survey forms feels like the company does not care to interact with their customers personally, and I feel that it is mostly good for complains.
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those
autoreplies again
Although an automated reply may save time, it often feel impersonal, and is ignored. Have you received emails where you booked a hotel with a spa package, and they inform you about their new spa package again? It is the little things like that which may make someone pick a company over another. Are you more interested to speak with an autoresponder or a real person. I wonder why sometimes companies enjoy hiding their staff behind a faceless corporate veil.
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reward those that engage with you

I dont understand why phone companies seem to not care about current customers and offer better deals to people without a plan or switching over. Engaging with customers, communicating with them, will give you insights on why they pick your company over the competitor. Im glad that companies are starting to offer information on product releases and special deals on their twitter feed first, as this is one of the few value you can add to gain more followers. You need to give people a reason to follow and 5/20/12 engage.
#bumfondle
After several posts with the hashtag #bumfondle, I got my factories to manufacture 600 pairs of underwear with the hashtag on them. These underwear are limited edition and not available in stores. As a result, they sold out within 3 months. It was fun, interesting and many people enjoyed wearing them, and they found out more about Greenyarn.
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singapore
elections
Yam Ah Mee
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singapore
elections
The first video emerged hours after the election results are announced and instantly became a hit. With almost 500,000 views in about 1 month, his popularity went up tremendously. He has indeed became an Internet celebrity. As the new chief executive of Peoples Association, Mr Yam actually used his popularity to help market and promote events! 5/20/12
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crowdsource
What can you crowdsource? How do you intend to do it? What are you willing to give?
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Real Time Marketing and Public Engagement Masterclass

Click to edit Master subtitle style Session 2
Crisis Communication
5/20/12
CAUTION!
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case study:
mortin
mom
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case study:
mortin mom
The inaugural celebration of International Baby Wearing Week also serves as a platform for the Motrin brands launch of their new ads targeting what else, baby wearing moms. Touting the tagline we feel your pain, the Motrin IB ad in particular takes a snarky approach towards moms who carry babies in a pouch or sling.
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case study:
mortin mom
And on the surface at least, the company accomplished the ultimate in outreach goals: 1. Reach target audience 2. Get them to engage in dialogue about your brand 3. Find way to track message and outreach
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case study:
However, they got more than they deserved, and there was a spoof video of their commercial. Many moms were outraged by the video and Mortin was slow to react, to make it worse, the influence of "just" a few thousand people changed the marketing direction of a Fortune 500 company's multiple channel advertising campaign. Within hours of social media conversations a website had been taken down and put back up with an apology. Plans were 5/20/12 in the works to pull print ads and perhaps
mortin mom
case study:
mortin mom
Listening to, what went beyond the sentiments of "just" a few thousand bloggers or tweeters, but perhaps reflected a signification segment of Motrin's target audience, may have saved the company some hefty dollars in terms of ultimate goodwill and stopped the ooze of brand erosion before it could spread further online and off.
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lessons
learned
It is critical to have strong communication systems in place that integrate multiple departments: marketing, PR, customer service, legal, sales, operations, etc. It is critical to listen and participate in your customers' online exchanges. It is critical to be humble. Always test your campaign with a small segment first
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lessons
learned
Always have staff on hand to be prepared to respond during the weekend Dont launch a campaign right before the weekend unless youre prepared to respond The participants have the power, so participate For better or for worse, more influencers are talking about Motrin 5/20/12
what has
changed?
Internet (social media) enabled people to form natural groups on their own, creating networks of information previously unavailable. Search engines allow information to be found easily at your fingertips. Gone are the days of the newspapers and magazine where information sources can be restricted and controlled to prevent people from getting other opinions.
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the price of
delay
What did David Letterman and Tiger Woods have in common in 2010, and what did they do differently? Both of them had affairs outside their marriages, David Letterman immediately admitted having a sexual affair on his show in public when scandal broke, while Tiger Woods kept his silence for a long time before coming out.
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the price of
delay
David Letterman moved on and his fans forgave him and accepted his apology. Tiger Woods however, due to his silence, increased the interests of his fans, some of whom defended him online. This stirs the interest of more people and many women (true or false) came out to admit having sexual affairs with Tiger. He lost much of his credibility and reputations, and of course, endorsements.
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the price of
delay
Discuss: Jack Neo
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media timeline
then
As the news come out, senior manage informed that story may have negative consequences, then a task force is formed to deal with the issue. 2.Day 2, the tast force members meet in the morning to conduct research and formulate recommendations. 3.Day 3, the task force meets with the executives to go over recommended actions and review plans to execute.
1.
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media timeline
then
Day 4, the task force reviews plans and verifies facts. With the planned response finalized, press release and other materials is created. 5.Day 5, the company posts a response on the website, and issues the release. Executives are prepared and made available for interviews.
4.
ONE WEEK HAS GONE BY! THE MOMENT IS LOST!

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The best time to influence a news story is NOW as it is breaking.

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case study --
amazon
Amazon kindle. In summer 2009, Amazon discovered that the publisher did not own the copyrights to books sold, and removed the unauthorized works from customers Kindle accounts on July 16, without any notice as to why they were doing so. Even when the customers were refunded, they were annoyed that their e-books has disappeared.
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case study --
amazon
Many people posted on Kindle forums, tweeted and blogged about it. Negative sentiment gained traction and over the next week, mainstream media ran the stories. Amazon did not give clear up any negative reports and explain what has happened. Finally, on July 23, a week after the news broke, Amazons CEO finally apologized in a statement. The apology changed the tone on the forums, and many people did not think it was such a big deal anyway.
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case study --
amazon
Many people were acting in real time, and silence today meant that either the company is totally out of touch or simply does not care. People make mistakes, and every organization is bound to face similar situations. Had the apology gone out earlier, things might have played out differently. The story would probably ended before the mainstream media could catch on. Now, the Big Brother Amazon incident still lingers and it is even stopping some people from buying the new Kindle.
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story
continues after it breaks
If you have not noticed, most news sites allows comments. Unlike in the past where newspapers only exist in print format, you now can influence stories as they are breaking. This means that the story never ends as it is published, it can still be updated, corrected, followed up upon, and added to. In the real time PR world, the PR team can no longer hang around and wait for bosses and lawyers to sign off. Rules of engagement should be shoot on sight!
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twitter as a crisis communication
tool
News is breaking faster than ever. In todays world, it does not matter if it is day or night, if you are the person supposed to talk to the media, be available no matter what. Many news channels have Twitter accounts, and people can get the attention of news networks by just @ reply to them. (reference their Twitter IDs with a @ symbol preceding.) Likewise, if a new channel want to contact you, it may now even be through Twitter or 5/20/12 direct message.
connect with journalists on social

media
With many journalists on Twitter, connecting (or simply following) with them is easier than ever. If you regularly follow what individuals write or broadcast, you will understand their interests and attitudes. Today, many online publications give readers to post comments on stories, and many reporters now blog. These channels allow you to engage with them. If you write a blog on your own, you may even write a blog post that adds on to the 5/20/12 specific story, then link to it. The reporter
traditional way to
journalists
communicate
with
Email Send email introductions. Send a short friendly email saying who you are and what you do. This is a good way to establish a relationship. Be simple and short, and do not try to pitch a story idea. Just include your email, Twitter ID, Facebook page and any other contact information. I sent some emails like: Im available to comment on stories about social media, including YouTube, Twitter and Facebook. You might become a known resource and be filed away, and called on to comment if 5/20/12 a story about your company breaks.
influencer
engagement
Influencer Engagement (IE) is about creating, maintaining, enhancing and, if necessary, repairing positive, productive relationships a two-way street between you, the IE practitioner, and the reporter or editor or TV or radio producer or prominent blogger or a famous tweep or between you, the IE practitioner, and the influential blogger or e-zine editor. It is not a one off thing, and like all relationships, it takes time to build up.
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influencer
engagement
(cont)
Without good media and influencer relationships, theres no hope of any steady stream of positive publicity publicity that puts your client/your organization in the best light that the facts allow.
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How can you build influencers?
relationships with
Be prepared. Know your clients message. Dont pretend to know technical details about your clients product or service unless you really know the details. And if you dont, be prepared to connect the media pro with someone at your clients organization who does. Dont lie or mislead. Dont send badly written news releases with factual or grammatical errors or typos. Dont send news releases empty of news.
5/20/12
How can you build influencers? (cont)
relationships with
Dont pitch a reporter/influencer whose newspaper/blog (or radio show or TV show or blog) youre not familiar with. Create a conversation with media pros by knowing what theyre writing about, and commenting on it with them. Dont always be broadcasting or pitching or hyping. Thats so 1990s. The social media have changed all that. Its all about the conversation now.
5/20/12
How can you build influencers? (cont)
relationships with
Be reliable to the media. When you send out a news release or pitch letter with your contact numbers on it, dont drop the ball by being unavailable when a call comes. Come up with newsworthy ideas to pitch, based on CITPPM consequence, interest, timeliness, proximity, prominence and magnitude. (List is from Carol Howard, On Deadline a good book about media relations.)
http://d28man.com/prsalem prof/
5/20/12
5/20/12
tips to respond in
real-time
Real time does not mean you need to have the answers for everything. Although instant response is ideal, you are not expected to have all the answers or be online all the time. You could however jump in immediately and acknowledge the critic and promise to find an answer. Make sure you follow through and give yourself time. It is better to underpromise and overdeliver.
5/20/12
tips to respond in
real-
time
(cont)
Do not use scripts to respond, it will make you sound automated and not personal. If it is an application of program, people will know. (people will less likely respond to an automated response) Humanity is a critical element, being personal and signing off with a name to sound accountable is even more helpful.
5/20/12
social web
analytics
Social Web Analytics have the following benefits: Gathering and storing data from the social Web, including blogs, forums and news sites. Provide a facility to analyze data and create meaning in forms of charts and graphs. Present information in a easy to understand graphical interface so that executives can be aware of what is being said. Integrating workflows into companies routine. Making it easy to react to the information and follow up over time as appropriate.
5/20/12
free services for
analysis
Mainstream Media Google, www.google.com Bing, www.bing.com Yahoo!, www.yahoo.com Ask, www.ask.com
5/20/12
free services for
analysis
Graphical Analysis Tool BlogPulse, www.blogpulse.com Google Trends, www.google.com/trends
5/20/12
free services for
analysis
Blog Search Google Blog Search, blogsearch.google.com Technorati, www.technorati.com Twingly, www.twingly.com IceRocket, www.icerocket.com
5/20/12
free services for
analysis
Alerting Service Google Alerts, www.google.com/alerts Word Graphics Wordle, www.wordle.net
5/20/12
free services for
analysis
Twitter search Hootsuite, hootsuite.com TweetDeck, www.tweetdeck.com Twitter Search, search.twitter.com
5/20/12
commercial services for
analysis
Radian6 Nielsen BuzzMetrics Hitwise Brantology Omniture Coremetrics BrandWatch

*list is not a comprehensive*
5/20/12
handling
errors
People make mistakes all the time -- even news providers. But is it okay to use technology to edit out the mistakes? What are the current best practices that can gain credibility?
5/20/12
NPR
error
Why We Didnt Delete The Tweet
At 2:02 p.m. on Saturday, WBUR was apparently first on Twitter to report erroneously that Congresswoman Gabrielle Giffords had been killed by her attacker.
5/20/12
NPR
error
NPR News had just reported at 2:01 p.m. Eastern, on the air, that Giffords was dead. (In fact, she is still fighting for her life.) The retweets came so fast and furiously that WBUR became a trending topic in Boston. NPR could have deleted the erroneous tweet, but they did not, and decided to correct it on the blog and on apologize radio.
5/20/12
NPR
error
NPR used information from two unnamed sources who were wrong about Giffords condition. NPR followed up with a tweet explaining that there were conflicting stories. WBUR then retweeted that update. Later, NPR apologized on air and on the Web for a serious and grave error. NPR decided not to delete the erroneous tweet and explained WBURs position in a comment on the Lost Remote blog.
5/20/12
NPR
error
Those are the facts. Regardless of platform, reporting is still reporting. And NPRs reporting is WBURs reporting. Now, should we delete the original, erroneous tweet? WBUR asked this question of WBURs Twitter followers, and the response was rapid, impassioned and divided. (see following slides)
5/20/12
5/20/12
5/20/12
NPR
error
Some of the Twitter followers, such as @opusaffair, told WBUR to perserve the erroneous tweet but be vigilant about the retweets. In other words, if someone retweets the incorrect information, reach out to that person to explain that the information was wrong. (Great advice)
5/20/12
NPR
error
WBUR have decided NOT to delete the erroneous tweet, because it serves as part of the narrative of this story. Facts can change fast when news is breaking, and that leads to errors. WBUR need to own the error, not hide from it. But we also need to rectify the error and explain ourselves to people who trust us. Deleting the tweet would do more to harm trust than preserving it would do to harm truth.
5/20/12
internally caused
crisis
Mistakes are bound to happen, and some more severe than others. However, with proper training, internally caused crisis can be much reduced. When employees are empowered to participate in spreading the word to their networks, they can be part of a team and be proud of their company whenever something good happens to the company.
5/20/12
internally caused
crisis
No training and lack of employee guidelines is usually the cause of the internally caused crisis. Today, with the high Internet penetration and high percentage of Generation Y on social media, it is no doubt that most employees are on social media. This could be leveraged to create awareness or ignored until a crisis happens.
5/20/12
case study: dominos
5/20/12
5/20/12
5/20/12
lessons
learned
Corporate communications were initially too timid for a virally connected world. (Did not respond till 48 hours later) Need to act is more time compressed. Online detectives can spread information and dig out stuff as fast as you. Social Media Policy needed for employees Over 1 million saw the videos in the first 48 hours and first few listing of Dominos pizza are all negative.
5/20/12
lessons
learned
Experts put the cost of damage done to branding and customers perception to go over $50 million. Nothing is local anymore, 2 idiots with a camera with a stupid idea on the World wide web can destroy a companys 50 year reputation.
5/20/12
case study: KFC malaysia
5/20/12
ABCs of reputation
management
No reputation is bulletproof. Recovery is continuous with no short cuts or days off. Reputation recovery has no complete date. Each crisis and recovery has it own rhythm. Second chances are a rarely matter of luck. Dont leave your reputation to the roll of the dice. Prevention costs less than recovery. 5/20/12
steps
Listen monitor blogs, twitter, Youtube, Facebook fan page, (Search google and set RSS alerts) Respond reply to comment on the same site complains are made. If its a blog and blogger refuses your comments, publish it on your blog or website. Respond within 24 hours. You may need legal advice for escalation.
5/20/12
steps
(cont)
Check facts Determine Impact Bring together council and discuss Understand your motivation and needs Decide on appropriate response Host the conversation Be transparent and authentic. (Listen, respond, engage)
5/20/12
best
defense
Inoculate Get on social media and win people on your side. Fill sandbags before the flood Have a list of blogs, pictures and fan pages to show your good side

Participate and join the community. Build trust and reputation.

5/20/12
recovery
process
91% of corporate executives believe companies can recover. On average, recovery takes 3 years and 5 months.
Only 48% of companies are prepared for reputation damage.
5/20/12
hot
news
What do you do when you have hot news? Your news may be positive (major acquisition by a large company, huge jump in sales) or the news may be negative. I firmly believe in telling the entire story up front along with all the data, photos and videos you can back it with. The spokesperson should also be 5/20/12
hot
news
Even when the story is negative, telling it fully and transparently will get you credit for fessing up. The worst thing to do is to look like you are hiding something. (Remember BP)
5/20/12
deflating a scandal
David Letterman startled viewers on October 1, 2009, by revealing that someone wants to blackmail him, threatening to expose extramarital affairs with his underlings. Letterman gave a description of the blackmail attempt, and admitted that he had an affair with a women. By doing this, he deflated the news worthiness of the juicy story. The media was no longer interested as everything is out, and he just needs his 5/20/12 fans to forgive him.
deflating a scandal
(cont)
Letterman must have known somehow the news was breaking anyway, but nonetheless, telling it himself, and admitting to his failures is a great move. If bad news is going to come out anyway, or has just broken, telling the full story yourself and being transparent is the right way, to avoid getting surprised with more information. Tiger Woods can learn a thing or two from Letterman with regards to this.
5/20/12
deflating a scandal
(cont)
The worst thing to do is keep quiet and have the media find out some thing new everyday to report on, thus extending the story for weeks. When facing bad news, giving all the details up front, may simply end the story right there. Keeping some facts behind will only prolong the story as reporters may uncover a new juicy fact every day for a month. Toyota had a bad time for a month in 2010 5/20/12 with media covering their bad story every

Social Media (Library)

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Social Media Workshop Click to editNUSsubtitle style Master Libraries 21 May 2012

By Robin 5/20/12 Low

What is social media?

Participation Networks Two-way communication Connectivity Open source

change has occurred in the A radical advertising and marketing World of

Hi Im Robin Low http://www.facebook.com/socialhub

things people want from

I want I want me I want I want I want

what do you want from

how some companies start

how some companies start

how some companies start

what are your

social media effort, slow and

Reasons not to outsource

Consumers are not listening anymore

Interruptive marketing has seen its day

The Audience is creating

The Audience is selecting

Time Shift technology

The Audience is changing

With or without you

mediacommunication allows feedback, comments 2 way

building & management

Click to edit of mouth issubtitle style Word Master key.

DISCOVER THE AVENTIS ADVANTAGE!

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university of sheffield youtube

Facebook: http://blog.nus.edu.sg/linus/ Blog - once a week?

"Internet is not a broadcast medium"

Read only Broadcast Uni-directional

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Social Media Workshop Masterclass

I believe in the bloggers and their ideas.

Case: DELL HELL

Dell Hell on Google

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No social media presence = no control!

Start now. Change is here!

Decades and billions on $0 on ads marketing, branding and advertising

Yet Google is leading Internet brand!

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leave blog comments

page ranking (cont) reverse

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9 ways to increase blog content

visibility for your best

Recommend Blog Posts About Similar Topics

2) Republish Successful Blog Posts in Social Media

3) Create a blog bundle and share related posts in a blog

3) Create a blog bundle and share related posts in a blog

5) Update & Republish Old Blog Posts

6) Recommend the Most Popular Blog Posts

7) Use Blog Content in Email Marketing Campaigns / Newsletters

7) Use Blog Content in Email Marketing Campaigns / Newsletters

8) Include Blog Posts in Your Resource Center

9) Reference Your Blog Content in Q&A Forums

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Social Media Workshop Masterclass

Effective use of platforms

Session 3: Media Sharing

how can online photo sharing benefit

how can online photo sharing benefit