social media crash course: tools in practice

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There are dozens of social media tools available to communicators, but just a handful are emerging as the most effective means to reach constituents and influence markets. This seminar is a hands-on, intensive look at three top options: blogs, social networks and microblogs like Twitter. Participants will gain insight into how they can optimize the use of these tools to achieve different business objectives. In this session, you will: Examine the critical success factors in business blogging, including monitoring, voice, promotion and search engine optimization Evaluate social networks and their applications in business Explore the Twitter phenomenon and how microblogs can complement other social media tools

TRANSCRIPT

Social Media Crash Course

Paul GillinIABC World Conference

June 10, 2009

Agenda

Definitions and concepts The new media world Factors driving change Types of social media Matching platform to

need Blog structure and

elements Culture of social media Building awareness and

traffic

Tracking performance Social network concepts Types of social networks Assessing relevance to

your objectives Spotlight on Facebook Spotlight on Twitter

Big Media is Dying Decline in circulation of top 10

newspapers in 2008: 635,000

Average age of daily newspaper reader in US: 57

Reduction in US newsroom staffs since 2001: 25%

Magazine newsstand sales growth, US, 2008: -12%

In 2009: -22%

Growth in NBC prime time audience, 2008: -14.3%

Age of average network evening news viewer: 63

Percent of time teenagers spend with television, compared to their parents: 60

Percent they spend online: 600

Growth in Twitter membership, 2/08 - 2/09: 1,400%

Percent of Americans who say Daily Show and Colbert Report are replacing traditional news outlets: 33

2008 Newspaper Layoffs

Source: Erica Smith (graphicdesignr.net)

Epic CollapseUS Newspaper Classified Advertising

Sales

02468

101214161820

2001 2002 2003 2004 2005 2006 2007 2008 2009(trend)

$M

illio

n

What’s Changed

Cheap technology Fast networks Google “The Long Tail”

Source: Pew Research

It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.

New Media Rules

New voices are gaining influence

Marketers are becoming publishers

You can now control the message

Use all means at your disposal

It’s cheap if you know the tricks

Traditional communications

New reality

What is Web 2.0?

According to Wired magazine:

Participation

Openness

Conversation

Community

Connectedness

The Many Arms of Social Media

From Robert Scoble

Courtesy RightNow Technologies

Tools at Your Disposal Discussion forums – tactical and impersonal Blogs – The online equivalent to

publications Microblogs – Short, fast and frequent Podcasts – Add depth, lose interactivity Social networks – Listening posts Social bookmarking sites – Drive awareness Online video – Flexible but complex Search engines – Your traffic engine

Meet the new influencers

Steve Hall

Philipp Lenssen

Paige Heninger &Gretchen Vogelzang

New Influencers are Passionate – Both Pro and Con

Source: Sean Moffitt, BuzzCanuck

Desire to Influence

Others

Brand Engagement

Passiv

eA

cti

ve

Reject Favor

Traditional InfluencersAuthoritative 3rd parties, community leaders, press, gov’t.

Traditional InfluencersAuthoritative 3rd parties, community leaders, press, gov’t.

Haters Lovers

Critics Enthusiasts

Skeptics

Mainstream

Dismissers

Followers

Start By Listening

Use these tools to mine online conversations and identify prospective customers and communities that are receptive to your

message

A Case Study: Motrin Moms

Influence Inversion

Courtesy Digitas

What Should J&J Do?

Conversations Go Mainstream

Business Blogging

What is a blog?

“A user-generated website where entries are made in journal style and displayed in a reverse chronological order.” – Wikipedia.org

“A personal online journal that is frequently updated and intended for general public consumption” – whatis.com

“A way to display information” – P Gillin

Why so popular? Cheap and easy to create and update Have distinct personal voice Can quickly build traffic through

reciprocal links Excellent search engine performance Modest revenue opportunity Simple way to keep notes

What are blogs good for? Timely, frequently updated

information Multiple media types Single voice Fixed display Flexible organization Search engine performance

Speed Advantage

What are they bad for? Random access Design flexibility Sectional organization Multiple voices Navigation-intensive sites

International flavor

Source: Technorati, April, 2007

√d

Headline

Title/Subtitle

Subheads

Fixed pages

RSS feed

Search

Keywords

The 7 types of business blogs

CEO blog

The 7 types of business blogs

Executiveblogs

The 7 types of business blogs

Groupblog

The 7 types of business blogs

Employeeblogs

The 7 types of business blogs

Advocacyblog

The 7 types of business blogs

Promotionalblog

The 7 types of business blogs

Adviceblog

Grass-roots promotion

Blogging success factors

A clear, preferably narrow focus Frequent updates Mix of short, long, light, heavy content Aggressive links to other bloggers Comments and trackbacks Mixed media Educate and discover Personality Prompt for comments

Topic selection Read mainstream media and other

bloggers and comment upon them Frame events in a new context that

reflects your analysis Be offbeat and original Packaging works: top 10 lists,

predictions, best & worst, quick hits

Decision Time

•You’re a major maker of industrial chemicals whose products are used in

household cooking utensils.

•A spurious story has emerged that claims that your products cause cancer.

•Your critics are spreading the word on blogs and the mainstream media is

taking notice.

•What can you do?

Maximizing Visibility

25% of SEO is On-Page Visible

• Page Title

• URL

• H1,H2,H3 tags

• Page Text• Bold

Source: Hubspot

25% of SEO is On-Page Invisible

Description

Keywords

Alt Images

Source: Hubspot

75% of SEO is Word-of-Mouth

Tricks of the trade Encourage and respond to comments Comment elsewhere Play reporter Serialize Use themes Give stuff away Complement with photos, podcasts &

video

Traffic strategies

Link internally Use consistent domains Ask for “link love” Promote outbound links File a site map Register on bookmarking sites

Tracking success Traffic – unique visitors vs. page

views Technorati rankings RSS subscriptions Google linkto: and allinanchor: De.licio.us and Technorati tags Trackbacks

Just One Guy

Technorati rank: 714

Technorati fans: 146

Google Indexed pages: 3,760

Alex ranking: Top .17%

Inbound links: 10,542

Del.icio.us bookmarks: 2,068

New York Times citations: 136

Computerworld citations: 193

InformationWeek citations: 72

Newsletter subscribers: 130,000

Growing Scope

Social Networks

How We Share InfluencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Talk face to face

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker Phone call

Talk face to face

Phone call

SMS

Email

Instant Messenger

Talk face to face

Talk to shop worker

Consumer influence channels

Source: Universal McCann Erickson

Essential Elements

Profile Friends

Groups

New Kids On The Block

Just For Consumers? Think Again

Oil & Gas Pros

Manufacturing Engineers

FarmersEngineers

Physicians

Niche markets are:

•Knowledgeable

•Engaged

•Responsive

•Helpful

•Spenders

New Concepts

Friend Friend in

Common Follower Profile Group News Feed

Poke Wall Connection Answer App Hash tag

Facebook Essentials

About Me

About Others

Interests

Cultivate Community

LinkedIn is All Business

Profiles are essential

Efficient contact management

Recommendations cement relationships

Unique Features

Six degrees of connectionAdvice is social capital

Company research

Twitter Appeal

Immediacy & Personality

The Office on Twitter Dell Outlet on Twitter

Twitter Essentials

Discovery

Shared dialogue

Conversational efficiency

The New Newspaper?

Put Communities to Work

Needs Definition

Product Architecture

Iterative Development

Field Testing

Viral Marketing

Peer Support

Engagement Tactics

•Invite them into the club

•Offer links or small promotions

•Use discounts, giveaways, contests, free trials

•Never edit or censor what they say

•Consider affiliate programs

Conversation Enablers

Reinforce Brand

Create Brand Ambassadors

Educate Customers

Bypass Gatekeepers

Decision Time II

•You’re an enterprise technology company whose products are vital to corporate customers but are seen as

dated and “boring.”

•You need to recruit young technology professionals to develop your technology

and spread the word about its value

•What can you do?

Community as ContentBy contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone

Personal finance Travel planning Local services

Language educationTravel planning How-to video

Success Takes Time

Daily visits 3X to 4X week 14 averageConsider spinoffs

53+

Make top 10 results for targeted queriesTraffic becomes self-sustaining

40-52

Gain search tractionGenerate inbound links

14-39

Build awarenessShow steady growth

1-13

GoalWeek

Thank you!

Paul Gillin

508-202-9807

paul@gillin.com

www.gillin.com

Twitter: pgillin

Available on Amazon or from NewInfluencers.com

Available on Amazon or from SSMMBook.com

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