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CodellaMarketing.com PeteCodella.com Social Media 101 A presentation for members and friends of Access Development and the BYU Management Society Salt Lake Chapter by Pete Codella, APR October 20, 2009

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CodellaMarketing.com PeteCodella.com My information Pete Codella, APR (Accredited in Public Relations) President of Codella Marketing Founder of NewsCactus Pete@CodellaMarketing.com @Codella 801.448.7383 TXT prpete to 50500 for my SMS business card by Contxts.com

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CodellaMarketing.com PeteCodella.com Note taking Slides will be published at... News.CodellaMarketing.com

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CodellaMarketing.com PeteCodella.com Defining social media Its about conversation being social Media because it resembles traditional published content

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CodellaMarketing.com PeteCodella.com Social media is The same as: User-generated content (UGC) Consumer-generated media (CGM) New media, digital media Social interaction through technology

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CodellaMarketing.com PeteCodella.com Its mainstream

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CodellaMarketing.com PeteCodella.com The conversations online

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CodellaMarketing.com PeteCodella.com History Internet E-mail Listservs Discussion boards and forums Mobile phones

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CodellaMarketing.com PeteCodella.com Next Web blogs, known as blogs the next generation of social media

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CodellaMarketing.com PeteCodella.com Multimedia sharing Picture and video sharing sites

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CodellaMarketing.com PeteCodella.com Social networking Facebook LinkedIn MySpace Plaxo

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CodellaMarketing.com PeteCodella.com Blurring lines Personal vs. professional profile Privacy and brand implications Communitainment, not entertainment

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CodellaMarketing.com PeteCodella.com Multiple channel communication Traditional media versus new media Media gatekeepers are less important Develop a strategy for each channel

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CodellaMarketing.com PeteCodella.com Microsites Now a main Web site is augmented by many more microsites Blog Newsroom YouTube Facebook Twitter Flickr

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CodellaMarketing.com PeteCodella.com Web Site Social Media Newsroom Blog Web strategy

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CodellaMarketing.com PeteCodella.com Distributed content Main Site

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CodellaMarketing.com PeteCodella.com Online strategy What are your goals and objectives? Use tools to help accomplish goals

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CodellaMarketing.com PeteCodella.com The age of enlightenment

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CodellaMarketing.com PeteCodella.com A revolutionary shift Say hello to the Internet Press Utilize social media to self-publish Its about engagement, a multi-way conversation

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CodellaMarketing.com PeteCodella.com The golden child Social media has proven to be most effective at search placement Search placement lingo: search engine optimization search engine marketing inbound marketing social media optimization

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CodellaMarketing.com PeteCodella.com Social media tools RSS (really simple syndication) Blogging and microblogging Online newsroom Social (virtual) networking Multimedia sharing Wikis

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CodellaMarketing.com PeteCodella.com Whos your daddy? Your main Web site is no longer your home page Google Search is

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CodellaMarketing.com PeteCodella.com The Google Golden Triangle

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CodellaMarketing.com PeteCodella.com Eye tracking

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CodellaMarketing.com PeteCodella.com Search lottery 10 chances to place in Googles top 10 search results Get as many tickets to the search lottery as possible

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CodellaMarketing.com PeteCodella.com Content is king Copywriting for the Web Think like the person doing the search Have a strategy for incorporating keywords Use behind-the-scenes keywords and descriptions

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CodellaMarketing.com PeteCodella.com Whos driving? We, the people Think TiVo Empowered consumers 90% dont watch commercials Its my time, not prime time

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CodellaMarketing.com PeteCodella.com Syndicate like Oprah Use Really Simple Syndication (RSS) to distribute your content Publish niche RSS feeds Newsroom Blog(s) Industry news

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CodellaMarketing.com PeteCodella.com Internet TV Hulu has grown from 63 million total streams in April 2008 to 373 million in April 2009

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CodellaMarketing.com PeteCodella.com Old approach : push Advertising Direct mail Mass distribution fax, e-mail

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CodellaMarketing.com PeteCodella.com New approach : pull Really Simple Syndication (RSS) Blogging and microblogging Discussion boards, forums, social networks

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CodellaMarketing.com PeteCodella.com Why social media? Listen Connect Educate Reassure Interact Its about engagement

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CodellaMarketing.com PeteCodella.com Peer networks are trusted 78% of consumers trust peer recommendations Only 14% trust advertisements

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CodellaMarketing.com PeteCodella.com Virtual drives analog 1 out of 8 couples married in the U.S. in 2008 met via social media

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CodellaMarketing.com PeteCodella.com Changing demographics By 2010 Generation Y will outnumber Baby Boomers 96% of them have joined a social network

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CodellaMarketing.com PeteCodella.com Media users Years to reach 50 million users: Radio = 38 years TV = 13 years Internet = 4 years iPod = 3 years Facebook added 100 million users in less than 9 months iPhone applications hit 1 billion in 9 months

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CodellaMarketing.com PeteCodella.com Blogging for business Be a thought leader Engage with key constituents Provide commentary, news and information An unpolished, straightforward and honest approach

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CodellaMarketing.com PeteCodella.com Blog features A strategy for incorporating keywords RSS Social media sharing Links to other online properties

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CodellaMarketing.com PeteCodella.com Online newsroom features A microsite that features your press releases A strategy for incorporating keywords RSS Social media sharing Links to other online properties

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CodellaMarketing.com PeteCodella.com Press release distribution Send directly to journalists Publish online on your own Use a news wire service

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CodellaMarketing.com PeteCodella.com Blogs vs. newsrooms Both have search benefits keywords and frequency Comment management New or existing content

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CodellaMarketing.com PeteCodella.com Social media foundation

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CodellaMarketing.com PeteCodella.com Social networking LinkedIn Facebook MySpace Plaxo Squidoo Second Life

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CodellaMarketing.com PeteCodella.com CodellaMarketing.com Redirectnow.com Social networking

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CodellaMarketing.com PeteCodella.com The power of Facebook Some Web users home page email, instant messaging, photo and video sharing 4:39 per user per month (June 2009) adoption increasing at more than 700% from previous year #1 social network in the U.S.

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CodellaMarketing.com PeteCodella.com The power of Facebook More than 1.5 million pieces of content Web links, news stories, blog posts, notes, photos, etc. are shared on Facebook daily

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CodellaMarketing.com PeteCodella.com Facebooks newest demographic The fastest growing segment on Facebook is 55 to 65 year-old females

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CodellaMarketing.com PeteCodella.com Country of Facebook If Facebook were a country it would be the worlds fourth largest, between the United States and Indonesia

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CodellaMarketing.com PeteCodella.com Facebook fan pages

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CodellaMarketing.com PeteCodella.com YouTube for search The Internets #1 search engine for children #2 search engine worldwide Search for your keywords then build a campaign to utilize those searches

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CodellaMarketing.com PeteCodella.com Multimedia sharing

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CodellaMarketing.com PeteCodella.com Presentation sharing

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CodellaMarketing.com PeteCodella.com Whats with Twitter? 1,382% growth year-over-year as of Feb. 2009 More than 7 million unique visitors in Feb. 2009 55% of users havent tweeted

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CodellaMarketing.com PeteCodella.com Twitters following Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama

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CodellaMarketing.com PeteCodella.com Inbound marketing Twitter usually drives 25% of traffic to my Web site and blog each month Use short URL services that provide statistics Bit.ly Snurl.com

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CodellaMarketing.com PeteCodella.com Hashtags #smcslc is the hashtag for the Social Media Club of Salt Lake City Search for keywords and hashtags

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CodellaMarketing.com PeteCodella.com Twitter tools

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CodellaMarketing.com PeteCodella.com Podcasting Any online broadcast of audio or video Relatively limited competition Power in multimedia

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CodellaMarketing.com PeteCodella.com Tagging and bookmarking Delicious Digg StumbleUpon

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CodellaMarketing.com PeteCodella.com Third-party sites Fast Company Squidoo SlideShare

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CodellaMarketing.com PeteCodella.com Know whats being said Google alerts RSS feeds for searches on blogs and social media sites Subscribe to a monitoring service

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CodellaMarketing.com PeteCodella.com Organizing feeds

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CodellaMarketing.com PeteCodella.com Crisis situations Social media fuels the fire informs the masses, unifies opposition happens fast

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CodellaMarketing.com PeteCodella.com Dominos Pizza

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CodellaMarketing.com PeteCodella.com Motrin moms

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CodellaMarketing.com PeteCodella.com Irans student revolution

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CodellaMarketing.com PeteCodella.com The Guardians gag order

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CodellaMarketing.com PeteCodella.com How to succeed Act less like traditional advertisers and more like party planners, aggregators and content providers

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CodellaMarketing.com PeteCodella.com Reputation management Social media exposes you to significant risks, including damage to a companys reputation You should have an Internet reputation risk management plan

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CodellaMarketing.com PeteCodella.com Influence not control You can influence and counteract how your organization is portrayed in social media Participate on the same platforms Honestly represent your best interests

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CodellaMarketing.com PeteCodella.com Steer, guide, participate

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CodellaMarketing.com PeteCodella.com Social media engagement Elements of a good policy Focus on people and behavior, not tools Encourage professional behavior Dont say bad things about the company or its competition Dont engage in sexual harassment Dont share trade secrets or insider information Dont use curse words

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CodellaMarketing.com PeteCodella.com Key takeaways New technology has forever changed the way we communicate Utilize social media tools to secure top search placement Embrace your inner publisher Create and use an Internet reputation risk management plan

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CodellaMarketing.com PeteCodella.com Questions Questions, comments and discussion

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CodellaMarketing.com PeteCodella.com Three requests Provide written feedback Check out the NewsCactus online newsroom software Support the Social Media Club of Salt Lake City smcslc.org

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CodellaMarketing.com PeteCodella.com My information Pete Codella, APR (Accredited in Public Relations) President of Codella Marketing Founder of NewsCactus Pete@CodellaMarketing.com @Codella 801.448.7383 TXT prpete to 50500 for my SMS business card by Contxts.com