social media e book
TRANSCRIPT
![Page 1: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/1.jpg)
SOCIAL MEDIA 101 ©Red Shoes PR, Inc.
![Page 2: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/2.jpg)
OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
Video, Photo & File Sharing Blogs Micro blogs Social Networking Social Bookmarking
4. Managing & Using Social Media
2
![Page 3: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/3.jpg)
OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
Video, Photo & File Sharing Blogs Micro blogs Social Networking Social Bookmarking
4. Managing & Using Social Media
3
![Page 4: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/4.jpg)
WHAT IS SOCIAL MEDIA?
Internet-based tools used for sharing and discussing information among people
Activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.
Information depends on the varied perspectives and "building" of shared meaning among communities
Wikipedia
4
![Page 5: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/5.jpg)
SOCIAL MEDIA IN PLAIN ENGLISH
5
http://www.youtube.com/watch?v=MpIOClX1jPE
![Page 6: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/6.jpg)
SOCIAL MEDIA = NETWORKING
Think of Social Media as a typical networking happy hour event…
Everyone is looking to network and meet others Everyone has something to sell but you can’t be
pushy Listen to what others have to say Ask them about themselves and their business Inform them about what you do and what you
offer Tell others about them
6
![Page 7: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/7.jpg)
SOCIAL MEDIA: BUILDING RELATIONSHIPS
Ability to start and/or continue the conversation online before or after an event
Learn more about the person
Stay in touch easier and more personally
Real-time status updates
7
![Page 8: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/8.jpg)
WEB 1.0 INFORMATION GATHERING
8
![Page 9: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/9.jpg)
WEB 2.0 INTERACTIVE
9
![Page 10: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/10.jpg)
OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
Video, Photo & File Sharing Blogs Micro blogs Social Networking Social Bookmarking
4. Managing & Using Social Media
10
![Page 11: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/11.jpg)
WHY YOU SHOULD CARE
1. Shift in power from large companies to individuals
2. Social media is not just online 3. Transparency 4. Many forms 5. Decentralized and real-time
11
![Page 12: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/12.jpg)
SEO
Keyword research lays foundation
According to Hubspot.com, the best keywords are relevant to your business, searched often and non-competitive
Done correctly, research will involve an investment of time and money
Once keywords are identified, they should be seeded in blog posts, tags, releases, page titles, site copy (one every 150 words)
Keyword research is continuous as competition and available space continues to shift 12
![Page 13: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/13.jpg)
CASE STUDY 1 99DESIGNS.COM
99Designs.com
Site matching freelance designers with those seeking affordable, fast work
Allows companies/individuals to post projects and designers submit design work.
Cuts out the middle-man
Users can rate and comment on designs to help companies/individuals make a decision
Components: creative brief, name fee, solicit designs, pick from offered creative 13
![Page 14: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/14.jpg)
CASE STUDY 2 PEPSI CO. & FRIENDFEED
Pepsi is rolling out a new brand identity To introduce the new brand they sent a package
to 25 influential bloggers Set up a Pepsi Cooler FriendFeed room where
Pepsi reps held and monitored discussions around the new look
Pro: Pepsi understood the power of social media Con: they monitored comments, defeating the
purpose of social media
14
![Page 15: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/15.jpg)
CASE STUDY 3 MO MARKETING
SHIFT Communications promoted Canadian Club Whiskey’s new campaign virally Blog -
http://www.pr-squared.com/2008/10/mo_marketing.html
Microsite - http://www.movember.com/ Facebook app - http://apps.facebook.com/ccmovember/
“Creating Facebook applications is not the type of service you’d normally expect from a PR agency. Yet as our industry evolves, small-scale application development projects like this one may become one of a host of advanced services that we’d never expected to tackle,” Todd Defren
15
![Page 16: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/16.jpg)
OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
Video, Photo & File Sharing Blogs Micro blogs Social Networking Social Bookmarking
4. Managing & Using Social Media
16
![Page 17: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/17.jpg)
FORMS OF SOCIAL MEDIA
Video Sharing Photo Sharing File Sharing Blogs Micro Blogs Social Networking Social Bookmarking
17
![Page 18: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/18.jpg)
VIDEO, PHOTO & FILE SHARING
Web sites that allow videos, photos & files to be posted and shared
Typically free
User-Generated
Terms: viral video, tags, comments, internet celebrities
18
![Page 19: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/19.jpg)
VIRAL VIDEO EXAMPLE
19
http://www.youtube.com/watch?v=qg1ckCkm8YI
![Page 20: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/20.jpg)
PHOTO SHARING EXAMPLE
20
![Page 21: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/21.jpg)
FILE SHARING EXAMPLE
21
![Page 22: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/22.jpg)
BLOGS
Web site Platforms: Blogger.com, Blogspot.com, Wordpress.org Maintained by an individual or an organization Share content (written, images, video, etc.) in reverse-
chronological order through “posts”
Types: social, corporate, genre (fashion, political, travel, etc.)
Informally written typically using acronyms
Typically allow comments Terms: blogosphere, internet celebrities, blogger
relations 22
![Page 23: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/23.jpg)
BLOG EXAMPLES
23
![Page 24: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/24.jpg)
BLOG EXAMPLES
24
![Page 25: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/25.jpg)
INTERNET CELEBRITY: MARIO ARMANDO LAVANDEIRA, JR.
25 • Salary = over $800,000/yr • Stands for Blogger rights
![Page 26: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/26.jpg)
DOS & DON'TS OF BLOGGING
Follow other blogs daily
Post comments on other blogs
Include an RSS feed Include photos &
video Update 2-3 times/
week Promote other blogs
Write long posts Block comments Push your blog/
company on other blogs
Plagiarize Ignore comments on
your blog
Do Don’t
26
![Page 27: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/27.jpg)
MICRO BLOGS
Mini Blog maintained my multiple authors
Updates: 140 characters or less
Used for file and information sharing and gathering
Topics: political, social, professional
Platforms: Twitter.com, Yammer.com, Pownce.com
27
![Page 28: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/28.jpg)
MICRO BLOG EXAMPLES
28
![Page 29: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/29.jpg)
MICRO BLOG EXAMPLES
29
![Page 30: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/30.jpg)
SOCIAL NETWORKING SITES
Online communities of like-minded people Purpose
Social: stay in touch, build relationships
Professional: network, build clientele, find jobs, post jobs
Components: photos, profile, status, messaging, events, groups, network webs
Platforms: Facebook.com, Myspace.com, Linkedin.com
30
![Page 31: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/31.jpg)
FACEBOOK EXAMPLE
31
![Page 32: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/32.jpg)
LINKEDIN EXAMPLE
32
![Page 33: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/33.jpg)
SOCIAL BOOKMARKING SITES
Web site Used to store, organize, search and manage
bookmarks Can be shared publicly or privately Store using tags instead of traditional folders Sites can be ranked based on how many times a
site has been bookmarked by users Keywords: tags, tagging Platforms: del.icio.us, digg, reddit
33
![Page 34: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/34.jpg)
STUMBLEUPON EXAMPLE
34
![Page 35: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/35.jpg)
REDDIT EXAMPLE
35
![Page 36: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/36.jpg)
OUTLINE
1. What is Social Media?
2. Why You Should Care
3. Forms of Social Media
Video, Photo & File Sharing Blogs Micro blogs Social Networking Social Bookmarking
4. Managing & Using Social Media
36
![Page 37: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/37.jpg)
ELEMENTS OF SOCIAL MEDIA
Equal Elements
Monitor
Participate
Publish
37
![Page 38: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/38.jpg)
STEP 1: MONITOR
Set up an RSS feed RSS: Really Simple Syndication Google Reader
38
![Page 39: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/39.jpg)
GOOGLE READER SET-UP
www.google.com/reader
Log-in to Google email or create new one
Begin subscribing to blogs
39
![Page 40: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/40.jpg)
STEP 1: MONITOR CONT…
Sites to monitor when beginning to formulate strategy Twitter Facebook LinkedIn FriendFeed Stumbleupon del.icio.us Reddit Digg Flickr Blogs (Technorati) Many more… 40
![Page 41: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/41.jpg)
STEP 2: PARTICIPATE
Determine strategy Video, Photo & File Sharing Blogs Micro blogs Social Networking Social Bookmarking
Begin setting up accounts on selected social media sites Determine username
Ex: JessDennis, RedShoesPR, LisaRedShoesPR
Check availability of your username: www.usernamecheck.com
41
![Page 42: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/42.jpg)
WWW.USERNAMECHECK.COM
42
![Page 43: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/43.jpg)
STEP 3: PUBLISH
Share content through social media Start your blog Set up microblog accounts Create a facebook page Set up a flickr account Tag important sites on digg and del.icio.us
43
![Page 44: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/44.jpg)
BLOGGING
Use a platform such as Typepad.com
Do not use Blogger.com, Blogspot.com, wordpress.org
Blog 2-3 times/week Blog Search Engines: Technorati or Google Blog
Search Be an active blogger, post comments to other
blogs
44
![Page 45: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/45.jpg)
BEST PRACTICES
Usernames should be personal and could include company name
Use a photo of yourself for profiles, not a logo
Following people
Share information
Rule of thumb: do not update more than every 15min on twitter
45
![Page 46: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/46.jpg)
SOURCES
46
http://en.wikipedia.org/wiki/Social_media http://www.youtube.com/watch?
v=MpIOClX1jPE http://www.hubspot.com/ http://www.twitter.com/
http://www.pownce.com/ http://www.facebook.com/ http://digg.com/ http://technorati.com/ http://www.youtube.com/ http://www.linkedin.com/ http://flickr.com/ http://99designs.com/
http://friendfeed.com/ http://friendfeed.com/search?q=pepsi
+coolerhttp://www.pr-squared.com/2008/10/mo_marketing.html
http://www.movember.com/ http://apps.facebook.com/ccmovember/ http://www.yammer.com/ http://www.stumbleupon.com/ http://delicious.com/
http://www.slideshare.net/ http://en.wikipedia.org/wiki/File_sharing http://en.wikipedia.org/wiki/
Photo_sharing http://en.wikipedia.org/wiki/
Video_sharing http://en.wikipedia.org/wiki/Will_it_blend http://www.youtube.com/watch?
v=qg1ckCkm8YI http://www.blendtec.com/
![Page 47: Social Media E Book](https://reader034.vdocuments.net/reader034/viewer/2022042700/55582ae9d8b42a5e468b54ab/html5/thumbnails/47.jpg)
SOURCES
47
http://flickr.com/search/?q=red+shoes+pr https://www.blogger.com/start http://wordpress.org/ http://en.wikipedia.org/wiki/Blogs http://www.chrisbrogan.com/
http://www.marketingovercoffee.com/ http://perezhilton.com/ http://www.yammer.com/ http://www.myspace.com/ http://reddit.com/ http://www.google.com/reader/ http://www.usernamecheck.com http://www.tinyurl.com/
http://www.youtube.com/watch?v=MpIOClX1jPE
http://www.youtube.com/watch?v=qg1ckCkm8YI