social media404 brown bag series
DESCRIPTION
These slides are the micro version of a Lunch & Learn for PR & Communications.TRANSCRIPT
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Brown Bag Social Media
Lunch and Learn Series
November 2008T
HE
SocialMedia404.com
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Hello! My Name Is….
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Lunch & Learn: SM To Go
What is it?
Why should you (or your clients) care?
How it’s being used => for profit, not for profit
Impacts for Public Relations & Communications
How to get there
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Some (Brief) History
“We’ll need to rethink a few things…”
The Machine Is Using Us
Jan 2007
http://www.youtube.com/user/mwesch
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“Social Media is game changing.
… it's shifting the power to define and control a brand from the traditional
institution to the individual or community.
… the ownership of all brands is gradually becoming the domain of the user. “
www.Radian6.com/cms/social_media
flickr.com/photos/tonypeters
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Internet Reach
internetworldstats.com
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Social Media General Trends
www.universalmccann.com
+25%
+15%
+5%
+50%
+30%
+30%
+30%
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Fortune 500 Trends
University of Massachusetts Dartmouth Center for Marketing Research
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It’s not about technology…
flickr.com/photos/crystalflickr
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Implementation still growing
(e.g: widgets,
measuring, ..)
another dimension -
“use” strategies
(e.g: cross-posting,
status donation, …
flickr.com/photos/briansolis
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it’s about
interaction.
flickr.com/photos/polandeze
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wordle.net
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flickr.com/photos/pictureperfectpose
but many…
…are afraid of change.
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Organizations: Making The Leap
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start small => business case & pilot
“Crossing the Chasm:
Marketing and Selling High-Tech
Products to Mainstream Customers”
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People: once they have crossed
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forrester.com/Groundswell/profile_tool.html
Forrester’s
“ecosystem”
Creators = publishers
Critics = commenter's
Collectors = organizers
Joiners = networkers
Spectators = read & watch
Inactives = no use for SM
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Social Media Is Everywhere
Non-profits
Business
Healthcare
Education
Natural Resources
Hobbies & Special Interest
Government
Arts & Culture
Environmental
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non-profit
Social Media
flickr.com/photos/shawnzlea
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Why?
Advocacy
Awareness
Fundraising
Inspiring action
Influencing change
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Non-Profit: Key Places To Begin
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beth.typepad.com
nten.org wearemedia.org
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flickr.com/photos/pagedooley
Social Media
for business
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Why?
Marketing
Finance
Customer Service &
Relations
Recruitment and
Retention
PR/Communications
Sales
Product Management
Collaboration &
Tele-working
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Strategy
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For-Profit: Key Places To Begin
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beingpeterkim.com/2008/09/ive-been-thinki.html
A List of Social Media Marketing Examples
26 Free Social Media Tracking Tools
marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html
Everything You Need To Know
socialmedia404.com/?page_id=256
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flickr.com/photos/markhillary
All content must now be
created and packaged
in small pieces for easy
mixing, sharing, consuming.
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flickr.com/photos/dantaylor
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Your Strategies
Go with the flow
Ease into it; start doing it
Think about (micro) replication
Think about new interactions
Think person first, institution second
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Your Tactics
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pr-squared.com
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OASISSocial Media 404’s OASIS: Obtaining ROI
Objectives – determine what you want to achieve first.
Audience – profile your audience.
Strategy – pick a path that fits.
Implementation – select the technologies.
Sustainment – nurture. measure. adjust.
flickr.com/photos/batega
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How To Measure: Listening
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Aggregation,
Interpretation,
Adjustment
my blog, forum,
external presenceother blog(s), forum(s),
external presence(s)
Listening
“attention,
participation”
“authority,
influence”*
*beingpeterkim.com/2008/09/a-framework-for.html
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“My”
World
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Traffic Source
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Information now travels...
… at the speed of Twitter.
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“My” Universe
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flickr.com/photos/Jsome1
and finally…
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5 Things You Can Do
1. Sign up for Twitter => follow & listen
2. Sign up for Seesmic => see how video
conversations work
3. Sign up for LinkedIn => join a group
4. Set up some Google Alerts (you, your clients)
5. Mock up a Social Media Release
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flickr.com/photos/ -bast-
there remains
much
to
discuss…
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Conversation
SocialMedia404.com
twemes.com/SM404