Spooked by social media? Worried that there’s a trick to having your organization participate on social networking sites? Then, the Mississippi Beach chapter of the Public Relations Association of Mississippi has a treat for you.
PRAM-Mississippi Beach will hold an afternoon seminar Thursday, Oct. 29, in Biloxi to help you “De-Spookify Social Media.” Workshop leader Kellye Crane, APR, will discuss why marketing efforts should incorporate social media and how to apply this information into everyday business models. She will also share ideas on how to boost business with various social media tools.
8. Source: survey by the Pew Research Center for the People & the Press, December 2008
http://pewresearch.org/pubs/1066/internet-overtakes-newspapers-as-news-source
9. “Now visited by over two-thirds (67 percent) of the global online population,
“Member Communities,” which includes both social networks and blogs,
has become the fourth most popular online category – ahead of personal
email”
-The Nielsen Company's “Global Faces and Networked Places,” http://blog.nielsen.com/nielsenwire/wp-
content/uploads/2009/03/nielsen_globalfaces_mar09.pdf
14. Of consumers participating in social media, those exposed to a brand’s influenced social
media spent 20% more time online compared with those exposed only to social media
relevant to a brand’s category.
-GroupM Search and comScore, Inc.
http://www.scribd.com/doc/20703026/The-Influenced-Social-Media-Search-and-the-Interplay-of-
Consideration-and-Consumption
15. Company Benefits
New influentials
Build Relationships
Earned media
Gain customer and market insights
Google friendly
16. If that’s not enough….
70 Percent of Journalists Use Social
Networks to Assist in Reporting
(up from 42% last year)
Source: Survey from Middleberg Communications and the Society for New
Communications Research (SNCR), reported in PRWeek
34. Social Media
Outposts
• No more static Web site-only
approach
• Create a collection of Outposts,
with one serving as Home Base
• Outposts build on each other
35.
36.
37. Twitter grew 1,551% between
June 2008 and June 2009
Source: Compete.com data for June 2009
From David Griner, Luckie & Company, http://www.slideshare.net/Griner/the-twitter-
tutorial - Slide 3 (used with permission)
38. In fact, Twitter grew 43% with the addition
of just one user.
From David Griner, Luckie & Company, http://www.slideshare.net/Griner/the-twitter-
tutorial - Slide 4 (used with permission)
39. From David Griner, Luckie & Company, http://www.slideshare.net/Griner/the-twitter-
tutorial - Slide 5 (used with permission)
40.
41. Who to follow?
• Import contacts from other networks (Gmail,
Yahoo, AOL)
• Search by name
• Find someone with similar interests and see
who they follow
• Tools like MrTweet.net, Twellow.com
• “Return follow” someone who follows you
(with caveat)
78. Off Target
Target’s e-mail response:
“Unfortunately we are unable to respond to
your inquiry because Target does not
participate with nontraditional media outlets.
This practice is in place to allow us to focus on
publications that reach our core guest.”
82. JTA Tactics
• Launch a purpose-built, multi-media web site
to highlight the coaster
• Outreach through Flickr, YouTube and Veoh to
provide assets to coaster enthusiasts
• Build relationships with a short list of coaster
enthusiasts with influential web sites, blogs,
podcasts and videocasts
• Invite the American Coaster Enthusiasts to be
VIP partners in opening the ride
83. JTA Results: Actions
• In guest exit surveys, more said they were made
aware of the new coaster from the Internet than
from television.
• With a budget of $44,000, the overall cost per
impression for the social media campaign was $0.22
versus $1.00 for television.
• Using the survey to determine who came to ride
Journey to Atlantis and also heard about it on the
Internet, it was estimated that the visitors who were
impacted by the project represented over $2.6
million in revenue.
Link to Full Case Study: http://tinyurl.com/JTAROI
It’s about people and connections – just in new formats.
The Memphis Commercial Appeal looks like a blog, Huffington Post looks like a newspaper – the lines have blurred
“Mainstream Media” is no longer mainstream.
No, but…
“Messaging” – meaning repeating the same talking points over and over – is dead. But social media is content-driven communications= Who does that better than pr?
No gatekeepersDemocratization of marketing – no longer about a 1 mil super bowl adFreedom from boring Brochures - Ebooks, podcasts, webinars
Interruption vs. permission marketing
Getting going sometimes feels slow, as you work to build relationships and community
Also known as “shiny object syndrome” http://www.flickr.com/photos/12817132@N07/2611032218/
Strategy drives all corporate communicationsWhat are the objectives?How can the company achieve its objectives?Which tools will best address those needs?Does social media fit into the plan?
Who is the customer/stakeholder?What is their need?Where are they hanging outonline, see tool?How can you meet their needs online? Info, tools, assistance, customer serviceFind your audience where they already areIt’s not about you – speak with your community about things they care aboutWhy would they choose to interact with the company in social networks?
Duncan Page added a blog to his business website and was surprised to find an article about how to use woven wire fencing to build a horse paddock attracted more than 1,500 views alone. The result: traffic, media coverage, and an 850% increase in sales leads.
Anatomy of a Twitter home page – reviewingthe different sections
Once you have some tweets, then start by following a few of your friends-Spammers (including those of the adult entertainment variety) discovered Twitter around the same time Oprah did. Look at each follower to make sure they’re someone you’d want to follow back.Following allows that person to DM you
Tweet is the verbh/t = hat tipTweetup = a local meet-up (no invites required)
Facebook Fan Box
ApplicationsGroupsQ&A
All links from this presentation can be found on this Delicious page
Organize clips for clients, provide background on an announcement, etc.
-Blog commenting is important to do, but blogging requires time and a commitment to producing content on a regular basis. -It’s a highly effective way to demonstrate your abilities-If you choose not to blog right now, there are alternatives/intermediate steps:PosterousGuest PostFacebook Notes
Home page is the blog, additional pages offer information about servicesBuilt on ThesisA blog can replace a Web site, or the two can be merged
ObjectivesLaunch of roller coaster/water ride, Journey to AtlantisBuild relationships with the online coaster community, Build awareness for the early opening of Journey to Atlantis, Drive visitation to SeaWorld San Antonio by pass holders to try Journey to AtlantisJTA StrategiesProvide information/Make assests available to coaster enthusiastsBuild long-term relationships with coaster enthusiast influentials
Results: InterestThe Website received 78,264 visits and 170,644 page views from May through August 2007. The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. Flickr photos have been viewed 102,101 times to date.Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider. The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.Results: AttitudesThe coverage was largely positive in tone, with some expected negativity about ride intensityThe American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. These riders later left positive comments on YouTube videosACE invited SeaWorld San Antonio to attend its annual meeting in 2008Robert Niles, Theme Park Insider