Social media 101 -- the good, bad and ugly --as well as suggestions on policies and best practices.

1. Online Social Media
Online Social Media
Kimberly Kayler, CPSM, CSI
President
Constructive Communication, Inc.
Constructive Communication Inc
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2. Online Social Media
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3. Online Social Media
Social media is an umbrella term that defines
the various activities that integrate
technology, social interaction, and the
construction of words and pictures.
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4. Online Social Media
“Social Computing is not a fad. Nor is it
something that will pass you or your
company by. Gradually, Social Computing
will impact almost every role, at every
p y , y
kind of company, in all parts of the world.”
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5. Online Social Media
Introduction
• Social media is about dialogue, two-way
discussions that b i g people t g th i
di i th t bring l together in
order to discover and share information.
• Users control the messages companies can
messages,
influence those messages
• Social media is anything that uses the Internet
y g
to facilitate conversations between people
IF YOU DON’T ENGAGE,
YOUR COMPETITION WILL!
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6. Online Social Media
Facts
• The top 25 sites have 300 million
users/month
/ th
• 3 out of 4 Americans use social technology
• 57% of adults have joined a social network,
making it the number one platform for
creating and sharing content
• In 1999, number one reason we got on the
Internet was porn Now it is social media
porn. media.
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7. Online Social Media
Years to reach 50 million users:
• Radio: 38 years
• TV 13 years
TV:
• Internet: 4 years
• iP d 3 years
iPod:
• Facebook: added 100 million users in less
than 9 months!
• iPod Application downloads: 1 billion in 9
months!
• In the future, we won’t search for news and
products….they will find us
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8. Online Social Media
How does this apply to business?
• 93% of Americans believe a company should
have a social media presence
• 85% believe a company should not only be
present, but also interact with its consumers
via social media
• 56% of American consumers feel both a
stronger connection with and better served
by companies when they can interact with
them in a social media environment
2008 Cone Business in Social Media Study
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9. Online Social Media
Changing World
• Consumers/journalists going online to find
news and information
• 89% of Internet users worldwide used search
engines to find information
• 76% look up news online
• 89% of journalists read blogs for story
research,
research 65% turn to Facebook and
LinkedIn, 52% hit micro-blogging sites like
Twitter, and 61% use Wikipedia (source:
Cision and George Washington
University).
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10. Online Social Media
CCI Survey Results
• 75% of respondents personally interact with
social media regularly, while 80% of
i l di g l l hil f
companies rarely interact with social media
• The most popular outlet for companies was
LinkedIn with 62.5%
• 90% of respondents said their company does not
p p y
have a social media policy
• 76% said online social media is a critical medium
but 60% said they rarely participate from a
corporate perspective.
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11. Online Social Media
Cision Study
• Journalists file 48 stories a week for the 24-
by-7 li
b 7 online news cycle; th are
l they
interacting with 26 sources though they
only meet in person with 4
• Reporters said their most useful interactions
with PR professionals continue to be
based on personal relationships.
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12. Online Social Media
Marketing is Changing
Traditional Evolving
Branding eMarketing
Advertising Search Engine Optimization
Search Engine Marketing
Direct Marketing
Social Networking
S
Sales Promotion
Syndication
Collateral
Broadcasting
Trade Shows
Events
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13. Online Social Media
But strategy is still needed
• Don’t jump to tactics- Do a SWOT Analysis
• Social media requires strategy like any other
marketing tool
• Create buyer personas of target audience to
better understand where to focus efforts
• St thinking campaigns, start thi ki
Stop thi ki i t t thinking
strategy!!!
• S l ti needs to meet audience needs
Solution d t t di d
• Be accessible!
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14. Online Social Media
Wikipedia
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15. Online Social Media
Wikipedia
• Build up history of reliability
• Always use credible sources and footnote
• Straight facts, not opinion! Cite often!
• 684 million yearly visitors
• 75,000 active contributors working on 13
million articles in 250 languages
• Studies show it’s more accurate than
Encyclopedia Britannica!
• 78 percent of articles are non-English.
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16. Online Social Media
Wikipedia
• 2.5 million articles in English and growing
• Improve search but keep it neutral
• Requires content to be in HTML format
• Monitor regularly in case of issues
• Use for professional use
• Wikipedia community is passionate about
quality
• It is an open-ended project, a work in
progress
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21. Online Social Media
Wikis
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22. Online Social Media
Wikis
• Used to communicate internally and
externally, often called a “ h
t ll ft ll d “sharepoint”
i t”
• Go in and edit and contribute just like
Wikipedia
Wiki di
• Ongoing process of collaboration
•I t
Intranet and k
t d knowledge management systems
l d t t
• All users edit any page or create new pages
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24. Online Social Media
Facebook
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25. Online Social Media
Facebook
• Started so guys could pick up girls at Harvard
• 250 million active users, growing every d
illi ti i day
• 2nd most trafficked site in world
•AAverage user h 100 f i d
g has friends
• 2.6 billion minutes are spent each day
• More than 4 million users become fans daily
• Users share more than 1 billion forms of
content each week
• Site membership grew 85 percent in 2008
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26. Online Social Media
Facebook
• Suggest fan pages rather than groups
• Use as a snapshot of internal culture/life
• Often for personal rather than professional use
• 85% are 18-24, 55 65 year old f
18 24 55-65 ld females is fastest
l i f
growing age group
• #2 site behind Google
• 5 billion minutes spent on Facebook each day!
• If Facebook were a country, it would be the 8th
country
most populated in the world, ahead of Japan
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28. Results: ACI has tripled the
applications for scholarships since
applications for scholarships since
creating their Facebook group.
They met their goal and share the
link on emails, website and
newsletters.

35. Online Social Media
MySpace
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36. Online Social Media
MySpace
• Oldest social networking site
• 43 million users
illi
• More than half of MySpace users are 35+
• 8 million artists and b d
illi ti t d bands
• Has many bugs and hackers
• Not user friendly
user-friendly
• Declining significantly in popularity
• Recently laid off employees and declared
itself as a start-up due to decline in users
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38. Online Social Media
Online Forums
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39. Online Social Media
Online Forums
• Monitor and be aware of what is out there
• Check out Ask Yahoo and Vark.com
• Also, on Ning, there are a couple of AEC
groups that are becoming popular
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44. Online Social Media
LinkedIn
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45. Online Social Media
LinkedIn
• Professional relationships and networking
•SSummer 2009: 47 million registered users,
2009 illi gi t d
spanning 170 industries.
• Average: Male, 41, makes $
g , , $100k
• Use Answers section and join Groups
• Contribute to the conversations!
• LinkedIn profile is similar to a resume
• Can post jobs within groups or in Job section
• 80% of companies are using Li k dI as th i
f i i LinkedIn their
primary tool to find employees!
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46. Online Social Media
LinkedIn
• Some reporters now use the Answers section
• Add a personal note when adding connections
• Paste email footer in the bottom of LinkedIn
messages
•Linkedin Keywords, March 2009:
•807 Architecture
•1,083 Construction
•3,945 Engineering
3 945
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50. More than 7.75 MILLION visitors each day!

51. Online Social Media
Case Study
• The International Grooving & Grinding
Association C
A i ti Communications C
i ti Committee
itt
• Have created a LinkedIn Group to test how
they ill
th will use with members
ith b
• This is a great way to help stakeholders
understand how to use before launching
a group
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52. Online Social Media
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53. Online Social Media
Case Study
• Concrete Industry Management (CIM) is a
degree program at six universities across
d t i i iti
the nation
• C t d a Li k dI g
Created LinkedIn group f students,
for t d t
professors and board members
• The group was launched late August and
already has 174 members
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54. Online Social Media
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57. Online Social Media
Twitter
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58. Online Social Media
Twitter
• Concept of microblogging: 140 characters
• A k What are you d i g?
Asks: Wh t doing?
• Twitter messages: 3 million/day
• Total Users: 1 million
• Follow many people and be followed
• Search.twitter.com is a great monitoring tool
g g
• Join in the conversation and retweet often
• Answer question immediately
• Employees are your best PR tool, let them talk
but give them boundaries
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59. Online Social Media
Twitter
• If someone is talking to you, respond
• B sure t add bi photo and URL i profile
Be to dd bio, h t d in fil
section
• Change design background colors and upload
your company logo
• Decide if you are g g to be the company or
y going p y
an employee
• Write in headlines!
• Check how you are doing on
TwitterGrader.com
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60. Online Social Media
Twitter
• Search.Twitter.com= your secret weapon. Use
advanced search t narrow!
d d h to !
• Use hashtags to facilitate conversations
• Embed Twitter in your website/email signature
• Follow and be followed!
• Quickly share information with people interested
in your company, gather real-time market
intelligence and feedback, and build
g
relationships with customers, partners and
other people who care about your company
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61. Online Social Media
Twitter
• Use Twitter to talk to reporters
• Wh users are angry, meet th i needs
When g t their d
• Think in terms of the passion you create
• HootSuite lets you manage many accounts
• Better for B2B= Technical info is not easily found
online whereas B2B info is easy to find
• Use keyword-rich tweets
• Ask what your audience wants and deliver
•R l
Replaced email as a way t i t d
d il to introduce and start
d t t
dialogue
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63. Online Social Media
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69. Online Social Media
Blogs
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70. Online Social Media
Blogs
• There are approximately 200 million blogs
and 346 million people who read bl
d illi l h d blogs
• Blogger.com or Wordpress.com are free
• Use Google Analytics, Technorati to measure
• Use keywords so target audience can find
• Add pictures, videos, short and long articles
• Blogs have readerships that are larger than
daily newspapers
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71. Online Social Media
Blogs
• People find most blogs through organic search.
Readers are searchers!
• Use keywords wisely. Title blog wisely
• Build and initiate relationships
•HHave good tagline and name
d li d
• Employee blogs are 5 times more credible than
CEO blogs
g
• Tell a Story
• Create a Policy for Employees
• Measure results
• Most popular blogs have 50k-100k views a day
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72. Online Social Media
Blogs
• Identify employees who are genuinely
enthusiastic about th opportunity t
th i ti b t the t it to
blog:
• Passionate about their work/product
• Enjoy sharing with others
• Risk takers
• Goal oriented and ambitious
• Have a sense of humor
• Receptive to feedback
• Doesn’t have to have great writing skills
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73. March 2009: 43,000 visits,
120,000 page
views from people in 60
views from people in 60
countries.
More than 1,000 comments
posted

76. Online Social Media
Technorati
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77. Online Social Media
Technorati
• Highlight and distribute online conversation
• Introduce millions to social media content
• Information source for your blog
• Monitor authority and what is being said
about your company
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78. Technorati

79. Online Social Media
Digg
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80. Online Social Media
Digg
• Share content from anywhere on the web
• Influential professionals who are active
online
• Similar to Digg is Redditt, StumbleUpon,
Squidoo and Knol…all are sharing content
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82. Online Social Media
Flickr
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83. Online Social Media
Flickr
• By June 2009, hosted more than 3.6 billion
images, roughly one photo per every 2
i hl h t
people on the planet
• Online h t
O li photo management
g t
• Control who can see, who can organize
• Share photos
Sh h t
• Improve chances of someone finding you
• Reporters might come here to find pictures of
your company
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86. Online Social Media
You Tube
Record.
Record Then Share
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87. Online Social Media
YouTube
• More than 142 million U.S. users watch an
average of 80 videos per month
• Americans spend a total of 558 million hours
watching online videos online each month
• Online views can grow sales by 500%
• People like to see videos, so share
• Need to monitor
d
• 412.3 years is the length of time it would take to
view every YouTube video
• 13 hours is the amount of video uploaded every
minute
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93. Online Social Media
Slideshare
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94. Online Social Media
Slideshare
• Allows you to share presentations and
documents with everyone.
d t ith
• Improves SEO and tracks number of views.
• Great way to improve views of important
documents and presentations.
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95. Online Social Media
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96. Online Social Media
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97. Online Social Media
Delicious
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98. Online Social Media
Delicious
• Social bookmark sharing
• Allows users to tag, save, manage and share
web pages from a centralized source.
• With emphasis on the power of the
community, Delicious improves how
people discover remember and share on
discover,
the Internet.
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100. Online Social Media
Podcasts
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101. Online Social Media
Podcasts
• Podcasts=Broadcasts
• Audio or File Sharing
• Example: iTunes
• More useful for B2B than B2C, but does not
have a high success rate
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103. Online Social Media
Really Simple Syndication- RSS
Syndication
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104. Online Social Media
Really Simple Syndication-RSS
Syndication RSS
• Used within the next 12 months by 63% of
consumer product marketers
d t k t
• 65% media and communications marketers
• 37% financial service marketing
• 38% equipment companies
• Google Reader
• Improves search
• Rich Site Summary
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105. Online Social Media
Search Engine Optimization- SEO
Optimization
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106. Online Social Media
Search Engine Optimization- SEO
Optimization
• 42% of search users click the top ranking link
• 8% click the second ranking link
• 40% of SEO campaigns aware of their ROI
achieve returns in excess of 500%
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107. Online Social Media
Google AdWords
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108. Online Social Media
Google AdWords
• Adwords.google.com
• Partnered with thousands of outlets to
sponsor keywords on sites (i.e., New York
Times)
Ti )
• Google has 77% of market share of search
• 65% b i research on search engines
begin h h i
• 68% of all Internet users never click on ads
• Less than 1/6 of online users drive 80% of
advertising clicks
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109. Online Social Media
Google Alerts
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110. Online Social Media
Google Alerts
• Sign up to receive a daily email about a topic
or k
keywordd
• Monitor what is being said about your
company
• G t google.com, then go to t right, click
Go to l th t top i ht li k
“more”, then click on “even more” and
top left is the alerts button
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112. Online Social Media
Other Sites to be Aware of
• Gather: social network for NPR
• Jigsaw: business card directory – trade your
card for a business you need
• Meetup: strives to connect people using the
web to get off the web
• Ph t b k t photo conglomeration site
Photobucket: h t l ti it
• Propeller: Digg-like social news site
• Sermo: seeks to connect doctors
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113. Online Social Media
Other Sites to be Aware of
• Squidoo: allows users to register and create a
page or lens about an area of interest
• ThisNext: social shopping service, members
recommend favorite products and help
others
• Utterz: post pictures and videos to blogs from
your cell phone
• Forums: are a great place for people to
comment and share information on the
web
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114. Online Social Media
Other Sites to be Aware of
• VisiblePath: provides several layers of affiliation
and differentiation based on a member s
member’s
personal knowledge of a contact
• Yelp: how the Yellow Pages met social media.
Contains prolific member reviews and is
known for quality and honesty
• Zillow: resource for real estate agents and
homeowners to access statistics and tools
• Digsby: allows you to compile all email and social
networks into one site
• Ning: similar to Facebook
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116. Online Social Media
Getting Started
• If you decide to start up a social networking
page f your company you need t
for d to:
• Maintain constantly
• Update regularly
• Invite others to join
• Facilitate conversations
• Post jobs and internships
• Post news links
• Upload pictures
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117. Online Social Media
Getting Started
• If you create a page, provide a link to it on your
website
• Stay active with your audience DAILY
• Alternate option is to advertise on these sites,
then you don’t have to regularly update
• Disclosure is permanent
• We are still in infantile stage
g
• Losing by not contributing. Don’t be private
• Create a great online newsroom for buyers and
journalists
• Focus on no more than 2 online tools to start
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118. Online Social Media
Getting Started
• Engage and personalize = Dialogue
• Join online communities where you want to
talk (community, sports club, recent grads)
• Like a dinner party don’t talk the whole time
party, time,
listen and participate, too!
• Dive in! The more we dive in, the less unfamiliar
it feels!
• Companies must drive p p to p
p people purchase with
great online content
• Content drives action!
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119. Online Social Media
Tips
• Don’t fear negativity. Fear of loss of control was
cited by nearly 47% of the 260 marketers
• Be willing to admit fallibility
• When searching, think like the customer.
g,
• Engage, don’t sell
• Don’t pester, people want participation, not
propagandad
• Deliver content at the precise moment your
audience needs it
TWI Surveys for the Society for New Communications Research
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120. Online Social Media
FTC Ruling
• The new rules state that, when endorsing a
product or service, you must:
• Disclose when you are being compensated--
whether you are being paid for the
endorsement and/or have been give free
sample of the product (traditionally known
as "not-for-resale" copies).
• Be truthful in your statements and make sure
statements--and
they can be substantiated.
• Speak from actual experience--meaning you
can t
can't just regurgitate the sponsor s
sponsor's
marketing speak if it isn't an actual
experience, opinion or belief of your own.
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121. Online Social Media
How to Gain Followers
• Add to your business card
• Add to end of email signature
• Add to company website
• Add to blog
• Add to Newsletter
• Add to advertising efforts
• Share all outlets that you are using on each
y g
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122. Online Social Media
Characteristics of a Good Profile
1. Strong profile visibility: develop brand
recognition
2. Active participation: have continuous
presence
3. Practice reciprocity: win-win outcomes
4. Effective communication: conversations
5. Support the community: put before self
6. Provide value above all: gain trust and
g
attention
7. Demonstrate Integrity
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123. Online Social Media
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124. Online Social Media
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125. Online Social Media
Best Practices
• Employees need to understand that what is
posted out there can not be taken back
• Talk to your employees and remind them that
they are representing you
• If you do create a page for your company,
monitor it regularly, start discussions, add
events…etc.
events etc
• Give users content that describes problems then
provides details on how to solve
• Be a thought leader through E-books,
newsletters, whitepapers
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126. Online Social Media
Online Social Media Objectives
• Make a sale
• Request a sales contact
• Request more information
• Download an informational white paper
• Download product specs
• Create awareness of a new product
• Renew awareness of an existing product
gp
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127. Online Social Media
Online Social Media Objectives
• Identify new prospects
• Inform existing customers of an upgrade
• Create or alter a brand image
• Counteract negative publicity
• Deposition a competitor
• Generate advertising revenue
• Raise awareness with investors
• Raise awareness with the media
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128. Online Social Media
ROI
• Define the Return or expected results
• D fi th I Wh t’ th i
Define the I: What’s the investment?
t t?
• Understand your audience and what
motivates them
• Define the metrics- what you want to become
• Determine what you are benchmarking
against
y
• Pick an outlet and research it fully
• Analyze results, take insight then action and
measure again
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129. Online Social Media
Policies
• Educate employees and self
• Policy should state how employees are
expected to engage.
• Stay transparent by using real name and the
company.
• W it what th k
Write h t they know, stay consistent, j i i
t i t t join in
the conversation, add value, create
excitement and be a leader
leader.
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130. Online Social Media
Policies
• Employee should stick to their area of
expertise and provide i di id l
ti d id individual
perspectives on what is going on at the
company
• Post meaningful and respectful comments
• Always pause and think before posting
• Respect proprietary information and content
• Bl ki g access does not prevent staff f
Blocking d t t t ff from
posting material
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131. Online Social Media
Policies
• Respect confidentiality
• When disagreeing with others, keep it polite
and appropriate
• Comply with copyright, fair use, and financial
disclosure laws
• Wh in d bt about posting content, get
When i doubt b t ti t t t
permission
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132. Online Social Media
Policies
• Employees are responsible for the content
they
th produce.
d
• Decide if employees allowed to use this
medium while at work.
di hil t k
• Admit a mistake if necessary
• If promoting online conversations, sign up f
ti li ti i for
monitoring system such as Radian6,
Cision or Vocus
Vocus.
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133. Online Social Media
Crisis Management
• Actively monitor
•RRespond quickly: within h
d i kl ithi hours
• Respond at the flashpoint: where audience is
communicating before anywhere else
• Educate employees: all employees should
have online social media training g
• Foster a positive culture: if employees are
happy, they’re less likely to tear down
the company
h
• Set clear guidelines: create a policy
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134. Online Social Media
Monitor Online Conversations
• Vocus: $1,250 per month. Includes all
monitoring,
monitoring news clipping and distribution
of press releases
• Radian6: $600 per month. Allows monitoring of
blogs, news, twitter and working on
Facebook.
• Cision: $695 per month Uses Radian6 platform
month.
• PR Newswire: $450 per month and includes blogs,
news, forums, Twitter, photos and video
sites and Social Media such as Facebook
• Integrate PR, security and HR to respond
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135. Online Social Media
Monitor Online Conversations
• Backytype.com
• Bl g l
Blogpulse.com: searches bl g
h blogs
• Boardreader.com: searches message boards,
forums, videos and Twitter
,
• icerocket.com: searches blogs, news,
MySpace, Twitter, images
•SSocialmention.com and C ll
l d Collecta.com are
great tools
• Sitevolume com xenureturns.com,
Sitevolume.com, xenureturns com
summize.com, twemes.com,
twinfluence.com
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136. Online Social Media
Monitor Online Conversations
• Top performing companies were nearly 7
times as likely as poor performers to use
social media monitoring tools
• Nearly two-thirds of the top performers had
two thirds
formal monitoring programs in place and
42 percent were actively listening to
detect
d t t early warning of th t t th i
l i g f threats to their
brands.
• 20% of the content influences 80% of the
decisions
Source: Word of Mouth Marketing Association Study
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137. Online Social Media
It s
It’s All About Dialogue
“If you’re not part of the conversation, then
you re
you’re leaving it to others to answer questions
and provide information, whether it’s accurate or
incorrect. Or, even worse, you may be leaving it
up to y
p your competition to j p in to become the
p jump
resource for the community. Yes, there will be
negative comments. Yes, you’ll invite unsolicited
f
feedback. Yes, p p will q
, people question y
your
intentions. Negativity will not go away simply
because you opt out of participating. Negative
commentary, at the very least, is truly an
y y y
opportunity to change the perception that you did
or didn’t know existed.”
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138. Online Social Media
Thank You!
Kimberly Kayler
kkayler@constructivecommunication.com
614.873.6706
Visit www.aecsocialmedia.com
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