An informative "how-to" and introduction to social media.

1. SOCIAL MEDIA 101
©Red Shoes PR, Inc.

2. 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

3. 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

4. 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
quot;buildingquot; of shared meaning among communities
Wikipedia
4

5. SOCIAL MEDIA IN PLAIN ENGLISH
5
http://www.youtube.com/watch?v=MpIOClX1jPE

6. 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

7. SOCIAL MEDIA:
BUILDING RELATIONSHIPS
 Abilityto 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

8. WEB 1.0
INFORMATION GATHERING
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9. WEB 2.0
INTERACTIVE
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10. 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

11. 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

12. 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
12
and available space continues to shift

13. CASE STUDY 1
99DESIGNS.COM
 99Designs.com
 Site
matching freelance designers with those
seeking affordable, fast work
 Allowscompanies/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

14. 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

15. CASE STUDY 3
MO MARKETING
 SHIFTCommunications 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/
 “CreatingFacebook 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

16. 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

17. FORMS OF SOCIAL MEDIA
 Video Sharing
 Photo Sharing
 File Sharing
 Blogs
 Micro Blogs
 Social Networking
 Social Bookmarking
17

18. 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

19. VIRAL VIDEO EXAMPLE
19
http://www.youtube.com/watch?v=qg1ckCkm8YI

20. PHOTO SHARING EXAMPLE
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21. FILE SHARING EXAMPLE
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22. BLOGS
 Web site
 Platforms: Blogger.com, Blogspot.com, Wordpress.org
 Maintained by an individual or an organization
 Sharecontent (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

23. BLOG EXAMPLES
23

24. BLOG EXAMPLES
24

25. INTERNET CELEBRITY:
MARIO ARMANDO LAVANDEIRA, JR.
• Salary = over $800,000/yr 25
• Stands for Blogger rights

26. DOS & DON'TS OF BLOGGING
Do Don’t
 Follow other blogs  Write long posts
daily  Block comments
 Post comments on
 Push your blog/
other blogs
company on other
 Include an RSS feed
blogs
 Include photos &
 Plagiarize
video
 Ignore comments on
 Update 2-3 times/
week your blog
 Promote other blogs 26

27. MICRO BLOGS
 Mini Blog maintained my multiple authors
 Updates: 140 characters or less
 Usedfor file and information sharing and
gathering
 Topics: political, social, professional
 Platforms:
Twitter.com, Yammer.com,
Pownce.com
27

28. MICRO BLOG EXAMPLES
28

29. MICRO BLOG EXAMPLES
29

30. SOCIAL NETWORKING SITES
 Onlinecommunities 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
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31. FACEBOOK EXAMPLE
31

32. LINKEDIN EXAMPLE
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33. 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

34. STUMBLEUPON EXAMPLE
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35. REDDIT EXAMPLE
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36. 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

37. ELEMENTS OF SOCIAL MEDIA
37

38. STEP 1: MONITOR
 Set up an RSS feed
 RSS: Really Simple Syndication
 Google Reader
38

39. GOOGLE READER SET-UP
 www.google.com/reader
 Log-in to Google email or create new one
 Begin subscribing to blogs
39

40. STEP 1: MONITOR CONT…
 Sitesto monitor when beginning to formulate
strategy
 Twitter
 Facebook
 LinkedIn
 FriendFeed
 Stumbleupon
 del.icio.us
 Reddit
 Digg
 Flickr
 Blogs (Technorati)
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 Many more…

41. 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
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42. WWW.USERNAMECHECK.COM
42

43. 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
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44. BLOGGING
 Use a platform such as Typepad.com
 Donot 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

45. BEST PRACTICES
 Usernamesshould 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

46. SOURCES
http://en.wikipedia.org/wiki/Social_media http://www.movember.com/
http://www.youtube.com/watch? http://apps.facebook.com/ccmovember/
v=MpIOClX1jPE http://www.yammer.com/
http://www.hubspot.com/ http://www.stumbleupon.com/
http://www.twitter.com/ http://delicious.com/
http://www.pownce.com/ http://www.slideshare.net/
http://www.facebook.com/ http://en.wikipedia.org/wiki/File_sharing
http://digg.com/ http://en.wikipedia.org/wiki/
http://technorati.com/ Photo_sharing
http://www.youtube.com/ http://en.wikipedia.org/wiki/
http://www.linkedin.com/ Video_sharing
http://en.wikipedia.org/wiki/Will_it_blend
http://flickr.com/
http://99designs.com/ http://www.youtube.com/watch?
v=qg1ckCkm8YI
http://friendfeed.com/
http://www.blendtec.com/
http://friendfeed.com/search?q=pepsi
+coolerhttp://www.pr-squared.com/
2008/10/mo_marketing.html 46

47. SOURCES
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 47