1. Virtually Connected: An Introduction to Web 2.0 and Social Media Tools.

4. Why Should I Care? Why should I care?

28. Social Media is… What is Social Media?

36. Leveraging social media Social media can help you in all stages of marketing, self-promotion, public relations, and customer service: research strategic planning implementation evaluation SOCIAL MEDIA DEFINED

37. THE TOOLS Social mediatools

38. THE TOOLS Social networking sites People and organizations connect and interact with friends, colleagues and fans. Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning. There are niche social networks for just about everything.

39. THE TOOLS Social networking sites create online profiles share photos, video, and audio, links send private message and instant message learn more about people and organizations Follow brands, celebrities,and gain your own fans

40. THE TOOLS Linked In – Professional Social Network Contains profiles of Fortune 500 executives and leading entrepreneurs average individual salary on LinkedIn is $109,000 On LinkedIn your can: Post a profile and resume Connect with colleagues Share professional recommendations Find jobs Forums to demonstrate expertise and find answers

41. THE TOOLS Facebook Fastest growing social network in the world (over 200 million members) Powerful tools to engage and understand your audience: Brand pages Custom applications Targeted advertising Audience insights/metrics Opinion polls

42. THE TOOLS Facebook Pages Your brand’s homepage on Facebook. Allow you to post photos, videos, events and other messages. Users interact with you by Becoming fans Commenting on your posts Participating in discussions Post photos to your page Fans see your page updates in their newsfeed

43. THE TOOLS Facebook Advertising Facebook ads give you the ability to advertise directly to specific demographic groups This is unlike paid search, the most popular form of online advertising, which only lets you to bid on keywords the user is searching for right now

44. THE TOOLS Social networking sites Do establish a presence on the social networks your customers and colleagues use create a page to promote your brand point your fans to your company blog or contest encourage a discussion and participate frequently explore targeted advertising opportunities Don’t create a page and fail to maintain it try a hard sell approach censor comments spam your fans/friends with frequent private messages – you’ll drive them away post false information

45. THE TOOLS Blogs A blog is a website with regular entries of commentary or news Blogs serve to establish your company as transparent, relevant, active, and expert.

46. THE TOOLS Blogs engage in dialogue with your customers improve your search engine visibility promote product launches and events gain expert status by providing useful tips

47. THE TOOLS Blogs Do post on a regular schedule encourage conversation by asking questions respond to people that comment on your posts use a few bloggers from your company for more viewpoints Don’t write press releases – be real about why something is exciting let complaints go unanswered make users register to comment – they won’t bother delete fair but critical comments

48. THE TOOLS Microblogging Microblogs are blogs limited to a sentence or two (about 140 characters) People use microblogging to promote themselves, share content and follow friends, celebrities and brands Companies use it for marketing, public relations and customer service by giving their brand a voice within the community

49. THE TOOLS Twitter Twitter can help you: share timely information promote useful content including resources, contests, deals, etc.(not just your own) personify your brand connect with your customers and develop leads build credibility and influence listen to consumer buzz research competitors network and learn from experts in your field

51. CASE STUDY Charity: Water – From Twitter to Africa September 08: Twitter founder Biz Stone tweets about Charity: Water, which builds wells in Ethiopia. Charity: Water asks people with September birthdays to accept online donations in lieu of gifts and raised $4500, enough to build a well The "social media birthday" was born; asking for donations from online friends to celebrate your birthday

52. CASE STUDY Charity: Water - $250,000 raised January 09: Tweets begin promoting the First Annual Twestival (a Twitter Festival) in support of Charity: Water: 202 real-life meetupsacross the globe, hosted by volunteers $250,000 USD raised at these events 55 wells are planned across Africa & India

53. CASE STUDY Charity: Water – Breakthrough Exposure April 09: The first "well that Twitter built" is dug April 09: Actor Hugh "Wolverine" Jackman challenges Twitter to tell him, in 140 characters or less, what charity he should support Convinced by Twitter, Jackman announces his $50,000 gift to Charity: Water on Ryan Seacrest's radio show, providing huge exposure for the charity

54. CASE STUDY Charity: Water – Phase 2 Social media campaign expands: Staff post Twitter updates delivering the results of donations Website hosts videos of drilling progress made in Africa A driller tweets live from Central African Republic Hundreds of videos uploaded to YouTube by charity and supporters http://www.youtube.com/user/charitywater Facebook Causes page with over $61,000 donated

55. THE TOOLS Microblogging Do find and share useful content pose questions and reply to others keep it fun - put a friendly face on your brand promote sales, deals, news, updates, and build buzz for big releases or events know what people are saying about your brand Don’t sound like a press release – you’re in a social space spam with constant links to your company website, either in tweets or private messages post useless information – do people really care what you had for lunch?

56. THE TOOLS Social news & bookmarking Social bookmarking sites allow users to save, share, organize, comment on and search webpage bookmarks. Community votes on your submissions so they either rise to the top or drop to the bottom.

57. THE TOOLS Social news & bookmarking Do link to relevant articles about news in your field(not just your own content) make friends with other bookmarkers in a legitimate way. respect the terms of service (reddit allows self-promotion, digg does not) Don’t spam by consistently bookmarking your own material cheat by tagging your bookmarks with irrelevant popular keywords open multiple accounts and vote for yourself – you’ll be exposed

58. THE TOOLS Photo sharing Photo sharing sites give you a place to upload and organize your photos You can invite friends to check out your photos and people can find your photos by searching for the keywords (tags) you apply to your photos.

59. THE TOOLS Photo sharing detail the launch of a new product, from initial sketches to the launch party promote special events, charitable campaigns, and awards ceremonies provide an inside look at your organization, making it appear glamorous, busy, fun, or innovative

60. THE TOOLS Photo sharing Do tag your photos with relevant keywords use your web site address or brand name as your Flickr screen name upload quality photos of your products/services, and things related to your business link prominently from your web site to your Flickr photostream Don’t stuff linked keywords into your photo descriptions or comments plaster your URL all over the photos you upload discourage people from using your photos (as long as they provide attribution such as a link back to your website)

61. THE TOOLS Wikis / Reference A wiki is a website that allows visitors to easily add, remove, and edit content – this makes them great collaboration tools Wikipedia, for example, is an encyclopedia is written collaboratively by volunteers from all around the world; anyone can edit it

62. THE TOOLS Wikis / Reference Do find references to your organization and have inaccuracies updated read the terms of use to ensure you are allowed to edit an entry about you research competition use wikis to collaborate with your team Don’t rely on social reference websites to be accurate spam or overtly advertising – it could get you banned use it for Search Engine Optimization (Wikipedia prevents search engines from following links) Don’t sabotage competitor’s entries about competitors (You could get caught)

63. THE TOOLS Virtual reality Internet-based 3D virtual worlds like Second Life reimagine our world with all its potential for commerce and branding people interact through characters called avatars residents explore, meet other residents, socialize, participate in individual and group activities, and create and trade items and services with one another

64. THE TOOLS Virtual reality hold media conferences in Second Life to generate buzz (World Bank reports in world) create and sell branded products accompanied by coupons and advertising for real-world stores purchase land, build stores, and open for business publish streams of audio or video on people’s properties

65. THE TOOLS Virtual reality Do Use it to generate publicity publicity for real world activities find experts to imagine and manage your brand presence in this virtual world, or do thorough research – it’s complicated! be inventive – for example, when someone drinks your product, you may create a script that makes people dance, turn into a cute animal, or speak only in song for 30 seconds. Don’t just try to recreate your real-world brand experience – leverage the possibilities of the virtual world since fantasy is what brought people are there. be afraid to site this one out. If your audience isn’t there and you don’t have a vision to create a meaningful experience don’t bother.

66. THE TOOLS Podcasts (Personal On-Demand Broadcast) A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer. Podcasts can be simple recordings of conversations, presentations, or interviews They’re a chance to provide build an audience around your brand or message.

67. THE TOOLS Podcasts (Personal On-Demand Broadcast) Do’s come up with a format (form, topic, and duration) prepare don’t script (or you’ll sound stiff) use a good microphone (but no need to over produce) promote your podcast on your website and podcast directories Dont’s worry about length invest in a lot of equipment – simple tools and software are all you need to get going leave too much time between podcasts – it could prevent you from building an audience

68. THE TOOLS Really Simple Syndication (RSS) RSS is a way for content publishers to make blog entries, newsheadlines, events, podcasts and other content available to subscribers. an effective way to distribute your content and lead users back to your website

69. THE TOOLS Really Simple Syndication (RSS) Do offer RSS feeds for your website’s blog, news, events, and podcasts subscribe to RSS feeds relevant to your industry or interests include a title and description only so subscribers need to visit your site for the full story track your subscribers Don’t spam your subscribers by including excessive advertising in your RSS feed go overboard – limit RSS feeds to content frequently updated freak out when a splogger hijacks your content – this could actually help your search engine rank

70. THE TOOLS Video sharing Video sharing sites let you upload videos and share them with people. They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.

71. THE TOOLS Video sharing helps you gain exposure and direct traffic back to your website sparks interest without a hard-sell videos can be low-fi and cheap to produce - immediacy and content is more important than quality. videos can be a place to showcase your leadership in a field, and spread customer testimonials

72. THE TOOLS Video sharing Do be informative, useful, or entertaining create a summary and detailed description post video replies to others allow commenting and participate in the conversation save bandwidth costs on your website by hosting videos on YouTube Don’t just upload infomercials be afraid to experiment until you find a formula that works. pull down other people’s videos showcasing your product for copyright infringement make your video longer than it needs to be – keep it concise and entertaining

73. KEYS TO SUCCESS Keysto Social Media success

74. KEYS TO SUCCESS 1. Experiment with social media Experiment personally before professionally Try a variety of social media tools Be yourself, make some friends, and share

76. Source: http://citysand.files.wordpress.com/2009/12/matrix-social_media_examples.jpg

77. Source: http://searchengineland.com/search-illustrated-how-to-use-social-media-sites-13455

79. KEYS TO SUCCESS 2. Make a plan 1. Discovery(people, competition, and search engines) 3. Skills(identify internal resources and gaps) 5. Maintenance(monitor and adapt) 2. Strategy(opportunities, objectives) 4. Execution(tools, integration, policies, and process) Source: 5 Phases of Social Media Marketing http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

84. KEYS TO SUCCESS 3. Listen Find where your audience is participating and indentify the influencers Read industry blogs (including comments) Google your company name & your competition Find tools that can help you listen

85. KEYS TO SUCCESS 4. Be transparent & honest Avoid puffery(people will ignore it) Avoid evasion and lying(people won’t ignore it) Companies have watched their biggest screw-up's rise to the top 10 of a Google search Admit your mistakes right away

86. KEYS TO SUCCESS 5. Share your content Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media Make your content easy to share Incorporate tools that promote sharing: Share This, RSS feeds, Email a friend

87. KEYS TO SUCCESS 6. Be personal and act like a person Don't shout. Don't broadcast. Don’t brag. Speak like yourself – not a corporate marketing shill or press secretary Personify your brand – give people something they can relate to.

88. CASE STUDY NASA Mars Phoenix rover

89. KEYS TO SUCCESS 7. Contribute in a meaningful way Think like a contributor, not a marketer Consider what is relevant to the community before contributing Don’t promote your product on every post Win friends by promoting other people’s content if it interests you

90. KEYS TO SUCCESS 8. Be proactive Don’t wait until you have a campaign to launch - start planning and listening now Build relationships so they’re ready when you need them

91. What next… What next…

95. REFERENCES Useful Resources PR 2.0 BrianSolis.com Social Media Today socialmediatoday.com Social Media Trader socialmediatrader.com Web Strategy by Jeremiah web-strategist.com/blog Online Marketing Blog toprankblog.com Groundswell Blog blogs.forrester.com/groundswell Chris Brogan chrisbrogan.com Micropersuasionmicropersuasion.com Six Pixels of Separation twistimage.com/blog PR Squared pr-squared.com

96. For more information: Jim McKay State Coordinator Prevent Child Abuse WV http://www.preventchildabusewv.org Email: jim@teamwv.org Twitter: @TEAM4WVChildren http://slideshare.net/PCAWV