SlideShare une entreprise Scribd logo

Influencer Relations on the Social Web

•Télécharger en tant que PPTX, PDF•
•
SFU PR Certificate Program
SFU PR Certificate Program

This document provides an overview of social media relations and influencer outreach. It discusses identifying influential bloggers and other social media users, developing targeted messaging for different platforms, monitoring conversations, and measuring the results of outreach efforts. Key topics covered include the top social networks, finding and qualifying influencers, developing an outreach plan, and using case studies to illustrate best practices for social media relations.

Formation
1  sur  36
Influencer Relations on the Social Web taught by Natasha Netschay Davies @NatashaNDavies Natasha@moonrakerweb.com
Today’s Agenda What are Social Media Relations? What is a social influencer? Today’s top social networks Finding & identifying influencers Monitoring the Social Web
What are Social Media Relations? Make a connection with: Stakeholders: Media, analysts, investors, industry Influencers: Tweeters, bloggers, social groups, brands, associations, competitors How? ... by participating in a conversation …with a tweet, a post on a wall, a comment on a blog, a comment in a group …emailing a blog author …appropriate messaging for each type of social network
What are Social Media Relations? More than one-way, more than 2 people Web 2.0 Participatory Sites Social Networking Collaborate USG = User Generated Content
Social Media Characteristics Different technologies have created different Web 2.0 sites. They are: Usually unofficial Volunteer-run More honest, less credible? New rules demand transparency  
Fear of social media
Evolution of Social Media BlogsWiki technologies ex: wikipedia.org Social Networks: YouTube, Facebook, Flickr Social Share News: Digg, Delicious, StumbleUponMicroblog: Twitter, StockTwits Social Web Social Commerce Social Relationship Management “SRM”
Use of social media 79% of Fortune 100 are present and listening, using at least of one of main social platforms to communicate with their customers. 72% of social media users say that after an online search, they communicate with others about a product or service with face-to-face communication more than 4 out of 5 people are activein creating, participating or reading some form of social content
Current numbers 500 million Facebook users 145 million Twitter users Tweet & ReTweet 3 million people are checking-in on FourSquare
Social Media relations involves: Community development Modify messaging to suit medium: tweet, wall post, group thread, comments, images, videos Find and participate in conversations Redirect to more resources Develop campaigns Inform/Announcement (link to news release) Highlights from news release – quote, fact, results % (link to news release) Share industry insight…on a new product, on a challenge Provide industry resources to current issues/challenges (link to whitepaper)
Today’s top social networks & trends Guest blogging/posting - blog outreach programs Twitter – listening, conversing, redirecting, pitching, news bites Facebook – Company Page, Group Page, Events, Panels YouTube – channels, comments Reputation management Monitoring misinformation
Social Media Networking Blogger Relations Influencer Relations Social Web Relations Social Media Relations
What is an online influencer? Are using a social platform that has reached “critical mass” (ex: Twitter) Has a following (subscribers, followers, likes, friends, faves, check ins) Has engagement on their profile (comments, conversations, mentions) Can be an individual, group, brand, company, cause
Types of influencers Bloggers Tweeter Feeds Social Networks: Facebook, YouTube, Flickr, Ning, Bebo, MySpace How do you find them?How do you know if they are influential?How do you “rate” them?
Developing an Influencer Outreach Plan Research influencers (bloggers, Twitter feeds, Facebook) Develop messages for each type of influencer Adapt media materials to suit the social platform Outreach Monitor, Listen, Follow up
Blogs A type of web site that publishes a variety ofcontent including:  News / Journalism Analysis Personal Diary (amateurish, popular with teens) Personal commentary / thoughts / opinions /insight Links to other media
Blogs: Distinguishing features Casual personal writing style/voice; chatty, brief, to the point Run by one person; or a group sharing a similar view Includes links to other blogs/articles/sites Most recent entry always top of page Interactive (comments, instant feeds, trackbacks, categories, archives, search) Niche audiences How are they different from official news sites? Unedited, not fact checked Unaccountable, credible?
Corporate Blog Industry news: what’s the competition doing? Talk about it, honestly; link to it. Express opinions and write editorials – cause controversy or something to chat about Include tips and tricks about your products Use social news about your company as it “humanizes” your company Don’t reprint press releases – summarize them, offer more details
Exercise: Blogger Relations Finding influential bloggers Pitching bloggers Treat bloggers like the press: pitch to them in a lighter wayTarget industry blogs and consumer opinion blogs
Blogger Relations:TELUS Case Study Introduced self and client Highlighted why blogger should be interested/how pitch is relevant to the blog: “As your blog covers smart grid news, you may be interested in some findings from IDC’s white paper on the subject.” Provided supporting details: stats from report, links to more info Offered interview opp w/TELUS Intl VP, list topics he can speak to
Blogger Relations:TELUS Case Study Results: 17 stories on leading industry blogs and websites ,[object Object],[object Object]
Does media prefer Twitter? “I’ve stopped accepting email pitches. Please follow me on Twitter and pitch in 140 characters or less.” Dennis Howlett, media, technology analyst, blogger How many journalists feel this way? How many bloggers? Ask your media list how they prefer to receive pitches
Tweeting: when, why, how Your tweetstream is your organization’s live newsline: Give the inside scoop Immediate reaction to industry news Build interest, suspense to upcoming announcement What is your team is up to? Where are you? Live-tweeting = conference coverage (hashtags); sharing of ideas
Exercise: Twitter Relations Set up account twitter.com Find people Search.twitter.com Follow each other Follow me @NatashaNDavies
Twitter 101: Broadcast and announce Tweets were focused on raising awareness of the Daffodil Day event
Twitter 301:Response to spontaneous tweets
Twitter: Broadcast and announce Airport Type: Airport competing with neighbouring airports Stakeholder: Travellers Objective: Provide info to travellers Tactic: Broadcast and announce Content: Weather conditions, delays
Facebook Uses Company Page Advisory councils Blog, study, research pages Petitions Mascots Pages Group Fundraising, recruiting
Finding Influencers on Facebook Search by clubs, groups, organizations, associations, governments, generations, interests.   Invite them to your Page/Group/Event by sending them an email, posting on their wall, or FB invite. Befriend industry orgs, industry experts, bloggers, tweeters etc. via your Facebook profile(s ).
Community Development: CCS
How is a SMNR different than a news release: Update or reminder memo Get right to the point Write in simple, straightforward sentences 200 words should be the maximum (summary/abstract) Don't try to cram in too much information; LINK to it! Headline / Subject Line MUST have gist of story To the point – keep header under 60 characters Links to related stories, or further background information; other media stories Links to multimedia (audio, video, buttons to access in languages) Add subheads
SMNR Template
Monitoring Monitor conversations/news that provide opportunity to participate or respond On mainstream news (comment on news stories) In Twitter strings, on trending topics On Facebook Walls In social groups/channels
Outreach results A tweet, blog mention, submitted link = easier to attain than coverage in traditional media More viral and immortal compared to print media A news release may or may not get traditional media coverage A fact, a quote, or a digital connection can live longer, remain searchable/archiveable ROI: Builds YOUR influence overtime @mentions Retweets Comment approval Comments on comments Wall discussions Monitor competition tweets/ FB posts  
Social Web Hotline natasha@moonrakerweb.com @NatashaNDavies @PeakCo
Influencer Relations on the Social Web

Recommandé

Ita Roundtable: Pr And Social Media
Ita Roundtable: Pr And Social MediaIta Roundtable: Pr And Social Media
Ita Roundtable: Pr And Social MediaMichelle Krier
 
Business Focused Social Media
Business Focused Social MediaBusiness Focused Social Media
Business Focused Social MediaUniversity of Waterloo Stratford Campus
 
How to Build and Sustain Buzz Online
How to Build and Sustain Buzz OnlineHow to Build and Sustain Buzz Online
How to Build and Sustain Buzz OnlineLeslie Bradshaw
 
AFL-CIO New Media Academy
AFL-CIO New Media AcademyAFL-CIO New Media Academy
AFL-CIO New Media AcademyAFL-CIO Social Media Group
 
Apics ~ Overview of Social Media
Apics ~ Overview of Social MediaApics ~ Overview of Social Media
Apics ~ Overview of Social MediaRippling Effect
 
Cwa Pres
Cwa PresCwa Pres
Cwa PresAFL-CIO Social Media Group
 
Using Social Media
Using Social MediaUsing Social Media
Using Social Mediaadknepper
 
Social Media Public Relations (Ncfpd 2009)
Social Media Public Relations (Ncfpd 2009)Social Media Public Relations (Ncfpd 2009)
Social Media Public Relations (Ncfpd 2009)Akhil Rawat
 

Recommandé

Ita Roundtable: Pr And Social Media
Ita Roundtable: Pr And Social MediaIta Roundtable: Pr And Social Media
Ita Roundtable: Pr And Social MediaMichelle Krier
 
Business Focused Social Media
Business Focused Social MediaBusiness Focused Social Media
Business Focused Social MediaUniversity of Waterloo Stratford Campus
 
How to Build and Sustain Buzz Online
How to Build and Sustain Buzz OnlineHow to Build and Sustain Buzz Online
How to Build and Sustain Buzz OnlineLeslie Bradshaw
 
AFL-CIO New Media Academy
AFL-CIO New Media AcademyAFL-CIO New Media Academy
AFL-CIO New Media AcademyAFL-CIO Social Media Group
 
Apics ~ Overview of Social Media
Apics ~ Overview of Social MediaApics ~ Overview of Social Media
Apics ~ Overview of Social MediaRippling Effect
 
Cwa Pres
Cwa PresCwa Pres
Cwa PresAFL-CIO Social Media Group
 
Using Social Media
Using Social MediaUsing Social Media
Using Social Mediaadknepper
 
Social Media Public Relations (Ncfpd 2009)
Social Media Public Relations (Ncfpd 2009)Social Media Public Relations (Ncfpd 2009)
Social Media Public Relations (Ncfpd 2009)Akhil Rawat
 
2013 Johns Hopkins School of Public Health Lecture
2013 Johns Hopkins School of Public Health Lecture2013 Johns Hopkins School of Public Health Lecture
2013 Johns Hopkins School of Public Health LectureDouglas Joubert
 
Social Media Update 2012
Social Media Update 2012Social Media Update 2012
Social Media Update 2012Mike Eldredg
 
Using Social Media in Behavioral Healthcare
Using Social Media in Behavioral HealthcareUsing Social Media in Behavioral Healthcare
Using Social Media in Behavioral HealthcareJennifer Iacovelli
 
Social media toolkit
Social media toolkitSocial media toolkit
Social media toolkitKella Price
 
Leveraging Social Media
Leveraging Social MediaLeveraging Social Media
Leveraging Social MediaRippling Effect
 
Q School: Social Media
Q School: Social MediaQ School: Social Media
Q School: Social MediaJason Piasecki
 
Adape Twitter
Adape TwitterAdape Twitter
Adape TwitterClive Lam
 
Realtor And Social Media
Realtor And Social MediaRealtor And Social Media
Realtor And Social MediaMonique Terrell
 
JCPSC - Social Media Overview - April 21, 2010
JCPSC - Social Media Overview - April 21, 2010JCPSC - Social Media Overview - April 21, 2010
JCPSC - Social Media Overview - April 21, 2010Esther Kustanowitz
 
Social Media For Nonprofits Intermediate Track 2010
Social Media For Nonprofits Intermediate Track 2010Social Media For Nonprofits Intermediate Track 2010
Social Media For Nonprofits Intermediate Track 2010Rhode Island Coalition for the Homeless
 
Social Media 101: Joining the conversation
Social Media 101: Joining the conversationSocial Media 101: Joining the conversation
Social Media 101: Joining the conversationLaura Short
 
Social Media and Public Relations
Social Media and Public RelationsSocial Media and Public Relations
Social Media and Public Relationsmelaniemoran
 
Hands-On Social Media Strategy
Hands-On Social Media StrategyHands-On Social Media Strategy
Hands-On Social Media StrategyNedra Kline Weinreich
 
Social Media 101 Final 070909
Social Media 101 Final 070909Social Media 101 Final 070909
Social Media 101 Final 070909Maven Communications
 
CL Social Media
CL Social MediaCL Social Media
CL Social Media2013UoN
 
Using Social Media to Engage Your Audiences (Revised)
Using Social Media to Engage Your Audiences (Revised)Using Social Media to Engage Your Audiences (Revised)
Using Social Media to Engage Your Audiences (Revised)Corey McPherson Nash
 
Public Relations In The New World Of Distributed Influence
Public Relations In The New World Of Distributed InfluencePublic Relations In The New World Of Distributed Influence
Public Relations In The New World Of Distributed InfluencePaul Gillin
 
Networking in the North
Networking in the NorthNetworking in the North
Networking in the NorthAerin Guy
 
Social Media Overview
Social Media OverviewSocial Media Overview
Social Media OverviewOpus Creative
 
Social Media 101
Social Media 101Social Media 101
Social Media 101Krista Giuffi
 
Why Isnt My Social Media Strategy Working?
Why Isnt My Social Media Strategy Working?Why Isnt My Social Media Strategy Working?
Why Isnt My Social Media Strategy Working?Simon Fraser University
 
How Authors Can Embrace Social Media Tools to Promote Their Work
How Authors Can Embrace Social Media Tools to Promote Their WorkHow Authors Can Embrace Social Media Tools to Promote Their Work
How Authors Can Embrace Social Media Tools to Promote Their WorkAmanda Forbes, APR
 

Contenu connexe

Tendances

2013 Johns Hopkins School of Public Health Lecture
2013 Johns Hopkins School of Public Health Lecture2013 Johns Hopkins School of Public Health Lecture
2013 Johns Hopkins School of Public Health LectureDouglas Joubert
 
Social Media Update 2012
Social Media Update 2012Social Media Update 2012
Social Media Update 2012Mike Eldredg
 
Using Social Media in Behavioral Healthcare
Using Social Media in Behavioral HealthcareUsing Social Media in Behavioral Healthcare
Using Social Media in Behavioral HealthcareJennifer Iacovelli
 
Social media toolkit
Social media toolkitSocial media toolkit
Social media toolkitKella Price
 
Q School: Social Media
Q School: Social MediaQ School: Social Media
Q School: Social MediaJason Piasecki
 
Adape Twitter
Adape TwitterAdape Twitter
Adape TwitterClive Lam
 
Realtor And Social Media
Realtor And Social MediaRealtor And Social Media
Realtor And Social MediaMonique Terrell
 
JCPSC - Social Media Overview - April 21, 2010
JCPSC - Social Media Overview - April 21, 2010JCPSC - Social Media Overview - April 21, 2010
JCPSC - Social Media Overview - April 21, 2010Esther Kustanowitz
 
Social Media 101: Joining the conversation
Social Media 101: Joining the conversationSocial Media 101: Joining the conversation
Social Media 101: Joining the conversationLaura Short
 
Social Media and Public Relations
Social Media and Public RelationsSocial Media and Public Relations
Social Media and Public Relationsmelaniemoran
 
CL Social Media
CL Social MediaCL Social Media
CL Social Media2013UoN
 
Using Social Media to Engage Your Audiences (Revised)
Using Social Media to Engage Your Audiences (Revised)Using Social Media to Engage Your Audiences (Revised)
Using Social Media to Engage Your Audiences (Revised)Corey McPherson Nash
 
Public Relations In The New World Of Distributed Influence
Public Relations In The New World Of Distributed InfluencePublic Relations In The New World Of Distributed Influence
Public Relations In The New World Of Distributed InfluencePaul Gillin
 
Networking in the North
Networking in the NorthNetworking in the North
Networking in the NorthAerin Guy
 
Social Media Overview
Social Media OverviewSocial Media Overview
Social Media OverviewOpus Creative
 

Tendances (20)

2013 Johns Hopkins School of Public Health Lecture
2013 Johns Hopkins School of Public Health Lecture2013 Johns Hopkins School of Public Health Lecture
2013 Johns Hopkins School of Public Health Lecture
 
Social Media Update 2012
Social Media Update 2012Social Media Update 2012
Social Media Update 2012
 
Using Social Media in Behavioral Healthcare
Using Social Media in Behavioral HealthcareUsing Social Media in Behavioral Healthcare
Using Social Media in Behavioral Healthcare
 
Social media toolkit
Social media toolkitSocial media toolkit
Social media toolkit
 
Leveraging Social Media
Leveraging Social MediaLeveraging Social Media
Leveraging Social Media
 
Q School: Social Media
Q School: Social MediaQ School: Social Media
Q School: Social Media
 
Adape Twitter
Adape TwitterAdape Twitter
Adape Twitter
 
Realtor And Social Media
Realtor And Social MediaRealtor And Social Media
Realtor And Social Media
 
JCPSC - Social Media Overview - April 21, 2010
JCPSC - Social Media Overview - April 21, 2010JCPSC - Social Media Overview - April 21, 2010
JCPSC - Social Media Overview - April 21, 2010
 
Social Media For Nonprofits Intermediate Track 2010
Social Media For Nonprofits Intermediate Track 2010Social Media For Nonprofits Intermediate Track 2010
Social Media For Nonprofits Intermediate Track 2010
 
Social Media 101: Joining the conversation
Social Media 101: Joining the conversationSocial Media 101: Joining the conversation
Social Media 101: Joining the conversation
 
Social Media and Public Relations
Social Media and Public RelationsSocial Media and Public Relations
Social Media and Public Relations
 
Hands-On Social Media Strategy
Hands-On Social Media StrategyHands-On Social Media Strategy
Hands-On Social Media Strategy
 
Social Media 101 Final 070909
Social Media 101 Final 070909Social Media 101 Final 070909
Social Media 101 Final 070909
 
CL Social Media
CL Social MediaCL Social Media
CL Social Media
 
Using Social Media to Engage Your Audiences (Revised)
Using Social Media to Engage Your Audiences (Revised)Using Social Media to Engage Your Audiences (Revised)
Using Social Media to Engage Your Audiences (Revised)
 
Public Relations In The New World Of Distributed Influence
Public Relations In The New World Of Distributed InfluencePublic Relations In The New World Of Distributed Influence
Public Relations In The New World Of Distributed Influence
 
Networking in the North
Networking in the NorthNetworking in the North
Networking in the North
 
Social Media Overview
Social Media OverviewSocial Media Overview
Social Media Overview
 
Social Media 101
Social Media 101Social Media 101
Social Media 101
 

Similaire à Influencer Relations on the Social Web

Why Isnt My Social Media Strategy Working?
Why Isnt My Social Media Strategy Working?Why Isnt My Social Media Strategy Working?
Why Isnt My Social Media Strategy Working?Simon Fraser University
 
How Authors Can Embrace Social Media Tools to Promote Their Work
How Authors Can Embrace Social Media Tools to Promote Their WorkHow Authors Can Embrace Social Media Tools to Promote Their Work
How Authors Can Embrace Social Media Tools to Promote Their WorkAmanda Forbes, APR
 
Social media for hospitals
Social media for hospitalsSocial media for hospitals
Social media for hospitalsRosetta
 
Gravity Summit January 18, 2012 Seminar
Gravity Summit January 18, 2012 SeminarGravity Summit January 18, 2012 Seminar
Gravity Summit January 18, 2012 SeminarGravity Summit
 
UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction
UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction
UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction Georgette Dumont
 
Leveraging Social Media as a Communications Tool
Leveraging Social Media as a Communications ToolLeveraging Social Media as a Communications Tool
Leveraging Social Media as a Communications ToolSandra Fernandez
 
Introduction to Social Media tools for NGOs
Introduction to Social Media tools for NGOsIntroduction to Social Media tools for NGOs
Introduction to Social Media tools for NGOsAfricanCommonsProject
 
Social media presentation
Social media presentationSocial media presentation
Social media presentationAmber Blount
 
Social Media 101: Online Communication as Stakeholder Engagement
Social Media 101: Online Communication as Stakeholder EngagementSocial Media 101: Online Communication as Stakeholder Engagement
Social Media 101: Online Communication as Stakeholder EngagementifPeople
 
Micro Credit Nh Presentation
Micro Credit Nh PresentationMicro Credit Nh Presentation
Micro Credit Nh Presentationchianti1976
 
Using Social Media in Substance Abuse Treatment and Recovery
Using Social Media in Substance Abuse Treatment and RecoveryUsing Social Media in Substance Abuse Treatment and Recovery
Using Social Media in Substance Abuse Treatment and RecoveryJennifer Iacovelli
 
Simplifying Social Media. For Research, Connection & Differentiation
Simplifying Social Media. For Research, Connection & DifferentiationSimplifying Social Media. For Research, Connection & Differentiation
Simplifying Social Media. For Research, Connection & DifferentiationSimple Marketing Now LLC
 
C:\fakepath\social media applications for business
C:\fakepath\social media applications for businessC:\fakepath\social media applications for business
C:\fakepath\social media applications for businesssocialmediaone
 
Social Media 101 for Business and Executives
Social Media 101 for Business and ExecutivesSocial Media 101 for Business and Executives
Social Media 101 for Business and ExecutivesMaven Communications
 
Social Media in Niche Markets
Social Media in Niche MarketsSocial Media in Niche Markets
Social Media in Niche MarketsAffiliate Summit
 
Special Olympics Missiouri Social Media Training
Special Olympics Missiouri Social Media TrainingSpecial Olympics Missiouri Social Media Training
Special Olympics Missiouri Social Media TrainingRyan Eades
 
Social Media Metrics ft. Daft Punk
Social Media Metrics ft. Daft PunkSocial Media Metrics ft. Daft Punk
Social Media Metrics ft. Daft PunkGadi Ben-Yehuda
 

Similaire à Influencer Relations on the Social Web (20)

Why Isnt My Social Media Strategy Working?
Why Isnt My Social Media Strategy Working?Why Isnt My Social Media Strategy Working?
Why Isnt My Social Media Strategy Working?
 
How Authors Can Embrace Social Media Tools to Promote Their Work
How Authors Can Embrace Social Media Tools to Promote Their WorkHow Authors Can Embrace Social Media Tools to Promote Their Work
How Authors Can Embrace Social Media Tools to Promote Their Work
 
Marin Mompreneurs Presentation: April 2010
Marin Mompreneurs Presentation: April 2010Marin Mompreneurs Presentation: April 2010
Marin Mompreneurs Presentation: April 2010
 
Social media for hospitals
Social media for hospitalsSocial media for hospitals
Social media for hospitals
 
Gravity Summit January 18, 2012 Seminar
Gravity Summit January 18, 2012 SeminarGravity Summit January 18, 2012 Seminar
Gravity Summit January 18, 2012 Seminar
 
UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction
UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction
UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction
 
Social Media Engagement for SESI 2009
Social Media Engagement for SESI 2009Social Media Engagement for SESI 2009
Social Media Engagement for SESI 2009
 
Leveraging Social Media as a Communications Tool
Leveraging Social Media as a Communications ToolLeveraging Social Media as a Communications Tool
Leveraging Social Media as a Communications Tool
 
Introduction to Social Media tools for NGOs
Introduction to Social Media tools for NGOsIntroduction to Social Media tools for NGOs
Introduction to Social Media tools for NGOs
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
 
Social Media 101: Online Communication as Stakeholder Engagement
Social Media 101: Online Communication as Stakeholder EngagementSocial Media 101: Online Communication as Stakeholder Engagement
Social Media 101: Online Communication as Stakeholder Engagement
 
Micro Credit Nh Presentation
Micro Credit Nh PresentationMicro Credit Nh Presentation
Micro Credit Nh Presentation
 
Using Social Media in Substance Abuse Treatment and Recovery
Using Social Media in Substance Abuse Treatment and RecoveryUsing Social Media in Substance Abuse Treatment and Recovery
Using Social Media in Substance Abuse Treatment and Recovery
 
Simplifying Social Media. For Research, Connection & Differentiation
Simplifying Social Media. For Research, Connection & DifferentiationSimplifying Social Media. For Research, Connection & Differentiation
Simplifying Social Media. For Research, Connection & Differentiation
 
C:\fakepath\social media applications for business
C:\fakepath\social media applications for businessC:\fakepath\social media applications for business
C:\fakepath\social media applications for business
 
Social Media 101 for Business and Executives
Social Media 101 for Business and ExecutivesSocial Media 101 for Business and Executives
Social Media 101 for Business and Executives
 
Social Media in Niche Markets
Social Media in Niche MarketsSocial Media in Niche Markets
Social Media in Niche Markets
 
Coffee Twalk Two: Communication Strategies
Coffee Twalk Two: Communication StrategiesCoffee Twalk Two: Communication Strategies
Coffee Twalk Two: Communication Strategies
 
Special Olympics Missiouri Social Media Training
Special Olympics Missiouri Social Media TrainingSpecial Olympics Missiouri Social Media Training
Special Olympics Missiouri Social Media Training
 
Social Media Metrics ft. Daft Punk
Social Media Metrics ft. Daft PunkSocial Media Metrics ft. Daft Punk
Social Media Metrics ft. Daft Punk
 

Dernier

Narcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdfNarcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdfPrerana Jadhav
 
Unraveling Hypertext_ Analyzing Postmodern Elements in Literature.pptx
Unraveling Hypertext_ Analyzing Postmodern Elements in Literature.pptxUnraveling Hypertext_ Analyzing Postmodern Elements in Literature.pptx
Unraveling Hypertext_ Analyzing Postmodern Elements in Literature.pptxDhatriParmar
 
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...DhatriParmar
 
ICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfVanessa Camilleri
 
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptxDecoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptxDhatriParmar
 
Using Grammatical Signals Suitable to Patterns of Idea Development
Using Grammatical Signals Suitable to Patterns of Idea DevelopmentUsing Grammatical Signals Suitable to Patterns of Idea Development
Using Grammatical Signals Suitable to Patterns of Idea Developmentchesterberbo7
 
Textual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSTextual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSMae Pangan
 
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...DhatriParmar
 
Man or Manufactured_ Redefining Humanity Through Biopunk Narratives.pptx
Man or Manufactured_ Redefining Humanity Through Biopunk Narratives.pptxMan or Manufactured_ Redefining Humanity Through Biopunk Narratives.pptx
Man or Manufactured_ Redefining Humanity Through Biopunk Narratives.pptxDhatriParmar
 
4.16.24 Poverty and Precarity--Desmond.pptx
4.16.24 Poverty and Precarity--Desmond.pptx4.16.24 Poverty and Precarity--Desmond.pptx
4.16.24 Poverty and Precarity--Desmond.pptxmary850239
 
ROLES IN A STAGE PRODUCTION in arts.pptx
ROLES IN A STAGE PRODUCTION in arts.pptxROLES IN A STAGE PRODUCTION in arts.pptx
ROLES IN A STAGE PRODUCTION in arts.pptxVanesaIglesias10
 
Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1GloryAnnCastre1
 
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxHumphrey A Beña
 
How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17Celine George
 
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxGrade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxkarenfajardo43
 
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxDIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxMichelleTuguinay1
 

Dernier (20)

Narcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdfNarcotic and Non Narcotic Analgesic..pdf
Narcotic and Non Narcotic Analgesic..pdf
 
Unraveling Hypertext_ Analyzing Postmodern Elements in Literature.pptx
Unraveling Hypertext_ Analyzing Postmodern Elements in Literature.pptxUnraveling Hypertext_ Analyzing Postmodern Elements in Literature.pptx
Unraveling Hypertext_ Analyzing Postmodern Elements in Literature.pptx
 
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
Beauty Amidst the Bytes_ Unearthing Unexpected Advantages of the Digital Wast...
 
ICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdfICS2208 Lecture6 Notes for SL spaces.pdf
ICS2208 Lecture6 Notes for SL spaces.pdf
 
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptxDecoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
Decoding the Tweet _ Practical Criticism in the Age of Hashtag.pptx
 
Using Grammatical Signals Suitable to Patterns of Idea Development
Using Grammatical Signals Suitable to Patterns of Idea DevelopmentUsing Grammatical Signals Suitable to Patterns of Idea Development
Using Grammatical Signals Suitable to Patterns of Idea Development
 
Paradigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTAParadigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTA
 
Textual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHSTextual Evidence in Reading and Writing of SHS
Textual Evidence in Reading and Writing of SHS
 
Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"
 
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
Blowin' in the Wind of Caste_ Bob Dylan's Song as a Catalyst for Social Justi...
 
Man or Manufactured_ Redefining Humanity Through Biopunk Narratives.pptx
Man or Manufactured_ Redefining Humanity Through Biopunk Narratives.pptxMan or Manufactured_ Redefining Humanity Through Biopunk Narratives.pptx
Man or Manufactured_ Redefining Humanity Through Biopunk Narratives.pptx
 
prashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Professionprashanth updated resume 2024 for Teaching Profession
prashanth updated resume 2024 for Teaching Profession
 
4.16.24 Poverty and Precarity--Desmond.pptx
4.16.24 Poverty and Precarity--Desmond.pptx4.16.24 Poverty and Precarity--Desmond.pptx
4.16.24 Poverty and Precarity--Desmond.pptx
 
ROLES IN A STAGE PRODUCTION in arts.pptx
ROLES IN A STAGE PRODUCTION in arts.pptxROLES IN A STAGE PRODUCTION in arts.pptx
ROLES IN A STAGE PRODUCTION in arts.pptx
 
Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1Reading and Writing Skills 11 quarter 4 melc 1
Reading and Writing Skills 11 quarter 4 melc 1
 
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of EngineeringFaculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
 
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
 
How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17
 
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptxGrade Three -ELLNA-REVIEWER-ENGLISH.pptx
Grade Three -ELLNA-REVIEWER-ENGLISH.pptx
 
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptxDIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
DIFFERENT BASKETRY IN THE PHILIPPINES PPT.pptx
 

Influencer Relations on the Social Web

  • 1. Influencer Relations on the Social Web taught by Natasha Netschay Davies @NatashaNDavies Natasha@moonrakerweb.com
  • 2. Today’s Agenda What are Social Media Relations? What is a social influencer? Today’s top social networks Finding & identifying influencers Monitoring the Social Web
  • 3. What are Social Media Relations? Make a connection with: Stakeholders: Media, analysts, investors, industry Influencers: Tweeters, bloggers, social groups, brands, associations, competitors How? ... by participating in a conversation …with a tweet, a post on a wall, a comment on a blog, a comment in a group …emailing a blog author …appropriate messaging for each type of social network
  • 4. What are Social Media Relations? More than one-way, more than 2 people Web 2.0 Participatory Sites Social Networking Collaborate USG = User Generated Content
  • 5. Social Media Characteristics Different technologies have created different Web 2.0 sites. They are: Usually unofficial Volunteer-run More honest, less credible? New rules demand transparency  
  • 7. Evolution of Social Media BlogsWiki technologies ex: wikipedia.org Social Networks: YouTube, Facebook, Flickr Social Share News: Digg, Delicious, StumbleUponMicroblog: Twitter, StockTwits Social Web Social Commerce Social Relationship Management “SRM”
  • 8. Use of social media 79% of Fortune 100 are present and listening, using at least of one of main social platforms to communicate with their customers. 72% of social media users say that after an online search, they communicate with others about a product or service with face-to-face communication more than 4 out of 5 people are activein creating, participating or reading some form of social content
  • 9. Current numbers 500 million Facebook users 145 million Twitter users Tweet & ReTweet 3 million people are checking-in on FourSquare
  • 10. Social Media relations involves: Community development Modify messaging to suit medium: tweet, wall post, group thread, comments, images, videos Find and participate in conversations Redirect to more resources Develop campaigns Inform/Announcement (link to news release) Highlights from news release – quote, fact, results % (link to news release) Share industry insight…on a new product, on a challenge Provide industry resources to current issues/challenges (link to whitepaper)
  • 11. Today’s top social networks & trends Guest blogging/posting - blog outreach programs Twitter – listening, conversing, redirecting, pitching, news bites Facebook – Company Page, Group Page, Events, Panels YouTube – channels, comments Reputation management Monitoring misinformation
  • 12. Social Media Networking Blogger Relations Influencer Relations Social Web Relations Social Media Relations
  • 13. What is an online influencer? Are using a social platform that has reached “critical mass” (ex: Twitter) Has a following (subscribers, followers, likes, friends, faves, check ins) Has engagement on their profile (comments, conversations, mentions) Can be an individual, group, brand, company, cause
  • 14. Types of influencers Bloggers Tweeter Feeds Social Networks: Facebook, YouTube, Flickr, Ning, Bebo, MySpace How do you find them?How do you know if they are influential?How do you “rate” them?
  • 15. Developing an Influencer Outreach Plan Research influencers (bloggers, Twitter feeds, Facebook) Develop messages for each type of influencer Adapt media materials to suit the social platform Outreach Monitor, Listen, Follow up
  • 16. Blogs A type of web site that publishes a variety ofcontent including:  News / Journalism Analysis Personal Diary (amateurish, popular with teens) Personal commentary / thoughts / opinions /insight Links to other media
  • 17. Blogs: Distinguishing features Casual personal writing style/voice; chatty, brief, to the point Run by one person; or a group sharing a similar view Includes links to other blogs/articles/sites Most recent entry always top of page Interactive (comments, instant feeds, trackbacks, categories, archives, search) Niche audiences How are they different from official news sites? Unedited, not fact checked Unaccountable, credible?
  • 18. Corporate Blog Industry news: what’s the competition doing? Talk about it, honestly; link to it. Express opinions and write editorials – cause controversy or something to chat about Include tips and tricks about your products Use social news about your company as it “humanizes” your company Don’t reprint press releases – summarize them, offer more details
  • 19. Exercise: Blogger Relations Finding influential bloggers Pitching bloggers Treat bloggers like the press: pitch to them in a lighter wayTarget industry blogs and consumer opinion blogs
  • 20. Blogger Relations:TELUS Case Study Introduced self and client Highlighted why blogger should be interested/how pitch is relevant to the blog: “As your blog covers smart grid news, you may be interested in some findings from IDC’s white paper on the subject.” Provided supporting details: stats from report, links to more info Offered interview opp w/TELUS Intl VP, list topics he can speak to
  • 21.
  • 22. Does media prefer Twitter? “I’ve stopped accepting email pitches. Please follow me on Twitter and pitch in 140 characters or less.” Dennis Howlett, media, technology analyst, blogger How many journalists feel this way? How many bloggers? Ask your media list how they prefer to receive pitches
  • 23. Tweeting: when, why, how Your tweetstream is your organization’s live newsline: Give the inside scoop Immediate reaction to industry news Build interest, suspense to upcoming announcement What is your team is up to? Where are you? Live-tweeting = conference coverage (hashtags); sharing of ideas
  • 24. Exercise: Twitter Relations Set up account twitter.com Find people Search.twitter.com Follow each other Follow me @NatashaNDavies
  • 25. Twitter 101: Broadcast and announce Tweets were focused on raising awareness of the Daffodil Day event
  • 26. Twitter 301:Response to spontaneous tweets
  • 27. Twitter: Broadcast and announce Airport Type: Airport competing with neighbouring airports Stakeholder: Travellers Objective: Provide info to travellers Tactic: Broadcast and announce Content: Weather conditions, delays
  • 28. Facebook Uses Company Page Advisory councils Blog, study, research pages Petitions Mascots Pages Group Fundraising, recruiting
  • 29. Finding Influencers on Facebook Search by clubs, groups, organizations, associations, governments, generations, interests.   Invite them to your Page/Group/Event by sending them an email, posting on their wall, or FB invite. Befriend industry orgs, industry experts, bloggers, tweeters etc. via your Facebook profile(s ).
  • 31. How is a SMNR different than a news release: Update or reminder memo Get right to the point Write in simple, straightforward sentences 200 words should be the maximum (summary/abstract) Don't try to cram in too much information; LINK to it! Headline / Subject Line MUST have gist of story To the point – keep header under 60 characters Links to related stories, or further background information; other media stories Links to multimedia (audio, video, buttons to access in languages) Add subheads
  • 33. Monitoring Monitor conversations/news that provide opportunity to participate or respond On mainstream news (comment on news stories) In Twitter strings, on trending topics On Facebook Walls In social groups/channels
  • 34. Outreach results A tweet, blog mention, submitted link = easier to attain than coverage in traditional media More viral and immortal compared to print media A news release may or may not get traditional media coverage A fact, a quote, or a digital connection can live longer, remain searchable/archiveable ROI: Builds YOUR influence overtime @mentions Retweets Comment approval Comments on comments Wall discussions Monitor competition tweets/ FB posts  
  • 35. Social Web Hotline natasha@moonrakerweb.com @NatashaNDavies @PeakCo

Notes de l'éditeur

  1. Web 2.0 - Social media communication, not marketing, not selling seats, communicating without the middleman, without the newspapers, without any controls
  2. Word of mouthTrust our peers’ opinion, our peers’ suggestions to read an articleCreating content can be as simple as posting a comment or uploading a video of a line up
  3. FB users are comparable to the populations of countriesRetweeting and posting are the word of mouth Insert example of 4square airport
  4. Screencast:
  5. BWI Marshall Airport (BWI) in Baltimore competes with Washington Dulles International Airport in Dulles, Virginia (45 miles from BWI) for travellers.This is an example of a social profile that is not being fully utilized, as this Twitter profile is a one-way dissemination tool, while it should be used as a two-way conversation tool.
  6. Screencast: