ADMSP Introduction to Social Media Tutorial

INTRODUCTION

THE POWER OF THE CONVERSATION!
An Introduction to Social Media...

“No profession stands to influence social media more
than public relations.”

Paul Gillin, The New Influencers, A Marketers Guide to the New Social Media

Thursday, September 17, 2009

SOCIAL MEDIA DEFINED

What is social media?
Social media is a
conversation online.

Look who’s talking:
o your customers
o your donors
o your volunteers
o your employees
o your investors
o your critics
o your fans
o your competition....
o anyone who has internet
access and an opinion.



The social media conversation
The conversation is not:
o controlled
o organized
o “on message”

The conversation is:
o organic
o complex
o speaks in a human voice

Social media is not a
strategy or a tactic –
it’s simply a channel.



The conversation is powered by
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)



Social media is changing our
world
The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.



Small markets are the new mass
market

“It is about putting the ‘public’ back in Public Relations
and realizing that focusing on important markets and
influencers will have a far greater impact than trying
to reach the masses with any one message or tool.”

Brian Solis, The Social Media Manifesto



Word of Mouth is the Future of
Marketing
Marketers can effectively use social media by
influencing the conversation.

One way to do this is by delivering


CASE STUDY

ZAPPOS – Customer service is
central
o Zappos, an online shoe retailer,
makes customer service central
with a focus on “making personal
and emotional connections.”

o Divert marketing budget to
customer service (they outsource
marketing to their customers; they
don’t outsource their call centre)

o Use Twitter to promote their
brand
o Website displays any public tweets
mentioning of their brand
o CEO has over 400,000 followers
o 430 employees on Twitter

o $1billion in sales last year and
their expanding into new product
categories



Social media inﬂuences people
o 91% say consumer reviews are the #1 aid to buying
decisions - JC Williams Group

o 87% trust a friend’s recommendation over critic’s
review - Marketing Sherpa

o 3 times more likely to trust peer opinions over
advertising for purchasing decisions - Jupiter Research

o 1 word-of-mouth conversation has impact of
200 TV ads - BuzzAgent

* Slide courtesy of Digital Influence Group



People are using social media
Social media sites are the fastest-growing category on the
web, doubling their traffic over the last year.

o 73% of active online users have read a blog
o 45% have started their own blog
o 57% have joined a social network
o 55% have uploaded photos
o 83% have watched video clips

Universal McCann’s Comparative Study on Social Media Trends, April
2008. 17,000 respondents from 29 countries, *using internet at least
every other day



Top social networking sites



Social media marketing is



Leveraging social media
Social media can help you in
all stages of marketing,
self-promotion, public
relations, and customer
service:

o research
o strategic planning
o implementation
o evaluation



Social media is practical
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower



Social media is measurable
Reach Engagement & Influence
o Website visits / views o Sentiment of reviews
o volume of reviews and comments
and comments o Brand affinity
o Incoming links o Commenter authority/
influence
Action & Insight o Time spent
o Sales inquiries o Favourites / Friends / Fans
o New business o Viral forwards
o Customer satisfaction o Number of downloads
and loyalty
o Marketing efficiency

Source: The Digital Influence Group, Measuring the Influence of Social Media



Social Media is real work!
Resources required for social
media may include:

o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value


KEYS TO SUCCESS

10 KEYS
TO SOCIAL MEDIA

SUCCESS


KEYS TO SUCCESS

1. Experiment with social media
o Experiment “personally”
not professionally

o Try a variety of social
media tools

o Be yourself, make some
friends, and share


KEYS TO SUCCESS

2. Make a plan
1. Discovery 2. Strategy
(people, competition, and (opportunities,
search engines) objectives)

3. Skills 4. Execution
(identify internal (tools, integration,
resources and gaps) policies, and process)

5. Maintenance
(monitor and adapt)

Source: 5 Phases of Social Media Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789


CASE STUDY

H & R Block – Multi-tier Social Media
o YouTube
o MySpace
o Facebook
o Twitter
o EHarmony
o “Digits” (their own online
community)
o Virtual communities –
Second Life

Source: http://www.podtech.net/home/
5209/h-block-social-media-programs-
success


CASE STUDY

H & R Block – Clear Goals
Leveraged core goals
across all networks:

1.Reinforce their brand as tax
experts

2.Deliver on advocacy
positioning of the brand

3.Present the brand as being
innovative

o Through “unexpected and
meaningful interactions
with consumers”


CASE STUDY

H & R Block – Observations
o Be community
appropriate
and relevant
(interacting on Second Life
is different than YouTube)

o It’s not free -
Human capital increased
as media buys decreased
– Ask yourself if this is
successful how do you
scale it?


CASE STUDY

H & R Block – Metrics
1. Brand Perception
o Evaluated brand metrics
through a brand tracking
study

2. Engagement
o 600,000 YouTube views
o 1 million unique visits to
their community site

3. Word of Mouth
o Increased online mentions
in blogs, forums, and other
social media


KEYS TO SUCCESS

3. Listen
o Find where your audience
is participating and
indentify the influencers

o Read industry blogs
(including comments)

o Google your company
name & your competition

o Find tools that can help
you listen


KEYS TO SUCCESS

Crowd Sourcing – Submit,
Discuss, Vote
o Tap into the wisdom of the
crowd to access a wider talent
pool and gain customer insight

o Companies that use crowd
sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)


KEYS TO SUCCESS

Crowd Sourcing – Help name our
baby

Amelia Arlington


KEYS TO SUCCESS

Wisdom of the Crowd says: Amelia

56 unanimous responses in under 4 minutes from YouBeMom.com

CASE STUDY

Chevy – ChevyApprentice.com
o Chevy contest asks people
to create a winning
commercial for the Tahoe
SUV

o Website gives people
online tools to make their
own commercials including
the ability to customize
text


CASE STUDY

o Users subvert contest
with ads slamming the
Tahoe brand

o Chevy eventually removes
the website displaying
videos critical of their
product

o Many parodies still exist
online (number one search
result for “Chevy Tahoe” on
Youtube)


CASE STUDY

Lessons learned:

o Be careful when you ask
for …. user generated
content can’t be controlled

o If you’re going to ask
people their opinions be
prepared to have a
conversation


KEYS TO SUCCESS

4. Be transparent & honest
o Avoid puffery
(people will ignore it)

o Avoid evasion and lying
(people won’t ignore it)

o Companies have watched
their biggest screw-up's
rise to the top 10 of a
Google search

o Admit your mistakes
right away


CASE STUDY

Belkin – Fake Customer Reviews
o Belkin employee busted
offering payment for fake
positive product
reviews

o Belkin president claims
it’s an isolated incident

o Influential tech blogs
expose a larger cover up
and name more
employees involved


KEYS TO SUCCESS

5. Share your content
o Don’t be afraid to share.
Corporations, like people,
need to share information
to get the value out of
social media

o Make your content easy to
share

o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend


KEYS TO SUCCESS

6. Be personal and act like a
person
o Don't shout. Don't
broadcast. Don’t brag.

o Speak like yourself – not
a corporate marketing shill
or press secretary

o Personify your brand –
give people something
they can relate to.


CASE STUDY

NASA Mars Phoenix rover


KEYS TO SUCCESS

7. Contribute in a meaningful way
o Think like a contributor,
not a marketer

o Consider what is relevant
to the community before
contributing

o Don’t promote your
product on every post

o Win friends by promoting
other people’s content if
it interests you


KEYS TO SUCCESS

8. See criticism as an opportunity
o Don’t try to delete or
remove criticism (it will just
make it worse)

o Listen to your detractors

o Admit your shortcomings

o Work openly towards an
explanation and
legitimate solution


KEYS TO SUCCESS

9. Be proactive
o Don’t wait until you have
a campaign to launch -
start planning and listening
now

o Build relationships so
they’re ready when you
need them


KEYS TO SUCCESS

10. Accept you can’t do it all
yourself, it’s a team e!ort

o Get your communications
team together, discuss the
options, then divide and
conquer


KEYS TO SUCCESS

Summary 10 Keys to Success
1. Experiment with social media
2. Make a plan
3. Listen
5. Share your content
6. Be personal and act like a
person
7. Contribute in a meaningful
way
8. See criticism as an
opportunity
9. Be proactive
10. Accept you can’t do it all
yourself


THE TOOLS

SOCIAL MEDIA

TOOLS


THE TOOLS

Social media tools
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release


THE TOOLS

Social networking sites
o People and organizations
connect and interact with
friends, colleagues and
fans.

o Popular social networks
include Facebook and
MySpace, Linkedin,
bebo, and Ning.

o There are niche social
networks for just about
everything.


THE TOOLS

o create online profiles

o share photos, video, and
audio, links

o send private message and
instant message

o learn more about people and
organizations

o Follow brands, celebrities, and
gain your own fans


THE TOOLS

Linked In – Professional Social
Network
o Contains profiles of Fortune
500 executives and leading
entrepreneurs
o average individual salary on
LinkedIn is $109,000

o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional
recommendations
o Find jobs
o Forums to demonstrate
expertise and find answers


THE TOOLS

Facebook
o Fastest growing social
network in Canada and the
world
(200 million members)

o Powerful tools to engage
and understand your
audience:
o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls


THE TOOLS

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


THE TOOLS

Facebook Advertising
o Facebook ads give you the
ability to advertise directly
to specific demographic
groups

o 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


THE TOOLS

Facebook Advertising - Targeting
o Location
o Age
o Sex
o Keywords (appear in your
users profile)
o Education
o Workplace
o Relationship status
o Relationship interests
o Languages


THE TOOLS

Facebook Advertising -
Placement


THE TOOLS

Facebook Advertising – Design
What you need:
o Ad message
(title and body)

o Image
(make it compelling)

o Destination URL
(where you want the ad to
take people)

o Social actions (optional)


THE TOOLS

Facebook Advertising – Social
Actions
o Social actions show
related stories about a
user’s friends alongside
your ad.

o People can vote whether
they like or dislike your ad.


THE TOOLS

Facebook Advertising – Pricing
o Very affordable and easy
to control your budget

o You can specify a daily
budget

o Schedule specific dates
for your ad to run

o Pay for clicks (CPC) or
impressions (CPM)


THE TOOLS

Facebook Advertising – Analytics
o Facebook Insights
provides information about
your ad campaign:
o Track ad performance with
real-time reporting
o Gain demographic and
psychographic insights
about people that view or
take action on your ad

o Use this information to
identify how you can
improve your campaign
to maximize your results


THE TOOLS

Facebook Advertising –
Recommendations
o Identify clear goals for
your ad
o Know who you’re trying to
reach
o Ensure ad headline, copy
and image is relevant
o Experiment to get it right
o Monitor your campaign
and adjust
o Know when to quit


THE TOOLS

Facebook Applications
o Applications are
entertainment and
productivity tools that run
within facebook
o Give users a unique ways
to interact with your brand
by developing your own
applications, or add existing
applications, to your page
o When fans use your
applications social stories
are created that appear in
their friends news feed and
link back to your page


THE TOOLS

Facebook Applications


THE TOOLS

Facebook Connect
Add social capabilities to
your website by
integrating with Facebook:
o Users log in to your website
with their facebook identity
o You can access their
profile information to learn
more about them and deliver
targeted content
o Publish information back to
their friends’ streams on
Facebook to bring their
friend to your website


THE TOOLS

Do Don’t
o establish a presence on the o create a page and fail to
social networks your customers maintain it
and colleagues use
o try a hard sell approach
o create a page to promote your
brand o censor comments

o point your fans to your o spam your fans/friends with
company blog or contest frequent private messages –
you’ll drive them away
o encourage a discussion and
participate frequently o post false information

o explore targeted advertising
opportunities


THE TOOLS

Blogs
o A blog is a website with
regular entries of
commentary or news

o Blogs serve to establish
your company as
transparent, relevant,
active, and expert.


THE TOOLS

Blogs
o engage in dialogue with your
customers

o improve your search engine
visibility

o promote product launches and
events

o gain expert status by providing
useful tips


THE TOOLS

Blogs
Do Don’t
o post on a regular schedule o write press releases – be real
about why something is exciting
o encourage conversation by
asking questions o let complaints go unanswered

o respond to people that o make users register to
comment on your posts comment – they won’t bother

o use a few bloggers from your o delete fair but critical comments
company for more viewpoints


THE TOOLS

Microblogging
o Microblogs are blogs
limited to a sentence or
two (about 140 characters)

o People use microblogging
to promote themselves,
share content and follow
friends, celebrities and
brands

o Companies use it for
marketing, public relations
and customer service by
giving their brand a voice
within the community


THE TOOLS

Twitter
Twitter can help you:

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


CASE STUDY

Twitter in Church
o Churches useTwitter to:
o Ask questions
o Share insights
o Highlight content
o Hype events

o Trinity Church uses Twitter to
tell Passion of Christ

o Westwinds Church
experiments with Twitter
during services

o Distracting or Enriching?


CASE STUDY

Charity: Water – From Twitter to
Africa
o September 08: Twitter founder
Biz Stone tweets about Charity:
Water, which builds wells in
Ethiopia.

o Charity: Water asks people with
September birthdays to accept
online donations in lieu of gifts
and raised $4500, enough to
build a well

o The "social media birthday"
was born; asking for donations
from online friends to celebrate
your birthday


CASE STUDY

Charity: Water - $250,000 raised
o January 09: Tweets begin
promoting the First Annual
Twestival (a Twitter Festival) in
support of Charity: Water:

o 202 real-life meetups
across the globe, hosted by
volunteers

o $250,000 USD raised at
these events

o 55 wells are planned across
Africa & India


CASE STUDY

Charity: Water – Breakthrough
Exposure
o April 09: The first "well that
Twitter built" is dug

o April 09: Actor Hugh
"Wolverine" Jackman
challenges Twitter to tell him, in
140 characters or less, what
charity he should support

o Convinced by Twitter, Jackman
announces his $50,000 gift to
Charity: Water on Ryan
Seacrest's radio show, providing
huge exposure for the charity


CASE STUDY

Charity: Water – Phase 2
o Social media campaign
expands:

o Staff post Twitter updates delivering
the results of donations

o Website hosts videos of drilling
progress made in Africa

o A driller tweets live from Central
African Republic

o Hundreds of videos uploaded to
YouTube by charity and supporters
http://www.youtube.com/user/
charitywater

o Facebook Causes page with over
$61,000 donated


THE TOOLS

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

o know what people are saying
about your brand


THE TOOLS

Video sharing
o Video sharing sites let you
upload videos and share
them with people.

o 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.


THE TOOLS

Video sharing
o helps you gain exposure and
direct traffic back to your
website

o sparks interest without a hard-
sell

o videos can be low-fi and cheap
to produce - immediacy and
content is more important than
quality.

o videos can be a place to
showcase your leadership in
a field, and spread customer
testimonials


CASE STUDY

Blendtec – Will it Blend?
o Blendtec was a faceless B2B/
B2C blender manufacturer
that couldn’t afford a
traditional marketing
campaign

o Published low-cost videos of
CEO blending everything from
iPhones, hockey pucks to the
financial bailout

o Launched the website
WillitBlend.com and a
YouTube channel

http://www.youtube.com/blendtec


CASE STUDY

Blendtec – ROI
o Videos went viral generating
“millions of dollars in brand
recognition”
o Channel Views: 3,469,098
o Subscribers: 183,949

o Online Blendtec blender sales
increased 500%

o The videos have made over
$50,000 in ad revenue turning
the marketing department into
a profit centre


CASE STUDY

Blendtec – Will it Blend?
Lessons learned:

o Be entertaining and keep it
relevant to your brand (the
videos promote the durability
of their blenders without an
overt sales pitch)

o Experiment – the idea might
not have worked, but what
could they lose?


THE TOOLS

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


THE TOOLS

Social news & bookmarking
o Social bookmarking sites
allow users to save,
share, organize,
comment on and search
webpage bookmarks.

o Community votes on
your submissions so they
either rise to the top or
drop to the bottom.


THE TOOLS

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


THE TOOLS

Photo sharing
o Photo sharing sites give
you a place to upload and
organize your photos

o 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.


THE TOOLS

Photo sharing
o detail the launch of a new
product, from initial sketches to
the launch party

o promote special events,
charitable campaigns, and
awards ceremonies

o provide an inside look at your
organization, making it appear
glamorous, busy, fun, or
innovative


THE TOOLS

Photo sharing
Do Don’t
o tag your photos with relevant o stuff linked keywords into
keywords your photo descriptions or
comments
o use your web site address or
brand name as your Flickr o plaster your URL all over the
screen name photos you upload

o upload quality photos of your o discourage people from
products/services, and things using your photos (as long as
related to your business they provide attribution such as
a link back to your website)
o link prominently from your web
site to your Flickr photostream


THE TOOLS

Message Boards / Internet
Forums
o An Internet forum, or
message board, is a
bulletin board system in
the form of a discussion
site

o conversation takes place
between registered
members who post
topics (threads) and make
public comments (posts)
on those threads


THE TOOLS

Message Boards / Internet
Forums
Do Don’t
o keep the message board active o build it and expect people to
by regularly participating in start participating without
the conversation encouragement and seeding

o collect minimal information o forget to moderate - spammers
during registration and trolls will drive users away

o keep focus and attract users by o censor or allow militant
clearly identifying your moderators to take too much
community purpose and target control over the conversation.
audience You want to encourage open
discussion, not stifle it.
o promote popular discussions
throughout your website


THE TOOLS

Wikis / Reference
o A wiki is a website that
allows visitors to easily
add, remove, and edit
content – this makes them
great collaboration tools

o Wikipedia, for example, is
an encyclopedia is written
collaboratively by
volunteers from all around
the world; anyone can edit
it


THE TOOLS

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


THE TOOLS

Virtual reality
o Internet-based 3D virtual worlds
like Second Life reimagine our
world with all its potential for
commerce and branding

o people interact through
characters called avatars

o residents explore, meet other
residents, socialize,
participate in individual and
group activities, and create
and trade items and services
with one another


THE TOOLS

Virtual reality
o hold media conferences in
Second Life to generate buzz
(World Bank reports in world)

o create and sell branded
products accompanied by
coupons and advertising for
real-world stores

o purchase land, build stores, and
open for business

o publish streams of audio or
video on people’s properties


THE TOOLS

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


THE TOOLS

Podcasts (Personal On-Demand Broadcast)

o 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.

o Podcasts can be simple
recordings of conversations,
presentations, or interviews

o They’re a chance to provide
build an audience around your
brand or message.


THE TOOLS

Podcasts (Personal On-Demand Broadcast)

Do’s Dont’s

o come up with a format (form, o worry about length
topic, and duration)
o invest in a lot of equipment –
o prepare don’t script (or you’ll simple tools and software are
sound stiff) all you need to get going

o use a good microphone (but o leave too much time between
no need to over produce) podcasts – it could prevent you
from building an audience
o promote your podcast on your
website and podcast directories


THE TOOLS

Really Simple Syndication (RSS)
o RSS is a way for content
publishers to make blog
entries, news headlines,
events, podcasts and
other content available to
subscribers.

o an effective way to
distribute your content
and lead users back to
your website


THE TOOLS



THE TOOLS

Don’t Don’t
o offer RSS feeds for your o spam your subscribers by
website’s blog, news, events, including excessive advertising
and podcasts in your RSS feed

o subscribe to RSS feeds o go overboard – limit RSS feeds
relevant to your industry or to content frequently updated
interests
o freak out when a splogger
o include a title and description hijacks your content – this could
only so subscribers need to visit actually help your search
your site for the full story engine rank

o track your subscribers


THE TOOLS

Social media press release


5 TAKE AWAY MESSAGES

3 TAKE AWAY
MESSAGES


4 TAKE AWAY MESSAGES

4 take away messages
1. Word of Mouth peer-to-
peer discussions are more
influential than the mass
media
2. Participate by enabling
and feeding the
conversation
(follow the 10 keys to
success)
3. Engage by listening and
replying to conversation


ADMSP Introduction to Social Media Tutorial

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ADMSP Introduction to Social Media Tutorial