Hear Sally Falkow of Expansion Plus and Chris Abraham of Abraham Harrison talk about the best practices in social media marketing. Not only is social media marketing the hottest thing in marketing, it may well also be the most effective marketing tool available to anyone doing any form of outreach.The meteoric rise of twitter and the slower but just as large groundswell of blogging have combined to shake communications of all kinds to the core. But social media marketing isn't monolithic and it covers a lot of ground. There is no one-size-fits-all solution. But there are best practices, there are tools and tricks and techniques to achieve greater success.

1. The Power of Voice Markets are conversations Silence is Fatal

3. Engagement Gap The difference between the influence of the Internet in consumer decision making and the amount of spending and effort on the part of corporations, organizations and government agencies in trying to interact with and shape the thinking behind those decisions. Source: CMO Council January 2009

4. The Engagement Gap What we are seeing is much stronger sensitivity to engage directly with customers and learn more about what shapes, influences and impacts purchasing decisions and intentions to do business. The move to quantify "customer affinity" and increase "customer advocacy" has become a new measure of marketing effectiveness. Source: CMO Council January 2009

5. Monitoring Conversations Only 16% of US companies are monitoring the online conversations for mentions of their brand. Source: AdAge

9. New Media Relations Strategy Direct to the public Bloggers New online media properties Online Journalists Traditional Journalists News Sites Social News Sites

10. Online Media Relations Watch Yahoo! News for sites that consistently show up on your keywords Look for sites with a PageRank higher than 4 Contact the reporter or editor Create content for those sites

12. Bloggers Listen – tap into conversations around your keywords Find bloggers who write about this topic Rank them by influence, authority, traffic

15. Mom Bloggers

17. Design Blogs

20. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

21. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

22. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

23. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

24. Publisher creates the RSS file and places it online Internet end-users Other sites and systems Search engines and directories Content consumers subscribe to the feed and retrieve its content whenever they want

26. News Rooms Have become a primary source of information for working journalists, with nearly 49% reporting visits more frequently than once a week and fully 73% reporting a visit at least once a week .

31. The Truth about SEO A new book by Rebecca Lieb, Editor of Econsultancy (USA) and previously Chief Editor of ClickZ. Available at Amazon.com

32. Resources RSS Service: P R E SS feed http://www.press-feed.com/ Expansion Plus Inc http://www.expansionplus.com Our blog: pr o active http://falkow.blogsite.com

33. http://www.twitter.com/sallyfalkow

34. digital PR and Social Media Marketing Chris Abraham President and COO [email_address] @chrisabraham Daniel Krueger Director of Client Services [email_address] @d13vk www.abrahamharrison.com www.marketingconversation.com Today's Hash Tag #digiPR

35. Before We Start: Don't Be Seduced by the Lure of Astroturfing “ You may be attracted to covert online marketing: special ops, black ops, spycraft – “fifth column marketing,” if you will. Don’t be. The blowback that can result from using a false name, a false email (a Yahoo, Google, or Hotmail address created for the campaign and the false name), and a false bio, isn’t worth it. Even though your reputation online is more defined by your contributions to the conversations rather than who you are, the culture of the Internet doesn’t suffer being fooled, duped, or suckered.” If you are ever found out, you are screwed. A Beginner's Guide to Online PR and Marketing

46. Blogger Contact Information

47. Topic Universe Example

48. Example of an Outgoing Message

49. Example of an Outgoing Message

50. Example of an Outgoing Message

52. Social Media News Release (SMNR) http://banclusterbombs.smnr.us

53. SMNR For Sharp Electronics http://sharpgreen.smnr.us

54. SMNR For International Medical Corps http://internationalmedicalcorps.smnr.us

55. SMNR For Fresh Air Fund http://freshair-newsrelease.com/

56. SMNR For Snuggle Creme http://www.snugglecreme.com/newsrelease/

58. You’ll get to define message, keyword-density, and even sneak SEO-optimized links in there, even encouraging organic Google-bombing. This allows you to easily keep everything closer to “on message” than you usually can otherwise: SMNRs rock! The SMNR (Steal this Content) To be honest, bloggers are even lazier than journalists. A lot of the time, bloggers steal images and entire tracts of copy, paste it, and then just do a “blockquote” attribution.

60. Measure Twice, Cut Once

62. Respond Quickly & With Love

65. Follow-Up Boldly and Proudly

66. Follow-Up Boldly and Proudly

67. Follow-Up Boldly and Proudly

69. Proof is in the Pudding

70. Earned Media Mentions

71. Earned Media Mentions

72. Earned Media Mentions

73. Earned Media Mentions

74. Metrics & Reporting

78. Thank You For Your Time! Chris Abraham President and COO [email_address] @chrisabraham Daniel Krueger Director of Client Services [email_address] @d13vk Please Continue the Conversation on Twitter by Using Our Delightful Hash Tag #digiPR