This document provides an overview of social networking and content strategies for organizations. It discusses creating and distributing content across various online channels, including blogs, social networks, and multimedia platforms. Metrics for analyzing the results of these efforts are also reviewed. Attendees are introduced to different social media categories and tools for leveraging content services. Formal training programs in new media strategies are briefly described at the end.

1. Building Blocks for Your Success
Leadership Development Forum for Women
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2. Social Networking:
practical
applications

3. What to Expect
• creating content
• cost effective media technologies
• leverage the viral nature of new media

4. Cate Indiano

5. Survey Says...
• how do you currently market your
organization?
• what channels do you traditionally
turn to?

6. Channels
Print & Broadcast
Events & Tradeshows
Web
Blogging, Forums, Microblogging
Social Media & Networks

7. Let’s start with Content
What is it?
pre and post web 2.0

8. • let’s take a “story”
• how do you tell your story?
• you gather content
• words, photos, video, audio,
widget, data
• what else today should be
included in the story?
• related sites (links), keywords,
tags, contact info
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9. Getting Someone’s
Attention
• Style Guide:
What’s inside? Q&A

10. distribute your story
• help them tell the story, make it easy
• http://www.helpareporter.com --
submit your story idea and matches
up with a reporter that needs a story
• partner organizations, leverage
contacts, request external links

11. a few more thoughts
• the social media release or SMR SOCIAL MEDIA PRESS RELEASE
TEMPLATE, VERSION 1.0
• socialmediarelease.org
CONTACT Client contact Spokesperson Agency contact
INFORMATION: Phone #/skype Phone #/skype Phone #/skype
Email Email Email
IM address IM address IM address
Web site Blog/relevant post Web site
NEWS RELEASE HEADLINE
Subhead
• definitive-guide-to-social-media CORE NEWS FACTS
! Bullet-points preferable
LINK & RSS FEED TO PURPOSE-BUILT DEL.ICIO.US PAGE
The purpose-built del.icio.us page offers hyperlinks (and PR annotation in
“notes” fields) to relevant historical, trend, market, product & competitive
• sample of an SMR
content sources, providing context as-needed, and, on-going updates.
MP3 FILE OR GRAPHIC VIDEO
PHOTO
PODCAST LINK e.g., product e.g., brief
e.g., product
e.g., sound bytes schematic; product demo
picture, exec
by various market size by in-house
headshot, etc.
stakeholders graphs; logos expert
MORE MULTIMEDIA AVAILABLE BY REQUEST
e.g., “download white paper”
PRE-APPROVED QUOTES FROM CORPORATE EXECUTIVES, ANALYSTS,
CUSTOMERS AND/OR PARTNERS
Recommendation: no more than 2 quotes 5.3" per contact. The PR agency should have additional
quotes at-the-ready, “upon request,” for journalists who desire exclusive content. This provides
opportunity for Agency to add further value to interested media.
LINKS TO RELEVANT COVERAGE TO-DATE (OPTIONAL)
This empowers journalist to “take a different angle,” etc.
These links would also be cross-posted to the custom del.icio.us site.
BOILERPLATE STATEMENTS
RSS FEED TO CLIENT’S NEWS RELEASES
“ADD TO DEL.ICIO.US”
Allows readers to use the release as a standalone portal to this news
TECHNORATI TAGS/“DIGG THIS”

12. your website
• where does social networking occur?
• on the web
• how comfortable are you, creating
content for web?
• what platforms are available at no cost:
blog-style: wordpress, typepad, blogger
cms: joomla, drupal, plone, opencms,
nukedit, type3, zope
social networks: ning

13. blogging
• what is a blog? the beginning of the
conversation...
• blogs rank higher
• they come pre-packaged for tags,
keywords, etc.
• blogs are constantly changing
• easy to use
• blogging policy, front & center
• shall we take a quick peek at one?

14. seo for your website, seo for your
social networking presence
• the difference between findability &
stickiness
• choose your DOMAIN for optimum findability
• consider your title (site & posts)
• develop and use keyword list
• local and regional seo options
• external links count for more, always ask for
them from your partners

15. Social Media expanded the
Conversation!
how many already have a presence in social media?

16. Social Networking Categories
• Profile-based services (eg Facebook,
Linkedin.com)
• Content-focused services (eg Flickr, YouTube)
• White-label networks (build your own social
network with ning.com)
• Multi-User Virtual Environments (secondlife)
• Microblogging/Presence update services
(twitter, loopt)
• Mobile services (facebook, twitter, youtube)

18. • by harnessing the viral-ness of the
social media, word of mouth strategies
offer great potential
• become a fan features on facebook
• newsletter referrals via email
• sign-ups via your website
• twitter following
• sms & mms forwards
• event notifications on social networks
• social media badges in email
newsletters and white papers

19. leverage content services
• create a youtube channel and encourage the
members to post videos
• add meta data and link them back to your site
• create a flickr account with the same idea
• post your presentations on slideshare.net and
link them as above
• promote your blog to technorati or news to
digg
• use connectors like “share this”

20. analyze your results
• useful metrics
• rss aggregation
• traffic: google analytics, viralheat,
trucast, omniture (adobe just purchased), haveamint
• fans or members
• trending topics, mentions, retweets
• ranking: google, technorati
• url shorteners track links
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21. want to learn more?
The Marketing Technology Training Certificate Program
104 hours of New Media training
delivered onsite or online
7 college credits
final project: a marketing proposal complete with ROI
fantastic student kit of books and a flip video camera
need to upgrade your skill set but can’t afford to?
check with your state’s incumbent worker training fund!

22. cate brosseau indiano
marketing technologies consulting and training
certified technical trainer, adobe certified instructor
the marketing technology training certificate
author, InDesign@Work, wbe, member astd
317.955.9300
cate@dm-corp.com
www.desktopmedia-corp.com
www.desktopmedia-training.com
linkedin: www.linkedin.com/in/cateindiano
delicious: marketing technology bookmarks
skype: desktopmedia
twitter: desktopmedia
network: card.ly/cate_indiano
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