social media club louisville bootcamp 4-14-09
TRANSCRIPT
Social Media Boot Camp
For Advertising, Marketing & Public Relations
Social Media Club Louisville
April 14, 2009| Frazier International History Museum
Agenda
•Listening•Blogging•Web Video•Blogger Relations
•Leveraging Social Networks•Measurement•Tools
Takeaways
•Understand The Basic Tools Better•See The Strategic Approach•Sign Up For Google Alerts, RSS, Twitter•Add More Advanced Tools To Your Arsenal
Social Media Users
Social MediaMechanisms•Blogs
•Instant Messaging/Chat/Microblogging•Social Networks•News Aggregators•Bookmarking Sites•User-Generated Video, Photos, Audio•Collaborative Creation & Feedback
•People are talking about you. Why aren’t you?
•Trusted brands can ask questions and expect answers.
•Enthusiastic fans will market for you.
It Starts With Listening
• How to find conversations about your brand• The difference between monitoring and
measurement• How to participate/respond meaningfully• How to mine information for the company good• How to apply audience intelligence across the
organization
Learning to Listen
Free Monitoring▪ Google Alerts (http://www.google.com/alerts)▪ Twitter Search (http://search.twitter.com) (RSS)▪ Technorati (http://www.technorati.com) ▪ Bloglines (http://www.bloglines.com) (RSS)▪ Icerocket (http://www.icerocket.com) (RSS)▪ Others (MySpace, Facebook)
Finding Conversations
Google Alerts
Twitter Search
Bloglines Search
Radian6 (http://www.radian6.com) Scout Labs (http://www.scoutlabs.com) Evolve24 (http://www.evolve24.com) Techrigy (http://www.techrigy.com) Vibemetrix (http://www.vibemetrix.com) BrandWatch (http://www.brandwatch.net) K.D. Paine & Partners (http://www.kdpaine.com) Nielsen Online (http://www.nielsen-online.com) Cymfony (http://www.cymfony.com) Collective Intellect (http://www.collectiveintellect.com) MotiveQuest (http://www.motivequest.com)
Paid Monitoring & Measurement
Radian6
Actionable (Monitoring)▪ Conversations▪ Mentions (Positive & Negative)
Measuring▪ Number of conversations/mentions▪ Sentiment & Tone▪ Competitors▪ Influencers (Comments, Subscribers, Audience)
What Am I Looking For?
Monitoring vs. MeasurementMonitoring is:
Watching and/or listening to conversations in order to determine course of action
Measurement is:Quantifying or qualifying conversations to establish success, failure or comparison
Participating MeaningfullyRespond rapidly (bad and good)Saying “I don’t know” is good, so long as you find out and respond Let social settings be your guide
Provide Value = Earn Credibility + Consistency Over Time = Earned Trust
Earned Trust = Influence
Mining for InformationHow To Get There
Earn credibility and trust Ask for permission Don’t be a broken record Say “Please,” “I’m Sorry,” and “Thank You.”
Mining for InformationExamples
Input On New Products Idea Gathering For New Products/Improvements Gather Responses To Policy Changes or Positions Gauge Reactions To Company Decisions Before
Made
Applying IntelligenceLearn to trust your consumersGather learnings then do something with themChampion the consumer up the ladderEmpower employees to utilize social media
Make everyone responsible for company reputation
Start by listening and participating internally
It Gets Better With Participation
•Content is king for a reason.•Providing relevant content energizes your fans.•Energetic fans will market for you.
blog |bläg|noun•A regularly updated website with content organized in reverse chronological order
•A contraction of the term “web log”
A few blogs(no, not all blogs are political)
?Why Have a Blog?
Over 56 million Americans read blogs regularly
Pew Internet & American Life Project http://www.pewinternet.org/PPF/r/130/press_release.asp
Benefits of blogging Blogs allow you to tell your stories
Blogs give your organization a human voice
Blogs open up a clear line of communication between you and your supporters (and potential supporters)
They allow you to build more direct relationships
Blogs are easy
Blogs are search engine friendly
Image by Will Lion http://flickr.com/photos/will-lion/3131228673/
How to: start blogging
Blogging/editorial policy
Comment policy
How to: fail at blogging• Don’t be open, transparent and authentic
• Give blogging responsibilities to people who aren’t passionate about your organization and your work
• Don’t trust your staff to represent the organization on the web
• Don’t allow comments or don’t pay attention to the comments that you get
• Regurgitate press releases instead of writing interesting and useful content
• Forget to feed and nurture your blog
Comment Policies• Know what you want & what you don’t want so
you can be clear in your hopes and expectations for commenters
• Ask for what you want and reward folks who give it to you
• Power to the people (or down with legalese)
• Moderation is your friend
• Having a sense of humor never hurts
Editorial Policies• Why are we participating?
• What’s the tone we want to convey?
• Would I say this standing in the middle of a packed Freedom Hall?
• Organization participation and personal participation (ask nicely)
Remember• Be useful
• Be informative
• Be interesting
ResourcesBlogging
wordpress.comblogger.com
movabletype.comgoogle.com/analytics
register.comhaveamint.com
Blogsconsuminglouisville.c
omtreehugger.comskipalunch.comlifehacker.com
imamuseum.org/blogengadget.com
dooce.comseriouseats.com
Blogger Outreach
• How to identify relevant blogs• How to differentiate between them• How outreach is different (and the same)• Why outreach isn’t enough
Finding The Right Blogs
• Technorati (www.technorati.com)• Google Blog Search (blogsearch.google.com)• Bloglines (www.bloglines.com)• Old Fashioned Google Search
(www.google.com)• Look At Blogrolls Of Those You Find
Searching
Which Are Better?
Traffic RSS Subscribers Comments
Bookmarks Blog Honors Twitter Followers
Determining Traffic Alexa.com
Determining Traffic Compete.com
Determining Traffic Quantcast.com
Best, but opt-infor bloggers
• RSS Subscribers• Comments• Bookmarks• Blog Honors• Twitter Followers
What Makes It Better?
Postrank Subscribe to Feeds Add Postrank Plug-ins (www.postrank.com) Shows relative influence
Postrank Now Has Community Managed Topic Lists Ranks Blogs, Not Posts Watch The Time Frame
Bad Blogger Outreach
Good Blogger OutreachSubject header: “Opening myself up to your pointed criticism!”Hey Kevin,I’m the social media guy for Beam Global and long-time admirer. We’ve just launched
a campaign (hoping to soon call it a “movement” though now that I think about that, I need a thesaurus) that I’d love your feedback on if you can spare a moment or two. Figured since you’re a marketing big shot who gets Web 2.0, it might raise your eyebrows.
Jim Beam is spending its budget this year marketing people who exhibit the brand persona, not the brand itself. (Bear with me, dude. It’ll make sense in a sec.) We’ve found an initial group of people who exhibit true character, integrity, perseverance through struggle, etc., (The Stuff Inside) and we’re marketing them — helping them because it’s the right thing to do. We’re walking the talk. One such subject is even a comedy troupe you might enjoy called Summer of Tears. Good videos.
Social Media Release: http://www.thestuffinside.com/socialmediarelease/Site: http://www.thestuffinside.com
I developed the social media strategies. Beam’s being kinda brave changing the way they market themselves. I’d just love to get your feedback on it all.
Thanks for the time, man.Jason
Good Blogger Outreach
Five shiny stars for this pitch from Jason. Let’s review what makes it work:
Personalized- says he’s long-time fan (and how can I disprove that, right?)
His subject header is brilliant: “Opening myself up to your pointed criticism.” That makes me feel like he wants my critique not my gratuitous plug. Big difference. Totally caught my attention, and I scan e-mail at best.
Low key. Jokes. Calls me “marketing big shot.” Sounds like an e-mail. Not a press release. Uses words like “thanks for
the time, man.” Learn from this, dear PR people. Especially you 1.0 PR people that are
still sending bloggers press releases. That is so 2002.
Bloggers Are No Different Than Media The Problem Is We’ve Been Treating Media Wrong Technology Has Lulled Our Industry Into Laziness Bloggers React The Way Media Should Have
(All Jason’s Opinion)
Blogger Outreach Reminders
Focus On The Relationship NOT The ReleaseStop Using Blasts And BCCsAim For Quality Not QuantityThe Old Culling & Editing Lists Is Now Participating
Read blogs Comment when compelled Interact on social networks
It’s More Than Outreach
• Understand Each Has Its Own Social Norms• Participation And Providing Value Are Key• Know Which Ones Make Sense For Your Brand
LeveragingSocial Networks
HistoryDemographic MakeupWhy It’s HotFacebook vs. MySpaceHow Marketing There DiffersDoes It Makes Sense
52.5% are 35+10.5 MM Men, 35-54 on Facebook26.4% of all users are women, 35-6430.2% of all users make $100K or more87.3% white; 9% black; 1.5% Asian; 2.2 otherIs your audience there?
52.6% are 25-5414 MM are 45-64 (20%)25.2% of all users are men, 25-5427.5% of all users are women, 25-5482% white; 12% black; 1.3% Asian; 2.4 otherIs your audience there?
Adidas Ernst & Young
Jeep WeSeed
MySpaceH&R Block Rock Bottom Brewery
Jeep Bigelow Tea
• YouTube• Twitter• Digg• Tip’d
But There’s MoreThan Just The Big Boys
• Ning Communities• Popular Blogs• Louisville Mojo• Forums/Message Boards
Measuring Social Media
•Begins with Trust and Transparency•Build Upon the Framework of Social Media Measurement
Create Benchmarks FirstSocial SitesSearch Engine Rankings and ReferralsROI Benchmarks
Framework for Measuring Social Media
Attention – Traffic to Your ContentParticipation – Engagement and Interaction to
your ContentAuthority – Rankings and Inbound LinksInfluence
Measuring the Effects of Social Media
TrafficVisits to Your WebsitePage ViewsFacebook Brand PagesCommunity Pages
InteractionCommentsDownloadingVotingReviewsTaggingContent Creation
SalesIncome that is generated due to social channels.
Leads
Search MarketingIncrease in Search RankingsInbound LinksTraffic via Pay-Per-Click
Brand MetricsBrand AdvocatesRecommendations
Customer EngagementConversationsWebsite TrafficDownloadingSubscriptionsSentimentShared Content
RetentionReturn VisitsBrand Advocates
Profits
• Engaged customers are your best R&D.• Being a partner is better than being a
supplier.• Collaborative partners will market for you.
The Future Is Collaboration
Internal Changes Nothing
•Listening – Employees want a voice and to be heard•Participating – Providing them with access, information and empowering them to share breeds loyalty•Collaborating – Embracing employees as stakeholders and collaborators is a proven business model
Social Media ClubProvides Answers
SMCLouisville.org | [email protected] Jones | OnAPathMedia.com | [email protected] |@michellejDavid Finch| DavidSFinch.com | [email protected] | @davidfinchBrendan Jackson | cre8.com | [email protected] | @jackbr4Jason Falls | SocialMediaExplorer.com| [email protected] | @jasonfalls
Photo by Aaron Marshall