Social Media 101 Webinar

Please download to get full document.

View again

All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
 3
 
  1. Social Media 101 Lunch and Learn April 14, 2010 2. TODAY’S AGENDA <ul><li>Introductions </li></ul><ul><li>Social Media…
Related documents
Share
Transcript
  • 1. Social Media 101 Lunch and Learn April 14, 2010
  • 2. TODAY’S AGENDA <ul><li>Introductions </li></ul><ul><li>Social Media </li></ul><ul><ul><li>The Big Players: Facts and Tips </li></ul></ul><ul><ul><li>Myths </li></ul></ul><ul><ul><li>Quantifying Involvement </li></ul></ul><ul><ul><li>What’s Next </li></ul></ul><ul><li>Integration of Offline and Online Media </li></ul><ul><li>Question and Answer </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 3. TODAY’S SPEAKERS <ul><li>Raquel Ortiz </li></ul><ul><li>Director, Public Relations </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net Julie Minevich Social Media Strategist
  • 4. The Shift Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net WEB 1.0 WEB 2.0 <ul><li>Passive relationship for individuals towards company and organizations </li></ul><ul><li>Outbound (Push) Marketing </li></ul><ul><li>One Directional </li></ul><ul><li>High cost of entry to produce and publish content </li></ul><ul><li>Active relationship for individuals towards company and organizations </li></ul><ul><li>Inbound (Pull) Marketing </li></ul><ul><li>Bi/Multi-Directional </li></ul><ul><li>Low cost of entry to produce and publish content </li></ul>
  • 5. WHY SOCIAL MEDIA? <ul><li>Add stickiness to your site </li></ul><ul><li>Facilitate viral “marketing” (word of mouth) </li></ul><ul><li>Build a community of loyal advocates who can be activated quickly </li></ul><ul><li>Better respond to dissatisfied allies and correct mis-information rapidly </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 6. BLOGS <ul><li>Term derived from “web blog” </li></ul><ul><li>Evolved from offline publications </li></ul><ul><li>Have the ability to give your message or organization a “personality” with which individuals can identify </li></ul><ul><li>VLOG – video blogging </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 7. TIPS FOR SUCCESS: BLOGS <ul><li>Determine whether you have the resources (both people and time) to commit </li></ul><ul><li>Determine who will blog. Unless there is one strong personality, it can help to have a variety of people from your organization </li></ul><ul><li>Like an offline publication, have an editorial calendar </li></ul><ul><li>Integrate social media elements into blog design and push blog posts out to social media profiles </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 8. Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 9. SOCIAL NETWORKING - FACEBOOK <ul><li>Founded in 2004 and first began as a way to connect Harvard students </li></ul><ul><li>Currently: More than 400 million active users </li></ul><ul><li>Goal: To connect the entire world </li></ul><ul><li>People connect with those they know offline </li></ul><ul><li>Individuals share information about themselves, current events, organizations they support, etc. </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 10. TIPS FOR SUCCESS: FACEBOOK <ul><li>Great opportunity to create a community </li></ul><ul><li>Ask for input </li></ul><ul><li>Allow “fans” to add content </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 11. Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 12. MICROBLOGGING - TWITTER <ul><li>Launched in 2006 </li></ul><ul><li>Consists of “status updates” that are 140 characters long </li></ul><ul><li>People connect with others who they may or MAY NOT know offline. </li></ul><ul><li>Has been used with great success by celebs, politicians, those in crisis </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 13. TIPS FOR SUCCESS: TWITTER <ul><li>Add a profile picture, change your background and text/link colors </li></ul><ul><li>Make sure your profile description is keyword-rich </li></ul><ul><li>Search for topics of interest and follow people who are discussing those topics </li></ul><ul><li>Reach out to influentials and engage users </li></ul><ul><li>Don’t be afraid to “interrupt” or “jump in to” conversations </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 14. Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 15. SOCIAL VIDEO SHARING - YOUTUBE <ul><li>Created by former PayPal employees in 2005; bought by Google in 2006 </li></ul><ul><li>1 billion videos served on YouTube in one day. </li></ul><ul><li>Average length of a YouTube video is 4 minutes and 12 seconds. </li></ul><ul><li>20-to-35-year-old bloggers constitute 57% of those who embed videos </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 16. TIPS FOR SUCCESS: YOUTUBE <ul><li>Keep it short </li></ul><ul><ul><li>Can break longer topics into shorter videos and tie together with a “playlist” </li></ul></ul><ul><li>Great for targeting a younger audience </li></ul><ul><li>Provides ability to archive and spread offline events </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 17. Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 18. SOCIAL PHOTO SHARING – FLICKR <ul><li>Launched in 2004; acquired by Yahoo in 2005 </li></ul><ul><li>4 billion photos hosted by Flickr (as of October 2009) </li></ul><ul><li>Ability to upload photos added in 2005 </li></ul><ul><li>2.5 billion photos uploaded each month to Facebook </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net SOCIAL PHOTO SHARING – FACEBOOK
  • 19. TIPS FOR SUCCESS: PHOTO SHARING <ul><li>Opportunity for user engagement </li></ul><ul><ul><li>Contest </li></ul></ul><ul><li>Use “tagging” feature to identify those in the pictures </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 20. Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 21. SOCIAL MEDIA FOR EVENTS Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 22. OVERALL TIPS FOR SUCCESS <ul><li>Don’t try to do everything and be everywhere right away.  </li></ul><ul><li>Keep content fresh. </li></ul><ul><li>Be consistent across platforms. </li></ul><ul><li>Be honest, transparent, and on your best behavior at all times. </li></ul><ul><li>Go where your audience is. </li></ul><ul><li>Engage, engage, engage! </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 23. SOCIAL MEDIA MYTHS <ul><li>“Social media is just for kids” </li></ul><ul><li>“Social media is not a possibility in a highly-regulated industry like health care” </li></ul><ul><li>“There isn’t a way to measure social media” </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 24. Tips for Quantifying Social Media <ul><li>Integrate call-to-actions in social media activity </li></ul><ul><ul><li>For example: Sign up for our newsletter </li></ul></ul><ul><ul><li>How much would that e-mail acquisition cost your organization using “traditional” methods </li></ul></ul><ul><li>Create a snapshot before you start </li></ul><ul><ul><li>Is there year-over-year growth? </li></ul></ul><ul><li>Use trackable links to document new constituent sources </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 26. Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 27. Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 28. WHAT’S NEXT? <ul><li>GEO-LOCATION </li></ul><ul><li>MOBILE CAMPAIGNS </li></ul>Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net Source: Madison Guy on Flickr Source: http://thelostjacket.com/
  • 29. Integrating Social Media with Traditional Media April 2010
  • 30. <ul><li>Social media is a means towards an end </li></ul><ul><li>Make sure tactics support you goals, such as: </li></ul><ul><ul><li>increasing donations </li></ul></ul><ul><ul><li>recruiting new members </li></ul></ul><ul><ul><li>influencing public opinion </li></ul></ul><ul><ul><li>driving action on an issue </li></ul></ul><ul><li>Approach media holistically – consider online and offline tactics as part of broader communications strategy </li></ul>
  • 31. New PR World <ul><li>Embrace the “public” in PR; social media has provided new opportunities to reach consumers directly without filter of the media </li></ul><ul><li>Organizations and companies serving as “publishers” of their own content through digital news releases, online news rooms, blogs, social networking sites, etc </li></ul><ul><li>Don’t worry about staying “on message” as much, PR today is about two-way communication; having a dialogue with your constituents </li></ul>
  • 32. <ul><li>This provides two new opportunities to generate editorial coverage: </li></ul><ul><ul><li>Cyclical – reporters follow blogs, etc for early trends, interesting stories and report on them, thus generating more interest from bloggers who cover the story and then generate more interest from reporters </li></ul></ul><ul><ul><li>Bottom-up – information spreads virally online, generating buzz and grabbing the attention of traditional media </li></ul></ul>
  • 33. Ex. Facebook “What Color is Your Bra” <ul><li>Facebook e-mail started circulating that asked women to post the color of their bra as their Facebook status to support breast cancer awareness </li></ul><ul><li>Became an online sensation, reaping benefits for the Susan G. Komen Foundation </li></ul>
  • 34. <ul><li>Results: </li></ul><ul><ul><li>Thousands of media impressions generated for SGKF, including CNN, Washington Post, ABC News and Huffington Post </li></ul></ul><ul><ul><li>Spread virally on Twitter, reaching thousands more people </li></ul></ul><ul><ul><li>By midday was ranked number 11 on Google Trends. </li></ul></ul><ul><ul><li>On launch day SGKF had exactly 135 Facebook fans, by 5 p.m. that evening they had 135,000 Facebook fans </li></ul></ul><ul><ul><li>SGKF also reported an increase in donations </li></ul></ul>
  • 35. Traditional Media Is Still Important <ul><li>Know who covers your issues (online and offline) and invest the time to build those relationships </li></ul><ul><li>Utilize social media to get to know and to reach reporters: </li></ul><ul><ul><li>Look up journalists’ recent articles, get a sense of their writing style </li></ul></ul><ul><ul><li>If they have blogs offer insightful (not self-serving) comments on their posts; demonstrate your expertise, thought-leadership </li></ul></ul><ul><ul><li>Connect and keep up with them on social networking sites </li></ul></ul><ul><li>Use new media to gain more mileage from existing materials that will generate mainstream media coverage </li></ul>
  • 36. IFAW Gift for Animals <ul><li>Developed online videos that highlighted the amount of money people spend on ordinary items (tickets to a Cubs game) and how that same amount can save an animal’s life (feed an orphaned bear cub) </li></ul><ul><li>Videos went on IFAW’s YouTube Channel, on the Gift for Animals Web site and were also the focus of a digital news release </li></ul><ul><li>Results: </li></ul><ul><ul><li>Picked up by national and international media outlets </li></ul></ul><ul><ul><li>Featured on Oprah.com </li></ul></ul><ul><ul><li>Included as one of the “12 Days of Christmas Gifts” on Elfster.com </li></ul></ul><ul><ul><li>Donations increased from the previous year, during recession </li></ul></ul>
  • 37. Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 38. Gift for Animals Digital News Release Amplify Public Affairs, LLC ~ www.amplifypublicaffairs.net
  • 40. Summary <ul><li>Make sure any tactic supports your goals </li></ul><ul><li>Understand how social media fits into the new world of PR and adapt accordingly </li></ul><ul><li>Recycle: Explore opportunities to repurpose materials and gain more mileage from them </li></ul><ul><li>Embrace the unknown, relinquish some control of the message and let your supporters evangelize on your behalf </li></ul>
  • 41. QUESTIONS?
  • Related Search
    We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks