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26/07/10Klieon C. JohnSocial Media 4 PR INDEX: EVERYONE’S DOING IT... SO SHOULD YOU!

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Presentation on theme: "26/07/10Klieon C. JohnSocial Media 4 PR INDEX: EVERYONE’S DOING IT... SO SHOULD YOU!"— Presentation transcript:

1 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: EVERYONE’S DOING IT... SO SHOULD YOU!

2 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Simple Definition: Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.

3 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Social Media Networking is : The use of multimedia content to interact freely and continuously with individuals or mass audiences via universally accessible, personalized web applications. Limitations are few. Familiarity is inconsequential. Reach is global. - Klieon C. John Yes, emails are considered Social Media!

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6 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Microblogging: Twitter (140 character)  Bookmarking: Digg  Video: Youtube  Photo Sharing: Flickr  Search: Google

7 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Professional: Linkedin  Pure Social: Facebook  Forums: barbadosforum.com  Regional/Community  Gadget/Reviews: Amazon.com

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10 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Recreation:

11 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Business

12 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Research

13 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Information: News, query

14 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Information: News, query

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16 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  FIRST: Understand the paradigm shift SM advertising is not limited to a 4x4 anymore.... Manual viral advertising Possible via relationship created (it’s all in the PR!) Traditional ads are merely a condiment...the relationship comes FIRST!

17 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Mashable (on twitter advertising): “(Traditional) Advertising Alone Won’t Do the Trick. Despite the eager hopes of corporate communicators and brand managers who might be looking for the path of least resistance, promoted tweets are no silver bullet. They, and whatever future developments roll out in the months ahead, are but one instrument in a symphony of Twitter engagement tools. Used in coordination with sustained, value-driven engagement, they will certainly help to amplify messaging. Made to stand alone, however, they will unquestionably fail in a marketplace that values continuous personal interaction.”

18 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Thus: SM Advertising takes work and time!!!!  Anyone can put an Ad in the papers... SM requires a relationship before people can believe what you say!

19 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: IF WE AIN’T MAKING DOLLARS WE AIN’T MAKING SENSE! Difficult to quantify Lots of numbers that don’t directly translate to ROI. Social Media Today: 84% of companies do not bother to measure SM ROI Most closely reflected in qualitative analysis of relationship btwn org and publics. Use quantitative data from metrics to qualify ROI. SEE INDEX FOR RESOURCES

20 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: “There is not enough ROI for figuring out ROI. It is an intellectually bankrupt exercise.” -Andres McAfee, Harvard Business School.

21 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  MONITORING: Content monitors I SPY WITH MY LITTLE EYE...

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30 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: DON’T!!! Nestle’s BIG mistake JUST CUZ IT’S CYBER SPACE DOESN’T MEAN IT’S NOT PERSONAL!

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37 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Lesson: DON’T FORGET TO

38 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  OVERKILL!!!... If you build it they will come

39 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Don’t force it on them…choice is key Remember, you’re in MY house!

40 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Not every space is appropriate for a particular promotion.  Be familiar with which spaces have useful features.  Learn the language and culture: Twitter Peak times: 6:30-9:00 am, 12:00-2:00 pm, 4:30-10:00 pm, 11:00 = #twitterafterdark

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43 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Engage audience  Know their habits. Young people like to make silly vids etc  LESSON: SPEAK THEIR LANGUAGE

44 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Listen, converse…FULLticipate! The Coca-Cola Story

45 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  What did Coca-Cola do well?  Shared control…allow fans to adopt the page  Lesson: LAY OUT THE WELCOME MAT

46 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  SM is NOW… make sure response is fast (they’re not waiting on you!)

47 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: LET’S THINK OUTSIDE THE BOX! Free design of SM spaces allows limitless opportunities. ANY idea can be supported by an SM space. Provides reach and opportunities that are not offered by traditional media e.g hashtag promotions, RT offers, etc.

48 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: Nobody is out of reach! EVERY market you can possibly imagine can be found through Social Media!

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51 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Social media is: -More qualitative than quantitative -More about connecting than converting -More about reforming than replacing traditional media/marketing methods. Source: Eric Anderson, Only Three Social Media Metrics that Matter. http://www.slideshare.net/WhiteHorseAgency/only-three-social-media-metrics-that-matter

52 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Social media Results take some time  Engage- DO NOT FORCE  Be: GENUINE, APPROACHABLE, AVAILABLE.  PROMISE=DELIVER

53 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: THANKS AND SEE YOU ONLINE!!!!

54 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Types of Social Media:  http://microgeist.com/2009/04/the-10-types-of-social-media- sites-you-need-to-be-on-and-why/ http://microgeist.com/2009/04/the-10-types-of-social-media- sites-you-need-to-be-on-and-why/  E-Book on Social Media: http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_S ocial_Media_iCrossing_ebook.pdf http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_S ocial_Media_iCrossing_ebook.pdf  Social Media examples:  http://www.barbadosforum.com/ http://www.barbadosforum.com/  http://www.engadget.com/ http://www.engadget.com/  www.facebook.com www.facebook.com  www.twitter.com www.twitter.com  www.myspace.com www.myspace.com  http://www.reverbnation.com/ http://www.reverbnation.com/  www.youtube.com www.youtube.com  www.foursquare.com www.foursquare.com

55 26/07/10Klieon C. JohnSocial Media 4 PR INDEX: General articles of interest  http://www.socialmediatoday.com/suzannevara/152281/16-ways-avoid-self- destruction-social-media http://www.socialmediatoday.com/suzannevara/152281/16-ways-avoid-self- destruction-social-media  http://samswebguide.com/?s=blog http://samswebguide.com/?s=blog  http://samswebguide.com/2010/07/13/60-amazing-blogging-social-media- statistics-facts-revealed/ http://samswebguide.com/2010/07/13/60-amazing-blogging-social-media- statistics-facts-revealed/  http://samswebguide.com/2010/07/10/powerful-secrets-for-engaging-your-blogs- readers-get-them-reading-clicking-now/ http://samswebguide.com/2010/07/10/powerful-secrets-for-engaging-your-blogs- readers-get-them-reading-clicking-now/  http://samswebguide.com/2010/06/27/5-great-ways-to-promote-your-blog/ http://samswebguide.com/2010/06/27/5-great-ways-to-promote-your-blog/  http://samswebguide.com/2010/06/24/26-major-google-search-engine-ranking- factors-every-blogger-should-know/ http://samswebguide.com/2010/06/24/26-major-google-search-engine-ranking- factors-every-blogger-should-know/  http://samswebguide.com/2010/06/12/17-killer-techniques-for-driving-massive- search-engine-traffic-to-your-blog/ http://samswebguide.com/2010/06/12/17-killer-techniques-for-driving-massive- search-engine-traffic-to-your-blog/  http://samswebguide.com/2010/06/07/how-to-develop-that-problogger-frame-of- mind/ http://samswebguide.com/2010/06/07/how-to-develop-that-problogger-frame-of- mind/  http://samswebguide.com/2010/06/07/how-to-develop-that-problogger-frame-of- mind/ http://samswebguide.com/2010/06/07/how-to-develop-that-problogger-frame-of- mind/

56 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  General articles of interest  http://mashable.com/2010/07/05/social-media-resources-recap-6/ http://mashable.com/2010/07/05/social-media-resources-recap-6/  http://www.openforum.com/idea-hub/topics/technology/article/how-to-become- a-savvier-networker-online-ben-parr http://www.openforum.com/idea-hub/topics/technology/article/how-to-become- a-savvier-networker-online-ben-parr  http://www.stumbleupon.com/su/1EUN1C/www.socialmediatoday.com/SMC/2072 09 http://www.stumbleupon.com/su/1EUN1C/www.socialmediatoday.com/SMC/2072 09  http://socialmediatoday.com/SMC/207260?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://socialmediatoday.com/SMC/207260?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29  http://socialmediatoday.com/SMC/207276?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://socialmediatoday.com/SMC/207276?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29  http://www.socialmediatoday.com/SMC/207857 http://www.socialmediatoday.com/SMC/207857  http://socialmediatoday.com/SMC/206728?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29 http://socialmediatoday.com/SMC/206728?utm_source=feedburner&utm_medium =twitter&utm_campaign=Social+Media+Today+%28all+posts%29  http://www.jeffbullas.com/2010/06/14/starbucks-and-the-4-keys-to-social-media- engagement/?utm_medium=twitter&utm_source=twitterfeed http://www.jeffbullas.com/2010/06/14/starbucks-and-the-4-keys-to-social-media- engagement/?utm_medium=twitter&utm_source=twitterfeed  http://procreativemarketing.wordpress.com/2010/07/26/made-for-you- customizing-your-content/ http://procreativemarketing.wordpress.com/2010/07/26/made-for-you- customizing-your-content/  http://mashable.com/2010/02/22/twitter-50-million-tweets/ http://mashable.com/2010/02/22/twitter-50-million-tweets/

57 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Case studies:  http://www.startup-review.com/blog/facebook-case-study-offline- behavior-drives-online-usage.php http://www.startup-review.com/blog/facebook-case-study-offline- behavior-drives-online-usage.php  http://mashable.com/2009/06/16/killer-facebook-fan-pages/ http://mashable.com/2009/06/16/killer-facebook-fan-pages/  http://researchaccess.com/2010/06/social-media-research-using- facebook-for-survey-invitations-and-market-research/ http://researchaccess.com/2010/06/social-media-research-using- facebook-for-survey-invitations-and-market-research/  http://megbuttonblog.wordpress.com/2010/05/22/nestles- mistake/ http://megbuttonblog.wordpress.com/2010/05/22/nestles- mistake/  http://www.jamaica- gleaner.com/gleaner/20100530/auto/auto1.html http://www.jamaica- gleaner.com/gleaner/20100530/auto/auto1.html  Some Social Media Definitions:  http://www.google.com/search?hl=en&rls=com.microsoft:en- US&defl=en&q=define:Social+media&sa=X&ei=uG5QTMCzGMH9 8Abl6bHBAQ&ved=0CBYQkAE http://www.google.com/search?hl=en&rls=com.microsoft:en- US&defl=en&q=define:Social+media&sa=X&ei=uG5QTMCzGMH9 8Abl6bHBAQ&ved=0CBYQkAE

58 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  ROI  http://www.doshdosh.com/social-media-networking- and-roi/ http://www.doshdosh.com/social-media-networking- and-roi/  http://mashable.com/2009/10/27/social-media-roi/ http://mashable.com/2009/10/27/social-media-roi/  http://www.briansolis.com/2010/02/roi-how-to- measure-return-on-investment-in-social-media/ http://www.briansolis.com/2010/02/roi-how-to- measure-return-on-investment-in-social-media/  http://www.briansolis.com/2010/07/social-media-is- measured-by-the-sum-of-its-parts/ http://www.briansolis.com/2010/07/social-media-is- measured-by-the-sum-of-its-parts/  http://blogs.forrester.com/augie_ray/10-07-19- roi_social_media_marketing_more_dollars_and_cents http://blogs.forrester.com/augie_ray/10-07-19- roi_social_media_marketing_more_dollars_and_cents  http://adage.com/digital/article?article_id=134878 http://adage.com/digital/article?article_id=134878

59 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Innovations  Youtube’s “Life in a Day” movie project: http://www.dubaimoves.com/11810/youtube-life-in-a-day- competition/ http://www.dubaimoves.com/11810/youtube-life-in-a-day- competition/  Oldest Tweeter dies at 104: http://mashable.com/2010/07/28/oldest-twitter-user-dies/ http://mashable.com/2010/07/28/oldest-twitter-user-dies/  http://mashable.com/2010/04/08/social-media-real-world-action/ http://mashable.com/2010/04/08/social-media-real-world-action/  A Glossary of terms you need to familiarize yourself with: http://www.creativemediafarm.com/information/glossary http://www.creativemediafarm.com/information/glossary  Social Media Content Monitoring tools:  www.collecta.comwww.collecta.com  www.huitesuite.com www.huitesuite.com

60 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Social Media metrics tools  www.hootsuite.com www.hootsuite.com  www.wordpress.com (all WP blogs have metrics tools) www.wordpress.com  http://www.backtype.com/ http://www.backtype.com/  http://www.socialmediatoday.com/SMC/62067 http://www.socialmediatoday.com/SMC/62067  http://www.slideshare.net/WhiteHorseAgency /only-three-social-media-metrics-that-matter http://www.slideshare.net/WhiteHorseAgency /only-three-social-media-metrics-that-matter  http://measurementcamp.wikidot.com/tools- for-measurement http://measurementcamp.wikidot.com/tools- for-measurement

61 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Helpful blogs and websites (These are all SM influencers)  http://www.socialmediatoday.com/ http://www.socialmediatoday.com/  http://twitter.com/socialmedia2day http://twitter.com/socialmedia2day  www.mashable.com www.mashable.com  http://twitter.com/mashable http://twitter.com/mashable  www.samswebguide.com www.samswebguide.com  http://twitter.com/vascellari http://twitter.com/vascellari  http://www.andreavascellari.com/blog/ http://www.andreavascellari.com/blog/  http://www.socialmediaexplorer.com/ http://www.socialmediaexplorer.com/

62 26/07/10Klieon C. JohnSocial Media 4 PR INDEX:  Social Media Advertising: http://mashable.com/2010/04/14/twitter-advertising-strategies/ http://mashable.com/2009/12/28/social-media-business-strategy/

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