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Getting Started in Social Media Michael Clark Ed Nicholson Mitchell Communications Group Tyson Foods, Inc. Who has time for this mess?
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Transcript of Iabc Presentation
Getting Started in Social Media
Michael Clark Ed NicholsonMitchell Communications Group Tyson Foods, Inc.
Who has time for this mess?
Quick Cultural Check
TV Shows
•Lost• American Idol• Grey’s Anatomy• ER• Survivor• ESPN• One hour of news (local or network)• Two ½ hour comedy shows• At least one hour of other TV
Quick Lifestyle/ Cultural Check
Lifestyle
• Dr. or Dentist• Waited at Restaurant• Stuck in Traffic• Kids’ sporting event• Conference calls where you were half-listening
Technology
•Smartphone (iPhone, Blackberry Storm, etc.)•Laptop with WiFi at home•Text messaging•Use social media?
Quick Lifestyle/ Cultural Check
Paul RevereCommunity builder•Had built the credibility to communicate with people along the route…was not just a rider-by shouting warnings
•40 riders by the end of the night.
•Tools have evolved through history
•One isn’t replaced by the next •BooksNewspapersRadioTVStatic WebSocial Web
Relationships and reputations transcend and survive technology changes.
There’s continuity in community.
The tools will continue to evolve
Media & Social MediaToday it’s about completing the cycle of communications
•Was one-way. •Today there’s a demand for authenticity, transparency.•Credibility is much greater now than ever.
Public
Media - Bloggers
Regulatory agencies
Elected officials
Community leaders
Employees
Customers
*NGOs
CommUniverse™
*CBOs
© 2009 Mitchell Communications Group. All rights reserved© 2009 Mitchell Communications Group. All rights reserved
*CBOs – community based organizations, and grassroots groups *NGOs – non-governmental organizations, and national groups
Influencers
ORGANIZATION
More than 150 175 200 MM Active Users Worldwide. 850 million photos per month.More than 4 billion minutes are spent on Facebook each day (worldwide) ONE BILLION Views a Day15 hours of content loaded every minute10% bandwidth
5-6 million accounts
Social media user numbers are reaching critical mass
3 billion images online
35 million accounts
Social media usage continuing to rise
Percentage of time online using social networking tools:
2007—12%2009—51%
Social Media---Not just for kids and geeks anymore
Remember the first time you used a website or email? Intimidated? Today’s tools are so much more user-friendly.Technology advances the speed of the cycle of communications
Working DOS Image CaptureApril 2002
Technology is becoming easier to use
How to use social media
• No one right way.• Many wrong ways.
Steps to Being Part of the Conversation
• Listening– Monitoring– Consuming online content– Gaining a feel for the conversation
• Engaging Gaining Credibility– Becoming visible in the community
• Commenting• Actively using Twitter• Beginning to create a blog • Creating content that adds value
• Leading– Creating sought-after content– Becoming a recognized thought leader– Helping lead the conversation
Listening—Twitter Search
Listening---Tweetbeep
Listening—Google Alerts
Listening—Google Alerts
Listening—New media search
Social media monitoring – Seesmic - Tweetdeck
Engaging – Commenting
Engaging and Leading Tyson Foods—Hunger Blog
Tools – YouTube
Tyson Foods Social Media – Twitter
www.pitchengine.com Free social media release service
Mitchell Communications Group Social Media
RSS—content delivered to your doorstep
RSS—content delivered to your doorstep
RSS—content delivered to your doorstep
RSS—content delivered to your doorstep via Google Reader
The Obama CampaignComcastCaresBest Buy CMOFlight 1540Sharing Mayo Clinic
Recent notable use of social networking tools
Sharing Stories—Mayo Clinic
• The rules are different—Can’t rely solely on traditional media tactics for success in these channels.
• Good strategy is still essential. These media are just added tools to the ones we’ve been using for years.
• Takes time to build credibility and community. Can’t buy your way in. Have to be an active participant.
OpinionsOpinions
Opinions
• There’s a reason they call it Social Media.• A lot of people with phenomenal mass
marketing skills understand the media part—they just don’t get the social part, yet.
• Social networking tools are generally not effective one-way channels. They’re not good vehicles to push messages unless the messages have great content. Must add value.
• The real potential in the use of social networking tools is in creating and participating in community.
OpinionsOpinionsOpinions
• Agencies can’t develop community for clients. Clients have to be part of the process when it happens.
• What agencies can do:– Help create strategy.– Help create content.– Walk alongside as participants in the conversation. Use
their credibility to support.– Provide counsel
• You can’t “control the message” (you never really could). But you can influence it. – You can control what you say.
– Saying nothing speaks pretty loudly sometimes.
OpinionsOpinions
Tips for Getting Started
• Sign up for the tools• Facebook www.facebook.com• Linkedin www.linkedin.com• Twitter http://twitter.com• MySpace www.myspace.com
Tips for Getting Started
Tips for Getting Started
Tips for Getting Started
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•
Tips for Getting Started
Tips for Getting Started
Tips for Getting Started
• Create an avatar (photo preferable, but not necessary, if another image is used)• Create an interesting, accurate bio that includes your location• Follow or invite at least ten others—Friends on FB, “Follow” on Twitter, Contacts on LinkedIn. 30 is preferable• Create at least one status update or Tweet each day for 3 days (no less). •Use a mobile device if you can--SMS (text); iPhoneTweetie BlackberryTwitterberry• Use a desktop ap for TwitterSeesmic Desktop or Tweetdeck
Useful links
• Facebook—Getting Started Guide
• Lessons from a New Kid on the Twitter Block • 10 Easy Steps for Twitter Beginners
• Why Facebook—Mari Smith (excellent blog on FB)• • RSS in Plain English
• Social Media in Plain English
• http://delicious.com/ederdn Ed’s SM bookmarks
Tips for Getting Started — Accounts to follow on Twitter
•http://twitter.com/clarknwark•http://twitter.com/MitchCommGroup•http://twitter.com/ederdn•http://twitter.com/TysonFoods•https://twitter.com/arkmoore•https://twitter.com/Barb_G •http://twitter.com/LT•http://twitter.com/Ghidotti•http://twitter.com/nprnews•http://twitter.com/GuyKawasaki•http://twitter.com/jowyang• http://twitter.com/shel• http://twitter.com/robertjholland• http://twitter.com/LesPotter• http://twitter.com/archanaverma
Michael [email protected]://twitter.com/clarknwarkhttp://www.mitchcommgroup.com/
Ed [email protected]://twitter.com/ederdnhttp://twitter.com/TysonFoods
http://hungerrelief.tyson.com
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