Sarah Evans @PRsarahevans sarah@sevansstrategy.com

#socialIRL

www.sevansstrategy.com

What you will leave with today: **Subject to change.**

•  Social media goal(s) •  Ideas for social media workflow •  Outline of social media tactics

•  A better understanding of “how to” use the tools available to you

•  Exercises and activities applicable to your clients or profession

Social media is another tool.

Just like this.

•  Community outreach •  Public relations •  Crisis communications •  Fundraising

•  Personal •  Customer service

WHAT IS IT?

Channels for interacting, using accessible publishing techniques. Social media use web-based technologies to transform and broadcast media monologues allow the creation and exchange of user-generated content.” -Wikipedia

51% Get News From 'People They Follow’

(Pew Survey)

“Shareable Moments”

#socialIRL

Image courtesy of Knowem.com

Guaranteed!    

5 minutes (or less) of Shareable Moments

(Tag #socialIRL)

“The overwhelming majority of Americans (92%) use multiple

platforms to get their daily news.”

(Source: Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism)

Americans spend 57 minutes a day getting news from

traditional media (same as in 2000) and AN ADDITIONAL 13 minutes each day consuming

news on the web.

(This doesn’t include mobile.)

Pew Research Center, September 2010

95% of online shoppers conduct research before making a decision

60% of online shoppers always or often use search engines

(Credit: Compete Online Shopper Intelligence Study)

The average social network user is 37 years old.

(It’s 44 on Linkedin.)

(Credit: Pingdom)

79% of the 100 largest Fortune 500 use Twitter, Facebook,

YouTube or blogs to communicate with customers, with Twitter as the

platform of choice.

(Credit: Burson-Marsteller Fortune Global 100 Social Media Study)

“1 in every 3 online Americans is a conversationalist, someone who updates their status on a social networking site such as Facebook or posts updates on Twitter at least once weekly.”

(Credit: Forrester)

Billions of pageviews

Image courtesy of @Jess3, March 2010

The Geosocial Universe

Image courtesy of @Jess3, August 2010

In the U.S. our relationship with news is:

PORTABLE, PERSONALIZED & PARTICIPATORY

Know what you want to accomplish. (This is your goal, your strategy!)

•  Build business/make money •  Establish brand as an expert •  Customer service hub •  Connect with people talking about travel •  Listen/lurk •  Spy on a competitor •  Meet bloggers and journalists •  Other

STOP, Exercise Time. What is/are your goal(s)?

Goal 1: To _______ (verb) (audience) (measureable outcome) by (date).

3  minutes  

Quick overview on the “Big 3”: Twitter, Blogs and Facebook

Understand the communities

Social   Privacy   Time  investment  

Content  genera4on  

Monitor  

Microblogs   Very  high   Varies   High   Moderate   Yes  

Facebook   High   Varies   High   Moderate   Yes  

Photo/Video   Moderate   Varies   Moderate   Very  high   Yes  

Blogs  and  forums  

Moderate   Very  low   Very  high   Very  high   Yes  

Loca4on-­‐based  

Varies   Low   Low   Low   Yes  

What are you doing?

Engaging, customer service, some promotion, listening, producing

content…

Twitter

Initial Twitter outreach •  Find people to follow •  Observe how others in your

communities or tribes interact •  Spend more time replying to,

retweeting (RT) or mentioning (@twitterID) those you hope to interact with

•  Ask questions which encourage response and allow people to talk about themselves

•  Share helpful news, tips and resources

•  Watch and listen

Suggested routine

You share, too!

It’s all about the retweet.

@RSHotel AWESOME friends in @Mashable post! @KeithBurtis

@Chrisbrogan @jessicarandazza http://bit.ly/9GnCBm

• Shares an article where Twitter followers are mentioned • Recognizes others • Includes a shortened URL for tracking purposes and ease • Leave enough characters to retweet

Best Practice!

@mattroyse 10 iPhone Apps to Manage Your Job Search on the

Go http://ow.ly/1o3L5u

Best Practice! • Good  informa;on  • Promo;ng  someone  else’s  blog  • Shortened  URL  for  tracking  purposes  • “Top  10”  posts  typically  garner  a  lot  of  aJen;on  

State of the Blogosphere: 2009

•  The blogosphere continues to be dominated by male, affluent and educated bloggers

•  Bloggers use Twitter far more than the average person and microblogging is changing blogging habits

•  More bloggers are making money, but most don’t make any

•  Most bloggers are “hobbyists” and are driven by personal fulfilment rather than financial gain.

Blog

What to post? •  Added commentary or

insight on national issue

•  Guest post opportunities from member hospitals

•  Reblog/post content (as appropriate)

•  Do not repurpose memos or press releases as blog posts

Suggested routine

•  1 to 2 blog posts per week

•  Check comments 1 to 2 times, daily

•  Share blog posts via other social networks (as appropriate)

Blogging tips

•  Know in advance what you want to write about (e.g. editorial calendar)

•  Be authentic •  Create original content •  Your post is not a press

release •  Use language your

audience uses •  Share about timely and

relevant events

•  Use descriptive titles for your posts

•  Include images (or other interactive media)

•  Link to other related posts

•  Promote one another’s posts

•  Leave comments on other blogs

•  Respond to comments on your posts

It takes, on average, five activities to draw an audience to your site.

-State of the Blogosphere 2009

Create a tactic grid

What about pitching bloggers? Dual roles: Bloggers pitching bloggers

Facebook

What to post? •  Check out who is talking

about health care on your social networks and respond to them

•  Post links and commentary to essential articles

•  Congratulate a contributor or partnering hospital on an accomplishment

Suggested routine

•  A suggested routine outline is in the “Training” packet.

It’s all about the “like.”

Today's Fan Note: On CNN and CNN.com * "Avatar" director James Cameron is on

"Larry King Live' TONIGHT at 9 ET * VBS.TV on CNN.com: Meet the

bulletproof clothing tailor * Go inside the Tea Party movement, Tomorrow 6 am ET

Watch director James Cameron…

Best Practice! • Example  of  a  Facebook  “note.”    • Special  message  for  fans  of  CNN,  exclusive  content  • Posted  the  note  on  their  Fan  Page  wall  • Generated  hundreds  of  comments  

STOP, Exercise Time. Let’s practice: Teams of 3

You just came across breaking news that lists your profession as the number one profession in the United States. You have a community

that would appreciate knowing this.

How would you share that information via Twitter, your blog and Facebook?

Write out the following: 1)  Your 140-character message (Twitter)

2)  Your 160-character message (Facebook) 3)  The headline of your blog post

7  minutes  

15-MINUTE BREAK Random Fact: The median age of a Facebook user is 26.

What role does social media play in your organization?

Q&A Segment

You ask, I’ll share.

60% of B2B don't have a staff member who is dedicated to

social media marketing.

Less than half (46%) of B2C lacked a full time social media

staff member.

It might not be a fit for you if...

•  Your staff totals one and you are currently responsible for all communications

•  In a highly regulated profession with legal implications

•  Don’t feel comfortable or can’t get buy-in from executives

•  Not sure if your consumers are on social media or want to be interacted with via social media

EXERCISE: ‘How can we integrate social

media content generation into our current work?’

STOP, Exercise Time. Let’s practice: By yourself

I’m going to share a copy of a chart in the next slide. I want you to make a similar one.

Left column: Top communication vehicles you currently use + add 1 or 2 social media platforms you already or

would like to use

Top column: Your company’s mission statements, focus, brand sentiment or goals

5  minutes  

Content Generation TOOL   Advocate   Enhance  

Image  Cost-­‐effec4ve  Programs  

Research  and  analysis  

Educa4onal  forums  

TwiIer  

Facebook  

Web  site  

Blog  

Flickr  

YouTube  

10-MINUTE BREAK Random Fact: 35% of Twitter users live in urban areas.

Before we populate the tool you just created, it’s time for more

Q&A.

Ask anything about 1) Content generation; or

2) Engagement

TOOL   Advocate   Enhance  Image  

Cost-­‐effec4ve  Programs  

Research  and  analysis  

Educa4onal  forums  

TwiIer   Hashtag  support  #   Follow  XXXX   Weekly  live  chat  

Aggregated  TwiJer  feed  of  XXXXXX  

Promote  programs    

Facebook   Share  news  and  informa;on    

Fan  XXXXXX   User-­‐generated  content  

Web  site   Link  to  online  accounts  

Transcript  of  weekly  live  chat  

Streamline  and  present  info  

Blog   Personal  commentary   Guest  posts   Aggregate  content  

Flickr   Events   Recap  events   Charts  and  graphs  

YouTube   Keynotes   Video  recap   Video  response/tes;monials  

TIPS for Aggregation and Information Overload

•  RSS feeds •  Google Reader •  Alltop

•  Apps •  Mobile alerts

10-MINUTE BREAK

Random Fact: 10% of internet users in households earning more than $75,000 tweet.

EXERCISE: Engage + Content (Teams of 3 or 4)

Through online monitoring (or listening) you notice a trend in conversations praising your organization.

1.  What do you do? 2.  How do you respond? 3.  How do you share the information? 4.  What is your plan to engage?

Think:

•  Portable = “I can take it with me.” •  Personalized = “I can customize.” •  Participatory = “I can join in.”

Credit: Pew Internet Research, “U.S. Relationship with News”

What’s next? It’s not about the “next” Twitter or “Foursquare.”

It is about bringing structure, focus and strategy to the idea

of social.

Identify the businesses’ social media structure

•  Often seen in large multi national companies (e.g. HP, IBM)

•  Business units are given individual freedom to deploy as they see fit, yet a common experience is shared amongst all units

•  Requires constant communication from all teams to be coordinated

•  Requires considerable cultural and executive buy in, as well as dedicated staff.

This  is  the  brainchild  of  Jeremiah  Owyang  (@jowyang).  He  shares  five  models  at  www.web-­‐strategist.com.  

Integrate into an existing business plan (e.g. marketing and communications)

•  It doesn’t have to be a turf war. •  This is ANOTHER part of your outreach. •  Add metrics (even if this is a benchmark year)

–  High level metrics: •  Goal: Foster dialogue; Measure: Share of voice, Audience

Engagement •  Goal: Promote advocacy; Measure: Active advocates,

Advocate influence, etc –  Mid-level metrics:

•  # of clicks •  Retweets, “Likes” •  Comments •  Online sentiment

Establish social media policy (Or integrate with existing communications policy.)

•  Identify who can say what, when and where

•  Know when you will/will not respond •  Crisis communications •  Sustainability •  Exit strategy •  Do employees need training? •  Examples of appropriate social media use

versus abusing time online

Examine your workflow, change as necessary.

•  It’s not about working more, but working better

•  Creates a process, a system…a habit! •  Eliminates confusion •  Break down tasks

– Listen – Respond

– Delegate

Integrate listening Get serious about online observation (even if you’re not going to participate)

•  Niche networks: Do you have a private or niche network?

•  Trending topics: Make a national trend local based off of conversations

What social media users want

•  Think about: –  What platforms you

want to use –  Who is there

–  How they want to be reached

–  What you want them to do

"After six solicitations a year, the likelihood for long-term loyalty

diminishes significantly.”

-George Rubanenko, Blackbaud

How do you monitor? <for free>

•  Set up Google Alerts •  Think about every term you need to monitor as part of

your communications and public relations efforts. This may include: –  You –  The company name –  Company CEO and/or executive team –  Company spokespeople –  Competitors –  Highly visible employees –  Key stakeholders/shareholders/investors

•  Google Alerts may not pick up every mention of your keywords.

•  Use Nielsen’s BlogPulse - http://blogpulse.com

How do you monitor?

•  Track social networks •  Set up Tweetdeck to manage

syndication, schedule tweets and gather Twitter analytics. http://tweetdeck.com

•  Set up Twitalyzer. It’s the most sophisticated Twitter analytics tool available. http://twitalyzer.com

Tools and Resources •  Oneforty – A list of all third-party applications (

http://oneforty.com) •  Tweetdeck – Third-party application to manage Twitter

accounts (http://tweetdeck.com) •  Search.Twitter.com – Twitter search (http://search.twitter.com) •  Twellow – Identify people to follow based off of details in their

Twitter bio (http://twellow.com) •  WeFollow – Identify people to follow based off of how they

classify themselves (http://wefollow.com) •  Tweetphoto – Photo sharing service (http://tweetphoto.com) •  WTHashtag – Top resource for tracking hashtag mentions

(http://wthashtag.com) •  Twitalyzer – Most sophisticated Twitter analytics tool (

http://twitalyzer.com) •  Listorious – Aggregator of Twitter lists (http://listorious.com) •  Flowtown – Import current email addresses, locate social

networks (http://flowtown.com) •  Flavors.me – Aggregate online profiles in one place (

http://flavors.me) •  Help a Reporter Out – Media opportunities (

http://helpareporter.com) •  Pitchengine – Social media release and newsroom (

http://pitchengine.com) •  Knowem – Find where your name is available and secure it

(http://knowem.com) •  Alexa – Find details about your Web site and audience (

http://alexa.com)

•  Bit.ly – URL shortener (http://bit.ly) •  J.mp – A shorter version of bit.ly (they are one and the same…

simply a shorter version of its predecessor) (http://j.mp) •  Google Reader – RSS aggregator (http://google.com/reader) •  Google Alerts – Aggregates online mentions (

http://google.com/alerts) •  Addict-o-matic – Digital dashboard (http://addictomatic.com) •  Blog Pulse – Supplement to Google Alerts to find mentions in

blog posts (http://blogpulse.com) •  Quarkbase – Overview of monthly web visits and other analytics

(http://quarkbase.com) •  Board Tracker – Find brand mentions on online forums and

discussion boards (http://boardtracker.com) •  Pitchengine – Social media release platform (

http://pitchengine.com) •  HelpAReporter – Free media opportunity network (

http://helpareporter.com) •  SocialMention – Analytics and sentiment (

http://socialmention.com) •  Twellohood – Find people tweeting by location (

http://twellowhood.com) •  Mail Chimp – Email campaign platform (http://mailchimp.com)