Social media crash course: Tools in practice
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Social Media Crash Course Paul Gillin IABC World Conference June 10, 2009
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There are dozens of social media tools available to communicators, but just a handful are emerging as the most effective means to reach constituents and influence markets. This seminar is a hands-on, intensive look at three top options: blogs, social networks and microblogs like Twitter. Participants will gain insight into how they can optimize the use of these tools to achieve different business objectives. In this session, you will: Examine the critical success factors in business blogging, including monitoring, voice, promotion and search engine optimization Evaluate social networks and their applications in business Explore the Twitter phenomenon and how microblogs can complement other social media tools
Transcript of Social media crash course: Tools in practice
Social Media Crash Course
Paul GillinIABC World Conference
June 10, 2009
Agenda
Definitions and concepts The new media world Factors driving change Types of social media Matching platform to
need Blog structure and
elements Culture of social media Building awareness and
traffic
Tracking performance Social network concepts Types of social networks Assessing relevance to
your objectives Spotlight on Facebook Spotlight on Twitter
Big Media is Dying Decline in circulation of top 10
newspapers in 2008: 635,000
Average age of daily newspaper reader in US: 57
Reduction in US newsroom staffs since 2001: 25%
Magazine newsstand sales growth, US, 2008: -12%
In 2009: -22%
Growth in NBC prime time audience, 2008: -14.3%
Age of average network evening news viewer: 63
Percent of time teenagers spend with television, compared to their parents: 60
Percent they spend online: 600
Growth in Twitter membership, 2/08 - 2/09: 1,400%
Percent of Americans who say Daily Show and Colbert Report are replacing traditional news outlets: 33
2008 Newspaper Layoffs
Source: Erica Smith (graphicdesignr.net)
Epic CollapseUS Newspaper Classified Advertising
Sales
02468
101214161820
2001 2002 2003 2004 2005 2006 2007 2008 2009(trend)
$M
illio
n
What’s Changed
Cheap technology Fast networks Google “The Long Tail”
Source: Pew Research
It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.
New Media Rules
New voices are gaining influence
Marketers are becoming publishers
You can now control the message
Use all means at your disposal
It’s cheap if you know the tricks
Traditional communications
New reality
What is Web 2.0?
According to Wired magazine:
Participation
Openness
Conversation
Community
Connectedness
The Many Arms of Social Media
From Robert Scoble
Courtesy RightNow Technologies
Tools at Your Disposal Discussion forums – tactical and impersonal Blogs – The online equivalent to
publications Microblogs – Short, fast and frequent Podcasts – Add depth, lose interactivity Social networks – Listening posts Social bookmarking sites – Drive awareness Online video – Flexible but complex Search engines – Your traffic engine
Meet the new influencers
Steve Hall
Philipp Lenssen
Paige Heninger &Gretchen Vogelzang
New Influencers are Passionate – Both Pro and Con
Source: Sean Moffitt, BuzzCanuck
Desire to Influence
Others
Brand Engagement
Passiv
eA
cti
ve
Reject Favor
Traditional InfluencersAuthoritative 3rd parties, community leaders, press, gov’t.
Traditional InfluencersAuthoritative 3rd parties, community leaders, press, gov’t.
Haters Lovers
Critics Enthusiasts
Skeptics
Mainstream
Dismissers
Followers
Start By Listening
Use these tools to mine online conversations and identify prospective customers and communities that are receptive to your
message
A Case Study: Motrin Moms
Influence Inversion
Courtesy Digitas
What Should J&J Do?
Conversations Go Mainstream
Business Blogging
What is a blog?
“A user-generated website where entries are made in journal style and displayed in a reverse chronological order.” – Wikipedia.org
“A personal online journal that is frequently updated and intended for general public consumption” – whatis.com
“A way to display information” – P Gillin
Why so popular? Cheap and easy to create and update Have distinct personal voice Can quickly build traffic through
reciprocal links Excellent search engine performance Modest revenue opportunity Simple way to keep notes
What are blogs good for? Timely, frequently updated
information Multiple media types Single voice Fixed display Flexible organization Search engine performance
Speed Advantage
What are they bad for? Random access Design flexibility Sectional organization Multiple voices Navigation-intensive sites
International flavor
Source: Technorati, April, 2007
√d
Headline
Title/Subtitle
Subheads
Fixed pages
RSS feed
Search
Keywords
The 7 types of business blogs
CEO blog
The 7 types of business blogs
Executiveblogs
The 7 types of business blogs
Groupblog
The 7 types of business blogs
Employeeblogs
The 7 types of business blogs
Advocacyblog
The 7 types of business blogs
Promotionalblog
The 7 types of business blogs
Adviceblog
Grass-roots promotion
Blogging success factors
A clear, preferably narrow focus Frequent updates Mix of short, long, light, heavy content Aggressive links to other bloggers Comments and trackbacks Mixed media Educate and discover Personality Prompt for comments
Topic selection Read mainstream media and other
bloggers and comment upon them Frame events in a new context that
reflects your analysis Be offbeat and original Packaging works: top 10 lists,
predictions, best & worst, quick hits
Decision Time
•You’re a major maker of industrial chemicals whose products are used in
household cooking utensils.
•A spurious story has emerged that claims that your products cause cancer.
•Your critics are spreading the word on blogs and the mainstream media is
taking notice.
•What can you do?
Maximizing Visibility
25% of SEO is On-Page Visible
• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
Source: Hubspot
25% of SEO is On-Page Invisible
Description
Keywords
Alt Images
Source: Hubspot
75% of SEO is Word-of-Mouth
Tricks of the trade Encourage and respond to comments Comment elsewhere Play reporter Serialize Use themes Give stuff away Complement with photos, podcasts &
video
Traffic strategies
Link internally Use consistent domains Ask for “link love” Promote outbound links File a site map Register on bookmarking sites
Tracking success Traffic – unique visitors vs. page
views Technorati rankings RSS subscriptions Google linkto: and allinanchor: De.licio.us and Technorati tags Trackbacks
Just One Guy
Technorati rank: 714
Technorati fans: 146
Google Indexed pages: 3,760
Alex ranking: Top .17%
Inbound links: 10,542
Del.icio.us bookmarks: 2,068
New York Times citations: 136
Computerworld citations: 193
InformationWeek citations: 72
Newsletter subscribers: 130,000
Growing Scope
Social Networks
How We Share InfluencePRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson
Essential Elements
Profile Friends
Groups
New Kids On The Block
Just For Consumers? Think Again
Oil & Gas Pros
Manufacturing Engineers
FarmersEngineers
Physicians
Niche markets are:
•Knowledgeable
•Engaged
•Responsive
•Helpful
•Spenders
New Concepts
Friend Friend in
Common Follower Profile Group News Feed
Poke Wall Connection Answer App Hash tag
Facebook Essentials
About Me
About Others
Interests
Cultivate Community
LinkedIn is All Business
Profiles are essential
Efficient contact management
Recommendations cement relationships
Unique Features
Six degrees of connectionAdvice is social capital
Company research
Twitter Appeal
Immediacy & Personality
The Office on Twitter Dell Outlet on Twitter
Twitter Essentials
Discovery
Shared dialogue
Conversational efficiency
The New Newspaper?
Put Communities to Work
Needs Definition
Product Architecture
Iterative Development
Field Testing
Viral Marketing
Peer Support
Engagement Tactics
•Invite them into the club
•Offer links or small promotions
•Use discounts, giveaways, contests, free trials
•Never edit or censor what they say
•Consider affiliate programs
Conversation Enablers
Reinforce Brand
Create Brand Ambassadors
Educate Customers
Bypass Gatekeepers
Decision Time II
•You’re an enterprise technology company whose products are vital to corporate customers but are seen as
dated and “boring.”
•You need to recruit young technology professionals to develop your technology
and spread the word about its value
•What can you do?
Community as ContentBy contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone
Personal finance Travel planning Local services
Language educationTravel planning How-to video
Success Takes Time
Daily visits 3X to 4X week 14 averageConsider spinoffs
53+
Make top 10 results for targeted queriesTraffic becomes self-sustaining
40-52
Gain search tractionGenerate inbound links
14-39
Build awarenessShow steady growth
1-13
GoalWeek
Thank you!
Paul Gillin
508-202-9807
www.gillin.com
Twitter: pgillin
Available on Amazon or from NewInfluencers.com
Available on Amazon or from SSMMBook.com
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