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““No profession stands to influence social media No profession stands to influence social media more than more than public relationspublic relations..””
INTRODUCTIONINTRODUCTION
o Social media defined 10:00
o 10 keys to social media success 15:00
o Social media tools 10:00
o Social media myths 10:00
o 3 take away messages 2:00
o Inspiration 0:00
INTRODUCTIONINTRODUCTION
Social Media is a Social Media is a CConversation Online.onversation Online.
Look Look who’s talkingwho’s talking::o your your customerscustomerso your your employeesemployeeso your your investorsinvestorso your your criticscriticso your your fansfanso your your competitioncompetition.... .... o anyone who has anyone who has internetinternet
access and an access and an opinionopinion..
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
The conversation is The conversation is notnot::o controlledcontrolledo organizedorganizedo ““on messageon message””
The conversation The conversation isis::o organicorganico complexcomplexo speaks in a speaks in a human voicehuman voice
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
Social media isSocial media is not a strategynot a strategy or aor a tactictactic ––
it’s simply it’s simply a a channelchannel..
o Social NetworksSocial Networkso News & BookmarkingNews & Bookmarkingo BlogsBlogso MicrobloggingMicrobloggingo Video SharingVideo Sharingo Photo SharingPhoto Sharingo Message boardsMessage boardso WikisWikiso Virtual RealityVirtual Realityo Social GamingSocial Gamingo Related:Related:
o PodcastsPodcastso Real Simple Syndication (RSS)Real Simple Syndication (RSS)o Social Media Press ReleaseSocial Media Press Release
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
The The power power to to define define and and control control a a brand brand isis shifting shifting from from corporationscorporations and and institutionsinstitutionsto to individualsindividuals and and communitiescommunities..
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
It is about putting the “It is about putting the “publicpublic” back in ” back in Public Relations Public Relations and realizing that and realizing that focusing on important markets and focusing on important markets and influencers will have a far greater impact influencers will have a far greater impact than trying than trying to reach the masses with any one message or tool.to reach the masses with any one message or tool.
Brian Solis, The Social Media Manifesto
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
o 9191% say consumer reviews are the % say consumer reviews are the #1 aid to buying #1 aid to buying decisionsdecisions - - JC Williams GroupJC Williams Group
o 8787% % trust a friend’s recommendation trust a friend’s recommendation over critic’s over critic’s review review - - Marketing SherpaMarketing Sherpa
o 33 times more likely to times more likely to trust peer opinions over trust peer opinions over advertising for purchasing decisionsadvertising for purchasing decisions - - Jupiter Research Jupiter Research
o 11 word-of-mouth conversation has word-of-mouth conversation has impact of impact of 200 TV ads200 TV ads - - BuzzAgentBuzzAgent
* Slide courtesy of Digital Influence Group* Slide courtesy of Digital Influence Group
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
Social Media sites are the fastest-growing category on the Social Media sites are the fastest-growing category on the web, doubling their traffic over the last year. web, doubling their traffic over the last year.
o 7373% of active online users have % of active online users have read a blogread a blogo 4545% have started % have started their own blogtheir own blogo 3939% subscribe to an % subscribe to an RSS feedRSS feedo 5757% have joined a % have joined a social networksocial networko 5555% have uploaded % have uploaded photosphotoso 8383% have watched % have watched video clipsvideo clips
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other dayfrom 29 countries, *using internet at least every other day
o 4040% of Indians internet users have % of Indians internet users have visitedvisited a community or a community or social networking sitesocial networking site
o 2222% of Indians % of Indians over 60over 60
o 6060% of % of Social Media Social Media usersusers under 25-30 under 25-30
o 40% 40% of of Social Media Social Media usersusers under 18-24 under 18-24
o 2525% of users % of users 25-2925-29 do so daily do so daily
o 63% of People get the 63% of People get the New Product Information New Product Information from from InternetInternet..
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
• Younger usersYounger users (under (under 45) and 45) and womenwomen use use these sites for these sites for socializingsocializing
• Older usersOlder users use these use these sites to sites to obtainobtain and and share share informationinformation
• Youth Youth (15-18) use these (15-18) use these sites for sites for entertainmententertainment
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
o FacebookFacebooko My SpaceMy Spaceo FlickrFlickro TwitterTwittero OrkutOrkuto IbiboIbiboo IndyarocksIndyarockso BigaddaBigaddao FropperFroppero YaariYaario BharatstudentBharatstudent
Social Media can help you in all stages of your PR Social Media can help you in all stages of your PR campaign: campaign:
o researchresearcho strategic planningstrategic planningo implementationimplementationo evaluationevaluation
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
o Learn Learn what people are saying what people are saying about youabout youo CreateCreate buzz buzz for events & campaignsfor events & campaignso Increase Increase brand exposurebrand exposureo Identify and recruit influencers to Identify and recruit influencers to spread your messagespread your messageo Find Find new opportunities new opportunities and and customerscustomerso SupportSupport your products and services your products and serviceso Improve your Improve your search engine visibilitysearch engine visibilityo Gain Gain competitive intelligencecompetitive intelligenceo Get your Get your message out fastmessage out fasto Retain clients by establishing a Retain clients by establishing a personal relationshippersonal relationshipo Be an Be an industry leader industry leader – not a follower– not a follower
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
ReachReacho Website visits / viewsWebsite visits / viewso Volume of Volume of
reviews/commentsreviews/commentso Incoming linksIncoming links
Action & InsightAction & Insighto Sales inquiriesSales inquirieso New businessNew businesso Customer Satisfaction / Customer Satisfaction /
loyaltyloyaltyo Marketing efficiencyMarketing efficiency
Engagement & InfluenceEngagement & Influenceo Sentiment of Sentiment of
reviews/commentsreviews/commentso Brand affinityBrand affinityo Commenter Commenter
authority/influenceauthority/influenceo Time spentTime spento Favourites / Friends / FansFavourites / Friends / Fanso Viral forwardsViral forwardso Number of downloadsNumber of downloads
SOCIAL MEDIA DEFINEDSOCIAL MEDIA DEFINED
Source: The Digital Influence Group, Measuring the Influence of Social Media
10 KEYS10 KEYSTO TO SOCIAL MEDIA SOCIAL MEDIA
SUCCESSSUCCESS
KEYS TO SUCCESSKEYS TO SUCCESS
o Experiment Experiment personallypersonally before professionallybefore professionally
o Try a Try a varietyvariety of social of social media toolsmedia tools
o Be Be yourselfyourself, make some , make some friendsfriends, and , and shareshare
KEYS TO SUCCESSKEYS TO SUCCESS
o Spend time upfront Spend time upfront planningplanning how you will how you will use social mediause social media
o Think Think POSTPOST::o PPeopleeopleo OObjectivesbjectiveso SStrategytrategyo TTechnologyechnology
KEYS TO SUCCESSKEYS TO SUCCESS
o Find where your Find where your audienceaudience is participating and is participating and indentify the indentify the influencersinfluencers
o Read industry blogs Read industry blogs (including comments)(including comments)
o Google your company Google your company name & your competitionname & your competition
o Find tools Find tools that can help that can help you listenyou listen
KEYS TO SUCCESSKEYS TO SUCCESS
o Avoid Avoid pufferypuffery (people will ignore it)(people will ignore it)
o Avoid Avoid evasionevasion and and lyinglying(people (people won’t won’t ignore it)ignore it)
o Companies have watched Companies have watched their their biggest screw-up's biggest screw-up's rise to the top 10 of a rise to the top 10 of a Google searchGoogle search
o Admit your mistakes Admit your mistakes right right awayaway
KEYS TO SUCCESSKEYS TO SUCCESS
o Don’t be afraid Don’t be afraid to share. to share. Corporations, like people, Corporations, like people, need to share information to need to share information to get the value out of social get the value out of social media media
o Make your content easy to Make your content easy to shareshare
o Incorporate Incorporate tools that tools that promote sharing:promote sharing:o Share This, Share This, RSS feeds, RSS feeds,
EmailEmail a friend a friend
KEYS TO SUCCESSKEYS TO SUCCESS
o Don't Don't shoutshout. Don't . Don't broadcastbroadcast. Don’t . Don’t bragbrag. .
o Speak like yourself Speak like yourself – not – not a corporate marketing a corporate marketing shill or press secretaryshill or press secretary
o Personify your brand Personify your brand – – give people something give people something they can relate to.they can relate to.
KEYS TO SUCCESSKEYS TO SUCCESS
o Think like a Think like a contributorcontributor, not , not a marketera marketer
o Consider what is Consider what is relevant relevant to the communityto the community before before contributingcontributing
o Don’t promote Don’t promote your your product on every postproduct on every post
o Win friends by Win friends by promoting promoting other people’s content other people’s content if it if it interests youinterests you
KEYS TO SUCCESSKEYS TO SUCCESS
o Don’t try to delete Don’t try to delete or or remove criticism (it will remove criticism (it will just make it worse)just make it worse)
o ListenListen to your detractors to your detractors
o AdmitAdmit your shortcomings your shortcomings
o Work openly Work openly towards an towards an explanationexplanation and and legitimate legitimate solutionsolution
KEYS TO SUCCESSKEYS TO SUCCESS
o Don’t wait until you Don’t wait until you have a campaign have a campaign to to launch - start planning launch - start planning and listening nowand listening now
o Build relationships Build relationships so so they’re ready when you they’re ready when you need themneed them
KEYS TO SUCCESSKEYS TO SUCCESS
o You You need buy in from need buy in from everyone everyone in the in the organizationorganization
o Convince your CEO Convince your CEO that that social media is relevant to social media is relevant to your organizationyour organization
o Get your communications Get your communications team together, discuss team together, discuss the options, then divide the options, then divide and conquerand conquer
KEYS TO SUCCESSKEYS TO SUCCESS
THE TOOLSTHE TOOLS
SOCIAL MEDIASOCIAL MEDIA
TOOLSTOOLSSOCIAL MEDIASOCIAL MEDIA
TOOLSTOOLS
o Social NetworksSocial Networkso News & BookmarkingNews & Bookmarkingo BlogsBlogso MicrobloggingMicrobloggingo Video SharingVideo Sharingo Photo SharingPhoto Sharingo Message boardsMessage boardso WikisWikiso Virtual RealityVirtual Realityo Social GamingSocial Gamingo Related:Related:
o PodcastsPodcastso Real Simple Syndication (RSS)Real Simple Syndication (RSS)o Social Media Press ReleaseSocial Media Press Release
THE TOOLSTHE TOOLS
o People and organizations People and organizations connect connect andand interact interact with friends, colleagues with friends, colleagues and fansand fans. .
o Facebook Facebook and and MySpaceMySpace pages provide a micro pages provide a micro site for your business site for your business within the social within the social framework.framework.
THE TOOLSTHE TOOLS
o create create online profilesonline profiles
o share share photosphotos, , videovideo, and , and audioaudio,, links links
o send privatesend private message and message and instant instant messagemessage
o learn more learn more about people and about people and organizationsorganizations
o join join groups groups and gain and gain fansfans
THE TOOLSTHE TOOLS
DoDoo create a page create a page to promote your to promote your
brandbrand
o point your fans to point your fans to your your company blogcompany blog or contest or contest
o encourage a encourage a discussiondiscussion and and participateparticipate frequently frequently
o explore targeted advertising explore targeted advertising opportunitiesopportunities
Don’tDon’to create a page andcreate a page and fail to fail to
maintainmaintain it it
o try a try a hard sell hard sell approachapproach
o censorcensor comments comments
o spamspam your fans/friends with your fans/friends with frequent private messages – frequent private messages – you’ll drive them awayyou’ll drive them away
o post post falsefalse information information
THE TOOLSTHE TOOLS
o Social bookmarking sites Social bookmarking sites allow users to allow users to savesave, , shareshare, , organizeorganize, , commentcomment on and search on and search webpage webpage bookmarksbookmarks
o Community votes Community votes on on your submissions so they your submissions so they either rise to the top or either rise to the top or drop to the bottomdrop to the bottom
THE TOOLSTHE TOOLS
DoDoo link to relevant articles link to relevant articles about about
news in your fieldnews in your field(not just your own content)(not just your own content)
o make friends make friends with other with other bookmarkers in a legitimate bookmarkers in a legitimate wayway
o respect the respect the terms of serviceterms of serviceo (reddit allows self-promotion, (reddit allows self-promotion,
digg does not)digg does not)
Don’tDon’to spamspam by consistently by consistently
bookmarking your own bookmarking your own materialmaterial
o cheat by tagging cheat by tagging your your bookmarks with irrelevant bookmarks with irrelevant popular keywordspopular keywords
o open multiple accounts and open multiple accounts and vote for yourself vote for yourself – you’ll be – you’ll be exposedexposed
THE TOOLSTHE TOOLS
o A blog is a website with A blog is a website with regular entries of regular entries of commentary commentary or or newsnews
o Blogs serve to establish Blogs serve to establish your company as your company as transparenttransparent, , relevantrelevant, , activeactive, and , and expertexpert
THE TOOLSTHE TOOLS
o engage in engage in dialogue dialogue with your with your customerscustomers
o improve your improve your search engine search engine visibilityvisibility
o promote promote product launches product launches andand events events
o gain gain expert status expert status by by providing useful tipsproviding useful tips
THE TOOLSTHE TOOLS
DoDoo post on a post on a regularregular schedule schedule
o encourage conversation by encourage conversation by asking questionsasking questions
o respond to customersrespond to customers ' ' questions and concernsquestions and concerns
o use a few bloggers use a few bloggers from your from your company for more viewpointscompany for more viewpoints
o post product reviews from post product reviews from customers or industry expertscustomers or industry experts
Don’tDon’to write press releases – be real write press releases – be real
about why something is about why something is excitingexciting
o let complaints go let complaints go unansweredunanswered
o make users register to make users register to comment – they won’t bothercomment – they won’t bother
o deletedelete fair but critical fair but critical commentscomments
THE TOOLSTHE TOOLS
o Microblogs are blogs Microblogs are blogs limited to a sentence or limited to a sentence or two (about two (about 140 140 characterscharacters))
o People use microblogging People use microblogging to to follow their friendsfollow their friends
o Companies use it to Companies use it to market their product or market their product or services by services by giving them giving them a voice/identitya voice/identity..
THE TOOLSTHE TOOLS
o promote contestspromote contests
o share timely informationshare timely information
o spread useful linksspread useful links
o personify your brandpersonify your brand
o build credibility and influencebuild credibility and influence
o follow competitorsfollow competitors
THE TOOLSTHE TOOLS
Do’sDo’s
o sound like someone who just sound like someone who just happens to work at your happens to work at your companycompany
o put a friendly face on your put a friendly face on your productproduct
o pose and answer questionspose and answer questions
o announce sales, deals, news, announce sales, deals, news, updates, and updates, and build buzz build buzz for for big releases or eventsbig releases or events
Don'tsDon'ts
o sound like a press releasesound like a press release
o spam with constant links to spam with constant links to your company website, either your company website, either in tweets or private messagesin tweets or private messages
THE TOOLSTHE TOOLS
THE TOOLSTHE TOOLS
o Video sharing sites let Video sharing sites let you you upload videos upload videos and and shareshare them with people. them with people.
o They’re a perfect They’re a perfect repository for repository for video video blogsblogs, taped , taped seminarsseminars, , witty witty Power PointsPower Points, , commercialscommercials, , how-to’s how-to’s and a behind-the-scene and a behind-the-scene look at your organization.look at your organization.
THE TOOLSTHE TOOLS
o helps you helps you gain exposure gain exposure and and direct traffic direct traffic back to your websiteback to your website
o sparks interest sparks interest without a hard-without a hard-sell sell
o videos can be videos can be low-filow-fi and and cheap to cheap to produceproduce - immediacy and content - immediacy and content is more important than quality. is more important than quality.
o videos can be a place to videos can be a place to showcase your leadership showcase your leadership in a in a field, andfield, and spread customer spread customer testimonialstestimonials
THE TOOLSTHE TOOLS
DoDoo be be informativeinformative, , usefuluseful, or , or
entertainingentertaining
o create a create a summarysummary and and detailed detailed descriptiondescription
o post post video replies video replies to othersto others
o allow allow commentingcommenting and and participateparticipate in the conversation in the conversation
o save bandwidth costs on your save bandwidth costs on your website by website by hosting videos on hosting videos on YouTubeYouTube
Don’tDon’to just upload just upload infomercialsinfomercials
o be afraid to be afraid to experimentexperiment until until find a formula that works.find a formula that works.
o pull down other people’s pull down other people’s videos videos showcasing your product showcasing your product for copyright infringementfor copyright infringement
o make your video longer than it make your video longer than it needs to be – keep it concise needs to be – keep it concise and entertainingand entertaining
THE TOOLSTHE TOOLS
o Photo sharing sites give Photo sharing sites give you a place to you a place to uploadupload and and organize organize your your photosphotos
o You can You can invite friends invite friends to to check out your photos check out your photos and people can find your and people can find your photos by searching for photos by searching for the keywords (the keywords (tagstags) you ) you apply to your photos.apply to your photos.
THE TOOLSTHE TOOLS
o detail the detail the launch of a new launch of a new productproduct, from initial sketches , from initial sketches to the launch partyto the launch party
o promote promote special eventsspecial events, , charitable campaignscharitable campaigns, , and and awards ceremoniesawards ceremonies
o provide an provide an inside look inside look at your at your organization, making it appear organization, making it appear glamorousglamorous, , busybusy, , funfun, or , or innovativeinnovative
THE TOOLSTHE TOOLS
DoDoo tagtag your photos with relevant your photos with relevant
keywordskeywords
o use your web site address or use your web site address or brand name brand name as your Flickr as your Flickr screen namescreen name
o upload quality photos of your upload quality photos of your products/servicesproducts/services, and things , and things related to your businessrelated to your business
o link prominently from your web link prominently from your web site to your Flickr photostreamsite to your Flickr photostream
Don’tDon’to stuff linked keywords into stuff linked keywords into
your photo descriptions your photo descriptions or or commentscomments
o plaster your URL plaster your URL all over the all over the photos you uploadphotos you upload
o discourage people from discourage people from using your photos using your photos (as long as (as long as they provide attribution such as they provide attribution such as a link back to your website)a link back to your website)
o An Internet forum, or An Internet forum, or message board, is a message board, is a bulletin board system in bulletin board system in the form of a discussion the form of a discussion sitesite
o conversation takes place conversation takes place between between registered registered membersmembers who who post post topicstopics (threads) and (threads) and make make public comments public comments (posts) on those threads (posts) on those threads
THE TOOLSTHE TOOLS
Do Do o keep the message board active keep the message board active
by by regularly participating regularly participating in the in the conversationconversation
o collect minimal information collect minimal information during registration during registration
o keep focus and attract users by keep focus and attract users by clearly identifying your clearly identifying your community community purpose and target purpose and target audienceaudience
o promote promote popular discussions popular discussions throughout your websitethroughout your website
Don’tDon’to build it and build it and expect people to expect people to
start participating start participating without without encouragement and seedingencouragement and seeding
o forget to forget to moderatemoderate - spammers - spammers and trolls will drive users awayand trolls will drive users away
o censorcensor or allow militant or allow militant moderators to take too much moderators to take too much control control over the conversation. over the conversation. You want to encourage open You want to encourage open discussion, not stifle it.discussion, not stifle it.
THE TOOLSTHE TOOLS
THE TOOLSTHE TOOLS
o A wiki is a website that A wiki is a website that allows visitors to easily allows visitors to easily addadd, , removeremove, and , and editedit content – this makes them content – this makes them great collaboration great collaboration toolstools
o Wikipedia, for example, is Wikipedia, for example, is an encyclopedia is written an encyclopedia is written collaboratively by collaboratively by volunteers from all around volunteers from all around the world; anyone can edit the world; anyone can edit itit
THE TOOLSTHE TOOLS
DoDo o find find references to your references to your
organization organization and have and have inaccuracies updatedinaccuracies updated
o read the read the terms of use terms of use to ensure to ensure you are allowed to edit an entry you are allowed to edit an entry about youabout you
o researchresearch competition competition
o use wikis to collaborate with your use wikis to collaborate with your teamteam
Don’tDon’to rely on social reference websites rely on social reference websites
to be accurateto be accurate
o spam or overtly advertising – it spam or overtly advertising – it could get you bannedcould get you banned
o use it for Search Engine use it for Search Engine Optimization (Wikipedia prevents Optimization (Wikipedia prevents search engines from following search engines from following links)links)
o Don’t sabotage competitor’s Don’t sabotage competitor’s entries about competitors (You entries about competitors (You could get caught)could get caught)
o Internet-based 3D virtual Internet-based 3D virtual worlds like worlds like Second LifeSecond Life reimagine our world with all its reimagine our world with all its potential for commerce and potential for commerce and brandingbranding
o people interact through people interact through characters called characters called avatarsavatars
o residents residents exploreexplore, , meet other meet other residentsresidents, , socializesocialize, , participateparticipate in in individualindividual and and group activitiesgroup activities, and , and createcreate and and trade items trade items and and servicesservices with one anotherwith one another
THE TOOLSTHE TOOLS
o hold media conferences hold media conferences in in Second Life to generate buzz Second Life to generate buzz (World Bank reports in world)(World Bank reports in world)
o create and sell create and sell branded branded productsproducts accompanied by accompanied by couponscoupons and and advertisingadvertising for for real-world storesreal-world stores
o purchase land, build stores, purchase land, build stores, and open for businessand open for business
o publish streams of audio or publish streams of audio or video on people’s propertiesvideo on people’s properties
THE TOOLSTHE TOOLS
Do Do o Use it to Use it to generate publicity generate publicity
publicity for real worldpublicity for real world activitiesactivities
o find experts find experts to imagine and to imagine and manage your brand presence in manage your brand presence in this virtual world, or do thorough this virtual world, or do thorough research – it’s complicatedresearch – it’s complicated
o be inventive be inventive – for example, – for example, when someone drinks your when someone drinks your product, you may create a script product, you may create a script that makes people dance, turn that makes people dance, turn into a cute animal, or speak only into a cute animal, or speak only in song for 30 secondsin song for 30 seconds
THE TOOLSTHE TOOLS
Don’t Don’t o just try to just try to recreate your real-recreate your real-
world world brand experience – brand experience – leverage the possibilities of the leverage the possibilities of the virtual world since fantasy is virtual world since fantasy is what brought people are there.what brought people are there.
o be afraid to site this one out. be afraid to site this one out. If your audience isn’t there and If your audience isn’t there and you don’t have a vision to you don’t have a vision to create a meaningful create a meaningful experience don’t bother. experience don’t bother.
THE TOOLSTHE TOOLS
o A podcast is a A podcast is a series of audio series of audio or video files or video files which is which is distributed by syndicated distributed by syndicated download to your computer, for download to your computer, for use on an MP3 player or use on an MP3 player or computer.computer.
o Podcasts can be simple Podcasts can be simple recordings of recordings of conversationsconversations, , presentationspresentations, , or interviews or interviews
o They’re a chance to provide They’re a chance to provide build an audience build an audience around around your brand or message.your brand or message.
THE TOOLSTHE TOOLS
Do’sDo’s
o come up with a format come up with a format ((form, form, topic, and duration)topic, and duration)
o prepare don’t script prepare don’t script (or you’ll (or you’ll sound stiff)sound stiff)
o use a good microphone use a good microphone (but (but no need to over produce)no need to over produce)
o promote your podcast promote your podcast on on your website and podcast your website and podcast directoriesdirectories
Don'tsDon'ts
o worry about lengthworry about length
o invest in a lot of equipment – invest in a lot of equipment – simple tools and software are simple tools and software are all you need to get goingall you need to get going
o leave too much time leave too much time between podcasts between podcasts – it could – it could prevent you from building an prevent you from building an audienceaudience
THE TOOLSTHE TOOLS
o RSS is a way for content RSS is a way for content publishers to make publishers to make blog blog entriesentries, , newsnews headlinesheadlines, , eventsevents, , podcasts podcasts and and other content available to other content available to subscribers.subscribers.
o an effective way to an effective way to distribute your content distribute your content and and lead users back lead users back to to your websiteyour website
THE TOOLSTHE TOOLS
THE TOOLSTHE TOOLS
Don’t Don’t o offer RSS feeds for your offer RSS feeds for your
website’s website’s blogblog, , newsnews, , eventsevents, , and and podcastspodcasts
o subscribe to RSS feeds subscribe to RSS feeds relevant to your industry or relevant to your industry or interestsinterests
o include a include a titletitle and and descriptiondescription only so subscribers need to only so subscribers need to visit your site for the full storyvisit your site for the full story
o track your subscriberstrack your subscribers
Don’t Don’t o spam your subscribers by spam your subscribers by
including excessive advertising including excessive advertising in your RSS feedin your RSS feed
o go overboard – limit RSS go overboard – limit RSS feeds to content frequently feeds to content frequently updatedupdated
o freak out when a splogger freak out when a splogger hijacks your content – this hijacks your content – this could actually help your search could actually help your search engine rankengine rank
THE TOOLSTHE TOOLS
SOCIAL MEDIA SOCIAL MEDIA
MYTHSMYTHS
THE MYTHSTHE MYTHS
““Social Media is Social Media is just a fad just a fad – it will go away.”– it will go away.”
THE MYTHSTHE MYTHS
““Social Media is Social Media is
IInexpensivenexpensive.”.”
THE MYTHSTHE MYTHS
““If we put our content online If we put our content online
we’re just we’re just giving our giving our expertise away expertise away for free!for free!””
THE MYTHSTHE MYTHS
““Social Media might work for Social Media might work for certain industries and business certain industries and business
models models
but it won’t work for but it won’t work for usus..””
THE MYTHSTHE MYTHS
““Tell the programmers to set up Tell the programmers to set up that social media thing….and get that social media thing….and get
them to them to make it viral make it viral while while they’re at it!”they’re at it!”
THE MYTHSTHE MYTHS
““YouTube is that site for funny YouTube is that site for funny
cat videos – you’ll cat videos – you’ll cheapen cheapen our brand our brand by putting by putting
our video on there!” our video on there!”
THE MYTHSTHE MYTHS
““I’ve started a Facebook page so I’ve started a Facebook page so
I’ve I’ve got Social Media got Social Media coveredcovered!”!”
THE MYTHSTHE MYTHS
““If we just delete all negative If we just delete all negative
comments comments no one will see no one will see themthem.”.”
THE MYTHSTHE MYTHS
““No seriously, No seriously, I don’t think I don’t think anyone will noticeanyone will notice if we if we
delete those negative comments.”delete those negative comments.”
THE MYTHSTHE MYTHS
““If we build it If we build it they will they will comecome.”.”
THE MYTHSTHE MYTHS
““Social Media is for Social Media is for kidskids.”.”
THE MYTHSTHE MYTHS
““We We can’t measure can’t measure Social Media Results.Social Media Results.””
THE MYTHSTHE MYTHS
““We have to figure this all out We have to figure this all out
beforebefore we start using Social we start using Social Media.”Media.”
THE MYTHSTHE MYTHS
““Social Media is Social Media is hardhard.”.”
THE MYTHSTHE MYTHS
““Social Media is Social Media is easyeasy.”.”
THE MYTHSTHE MYTHS
3 TAKE AWAY3 TAKE AWAY
MESSAGESMESSAGES
5 TAKE AWAY MESSAGES5 TAKE AWAY MESSAGES
1.1. Peer-to-peer Peer-to-peer discussions discussions are are more influentialmore influential than than the mass mediathe mass media
2.2. Participate Participate by enabling by enabling and feeding the and feeding the conversationconversation(follow the 10 keys to (follow the 10 keys to success)success)
3.3. Be Be transparenttransparent & & honesthonest
3 TAKE AWAY MESSAGES3 TAKE AWAY MESSAGES
THANK YOUTHANK YOU
Q & AQ & A
