Social Media 101 Manual

Social Media 101presented byJackie Reau

Jackie ReauGame Day [email protected]/jackiereauwww.twitter.com/gamedayjreau

Social Media 101 by Jackie Reau, Game Day Communications 1

Table of Contents

Social Media 101 Agenda…………………………………………3

A Brief Guide to the Digital World……………………………5

Creating Your Digital Media Network………………………8

2008 Downtown Cincinnati Holidays Plan………..…….10

Your Digital Media Network Planning Guide…………..15

Articles for Reference…………………………………………….17

About Game Day CommunicationsFormed in 2002, Game Day Communications is a sports and entertainment communications firm, led by former ESPN Anchor Betsy Ross and Jackie Reau. This year, the firm launched its Digital Media Team led by Reau who has presented on social media topics to numerous organizations including: Cincinnati Enquirer, Downtown Cincinnati Inc., College of Mt. Saint Joseph, Xavier University and University of Cincinnati. Additionally, the firm has coordinated traditional communications campaigns for Cincinnati Flying Pig Marathon, Cincinnati Reds, Cincinnati USA Regional Chamber, Cincinnati USA Regional Tourism Networks, Great American Group, Las Vegas Art Museum, Madison Square Garden Entertainment, Marvin Lewis Community Fund and the Anthony Muñoz Foundation.

ContactJackie ReauGame Day Communications700 West Pete Rose WayCincinnati, OH 45203(513) 929-4263, office [email protected]/jackiereauwww.twitter.com/gamedayjreau


Social Media 101: Youtube, Twitter, Linkedin and Facebook, oh my!

Social Media Networking and What You Need To Know…

1. It’s not just for kids…some 300 million U.S. residents are using social networking sites

175 million on Facebook, if it were a country, it would be the eighth largest2. It’s a lifestyle change…a shift of time management and work flow3. Get in the game, see what others are doing on social networking sites4. Storyboard your use of social networking; have a purpose, a subject matter5. Be proactive; update your site with informative information based on your

purpose/expertise

Who is Social Networking? Executives (Bill Gates has admitted a slight addiction to Facebook; John Pepper) Experts/Authors (Pete Blackshaw and his new book) College Professors (Dr. Linda Schoenstedt/her trip to Beijing Olympics) College Coaches (UC’s Brian Kelly; USC’s Pete Carroll) Media (Tom Jolly, NY Times Sports Editor; James Brady, Washington Post, Stefan

Fatsis, WSJ, Craig Wilson, USA Today) PR People (Peter Shankman, Help A Reporter Out)

What is Social Networking? Review of key terms from A (Brief) Digital Guide

Why You Might Consider Social Networking… Positions you as a valuable resource in the company Attract new readers to your content Position yourself as a brand and THE authority in your industry, etc., showcase

your personality Focus on a few efforts so you can update content and keep audience engaged Create your own Digital Media Network to organize content

Tools Camera Phone/Digital Camera I-pod Flip video recorder Laptop


Review of Social Networking Sites• Facebook.com-50 million active users and 175 million visitors; the most trafficked social media site in the world-15 million users update their status daily-850 million photos are uploaded monthly-Average Facebook user has 120 friends

• Twitter.com-189,906,000 active users; ability to follow and be followed; Barack Obama is the most followed Twitter user; New York Times has 12,438 followers on general news

• Linkedin.com-11.9 million regular users and 35 million visiting professionals in 150 industries around the world; most members are between 30-55 years old, more than 1.4 million members identify as senior executives

The others...• Youtube.com, Myspace.com, Blackplanet.com

Resources www.Mashable.com www.mybarackobama.com www.tweetscan.com www.technorati.com

Getting Started Create an editorial schedule using social media platforms Use traditional sources to invite people to connect with you (email messages and

email signatures, newspaper content) Measure your success with a quarterly report card

Next Steps Facebook.com

o Use it via personal email for accesso Personal vs. Public use; the Great Wall of China is down!

Twitter.como Set up a Twitter accounto Search via Tweetscan or Twellow

Youtube.com & Flickr (to share videos and pictures)o Create Youtube and Flickr accounts


http://www.technorati.com/

http://www.tweetscan.com/

http://www.mybarackobama.com/

http://www.Mashable.com/

A (Brief) Guide to the Digital World

12seconds.tv12seconds is the best place online for video status updates. It's a super easy way to share what you're doing with your friends and family using short video clips. You can use your web cam or mobile phone. Show your friends where you are, share your thoughts, or tell them how you're doing.

BeatBlogging.org A resource for beat bloggers, PR professionals can use this as a source to build a strong pitch distribution list. I’ve heard from many reporter friends that more and more they are looking to blogs for trends and upcoming story ideas.

BlogA web site with regular entries of opinion, commentary with photos and/or graphics. Successful blogs allow for comment to engage an audience interested in the topic of the blog. Key resources include: Blogger, Wordpress

DiggThe hosting site for the most popular news, articles, posts or other content, voted on by its users and ranked by popularity. This is considered social news because stories are ranked by popularity.

Flip cameraA Flip camera is a compact video camera that holds up to 60 minutes of footage, which is easily uploaded via software to youtube.com.

FriendFeedFriendFeed enables you to keep up-to-date on the web pages, photos, videos and music that your friends and family are sharing. It offers a unique way to discover and discuss information among friends.

Help A Reporter OutA free source for media and PR professionals to connect hosted by Peter Shankman. Reporters post their queries on his web site: www.helpareporterout.com. Shankman distributes the queries via email three times per day and uses Twitter.com for urgent queries.

Media people using Twitter I have yet to find a truly comprehensive list of all reporters on the microblogging site Twitter. www.twitterpacks.pbwiki.com/Public-Media


http://beatblogging.org/

Message BoardsA web page that serves as an internet forum for a specific topics where users contribute content, graphics to create a dialogue.

Music/Photo SharingThe sharing of both music and photo files between peers through social networks.

Flickr is a popular program for sharing photos LimeWire is a popular music downloading tool (copyright and pirating issues are

still a concern)

PitchEngine PitchEngine offers a full suite of Web 2.0 tools for the creation of the social media release (SMR) used by PR professionals and journalists (i.e. links to your social network profiles, video and audio capabilities, etc…). Readers may opt to receive a release on any social networks to which they belong.

PodcastA podcast is similar to broadcasting, a series of digital media produced for portable media players or computers. Podcasts are becoming more popular due to free downloads on i-tunes.

ReportingOnStill in its beta stage, this social network is designed for reporters to discuss their beat or stories. A synchronistic communication style similar to Twitter, the question this time is, “What are you reporting on?” There are around 600 reporters and professionals from around the world subscribed to the network.

RSS (Really Simple Syndication)Users subscribe to blog posts, news headlines, podcasts or other stories that are frequently updated using a RSS Reader or aggregator.

Search Engine Marketing (SEM) and Search Engine Optimization (SEO)Both promote a web site by increasing visibility in search engines such as Google and Yahoo; can also involve strategic key words or key phrase placement.

Social NetworksSocial Networks link people or organizations together to communicate and exchange thoughts, ideas, multi-media in one on-line space.

Facebook.com, Myspace.com Niche sites such as AsianAvenue.com, BlackPlanet.com are gaining popularity Ning.com is a newer platform where users can create their own social network based on a

type of share interest


TechnoratiA blog search engine that ranks blogs into categories; can search for blogs or specific posts.

Twitter.comA microblog that allows users to connect through brief messages (140 characters). Users “follow” others through their profile.

www.twitpic.com is tool that allows users to post pictures on twitter or other social networks

www.tweetscan.com allows users to scan the “twitterverse” for key topics or brand names

www.twellow.com is a search engine for people on Twitter.com.; searches can be by topic, key word or name/location.

www.tweetdeck.com allows users to manage their tweets, direct messages and replies

VideocastA videocast is similar to a podcast but uses video rather than audio.

Web 2.0Web 2.0 refers to bringing creativity to the web through collaboration; users creating content for the web through video, text, audio, etc.

WidgetA visual or virtual application that acts as a mini web page or tool of information that reverts to alternative places or offers valuable information without visiting a web site. Widgets can house various information and capabilities such text, videos, photos.

WikiA collection of web pages from collaborative efforts by allowing anyone who accesses it to contribute or modify content. Wikis can be used by corporations as part of an internet, as free encyclopedia accessible to anyone (Wikipedia) and can be edited by a group of people.

WiredJournalists.com Created for reporters, editors, executives, students and faculty, this tool is for journalists with access to limited resources. The members of the network keep up with Web 2.0 trends and share resources with one another.

Youtube.comA video sharing web site users can watch, upload and share video; bought by Google in 2006. Youtube is free and is the most popular video web site.


http://wiredjournalists.com/

Creating Your Own Digital Media Network

OverviewIn the last year, some 800 U.S. reporters have left their beats due to downsizing at daily newspapers. Many of these positions are not being replaced due to decreasing newspaper advertising revenue. The days of the event preview/review story, live TV interviews and radio interviews are fading—and fading fast, because the news holes are shrinking. Traditional media is becoming more and more non-traditional--using digital and social media platforms to reach new and current audiences.

“Small is the new big” is a common mantra among social media experts. A small but influential consumer audience is certainly more attractive than 1,000+ page views from a random group of people. For instance, if you are selling media advertising, a pool of 45 media buyers with whom you social network is more attractive than 500 random readers/listeners who don’t have ad purchasing power. It takes time to create these influential networks but once they are created, they are a powerful network in which to disseminate your message.

Creating Your Own Digital Media NetworkWhile social networking may seem like a tool used to reach only the Millennials or Gen Y and perhaps, Gen X; it is a growing force among all audiences, including Boomers who have the time and growing interest in using the internet.

Your Media Network may consist of the following key tools used to communicate to your current network (influencer database, email database, etc.). However, as you plan to launch your Media Network, it must be permission-based—targeting those already in your database or those who want to receive your content.

A Digital Media Network may include but not limited to the following:

Regular email blasts to your base encouraging them to get engaged and connected in your Media Network

Weekly or regularly scheduled blog from your executive, PR rep or face of the organization.

Use your web site to communicate information about your organization and use Facebook to communicate event information, photo galleries, etc. Both can work together to promote your message.

Create a Youtube.com channel for your organization by using a flip video camera. Make two-minute videos and post them directly on Youtube.com; also share this link to your Facebook page (free uploads on Youtube.com).


Use Twitter.com to send “breaking news” or immediate updates; link your Twitter account to Friendfeed so it links to your Facebook page.

Measuring of a Digital Media CampaignFor each campaign, we will create a scorecard to measure the effectiveness of the campaign. Scorecard elements might include the following but not limited to:

# of qualified names in the e-database # of web site unique site visits # of blog entries with comments # of posted videos with videos/comments # of posted podcasts with downloads # of Facebook fan page friends # of Twitter posts/followers


SHARED WITH PERMISSION

DOWNTOWN CINCINNATI INC.2008 HOLIDAYSDIGITAL MEDIA NETWORK PLAN SAMPLE

ObjectiveTo create content and distribute using social media tools and platforms to promote the events, performances, shopping and restaurant opportunities in Downtown Cincinnati from Thanksgiving through New Year’s Eve.

Toolso Create and Update a Facebook Fan Page (Downtown Holidays)

Mindy, Emilie, Jackie to serve as administratorso Set up Twitter account and invite followers to learn about “hot tips from

Downtown Cincinnati on celebrating and shopping for the holidays” We will use Twitter mail to provide content GDC will populate and invite followers regularly

o Provide a schedule for flip videos and contento Create a Youtube channel for the Downtown Cincinnati Holidays to post videos:

“hot tips from Downtown Cincinnati on celebrating and shopping for the holidays in 60 seconds” as well as earned media coverage (TV interviews)

o Add Facebook, Youtube and Twitter icons to home page of DCI web site to encourage traffic

o Upload weekly media alerts to MomsLikeMe.com, Cincinnati.com profile Discuss holding a MomsLikeMe.com event at the Ice Rink or a free

holiday event

Editorial ScheduleWeek of November 3

Create Facebook page and Fan Page, begin inviting Friends Create Twittermail account using Friend Feed to the Facebook page, begin inviting

followers Create Youtube.com channel; post TV spot as first upload

o Purchase flip cameras for DCI staff

Week of November 10Facebook.com

Check page daily to invite/confirm friends Create event pages for the following major events:

o Light Up the Squareo Downtown Dazzleo Fountain Square Ice Skating Rinko Trains, Gingerbread Houses, oh myo Afternoon Tea in Downtown Cincinnatio Radio City Christmas Spectacular


o New Year’s Eve at the Ice Skating Rink

Post photos of Downtown holiday activities under notes with a topic for each:o Downtown Diningo Downtown Shoppingo Family Fun Holiday Traditions in Downtown Cincinnati

Twitter.com Using Tweetscan.com, do a daily scan on search word: downtown Cincinnati/Cincinnati

holidays to see if there is buzz, concerns, questions and reply Discuss the Downtown Digital Media Network with Twitter and on Facebook with tweets

on the launch, what people want to see

Week of November 17Facebook.com

Check page daily to invite/confirm friends Link to other downtown businesses, arts organizations, etc. who are on Facebook to

create a community


holidays to see if there is buzz, concerns, questions and reply Discuss the Downtown Digital Media Network with Twitter and on Facebook with tweets

on the launch, what people want to see

Week of November 24: LAUNCH DIGITAL MEDIA NETWORKFacebook.com

Check page daily to invite/confirm friends Post new photos of Downtown holiday activities under notes with a topic for each:

o Downtown Diningo Downtown Shoppingo Family Fun Holiday Traditions in Downtown Cincinnatio Free and Fun for the Holidays in Downtown Cincinnati

Youtube.com Film and post :60 video on hot tips for enjoying Light Up the Square with Bill

Donabedian/Kelly Leon (Monday) Film and post the Duke Energy trains getting ready (Wednesday) Film and post :60 video on Santa Claus at Macy’s (Friday) Film and post :60 video on the unveiling of the Rookwood plaque at artist signing (Friday)


holidays to see if there is buzz, concerns, questions and reply Send tweets on new video posts, the opening of the ice skating rink, Light Up the

Square, carriage/trolley rides, Duke Energy trains


MomsLikeMe.com/Cincinnati.com Update thread on free things to do for the holidays in downtown for this week

Week of December 1Facebook.com



Youtube.com Film and post :60 video on “Ice Skating at Fountain Square” (Monday) Film and post :60 video on “Hot holiday gifts from Tiffany & Co.” (Thursday) Film and post :60 video on “The Perfect Host/Hostess Gift for a Holiday Party” with Brian

Himmel, City Cellars (Friday) Film and post :60 video on the first Downtown Dazzle (Saturday)

Twitter.com Using Tweetscan.com, do a daily scan on search word: downtown Cincinnati//Cincinnati

holidays to see if there is buzz, concerns, questions and reply Send tweets on new video posts, the opening of the ice skating rink, Downtown Dazzle,

carriage/trolley rides, retail/restaurant deals





Youtube.com Subscribe to the Cincinnati Ballet’s webisode for Nutcracker (Wednesday) Film and post :60 video on Caroling from the Gateway (Thursday) Film and post :60 video from Redsfest (Friday) Film and post :60 video during a carriage ride (Saturday)

Twitter.com Send tweets on the opening of the ice skating rink, Downtown Dazzle, Redsfest,


MomsLikeMe.com/Cincinnati.com


Update thread on free things to do for the holidays in downtown for this week


Check page daily to invite/confirm friends Post photos of Downtown holiday activities under notes with a topic for each:


Youtube.com Film and post :60 video on “Afternoon Tea in Downtown Cincinnati” (Monday) Film and post :60 video on “What Men Want for Christmas with Jim Elkus” (Wednesday) Film and post :60 video on “What Women Want for Christmas with Shirley Hoffman (Friday)

Twitter.com Using Tweetscan.com, do a daily scan on search word: downtown Cincinnati//Cincinnati

holidays to see if there is buzz, concerns, questions and reply Send tweets on new video posts, the opening of the ice skating rink, Downtown Dazzle,





o Downtown Diningo Downtown Shoppingo Family Fun Holiday Traditions in Downtown Cincinnatio Free and Fun for the Holidays in Downtown Cincinnati o New Year’s Eve in Downtown Cincinnati (new page)

Youtube.com Film and post :60 video on “Last Minute Holiday Shopping Ideas” with Shirley Hoffman,

Macy’s (Monday) Film and post :60 video on “Gifts from the CAC Shop” with Stacey Czar (Tuesday) Film and post :60 video on “Where to buy gifts on Christmas Eve” with TBD (Wednesday)

Twitter.com Using Tweetscan.com, do a daily scan on search word: downtown Cincinnati to see if

there is buzz, concerns, questions and reply Send tweets on new video posts, last minute shopping deals, ice skating rink open on

Christmas Day






Youtube.com Film and post :60 video on “Family fun activities during winter break in Downtown

Cincinnati” with TBD (Monday) Film and post :60 video on New Year’s Eve on Fountain Square (Tuesday)

Twitter.com Using Tweetscan.com, do a daily scan on search word: downtown Cincinnati to see if

there is buzz, concerns, questions and reply Send tweets on new video posts, free family fun events during winter break, New Year’s

Eve events/deals


MeasurementWe will measure the following in a scorecard format at the end of the campaign:

www.downtowncincinnati.com unique page visits # of Facebook fans # of Youtube videos uploaded/viewed # of Twitter followers/# of posted messages


Your Digital Media Network

Why don’t we call it a Social Media Network?We call it a Digital Media Network because you might be using more than just social media tools, i-tunes, podcasts, videos, etc. Digital is more encompassing.

Objective of Your Network

Target Audience(s) (who do you want to reach?)You might begin with: who are our Top 100 Influencers?

Campaign or Brand Name/Subject Matter (what do you want to promote?)

Timeline for Campaign? (launch date, completion date? Or is it a general brand awareness campaign?)


Which platforms will you use and how?:Facebook.com

Youtube.com

Linkedin.com

Twitter.com

Flickr.com

Blogger.com

Others:

How will you promote your social media campaign in your traditional media campaigns?

How will you measure the campaign?


Social Media Resources/Links to Visit

Barack Obama and Social Media Case Studyhttp://www.viralblog.com/social-media/case-study-the-full-barack-obama-strategy/

Social Networking More Popular than Emailhttp://mashable.com/2009/03/09/social-networking-more-popular-than-email/

Social Media for Business: Do’s & Don’ts for Sharinghttp://mashable.com/2009/02/27/social-media-for-business-2/

Using Social Media for Social Goodhttp://www.susanmernit.com/blog/2009/03/case-study-using-social-media.html

How to Measure On-Line Influencehttp://mashable.com/2009/03/02/measuring-online-influence/

Check out these web sites using Social Media:

Skittleshttp://skittles.com/?mm=12&dd=03&yy=1969&terms=on&x=34&y=13

H&R Blockhttp://digits.hrblock.com/

Fast Company Magazinehttp://www.fastcompany.com/

Saint Arnold Breweryhttp://www.saintarnold.com/


http://www.saintarnold.com/

http://www.fastcompany.com/

http://digits.hrblock.com/

http://skittles.com/?mm=12&dd=03&yy=1969&terms=on&x=34&y=13

http://mashable.com/2009/03/02/measuring-online-influence/

http://www.susanmernit.com/blog/2009/03/case-study-using-social-media.html

http://www.susanmernit.com/blog/2009/03/case-study-using-social-media.html

http://mashable.com/2009/02/27/social-media-for-business-2/

http://mashable.com/2009/03/09/social-networking-more-popular-than-email/

http://mashable.com/2009/03/09/social-networking-more-popular-than-email/

http://www.viralblog.com/social-media/case-study-the-full-barack-obama-strategy/

http://www.viralblog.com/social-media/case-study-the-full-barack-obama-strategy/

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Social Media 101 Manual

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