wim presentation 2 11 10

Social Networking Strategies for Business

#wim10

Sarah EvansSevans Strategies

@PRsarahevanssarah@sevansstrategy.com

Social networks

TwitterFacebookLinkedinUstreamYouTube

Flickr

If you have a great product, engaged staff and a strong strategy, social

media is another resource:

Marketing +Communications +

Advertising +Social Networks =______________Outreach and PR

A quick case study…

February 10, 2010 @ 4:00 a.m.

Earthquake

Twitter(4:01 a.m.)

Searched(4:02 a.m.)

Responded(4:07 a.m.)

Informed(4:15 a.m.)

Direct messaged (DM)(4:25 a.m.)

CNN iReport(5:00 a.m.)

Cell phone rings(5:04 a.m.)

Jen Preston (@nyt_jenpreston) social media editor, New York Times

Directs people to MY feed(5:10 a.m.)

Article goes live(5:15 a.m.)

Front page, NYTimes.com

Cell phone rings AGAIN(6:15 a.m.)

Katie Hawkins-Gear, associate producer, CNN iReport

Directs people to MY iReport(6:30 a.m.)

Updated report with quote(6:40 a.m.)

Front page, CNN.com(6:40-ish a.m.)

Resulted in:(as of 3:42 p.m. February 10)

Ultimate result?

5 new business inquires in 4 hours.

This was my goal in action.

I want to be viewed as a trusted resource…especially in terms of ways to use online networks

and social media to communicate.

DISCLAIMER:

These results are not typical. Unless, of course, you’re the guy who took the “Miracle on

the Hudson” Twitpic.

What do you want to accomplish?

• Build business• Establish yourself as an expert• Connect with peers• Listen to what people are saying• Spy on a competitor• Meet bloggers and journalists• Other

“Getting started”

• Identify what networks you want to join (stick with 1 or 2)

• Know what you want to accomplish– Public relations– Fundraising

• Develop a strategy – Emergence– Sustainable– Exit

• Ask: Do I need a social media policy?– 70% of companies don't have a social media policy (source)

If you only had an hour…*A recommendation, may change for your business.

• Monitor• Manage• Read, respond and share• Publicize• Routine/habits• Measure

MONITOR (your brand)

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

• Create a digital dashboard

• Addict-o-matic. It pulls in online mentions across platforms like Twitter, YouTube, Bing, FriendFeed, etc.http://addictomatic.com

How do you monitor?

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

Tweetdeck: Desktop and App

How do you monitor?

• Gather information and benchmark data about your blog or Web site

• Set up Google Analytics to review web stats (weekly)

• Check Quarkbase to get a snap shot of your blog (monthly) - http://quarkbase.com

Yes, that will take LONGER than an hour.

MANAGE CONTENT, SIMPLIFY

Create a tactic grid

Aggregate Media

Why? It gives you material to read, comment, share, pitch

• Traditional media• Online influencers• Bloggers

PUBLICIZE

How do you garner additional media? <for free>

• Sign up for Help a Reporter Out (@helpareporter) http://helpareporter.com

• Add the following to your press release strategy:– Social media release via @Pitchengine

http://pitchengine.com– Chicago Tribune Local– CNN iReport (when applicable)

Develop a habit

Example: Twitter

• Review follower list and identify people to follow back (one time, daily)

• Review lists you’ve been added to, decide whether or not to follow (one time, daily)

• Respond to those you mentioned or replied to you (two to three times, daily)

• Check and respond to direct messages (DM) (two times, daily)

• Read “home” stream and identify people to retweet (RT) and/or respond (two times daily)

• Identify new people to follow (two to three times weekly)

Example: Facebook

• Review friend requests (one time, daily)• Review invitations for events, fan pages and applications you’ve

received (one time, daily)• Respond to posts, mentions or to those who write on your wall

(two to three times, daily)• Check private messages and respond when appropriate (one

time, daily)• Read “news” page and identify posts to “like” or comment on

(two to four times, daily)• Identify new people to friend or to suggest your fan

page/group/event(two to three times, weekly)

Measure

“The problem with trying to determine ROI for social

media is you are trying to put numeric quantities

around human interactions and conversations, which

are not quantifiable.” – Jason Falls (@jasonfalls)

NEW metrics.

What are your CONVERSATION goals?

• Incoming traffic from links• Number of people subscribed to RSS• Online sentiment• Track backs or linked conversations• Comments, retweets, etc • Increase in anything• Survey

Think ROE – Return on Engagement

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)

• 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)

• Addict-o-matic – Digital dashboard (http://addictomatic.com)

• Blog Pulse – Supplement to Google Alerts to find mentions in blog posts

• 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)

Questions?

Sarah EvansSevans Strategies

@PRsarahevanssarah@sevansstrategy.com