Social Media 101 -PodCamp Toronto 2009

Martin Waxman, APRPresident

Palette Public Relations Inc.February 2009

© 2009 Palette Public Relations Inc. All Rights Reserved.

The blogosphere – a view from above

A long time ago in a galaxy far away…

Canada circa 2005

How did we practice PR?

• We tried to build relationships with influencers

• We listened to our clients/organizations and came up with a communications plan

• We developed messages and media materials

• We created stories that we believed would resonate with our audiences/influencers

• We distributed materials and pitched media (print and broadcast)

• We monitored and evaluated results

So what changed?

A lot of people became reporters… and got very, very ‘social…’

What is social media?

• It’s similar to MSM (mainstream media) Influencers spread stories to an audience you want

to reach

• It’s different from MSM in that there are even less checks and balances and anyone can do it Facts? What facts?

• It can leap across traditional country borders in a single bound Link to MW article for International Public Relations

Association: http://www.ipra.org/detail.asp?articleid=902

Meet the new boss…

• Social media uses many of the same tools as MSM, except it’s mostly DIY (Giovanni Rodriguez)

• Cost of entry low, or practically non-existent Can use free online sites to set up a blog, Twitter, join a social

community

• Two way, more conversational, long-term commitment

• Word spreads fast online; need to stay connected

• Tag to be search-engine-relevant

Now vs Then

Blogging Writing and publishing

Podcast Radio/audio

Video TV

Virtual communities Actual communities

WWSharing Forums, bulletin boards and café culture (e.g. cup of coffee with friends)

Micro-blogging Instant messaging/telegram

The glue

Real Simple SyndicationRSS = subscribing

Blogger relations• Similar to conventional media relations

• Important to be transparent, honest, credible and conversational

• Don’t just pitch – build a relationship

• Join the community

• Never, ever spam a journalist

• Use Social Media News Release to distribute information Similar to traditional news release but with added features – links, visuals,

video, audio, quotes

• Consider social media newsroom on your website as useful media resource

Podcasts• Pre-recorded, downloadable audio shows• Self-produced using free software• Like blogs, can cover virtually any topic

PR Politics Beauty/fashion Cars Sports Entertainment Cooking Shopping You name it

• Industry examples: Inside PR For Immediate Release

Video

l

Virtual communities

White label community

WWSharing

delicious.com

The microsphere

• Telling your story in 140 characters or less• Like Facebook updates, IM• You follow and are followed• Index by hashtags• So many apps/widgets: twitterberry, tweetdeck,

twirl, tweme, twitterholic, qwitter• Search.twitter.com – monitor what’s being said• Twittionary – Wiki glossary of things Twitter

Search & measurement

• How do you find the things you’re looking for?

• And when you do, how do you determine ROI? Whether you’ve reached your influencers and had an impact on perceptions, behaviour?

• No definitive measurement tool…yet

Jumping in• Develop a social media strategy and then use the right tools

that help achieve your objective Not everyone needs to be a blogger, video producer, podcaster Don’t get caught up in the shiny, pretty things

• Become part of a community that means something to you Try it out Ask questions All it takes is a bit of clicking, patience and time

• Test and learn, repeat

• Don’t get lost in the traffic jam if your head is swimming, you’re probably headed in the right

direction; you will get there

Questions?

Contact: Martin Waxman mwaxman@palettepr.com

Blog: www.martinspalette.blogspot.com Twitter: @martinwaxman