october 24_white paper overview_social media info

JOURNALISM 370 October 24, 2011

MEDIA KIT OVERVIEW

You will turn in a media kit for your client.

• A pitch letter is required.

• A press release is required.

• A memo explaining your process will be required.

• Everything else is up to you.

MEDIA KIT OVERVIEW

Class presentations focus on your client and client’s event.

• This is your chance to host a press conference.

• This is your chance to explain why you did what you did.

• This is your chance to field questions.

• Presentations should not exceed ten minutes.

MEDIA KIT GRADING• Your press release will be worth 200 points.

• Every other component of your media kit will be worth 100 points.

• Your presentation will be worth 100 points.

• Your score will reflect 25% of your final class grade.

• Class presentations are the week of November 7.

• Your media kit is due Monday, November 14 at 5 p.m.

• You’re welcome to get this done earlier.

MEDIA KIT GRADING

Same grading rules apply.

• Did you follow format?

• Grammar.

• Solid lead.

• Your writing reflects your methodology.

Presentation

• Slide visibility and flow.

• How did you present your client?

• How well was your client researched?

• How did you handle questioning?

FINAL WHITE PAPER

White papers help companies explain and define their brand.

• What are they doing well?

• What are they doing differently than others?

• What have they learned that can help people?

FINAL WHITE PAPER

Your white paper will explain what you learned in class this quarter and how it applies to your career. Good white papers will include the following components:

• Textbook materials

• In class discussions

• Material I covered outside of class

• Guest speakers

• Working with a real client

FINAL WHITE PAPERHOW WILL I GRADE YOU?

• Was it comprehensive?

• Did you take the material and apply it to your future career or the client you worked with during the quarter?

• Organization

• Is it easy to follow?• Can I glance at the document and quickly find information on

a subject matter?• This should be your Cliff Notes guide for future reference.

• Grammar

FINAL WHITE PAPERIN CLASS ASSIGNMENT

• Email three examples of white papers you like and why you like them.

• Send them to [email protected] by the start of class Monday, October 31, 2011.

• Search company websites and some of the blogs mentioned in class.

IF THERE IS ONE THING YOU REMEMBER FROM THIS PRESENTATION, WHAT IS IT?

Social media is a valuable tool in any marketing campaign. It is not the entire toolbox.

SOCIAL MEDIA OVERVIEW

There are five themes you or a client should be aware of before ever creating a social media presence:

1.This is a marathon, not a sprint.

For every Ted Williams viral bonanza, there are millions of Ed Williams videos nobody every sees. Social media is a long term investment.


2. Content is king.

• Finding that content isn’t easy.• You will swing and miss.• Once you find the kingworthy content, measured results

aren’t a matter of if, but when.


3. Be transparent

• It’s not the lie. It’s the cover up.• It’s not a matter of if you get caught; it’s when.• How you apologize is almost as important as what you do

wrong.


4. It’s OK for people to think you’re not any good.

• It's been 5+ weeks since @aepohio cut branches down that were lying on our power lines. They still have not cleaned up our yard. Unreal.

• @marksubel Gosh Mark, drop me a note @ [email protected] & I'll put you in touch with someone you can discuss the matter with.

• Just want to say thanks to @aepohio for quickly resolving our concern from last week. Very professional & courteous. Thanks @aepohio


5. The biggest mistake you can make is not being there.

• 650 million people are going to be on Facebook.• A new person joins LinkedIn every second.• Twitter still sees triple digit growth.

SOCIAL MEDIA RESEARCH• How many people are searching for your product through

Google?

• How is your product seen on Twitter?

• How is your product seen on Facebook?

• How is your product seen on YouTube?

• How much time can you devote?

• 30-60 minutes of Facebook.• 1-2 hours on Twitter.• As much time as it takes to write a good blog post.

BLOGGING AS A SOCIAL MEDIA FOUNDATION

• Blogging is like a good stock: it should grow in time.

• Blogging offers reasons to post on Twitter and Facebook.

• Blogs force you to stay fresh and relevant.

• Blogging can make you an authority.

• Blogging helps with SEO.

• Link Building• Internal Traffic

SOCIAL MEDIACREATING A FAN BASE

Have a good offline product

• If you sell a bad product with terrible customer service, it doesn’t matter how cool your Facebook page is.

• If you have a product people like and have loyalty towards, results will follow

• Zappos shoes has 90,000 followers.

• Crocs have 232,000 followers.

• Nike has millions of followers.


• Start small.

• You have 10 friends.• Your 10 friends probably have five friends interested in the

same kind of item.

SOCIAL MEDIA CREATING A FAN BASE

Follow bloggers relevant to the industry

• www.technorati.com• www.wordpress.com• www.blogged.com• Each of these bloggers will have a Twitter handle, a

LinkedIn profile and a Facebook page. Follow those folks.• Each of these bloggers will have a list of bloggers they

like. Like those folks.

SOCIAL MEDIACREATING A FANBASE

How do you get followers on Twitter to follow you?

• Follow people you’re genuinely interested in. Chances are, they will follow you back.

• Follow people based on industry and area; they are more likely to follow you back.

• www.wefollow.com

• www.twellow.com

• www.nearbytweets.com

• Follow lists.• Follow friends of friends.• @reply as often as you tweet. This is a conversation.

SOCIAL MEDIACREATING A FANBASE

Get out, talk to people and make yourself an expert:

• Answer questions on Yahoo answers• Answer questions on Quora.• Answer questions on LinkedIn.• Answer questions on Twitter.• Start commenting on influential blogs.• Ask people if you can guest post on said blogs.


Integrate social media into overall marketing campaign.

• Explain Facebook presence on website.• Document social media presence in all current forms of

outreach.• Tell people why they should follow your page/handle.

SOCIAL MEDIAWHY SHOULD THEY FOLLOW US IN THE FIRST PLACE?

• Contests

• Questions

• Poll questions/survey

• Coupons

• News

WHY ARE PEOPLE FUSSY ABOUT SOCIAL MEDIA?

• People will say bad things about me.

• They already are.

• You have the ability to hear those concerns.

• You have a power to remedy those situations.

WHY ARE PEOPLE FUSSY ABOUT SOCIAL MEDIA?

• People will say things that are too private.

• You can create privacy guidelines because you respect people’s privacy.

• You can move the conversation offline.

• You have to monitor your page.

CREATING A SOCIAL MEDIA PLAN

• Develop a schedule to publish content.

• Make sure it’s realistic.

• Follow the map.

STUDY THE MAP.

• Plan

• Do

• Study

• Act

october 24_white paper overview_social media info

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