SOCIAL MEDIA 101 ©Red Shoes PR, Inc.

OUTLINE

1.  What is Social Media?

2.  Why You Should Care

3.  Forms of Social Media

  Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking

4.  Managing & Using Social Media

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OUTLINE

1.   What is Social Media?

2.  Why You Should Care

3.  Forms of Social Media

  Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking

4.  Managing & Using Social Media

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WHAT IS SOCIAL MEDIA?

  Internet-based tools used for sharing and discussing information among people

  Activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.

  Information depends on the varied perspectives and "building" of shared meaning among communities

Wikipedia

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SOCIAL MEDIA IN PLAIN ENGLISH

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http://www.youtube.com/watch?v=MpIOClX1jPE

SOCIAL MEDIA = NETWORKING

Think of Social Media as a typical networking happy hour event…

 Everyone is looking to network and meet others  Everyone has something to sell but you can’t be

pushy  Listen to what others have to say  Ask them about themselves and their business   Inform them about what you do and what you

offer  Tell others about them

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SOCIAL MEDIA: BUILDING RELATIONSHIPS

 Ability to start and/or continue the conversation online before or after an event

 Learn more about the person

 Stay in touch easier and more personally

 Real-time status updates

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WEB 1.0 INFORMATION GATHERING

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WEB 2.0 INTERACTIVE

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OUTLINE

1.  What is Social Media?

2.   Why You Should Care

3.  Forms of Social Media

  Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking

4.  Managing & Using Social Media

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WHY YOU SHOULD CARE

1.  Shift in power from large companies to individuals

2.  Social media is not just online 3.  Transparency 4.  Many forms 5.  Decentralized and real-time

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SEO

 Keyword research lays foundation

 According to Hubspot.com, the best keywords are relevant to your business, searched often and non-competitive

 Done correctly, research will involve an investment of time and money

 Once keywords are identified, they should be seeded in blog posts, tags, releases, page titles, site copy (one every 150 words)

 Keyword research is continuous as competition and available space continues to shift 12

CASE STUDY 1 99DESIGNS.COM

  99Designs.com

 Site matching freelance designers with those seeking affordable, fast work

 Allows companies/individuals to post projects and designers submit design work.

 Cuts out the middle-man

 Users can rate and comment on designs to help companies/individuals make a decision

 Components: creative brief, name fee, solicit designs, pick from offered creative 13

CASE STUDY 2 PEPSI CO. & FRIENDFEED

 Pepsi is rolling out a new brand identity  To introduce the new brand they sent a package

to 25 influential bloggers  Set up a Pepsi Cooler FriendFeed room where

Pepsi reps held and monitored discussions around the new look

 Pro: Pepsi understood the power of social media  Con: they monitored comments, defeating the

purpose of social media

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CASE STUDY 3 MO MARKETING

 SHIFT Communications promoted Canadian Club Whiskey’s new campaign virally   Blog -

http://www.pr-squared.com/2008/10/mo_marketing.html

  Microsite - http://www.movember.com/   Facebook app - http://apps.facebook.com/ccmovember/

  “Creating Facebook applications is not the type of service you’d normally expect from a PR agency. Yet as our industry evolves, small-scale application development projects like this one may become one of a host of advanced services that we’d never expected to tackle,” Todd Defren

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OUTLINE

1.  What is Social Media?

2.  Why You Should Care

3.   Forms of Social Media

  Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking

4.  Managing & Using Social Media

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FORMS OF SOCIAL MEDIA

 Video Sharing  Photo Sharing  File Sharing  Blogs  Micro Blogs  Social Networking  Social Bookmarking

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VIDEO, PHOTO & FILE SHARING

 Web sites that allow videos, photos & files to be posted and shared

 Typically free

 User-Generated

 Terms: viral video, tags, comments, internet celebrities

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VIRAL VIDEO EXAMPLE

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http://www.youtube.com/watch?v=qg1ckCkm8YI

PHOTO SHARING EXAMPLE

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FILE SHARING EXAMPLE

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BLOGS

  Web site   Platforms: Blogger.com, Blogspot.com, Wordpress.org   Maintained by an individual or an organization   Share content (written, images, video, etc.) in reverse-

chronological order through “posts”

  Types: social, corporate, genre (fashion, political, travel, etc.)

  Informally written typically using acronyms

  Typically allow comments   Terms: blogosphere, internet celebrities, blogger

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BLOG EXAMPLES

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BLOG EXAMPLES

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INTERNET CELEBRITY: MARIO ARMANDO LAVANDEIRA, JR.

25 •  Salary = over $800,000/yr •  Stands for Blogger rights

DOS & DON'TS OF BLOGGING

 Follow other blogs daily

 Post comments on other blogs

  Include an RSS feed   Include photos &

video  Update 2-3 times/

week  Promote other blogs

 Write long posts  Block comments  Push your blog/

company on other blogs

 Plagiarize   Ignore comments on

your blog

Do Don’t

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MICRO BLOGS

 Mini Blog maintained my multiple authors

 Updates: 140 characters or less

 Used for file and information sharing and gathering

 Topics: political, social, professional

 Platforms: Twitter.com, Yammer.com, Pownce.com

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MICRO BLOG EXAMPLES

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MICRO BLOG EXAMPLES

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SOCIAL NETWORKING SITES

 Online communities of like-minded people  Purpose

  Social: stay in touch, build relationships

  Professional: network, build clientele, find jobs, post jobs

 Components: photos, profile, status, messaging, events, groups, network webs

 Platforms: Facebook.com, Myspace.com, Linkedin.com

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FACEBOOK EXAMPLE

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LINKEDIN EXAMPLE

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SOCIAL BOOKMARKING SITES

 Web site  Used to store, organize, search and manage

bookmarks  Can be shared publicly or privately  Store using tags instead of traditional folders  Sites can be ranked based on how many times a

site has been bookmarked by users  Keywords: tags, tagging  Platforms: del.icio.us, digg, reddit

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STUMBLEUPON EXAMPLE

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REDDIT EXAMPLE

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OUTLINE

1.  What is Social Media?

2.  Why You Should Care

3.  Forms of Social Media

  Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking

4.   Managing & Using Social Media

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ELEMENTS OF SOCIAL MEDIA

Equal Elements

Monitor

Participate

Publish

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STEP 1: MONITOR

 Set up an RSS feed   RSS: Really Simple Syndication   Google Reader

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GOOGLE READER SET-UP

 www.google.com/reader

 Log-in to Google email or create new one

 Begin subscribing to blogs

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STEP 1: MONITOR CONT…

 Sites to monitor when beginning to formulate strategy   Twitter   Facebook   LinkedIn   FriendFeed   Stumbleupon   del.icio.us   Reddit   Digg   Flickr   Blogs (Technorati)   Many more… 40

STEP 2: PARTICIPATE

 Determine strategy   Video, Photo & File Sharing   Blogs   Micro blogs   Social Networking   Social Bookmarking

 Begin setting up accounts on selected social media sites   Determine username

  Ex: JessDennis, RedShoesPR, LisaRedShoesPR

  Check availability of your username: www.usernamecheck.com

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WWW.USERNAMECHECK.COM

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STEP 3: PUBLISH

 Share content through social media   Start your blog   Set up microblog accounts   Create a facebook page   Set up a flickr account   Tag important sites on digg and del.icio.us

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BLOGGING

 Use a platform such as Typepad.com

 Do not use Blogger.com, Blogspot.com, wordpress.org

 Blog 2-3 times/week  Blog Search Engines: Technorati or Google Blog

Search  Be an active blogger, post comments to other

blogs

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BEST PRACTICES

 Usernames should be personal and could include company name

 Use a photo of yourself for profiles, not a logo

 Following people

 Share information

 Rule of thumb: do not update more than every 15min on twitter

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SOURCES

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http://en.wikipedia.org/wiki/Social_media http://www.youtube.com/watch?

v=MpIOClX1jPE http://www.hubspot.com/ http://www.twitter.com/

http://www.pownce.com/ http://www.facebook.com/ http://digg.com/ http://technorati.com/ http://www.youtube.com/ http://www.linkedin.com/ http://flickr.com/ http://99designs.com/

http://friendfeed.com/ http://friendfeed.com/search?q=pepsi

+coolerhttp://www.pr-squared.com/2008/10/mo_marketing.html

http://www.movember.com/ http://apps.facebook.com/ccmovember/ http://www.yammer.com/ http://www.stumbleupon.com/ http://delicious.com/

http://www.slideshare.net/ http://en.wikipedia.org/wiki/File_sharing http://en.wikipedia.org/wiki/

Photo_sharing http://en.wikipedia.org/wiki/

Video_sharing http://en.wikipedia.org/wiki/Will_it_blend http://www.youtube.com/watch?

v=qg1ckCkm8YI http://www.blendtec.com/

SOURCES

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http://flickr.com/search/?q=red+shoes+pr https://www.blogger.com/start http://wordpress.org/ http://en.wikipedia.org/wiki/Blogs http://www.chrisbrogan.com/

http://www.marketingovercoffee.com/ http://perezhilton.com/ http://www.yammer.com/ http://www.myspace.com/ http://reddit.com/ http://www.google.com/reader/ http://www.usernamecheck.com http://www.tinyurl.com/

http://www.youtube.com/watch?v=MpIOClX1jPE

http://www.youtube.com/watch?v=qg1ckCkm8YI