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It's Timeto Optimize Your Social Media Strategy for Your Community…
Todd Van HoosearPrincipal, Fresh Ground Communications@vanhoosear #acuir1
It's Timeto Shorten My Presentation Titles…
Todd Van HoosearPrincipal, Fresh Ground Communications@vanhoosear #acuir1
It's Time!
Todd Van HoosearPrincipal, Fresh Ground Communications@vanhoosear #acuir1
That’s Better!
It's Timeto WAKE UP!
Good Morning!
It's Timeto LISTEN!
I need to ask some questionsYou should too
It's Timeto WATCH!
It's Timefor some CONTEXT!
Who is this guy?Why should you pay attention to him?
PR Professional with 16 years experienceSocial media early adopterNerd who takes offense to being called a geek
It's Timeto Take Social Media SERIOUSLY!
Guess where this was organized?
Here… And on Twitter… And SMS…
Yes, It's Timeto Take Social Media SERIOUSLY!
Not so seriously that you’re afraid of it…But seriously enough that you change more than just how you market
Three Questionsand an INTERJECTION!
What?
Why?
How?
BUT!!
What?
PublishingBlogs and splogsPhoto, video and audio-sharing sitesPodcasts and videocastsNews and RSS feedsMashups and widgets
CommunitySocial networksForumsBlog, video and audio commenting
CollaborationWikisGoogle DocsEvent management platforms
What: Kinds of Social Media
AggregationRSS readersSocial bookmarkingSocial tagging and folksonomies
PresenceMicroblogsLive journalsIM/SMSMobile location-based services
OptimizationSearch engine optimizationPress release optimizationNews room optimization
Blogs are changing how media companies do business, and some of them are going out of businessPodcasts and online video are disrupting traditional advertising modelsSocial media news releases and news rooms are changing how press releases are distributedSocial networks are connecting customers with companies, and empowering those customersWikis are taking collaboration to the next levelBlogs and microblogs are creating new opportunities to join the conversation
What: The Ultimate Disruptive Technology
The “Command and Control” PR model is deadHonesty and transparency are keyTiming is nothing, announcement-wiseEvent communities form way before events startCriticism is good, failure is acceptableEveryone’s a channel, and everyone is a criticMeasurement is becoming easierThe “Berlin wall” of information is fallingBig brands are devolving, personal brands are evolvingEverything is a commodity, except attention and trust
What? The Social Media Effect
Thanks to iCrossing for this quote
Social media is a force that cannot be ignored
Why?
Why?
Source: NASPA 2008 Profile of the American College Student
Why?
Why?
Why?
Because the Rules Have
CHANGED!
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
The New Rules of Marketing & PR
(Nearly) everything’s real-time(Nearly) everything’s online(Nearly) everyone’s a marketer(Nearly) everything’s outsourced(Nearly) everyone’s a freelancer(Nearly) everything’s measurable(Nearly) everything’s cheap or free
How: The New Reality of Marketing…
How: The Social Media Success Cycle
ListLurk
Listen
LearnLead
Leverage
How: The Three Cs
Content
CommunityConversation
How: Delegation of Responsibility
ControlTrust
1. I suffer from information overload already.2. So much of what's discussed online is meaningless. These forms of
communication are shallow and make us dumber. We have real work to do!
3. I don't have the time to contribute and moderate, it looks like it takes a lot of time and energy.
4. Our customers don't use this stuff, the learning curve limits its usefulness to geeks.
5. Communicators [bloggers, tweeters] are so fickle, better to stay unengaged than risk random brand damage. We don't want hostile comments left about us on any forum we've legitimized.
Source: Marshall Kirkpatrick’s “ReadWriteWeb”
But: 10 Objections to Social Media
6. Traditional media and audiences are still bigger, we'll do new stuff when they do.
7. Upper management won't support it/dedicate resources for it.8. These startups can't offer meaningful security, they may not even be
around in a year - I'll wait until Google or our enterprise software vendor starts offering this kind of functionality.
9. There are so many tools that are similar, I can't tell where to invest my time so I don't use any of it at all.
10. That stuff's fine for sexy brands, but we sell [insert boring B2B brand] and are known for stability more than chasing the flavor-of-the-month. We're doing just fine with the tools we've got, thanks.
Source: Marshall Kirkpatrick’s “ReadWriteWeb”
But: 10 Objections to Social Media
A Few Things
You Can Do to Get Started…
Add an RSS feed
Get your news “Dugg” to spread the word
Enable social bookmarking
+= More
relevant, findable, engaging news releases
Spruce up your news releases
Create and Cultivate a Network
Spread the Word
Get Instant Feedback
Start microblogging
Brand Yourself and Converse with Peers/Customers
Start a blog
Create Content
Place Your Clients in Front of a New Audience
Start a podcast or vlog
Share your photos…
MSM and New Media Feed Each Other
Create new, share old videos
Change how you manage events
