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The Strategist and Social Media
Kami Watson Huyse, APR
“Strategy” by Joey Gangoza, Flickr
The More Things Change…
The More They Stay the Same
On Junior Staff…
agilliam Says: October 12, 2008 at 9:33 am
“I find it interesting that social media is something our generation is assumed to know everything about. Since it is new, and hip, and somewhat started by myspace, it seems taken for granted that we know how to work it professionally. For most of the students in class, however, this is the first experience actively engaging in social media professionally (it is for me).”
Corporate Control is a Myth
“You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.”
- Joe Ragan, NewsradioAs quoted in “Groundswell” by Charlene Li and Josh Bernoff
10 Risks of Engagement
From Communication Overtones, Kami Huyse
Are You Listening?
Photo by Niclas Lindh, Flickr
Social Anthropology
Listen (Research)
• Free tools: Technorati, Google Blogs, RSS feeds loaded into Google Reader, FeedDemon, etc.
• Paid Tools: Radian 6, DIY Dashboard and others
The Connected Corporation
From “The 5 Competencies of the Connected Corporation,” Communication Overtones, http://twurl.nl/ojcxsv
Participate (Planning)
• Join• Comment• Cross link• Build relationships
Social Etiquette
1. Transparency2. Privacy3. Disclosure4. Truthfulness5. Credit
David Scott Meerman, The New Rules of Marketing and PR
One Bloggers View
Some Advice“To his credit one of the PR dudes came up to me after the session and asked ‘How should we pitch to mommy bloggers?’ And I said, "Tell me you looked up my stats on Alexa. Tell me you picked me because you *think* I may be influential. Tell me that you know mombloggers get pitched to all the time but that you'd *pretty please* like me to listen to you. Just don't bullshit me by telling me 'you read my blog.' I know you don't.”
- Stefania Pomponi Butler, founder and owner of the CityMama™ and Kimchi Mamas
POST Process
People
Image by Samantha Campbell, Flickr
Define Your Stakeholder
Technographics: Women 55+
Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com., http://tinyurl.com/2vv3dv
Objectives
Measureable Objectives
From Communication Overtones, Triad of Measurement, http://twurl.nl/p4uq4j
Contribute (Implement)
• Content• Values/Culture• Experiences• Resources
Strategy
“Ask not what your [community] can do for you, but what you can do for your [community]”
From Communication Overtones, “Setting Relational Objectives,” http://twurl.nl/1y7p7r
Common Strategies
The Face of an Organization
The Passionate EnthusiastThe Inspired InventorThe Smart ListenerThe Likeable HeroThe Underdog
From Personality Not Included, by Rohit Bhargava
@netsolcares
NetSol Evaluation
Rubbermaid/Newell
Rubbermaid/Newell
Rubbermaid/Newell
Tactics and Tools
Seven Types of Social Media
From “The 7 Categories of Social Media,” Communication Overtones, http://twurl.nl/7bvhzz
Hot Online Communities
• Facebook• Twitter• LinkedIn• Plaxo
• Ning• BlogHer• Kirtsy• Digg
Image by Brian Solis, http://tinyurl.com/6ex3fx, Flickr
10 Blogging Tactics
From “10 Ways to Improve Your Corporate Blog,” Communication Overtones, http://twurl.nl/bjjju2
Beyond Blogs
• Viral video• Podcasting• Specialized communities• Advisory groups• Ratings tools• Existing communities• Tie-ins with events or happenings• VIP events
A Word About Ethics
• Astroturfing• Misrepresentation• Intellectual Property• Pay-per-Post• Sponsored posts
Free Measurement Tools• Technorati (number of links, “authority”)• Del.icio.us (quality and type of coverage)• Google Analytics (site statistics)• Veoh (video views on all platforms)• Flickr (photo views)• Feedburner (subscribers)• Google Blog Search (Poor man’s clipping service)• Yahoo Pipes (manage RSS)• Compete, Alexa (traffic)• Quantcast (ratings and demographics)
Paid Measurement Tools
1. The DIY Dashboard (link)2. Radian6 (link)3. BuzzLogic (link)4. Jeremiah’s List (link)
More Measurement Resources
• Kami’s Measurement Tag• Jeremiah’s list of monitoring tools• Free and Low-Cost Ways to Measure• Book: Measuring Public Relationships, Katie Paine• Calculating the ROI of Blogging, Charlene Li• Constantin Basturea’s ROI tag• Jeremiah Owyang’s Social Media Tag• Trinity of Analytics, Avinash Kaushik• Institute for Public Relations, Measurement
BIBLIOGRAPHY– Naked Conversations, Robert Scoble and Shel Israel– The New Rules of Marketing and PR, David Scott
Meerman– Now is Gone, Geoff Livingston– Measuring Public Relationships: The Data-Driven
Communicators Guide to Success, KD Paine (purchase at www.measureofsuccess.com)
– Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get it Back, Rohit Bhargava
– Groundswell, Charlene Li and Josh Bernoff
Resources
myprpro.com/resource-links
Kami Watson Huyse, APRPhone: (713) 568-5750
E-mail: [email protected]: kamichat
Blog: Communication OvertonesWeb site: www.myprpro.com
