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Social Media404 Brown Bag Series

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John Sheridan
John Sheridan

These slides are the micro version of a Lunch & Learn for PR & Communications.

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Brown Bag Social Media THE Lunch and Learn Series November 2008 SocialMedia404.com
Hello! My Name Is
.
Lunch & Learn: SM To Go What is it? Why should you (or your clients) care? How it’s being used => for profit, not for profit Impacts for Public Relations & Communications How to get there
Some (Brief) History “We’ll need to rethink a few things
” The Machine Is Using Us Jan 2007 http://www.youtube.com/user/mwesch
“Social Media is game changing. 
 it's shifting the power to define and control a brand from the traditional institution to the individual or community. 
 the ownership of all brands is gradually becoming the domain of the user. “ www.Radian6.com/cms/social_media flickr.com/photos/tonypeters
Internet Reach internetworldstats.com
Social Media General Trends +25% +15% +5% +50% +30% +30% +30% www.universalmccann.com
Fortune 500 Trends University of Massachusetts Dartmouth Center for Marketing Research
It’s not about technology
 flickr.com/photos/crystalflickr
Implementation still growing (e.g: widgets, measuring, ..) another dimension - “use” strategies (e.g: cross-posting, status donation, 
 flickr.com/photos/briansolis
it’s about interaction. flickr.com/photos/polandeze
wordle.net
but many
 
are afraid of change. flickr.com/photos/pictureperfectpose
Organizations: Making The Leap “Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers” start small => business case & pilot
People: once they have crossed Forrester’s “ecosystem” Creators = publishers Critics = commenter's Collectors = organizers Joiners = networkers Spectators = read & watch Inactives = no use for SM forrester.com/Groundswell/profile_tool.html
Social Media Is Everywhere  Healthcare  Education  Natural Resources  Non-profits  Hobbies & Special Interest  Business  Government  Arts & Culture  Environmental
non-profit Social Media flickr.com/photos/shawnzlea
Why? Advocacy Awareness Fundraising Inspiring action Influencing change
Non-Profit: Key Places To Begin nten.org wearemedia.org beth.typepad.com
Social Media for business flickr.com/photos/pagedooley
Why? Marketing PR/Communications Finance Sales Customer Service & Product Management Relations Collaboration & Recruitment and Retention Tele-working
Strategy
For-Profit: Key Places To Begin A List of Social Media Marketing Examples beingpeterkim.com/2008/09/ive-been-thinki.html 26 Free Social Media Tracking Tools marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html Everything You Need To Know socialmedia404.com/?page_id=256
All content must now be created and packaged in small pieces for easy mixing, sharing, consuming. flickr.com/photos/markhillary
flickr.com/photos/dantaylor
Your Strategies Go with the flow Ease into it; start doing it Think about (micro) replication Think about new interactions Think person first, institution second
Your Tactics pr-squared.com
OASIS Social Media 404’s OASIS: Obtaining ROI Objectives – determine what you want to achieve first. Audience – profile your audience. Strategy – pick a path that fits. Implementation – select the technologies. Sustainment – nurture. measure. adjust. flickr.com/photos/batega
Listening How To Measure: Listening my blog, forum, other blog(s), forum(s), external presence external presence(s) Aggregation, Interpretation, Adjustment “attention, “authority, participation” influence”* *beingpeterkim.com/2008/09/a-framework-for.html
“My” World
Traffic Source Information now travels... 
 at the speed of Twitter.
“My” Universe
and finally
 flickr.com/photos/Jsome1
5 Things You Can Do 1. Sign up for Twitter => follow & listen 2. Sign up for Seesmic => see how video conversations work 3. Sign up for LinkedIn => join a group 4. Set up some Google Alerts (you, your clients) 5. Mock up a Social Media Release
there remains much to discuss
 flickr.com/photos/ -bast-
Conversation SocialMedia404.com twemes.com/SM404

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Social Media404 Brown Bag Series

  • 1. Brown Bag Social Media THE Lunch and Learn Series November 2008 SocialMedia404.com
  • 2. Hello! My Name Is
.
  • 3. Lunch & Learn: SM To Go What is it? Why should you (or your clients) care? How it’s being used => for profit, not for profit Impacts for Public Relations & Communications How to get there
  • 4. Some (Brief) History “We’ll need to rethink a few things
” The Machine Is Using Us Jan 2007 http://www.youtube.com/user/mwesch
  • 5. “Social Media is game changing. 
 it's shifting the power to define and control a brand from the traditional institution to the individual or community. 
 the ownership of all brands is gradually becoming the domain of the user. “ www.Radian6.com/cms/social_media flickr.com/photos/tonypeters
  • 6. Internet Reach internetworldstats.com
  • 7. Social Media General Trends +25% +15% +5% +50% +30% +30% +30% www.universalmccann.com
  • 8. Fortune 500 Trends University of Massachusetts Dartmouth Center for Marketing Research
  • 9. It’s not about technology
 flickr.com/photos/crystalflickr
  • 10. Implementation still growing (e.g: widgets, measuring, ..) another dimension - “use” strategies (e.g: cross-posting, status donation, 
 flickr.com/photos/briansolis
  • 13. but many
 
are afraid of change. flickr.com/photos/pictureperfectpose
  • 14.
  • 15. Organizations: Making The Leap “Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers” start small => business case & pilot
  • 16. People: once they have crossed Forrester’s “ecosystem” Creators = publishers Critics = commenter's Collectors = organizers Joiners = networkers Spectators = read & watch Inactives = no use for SM forrester.com/Groundswell/profile_tool.html
  • 17. Social Media Is Everywhere  Healthcare  Education  Natural Resources  Non-profits  Hobbies & Special Interest  Business  Government  Arts & Culture  Environmental
  • 18. non-profit Social Media flickr.com/photos/shawnzlea
  • 20. Non-Profit: Key Places To Begin nten.org wearemedia.org beth.typepad.com
  • 22. Why? Marketing PR/Communications Finance Sales Customer Service & Product Management Relations Collaboration & Recruitment and Retention Tele-working
  • 24. For-Profit: Key Places To Begin A List of Social Media Marketing Examples beingpeterkim.com/2008/09/ive-been-thinki.html 26 Free Social Media Tracking Tools marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html Everything You Need To Know socialmedia404.com/?page_id=256
  • 25. All content must now be created and packaged in small pieces for easy mixing, sharing, consuming. flickr.com/photos/markhillary
  • 27. Your Strategies Go with the flow Ease into it; start doing it Think about (micro) replication Think about new interactions Think person first, institution second
  • 29. OASIS Social Media 404’s OASIS: Obtaining ROI Objectives – determine what you want to achieve first. Audience – profile your audience. Strategy – pick a path that fits. Implementation – select the technologies. Sustainment – nurture. measure. adjust. flickr.com/photos/batega
  • 30. Listening How To Measure: Listening my blog, forum, other blog(s), forum(s), external presence external presence(s) Aggregation, Interpretation, Adjustment “attention, “authority, participation” influence”* *beingpeterkim.com/2008/09/a-framework-for.html
  • 32. Traffic Source Information now travels... 
 at the speed of Twitter.
  • 34. and finally
 flickr.com/photos/Jsome1
  • 35. 5 Things You Can Do 1. Sign up for Twitter => follow & listen 2. Sign up for Seesmic => see how video conversations work 3. Sign up for LinkedIn => join a group 4. Set up some Google Alerts (you, your clients) 5. Mock up a Social Media Release
  • 36. there remains much to discuss
 flickr.com/photos/ -bast-
  • 37. Conversation SocialMedia404.com twemes.com/SM404