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Public Relations Association of Mississippi
November 10, 2008




Weaving the Social Web
Embracing the Rock Star Communicator’s Toolset
Ed Schipul
eschipul@schipul.com
www.schipul.com // www.brandtobedetermined.com
                                                 http://www.flickr.com/photos/restlessglobetrotter/2132076796/
“For a slender figure, reach for a Lucky instead of a sweet”


Selling cigarettes to women
Easter Parade,
       5th Avenue
             1929



Selling cigarettes to women using ‘Big Think’
What we’ll talk about...

  • PR stories (then and now)


  • Social Media tools


  • 4 Pillars of Social Media success
                                        http://www.flickr.com/photos/jkgroove/116773990/

  • 3 Motivations of People




Growing Community through online Communication
The steps for a successful PR campaign

     •Research

     •Strategic Planning

     •Implementation

     •Evaluation




Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
Let’s go back to 1923
Making friends with the ‘enemies of soap’
Let the children carve Ivory




                   http://www.flickr.com/photos/jim-in-times-square/222291503/
http://flickr.com/photos/eschipul/430975967/
And back to... 2008
    (like, a few months ago)
Red Bull soars with Art of Can




http://flickr.com/photos/coda/8875179/   http://flickr.com/photos/coda/8875186/




                                        http://flickr.com/photos/14922438@N00/305566359/
BARTENDERS        COMMUNITY
www.flickr.com/photos/laughingsquid/253927535/




          http://flickr.com/photos/crispyfried/2517882139/         http://flickr.com/photos/edwardleger/2148495301/
Product becomes works of art


                               http://flickr.com/photos/mlehet/1968214584/
So how did they do it?
Step 1. Research
Bernays:
Listens to a sculptor named Brenda Putnam
Red Bull:
Listens to their best sales people

                                     http://flickr.com/photos/sterlingely/sets/1750464/
The (new) Art of Listening

What are they saying to you?

                               www,technorati.com/watchlist
                                 Powerful Social Media search
                               engine watches for your terms and
                                         updates you




                                                www.google.com/alerts
                                                 Email updates for your
                                                  company name and
                                                       keywords




                                         http://alerts.yahoo.com
                                          Yahoo! alerts you of any
                                        occurrences of defined terms
                                                and names
Blogpulse Conversation Tracker: www.blogpulse.com/conversation
An idea is born
Step 2. Strategic Planning
Bernays:
Strategizes for a soap explosion (minus the bubbles)
Red Bull:
   Plans a Red Bull bartender / artist LoveFest

http://flickr.com/photos/theshizniz/2399720915/
3. Implement the PR action plan
                                  http://flickr.com/photos/notionscapital/2493066577/
Bernays:
Builds Community for strong presence

                                       http://www.flickr.com/photos/wallyg/451875425/
Bernays builds community

Communities and schools compete together


• Schools formed own
  teams

• Communities competed
  against each other’s best
  teams

• Local artists
  collaborated
Bernays builds community

Celebrity judges for soap sculptures

  • Top architects, artists
    and curators called to
    judge

  • Organizational board
    made up of heavy
    hitters in various
    industries

  • Museums and
    galleries called on for   http://flickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00
    participation and
    support
Bernays builds community

Newspapers and communities sponsor entrants

 • Free ads announcing
  contest in national
  papers

 • Sponsorships for
   travel and entry costs
   of local winners

 • Donations of soap and
   tools to schools and
   art groups
www.redbullartofcan.com




Red Bull:
Reaches out to grow teams and Community
The (new) Art of Community Building

Showing love in the Blogosphere

• Link love is a form of
  currency

• Share brain candy -

• Promote others within
  community

                                      Easy as:
It’s all about the Commotion




http://www.flickr.com/photos/spotrick/1661694268
Promoting the Big Event, generating the buzz
The (old) Art of Promotion

Broadcasting the message on paper and waves

• HUGE global write ups

• Free ads / radio spots

• Vocal support from
  various organizations:

     • Parenting
     • Community
     • Arts
     • Architecture
The (new) Art of Promotion

Let your community contribute their voice


                             www.youtube.com




 www.flickr.com



                                               http://del.icio.us
4. Evaluate your PR campaign
Ivory soap carving campaign outcome

Campaign longevity - over 50 years




                          http://www.ivory.com/PureFun.htm
Ivory soap carving campaign outcome

Carving soap on the Internet




http://www.youtube.com/watch?v=iouyusCpw0s




                                             http://www.youtube.com/watch?v=hyRnALkQMLk&feature=related
Schwaklakk Soap Carving Day - March 8th
www.schwaklakk.com

                                 http://flickr.com/photos/8032818@N08/2323370112/
Red Bull Art of Can campaign outcome

1,305,920 Red Bull Art of Can views




                      http://www.youtube.com/watch?v=d-HGLA6SvfQ
Red Bull Art of Can campaign outcome

Brand visibility galore - 10,000s photos on Flickr
                                                               http://flickr.com/photos/officebox/1184751975/




http://flickr.com/photos/marcel_patti/2406780315/in/pool-83404792@N00
Red Bull Art of Can campaign outcome

Follow the Micro-Blogging buzz

                                     www.tweetscan.com




                                                                    www.summize.com




                                                    www.twitscoop.com
Let’s take a quick breather!
Traditional (old) Media
Weaving the Social Web - Social Media Marketing with a PR twist
Social (new) Media
Weaving the Social Web - Social Media Marketing with a PR twist
Feel
overwhelmed?
    (me too)




               http://www.flickr.com/photos/rmx/312837476/
Social Media is a conversation...
... and groups you know are already participating!
But how do they do it?
User Generated Content rocks!
But what makes
a Blog a Blog?
A rather dry Blogging checklist

• Transparency
                                                                         Bored
• Conversational tone


• Genuine passion for a subject


• Feedback mechanisms
                                            http://www.flickr.com/photos/dcassaa/1331767481/


• Community participation and interaction


• Knowledge sharing
Blogging = PEOPLE!
Create your Personal Brand

• Keep it consistent EVERYWHERE


• Create an Avatar


• Add important links / personal
  brands to your email footers


• Promote your employee Personal
  Brands (www.schipul.com/
  happykatie)


                                   Happykatie!
Let’s Get Blogging!

• Set up a fast template
  Blog


• Start simple - match
  branding graphics later


• 5 posts before ‘launch’


                                     www.typepad.com
www.blogger.com

                            www.wordpress.com
Let’s get Blogging!

Wordpress Template Sites

                       http://topwpthemes.com/



                              http://www.nattywp.com/




                                          http://www.wpthemespot.com/
Let’s get Blogging!

Tumblr - Art of the Uber-Simple




                        http://dallasmarketing.tumblr.com/
Let’s look at some
Real Live Business Blogs
Company Blogs
Boeing B2B Flight Test Journal
www.boeing.com/commercial/777family
Thought Leader Blog
Event marketing company shares the love
www.eventmarketing.zvents.com
CEO Blog
GM grooves on the online community’s input

                                        ‘After years of reading
                                        and reacting to the
                                        automotive press, I
                                        finally get to put the
                                        shoe on the other foot.
                                        In the age of the
                                        Internet, anyone can
                                        be a ‘journalist’.’
                                        ~Bob Lutz




FastLane Blog - GM’s Bob Lutz
http://fastlane.gmblogs.com/archives/bob_lutz
5 great ways YOU (yes, you)
can use a Blog for your business
1. Establish an online presence on the cheap




Caroline Collective
www.carolinecollective.cc
2. Look brilliant, be adored by many




Crowdspring - crowd source graphic design Blog
http://blog.crowdspring.com
3. Support, give back and build your Community




Houston Artist Relief Blog -- HAA artist outreach
www.haahelps.com
4. Promote and extend conferences and event life




Mom 2.0 Summit
www.mom2summit.com
5. Run a viral marketing multimedia campaign

                              www.arttheheartofhouston.com




        www.haablog.com
Tracking your Blog’s success
Strategy, strategy, strategy
What is Success?

• Define your goals ahead of time:
                                                   www.intensedebate.com


  • Hits to your Web site / special landing page


  • Number of comments or link outs


  • Links from Influencers


  • Answers to online polls




           www.polldaddy.com
How do you know it’s working?
• Define your goals ahead of time:


  • Newsletter sign up

                         www.mailchimp.com




  • Raised funds (www.chipin.com)



  • Number of ‘favorites’ or ratings


  • Trackbacks from other Blogs
Blogging power at work, donate to: www.brennanshouston.com
Stick with your strategy and tweak as needed

• High traffic time?


• Post topics particularly hot?


• Who are your top referrers?


• How are they consuming your info?


                                      http://www.flickr.com/photos/8136496@N05/2327243497/
Tracking your success....

  Statistics are available, numbers work...




Google Analytics (free and track your PPC)
www.google.com/analytics
Tracking your success....

 Stats just a click away...




Built-in Blog utility traffic meters
www.typepad.com // www.wordpress.com
Tracking your success....

 Learn about your RSS subscribers




Feedburner (free)
www.feedburner.com
VISUALIZATION!! Tell a story with Blog visuals.
Visualization tools

Embed rich media for higher readership

• Use other free online social networks to
  host or discover Rich Media:


   • Video:
      • www.youtube.com
      • www.vimeo.com

   • Photos:
      • www.flickr.com

   • Audio:
      • www.seeqpod.com
Visualization tools

Create your own Rich content

• Jing (www.jingproject.com/) - free
  desktop image and video recorder


• Picasa (www.picasa.google.com) - edit
  images and video with easy uploads


• ComicLife (http://plasq.com/comiclife/)
  - have fun with your images and graphics
Bling Bling
for your Blog
Badges of honor - make your brand portable

• Let your visitors take your brand
                                      http://www.librarything.com/extras.php
  with them
                                           http://www.flickr.com/badge.gne

• Easily embedded / shared
  graphics that show interests or
  affiliation


• Cooler than a boring logo and
  much more interactive
Make your life easier: Windows Live Writer




                  http://windowslivewriter.spaces.live.com/
They are already
   talking about you...
but what are they saying?
Tracking the online conversation...

Track the conversation and find out!

                                        www,technorati.com/watchlist
                                          Powerful Social Media search
                                        engine watches for your terms and
                                                  updates you




                                                         www.google.com/alerts
                                                          Email updates for your
                                                       company name and keywords




                                                  http://alerts.yahoo.com
                                                   Yahoo! alerts you of any
                                                 occurrences of defined terms
                                                         and names
Tracking the online conversation...

Further online Reputation Management




  Google Trends search:
  www.google.com/trends




                                       Technorati search:
                                       www.technorati.com
Tracking the online conversation...

How do you compare to your competition?




                                          www.blogpulse.com
                                       Great visuals to track you and
                                         your competition’s online
                                             activity and Buzz
Find something less-than-great
  about your business online?
Deal with it! NOW!
Tracking the online conversation...

Timeliness and sincerity mean everything

• Draft response strategy beforehand


• If you need to say you’re sorry:
  mean it and back it up with visible action!


• A crisis is NOT the time to start a Blog


• Respond personally and publicly
Let’s take a quick breather!
Social Media Tools

Podcasts - How an iPod makes you smart

• Low-tech recorded online
  ‘radio shows’


• Amazing knowledge sharing


• Listen wherever you want




                              http://www.flickr.com/photos/ollyhart/123420044/
Arts Houston interviews, music, readings
www.artshouston.com/podcast
Duct Tape Marketing podcast
www.ducttapemarketing.com/podcast
Social Media Tools

RSS - Monitor the Commotion

                     How does it all work?
IceRocket - Prolific vs. Influential = 2 different things
www.icerocket.com
Pageflakes - personalized online data center
www.pageflakes.com
Addictive and essential Google Reader: www.google.com/reader
Social Media Tools

Online video - no popcorn required

• Tell your story


• Keep members in the loop


• Share knowledge


• Be genuine




                             http://www.youtube.com/watch?v=RkBdNBQNlRk&feature=related
Artists promote Orange Show awesomeness
www.vimeo.com/49438
Let’s talk photos
 www.flickr.com




http://www.flickr.com/photos/rhaaga/2384045113/
Mobile: http://m.flickr.com
Web: www.flickr.com
More than just pretty faces and scenery
Sharing memories and generating buzz




                            http://flickr.com/groups/oih/
You already might have a following on Flickr!
http://flickr.com/photos/billtex48/2178056762/
Do more with less...

Spread the Flickr love and look cool doing it




        http://bighugelabs.com/flickr/
Social Media Tools

Social Networks - Connective and effective

• Leverage existing networks


• Reach out to audience in a familiar
  and comfortable environment


• Evangelize your organization
Social Networks - Connective and Effective
Facebook - not just for college kids

• Group pages grow
  camaraderie


• Share your knowledge with:
  - Facebook apps
  - ‘Share’ feature
  - News feed


• Great event planning
  and buzz generation

                                              http://www.new.facebook.com/group.php?gid=19149921502



          www.facebook.com
Mobile: http://m.facebook.com
       Web: www.facebook.com




1. Access messages
2. Update status
3. Use FB like a phone book
4. Upload photos and videos
Social Networks - Connective and Effective
MySpace - not just for the music crowd

• Go where your people
  are


• Events, RSS feeds,
  friend bulletins, great
  ways to communicate




                                              http://www.myspace.com/orangeshoworg


          www.myspace.com
Social Networks - Connective and Effective
Social Powerpoint-ing with Slideshare

• Share


• Learn


• Be famous


• Find other brains like you




          www.slideshare.net


                                                 www.slideshare.net
                                               Find Ed’s presentations at
                                              www.slideshare.net/eschipul
All a-Twitter
www.twitter.com
In 140 characters or less...

What are you doing right now?



                                              www.twitter.com




                 www.twitter.com/dsilverman
Mobile: http://m.twitter.com
Web: www.twitter.com
The (new) Art of Community Building

How can you use Twitter?

• Share your brain candy and link love

• Promote community and friends’ events and news

• (secondarily) Promote your events, content and news

• Give live outline of events or presentations

• Tell your friends where the speed traps are :)

• Say thank you!
Want to know who is talking about you on Twitter?

Follow the Micro-Blogging buzz

                                        www.tweetscan.com




                                                                       www.summize.com




                                                       www.twitscoop.com
Do more with less...

Feed your Tweets into other sites
Cool Twitter links and resources

• Tweetscan - www.tweetscan.com

• TwitPic - www.twitpic.com

• Brightkite - www.brightkite.com

• Twittervision - www.twittervision.com

• Twitter Directory - www.twitdir.com

• Twitter Buzz - http://twitterbuzz.com/

• TwitterHolic - http://www.twitterholic.com/
Let’s take a quick break....
What’s your motivation?
A rubber raft in the middle of the ocean




      http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
3 Motivations
  1.   Material

  2.   Social

  3.   Ideological



                Read more: http://www.schipul.com/en/art/?562
3 Motivations
         Material                      Social                           Ideological
1. Cash                     1. Networking                        1.   Belief in a cause
2. Discounts                2. Socialization                     2.   Long-term political goal
3. Volunteers get free      3. Identity                          3.   Religious / spiritual
admission                   4. Certification / validation         4.   Self-actualization
4. Linkbacks to your site   5. Professional / Development        5.   Art
5. Promotion*               6. Sex
                            7. Relationships
                            8. Organized Religion
                            9. Status
                            10. Esteem
                            11. Some politics
                            12. Achievement
                            13. Self-esteem*
                            14. Promotion




                            http://www.schipul.com/en/art/?562
1. Material Incentives

                                                • Pay this, get that. Done.


                                                • Time-value of $$


                                                • Transparency matters!


                                                • Keep it small and simple

   Photo credit: http://www.flickr.com/photos/
           thegreentrilby/93788893/
2. Social Incentives

                                                 • Incredibly complex


                                                 • Bunch of introverts


                                                 • All we need is love



    Photo credit: http://www.flickr.com/photos/
       barackobamadotcom/2214065098/
3. Ideological


                                               • Time-triggered, not time bound


                                               • Keep an eye on ethics


                                               • Search engines powerful ideologue
                                                 connectors


  Julia Butterfly
  Photo credit: http://www.cathedralgrove.se
4 Pillars of a Strong
Social Media Campaign
A brief look at the 4 Pillars of Social Media Success

•Consulting

•Training

•Recruiting **

•Promoting
                                     http://www.flickr.com/photos/96dpi/2119924191/
1. Consulting


• What are your goals?

• Survey within and without

• Participation is key

• Make sure things are right
  in the offline world too
2. Training


• Social Media etiquette school

• Use those student interns for
  knowledge sharing!

• Play nice with others
  on your own for practice

• Patience, patience, patience
3. Recruit

             • Identify your current in-house
               Social Media rock stars

             • Recruit those that know and
               can show you how

             • Stay humble

             • Be as transparent as possible
4. Promoting



• Disclosure is essential

• Reach out to your communities

• It’s not all about you

• Get busy with the
  ‘invite friends’ button
It’s all connected - be consistent, keep it simple
Quickie Social Media To-Do’s

1. Read blogs
   (find them on www.technorati.com)


2. Set up an RSS Feed Reader
   (www.google.com/reader)


3. Join Facebook (www.facebook.com)


4. Join Flickr (www.flickr.com)


5. Track the buzz about you
   (www.google.com/alerts)
Thanks for participating today!

Ed Schipul


CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com
(281) 497.6567


Blog: www.brandtobedetermined.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www.twitter.com/eschipul


Find my slides on Slideshare: www.slideshare.net/eschipul

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Weaving the Social Web - Social Media Marketing with a PR twist

  • 1. Public Relations Association of Mississippi November 10, 2008 Weaving the Social Web Embracing the Rock Star Communicator’s Toolset Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com http://www.flickr.com/photos/restlessglobetrotter/2132076796/
  • 2. “For a slender figure, reach for a Lucky instead of a sweet” Selling cigarettes to women
  • 3. Easter Parade, 5th Avenue 1929 Selling cigarettes to women using ‘Big Think’
  • 4. What we’ll talk about... • PR stories (then and now) • Social Media tools • 4 Pillars of Social Media success http://www.flickr.com/photos/jkgroove/116773990/ • 3 Motivations of People Growing Community through online Communication
  • 5. The steps for a successful PR campaign •Research •Strategic Planning •Implementation •Evaluation Source: http://www.praccreditation.org/becomeAPR/KSAs_Competencies.html
  • 6. Let’s go back to 1923
  • 7. Making friends with the ‘enemies of soap’
  • 8. Let the children carve Ivory http://www.flickr.com/photos/jim-in-times-square/222291503/
  • 10. And back to... 2008 (like, a few months ago)
  • 11. Red Bull soars with Art of Can http://flickr.com/photos/coda/8875179/ http://flickr.com/photos/coda/8875186/ http://flickr.com/photos/14922438@N00/305566359/
  • 12. BARTENDERS COMMUNITY www.flickr.com/photos/laughingsquid/253927535/ http://flickr.com/photos/crispyfried/2517882139/ http://flickr.com/photos/edwardleger/2148495301/
  • 13. Product becomes works of art http://flickr.com/photos/mlehet/1968214584/
  • 14. So how did they do it?
  • 16. Bernays: Listens to a sculptor named Brenda Putnam
  • 17. Red Bull: Listens to their best sales people http://flickr.com/photos/sterlingely/sets/1750464/
  • 18. The (new) Art of Listening What are they saying to you? www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 19. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  • 20. An idea is born
  • 21. Step 2. Strategic Planning
  • 22. Bernays: Strategizes for a soap explosion (minus the bubbles)
  • 23. Red Bull: Plans a Red Bull bartender / artist LoveFest http://flickr.com/photos/theshizniz/2399720915/
  • 24. 3. Implement the PR action plan http://flickr.com/photos/notionscapital/2493066577/
  • 25. Bernays: Builds Community for strong presence http://www.flickr.com/photos/wallyg/451875425/
  • 26. Bernays builds community Communities and schools compete together • Schools formed own teams • Communities competed against each other’s best teams • Local artists collaborated
  • 27. Bernays builds community Celebrity judges for soap sculptures • Top architects, artists and curators called to judge • Organizational board made up of heavy hitters in various industries • Museums and galleries called on for http://flickr.com/photos/98538941@N00/2250482065/in/pool-79248696@N00 participation and support
  • 28. Bernays builds community Newspapers and communities sponsor entrants • Free ads announcing contest in national papers • Sponsorships for travel and entry costs of local winners • Donations of soap and tools to schools and art groups
  • 29. www.redbullartofcan.com Red Bull: Reaches out to grow teams and Community
  • 30. The (new) Art of Community Building Showing love in the Blogosphere • Link love is a form of currency • Share brain candy - • Promote others within community Easy as:
  • 31. It’s all about the Commotion http://www.flickr.com/photos/spotrick/1661694268
  • 32. Promoting the Big Event, generating the buzz
  • 33. The (old) Art of Promotion Broadcasting the message on paper and waves • HUGE global write ups • Free ads / radio spots • Vocal support from various organizations: • Parenting • Community • Arts • Architecture
  • 34. The (new) Art of Promotion Let your community contribute their voice www.youtube.com www.flickr.com http://del.icio.us
  • 35. 4. Evaluate your PR campaign
  • 36. Ivory soap carving campaign outcome Campaign longevity - over 50 years http://www.ivory.com/PureFun.htm
  • 37. Ivory soap carving campaign outcome Carving soap on the Internet http://www.youtube.com/watch?v=iouyusCpw0s http://www.youtube.com/watch?v=hyRnALkQMLk&feature=related
  • 38. Schwaklakk Soap Carving Day - March 8th www.schwaklakk.com http://flickr.com/photos/8032818@N08/2323370112/
  • 39. Red Bull Art of Can campaign outcome 1,305,920 Red Bull Art of Can views http://www.youtube.com/watch?v=d-HGLA6SvfQ
  • 40. Red Bull Art of Can campaign outcome Brand visibility galore - 10,000s photos on Flickr http://flickr.com/photos/officebox/1184751975/ http://flickr.com/photos/marcel_patti/2406780315/in/pool-83404792@N00
  • 41. Red Bull Art of Can campaign outcome Follow the Micro-Blogging buzz www.tweetscan.com www.summize.com www.twitscoop.com
  • 42. Let’s take a quick breather!
  • 47. Feel overwhelmed? (me too) http://www.flickr.com/photos/rmx/312837476/
  • 48. Social Media is a conversation...
  • 49. ... and groups you know are already participating!
  • 50. But how do they do it?
  • 52. But what makes a Blog a Blog?
  • 53. A rather dry Blogging checklist • Transparency Bored • Conversational tone • Genuine passion for a subject • Feedback mechanisms http://www.flickr.com/photos/dcassaa/1331767481/ • Community participation and interaction • Knowledge sharing
  • 55. Create your Personal Brand • Keep it consistent EVERYWHERE • Create an Avatar • Add important links / personal brands to your email footers • Promote your employee Personal Brands (www.schipul.com/ happykatie) Happykatie!
  • 56. Let’s Get Blogging! • Set up a fast template Blog • Start simple - match branding graphics later • 5 posts before ‘launch’ www.typepad.com www.blogger.com www.wordpress.com
  • 57. Let’s get Blogging! Wordpress Template Sites http://topwpthemes.com/ http://www.nattywp.com/ http://www.wpthemespot.com/
  • 58. Let’s get Blogging! Tumblr - Art of the Uber-Simple http://dallasmarketing.tumblr.com/
  • 59. Let’s look at some Real Live Business Blogs
  • 61. Boeing B2B Flight Test Journal www.boeing.com/commercial/777family
  • 63. Event marketing company shares the love www.eventmarketing.zvents.com
  • 65. GM grooves on the online community’s input ‘After years of reading and reacting to the automotive press, I finally get to put the shoe on the other foot. In the age of the Internet, anyone can be a ‘journalist’.’ ~Bob Lutz FastLane Blog - GM’s Bob Lutz http://fastlane.gmblogs.com/archives/bob_lutz
  • 66. 5 great ways YOU (yes, you) can use a Blog for your business
  • 67. 1. Establish an online presence on the cheap Caroline Collective www.carolinecollective.cc
  • 68. 2. Look brilliant, be adored by many Crowdspring - crowd source graphic design Blog http://blog.crowdspring.com
  • 69. 3. Support, give back and build your Community Houston Artist Relief Blog -- HAA artist outreach www.haahelps.com
  • 70. 4. Promote and extend conferences and event life Mom 2.0 Summit www.mom2summit.com
  • 71. 5. Run a viral marketing multimedia campaign www.arttheheartofhouston.com www.haablog.com
  • 74. What is Success? • Define your goals ahead of time: www.intensedebate.com • Hits to your Web site / special landing page • Number of comments or link outs • Links from Influencers • Answers to online polls www.polldaddy.com
  • 75. How do you know it’s working? • Define your goals ahead of time: • Newsletter sign up www.mailchimp.com • Raised funds (www.chipin.com) • Number of ‘favorites’ or ratings • Trackbacks from other Blogs
  • 76. Blogging power at work, donate to: www.brennanshouston.com
  • 77. Stick with your strategy and tweak as needed • High traffic time? • Post topics particularly hot? • Who are your top referrers? • How are they consuming your info? http://www.flickr.com/photos/8136496@N05/2327243497/
  • 78. Tracking your success.... Statistics are available, numbers work... Google Analytics (free and track your PPC) www.google.com/analytics
  • 79. Tracking your success.... Stats just a click away... Built-in Blog utility traffic meters www.typepad.com // www.wordpress.com
  • 80. Tracking your success.... Learn about your RSS subscribers Feedburner (free) www.feedburner.com
  • 81. VISUALIZATION!! Tell a story with Blog visuals.
  • 82. Visualization tools Embed rich media for higher readership • Use other free online social networks to host or discover Rich Media: • Video: • www.youtube.com • www.vimeo.com • Photos: • www.flickr.com • Audio: • www.seeqpod.com
  • 83. Visualization tools Create your own Rich content • Jing (www.jingproject.com/) - free desktop image and video recorder • Picasa (www.picasa.google.com) - edit images and video with easy uploads • ComicLife (http://plasq.com/comiclife/) - have fun with your images and graphics
  • 85. Badges of honor - make your brand portable • Let your visitors take your brand http://www.librarything.com/extras.php with them http://www.flickr.com/badge.gne • Easily embedded / shared graphics that show interests or affiliation • Cooler than a boring logo and much more interactive
  • 86. Make your life easier: Windows Live Writer http://windowslivewriter.spaces.live.com/
  • 87. They are already talking about you... but what are they saying?
  • 88. Tracking the online conversation... Track the conversation and find out! www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 89. Tracking the online conversation... Further online Reputation Management Google Trends search: www.google.com/trends Technorati search: www.technorati.com
  • 90. Tracking the online conversation... How do you compare to your competition? www.blogpulse.com Great visuals to track you and your competition’s online activity and Buzz
  • 91. Find something less-than-great about your business online?
  • 93. Tracking the online conversation... Timeliness and sincerity mean everything • Draft response strategy beforehand • If you need to say you’re sorry: mean it and back it up with visible action! • A crisis is NOT the time to start a Blog • Respond personally and publicly
  • 94. Let’s take a quick breather!
  • 95. Social Media Tools Podcasts - How an iPod makes you smart • Low-tech recorded online ‘radio shows’ • Amazing knowledge sharing • Listen wherever you want http://www.flickr.com/photos/ollyhart/123420044/
  • 96. Arts Houston interviews, music, readings www.artshouston.com/podcast
  • 97. Duct Tape Marketing podcast www.ducttapemarketing.com/podcast
  • 98. Social Media Tools RSS - Monitor the Commotion How does it all work?
  • 99. IceRocket - Prolific vs. Influential = 2 different things www.icerocket.com
  • 100. Pageflakes - personalized online data center www.pageflakes.com
  • 101. Addictive and essential Google Reader: www.google.com/reader
  • 102. Social Media Tools Online video - no popcorn required • Tell your story • Keep members in the loop • Share knowledge • Be genuine http://www.youtube.com/watch?v=RkBdNBQNlRk&feature=related
  • 103. Artists promote Orange Show awesomeness www.vimeo.com/49438
  • 104. Let’s talk photos www.flickr.com http://www.flickr.com/photos/rhaaga/2384045113/
  • 106. More than just pretty faces and scenery Sharing memories and generating buzz http://flickr.com/groups/oih/
  • 107. You already might have a following on Flickr! http://flickr.com/photos/billtex48/2178056762/
  • 108. Do more with less... Spread the Flickr love and look cool doing it http://bighugelabs.com/flickr/
  • 109. Social Media Tools Social Networks - Connective and effective • Leverage existing networks • Reach out to audience in a familiar and comfortable environment • Evangelize your organization
  • 110. Social Networks - Connective and Effective Facebook - not just for college kids • Group pages grow camaraderie • Share your knowledge with: - Facebook apps - ‘Share’ feature - News feed • Great event planning and buzz generation http://www.new.facebook.com/group.php?gid=19149921502 www.facebook.com
  • 111. Mobile: http://m.facebook.com Web: www.facebook.com 1. Access messages 2. Update status 3. Use FB like a phone book 4. Upload photos and videos
  • 112. Social Networks - Connective and Effective MySpace - not just for the music crowd • Go where your people are • Events, RSS feeds, friend bulletins, great ways to communicate http://www.myspace.com/orangeshoworg www.myspace.com
  • 113. Social Networks - Connective and Effective Social Powerpoint-ing with Slideshare • Share • Learn • Be famous • Find other brains like you www.slideshare.net www.slideshare.net Find Ed’s presentations at www.slideshare.net/eschipul
  • 115. In 140 characters or less... What are you doing right now? www.twitter.com www.twitter.com/dsilverman
  • 117. The (new) Art of Community Building How can you use Twitter? • Share your brain candy and link love • Promote community and friends’ events and news • (secondarily) Promote your events, content and news • Give live outline of events or presentations • Tell your friends where the speed traps are :) • Say thank you!
  • 118. Want to know who is talking about you on Twitter? Follow the Micro-Blogging buzz www.tweetscan.com www.summize.com www.twitscoop.com
  • 119. Do more with less... Feed your Tweets into other sites
  • 120. Cool Twitter links and resources • Tweetscan - www.tweetscan.com • TwitPic - www.twitpic.com • Brightkite - www.brightkite.com • Twittervision - www.twittervision.com • Twitter Directory - www.twitdir.com • Twitter Buzz - http://twitterbuzz.com/ • TwitterHolic - http://www.twitterholic.com/
  • 121. Let’s take a quick break....
  • 123. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  • 124. 3 Motivations 1. Material 2. Social 3. Ideological Read more: http://www.schipul.com/en/art/?562
  • 125. 3 Motivations Material Social Ideological 1. Cash 1. Networking 1. Belief in a cause 2. Discounts 2. Socialization 2. Long-term political goal 3. Volunteers get free 3. Identity 3. Religious / spiritual admission 4. Certification / validation 4. Self-actualization 4. Linkbacks to your site 5. Professional / Development 5. Art 5. Promotion* 6. Sex 7. Relationships 8. Organized Religion 9. Status 10. Esteem 11. Some politics 12. Achievement 13. Self-esteem* 14. Promotion http://www.schipul.com/en/art/?562
  • 126. 1. Material Incentives • Pay this, get that. Done. • Time-value of $$ • Transparency matters! • Keep it small and simple Photo credit: http://www.flickr.com/photos/ thegreentrilby/93788893/
  • 127. 2. Social Incentives • Incredibly complex • Bunch of introverts • All we need is love Photo credit: http://www.flickr.com/photos/ barackobamadotcom/2214065098/
  • 128. 3. Ideological • Time-triggered, not time bound • Keep an eye on ethics • Search engines powerful ideologue connectors Julia Butterfly Photo credit: http://www.cathedralgrove.se
  • 129. 4 Pillars of a Strong Social Media Campaign
  • 130. A brief look at the 4 Pillars of Social Media Success •Consulting •Training •Recruiting ** •Promoting http://www.flickr.com/photos/96dpi/2119924191/
  • 131. 1. Consulting • What are your goals? • Survey within and without • Participation is key • Make sure things are right in the offline world too
  • 132. 2. Training • Social Media etiquette school • Use those student interns for knowledge sharing! • Play nice with others on your own for practice • Patience, patience, patience
  • 133. 3. Recruit • Identify your current in-house Social Media rock stars • Recruit those that know and can show you how • Stay humble • Be as transparent as possible
  • 134. 4. Promoting • Disclosure is essential • Reach out to your communities • It’s not all about you • Get busy with the ‘invite friends’ button
  • 135. It’s all connected - be consistent, keep it simple
  • 136. Quickie Social Media To-Do’s 1. Read blogs (find them on www.technorati.com) 2. Set up an RSS Feed Reader (www.google.com/reader) 3. Join Facebook (www.facebook.com) 4. Join Flickr (www.flickr.com) 5. Track the buzz about you (www.google.com/alerts)
  • 137. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul